Rockbridge will become part of Illuminas through the agreement.

Both companies have a team of senior research consultants working on innovation and marketing strategy. The combined company will work with clients in the technology, financial services, travel and education sectors.

Illuminas said the move would expand its resources and team capacity. The details of the agreement were not disclosed.

Founded in 2002, Illuminas has offices in Austin and London, and offers quantitative and qualitative research design, and brand audits, tracking and positioning.

Established in 1992, Rockbridge focuses on research and consulting in areas including customer loyalty, segmentation, branding and product development.

Jay Shutter, chief executive at Illuminas, said: “We are thrilled to integrate Rockbridge into the Illuminas family. Their exemplary team and proven proprietary methodologies will enhance our sector and consultative approach.”

Shutter added that merging the businesses would help brands in “effectively responding to rapidly evolving customer demands”.

Gina Woodall, president of Rockbridge Associates, added: “We believe this is the right time and right partnership for the benefit of our clients. They can expect the same rigour in research and focus on game-changing outcomes while benefiting from the resources of an expanded team of
experts.”