Honomichl Top 50 - 2011

8/4/2019 Honomichl Top 50 - 2011

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T H E 2 0 1 1 H O N O M I C H L

top 50 report Sunnier days have arrived for the marketing research industry. Read on for the good news about U.S.-based research spending andresearch industry employment. And check out the Top 50 rankingsto see which firms top the list for U.S. revenue generation in 2010.

Good news! Revenues rom the purchase o market-ing, advertising and public opinion researchservices within the United States grew by 4.7% rom2009 to 2010. Ination in 2010 was 1.6% and, aeradjustment or that, the so-called “real growth”in the U.S. market research industry’s revenueslast year was 3.1%. Te industry swung to growth

last year aer two years o revenue declines. In 2009, research indus-try revenues dropped by 3.3% and in 2008, they dropped 2.2%. So the

research marketplace in 2010 enjoyed a signicant turnaround and,as a byproduct, saw an approximately 8.7% increase in the numbero ull-time employees on research rm payrolls. Tis doesn’t makeup entirely or the personnel cutbacks in 2008 and 2009 (estimated at11.1%), but it is a big step in the right direction. Anecdotal evidencesuggests that hiring has continued apace into 2011.

Tese are the main ndings o this, my 38th annual marketing researchindustry business review prepared exclusively or Marketing News.

Te core inputs or this analysis are the revenues o what arebelieved to be the 50 largest U.S.-based research organizations.Tey are asked to submit market-research-only revenues rom oper-ations in the U.S. or calendar 2009-2010. (Many rms have revenuesrom nonresearch activities and considerable revenue rom outside theU.S., and that is explained in the company proles that ollow.)

Tird-party verication is required on revenues claimed by privately held rms, but the bulk o op 50 revenues comes rom publicly listedcompanies or subsidiaries o public marketing service rm conglomerates,

as outlined in the individual company proles. In two such cases—Kantarand J.D. Power and Associates—the parent company doesn’t release detailson subsidiaries and their revenues must be estimated—but those estimatesare believed to be very close to the mark. Also, IMS Health went private in2010, so its revenue total also was estimated.

Eight o this year’s op 50 made acquisitions during 2010 (ora total o 10 buys) and this “acquired revenue” was adjusted beorecalculating a rm’s growth rate year to year. Either the acquired reve-nue was eliminated or 2010 and the base year (organic), or it wasincluded in ull or both years, thus providing an “apples to apples”calculation. Had this not been done, the growth rate would have beenarticially hyped. Again, this mergers and acquisitions activity isdocumented in the company proles, a “must read” i you real ly wantto understand how the industry ared during 2010.

By JACk HoNoMICHL

8/4/2019 Honomichl Top 50 - 2011


honomichltop50 { exclusive feature }

In toto, this year’s op 50 had revenues o $8.5 billion within theU.S. during 2010, an increase o 4.9% (or 3.3% aer ination adjust-ment). Tis revenue growth occurred pretty much across the board;

only eight o the op 50 had revenues go down in 2010 or not growenough to cover the ination rate.

Te important supplement to op 50 data comes rom the Councilo American Survey Research Organizations (CASRO), which hasor years provided the revenues in total or its member rms that arenot on the op 50 list. For 2010, that revenue total amounted to $755million, up 3.3% rom 2009 (or 1.7% aer ination adjustment). Terms not on the op 50 list are relatively small rms. Teir aver-age annual revenue is just $4.9 million. Tere were 149 such rmsin 2010, and the lion’s share o their revenues was rom operationswithin the U.S.

Put the op 50 and CASRO inputs together, and this year’s anal-ysis is based on 199 rms, which had revenues o $9.2 billion withinthe U.S. during 2010 (or 3.1% aer ination).

Ling Bnd th LitTe database described above includes input rom or-prot research

organizations. It does not include considerable expenditures romother sources, which conduct sizeable research operations within the

U.S. Start with agencies o the ederal and state governments, whichconduct considerable data collection projects in-house or throughnonprot survey acilities.

Federal government agencies alone in 2010 spent an estimated$5.4 billion on what the ederal government calls “major statisti-cal programs”—and about 75% o those programs are run in-housaccording to the U.S. O ce o Management and Budget. Te resto the ederal government’s research spending goes into the privatsector, but only three o the op 50 rms—Westat, Abt SRBI and IInternational—get most o their revenue rom ederal projects. (Tederal expenditure o $5.4 billion does not include the U.S. CensuTat is a separate, stand-alone budget.)

Almost all states conduct surveys, usually ocusing on tourismMany o these surveys are conducted by universities and there is ncredible estimate o what the spending on such research adds up to

In addition, there are literally dozens o nonprot survey organizations a liated with universities, such as the University o Michigan’s Survey Research Center and the National OpinionResearch Center (NORC) at the University o Chicago. Again, thereis no o cial est imate or how much money is spent through these

acilities, but it’s sae to say that the spending total is in the hundreo millions o dollars. Also, there are consulting irms that

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concentrate on government contracts and, in the process, do survey work in-house, and some o these rms are major players. Mathe-

matica Policy Research and Rand Corp. are examples. Some inor-mation industry rms, such as Gartner and Forrester Research,provide industry research reports via primary survey research andthere are numerous boutiques that specialize in esoteric methodol-ogies like neuroscience. None o these organizations are included.

Also, there are numerous buyers o research services who are,more and more, choosing to satisy their needs with work donein-house. One estimate rom a roundtable o market researchbuyers or the Inside Research industry newsletter says that up to10% o many buyers’ research budgets stay in-house. Tis trans-lates into millions o dollars, but there is no credible estimate orthe total.

While this op 50 analysis represents $9.2 billion in researchspending, mostly through commercial, or-prot rms, the totalspending or research services in the U.S. is probably north o $15billion, all things considered. Unortunately, or many reasons, we’llnever know the actual total.

Glbal InvlvmntWhile the goal o this annual analysis is to quantiy the researchspending in the U.S.—thereby serving as a growth index—it shouldbe noted that the op 50 rms are very international in nature,major players on the world stage.

O this year’s op 50, or instance, 36 rms have revenues romoutside the U.S., or a total o $10.4 billion. Many o the op 50are subsidiaries o research conglomerates based in other coun-tries and are managed by oreign nationals. Conversely, many large,U.S.-based rms have extensive operations outside the U.S. throughsubsidiaries and branch oces. Nielsen, tops on the op 50 listsince the rankings began 38 years ago, in 2010 had revenues romoperations in 108 countries. IMS Health operates in more than 100countries, J.D. Power and Associates has oces in nine countries,and so on.

Chang in th LitEvery year there are new rms on the op 50 list and 2010 wasno exception. For this edition o the op 50 list, there were sevenadditions: ICF International, No. 11 this year, appears becauseit acquired the Macro International unit o ORC International.

Vision Critical Communications, No. 27 this year, represents themulti-branch oce presence o a Canadian rm in the U.S., a majoplayer in community panel development. Market Force Inormationow No. 21, is the result o a three-rm merger, and its emphasisis on customer satisaction measurement and mystery shopping.Te Pert Group and Annova are ull-service survey rms, andPeryam & Kroll returns to the list rom previous listings.

Dropping o to make room was OX, ranked No. 20 on lastyear’s list, which didn’t make the list this year because it wasacquired by the Ipsos Group, No. 7 on this year’s list. Six others—CMI, Savitz Research, RDA Group, StrategyOne, Bellomy Reseaand Te Link Group—aren’t on the list this year because o reve-nue levels.

Cmpan PrlAs noted earlier, much o the rich detail amassed by this annualanalysis is to be ound in the individual company proles that

ollow. At the beginning o each prole is a brie prole o the rexecutive leadership, ollowed by two or three paragraphs descriing ownership, revenue, merger activity, etc. Each rm’s productoerings are described, as are its industries o concentration suchas healthcare, nancial and automotive. In short, the proles area guide to suppliers that might add considerably to your businesinterest. ake a ew minutes to skim through them.

MthdlgInvitations to market research rms with estimated annual U.S.revenue o more than $10 million are sent in January o each yearequesting revenue inormation or the prior year, a company prole o activities and other company metrics. op 50 rankingsare based on U.S. revenue. Te rate o growth rom year to year hbeen adjusted to account or revenue gains or losses rom acqui-sitions or divestitures. Verication o revenue is required o eachprivate rm or ranking by a third party, generally its outside

accounting rm. For urther inormation, call Larry Gold at847-525-0707 or Jack Honomichl at 847-382-3246. m

Jac Hnmichl is ounder

o the Inside Research industry

newsletter, a market research

trade publication based in

Barrington, Ill.

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ToP 50 U.s. MARkeT ReseARCH oRGANIzATIoNs

U.S. Rank2010 2009

Organization Headquarters WebsiteU.S. Research

Revenue **($ in millions)

PercentChange

From

2009***

WW ResearchRevenue **

($ in

millions)

Non-U.S.Research

Revenue **

($ in millions)

PercentNon-U.S.Revenue

U.S.Full-TimeEmployees

1 1 Th Niln C. New York Nielsen.com $2,407.0 4.5% $4,958.0 $2,551.0 51.1% 9,566

2 2 kantar*London & Faireld,

Conn.Kantar.com 914.7 7.5 3,183.6 2,268.9 71.3 4,135

3 3 IMs Halth Inc.* Norwalk, Conn. IMSHealth.com 801.0 NC 2,211.6 1,410.5 63.8 1,560

4 5 smphnIRI Grup Chicago SymphonyIRI.com 457.0 2.4 720.0 240.0 33.3 1,198

5 4 wtat Inc. Rockville, Md. Westat.com 455.3 -9.4 455.3 -- -- 1,964

6 6 Arbitrn Inc. Columbia, Md. Arbitron.com 390.4 2.8 395.4 5.0 1.3 951

7 7 Ip New York Ipsos-NA.com 379.6 9.0 1,512.8 1,133.2 74.9 1,246

8 8 Gk UsA New York GKamerica.com 290.9 0.6 1,718.0 1,471.1 83.5 877

9 9 snvat London Synovate.com 235.8 9.9 884.8 649.0 73.3 762

10 11 Th NPD Grup Inc.Port Washington,

N.Y.NPD.com 173.7 4.8 240.1 66.4 27.7 815

11 -- ICF Intrnatinal Inc. Fairax, Va. ICFI.com 153.2 8.0 200.1 46.9 23.4 1,000

12 10J.D. Pr

and Aciat*

Westlake Village,

Cali.JDpower.com 147.3 -10.4 231.4 84.1 36.2 459

13 13 cmscr Inc. Reston, Va. comScore.com 142.0 14.8 175.0 33.0 18.9 673

14 12 Marit Rarch Fenton, Mo. MaritzResearch.com 140.9 8.6 162.1 21.2 13.1 612

15 15 dunnhumbUsA LLC Cincinnati dunnhumby.com/us/ 110.7 26.7 195.0 84.3 43.2 173

16 14 Harri Intractiv Inc. New York HarrisInteractive.com 93.9 -6.2 166.8 72.9 43.7 443

17 19 Abt sRBI Inc. Cambridge, Mass. AbtAssociates.com 86.8 11.2 129.4 42.6 32.9 1,700

18 16Librman Rarch

wrldidLos Angeles LRWonline.com 82.3 11.8 100.8 18.5 18.4 357

19 17Mart stratgi

IntrnatinalLivonia, Mich.

MarketStrategies.

com67.6 2.0 80.7 13.1 16.2 257

20 18 oRC Intrnatinal Princeton, N.J.ORCInternational.

com63.9 1.0 98.0 34.1 34.8 243

21 --Mart Frc

Inrmatin Inc.Louisville, Colo. MarketForce.com 52.8 17.6 53.1 0.3 0.6 385

22 21 Natinal Rarch Crp. Lincoln, Neb.NationalResearch.

com49.0 4.9 53.8 4.8 8.9 239

23 25 knldg NtrInc.

Menlo Park, Cali.KnowledgeNetworks.

com48.5 20.6 48.5 -- -- 161

24 23 Bur Inc. Cincinnati Burke.com 45.4 16.7 50.8 5.4 10.6 205

25 22 MVL Grup Inc. Jupiter, Fla. MVLgroup.com 45.0 12.8 45.0 -- -- 390

26 26 Cmmunipac Crp. Watertown, Mass. Communispace.com 43.6 25.6 47.8 4.2 8.8 295

27 --Viin Critical

Cmmunicatin Inc.Vancouver, B.C. VisionCritical.com 43.0 29.9 62.0 19.0 30.6 49

28 27 Dirctin Rarch Inc. CincinnatiDirectionsResearch.

com37.5 11.3 37.5 -- -- 128

29 28Phni Marting

IntrnatinalRhinebeck, N.Y. PhoenixMI.com 35.8 14.0 41.2 5.4 13.1 113

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30 24Intrnatinal Cmmuni-

catin RarchMedia, Pa. ICRsurvey.com $35.4 -2.5% $36.2 $0.8 2.2% 28

31 36 Mrpac Inc.Farmington Hills,

Mich.Morpace.com 32.5 46.4 38.0 5.5 14.5 12

32 32Librman Rarch

GrupGreat Neck, N.Y.

LiebermanResearch.

com30.1 19.9 30.1 -- -- 10

33 31Radiu Glbal Mart

RarchNew York Radius-Global.com 29.2 5.8 30.6 1.4 4.6 9

34 30srvic Managmnt

Grup Inc.Kansas City, Mo. SMG.com 28.5 0.4 29.8 1.3 4.4 15

35 29 MartCat Los Angeles MarketCastOnline.com

27.6 -3.2 32.3 4.7 14.6 5

35 49Public opinin

stratgi LLCAlexandria, Va. POS.org 27.6 135.9 27.6 -- -- 3

37 33Inrma Rarch

srvic Inc.Calabasas, Cali. InormaRS.com 24.9 6.4 24.9 -- -- 19

38 35C&R Rarch

srvic Inc.Chicago CRresearch.com 23.5 3.1 23.5 -- -- 10

38 34Natinal Analt

wrldidPhiladelphia

NationalAnalysts.

com23.5 1.3 23.5 -- -- 7

40 38 ks&R Inc. Syracuse, N.Y. KSRinc.com 22.0 11.7 26.6 4.6 17.3 16

41 37MartViin

Rarch Inc.

Cincinnati MV-Research.com 21.8 0.5 21.8 -- -- 9

42 -- Th Prt Grup Farmington, Conn. ThePertGroup.com 21.7 32.3 21.7 -- -- 9

43 43 Rntra Crp. Portland, Ore. Rentrak.com 21.3 45.8 31.9 10.6 33.2 11

44 --Pram & krll

Rarch Crp.Chicago PK-Research.com 20.1 31.4 20.1 -- -- 11

45 39 Mart Prb Inc. Milwaukee MarketProbe.com 19.8 8.7 45.7 25.9 56.7 8

46 -- AlphaDtail Inc. San Mateo, Cali. AlphaDetail.com 18.6 30.1 18.6 -- -- 5

47 40Q Rarch

slutin Inc.Old Bridge, N.J.

QResearchSolutions.

com17.3 9.5 17.5 0.2 1.1 7

48 44 Gng Rarch Inc. Auburn Hills, Mich. Gongos.com 17.2 30.3 17.2 -- -- 9

49 -- Afnnva Inc. Waltham, Mass. Afnnova.com 17.0 26.9 21.3 4.3 20.2 9

50 47RTi Mart Rarch &

Brand stratgStamord, Conn. RTiResearch.com 16.6 36.1 16.6 -- -- 5

Ttal $8,490.8 4.9% $18,814.1 $10,293.2 54.7% 33,21

All other (149 CASRO companies not included in the Top 50)**** $755.4 3.3% $883.6 $128.2 14.5% 3,34

Total (199 companies) $9,246.2 4.7% $19,697.7 $10,421.4 52.9% 36,56

ToP 50 U.s. MARkeT ReseARCH oRGANIzATIoNs

U.S. Rank2010 2009

Organization Headquarters WebsiteU.S. Research

Revenue **($ in millions)

PercentChange

From

2009***

WW ResearchRevenue **

($ in

millions)

Non-U.S.Research

Revenue ** ($

in millions)

PercentNon-U.S.Revenue

U.S.Full-TimEmployee

* Estimated by Top 50 authors.

** U.S. and WW revenues may include nonresearch activities or some companies that are signicantly higher, as well as revenues rom other MR companies. See individual companyproles or details.

*** Rate o growth rom year to year has been adjusted so as not to include revenue gains or losses rom acquisitions or divestitures. See company proles or explanation.

**** Total revenues o 149 survey research companies that provide nancial inormation on a condential basis to the Council o American Survey Research Organizations (CASRO).

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1THe NIeLseN Co.Nsn.com

DAVID L. CALHoUN, 54TiTle Chrmn n CeO

eduCaTiON B.S., ccontng,

Vrgn Poytchnc insttt

Te Nielsen Co., ormerly VNU Group N.V., based inNew York and Haarlem, the Netherlands, was ounded in1923 and sold to a consortium o six private equity rmsin 2006. In January 2011, the rm was listed on the NewYork Stock Exchange.

U.S. research-only revenue in 2010 was $2,407.0million, up 4.5% rom 2009. In 2010, 51.1% o totalresearch-only revenue, or $2,551.0 million, was rom

outside the United States. Te growth rate includes2009 and 2010 revenue or Te Cambridge Group Inc.,acquired in May 2009, and excludes revenue or theacquisition o GlanceGuide Inc. in May 2010 and the saleo Nielsen EDI in December 2010.

Revenue is rom Nielsen’s Watch segment (mediaresearch) and its Buy segment (consumer research),which include some nonresearch businesses, mostly inormation services. Worldwide research and nonre-search revenue or Nielsen was $5.1 billion in 2010.

Nielsen is a global inormation and measurement rmoering services in marketing and consumer inormation,V and other media measurement, online intelligence,mobile measurement and trade shows.

Cnumr watchNielsen’s Watch segment includes measurement and

analytical services related to V, online and mobiledevices, and provides viewership data and analyt-ics primarily to the media and advertising industries. Itsmedia clients use the data to price their advertising inven-tory and maximize the value o their content, and itsadvertising clients use the data to plan and optimize theiradvertising spending and to better ensure that their adsreach the intended audiences. Nielsen provides measure-ment services across three screens: V, online and mobile.

• V Audience Measurement Services: In the UnitedStates, broadcasters and cable networks use Nielsen’sV audience ratings as the primary currency to estab-lish the value o their air time, and to schedule andpromote their programming. Advertisers use this inor-mation to plan V advertising campaigns, evaluate theeectiveness o their commercial messages and negoti-

ate advertising rates.Nielsen provides two principal V ratings services

in the United States: measurement o national Vaudiences and measurement o local V audiences inall 210 designated local V markets. It uses variousmethods to collect the data rom households includ-ing electronic meters and written diaries. Te meth-ods collect not only V viewing data, but also thedemographics o the audience rom which it calculatesestimates o total V viewership.

