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CDS seals buyout deal with SimpleUsability

CDS has reportedly purchased SimpleUsability, the Yorkshire-based behavioral research company helping brands to understand customer needs. Sources claim that this acquisition is all set to broaden the former’s client proposition by means of strengthening its in-house behavioral insight offering, that’ll help deliver an integrated communications solution to its print as well as digital customers.

The deal has been completed for an undisclosed amount. CDS will welcome SimpleUsability’s roster of 35 active clients, team of 15 digital specialists, , and its office space and research lab in Marshalls Mill, Leeds, as per the terms of the sale. The unit in Leeds will continue to remain the brand’s head office.

Mark Gair, the MD (Managing director) at CDS has been quoted to state that SimpleUsability’s takeover is an important part of the company’s ambitious investment program that’ll allow it to add more value to its current and new client portfolio. The acquisition will build upon the core strength that CDS possesses across insight and content services that extends the capability of its in-house teams, Gair said, adding that the COVID-19 crisis has also amply highlighted the fact that user experience and research are very critical for the success of communication projects.

Elaborating further, Gair claimed that until now, CBS used to utilize its partner network to supervise large elements of experience testing and behavioral research so as to deliver an end-to-end solution to clients – which are inclusive of National Policing, Yorkshire Water, the Metropolitan Police, and Social Work England.

The founder of SimpleUsability, Guy Redwood, is reportedly one of the leading figures in the Yorkshire tech community and will on those grounds, remain within the business, lending support to the development of the companies’ joint capabilities.

For the uninitiated, SimpleUsability has a turnover of GBP 850,000 per annum and has a prestigious client roster of Coca Cola, EE, and ASDA. Incidentally, the company has worked with CDS earlier, on numerous projects, since the  last three years.


This article originally appeared in MarTech Series.

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