Independence and New Name for Kynetec's b2

A management team at full service division Kynetec b² has bought the company from its parent, Kynetec Group, establishing it as an independent firm and changing its name to b²sense.

The new management team consists of Martine Degreef, Kris Smet, Nathalie Van Doorslaer, Dominique Vanmarsenille (pictured) and Dirk Wouters. Describing the MBO as 'friendly', the team say they will maintain their focus on business-to-business and 'considered purchase environments', working with the firm's established quant and qual project and fieldwork staff to enhance its local and international expertise. The company will also strengthen its core research activities and organisational structure through an affiliated partnership with consulting firm Minds & More, whose focus includes change management and digital strategy.

The division was created in March 2018 after animal health and agricultural specialist Kynetec bought full service agency Market Probe Europe, and a year later acquired Ronse, Belgium-based CATI call centre JTL. The parent Kynetec Group has since merged with the Kleffmann Group.

Smet comments: 'As an independent management-owned agency, we are eager and enthusiastic to fully understand and meet our existing and new clients' needs, and to provide relevant, reliable and flexible tailor-made research solutions, while being dedicated to easing the market research journey and process'.

Web site: www.b2sense.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.