Nielsen’s measurement techniques are constantly evolving to account or new V viewing behavior,increased ragmentation and new media technologies.It created the “C3” ratings list, which is a measure o how many people watch programming and commer-cials during live and time-shied viewing up to threedays aer a program airs.

he irm also provides V audience measure-ment services in 29 countries outside the UnitedStates including Australia, Indonesia, Italy, Mexicoand South Korea.

• Online Audience Measurement Services: Nielsenis a global provider o Internet media and marketresearch, audience analytics and social mediameasurement o the behavior o online audiences oronline publishers, Internet and media companies,marketers and retailers. Te rm measures Internetsurng, online buying and video viewing (includingV content) o online audiences, providing advertis-ing metrics such as audience demographics, page andad views, and time spent, quantiying the eectivenesso advertising by reporting online behavioral observa-tions, attitudinal changes and actual oine purchaseactivity. Nielsen measures and analyzes consumer-generated media including opinions, advice, peer-to-peer discussions and shared personal experiences onmore than 100 million blogs, social networks, user

groups and chat boards.

• Mobile Measurement Services: Te rm providesconsumer research and independent measurement ortelecom and media companies in the mobile telecom-munications industry, including mobile carriers anddevice manuacturers. In the United States, its metricsare a leading indicator or market share, customersatisaction, device share, service quality, revenueshare, content audience and other key perormanceindicators. Nielsen also benchmarks the end-to-endconsumer experience to pinpoint problem areas in theservice delivery chain, track key perormance metricsor mobile devices and identiy key market opportu-nities (e.g., demand tracking or device eatures andservices). While mobile Internet consumption is stillnascent, it is expanding quickly to capture Internet,

video and other media on mobile devices worldwide.

• Tree-Screen Media Measurement: Te rm continuesto develop advanced measurement techniques o thethree principal screens: V, online and mobile devices.In the United States, Nielsen is using a single-sourceV and PC panel to deliver cross-screen insights. Itscross-screen measurement service provides inor-mation about the simultaneous use o more thanone screen, as well as unduplicated reach, cause andeect analysis, and program viewing behavior. It alsoprovides advertising eectiveness research acrossmultiple platorms.

Cnumr BuNielsen’s Buy segment provides retail transactionalmeasurement data, consumer behavior inormation and

analytics primarily to businesses in the consumer pack-aged goods industry. Tis segment is organized intotwo areas: Inormation, which provides retail scannerand consumer-panel-based measurement, and Insights,which provides a broad range o analytics. Te measure-ment data is used as the method or measuring sales andmarket share in the CPG industry by tracking sales trans-actions in retail outlets around the world. Its databaseo retail and consumer inormation, combined with itsanalytical capabilities, helps generate strategic insights orbusiness decisions.

• Inormation: Retail Measurement Services: Nielsen’spurchasing data provides market share, competi-tive sales volumes, and insights into activities such asdistribution, pricing, merchandising and promotion.Combining this inormation with in-house consulta-

tive services, it produces insights to improve market-ing and sales decisions.

Nielsen collects retail sales inormation rom stousing electronic point-o-sale technology and throuteams o local eld auditors. Stores within its worldwide retail network include grocery, drug, conve-

nience and discount retailers that share their salesdata. Electronic retail sales inormation is collectedby stores through checkout scanners. In certaindeveloping markets in which electronic retail salesinormation is unavailable, Nielsen collects inor-mation through in-store inventory and price checksconducted by more than 15,000 eld auditors. Teinormation is validated and then processed intoclient-specic databases that clients access using soware to query the databases, conduct customizedanalyses, and generate reports and alerts.

• Inormation: Consumer Panel Measurement: Tisinormation oers insight into shopper behavior suas trial and repeat purchase or new products andlikely substitutes, as well as customer segmentationIn addition, Nielsen’s panel data augments its retail

measurement inormation in circumstances in whicit does not collect data rom certain retailers.

Te rm’s consumer panels collect data rommore than 250,000 household panelists across 25countries who use in-home scanners to recordpurchases rom each shopping trip. In the UnitedStates, approximately 100,000 selected householdsconstituting a demographically balanced sample,participate in the panels.

• Insights: Analytical Services: Using its ounda-tion o consumer purchasing inormation, Nielseprovides a selection o consumer intelligence andanalytical services. It draws insights rom retailand consumer panel measurement data sets, onlibehavioral inormation and a variety o otherproprietary data sets. For example, Nielsen main

tains more than 2,500 demographic characteristicto describe households within each o the 8 milliU.S. Census blocks to provide consumer segmenttion and demographic insights.

Te rm continually expands an existing data-base by conducting approximately 8 million surveyannually that capture consumer reaction to new prouct launches around the world. It also collects andanalyzes more than 20 million surveys annually tomeasure consumer engagement and ad recall acrosV and the Web to provide insights on advertisingand content eectiveness.

• Its analytical services are organized into eight primcategories that ollow clients’ business developmentprocess: Growth and demand strategy, market structure and segmentation, brand and portolio manage

ment, product innovation management and servicepricing and sales modeling, retail marketing strategmarketing ROI strategies, and advertising engage-ment.

• Insights: Advertiser Solutions: Nielsen’s AdvertiserSolutions oering will integrate data rom its Buy and Watch segments and use the analytical servicesnoted above to provide end-to-end services directlyadvertisers.

Nielsen’s two research units employ an estimated 9,5ull time in the United States and about 33,200 worldwiNielsen’s oces are located in 82 countries.

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2kANTARKntr.com

eRIC sALAMA, 50TiTle Chrmn n CeO

eduCaTiON M.Sc., Brkbck Cog, lonon

Kantar, based in London and Faireld, Conn., wasounded in 1993 and is the Consumer Insights Divisiono WPP plc, a London-based public company.

U.S. research-only revenue in 2010 was estimated at$914.7 million, up 7.5% rom 2009. In 2010, 71.3% o total research-only revenue, or $2,268.9 million, was esti-mated rom outside the United States.

Kantar’s research businesses in the United States work across the spectrum o research and consultancy disci-

plines, oering business insights at each point o theconsumer cycle. Te group’s services are used by morethan 300 o Fortune 500-ranked companies.

Following the 2008 acquisition o NS, Kantar inthe United States was restructured in February 2009by merging Research International with the NSCustom division and ormed our new vertical divi-sions: Kantar Media, Kantar Health, Kantar Retail andKantar Worldpanel.

Te group now comprises the ollowing research andnonresearch business units:

Added Value, Center Partners, IMRB International,Kantar Health, Kantar Japan, Kantar Media, Kantar Oper-ations, Kantar Retail, Kantar Worldpanel, LightspeedResearch, Millward Brown, Te Futures Co. and NS(NS/Research International in selected markets).

Kantar’s worldwide services include the ollowing in

the United States:

Addd ValuAdded Value (Added-Value.com) ocuses on branddevelopment and marketing insight through its BrandConnections methodology, providing services in theareas o brand marketing, consumer insight, innovationand communications.

Te rm’s sta includes brand marketers with client-side experience, quantitative and qualitative specialists,semioticans, designers, psychologists, anthropologistsand sociologists.

Its services include cultural trend analysis; porto-lio strategy; market segmentation; mindset mappingand brand portolio management or identiying marketopportunities; brand positioning; ethnography andideation; copy testing; tracking semiotic audits; and

touch-point evaluation.

kantar HalthKantar Health (KantarHealth.com) incorporates theZiment Group, Consumer Health Services, All Global,Mattson Jack Group and NS Healthcare businesses,all o which specialize in healthcare primary researchand consulting.

Te group has our practice areas: treatment value,brand and stakeholder management, commercial devel-opment and marketing insights. It conducts a number o well-known branded studies on areas o consumer healthincluding the National Health and Wellness Survey. Italso has established three global consultancies in theareas o oncology, market access, and integrated market-ing and media.

Kantar Health maintains panels o healthcare proes-sionals who participate in Internet research. Tese panelsinclude more than 160,000 physicians across Europe andNorth America, and a chronic illness panel with more

than 350,000 patients in the United States and Europecovering 100 chronic illnesses.

kantar MdiaKantar Media (KantarMedia.com), operating in morethan 50 countries, oers a range o me dia insights andaudience measurement services. In the U.S. market,Kantar Media includes Kantar Media Intelligence,CMAG, Marx, Kantar Media Audiences, C ompete,Cymony, SRDS, Proessional Health and Mars.

It serves global advertisers, agencies and mediacompanies by providing media and consumer researchcapabilities through its traditional, socialand digital media monitoring oerings.

kantar RtailKantar Retail (KantarRetail.com) consolidates the compa-

nies o Glendenning, Cannondale, Management VenturesInc., Retail Forward and Red Dot Square. Its ocus is onrolling out digitally delivered intelligence on retailers andextending shopper insights and consulting capabilities.

Te rm has oces in 15 countries and across a widerange o sectors. Specialist areas include retailer insightsand trends, organization development and virtual shop-ping insights. Tese areas are supported by products andservices including Kantar Retail IQ, Shopcom, Shopper-Genetics, Kantar Retail PowerRanking and Richmix.

kantar wrldpanlKantar Worldpanel (KantarWorldpanel.com) is a globalprovider o consumer panels that oer continuousmeasurement and analysis o consumer purchasing andusage behavior. Te rm collects and analyzes data romsamples o consumers using technology matched to the

sophistication o local markets, including bar code andPOS scanners, Internet, SMS text messaging and diary.

Operating in more than 50 countries, Worldpanelcovers a spectrum o manuacturers, retailers andsuppliers in consumer sectors including CPG, personalcare and beauty, ashion, telecom, entertainment andautomotive.

Lightpd RarchLightspeed Research (LightspeedResearch.com) hasonline and mobile panels with 3.5 million panelists in24 countries. In July 2009, it merged with the NS 6thDimension panels operation.

Te company provides market research services by building and maintaining panels and associated servicesincluding survey design consultation, sample manage-ment, programming, hosting and data collection. Tey

range rom proprietary online access panels to specialty panels, custom panels and mobile surveys.

Tese panels include automotive, B-to-B, beverage,amily and household, nancial, health and wellness,media consumption, mobile phone, beauty and personalcare, sports and hobbies, and travel and leisure. Light-speed also provides custom panel services to addressspecic client needs.

Trough its own panels and its accredited panel part-ners, Lightspeed Research can provide access to morethan 20 million panelists in 45 countries in Europe,North America and Asia Pacic.

Millard Brn GrupMillward Brown Group rms include Millward Brown,Firey Millward Brown (previously Greeneld Consult-ing), MaPS, Dynamic Logic and Te Focus Network.

Millward Brown (MillwardBrown.com) provides a ullrange o qualitative, quantitative and consulting servicesocusing on brands, marketing communications, mediaand marketing eectiveness. Te company operates in 54countries through 77 wholly owned or licensee oces.

Millward Brown works across a wide range o indus-tries and categories, operating in areas such as brand strat-egy and experience; creative development and campaignevaluation; consumer needs and values; media planningand strategy; ROI, orecasting and investment manage-ment; brand valuation and analytics (through MB Opti-mor); and demand and activation.

Key products and services are Link copy testing,BrandDynamics, BrandZ, Dynamic racking, D&A,AdIndex and MB Precis.

Firey Millward Brown (reymb.com) is a quali-tative agency that conducts ocus groups and in-depth

interviews globally or Fortune 500-ranked companies.Marketing and Planning Systems (MaPS) (MaPSnet.

com) is a research company and consultancy thatcombines marketing science with consultancy skills.

Dynamic Logic (DynamicLogic.com) measures theimpact o digital marketing initiatives and marketingeectiveness, and the role they play in the broader cross-media mix.

Te Focus Network (TeFocusNetwork.com) is anetwork o ocus group acilities.

TNsNS (NSglobal.com) is a provider o both custommarket research services and qualitative researchservices. It has oces in more than 80 countries.

NS provides marketing knowledge and insights intoconsumers and markets. It has experience in most major

sectors, particularly automotive, consumer, nance, tech-nology, political and social. Te rm’s practice areas are:stakeholder management, brand and communications,product development and innovation, retail and shopper,qualitative, and digital.

NS includes both custom approaches and proprietary techniques. Proprietary techniques include: 6dV (inter-active online research platorm), AdEval (advertising eval-uation), BPO (brand equity research), Conversion Model(commitment measurement), FutureView (identiesuture shapers), Insightment (insight generation), ConcepteValuate (concept screening), Launch eValuate (sales ore-casting and launch optimization), Market ContactAudit(marketing communication eectiveness), Matrix (oppor-tunity identication), Needscope (motivational research),Super Clinic (concept renement), Super Group (ideationand concept development), ri*M (stakeholder manage-

ment), WebEval (website evaluation) and ValueManger(price and product optimization).

Th Futur C.Te Futures Company (TeFuturesCompany.com)monitors what inuences consumer values andattitudes to identiy current and uture trends, and oerstrends and utures consulting and uture-acing qual-itative and quantitative research. Its work covers thecategories o brand, category, company, consumer andmacro utures.

Kantar’s U.S. businesses employ an estimated 4,135research-only employees.

8/4/2019 Honomichl Top 50 - 2011



3IMs HeALTH INC.iMSHth.com

ARI BoUsBIB, 48TiTle Chrmn n CeO

eduCaTiON M.B.a., nnc, Comb unvrsty

IMS Health Inc. in Norwalk, Conn., was ounded in1954 and was a publicly traded company listed on theNew York Stock Exchange. In February 2010, IMS wasacquired by PG Capital, the Canada Pension PlanInvestment Board and several other investors.

U.S. revenue in 2010 was estimated at $801.1 million,unchanged rom 2009. In 2010, 63.8% o total revenue, or$1,410.5 million, was generated outside the United States.

IMS is a leading provider o inormation services orthe healthcare industry around the world. Te rm brings

together deep industry experience, innovative approachesand a global technology inrastructure to provide perspec-tives and in-depth analytics on market dynamics. With apresence in more than 100 countries, IMS oers services topharmaceutical manuacturers, providers, payers, govern-ment agencies, policymakers, researchers and the nancialcommunity.

Te rm provides services in healthcare analytics andservices, healthcare measurement and consulting. Draw-ing on its capabilities in these areas, the rm helps inall segments to better understand the perormance and value o medicines in increasingly ecient global health-care markets.

IMS tracks more than 1 million healthcare prod-ucts, covering more than 80% o all pharmaceutical salestransactions worldwide. It enables healthcare stakehold-ers to assess the linkages between patients, prescribers

and payers. Tese insights into prescribing and treatmentpatterns play a central role in managing the quality andcost eciency o healthcare.

IMS services help to develop commercialization plansand portolio strategies, select the patient and physicianpopulations that will derive the greatest clinical bene-ts rom specic therapies, deliver inormation aboutnew and innovative medicines to the right prescribersto enhance treatment decisions or patients, and al locateand measure the eectiveness o pharmaceutical market-ing and sales resources.

IMS employs an estimated 1,560 ull time in theUnited States.

4syMPHoNyIRI GRoUP INC.SymphonyiRi.com

JoHN G. FReeLAND, 57 (pictured)

TiTle Prsnt n CeO

eduCaTiON M.B.a., Comb unvrsty

RoMesH wADHwANI, 63TiTle Chrmn

eduCaTiON: Ph.d., ctrc ngnrng,

Crng Mon unvrsty

SymphonyIRI Group Inc. (SIRI), ormerly IRI, based inChicago, was ounded in 1979 and became a public company in 1983. It was acquired in 2003 by Symphony echnology

Group, a private company and is majority shareholder.U.S. revenue in 2010 was $457.0 million, up 2.4%

rom 2009. In 2010, 33.3% o total revenue, or $240.0

million, was generated rom outside the United States.Te growth rate includes the 2009 and 2010 revenue o Hendry Corp., acquired in September 2009.

SIRI is a worldwide provider o consumer, shopperand retail market intelligence and insights or the CPG,

retail and healthcare industries. It oers a combinationo sta experience, predictive analytical models, inor-mation processing and business intelligence capabili-ties supported by technology platorms and integratedmarket inormation.

Te rm oers the SIRI Partner Ecosystem that lever-ages the skill sets o its retail tracking and panel sta toprovide “one answer” to business issues or more than 25clients with regional and global agreements.

SIRI operates in 59 countries through stand-aloneoperations, wholly owned subsidiaries, partnershipsand alliances. It operates under two interconnectedbusiness segments:

Mart MaurmntSIRI Market Measurement provides CPG and retailmarket tracking inormation and insights via access

and visualization tools. his inormation is usedto analyze shopper activity and create new prod-ucts, as well as or packaging, pricing, promotion andmerchandising strategies.

• InoScan racking: Te census-based InoScan point-o-sale (POS) tracking service provides access todetailed inormation on sales, share, distribution,pricing and promotion across a wide variety o retailchannels and accounts.

• AllScan Convenience Store racking: Te AllScantracking service provides scanner-based POS dataacross the entire convenience channel, using datarom more than 15,000 sample convenience stores.

Industry Vertical Solutions oers vertical experience

and customized products and services or multiple indus-try verticals, including healthcare and wellness, centerstore, conections, beer, wine, spirits, bakery and dairy.Tese include:

• Healthcare Insights: Te rm’s Healthcare SolutionsGroup provides pharmaceutical, healthcare and CPGcompanies and retailers with consumer intelligence,targeting and analytic services or the healthcaremarketplace. It oers a complete suite o retail track-ing, consumer panel and analytics-driven productsand services under the RxPulse brand.

• Beverage Alcohol Industry Insights: SIRI providesinsights through an integrated view o the bever-age alcohol industry. Te retail tracking products andanalytics are scaled to specically meet the bever-

age alcohol industry needs, providing manuacturersand distributors with retail sales trends, and purchasebehavior and consumer insights in grocery, drug, massmerchandise, convenience, liquor and club stores.

smphn slutin & srvicSymphony Consumer & Shopper Marketing oers CPGand retailers a range o services ocusing on deliveringconsumer and shopper insights, test marketing services,digital media ser vices, shopper segmentation and target-ing, and shopper marketing services. Tese services aredelivered on the SIRI Liquid Data technology platormand supported by experienced teams. SIRI’s Consumer &Shopper Marketing capabilities include market structureand consulting, brand and retailer loyalty analyses, attitu-dinal segmentations and individual user proles. Many o these services are powered by its Liquid Data platorm.

