North America already represents 35% of Ipsos activities. However, while it has strong positions in advertising research and forecasting it does not have a strong presence in the qualitative research market in the US, which was worth $1.2bn in 2004.
Didier Truchot, Ipsos co-president, said: "Ipsos, which has strong positions in qualitative research in Europe and Latin America, has not developed a strong presence in qualitative research in North America. Understanding UnLtd's major position in this field will significantly expand Ipsos' field of interest in North America, especially in its marketing research practice."
Based in Cincinnati, Understanding UnLtd was founded as a qualitative research firm in 1996 and has since expanded, adding quantitative research in 2001 and merging with Marketing Moms in 2003. The agency employs approximately 40 people, including moderators located throughout the country.
It is managed by its two founders, Marilyn O'Brien and Denise Patton, who will stay on and manage the newly formed Ipsos Understanding UnLtd.
The acquisition follows that of buying Mori in the UK as part of Ipsos' strategy to accelerate growth through selected acquisitions.
Jim Smith, chairman and CEO of Ipsos North America, said: "The acquisition of Understanding UnLtd. represents an important expansion of our business in the US. Understanding UnLtd is one of the most recognised qualitative research companies in all North America."
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