Among the businesses owned by Reimagine Holdings is online survey and digital data firm, Critical Mix; cloud-based SaaS data analysis and visualisation platform, MarketSight; and automated brand and communications market research platform PopResearch.

Dynata said the deal would allow it to capitalise on Reimagine’s automation, software, fraud-prevention technology, and artificial intelligence tools and platforms. Dynata can now offer marketers a systematic feedback loop for data and insights.

Combined, the companies offer a broader portfolio of tools including expertise in artificial intelligence for enhanced insights and a suite of complementary solutions for cross-selling and cross-pollination of technology in areas such as cloud-based platforms, DIY and automated research, mobile and geo-location, identity validation, and survey data analysis.

Gary Laben (pictured), chief executive officer of Dynata, said: "Bringing together Dynata and Reimagine Holdings is a major step forward in helping us give market researchers, marketers, advertisers and business managers more accurate data and new insights."

Hugh Davis, co-founder and managing partner at Reimagine, added: "Dynata shares our vision of transforming data into actionable insights, and recognises the strengths of our automated, technology-driven platforms and services. It is the perfect partner to advance the long-term growth of our business."