20|20 Buys Mobile Qual Specialist Over the Shoulder

In the US, qual MR and technology specialist 20|20 Research is to acquire Chicago-based mobile qual provider Over the Shoulder, for an undisclosed sum.

20|20, which combines proprietary technology, skilled recruiting and client-focused services says the buy will help it continue its development of a comprehensive suite of research solutions backed by world-class services. The firm is headquartered in Nashville, with offices in Denver and Chicago, as well as facilities in Nashville, Charlotte and Miami.

Over the Shoulder is known for proprietary technology for mobile ethnography and journal-keeping, allowing researchers in-depth insights into their target consumers' daily lives. The company began life as a tool launched in 2011 by US-based full-service marketing consultancy Egg Strategy. Executive Director Ross McLean (pictured) says 20|20 is 'a perfect match for Over the Shoulder', and comments: 'Until now, researchers often had to choose between Over the Shoulder's unique ability to 'ride in the pockets and purses of consumers through their smartphones' or the considerable advantages of using a discussion platform like 20|20's QualBoard. Now they can have access to both, plus live virtual interviews, individual chats, and other online qualitative services - even within a single project'.

20|20 CEO Isaac Rogers comments: 'Over the last ten years, the team at Over the Shoulder has built an amazing solution for capturing in-depth mobile insights for a variety of research objectives. What's more, they've done so with a relentless focus on creating the best user experience for research participants and on delivering top-notch service for their clients. We are thrilled to welcome Over the Shoulder to the 20|20 family; their client-centered culture is a great fit, and their innovative smartphone platform is an ideal addition to 20|20's existing suite of qualitative services and solutions. Joining forces enables us to help researchers address an even broader array of objectives and approaches as they seek to better understand consumer experiences'.

Web site: www.2020research.com and www.overtheshoulder.com .