GfK integrates PT Primera Indonesia into its existing business to strengthen position in Southeast Asia region

gfkNuremberg, 14 March 2014 – Deal with the Indonesian market research agency will expand GfK’s Consumer Experience research offering into this fast-growing key market.

PT Primera Indonesia, a full service market research agency, and GfK have announced today that PT Primera Indonesia will merge into GfK’s existing business in Retail Tracking and Media. The deal enables GfK to better roll-out the portfolio of its Consumer Experiences sector to clients in the Indonesian market.

GfK considers Indonesia one of the top countries worldwide with respect to future market importance. Thus it is one of the key markets for GfK’s data and digital investment, as this fast growing research market has the potential to lead the Southeast Asia region. PT Primera Indonesia’s management team will help to further grow and develop the business.

The Jakarta-based agency brings strong qualitative and quantitative skills as well as an industry portfolio that fit GfK’s client strategy. Their core areas of expertise are aligned with GfK’s product portfolio and can be leveraged to expand GfK’s growing digital presence.

“With PT Primera Indonesia becoming part of GfK, we add further custom market research expertise to our existing presence in Indonesia and strengthen our position in one of Southeast Asia’s key markets. While we are targeted in our acquisition strategy, we see PT Primera Indonesia as a perfect fit to better serve our global client base”, said Debbie Pruent, COO Consumer Experiences at GfK.

Iyan Muhsinin, Managing Director at PT Primera Indonesia, comments: “We are thrilled to join GfK. With our presence in the Indonesian market we will contribute to the reach of their exciting portfolio. Our Indonesian clients from different industries can benefit from GfK’s global setup, while we can deliver deep insights into the attractive market of Indonesia.”

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s 80 years of data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

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