New York, NY – Agricultural and animal health companies will gain
access to deeper market insights thanks to a recent merger in the market research industry.
Combining their market research expertise and passions for agriculture and animal health,
U.S.-based Forward Research is linking up with Ipsos Reid in Canada, a move that adds
greater strength to the Ipsos Group’s healthy presence in these markets.
Forward Research, Inc. of Saint Louis, MO, is the latest team to join the global Ipsos
Group. The two market research leaders made the formal announcement of the acquisition on
March 18, 2008. The new entity will be known in the U.S. as Ipsos Forward Research and will
merge its practice with Ipsos Reid’s Agribusiness, Food, and Animal Health Division, a
specialized service based in Guelph, ON and Winnipeg, MB.
The move strengthens the deep agriculture and animal health sector knowledge that both
Forward Research and Ipsos Reid offer to clients. It also provides the global capabilities
essential in today’s rapidly evolving marketplace.
“We are pleased to welcome Forward Research into the Ipsos fold. For years we’ve
competed against one another and now to combine the two customer-focused organizations
into one is very exciting,” says Gary Bennewies, Country Manager for Ipsos in Canada. “The
Forward Research team’s expertise will bring many valuable business insights to our
agriculture and animal health clients across North America and around the globe. The
agriculture and animal health industries are growing rapidly thanks to the increasing demand
for biofuels, equipment, and farm inputs, and greater consumer spending on pet care
Ipsos Reid has been conducting agriculture and animal health market research since
1985, bringing leading-edge Ipsos proprietary techniques and a global network to companies
in these arenas. Approaches such as the ability to quantify the relative influence of the
veterinarian, the owner/producer, and the marketing mix on uptake, and understanding the
factors that influence loyalty and non-loyalty by product category are examples of the insights
Ipsos provides to companies in the sector.
“I am excited to be combining Forward’s strength in agricultural and animal health care
research with the global capabilities of Ipsos,” says Richard Homans, President at Forward
Research. “By leveraging Ipsos’ existing business and global infrastructure, we will be able to
provide valuable research to the worldwide agribusiness and animal health industries while
matching their geographic breadth. Our existing North American clients will also benefit from
broader capabilities and scope developed by Ipsos. These cannot be equaled by independent
research companies specializing in this market. This combination will offer greater value to
Founded in 1997 by a team of experienced researchers, Forward Research has
positioned itself with both quantitative and qualitative expertise, with particular strengths in
product design and development, pricing, positioning studies, and advertising testing
designed especially for the agricultural and animal health care industries. Forward Research’s
clients include all the leaders in the agricultural and animal health care fields.
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About Ipsos in North America
Ipsos is one of the fastest growing market research companies in the U.S., market leader in
Canada, and among the most trusted research brands in North America. With more than 1,500
professionals and support staff in the U.S. and Canada, Ipsos offers a suite of survey-based
services—guided by industry experts and bolstered by advanced analytics and methodologies
—in advertising, customer loyalty, marketing, media and public affairs research, as well as
forecasting, modeling, and consulting. Ipsos companies offer a complete line of custom,
syndicated, omnibus, panel, and online research products and services.
Ipsos conducts polling on behalf of the Associated Press, the world’s oldest and largest
In 2007, Ipsos generated 927.2 million euros ($1.27 billion U.S.) in total revenues, of
which 31% came from its North American operations. The Paris-based company was founded
in 1975 and has been listed on the Paris Stock Exchange since 1999.
Visit www.ipsos-na.com to learn
more about Ipsos’ offerings and capabilities.
Ipsos is a leading global survey-based market research company, owned and managed by
research professionals. Ipsos helps interpret, simulate, and anticipate the needs and
responses of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop
and build brands. They help clients build long-term relationships with their customers. They
test advertising and study audience responses to various media. They measure public opinion
around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing,
media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has
a full line of custom, syndicated, omnibus, panel, and online research products and services,
guided by industry experts and bolstered by advanced analytics and methodologies. The
company was founded in 1975 and has been publicly traded since 1999.
In 2007, Ipsos generated global revenues of €927.2 million ($1.27 billion U.S.).
Visit www.ipsos.com to learn more
about Ipsos offerings and capabilities.
Ipsos, listed on the Eurolist of Euronext – Comp B, is part of SBF 120 and the Mid-
100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement
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