Lux Research, a research and advisory firm, has acquired Toronto-based MotivBase, a contextual intelligence company. The combination of Lux Research and MotivBase units emerging technology and research with conversation-based insights to help leaders make the right innovation strategy decisions.

MotivBase is an AI anthropologist that can decode the implicit meanings behind the topics, trends, ideas, and categories that matter to your business. The firm’s predictive anthropology AI decodes the underlying trends and consumer motivations behind the topics, ideas, and categories.

Lux Research provides sustainable innovation research and advisory services, helping clients drive growth through emerging technology innovation. Lux Research combines technical expertise and business insights with a proprietary intelligence platform, using advanced analytics and data science.

“We are thrilled to welcome MotivBase and their talented team to our research and advisory platform,” said Frank Brilliant, CEO of Lux Research. “From identifying emerging product opportunities to better understanding ever-evolving consumer motivations, MotivBase will bring unprecedented value to our clients,” he added.

Corum Group served as the financial advisor to MotivBase, while Labarge Weinstein provided legal counsel to the company. Goodwin Procter provided legal counsel to Lux Research.