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Sunday, 29 November 2015

MetrixLab buys MarketTools from investment house

US/NETHERLANDS— Online research agency MetrixLab has acquired research software and services firm MarketTools from investment firm TPG Capital for an undisclosed amount and hired Simon Kooyman as CEO of its new business.

TPG bought MarketTools late last year and transferred the Zoomerang, ZoomPanel and TrueSample assets to DIY software firm SurveyMonkey in exchange for a stake in the agency. The investment firm said at the time that would “retain and expand” MarketTools’ research solutions and custom research businesses.

MarketTools will continue to operate under its own name as part of MetrixLab, but under new leadership after GfK’s Simon Kooyman was bought in as CEO by MetrixLab.

Kooyman said: “I am excited that two market-leading innovators in online market research, MetrixLab and MarketTools have joined forces. MarketTools will be able to extend its offering with MetrixLab’s digital and cross-media marketing research solutions and advance it’s offering in enterprise feedback management.”

MetrixLab CEO Han de Groot added: “We can now provide our industry leading clients such as Microsoft and General Mills with truly global servicing, access to a global consumer community and advanced new research technologies in social and mobile.”

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