J.D. Power will provide consumer research to Yahoo! that can be accessed by Yahoo!'s users. The researcher will also be able to use data that the portal's consumers have offered it via various transactions.
Yahoo! declined to disclose the terms of the deal, its first major pact with a market researcher.
Under the terms of the agreement, Yahoo! and J.D. Power will develop and administer online surveys covering several industries including automobiles, travel, telecommunications and financial services to Yahoo!'s more than 219 million unique global users.
Yahoo! aims to launch the service, most likely with the automotive research first, by the middle of the year. Yahoo! also plans to offer the consumer research reports to help car shoppers using the its Yahoo! Autos channel.
The non-exclusive deal underscores Yahoo!'s drive to cultivate alternative sources of revenue amid the worst advertising market in a decade. Sharat Israni, senior vice president of data solutions at Yahoo! said the research marketplace offers "tremendous opportunity" for the portal to supplement revenue. Mr. Israni declined to specify Yahoo!'s revenue targets for market research.
The Internet portal currently distributes consumer research and information from Consumer Reports through its shopping and automotive channels. But unlike the J.D. Power deal, it doesn't include the development of a global market research platform.
International Data Corp.'s IDC estimates the research market at $15 billion globally and that $700 million of it is online research.
Yahoo! also hopes research services will become an attractive lure for advertisers seeking to quantify online ad programs and improve overall online ad plays.