henQ portfolio company Netquest acquired by GfK

Global market research company GfK has bought digital panel specialist Netquest and its cross-device measurement subsidiary, henQ company Wakoopa.

Netquest and Wakoopa have strong presence in Spain, Portugal and Latin America so the acquisition allows GfK to expand, and add new, panels in these regions as well as building Netquest and Wakoopa’s global presence.

GfK said a key benefit of the acquisition is the immediate opportunity to expand GfK Crossmedia Link into the markets currently served by Netquest.

“This is the next step on our digitalisation journey. Both companies share the strategic view that passively measured behavioural data combined with other data sources will be key to delivering industry-leading solutions to clients around the world”, Matthias Hartmann, CEO of GfK, says.

Wakoopa

Wakoopa, founded in 2007 by Robert Gaal and Wouter Broekhof, has a  mission to understand what people do in their digital live, by measuring what they search for, which websites they visit, what ads they see and where they spend their money.

By presenting all relevant data in a user friendly dashboard, Wakoopa gives its clients invaluable insight into their target audiences’ behavior. Operating a number of user panels in a variety of countries all over the world, Wakoopa enables its clients to measure their ROI more accurately.

Netquest has more than 1.3 million consumers in its panels in Latin America, Spain and Portugal. It was founded in 2001 and its headquarters are in Barcelona, Spain while Wakoopa is based in Amsterdam. The two companies currently have 220 employees.

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