CRNRSTONE Becomes Pureprofile Qual

Sydney-headquartered data and insights firm Pureprofile has rebranded recently-acquired agency CRNRSTONE as Pureprofile Qual. The acquired firm's GM Nathan Saville becomes Head of Qualitative, and Muriel Geagea moves to serve as Head of Operations - Qualitative.

Pureprofile, founded in 2000 and based in Surry Hills, Australia, provides clients with insights into human behaviour and the reasons for consumer choices, building in-depth profiles of consumers via proprietary and partner panels. It now operates in North America, Europe and APAC and derives around half its revenue from outside its home ANZ region. It acquired CRNRSTONE in February.

In his new role, Saville (pictured above) will lead the growth and commercial strategy for Pureprofile Qual across Australia and New Zealand. He brings around 25 years of experience across the full MR lifecycle - including agency research, operations, project management and client services - and prior to joining CRNRSTONE in 2024 he worked at research and brand strategy consultancy Pollinate.

Geagea (pictured below) was formerly Operations Director at iLink Research Solutions, acquired by Pureprofile in 2024 - she led iLink's operations across Sydney, Bangalore and Kuala Lumpur, and in all has more than twenty years of experience in MR. In her new role she is responsible for building and strengthening Pureprofile's qualitative research capability.

'Following our acquisition of CRNRSTONE earlier in the year, we're pleased to officially launch Pureprofile Qual and appoint Nathan and Muriel to lead this next phase of growth,' states CEO Martin Filz. 'Nathan combines extensive industry expertise with a strategic, client-first approach to help organisations access high-quality participants and deliver impactful research outcomes, while Muriel brings deep operational expertise that will strengthen and scale our qualitative capability.'

CRNRSTONE's panel and web site were migrated to the Pureprofile brand from 1st July. The company is online at www.pureprofile.com .