Market Research 2007 Top 50

BUSINESSREPORT ONTHE MARKETINGRESEARCHINDUSTRY

HONOMICHL

TOP 50

2007

HONOMICHL TOP 50 June 15, 2007 H3

THE STATE OF THE INDUSTRY

By JACK HONOMICHL

Spending for marketing/advertising/pub-lic opinion research services within theUnited States, through commercial firms,grew 6.6% in 2006, compared with 2005.

The comparable number for the previous nineyears (1997-2005) was, on average, 7.85%.

After adjustment for inflation—which was2.5% in 2006—spending grew by 5.1%, com-pared with an average of 5.4% over the previousnine years. By this standard, 2006 was a below-average year for the U.S. marketing researchindustry and, as you’ll note on the nearby table,eight of the Top 50 firms had a U.S.-only revenuedecline in 2006, or did not grow enough to coverthe inflation rate.

These are the topline find-ings from this, my 34thAnnual Industry Review pre-pared exclusively for Market-ing News.

This analysis is based oninput from 207 marketingresearch firms and their U.S.-only revenue. The maininput comes from the Top 50organizations, which

accounted for $7.4 billion in U.S. revenue in2006, up by 6.5% over 2005. Additional inputcame from 157 CASRO member firms, which had,on average, U.S. revenue of $5 million. In toto,these 157 firms had U.S. revenue of $788 millionin 2006, up 6.9%. So, as a group, they grew sig-

nificantly faster than the Top 50 organizations.Combined, the 207 firms had U.S.-only revenue

of $8.l billion and 36,902 full-time employees inthe United States, an increase of 6.6% over 2005.

As usual, the Top 50 listing contains “newblood”—firms listed for the first time—namelyTelephia in San Francisco; Informa Research Ser-vices in Calabasas, Calif.; Service ManagementGroup in Kansas City, Mo.; and Bellomy Researchin Winston-Salem, N.C. One of these firms, Tele-phia, did not exist 10 years ago. In fact, five of theTop 50 are less than 10 years old, a vivid illustra-tion of how the U.S. industry keeps regeneratingitself.

Many of these relatively new firms were funded

Spending for MR services below average

See HONOMICHL / Page H65

Growth in research spending within the United States 1988-2006

Percent revenue growth year-to-year

1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1998 2000 2001 2002 2003 2004 2005 2006

HONOMICHL

7.8 4.8 8.9 7.6 10.6 9.3 9.5 9.2 5.7 12.6 11.6 10.1 9.0 4.0 3.5

By ERICA SCHLAIKJER

Marketing research suppliersusually have all the answers.But the corporate buyers ofresearch have some data to

pass on to their supply-side counterparts.Marketing News asked the highest-

ranking marketing research executives atseveral Fortune 100 companies for theiropinions about the research supplier-client relationship—and what they wouldtell suppliers, if only the suppliers wouldask.

Behind every data point, there’sa great, two-minute story.

Presenting chart after chart of complex

data and infographics is for putting audi-ences to sleep, not alerting them toinsights from the field, says Fariba Alam-dari, vice president of business strategyand marketing for Boeing commercialairplanes.

“You have to provide insights to makethe presentation more user-friendly,”Alamdari says.

And simplify the presentation: morepictures, less prose, more conceptualdesigns, fewer spreadsheets, the execssay. It not only looks better, it also high-lights the main message of a presenta-tion.

“It’s one thing to look at data and tellme that it’s statistically valid, and it’sanother thing to also make sense,” says

Joy Lampe Ganvik, senior director of con-sumer insights and intelligence forMotorola Inc.

Ganvik says suppliers focus too muchon the execution of fieldwork and notenough on “storytelling,” the higher-levelanalysis that generates insights to helpcompanies make crucial business deci-sions.

“The fieldwork needs to be superb,”Ganvik says. “We can’t afford quality prob-lems—we don’t have the time and energyfor it. At the same time, it’s not all aboutthat. It’s about impacting decisions.”

Says Christopher Frank, senior directorof the corporate research team forMicrosoft Corp.: “What’s the bottomline? If you can’t articulate it in two min-

utes, then you’re missing it.”

The difference between descrip-tive and prescriptive is more thana few letters.

“A valued supplier makes me smarter.A valued supplier makes me think aboutquestions and issues that I may not see,”Frank says.

Many suppliers focus on faster, better,cheaper, but “what’s more important isgetting data with high integrity,” infor-mation that is accurate, representative ofthe population it describes and valid, hesays. To do this, suppliers should gener-

Research buyers give the lowdown on what they really want

See BUYERS / Page H66

5.6 9.9 5.5 6.6

June 15, 2007 H1H4 June 15, 2007 HONOMICHL TOP 50

* Estimated by Top 50 1 U.S. and worldwide revenue may include nonresearch activities for some companies that are significantly higher. See individual company profiles for details. 2 Rate of growth from year to year has been adjustedso as not to include revenue gains or losses from acquisitions or divestitures. See company profiles for explanation. 3 First half of 2005 revenue for NOP World acquisition derived from U.K. GAAP standard. 4 Total revenue of 157 surveyresearch companies that provide financial information on a confidential basis to the Council of American Survey Research Organizations (CASRO).

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Organization

The Nielsen Co.IMS Health Inc.Kantar Group*IRIWestat Inc.TNS U.S.Arbitron Inc.GfK AG USA3

IpsosSynovateMaritz ResearchHarris Interactive Inc.J.D. Power and Associates*The NPD Group Inc.Opinion Research Corp.Telephia Inc.Lieberman Research WorldwidecomScore Inc.Abt Associates Inc.Market Strategies Inc.Burke Inc.MVL Group Inc.OTXDirections Research Inc.National Research Corp.Knowledge Networks Inc.ICR/Int'l Communications ResearchMorpace Inc.Public Opinion StrategiesExperian Research ServicesNational Analysts WorldwideInforma Research Services Inc.MarketCastLieberman Research GroupMarket Probe Inc.Data Development WorldwideFlake-Wilkerson Market Insights LLCGuideline Inc.C&R Research Services Inc.Phoenix Marketing InternationalSchulman, Ronca & Bucuvalas Inc.Walker Information Inc.Knowledge Systems & Research Inc.Service Management GroupSavitz Research Cos.MarketVision Research Inc.Bellomy Research Inc.RDA Group Inc.Marketing Analysts Inc.RTi-DFD Inc.

Headquarters

New YorkNorwalk, Conn.Fairfield, Conn.ChicagoRockville, Md.New YorkNew YorkNuremberg, GermanyNew YorkLondonFenton, Mo.Rochester, N.Y.Westlake Village, Calif.Port Washington, N.Y.Princeton, N.J.San FranciscoLos AngelesReston, Va.Cambridge, Mass.Livonia, Mich.CincinnatiJupiter, Fla.Los AngelesCincinnatiLincoln, Neb.Menlo Park, Calif.Media, Pa.Farmington Hills, Mich.Alexandria, Va.Deerfield Beach, Fla.PhiladelphiaCalabasas, Calif.Los AngelesGreat Neck, N.Y.MilwaukeeNew YorkLittle Rock, Ark.New YorkChicagoRhinebeck, N.Y.New YorkIndianapolisSyracuse, N.Y.Kansas City, Mo.DallasCincinnatiWinston-Salem, N.C.Bloomfield Hills, Mich.Charleston, S.C.Stamford, Conn.

Web Site: WWW.

nielsen.comimshealth.comkantargroup.cominfores.comwestat.comtns-global.comarbitron.comgfk.comipsos-na.comsynovate.commaritzresearch.comharrisinteractive.comjdpower.comnpd.comopinionresearch.comtelephia.comlrwonline.comcomscore.comabtassociates.commarketstrategies.comburke.commvlgroup.comotxresearch.comdirectionsresearch.comnationalresearch.comknowledgenetworks.comicrsurvey.commorpace.compos.orgsmrb.comnationalanalysts.cominformars.commarketcastonline.comliebermanresearch.commarketprobe.comdatadw.comfw-mi.comguideline.comcrresearch.comphoenixmi.comsrbi.comwalkerinfo.comksrinc.comservicemanagement.comsavitzresearch.commarketvisionresearch.combellomyresearch.comrdagroup.commairesearch.comrti-dfd.com

U.S. researchrevenues *

($ in millions)$1,970.0

716.9509.0432.0425.8355.1316.1315.5271.7234.3178.2171.0170.5145.696.869.863.161.153.646.043.543.038.336.736.635.330.830.130.127.226.525.224.623.523.523.422.922.121.521.220.719.218.918.315.214.914.614.513.712.7

$7,350.8$788.3$8,139.1

Percentchange

from 2000 **4.213.214.25.60.8-6.45.8-0.28.38.28.55.412.011.02.810.4-4.130.02.77.017.311.115.410.921.712.48.84.9

129.815.713.714.520.64.98.63.54.14.77.013.77.3

-4.017.411.65.614.635.2-1.42.2NC

6.56.96.6

Worldwide researchrevenues*

($ in millions)$3,696.01,958.61,381.7665.0425.81,851.4329.31,397.31,076.8739.9216.4219.0232.6186.9154.771.878.366.353.648.050.043.040.236.740.335.331.934.730.127.226.525.224.624.236.423.523.122.121.521.220.723.221.518.415.214.9—

18.014.112.7

$15,625.8$891.1

$16,516.9

Non-U.S. researchrevenues*

($ in millions)$1,726.01,241.7872.7233.0

—1,496.3

13.21,081.8805.1505.638.248.062.141.357.92.015.25.2—2.06.5—1.9—3.7—1.14.6—————0.713.00.10.2————4.02.60.1———3.50.4—

$8,289.7$102.8

$8,392.5

Percentnon-U.S.revenues

46. 763.363.235.0—

80.84.077.474.868.317.721.926.722.137.42.819.47.8—4.213.0—4.7—9.2—3.413.3————

—2.935.70.40.8————17.212.10.5———

19.42.8—

53.111.550.9

TotalAll other (157 CASRO companies not included in the Top 50)4

Total (207 companies)

123546879101112131415-161817192120222326242725482829-3431433032383538373641-4549-444650

U.S. researchrevenue1

($, in millions)

Percentchange

from 20052

Worldwide researchrevenue1

($, in millions)

Non-U.S. researchrevenue1

($, in millions)

Percentnon-U.S.revenue

%%%

%%%

%%

U.S. rank2006 2005

Percentnon-U.S.revenues11,4621,8722,5001,7561,9062,6261,0001,0387007316107556107504952581943672501852051001471251681781881503597782303276999079961138591169196112507092933643

33,3883,42036,808

U.S.full-timeemployees

THE TOP 50 U.S. MARKET RESEARCH FIRMS

The Nielsen Co., formerly VNU Group NV,based in New York and Haarlem, theNetherlands, is a former public companyfounded in 1964, and listed on the Amster-dam Stock Exchange. In May 2006, Nielsenwas sold to a consortium of six private equi-ty firms.

David L. Calhoun, 50, is chairman andCEO of Nielsen. He earned a B.S. in account-ing at Virginia Polytechnic Institute.

U.S. research-only revenue in 2006 wasestimated at $2.0 billion, up 4.2% over2006. In 2006, 46.7% of total research-onlyrevenue, or $1.7 billion, was from outsidethe United States. The growth rate includes2005 and 2006 revenue for Audio Audit,acquired June 2005, and excludes revenueof BuzzMetrics, acquired February 2006;

Beverage Data Network, acquired March2006; and The Modeling Group, acquiredNovember 2006.

Revenue is from two of VNU’s marketingand media research units, which includesome nonresearch businesses, mostly infor-mation services. Worldwide research andnonresearch revenue for VNU NV was $4.2billion in 2005.

Nielsen is an international informationand media company offering services inmore than 100 countries and with morethan 41,000 employees. It has three mainbusiness groups: Marketing Information(MI), Media Measurement & Information(MM&I) and Business Information.Nielsen’s MI and MM&I business groupsinclude market research units such asACNielsen and Nielsen Media Research.These two groups together employ 11,462 inthe United States and 39,517 worldwide.

Nielsen has seven business units devotedto research:

ACNielsenACNielsen serves consumer product man-

ufacturers, retailers and sales agencies withmarket research, products and services, andanalytical tools.

Its core business activities serve brand,category, sales management and strategicplanning.

! Retail Measurement Services (RMS)provide continuous tracking of product salesto consumers, based on information gath-ered at the retail point-of-sale. RMS infor-mation is available in more than 80 coun-tries.

! Consumer Panel Services researchtracks the purchasing behavior of con-sumers in more than 270,000 households in27 countries worldwide, primarily throughthe use of in-home scanners.

! Assortment and In-Store Space Ser-vices provide help in making decisions onissues such as shelf inventories, shelf space,category growth opportunities, product list-ings and how best to distribute merchandis-ing information.

! Customized Research Services pro-vides qualitative and quantitative measuresof consumers’ attitudes and purchasingbehavior, customer satisfaction, brandawareness and equity, advertising effective-ness and other marketing issues.

! Retailer Services are used to evaluatecompetitive performance, increase trafficand sales, leverage their frequent-shopperdata and build consumer loyalty, improveperformance of their private-label productsand understand their results across all prod-uct classes and categories they carry.

! Analytic Consulting Services addressessuch business issues as pricing, promotion,marketing mix, assortment and productrationalization, category placement, catego-ry structure and in-store, in-market auditingand testing.

! Decision Support Services providessoftware tools and delivery methods withtools that range from advanced analyticaland data-management systems to standardreports that are automatically refreshedwhen databases are updated.

! Global Services coordinates with localACNielsen offices throughout the world todeliver clear, consistent information acrossmarkets.

! TDLinx, a division of ACN, providesuniversal coverage and unique codes forstores, outlets and accounts, as well as TradeDimensions directories.

Major 2006 highlights for ACNielsen U.S.

include launching of Item Finder, a Web-based service designed to satisfy consumer“where to buy” needs for specific products;expanded the capabilities of the ACNielsenAnswers online platform in such areas asmultiple data source integration, enter-prisewide reporting and forecasting andsimulation; and completed the integrationof Homescan and Spectra Marketing.

Nielsen Media ResearchNielsen Media Research (www.nielsen

media.com) provides TV audience measure-ment information for broadcast and cablenetwork and station executives, cable sys-tem and satellite service providers, programproducers and distributors, and advertisersand their agencies. In the United States,Nielsen TV ratings are the currency for morethan $70 billion of transactions each yearbetween buyers and sellers of TV time.

NMR markets a range of informationproducts:

! U.S. National TV Services provideviewership data generated from Nielsen’sNational People Meter Sample, providingdemographic audience ratings daily.

In 2006, NMR completed the expansionof its National People Meter sample to aneffective sample of 10,000 homes, measur-ing the viewing habits of about 26,000 per-sons. Beginning in 2006, this same nationalsample has been used to produce nationalratings for four Spanish-language networks.In late 2006, NMR introduced new technol-ogy to track audiences for title-specificVideo-On-Demand offerings.

! U.S. Local TV Services provides localmarket TV audience measurement in all 210Designated Market Areas (DMAs) in theUnited States. Measurement is conducted byusing people meters, set-tuning meters andpaper diaries for local TV stations, agencies,advertisers and local cable outlets with 70%of U.S. Spot TV revenue receiving overnightratings. Local people meters are currentlyavailable in 10 local markets and willexpand to the top 25 local TV markets by2010.

H6 June 15, 2007 HONOMICHL TOP 50

See TOP 50 / Page H8

THE NIELSEN CO.www.nielsen.com

1CALHOUN

! U.S. Ethnic TV Services providesnational and 19 local TV market measure-ment for Hispanic TV viewing for bothSpanish-language and English-language TV.NMR also measures TV viewing amongAfrican-American and Asian-Americannational audiences, as well as in local TVmarkets with significant Asian- and African-American populations.

! Nielsen DigitalPlus, a new businessunit, will work with set-top box data fromcable system operators (MSOs) and satelliteproviders to create new services for clientsby integrating set-top box data with otherNMR information.

! Nielsen Monitor-Plus provides adver-tising spending activity for 18 media, includ-ing TV, radio, magazine, newspaper andoutdoor.

! Nielsen Product Placement Servicestrack product placements on primetimeentertainment programming for the Eng-lish-language broadcast networks and fivetop cable networks.

! New Media Services provides researchthat measures out-of-home audience size,advertising impact and demographics for

TV and digital signage networks. ! Nielsen Media Research International

provides media measurement and advertis-ing intelligence in 45 markets. With the AGBGroup, NMR operates a joint venture thatoffers TV ratings in 30 countries, under theAGB Nielsen Media Research brand.

NMR provides radio audience measure-ment services in nine markets, and printreadership services in 10 markets. NMR’sMedia Index and Panorama surveys studyprint, TV, radio, cinema, outdoor and Inter-net audience, as well as lifestyles, attitudesand product consumption in nine marketsacross Asia Pacific, and globally through apartnership with BMRB (TGI).

! Nielsen Sports(www.nielsensports.com) tracks ad spend-ing associated with sporting events, as wellas national and local TV ratings for sportsteams—by game, month, season and leaguestanding. Sponsorship Scorecard measuresTV audience exposure to all sponsor-placedmedia in any televised sporting event. Fan-Links is a new service linking sports fans totheir actual shopping and purchasingbehavior.

! Nielsen Tracking Service (NTS) usesencoding and monitoring technology tomonitor TV advertising and video newsrelease occurrences across English- andSpanish-language networks and locationstations in all 210 U.S. TV markets. Sigmaand KeepingTrac offer commercial detectionservices.

! Nielsen Wireless and Interactive Ser-vices Division will launch Nielsen GamePlayMetrics to establish new metrics for the buy-ing and selling of advertising in videogames, while also tracking the activities ofgamers across other media platforms, suchas TV and the Internet.

! Nielsen Outdoor (www.nielsenoutdoor.com) is a ratings currency for the out-door advertising marketplace. Its GPS-basedoutdoor ratings system measures exposureto outdoor advertising by tracking the travelpatterns of consumers in relation to knownoutdoor advertising sites in Chicago and LosAngeles.

Major 2006 highlights for Nielsen MediaResearch in the United States include thelaunch of the Anytime Anywhere MediaMeasurement (A2/M2) initiative, encom-passing NMR’s plans to measure TV regard-

less of the platform on which it is viewed;the launch of Nielsen Wireless and Interac-tive Services; and the commencement ofBBM Nielsen Media Research, the joint ven-ture between BBM Canada and NielsenMedia Research Canada.

Nielsen ConnectNielsenConnect, a new business unit,

integrates the firm’s store of consumer andmedia intelligence from dozens of businessunits to provide clients with informationand insights. Nielsen’s assets include con-sumer purchase information, store data,modeling assets, geodemographic data, TVratings, outdoor ratings, and movie, book,video and radio data.

Nielsen In-Store, a division of Nielsen-Connect, is a new measurement service cre-ated in partnership with the In-Store Mar-keting Institute that is launching in the Unit-ed States in 2007. It will measure consumerexposure to an array of in-store marketingvehicles, including TV and radio, shelf talk-ers, digital signage and other point-of-pur-chase displays.

NetRatingsNetRatings (www.nielsen-netratings.

com) is marketed globally under theNielsen//NetRatings brand. N//NR pro-vides Internet audience measurement andanalysis as a source for online advertisingintelligence. It uses random digital dial(RDD) for Internet audience information,probing software to capture online ads, sur-vey research to measure Web users’ lifestylepreferences, a panel of hundreds of thou-sands of Web surfers worldwide to report ontransactional intelligence, and a census-based reporting system to count the totalcirculation of a network or market andreport on post-campaign analyses.

N//R products and services include:

—NetView: Audience measurement —AdRelevance: Advertising spending

measurement—@Plan: Demographic, in-depth lifestyle

and brand preference data —MegaPanel: More than 1 million Inter-

net users worldwide for transactions data—Homescan Online: With ACN, offline

buying and online surfing measurement—SiteCensus: Server-side visit measure-

ment and tracking—Market Intelligence: Advertising creative

tracking—WebIntercept: Web surveys—WebRF: Reach and frequency media

planning tool—Analytical Services: Custom research

and analysis

Major 2006 highlights for NetRatingsinclude introducing AdRelevance in Japanand China; launching enhanced client inter-faces for NetView and @Plan products;launching expanded NetView mediaresearch panels in the United Kingdom, Italyand Spain; and enhancement of meteringtechnology to include capture of streamingmedia.


TOP 50 / From page H6


Nielsen EntertainmentNielsen Entertainment (NE) serves the

global entertainment industry—includingthe film, book, home entertainment, musicand interactive segments—with a broadrange of consulting services, informationand analytical tools. It enables clients to testentertainment and promotional content,measure sales, track consumer entertain-ment trends, track broadcast data and con-

duct custom market research globally acrossentertainment platforms.

NE products and services include:

! Film: Nielsen EDI (www.nielsenedi.com) provides box-office data to the globalmotion-picture industry by collecting datafrom about 50,000 movie screens in 14 mar-kets worldwide. Nielsen National ResearchGroup (NRG) tests concepts, positioningsand marketing materials, conducts screen-ings, in-theatre studies, intent to purchaseDVD studies, attitudes and usage studies

and offers an annual Moviegoer BenchmarkReport.

! Music: Nielsen Broadcast Data Systems(BDS) monitors over-the-air music usingpattern recognition technology to identifymore than 1 million songs played on morethan 1,400 radio stations, including XMRadio, in real time in 140 markets through-out the United States.