Te rm continued to expand its Consumer andShopper Insights platorms through the launch o aseries o new digital media services that integrates SIRI's

Consumer Network (panel) purchase data, predictivemodeling techniques and analytical experience with anumber o online research and advertising capabilitiesthrough a series o partnerships to provide consumerinsights, segmentation, targeting and campaign-speci

return-on-investment (ROI) analysis capabilities oronline advertisers. Tese services are used by CPG, retand healthcare companies to identiy high-potentialconsumers online to target their digital media campaigand evaluate the actual sales impact o those programs

smphn AdvantagSymphony Advantage is a suite o business intelligencesoware services or trade management, merchandizinshopper marketing and in-store execution powered bythe Liquid Data technology platorm. It is del ivered byAdvantage Portolio o business applications that inclu

• Brand Advantage is a user-riendly online media planing and analytical application that is delivered ovethe Web. It recommends optimal marketing spendinand gives users the ability to overlay business requir

ments to drive incremental marketing ROI. It analyzplans, assesses and adjusts marketing dollars and usdiagnostic reporting to compare alternative scenarioand determine the best media mix.

• Shopper Insights Advantage provides insights intoshopper behavior combining content, such as built-scorecards and best-practice analysis templates, witthe speed and exibility to identiy opportunities toattract shoppers, drive trips and increase basket val

• Sales Advantage uses total store data or sales orcesto create insight into strategy, retailer perormanceand overall go-to-market behavior through the lenso retail partners, competitors and consumers. Resuare driven by automated workows, scorecards andbest practices that are customized to specic needs a

supported by SIRI’s consulting services and changemanagement experience.

• otal Store Advantage includes an integrateddatabase o all edibles and non-edibles in theCPG industry, organized by department, aisleand category.

• Price & rade Advantage gives insight on pricesensitivities, gaps, thresholds, competitive implications and sales volume decomposition to maximizsales and create the most eective pricing and tradplans at retail.

• Loyalty Advantage leverages transactional and loyaltydata to drive retail decision-making through a collaboative analytical process with vendor partners.

smphn AnalticSymphony Analytics provides a combination o predictive analytical techniques, proprietary rapid-modelingplatorms, automated services and experienced analyticonsulting talent. It ocuses on the strategic and opera-tional needs in sales and category management, markeing and brand management, strategy and demandplanning. smphn CnultingIn 2010, SIRI continued the expansion o its Consult-ing and Innovation Practice and its commitment todelivering consulting and strategic advisory services.Symphony Consulting oers advisory services in salesand marketing or C-level management within the CPand retail industries. Te group ocuses on our key pr

tice areas: strategic pricing, growth and innovation,shopper marketing, and customer and channel managment. Symphony Consulting is composed o experienc

2

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consultants rom top-tier strategy consulting rms whohave successully completed hundreds o engagementsocused on developing long-term strategic and collabora-tive relationships.

SIRI has 1,198 ull-time employees in the United States

and 3,600 worldwide. It has oces throughout the UnitedStates and in the United Kingdom, France, the Nether-lands, Germany, Greece, Italy and Spain.

5wesTAT INC.Wstt.com

JosePH A. HUNT, 75TiTle Prsnt n CeO

eduCaTiON M.S., Msschstts

insttt o Tchnoogy

Hunt was succeeded in May 2011 by James E. Smith aerserving as president or 32 years.

Westat Inc. in Rockville, Md., is an employee-ownedcompany ounded in 1963.

U.S. revenue in 2009 was $455.3 million, down 9.4%rom 2009.

Westat combines a reputation or high-quality surveyswith a constant eort to innovate and build new capabili-ties. Its corporate capabilities include statistical design andanalysis, research methodology, survey operations, scien-tic and clinical research, program evaluation, systems

development, and other survey and inormation services.Te rm’s proessional sta has signicant experience in abroad range o subject and program areas, including healthand medical studies, education, social services, transporta-tion and environmental protection, among others.

Te rm’s clients are the agencies o the U.S. govern-ment, as well as businesses, oundations, and state andlocal governments. Its projects serve a broad range o needs: assessing students’ educational achievement,understanding health and environmental risks, gain-ing new knowledge o the causes o disease, evaluatingthe perormance o social programs, and supporting thedevelopment o policy and regulations in many areas o government. Westat also perorms clinical trials work orthe U.S. government and or pharmaceutical and biotech-nology clients, both domestically and through its interna-tional operations.

In addition, Westat continues to expand its meth-ods research and inormation dissemination capabilities.Te rm operates a behavioral research acility special-izing in Web usability studies, augmenting its cognitivelaboratory and ocus group capabilities. It also manageswebsites and call centers supporting ederal agencies’public inormation programs.

Westat surveys are increasingly multimodal.In its projects, it conducts survey operations throughtelephone research centers across the United States,a national network o home-based telephone interview-ers, and a nationwide sta o eld data collectors or

in-person and institutional data collection. o supportand manage these large, distributed, computer-assistedinterviewing operations, Westat maintains anextensive, secure, nationwide computer andcommunications inrastructure.

Te rm distributes and provides user training andsupport or Blaise, a commercial o-the-shel sowaresystem or computer-assisted telephone interviewingand complex survey processing. Blaise was developedby Statistics Netherlands and is used internationally. In2010, Westat supplemented its WesVar statistical process-ing soware with a user-riendly WesDaX module toperorm online data analysis and tabulations.

Westat has a sta o 1,964 proessional ull -timeemployees. In addition, its telephone interviewing,eld interviewing and data editing sta averaged about1,200 during 2010. It also maintains research oces in

Bethesda, Md., Raleigh, N.C., Atlanta, Houston andPhiladelphia, and in ve international locations.

8/4/2019 Honomichl Top 50 - 2011



6ARBITRoN INC.arbtron.com

wILLIAM T. keRR, 70TiTle Prsnt n CeO

eduCaTiON M.B.a., Hrvr Bsnss Schoo

Arbitron Inc., based in Columbia, Md., was ounded in1949 and in 2001 became a public company listed on theNew York Stock Exchange.

U.S. revenue in 2010 was $390.4 million, up 2.8% rom2009. In 2010, 1.3% o total revenue, or $5.0 million,came rom outside the United States. Te growth rateexcludes 2009 and 2010 revenue rom the acquisition o Integrated Media Measurement Inc. in June 2010.

Arbitron is a leading media and marketing researchrm primarily serving radio, cable and V broadcasters,

advertising agencies, advertisers, buying services, retail-ers, out-o-home media, online media and print media.

Arbitron’s our main services are measuring radioaudiences in local markets across the United States;measuring network and national radio audiences in theUnited States; providing consumer shopping and mediausage inormation to radio, cable, advertising agencies,advertisers, retailers, broadcast V, out-o-home media,newspapers and online media; and providing applicationsoware used or analyzing media audience and market-ing inormation.

Mdia srvic• Measuring Local Market U.S. Radio Audiences: Arbi-

tron measures the size and composition o radiostation audiences by periodically surveying radiolisteners in approximately 280 U.S. markets. It has

commercialized the Portable People Meter (PPM)ratings service in the top 48 U.S. radio markets.

• Measuring National U.S. Radio Audiences:Arbitron also provides measurement o network radio audiences through its two national ratingsservices: RADAR and Nationwide. Te RADARservice provides a measurement o national radioaudiences and the audience size o network radioprograms and commercials or more than 55separate radio networks.

Radio Nationwide is a source or local and regionalmarket network ratings. Te service, issued twice eachyear, is based on the rm’s all and spring surveys.:

• Surveying Consumers in Local Markets: In

addition to its radio ratings service, Arbitron alsoprovides consumer proles o radio listeners,broadcast and cable V viewers, newspaper readersand consumers reached by outdoor and out-o-home advertising displays.

Tese proles contain detailed socioeconomicdata and inormation about what consumers buy,where they shop and what other orms o media they use. Arbitron provides measurements in approxi-mately 270 local markets in the United States throughthe Scarborough service and two other services thatconduct ongoing consumer surveys.

• Providing Application Soware: Te rm alsoprovides soware applications that give access tomedia and consumer inormation rom Arbitron andother research providers. Te soware assists

in making media buying and selling decisions, and inmanaging and programming radio stations.

Prtabl Ppl Mtr stmArbitron is evolving its data collection business romdiaries to portable electronic measurement devices thatpassively provide measurement services without addi-tional manual eort by the survey participants.

Te PPM technology is capable o measuring audi-ences or programming and advertising purposes acrossmultiple media including, among others, broadcast andsatellite radio; broadcast, cable and satellite V; theInternet; and retail in-store audio and video broadcasts.During 2010, Arbitron commercialized its PPM ratingsservice in 48 o the largest United States radio markets.

In June 2010, Arbitron announced its PPM 360device, a new generation o audience ratings technology

that uses wireless cellular technology to transmit mediaexposure data without the need or panelists to dock thePPM device in a base station, which it intends to gradu-ally introduce to its PPM panels.

Cr-Platrm Mdia MaurmntArbitron is developing cross-platorm services that ocuson the consumer, whether in his home or away romhome. Based on its PPM system, which is capable o measuring audiences or programming and advertisingpurposes across multiple media, broadcasters, contentproviders and advertisers would receive a more complete

picture o their audience and a comprehensive measuradvertising impressions.

Arbitron provided cross-platorm audience ratingsservices to NBC Sports, a division o NBC Universal Inctogether with online marketing research and analytics

companies comScore Inc. and Omniture, or the Vancou ver 2010 Olympic Winter Games. And the rm is currencollaborating with urner Broadcasting Systems Inc. ormeasuring the out-o-home, in-home and combined vieing o certain programming.

In February 2011, the Center or Innovative MediaMeasurement announced that it would work with Arbtron on a pilot test to measure consumer behavior withcontent and advertising across television, the Internetand mobile devices.

Te rm has ve regional sales oces located in themetropolitan areas o New York, Atlanta, Chicago, Daland Los Angeles. It has operations oces in Dallas,Birmingham, Ala., and Kochi, India. Its survey researctechnology, and data collection and production opera-tions are located in its Columbia, Md., acilities.

Arbitron has 951 ull-time and 330 part-time emploees in the United States.

7IPsosipsos-Na.com

JAMes T. sMITH, 59TiTle Chrmn n CeO

eduCaTiON M.B.a., Corn unvrsty

Ipsos in North America (Ipsos) is based in New York ais a unit o Ipsos Group SA in Paris, a public company

ounded in 1975 and listed on the Paris Stock Exchangin 1999.

U.S. revenue in 2010 was $379.6 million, up 9.0% r2009. In 2010, $1,133.2 million, or 74.9%, o total reve-nue, was rom outside the United States. Te growth raexcludes 2009 and 2010 revenue rom the acquisition oOX Corp. in March 2010. Revenue in 2010 or Ipsos North America was $484 million and or Ipsos Group was $1.5 billion.

Ipsos is a global survey-based market research rmproviding services in six areas o specialization: advertiing research, marketing research, media research, loya

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research, public aairs research and survey management.Te rm has a ull line o custom, syndicated, omnibus,panel and online research products and services guidedby experienced industry sta and supported by analyticsand methods.

Ipsos’ six areas o specialization are represented by theollowing rms across North America:

• Ipsos ASI (Ipsos-NA.com/advertising) is a world-wide provider o advertising pre-testingservices. It oers a ull range o advertis-ing research services at all stages o theadvertising development process, includ-ing copy testing, advertising tracking andbrand equity evaluation. It helps in thedevelopment, evaluation and improve-ment o advertising eorts.

• Ipsos Loyalty (Ipsos-NA.com/loyalty) isa global, specialized practice in customersatisaction management, customer rela-tionship management and employee

climate management, and is supportedby a modular suite o integrated researchtools. In Canada, this practice operatesas Ipsos Reid.

• Ipsos Marketing (Ipsos-NA.com/marketing) operates under a globalstructure and is supported by experi-enced special teams that provide inte-grated qualitative and quantitativeresearch services, as well as modelingand orecasting techniques that includesimulations and linkages to in-marketdata. In Canada, this group operates asIpsos Reid.

• Ipsos OX MediaC (Ipsos-NA.com/

media) is a market research specializa-tion that helps clients reach, engage andeectively understand digitally drivenconsumers. It integrates new technol-ogies and immersive techniques withextensive traditional research experienceto understand media and technology consumption, evaluate content, monitorthe value o brands and provide guid-ance or successul innovation.

• Ipsos Public Aairs (Ipsos-NA.com/pa) specializes in corporate reputation,issues management, strategic communi-cations and sociopolitical trends, servingcorporations, nonprot organizations,public relations rms, news media and

governments. Its toolbox or conduct-ing tailor-made research includes quan-titative polling, qualitative ocus groups,online panels, elite and stakeholderinterviewing, syndicated subscriptionsand other research techniques.

• Ipsos Observer (Ipsos-NA.com/observer)is the rm’s survey management, datacollection and data delivery specializa-tion serving client researchers who havethe means to analyze data in-house. Fromcreating surveys to delivering data, itsteam o market research proessionalsmanages projects across a broad range o online and oine research methodolo-gies including, online, telephone, ace-to-

ace and mobile.

Ipsos employs 1,246 in the United States.

8/4/2019 Honomichl Top 50 - 2011



8GFk UsAGKmrc.com

kLAUs L. wüBBeNHoRsT, 55TiTle CeO o GK Se

eduCaTiON Ph.d., Tchnc unvrsty,

drmstt, Grmny

GK USA comprises the U.S. operations o GK SE, apublic company based in Nuremberg, Germany, whichwas established in 1934 and is listed on the FrankurtStock Exchange.

U.S. revenue in 2010 was $290.9 million, up 0.6%rom 2009. In 2010, 83.5% o total worldwide revenue, or$1,471.1 million, was rom outside the United States. Tegrowth rate excludes the 2009 and 2010 revenue o Inter-scope acquired in November 2010.

GK SE is a worldwide market research organizationoering inormation on the media messages that peopleperceive, the belies that they hold, and the products andservices that they buy. GK is creating new methodolo-gies and technologies to provide powerul insights and themost complete view o the way people live, on and oine.

Te rm provides services in three sectors: customresearch, retail and technology, and media.

Cutm RarchTis sector provides research services in key industrialsectors and markets using both qualitative and quantitativeresearch methods, employing both online and oine tech-niques and advanced technologies. Key market areas areB-to-C, B-to-B and medical proessionals.

• GK Custom Research North America (GfAmerica.

com), headquartered in New York, is a ull-service, act-based research rm oering a wide range o ad-hocand syndicated research products, strategic models andconsulting services. Its industry-specic teams includeGK Automotive, GK Consumer, GK Financial Services,

GK Media & Communications, and GK Business &echnology (includes industrial and B-to-B research). Key specialty practice areas include GK Brand & Commu-nications, GK Customer Loyalty (includes GK Mystery Shopping), GK Roper Consulting (consumer trends),

GK Roper Public Aairs, GK Corporate Communica-tions (includes GK Roper Omnibus Services), GK Strate-gic Innovation, GK Qualitative & Ethnography, and GKInterscope (shopper marketing).

Te rm’s newly ormed GK Corporate Innova-tion team includes GK’s Research Center or Excel-lence (RCE) and a Corporate Innovation unction.Te RCE ensures that the rm continues to drivemarketing science and data visualization services intoclient engagements and the company’s product port-olio. Te Corporate Innovation team ocuses on basicand applied research, the development and commer-cialization o new products or the rm’s portolio,and enhancements to its current product line. GKalso delivers research support and data collectionservices through Friedman Marketing Services andGK Research Dynamics in Canada.

• GK Healthcare (GfHC.com) is a major providero ully integrated custom healthcare marketingresearch worldwide. With a broad range o customand multi-client research oerings, as well as innovative approaches to meet a product’s needs acrossits lie cycle, GK Healthcare oers exible market-ing research resources. It has more than 40 years o experience in healthcare-specic marketing researchacross both local and global projects, encompassing virtually all qualitative and quantitative methodolo-gies and including in-depth experience across morethan 60 therapeutic classes.

• GK Kynetec (Gf-Kynetec.com) is a global provider inull-service marketing research and consulting services tothe agricultural, animal health and dental lab industries.

Rtail and TchnlgInormation on retail sales o technical consumer goodsis gathered on a continuous basis in this sector, sourcedrom retailers.

• Etilize (Etilize.com) is one o the largest providerso aggregated product data in the world. It providesproduct content in categories such as I, consumerelectronics, automatic identication and data captu(AIDC), sporting goods, proessional photogra-

phy, home and garden equipment, appliances andoce products. Te rm collects inormation romthousands o global manuacturers, creates a stan-dard taxonomy and delivers the nished product ase-commerce-ready Web content to online retailers,distributors and resellers.

• GK Audits and Surveys USA(GfAuditsAndSurveys.com) ocuses on deliverininormation and insights rom retail-based researcTe rm oers both custom and syndicated servicto a variety o industry sectors. Among its customservices are distribution audits, controlled store temarket description studies, in-store interviewing,trade sentiment studies and customer experienceprograms. Its syndicated services include sales traing programs covering pet ood and optical produ

such as contact lenses, eyeglass lenses and rames.tracks dispensing data through proessional channthat oer products directly to their clients such as veterinarians, optometrists, opticians, etc.

• GK Equity Research (GfEquityResearch.com) anGK Boutique Research (GfBoutiqueResearch.codivisions analyze GK data in the context o exter-nal data sources, including government data (GDPimport/export, condence), nancial data (oreignexchange, prots) and gures released by industry(sales guidance, actory shipments, supply chain dpoints). Its services aid those seeking to understantoday’s gures and orecast tomorrow’s develop-ments, including electronics suppliers, gadget manacturers, distributors, retailers, network operatorsand investors.

• IFR Monitoring USA (IFRmonitoring.com) is experienced in retail in-store shel analysis, retail printadvertising and Internet advertising analysis. Itanalyzes shel share, ad share and Internet share to

present a complete picture in the “eyes o the consumer” at the various levels o retashelves, retail advertisements and retailonline sites, reecting the market oers,placements and promotions.

MdiaTis sector delivers continuous customizeresearch on the reach, intensity and use oV, radio, print and online media.

GK MRI (GfMRI.com) is a provider omedia and consumer research in the United

States and is the primary source o audi-ence data or the American magazine industry. Data rom MRI’s Survey o the AmericaConsumer, conducted continuously since1979, are used in the majority o media andmarketing plans written in the United StateIts measurement o all major media audi-ences makes it the largest source available integrated media planning. In 2009, the rmlaunched AdMeasure, the industry’s rst prad ratings service.

Operating in more than 100 countries,GK has 877 ull-time employees in theUnited States.

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9syNoVATeSynovt.com

sCoTT MILLeR, 46TiTle CeO o Synovt North amrc

eduCaTiON B.a., potc scnc, abon Cog

Synovate, based in London, was created in 2003 and is themarket research arm o Aegis Group plc, a London-basedpublic company listed on the London Stock Exchange.

U.S. revenue in 2010 was $235.8 million, up 9.9% rom2009. In 2010, revenue rom outside the United Stateswas $649.0 million, or 73.3% o total revenue.

Synovate is a global market research irm thatgenerates consumer insights by providing integratedresearch metrics and ensuring that those metricsare more predictive o business outcomes. he irm

is based around a borderless organization with apersonalized service and lexible structure that allowsit to create teams and processes that meet client-speciic requirements.

