Dentsu Aegis Network has acquired of Forbes Consulting Group, a consumer insight firm headquartered in Lexington, Mass. The firm specializes in research about the emotional motivations that drive consumer behavior. Terms weren’t disclosed.
The acquisition of will bring Forbes’ patented suite of applied neuroscience methods, dubbed “MindSight,” into the network’s portfolio of consumer insights tools.
Forbes Consulting Group (founded in 1985) will become part of Copernicus, Dentsu Aegis Network’s data-driven marketing strategy consultancy, with Forbes Consulting Group’s founder David Forbes taking the position of Chief Innovation Officer of Copernicus.
“Data and consumer insights continue to transform core business processes and decision-making for our clients,” said Rob Horler, CEO, Dentsu Aegis Network US. “The addition of Forbes Consulting Group to both Copernicus and Dentsu Aegis Network strengthens our ability to innovate and transform complex consumer data into strong business solutions, and allows us to move with speed and precision to help our clients grow.”