The new integrated dataset is intended to allow marketers to access profiling of high-propensity shoppers and hard-to-find segments as well as purchase and segment-based targeting and better granularity in survey results.

“By connecting IRI’s proprietary segmentations and granular (all-outlet) purchase data from the IRI Consumer Network to an expansive, flexible and highly regarded research panel like Research Now, the CPG industry will be able to uncover new insights into what drives purchase behaviour,” said Robert Tomei, president, Consumer & Shopper Marketing, IRI.

“Marketers also will have a new tool to uncover white space and innovation opportunities with enhanced product and concept testing.”