The purchase will expand Reputation Institute’s footprint in North America and boost its reputation analytics platform Media RepTrak. Financial details were not revealed.

Founded in 1989, Cormex Research has developed customised social media and traditional media measurement and analysis tools. Its president, Andrew Laing, will become Reputation Institute’s senior vice-president of Media RepTrak, Americas.

His team of research analysts will continue to work out of the Toronto, supporting existing Cormex Research and Reputation Institute accounts.

Kylie Wright-Ford, CEO at Reputation Institute, said: “Cormex Research has a great track record in media research and analysis, it doesn't rely solely on automated tools and it has the experience to add to the analysis. These attributes align with our business model and values of rigour and commitment.”

Laing added: “The addition of Cormex will be a catalyst that allows us to enhance the Media RepTrak reputation analytics platform, which integrates public perception and media data to demonstrate how strategy, media, and perception are connected.”