Nielsen Buys Concept Testing Specialist Affinnova

Nielsen has acquired concept testing and forecasting software specialist Affinnova, and will integrate the latter's team into its Innovation Practice division. Terms of the deal were not disclosed.

Affinnova helps clients identify ideas with the best potential from a wide range of options, then compares them to relevant benchmarks and competitor concepts based on consumer preference. The firm is headquartered in Waltham, MA, with additional offices in Singapore and Paris, France.

In a statement, Nielsen said the acquisition builds on its product optimization, marketing plan simulation capabilities and sales forecasting arm BASES, while adding innovative digital capabilities and new offerings such as tools better suited for smaller clients.

John Lewis (pictured), Nielsen Global President, adds: 'This is a natural step in our evolution as both organizations share a commitment to innovation, predictive analytics and outstanding client service. Integrating Affinnova's intuitive user interface platform and automated analytics capabilities will unlock the power of digital within Nielsen's Innovation Practice, enabling our clients to achieve even better outcomes from their investment in new products.'

Web sites: www.nielsen.com and www.affinnova.com .