Founded in 2018 in New York, Okay Human, known as Sympler until last year, uses qualitative, ethnography and projective techniques for concept and creative development, brand positioning and market strategy.

The acquisition will bring together DigitalMynd’s behavioural data with Okay Human’s qualitative understanding.

DigitalMynd, established earlier this month, collects behavioural data from apps, search, and shopping.

In accessing DigitalMynd’s behavioural data, Okay Human will be able to conduct research with opted-in participants based on actions such as site visits or purchases, and capture responses closer to when behaviour happens.

Ben Jenkins, co-founder of Okay Human, said the acquisition would bring the company the ability to ground its research “in real behaviour, connecting what people say and feel to verified, opted-in behavioural signals from known individuals”.

The financial terms of the deal have not been disclosed.

John Schiela, chief client and commercial officer at DigitalMYnd, said the partnership “opens up new ways to deliver insight”, and will help teams “move beyond one-off studies to something more grounded, more predictive, and more actionable”.

DigitalMynd is planning to carry out further strategic acquisitions as part of its growth aspirations in the marketing intelligence space.