SYDNEY, 17 February 2026 – Global data and insights company Pureprofile Limited (ASX: PPL) today announced that it will acquire CRNRSTONE Research, a leading Australian qualitative research specialist.
This acquisition strengthens Pureprofile’s qualitative market research capabilities and aligns with its strategic objectives for growth and market expansion.
CRNRSTONE was founded in 1992 (originally established as Stable Research, which was acquired by Bastion in 2018 and rebranded in 2022). It provides qualitative research fieldwork services to brands, organisations and research agencies, including access to Soapbox, a qualitative proprietary panel of over 100,000 Australians.
All CRNRSTONE employees will transition to Pureprofile, with the brand continuing to operate in market under Nathan Saville, who joined the business as General Manager in February 2024.
CRNRSTONE supports a broad range of research methodologies and delivers end-to-end project execution to enable clients to make informed, data-driven decisions. Its acquisition will strengthen Pureprofile’s Australian service offering by introducing a differentiated qualitative research capability not currently provided, allowing Pureprofile to combine both quantitative and qualitative expertise under one roof.
Martin Filz, CEO, Pureprofile, said that the acquisition complements Pureprofile’s strength in data-driven research, enabling deeper insight, richer storytelling, and more integrated research outcomes for clients.
“We are delighted to welcome CRNRSTONE into the Pureprofile family. Its specialist qualitative research capabilities enhance our current quantitative service offering and align closely with our core business and values. The strength of the team and quality of the client base make CRNRSTONE a valued addition to the Group,” he said.
“As a result of this acquisition, Pureprofile clients will have access to a comprehensive suite of research services encompassing online focus groups, in-depth interviews, specialist qualitative assets and panels, and integrated qualitative plus quantitative research programs.”
Under the terms of the agreement, CRNRSTONE’s assets will be acquired for a total consideration of $700,000, to be paid in one tranche upon completion. In fiscal year 2026, CRNRSTONE is expected to generate revenues of approximately $3 million and pro-forma EBITDA of $300,000.
The transaction is also expected to improve the earning capacity for Pureprofile panel members by enabling participation in qualitative research projects, supporting the expansion of CRNRSTONE’s panel coverage in targeted regions and demographics.
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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:
Ashford Pritchard for Pureprofile
[email protected]
+61 411 020 680
Agnes Wan for Pureprofile
[email protected]
+61 432 620 256
Madeleine Leonard for CRNRSTONE
Chief of Staff & Head of Brand Communications, Bastion
[email protected]
+61 488 189 171
