First-party data and insights platform Dynata has acquired UK-based digital ethnography solution CrowdLab, which captures in-the-moment consumer opinions, attitudes and trends. Terms of the deal have not been disclosed.
Founded in 2011 by Hall & Partners Chief Transformation Officer Richard Owen (pictured), with Mat Mabe and Jim Willis, former directors of digital agency Bulb Studios, CrowdLab offers apps which can be used for research on shopping experiences, or to track participants' daily activities. The firm's ethnographic approach allows researchers to observe and/or interact with a study's participants in their real-life environment. CrowdLab uses task-based requests to collect text, audio, video and imagery to generate hundreds of 'customer moments', blending qual and quant approaches.
Dynata says the acquisition will expand its qualitative research capabilities, while helping brands develop a 'more comprehensive' picture of their markets and customers by linking specific behavior with the experiences that drive them. It will also expand the insight capabilities available in the Dynata Insights Platform, an all-in-one solution for automating every step of the marketing process.
Tiama Hanson-Drury, EVP of Product Development for Dynata, says CrowdLab's ethnographic technology, powered by 62 million consumers and business professionals, will enable Dynata to deliver qualitative research capabilities at scale. Owen adds: 'We built CrowdLab to help brands and market research companies gain a real-world understanding of the experience of consumers in the moment they have them, delivering a unique window into the consumer experience. Adding that to Dynata's rich quantitative research capabilities ensures brands have every opportunity to follow the consumer experience, both in the moment and throughout their engagement'.
Web sites: www.dynata.com and www.crowdlab.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.