The Lifestyle Insights survey is set to reveal hundreds of different characteristics about the behaviour, spending and lifestyle of its viewing panel to add to its existing data.
The new data is set to improve the ability to plan TV campaigns and target airtime as well, as increase understanding of viewer behaviours and motivations.
It will also help in the assessment of cross-media delivery and the identification of potential target groups.
Tony Wearn, research director at Barb, said: "The Lifestyle Insights survey is under way and we expect output to be available on these additional panel classifications by the end of the year. This is a major research project and has been commissioned for an initial two-year period."
Barb said it expected the service to be of high value across the media industry -- from advertisers and agencies to broadcasters and programme makers.
Bjarne Thelin, chief executive of Barb, added: "At a time when there is an increasing call for cross-media understanding, the additional panel classifications of Lifestyle Insights will also add to the available information."
Barb has come under fire recently for its audience measurement system, which only records viewing habits in the home.
This week, CNBC Europe announced it was terminating its contract with Barb for failing to measure the majority of its audience, who usually watch TV in hotels, offices or on trading floors.
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