DigitalMYnd Buys Okay Human

In the US, insights firm Okay Human has been acquired by newly-formed agency DigitalMYnd, promising solutions which integrate behavioral signals with honest conversational feedback.

DigitalMYnd's launch was announced only two weeks ago, and brings together former employees of Phoenix Marketing International. The company taps proprietary AI-assisted behavioral analysis and consumer research modelling, connecting individuals' digital behavior - including ad exposure, site visits and purchases - with what they think and feel, as well as projecting their future actions. The firm says it aims to grow fast through a combination of organic growth and strategic acquisitions, and is delivering on the latter of those very rapidly indeed.

Chat-based research company Okay Human was previously known as Sympler, and uses methods such as private chat, projective play and modern ethnographic techniques to tap into subconscious fears and desires - these it says are the true drivers of consumer behavior, while traditional research tend to flatten emotion.

'Okay Human has always been about engaging and animating the most honest, raw and messy parts of humans, says co-founder Ben Jenkins. 'What DigitalMYnd adds is the ability to ground that honesty in real behavior, connecting what people say and feel to verified, opted-in behavioral signals from known individuals.' The combination will allow Okay Human to engage verified individuals with known behavior and trigger conversations in the moment, capturing reactions closer to when behavior happens.

John Schiela (pictured), Chief Client and Commercial Officer at DigitalMYnd says the merger opens up new ways to deliver insight. He comments: 'We're not just generating findings, we're building intelligence that connects human context to real behavior, sharpens segmentation, and helps teams move beyond one-off studies to something more grounded, more predictive, and more actionable.'

Web sites are at www.digitalmynd.co and www.okayhuman.com .

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