According to the announcement, the two agencies have worked in partnership for a number of years. SR-B's staff will join Critical Research.

Terms of the deal have not been disclosed. 

“This is an exciting time for Critical Research and SR-B," said Ben Farr, managing director of Critical Research (pictured).

"The purchase of SR-B, and the research expertise they bring, means we can now offer all our clients an even wider range of research solutions. We have worked with SR-B for many years now and are delighted that by joining forces, we can bring together a team of passionate and expert researchers.”