Bayes & Becker Buys WIN | WIN MR Division

In Dublin, reward and loyalty specialist WIN | WIN has sold its Opinions Market Research full service agency to business advisory firm Bayes & Becker, which is owned by former OI Research MD David Cullen. Terms of the deal have not been disclosed.

Opinions Market Research was established by WIN | WIN to help clients understand customer needs prior to launching their loyalty and engagement initiatives. The agency offers solutions to a range of business challenges - from innovation and design to brand and communications tracking and public opinion research; and operates online panel and monthly omnibus services. WIN | WIN Group CEO James Lenehan says the company decided to sell the Opinions business after it acquired an established loyalty business in Scandinavia.

Cullen (pictured), who launched Bayes & Becker in 2017, began his career at SPSS Ireland, before joining Lansdowne Market Research and then setting up his own full-service agency OI Research. The latter was merged with RED C in 2011, and Cullen became Joint MD of the combined group. According to Cullen, the acquisition will ensure continuity for existing clients of Opinions.ie and expand the suite of services available to Bayes & Becker's clients.

He adds: 'We are excited by the opportunity that this represents to deepen our broader business advisory proposition. As we begin to roll out our 'refresh and build' strategy we will bring new research solutions to the market and provide a new option for research buyers looking for a partner that can connect research to strategy and support confident, decisive action'.

Web sites: www.bayesandbecker.com and www.opinions.ie .

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