Aztec, which supplies scan data research to retailers and manufacturers in Australia and New Zealand, will become part of Aegis' market research arm Synovate.
The acquisition marks the first market entry for Synovate in Australasia. Aztec also operates on behalf of clients in other parts of Asia Pacific and the UK.
The business, established in 1995, provides research based on grocery, liquor and pharmacy retailers' electronic point-of-sale or scan data.
The grocery sector accounts for 15% of total global market research spend. Aegis is planning to combine Synovate's global resources with Aztec's software to provide FMCG retailers with scan data services in a number of markets.
The news comes as Aegis released its full-year profits for 2004 last week. Synovate ended the year with revenue up 24.4% to £272.4m from a strong order book, significantly ahead of 2003.
The integration of ISIS research into Synovate's healthcare network created a number of opportunities for growth. Likewise, the acquisition of US customer satisfaction agency Symmetrics in March 2004 represented 16% of the company's research spend.
Aegis has also indicated that it was pulling out of the race for United Business Media's NOP World.
Aegis' recently installed chief executive Robert Lerwill said: "I don't think it's a business we'll end up owning, I think it's probably of more value to other people who want to get into some of these areas."
Other companies still expressing an interest in NOP World include Taylor Nelson Sofres, GfK and VNU.
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