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MetrixLab’s MarketTools Buys RawData

San Francisco-based MarketTools said Thursday that it has acquired RawData. No financial terms were disclosed. Headquartered in Salt Lake City, UT, RawData is a provider of mobile research solutions. MarketTools is a subsidiary of MetrixLab, a provider of online consumer research services. MetrixLab is backed by AlpInvest Partners and ZekVentures.

PRESS RELEASE

Rotterdam, San Francisco CA, July 25, 2013. MarketTools, a subsidiary of MetrixLab, a global provider of online consumer research services, today announces that they have acquired RawData, a provider of mobile research solutions. RawData will be fully integrated into MarketTools, a wholly owned North American subsidiary of MetrixLab. Headquartered in Salt Lake City, UT, RawData provides insights into how consumers interact with an assortment of media; mobile, online, TV, and Radio. Financial terms of the transaction were not disclosed.
Augmenting MarketTools’ mobile research technology and IP portfolio with additional engineering and human resources, the acquisition elevates the already best in class solutions for: Brand, Media & Advertising, Innovation & Shopper, Customer Experience Management, and E-Business Performance research.
RawData will continue supplying broadcasters with Cross Platform Audience Measurement in a newly created group: MarketTools Audience Analytics. It will offer clients a superior mobile solution for driving consumer research that is genuinely ‘single-source & cross-platform’.
“In RawData we saw a great team that has developed, implemented, and demonstrated viability of breakthrough mobile technology,” said Han de Groot, CEO of MetrixLab. “RawData has provided a mobile foundation that will allow us to passively track multiple media platforms. We are excited to continue to expand on that platform by including advertising exposure data, location data and in-the-moment-surveying. The intelligence and insight generated from a single source is astounding. As an example we are very excited to apply this to Cross Media Advertising Effectiveness research and to our Shopper solutions to drive relevant and timely insight for global brands and retailers.”
“We are convinced that the best way to provide truly valuable insights is by being as passive as possible, simply observing a consumer continuously. The smart-phone provides that opportunity in a portable and personal device that can expand to supply even more insights,” said Chad Nuesmeyer, CEO of RawData. “In MarketTools we have found the ideal partner to expand our platform and further increase the valuable insights that we can provide to our customers. Additionally, through their relationship with Precision Sample we will be able to rapidly increase the geographies where we conduct research.”
RawData was founded in 2009 by a team of entrepreneurs and technologists to solve problems associated with tracking media consumption and has received recognition at a local and national level for their innovative technology. Most recently RawData was recognized, by a panel of research industry professionals, as a leader at the #IIeX Insight Innovation Challenge presented by GreenBook.
About MetrixLab/MarketTools: MarketTools, a subsidiary of MetrixLab is the fastest-growing global provider of online research. Through advanced respondent engagement, comprehensive analytics, and research science expertise we provide actionable insights for high-value business decisions. With dedicated business units specializing in Brand, Media & Advertising, Innovation & Shopper, eBusiness Performance and Customer Experience Management we combine cutting-edge technology with proven qualitative and quantitative methodologies. Headquartered in Rotterdam with offices in New York, Chicago, Minneapolis, Seattle, San Francisco, Hyderabad, London, Hamburg, Paris, Madrid and Shanghai we conduct online research in more than 50 countries worldwide.
About RawData: RawData was born from a frustration with current media tracking and reporting firms’ inaccuracy and questionable research methods. Using proprietary new technology, smart-phones and computers RawData offers a market research solution to track consumers’ media exposure and to also interact with them. The integration of customized technology along with consumer panels enables research companies to better understand and analyze media, advertising, and consumer opinions virtually in real time. RawData’s services provide a comprehensive—and incredibly detailed—understanding of consumers’ media usage and attitudes.