Comscore Canada and media insights company Vividata have entered a strategic partnership, launching an audience insight platform with the goal of better understanding Canadian consumer behaviour.

Launched at Toronto’s Globe and Mail Centre on Dec. 6, Plan Metrix Multi-Platform Powered by Vividata combines Comscore’s digital audience insights with Vividata’s consumer survey data – which include more than 150 categories from media and product usage to lifestyle and real estate.

According to Comscore’s SVP of commercial, Bryan Segal (pictured), the platform aims to go beyond traditional age and gender demographics, creating one consumer database that provides marketers with a more granular view of consumer’s multi-platform behaviour, both online and offline.

“There’s always been a client need to understand audiences on a deeper level than demographically,” Segal tells MiC, adding that “as buying and planning become more sophisticated, understanding vast audience is becoming more important.”

Demographics vary significantly person-to-person, he says, making the platform’s unduplicated, digital behaviour-based audience data a tool that will “truly be able to help the industry.”

The platform, which was launched last year in the U.S., will allow subscribers to access data covering a range of consumer categories from travel, financial and automotive to health and beauty, grocery and retail.