MetrixLab Buys QuickWise

Independent European online agency MetrixLab has acquired London-based QuickWise Ltd, a specialist in high quality ad hoc brand research.

MetrixLab says the acquisition strengthens its position as the largest independent privately held online market research agency in Europe. Combined revenue on a yearly basis will be just under £6million / €9m. QuickWise counts IKEA, Reckitt Benckiser, L'Oréal and Unilever among its clients.

Commenting on the acquisition, MetrixLab CEO Han de Groot said, 'the UK is the largest online research market in Europe, which makes this acquisition strategically important for MetrixLab. We are now able to offer UK clients a full Pan European research solution, through our proprietary online panels and localized research experts throughout Europe.' He adds that after 'explosive growth' in the UK in 2005 and the first two quarters of '06, MetrixLab UK will now have significant additional resources in brand research, media intelligence and NPD research.

De Groot sees changes afoot in online research which he says will result in higher response rates as well as deeper consumer understanding. 'We're entering a pioneering time, where the worlds of rich media interfaces, entertainment and communications are coming together. Our aim is to fully exploit the capabilities the Internet offers.'

QuickWise MD Fredrik Meurling says his firm's clients will benefit from 'MetrixLab's European network, its global capabilities and its focus on high quality research services' while employees will have more opportunities within a pan-European company.

MetrixLab was established in 1999 and has offices in the UK, Netherlands, Germany and Spain. The company operates its own 'OpinionBar' consumer panel consisting of 300,000 individuals in all major European Markets. Its web site is 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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