Founded in 2009, Connecticut-based Ethos offers an insight platform used by user research customer experience, consumer insights and market research teams.  Following the acquisition, Ethos will operate under the OvationMR brand.

The deal expands OvationMR’s on-demand services, integrating the company’s consumer insights, advanced analytics and AI-based tools with Ethos’ mobile ethnography, concept testing, journey mapping, diary studies, online qualitative, and video surveys.

The terms of the acquisition have not been disclosed.

Jim Whaley, chief executive, OvationMR (pictured), said: “By combining the strengths of OvationMR’s global insights network with Ethos’ unique ability to capture context and natural behaviours, we will unlock new opportunities for brands to connect more deeply with their audiences and make better business decisions.”

Paul Chesterman, formerly director of sales at Ethos, takes up the role of executive vice-president, marketing and enterprise products at OvationMR. Chesterman said: “This partnership brings a new dimension to how we approach data collection and insights by taking research out of the lab and into the everyday lives of consumers.”

OvationMR is headquartered in New York. The company recently also acquired AI-based qual platform Qualibee.