Ovation Buys 'In the Moment' Research Platform Ethos

US-based insights agency OvationMR has acquired Ethos, provider of a mobile-first 'in the moment' UX, CX and EX feedback platform.

Ovation is headquartered in New York, was founded in 2016 and provides market research audiences and insights worldwide. At the beginning of this year it agreed to acquire Indianapolis-based, AI-driven qual platform Qualibee.

Ethos was launched in 2011 by ethnographer Siamack Salari. The firm's technology allows clients to capture rich multimedia data directly from consumers 'as they live their lives', with methods including mobile ethnography, concept testing, journey mapping, diary studies, online qual and video surveys. The buy adds these capabilities to OvationMR's existing expertise in online surveys, insights panels and custom research programs.

OvationMR Chief Executive Jim Whaley comments: 'We are thrilled to bring Ethos into the OvationMR family. This acquisition aligns perfectly with our mission to provide the most powerful, scalable and innovative solutions for our clients. By combining the strengths of OvationMR's global insights network with Ethos' unique ability to capture context and natural behaviors, we will unlock new opportunities for brands to connect more deeply with their audiences and make better business decisions'.

Ethos Director Paul Chesterman (pictured), who will now serve as OvationMR's EVP Marketing and Enterprise Products, says the combination of the firms 'brings a new dimension to how we approach data collection and insights by taking research out of the lab and into the everyday lives of consumers'. He adds: 'By capturing real-time feedback in natural environments, EthOS reveals the human stories behind the data, providing essential context that empowers businesses to make smarter, more informed decisions'.

Web sites: www.ovationmr.com and www.ethosapp.com .