SapientNitro Deepens Capabilities in Data and Analytics as Iota Partners Joins Company

SapientNitro Deepens Capabilities in Data and Analytics as Iota PartnersJoins Company

-- New breed of research firm known for its pioneering work in using sensor based technologies to better understand consumer behavior --

BOSTON--(BUSINESS WIRE)-- SapientNitro, part of Sapient (NAS: SAPE) , today announced that Iota Partners, an instrumentation-driven consumer research consultancy, has joined SapientNitro to bolster the company's research, data and analytics practices. The Chicago-based boutique brings 20+ years of experience and innovation in research approaches that deepen understanding of consumer behavior in today's digital world.

The move is part of SapientNitro's continued focus on tapping into the opportunities of Big Data to help clients better understand the habits of their increasingly wired, rapidly evolving consumers. According to research firm IDC, the world's data is doubling every two years1, due largely to advancements in technology.

"Today, companies live in an era of unprecedented access to data," said Alan J. Herrick, president and CEO of Sapient. "Marketing, business and IT executives are grappling with how to increase the actionability of the troves of it at their disposal. At a time when more business investment is being directed toward customer-focused initiatives, it's critical that our clients better understand today's always on, ever changing consumer. As an evolved breed of brand storyteller, we'll leverage Iota's groundbreaking approaches and consumer insights to shape the stories we tell and connections we forge in powerful, new ways."

Iota Partners is a firm of widely published authors, educators, researchers, and visionaries that operate at the intersection of research and design. Co-founders Rick Robinson and John Cain bring more than two decades of continuous innovation in studying consumer behavior with a focus on transforming companies through design, strategy, and innovation. Earlier in their careers, Robinson and Cain co-founded E-Lab, an ethnographic research firm acquired by Sapient in 1999 and which remains an integral part of its research and experience design teams.

"At Iota, we've developed innovative methods, using sensor-based technologies, to create an always-on research environment that enables new kinds of customer insights than previously possible," said Robinson. "Simply put, we help brands to powerfully inform their stories with the richest insights they have seen. Our challenge as a small boutique had been the lack of a scaled platform to bring to life those stories to their fullest expression. As part of SapientNitro, we can leverage the best storytellers in the world, ones that embrace the entire consumer ecosystem."

Added Cain: "SapientNitro's emergence as industry leader is in large part due to its deep understanding of the changing consumer and its propensity to continually adapt. As lifelong entrepreneurs, we share their passion for petri dish experimentation and a drive to push the boundaries of what's next. SapientNitro is creating the agency model for the future, and recognizes that data and analytics play a crucial role. We're thrilled to be a part of the process."

More about Iota Partners

Iota Partners brings a differentiated approach and proprietary methodologies for capturing, measuring, and analyzing the vast new data streams that digital - including now, mobile and social media -- provide. Their capabilities include: advanced analytics and data visualization; data modeling, qualitative and quantitative research, measurement and reporting; and data-driven business innovation and design strategy. IOTA's affinity for leveraging new technologies to study consumer behavior led to their pioneering work in instruments and sensor technologies.

Their research has informed their clients' product and business strategies in industries ranging from banking and retail to health care. Iota clients include Allstate, Mars/Wrigley, Microsoft, and SC Johnson.

*** Guests of SapientNitro's second annual Idea Engineer Exchange (iEX) this week will hear IOTA co-founders Robinson and Cain address the topic of "Big Data: the Very Small, the Very Big, and the Future of Humanity" on September 20 at the IAC building in New York. To request an invitation or more information, please emailiex@sapientnitro.comand visit ***

About SapientNitro

SapientNitroSM, part of Sapient®, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Chrysler, Citi, The Coca-Cola Company, Lufthansa, Target and Vodafone through our operations in North America, Europe, and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.

Sapient is a registered service mark of Sapient Corporation.

12011 Digital Universe Study: Extracting Value from Chaos, IDC by John Gantz and David Reinsel

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