15/07/2021 - 15:59

YouGov acquires local data firm

15/07/2021 - 15:59

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Perth-based analytics firm Faster Horses has been acquired by UK-based market research firm YouGov for an undisclosed sum.

YouGov acquires local data firm
Veronica Mayne and Peter Fairbrother founded Faster Horses in 2014.

Perth-based research and analytics firm Faster Horses has been acquired by UK-based market research firm YouGov for an undisclosed sum.

YouGov, which is listed on the London Stock Exchange, employs more than 1,000 people globally and has undertaken polling for general elections in Australia, the UK and the US.

It purchased Galaxy Research, a polling firm associated with News Corp's tabloid outlets, in 2017.

Faster Horses, meanwhile, has offices in Brisbane, Sydney, Melbourne and Canberra, and employs more than 20 people across its operations.

The firm will fully integrate into YouGov's branding over the next two years and will help launch YouGov Safe, a cross-device tracker and marketplace.

Veronica Mayne, who manages Faster Horses' Perth operations, said joining the YouGov team was a natural fit.

"As a leading data insights consultancy in Australia, we share a strong cultural affinity with YouGov, which has long been a global leader in innovative online research and analytics," she said.

"Our client bases are complementary meaning that from the get-go we will help expand YouGov’s reach in the Australian marketplace and offer them YouGov’s innovative suite of research and insights products and services.

"Our current and prospective clients will benefit greatly from YouGov’s quality proprietary panel both in Australia and across 59 markets globally.”

Peter Fairbrother, who manages operations in Sydney, said Faster Horses had long thought ethical data was the future, having previously made investments in the area.

"YouGov Safe is a game-changer for the Australian market.

"For consumers, it is the opportunity to have the power over their personal data – deciding what to share, doing it in a secure way and getting value for it.

"For clients, YouGov Safe takes customer profiling to another level – understanding their audience’s full journey across devices – whether it is streaming, gaming, shopping, or other online activity – and connecting it to YouGov’s rich attitudinal data.

"YouGov Safe redefines the possibilities of connected customer data for both consumers and clients."

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