• by Steve McClellan  @mp_mcclellan, July 22, 2015

Brand and marketing consultant Prophet has acquired tech research firm Altimeter Group. Terms weren’t disclosed. 

Altimeter, founded by former Forrester analyst Charlene Li in 2008, will operate under the name Altimeter, a Prophet company. Li will continue to lead the operation. 

“The rapid advances in digital technology and data, along with seismic shifts in customer behavior have challenged many companies’ ability to stay relevant,” said Michael Dunn, CEO of Prophet. The addition of Altimeter, he said, “is a key next step for our firm and our continued growth.” 

Altimeter will continue to publish research designed to help companies understand and act on technology disruption, while Prophet’s global scale and resources will allow Altimeter to expand the breadth and depth of its research.

In addition, Altimeter’s analysts will work closely with Prophet’s clients and internal strategists to provide insights on emerging business challenges and burgeoning technology trends. 

Prophet has nine offices in the U.S., Europe and Asia including locations in New York, Chicago, San Francisco and London. It has worked with clients such as Electrolux, T-Mobile, GE, Keurig Green Mountain, UBS, Gatorade, Cisco, among others.