Who Will Own Greenfield Online?

September 8th, 2008 · 1 Comment

Just after my interview with Hugh Davis, news was released that Microsoft (Nasdaq: MSFT) was buying Greenfield Online. In case you are worried, don’t be, Bill Gates isn’t getting into the market research business. Microsoft is behind in the search business and Greenfield Online’s Ciao unit is expected to help Microsoft catch up to Google and Yahoo a bit in Europe.

Microsoft has already secured a buyer for the core Greenfield Online Internet Survey business here in Wilton CT. Microsoft is paying $486 million ($17.50/share) and apparently beat out Quadrangle group’s earlier proposal ($15.5/share). The purchase of Ciao and sale of Greenfield Online are to be finalized Q4 2008.

So who do you think the financial buyer will be? I’m thinking it will be one of the large full service companies. I wouldn’t be surprised if a KPO (Knowledge Process Offshoring) company in India made a bid for it as well though.

Either would be a little unfortunate, as I really liked the idea of Greenfield Online and others panel providers specializing in just sample. Will be interesting to see what happens. If you have any thoughts/news on who the secret buyer is feel free to post them (anonymously if you like) here.

Tom