NEWS6 January 2023

CRG Global acquires HUUNU

Behavioural science M&A News North America

US – Market research firm CRG Global has purchased the predictive intelligence brand HUUNU from prediction research company Cipher for an undisclosed amount.

Big fish eating smaller fish

The acquisition will see the HUUNU team, operations and technology transfer to CRG Global.

The acquisition will also bring together HUUNU’s behaviour-based predictive intelligence platform with CRG’s traditional survey-based platform.

Paul Cunningham, president at CRG Global, said: “This acquisition marks an important milestone for CRG as we diversify our offerings and plan for growth.

“We were very impressed by HUUNU’s differentiated behaviour-based methodology for prediction market research and are excited to pair this with our existing suite of traditional quantitative and qualitative capabilities.”

Brad Marsh, formerly chief executive at Cipher and now president at CRG Predictive Intelligence (CRG PI), said: “On behalf of myself and the entire HUUNU Predictive Intelligence team, we are thrilled to be joining CRG as a new business unit, CRG PI.

“We looked across the insights and intelligence industries for a perfect fit for our next stage of growth and found one with CRG Global.

“We look forward to sharing our new combined capabilities in 2023 and are very excited about our future as part of CRG Global.”