Numerator Buys Qual Survey Platform HatchTank

US-based consumer insight specialist Numerator has acquired Canada-based mobile qual survey platform HatchTank. Terms of the deal have not been disclosed.

Set up in 2016 by FocusForums founder Shamsu Bhaidani (pictured), the HatchTank platform can be used for DIY or fully managed projects. The firm says that for participants the platform is like a social media networking site, providing familiarity and a 'comfortable space' to share their thoughts and opinions. Meanwhile, for researchers and administrators, the platform offers an 'intuitive back end' for obtaining necessary data.

HatchTank's qual expertise and tech will now be linked to verified purchasing behavior at scale, expanding Kantar-owned Numerator's capabilities across qual and quant consumer research, including panel-based studies. Numerator SVP Strategy Amy Fitzgerald says HatchTank will integrate seamlessly into the firm's existing technology, adding: 'Within weeks, we will bring to market new capabilities including photo and video uploads from verified buyers, bringing a completely new view of the consumer to our customers'.

Web sites: www.numerator.com and www.hatchnewideas.com .