Martin Filz. Credit: Pureprofile
Data and insights company Pureprofile announced it is acquiring qualitative research specialist CRNRSTONE Research for $700,000.
The acquisition adds qualitative research capabilities to Pureprofile's quantitative offering and includes CRNRSTONE's proprietary panel Soapbox, which has more than 100,000 Australians.
CRNRSTONE was founded in 1992 as Stable Research, acquired by Bastion in 2018 and rebranded in 2022. It provides qualitative research fieldwork services to brands, organisations and research agencies.
All CRNRSTONE staff will move to Pureprofile. The brand will continue operating under general manager Nathan Saville, who joined in February 2024.
Pureprofile CEO Martin Filz said the acquisition complements the company's data-driven research strength.
"We are delighted to welcome CRNRSTONE into the Pureprofile family. Its specialist qualitative research capabilities enhance our current quantitative service offering and align closely with our core business and values,” he said.
“The strength of the team and quality of the client base make CRNRSTONE a valued addition to the Group.
"As a result of this acquisition, Pureprofile clients will have access to a comprehensive suite of research services encompassing online focus groups, in-depth interviews, specialist qualitative assets and panels and integrated qualitative plus quantitative research programs."
CRNRSTONE is expected to generate revenue of about $3 million in the 2026 fiscal year and pro-forma EBITDA of $300,000.
The deal also allows Pureprofile panel members to participate in qualitative research projects.
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