! Home Entertainment (Videos/DVDs):Nielsen VideoScan tracks sales of videos andDVDs via point-of-sale data from retail loca-tions nationwide.

! TV & CPG: The Nielsen TV Servicesprovides TV program and promotional spottesting from its research facilities in LasVegas. The CPG Group produces onlineresearch for the testing of creative materialas well as brand equity testing and trackingstudies, and online commercial, magazineand billboard ad testing.

! Books: Nielsen BookScan measuresretail sales activity for the book industry viapoint-of-sale data from retail locations.

! Nielsen Analytics: Nielsen Analytics cre-ates research, analysis, strategic advisoryand valuation services to companies in theTV, motion picture, cable, satellite, music,home video, video game, mobile entertain-ment and publishing industries.

Major 2006 highlights for Nielsen Enter-tainment includes progress in integrationactivities such as EDI outsourcing activitieswith Cap Gemini and bringing BDS airplaytechnology to Nielsen Music Control; newproduct offerings such as Nielsen Analytics,Nielsen Theatrical and, in partnership withNielsen Media Research, NORA (a Web-based Video on Demand reporting tool forTV and studio clients); and launchedNielsen TextPoll, a new syndicated exitproduct offering studio clients real-timeonline data as moviegoers leave the theater.

Nielsen BuzzMetricsNielsen BuzzMetrics (www.nielsenbuzz

metrics) is a global measurement service inConsumer-Generated Media (CGM). Theservice encompasses insights and opinionsfound in online discussions, opinions, expe-riences, recommendations and word-of-mouth.

NBM offers a suite of technologies andservices that analyze and leverage onlineconsumers who share experiences, adviceand opinions. These are used for productlaunches, customer service, media andadvertising planning, market research andcorporate reputation.

Major 2006 highlights for NBM includeSuper Bowel Buzz Tracker that audits brandbuzz surrounding the Super Bowl; BuzzBriefs, which provides synopses that sum-marize what audiences are saying both pre-and post-premiere of a TV show; Threat-Tracker that uses data mining technology toidentify and assess brand threats; and BrandAssociation Map, a tool that visualizes howconsumers think about brands in unaidedconversations.

Media SolutionsMedia Solution business unit includes

PERQ/HCI ACNielsen HCI, ScarboroughResearch, SRDS and Interactive Market Sys-tems (IMS) divisions.

! PERQ/HCI provides healthcare audi-ence measurement and ad expenditure ser-vices to advertising agencies, publishers andadvertiser companies in the United States. Itis a media research line of business withinmedia information provider SRDS.

! ACNielsen HCI (www.acnielsenhci.com) provides a portfolio of six integrated




pre- and post-launch online research ser-vices for the healthcare industry: PromotionPlanning Model, CTS (Campaign TrackingSystem) PreTest, CTS PosTest, CTS SalesTest, CTS Plus and CTS MarketReview.

! Scarborough Research (SR), a jointventure between VNU and Arbitron, identi-fies local, regional and national shoppingpatterns and media usage of the Americanconsumer. SR surveys 210,000 adults ages18 and older on a variety of characteristicsincluding: shopping, lifestyle, media anddemographics. It serves advertisers andagencies, broadcast TV, cable systems, radiostations, newspapers, Internet, sports teamsand leagues, and out-of-home companies.

Major 2006 highlights for SR includeMedia Rating Council accreditation for itsTop-Tier Local Market Studies and Multi-Market Study; integrated newspaper audi-ence ratings; and an upgrade of PRIMENExT software.

IMS Health Inc. (IMS) in Norwalk, Conn.,was founded in 1954; acquired by Dun &Bradstreet Corp. in 1986 and became part ofa separate public company, CognizantCorp., in November 1996. In July 1998, IMSwas spun off into a publicly traded companylisted on the New York Stock Exchange.

David Carlucci, 52, is chairman and CEOof IMS. He earned a B.A. in political scienceat the University of Rochester.

U.S. revenue in 2006 was $716.9 million,up 13.2% over 2005. In 2006, 63.3% of totalrevenue, or $1.2 billion, was generated out-side the United States. The growth rateexcludes 2005 and 2006 U.S. revenue fromthe 2006 acquisitions of Life Science Prac-tice of Strategic Decisions Group andDynamic Research Solutions Inc. and the

2005 acquisitions of SAI Healthcare, Syn-chronous Knowledge Inc., Areks, Pharmet-rics, Evision and CORE.

IMS is the leading global provider of mar-ket information to the pharmaceutical andhealthcare industries, providing services inmore than 100 countries. IMS offers busi-ness intelligence products and services,including sales force effectiveness services,portfolio optimization capabilities, launchand brand management services and man-aged care and consumer health offerings.

Its Global Consulting and Services teamsprovide insights to improve ROI and thedelivery of healthcare worldwide.

Its business lines offer custom servicesthat support the core business processes ofvirtually all pharmaceutical companies:

! Sales Force Effectiveness services areused principally by pharmaceutical manu-facturers to measure, forecast and optimizesales force productivity and improve territo-ry management.

! Portfolio Optimization offerings aremultinational, integrated analytical toolsand syndicated pharmaceutical, medicaland prescription audits. They assist in iden-tifying the optimal mix of products in theirportfolios and pipelines and in resolvingvarious strategic issues, including which

therapy classes to enter, which products todevelop and license, and how to pursuemarket opportunities.

! Launch and Brand Management offer-ings combine information, analytical tools,services and experience to address needsrelevant to each stage in the life cycle oftheir pharmaceutical brands. They provideinsights and support decision-making relat-ing to market segmentation and positioning,pricing and market access, promotion man-agement and performance management.

! Managed Care services provide anarray of information to quantify the effectsof managed care on the pharmaceutical andhealthcare industries.

! Consumer Health services providedetailed product movement, market shareand pricing information for over-the-counter, personal care, patient care andnutritional products.

IMS’s Global Consulting and Servicesteams support strategic planning and deci-sion-making with a combination of informa-tion and analytics. Customized analysis andinterpretation of business intelligence isoffered in key practice areas: Pricing andMarket Access, with information to help for-mulate strategies for product pricing, reim-bursement and market access; Product and


IMS HEALTH INC.www.imshealth.com

2CARLUCCI


COMING IN AUGUSTIN MARKETING NEWSHONOMICHL TOP 25INTERNATIONAL

MARKET RESEARCH FIRMS

Portfolio Development, which focuses onstrategies for products 18 months or moreprior to launch, as well as their life cyclemanagement; and Promotion Management,which assists with optimizing brand andfranchise promotion spending and messag-ing.

The firm’s Information Management con-sulting group helps to organize, analyze andwarehouse data assets from multiplesources related to their portfolios. In addi-tion, its Client Services teams provide sup-port services in product setup, installationand implementation of IMS offerings, aswell as training and a variety of ongoing,post-sales services.

IMS employs 7,400 full-time worldwideand there are 1,872 employees in the UnitedStates.

Kantar Group (KG), based in Fairfield,Conn., and London, was founded in 1993and renamed the Information and Consul-tancy Division of WPP Group plc, a London-based public company.

Eric Salama, 46, is chairman and CEO ofKG. He earned an MSc at London’s BirkbeckCollege.

U.S. research-only revenue in 2006 wasestimated at $509.0 million, up 14.2% from2005. In 2006, 63.2% of total research-onlyrevenue, or $872.7 million, was estimatedfrom outside the United States. The growthrate includes 2005 and 2006 revenue fromacquisitions of Consumer Health Sciences inMarch 2005 and Dynamic Logic in June2005.

KG’s research businesses in the UnitedStates, with an estimated 2,500 full-timeemployees, include Millward Brown Group,Research International, The Ziment Group,Lightspeed Research and Mattson JackGroup.

Millward Brown GroupMillward Brown Group (MBG), based in

Naperville, Ill., was founded in Warwick,England, in 1973 and acquired by WPP in1989. In the United States it includes:

! Millward Brown (MB) (www.millwardbrown.com) provides a full range of qualita-tive, quantitative and consulting servicesthat address issues around brands, market-ing communications, and media and mar-keting effectiveness.

MB works across a wide range of indus-tries and categories, including brand strate-gy and experience, creative developmentand campaign evaluation, consumer needs

and values, media planning and strategy,ROI and forecasting and investment man-agement, brand valuation and analyticsthrough MB Optimor unit and demand andactivation.

Key products and services are:

—Link: Copy testing of all forms of adver-tising

—BrandDynamics: Brand equity evalua-tion, including BrandZ

—Dynamic Tracking: Continuous track-ing of key brand drivers

—D&A: A framework for measuringimpact of demand-generating and sales acti-vation activities

—MBuzz: Measurement of online andoffline word-of-mouth

—AdIndex: Impact of digital marketingactivity

—Sales Response Modeling: Isolating andmeasuring marketing effects

—Qualitative: Qualitative research andfocus group services

—CIMS: U.S. technology media user-ship

In addition, MB Precis provides PR effec-tiveness metrics.

! Greenfield Consulting (www.greenfield group.com) is a qualitative agency con-ducting focus groups and in-depth inter-views for Fortune 500 companies globally,across both consumer and business-to-busi-ness sectors.

! Marketing and Planning Systems(www.mapsnet.com) is a strategic research


KANTAR GROUPwww.kantargroup.com

3SALAMA


company and consultancy that combinesadvanced marketing science with consultan-cy skills.

! Dynamic Logic (www.dynamiclogic.com) measures the impact of digital market-ing initiatives and the role they play in thebroader cross-media mix.

! The Focus Network (www.thefocusnetwork.com) is a network of eight focus groupfacilities, including a new facility in Chica-go’s Merchandise Mart.

! Kantar Media Research (www.kantarmedia.com) is an integrated research, infor-mation and software group, specializing inmarketing and media solutions, softwaredata systems for data analysis and advancedanalytical services. Key services are TV audi-ence measurement, print and single-sourceservice through its Target Group Index andMARS pharmaceutical product, softwaresystems and custom projects, including datafusion and database modeling.

TGI and TAM services are available inmore than 50 countries.

! BMRB (www.bmrb.co.uk) offers ser-vices in conducting quantitative social policyand public interest research, media andmarketing research, omnibus services pluscustomer, employee and stakeholderresearch.

Research InternationalResearch International (RI) was founded

in 1973 and has been part of the WPP Groupsince 1989 (www.research-int.com). It hasoffices in 57 countries and its global head-quarters are in London. RI Qualitative

Space is the group’s qualitative researcharm.

RI provides marketing knowledge withanswers to specific business problems andgenerates insights into consumers and mar-kets. It has experience in most major sectors,particularly CPG, retail, new media, finan-cial services, energy and utilities, and tech-nology and telecommunications.

