The two companies had originally agreed to merge in the summer of 2022, and earlier this month received permission from the European Commission to proceed with the deal.

The combined company will retain its main offices in Chicago, Nuremberg and Geneva, and NIQ chief executive Jim Peck will lead the company, with executive leadership team members selected from both firms.

The merger’s completion also follows the sale of GfK’s European Consumer Panel business to YouGov, which went through earlier this month.

Peck said: “We are incredibly excited as we combine the strengths of these two great companies to create the future of consumer intelligence.

“Together, we are powered by more—more global reach, more omnichannel coverage, more granular data, more consumer-sourced insights, and more predictive analytics, which add up to more actionable insights and growth for our customers.

“Most importantly, we are bringing together innovative industry experts and complementary cultures driven by integrity and the relentless pursuit of delivering the highest quality at all times.”

Lars Nordmark, interim chief executive officer and chief financial officer at GfK, said: “Existing and future clients can trust that our nearly 200 years of combined experience in the industry, underpinned by state-of-the art technology and a commitment to new coverage, will provide an unrivalled view that empowers them to make critical decisions with confidence and drive their business forward.”