GfK Buy to Give 'Holistic' NPD Approach

GfK has acquired US brand innovation consultancy Arbor Strategy Group (ASG) to complement new product development services for its Custom Research North America subsidiary.

Existing research tools include concept testing and development, volume forecasting, in-market results validation: the deal will add ASG's strategic innovation and creative ideation.

In 2007, ASG had 27 staff and achieved sales of $6.3m. Its clients include global food and household product companies, as well as manufacturers of health and beauty products and other consumer goods.

ASG's President and CEO Phil Roos will lead the new GfK practice, which will focus on strategic brand innovation and be known as GfK Strategic Innovation. In addition, GfK will take over ASG offices in Ann Arbor, Michigan, and Chicago, Illinois.

'This acquisition expands our NPD research portfolio and complements the fact-based consulting services we provide,' explained GfK Custom Research North America COO, Debra Pruent. 'With the addition of the innovation and ideation services ASG provides, we're now uniquely positioned to guide clients through every stage of the NPD process using a more holistic approach.'

Headquartered in New York, GfK Custom Research North America works across five industry sectors, and taps the resources of GfK Roper Consulting, GfK Brand & Communications (including GfK Starch Communications), GfK Customer Loyalty, GfK Roper Public Affairs & Media and GfK Qualitative & Ethnography.

Web sites: www.gfkamerica.com and www.arborstrategy.com .