The deal will expand Dynata’s qualitative research capabilities within its insights platform. The terms of the acquisition have not been disclosed.

CrowdLab was formed in 2011, and through a digital platform helps brands understand how their customers live and the services and products they use. It does this through video, audio, text and images to show real-time “customer moments”.

Tiama Hanson-Drury, executive vice-president of product development at Dynata, said: “CrowdLab’s unique ethnographic technology will enable us to deliver qualitative research capabilities at the scale and speed our clients need.”

Richard Owen, founder and chief executive of CrowdLab, said: “We built CrowdLab to help brands and market research companies gain a real-world understanding of the experience of consumers in the moment they have them, delivering a unique window into the consumer experience.

“Adding that to Dynata’s rich quantitative research capabilities ensures brands have every opportunity to follow the consumer experience, both in the moment and throughout their engagement, uncovering insights that amplify the relationship they are developing with those customers.”