GfK Ups Stake in SirValUse and nurago

In Germany, GfK has upped its stake in user experience specialist SirValUse Consulting and usability research firm nurago to 60%.

Last May, GfK took a 40% stake in the firms, in a bid to invest in what it described as 'one of the most advanced branches of market research', while strengthening its competencies in user experience and online research.

Founded in 2000, SirValUse analyses the user-friendliness and design of web sites, software, consumer electronics, mobile applications, mobile devices and industrial manufacturing technology.

nurago, which was formed in 2007 through a joint venture with SirValUse and the online research unit of web design agency KONO, supplies technology for digital brand, media and usability research, via a combination of monitoring procedures and traditional research methods.

Together the firms employ a total of approximately 100 staff in their offices in Hamburg, Hanover, Berlin, Munich, London and Beijing.

In 2009, the overall sales of both companies amounted to around EUR 6.5m - this is expected to increase to around EUR 9m in 2010.

Tim Bosenick, Thomas Knauer and Torsten Müller will remain with SirValUse as Managing Directors.

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