The purchase also includes a subsidiary of GemSeek, cQuest, which specialises in research support services.

Prior to the acquisition, Future Thinking had been working with GemSeek for almost a year.

Jon Priest will head the newly enlarged group with Glen Khouw, CEO of GemSeek, reporting to him along with Claudia Strauss managing director of Future Thinking UK and Stéphane Marder managing director of Future Thinking France – which make up the three main business divisions.

Priest, chief executive officer, Future Thinking said: “GemSeek adds a new level of data science and analytics to what we do and has expertise in customer experience research, particularly in advanced Net Promoter Score (NPS).

“Its people have trained in Europe and the US and are accustomed to working with a range of blue chip clients. They’re also familiar with Future Thinking’s mission to deliver consumer and business insights that tell stories, inspire action and travel within an organisation.”