UX is one of the most important factors in determining consumer response to digital products new and old. If the experience of using your product is frustrating, difficult or just plain ugly, odds are people aren’t going to like it. That’s where the GfK Group and User Centric think they can help.
The former, one of the biggest market research firms in the world, publicly revealed their acquisition of Chicago-based User Centric, whose team of user experience consultants got its start in the late 1990s. Though terms of the deal have not been publicized, it is expected to close on or around Oct. 1, 2012.
[ibimage==19111==Large==none==self==ibimage_align-center](Image courtesy of User Centric)
According to User Centric Managing Director and cofounder Gavin Lew, “Companies who sell products and services on a global marketplace need to ensure that what they deliver is easy-to-use, engaging, satisfying. Our services ensure that the customer experience will exceed expectations.”
The merger of these two longstanding firms is sure to shake things up in the UX world, so we asked Lew to answer some more questions for us about what’s to come.
What will teaming with GfK allow User Centric to do that it couldn't before?
Lew: We are positioned to access deeper client needs and concerns. Forming a truly global team raises the bar to enable us to add more accountability and quality over teams positioned all over the world. This takes us beyond partnerships with international vendors to leading and managing teams under one leadership team.
Will you be adding any jobs as a result of the acquisition?
Lew: We believe that new jobs will result from the synergy accessed by this acquisition.
How do you think GfK and User Centric will play off each others' strengths?
Lew: Market research is where GfK has been wildly successful. Product lifecycle starts with upfront market research through to product tracking. User Centric's services are ideally placed in-between market research and product tracking. Once a concept is ready to be designed, User Centric's tactical research improves design prior to launch. Once launched, GfK's trackers do their job.
Do you foresee any changes in leadership? If so, what are they?
Lew: The leadership of the GfK UX practice was envisioned by Tim Bosenick of GfK SirValUse and both Bob [Schumacher and me]. Together, we have a shared history that extends almost a decade–including opening a leading UX firm in China. The leadership will not change. GfK has a long track record of keeping their leadership and we have been given responsibility and challenges to keep us content for years to come.
How will your companies' day-to-day operations change?
Lew: We do not expect any day-to-day changes. Our team is securely in place. Our clients should have no change in faces or service delivery. This deal provides us with more capabilities and connects our UX teams globally.
Visit GfK Group’s website and follow them on Twitter at @GfK_Group. Visit User Centric’s website, check out their BIC profile, and follow them on Twitter at @UserCentricInc.
