The acquisition will help improve Numerator’s capabilities in qualitative, quantitative and panel-based research, the company said, as well as tech-enabled research tools offering instant surveys, deep segmentation analysis and qualitative capabilities.

Numerator was acquired by Kantar earlier this year for an estimated $1.5bn, marking Kantar’s expansion into the US market.

Numerator has remained a standalone business in the short term, but in the long term it will support Kantar’s Worldpanel division and US Ad Intelligence business.

Amy Fitzgerald, senior vice-president strategy at Numerator, said: “The acquisition of HatchTank integrates seamlessly into our existing tech.

“Within weeks, we will bring to market new capabilities including photo and video uploads from verified buyers, bringing a completely new view of the consumer to our customers.”

Shamsu Bhaidani, founder and chief executive at HatchTank, said: “Being part of Numerator offers a unique opportunity to integrate qualitative research with verified purchase data to deliver a uniquely comprehensive view of consumers.”