IRI Buys Modeling and Software Firm Hendry

In the US, Information Resources Inc (IRI) is acquiring consulting and software business The Hendry Corporation, from another company within its parent group, with the aim of expanding its Consumer & Shopper insights practice.

Hendry is owned by Symphony Marketing Solutions (SMS), a portfolio firm which is part of IRI's parent company, Symphony Technology Group. Following the acquisition, which takes place at the beginning of October, SMS's General Manager Lorraine Scarpa will serve as Acting General Manager of IRI-owned Hendry.

For more than 30 years, Hendry has developed market structure modeling and business simulation software solutions. It provides information on how consumers make purchase choices across a wide range of categories and industries, and simulation tools designed to help marketers develop optimal marketing strategies.

IRI says the firm's marketing return on investment (ROI) and market structure capabilities will be combined with its consumer and shopper insights, to deliver new intelligence on new products, as well as brand and portfolio optimization to drive growth opportunities.

'Linking Hendry's market structure with our consumer and shopper insights assets as well as other predictive marketing analytics capabilities creates an entirely new class of competitively advantaged insights,' stated IRI Consumer & Shopper Insights President Bob Tomei. 'In addition, we will be able to leverage IRI's broad and deep client engagements in the consumer packaged goods industry in both the US and Europe to grow the Hendry business going forward.'

Web sites: www.infores.com and www.symphonyms.com .