The partnership will see Qrious Insight’s passive metering technology integrated into L&E Research’s panel apps and websites.

The integration will combine traditional quantitative and qualitative research techniques with real-time behavioural data, with features including tracking app usage, website features, advertising exposure and search activity.

L&E Research will also be assisted in profiling panellists based on behaviours to improve targeting and recruitment.

Qrious Insight is based in Florida, while L&E Research was founded in 1984 and is based in North Carolina in the US.

Andrew Moffatt, chief executive at Qrious Insight, said: “Market research has long relied on what people say, but behaviours provide a complementary, fuller view that helps close the say/do gap.

“By building an always-on behavioural data network, we are creating a foundation for smarter research, strengthened analytics and AI applications across the industry.”