NEWS18 December 2012

Critical Mix acquired by reInvention

M&A North America

US — Global sampling and data collection services provider reInvention has acquired cloud-based software technology company Critical Mix to create a new end-to-end data collection, analysis and reporting solution.

The new solution brings together Critical Mix’s software 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.

Critical Mix will continue to operate as a standalone business with Chris Goglia, founder and president, at the helm. Goglia also becomes a member of reInvention’s board of directors.

He said: “Our entire business was built on delivering the highest level of service and technology to accomplish the most challenging and complex projects. Our team of expert web applications developers and project managers will bring a new component to reInvention’s sampling services”.

Hugh Davis, managing partner at reInvention, added: “Our future is about getting interactive data visualisation tools into the hands of market research professionals so they can quickly and effortlessly explore data and make smarter recommendations for their clients. Critical Mix has proven to be a respected player in this space and will perform an essential role towards helping us achieve our goals.”

Former Greenfield Online executives Davis and Keith Price (pictured) launched reInvention in February.