SportsWise, which was founded in 2002, undertakes membership, sponsorship, branding, facilities and customer satisfaction research projects.
Its clients include the Premier League, The Football League and the Rugby Football League.
SportsWise has completed the Premier League's Fan Survey for the past six years, which provides league and clubs with time-series performance and customer satisfaction data.
Jon Downer, former research director at SportsWise, will take the role of managing director and will continue to oversee the day-to-day running of projects and management of clients.
The founder of SportsWise, Roger Munby, will continue as client services director.
Munby said: "I am sure that the new company will take the business on to the next level and will enjoy a new era of success.
"Goodform is at an exciting stage in their growth and have a broad range of clients to whom we will be able to offer research services. There is a great deal of natural synergy between the companies."
Stuart Dalrymple, managing director of Goodform, will become strategy director of the new company.
Dalrymple said: "SportsWise's work is complimentary to what we do at Goodform and we are confident that we can combine our skills and offer our collective clients an even better service. We share a number of clients already and hope to extend this."