NEWS5 January 2021

MBO and rebrand for Kynetec b2

Europe Financials News

BELGIUM – Full-service market research company Kynetec b2, a division of the Kynetec Group, has undergone a management buyout and rebranded to b2sense.

A team of senior researchers from Kynetec b2 carried out the buyout on 1st January. The financial terms have not been disclosed.

The management team consists of Martine Degreef, Kris Smet, Dominique Vanmarsenille, Nathalie Van Doorslaer and Dirk Wouters.

Kynetec b2, formerly Market Probe Europe, was acquired by agricultural research firm Kynetec Group in 2018.

The agency plans to strengthen its core research activities through an affiliated partnership with consultancy Minds & More, which focuses on marketing strategy, activation, sales, change management and digital strategy.

Smet said: “As an independent management-owned agency, we are eager and enthusiastic to fully understand and meet our existing and new clients’ needs, and to provide relevant, reliable and flexible tailor-made research solutions, while being dedicated to easing the market research journey and process.”