CHAPEL HILL, NC—WPP Group has acquired research company Yankelovich Holdings and will merge it with Henley Centre HeadlightVision, the company’s consumer trends and futures research and consultancy business and a unit of Kantar, WPP’s information, insight and consultancy division. The aim is to offer clients a more comprehensive and global insight into consumer change and an ability to act on those insights.
Yankelovich, a leading U.S. consumer trends and lifestyle research business, will benefit from access to Henley Centre HeadlightVision’s global trends intelligence network and qualitative research expertise. In turn, Henley will be strengthened by Yankelovich’s U.S. brand profile and client reach and expertise in trends research and segmentation analytics.
Yankelovich is perhaps best known for its Yankelovich Monitor, an in-depth study of U.S. consumer value and lifestyle trends.