Its clients range rom Fortune Global 500 companiesto entrepreneurial start-ups and come rom all sectorso business: consumer packaged goods, healthcare,

automotive, nancial services, petrochemicals, mediaand advertising, government, retail, restaurants, technol-ogy, telecom and more.

Synovate’s global capabilities include:

• Brand & Communications: Te rm oers BrandValue Creator, Market Barriers, BrandLie and otherservices to grow brands, assess obstacles and track theimpact o communications on perormance. Syno- vate’s brand research also can be integrated with itscustomer loyalty and shopper research capabilities,providing a holistic view o customers.

• Customer Experience: Tis global practice measures,models and manages customer experience, satisac-tion and l oyalty.

• MarketQuest: Tis service guides clients through theentire product development process, rom initial conceptto pricing and packaging, as well as ongoing peror-mance monitoring to ensure eective market decisionsand accurate volume estimates.

• Shopper Insights: Synovate Shopper Insights identi-es key category and brand shoppers, understandsand quanties positive and negative in-store actorsimpacting brand and channel perormance, and opti-mizes the shel to maximize retail perormance. Equip-ment allows retailers to count, track and study shopper

behavior in stores during alltimes o the day to assess theimpact o promotions, displays,store locations, layouts andother actors.

• Syndicated Services: Syno- vate’s syndicated studies includePAX and EMS, which exam-ine media behavior and prod-

uct ownership among auentconsumers; Media Atlas, whichcovers media consumption,product ownership, brand rela-tionship, and liestyles and atti-tudes among general consumersin key Asian markets; YoungAsians, which examines youthbehavior across 12 Asianmarkets; Mail Monitor, whichtracks direct mail credit cardoers in the U.S. market;

Customer Satisaction Index (CSI), which tracks Canadians’ satisaction with their nancial institutions; Durrend, which tracks Americans’ purchases o househodurable goods; and Household Equipment Canada(HEC), which tracks durable purchases in Canada.

Synovate currently has oces in 64 countries with tability to conduct market research in an additional 75.Te rm employs 762 ull time in the United States.

10THe NPD GRoUP INC.NPd.com

ToD JoHNsoN, 66 (pictured)

TiTle Chrmn n CeO

eduCaTiON M.S.i.a., Crng Mon unvrsty

kARyN sCHoeNBARTTiTle Prsnt n COO

ToM LyNCHTiTle CFO n COO

Te NPD Group Inc. (NPD), based in Port WashingtoN.Y., is a privately held corporation ounded in 1967.

U.S. revenue in 2010 was $173.7 million, up 4.8% r2009. In 2010, 27.7% o total revenue, or $66.4 millionwas generated rom work conducted outside the UniteStates. Te growth rate excludes the 2009 and 2010 revnue rom the acquisitions o Solarbuzz in March 2010and LGI Network in May 2010.

NPD provides consumer and retail inormation or awide range o industries, including manuacturers, retailers, nancial services companies and others. Te rm

helps identiy new business opportunities and guides pruct development, marketing, sales, merchandising andother unctions.

Inormation is available or the ollowing indus-try sectors: audio/video/imaging, automotive, beauty,commercial technology, displays, entertainment, ash-ion, nancial services, oodservice, government, home,I/printing, kids, oce supplies, retailing, soware, solasports, telecom, toys and video games.

Te rm’s products and services include retail track-ing, consumer tracking, shipment tracking, special repocustom services, analytics and analyst businesses.

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NPD’s national retail tracking services are based onpoint-o-sale store movement inormation collected rom950 retail partners representing about 165,000 doorsworldwide. It also oers market- and store-level trackingand advanced analytics at various geography levels, includ-

ing designated market areas, census regions and customareas such as client retail trading areas in the United Statesand Europe. Te rm monitors commercial sales o inor-mation technology products through an alliance with theGlobal echnology Distribution Council,whose members constitute approximately 80% o the I distributor market.

NPD’s consumer tracking services inthe United States are based on inormationcollected rom the NPD Online Panel o nearly 2 million registered members, opti-mized or tracking studies.

Te rm’s echnology Analyst Businessprovides market research on the at paneldisplay supply chain, as well as the emergingphotovoltaic/solar cell industries. It providestrend inormation, orecasts and analyses

developed by a global team o experiencedanalysts with extensive industry knowledgeand resources.

In 2011, NPD will continue to build itsanalyst businesses with the acquisition o In-Stat and a new line o products calledConnected Intelligence. It will introducenew consumer tracking services provid-ing more robust shopper insights in severalindustries, including ashion and consumertechnology. Te rm will continue to extendits global reach, exploring new businessopportunities around the world.

NPD’s joint ventures include a serieso companies owned by NPD and GKSE, operating retail tracking services inEurope, the Americas, Asia and Australia or

consumer electronics, household durables,cameras, and inormation and I. NPD part-ners with GK in Ozoys, a retail trackingservice covering toys, video games and so-ware in Australia and New Zealand.

Te rm, which has oces in 25 citiesaround the world, has 815 ull-time U.S.employees. Outside o the United States, ithas 320 ull-time employees.

11ICF INTeRNATIoNALINC.

iCFi.com

sUDHAkAR kesAVAN, 56TiTle CeO

eduCaTiON M.S., tchnoogy n

pocy, Msschstts

insttt o Tchnoogy

ICF International Inc. (ICF), based inFairax, Va., was ounded in 1966 and waslisted on the Nasdaq stock market in 2006.

U.S. research-only revenue or 2010 was$153.2 million, up 8.0% rom 2009. In 2010,23.4% o total research-only revenue, or$46.9 million, was rom outside the UnitedStates. Te growth rate includes 2009 and2010 revenue rom the acquisition o Marco

International in April 2009 rom inoGroupInc. U.S. research and nonresearch revenueis $619 million or 2010.

ICF provides survey research services to U.S. govern-ment agencies as well as international organizations andmultinational corporations. Te rm serves aviation,climate, community development, deense, education,energy, environment, amilies and communities, health,

homeland security and transportation markets.Te rm’s products and services are in seven areas o

specialization:

• International Research and Evaluation: ICF providestraining and technical assistance to assist nationalgovernments, in-country organizations and interna-tional donor agencies with developing indicators andmetrics, monitoring and data collection, policy orma-

tion and disseminating ndings to target audiences.

• Experimental and Quasi-Experimental Research: Term addresses the ull lie cycle o experimental and

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quasi-experimental research services, including meth-odology and study design, quantitative and qualitativedata analysis, database and systems development, andreports and the publication o results.

• Monitoring and Evaluation Capacity Building: ICFbuilds program monitoring and evaluation capacity withservices, including managing change and communi-cating developments to grantees or awardees, adjustingdata collection systems or indicators to reect programchanges, producing report snapshots to show continuedprogress, and leveraging existing resources to expandcapacity in monitoring and evaluation.

• Perormance Measurement: Te rm’s lie cycleapproach supports U.S. ederal agencies, nonpro-its and commercial rms with perormance measure-ment tools and techniques, including: developingmeaningul and measurable indicators, creating dash-boards and balanced scorecards, setting targets andgoals or continuous quality improvement programs,and designing and implementing Web-based data

management and reporting systems.

• Program Evaluation: ICF applies traditional andanalytic methods and tools including randomizedcontrol trials, propensity score matching, quantitativeanalysis o designs, ethnographic studies and socialnetwork analysis.

• Quantitative Methods and Analysis: ICF provides arange o quantitative methods and analysis, includ-ing: Web, telephone, paper and mail, in-person andhybrid surveys; cell phone data collection; sampling andweighting; database development and data manage-

ment; proprietary modeling o complex systems andanalytic methods; and cost benet analysis.

• R&E Surveys and Analysis: Te rm’s surveys incor-porate emerging methodologies and generate strong,deensible response rates. Services include ques-tionnaire and manual development, quality control,FISMA-moderate data security capacity, soware devel-opment, and the analysis and dissemination o ndings

ICF has 38 ull-service oces in the United States andcurrent projects in seven countries. Its ull-time U.S. sta is 1,000.

12J.D. PoweR AND AssoCIATesJdPowr.com

FINBARR o’NeILL, 58TiTle Prsnt

eduCaTiON J.d., Forhm

unvrsty lw

Schoo

J.D. Power and Associates (JDPA)in Westlake Village, Cali., wasounded in 1968. In April 2005,it was acquired by Te McGraw-Hill Cos., New York.

U.S. research-only reve-

nue in 2010 was estimated at$147.3 million, down 10.4%rom 2009. Revenue romoutside the United States in2010 was estimated at $84.1million, or 36.2% o totalresearch-only estimated reve-nue.

JDPA is a global marketinginormation services company that conducts independentconsumer surveys o productand service quality, customersatisaction and buyer behav-ior. Services include industry-wide and client-commissionedresearch, B-to-B consulting,

automotive orecasting andmedia research.

Annual syndicated studiesare based on survey responsesrom millions o consum-ers and business customersworldwide. Te rm does notreview, judge or test productsand services; it relies on theopinions and expectations o consumers who have actually owned the products and usedthe services being rated.

JDPA is best known or itswork in the automotive indus-try, or which its metrics havebecome the industry stan-

dard or measuring quality andcustomer satisaction. A team o associates worldwide conducts

quality and customer satisaction research across indus-tries including automotive, telecommunications, travel, reestate, nance, insurance, healthcare, utilities and consumelectronics.

Te rm’s clients include many Fortune 500 compan

in the United States and many internationally. JDPA hasseven U.S. oces and locations in eight countries. In theUnited States, it has 459 ull-time employees.

13CoMsCoRe INC.comScor.com

GIAN M. FULGoNI, 63 (pictured)

TiTle Chrmn

eduCaTiON M.S., mrktng, unvrsty o

lncstr, unt Kngom

MAGID ABRAHAMTiTle Prsnt n CeO

ComScore Inc. (cS), based in Reston, Va., was ounded 1999 and was listed on Nasdaq in June 2007.

U.S. revenue or 2010 was $142.0 million, up14.8% rom 2009. In 2010, revenue generated outsidethe United States was $33.0 million, or 18.9% o totalrevenue. Te growth rate excludes 2009 and 2010revenue rom the acquisitions o ARSgroup inFebruary 2010, and the Products Division o Nexius Solutions Inc. in July 2010.

cS continuously measures the digital behavior o aglobal cross section o 2 million Internet users (includ-ing 1 million in the United States) who provide theirbrowsing and transaction behavior, including online anoine purchasing. Its panelists also participate in surv

research that captures their attitudes, liestyles, producpreerences and purchase intentions, which can be integrated with their observed online behavior.

cS services all into three primary segments o digital analytics: User Analytics, Advertising Analyticand Mobile Analytics.

Ur Analtic• comScore Media Metrix (CMM) provides Inter-

net audience measurement or advertising agenciespublishers, marketers and nancial analysts. CMMreports details o online media usage, visitor demo-graphics and online buying power or the home, woand university audiences across 100 local U.S. markand around the world, including detailed reporting40 countries.

Its syndicated measurement is based on the Uni

Digital Measurement methodology, which combinesboth panel-based and website-census measurement.Te methodology, which requires publishers to use acomScore census tag on their website, has been adopby more than 90% o the top 100 U.S. media properti

cS oers tools or reach and requency analysis, dpart planning, online and oine local market analysand emerging applications. Other services in the CMsuite include comScore Video Metrix, or measure-ment o online video viewing; qSearch, or measure-ment o search behavior; comScore Ad Metrix, ormeasurement o online display advertising; SegmentMetrix, which describes the online behavior o vari-ous consumer segments, including those dened by Prizm and PersonicX; and comScore Marketer, a searmarketing intelligence tool.

• comScore Marketing Solutions (CMS) combinesthe cS Internet user database with the experience ocomScore analysts to deliver insight into the online

0

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behavior o consumers or clients in the automotive,consumer packaged goods, entertainment, nancialservices, media, pharmaceutical, retail, technology,telecommunications and travel industries.

CMS also integrates online behavior with oine

purchase and product ownership data. cS matches itsonline database with oine buying databases (suchas a retailer’s loyalty card database) to create largedatamarts that allow measurement o the impact thatonline marketing has on oine buying behavior. Inconjunction with SymphonyIRI’s Consumer Network panel, cS also has the capability to measure the impacto online marketing campaigns across retail channels.

CMS oers a ull range o custom and syndicatedsurvey research services or a variety o industries,using the cS panel with oine and online applica-tions. CMS survey services address business issuessuch as consumer segmentation, customer satisac-tion, product and advertising evaluation, and brandperormance tracking. CMS also integrates survey responses with online behavior passively captured orthe same respondents.

cS data and services support numerous applications,including market and competitive intelligence or any onlinecategory; benchmarking and opportunity gap/SWO anal-ysis; customer proling and segmentation models; the inte-gration and study o online behavioral data with oinepurchase data; choice models based on pricing, taxes andpromotions, among other actors; controlled measuremento the eectiveness o interactive marketing programs; andthe scoring o customer les or direct marketing programsusing markers and propensities derived in aggregate withinthe cS database and applied using shared attributes.

Te rm also recently announced the launch o Digi-tal Analytix, an analytics service that eatures the inte-gration o user demographic data, as well as an agile andexible data architecture.

Advrtiing AnalticcS oers several services under the Advertising Analyticsumbrella, including advertising planning tools, advertisingeectiveness measurement and advertising copy testing.

Tis service provides understanding audiences and veri-cation that a campaign actually reached its intended target,and also quanties the impact o multimedia advertisingon attitudes and behaviors as well as on online and in-storesales. Te suite o products or both digital and cross-media

campaigns allows or in-ight optimization and overallimproved campaign ROI.

It also includes a variety o optimization toolsdesigned to provide a predictive evaluation o an ad’screative quality. Using insights provided via copy test-ing, clients are able to test and monitor creative strategies,executions and campaigns across a variety o individualmedia as well as multiple touchpoints, delivering a holis-tic view o an ad’s likely and actual impact.

Mbil AnalticcS uses both passive on-device measurement and surveyso mobile users, and works with handset manuacturersand network operators worldwide.

Te services currently oered under cS’s MobileAnalytics umbrella include: MobiLens, a mobile marketintelligence service that connects consumers’ use o

mobile devices, content merchandising, and the capabil-ities and characteristics o the devices; Mobile Metrix,passive measurement o mobile Web browsing using cS’spatented soware application residing on mobile devices;Ad Metrix Mobile, tracking o mobile Internet display advertising; and GSMA Mobile Media Metrics, anony-mized census-level reporting o mobile media behaviorin the United Kingdom. Te Nexius Xplore product suiteprovides mobile analytics or carriers in order to helpthem analyze and optimize their network and customerservice experience.

In 2010, cS acquired ARSgroup, a communica-tions research agency specializing in the measure-ment o advertising persuasion or V and multimediacampaigns, and Nexius Products Division, a amily o products that provides analytics that mobile operatorsuse internally to build smarter networks and improve

customer care.

cS has 673 ull-time employees in the United States, withoces in six U.S. cities and in 16 countries worldwide.

14MARITz ReseARCHMrtzRsrch.com

MICHAeL BReReToN, 51TiTle Prsnt

eduCaTiON M.B.a., Bowng Grn Stt unvrs

Maritz Research, based in Fenton, Mo., was ounded in 19and is a wholly owned subsidiary o Maritz Holdings Inc

U.S. revenue in 2010 was $140.9 million, up 8.6% ro2010. In 2010, 13.1% o total revenue, or $21.2 million,came rom outside the United States. Te growth rateexcludes 2009 revenue rom the sale o the PharmaceutiResearch Group in June 2009. Maritz Holdings’ revenue2010 was $1.2 billion.

Maritz Research provides services that improve peromance by understanding the integrated dynamics betwe

customers, employees and channel partners. Te rm’sspecialized divisions ocus on the automotive, nancialservices, hospitality, technology and retail sectors.

Te rm designs, launches and operates customerexperience intelligence programs related to the custom voice. Its approach allows better listening to and actingupon whatever customers say, wherever they say it.

Customer voice is urther understood through the ingration o multiple voice-o-the-customer (VOC) sourcby tying insights to business outcomes and by distillingndings to core messages that drive meaningul customexperience improvements.

Maritz Research will continue its investment in VOby developing methods o collecting eedback, integrating VOC sources, including social media and reningits reporting approach to better communicate eedbackdriven action in 2011.

Te rm’s research ndings can be acted on througthe other Maritz businesses. Tese businesses combineoer synergy to develop loyalty and motivation prograthat deliver brand-enhancing customer experiences.

Maritz Research employs 612 people ull time in thUnited States and 743 worldwide. Its ocare located in Chicago; Detroit; HamburgGermany; Kansas City, Mo.; Kirksville, MLos Angeles; Marlow, U.K.; Minneapo-lis; Shanghai, China; St. Louis; and oledoOhio; and in oronto, Montreal and Saskatoon, Canada.

15DUNNHUMByUsAnnhmby.com/s/

sTUART AITkeN, 39TiTle CeO

eduCaTiON M.S., normton

mngmnt scnc,

unvrsty o Strthcy

Gsgow

dunnhumbyUSA in Cincinnati wasounded in 2003 by joint owners heKroger Co. in Cincinnati and dunnhumLtd. in London, which is majority-owneby esco plc.

U.S. research-only revenue in 2010 w

$110.7 million, up 26.7% rom 2009. In2010, 43.2% o total research-only reve-nue, or $84.3 million, was rom work

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conducted outside the United States. otal researchand nonresearch revenue was $245 million.

dunnhumbyUSA combines attitudinal insights withbehavioral insights to deliver a complete view o thecustomer or both retailers and manuacturers. It iden-

ties customers who have behaved in a certain way andconnects with them to understand the underlying atti-tudes that caused this behavior. Knowing the “why behind the what” creates a multidimensional understand-

ing o the customer and enables companies to make moreinormed and eective business decisions. Companiescan nd out when and how their brands and productsare consumed, and what needs they ulll; the appropri-ate ocus o media campaigns and messages; consumers’

motivations to buy and the barriers to purchase; and thelikely success o new product ideas.

Te rm’s source o inormation is customer trans-actional data rom retailers’ customer loyalty (requent

shopper) programs, POS sales and traditional marketresearch methods, reecting what shoppers actually doterms o what, how and why they buy, targeting customers who matter most and identiying where the biggestopportunities lie.

Te rm uses an algorithm, called the “rolling ball,”to read customers’ liestyles by analyzing their shoppinchoices. It identies patterns in the basket bundles anduses these to sort customers into various liestyle and l

stage categories based on the products thebuy. Tis “DNA” prole is built up over timso that clients can specically target groupo customers with oers designed to appeto their liestyles and preerences.

dunnhumbyUSA’s agship service is itsWeb-based dunnhumby Shop that providaccess to anonymized sales and customerinsights used across sales, marketing andcategory teams. For example, the data useor the dunnhumby Shop used by Krogeris derived rom the transactions o approximately 3.7 billion shopping baskets. Tes

insights are used to determine drivers o brand and category sales perormance, typo customers and trends, repeat purchasinand cross-shopping behavior.

