OpenBrand Buys Consumer Durables Researcher TraQline

Market intelligence platform OpenBrand has announced the acquisition of TraQline, a Kentucky firm providing insights into consumer behavior, preferences and trends across sectors including home appliances, home improvement and consumer electronics.

OpenBrand says the buy marks a significant step in its expansion into the market measurement space: it combined with Gap Intelligence and Deep.ad in October '23 and acquired Competitive Promotion Report (CPR) in March this year. It already provides measurement and insights for health, wellness and beauty markets.

TraQline, which announced a string of VP appointments earlier this year, will bring expertise in measuring the causes and impacts of market share shifts across industries including home appliances, consumer electronics, IT products and key home improvement categories. Company President Dave Stevenson will help to integrate the two teams and comments: 'When I was approached by Greg and the team at OpenBrand, it was clear that this was an ideal opportunity for TraQline to enter its next phase of growth. The capabilities that OpenBrand offers in capturing and delivering timely, accurate data align perfectly with our mission. This partnership will provide our clients with data and insights they cannot get anywhere else'.

OpenBrand CEO Greg Munves (pictured), a former CEO of 1010data, says the buy is 'a strategic move that significantly enhances the power and reach' of his firm's platform. He adds: 'By integrating TraQline's rich market measurement data with our existing 4Ps and Media data, we can now provide a comprehensive solution that helps our customers not only understand why market share shifts are occurring, but also measure the magnitude of those shifts. Customers will benefit from deeper, more actionable insights, enabling them to make informed decisions and stay ahead of the competition in their markets'.

The firm is online at www.openbrand.com .