NEWS12 November 2009

Merkle launches MR practice, hires Baskin as VP

North America

US— Database marketing agency Merkle has launched a market research practice, with the aim of discovering “how consumer beliefs and attitudes shape purchasing and engagement decisions”.

The firm has appointed Christine Baskin as vice president to lead the new division. She joins from pharma market research agency BioVid, and previously had spells at TNS Healthcare, Yankelovich and Knowledge Networks.

The firm’s CEO, David Williams (pictured), said: “Merkle’s market research practice is a natural next step in the evolution of our business, and will effectively complement our existing and proven data, analytics, technology and agency services capabilities.”

He said the division, which is part of Merkle’s quantitative solutions group, would “help clients optimise their strategies and business processes by leveraging known facts regarding consumer actions with new attitudinal insights”.

Two months ago the firm launched an analytics business called LogicLab.