Critical Mix acquires UBMobile

UBMobile’s LifeTap mobile community and app includes gesture-based surveys, video and image capture, GPS location data and device usage data. The app also allows researchers to send push notifications and direct messages to survey participants.

The acquisition will extend Critical Mix’s mobile capabilities.

Keith Price, co-chief executive at Critical Mix, said: “UBMobile are pioneers in developing engaging, mobile-first experiences for market research. This acquisition represents another step aligned with our strategy to simplify the creation of insights and help our customers generate new opportunities for growth.” 

Critical Mix and UBMobile are both part of consumer insights holding group Reimagine’s company portfolio.