After the misconduct revealed during the Banking Royal Commission, what do Australians really think about financial institutions.

A new alliance which sets NewsMediaWorks' Emma data within DBM's Consumer Atlas should help 40 brands - including three of the top four banks -find out.

The strategic partnership aims to create a world-class product combining the financial attitudes, intentions and actual behaviours of consumers with demography, lifestyle and media consumption data, with Emma becoming DBM's sole media audience insights provider.

Emma audience data becomes available to DBM subscribers to enrich and contextualise DBM's data, with a new integrated database supporting new customer acquisition and growth strategies.

Readership Works general manager Mal Dale says DBM is the "emergent force" in consumer financial data, blending robust survey methodology with deep data analytics to deliver more accurate, granular and actionable market intelligence for financial institutions. Its client base includes more than 40 financial services brands in banking, insurance and wealth management, including three of the Big Four banks.

DBM's Consumer Atlas provides an ongoing survey of Australian financial customers, tracking attitudes, intentions and behaviours with respect to their financial services providers. The partnership with Emma will see the data fused with sources such as media consumption and demographic segmentation.

Dale (pictured) says the partnership is another important step in Emma's development: "DBM shares a similar philosophy of commitment to innovation, accuracy, transparency and collaboration," he says. "The partnership will provide the most accurate, granular and actionable market intelligence on consumers' relationships with their financial providers."