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Critical Mix Acquires SurveyMonkey’s ZoomPanel

Additional TrueSample® certified panel significantly expands access to high-quality target audiences around the world.


Critical Mix Acquires SurveyMonkey’s ZoomPanel

Critical Mix Acquires SurveyMonkey’s ZoomPanel

WESTPORT, CT – September 12, 2013 – Critical Mix, a global sampling, survey programming and data reporting services provider to market research firms, announced today that they have acquired ZoomPanel from SurveyMonkey, the world’s largest online survey company. The addition of ZoomPanel will significantly expand Critical Mix’s online panel sample offerings in the United States, United Kingdom, France, Canada and Australia, enabling customers to more easily reach over 1 million, high-quality, global target audiences.

ZoomPanel is a community of consumers who share their opinions and insights about companies’ products and services by participating in market research studies. ZoomPanel Panelists are validated with TrueSample, a patent- pending data quality solution that ensures each respondent is real, unique and engaged. The online panel was originally developed by MarketTools in 1999 and was acquired by Survey Monkey in 2012.

“SurveyMonkey’s focus is on building technologies that empower people to make better decisions,” said Dave Goldberg, CEO, SurveyMonkey. “The tremendous growth of SurveyMonkey Audience, an online solution where customers can buy responses, validates our self-service, real-time approach to our business. With this in mind, we recognized that Critical Mix was the best long-term home for ZoomPanel members. The Critical Mix team consists of industry pioneers and respected experts in building and managing online panels. We are confident that Critical Mix will embrace the ZoomPanel members with a rewarding survey environment”, he added.

Hugh Davis, Managing Partner, Critical Mix, commented, “Our respondent-first philosophy in developing our online panels means we treat each respondent like a partner, providing transparent communications, offering exceptional customer support, respecting them and compensating them fairly for participation in surveys. This approach has proven to be successful for our OneOpinion and MyView panels, and mirrors the positive user experience the ZoomPanel members have grown to expect”.

The Critical Mix philosophy is based upon the belief that when a respondent is respected they become more engaged and responsive, making it easier to target the right audiences and predict cooperation rates – yielding better research results for market researchers.

“We are passionate about making it incredibly easy for our customers to access high-quality survey results, and look forward to the opportunity of supporting the existing ZoomPanel clients with our world-class customer service,” said Keith Price, Managing Partner, Critical Mix. “The addition of ZoomPanel enables all Critical Mix clients to benefit from significantly expanded access to qualified survey respondents anywhere in the world,” he stated.

Chris Goglia, Managing Partner, Critical Mix added, “The longevity and credibility of ZoomPanel makes it a perfect complement to our comprehensive suite of survey solutions. The combination of increased respondent coverage withour user-friendly survey programming and data visualization tools makes it faster and easier for market research firms to collect and analyze data”.

About Critical Mix

Critical Mix, formerly reInvention, provides easy access to high-quality global samples, survey programming and data visualization services for market research and consulting firms. Driven by a passion for simplifying data collection, the team at Critical Mix is personally invested in giving clients the ultimate customer service experience. Every project, no matter the size or type, is supported by a team of always-available, experienced market research practitioners who anticipate your needs and provide thoughtful customer care. Service options include a complete spectrum of high- quality data collection tools ranging from sample sources, survey programming and fielding, to report automation and data dashboards.

Critical Mix is headquartered in Westport CT and operates globally. The company is the united entity of reInvention, Authentic Response, and Critical Mix. More information is available at

About SurveyMonkey

SurveyMonkey is the world’s leading provider of web-based survey solutions, with more than 2 million survey responses every day. SurveyMonkey has revolutionized the way people give and take feedback, making it accessible, easy and affordable for everyone. The company was founded in 1999 with a focus on helping people make better decisions, and has built technology based on over 10 years of experience in survey methodology and web development. Customers include 99% of the Fortune 500, academic institutions, organizations and neighborhood soccer leagues everywhere.

The company has over 250 employees throughout the United States and Europe, with headquarters in Palo Alto, CA. For more information, visit


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