DCG acquires Vertigo Partners

DCG One has snapped up US-based qualitative market and user research firm Vertigo Partners.

The transaction will expand the buyer’s services into primary research, alongside its operations in the retail packaging and acquisition marketing segments, among others.

No financial details were disclosed.

Formed in 2002 as Actionable Insights, Vertigo Partners provides remote qualitative research services for customers worldwide, including Unilever, PepsiCo and Edgewell Personal Care.

Its offerings include mobile diaries for handling ethnographies and shopper analysis, as well as online group and one-to-one sessions.

Through the acquisition, DCG will gain access to the target’s video conferencing and mobile tools used for qualitative research, demand for which is expected to grow during the ongoing coronavirus pandemic, as customers choose not to carry out studies in person.

Ben Allen, the buyer’s managing director, said: “Over the years, we’ve worked with Vertigo Partners on a number of user research projects for clients such as American Express and see market research as a growth area for our firm.

“We know that Vertigo Partners does great work and are looking forward to rolling out new strategy, insights, and capabilities to help with our creative development and user experience work.”

Based in Washington State, DCG claims to be one of the largest privately held marketing services providers on the West Coast.

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The company operates sites in Seattle and New York and its clients include the likes of Amazon, Nintendo, Uber and Holland America Line.

According to Zephyr, the M&A database published by Bureau van Dijk, there have been 128 deals targeting marketing research and public opinion polling companies announced globally since the start of 2020.

Clarivate Analytics agreed to buy US-based Decision Resources for USD 9.50 billion in the largest of these.

ALG, USA International Covenant and YouGov, among other companies, were also targeted in this sector so far this year.

© Zephus Ltd

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