B2B publisher Centaur has agreed a joint research venture with online market research agency and online pollster, YouGov.
The 50:50 agreement, named YouGovCentaur, will develop specialist panels and research products combining YouGov’s market research and Centaur’s market access to its sectors which include marketing, legal, financial services and engineering.
The resulting panels and products will be then marketed to Centaur’s contacts in each of its markets.
Nadhim Zahawi, co-founder and chief executive of YouGov, said: “This joint venture is an important step for YouGov and is an excellent opportunity to exploit our expertise in building specialist panels. We believe that the high quality syndicated and custom research data we can produce will be highly attractive to our target audiences.
“Engagement with high quality specialist panels is an essential product and highly valued. By teaming up with Centaur we will be able to tap into their contacts, accelerating the growth we can achieve in these important markets.”