Feedback ASAP uses a mobile phone-based system to collect customer satisfaction and loyalty data through text messages. The firm said that the system allows customers to communicate their feelings about brands whenever they have dealings with them, and clients to act upon findings in real time.

Founder Phil Prosser said: “We were keen to become involved with STW because it is particularly progressive in this area, and has already shown high commitment to growing the sector.”

STW said that the investment is part of its joint venture agreement with field marketing agency Smollan, that was announced in July and resulted in the two firms cooperating on mystery shopping and customer auditing work.

Chief executive Michael Connaghan said: “Feedback ASAP is an outstanding business model that fits perfectly with our existing capabilities in the areas of field marketing, mystery shopping and customer auditing. It further cements our position in the retail sector, and provides another platform from which we can fast track our growth and service offering to clients.”