OTO says the buy gives it an expanded UK and European presence as well as new offices in Brazil and Singapore. Terms of the acquisition were not disclosed but it is OTO’s fifth such deal. In 2007 it bought the Quantemo Neuromarketing Lab, thereby establishing its insights division.

Fhios was launched in 2002 and has worked with clients such as Reuters, Motorola, Hilton, eBay, Dell and Philips. Its research services include usability testing, eye-tracking, concept testing, brand perception and competitive benchmarking.

The agency is headed by CEO Philip Rhodes (pictured), who becomes senior vice president and manging director of OTOinsights following the merger.

Rhodes said of the acquisition: “We see this as an opportunity to bring our deep human experience expertise to a new north American audience, add OTOinsights neuromarketing research capabilities to our client offerings, and to engage more deeply with our client’s projects.”