Millward Brown restructures to better harness technical assets
6 December, 2000
Top ten global market research company, Millward Brown, is restructuring to channel its technological expertise. Effective January 1, 2001, it will merge Millward Brown Interactive, a leading provider of internet research services to Fortune 500 companies and web-based enterprises with Millward Brown IntelliQuest, the USA’s principal technology marketing research company.
Millward Brown Interactive's expert systems and production skills will be folded into Millward Brown IntelliQuest which is based in Austin, Texas, USA. This part of the company will come under US management.
Online research solutions such as BrandImpact™, Audience Audit™ and WebSET™, previously offered by Millward Brown Interactive, will now become part of the techniques portfolio handled by all Millward Brown offices around the world. Each of these offices will also offer a custom online research solutions service.
Commenting on the integration of Millward Brown Interactive and Millward Brown IntelliQuest, Millward Brown's US President, Eileen Campbell said: 'Millward Brown Interactive and Millward Brown IntelliQuest bring complementary expertise and resources which are unparalleled in the research industry. Combined, their skills span the research spectrum, from business-to-consumer to business-to-business, from monitoring high-tech brands to measuring the effect of an individual online ad, from magazine audience measurement to website audience profiling. As a Group, Millward Brown has access to one of the largest online survey research facilities in the world, with state-of-the-art online survey systems capable of completing over 100,000 interviews in an hour. Together, the staff from Millward Brown IntelliQuest and Millward Brown Interactive probably have more experience than any other organization in both panel and web-intercept research. It is a compelling combination and we believe this restructure, designed to harness our technology assets, will bring significant benefits to all our clients wherever they are in the world.'