Press Releases

Ironwood Insights Group Expands Qualitative Research Offering Through Acquisition

February 20, 2024

Chandler, Arizona February 2024 - Ironwood Insights Group (IIG) announces their acquisition of Observation Baltimore and The Research Group. Both organizations are known for their high-quality qualitative research, customized approach to study design, proactive client service and commitment to consultative project management. 

Ironwood is a full-spectrum Market Research firm powered by a robust suite of data collection and insights capabilities. The group is highly specialized in research design, strategy implementation and analytics, offering clients hands-on, consultative solutions. 

Observation Baltimore and The Research Group offer full-service Qualitative Market Research design, nationwide participant recruitment, fieldwork services, facility management and moderation and bring along a deeply profiled, highly managed, robust proprietary database.

Ironwood Insights Group’s CEO Brad Larson comments, “As IIG continues to grow at an unprecedented rate, we are experiencing a continuing demand for Qualitative services. Barbara and her team bring a wealth of knowledge and breadth of services to our growing set of specialties and capabilities. I am excited for this next phase of Ironwood expansion.”

President and Founder of Observation Baltimore and The Research Group, Barbara Gassaway will continue to serve existing and new Qualitative clients. She is a Researcher and Master Moderator specializing in CPG and healthcare. 

“I am thrilled to become part of the Ironwood Insights Group. Ironwood’s mission, values and complimentary service offerings align perfectly. Our combined client roster, along with our strategy for adding and servicing new clients is very exciting. I am looking forward to working with Brad and the Ironwood team.” Barbara Gassaway

Earlier this year, Ironwood announced its 2024 growth strategy focused on diversifying services, technological innovation, and adding highly experienced team members. Having added three new team members, Jacqueline Rosales as Growth Advisor, Jeb Bullis in Online sales and Stuart Cohen in corporate client development so far this year, the addition of Observation Baltimore and The Research Group, further fuels IIG’s rapid expansion plans.

About Ironwood

Ironwood Insights Group, LLC was founded in 2017 with the purpose of serving the marketing research community with the best products and services available. With a full suite of data collection and insights capabilities, Ironwood provides a vast array of creative research solutions, customized to address client’s individual needs. Ironwood offers research design, qualitative and quantitative data collection, data processing, analytics, reporting and dashboard visualization. To learn more about Ironwood Insights Group, please visit


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