Millward Brown acquires qual shop for "insights"

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Its good news that the big guys are investing in qualitative assets.  The following article outlines Millward Brown’s recent acquisition of Alsted Research, a Danish qual firm.  This is especially interesting given Sir Martin Sorrell’s assertion, reported in this blog on February 4, that WPP Group (Millward Brown parent) will be an “Insight-led” organization.  WPP Group, aka Kantar Group, aka Millward Brown apparently see the importance of qualitative research in developing insights and are putting their money behind it.

Millward Brown has acquired Copenhagen-based qual agency Alsted Research for an undisclosed sum.

Now one of Denmark’s leading qual houses, Alsted was founded in 1989 and has extensive experience within innovation, segmentation, strategy and concept development, primarily in medical, retail and business-to-business markets.

The firm’s say clients will benefit from the combination of Millward Brown’s deep knowledge of brands, media, and communications and Alsted’s qualitative expertise, as well as their observation facilities, described as the best in Denmark.

Christian Alsted will become a director at Millward Brown Denmark while Irene Iversen (also a director) will have responsibility for the qualitative members of staff. Alsted staff will relocate to the Millward Brown office at Rådhuspladsen, while recruitment, focus groups and other qualitative research will be performed at Alsted’s offices at Sortedam Dossering.

Millward Brown Denmark MD Lars Kaa Andersen comments: ‘Alsted and Millward Brown are a great match… We are looking forward to working together to provide a stronger offer for our Danish clients.’

Millward Brown Denmark holds the licensee rights to The Millward Brown Group’s market research tools in Scandinavia. The group is part of Kantar, WPP’s insight, information and consultancy group, along with TNS and – for the moment – Research International.

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