Kantar buys survey app platform Qmee
May 13, 2022
Kantar has agreed to acquire Qmee, the UK-based app investigation platform and fraud prevention technology provider, majority-owned by private equity firm D. Qmee will be part of the Kantar’s main research division, Profiles.
Qmee uses a “fun and easy to use” app to gather consumer attitudes and opinions, and backs it up with a panel of over 750,000 “active and loyal” consumers in North America, the UK and Australia, recently joined by France and Germany. . Advanced neural network anti-fraud technology is used to ensure data quality and reliability, and Qmee was recently listed in the top 100 of the Financial Times 1,000 fastest growing companies in Europe for the second consecutive year. .
Kantar CEO Chris Jansen said the move builds on the recent acquisition of Blackwood Seven and the sale of Kantar Public, focusing the group’s portfolio on “delivering highly differentiated and advanced products and services based on analysis to consumer brands”. He continues: “Consumer insights are a key element in the development of business, marketing and creative strategies: the acquisition of Qmee further strengthens our leadership position by providing the most reliable and solid research to inform these strategies” .
Caroline Frankum, CEO of the Profiles Division, comments: “With our own proprietary panels of over seven million consumers, including our proprietary LifePoints asset, we already have an excellent reputation for delivering reliable, high-quality research data, as well as a peak score for both. satisfaction of panelists and prevention of fraudulent activity in surveys”. Frankum says the purchase of Qmee “doubles down” on that leadership and commitment.
Jonathan Knight (pictured), CEO of Qmee and co-founder of the company in 2010 with Nick Sutton, comments: “Kantar has seen the value that our unique technologies bring to solving our industry’s biggest challenges. Applying these technologies on a global scale is a great challenge for me and the entire Qmee team. Nick and I are excited to join Caroline’s leadership team to combine our technology with Kantar’s intellectual property and proven processes to set a new standard for trust and data quality in the search industry.”
The deal, the financial terms of which were not disclosed, is expected to close next month. Websites: www.qmee.com and www.kantar.com.