The merger comes after SRG ceased operations and was no longer a going concern, with the company to eventually be shut down.

The entire three-person team at SRG is also joining The Strategic Counsel following the merger.

SRG, founded in 1996, specialised in syndicated studies in areas including digital technology, youth and sports.

The Strategic Counsel was set up in 1995 and has offices in Toronto, Calgary and Ottawa.

Tim Woolstencroft, managing partner at The Strategic Counsel, said: “The team from SRG will be providing The Strategic Counsel with a unique process that develops cutting-edge insight products that large and small research buying clients can access.”

Kaan Yigit, former president at SRG and now principal/senior vice-president at The Strategic Counsel, added: “Client budgets are tight, and market research departments are under constant pressure to accelerate insights delivery.

“Our vision is to position The Strategic Counsel as the go-to resource for addressing questions about key consumer segments.”