CDS said the acquisition would strengthen its in-house behavioural insight capabilities. The terms of the deal have not been disclosed.

SimpleUsability will remain headquartered at Marshalls Mill in Leeds, and has a team of 15 staff with 35 active clients.

Its founder, Guy Redwood, will remain in the business to support greater collaboration between the two firms. SimpleUsability and CDS have previously worked together on several projects over the past three years.

Mark Gair, managing director of CDS, said: “Until now, we had to utilise our partner network to oversee large elements of behavioural research and experience testing in order to offer an end-to-end solution to our clients.

“We had been searching for the for the right acquisition within this space for two years, before we entered into discussions with SimpleUsability earlier this year. Having worked alongside Guy Redwood since 2017, we knew it was an ideal fit – both commercially and culturally.”

Redwood said: “Both companies share a passion for the diligent exploration of customer needs and delivery which delights.

“With this deal we can offer our clients a complete range of services centred around their end customers’ needs.”