Baker Tilly advises Amber Marketing, a market research specialist, on its sale to the Ufenau-backed Group.

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Integral service around a transaction
BY : Paul von KesselMarch Mon, 2023

In March 2023, the acquisition of a majority stake in Amber Marketing, a market research specialist, by the Group, backed by private equity firm Ufenau Capital Partners and its Ufenau VII Asset Light fund, was completed. Baker Tilly Corporate Finance advised the Amber Marketing team on this transaction.

Amber Marketing joins the group that has already bought the Portuguese firm Marktest and has also incorporated Conecta RC in March with the aim of leading market research in Iberia.  

Seller: Amber Marketing Solutions

Amber Marketing, founded in 2001, is a specialist in market research and consultancy with offices in Barcelona and Madrid and more than 20 years of experience. It is a reference in the health, consumer and services sector, leveraging a deep knowledge of the market and a unique panel of experts and medical professionals. Amber Marketing has developed its leadership position by bringing high added value to its clients, simplifying complexity and turning it into actionable knowledge.

"We are convinced of the benefits of the Group's strategy for the development of our team. They will allow us to accelerate and complement our growth plans, while ensuring that we can continue to generate actionable knowledge.”

Antonio Bermejo and Ángel Amat, founders of Amber Marketing

Investor: Ufenau-backed group

The Group, which in January 2023 acquired Marktest, a Portuguese company majority owned by the Swiss fund Ufenau VII Asset Light, has incorporated Amber Marketing and Conecta RC. Both companies specialise in consultancy and market research and join the group in order to establish itself as a leader in this sector in Spain and Portugal.

The new partnership will significantly expand the Group's capabilities in Spain, incorporating specialised and highly skilled local teams in Madrid and Barcelona with the aim of further strengthening Development and accelerating the Group's growth.

"I am excited to see the professionals from Conecta RC and Amber Marketing join our group, bringing highly professional and committed teams with many years of experience and contacts. I am convinced that all of our clients will benefit from our strong joint capability".

José Manuel Oliveira, CEO of the Group
Amber, market research specialist joins Grupo Marktest

"We are delighted to see Conecta RC and Amber Marketing join the Group as partners. The combination of specialist teams creates great potential for collaboration and value creation, ensuring that our Group remains at the forefront of market research and data analytics in Iberia"

Ralf Flore, Managing Partners of Ufenau


Baker Tilly has advised Amber in the negotiations with Ufenau's management team. Our partner Diego Gutiérrez has led the team in the negotiations. Baker Tilly Corporate Finance has a team specialised in Tech M&A and has consistently ranked in the Top 10 in the global M&A market.

"Ufenau is successfully continuing its buy & build investment model - this time in the market research sector through the platform group that incorporated the Portuguese company Marktest and is now joined by Amber and Conecta RC.."

Diego Gutierrez, Partner

Baker Tilly International's corporate finance services include advising on cross-border transactions for clients doing business in multiple locations. Baker Tilly's network spans more than 145 territories, with 40,000 people working in more than 746 offices.

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