PORTLAND, Maine — The Kennebunk-based market research firm Digital Research Inc. has purchased the Portland-based market research firm Critical Insights, known for its twice annual poll of Maine voters on public policy questions. Terms of the sale were not disclosed.
Through the purchase, Critical Insights will continue to operate in Portland under president MaryEllen Fitzgerald, as a division of Digital Research Inc., according to a news release. Bob Domine will remain president and CEO of Digital Research.
Fitzgerald said in the statement that the two competitors have complementary businesses.
“As we both looked to expand our businesses, it made sense to merge, rather than to compete,” Fitzgerald said. “We are delighted with the outcome and potential for the new entity.”
Beyond polling for national and local media outlets, Critical Insights does market research in health care, advertising and regulated industries like banking and utilities. Digital Research Inc. has focused on travel and tourism, as well as consumer goods and online data gathering.
The merged company said it plans to add staff in the coming months. Critical Insights was incorporated in 1993 and Digital Research was incorporated in 1995.