SI Partners advises insight and innovation consultancy Decidedly on sale to Populus Research

23 October 2019
The Author
Tristan Rice

Insight-led innovation agency Decidedly has joined Populus Group. SI Partners advised the shareholders of Decidedly on the deal.

Announcing the acquisition, Michael Simmonds, Populus Group’s Chief Executive, said “Decidedly’s focus on innovation and technology is a perfect fit for Populus Group, adding to the critical knowledge and creative thinking that underpins everything we do. We have been very impressed by the Decidedly team’s clear focus on research as a way of helping businesses identify and realise new opportunities. They take a strongly consultative approach, working closely with clients through a well-defined end-to-end process to draw clear insights from research, turn these into ideas, test them and develop prototypes that ensure effective delivery of new solutions.”

Simmonds continued, “Acquiring Decidedly is another step in our plan to ensure Populus is well positioned for the future. Over the last few months we have invested in further developing our abilities in analytics and have relaunched Populus’s website so that it better reflects the demands of clients. Now we are moving on to look at how we structure ourselves to ensure that we are able to bring the full range of skills within the Group – from Populus Data Solutions, Populus, BrandCap and now Decidedly – to help our clients make better decisions.”

At the same time as joining Populus, Decidedly’s CEO Catherine Crump is stepping down and Tom Wormald will become Managing Director. Tom said: “We are delighted to be joining the Populus Group and to become part of their vision for the future, which we very much share. This move will allow us to continue focusing on the strategic insight and innovation projects and the disruptive thinking our clients value us for, working alongside our new colleagues and drawing on their amazing skills and resources. I would like to take this opportunity to personally thank Catherine for her unbelievable achievements as CEO at Decidedly, and for handing over a business so well placed to grow and further develop its offer to clients.


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