TORA Buys Stake in Irish Social Media Firm

In the UK, The Oxford Research Agency (TORA) has invested EUR 500k in Irish social media firm Simply Zesty, to add a 'new level' of social media to its research capabilities.

Last month, TORA revealed plans to expand with new offices in North America and mainland Europe. At the time, the firm described the expansion as being underpinned by its 'innovative approach to testing products, packs and concepts, with full integration of its validated food and drink volumetric model'. Most of the firm's customer experience and FMCG research work is conducted via interactive online studies.

TORA says this latest investment and partnership with Simply Zesty will enable it to offer new ways for brands to interact with customers, particularly in the areas of new product development and customer satisfaction.

Dublin-based Simply Zesty, which was established by Lauren Fisher and Niall Harbison a year ago, offers a range of social media services including design, building apps, online PR, blogger outreach and social media training.

'The coming together of Simply Zesty and TORA gives us the opportunity to redefine research,' states TORA CEO Chris Sinclair. 'We are delighted to be helping Simply Zesty to grow, and excited about bringing to market a dynamic new approach to new product development, customer satisfaction and social media public relations.'

Harbison says he hopes the partnership will add a new level of measurement to his firm's social media offerings while also helping TORA add a new level of social media to its research capabilities.

The deal was supported by Next Wave Partners, TORA's private equity investor.

Web sites: www.tora.co.uk and www.simplyzesty.com .