Potentia Insight Buys Boutique Data Analyst SigDiff

In the UK, recently formed digital market research agency Potentia Insight has acquired boutique analytics specialist SigDiff, to enhance its data science capabilities and increase its capacity to fulfil upcoming data analytics projects. Terms of the deal were not disclosed.

Founded in 2007 by former Buckingham Research MD Tony Isaacs (pictured), Marlow, Buckinghamshire-based SigDiff specialises in converting data into insight by applying analytical techniques to marketing data to help clients better understand their markets and customers. The firm conducts quant MR and uses retail tracking panels (such as Nielsen's), consumer panels, loyalty card/client sales/transaction data, and customer databases, in order to answer questions around in-market performance, customer experience, targeting, innovation, and category management.

Through the deal, London-based Potentia Insight, which was founded at the end of 2022 by former Alligator Digital directors Suzy Hassan and Colin Clifford, aims to integrate data analytics into its projects to improve the quality of outputs delivered to its clients. Following the takeover, Isaacs will continue in his role at SigDiff, and the two companies will be looking to extend their team to meet future demands.

Clifford comments: 'We are beyond excited to benefit from having an in-house data science team. This new proposition that SigDiff delivers to our existing offering will hugely build upon our technical ability and provide advancements in new analytical measures that can help our clients.'

Web sites: www.potentia-insight.co.uk and www.sigdiff.co.uk .