SYDNEY, 14 July 2026: Global data and insights company, Pureprofile Limited (ASX: PPL) has rebranded CRNRSTONE to Pureprofile Qual following its acquisition of the qualitative research firm.
Nathan Saville, formerly General Manager at CRNRSTONE, has been appointed as Head of Qualitative, while Muriel Geagea, formerly Operations Director at iLink Research Solutions (acquired by Pureprofile in 2024), will serve as Head of Operations – Qualitative.
As Head of Qualitative, Nathan Saville will lead the growth and commercial strategy for Pureprofile Qual across Australia and New Zealand, strengthening client partnerships and delivering innovative recruitment solutions that help organisations make better-informed decisions.
Nathan brings 25 years of experience across the market research industry, with expertise spanning the full research lifecycle. His career has included leadership roles across agency research, operations, project management and client services, as well as key account management for some of Australia’s leading brands.
Nathan Saville, Head of Qualitative, Pureprofile Qual, said: “Success starts with our clients’ success. With qualitative recruitment now a core part of Pureprofile’s offering, we’re uniquely positioned to deliver seamless mixed-methodology solutions, supporting projects across Australia, New Zealand and global markets.
“Today’s business challenges are increasingly complex, and clients are looking for research partners who can provide flexible, end-to-end solutions rather than a single methodology. Pureprofile is well positioned to meet that need through a comprehensive suite of panel and recruitment solutions that can be tailored to any brief or budget.”
As Head of Operations – Qualitative, Muriel Geagea will be responsible for building and strengthening Pureprofile’s qualitative research capability.
Muriel brings over 20 years of experience in the market research and data industries, most recently leading operations across Sydney, Bangalore, and Kuala Lumpur for i-Link. Over her career, she has held progressive leadership roles spanning field operations, project management and strategic planning, with deep expertise in ISO governance, cross-functional team leadership, and delivering high-quality research at scale.
Muriel Geagea, Head of Operations – Qualitative, Pureprofile Qual, said: “Clients want fast answers, but they also need to understand the ‘why’ behind the numbers. That’s where qual comes in – and it’s where Pureprofile can really add value by pairing our data strength with genuine qualitative expertise. I’m looking forward to building a best-in-class qual operation that truly sets Pureprofile apart – one where our process’ precision matches the quality of the insights we deliver. We have the foundations, the people, and the ambition. I’m excited to work across global teams and bring a more connected, consistent approach to how we run qual at scale.”
Martin Filz, CEO of Pureprofile, said: “Following our acquisition of CRNRSTONE earlier in the year, we’re pleased to officially launch Pureprofile Qual and appoint Nathan and Muriel to lead this next phase of growth. Nathan combines extensive industry expertise with a strategic, client-first approach to help organisations access high-quality participants and deliver impactful research outcomes, while Muriel brings deep operational expertise that will strengthen and scale our qualitative capability. This marks an exciting new chapter for Pureprofile, and we can’t wait to see what the future brings.”
CRNRSTONE’s panel and website were migrated to the Pureprofile brand from 1 July.
– ENDS –
About Pureprofile
Pureprofile’s vision is to deliver more value from the world’s information.
We are a global data and insights organisation providing industry-leading online research solutions to agencies, marketers, researchers and brands & businesses.
Our research delivers rich insights into real human behaviour and provides the “Why” behind the “What” through our unique ResTech and SaaS solutions. We build in-depth profiles of consumers via our proprietary and partner panels and give businesses the ability to understand, target, and ultimately engage with their audiences.
The Company, founded in 2000 and based in Surry Hills, Australia, now operates in North America, Europe and APAC and has delivered solutions for over 850 clients.
Media contact:
Agnes Wan for Pureprofile
T: +61 432 620 256
E: [email protected]
