European Online Firm Sets Sights on UK

European online research agency MetrixLab is opening a new London office, with Roy Patel, formerly of Nielsen//NetRatings, as its UK Commercial Director and Nathalie Vaandrager from Kraft Foods as a Senior Business Consultant.

Patel worked as Head of Sales and Account Management, then as Strategic Sales Director, at Nielsen//NetRatings. Prior to this, he was a founder member of the UK commercial operation at Internet measurement company Jupiter MMXI.

The majority of MetrixLab's revenue currently comes from the Netherlands, mostly from pan-European projects. The company is aiming to grow its UK business, and become one of the country's leading independent online MR firms, hoping for a UK revenue of two to three million Euros in three years' time.

Patel expects companies to move 10% to 20% of 'traditional' research budgets to online execution over the next five years, and believes that the Internet is 'the perfect medium' for multi-country surveys. He gives the example of a packaging test, explaining that 'it's possible to use creative concepts that have just been designed, showing them in three dimensions simultaneously to consumers in China, Europe and South America - all this in just one to two weeks'.

MetrixLab specialises in online research for consumer goods, financial services, telecoms, retail, utilities and new media industries. The company, which also has offices in Rotterdam, Munich and Madrid, is online at www.metrixlab.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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