In January 2011, the rm partnered wiRuby uesday Inc. to incorporate continuupdated inormation about customer behaior and preerences into day-to-day decisimaking at the company’s restaurants acrosthe United States.

dunnhumbyUSA has 447 ull-timeemployees with 173 ull-time-equivalentemployees in research-related roles in theUnited States.

16HARRIsINTeRACTIVe INC.Hrrsintrctv.com

kIMBeRLy TILL, 56TiTle Prsnt n CeO

eduCaTiON M.B.a., Hrvr Bsnss

Schoo, J.d., dk unvrs

Harris Interactive Inc. (HI), based in NewYork, was ounded in 1975 as Gordon S.Black Corp. and together with Louis Harrand Associates, which was ounded in 195it became a public company in 1999, listed

on the Nasdaq.U.S. revenue in 2010 was $93.9 million

down 6.2% rom 2010. In 2010, $72.9million, or 43.7% o total revenue, wasgenerated outside the United States.

HI is a global custom market researchcompany that uses research, technology andbusiness acumen to transorm insight intoactionable oresight. Te rm is widely knowor Te Harris Poll, one o the world’s longesrunning, independent opinion polls, and orpioneering innovative research methodolog

It serves clients worldwide throughits North American, European and Asianoces, and through a global network o independent market research rms.

Trough its Centers o Excellence, HI

oers services and experience in the areas

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new product development, brand and communications,stakeholder consulting, reputation management, andyouth and education. Its industry experience includeshealthcare, public aairs and public policy, energy, auto-motive, technology, telecommunications, media, nan-

cial services, insurance, retail, restaurants and consumerpackage goods.

In 2010, HI launched several commercial oer-ings, including products that leverage its social intelli-gence platorm, Research Liestreaming,which connects the conversations thatpeople are having online and oine withthe views they express and the actions they take, resulting in deeper, more actionableinsights.

Also in 2010, HI commenced the world-wide implementation o its global panel andsurvey platorm, designed to improve thequality, speed and eciency o its researchoperations, and created the Harris Vault, adigital library o nearly 40 years o HarrisPolls searchable by topic, date and author.

In 2011, HI plans to expand the sizeo its Research Liestreaming panel anddevelop additional products that lever-age its platorm, and continue exploit-ing mobile devices or real-time data eeds,polling and insights.

HI has 443 ull-time U.S. employeesand has international oces in the UnitedKingdom, Canada, France, Germany, HongKong, Singapore and China.

17ABT sRBI INC.

abtassocts.com

kATHLeeN L. FLANAGAN, 50(pictured)

TiTle Prsnt n CeO

o abt assocts

eduCaTiON M.S., pbc pocy,

unvrsty o Rochstr

MARk A. sCHULMAN, 65TiTle CeO o abt SRBi, th

srvy sbsry o

abt assocts

eduCaTiON Ph.d., Rtgrs unvrsty

Abt SRBI Inc. in New York is the survey subsidiary o Abt Associates Inc. in

Cambridge, Mass., an employee-ownedcompany ounded in 1965.

U.S. research-only revenue in 2010 was$86.8 million, up 11.2% rom 2009. otalresearch and nonresearch revenue in 2009was $332 million.

Abt Associates is a global rm inresearch and program implementation inthe elds o health, social and environ-mental policy, and international develop-ment. Known or its approach to solvingcomplex challenges, the company has sevenoces in the United States and programoces in nearly 40 countries.

Abt SRBI (Srbi.com) is a ull-serviceglobal research and consulting rm whosesurvey research capabilities range rom

sample design and instrument develop-

ment, through data collection (telephone, in-person,IVR, Web) and data management, to analysis and marketstrategy. Its emphasis on technical quality ensures con-dence in measuring eectiveness, launching new prod-ucts and improving customer satisaction.

Abt SRBI has eight divisions:

• Analytic and Consulting Division has specialized prac-tice groups in banking and nance, insurance, health-

care and media research. Its domestic and globalB-to-B research is conducted here.

• Marketing Insights Division ocuses on integrated stra-tegic research approaches, particularly in the CPG,

restaurant and retail sectors. It is Abt SRBI’s large-scalecustomer satisaction survey oering using innovativemethods and technologies, including IVR.

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• Government Division conducts large-scale surveysand tracking studies or many U.S. government agen-cies. Tese projects include epidemiological surveys,healthcare, military veterans, immigration, domestic violence and program evaluations.

• Public Policy and Public Aairs Division conducts large-scale public policy and public opinion surveys or univer-sity researchers, oundations, research institutes and the

media. Tis division is responsible or Abt SRBI’s publicopinion polling or ime magazine and other media.

• ransportation Division provides passenger andcustomer research to leading public transit authorities,

transportation planners and engineering rms. Tisincludes household travel surveys, origin and destina-tion studies, new product and service testing, pricingand passenger satisaction research.

• Utilities Division serves the electric utility industry. Sties include customer satisaction and loyalty, marketinissues and the impact o industry deregulation.

• Interviewing Services Division conducts telephone,

mail, Internet, IVR and in-person interviewing orother marketing research rms. Abt SRBI has vecentralized, ully supervised CAI acilities with nea450 stations.

• Advanced Methods Group provides consuing support in areas such as complex samdesign, nonresponse error, cell and dual-rame sample designs, weighting, andgeographic inormation systems (GIS).

Abt SRBI has more than 1,700 ull-timemployees, o which 204 work ull time onmarket research.

18LIeBeRMAN

ReseARCH woRLDwI

lRWonn.com

ARNoLD FIsHMAN, 66TiTle Fonr n Chrmn

eduCaTiON B.S., Brookyn Cog, C

unvrsty o Nw York

DAVID sACkMAN, 53 (pictured)

TiTle Prsnt n CeO

eduCaTiON B.a., unvrsty o

Corn t los ang

Lieberman Research Worldwide (LRWbased in Los Angeles, is a privately heldcorporation ounded in 1973.

U.S. revenue in 2010 was $82.3 millionup 11.8% rom 2009. In 2010, $18.5 millioor 18.4% o total revenue, was generatedoutside the United States.

LRW is a ull-service custom marketresearch rm with experience across a widerange o industries, including entertain-ment, pharmaceutical technology, automotihealthcare, retail, ood service, nancial andbusiness services, consumer goods and morTrough its aliate network o more than 6companies, the rm conducts research in mthan 80 countries.

LRW uses a research-based consult-

ing model to drive business impact. Its staconsists o senior executives rom consultinadvertising, marketing, academia and marking research. Its Advanced Analytics team iexperienced in conjoint, choice, latent classmaximum dierence modeling and Hierarchical Bayes modeling, usion, price testingand optimization, demand orecasting andmodeling, market segmentation, brand equmodeling and other custom techniques.

LRW emphasizes ve core areas o researexperience:

• Strategy Development andSegmentation Research: Strategy experience i s LRW’s core strength.In segmentation research, the irm

determines targets, optimizes

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marketing mix and develops strategies to maxi-mize perormance within target segments. It alsodeploys techniques and analytic processes to under-stand where value resides within brands along withthe implications or brand building. LRW uses both

Fusion and Segmentation by Optimization or reach-ing unique segments and gaining a clearer under-standing o needs. Blending the two segmentationapproaches with trade-o analyses enables the rmto optimize product coverage and linedemand or target segments.

• Brand Strategy and racking: LRWcontinues to expand its brand prac-tice with its R&D-based Relevant Clar-ity paradigm, which links brand equity directly to nancial perormance. Tisproduct helps directly manage thecontribution o brands to changes insales and protability.

• Customer Satisaction Diagnostic Eval-

uation and racking: LRW’s experi-ence in analyzing consumer attitudesand behavior has enabled the rm tosuccessully link customer satisaction tonancial perormance. LRW’s approachhelps to identiy specic behaviorsand actions that can be undertaken toimprove nancial results. It providescontinuous improvement and eedback delivered directly to stakeholders viaintuitive dashboards and other onlineanalytical tools.

• New Product Development: Usinganalytical techniques, LRW providesproduct optimization studies withactionable deliverables. Te rm uses

proprietary methodology includ-ing Ideation and Evolution to generateapproaches to new product development.

• Actionability Suite: LRW oers theActionability Suite o products toengage stakeholders in the researchprocess. It consists o our distinctapproaches built upon an action-oriented philosophy: Immersion,Lieberman Learning Labs, Actionability Workshops and Synthesis .

In 2010, LRW’s Innovations eamdeveloped a virtual car clinic methodol-ogy, resulting in approaches that have ledto increased research exibility and lower

costs or automotive companies.In 2011, the rm plans to expand its Asia

operations in Shanghai; unveil an evolved brandequity tracking paradigm based on signi-icant R&D eorts; and expand the use o a matrix management approach to urtherexpand its ability to deliver “so what?” thinking.

In the United States, LRW employs 357ull-time employees. Data collection capa-bilities include Web hosting o 2,000+simultaneous surveys, 740+ IVR portsacross 15 servers at multiple locations,and ve telephone centers with 525 CAIstations and the capability to conduct inter-views in more than 67 languages. In addi-tion to its Los Angeles headquarters, thecompany has oces in London; Shanghai,

China; New York; Chicago; Charlotte, N.C.;and Huntington Beach, Cali.

19MARkeT sTRATeGIes INTeRNATIoNAL MrktStrtgs.com

ANDRew J. MoRRIsoN, 62

TiTle Chrmn n CeO

eduCaTiON Ph.d., mss commnctons rsrch,

unvrsty o Mchgn

Market Strategies International in Livonia, Mich., was

ounded in 1989. In 2006, Veronis Suhler Stevensonacquired a majority stake.

U.S. revenue in 2010 was $67.6 million, up 2.0% rom2009. Revenue generated outside the United States in

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2009 was $13.1 million, or 16.2% o total revenue. Tegrowth rate excludes 2009 revenue rom the sale o thePerception Analyzer unit in December 2009.

Market Strategies is a market research consultingrm experienced in communications, energy, nancial

services, healthcare and technology industries. Te rmoers global industry knowledge and experience, analyt-ical capabilities, and unique market research programsand services, all geared toward partnership-orientedclient service.

Its proessionals are ocused on their respective verticalindustry segments and geographic markets. Market Strat-egies’ specialties include customer experience manage-ment to set priorities or service improvement initiativesand employee training; product development and optimi-zation to develop, launch and maintain winning productsand services; segmentation to create clear and identi-able consumer segments; messaging and communicationstesting to develop eective communications programs;brand development and positioning to leverage customerneeds and create a ramework or managing brand percep-tions; and usability evaluation to design customer-ocused

websites and Interactive Voice Response (IVR) systems.Te rm provides customer satisaction and

loyalty research through its Integrated ResearchCenter (IRC) service or clients that conduct more than5,000 interviews per month via telephone, IVR or Inter-net-based data collection. Te IRC is supplemented witha customized extranet portal and dashboard report-

ing system, anda wide rangeo analyticalservices.

In 2010,Market Strate-gies completedapproximately 1.2 million tele-phone interviews

rom its researchcenters in theUnited States andCanada. Te rmalso managedmore than300,000 Web-based interviews,with an empha-sis on physician,technology,

decision-maker and business leader panels. It manages allo its Web-based research.

A ull-service Marketing Sciences unit provides asuite o research services including MSImpact Model-ing, a structural equation modeling system or customer

experience management programs; Brand Manager, aresearch program that helps clients develop and derive value rom established and new brands; MSInnovation,a product optimization and simulation approach thateatures proprietary choice-modeling analysis; MSar-gets, a multiplatorm market segmentation analysisservice; and MSPositioning, a communications-testingmethodology that helps clients identiy, track and moni-tor corporate messaging.

Market Strategies employs 257 ull-time sta and1,100 interviewers, and conducts research in 25 countriesacross eight global regions. Te rm has regional o cesin six U.S. cities and Hong Kong.

20oRC INTeRNATIoNALORCintrnton.com

MARC LITVINoFF, 50TiTle Prsnt

eduCaTiON B.S., bnkng, nnc n nvstmnts,

Hostr unvrsty

ORC International (ORC) in Princeton, N.J., (ormerly Opinion Research Corp.) ounded in 1938, is the marketresearch division o Inogroup Inc., a privately held rmin Omaha, Neb.

U.S. revenue in 2010 was $63.9 million, up 1.0% rom2009. In 2010, 34.8% o total revenue, or $34.1 million,was rom work conducted outside the United States. Te

U.S. revenue or 2009 and growth rate excludes MacroInternational, which was sold to ICF International Inc. inApril 2009.

ORC’s products and services integrate market andbusiness research with competitive intelligence, experi-enced advisory services and social analytics services orinsight into the attitudes and needs o both consumersand business executives across a range o industries.

Te rm’s experience is concentrated in the areas o customer strategies, strategic intelligence and employeeengagement research, with ocused industry experience in

nancial services, consumer packaged goods, healthcareand pharmaceutical, industrial/manuacturing, technoloemerging markets and public sector research.

ORC has been a partner o CNN since 2006 on theCNN/ORC International poll and partners with NYSE

Euronext on its annual CEO Report.Te rm oers several specialized services and prod

ucts in the United States and internationally. Since the1960s, it has oered a portolio o CARAVAN omni-bus services, including a dual rame (landlines and celphone) telephone omnibus. Since 1984, it has providedinsight and consulting through its Intota Expert Advi-sory Network (Intota.com), a screened network o mothan 13,000 world-class industry experts in the areas oscience, engineering, medicine and business.

ORC also oers Social Analytics Solutions, a suite oproducts integrating social media tools with traditionaresearch methodology, including social listening andsocial communities; a new oering developed collaboratively with neuromarketing rm Buyology Inc., whichis a brand relationship ramework building on the woro Buyology ounder Martin Lindstrom that integrates

traditional research methodologies with neuromarket-ing techniques to provide insight into consumers’ minsets; CityMARKS, a citizen satisaction measurement tor local governments; new product testing; in-home utesting; FDA-related research; and claims substantiatioand copyright inringement research.

ORC’s U.S. o ces are in Princeton, N.J., New York,Chicago, Boston, Seattle and Washington. It has ouro ces internationally. Te rm employs 243 in theUnited States.

21MARkeT FoRCe

INFoRMATIoN INC.MrktForc.com

kARL MAIeR, 43TiTle CeO

eduCaTiON B.a., Bowon Cog

Market Force International Inc. (MFI), based in LouisviColo., is a privately held corporation ounded in 2005.

U.S. revenue or 2010 was $52.8 million, up 17.6%rom 2009. In 2010, 0.6% o total revenue, or $0.3

0

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million, was rom outside the United States.MFI is a leading global customer intelligence services

rm or business-to-consumer companies includingmajor retailers, restaurants, grocery and conveniencestores, nancial institutions, entertainment studios and

consumer packaged goods companies. It has more than200 o the world’s largest B-to-C companies as clients.

MFI has pioneered the industry with a suite o servicesthat provide clients with the business intelligence they need to satisy their customers and drive bottom-lineresults. Te rm measures store-level operations andcustomer attitudes through mystery shopping, customereedback, market audits and merchandising services,coupled with the analytics to drive targeted improvements.

MFI provides services throughout North Americaand globally through partners. As o December 2010, ithas two Centers o Excellence: Norcross, Ga., providingmystery shopping and customer satisaction operations,and Albany, N.Y., providing auditing research, theater,and merchandising services and research operations.

Te rm currently is working on its Customer Intel-ligence Platorm, which provides a Web-based platorm

to host all customer-related data, including MFI data, aswell as internal nancial and other data and third-party data that clients collect rom other sources, coupled withpowerul analytics and role-based decision dashboards.

Te platorm will be launched in 2011, starting with therestaurant industry. Work also was begun on new mediaand mobility strategies.

MFI has 385 ull-time employees in the United States.

22NATIoNAL ReseARCH CoRP.NtonRsrch.com

MICHAeL D. HAys, 56TiTle Prsnt n CeO

eduCaTiON unvrsty o Nbrsk

National Research Corp. (NRC) in Lincoln, Neb.,ounded in 1981, has been a public company since Octo-ber 1997 when it was listed on Nasdaq.

U.S. research-only revenue in 2010 was $49.0 million,up 4.9% rom 2009. In 2010, $4.8 million, or 8.9% o total

revenue, was rom outside the United States. Te growthrate excludes 2009 and 2010 research revenue romOutcomes Concepts Systems Inc., acquired in August2010. otal company revenue or 2010 was $63.4 million.

NRC oers perormance measurement andtracking and improvement services to hospitals, healtcare systems, physicians, health plans, senior care orgnizations, home health agencies and other healthcareorganizations.

NRC provides three primary types o inormationservices:

• NRC Picker measures and provides inormation onthe most important aspects o the patient experi-ence by using research technologies with a ocus onpatient-centered care. Its Catalyst toolkit helps todrive the improvement process through access to dand improvement linked to perormance.

• Te NRC Healthcare Market Guide is an ongoing stuo more than 267,000 households assessing consum-ers’ perceptions o and satisaction with hospitals andhealth systems in more than 300 markets across theUnited States. Te Guide, under the Picker name,provides consumer-reported assessments o hospi-tals and health systems. Consumer quality perceptio

product-line preerences, service use and visit satis-action are available or more than 3,200 hospitals anhealth systems. It provides more than 200 data itemsrelevant to healthcare payers and providers.

• Te My InnerView division providesquality and perormance improvementservices to the senior care proession.Services oered include customer andworkorce satisaction, leadership andoperational assessment, and clinical anregulatory outcomes.

NRC has 239 ull-time and 52 part-timemployees in the United States.

23kNowLeDGeNeTwoRks INC.KnowgNtworks.com

sIMoN kooyMAN, 53TiTle CeO

eduCaTiON M.B.a., Cthoc unvrs

o lovn, Bgm

Knowledge Networks Inc. (KN), basedin Menlo Park, Cali., is a privately heldcompany ounded in 1998.

U.S. revenue or 2010 was $48.5 million

up 20.6% rom 2009. Te growth rateexcludes 2009 and 2010 revenue rom theacquisitions o Caduceus Market Researchin December 2009 and Dimestore Media iSeptember 2009.

KN specializes in online research thatprovides leaders in business, government aacademia the condence to make importandecisions. KN excels in study design, analyand custom panel creation, delivering statistically valid online research through KnowedgePanel, a probability-selected, nationallrepresentative Internet panel. Te rmspecializes in media and advertising analy-sis (including cross-media ad campaign evuation), pharmaceutical research with bothphysicians and consumers, brand health,

brand communication testing, segmentationew product opportunities and evaluation,public opinion and social issues.

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Other KN resources include:

• KnowledgePanel Latino, a statistically balanced onlinesample o the U.S. Hispanic population (English- andSpanish-speaking).

