MARU Buys Vision Critical's NA Research Consulting Arm

Recently formed research, insight and advisory services provider MARU Group has made its second acquisition of the week - this time, it has bought Vision Critical's North American Research Consulting division. Terms of the deal were not disclosed.

MARU Group was founded earlier this year, is led by former Synovate/Ipsos Global CEO Ged Parton, and is backed by private equity finance company Primary Capital Partners. Earlier this week, the company announced it had acquired Hampshire, UK-based eDigitalResearch (edr), which offers a range of solutions including customer experience management, voice of the customer feedback, and multichannel consumer insight.

Now MARU Group has bought Vision Critical's North American Research Consulting division, which will operate as a standalone business called MARU/VCR&C, under the leadership of the current Vision Critical research consulting executive team. Vision Critical says proceeds from the sale will enable it to invest in the continued enhancement of its customer intelligence technology, people, and company growth. Following the transaction, Vision Critical will work in close collaboration with MARU/VCR&C via a value-added reseller and strategic partner agreement.

Scott Miller (pictured), CEO of Vision Critical, comments: 'We are embarking on the logical next step in Vision Critical's evolution, from our pioneering creation of insight communities to defining the future of customer intelligence inside the enterprise. This transaction enables Vision Critical to deliver a more comprehensive, integrated customer intelligence platform for our customers and upon which strategic partners like MARU/VCR&C will deliver a complete, world-class research consulting experience.'

Web sites: www.maruvcrc.com and www.visioncritical.com .