InSites Consulting buys German counterpart Happy Thinking People

Belgium-headquartered InSites Consulting has acquired Happy Thinking People, a German-origin marketing research counterpart with around 75 staff.

Founded in 1989, Happy Thinking People is a firm specialised in marketing and behavioural consumer research. The firm has a leading position in the German market (where it recently was ranked a leader in the country’s market research landscape), and also has office in Switzerland and France.

“We are excited to welcome the team of Happy Thinking People,” said Kristof De Wulf, co-founder and CEO of InSites Consulting. “Our clients will benefit from their proprietary research approaches, insights toolbox and thinking. Moreover, we speak the same language and share the same values.”

The acquisition is the fourth for InSites Consulting in Europe, following the previous purchases of creative crowdsourcing leader eÿeka in April 2019, online insight community innovator Join the Dots in July 2019, and cultural and creative consultancy Space Doctors in December 2021.

InSites Consulting now has 900 people across 23 locations, and revenues of circa €120 million.

Meanwhile, for Happy Thinking People, the joining of forces with the international player will benefit both the company, as well as its clients and staff, said managing director Sven Arn.

“We are delighted to join the InSites Consulting and are thrilled to start the next chapter with such an amazing partner. After 30 years of independence, becoming part of a larger organization is a big step; but we were so excited to be approached by InSites Consulting. They’re a company with a very similar passion for the understanding of markets, people and brands, and above all, for turning insights into action for our clients.”