• Physicians Consulting Network (PNC), a cross-section o 70,000 U.S. physicians and other healthcareproessionals, including specialty panelists.

• KN Dimestore, a platorm or measuring the brandeects o online display and in-stream ad campaigns.

• National Shopper Lab, a panel o 22 million requentshoppers available or in-store and new product research.

In 2010, KN announced new services or mobile(Quant) and social media research (Te Faces o SocialMedia). In both, the rm is leveraging industry plat-orms and experience to provide insight.

KN has also announced that in 2011, it will more thandouble the number o young adults (ages 18 to 24) on

KnowledgePanel and will increase its representation o Hispanics by more than 40%. With this increased onlinesurvey capacity, users o KnowledgePanel and Knowledge-Panel Latino—including users o KN’s Service Bureau—willhave more statistical power or studies o the entire UnitedStates and its subpopulations, including these two groups.

In 2009, KN was the rst survey research company to

use an address-based sampling rame or recruitment o its online survey research panel. Tis statistically validsampling advancement results in the inclusion o cell -phone-only households in its online surveys.

KN maintains an extensive program o research on

research, studying the ways that dierent research meth-ods and respondent cooperation—including panelcreation and maintenance—can directly aect the inor-mation that marketers use to make decisions.

KN operates rom six U.S. oces in Menlo Park,Cali.; New York; Chicago; Cincinnati; Roseland, N.J.;and Needham, Mass. Tere are 161 ull-time employees.

24BURke INC.Brk.com

JeFF MILLeR, 48TiTle CeOeduCaTiON M.B.a., unvrsty o Cncnnt

Burke Inc., based in Cincinnati, was ounded in 1931 andhas been an independent, employee-owned company since 1989. It became 100% ESOP in 2008.

U.S. revenue in 2009 was $45.4 million, up 16.7% rom2009. In 2010, $5.4 million,or 10.6% o total revenue, wasrom outside the United States.

Burke is an independent,ull-service marketing researchand decision support company.Te rm capitalizes on itsresearch execution, analyti-cal techniques and technol-ogy to provide decision support

services to companies across allmajor industry sectors. It also isthe industry leader in market-ing research and consumerinsights education through theBurke Institute.

Burke’s reputation derivesrom experience in den-ing problems, developingresearch designs, executingcomplex studies, analyzingdata and interpreting resultsto make inormed decisions.Te rm has experience in abroad range o industries, bothdomestic and international,and across many data collec-

tion methods, including onlineand mobile. All o Burke’s corecompetencies are supported by an active commitment to inter-nal research and developmentprograms.

Burke’s primary areas o ocus include:

• Custom Marketing Research:Burke provides ull-servicecustom research, analysis andconsulting or consumer andB-to-B product and servicecompanies. Services includeproduct testing, brand equity research, pricing research,

market segmentation, image

and positioning studies, social media research and awide range o marketing research protocols targeted both tactical and strategic business issues.

• Customer Loyalty and Relationship Management: T

rm helps to develop and deploy customer loyalty arelationship management systems that ocus internresources on customer requirements. Burke’s DigitaDashboard online reporting service provides securereal-time access to survey ndings.

• Employee Engagement and Retention: Services inclubroad-based employee engagement surveys along witargeted tools on topics related to employee engage-ment including culture and values, internal customeservice, diversity and inclusion, health and wellness,and perormance management. Burke also oers newhire and exit surveys.

• Linkage and Integration: Linkage analysis helps to aligmultiple sources o inormation by quantitatively linkinancial, customer, operational, employee and second

ary data toward making nancially optimal decisions.

• Research Education: Te Burke Institute has trainedmore than 75,000 participants rom 10,000 compa-nies through more than 3,000 public and in-housecustomized marketing research seminars in 40 dieent countries. Seminars cover research topics suchas general marketing research, qualitative and onlinresearch, questionnaire design, customer loyalty, ananalytical tools and techniques.

• Shopper Research: Burke oers a set o qualitativeand quantitative shopper research services. Te rmqualitative services include “shop-alongs,” in-storeobservations and in-home interviews. In quantitatiBurke oers shopper segmentation, retailer loyalty,shopper decision hierarchy, and general shopper

habits and practices studies.

• Burke Qualitative: Burke has experience using the range o qualitative ormats including ocus groupsand interviews, and ethnographic research, as well aonline bulletin boards and other technology-enableplatorms. Insights can be enriched through socialmedia monitoring and analysis. Moderators also arwell-versed in traditional techniques such as laddering, projection, ideation and a wide variety o otherqualitative approaches.

• Burke Healthcare: Tis area provides experienced adedicated healthcare industry sta, many with prosional accreditation or clinical backgrounds.

Burke has 205 ull-time employees and 148 part-tim

employees in the United States.

25MVL GRoUP INC.MVlgrop.com

ADAM RoGeRs, 48TiTle Prsnt n CeO

eduCaTiON B.B.a., ccontng, unvrsty o

Cncnnt

MVL Group Inc. (MVL), based in Jupiter, Fla., is aprivately held rm ormed in 1998 and majority-owne

by Ares Capital Corp. in Atlanta, Ga.

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U.S. research revenue or MVL’s ull-servicemarket research units in 2010 was $45.0 million, up12.8% rom 2009. otal research revenue or MVL in2010, including data collection and online units, was$73.1 million.

MVL’s ull-service marketing research compa-nies include:

• MRSI (Marketing Research Services Inc.) (MRSI.com)in Cincinnati provides custom quantitative and qual-itative research services along with analytic servicesto consumer and B-to-B clients in industries such asconsumer goods, nancial services, retail, restaurant,pharmaceutical and healthcare. Te company special-izes in product development research and Hispanicresearch with ENFOQUE service.

• arget Research Group (argetResearchGroup.com)in Nanuet, N.Y., oers qualitative and quantitativeresearch design, execution, processing and analyti-cal services using multiple techniques in the UnitedStates and internationally. It has experience work-

ing with concept, product, advertising and p ackagetesting, as well as strategic research or ood, bever-age, personal care and other CPG, inancial andmedia companies. It also conducts legal research inclaims substantiation, intellectual property disputesand misleading ad issues.

MVL’s online research and data collection compa-nies include:

• ActiveGroup (ActiveGroup.net) in Atlanta is a researchtechnology company that operates as an inormation

distribution vehicle or gathering and delivering onlinequalitative market research content to users globally.AG began as a video-streaming service or ocus groupacilities and has grown beyond this initial core productthrough its Ion Suite o services to include other onlinequalitative capabilities such as bulletin boards, onlineocus group and IDI capabilities, and chat-based ocusgroup services. It partners with companies worldwideand provides portable access to these services at any location across a network o more than 1,200 U.S. andinternational sites.

• Carbonview Research (Carbonview.com) in Jupiter,Fla., specializes in online technology to deliver custommarket research services. It oers “C2View” a nonin-trusive online product that allows or usability test-ing and remote monitoring o user behavior on the

Internet, as well as “CVEngage,” a dynamic, qualita-tive, one-on-one eedback mechanism or quantita-tive online surveys allowing or a hybrid approach toincreased qualitative inormation.

• Discovery Research Group (DiscoveryResearch.com)in Salt Lake City specializes in multi-modal based

market research services,research dashboards and eed-back management services.It uses online, mobile, socialmedia and telephone researchcollection methods to assistconsumer and business-to-business organizations. Alongwith its technology-drivenservices, DRG has more than

450 interviewing stations insix U.S. and Costa Rican callcenters. Te rm has experi-ence in healthcare, technol-ogy, product eedback andcustomer satisaction research,and has become a provideror social media research andmobile research techniques.

• PhoneBase Research(PBresearch.com) in Ft.Collins, Colo., special-izes in telephone, onlineand IVR data collectionin English and Spanish. Itconducts numerous politi-

cal polls each year, and hasa proprietary cell phoneresearch product, as wellas translation services andstrong recruiting capa-bilities. PhoneBase hasconducted millions o tele-phone research interviewsand recruitments involving virtually every industry sinceits ounding in 1994.

• Quick est/Heakin(Quickest.com) in Jupiter,Fla., is a ace-to-ace-ocusedmarket research company created in 1999 comprising

more than 50 centrally linkedU.S.-based mall, kiosk and

qualitative acilities, as well as additional in-personcapabilities worldwide. It is unique in its approach tmarket research as it allows or real-time, in-personaccess to consumers and their interactions with thproducts being evaluated.

MVL has 390 ull-time and 1,525 part-time U.S.employees. MRSI and arget Research Group have 204ull-time U.S. employees.

26CoMMUNIsPACeCoRP. INC.Commnspc.com

DIANe HessAN, 56TiTle Prsnt n CeO

eduCaTiON M.B.a., Hrvr

Bsnss Schoo

Communispace Corporation Inc. (CC) in Watertown,Mass., was ounded in 1999 and acquired by the Divered Agency Services division o Omnicom Group IncFebruary 2011.

U.S. revenue in 2010 was $43.6 million, up 25.6% r2009. In 2010, 8.8% o total revenue, or $4.2 million, wrom outside the United States.

CC creates highly engaged onl ine customer communities to gain business insights, ideas and intelligence speeding new product development, increasing markeing eectiveness and building customer loyalty.

More than 400 individual customer communitieshave been built and operated by CC or 100-plus clientamong Fortune 1000 companies in a range o industrieincluding consumer packaged goods, entertainment,

nancial services, healthcare, technology, retail and Innet service providers.

Te rm’s ull-service capabilities include acilitatiocommunity management and content analysis in multple languages with multiple cultural nuances. Comprehensive recruiting and member management servicesserve global clients that reach community members incountries. Tis allows CC to uncover marketplace trenand new patterns in customer behavior across regionsand cultures.

CC communities consists o 300-500 invited consum-ers who regularly spend time brainstorming ideas, oeringadvice, sharing experiences and eelings, discussing trends,and guring out marketing and business issues. Each commnity is run by a team o managers to ensure relevance andencourage participation.

CC has additional oces in Atlanta; Chicago; New Yo

San Francisco; London; Sydney, Australia; and Imperia, ItTere are 295 ull-time employees in the United States.

27VIsIoN CRITICALCoMMUNICATIoNs INC. VsonCrtc.com

ANGUs ReID, 63TiTle CeO

eduCaTiON Ph.d., socoogy, Crton unvrsty,

Ottw

Vision Critical Communications Inc. (VC), based inVancouver, B.C., is a privately held rm ounded in 2000

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U.S. revenue or 2010 was $43.0 million, up 29.9%rom 2009. In 2010, 30.6% o total revenue, or $19.0million, was rom outside the United States.

VC creates and uses online market research tools. Itsapproach brings together people, ideas and practices, blend-

ing interactive technology, strategic research and panelexperience. Grounded in both research and technology, itcreates platorms and approaches that deliver consumerdata, which can be customized to any research project.

In technology, the rm’s product development eortshave enabled services such as community panels, visualsurveys and virtual 3D environments. Sparq, VC’s ag-ship service, is a community panel platorm that managesonline communities, private panels and online surveys.Sparq eatures survey creation with sophisticated attri-butes that keep respondents engaged. It allows exploringcross-study reports, tweaking weights and set-up ltersto build tables and charts instantly, as well as tracking theparticipation o individuals and groups over time, moni-toring panel health and sharing results with respondents.VC currently has 450 proprietary panels under manage-ment around the world, which are using Sparq and its

associated support services to conduct qualitative andquantitative research.

By continually ocusing on emerging trends, the rm’sresearchers help to stay ahead o change, designing visu-

ally engaging surveys and data deliverables, managingonline panels and providing advice on the business impli-cations o specic decisions.

In 2010, VC nearly doubled its R&D sta levels,added new sales capacity and doubled its investment in

I inrastructure. It also introduced three Web-basedproducts into the market: IdeaScreenPlus, which allowsbringing the best business ideas to market; ReactionPlus,which measures reaction to audio and video content onmultiple dimensions; and Firey, a collaborative survey tool.

VC’s research practices are led by industry veteranswho help to test product ideas, assess brands, poll publicopinion and make better business decisions. With ocesin 10 cities across North America, Europe and Australia,the rm oers a global perspective in nearly every indus-try niche, rom consumer goods, retail and technology tonancial services, health, public aairs and media.

VC’s plans or 2011 include the launch o its Researchon Research initiative in which its sta share their bestpractices with the market research industry at large, as wellas the debut o the rm’s most recent service, Sparq 2.0.

VC has a ull-time U.S. client service sta o 49 inNew York, San Francisco and Chicago oces.

28DIReCTIoNs ReseARCH INC.drctonsRsrch.com

RANDy BRooks, 63TiTle Fonr n Prsnt

eduCaTiON M.B.a., unvrsty o Cncnnt

Directions Research Inc. (DRI) in Cincinnati is aprivately held company ounded in 1988. Ownership isheld by 26 members o DRI’s senior sta.

U.S. revenue in 2010 was $37.5 million, up 11.3%rom 2009.

DRI is a ull-service custom research company thatdevelops long-term partnerships with its clients in whisubstantial responsibility or design, analysis and presetation is handled by experienced and dedicated clientteams.

DRI’s sta has a mix o client-side and supplier-side experience, and can apply creative approaches anexperience in a practical way. Te rm is structured tallow senior researchers to work with clients on a day

to-day basis, doing research, rather thanhanding it o. Its sta averages more yeao market research experience per personthan most other research rms in theindustry.

Te rm supports all industry sectors bhas concentration in packaged goods, restrants, retail, nancial services, technologyconsumer health and pharmaceuticals. Itoers B-to-C and B-to-B services interna-tionally, surveying consumers, proessionals, restaurant employees, medical sta another dicult-to-reach audiences worldw

using a broad selection o data collectionmethods. DRI partners with industry-leading experts who provide high-quality dataand inormation at competitive prices.

DRI has a mix o innovative and proveapproaches that it customizes to the researchallenge. Te rm answers dicult questions every day in all areas o its business,but DRI’s core competencies include concand product testing, with success model-ing; sensory testing; attitude, trial and usabrand and product quality tracking; prod-uct, package and pricing optimization; retmessaging and positioning; market attitudpositioning and segmentation; brand equiand customer loyalty; complex experimental design and analysis; and custom databa

development and volume orecasting.Te rm regularly invests in R&D proj

ects designed to examine issues o interestclients, prospective clients and the industrIn 2010, R&D eorts included three projeA survey o attitudes toward the U.S. govement’s national healthcare plan; a survey oconsumer attitudes toward banks and othnancial institutions; and a study o the retive sensitivity o using rankings as opposto ratings to measure consumer attitudes. three have been shared with the industry.

DRI has senior client service sta in cloproximity to key accounts with oces in:Chicago; Dallas; Minneapolis, Charleston,S.C.; Richmond, Va.; Pittsburgh; and SeattlTe rm employs a ull-time sta o 128.

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29PHoeNIx MARkeTINGINTeRNATIoNAL

PhonxMi.com

ALLeN R. DeCoTIIs, 58 (pictured)

TiTle Chrmn n CeO

eduCaTiON Ph.d., mnstrton n sttstcs,

emory unvrsty

sANFoRD M. sCHwARTzTiTle Prsnt

eduCaTiON Ph.d., socoogy, Cthoc unvrsty

Phoenix Marketing International (PMI) in Rhinebeck,N.Y., is a privately held company ounded in 1999.

U.S. revenue or 2010 was $35.8 million, up 14.0%rom 2009. In 2010, $5.4 million, or 13.1% o total reve-

nue, was rom outside the United States.PMI is a ull-service market research science rm with

global capabilities, oering insight into customers andmarkets with its existing proprietary data. Its research-ers are experienced in a wide range o industries, andcoupled with its tools and the latest research techniquesin both qualitative and quantitative applications, PMI

provides salient insights into business issues. Te rmcombines primary and syndicated marketing researchexperience with database analytics and modeling pro-ciency.

PMI provides services ocused on the return on

marketing investment (ROMI). It serves many o thelargest companies in the auent, automotive, nancialservices, healthcare, media, multicultural, technology,and travel and leisure markets worldwide.

Te rm’s research capabilities include global quali-tative and quantitative experience across a wide variety o areas including concept development, customer satis-action, brand and market measurement, service quality measurement and nancial measurement. It conducts alarge-scale syndicated tracking advertising and commu-nication audit and perormance evaluation system—AdPi and BrandPi Audits—or leading companies in theautomotive, nancial services, healthcare and technol-ogy industries. Its syndicated products include Au-ent Market Services, Automotive Concept X, ConsumerConvergence 360, QuadPlay, Asian American Report,Virtual Mailbox, Hotel BASE and Hotel SCORES.

PMI has oces in New York and Rhinebeck, N.Y.;Natick, Mass.; Castro Valley, Cali.; Birmingham, Mich.;Horsham, Pa.; Miami; Durham, N.C.; Somerset, N.J.;Salisbury, Md.; and East Granby, Conn.; with interna-tional oces in London and Madrid. Te rm has a ull-time U.S. sta o 113 employees.

30INTeRNATIoNALCoMMUNICATIoNs ReseARCH

iCRsrvy.com

RoBeRT J. THoMAs, 63 (pictured)

TiTle exctv vc prsnt

eduCaTiON M.B.a., mrktng, unvrsty

o Tnnss

MeLIssA HeRRMANNTiTle exctv vc prsnt

eduCaTiON M.a., annnbrg Schoo o Commnc

ton, unvrsty o Pnnsyvn

International Communications Research (ICR/SSRS) iMedia, Pa., was ounded in 1983. Since 1986, it has beea subsidiary o Mount Laurel, N.J.-based AUS Inc., a

privately held company.U.S. research-only revenue in 2010 was $35.4 million,

down 2.5% rom 2009. In 2010, 2.2% o total revenue, or $0million, was rom outside the United States. otal researchand nonresearch revenue or ICR in 2010 was $41 million.

ICR/SSRS is a ull-service market research rmspecializing in designing customized services. Itsin-house resources include a sta o experiencedresearchers and our interviewing centers.

Te rm has experience in CPG, pharmaceutical, telecommunications/technology, nancial services/banking/insurance, healthcare services, business-to-business, utili-ties/energy, media/entertainment and retailing markets.

Its Social Science Research Solutions (SSRS) divisionocused on public opinion polling, social science researcand research specically in the areas o public relations aadvertising, religion, and sports and leisure.

ICR/SSRS designs and executes custom research orcomplex business issues. Tese include market sizing ansegmentation, concept and product tests, pricing, brandpositioning, messaging, strategy and motivational researadvertising eectiveness, usage tracking, and customerloyalty and satisaction. It is experienced in surveying loincidence and multicultural populations.

Te rm is a provider o omnibus research services in thUnited States, including EXCEL, a twice-weekly sample o 1,000 adults age 18 and older that includes interviewing witcell phone households; eenEXCEL, a monthly study amon500 teens ages 12 to 17; SmallBizEXCEL, a monthly study among 500 decision makers at companies with ewer than employees; and HispanicEXCEL, a monthly omnibus targeing a nationally representative sample o 1,000 Hispanics.

