The acquisition will strengthen InSites’ presence in the US, as well as accessing Gongos’ Value Exchange (Vex) Model tool, which helps link customer goals with business outcomes driven by customer performance indicators.

As part of the acquisition, which was for an undisclosed fee, Gongos chief executive and president Camille Nicita will become InSites’ managing director North America and will join its global partner board.

Nicita will also help set up a global team at InSites focused on internal transformation.

Gongos was set up in Detroit, US, in 1991 focusing on consumer research within the automotive industry. The company later moved into researching the retail, consumer packaged goods, financial services and healthcare sectors, and currently has 125 staff.

The acquisition follows a recent deal by InSites to buy culture-led brand consultancy Space Doctors.

Kristof De Wulf (pictured), co-founder and chief executive at InSites Consulting, said: “As we aim to be a truly global agency supporting brands all around the world, having a solid presence in the US market is a necessary condition for success.

“We could not have wished for a better cultural and strategic fit, with Gongos sharing a similar set of values, embracing insight communities as one of their leading methods, and setting the customer-centricity agenda for large brands and organisations.”

Nicita said: “Our clients will greatly benefit from this cross-fertilisation. We are eager to start this next chapter in our growth journey together with InSites Consulting.”