Reputation Institute Buys Canada's Cormex Research

Research organization Reputation Institute has acquired Toronto-based media measurement and analysis specialist Cormex Research. Terms of the deal were not disclosed.

Founded in 1989, Cormex has developed customized social media and traditional media measurement and analysis solutions to help shape clients' communications strategies and tactics. The firm combines software for basic variables with and a team of human coders for tone and more complex initiatives.

Reputation Institute offers the RepTrak tool, which is used for analysing the reputations of companies and institutions. Last year, it acquired London-based brand trust analytics company Mettle Consulting. As part of the latest deal, Cormex Research President Andrew Laing will serve as Reputation Institute's SVP of Media RepTrak, Americas, responsible for product development and introducing the solution to companies across the Americas. His team of research analysts will continue to work out of the Toronto office, supporting existing Cormex Research and Reputation Institute accounts.

Kylie Wright-Ford, CEO at Reputation Institute, comments: 'Cormex Research has a great track record of success in the areas of media research and analysis, they don't rely solely on automated tools and they have experience and wisdom to add to the analysis, which differentiates them in terms of quality and service. These attributes align with our business model and values of rigor and commitment'.

Web sites: www.reputationinstitute.com and www.cormex.com .