A—B Buys Avalanche Insights

In the US, full-service insights company A—B has acquired polling and civic research firm Avalanche Insights, whose technology helps clients reach people of color across the market and political landscape. Terms of the deal were not disclosed.

Avalanche's text analysis solution is used by clients to ask open-ended questions about perceptions of their brands, with customer segmentation across multiple audiences. In addition, the company offers UX / UI testing to obtain user input on product design; tests and refines messaging across segments; and surveys communities to better understand their expectations and attitudes.

Following the buy, A—B will use Avalanche's proprietary research approach and methodology, which focus on aspects of cognitive behavioral science, to partner with brands, causes and organizations and develop evidence-based campaign strategies, advertising and messaging. Avalanche's team will join the current A—B research team, led by Head of Research Sian Lewis.

Avalanche co-founder Tovah Paglaro says A—B's identity-powered design approach paired with her won firm's research model, will help organizations unlock the power of black and brown voices. Andre Banks, founder and CEO of A—B, adds: 'People of color are the fastest growing segment of consumers and we're on track to be a majority of the electorate in just a few years. But despite billions in spending power and the ability to swing elections, even the biggest brands and organizations struggle to find the tools and expertise to reach our communities consistently and authentically. A—B has acquired Avalanche to fill this gap and bring the next level of precision and innovation to multicultural marketing'.

Web sites: www.abpartners.co and www.avalancheinsights.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.