Together the combined teams will become PwC Research, providing services to local, national and international businesses with 100 research professionals and analytics consultants in London, Belfast and Leeds.

Optimisa Research is a full service agency with offices in London and Leeds and has over 30 years' experience in conducting qualitative and quantitative projects. The company has an annual turnover of around £4m and employs 45 staff, who will all join PwC.

PwC’s research to insight consulting business is a global centre of excellence for research, insight and analytics and is based in Belfast, delivering research services for global clients, ranging from Fortune 500 companies to national governments.

Honor Mallon, PwC partner and PwC Research leader, said: ‘Incorporating the extensive skillset of the Optimisa team with our existing business is key to differentiating our service and accelerating growth.

‘We are already providing research and insight to PwC clients globally and this acquisition will expand our capacity to deliver integrated quantitative and qualitative insights to both business and consumer-facing clients. Optimisa has distinct strengths in the financial services sector - a key industry sector where we are already particularly active.’

Optimisa CEO, Michelle Norman, who becomes a director in PwC Research, said: ‘Our services complement those of PwC and together our combined potential will allow us to deliver a more rounded solution for clients. We have similar aspirations for growth and now, as part of PwC Research, I am confident that we can accelerate our combined growth and reach.’