Boulder, Colorado-based startup Umbria has been acquired by J.D. Power and Associates, a California firm which provides customer satisfaction surveys for the automotive and other industries. Financial terms of the acquisition were not disclosed. Umbria, which is venture backed by Arrowpath Venture Capital, Sequel Venture Partners, and Vista Ventures, uses Internet message posts and blogs to measure and identify new market opportunities, and market intelligence on brands, companies, and products. Umbria is headed by Janet Eden-Harris. According to the firm's spokesperson, the leadership team will remain in place, and Umbria will continue to operate from its Boulder location. Umbria has around 40 employees.