Brandwatch acquires Qriously, creating 'new kind of intelligence'

Social intelligence company Brandwatch has acquired London-based SaaS research platform, Qriously, to fuse the best of modern market research with its heritage in social intelligence.This acquisition was driven by Brandwatch’s strategy to create “a new kind of intelligence” for consumer insights, brand and marketing professionals that blends the strengths of traditional research with the speed, scale and flexibility of social media research.Brandwatch is differentiating itself from other players by utilising Qriously’s real-time survey functionality, which enables customers to bring in targeted insights directly from participating consumers, all within an integrated intelligence suite.With its recent merger with Crimson Hexagon in October last year, this Qriously acquisition now adds first-party quantitative research to the company’s total pool of brand and consumer insight, and enables customers to proactively dig deeper into their online research by launching targeted surveys, with global reach and near-immediate results.Brandwatch aims to assemble the technologies to bring business intelligence into the era of AI.“It’s not often you meet a group of people as fresh and innovative as the Qriously team who have built a deep, technically strong solution to a problem that is on your own roadmap,” said Giles Palmer, co-founder and CEO of Brandwatch.“The future of market research is 100% combining different data types. Prompted survey and unprompted social data surface different types of insights, and looking at them together gives you a 360-degree picture,” said Christopher Kahler, co-founder and CEO of Qriously.(Photo courtesy: 123RF)