Tere are 287 ull-time employees and 319 part-timemployees in the United States.

31MoRPACe INC.Morpc.com

FRANCIs J. wARD, 65TiTle CeO

eduCaTiON B.a., mrktng, Wyn Stt

unvrsty

Morpace Inc., based in Farmington Hills, Mich., is aprivately held corporation ounded in 1941.

U.S. revenue in 2010 was $32.5 million, up 46.4% rom

2009. In 2010, 14.5% o total revenue, or $5.5 million, wasgenerated rom work conducted outside the United States.

Morpace is a ull-service market research and strate

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consulting organization that executes large-scale qualita-tive and quantitative research globally.

Te rm oers in-depth experience in six core industries:automotive, CPG, nancial services, healthcare, retail andtechnology. It has expanded in healthcare to include medi-

cal technology and reimbursement services, and in nancialservices to include both banking and insurance services.

Industry experts work closely with research proes-sionals in our specialties: market and product develop-ment; brand and communications; shopping and choice;and satisaction, loyalty and retention.

Morpace has ull-service advanced analytics and qualita-tive insights teams that complement the eorts o the indus-try experts and areas o specialization. Tis is accomplishedthrough specialized approaches rom choice modeling andPLS to online qualitative and visual storytelling.

It oers a ull range o research tools and consultingservices that help clients make more inormed strategicdecisions designed to help improve client perormance.Tese include:

• Predictive Research Optimization Model (PROM)

strengthens the relationship between research ndingsand business decisions by allowing “what i ” scenarios.

• Strategic Optimization o Complex Oerings (SOCO) is acongurator-based research service designed to comple-ment choice modeling by optimizing eatures or services.

• B-Link identies the linkages between the bene-ts consumers seek rom a product or service and theparticular product eatures that deliver these benets.

• Morpace Omnibus provides insights on today’s issuesamong consumers and small-business owners.

• Facility assessments—an objective, third-party evaluation o ranchise or corporate-owned loca-tions—measures consistency, conormity, overall

presentation, messaging and brand elements.

• eleCam allows clients to see respondents’ acial expres-sions using an online webcam, giving them a better under-standing o respondents’ meaning behind the words.

• In the Morpace eCommunity, consumers share opin-ions and experiences in a qualitative and quantitativelongitudinal environment that achieves reliable results.

Morpace has a large, highly skilled soware develop-

ment team that uses a combination o in-house-devel-oped and o-the-shel tools to provide customizedclient services. Tese services include eatures such asa customizable data collection system that managesonline research in virtually any language. It providespowerul development, tracking and reporting tools ona real-time basis. Also, Morpace has developed inter-active visual dashboards that integrate multiple studiesallowing end users and management to monitor prog-ress and interactively interrogate the data. Tis teamalso supports the data processing group, which providesa suite o proprietary and industry standard relationaldatabase services.

Morpace quality initiatives include ISO 9001:2000certication, an internationally recognized quality management system. Many industry practices also havereceived recognition or their quality standards.

Te rm has 125 ull-time employees in the UnitedStates. Te rm has oces in Irvine, Cali., and London,and will expand to Shanghai, China, in 2011. Its Impulseocus group acility is located at its corporate headquar-ters in Farmington Hills, Mich.

32LIeBeRMAN ReseARCH GRoUPlbrmnRsrch.com

MARk LeFkowITz, 68TiTle Chrmn n CeO

eduCaTiON B.a., Cty Cog o Nw York

Lieberman Research Group (LRG), based in Great Neck,N.Y., is a privately held corporation ounded in 1966.

U.S. revenue in 2010 was $30.1 million, up 19.9%rom 2010.

LRG is a ull-service marketing research and consuling rm specializing in strategic research, stakeholdersatisaction, advertising and communications tracking,and tactical research among consumers, healthcare prosionals and business executives. Its clients include healt

care, technology, banking and nance, travel, leisure,transportation, retail and ood services.

Te rm is a member o the Research Alliance, aglobal network o 20 companies in Europe, Latin Ameica and Asia that provide design and interviewingservices worldwide.

LRG is composed o specialized business unitsdevoted to study design and analysis, data collection andata management. Te rm has an analytic group withexperience in market segmentation, choice modeling,predictive modeling and orecasting.

LRG’s main products include:

• Market Segmentation Research: LRG conducts strategmarket segmentation among healthcare proessionalsbusiness executives, consumers and patients. It has deoped services or dening global segments and tying

market segmentation models back to client databases

• Choice Using Simalto is a tool or trade-o analy-sis, which is easily understandable and engaging torespondents. Simalto can accommodate up to 36eatures, with nine options per eature. It predictsconsumer preerences or both potential and existincompetitive products.

• COMPEL is a tool or selecting the best set o messages or promotions, such as advertising, salescalls and public relations. It is a choice-based systemthat combines measures o motivational power,uniqueness, believability and synergy to identiy opmal message sets.

• RACER is a communications tracking system that

measures whether advertising has broken through tclutter, communicated key messages and had an eIt provides insights into ideal media weights and mecient media mix, and suggestions or more creatadvertising.

• PDA Research is a data collection technique that uses handheld computers toconduct personal interviews anywhereanytime.

Te company has 106 ull-time employees, with ull-service oces in New York aGreat Neck, N.Y. It has a telephone centerwith 400 CAI-equipped stations and cando continuous interviewing in more than20 languages. Data processing capabilities

include a ully staed acility oering tabutions produced with Quantum soware anpanel experience.

33RADIUs GLoBALMARkeT ReseARCHRs-Gob.com

CHIP LIsTeR, 57TiTle Mngng rctor

eduCaTiON B.a., Tmp unvrsty

Radius Global Market Research in New Yo(ormerly Data Development Worldwide), privately held corporation ounded in 1960

2

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U.S. revenue in 2010 was $29.2 million, up 5.8% rom2009. In 2010, $1.4 million, or 4.6% o total revenue, wasrom outside the United States.

Radius is a ull-service custom marketing research rmthat provides a number o approaches that address a range

o development, marketing and communications issues.

• Radius Brand assesses a brand to build higherprot margins. It provides understanding o a brand’s value and proposition with Equity Builder, then moni-tors and strengthens equity actors with Equity Check.

• Radius Communication makes messaging as compel-ling as possible. Message Optimizer identies the opti-mal positioning platorm by maximizing both theemotional and rational aspects. AdvertisingCheck helpsevaluate ongoing marketing and advertising programs.

• Radius Competitive Assessment increases a brand’sperceived value among consumers. Opportunities andBarriers helps evaluate and improve competitive posi-tion, while MarketCheck provides an ongoing monitor

o the landscape and competitive relationships.

• Radius Market Strategy enhances a brand’s positionin the competitive landscape. Congure providesinsights into the structure o the market, whileSegmenter identies core targets. Predictor linkssurvey and marketing data to increase sales.

• Radius Price discovers how to leverage the right pricepoint to achieve protability and market success.PriceDeveloper identies the optimal pricing strat-egy in a competitive context or both new and exist-ing brands.

• Radius Product leverages more accurate and cost-eective approaches to guide the decision-makingprocess. It uses OptionDeveloper to maximize theimpact o a new concept. LineDeveloper selects theright pathway to line extensions.

• Radius Satisaction gains an understanding o howto build upon or improve customer loyalty. Loyal-tyDeveloper helps prioritize what actors optimizeloyalty, while LoyaltyCheck monitors progress atinuencing consumers.

• Radius Shopper Insights assesses subtle and complexinuences upon the in-store purchase decision.EyeScan measures the impact o packaging on shel and among competitors, while Virtual Environments

simulates in-store elements through an innovativecomputer technology.

In 2010, Radius launched a subsidiary, Radius EMEAin London. Te rm has oces in eight U.S. cities andemploys 92 ull time in the United States.

34seRVICe MANAGeMeNTGRoUP INC.SMG.com

ANDy FRoMM, 42TiTle Prsnt n CeO

eduCaTiON B.a., Boston unvrsty

Service Management Group Inc. (SMG), based in KanCity, Mo., is a privately held rm ounded in 1991 asa unit o Barkley Evergreen and spun o as a separatecompany in 1999.

U.S. revenue in 2010 was $28.5 million, up 0.4% ro2009. In 2010, $1.3 million, or 4.4%, was rom outside United States.

SMG’s Service Prot Chain service denes the rmapproach because it demonstrates the link between a

company’s customer satisaction and loyalty, employeesatisaction and loyalty, and nancial perormance.

SMG provides several services, which are concen-trated in the restaurant and retail industries:• Customer Experience Measurement: SMG continu-

ously monitors service levels and satisaction in eaclocation o multi-unit companies. Data is collected

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primarily via Web and IVR surveys. Customer eed-back is reported on a Web-based, real-time peror-mance dashboard that includes online analytics andservice improvement tools.

• Employee Experience Measurement: Te rmmeasures employee loyalty plus satisaction andcommitment. Surveys are custom-developed by brandto reveal the strength o the relationships between theattitudes o employees and the key driv-ers o customer satisaction and l oyalty.

• Internal Customer Surveys: For multi-unit operations, SMG measures the eec-tiveness o internal support systems. Term conducts internal customer surveysthat measure management eectivenessand service quality delivered rom internalservice providers.

• Benchmark Data: SMG maintains data-bases o comparative data in retail and

restaurant industry segments or peror-mance comparisons based on commonservice attributes.

SMG, with 155 ull-time U.S. employees,has oces in Kansas City, Mo., Minneapo-lis, Denver and London.

35MARkeTCAsTMrktCstOnn.com

HeNRy sHAPIRo, 47TiTle Vc prsnt n

gnr mngr

eduCaTiON M.B.a., Hrvr Bsnss

Schoo

MarketCast, based in Los Angeles, wasounded in 1987 and acquired in 2000 by Reed Elsevier plc in the United Kingdom, apublic company.

U.S. revenue or 2010 was $27.6 million,down 3.2% rom 2009. In 2010, 14.6% o totalrevenue, or $4.7 million, was generated romwork conducted outside the United States.

MarketCast is a marketing research rmservicing the global entertainment industry.Te rm consults on marketing and distribu-

tion strategies or movie and DVD releasesand V shows or a client base that includesmost o the major motion picture studios,along with independent producers and cableand broadcast V networks.

Te rm’s research services includepositioning analyses, ocus groups, adver-tising testing, DVD package tests, trackingstudies, recruited screenings, volumetricorecasts, attitude and usage studies, brandstudies, segmentation studies and productlaunch studies.

MarketCast has oces in Los Angeles,Boston, New York and London. It employs50 ull time in the United States.

35PUBLIC oPINIoN sTRATeGIes LLCPOS.org

BILL MCINTURFF, 58

TiTle Prtnr n co-onr

eduCaTiON B.S., Boston unvrsty

Public Opinion Strategies LLC (POS), based in Alexan-dria, Va., is a partnership ounded in 1991.

U.S. revenue or 2010 was $27.6 million, up 135.9%rom 2009.

POS is a national political and public aairs researchrm that has conducted more than 5 million interviews

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with voters and consumers nationally and in more than adozen oreign countries, including 1,500-plus ocus groups.

About hal o POS’ research is dedicated to winningelections or candidates rom the city council to the pres-idential level, and or initiatives. Te other hal o the

work is involved in public policy, working with indus-try coalitions, government entities and private companies.Research includes corporate image, community relationsand crisis management or local companies, Fortune 500corporations and industry associations. Some o the indus-tries served include airlines, energy, nancial, gaming,healthcare, technology, hospitality, insurance, real estate,retailers, sports and stadiums, telecommunications, tour-ism, transportation and utilities.

A wide array o research techniques are used:

• Quantitative: POS’ specialty is telephone polling usingits own telephone center with more than 400 CAI-enabled data collection stations. elephone pollingincludes in-depth executive interviewing, nightly track-ing surveys, monthly national omnibus surveys, bench-marks and B-to-B interviewing. POS uses the Internet

or targeted research purposes, including or onlineocus groups, Web page testing, advertising testing, andonline surveys or companies and associations.

• Qualitative: POS conducts traditional ocus groups andin-depth interviews, and uses techniques that blendquantitative and qualitative research, including mallintercepts and Perception Analyzer dial groups. Te rmalso coordinates and moderates qualitative research proj-ects, including message and advertising testing, and logoand tagline development.

POS has oces in Redondo Beach, Cali., and Denver. It hasa sta o 31 ull-time employees.

37INFoRMA ReseARCHseRVICes INC.inormRS.com

MICHAeL e. ADLeR, 47TiTle Prsnt n mngng rctor

eduCaTiON M.B.a., Mrsh Schoo o Bsnss,

unvrsty o Sothrn Corn; J.d.,

loyo lw Schoo, los angs

Inorma Research Services Inc. (IRS), in Calabasas,Cali., was ounded in 1983 as Meyer Interest Rate survey,acquired in 1993 by BISYS Group and then acquired againby London-based Inorma plc in 2000.

U.S. revenue or 2010 was $24.9 million, up 6.4% rom 2009.IRS is a provider o market research, specically compet-

itive intelligence, customer satisaction research, mystery

shopping and compliance testing services. Te rm hasa strong background in the nancial services industry. Itserves all sectors o nancial services, including retail banks,credit unions, bank-owned and independent mortgagecompanies, insurance brokerages and mutual unds.

IRS’s mystery shopping programs help increase depos-its, new account growth, cross-sales and depth o accountsby motivating and recognizing superior and consis-tent employee perormance. Among its mystery shop-ping services are sales and services quality evaluation, legaland match-pair testing, compliance, discrimination andmisleading sales practices testing. It pioneered the use o mystery shopping and matched-pair testing, and devel-oped the technique or post-application testing to detectdiscrimination and predatory lending.

Te rm is a leader in the use o market research tolimit the risk associated with allegations o discrimina-

tion, predatory lending and misleading sales practices.IRS provides post-transaction interviewing and Web-

based reporting tools to measure and report customer satis-action and customer problems within hours o a recentcustomer experience. Te rm maintains a Web panel o

more than 160,000 consumers or mystery shopping, inte viewing and online surveys.

he irm is experienced in all phases o marketresearch, including competitive intelligence, newproduct and usability testing, customer satisaction

and loyalty research, and brand and advertising awaness research.

Te rm has a ull-time sta o 198.

38C&R ReseARCH seRVICes INC.CRrsrch.com

RoBBIN JAkLIN, 51TiTle Prsnt

eduCaTiON B.S., unvrsty o inos

C&R Research Services Inc. (C&R) in Chicago is a

privately held corporation ounded in 1960.U.S. revenue in 2010 was $23.5 million, up 3.1% rom 20C&R Research is a ull-service market research

company specializing in traditional qualitative and qutitative research as well as online, community-basedresearch across many platorms. Te rm uses target-appropriate research tools, coupled with industry expeence, to provide insights that guide business decisions.

C&R’s research specialties include consumer insighneeds assessment, segmentation, attitude and usage,concept and product development and testing, brandimagery and positioning, advertising development andevaluations, and customer satisaction tracking.

In addition to its research capabilities, C&R has anumber o specialized divisions and services with onlipanels, bringing demographic experience and customition to its projects.

• Under its youth and amily business, KidzEyes andeensEyes divisions oer analysis into the youthdemographics. With years o youth research expe-rience and analysts trained in childhood develop-

ment, C&R is adept at understanding theyouth market. ParentSpeak, a natural extsion o its youth divisions, oers insightinto the world o moms and dads throughits social network o thousands o parentAnalysts routinely navigate the complexworld o amilies, identiying key variabland dierences to understand and commnicate to this key demographic.

• In support o its youth and amily business, C&R oers a subscription service

to YouthBeat, which provides access toinormation and insight into the youthand-amily market based on continuoutracking o kids, tweens and teens agesto 18, and their moms and dads.

• LatinoEyes is C&R’s Latino marketconsultancy division. Services includeimmersion courses, strategic consult-ing, competitive analysis and ull-serviqualitative and quantitative marketresearch. LatinoEyes has a team o dedcated researchers who understand boththe U.S. and Latino culture and havemore than 15 years o experience speciizing in the Latino market.

• BoomerEyes ocuses on what drives thbaby boomer market and howbusiness can harness the purchasing

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power o boomers. Backed by segmentation,BoomerEyes has the experience to conductresearch and interpret the ndings to makeinormed decisions.

• ShopperEyes is dedicated to bringing the retailcustomer experience to lie. C&R has many years’experience conducting shop-alongs, shopper inter-cepts, in-home ethnographies, video and photo jour-nals, and packaging, concept and positioning work or its retail, CPG and restaurant clients across all key channels and categories.

C&R has 108 ull-time employees.

38NATIoNAL ANALysTswoRLDwIDe

Ntonanysts.com

sUsAN sCHwARTz MCDoNALD, 61TiTle Prsnt n CeO

eduCaTiON Ph.d., unvrsty o Pnnsyvn’s

annnbrg Schoo

National Analysts Worldwide (NA) in Philadelphia wasestablished as the world’s rst market research unit in1911 by Curtis Publishing Co. (publisher o Te SaturdayEvening Post and Ladies Home Journal ). It became a sepa-rate corporate entity in 1943 and was reorganized as an

employee-owned company in 2004.U.S. revenue in 2010 was $23.5 million, up 1.3% rom 2009.NA is a hybrid market research and consulting ir m

that addresses strategic business issues in a wide rangeo industry sectors, including healthcare, inormationtechnology, inancial services, communications andB-to-B. Its depth o marketing experience in key verticals, combined with its inventive researchcapabilities and advanced analytics, supports aconsultative approach to strategy development andimplementation.

ypes o projects routinely conducted by NA includemarket segmentation, opportunities assessment anddemand orecasting, pricing, positioning and marketentry strategy, innovation and transormation, brandhealth and lie cycle management.

Project leaders are supported by an in-house team o

methodologists and a portolio o modeling tools andsoware customized to address marketing problemsand applications, including Farsight orecast modelingservices. NA’s history includes the development o proba-bility sampling, the early development and application o ocus group methodology, and its work in consumer andbusiness market segmentation.

NA is widely known or building integrated ore-casting and revenue models that reect the interactioo multiple stakeholders and customers (in marketssuch as healthcare and B-to-B marketing). Special-ized services that draw on research design capabilitie

include litigation and regulatory support, oen involving expert testimony.

Te rm’s NAscence Group supports bio-innovatiowithin “big pharma” and emerging companies by proving orecasting and other research services in support ocommercialization strategy.

NA is a ounding member o CASRO. It employs 77ull-time proessionals.

40ks&R INC.KSRnc.com

RITA L. ReICHeR, 58TiTle Prsnt

eduCaTiON Ph.d., conomcs, Y unvrsty

KS&R Inc., based in Syracuse, N.Y., is a privately heldcompany ounded in 1983.

