Social media intelligence firm Brandwatch has acquired London and New York-based Qriously, which offers a location-based public opinion survey app. Terms of the deal have not been disclosed.
Founded in 2010, Qriously enables advertisers to replace ads with survey questions on smartphone and tablet apps, to measure sentiment in real-time, with the user's location also tracked alongside the answers they provide. The firm also provides a service called Opinion Targeting, which matches mobile ads to consumers' preferences and sentiments.
Brandwatch says the acquisition adds Qriously's first-party quant research to its own pool of brand and consumer insight, enabling its clients to dig deeper into their online research by launching targeted surveys with global reach and near-immediate results. The deal also builds on the recent merger between Brandwatch and Crimson Hexagon, which has provided an AI-powered social media listening platform that indexes a massive archive of public conversations to deliver brand insights.
Giles Palmer, co-founder and CEO of Brandwatch, comments: 'It's not often you meet a group of people as fresh and innovative as the Qriously team who have built a deep, technically strong solution to a problem that is on your own roadmap. We've never met such a team who saw the world the way we do and want to join up to create something really new, but that's what happened with Qriously. I'm delighted that co-founder Chris Kahler and his colleagues have decided to join us. We're going to do great things together'.
Web sites: www.brandwatch.com and www.qriously.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.