Vision Critical, Angus Reid Strategies to merge
By Adnews Staff
Vancouver-based Vision Critical is to merge its Vision Critical Technologies division with affiliated research company Angus Reid Strategies. The Angus Reid name will continue to be attached to a business unit called Angus Reid Public Opinion, but all other research practices and divisions will adopt the Vision Critical brand. The combined company will continue to be led by CEO Angus Reid. The joint ownership structure the two firms have shared since 2006 will also remain unchanged. The merger is expected to be complete by the end of the year. "Opting for a unified company means that we're better equipped to solve client problems and gain a better understanding of consumer needs and behaviors," said Reid. "We've got a toolbox that combines interactive technologies, strategic researchers and our own global panels and communities. One of the reasons we've streamlined our technology and research is so we can provide faster and more cost-effective options for clients while engaging respondents in a richer, more interactive way."