YouGov dives into the US market
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YouGov has entered into the US market by paying $7.5m for a 32% stake in online and social research firm Polimetrix, with the option to buy the remaining shares within the next 30 months.
Nadhim Zahawi, co-founder and chief executive for YouGov, said: “Acquiring this stake in Polimetrix is consistent with our prudent approach to entering new markets, such as the US, where we are looking to build our business."
Under the deal's terms, YouGov will be able to sells its products in the US along with Polimetrix's offerings outside of the US and Canada.
Polimetrix can also sell YouGov's products – including BrandIndex, a daily research service that tracks consumer perceptions of brands – in the US and Canada.
The Polimetrix board, made up of five members, will include two YouGov representatives, Nadhim Zahawi and Stephan Shakespeare.
Polimetrix, founded in 2004 by Stanford University political science Professor Douglas Rivers, has offices in California and Washington DC.
It has 20 staff and a PollingPoint panel consisting of 1.08 million respondents.
Stephan Shakespeare, co-founder and chief innovation officer for YouGov, said: “While online methodology has been widely embraced by the industry in America, the use of internet for public and media work lags behind the UK.”
Author: Matthew Secker
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