Directions Buys Empathic Researcher SEEK

In the US, Directions Research has acquired SEEK, an insights and innovation consultancy which aims to connect brands and individuals through empathy. Terms of the deal have not been disclosed.

SEEK, which was founded in 2000 by former Procter & Gamble researcher Tim Urmston (pictured), promises to uncover deep human insights that serve as a 'springboard' for ideas. The firm helps client teams interact with consumers, using empathy to connect with them as people, and says this allows clients to tap into the subconscious and gain a deeper understanding of the people they serve. Tools include immersions, focus groups and in-depth interviews; shop-alongs; online focus groups and ongoing panels - and its offer includes support for brand strategy and storytelling deliverables.

SEEK's offices are now located within Directions' headquarters in Cincinnati, Ohio; but SEEK will operate as an independent division of Directions, retaining its boutique service model.

Jim Lane, President & CEO of Directions, comments: 'I am extremely excited to add the people and skills of SEEK to Directions' industry-leading solutions and high-touch client service. When you combine Directions' diversity and scale with SEEK's empathy and depth, our clients receive end-to-end learnings and a holistic understanding of consumers they cannot get from other insights companies'.

Web sites: and www.seekcompany.com .