PureProfile to create world’s largest parent opinion panel

Investors voted with their feet on the strength of this morning’s news that microcap data technology company, PureProfile (ASX: PPL) was joining forces with theAsianparent in Singapore (TAP), with the share price up 16.98% an hour out from the close.

TAP, the largest content, and community platform for parents in Southeast Asia reaches 35 million-plus users per month in Singapore, Malaysia, Thailand, Indonesia, Philippines, Vietnam, India, Sri Lanka, Hong Kong, Taiwan, Japan and Nigeria.

Standalone research

The aim of the partnership is to create the world’s largest parent opinion panel for brands, governments, and institutions.

The new partnership will utilise Pureprofile’s SaaS technology, as used by Flybuys, Raiz and News Corp, to create an exclusive, standalone research community for theAsianparent.

The partnership, which invites TAP members to access Pureprofile surveys through a dedicated website - allowing them to collect points that can be redeemed for e-gift vouchers at 700-plus retail outlets - is expected to create the largest insights panel of parents and expectant parents in Singapore.

These insights are expected to provide brands and businesses the greater transparency into the behaviour of millions of families.

Initial 12 months

Established for an initial 12 months with an automatic renewal, the contract between TAP and Pureprofile is a revenue share agreement in which Pureprofile will offer its customer surveys to TAP members.

Once enabled in the first TAP country, Singapore - with the SaaS software enabling members to earn rewards for completing surveys - other countries in the networks will be rolled out.

The Singapore development is expected to be completed in third quarter and Pureprofile will update the market as to the financial impact in the next quarterly report.