When the deal is completed, it will operate as Potentiate with Peter Harris (pictured), Vision Critical’s executive vice-president, research and partner solutions, being made chief executive officer and Henry Cheang, Potentiate’s current group chief executive officer, becoming chairman.

A statement said the merger would allow Potentiate to expand and collaborate in new markets while this is the latest step in Vision Critical’s aim to become a leading SaaS customer insights company. Potentiate will now be a strategic partner of Vision Critical.

Harris said: “It’s a great cultural fit. We are bringing together two highly-skilled teams, who are experts in their specific areas of customer intelligence, to create a global consultancy business.”

Cheang added: “When the opportunity came with Vision Critical to add its online communities and agile approach to research to our existing services, we jumped at the chance.”

The deal is expected to be completed by the end of August.