In a major consolidation of the global agricultural market research sector, UK-based Kynetec has acquired the Kleffmann Group which is headquartered in Germany.

Kynetec says the deal reflects ongoing client consolidation within the animal health and agricultural sectors, combined with the need to continue investing in digital technologies as “big and deep data” becomes increasingly accessible. “The newly merged company will develop globally consistent solutions, world-wide farmer respondent communities and advanced analytics that take market insight generation to the next level”, it notes.

The company adds that the merger is highly complementary with little overlap of activities and will build on the strengths of both companies. The larger scale will enable continued investment into innovation, while adding strength and depth to market insights and enabling clients to have data faster and more frequently. Clients will benefit from a greater geographic footprint, consistent global panel solutions, enhanced farmer databases and increased investment in digital services.

The merger will combine Kynetec’s 360 research professionals and 220 skilled interviewers with the 300-strong Kleffmann market research team. But initially, the two companies will continue to operate under their existing identities and current product and service portfolios. Directors of the merged business will conduct corporate identity and name market research with key stakeholders to determine the best way forward.

Burkhard Kleffmann, the Kleffmann Group’s main shareholder until this deal and its chief executive, has left the company to develop his agricultural remote sensing business My Data Plant/ Crop Radar, which is not competing with the market research operation.

Kynetec has a presence in 24 countries, and undertakes research projects in more than 80, while Kleffmann has 18 subsidiaries in Asia, Australia, Europe, North and South America, and is active in over 70 country markets. The combined company will have around 950 market researchers, interviewers, data analysts, marketing scientists and data visualization specialists located in 30 countries.