US-based research firm acquires Methodify, AskingCanadians from Toronto-based Delvinia

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New Jersey-based research and data firm Schlesinger Group has acquired two products offered by Delvinia, a research technology company in Toronto, for a combination of cash and shares. The financial terms of this deal were not disclosed.

Founded in 1998 by Adam Froman, Delvinia offers data collection solutions to marketers and researchers. In October, Schlesinger purchased Delvinia’s automated market research platform, Methodify, as well as AskingCanadians, an online consumer panel.

In addition to Methodify and AskingCanadians, Delvinia also offers CRIS, a research platform that leverages AI and machine learning to enable customers to conduct one-to-one chat-based interviews. Methodify, AskingCanadians, and CRIS made up Delvinia’s core products and services prior to the asset acquisition, with each having its own development team.

A spokesperson for Schlesinger Group indicated that the acquisition represents the majority of Delvinia’s business.

Froman confirmed Methodify and AskingCanadians made up the majority Delvinia’s revenues, telling BetaKit, “Delvinia will continue to operate for the time being as a holding company and innovation firm.”

“Delvinia will continue to hold our investments in other ventures and companies (CRIS, Measure Protocol, Persona Panels) and we will be looking to continue to invest in innovative technologies in Canada,” the CEO added.

Delvinia executives Froman, Steve Mast, and Raj Manocha will continue to lead the Methodify and AskingCanadians businesses and teams from the company’s headquarters in Toronto.

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Methodify was launched in 2014 and provides consumer insights for companies during the product development and marketing processes. AskingCanadians was established in 2005 and has developed an online research community where members have the ability to earn awards from brands like The Hudson’s Bay Company, Aeroplan, and VIA Rail for telling companies what they think of their products and services.

According to Schlesinger, the company has had close relations with Delvinia for years. The companies share some of the same clients and held a joint global 24-hour digital industry conference in November 2020.

Schlesinger Group CEO Steve Schlesinger said that the addition of Methodify and AskingCanadians reinforces the company’s strategy in fuelling the digital transformation of marketing research.

The New Jersey company was founded in 1966 with a mission to make getting human answers to business questions more effective and scalable. It has offices all over Europe and the United States. It offers a range of solutions aimed at high-quality recruitment and project management for online and in-person methodology.

Schlesinger is currently active in its acquisition strategy, focused on expanding its presence in Canada and other countries. Its purchase of Methodify and AskingCanadians follows Schlesinger’s acquisition of Telmy, a Melbourne, Australia-based research technology company.

In August, Schlesinger also acquired Addison Research, a Toronto-based research services provider with clients based in the Asia Pacific, North America, and Europe.

UPDATE: 16/11/2021: This article has been updated with comment from Delvinia.

Feature image source Unsplash

Charlize Alcaraz

Charlize Alcaraz

Charlize Alcaraz is a journalism student at Ryerson University and the business and technology editor at The Eyeopener, Ryerson's largest independent newspaper.