The firm said that data on what consumers purchase and what media they consume – currently collected via separate samples within Worldpanel – will be brought together.

Tim Kidd (pictured), managing director for Kantar Worldpanel UK & Ireland, said the expansion will “significantly improve the accuracy of our data”.

“Our ability to comprehensively explore what consumers and shoppers do and why they do it will be enhanced – allowing our clients to make sound business decisions based on genuine, accurate and timely research,” he said.