The partnership will combine Kantar’s research and analytics with Pulse Labs’ voice behavioural data to help understand smart speaker use as part of the evolution of the smart home.

It aims to improve conversational AI functionality, including enhancing voice skills and apps, and helping brands better understand their role on these new platforms.

The combined solution will integrate Kantar’s research into user consumption and media habits across platforms, plus its ad expenditure and effectiveness data, with Pulse Labs’ voice behavioural, voice app effectiveness, platform adoption, and trial data. Pulse Labs has a continuous opt-in panel of voice activated assistant users.

Nick Nyhan, chief digital officer, Kantar said: “Conversational AI is already being adopted by people on their phones and in their homes, and this is changing how consumers interact with companies and their products. Our partnership with Pulse Labs will enable us to answer questions on not just what consumers are doing on the platforms, but also why or why not.”