The merger will see Blue Yonder join Curion and provide both companies with broader access to talent and technology, as well as strengthening their presence on both sides of the Atlantic.

Blue Yonder will be known as Blue Yonder, a Curion Company, and there is no immediate change to leadership teams.

Blue Yonder, headquartered in Leeds, focuses on R&D and innovation testing, while Curion is based in Illinois, US, and has six consumer testing centres as well as work with predictive analytics.

Steve Jungmann, chief executive at Curion, said: “By bringing our teams together, we're creating a global partner to help brands innovate with confidence.”

Jonathan Million, chief executive and founder at Blue Yonder Research, added: “Joining Curion feels like a natural evolution.

“We’ve always been driven by a passion for understanding what motivates consumer purchases, from the small decisions to the everyday moments behind them. Curion brings the scale, technology and reach to amplify that passion globally.”