The main Worldpanel sample of 25,000 homes in Great Britain has been fused with 30,000 individuals within TGI classified as ‘main shoppers’. The result, according to the firm, is “a comprehensive picture of consumers’ lives”, from demographics and geographic circumstances through to the products, services and brands they use, the activities they engage in and the media they consume.

Kantar Media TGI & Custom CEO Richard Asquith said: “By combining household product purchase data with consumer targeting metrics such as motivations, attitudes and media consumption, TGI Worldpanel allows brand owners, retailers, agencies and media owners to define targets in the same way and to talk each other’s language.”

Such fusion projects have been considered before. Back in 2007 researchers within TNS (before Kantar bought it) were looking at ways of bringing together Worldpanel data with information from the Institute of Practitioners in Advertising’s (IPA) Touchpoints survey of media use, which TNS held the contract for.

The idea ultimately went nowhere and TNS was later replaced by Ipsos on the Touchpoints task.