Founded in 2011, Ignite 360 is based in San Francisco, with team members across the US and Europe. It offers qualitative research, ethnography, focus groups and storytelling services.

Toronto-headquartered Dig Insights offers quantitative and qualitative research, data modelling, and its own technology, including software-as-a-service insight platform, Upsiide.

The company employs around 250 strategists, insights leaders and data scientists, operating from offices in Toronto, Chicago and London. Private equity firm Beringer Capital acquired a majority stake in the business in 2022.

The Ignite 360 team will continue to focus on deep, ‘empathy-driven insights’, according to Dig Insights. Through the acquisition, Ignite 360 will gain access to the Upsiide platform to scale its work and test qualitative ideas more broadly. 

Paul Gaudette, chief executive and co-founder, Dig Insights (pictured), said: "As Dig has grown, we've recognised the power that qualitative research has to amplify the voice of the customer. We have a team of over 20 who are using our technology in partnership with quantitative researchers to re-define qualitative insights. Acquiring Ignite 360 will allow us to continue to push the boundaries of qualitative research and add additional expertise to our toolkit."

Rob Volpe, founder of Ignite 360, said: "The Ignite 360 ensemble is excited to join Dig to continue to break new ground, together, in the insights industry while still delivering the best-in-class work our clients expect. Together with Dig, we will be able to offer a wider range of services to all of our clients."

The financial terms of the transaction have not been disclosed.