GfK Invests in German User Experience Firms

In Germany, GfK is expanding its digital strategy by taking a 40% stake in user experience firm SirValUse Consulting and in usability research specialist nurago.

Founded in 2000, SirValUse analyses and optimizes the user friendliness and design of web sites, software, consumer electronics, mobile applications, mobile devices and industrial manufacturing technology. The firm tests products and interactive applications to provide clients with advice on how to optimize their digital applications through the product development cycle.

nurago was formed in 2007 through a joint venture with SirValUse and the online research unit of web design agency KONO. The company supplies technology for global digital brand, media and usability research, using a combination of monitoring procedures and traditional research methods.

SirValUse has offices in Hamburg, Munich and Beijing, while nurago has operations in Hannover, Hamburg, Munich and Berlin, as well as a UK office in central London. Together, the firms employ around 120 members of staff, and in 2009 joint sales revenue was approximately EUR 6.5m.

GfK and nurago have already partnered on development of the German and British GfK Media Efficiency Panels (in Germany, this was formerly called GfK Web Efficiency Panel), which allows detailed analyses of the effect of cross-media ad campaigns on the actual purchasing behavior of consumers.

With the acquisitions, GfK says it is investing in one of the most advanced branches of market research, while strengthening its competencies in user experience and online research.

'The clear strategic direction of GfK in the area of digital media is further cemented through our co-operation with nurago and SirValUse,' comments Wilhelm Wessels, who is a member of GfK SE's Management Board. ' We are working on new joint projects in order to link our comprehensive data on consumer behavior even more strongly with findings from online research.'

Tim Bosenick, CEO of SirValUse Consulting says his firm will benefit from GfK's global network, while nurago's CEO Thomas Knauer emphasized that his firm will remain an independent service provider.

Web sites: www.gfk.com , www.sirvaluse.com and www.nurago.com .