The Gingko Group and Market Vision Research, both of Toronto, have formed a strategic alliance .

Greg White, president of Market Vision, has moved his four-year-old company into Gingko’s office space, and while the companies are still operating separately, they will be working together on various projects.

Bill MacDonald, president and chief executive officer of Gingko, says Market Vision brings a new dimension to the strategic thinking the agency can offer its clients.

‘It’s always been the job of the agency to understand the customer for the client, but, today, you have to understand the consumer not only in terms of the product category, but also the role it will play in the context of the consumers’ life,’ MacDonald says.

Market Vision, known for its Market Vision 2000 study that looks at what consumers expect from business, will soon begin a study called Competitiveness 2000. PS