London, 10 November: Next15 today welcomes HPI Research, the 50-strong integrated research agency, into the Group. HPI, along with its associated Cardinal brand, is one of the longest-standing full service research agencies, established in London in 1978.

The move continues Next15’s drive to focus on its data and tech insight capabilities, building a strong stable of excellent, complimentary research and insight brands. HPI and Cardinal will become part of Next15’s newly formed data and insights group, sitting alongside existing brands Morar and Viga.

Integrated research specialists, HPI also incorporates EnvirosellUK, its shopper capabilities and environmental research and consulting division, and works alongside Cardinal, the licensed trade and drinks market company. All three brands will become a part of the Next15 Group. Juliet Strachan remains Managing Partner of HPI and Martin Dinkele will continue to head up Cardinal. 

Following the move, the HPI client base will see the benefits of enhanced, more streamlined systems of data collection, analysis and merging, together with new thinking and exciting research innovations under development. Access to advanced systems and technology from the Next15 Group will enable the agency to deliver projects faster and more efficiently, including bespoke and real time dashboards.

“We are tremendously excited about this move and the opportunities and potential it offers” comments HPI Managing Partner, Strachan. “Bringing HPI together with Next15 agencies such as Morar is a perfect match; with access to advanced systems and technology and HPI’s insight and consultancy, we will be able to deliver industry leading research solutions for all our clients. Working with the Next15 Group will allow us to deliver new ideas, thinking and approaches into 2017. In the short term it’s business as usual for our clients and team, but better, faster and with genuine new thinking.”

Tim Dyson, CEO of Next 15, added: “HPI brings both talent and a history of high quality market research. Meanwhile Morar has developed a technology platform, which provides an end to end market research capability for its clients which enables quicker and more accurate research. We believe that a combination of HPI’s team and established client base with Morar’s technology platform will create a better solution for HPI’s customers.”