CDS has acquired Yorkshire-based behavioural research company SimpleUsability for an undisclosed sum.
CDS MD Mark Gair said: “The acquisition of SimpleUsability forms a crucial part of an ambitious investment programme for CDS - allowing us to add further value to existing and new clients. This acquisition builds upon the core strength we have across insight and content services, which extends the capability of our in-house teams. The Covid-19 crisis has highlighted the need for user experience and research as critical to the success of communication projects, thus accelerating digital adoption.
“Until now, we had to utilise our partner network to oversee large elements of behavioural research and experience testing in order to offer an end-to-end solution to our clients - which include the Metropolitan Police, National Policing, Social Work England and recently-won Yorkshire Water.
“We had been searching for the for the right acquisition within this space for two years, before we entered into discussions with SimpleUsability earlier this year. Having worked alongside Guy [Redwood – SimpleUsability founder] since 2017, we had already been wowed by the team, and knew it was an ideal fit, both commercially and culturally.”
Under the terms of the sale, CDS will welcome SimpleUsability’s 15-strong team of digital specialists, roster of 35 active clients and its purpose-built research lab and office space within Marshalls Mill, Leeds - which will remain the brand’s head office. SimpleUsability founder Guy Redwood will remain within the business supporting the development of the firms’ joint capabilities - while assisting future growth.
Redwood said: “The best customer experiences start with a deep understanding of audience needs, and our clients place enormous value on the insight we deliver. In recent years, SimpleUsability has been broadening its range of services by partnering with CDS - something that has proven to be highly successful.
“Both companies share a passion for the diligent exploration of customer needs and delivery which delights. With this deal we can offer our clients a complete range of services centred around their end customers’ needs.”
SimpleUsability - which turns over £850,000 per annum and counts Asda, Coca Cola and EE among its client roster - has worked with CDS on several projects over the past three years.