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Symphony Technology Acquires Consumer Research Firm Simmons.

M2 EQUITYBITES-December 15, 2015-Symphony Technology Acquires Consumer Research Firm Simmons


15 December 2015 - US-based private equity firm Symphony Technology Group has acquired consumer research company Simmons, the firm said.

In a simultaneous transaction, Connexity Inc, a STG portfolio company, will also acquire Hitwise, a specialist in large-scale online clickstream data collection and consumer behavioral analytics.

Terms of the two transactions in aggregate were USD 47m plus a further potential amount of up to USD 5m based on an earnout.

Known for its National Consumer Study, Simmons measurement of consumer preferences, attitudes and media behaviors is used by leading brands, agencies and media companies to power effective cross-channel consumer engagement.

Simmons will transition over the course of 2016 to operate as a standalone business, under the brand Simmons Research, within the Symphony Technology Group portfolio.

Through NCS, Simmons provides insights on over 8,000 brands, 500 product categories, comprehensive cross-media measurement and is considered the gold standard in US Hispanic consumer measurement.

Recently, through their Simmons Connect cross-device passive measurement panel, Simmons added cross-platform measurement of 11 different platforms including Internet, mobile and tablet devices.

In addition to NCS, Simmons offers a range of research products including cross-platform consumer profiles, local market reports to a zip code level, multi-media engagement studies, new and emerging media and device usage along with advanced custom studies.

Simmons and Hitwise recently launched audience segmentation and behavioural analytics platform, AudienceView.

AudienceView provides companies with a comprehensive view of demographic, psychographic, transactional and behavioral insights on their target consumers, including visibility into behaviour patterns by device type, such as mobile phones. Hitwise will operate as a division within Connexity.

Symphony Technology Group is a strategic private equity firm with the mission of investing in and building great technology and services companies.

In addition to capital, STG provides transformation expertise to enable its companies to deliver maximum value to their clients, to drive growth through innovation, to retain and attract the best talent and to achieve best in class business performance. STG's current portfolio consists of 19 global companies.

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Publication:M2 EquityBites (EQB)
Date:Dec 15, 2015
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