Qual Platform Sympler Expands to Australia

New York-based qualitative research platform Sympler is expanding to Australia, where it has hired Karen Dwyer as a Partner.

Sympler was launched in 2018 and uses chat technology to draw out qualitative consumer insights. Dwyer (pictured) joins from female fitness community Sweat where she served as Head of Brand, prior to which she worked for ad agency DDB Group Melbourne as Chief Strategy Officer. Earlier, she founded strategy collective Yellow Brick Labs, and held senior roles with BBDO Worldwide and R/GA.

Commenting on the news, co-founder and CEO Ben Jenkins said: 'We're excited to bring Sympler to Australia. Australians have the reputation of saying what they think, but traditional market research platforms often misunderstand their underlying message or take too long to provide the insights. Sympler, and the messaging technology that it uses, has the ability to provide a deeper understanding of what consumers are thinking and the reasons for it, quickly'.

Web site: www.sympler.co .