NEWS18 November 2020

YouGov buys Turkish market research business

Europe M&A News UK

UK – Research and data analytics group YouGov has acquired Istanbul-based online research agency Wizsight, rebranding it as YouGov Turkey.


The acquisition will expand YouGov’s range of research products and services and increase its panel activity in Turkey, with existing Wizsight research projects being transferred on to the YouGov platform.

Founded in 2017, Wizsight focuses on online research methods, with approaches including photo projection, self-interviewing and gamification.

The company’s founder, N.Özge Akçizmeci Üstün, will continue to lead the team as commercial and general manager Turkey.

Stephan Shakespeare, chief executive and co-founder of YouGov, said: “With its progressive attitude to online research and its impressive roster of blue-chip clients, Wizsight is the perfect fit for us.

“Turkey is a key growth market for YouGov and many of its clients and by setting roots there, through this acquisition, we can better serve those clients both within Turkey and the wider region.” 

Akçizmeci Üstün said: “We are delighted to become a part of YouGov. We look forward to helping build its presence in Turkey and giving our current and prospective clients the benefits of its high-quality proprietary panel, operating tools and deep insights

The terms of the deal have not been disclosed.