Dynata, the world’s largest first-party data and insights platform, announced the acquisition of CrowdLab, an innovative digital ethnography solution for capturing in-the-moment consumer opinions, attitudes and trends in a multiple award-winning digital platform. The acquisition will expand Dynata’s qualitative research capabilities within the Dynata Insights Platform, helping brands develop a more comprehensive picture of their markets and customers by linking specific behaviors with the experiences that drive them.
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For many brands, it’s no longer enough simply to field surveys to reach the voice of the customer; they need to engage qualitatively with consumers to anticipate their desires and create moments that inspire, impact, and motivate them. This ethnographic approach – where researchers observe and/or interact with a study’s participants in their real-life environment – reaches consumer in “real-life” environments to uncover rich insights on demand, in the moment, and upon reflection. This leads to a deeper, holistic picture of a market and customer, essential in today’s highly competitive world.
The addition of CrowdLab into the Dynata portfolio broadens the insight capabilities available in the Dynata Insights Platform, an all-in-one solution for automating every step of the marketing continuum. The access to respondents for both deep qualitative and broad quantitative research in one place will help organizations uncover the robust insights needed to better understand what customers want and need – from small pre-tasks to 4,000 participant quant diaries, three-day quick polls to 6-month long communities and scripting-only to complete project management – enabling insight-driven marketing decisions. This, in turn, will help ensure a stronger connection to consumers and help drive competitive advantage and potential revenue growth.
“CrowdLab’s unique ethnographic technology, powered by our more than 62M consumers and business professionals, will enable us to deliver qualitative research capabilities at the scale and speed our clients need,” said Tiama Hanson-Drury, Executive Vice President of Product Development for Dynata. “Bringing that capability into our Dynata Insights Platform furthers our mission to create a single, all-in-one solution to turn insights into action at every step of the marketing continuum. Adding that capacity for qualitative research enhance our client’s ability to understand the new normal of consumer experience, then use it to engage with customers, driving new growth opportunities.”
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