As part of the group’s aggressive growth strategy, which it unveiled last month, its comms, content and BPO agency CDS has bought customer behavioural research company SimpleUsability to bolster its insight offering.

The deal completed last Wednesday (30 September).

According to the two firms, pooling their resources will offer CDS clients a “joined-up communications solution to its digital and print customers – with audience needs, inclusivity and accessibility at the heart”.

15 staff SimpleUsability, which generates annual sales of around £850,000, will stay at its current Leeds base. Founder Guy Redwood will also remain with the business.

CDS managing director Mark Gair said the two business have worked together for three years, and that the deal came about after CDS decided to bring insight inhouse to fuel further growth and expand its offering.

The two firms began negotiations earlier this year.

“The Covid-19 crisis has highlighted the need for user experience and research as critical to the success of communication projects, thus accelerating digital adoption,” said Gair.

“Having worked alongside Guy since 2017, we had already been wowed by the team, and knew it was an ideal fit – both commercially and culturally.”

As well as CDS, SimpleUsability has a client roster that includes Asda, Coca Cola and EE while CDS works with a wide range of public bodies and organisations including Bank of England, MoD, NHS, and TfL.

Redwood said: “The best customer experiences start with a deep understanding of audience needs, and our clients place enormous value on the insight we deliver. In recent years, SimpleUsability has been broadening its range of services by partnering with CDS – something which has proven to be highly successful.

“Both companies share a passion for the diligent exploration of customer needs and delivery which delights. With this deal we can offer our clients a complete range of services centred around their end customers’ needs.”