Potentia Buys Analytics Specialist DataTree

UK research firm Potentia Insight has acquired market data and analytics firm DataTree, for an undisclosed sum, strengthening its ability to harness complex datasets, and expanding its research and analytics capacity.

Potentia was formed in February 2023 by former Alligator Digital directors Suzy Hassan and Colin Clifford, and offers customer surveys, online panels and communities. It also has an analytics division, developed from SigDiff, its first acquisition in the summer of its first year.

DataTree is its second buy. Established in 2000 and led now by Director Andrew Sprowell, the company has built expertise in compiling, managing and interpreting large-scale datasets for MR and commercial decision-making. Data Tree will continue to operate under its established brand while working closely with Potentia's leadership team to integrate services and scale delivery.

MD and co-founder Hassan welcomes DataTree's 'incredible track-record for providing high quality data processing and scripting services.' She continues, 'Combining our vast experience allows us to deliver the most complex of data requests to further drive business impact for our clients. DataTree's technical excellence and commitment to quality is so deeply aligned to Potentia's core values, so together with our acquisition of SigDiff in 2023, we're creating a team of specialists uniquely positioned to deliver to organisations that refuse to compromise on data quality or capability.'

'Joining Potentia allows us to extend our capabilities as part of a larger group,' says Sprowell, 'while continuing to deliver the accuracy and responsiveness our clients rely on.'

Eighteen-year DataTree veteran Danny Kelly joined Potentia around two years ago as its Director of DP.

Web site: www.potentia-insight.co.uk .

Pictured from left to right: Colin Clifford (Commercial Director), Andrew Sprowell, Suzy Hassan, Danny Kelly and CFO Ant Randle