MASMI Merges Qual and Quant Firms

MASMI Research Group is merging its two Russian subsidiaries, MASMI Moscow and MASMI Mart, to create one of the country's largest marketing research agencies. The new board is headed by Alexander S. Novikov as Director General.

From November 1 the combined operation will be located in state-of-the-art office facilities on M. Semyonovskaya St. 9 in Moscow's Bauman district, with several spacious hall testing facilities, three high-tech focus group studios, and working space for up to 120 staff members.

MASMI began in Russia in 1994 with an equal emphasis on quantitative and qualitative research for a range of multinational clients. As MASMI Moscow focused its efforts on FMCG companies, quantitative research emerged as the company's prime focus, and MASMI Mart was launched in 2002 to 're-energise' the qual side - it has grown quickly and Group Chairman Sergey Kolobanov feels the time is right to create a single team: 'Our business in Russia has been increasing steadily in both the quantitative and qualitative areas, and by consolidating our efforts we can grow together as we help our clients grow'.

Alexander S. Novikov, formerly Director of MASMI Mart and the first head of qualitative research at MASMI Moscow in the early 1990s, has been appointed General Director of the new company. Novikov says that in a 'sea of information and brands' the unified operation will have a sharper focus on the real business solutions needed by Russian and multinational clients.

Another Novikov, Alexander E. Novikov, known as the chief designer of MASMI quantitative research tools and software including Reverse BPTO, Brand Upscale, PriceBoard and Segident, becomes Director of Research in the new company while Vadim Lebedev is Executive Director and Dmitry Shkutov Director of Finance.

MASMI Research Group's web site is at www.masmi.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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