The partnership will bring together Horizon’s purchase intent platform with Orchard’s behavioural insights.

Chicago-based Orchard uses a behavioural test-and-learn research approach, while Horizon, headquartered in Mainz, is used by innovation, product and consumer insight teams to predict market success using purchase intent data.

Orchard said the partnership would boost its analytics and technology offer.

Rashed Chowdhury, chief executive, Orchard, said: “Our combined areas of expertise will strengthen our offering to partners. I'm particularly excited about the enhanced analytics around purchase intent and the new capabilities for price testing and understanding unit economics of new product ideas.”

Daniel Putsche, co-founder and chief executive, Horizon, said: “Orchard has established a strong presence in the US market, and by integrating our software, we can now offer brands in both the US and Europe a robust solution that bridges the gap between early interest and final purchase decisions.”