GfK invests in virtual shopper research

NORM’s core product is Simstore, a cloud-based software product that simulates both online and bricks and mortar shopping environments for market research. The company was founded in 2003 and employs 60 people in Stockholm and Amsterdam. It is led by Anders Örbom and Andreas Lee.

The terms of the deal have not been disclosed.

Adrian Sanger, global head of Shopper at GfK, said: “This acquisition extends our Shopper offering for consumer goods, retail and technology clients.

“Through combining behavioural data with Simstore, clients have a more complete view of the shopper globally, driving clearer insight to optimise the shelf, the channels and the shopping experience.”