RI’s services are structured around sixmain practice areas: consumer understand-ing, branding and communication, innova-tion, channel management, new media, cus-tomer relationships and service measure-ment. In each area, the services offereddraw on its worldwide knowledge bases,including both custom approaches and itsown techniques. Among the latter are EquityEngine (brand equity management),MicroTest (new product development andsales forecasting), BrandSight Gallery (aninternationally validated visual system forexploring brand personality), Locator(brand positioning optimization), eValuateand Loyalty Driver (evaluating and manag-ing customer loyalty).

The Ziment GroupThe Ziment Group (TZG), based in New

York, was founded in 1976 and acquired byWPP in 2001 (www.ziment.com).

TZG comprises three divisions: Ziment,WebSurveyResearch and Syndicated, whichincorporates iMap Research and ConsumerHealth Sciences.

The firm offers products to address arange of strategic marketing issues and alsoprovides e-healthcare support, Internetresearch and multivariate services.

Its products include From Compound ToProfit: A range of research services to takedrugs from Phase II to market launch andbeyond; IDEAZ: Ideation research; TRIALZ:An approach to optimal phase III clinical trialendpoints; SEGZ: Market segmentationresearch; ZAPP: Ziment Associates Position-ing Playbook for positioning and messagingresearch; TAGZ: A new approach to segmen-tation to assist marketing pharmaceuticalproducts to physicians; MDS: Market Dynam-ics Studies for continuous market tracking tomonitor brand and competitive performance;PAYZ: A suite of three approaches to pricingresearch; and RxOI: Market mix modeling ofsecondary and primary data to measure theROI of marketing investments.

WebSurveyResearch provides access to apanel of healthcare professionals dedicatedto participating in research through theInternet. WebSurvey’s panel has more than140,000 participating physicians acrossEurope and the United States. The firm alsooffers a Chronic Illness Panel with morethan 350,000 patients in the United Statesand Europe covering 100 different chronicillnesses.

Imap Research conducts worldwide syn-dicated marketing research studies incorpo-rating iTRAK and National Health and Well-ness data provision.

Lightspeed ResearchLightspeed Research (LR) was founded




by KG in 2000 and is based in BaskingRidge, N.J., (www.lightspeedresearch.com).The company operates in North America,the United Kingdom, Mainland Europe andAustralia.

LR is a provider of global online marketresearch services through six offices world-wide. The company specializes in using theInternet as a data collection platform to pro-vide market research through building andmaintaining panels subject to standards to

ensure quality and representative sampling.Web technology and databases provide thefoundation to support market research stud-ies and specialty panels that range acrossindustry sectors such as financial services,health care, b-to-b, Hispanic, automotive,family and more. LR also provides custompanels to address specific client needs.

Through its network of panels andaccredited panel partners, LR can provideaccess to more than 5.5 million consumersacross 34 countries. Consumer panels areavailable in North America, Europe and Asia

Pacific. The ELITEOpinion panel, launchedin 2007, provides access to panelists in the b-to-b panel arena.

The Mattson Jack GroupMattson Jack Group (MJG) was founded

in 1986 and was acquired by KG in June2003. The firm is based in St. Louis and hassix offices in the United States, one in theUnited Kingdom and an associate in Japan.

MJG is a healthcare and pharmaceuticalconsulting firm specializing in serving thepharmaceutical and biotechnology industries.

MJG’s core competencies include Busi-ness Analytics (epidemiology, marketresearch and modeling and forecasting);Corporate Development Services (licensing,market opportunity and scientific assess-ment, M&A and strategic planning); BrandOptimization (promotional response model-ing, mix optimization and prescription influ-ence mapping, pricing and reimbursement);and DaVinci Oncology Specialists (syndicat-ed products, cancer care environment andrelated channels and therapeutic areas).

The firm also provides subscription ser-vices and tools, which include EpiDatabase,Forecast Architect, Cancer!MPact andOncology Marketing Strategies.

Added ValueThree KG companies—Added Value, Icon

Brand Navigation and DiagnosticResearch—combined under the Added Val-ue (AV) name.

AV focuses on brand marketing, consumerinsight, innovation and communicationsoptimization. Core skills are setting futuredirection (cultural and trend analysis); iden-tifying market opportunities (market seg-mentation and mindset mapping, brandportfolio management); strengtheningbrand equity (brand evaluation, diagnosisand strategy creation); innovation (ethnog-raphy, ideas generation and development);evaluating ideas (marketing mix optimiza-tion, concept evaluation); optimizing com-munications (decoding and planning, copytesting); and communications performanceoptimization (planning, tracking, spendoptimization).

DR Added Value, formerly DiagnosticResearch International (DRI), conducts con-sumer and b-to-b research across a numberof product and industry categories and forall types of marketing issues. Major servicesoffered are copy-testing, brand and advertis-ing tracking, market and consumer segmen-tation, product design and customer satis-faction.

Icon Added Value (formerly Icon BrandNavigation) provides market research andconsulting services, including brand com-munications, product research, brand track-ing and customer satisfaction studies, withoffices in four countries. In addition, thefirm offers support for advertising agencyselection; coaching in brand management,communication development and agencymanagement; and tailored seminars andworkshops for defining brand identity(www. icon-added-value.com). Its researchactivities are built around a brand valuemanagement structure with four brandcomponents: analytics, strategy, implemen-tation and monitoring.




RESERVE YOUR AD SPACETODAY IN MARKETING NEWS’

HONOMICHL TOP 25INTERNATIONAL

MARKET RESEARCH FIRMSCOMING IN AUGUST

IRI, formerly Information Resources Inc.,in Chicago was founded in 1979, became apublic company in 1983 and acquired in2003 by Symphony Technology Group LLC,a private company.

