The merger will help increase 2CV’s work in behavioural science, advanced analytics and the transport sector.

Both companies are part of Cello Health, which was recently acquired by Arsenal Capital Group. Breaking Blue became an operationally integrated part of Cello Health Insight in January this year, having been part of Cello Health since 2005.

Tim Blandford, global chief operating officer at 2CV, said: “We have long admired Breaking Blue’s research capabilities, especially their deep understanding of business to business audiences; their tools and skills will stretch across and enhance our existing four core specialisms in technology and entertainment, life and style, social and finance.

“We’re excited to partner with Phil and the team; they fit perfectly with our digitally-led, full-service growth strategy.”

Phil Stubbington, director of Breaking Blue, said: “2CV’s network offices in Los Angeles, San Francisco, Singapore as well as London will offer a larger platform for Breaking Blue’s expertise and reinforce our support to existing clients.”