The deal will expand Escalent’s ability to combine primary, secondary, syndicated, and internal business data streams.

Grail Insights was founded in 2006 and is based in Oakland, California. NewQuest Capital Partners acquired Grail, a subsidiary of Integreon, in 2016.

Escalent is headquartered in Michigan, the US, with offices in the UK, China and Canada. The acquisition will add Grail’s operations in North America, China, India, Ireland, Italy, the Philippines, Singapore, South Africa, UAE and the UK.

The combined headcount of the two companies is 850.

Rob Stone, chief executive at Grail Insights, will become Escalent’s chief strategy officer as part of the deal.

The Grail brand will be brought under the Escalent banner in the coming months and all Grail locations will remain following the acquisition. The deal follows Escalent’s acquisition of Javelin Strategy & Research in early 2020. 

Melissa Sauter, chief executive, Escalent, said: “Escalent and Grail have joined forces to advance insights through implementation.”

Stone added: “Our cultures are aligned, and everyone is focused on helping clients get closer to their customers and boost productivity. Employees will be able to offer more complete solutions that will continue to nurture their professional growth while helping clients solve their complex business and marketing challenges.”