The Stagwell Group acquired “mobile research assets” from Nielsen, specifically the Mobile Insights Survey and the Total Communication Survey. As part of the transition, the assets will relaunch as HarrisX, a new market research and consumer experience specialist focused on telecommunications and smartphone customers. HarrisX will join Harris Insights and Analytics, which Stagwell acquired from Nielsen in January 2017.
“We believe that demand for data on smartphone users will continue to rise as mobile becomes the center of advertising and human life,” said Mark Penn, Managing Partner and President of The Stagwell Group, LLC.
Going forward, statesd a release, HarrisX will provide innovative client solutions through research services, data analytics, and customer experience products. Mobile Insights is the telecommunication industry’s largest survey tracker of mobile subscribers and provides comprehensive insights on all carrier and device-related consumer behaviors, perceptions, preferences and motivations dating back to 2005. The Total Communication Survey is a performance tracker that measures the current and intended behaviors and motivators of consumers across video, Internet, and streaming services.
With the acquisition, Stagwell is also announcing the appointment of Dritan Nesho as the CEO of HarrisX. Previously, Nesho has served in the roles of Director of civic technology, product management, and corporate strategy at Microsoft. He’s a co-founder of Microsoft Pulse, the real-time audience and consumer research platform, and a co-Director of the Harvard-Harris poll.
“I’m excited to have Dritan join the Stagwell Group as chief executive of HarrisX. Dritan brings with him entrepreneurial drive and unparalleled knowledge of consumer products and market research that will serve clients well in understanding the fast-changing world of mobile and the realignments stemming from its impact on consumers and society,” said Penn.
HarrisX is Stagwell’s 13th investment in under two years. Other members of the Stagwell Group family include: media innovator MMI Agency, healthcare and consumer experts SCOUT, research leader Harris Insights & Analytics, performance marketing firm PMX Agency, creative digital leader Code and Theory, strategic communications agency SKDKnickerbocker, entertainment research innovator National Research Group (NRG), public relations firm Finn Partners, communications agency Wye Communications, digital advocacy shop Targeted Victory, creative advertising consultancy Wolfgang and technology innovator Stagwell Technologies.