Reimagine Holdings Group owns Critical Mix, PopResearch and MarketSight, among others which will all now operate under the Dynata brand.

Gary Laben (pictured), chief executive officer of Dynata, will lead the combined organisation while Hugh Davis and Keith Price, co-Founders and managing directors of Reimagine Holdings, will assume executive leadership positions with Dynata.

Laben said: “Bringing together our strong, complementary portfolios of data products and services and the unparalleled talent of our people will be a game changer for our clients. The combination of high quality data, modern technology for data analysis and seamless delivery of insights, and a world-class services organisation will empower our clients.”