Following the acquisition, Strive will maintain its own UK offices and current management team.

Radius, which was formed in 1960, said that the acquisition would help expand the global reach and resources of both companies and would strengthen the qualitative and quantitative work offered by both businesses.

Chip Lister, managing director at Radius, said: “Our growth strategy is focused on identifying key partnerships that help us deliver an expanding set of capabilities to the global brands we serve.

“Strive Insight’s commitment to quality research and strategic thinking along with its data capabilities and consultative practice, aligns ideally with our client offering.”

Paul Thomas, director at Strive Insight, said: “We have found in Radius a partner with a mindset similar to ours.

“Our experienced team is focused on delivering clear opportunities that drive client brand growth. This expansion provides an opportunity to further enrich our capabilities and achieve even stronger results for our clients across the globe.”