The partnership will offer clients a full software and services proposition with client servicing ranging from DIY, Do-It-Together through to full-service insights.

Existing Verve clients, including Samsung and John Lewis, have already moved to the Alida platform, with new clients such as Halfords and M&S also adopting the Alida platform and Verve services offering.

Andrew Cooper (pictured right), founder and chief executive at Verve, said: “Modern business models often lead to vendors being focused on being either software-as-a-service vendors or service providers, thereby creating a gap for many clients who want a seamless, but flexible, one stop solution.”

“We provide clients with holistic insight by combining community research with a range of cultural intelligence approaches, including commercial semiotics, social intelligence and artificial intelligence.”

Ross Wainwright (pictured left), chief executive at Alida, said: “Together with Alida’s community-centred customer experience software and Verve’s unique approach to community panels and smart digital research services, we’ve been able to provide even more value for our clients.”