The partnership will see Happy Thinking People and Jovoto combine on insights and market research, and will use Jovoto’s digital platforms focused on collaborating on product design, innovation, marketing and human resources.

Both companies are based in Germany, with Jovoto founded in 2007 in Berlin and Happy Thinking People set up in Munich in 1989.

Bastian Unterberg (pictured), chief executive of Jovoto, said: “Jovoto and Happy Thinking People complement each other’s offerings perfectly.

“We’re looking forward to leveraging Happy Thinking People’s extensive knowledge and understanding of diverse markets, so we can focus on delivering outstanding creative solutions.”

Sven Arn, managing director of Happy Thinking People, said: “It’s really great to be able to tap into this sort of resource for innovation briefs that are more ambitious, looking for new spaces outside a company’s core competence areas on tasks that involve reimagining a whole category.”