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Market researcher Research Solutions has been bought by UK-based Synovate.
Co-founder Debra Hall said the sale gave Research Solutions access to a network of more than 5000 researchers in more than 50 countries, and a range of new research services and techniques.
There would be no job losses or management changes, and she would remain a director of the company.
"I'm selling because I want to give my people access to international researchers they can share ideas with and the only way to do that is to be part of a bigger group."
Research Solutions has 25 fulltime researchers, making it one of New Zealand's larger market researchers. The Auckland firm has won a swag of local awards over the years, and last year netted three of the four categories at the New Zealand Market Research Effectiveness Awards.
Hall said the deal with Synovate prevented her from disclosing the amount the UK firm paid. Hall set up Research Solutions in 1992 with Judi Longdill, who sold out of the business in 1996.
Hall told staff, "It's not like selling my baby, more like seeing it grow up and marry a really great person."
