Brazilian research agency IBOPE Group has rebranded public opinion polling and market research firm Zogby International in preparation for entering the US market, following its acquisition of 51% of the company from pollster John Zogby last year.
Zogby founded the firm in 1984, and by the early 1990s became known throughout the US for tracking presidential races and accurately predicting elections.
He sold the 51% share to IBOPE last year, with an option to sell the rest of the firm in ‘five to nine years’ time’. IBOPE has now formed a new firm called IBOPE Zogby International, as a platform for entering the US market.
IBOPE (The Brazilian Institute of Public Opinion and Statistics) provides media, market and opinion research, was founded in 1942 and is headquartered in both Sao Paulo and Rio de Janeiro with offices across Latin America. The firm says that in entering the US market in this fashion, it will build on years of expertise in understanding the thoughts and habits of Latinos. IBOPE remains a privately held company.
‘With this integration, IBOPE establishes itself as the premier research group and reference point with a unique knowledge of the whole Americas,’ states Marcia Cavallari, CEO of IBOPE Inteligência.
Kjell de Orr joins the new firm as CEO, based in its Miami, US office. He brings more than 15 years’ experience from international research firms such as e-Rewards, Strategir, Ipsos, Martin Hamblin GfK, and Research International.
Board members include Zogby, de Orr, Cavallari, as well as Marcelo Kac who is Latin American Business and Operations Executive Director for IBOPE Inteligencia, and His Highness Prince Turki bin Khalid al Saud.