Dentsu Inc.'s overseas headquarters, Dentsu Aegis Network, has reached an agreement with shareholders of Forbes Consulting Group LLC (hereinafter "Forbes Consulting"), a U.S. market research company with strengths in neuroscience, to acquire 100% of its shares.
Founded in 1985, Forbes Consulting possesses high capabilities in quantitative and qualitative research and analysis, providing consulting services based on proprietary research methodologies, data analysis, and consumer insights. It is well-regarded for providing insights not only into rational influences but also into the emotional motivations driving consumer purchasing behavior. Among its offerings, "MindSight®," a research analysis tool developed by its founder and CEO, David Forbes, and published in an academic journal in 2011, has earned high praise from numerous leading companies.
MindSight utilizes neuroscience to visualize brain activity during thought processes, examining two critical emotional factors: what brand experiences consumers have and what motivations drive their decisions. It instantly reveals how consumers' unconscious emotional responses react to videos and images.
Until now, Dentsu Group's market research services in the U.S. were provided through Copernicus, a marketing consulting agency. Following the acquisition, Forbes Consulting will become a division of Copernicus, and its founder and CEO, David Forbes, will assume the role of Chief Innovation Officer at Copernicus.
The addition of new services and capabilities to Copernicus will enable the delivery of higher-value solutions to clients.
＜Forbes Consulting GroupOverview＞
Company Name: Forbes Consulting Group LLC
Headquarters: Lexington, Massachusetts, USA
Established: December 2005 (The company was originally founded in 1985, but December 2005, when it merged with Qualitative Insights Consortium, is recorded as its legal establishment date)
Shareholder Structure: 100% owned by Dentsu Inc. Aegis Network following completion of acquisition procedures
Revenue: $7.692 million (approx. ¥920 million) (Fiscal Year Ending December 2014)
Representative: David Forbes (Founder and CEO)
Number of Employees: 25
Business Activities: Market research and consulting services
Dentsu Inc. News Releasehttp://www.dentsu.co.jp/news/release/2015/0416-004028.html
