Headquartered in Belgium, Censydiam has offices in the Netherlands, Germany, Spain, Italy, Greece, France, the UK, US and Hong Kong.
Aegis will pay an initial £4.55m, with a further deferred payment in cash in three years' time, is subject to various performance-related conditions, of up to £1.75m.
The acquisition of Censydiam further strengthens its research arm Synovate's position in Europe, and also brings expertise of the consumer packaged goods sector and a number of research tools that will be rolled out throughout Synovate's international research network.
Founded in 1987, Censydiam had revenues of approximately £11m for the year to December 31. The firm is a specialist qualitative research group with established base of consumer packaged goods clients including Coca-Cola, Heineken, Volvo, Nokia, Interbrew and Unilever.
Doug Flynn, chief executive of Aegis, said: "Censydiam's tools and techniques help marketers understand the psychology of consumers and ultimately the reasons why they select one product in preference to another. These are skills that will be of enormous benefit to our research and media clients alike."
It is the third acquisition Aegis has made on the market research front in the last year. Most recently, it bought Blackstone Market Facts, a research company based in India, for £600,000. And last year, Aegis Group continued its expansion into market research with the acquisition of Spanish agency Inner Strategic Research in a deal worth £3m.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .