The tech start-up was founded in 2017 by Freddie Sayers, Graeme Ford and Etienne Adriaenssen, combining audience insight and engagement. Its technology allows brands and organisations to build conversation channels around their audience’s passion points, encouraging them to share their views.

As well as giving back information to participants, the platform lets clients engage with audiences across their channels, including messaging apps, social media as well as on their own website and mobile app.  

Inconvo is now led by Graeme Ford and David Dobrin. The deal will see inconvo working closely with YouGov on areas of mutual interest, but it will continue to operate independently – keeping its own name, website and office.

Dobrin, chief operating officer at inconvo, said: “We are excited that inconvo has joined the YouGov family. Our technology allows every brand, organisation, publisher, and celebrity to be in regular conversation with their audiences. In doing so, consumers and fans can shift the relationships they have with the brands and organisations that matter to them so that instead of saying ‘I like’ or ‘I follow’, they say ‘I talk to’.”

Sundip Chahal, chief operating officer at YouGov, added: “This purchase is important for us both technologically and strategically. Engaging with audiences on a mass scale is one of the key challenges facing data and analytics firms. Inconvo’s technology is an important step forward when it comes to mass engagement models.”