• by Laurie Sullivan  @lauriesullivan, May 5, 2022

DISQO, a customer experience platform, on Thursday announced the acquisition of a software-as-a-service technology company that enables marketers to learn what consumers really think and feel about their brand’s products and services.

The acquisition of Feedback Loop accelerates DISQO’s mission to build a trusted platform by connecting consumers’ sentiments to online behaviors.

Armen Adjemian, CEO and co-founder at DISQO, said the company will for now be known as “Feedback Loop, a DISQO company.” He did not disclose the cost of the acquisition.

Rob Holland, CEO of Feedback Loop and former GVP of Oracle Data Cloud, has been named executive vice president, general manager of Feedback Loop at DISQO. Approximately 50 new employees will join DISQO, bringing the total global headcount to more than 500.

The acquisition follows DISQO’s recent funding round. The company recently closed on a $85 million Series B funding round to pursue a “tech-transformation of the consumer insights space” that includes integrating market research, consumer testing, brand and campaign performance and other areas.

These areas remain largely manual or supplemented inadequate solutions. The acquisition of Feedback Loop will accelerate the efforts to change the industry.

Feedback Loop clients will now have access to the DISQO platform, along with more than 20 million members who share their opinions and behaviors.

Brands can now build surveys and test products, features, packaging, and branding to gain actionable consumer insights in minutes.

“Imagine testing a new product name for an electric car with consumers who are actually in the market for an electric car and are actively visiting auto sites and searching for information,” Adjemian said, adding that it is unusual to have the ability to quickly test with consumers.

Feedback Loop’s infrastructure automates multiple disparate processes that go into creating and running consumer tests, identifying audiences, processing responses, and delivering consumer insights to customers, Adjemian said.

This IP produces the feedback more rapidly, so brands get feedback in minutes or days rather than weeks or months.

DISQO customers gain feedback and analytics capabilities to validate products, features, and marketing before bringing them to market.

Feedback Loop brings intellectual property embedded in its technology platform to support clients such as The Ad Council, Comcast, Experian, Farmers Insurance, Humana, NBCUniversal, Utz, Caribou Coffee, and Uber.

The company states that its platform already supports about “300 blue-chip brands, 125 of the world’s largest market research firms, 35 leading advertising agencies, and more than 20 media platforms.”