Background

Research Now was a prominent player in the market research industry, known for its extensive online panel data and technology-based research solutions. In 2017, Research Now merged with Survey Sampling International (SSI), creating one of the largest providers of first-party data. In January 2019, the company rebranded as Dynata to reflect its expanded capabilities and commitment to revitalizing data-driven marketing.

Challenge

Following the merger and rebranding, Dynata faced the challenge of integrating the two companies’ operations while establishing a cohesive brand identity that accurately represented its enhanced service offerings. The goal was to effectively communicate the value of its extensive first-party data and technology solutions to clients across various sectors.

Solution

To address these challenges, Dynata implemented a strategic approach that included:

• Brand Development: Creating a new brand identity that conveys the company’s mission and vision. The rebranding aimed to unify the merged entities under a single name that emphasizes the company’s leadership in first-party data.
• Enhanced Data Visualization Tools: Investing in advanced data visualization technologies that enable clients to easily interpret and analyze large datasets. This included developing user-friendly dashboards and reporting tools that enhance decision-making processes.
• Integrated Marketing Campaigns: Launching targeted marketing campaigns to promote the new brand and its capabilities. These campaigns focused on demonstrating how Dynata’s data solutions can drive better business outcomes for clients in various industries.

Key Outcomes

The implementation of these strategies resulted in significant achievements for Dynata:

• Successfully established itself as a leading provider of first-party data, with a reach of over 60 million people globally, enhancing its market presence significantly.
• Improved client engagement through advanced data visualization tools that facilitate better understanding and utilization of market insights.
• Strengthened brand recognition as a trusted partner in market research and data-driven marketing, leading to increased client retention and acquisition.

Conclusion

Dynata’s transition from Research Now has successfully positioned the company for growth in the competitive market research industry. By focusing on effective brand development, advanced data visualization, and integrated marketing strategies, Dynata continues to drive substantial success in providing high-quality first-party data solutions to its clients.