Experienced market researcher David Cullen has acquired Opinions Market Research (OMR), aka Opinions.ie, from James Lenehan’s Win|Win reward and loyalty agency for an undisclosed sum. Since stepping down as a director of Red C Research, Cullen has run business advisory firm Bayes & Becker. He is the former managing director of OI Research.
He also worked at WPP’s Millward Brown for some years.
Cullen said that with an online panel, analytical capabilities and a number of proprietary tools, Opinions.ie has created a strategy on which to focus on agency growth. The three key areas for investment include the development of disruptive solutions, building a world-class team and continuing to supplement local business with overseas opportunities.
Lenehan set up OMR three years ago to allow his clients reach a deeper understanding of consumer needs before launching loyalty and rewards campaigns. The business developed a base of around 30 clients. “Following the acquisition of a loyalty business in Scandinavia, we felt it was a timely opportunity to cash in our investment,” Lenehan added.
David Cullen and Maria Herrera, Opinions.ie pictured with James Lenehan (left), Win|Win
