Directions Research, Inc. has announced its acquisition of SEEK, an insights and innovation consultancy focused on connecting brands and humans through empathy. Together, the companies will provide clients a fully integrated, multi-approach solution set to address their business needs.

“I am extremely excited to add the people and skills of SEEK to Directions’ industry-leading solutions and high-touch client service,” said Jim Lane, President & CEO of Directions. “When you combine Directions’ diversity and scale with SEEK’s empathy and depth, our clients receive end-to-end learnings and a holistic understanding of consumers they cannot get from other insights companies.”

The two companies share a focus on innovation, strategy, optimization and branding, with a commitment to flexibility and customization.

“I’m excited to bring the innovation and depth of SEEK together with the incredible customer service and scale of Directions,” said Tim Urmston, founder of SEEK who will continue as its President. “We will provide a unique mix of complimentary offerings while our brands work together to create the future.”

SEEK’s offices are now located within Directions’ historic headquarters in Cincinnati, Ohio. SEEK will operate as an independent division of Directions, retaining its distinctive boutique service model.