YouGov Expands to Asia with Decision Fuel Buy

Online research specialist YouGov has extended its reach to China and South East Asia through the acquisition of Asian MR and tech firm Decision Fuel (DF). YouGov will pay an initial sum of £0.6m, but the full deal is expected to total $5m before 2017.

DF, which has offices in in Hong Kong, Shanghai and Singapore, was established in 2011 by client-side research buyers Patrick Corr and Colin Marson, and provides research to the Asian market using online and mobile-based technology, while offering access to a panel of 60,000 consumers across five countries. The firm now employs fourteen staff, and is Chaired by Synovate founder and former CEO Adrian Chedore.

YouGov says the deal will enable it to provide a full service offer and meet client demand for opinion data across China and South East Asia, while enhancing its ability to conduct research among consumers who do not have access to fixed-line Internet or smartphones.

Corr and Marson will continue to lead the business, which will adopt the YouGov brand following completion of the acquisition. Marson (pictured) comments: 'Becoming part of YouGov gives Decision Fuel access to an enviable global profile and a cutting edge product suite tailor made for the dynamic growth markets of Asia. We are excited at the prospect of combining forces and developing a winning proposition for Asia and beyond.'

In the year ended March 2013, DF made a loss of £460k before interest. Following YouGov's initial payment of £0.6m, additional earn-out payments may be made, dependent on the performance of the business in the two financial years ended 31st July 2016 and 2017.

Web sites: www.yougov.com and www.decision-fuel.com .