Cello Broadens Online MR Offer with Qual Investment

UK-based Cello Group has paid £150,000 in cash for a 21% share of London-based online qual agency, Nqual - its fourth substantial investment since the start of the year.

Already in 2007 Cello has acquired healthcare marketing consultancy MSI, and taken a 75% stake in UK qual agency Rosenblatt and a 51% share in Digital People.

Nqal supplies online qualitative MR through its fully interactive and semi-customisable 'Rich Focus' software. This functions in the same way as an online chat room with an interactive display screen and a set of tools which enable the moderator to manage a group of up to ten participants. Nqual also offers sample recruitment and custom panels.

Mark Scott, Chief Executive at Cello explains that the buy-in will broaden Cello's online research capabilities and complement its existing businesses in the data capture arena. He comments: 'Online research is fundamental to our growth, and the relationship with Nqual allows us to further enhance the online solutions we can offer our clients.'

Nqual was founded by Operational Director Lee Eyre (formerly of Orange) and Managing Director Jamie Hamilton (formerly of WOW Toys) in 2005, to develop a platform which would replicate offline qual techniques and communications in an online environment. The firm now employs a team of 13 and works alongside a number of MR agencies with clients in the healthcare, FMCG and technology markets.

The Cello Group already owns consumer-focused Leapfrog Research & Planning, as well as b2b specialist RS Consulting. With annualised turnover in excess of £80m and around 550 employees, the firm is online at www.cellogroup.co.uk , while Nqual is on the net at www.nqual.com .

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