Hotspex Buys Asia-based Brand Strategy Firm TSI

Global insights and media agency Hotspex has acquired a majority stake in Shanghai-based brand insight, strategy and innovation consultancy The Silk Initiative (TSI). Terms of the deal have not been disclosed.

TSI, which also has teams in Singapore and Melbourne, combines research, technology and advisory services to help clients make brand and product decisions. The firm specializes in food and beverage marketing consultancy, using category, consumer and trade insights to help develop better brands products, packaging and retail strategies. Its insight services include choice / volumetric modelling, in-depth consumer interviews, desk research / store visits, ethnographies, and focus groups.

The acquisition expands on an existing partnership announced in 2020, and according to Hotspex will help provide a deeper understanding of Asia Pacific's three billion consumers. With Hotspex human behaviour and motivational measurement tools, TSI will expand its ability to produce data-driven brand, product and packaging solutions, while helping clients answer questions around creating products that work on an emotional level.

Andrew Kuiler (pictured), founder and CEO of The Silk Initiative, comments: 'TSI has been using Hotspex emotional profiling and shopper behaviour tools since 2019. With the Hotspex suite of rigorous tools and their continued investment in research technology, along with TSI's innovation capabilities, this is a game-changing move for our industry - both in Asia and globally'.

Web sites: www.hotspex.com and www.thesilkinitiative.com .