Denmark's Millward Brown buys qualitative agency Alsted

by Sarah Crawley-Boevey, Brand Republic 02-Mar-09, 14:25

COPENHAGEN - The Danish office of international research agency Millward Brown has solidified its presence in the Nordics with the acquisition of qualitative agency Alsted Research.

The purchase adds an extra dimension to Millward Brown's offering thanks to Alsted's expertise in the medical, retail and business-to-business sectors across innovation, segmentation, strategy and concept development.

Following the acquisition, Christian Alsted will become a director at Millward Brown Denmark and Irene Iversen, another Alsted director, will have responsibility for the employees on the qualitative team.

Alsted staff will relocate to Millward Brown's Copenhagen office, while recruitment, focus groups and other qualitative research will be performed at the former Alsted Research's offices elsewhere in the city.

Lars Kaa Andersen, managing director of Millward Brown Denmark, said the two companies were a "great match" thanks to Alsted's position as a leading provider of qualitative research for a number of household names in Denmark.