Through the deal, Vista Grande will expand its offer, adding Ameritest’s creative testing product to its existing consumer and shopper insights business.

Brands use Ameritest’s methodologies to see how their advertising performs with consumers. Dynata acquired the business in 2021.

The terms of the transaction have not been disclosed. Ameritest will continue to be informed by Dynata respondents.

Russ Onish, chief executive, Vista Grande, said combining the creative effectiveness tools with Vista Grande’s expertise would offer clients more comprehensive insight:  “Our clients will understand which campaigns will succeed, why they work, and how they influence purchase decisions across today’s complex ecosystem, including brand campaigns, digital media, retail media networks and critical shopper moments.”

Deirdre Thomas, chief product officer at Dynata, said: “The transition of Ameritest to Vista Grande ensures that this specialised creative diagnostics product thrives under a consultative research agency.

“We are confident that Ameritest will thrive and provide continuity for its many long-time clients as part of Vista Grande."