Knowledge Networks Buys Hispanic Specialist GRA

US-based consumer specialist Knowledge Networks has acquired Garcia Research Associates (GRA), a firm which focuses on measuring the growing influence of Latinos on commerce and society in the US. Terms of the deal were not disclosed.

Founded in 1990 by Carlos Garcia, GRA conducts research both for corporates and for organizations involved in the Hispanic community. The firm's Cada Cabeza survey panel provides a window on the $1 trillion buying power of Spanish-speaking Americans.

Following the acquisition, GRA will maintain its office in Burbank, CA, as well as its operations center in Tijuana, Mexico. Knowledge Networks (KN) will have 15 full-time staff in its Hispanic research team, as well as panel resources for accessing the US Hispanic population.

Back in 2008, GRA recruited respondents for KN's KnowledgePanel Latino, which includes members who identify with Hispanic culture and values, as well as panelists who speak only Spanish.

KN CEO Simon Kooyman says the combination of Cada Cabeza with his firm's KnowledgePanel Latino and the National Shopper Lab will strengthen KN's ability to reach US Hispanic segments, such as Spanish-dominant/unacculturated targets.

'GRA shares our focus and our passion for making insights actionable for clients of all types, and Cada Cabeza provides an excellent complement to KnowledgePanel Latino,' states Kooyman. 'I am pleased to welcome Carlos and his team to KN.'

Garcia adds that his team is looking forward to bringing the combined resources to clients, 'at a time when the need to understand the Hispanic population has never been greater'.

Web sites: www.knowledgenetworks.com and www.garciaresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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