reInvention Reinvents Itself as Critical Mix

Sampling and data collection provider reInvention, having recently acquired New York-based competitor Authentic Response and software technology firm Critical Mix, has adopted the latter's name as its own.

Launched last year by Greenfield Online veterans Hugh Davis and Keith Price, the company formerly known as reInvention provides a survey-taking platform called the OneOpinion panel, which gives panellists multiple options for survey participation, including online, off-line and mobile.

In December, the company bought Critical Mix with the aim of developing an integrated data collection, analysis and reporting solution for researchers; and in January, it acquired Authentic Response, which offers the MyView global panel of consumers, B2B professionals, and other hard-to-reach respondents.

The three companies have now united under the Critical Mix brand name, which is said to more accurately reflect the combination of services they offe.

Davis (pictured) comments: 'Changing our name perfectly conveys the essence of what our combined businesses offer - easy access to a complete range of data collection solutions to meet the increasingly complex needs of market research companies. Our combination of global research sample, surveying tools, and proprietary data visualization platforms introduce a modernized approach to survey data collection, making it easier and faster for research firms to access and interpret research data.'

Web site: www.criticalmix.com .