reInvention to Buy MR Software Firm Critical Mix

US-based sampling and data collection specialist reInvention is to acquire software technology company Critical Mix, with the aim of developing an integrated data collection, analysis and reporting solution for researchers. Terms of the deal were not disclosed.

Launched in February by Greenfield Online veterans Hugh Davis and Keith Price, reInvention provides a survey-taking platform called OneOpinion panel, which gives panellists multiple options for survey participation, including online, off-line and mobile.

Greenville, RI-based Critical Mix develops software and technology for building online and mobile surveys, while also providing an analytics platform for data visualization and report automation, including interactive dashboards.

Through the acquisition, Critical Mix's solutions will be integrated into reInvention's survey management platform. Founder Chris Goglia (pictured) will remain President of Critical Mix, which will continue to operate as a standalone business.

Price, Managing Partner at reInvention, comments: 'We have always been passionate about giving researchers easy access to survey results. The addition of Critical Mix extends our service options beyond sampling offering our clients a completely streamlined data collection solution. Researchers now have a single-source for access to any or all of our sampling, survey programming, interactive reporting and analysis services.'

Web sites: www.reinvention.com and www.criticalmix.com .