Reimagine Buys MR Software Firm MarketSight

Online survey analytics and reporting software specialist MarketSight has been acquired by Reimagine Holdings Group, which focuses on developing consumer insights and marketing services companies. Terms of the deal were not disclosed.

US and UK-based MarketSight has created analysis and reporting tools to enable clients to generate and amend charts and PowerPoint presentations within a secure, web-based environment. Last year, the firm partnered with Google, to allow users of Google Consumer Surveys to perform statistical tests; create crosstabs, interactive charts and dashboards; and share results online.

Following the acquisition, MarketSight will continue to be led by CEO Michael DeNitto. The firm will become part of Reimagine's portfolio of companies which currently includes Critical Mix, UBMobile, PureSpectrum, Earningstation, iGain and PopResearch. Reimagine was co-founded in 2011 by former Greenfield Online execs Hugh Davis and Keith Price, former Greenfield Online Chairman Joel Mesznik, and private equity specialist John Almeida, and has $100 million of capital to use for future expansion plans.

Almeida (pictured) says MarketSight is an established player in a growing segment, and a 'compelling strategic opportunity'. He adds: 'This acquisition represents another important step in the execution of our strategy of acquiring or investing in companies that enable marketers and researchers to create and transform information into business intelligence'.

Web sites: www.marketsight.com and www.reimagine.com .