The acquisition is described as expanding Dynata’s ability to deliver data and insights by adding Branded Research’s proprietary panel reach to the former’s market leadership. 

While most first-party data is collected through one-off interactions with consumers, Dynata’s Insights Platform is powered by long-term relationships with its panel community members.

The scale and breadth of direct relationships with panelists allows the company to connect data, build measurement and advertising solutions at scale and model and scale custom audiences for campaign activation.

“We believe only the highest-quality data drives the most accurate insights and smartest decision-making,” said Dynata chief executive Gary S Laben.

“Adding proprietary member communities that are growing and healthy, and differentiated on quality, helps us deliver an even larger base of fully permissioned business-to-business and business-to-consumer members to our clients. Increasing our data supply extends the proprietary panel reach we’re known for — and improves all our data-driven products, from collection and insight generation to activation and measurement.”

Branded Research chief executive and co-founder Matt Gaffney added: “Branded Research immediately contributes to Dynata’s competitive advantage in sourcing and commitment to zero and first-party data. We’re excited to work with Dynata to improve data collection, to deliver more actionable intelligence to customers and to shape the future of insights.”