L.A.-based entertainment-focused market research firm MarketCast has acquired research agency Insight Strategy Group and its youth practice InsightKids in New York.

The deal is expected to strengthen both companies’ marketing research services for the global entertainment industry and comes at a crucial time of disruption in traditional broadcasting as viewers’ media consumption habits shift towards digital.

Part of RLJ Equity Partners and GE Asset Management, with additional offices in New York, Boston and London, MarketCast specializes in providing services such as materials testing (trailers, TV spots, print ads), concept and positioning studies, exit polls, recruited audience screenings, tracking studies, and focus groups, as well as customized brand/franchise studies, title tests, post-release studies and attitudes and usage studies.

Founded by co-CEOs Stacey Matthias and Boaz Mourad in 1999, Insight Strategy Group offers a number of core services including segmentation and targeting strategy, brand positioning and tracking, product innovation and testing and customer experience strategy.

Media and entertainment companies have also partnered with Insight for its audience authority studies, concept development, pilot testing and series maintenance expertise.