InterScience Informação e Tecnologia Aplicada, the fifth major Brazilian company in market research, has been in this segment for the past 21 years and has just associated to TNS - Taylor Nelson Sofres - holding, a company seated in London, the second major company in the world ranking of market research, present in more than 70 countries and with a global yearly profit of US$ 1,7 billion. By purchasing 51% of the shares of the Brazilian company, TNS, which was named TNS-InterScience, in Brazil, intends to increase its participation to 2,6% in Latin America where it has already been present with Ownership interest at Latin Panel.

Specialized in consumers' purchase behavior analysis, the English company, whose purpose is to take to its clients the so-called "sixth sense of business", has 15 thousand employees and works in consumption (ad-hoc), health care, public opinion, finances and media segments, among others. It still maintains two kinds of continuous panel-like studies: consumer study and audiences for the media.

"We were in a stage in which we could not refuse an international support. Thus, we decided to establish a partnership in search for global solutions", explains Paulo Secches, founder and chairman of InterScience, which since the 80's has been investing in the development of research technology applied to business vision. In the last three years, it has maintained an average growth of 54%. Only in 2004, the company reached volume sale of R$ 26 million, 86% higher than in 2003.

According to the chairman of InterScience, this strategic association will have as result a qualitative jump for both organizations. "TNS, immediately, increases in 3,8% its market share in Latin-American market. And we obtained an international support and access to a huge set of advanced methodologies applied to global researches", stresses Secches. "That will allow us to offer to client valuable tools for decision making in processes regarding brands, products, communication and consumer's satisfaction; besides, it guarantees our business to remain perennial", adds the executive.

InterScience has been planning this step for five years, which required a broad internal and external restructure but only presently he has felt at ease to achieve the business. "We want to be part of an international web without losing our identity", states Secches. Pursuant to the agreement, the Brazilian company will continue managing its businesses. Paulo Secches and the present shareholders will be in charge of the operations until, at least, 2012.

Among the aspects that made the company choose TNS, according to the chairman of Inter Science, was the identity of values of both companies: "We share the same mission and we are used to look beyond the numbers, to transform data into information and to subsidize strategic actions for the companies", he emphasizes. InterScience conducts studies such as Advertising Market Trends, The Most Admired Companies in Brazil, in partnership with Carta Capital magazine, and Consumer's Experience in Brazilian Retail. Among its clients, we mention, Banco Itaú, Pão de Açúcar Supermarket, TIM, NET and Kraft Foods.

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Haydèe Aguiar
Next Comunicação
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haydee@nextcomunic.com.br next@nextcomunicação.com.br