July 25, 2023

Norstat acquires Panelbase and positions as the leading data collection provider in the UK


Norstat has of July 21 acquired Panelbase, one of the largest independent data collection providers in the UK with a strong complementary market footprint to that of Norstat. This strategic move significantly strengthens Norstat’s position in Western Europe and reinforces its commitment to becoming the leading high-quality data collection company in Europe. The acquisition represents a major milestone in Norstat’s expansion strategy, following previous successful acquisitions across Europe combined with strong organic growth.

The integration of Panelbase will enable Norstat to continuously deliver high-quality data on the consumer and B2B markets in the UK to clients throughout Europe and beyond. Panelbase’s proprietary panels and market position complement Norstat and jointly the companies will leverage Norstat’s market-leading technology and digital solutions to extend the offering to clients. The integration will create a robust platform for organic growth in Europe’s largest market for market research, fostering new opportunities and enriching the data collection experience for clients.

As part of the acquisition, Norstat will add approximately 370 000 panel members from Panelbase to its UK consumer panel, significantly expanding its panel capacity. Going forward, Paul Wealleans will serve as the Managing Director for Norstat UK & Ireland and head the combined company post-integration. Additionally, Jacob Lagerstedt, currently Managing Director of Norstat International, will play a key role post integration, assuming the position as Regional Director for Norstat’s International, UK & Ireland markets.

Quote from Erling J.B. Eriksen, CEO of Norstat:
“We are thrilled to finalise the acquisition of Panelbase, which marks a key step in our journey to become the leading data collection company in the UK and Ireland. The UK and Irish markets are of strategic importance to us, and Panelbase’s impressive expertise and market standing align perfectly with our growth strategy. I am delighted that Paul Wealleans will stay on as Managing Director of Norstat UK & Ireland. Together, we are committed to delivering exceptional value to our clients.”

Quote from Paul Wealleans, CEO of Panelbase and future Managing Director of Norstat UK & Ireland:
“I am truly excited about Panelbase and Norstat joining forces. We have a mutual commitment to provide high-quality data for critical decision-making to our clients. This is a very exciting step for Panelbase and through joining Norstat we become part of a significant European player within data collection which will benefit our valued clients and dedicated employees.”

Quote from John Raglan and Fiona Raglan, Founders of Panelbase:
“As the founders of Panelbase, we are extremely pleased with the outcome of this transaction. We are proud of what we have built and the combination of Panelbase with Norstat will form a significant European player within data collection, which will benefit both Panelbase clients and employees. We look forward to seeing the continued growth of the business under Paul’s leadership and wish the business all the best for the future.”

Quote from Mats Beck, Chief Strategy and M&A officer of Norstat:

“Norstat has a proven M&A platform with a strong track record of successfully integrating six acquisitions in the last 24 months. We have followed Panelbase closely the last years and have been impressed by their position as a high-quality data collection provider in the UK and their results. With the integration of Panelbase we will strengthen our position as the local market leader in the UK, and I look forward to our continued journey together.”

For more information, please contact

Erling J.B. Eriksen, Chief Executive Officer, Norstat
+47 992 28 606
[email protected]

Paul Wealleans, MD Dipsticks Research Ltd (Panelbase and DRG), and future Managing Director of Norstat UK & Ireland
+44 07934 874019 or 07538 043191
[email protected]

Mats Beck, Chief Strategy and M&A Officer, Norstat Group
+47 907 87 974
[email protected]

About Panelbase

Founded in 2004, Panelbase is a highly regarded fieldwork data collection agency that specialises in providing online sample, scripting & tabulation and concept testing services to research agencies, marketing agencies, PR agencies and other panels across the world. With over 370,000 registered UK adult members, dedicated youth panels comprising over 55,000 engaged kids and teens, 1000+ profiling fields. Panelbase delivers robust quality data together with a fast, flexible, and competitive sample-only and full-service offering.

About Norstat

Norstat is one of the leading data collectors for market research in Europe. Since the founding of the company in 1997, we have built a robust network of over 2 million respondents across 19 countries. We have the capabilities to gather precise and trustworthy data about any desired topic or target group. Our superior quality data provides a trustworthy foundation for well-informed analysis and decision-making. 

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