Abacus Data, a public opinion and market research firm headquartered in Ottawa, is expanding with the acquisition of Manitoba-based Probe Research.
In a press release Thursday, Abacus said it will add Probe Research’s full team and client base to its operations, allowing Winnipeg to serve as Abacus’s base in the Prairies as it grows its presence across Manitoba, Saskatchewan and Alberta.
Probe Research has operated for 30 years as a source of data and analysis for businesses, governments and organizations.
Abacus founder and CEO David Coletto said the acquisition marks the next chapter in his company’s growth.
“Abacus Data has never been in higher demand, and this acquisition is about meeting that demand from coast to coast,” he said in the release.
“Probe Research is the gold standard for research in the Prairie region … Bringing our teams together adds to our growing national presence and builds on our reputation as the most sought-after primary research shop in the country.”
Probe principals Curtis Brown and Mary Agnes Welch will remain with the company, taking on new roles and becoming shareholders in Abacus Data. Brown will become vice-president and managing director of the firm’s Western operations, while Welch becomes vice-president of qualitative research and chief of talent and culture.
“What drew us to Abacus Data is a shared belief that great research is about more than data. It’s about understanding people,” said Welch in the release. “This is a chance to take everything we’ve learned listening to Western Canadians for 30 years and pair it with a national platform that leads the public conversation. I’m especially excited to build up our qualitative practice that helps clients hear not just what Canadians think, but why.”
Brown added, “Probe has always punched above its weight because we know this place and its people. Joining Abacus means our clients keep the same team and the same local commitment, now backed by national reach, more tools, and more capacity. We’re not going anywhere. We’re growing, and we’re excited to bring a strong Western Canadian perspective to the national conversation.”
Probe Research’s office and team will remain in place as its brand transitions to Abacus Data over the coming months. Its clients will have access to expanded capabilities including access to Abacus Data’s national research infrastructure, regular national surveys and team of researchers, strategists and analysts.
Founded in Ottawa in 2010, Abacus Data has offices in Toronto, Halifax and Winnipeg. The firm specializes in research on Canadian public opinion, consumer behaviour and workplace culture. It is also the pollster of the Toronto Star and serves clients across North America.
