Pureprofile has acquired Australian qualitative research company CRNRSTONE, boosting its ability to deliver integrated qualitative and quantitative insights.
This acquisition strengthens Pureprofile’s qualitative market research capabilities and aligns with its strategic objectives for growth and market expansion. The business will continue to operate in market under General Manager Nathan Saville, with all employees transitioning to Pureprofile.
CRNRSTONE was founded in back in 1992 (originally established as Stable Research, which was acquired by Bastion in 2018 and rebranded in 2022).
All CRNRSTONE employees will transition to Pureprofile, with the brand continuing to operate in market under Nathan Saville, who joined the business as General Manager in February 2024.
The acquisition is set to strengthen Pureprofile’s Australian service offering by introducing a differentiated qualitative research capability not currently provided, allowing Pureprofile to combine both quantitative and qualitative expertise under one roof.
Martin Filz, CEO, Pureprofile, said that the acquisition complements Pureprofile’s strength in data-driven research, enabling deeper insight, richer storytelling, and more integrated research outcomes for clients.
“We are delighted to welcome CRNRSTONE into the Pureprofile family. Its specialist qualitative research capabilities enhance our current quantitative service offering and align closely with our core business and values. The strength of the team and quality of the client base make CRNRSTONE a valued addition to the Group,” he said.
“As a result of this acquisition, Pureprofile clients will have access to a comprehensive suite of research services encompassing online focus groups, in-depth interviews, specialist qualitative assets and panels, and integrated qualitative plus quantitative research programs.”
Under the terms of the agreement, CRNRSTONE’s assets will be acquired for a total consideration of $700,000, to be paid in one tranche upon completion. In fiscal year 2026, CRNRSTONE is expected to generate revenues of approximately $3 million and pro-forma EBITDA of $300,000.
The transaction is also expected to improve the earning capacity for Pureprofile panel members by enabling participation in qualitative research projects, supporting the expansion of CRNRSTONE’s panel coverage in targeted regions and demographics.
The $700,000 acquisition is expected to generate $3M in FY26 revenue and $300K in pro-forma EBITDA, while expanding opportunities for Pureprofile panel members to participate in qualitative research.
