Winnipeg-based Probe Research acquired by Abacus Data

The results are in: Winnipeg-based market research firm Probe Research has been acquired.

One-hundred per cent of leadership reported being happy with the deal, which sees Probe joining Abacus Data as it seeks to expand nationally.

“This is … the best of both worlds,” said Mary Agnes Welch, a Probe Research partner. “We at Probe get to stay doing the things we’ve always loved to do for Manitobans, but we now get to take those perspectives to the national level.”

Probe Research counts government entities, non-profits and credit unions among its clients. It’s published thousands of surveys during its 32-year tenure, Welch said.

She and Curtis Brown became partners in 2019. Since then, the eight-person team has been expanding its reach into Alberta, largely Calgary. It does some work in Ontario and at the national level.

Staff will continue working at 191 Lombard St. — but now, there will be more ability to dive into projects for other provinces, especially in Western Canada, Welch said.

She’s become an Abacus Data shareholder and the company’s vice-president, qualitative and chief of talent and culture. Brown, also a shareholder, takes the role of vice-president and managing director of Abacus Data’s western Canadian business.

Probe Research won’t see layoffs, Welch said. She didn’t disclose the financial terms of the deal.

“We didn’t have much of a presence in Manitoba,” said David Coletto, Abacus Data’s founder. “I think there’s just a really good natural fit between their team and our team.”

He launched Abacus Data in Ottawa 16 years ago. The business now inks deals with Google, Airbnb and the federal government, Coletto said.

He, Welch and Brown have known each other for years. Coletto praised the acquisition timing, saying the industry is “changing.”

“As technology changes and AI makes data more available, we find our clients are increasingly looking for really good interpretation and analysis of what it all means,” Coletto said.

Probe Research will use Abacus Data’s data analysis software and other technologies, Welch said.

It will also take Abacus Data’s name.

The Ontario firm had 19 staff pre-deal, including some in Atlantic Canada.

Nothing should change for Manitoba clients, Welch said, except “we’ll be faster because we’ll have more manpower to rely on.”

“We love doing this work, we love spending time listening to Manitobans and understanding Manitobans as well as western Canadians,” Welch said.

She called it a “fascinating time” in Alberta. The province is grappling with a grassroots movement seeking to separate from Canada.

In June, Probe Research conducted a poll on Alberta separatism for the Calgary Chamber of Commerce. It found nearly half of chamber member respondents were prepared to leave the province if separation from Canada were to happen.

Welch said she’s excited to conduct further work in the province.

Future expansion could see Abacus Data in British Columbia, Coletto said.

gabrielle.piche@winnipegfreepress.com