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GfK Buys Knowledge Networks

December 9 2011

GfK has acquired US-based consumer specialist Knowledge Networks. Terms of the deal have not been disclosed.

Simon KooymanFounded in 1998, Knowledge Networks (KN) provides online research solutions including KnowledgePanel, which claims to offer a ‘truly representative’ sample of the US population. GfK says its own broad array of clients will benefit from access to key market segments through the panel.

GfK also aims to combine KN’s Physician’s Consulting Network (PCN) panel with its own US Healthcare panel, giving much-improved access to difficult-to-reach healthcare specialists.

In July, Knowledge Networks acquired Garcia Research Associates (GRA), a firm which focuses on measuring the growing influence of Latinos on commerce and society in the US.

Debra Pruent, GfK’s COO, comments: ‘Through the acquisition of Knowledge Networks, we are strengthening our expertise in digital research, rounding out our media measurement tools, increasing our presence in key client sectors and, ultimately, establishing a stronger position in the US.’

KN, backed by venture investors Oak Investment Partners, Alloy Ventures and Maveron, is expected to generate sales of around $58m this calendar year. The company has offices in New York, Washington DC, New Jersey, Massachusetts, Ohio, Illinois and California.

The firm’s CEO Simon Kooyman (pictured) – who has assumed the role of COO of GfK Custom Research North America as part of the deal – says he and his team are ‘simply delighted’ to join GfK.

Web sites: www.gfk.com and www.knowledgenetworks.com .

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