DGL founder Adam Riley and colleague Jennifer Del Carlo join DVL founder David Smith (pictured) as directors of the merged company, which will trade as DVL Smith.

Evolution Research also becomes part of DVL Smith with the merger. The joint venture dates back to 2010 but DVL and DGL have worked together for the past three years, says Riley.

“This merger is a natural progression for both business,” he says. “Both David and I have similar views on the evolution of the market research industry, as well as the skills and capabilities that agencies such as ours should be delivering for clients.”

Smith says: “The future belongs to agencies that can break out of the straitjacket of limited traditional research methods and harness new sources of information with an ability to crystallise business issues. The merger with DGL adds this distinctive capability to the DVL Smith DNA.”