The acquisition will see Aimpoint Research become an independent division of Directions and retain its current branding, structure, employee numbers and leadership.

Directions said the acquisition would improve the range of services the company could offer clients, and augment the work of its qualitative insights and innovation consultancy Seek.

Aimpoint Research uses military intelligence techniques and market research to help agri-food organisations analyse their industry and marketplace.

Directions is based in Cincinnati, US, and focuses on brand and customer experience, business intelligence, brand strategy, strategic consulting, long-term predictive forecasting, and storytelling and visualisation. The company bought Seek in 2018.

Jim Lane, president and chief executive at Directions, said: “Adding Aimpoint’s management consulting and strategic intelligence capabilities to Directions’ diverse expertise and quantitative rigour, and Seek’s ability to connect brands and humans through empathy creates a great opportunity.

“As a three-brand solution set, we now offer clients the advantage of receiving integrated insights across multiple aspects of their information needs from one firm.”

Brett Sciotto, founder and chief executive at Aimpoint Research, said: “Joining forces with Directions and Seek will allow us to bring expertise and horsepower to our clients.”