Suzy Acquires Beauty Research Platform Poshly.com.
MANews-(C)2009-2021
US-based market research platform Suzy has acquired beauty-focused research platform Poshly.com, the company said.
The acquisition expands Suzy's category presence and qualitative research capabilities, including the recent launch of Suzy Home, its new in-home usage testing offering.
Doreen Bloch, CEO of Poshly, joins Suzy as vice president of Audience Management to oversee the operational rollout of Suzy Home, and drive growth in Suzy Live, Suzy's interview solution that supports consumer electronics, beauty, CPG, F and B, and retail clients with their physical product research needs and drives more confident product launches.
Bloch's mission at Suzy is to grow and diversify Suzy's audience, and give clients more opportunities to engage with consumers.
By acquiring Poshly, Suzy continues to broaden its offerings to support the world's leading enterprise companies like Mondelez, Google, Estee Lauder, Citi, and PepsiCo that rely on innovative Suzy technology to conduct market research for real-time consumer insights.
The introduction of Suzy Home allows brands to collect and analyze feedback from consumers' hands-on product testing experiences, then retarget those same consumers for follow-up research, all integrated within Suzy's streamlined platform.
Bringing Poshly's audience and agile research platform into the fold also grows Suzy's audience of beauty and personal care consumers to provide its customers with an increasingly comprehensive audience panel.
Suzy recently closed its Series D funding -- for a total of more than USD 100m raised to date -- and is scaling significantly as more brands look for rapid, robust research solutions with qualitative and quantitative hybrid approaches.
By leveraging advanced research tools, machine learning and Suzy's proprietary audience of pre-screened and verified consumers, brands...
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