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Angus Reid and Vision Critical to Merge

October 13 2009

In Canada, custom panel and technology specialist Vision Critical is to merge with sister firm, public opinion and MR agency Angus Reid Strategies, DRNO has learned. The combined firm will be known as Vision Critical and Angus Reid Strategies will operate as its public opinion practice.

Reid, probably Canada's best known pollster, launched Angus Reid Strategies in 2006, to use the polling and panel technology created by Vision Critical; a company founded by his son Andrew Reid in 2000.

Since then the two separate companies have managed spectacular growth - a combined 4600%. A company source told DRNO the decision had not been an easy one to make, and that some of Angus Reid's clients 'may not even realise the Vision Critical brand exists'. In an official response today a company spokesman stressed that it would not be completely dropping 'one of the most respected names in market research' and said further announcements would be made shortly.

According to the source, the reorganisation is 'based on the belief that we can solve client problems and gain better understanding via a tool box that combines the talents of our research staff and the technology and products from our engineering and engagement teams'. This integrated set of on demand capabilities is intended to make Vision Critical 'the quintessential new age research company' - as comfortable with social marketing and community engagement as it is with customer satisfaction studies, the source added.

Vision Critical recently announced a 75% increase in first-half gross revenue, versus the same period in 2008. Angus Reid's thoughts on how technology in general, and custom panels in particular, are changing the face of MR, can be found in our new 'Trends, Technologies and Techniques' section, MRT (www.mrweb.com/mrt ).

Web sites: www.visioncritical.com and www.angusreidstrategies.com .

All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.

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