NEWS12 July 2011

StrategyOne buys MROC builder PluggedIN

M&A North America

US— StrategyOne, the research arm of public relations group Edelman, has acquired market research online community builder PluggedIN.

The company was founded in 2006 by Ben Werzinger and Matt Foley, who remain with the business – as does Lail Brown. The trio will still be based in Rochester, New York.

Clients of PluggedIN include Kraft Foods, T-Mobile, General Mills and Shell.

StrategyOne’s US president Robert Moran (pictured) said: “Insights communities are a cornerstone of market research’s future as the industry shifts from an emphasis on asking to an emphasis on listening and collaborating. We feel strongly that community based research is only beginning to achieve its true potential and that this research approach will continue to see explosive growth in the years ahead.”