Over the past four months, reInvention acquired Authentic Response, a global sampling firm and Critical Mix, a cloud-based survey programming and data visualisation technology company and the three merged companies said they chose the name Critical Mix as it more accurately reflected the combined company’s service offerings.

Critical Mix services include access to global target audiences, user-friendly and respondent engaging survey programming, and automated reporting and data visualisation tools.

Keith Price, a managing partner at Critical Mix, said: “While our name has changed, our commitment to simplifying data collection has not.”