Critical Mix, a global data and insights company and Insights Association member, has announced the acquisition of UBMobile, a mobile-first consumer insights technology and services company. The addition will augment Critical Mix’s collaborative insights solutions by leveraging UBMobile’s proprietary technologies and methodologies including LifeTapTM app, Gesture-Based SurveysTM, geo-location and in-the-moment research, and path-to-purchase 3D Insights™.

The mobile-rich features built into UBMobile’s platform offer modern solutions for building interactive, mobile-first communities and collecting stated and behavioral data to provide deeper insights into the consumer journey, and ultimately, their path to purchase. Additionally, the technology creates a more engaging participant experience on mobile, tablet, and desktop devices by bridging desktop-only to mobile-first, ultimately reaching a broader, more representative audience.

Keith Price, Co-CEO at Critical Mix, commented, “UBMobile are pioneers in developing engaging, mobile-first experiences for market research. This acquisition represents another step aligned with our strategy to simplify the creation of insights and help our customers generate new opportunities for growth.”