The combined company will be privately held. Court Square Capital Partners and HGGC, the current majority owners of Research Now and SSI respectively, will remain majority owners of the merged business.  

The two businesses currently have complementary services such as data integration methodology, automated and DIY research, cross-channel ad and audience solutions, panel recruitment/management technology, mobile market research and geo-location solutions, multi-mode data collection and operational platforms.

The combined assets of the two companies – which includes first-party data, technology platforms, and partnerships with major brands, publishers and ad tech providers – will mean it can better develop new services such as audience activation and engagement, paths to purchase, measurement and AI-based insights.

Chris Fanning, president and CEO of SSI, said: "Combining our capabilities and talents creates accelerated synergies across products, services, and operations. The combination will also enable accelerated investments in the development of new markets and data solutions that will ultimately help our customers grow their businesses more successfully."

Gary Laben, CEO of Research Now, added: "Together, we can advance the state-of-the-art in automated research, delivery and solutions as well as in research-enriched data integration to give our customers increased competitive advantage."

The merged business will also be able to expand its global reach. Financial details have not been disclosed but the transaction is expected to be completed by the end of the year, after the standard regulatory review process.