Pureprofile acquires CRNRSTONE to level up its ‘current quantitative service offering’

Global data and insights company Pureprofile (ASX: PPL) has announced its acquisition of Australian qualitative research specialist CRNRSTONE Research.

The acquisition aligns with Pureprofile’s growth strategy and will introduce a dedicated qualitative capability to complement its established quantitative research services.

Expanding into qualitative research

Founded in 1992 as Stable Research, CRNRSTONE was acquired by Bastion in 2018 and rebranded in 2022.

The business provides qualitative research fieldwork services to brands, organisations and research agencies, including access to Soapbox, its proprietary qualitative panel of more than 100,000 Australians.

Nathan Saville

All CRNRSTONE employees will transition to Pureprofile as part of the deal, with the brand continuing to operate under General Manager Nathan Saville, who joined the business in February 2024.

CRNRSTONE supports a broad range of research methodologies and delivers end-to-end project execution, enabling clients to make informed, data-driven decisions.

The acquisition will allow Pureprofile to offer both quantitative and qualitative services under one roof.

CEO of Pureprofile comments

Martin Filz, CEO of Pureprofile, said the move enhances the company’s ability to deliver more integrated research outcomes.

"We are delighted to welcome CRNRSTONE into the Pureprofile family. Its specialist qualitative research capabilities enhance our current quantitative service offering and align closely with our core business and values. The strength of the team and quality of the client base make CRNRSTONE a valued addition to the Group," he said.

“As a result of this acquisition, Pureprofile clients will have access to a comprehensive suite of research services encompassing online focus groups, in-depth interviews, specialist qualitative assets and panels, and integrated qualitative plus quantitative research programs.”

The addition of qualitative research capabilities is expected to enable deeper insights and richer storytelling for clients by combining attitudinal data with contextual, in-depth perspectives.

Financial terms and outlook

Under the terms of the agreement, Pureprofile will acquire CRNRSTONE’s assets for $700,000, payable in one tranche upon completion.

For fiscal year 2026, CRNRSTONE is expected to generate approximately $3 million in revenue and pro-forma EBITDA of $300,000.

The deal is also expected to improve earning opportunities for Pureprofile’s panel members by enabling them to participate in qualitative research projects, while expanding CRNRSTONE’s panel coverage across targeted regions and demographics.

Top Image: Martin Filz

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.