GfK has acquired the remaining 40% of user experience firm SirValUse Consulting and usability research specialist nurago.

SirValUse analyses and optimizes the user friendliness and design of web sites, software, consumer electronics, mobile applications, mobile devices and industrial manufacturing technology. nurago - which was formed through a joint venture with SirValUse and the online research unit of web design agency KONO - supplies technology for global digital brand, media and usability research.

GfK initially took a 40% stake in the firms back in 2010, and then increased this to 60% last year. With the full acquisition, the global group says it has integrated behavioral, attitudinal and observed data into its digital research portfolio.

To be known as GfK nurago and GfK SirValUse Consulting, the firms’ combined global workforce of 120 members of staff will all join the GfK Digital Market Intelligence and user experience division.

Thomas Knauer and Torsten Müller will continue to be the MDs of GfK nurago, while Tim Bosenick will remain the MD of GfK SirValUse Consulting.

Web sites: www.gfk.com , www.sirvaluse.de and www.nurago.com .

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