Pureprofile launches qual unit after CRNRSTONE buyout
Tue, 14th Jul 2026 (Today)
Pureprofile has launched Pureprofile Qual and appointed Nathan Saville and Muriel Geagea to lead the unit, following its acquisition of qualitative research firm CRNRSTONE.
The new brand brings CRNRSTONE into Pureprofile's wider business and expands its research offering beyond panel and data services into qualitative work. CRNRSTONE's panel and website migrated to the Pureprofile brand on 1 July.
Saville, previously general manager at CRNRSTONE, has been appointed head of qualitative. Geagea, formerly operations director at iLink Research Solutions, takes on the role of head of operations - qualitative.
Pureprofile is positioning the unit as part of an end-to-end research offering for brands and agencies seeking both quantitative and qualitative methods. It will combine the group's existing panel and data operations with qualitative recruitment and delivery.
Saville will oversee growth and commercial strategy for Pureprofile Qual across Australia and New Zealand. His remit also includes client partnerships and recruitment services for research projects in local and international markets.
According to Pureprofile, he has worked in the market research sector for 25 years, with experience spanning agency research, operations, project management, client services and account management.
Geagea will lead operations for the qualitative business, with a focus on building and strengthening the group's qualitative research capability.
Pureprofile says she has more than 20 years' experience in market research and data. Most recently, she led operations across Sydney, Bangalore and Kuala Lumpur for iLink, which Pureprofile acquired in 2024.
Leadership roles
The appointments come as Pureprofile moves to integrate acquired businesses more closely into its core brand. The launch of Pureprofile Qual marks the latest step in that process after the earlier takeover of CRNRSTONE.
In comments released by Pureprofile, Saville said clients were seeking broader research support across methods and geographies.
"Success starts with our clients' success. With qualitative recruitment now a core part of Pureprofile's offering, we're uniquely positioned to deliver seamless mixed-methodology solutions, supporting projects across Australia, New Zealand and global markets.
"Today's business challenges are increasingly complex, and clients are looking for research partners who can provide flexible, end-to-end solutions rather than a single methodology. Pureprofile is well positioned to meet that need through a comprehensive suite of panel and recruitment solutions that can be tailored to any brief or budget."
Geagea said clients wanted speed as well as a deeper understanding of consumer motivations.
"Clients want fast answers, but they also need to understand the 'why' behind the numbers. That's where qual comes in - and it's where Pureprofile can really add value by pairing our data strength with genuine qualitative expertise.
"I'm looking forward to building a best-in-class qual operation that truly sets Pureprofile apart - one where our process' precision matches the quality of the insights we deliver. We have the foundations, the people, and the ambition. I'm excited to work across global teams and bring a more connected, consistent approach to how we run qual at scale."
Broader push
Pureprofile operates across North America, Europe and Asia-Pacific. It says it has delivered services for more than 850 clients since it was founded in 2000.
The launch of the qualitative unit adds to a broader strategy of expanding Pureprofile's research services through acquisition and integration. CRNRSTONE had already been absorbed operationally before the rebrand, with its customer-facing assets moved into the Pureprofile identity.
Chief executive officer Martin Filz said the launch and appointments marked the company's next stage of development.
"Following our acquisition of CRNRSTONE earlier in the year, we're pleased to officially launch Pureprofile Qual and appoint Nathan and Muriel to lead this next phase of growth. Nathan combines extensive industry expertise with a strategic, client-first approach to help organisations access high-quality participants and deliver impactful research outcomes, while Muriel brings deep operational expertise that will strengthen and scale our qualitative capability.
"This marks an exciting new chapter for Pureprofile, and we can't wait to see what the future brings."