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Greenfield Buys goZing, Panel Grows Again

February 10 2005
Internet survey solutions provider Greenfield Online, Inc. has acquired Zing Wireless, Inc. ('goZing') for approximately $30 million in cash, creating one of the world's largest double opt-in Internet only panels.

The acquisition of goZing, a privately held Encino, California-based provider of survey sample solutions, expands the Greenfield Online panel to 4.7m double opt-in survey takers (c.1m up on the previous number after de-duplication etc..), representing households containing approximately 12.2m people, plus an additional 3.6m single opt-in registrants it intends to convert to double opt-in panellists.

The acquisition increases Greenfield Online's international panel by approximately 50 percent, adding more than 245,000 panel members in the UK, France, Canada, Australia, and the Netherlands. In addition, through the goZing worldwide affiliate network Greenfield Online will now have access to more than 14 million additional survey takers around the globe.

goZing's three senior executives will join Greenfield in senior management roles. Matthew Dusig, goZing's President becomes SVP Corporate Strategy for Greenfield Online; CEO Gregg Lavin becomes Greenfield Online's SVP Online Marketing; and COO Lance Suder becomes Greenfield's SVP West Coast Operations.

goZing has 41 employees and in 2004 recorded operating income of approximately $2.5m and
revenue of approximately $13 million, 80% of which was attributable to survey sample solutions. 10% of the 2004 revenue was achieved through the goZing cellular reseller business, which Greenfield says is 'not complementary to our current business model and was discontinued effective yesterday'. The goZing client base more than doubled in 2004 to 97 clients.

goZing profiles respondents into specialty panels such as Illness and Ailments, Entertainment, Youth, Auto, Physicians, Business, and IT Professionals through its Techopinion.com brand.

Dean Wiltse, President and CEO of Greenfield Online says the transaction made sense because of the fit between the two companies' 'panel, people, culture and business philosophy. We are immediately strengthening our domestic and international reach, the depth of our management team and further bolstering the capabilities of our sales and customer support staff'.

Matthew Dusig, goZing's President said it was 'a real pleasure to become a part of a company with such a powerful brand'.

Wilton, CT-based Greenfield can be found on the web at www.Greenfield.com