NEWS14 December 2011

SurveyMonkey gets Zoomerang, TrueSample in MarketTools takeover

M&A North America

US— DIY survey software supplier SurveyMonkey is to take over MarketTools’ Zoomerang, ZoomPanel and TrueSample businesses as part of deal with investment firm TPG Capital.

TPG is buying the privately-held business and then transferring the three products – respectively, an online survey app, sample provider and data quality tool – to SurveyMonkey.

In return, TPG gets a minority stake in SurveyMonkey. TPG then plans to retain and expand the remainder of the MarketTools business – its research solutions and CustomerSat arm.

SurveyMonkey already has 9m registered users of its survey creation platform. Zoomerang adds an extra 1.7m survey software customers, while ZoomPanel gives SurveyMonkey 2.5m respondents to add to its own relatively new panel offering, which stood at 350,000 in October – the date of its launch.

The deal also means completed SurveyMonkey surveys can now be validated with TrueSample, which is used by the likes of Procter & Gamble and General Mills and a host of research agencies to to remove fake, duplicate and unengaged respondents from samples.

SurveyMonkey CEO Dave Goldberg (pictured) said: “Our goal is to help people make better decisions with quality data.”

The transaction is expected to close in January. MarketTools was founded in 1997 and is headed by CEO Scott Arnold.