Specialist market research companies in consumer and shopping behaviour NielsenIQ and GfK are going to merge. The combination will bring together complementary data and analytics assets to provide a comprehensive view of shopper spending through a total store read, enabling clients to anticipate trends and react faster to consumer needs and expectations.
In a reaction, the companies state that GfK’s leading position in technology and durables across 67 countries, combined with NielsenIQ’s leading position in the measurement of fast-moving consumer goods in 90 countries will allow for expansion within the companies’ traditional client industries as well as new market segments.
With this transaction, Advent will become the majority shareholder of the combined company. Advent acquired NielsenIQ in a transaction that closed in 2021. GfK owners Nuremberg Institutes for Market Decisions (NIM) and KKR will remain on board as minority shareholders.