NEWS9 December 2021

YouGov buys Swiss social research firm


SWITZERLAND – Market research and data analytics group YouGov has acquired Swiss market and social research agency Link Marketing Service AG.


The agreement, for an undisclosed fee, will help YouGov expand its presence in both Switzerland and central Europe, and will expand the use of its panels, technology and products in the region.

YouGov said the acquisition would allow Link’s sales teams to access YouGov’s international research capabilities, as well as collaborate on social research, while YouGov would benefit from Link’s 115,000-strong online panel and develop syndicated data tools in Switzerland.

The existing Link management team will continue to run the acquired business, and it will continue to operate under its current name for the foreseeable future, according to YouGov.

Link, which is based in Zurich but founded in 1981 in Lucerne, employs around 100 staff and is split into two divisions, one focused on full-service market research via online panels, and another concentrated on social research and the provision of opinion and behavioural data for the public sector.

Stephan Shakespeare, chief executive and co-founder of YouGov, said: “Link is a great fit for YouGov and we are thrilled to bring it into the YouGov fold as we continue to invest for growth in line with our strategy.

“Switzerland is home to a large number of multinational companies and Link’s data is best-in-class in the market. Through this acquisition, we can better serve clients both within Switzerland and around the world as we roll out our world class data products in the country.”

Benedikt Lüthi, chief executive of Link, said: “We are excited to join the YouGov family, and while it opens up a world of possibilities for our clients, we will continue to offer them what they have come to expect from us over the years – the best data drawn from the best panel which provides the most accurate answers.

“Our two companies share a strong cultural affinity – we are both leaders in innovative online research and analytics – and we share the same vision. As a result of this deal, we can now offer our clients much more.”