Two marketing research firms M:Metrics and Mediamark Research & Intelligence (MRI) have formed a partnership to offer integrated data for offline and mobile marketing media planning.

Survey data from both companies will be combined in a new marketing research product that’s expected to be launched in the second half of 2008. It will offer applications for profiling product consumption and consumer psychographics.

“It will enable mobile advertisers to obtain a far richer understanding of the consumers they are reaching through the mobile medium,” said in a statement Kathi Love, president and CEO of MRI.

MRI conducts in-home survey interviews of approximately 26,000 adults annually, concerning product consumption, lifestyle and attitudes. It collects demographics and data about consumers’ use of nearly 6,000 product and service brands.

Other data gathered by MRI includes concerns the readership of hundreds of magazines, Internet use, television viewing down to the program level, Yellow Pages use, national and local radio listening habits.

M:Metrics surveys and measures mobile media consumption habits of more than 500,000 consumers in the U.S., Europe and China annually.