Comms Agency CDS Acquires SimpleUsability

Yorkshire, UK-based behavioural research and user experience consultancy SimpleUsability has been acquired by communications agency CDS for an undisclosed sum.

Leeds-based SimpleUsability works with brands and organisations, helping them understand the people who use their products and services through market research and usability studies. Using techniques such as eye tracking, the firm captures the conscious and subconscious behaviour of people interacting with printed material, web, video, packaging and in-store fixtures. Turnover is around £850k per annum.

CDS says the combination of the two firms will strengthen its own in-house behavioural insight offering. SimpleUsability founder Guy Redwood (pictured) will remain in the business supporting the development of the firms' joint capabilities, while assisting future growth. In addition, CDS has welcomed SimpleUsability's fifteen-strong team of digital specialists, and the company will remain at its purpose-built research lab and office space within Marshalls Mill, Leeds.

Mark Gair, MD of CDS, comments: 'Until now, we had to utilise our partner network to oversee large elements of behavioural research and experience testing in order to offer an end-to-end solution to our clients. We had been searching for the right acquisition within this space for two years, before we entered into discussions with SimpleUsability earlier this year. Having worked alongside Guy since 2017, we had already been wowed by the team, and knew it was an ideal fit - both commercially and culturally'.

Web sites: www.cds.co.uk and www.simpleusability.com .