NielsenIQ and GfK Merger Complete

NielsenIQ (NIQ) and GfK have officially completed their merger, and the combined business will now be led by NIQ CEO, Jim Peck.

The combination of NIQ and GfK brings together two companies that have invested in omnichannel coverage, business intelligence tools, and predictive analytics. Together, the firms say they will offer 'The Full View' of consumer behavior around the globe, combining complementary areas of expertise including NIQ's insights in fast-moving consumer goods (FMCG) and GfK's understanding of consumer technology and durable goods.

As part of the deal, GfK has agreed to sell YouGov its European Consumer Panel (CP) business, which generated about 15% of GfK's annual revenue. Peck (pictured), will lead the combined company, which will maintain 'operational footholds' in Chicago, USA; Nuremberg, Germany; and Geneva, Switzerland.

Commenting on the deal, Peck said: 'We are incredibly excited as we combine the strengths of these two great companies to create the future of consumer intelligence. Together, we are powered by more - more global reach, more omnichannel coverage, more granular data, more consumer-sourced insights, and more predictive analytics, which add up to more actionable insights and growth for our customers'.

Web sites: www.niq.com and www.gfk.com .