Market research and data analytics group YouGov has acquired KnowledgeHound, a US-based survey data management solution, as it eyes a potential listing in New York.

YouGov says the move further extends the capabilities of its Crunch survey analytics platform to handle the needs of large brands.

KnowledgeHound is a SaaS-based search-driven analytics platform that connects and transforms existing structured data from disparate systems, bringing them together in one place.

Headquartered in Chicago and founded in 2014, KnowledgeHound says it enables brands to maximise the value and impact of their consumer data. Its customer base is predominantly Fortune 500 companies with top brands spanning across the FMCG, pharmaceutical, technology, insurance, and media industries.

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“YouGov’s acquisition of KnowledgeHound represents a significant shift in what the industry should expect from data analytics platforms,” said Alex McIntosh, YouGov CFO. 

“By adding KnowledgeHound – a leading search-based survey data analysis solution – to YouGov Crunch – the ultimate tool for granular data analysis – we will make it easier than ever before to get fast, actionable, reliable insights all in one place.”

Laura Baker, KnowledgeHound CEO (pictured), added: “I am thrilled for this next stage of KnowledgeHound’s journey, as the combined capabilities and teams from KnowledgeHound and YouGov Crunch enables us to, together, truly deliver the cutting edge, scalable solution the market actually needs.”

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