The acquisition will help bolster Pureprofile’s qualitative market research capabilities, with the company expecting revenues of $3m from Crnrstone in the 2026 fiscal year.

All Crnrstone employees will move to Pureprofile, with the brand continuing to operate under Nathan Saville, who joined the business as general manager in February 2024. 

Crnrstone Research was founded in 1992, originally as Stable Research before being acquired by Bastion in 2018 and rebranded.

The company provides qualitative research fieldwork services to brands and research agencies, and runs a qualitative panel of more than 100,000 Australians called Soapbox.

Martin Filz (pictured), chief executive at Pureprofile, said: “We are delighted to welcome Crnrstone into the Pureprofile family. Its specialist qualitative research capabilities enhance our current quantitative service offering and align closely with our core business and values.

“As a result of this acquisition, Pureprofile clients will have access to a comprehensive suite of research services encompassing online focus groups, in-depth interviews, specialist qualitative assets and panels, and integrated qualitative plus quantitative research programmes.”