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Global communications services provider WPP has acquired Red Dot Square Solutions, a UK-based virtual reality research company, for an undisclosed sum.

The company will operate within WPP’s global insight, information and consultancy division and go some way to strengthening its capabilities and expertise in shopper, retail and consumer research.

Red Dot Square uses intelligent, real-time store simulation technologies to conduct market research, which is becoming common practice among consumer product manufacturers and retailers to predict consumer behaviour patterns.

Red Dot Square has operations in Chicago and its clients include Safeway, Tesco, Walgreens and Wal-Mart.

The company’s unaudited consolidated revenues for the year ended 31 December 2008 were £6.1 million, with gross assets at the same date of £3.8 million.

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