Indonesian market research firm merges into GfK

Corporate March 15, 2014 00:00

By The Nation

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Primera Indonesia, a full-service market-research agency based in Jakarta, will merge into Germany-based GfK's existing business in retail tracking and media in Indonesia. The deal will enable GfK to expand its consumer-experiences sector to clients in th

GfK says it considers Indonesia one of the top countries worldwide with respect to future market importance.

Thus it is one of the key markets for its data and digital investment, as this fast-growing research market has the potential to lead the Southeast Asia region. Primera Indonesia’s management team will help grow and develop the business.

The Jakarta-based agency brings strong qualitative and quantitative skills as well as an industry portfolio that fit GfK’s client strategy. Its core areas of expertise are aligned with GfK’s product portfolio and can be leveraged to expand the German market-research firm’s growing digital presence.

"With PT Primera Indonesia becoming part of GfK, we add further custom market-research expertise to our existing presence in Indonesia and strengthen our position in one of Southeast Asia’s key markets," said Debbie Pruent, chief operating officer for consumer experiences at GfK.

"While we are targeted in our acquisition strategy, we see PT Primera Indonesia as a perfect fit to better serve our global client base."

Iyan Muhsinin, managing director at Primera Indonesia, said: "We are thrilled to join GfK. With our presence in the Indonesian market we will contribute to the reach of [its] exciting portfolio. Our Indonesian clients from different industries can benefit from GfK’s global set-up, while we can deliver deep insights into the attractive market of Indonesia."

GfK boasts more than 13,000 market-research experts and 80 years of data-science experience. This allows GfK to amass local-market intelligence from more than 100 countries.