Phoenix Buys Sterling Research Group

US consultancy Phoenix Marketing International (PMI) has acquired full service agency Sterling Research Group. Terms of the deal were not disclosed.

Founded in 1987 by Dr. William 'Bill' Haueisen along with three professors from the University of South Florida, Sterling specializes in customer satisfaction and loyalty research for a wide range of industries, including casinos and hospitality, financial services, healthcare, retail, higher education and restaurants.

The acquisition adds to PMI's network of eleven offices in the US and Europe, and combines its mobile engagement research platform (mXP) with Sterling's understanding of the voice of the customer. With the deal, Sterling's offices will remain in St Petersburg, FL, and be re-named Phoenix Sterling, run by current MD Leslie Martin (pictured).

Allen DeCotiis, Chairman and CEO of PMI, comments: 'Sterling's excellent reputation in the voice of the customer market coupled with Phoenix's analytic expertise, innovative technology platforms and our ability to take in-the-moment data and analytics to a whole new level makes this an excellent acquisition for both companies'.

Web sites: www.phoenixmi.com and www.sterlingresearchgroup.com .