YouGov, the international market research and data analytics group, has wholly acquired Australian online-focussed data insights consultancy, Faster Horses, in a move that will cement YouGov’s position in Australia and enable it to capitalise on panel investments in the region.
Faster Horses will also help launch YouGov Safe, a fully opt-in, GDPR and CCPA compliant, ethical cross-device tracker and data marketplace, into the Australian market in the future.
Faster Horses currently has 20 employees across its offices in Sydney, Perth, Canberra, Melbourne and Brisbane. It operates across a range of key sectors including energy, telco, travel & tourism, health & aged care, manufacturing, property and government and boasts a range of clients across many more. It was founded by Veronica Mayne and Peter Fairbrother, who each have more than 25 years’ experience in market research. Mayne and Fairbrother will stay with Faster Horses which will continue to operate under its name before moving under the YouGov Australia umbrella at a later date.
Laura Robbie, Managing Director of YouGov in Australia, said: “The YouGov team in Australia are excited to welcome Faster Horses to the team. We share a mutual commitment to tech innovation and to bringing our connected data proposition to the Australian market and beyond. This acquisition is in line with our growth strategy and will further increase our local market presence”.
Mayne said: “Faster Horses joining the YouGov family is a natural fit. As a leading data insights consultancy in Australia, we share a strong cultural affinity with YouGov, which has long been a global leader in innovative online research and analytics. Our client bases are complementary meaning that from the get-go we will help expand YouGov’s reach in the Australian marketplace and offer them YouGov’s innovative suite of research and insights products and services. Our current and prospective clients will benefit greatly from YouGov’s quality proprietary panel both in Australia and across 59 markets globally.”
Fairbrother said: “We have long thought ethical data is the future and we have previously made investments in this area. YouGov Safe is a game-changer for the Australian market. For consumers, it is the opportunity to have the power over their personal data – deciding what to share, doing it in a secure way and getting value for it.