GfK’s MRI and SymphonyAI’s Simmons Research Combine in Joint Venture

Two leading providers of syndicated media research and consumer
intelligence in the United States join forces to better serve clients

NEW YORK–(BUSINESS WIRE)–MRI and Simmons Research will immediately combine in a joint venture
to be called MRI-Simmons.
The JV will be co-owned by GfK and
SymphonyAI Group, with GfK as the majority partner.

With this new entity, these two leading research firms will combine
their expertise in consumer insights, media profiling, and trends,
bringing more investment in digital research and innovation to their

The newly formed joint venture will offer agency, media, and advertiser
clients the best in research and technology with the highest quality
data, the strongest strategic partnerships, the most innovative digital
platforms, and intuitive, easy-to-use visual reporting. This aligns with
GfK’s clear vision of leveraging strong and unique data assets and
enhancing them with highly relevant data science and analytics – not
only descriptive analytics, but prescriptive as well. With the landscape
becoming increasingly complex for clients’ research teams and the
pressure for those teams to produce results with fewer resources, the
new JV will offer the ease and efficiency of having one, high-quality
partner to meet all their media research and insights needs.

For 40 years MRI has played an integral role in media and marketing
plans for businesses throughout the US. Notably, for the past 20 years
MRI’s national study and reporting services have been accredited by the
Media Rating Council (MRC), which assures that audience measurement
services are valid, reliable, and effective. MRI is the only service of
its kind to maintain this exceptionally high level of quality and will
continue to do so within this new joint venture. In addition, Simmons
has provided the National Consumer Survey to help leading brands,
agencies, and media companies effectively engage with consumers for more
than 60 years.

“Clients have told us that they need new products and services,
including applications and APIs, to be developed with velocity. This
joint venture provides a strong talent base with an ability to focus
more resources on different product areas, from enhancing and expanding
current products to building new ones even faster,” said Gregg Lindner,
President of GfK North America and Chairman of the new joint venture.

“MRI and Simmons together provide a scale not possible when operating as
separate businesses. As a result, all our clients will have access to
better technology and a more comprehensive range of solutions for faster
and smarter decision-making with even more robust data and services,”
said John Ouren, Simmons Chairman and board member of the new JV.

Anna Welch, current managing director of MRI, will lead the joint
venture and Mike Drankwalter will lead all sales for the new entity.

About MRI

MRI’s focus on excellence has made it the leading provider of media and
consumer research in the United States. Its Survey of the American
Consumer® is used in the majority of US media and marketing plans and
has long been the industry standard for magazine audience ratings.
Through over 24,000 in-person interviews each year, MRI captures
in-depth information on consumer media choices, attitudes, and
consumption of products and services in nearly 600 categories.

For the past 20 years, MRI’s national study and reporting services have
been accredited by the MRC, which assures that audience measurement
services are valid, reliable, and effective. As part of its annual
accreditation process, the MRC conducts rigorous audits of MRI’s
methodology, fieldwork, analytics, and data handling systems. MRI is the
only service of its kind to maintain this exceptionally high level of

MRI is a division of GfK; to learn more, please visit
and follow MRI on Twitter at @MRI_research.

About Simmons Research

Simmons Research is the leading source of cross-channel consumer
intelligence. Simmons measures American consumer psychographics,
preferences, attitudes, and media behaviors by closely overlaying survey
and passively measured data using advanced measurement sciences. For
more than 60 years, Simmons has helped leading brands, agencies, and
media companies effectively engage with consumers, providing measurement
of over 200,000 consumer elements, including all major media, 600
attitudes and opinions, 500 product categories, and 8,000 brands. For
more information, please visit
and follow @simmonsresearch on Twitter.

About GfK

GfK connects data and science. Innovative research solutions provide
answers for key business questions around consumers, markets, brands and
media – now and in the future. As a research and analytics partner, GfK
promises its clients all over the world “Growth from Knowledge”. For
more information, please visit and
follow @GfK on Twitter.

About SymphonyAI Group

SymphonyAI Group (SAI) is a group of leading companies that transform
the business enterprise with AI solutions. SAI companies provide the
leading AI-centric solutions for driving revenue growth and operational
excellence, for the retail, CPG, healthcare, industrial and
media verticals, and for finance, IT and other key enterprise horizontal
functions. Founded and led by Dr. Romesh Wadhwani, a successful
technology entrepreneur and business leader, SymphonyAI is one of the
fastest growing companies in business-to-business AI solutions with
expected revenue this year of over $300 million and 1,500 employees. For
more information, please visit


Lori Halivopoulos
EVP, Marketing Communications
T +01
917 291 3437

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