DISQO Buys Product Research Platform Feedback Loop

In the US, consumer insights platform DISQO has acquired Feedback Loop, which automates research processes such as generating surveys, sourcing consumers, and analyzing and uncovering insights across areas including message and concept testing. Terms were not disclosed.

New York-based Feedback Loop provides a self-serve research platform through which to test ideas directly with target consumers before bringing products or campaigns to market. Tech-powered surveys for concept testing, early-stage discovery and feature prioritization can be created in minutes; and the platform enables users to source their target customers by preferred demographic and behavior, from an audience pool of millions.

DISQO says following the buy it will be able to offer a 'comprehensive understanding' of brand, product and customer experiences for any organization. Rob Holland (pictured), CEO of Feedback Loop and former GVP of Oracle Data Cloud, has been named EVP, General Manager of Feedback Loop at DISQO; and approximately 50 new team members will join DISQO, bringing the global headcount to more than 500 people.

The news follows DISQO's $85m Series B round of funding, raised last year to scale its operations and accelerate its product roadmap. Holland comments: 'One of the biggest pain points in business is the inability to get immediate customer feedback when decisions have to be made. With our agile feedback technology, DISQO is amplifying the voice of the customer in all decisions, from product innovation to advertising and everything in between'.

Web sites: www.disqo.com and www.feedbackloop.com .