The agreement will see Tapestry founders Kevin Thompson and Ian Wright continue to lead the company while also taking up roles as executive vice-presidents at SE/ASI.

Tapestry will operate as Tapestry Research, a Screen Engine/ASI Company, and will help expand SE/ASI outside of North America.

The acquisition follows SE/ASI’s deals in 2019 to purchase The Diffusion Group and Ticktbox.

SE/ASI is based in California and focuses on entertainment and media, including film test screenings, creative advertising testing, in-cinema exit polling, pre-release tracking of film, television and home entertainment titles, content lifecycle research and television programme testing.

Tapestry specialises in multi-platform campaign evaluation, decision journey, segmentation, market sizing and audience research.

Kevin Goetz, founder and chief executive officer at SE/ASI, said: “I have known both Ian and Kevin for well over a decade and can attest to the fact that they are not only smart, strategic, and insightful researchers, they are also great guys and true collaborators.

“Because we share many of the same clients, we all saw the value in serving them as one company. In addition, we will be able to expand our collective offering with the addition of Tapestry’s research, which is concentrated outside of North America.”

Wright said: “Kevin and I are really excited at joining forces with SE/ASI. There’s a very strong fit between us in terms of our culture and client focus, and this deal will help us to continue to grow and get to the next stage of our development.”

Thompson added: “We’re really looking forward to being part of the SE/ASI group. Many of us have worked together in the past and it’s great to rekindle those relationships.”