2012-07-04
GfK acquires Knowledge Networks
Founded in 1998, Knowledge Networks is the preeminent
provider of online research solutions in the US, specializing in consumer packaged
goods, healthcare, retail, media, government and academics.
“Knowledge Networks provides an important complement
and synergy to our existing US businesses. As a result, this acquisition
presents a unique opportunity for GfK to better help clients meet their
business objectives with richer insights that come from more robust research
resources and access to new, innovative solutions” observes Matthias Hartmann,
Chief Executive Officer of the GfK Group.
A cornerstone of Knowledge Networks’ success is
KnowledgePanel® the only online panel
that is probability-based and therefore provides a truly representative sample
of the US population. The high quality of KnowledgePanel® stems from
unrivaled access to under-represented populations, improving the accuracy of
insights for clients. GfK’s broad array of clients will immediately benefit
from access to key market segments through KnowledgePanel®. In
addition, the unrivaled quality of KnowledgePanel® allows GfK to
both strengthen and innovate its existing media measurement offerings – most
notably from GfK MRI – where accuracy is essential.
Knowledge Networks has also expanded online access to
important and fast-growing segments of the US market. In particular, the
company’s Physician’s Consulting Network (PCN®) – provides clients
with insights from thousands of healthcare professionals. By combining the PCN panel
with GfK’s own US Healthcare panel, clients will have improved access to
quality insights from difficult-to-reach healthcare specialists.
Through its recent acquisition of Garcia Research,
Knowledge Networks has established itself as one of the leading providers of
Hispanic online research, through its probability-based KnowledgePanelLatinoSM
and opt-in Cada Cabeza panel.
Knowledge Networks has continued to innovate in the
constantly evolving digital landscape with new tools and expanded capabilities.
Specifically, the company has introduced Dimestore – a unique platform for
measuring the effectiveness of digital advertising that will be integrated into
GfK’s suite of digital solutions.
“Through the acquisition of Knowledge Networks, we are
taking an important step as part of our new Own the Future corporate strategy.
We are strengthening our expertise in digital research, rounding out our media
measurement tools, increasing our presence in key client sectors and, ultimately,
establishing a stronger position in the US, which is the world’s largest market
research market,” comments Debra A. Pruent, Chief Operating Officer of the GfK Group
with responsibility for the Custom Research sector
Knowledge Networks provides a complementary fit with
GfK’s US organization. As such, and in alignment with GfK’s new “Own the
Future” strategy, Knowledge Networks will be fully integrated into all of GfK’s
activities in the US including custom research, media and Healthcare.
Simon
Kooyman, the CEO of Knowledge Networks, notes: “The Knowledge Networks team is
simply delighted to join GfK, the market research company we have always felt
closest to in terms of client-focus, innovation and the quality of data,
analysis and advice.”
In
2011, Knowledge Networks, which was backed by venture investors Oak Investment
Partners, Alloy Ventures and Maveron, is expected to generate sales of around
USD 58 million. The company has offices in New York, Washington DC, New Jersey,
Massachusetts, Ohio, Illinois and California.
Further information:
David Krajicek, Co President, GfK Custom Research North America
tel. +1 484 441 1746, david.krajicek@gfk.com
Information about the company: GFK Sverige AB
The news is presented in cooperation with MyNewsdesk
