At the beginning of this year Research Now SSI rebranded as Dynata. In 2018 the combined company also moved its product portfolio, panel and integrated data onto a single platform. CEO Gary S. Laben explains why the recent changes make his company more future-proof.
The official press release for the Dynata rebranding says that the new brand identity ‘signals expansion beyond market research to transform data-driven marketing’. According to Laben the name reflects the revolving business the company operates in. “Research Now and SSI were foundational research organisations. The name Dynata represents both our history and strong presence in the market research business, but also our emerging capabilities in and beyond market research. We have one of the largest permissioned first-party data assets and can apply this to all marketing services, including media, advertising and CRM. After the completion of the merger we felt it was a great time to move our approximately 5,000 global employees to a new brand identity, which is neither one of the two legacy businesses and which reflects our vision and growth strategy.”
Credible
Research Now and SSI are legacy companies with strong brand names of their own. But Laben is not worried that the rebranding will create unfamiliarity or a distancing. “You have to make sure that such a migration is operationally well executed as well as credible; it has to represent who we are.”
And they should soon notice improvements, he promises as he explains why the company moved its product portfolio, panel and integrated data onto a single platform. “There are multiple advantages. We achieve some financial benefits by not maintaining multiple platforms. By having all of our data in one place we see several operational improvements, such as providing data solutions more quickly. Because of this, we will also achieve product innovation a lot faster. It will be a single place also for other data, from companies we partner with.”
Innovation lab
Shortly after the rebranding Dynata acquired Reimagine Holdings Group (parent to companies such as Critical Mix, MarketSight and PopResearch.). Again, Laben describes multiple benefits, such as gaining additional valuable first-party data, which will help with product innovations. Furthermore, Reimagine had several unique products, such as MarketSight, an industry-leading visualisation tool. Reimagine have also made considerable investments in AI; both for internal use as client-facing services. The company have harnessed IBM Watson from using a virtual assistant and answering panel members’ questions, to automated capabilities to help project managers.
Besides acquisition, Dynata also develop new ideas in-house in order to innovate. The company launched an innovation lab where people can work on new applications for its business. “We got so many exciting ideas from that, it was hard to turn any of them down. We’ll continue to invest in innovation. We should never be so arrogant to think we can do it all though. Sometimes outside companies are further along in certain areas of innovation. That is when we would consider an acquisition.”
New products
With the merger and rebranding also came several new appointments, including executive vice president, product development Tiama Hanson-Drury (who joined from Zappistore). Laben: “The personnel changes reflect our modified direction for the future. One of the things we need to do as a business is to move much more quickly in launching new products that make more complete and integrated use of all of our capabilities. We need people with Tiama’s experience to produce and package products more rapidly.”
Innovation is leveraging Dynata’s data throughout DIY, programmatic, market research, as well as using this data in marketing services. But the firm’s CATI business is also growing fast. “We are looking at how you combine that capability with all of the other data that we have, and what products can we create that make good use of both simultaneously. We want to couple our business with more high-tech developments.”
War for talent
Another newcomer is Dawn Hirsch, who joined Dynata in February as head of global human resources. Says Laben.“We need to create an exciting, irresistible and nurturing environment; not a job but a career, because the war for talent is never-ending.” Indeed, he knows that today’s insights suppliers compete with every company and brand that does something with data, including sexy brands such as Apple. “The competition is not just in the marketing services industry or research, it’s anyone who touches data.”
Nevertheless, Laben is very optimistic about the industry’s prospects. “I think market research is growing fast and has an incredibly bright future. The sector has a huge impact on brands and companies, and is also very good at tapping into new technological opportunities. Until brands become utterly clairvoyant, they’re going to rely on market research to span the chasm between what we can observe today and what the world will be like tomorrow.”
About Dynata
Dynata is a global provider of first-party data contributed by consumers and business professionals. With a large global reach and trustworthy data, the company has built innovative data services and solutions around its core first-party data offering to bring the voice of the customer to the entire marketing spectrum, from market research to marketing and advertising. Dynata serves nearly 6,000 market research agencies, media and advertising agencies, consulting and investment firms, and healthcare and corporate customers in North America, South America, Europe, and Asia-Pacific.
Global reach
Research Now and Survey Sampling International (SSI) completed their merger in December 2017, making it the market research industry’s largest provider of online panel data and technology-based research solutions based on opted-in data.
Gary S. Laben, who joined Research Now in March 2016, was appointed CEO of the joint organisation. Just over a year after the merger, in January 2019, the company rebranded to Dynata. The firm serves nearly 6,000 market research, consulting, media, healthcare and corporate clients. With a reach of 60+ million people globally, Dynata operates worldwide with locations in North and South America, Europe, and Asia-Pacific.
Interview by Robert Heeg
4 comments
I have been a survey member for 10 years, and considering cancelling my membership. There have been some changes to this survey company. I have $300 in rewards and can’t redeem them without giving out my personal phone number. I never had to give out this sort of personal information before, in order to redeem rewards. It’s ridiculous to hold my rewards hostage. This is a marketing research company asking for a phone number! LOL The last place I’d want to give out personal information, especially a phone number!
Also, if you go to BBB, you’ll see complaints regarding members getting ripped off. One ploy by e-rewards, is to ask you to fill out a survey for, let’s say $4. After spending 10 minutes answering questions, you get a message saying you don’t qualify for the survey, and they give 25 cents instead of $4. There are many more complaints besides this one.
This company will not get the people they need to fill out surveys, if they keep doing these sorts of deceptions and misleading practices. Just thought you should know.
Dear Linda,
I’m sorry to hear that you can’t redeem your points, after taking the time to answer questions. It is very important to us and our members that people have and keep their confidence and trust in market research. Participation in panel research is of huge value to our members, so I’m sure that if we can find and contact the relevant person at Dynata, they will be more than happy to respond and resolve your concerns. Should you wish to do so, you can submit this complaint and some more details (for example the email address or account number connected to your panel membership) on this website: https://www.trustinresearch.org/complaint
If you could give us some more information about your membership and your issue, we will get in touch with one of our contacts at Dynata who can respond to your issue.
With kind regards,
Joke Ruwen-Stuursma
Professional Standards Executive
I just wonder how MR agencies will keep working with Dynata as being their sample supplier. With the hire of Tiama Hanson-Drury, Dynata will probably launch a lot of research products (via POPResearch or Sample AR) that likely will be competing with MRA’s products and services. I just don’t understand why Dynata is building products that compete with their clients who made them big.
The world has changed – ALOT. MR companies aren’t exactly loyal to sample providers in that they bid out work to multiple companies, require pre-ordained rate cards for volumes they may never be realized, and often manage their own panels – like Kantar! Competition breeds innovation and ultimately, better products with lower costs for customers. Isn’t that what every business strives to achieve? Your comment suggests you’d prefer the old, cloistered industry practices that frankly, have led to much of MR’s strategic issues today.