The deal will see Motif add customer loyalty and customer experience skills to Savanta, as well as providing an in-house computer assisted telephone interviewing (CATI) team.

For Motif, there will be the opportunities for new client opportunities, access to a wider range of research tools and potential international expansion, as well as opportunities for staff career development.

There will be no changes to staffing at Motif following the acquisition and the firm will continue to operate under its existing branding.

Motif, which rebranded from Network Research in April 2019, focuses on customer insight and customer experience for a range of industries such as financial services, healthcare, technology, utilities and fast-moving consumer goods. 

Paul Bath, chief operating officer at Savanta, said: “As we continue the development of our overall experience offer, Motif’s expertise in loyalty and customer experience will significantly enhance our ability to help clients better predict and drive higher levels of customer retention, acquisition and revenue.

“We very much look forward to working closer with the Motif team with a goal of driving faster progress for all our clients and people.”

Ginny Monk, owner and managing director at Motif, said: “We are incredibly excited about this partnership, it brings new scale and scope that we could not achieve alone, and it will offer enormous benefits to our clients.

“Motif and Savanta are extremely passionate about customer experience and loyalty, and we are excited about the future this move offers.”