By Elena Izakson - 13 Apr 2007
Research International, the world leader in custom market research, announced today the acquisition of TRU (Teenage Research Unlimited), the leading research company in the youth market.
Over the course of 25 years, Northbrook, IL-based TRU has built an unparalleled understanding of the teen market. The firm’s research and insights inform strategy among an impressive list of Fortune 500 companies, including such powerful brands as Pepsi-Cola, Hewlett Packard, MySpace, Kraft, MTV, and Microsoft. TRU also provides guidance for policy makers in Washington on a host of critical youth-centric social-marketing issues.
TRU’s expertise, coupled with Research International’s leadership in global research, will offer clients unmatched, in-depth insights on young consumers worldwide.
“We are very excited about this acquisition,” said Lorna Walters, Chief Executive Officer of Research International USA. “Our clients are increasingly looking for deep insights into the teen and young adults market and it is apparent to all of us that to fully understand youth requires deep expertise and experience. Our investment in TRU will allow Research International to continue to build on our own experience with the youth market while allowing TRU to benefit from Research International’s global footprint and optimized resources to further expand their offerings into the 20-somethings category.”
TRU President and co-founder Peter Zollo said the agreement with Research International will allow TRU to move forward with a series of ambitious new initiatives. “Our leadership team is excited about our new partnership with Research International,” Zollo said. “This acquisition enables us to further globalize and expand our offerings to new and existing clients alike.”
Founded in 1982, TRU has established itself as the only youth-research firm to provide syndicated, qualitative, and quantitative research. Moreover, TRU regularly applies its expertise to the “unmarketing” of high-risk youth behaviors. As an advocate for teens, TRU has helped pioneer the field of youth social marketing