Find/SVP Inc. bought Guideline Research Corp. to try to broaden its research and consultancy services.
The cash and stock acquisition particularly strengthens New York-based Find/SVP's position in custom market research. Petra Mezzanine Fund, a private equity firm in Nashville, TN, financed the transaction, whose size was not disclosed.
Guideline's acquisition is meant to target company clients that use third-party market research firms to use market intelligence services directly from Find/SVP. This will supplement the assessment, benchmarking and competitive analysis services offered by Find/SVP.
Started 33 years ago, Guideline offers research to marketers, ad agencies and law firms. It specializes in strategic research, brand positioning, product development and research for the law and advertising.
Guideline has six operating divisions: Guideline New York, Guideline Chicago, Advanced Analytics, Guideline Consulting, Tabline and Guideline Associates. Revenue last year was $8 million.