By Lucianne Limo
A French research firm, Ipsos has acquired Synovate research for Sh86.6 billion, creating the third largest global market research company.
Ipsos Chief Executive Officer David Somers said the research company, now present in 84 countries, will form a new outfit known as Ipsos Synovate.
As part of the deal, he said a programme has commenced to withdraw the Synovate brand in January.
"We are committed to deliver the finest service to our clients, satisfying them above and beyond their expectations," said Somers.
Talks between Ipsos and Synovate began six months ago with the two companies sealing the deal on Thursday.
Synovate has offices in Kenya, Uganda, Tanzania, Ghana, Zambia and Mozambique and carries out research in more than 30 countries in Africa. Maggie Ireri formerly of Synovate will head the new firm.
The buyout comes at time when Synovate’s credibility was recently put into test over its findings.
Some of Synovate's research agents recently conspired with unknown people in the media industry to tilt the April to June findings in favour of selected programmes and shows.
But while conducting back checks to ascertain accuracy, Synovate found glaring inconsistencies in the data leading to cancellation of the entire research.
