The acquisition will help Potentia Insight improve its data science capabilities and increase its capacity to fulfil upcoming data analytic projects.

Tony Isaacs, founder at SigDiff, will be continuing in his role at the company and the business will be looking to build a bigger team to meet future demands.

Buckinghamshire-based SigDiff was set up by Isaacs in 2007, and specialises in turning data into insight by applying analytical techniques to marketing data.

Potentia Insight, set up at the end of 2022, is based in London and is a digital market research company.

Suzy Hassan (pictured), managing director and co-founder at Potentia Insight, said: “This strategic move marks an important breakthrough in our journey, reinforcing our commitment to delivering advanced analytics to our customers, empowering our employees, and driving sustainable growth.

“Having the addition of Tony and SigDiff to support our clients and us will help solidify our offering as a cohesive and collaborative company and represent our commitment to unlocking the true potential of data-driven decision-making.”

Colin Clifford, commercial director and co-founder, added: “We are beyond excited to benefit from having an in-house data science team.

“This new proposition that SigDiff delivers to our existing offering will hugely build upon our unrivalled technical ability and provide advancements in new analytical measures that can help our clients.”

Isaacs said: “With Potentia’s strength in delivering data-driven insights, this really is the perfect fit for us to further develop our analytics and research offer to our clients.

“I’m thrilled to be joining the Potentia team and can’t wait to get started in this new chapter in the development of SigDiff within the Potentia family.”