In the US, full-service market research firm Market Strategies International has sold its audience data collection unit MSInteractive and its Perception Analyzer technology to start-up firm Dialsmith. Terms were not disclosed.

The Perception Analyzer hand-held device was developed more than 25 years ago for use in focus group settings. Its use has since been extended for other types of research such as TV and ad testing, litigation research and mock trials, and corporate meetings. It was also used as a feedback tool in CNN and MSNBC’s broadcasts of the 2008 presidential debates. More recently, a new technology known as Instant Scoring eXperience (ISX) has been launched, which combines with Perception Analyzer to provide instant judging and scoring of sporting events and reality programming.

Dialsmith has been founded by former Market Strategies VP David Paull, who says that his new firm will further develop the Perception Analyzer business.

‘As an independent company, we’ll continue to serve and grow our core markets and be more agile to respond to customers in sports, entertainment, and corporate meetings and events,’ explained Paull. ‘There is a high demand in these areas and we are excited to have the opportunity to grow our global capabilities from right here in Portland.’

Web site: www.dialsmith.com .

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