SapientNitro, part of Sapient (NASDAQ: SAPE), today announced that Iota Partners, an instrumentation-driven consumer research consultancy, has joined SapientNitro to bolster the company’s research, data and analytics practices. The Chicago-based boutique brings 20+ years of experience and innovation in research approaches that deepen understanding of consumer behavior in today’s digital world.
The move is part of SapientNitro’s continued focus on tapping into the opportunities of Big Data to help clients better understand the habits of their increasingly wired, rapidly evolving consumers. According to research firm IDC, the world’s data is doubling every two years 1, due largely to advancements in technology.
“Today, companies live in an era of unprecedented access to data,” said Alan J. Herrick, president and CEO of Sapient. “Marketing, business and IT executives are grappling with how to increase the actionability of the troves of it at their disposal. At a time when more business investment is being directed toward customer-focused initiatives, it’s critical that our clients better understand today’s always on, ever changing consumer. As an evolved breed of brand storyteller, we’ll leverage Iota’s groundbreaking approaches and consumer insights to shape the stories we tell and connections we forge in powerful, new ways.”
Iota Partners is a firm of widely published authors, educators, researchers, and visionaries that operate at the intersection of research and design. Co-founders Rick Robinson and John Cain bring more than two decades of continuous innovation in studying consumer behavior with a focus on transforming companies through design, strategy, and innovation. Earlier in their careers, Robinson and Cain co-founded E-Lab, an ethnographic research firm acquired by Sapient in 1999 and which remains an integral part of its research and experience design teams.“At Iota, we’ve developed innovative methods, using sensor-based technologies, to create an always-on research environment that enables new kinds of customer insights than previously possible,” said Robinson. “Simply put, we help brands to powerfully inform their stories with the richest insights they have seen. Our challenge as a small boutique had been the lack of a scaled platform to bring to life those stories to their fullest expression. As part of SapientNitro, we can leverage the best storytellers in the world, ones that embrace the entire consumer ecosystem.”