ReInvention makes second acquisition, buys Authentic Response

ReInvention’s OneOpinion panel is currently active in the US, the UK and Canada however Authentic Response boasts four million signed-up panellists in 40 countries.

Terms of the deal have not been disclosed. Authentic Response, led by CEO Jim Follett, will continue to operate independently over the coming months but the plan is for the companies to become a unified brand by the end of the year.

Authentic Response has been around since 1998 however reInvention is less than a year old – formed last February by former Greenfield Online executives Hugh Davis and Keith Price (pictured).

ReInvention struck a deal to buy cloud-based software company Critical Mix in December with the aim of creating a new end-to-end data collection, analysis and reporting solution by bringing together Critical Mix’s tools for fielding online and mobile surveys and its analytics platform for data visualisation, report automation and interactive dashboards with reInvention’s survey management platform.

Davis said: “2012 was an exciting year for reInvention. The support from clients during our first year in business has been tremendous and exceeded all of our expectations. With the recent acquisition of Critical Mix and now Authentic Response, reInvention is poised to deliver on the increasingly complex needs of market research professionals in 2013.”