The London-listed opinion pollster is to announce plans on Thursday for a cash call to support the purchase of GfK's global consumer panels division, Sky News can reveal.
YouGov, the research and data group, is tapping shareholders to help fund a £300m swoop on an arm of GfK, the consumer data giant.
Sky News has learnt that YouGov will announce after the market close on Thursday that it has struck a deal to acquire GfK's global consumer panels division, which supplies a rich seam of data on consumption habits. City sources described the deal as a natural fit for YouGov that would facilitate a rapid acceleration of its strategy.
The GfK business was put up for sale following the announcement of a merger between its parent company and NielsenIQ, a rival. European antitrust regulators ordered the companies to propose remedies to mitigate competition risks associated with the deal.
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