Global research provider Nielsen announced the completion of its acquistion of media and marketing research firm Affinova.

Affinova's staff will join Nielsen’s Innovation Practice area. 

John J. Lewis, Nielsen's global president, commented that "Affinnova’s intuitive user interface platform and automated analytics capabilities will unlock the power of digital within Nielsen’s Innovation Practice, enabling our clients to achieve even better outcomes from their investment in new products.”

In addition to the product expertise and digital capabilities, the acquisition also potentially expands Nielsen's geographic footprint in Europe, Asia and Latin America.