The agreement will see Hansa Research combine its consulting and advisory services with intelligent consumer insights captured using the Qualtrics XM platform.

The organisations said the agreement would help to track brand health and compare clients with rival firms.

Hansa Research has operated for more than 40 years and is focused on insights and analytics. The company recently acquired US-based research firm GCR.

Praveen Nijhara, chief executive officer at Hansa Research, said: “Organisations across India are scaling up their efforts to improve their brand and consumer experience.

“The integration of our customer intelligence expertise along with Qualtrics capabilities will provide unique solutions to clients to aid in their marketing and business initiatives.”

Zoe Nicholson, head of ecosystems Asia-Pacific and Japan at Qualtrics, said: “In today’s rapidly changing markets, organisations that stay closely aligned with the needs of their customers are well-positioned for success.

“Qualtrics is working with organisations across India to tune into the needs of consumers, and the collaboration between Qualtrics and Hansa Research will help even more companies better understand how to serve their customers and prioritise brand and marketing investments.”