Ipsos Buys US Qual Agency

Following its recent purchase of MORI in the UK, Ipsos has acquired Understanding UnLtd (UU), a US-based qualitative research agency. The announcement comes as Ipsos reports continued financial success - with organic growth at 9.6% for the third quarter of 2005, and 8.3% for the first nine months of the year.

UU was founded as a purely qualitative research firm in 1996, added some quantitative services in 2001, and merged with Marketing Moms in 2003. Based in Cincinnati, it employs approximately 40 people, and works across the FMCG, healthcare and financial services sectors.

Following the acquisition, the company's two founders Denise Patton and Marilyn O'Brien will keep their positions in the newly formed Ipsos Understanding UnLtd.

The move is part of Ipsos' strategy to accelerate growth 'through selected acquisitions which complement or extend its strengths'. The North America region represents 35% of the company's activities, and includes divisions specialising in advertising research (Ipsos ASI), forecasting (Ipsos Novaction and Vantis), market research (Ipsos Insight), customer relationship research (Ipsos Loyalty), and public opinion research (Ipsos Public Affairs).

Ipsos Co-President Didier Truchot says the purchase is an important move for North America. He points out that, while the company has strong positions in qualitative research in Europe and Latin America, it has yet to develop a strong presence in the US.

Truchot states that the US qualitative research market has been growing strongly - reaching $1.2 billion in 2004 - and Jim Smith, Chairman & CEO of Ipsos North America, describes UU as 'one of the most recognized qualitative research companies in all North America'.

The recently announced revenues for Ipsos are €168.9 million for Q3 2005 (an increase of 19.1% since the same period in 2004), and €490.7 million for the first nine months (a 14.7% increase from 2004). The figures do not include the impact of the group's acquisitions of MORI or UU.

The two companies are online at www.ipsos.com and www.understanding-unltd.com.

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