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U.S. revenue in 2010 was $22.0 million, up 11.7% rom2009. In 2010, $4.6 million, or 17.3% o total revenue,was rom outside the United States.

KS&R is a global custom market research rm with adiverse client base that provides a ull range o integrated

qualitative, quantitative and consulting services. It usesadvanced analytic techniques and technology to providemarketing knowledge, strategic insights and decisionsupport services.

Te rm’s services are based arounddedicated business teams ocused on majorindustries, such as the technology, tele-communications, transportation, medicaldevices and healthcare, retail, and nanceand insurance verticals. KS&R’s sta includes business strategists with client-sideexperience, qualitative specialists and expe-rienced analytic proessionals.

Capabilities include new serviceinnovation and product development;market opportunity assessment (sizingand segmentation); brand strength and

customer experience measurement; adver-tising testing and management; channeland partner strategy; pricing optimizationand buyer behavior research.

KS&R expanded its medical devices andhealthcare practice in 2010, emphasizingqualitative techniques to support complexbusiness issues and deliver marketinginsights across the product liecycle, includ-ing concept development and packaging.

KS&R also continues to expand itsglobal research services, measuringcustomer satisaction and loyalty amongstakeholders, sales orces and customers inmore than 50 countries, including many o the emerging nations across Asia, Aricaand South America.

Te rm expects continued growth in2011 as it debuts new tools or respondentengagement and insight, including virtualcommunities or qualitative explorationand quantitative measurement.

KS&R owns and operates INSIE, a110-seat survey contact center; a unied,global data collection and partner network;and Centers o Excellence in qualitative andquantitative research.

Te rm employs 168 ull time and hasoces in New York; Atlanta; Memphis,enn.; Seattle; and Frankurt, Germany.

41MARkeTVIsIoNReseARCH INC.MV-Rsrch.com

TyLeR MCMULLeN, 41TiTle Prsnt n CeO

eduCaTiON M.B.a., unvrsty o

Vrgn

MarketVision Research Inc. (MVR), basedin Cincinnati, is a private company oundedin 1983.

U.S. revenue or 2010 was $21.8 million,up 0.5% rom 2009.

MVR is a ull-service custom market-

ing research irm with a ocus on prod-uct-based research, including researchinto product and portolio development,

pricing, branding and segmentation. he irmoers a ull range o quantitative and qualitativeresearch and works across industry groups in bothconsumer and business sectors, and is ocused onanalytical insights.

MVR invests signiicantly in its research-on-research program, particularly in the area o quan-titative research design and analysis, and is sharedwith the research community. It also proves a vari-

ety o qualitative research training and d evelopmentsprograms or clients and individuals.

Te rm’s capabilities include:

• Advanced Analytical: MVR’s Marketing Sciences Groupblends technical skills with creative approaches todeliver insights into clients’ businesses. It is especially skilled in discrete choice and conjoint techniques.

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• Broadband: Internet V Essentials processesad-supported online V content data rom vari-ous disparate sources and aggregates the data into aormat consistent with V industry standard metricsand reporting. Digital Download Essentials is a

reporting and auditing service that provides contentperormance intelligence on purchased and rentedmovie and V content downloaded or streamed viathe Internet in the United States.

Following an agreement with DISH Network andCharter in 2010, Rentrak’s V Essentials (VE) audiencemeasurement service became a ully integrated systemo detailed satellite, telco V and cable viewing inor-mation rom more than 17 million televisions nation-wide, oering continuous V media measurement in all210 U.S. V markets. In 2011, as more research databaseswill continue to be added, VE will be directly matching viewing households to hundreds o household character-istics rom Epsilon, a leading provider o direct market-ing inormation.

Te rm employs 117 ull time in its research-only

activities in the United States.

44PeRyAM & kRoLL ReseARCH

CoRP. PK-Rsrch.com

BeVeRLey J. kRoLL, 82TiTle Fonr, prsnt n CeO

eduCaTiON M.S., mngmnt, Nton

lws unvrsty

Peryam & Kroll Research Co. (P&KR), based in Chicago,is a privately held rm ounded in 1957.


P&KR is a ull-service market research rm provid-ing qualitative and quantitative services with a specialexperience in sensory techniques, question design, scal-ing methods, and custom and experimental design. Tecompany has a history o contributions to the eld o

response measurement, having been the developers o the original nine-point Hedonic scale and a version o that scale or testing children.

P&KR serves a variety o industries, including theood, beverage, alcohol, household product, avor,ragrance and cosmetics industries.

Te rm partners with its clients throughout the UnitedStates and internationally by providing qualitative and quan-titative research services thatmeet product and brand devel-opment objectives. o thatend, it provides a wide range o services: early-stage consumerunderstanding research, productresearch guidance testing, cate-gory appraisals, product optimi-

zation, product quality audits,claim substantiation, in-homeuse studies, product and conceptt studies, and more.

P&KR’s sensory testingexperience provides an under-standing o the product attri-butes that drive consumerinterest. Te rm uses its datamodeling tools to identiy opti-mal product or service designs,taking the underlying marketsegmentation into account.

Te rm supports itscomprehensive array o consumer research services withcomputerized call centers, ocus

suites, industrial and residentialkitchens, and a national data-base o consumers. It recently completed a large-scale expan-sion and upgrade o its ocusacility in the Chicago location,as well as the completion o anew state-o-the-art call center.

P&KR has a sta o 110ull-time employees, includingproject directors, inormationsystems specialists, ood scien-tists, statisticians, psychologistsand 157 part-time employees,which include ood technicians,call center sta, clerical sta and others. Te rm has acili-

ties in Dallas, Los Angeles andNew York.

45MARkeT PRoBe INC.MrktProb.com

T.R. RAo, 69TiTle Fonr n prsnt

eduCaTiON Ph.d., mrktng, Mchgn Stt

unvrsty

Market Probe Inc. (MPI) in Milwaukee is a privately hcompany ounded in 1976.

U.S. revenue or 2010 was $19.8 million, up 8.7% r2009. In 2010, 56.7% o total revenue, or $25.9 millionwas rom outside the United States. Te growth rateexcludes 2009 and 2010 revenue rom the acquisition othe Pharmaceutical Research Group (PRG) unit o MaResearch in July 2009.

MPI is a ull-service global marketing research and

consulting rm specializing in stakeholder measuremeengagements and a wide array o custom research techniques. Te rm also is a global leader in the agriculturanimal health and horticulture sectors.

MPI companies span North America, Europe, SoutheAsia, the Middle East, India and China.With the acquisitio PRG, the rm expanded into serving traditional pharmceutical companies and diagnostic equipment makers, inaddition to manuacturing and service providers.

Te rm’s U.S. operations are grouped into clientservice teams ocused on dierent sectors. Tere are althree support divisions: marketing sciences, data acqution services and inormation technology.

MPI’s engagements include customer satisactionand loyalty research, employee equity research, brandmanagement and tracking, new product development,and custom research and consulting services. In the la

12 months, it embarked on several new directions:

• Customer Advocacy: MPI introduced a new contemporary ramework as part o the continuum incustomer research rom satisaction, to loyalty, torecommendation, to advocacy. Advocacy is a multitem index with strong linkage to business peror-mance or both B-to-C and B-to-B clients.

• Advocacy Monitor: In 2010, the rm started Advo-cacy Monitor to judge the perormance o the top15 retail banks in the United States, with regionalaward winners identied. Te 2011 monitor will beexpanded to regional banks and the top Canadianbanks, as well as to other countries and sectors suchtechnology services.

• Brand Advocacy: MPI has introduced a new modelinking customer experience, brand advocacy andcustomer advocacy. Results are being reported orboth B-to-C and B-to-B clients.

MPI is committed to building advocacy as the newresearch platorm or market growth o any business integring stakeholder research. In international markets, it estab-lished partnerships to do joint work and share in the beneTese exclusive partnerships are set or Argentina, Poland,Russia, Mexico and Brazil to expand the rm’s customer saaction reach, and additional partnerships will be set or 20

Te rm’s new e-Suite o reporting tools providesthree Web-based reporting products that are accessible via the Internet 24/7. It includes Executive Dashboard,Insight Manager and Cyber Analyst, all o which areuser-riendly. Tey all include a set o reporting eatur

and the ability to customize these services. Tey also altake advantage o several existing programs includingPowerPoint, Excel and Adobe.

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MPI operates more than 550 in-house CAI stationsamong its call centers in the United States, Canada,the United Kingdom, India, Dubai, Beijing and Singa-pore. Nearly three-ourths o these stations operate on acommon soware platorm, Voxco, across countries to

achieve economies o operation. MPI maintains partner-ships with eld agencies throughout the world to expandthe services they can provide.

Tere are seven ull-service oces and consultantoces in the United States plus subsidiary oces inoronto, London, Brussels, Paris, Dubai, Bahrain, Singa-pore, Hong Kong and Beijing. MPI India has oces inMumbai, Bangalore and New Delhi.

Te rm employs more than 300 ull-time employeesworldwide, including 80 in the United States.

46ALPHADeTAIL INC.

aphdt.com

RIsHI VARMA, 37TiTle CeO

eduCaTiON M.S., nstr ngnrng, Stnor

unvrsty

AlphaDetail Inc., based in San Mateo, Cali., is a privately held rm ounded in 2001.


AlphaDetail ocuses entirely on healthcare marketresearch. It concentrates on shaping global healthcareR&D and marketing decisions through strategic marketinsight. Its clients are among the world’s largest globalpharmaceutical companies and the rm ocuses onglobal research in markets including the more developed

pharmaceutical markets in Europe and Asia, as well asmany emerging markets.

Te rm has developed a set o quantitative researchoerings, including:

• AU / racking keeps clients up to date on the pulseo a product’s therapeutic category rom pre-launchto post-levels-o-evidence (LOE) AlphaDetail’sAlphaMonitor technology is a powerul, portolio-wide tracking solution that allows clients to accesscore metrics at the click o a button.

• KOL Identication and Mapping helps clients identiy,prole and partner with leaders in the eld leveragedby AlphaDetail’s KOLOR portal.

• Early Stage Candidate Valuation helps clients under-stand how a new product may are in an uncertainuture marketplace and make clinical trial design,ormulation and pricing decisions.

• Segmentation helps clients create, develop and

measure the impact o distinct actionable strategiesor key segments within a target audience.

• Message and Concept esting helps clients developimpactul promotional materials.

• LOE-ocused Oerings (pre- and post-LOE strategies)help clients maximize the value o brands approachingLOE and those acing generic competition.

• Licensing Deal Valuation helps clients conduct rapidquantitative research to value in-licensing or out-licensing opportunities.

• Line Extension Valuation and Forecasting helps clientsorecast the incremental value o line extensions,including new indications and ormulations.

In 2010, AlphaDetail made advances in discrete chotechniques, AU/racking supported by the AlphaMoitor Web-based portal and new product enhancementsin KOL mapping that more closely integrate multiplesources o inormation.

AlphaDetail has 53 ull-time employees in the UniteStates.

47Q ReseARCH soLUTIoNs INC.QRsrchSotons.com

PATTI NeLsoN, 50TiTle Fonr n CeO

Q Research Solution Inc. (QRS), based in Old Bridge,N.J., is a privately held rm ounded in 1983.

U.S. revenue or 2010 was $17.3 million, up 9.5% r

2009. In 2010, 1.1% o total revenue, or $0.2 million wrom outside the United States.

QRS is a ull-service consumer marketing researchrm ocusing exclusively on the CPG industry. It assisthe product development cycle, whether through oppotunity identication, product and concept developmenor product evaluation.

Te rm specializes in sensory research with a ocuon the ragrance, ood and beverage, household andpersonal care industries. Its innovation and design teamis dedicated to developing advanced methodologies thgain maximum consumer insights.

QRS oers:

• Mind Navigator: A holistic approach that reveals thmind o the inarticulate consumer.

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8/4/2019 Honomichl Top 50 - 2011


• Hemisphere: An oering that provides taste andragrance developers with guidance on how to bestcommunicate the qualities o products.

• Q Link: A critical examination into product dieren-

tiation that also measures the cohesiveness o a prod-uct prole.

As pioneers in high-tech ventilation booths andadaptable household rooms, QRS main-tains leadership with its newest global andmobile approach to ragrance evaluation.Te rm’s partnership program, QSOS,oers R&D departments awless execution,accurate data collection and timely analysis.

QRS provides coverage in the UnitedStates, Europe, Asia Pacic, South Americaand Mexico.

Te rm employs 75 ull time in theUnited States.

48GoNGos ReseARCHINC.Gongos.com

JoHN GoNGos, 51TiTle Prsnt n CeO

eduCaTiON M.B.a., unvrsty o

Cncnnt

Gongos Research Inc. (GR), based inAuburn Hills, Mich., is a privately heldcompany ounded in 1991.

U.S. revenue or 2010 was $17.2 million,

up 30.3% rom 2009.GR is a ull-service marketing research

rm with a strategic ocus on leveragingtechnology to enhance research. Te rmhas developed several key innovations, mostnotably i°Communities, ConsumerView andits recent i°Communities mobile app.

Te rm works with Fortune 500companies across the United States, collab-orating to create optimum strategies or itsclients to support qualitative and quantita-tive research objectives.

GR’s Research Innovation & echnol-ogy (RI) and Marketing Sciences teamswork with the company’s our researchpractice areas: consumer products, retailand services, nancial and diversied,

and transportation and technology. TeRI team renes and enhances technol-ogy-driven platorms and solutions, and isproactive in developing new ways to engageconsumers in research. Te MarketingSciences team provides a blueprint or deepand integrative analysis, building a holisticview o the consumer.

Te Gongos Research suite o proprie-tary products includes:

• i°Communities: Private, customresearch communities.

• metaCommunities: Larger-scalei°Communities that allow or multipleproducts, brands, consumer segments or

countries.

• Consumer Village: An internal metaCommunity o 26,000 active members, enabling multiple companiesto conduct quick-turnaround, ad hoc studies.

• i°Communities mobile: An app-based extension

o the research community experience, currently running on the Apple iOS.

• ConsumerView: A webcam-based ocus group

platorm, including recruiting, hosting, stimuli and video streaming, archiving and ull back-end support.

• goJournals: Online diaries or longitudinal studies.

• Active Intercept: A live-chat eature integrated intoonline surveys.

8/4/2019 Honomichl Top 50 - 2011



In addition to developing new platorms and tools,GR continues to strengthen in-person techniques such asocus groups and central location testing, and other oun-dational approaches to research.

In guiding product and service development, it

utilizes methodologies such as concept development andtesting, voice o the customer, product testing, and priceand eature optimization. Its consumer immersion tech-niques provide in-store research to support a numbero retail-based initiatives. GR also oers a wide range o research methodologies to help drive marketing deci-sion making, including exploring emotional connections,segmentation and positioning.

Te rm’s ocus or 2011 is to inuse innovativethinking throughout the entire organization; extend itsi°Communities mobile app beyond Apple’s iOS; completeextensive research on research comparing mobile andonline surveys; and develop ways to integrate socialmedia into its community oerings.

GR has 93 ull-time employees.

49AFFINNoVA INC.afnnov.com

wALeeD AL-ATRAQCHI, 47TiTle Prsnt n CeO

eduCaTiON M.B.a., Tppr Schoo o Bsnss,

Crng Mon unvrsty

Annova Inc., based in Waltham, Mass., is a privately held company ounded in 2000.

U.S. revenue or 2010 was $17.0 million, up 26.9%rom 2009. In 2010, 20.2% o total revenue, or $4.3million, was rom outside the United States.

Annova provides optimization and measurementproducts to assist clients’ marketing innovation processes.Te rm’s core technology uncovers the market potentialo ideas by expanding the number o ideas that marketers

can create and consumers can evaluate.Annova is used by global Fortune 500 compa-

nies and their partners or optimization across product,advertising, design and line innovation. Companies romindustries such as CPG, lie sciences, retail and nancialservices use Annova to produce higher success rates,aster time to market and maximum ROMI.

Te rm’s core product,IDDEA, changes the through-put o the creative process by exploring a range o diver-gent ideas with a client’s targetconsumers to identiy the bestidea. An interactive algorithmengages target consumers withideas that compete with oneanother and are then tested to

produce winners.In 2010, Annova

launched IDDEA II, whichcombines optimization withcomprehensive benchmark-ing. Te measurement modulebenchmarks optimizedconcepts against in-marketcompetitors to identiy marketwinners. Results rom a year-long study show that 64%o client innovations usingIDDEA produce optimizedconcepts that outscore theirleading competitors.

Other oerings include:

• 2D Measurement: A measure-ment service that combinesmonadic breadth o appealwith discrete choice intensity o appeal to measure top conceptsagainst competitive bench-marks and deliver a holistic view o potential success.

• Line SuperSet: A discretechoice-based line optimizationservice that evaluates multiple

maps and models consumer preerences or currentproducts in various price and oering scenarios.

• Advanced Conjoint: For studies requiring a simu-lator deliverable, Annova conjoint eatures a

respondent interace that allows the highest levelso engagement while enabling the most advancedconjoint models available.

In the rst quarter o 2011, the rm announced a ndivision dedicated to lie sciences and plans to continuexpansion into Europe via its oce in London.

Annova employs 97 ull time in the United States

50RTI MARkeT ReseARCH& BRAND sTRATeGy

RTRsrch.com

DAVe RoTHsTeIN, 44TiTle CeO

eduCaTiON M.B.a., unvrsty o Rochstr

Ri Market Research & Brand Strategy in Stamord,Conn., is a privately held company ounded in 1979.


Ri is a global market research rm comprisingseasoned research proessionals who provide customresearch services to a broad and diverse client base. Itoers a combination o analytical skills and businesssavvy, and its services are aligned with client businessobjectives and brand-specic strategic priorities.

In addition to its oering o traditional research tooand methods, Ri has developed numerous specialized

research products, including:

• Construction est: Simultaneously optimizes allcomponents o a new product. Using a new appli-cation o discrete choice methods, Ri provides anin-depth and holistic understanding o how all product components (taste, packaging, label graphics,brand name, etc.) work together—a superior approto concept and product development.

• Portolio Manager: Line Optimization Trough Volmetric Modeling: Portolio Manager is used to identiy the best incremental volume items, least-negati volume impact or de-lists, and the best line-up i starting rom scratch or re-launching. Its analyticmodel produces relative volume estimates or eachand every possible line combination, which is a stro

ger directional indicator o potential sales and lineprotability than a simple “reach” proportion.

• Pathways: Tis is one example o Ri’s various quantitative-qualitative integrated methods. Using wireless audence response technology, quantitative and qualitativeresearch can be combined in a single two-hour session.Clients watch in the back room as the quant data isinstantly displayed; then they select specic respondentbased on the answers that the respondents just gave—toparticipate in the ollow-up qualitative research. Iterativsessions maximize learning in a short period o time.

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Honomichl Top 50 - 2011