Mintel Buys Social Media Analyst Black Swan Data

Consumer and market intelligence agency Mintel is to acquire Black Swan Data, which specialises in analysing and predicting trends from social media.

Mintel was founded in the UK in 1972 and is known for its published consumer and market reports. It now employs more than 1,100 people in thirteen global offices and combines syndicated tools with custom insight solutions. Its offer includes a Global New Products Database (GNPD) adding data for more than 40,000 new products each month across 86 locations; and Spark, a rapid concept generation and testing tool for CPG companies launched in December.

Black Swan Data is a London-based data science and consumer behaviour prediction specialist founded in 2011 by Steve King and Hugo Amos. The firm analyses millions of unprompted consumer conversations across social media platforms, identifying emerging trends and uncovering the drivers behind shifting behaviour to allow brands to plan strategy, optimise marketing and innovate in line with consumer demand.

The buy combines Mintel's deep consumer, product, and category expertise with Black Swan's real-time social predictive analytics to offer expanded predictive capabilities, faster innovation, and more confident and accurate forecasting of trends, according to the firms. Mintel CEO Matt Nelson (pictured) says the buy unites the firms' strengths in structured data, advanced technology, human expertise, and real-time social analytics, adding: 'Our immediate goal is to transform front-end innovation, delivering the clarity CPG brands need to understand where to play, what to prioritise, and how to win with greater precision and confidence.'

Black Swan CEO Amos says the companies are 'taking an ambitious step forward for our industry. He comments: 'In an era of increased pressure to innovate quickly, responsibly, and with impact, CPG brands need clarity, precision, and the confidence to act at the right time, in the right way. That is exactly what we deliver, powered by smarter data, expert thinking, and a shared ambition to help clients grow their business.'

Web sites are at www.mintel.com and www.blackswan.com .

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