Synovate will combine this with its existing ViewsNet panels, which will allow Synovate to offer panel research in more than 50 markets.
Adrian Chedore, Synovate global CEO, said: "GMI will provide us with consumer and specialty panels at the best possible rates, so clients can benefit from our ability to control costs by not building proprietary panels in markets with lower frequency of use. Along with the assured sample quality that is a hallmark of Synovate and GMI’s services, this moves our global panel offerings to the next level.
"Online research provides terrific opportunities for our industry. While it accounts for just over 15% of total custom research today, the growth rate is phenomenal, not just in the most developed markets of the world, but also in many emerging economies too."
Lowell Ricklefs, interim chief revenue officer for GMI, added: "Our extensive on-demand global consumer panel, combined with our ability to recruit specialty panels at short notice and our leading-edge market research software, will provide Synovate with a single-source solution to deliver the timely market insights its clients need to remain agile in today’s highly competitive global marketplace."