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e-Rewards to Buy Peanut Labs
e-Rewards, the parent company of online panel specialist Research Now is to acquire US-based social media sample provider Peanut Labs in a deal expected to complete next month. Terms were not disclosed.
 Yesterday, e-Rewards announced that it is rebranding its survey business as Research Now with immediate effect.
Under the terms of the acquisition agreement, Peanut Labs will become a wholly-owned subsidiary of e-Rewards, with its survey business trading as part of Research Now.
Founded in 2007, Peanut Labs has 35 full-time employees and is headquartered in San Francisco. Its technology allows users to complete a preliminary profile questionnaire that enables it to target respondents with the most appropriate survey invitations. The firm now partners with 200 social media applications and communities - including sites such as Facebook, Zynga and MySpace - through which it has generated a respondent pool of more than 240 million consumers.
'As researchers are increasingly looking to incorporate social media into their sampling methodologies, Peanut Labs will serve as a strong fit to accelerate our social media strategy while enhancing the global capabilities we offer to researchers,' comments Chris Havemann, e-Rewards' President and CEO.
Peanut Labs co-founder and President Murti Hussain adds that combining his firm's sampling capabilities in social media with Research Now's global online panels will provide clients with access to 'the largest and most diverse global respondent universe available to support online research projects'.
Web sites: www.e-rewardsresearch.com , www.researchnow.com and www.peanutlabs.com .
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