Zappi, the ad and innovation testing platform built by brands for brands, today announced it has acquired the business and assets of Chicago-based start-up Data Quorum, including its library of statistical tools, as of July 1 this year.

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Founded in 2019, Data Quorum was known for its custom automated statistical analysis applications built and delivered through its SaaS application. It comprised a small group of statisticians and researchers, each with over 25 years of experience, who Zappi is pleased to welcome. This team, Paul Holtzman, Mary-Beth Lake and David Thomas, are poised to help Zappi build strong research solutions, develop better connections to in-market results and elevate Zappi’s analysis and reporting capabilities.

Named Marketing Research Supplier of the Year by Quirk’s Media last year, Zappi builds insights solutions in partnership with brands like PepsiCo, McDonald’s, Mars and Verizon to help companies answer their most pressing business questions, learn more about their consumers and launch better ads and innovation.

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“We’re thrilled to be joining the Zappi team,” said Holtzman of the acquisition. “We were first introduced to some of the Zappi team at Intellection 10 years ago, and we found a lot of commonalities between our two companies when we reconnected. We’re looking forward to using our expertise to build the Zappi platform and help fuel Zappi’s growth.”

Stephen Phillips, Zappi’s chief executive officer, added, “I’m pleased to welcome Data Quorum to Zappi. Paul, Mary-Beth and David are tenured statisticians and researchers and we’re lucky to have the benefit of their expertise and statistical tools at our disposal. They will be an asset to both our platform and our culture.”

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