GfK and Nielsen IQ to merge

The two market research companies Nielsen IQ (NIQ) and GfK are merging to create what they claim will be the world's leading consumer intelligence company. The new company aims to provide comprehensive insights into consumer buying behaviour. The merger of NIQ and GfK brings together two companies that have already independently made significant investments in omnichannel coverage, business intelligence tools and predictive analytics. The combined company unites complementary areas of expertise by combining NIQ's insights on fast moving consumer goods and GfK's expertise in consumer tech, according to a press release. It has sales of more than USD 4 bn and more than 30 000 clients in over 100 countries. It plans to retain its main locations in Chicago, Nuremberg and Geneva.