The acquisition, which was for an undisclosed amount, follows a period of partnership working between the two companies on end-to-end qualitative tools.

The two platforms will offer their users access to live and unmoderated qualitative insights as part of the deal, including features such as automated analytics, video surveys, live conversations and custom micro-communities.

Andy Barraclough, founder and chief technology officer at Voxpopme, said: “This acquisition allows even more ways for our customers to have conversations with the people they care about most, for even deeper empathy and human insight, at scale.”

Jamin Brazil, co-founder at HubUX, said: “Bringing HubUX and Voxpopme together is a game changer for the market we love. Now researchers can recruit for virtual or in-person IDIs, focus groups, and long-form surveys and analyse video data.”