Greenfield Online (SRVY) acquires goZing

Consolidation in the online survey business. Here's what the acquisition of goZing, which sold for $30 million in cash, does for Greenfield according to the press release, plus a quick comment:

The acquisition of goZing, a provider of survey sample solutions, expands the Greenfield Online panel to 4.7 million double opt-in survey takers, representing households containing approximately 12.2 million people, plus an additional 3.6 million single opt-in registrants we intend to convert to double opt-in panelists. After accounting for duplicates and segregating single-opt-in panelists available for conversion, we expect that the total increase in double-opt-in panelists attributable to the goZing acquisition will be approximately 1.0 million panelists. The goZing acquisition increases Greenfield Online's international panel by approximately 50 percent, adding more than 245,000 panel members in the UK, France, Canada, Australia, and the Netherlands. In addition, through the goZing worldwide affiliate network Greenfield Online will now have access to more than 14 million additional survey takers around the globe.

goZing's business (also from the press release):

goZing recruits its panel through a broad variety of sources including partnerships with major ISPs, as well as utilizing banner advertisements text links on affiliate sites. In addition, goZing profiles respondents into specialty panels such as Illness and Ailments, Entertainment, Youth, Auto, Physicians, Business, and IT Professionals through its Techopinion.com brand. goZing executives also bring to Greenfield Online experience managing complementary incentives programs such as PayPal cash rewards, Napster downloads aimed at Teens, and Buy.com gift certificates.

Quick comment: Smart acquisition, as this is a business where scale matters. Larger panels lead to better accuracy and the ability to service more and larger clients. And there's probably powerful financial leverage, as this is a classic Internet business - technology costs don't scale with revenues.