Belgian consumer insights software startup SOPRISM is joining its London-headquartered peer Audiense.
Audiense announced it would be acquiring SOPRISM and will take on the latter company's team while integrating the product stack into its existing software, aiming to enhance analytics and insights performance for its customers.
The SOPRISM insights engine has an analytical core that accounts for more than "3 billion users" on its behavioural consumer panel, which it claims is one of the largest in the world.
All that information is tapped from within a graphical dashboard that breaks down lifestyle, geographical and personal attributes of the client's target audience, for example drawing on social media tools like Facebook and Instagram.
Javier Buron, CEO of Audiense, said he was thrilled with the acquisition. And indeed it does seem to be a pretty good fit with Audiense's consumer segmentation-led market research tool, which produces thematic mind maps to connect insights with specific groups of customers.
Buron said: "We have long admired Jonathann’s (Co-founder of SOPRISM) work and ethos and we are so excited to be merging SOPRISM’s amazing product and team into Audiense’s platform.
"This acquisition represents a huge step in our mission to building the world’s leading audience intelligence platform and the democratisation of audience insights for brands.”