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Former UBMobile Founder and CEO Dyna Boen Will Lead Survata Market Research
SAN FRANCISCO — Leading Advertising Measurement and Market Research technology company Survata today announced it hired market research guru and former UBMobile co-founder and COO Dyna Boen as president of Market Research, the first appointment of its kind for the company. The announcement follows Survata recently closing its Series B funding round of $14 million.
Boen has spent her entire career in market-research technology and has been a part of multiple successful exits. Recognized as a well-respected influencer, educator and mentor in the brand marketing and research arenas, she successfully steered her most-recent endeavor UBMobile to a June 2018 acquisition by top market-insights firm CriticalMix. At UBMobile, Boen helped build its LifeTap mobile community and app, which included gesture-based surveys, video and image capture, GPS location and device-usage data, into what became known as the “Tinder” of market research. In less than two years, UBMobile assembled a client roster of many blue-chip brands, including Verizon, NBCUniversal, Sephora, Taco Bell and Pizza Hut.
Prior to UBMobile, Boen was co-founder and CRO of TrueSample, a research technology startup that was acquired by Imperium in 2017. In addition, Boen also was an early employee and executive at MarketTools and Zoomerang (the first online survey company), which were both acquired by SurveyMonkey.
“We couldn’t be more excited to have Dyna take the helm of our fast-growing market research business, which has amassed more than 2,500 customers in the last six years,” said Chris Kelly, co-founder and CEO of Survata. “ While we’ve had a successful journey so far, we recognized that Dyna’s deep experience, innovative approach and technology expertise in Market Research would allow Survata to more quickly become a complete platform for brand intelligence.”
Boen will lead all aspects of Survata’s Market Research business and plans her early focus on leveraging Survata’s unique tech-driven approach to conducting research, its Publisher Network, to build the company into a comprehensive brand-intelligence platform. Specifically, she plans to re-prioritize and deploy Survata’s existing technology assets, while also strengthening its mobile, geolocation and respondent-targeting capabilities. Pioneered at UBMobile, Boen also plans to integrate her signature ”3D Insights” approach into Survata, where stated and behavioral data are captured and combined with geolocation and real-time data.
“Technology has reshaped how marketing uses market research and how brands evaluate which companies to work with, and Survata is an example of how market research is expanding outside of just a niche function,” said Boen. “Survata will be the central hub of market intelligence for brands, and this appointment not only allows me to help them achieve this vision, but also to return to my entrepreneurial roots by building a team and a complete product.”
Boen also serves as a leader within the Women in Research organization, often mentoring up-and-coming stars within Market Research.
Survata is a fast-growing measurement technology company that provides Advertising Measurement and Market Research to the world’s leading brands and agencies. The Survata platform provides the world’s fastest way to measure the branding impact of advertising, and measure the behaviors and opinions of consumers. The company is headquartered in San Francisco and backed by leading Silicon Valley venture capital investors. Learn more at www.survata.com