The acquisition will strengthen Elixirr’s research offering to clients and will complement the firm’s work in strategy, digital, data, innovation and artificial intelligence.

Hypothesis, which was founded in 2000, will also help Elixirr expand its presence in the US.

Maria Vallis, chief executive at Hypothesis, will join Elixirr as a partner based in Los Angeles. Vallis’ team will also join the company.

Stephen Newton, chief executive officer and founder at Elixirr, said: “We first met the Hypothesis team about 18 months ago, and the opportunity to join forces has consistently excited us ever since those very first discussions.

“The acquisition will further solidify the strong reputation we’ve been building and bring rigour to our research and insights offering. 

“Maria and Hypothesis’ expertise will help us solidify the strong reputation we’ve been building in the US market, which remains a key priority for us.” 

Vallis added: “The Hypothesis team is excited to join forces with the Elixirr Group as we’re now able to take our insights and recommendations further and can do more to solve our clients’ business issues.

“Considering that Hypothesis was founded with the goal of disrupting the research and insights industry, it was important to us to join a firm who had similar ethos. We believe that we have found this with Elixirr.”