NEWS9 November 2011

Dentsu and Parc reach ethnography agreement

M&A North America

JAPAN/US— Research firm Dentsu Marketing Insight and its ad agency parent have reached an agreement with Xerox-owned innovation firm Parc to source ethnography services.

Parc’s Ethnography Services Group will work with the Japanese firms to make naturalistic, in-person studies of consumer behaviour available to Dentsu clients.

Kenichi Kobayashi, CEO at Dentsu Marketing Insight, said: “Ethnographic research scientifically defines how to truly understand your customer. We know our clients will now see their services, brands, and products in a completely new light through these ethnographic findings.”

Parc is headed by CEO Stephen Hoover (pictured).