Way back in the ancient days of the early 2000’s during the first wave of research technology growth several platforms emerged that combined quant methodologies with the then-nascent opportunities for digital qual. However, the demand for online qualitative (other than communities) was marginal, so over time, those players shifted their focus to primarily quant.
However, a few years ago that vision of a fully integrated “QualiQuant platform” resurfaced with the acquisition of Decipher by FocusVision, creating a strong early signal that the technology provider sector of the industry saw the potential as well. A few other players worked to incorporate some variations on combining qualitative and quantitative technology, but the market demand was still relatively marginal so we did not see a widescale shift to integrating both models from most technology platforms.
Then came 2020, and digital qual was the right solution to meet the need.
Since then, we have seen new movement for platforms working to integrate qualitative methods into their offerings, but we have yet to see a significant merger of an enterprise quant platform and a full-featured digital qual platform. That is, until today.
QuestionPro has long been an innovation leader when it comes to integrating new methods and expanding capabilities to meet the changing needs of the industry, often in advance of widespread adoption. They are continuing that track record by announcing the acquisition of Digsite, one of the significant digital qual platforms that had been successful prior to 2020.
I have long predicted that the next phase of consolidation we would see in the industry would be the merger of quant and qual platforms to create truly enterprise-grade solutions to address the largest possible set of research issues. The QuestionPro/Digsite deal is the first major deal since 2020 to prove the thesis. We fully expect to see more mergers like this play out in the next two years, but for now, QuestionPro and Digsite will be the test of what a modern platform integration can do.
Here is the press release for more context and details. Congrats to all for once again setting the pace for the rest of the industry!
QuestionPro Acquires Digsite
Integrated with QuestionPro’s research platform, Digsite creates new and powerful capabilities for agile qualitative research.
AUSTIN, Tex. (August 25, 2022) — QuestionPro, a global leader in online survey and research services, today announced it has acquired Digsite’s qualitative research capabilities and collaborative Insights Platform. With the acquisition, QuestionPro will now offer the Digsite qualitative solutions alongside its full suite of enterprise-level research, survey and customer experience software and services.
“Real-time qualitative exploratory research has become a critical part of evolving brands as they respond to a rapidly changing marketplace” said Vivek Bhaskaran, Founder and CEO of QuestionPro. “It’s now more critical than ever for brands to have access to both qualitative and quantitative research – and the combination of QuestionPro and Digsite does just that.”
Founded in 2014, Digsite pioneered social media-style qualitative research, offering a private and secure market research platform for companies to capture experiences and open-ended feedback online. Digsite Sprints ushered in a new era of agile qualitative research, where companies quickly learned and iterated on ideas without the travel and expense of focus groups.
QuestionPro is a global provider of online survey and research services, including specific platforms for Customer Experience, Research & Insights, and Employee/Workforce experience, that are used and trusted by thousands of companies worldwide from startups to the Fortune 500.
The addition of Digsite expands QuestionPro’s Customer Experience (CX), Research & Insights and Employee Experience (EX) platforms and creates new and powerful capabilities for agile two-way conversations with customers. The combined insights capabilities will provide brands with meaningful insights to optimize products and improve customer and employee experiences.
“Digsite’s agile research solutions combined with QuestionPro’s robust survey and community capabilities mean companies can seamlessly integrate qual+quant research,” said Monika Rogers, CEO of Digsite. “Clients can learn and iterate quickly, reducing their reliance on outside consulting services.”
Founded in 2006, QuestionPro is a global provider of online survey and research services that help companies make better decisions through data. From free consumer accounts to robust enterprise-level research, we offer tools for the creation, distribution, and analysis of surveys. We also offer platforms for polling, mobile research and data visualization. Fortune 100 companies rely on us to help unlock insights about customers, employees and the marketplace. With offices in the US, Mexico, Canada, Germany, the United Arab Emirates and India, we offer customers 24-7 access to highly trained support specialists and engineers. More information is available at www.questionpro.com.
Digsite built the most comprehensive exploratory research platform on the market. We empower insights teams to collaboratively learn and engage with target consumers as they build new products, services and communications. Digsite technology and expert research consultants enable teams to iterate between exploration and validation, giving them confidence in the data, as well as the emotional drivers behind it. More information is available at www.digsite.com.
John Williams, Scoville PR for QuestionPro & DigSite