The acquisition will increase access to UK consumers for Ackwest clients, and supports the company’s strategy of expanding into new markets.

Answerpoints is a community-first panel with a focus on participant experience, recruitment and long-term engagement. Ackwest said those practices will remain in place as the panel is integrated into the business.

Colin Turner-Kerr, operating partner at Ackwest and managing director of TestSet Europe, said: “Answerpoints expands our European audience capabilities in a way that aligns with how our clients work today, combining local market depth with the ability to scale across studies and geographies without sacrificing quality.”

Justin Alderson, director of Aurora Market Research, added: “We built the Answerpoints consumer panel with care, transparency, and respect for the people behind the data.

“Becoming part of Ackwest allows that community to continue contributing to meaningful research, while giving clients broader access to the panellists through a modern first-party data interface.”