NEWS5 May 2021

PureSpectrum acquires Instant Insights

Data analytics M&A News North America

US – Market research technology firm PureSpectrum has completed the acquisition of data insights platform Instant Insights, formerly part of marketing analytics business Upwave.

white jigsaw pieces being stacked up

The acquisition will see Instant Insights rebranded as PureSpectrum Insights, and will focus on data collection and analysis. The terms of the acquisition have not been released.

Upwave will use the sale of Instant Insights to invest in its brand analytics platform and its Brand Campaign Measurement tool.

Last year, PureSpectrum bought Inteligx, which focuses on data collection, sample sourcing and data delivery. PureSpectrum also last month secured $17m in Series B funding from growth equity firm Arthur Ventures.

Michael McCrary, chief executive and founder of PureSpectrum, said: “We strongly believe that this acquisition will help insights professionals make decisions more efficiently. The Upwave Instant Insights business is a great addition to PureSpectrum.”

Chris Kelly, chief executive and founder of Upwave, said: “We were highly selective about who we wanted to own Instant Insights going forward. It was important for us to choose a company and team that would give it the right home.

“We know PureSpectrum will give it the focus and investment it deserves. They will take good care of Instant Insights’ current and future clients and employees, which has always been our top priority.”