The two companies merged at the end of 2017. According to the company, the new brand identity highlights the company’s large collection of first-party data, and reflects its aims to expand beyond market research.

Following the merger, Research Now SSI became the largest online panel data and technology-based research solutions company, based on opted-in data. In September, the company put its panel and integrated data on one common platform, reaching 60 million people globally.

Gary Laben, chief executive of Dynata, said: "Our new name and brand identity signify our ongoing commitment to revitalise data-driven marketing and to be a major player as a provider of first-party data representing the voice of actual individuals to inform the B2C and B2B dialogue."

Laben said the new brand represents the company’s growth strategy and vision. "Just as we have undergone an organisational transformation via our merger, we look to transform marketing in an era requiring trustworthy data and to help our clients achieve better business results," he said.