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Squareknot adds market research group

Squareknot, a Toronto-based agency specializing in loyalty and direct marketing, has expanded its services to include an in-house market research group. The group has a staff of 10 that will work to "help clients gain a deeper understanding of their customer segments." This information will be used to support campaigns for clients including Air Miles, BMO, Sobeys Atlantic, Shell and Rexall.

"We're in the business of helping brands better understand people and communicate their relevance by targeting the right consumers with the right value message at the right time to create deeper, lasting loyalty," said Di Cullen, president of Squareknot. "Given this, adding in-house market research capabilities was a natural next step to offer valuable customer insights that can help our clients respond quickly in a rapidly evolving marketing industry."

Squareknot, formerly known as Direct Antidote, is a subsidiary of LoyaltyOne.

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