Abacus Data is expanding its presence in Western Canada with the acquisition of Winnipeg-based Probe Research, creating a new Prairie base for the national public opinion and market research firm.The deal brings Probe’s 30 years of Manitoba market knowledge and its full team under the Abacus Data banner. Winnipeg will serve as the company’s hub for Manitoba, Saskatchewan and Alberta, giving Manitoba businesses access to a larger national research operation while retaining a local team and presence.For Probe clients, the acquisition is expected to expand the research tools and capacity available to them. Abacus Data’s national infrastructure includes regular national surveys and a larger team of researchers, strategists and analysts. The company also works with corporations, associations, governments and other organizations across North America.
Probe principals Curtis Brown and Mary Agnes Welch will become Abacus Data shareholders. Brown will serve as vice-president and managing director of the company’s Western Canadian business, leading its growth across the Prairies. Welch will become vice-president, qualitative and chief of talent and culture, while continuing to work with clients in Manitoba and elsewhere.
The acquisition also gives Manitoba businesses a company with deeper capacity to connect local market insights with national research and consumer trends. That could be particularly relevant to businesses operating across provincial markets or looking to understand how Manitoba consumers compare with Canadians elsewhere.
The Probe Research brand will transition to Abacus Data over the coming months, but the Winnipeg office and team will remain in place.
