Critical Mix Acquires UBMobile


NEW CANAAN, CT – June 19, 2018 – Critical Mix, a premier global data and insights company and part of the Reimagine Holdings Group, is pleased to announce that it has acquired UBMobile, a mobile-first consumer insights technology and services company. The addition will augment Critical Mix’s collaborative insights solutions by leveraging UBMobile’s proprietary technologies and methodologies including LifeTapTM app, Gesture-Based SurveysTM, geo-location and in-the-moment research, and path-to-purchase 3D Insights™.

The mobile-rich features built into UBMobile’s platform offer modern solutions for building interactive, mobile-first communities and collecting stated and behavioral data to provide deeper insights into the consumer path to purchase journey.

UBMobile’s mobile research app, LifeTap, includes features such as Gesture-Based Surveys, video and image capture, GPS location, and device usage data. The app also has the capability to use push notifications and direct messaging for convenient interactions with survey participants, anywhere and anytime they are needed.

John Almeida, Co-Founder and Managing Partner at Reimagine, commented, “Reimagine made a strategic minority investment in UBMobile in February 2015 to capitalize on the growing importance of mobile-first technology in the insights industry. We are excited to complete this acquisition and integrate the expertise of UBMobile with Critical Mix to create the most modern tools for creating insights.”

“UBMobile and Critical Mix share a vision for creating the best user experiences,” said Craig Stevens, CEO, UBMobile. “Bringing together UBMobile’s modern, mobile-first technologies with Critical Mix’s expansive global database of target audiences to create a more engaging survey experience was a perfect fit. We look forward to delivering our combined innovative insights solutions to the marketplace,” he added.

About Reimagine Holdings Group
Reimagine Holdings Group is redefining the consumer insights industry by acquiring and investing in growth-oriented, technology-enabled service companies. Reimagine is building a portfolio of companies and brands to help customers around the world efficiently create and transform data into business intelligence in order to facilitate faster and smarter business decisions. For more information, please visit

About Critical Mix
Critical Mix creates insights that drive business decisions with easy, collaborative tools to access global target audiences, program engaging surveys and visualize results. Insights professionals around the world rely on our simplified solutions to help them innovate and grow. Critical Mix is passionate about providing the best customer experience in the industry. Every project, no matter the size or type, is supported by a dedicated, always-available team of professionals who anticipate your needs and provide thoughtful customer care. The company operates globally with locations throughout North America, Europe, and Asia. Call us at 1-800-651-8240 or email

About UBMobile
UBMobile is a mobile-first consumer insights technology and service company. Using modern technologies, UBMobile captures stated and observed consumer data to improve marketing decision making. LifeTap, a mobile-first community and proprietary mobile app, helps to reach consumers of all ages and across all devices to deliver more representative audiences and reliable insights. These communities collect both stated and behavioral data – including survey, GPS location, and passive data – all in one ecosystem. Giving customers immediate feedback and 3D Insights™ that are not possible with legacy, online-only audiences. Learn more at