The company said the acquisition of ZoomPanel from the world’s largest online survey company would significantly expand Critical Mix’s online panel sample offerings in the United States, United Kingdom, France, Canada and Australia, enabling customers to more easily reach over 1m global target audiences.

ZoomPanel, a community of consumers who share their opinions and insights about companies’ products and services by participating in market research studies, was originally developed by MarketTools in 1999 and acquired by Survey Monkey in 2012 but the company said that, with the growth of its online audience solution, Critical Mix was the best long-term home for ZoomPanel members.

Critical Mix managing partner Chris Goglia said: “The longevity and credibility of ZoomPanel makes it a perfect complement to our comprehensive suite of survey solutions. The combination of increased respondent coverage with our user-friendly survey programming and data visualisation tools makes it faster and easier for market research firms to collect and analyse data.”