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Harris Pays EUR 9 Million for German Online MR Firm
Harris Interactive has bought Hamburg-based online FMCG MR firm, MediaTransfer AG Netresearch & Consulting, for a cash price of EUR 9 million (c.$12 million).
Dr George Terhanian, President of Harris Interactive Europe explained that the purchase will not only strengthen HI's presence in Europe, but will also provide Harris with access to the $2.2 billion German MR market. He commented: 'MediaTransfer stays ahead of their competition by combining leading-edge technologies with strong research-based consulting skills and excellent leadership – always with the desire to exceed their clients' expectations. We're pleased they've joined us.'
MediaTransfer's IDOP© (Interactive Dynamic Online Panel) comprises a quarter of a million members across Germany, France, Great Britain, Italy, Poland, Spain, USA, Russia, Japan and Sweden. The firm also collects data via studio tests, inhome / CATI surveys and through SMS text messaging, and has developed a web-based application that creates virtual shopping simulations to test package designs, shelf placement configurations, and pricing.
Founded in 1996, MediaTransfer had 2006 revenues of $6 million, of which 92% was derived from online research. The firms are online at www.mediatransfer.com and www.harrisinteractive.com .
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