Knowledge Networks has acquired Hispanic consumer researcher Garcia Research Associates (GRA).
Founded in 1990, GRA conducts research for Fortune 500 companies and organisations involved primarily in the Hispanic community. GRA will maintain its home office in Burbank, CA; Knowledge Networks will fully utilize GRA’s operations center in Tijuana, Mexico.
With the addition of GRA’s experts, Knowledge Networks will have 15 full-time staff in its Hispanic research team. The acquisition of Cada Cabeza, along with KnowledgePanel LatinoSM and the National Shopper Lab, strengthens Knowledge Networks ability to reach U.S. Hispanic segments.
“The need to find ever more sophisticated ways to understand the U.S. Hispanic population – especially those in Spanish-dominant or bilingual households – has been our priority for years,” said Knowledge Networks CEO Simon Kooyman. “GRA shares our focus and our passion for making insights actionable for clients of all types, and Cada Cabeza provides an excellent complement to KnowledgePanel Latino. I am pleased to welcome Carlos and his team to Knowledge Networks.”
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