Pureprofile acquires CRNRSTONE to boost qualitative research capabilities
Pureprofile acquires CRNRSTONE to enhance qualitative research, offering integrated insights for brands and agencies in Australia.
Pureprofile, an Australia-based provider of digital marketing and data insights solutions, has signed a binding agreement to acquire the assets of CRNRSTONE, a specialist in qualitative research fieldwork.
The acquisition, valued at AUD 700,000 and financed through cash reserves, is expected to complete on 1 March 2026. The move strengthens Pureprofile’s qualitative market research capabilities and aligns with its broader growth and market expansion strategy.
CRNRSTONE, founded in 1992 and formerly known as Stable Research, provides qualitative research fieldwork services to brands, organizations, and research agencies. It offers access to its Soapbox panel of more than 100,000 Australians and supports a wide range of research methodologies with end-to-end project execution.
All CRNRSTONE staff will join Pureprofile. The business will retain its brand and leadership for the time being.
Short on time?
Here’s a quick look at what’s inside:
- What the CRNRSTONE acquisition means for Pureprofile
- How CRNRSTONE strengthens Pureprofile’s qualitative research offering
- What sets Pureprofile and CRNRSTONE apart in the Australian market
- What marketers should know about integrated qualitative and quantitative research
What does the CRNRSTONE acquisition mean for Pureprofile?
The acquisition adds CRNRSTONE’s qualitative research expertise and proprietary panel to Pureprofile’s portfolio, enabling the combined group to deliver a broader suite of research services.
CRNRSTONE is expected to generate approximately AUD 3 million in revenue and AUD 300,000 in pro-forma EBITDA in fiscal year 2026. The deal is projected to be earnings per share accretive in the first full year of ownership, with no equity dilution.
For Pureprofile’s clients, the acquisition provides access to qualitative research capabilities that were not previously available within the company’s offering.
Atikah Amalia
How CRNRSTONE strengthens Pureprofile’s qualitative research offering
CRNRSTONE’s services include online focus groups, in-depth interviews, and access to a large and engaged panel of Australian consumers.
Following the acquisition, Pureprofile clients will gain access to:
- Specialist qualitative assets and panels
- Integrated qualitative and quantitative research programs
- Expanded capabilities for online and in-person research
Existing Pureprofile panel members will also be invited to join CRNRSTONE’s qualitative panels, expanding the reach and depth of future research initiatives.
What sets Pureprofile and CRNRSTONE apart in the Australian market?
The Australian market research sector remains competitive, with established firms offering a mix of quantitative and qualitative services.
Pureprofile differentiates itself through a digital-first approach and large proprietary panels. CRNRSTONE brings a long-standing reputation in qualitative fieldwork and specialist expertise in managing in-depth consumer studies.
Together, the combined group is positioned to deliver integrated research solutions tailored to evolving client needs, particularly as digital transformation and panel-based research continue to shape the industry.
What marketers should know about integrated qualitative and quantitative research
For marketers, combining qualitative and quantitative research capabilities delivers several advantages:
- Deeper consumer insights by blending data-driven findings with narrative context
- The ability to design research programs that capture both broad trends and specific motivations
- More comprehensive support for brand, product, and customer engagement decisions
As demand increases for actionable insights that combine numbers with context, the Pureprofile and CRNRSTONE combination offers marketers access to a single partner capable of delivering the full spectrum of research solutions.