Scott W. Klein, 49, is president and CEOof IRI, and Romesh Wadhwani, 59, is chair-man. Klein earned a B.A. in accounting atSyracuse University and Wadhwani earneda Ph.D. in electrical engineering atCarnegie-Mellon University.

U.S. revenue in 2006 was $432.0 million,up 5.6% over 2005. In 2006, 35.0% of total

revenue, or $233.0 million, was generatedfrom outside the United States.

IRI is a worldwide provider of consumer,shopper and retail market intelligence andinsights for CPG, retail and healthcare com-panies. It offers a combination of integratedmarket information, automated and predic-tive analytics, enabling technologies anddomain experience.

The firm operates in 58 countries throughstand-alone operations, wholly owned sub-sidiaries, partnerships and alliances.

IRI’s partner “ecosystem,” a highly inte-grated and differentiated network, leveragesthe skill sets of retail tracking and panelleaders to provide coverage, experience,products and services. Partnerships includeAcxiom Corp. for consumer targeting; IBMCorp. for software to support softwaredevelopment and delivery; IMS Health Inc.for longitudinal marketplace information inthe ethical (Rx) and consumer (OTC) phar-maceuticals; TiVo Inc. for quantifying theeffectiveness of specific advertising cam-paigns and brand recognition programs inTiVo DVR households; ImmediateFX forintegrated analytics platform and services;and TNS Worldpanel for consumer viewsand insights in 54 countries.

IRI also joined forces with the EuropanelAssociation to form a global consumer net-work representing 600 million householdsin 54 countries. The relationship providesaccess and consumer visibility across multi-ple global markets and cultures includingthe United Kingdom, Germany, Japan,Brazil and Mexico, and exclusive consumercoverage of Russia and China. The firm hasmore than 25 clients with regional or globalagreements benefiting from the ecosystem.

IRI’s suite of services are organized intofour core areas:

! Market Performance and Brand Build-ing: IRI provides market benchmarks, mea-surements and forecasts, as well asapproaches that help retailers and manufac-turers understand the uses of their brand,ways to build it and drive it to long-termsuccess.

! Product Innovation and Launch: IRIoffers measurement of new product perfor-mance, comparison to category benchmarksand prediction of future outcomes.

! Consumer-Centric Retail Execution:IRI provides retailers help to adjust stockinglevels to demand, improve the efficiency oftheir store operations, proactively plan dis-

tribution status, understand and optimizesales trends.

! Consumer and Shopper RelationshipManagement: IRI helps retailers and manu-facturers increase their segmentationknowledge, improve understanding of triptypes and use their marketing and merchan-dising strategies.

IRI offers the following products and ser-vices:

! InfoScan Retail Tracking: This census-based point-of-sale (POS) tracking serviceprovides manufacturers and retailers accessto detailed information on sales, share, dis-tribution, pricing and promotion, across awide variety of retail channels and accounts.

! Consumer Network Household Panelsand Shopper Insights: The Consumer Net-work household panel provides answers towho is buying, what they buy, where theybuy, how often they buy and many morequestions. IRI integrates purchase data withinformation about consumers to provide acomprehensive view of the buying experi-ence.

In 2006, the IRI Shopper Insights plat-form was enhanced by expanding the Con-sumer Network household panel and offer-ing a series of integrated insights, shopperand specialty panels, which are enabledthrough a new portable, personal collectiondevice. The enhanced panel services, com-bined with its POS data, provide a compre-hensive view of the consumer and the mar-ketplace.

! Automated Predictive AnalyticInsights: Analytical modeling, consumerand shopper insights and media testing ser-vices are supported by an experienced ana-lytics staff. Its Marketing Mix Analytics ser-vices focus on quantifying, testing and simu-lating return on marketing investments forbrands. The analytical tools provide the abil-ity to decompose the drivers of current busi-ness trends and simulate the effects ofchanges on future brand plans.

For scenarios that cannot be simulatedusing historical data, IRI offers Behav-iorScan in-market testing service, a mediatesting capability that executes in-marketmedia weight and copy tests. It also offersother testing services to compare in-storemedia, assortment and pricing decisions, aswell as media plan alternatives.

! Enterprise-Class Decision SupportSolutions: These services provide an enter-prise-class framework for all phases of plan-ning, performance analysis and rapid deci-sion-making. Integrated predictive scenarioanalysis capabilities create and evaluatemultiple what-if calculations and plan alter-natives to help evaluate the impact of deci-sions before they are made.

! Consumer Driven Merchandising forRetailers: These services assist retailers instocking levels to demand, improve supportfor promotional activities, produce shopper-appropriate store plans and improve theefficiency of their store operations.

! Industry Vertical Solutions: IRI offersvertical experience and customized prod-ucts and services for multiple industry verti-



IRIwww.infores.com

4KLEIN

cals, including health care and wellness,center store, confections, beer, wine andspirits, bakery and dairy.

The IRI Healthcare Solutions Group pro-vides pharmaceutical, healthcare, CPG com-panies and retailers with consumer intelli-gence, targeting and analytic services for thehealthcare marketplace. It offers a suite ofretail tracking, consumer panel and analyt-ic-driven products and services under theRxPulse brand.

IRI delivers insights through a compre-hensive, integrated view of the beveragealcohol industry. The retail tracking prod-ucts and analytics offered by IRI are scaledto meet the beverage alcohol industryneeds, enabling full understanding of retailsales trends and purchase behavior and con-sumer insights in grocery, drug, mass mer-chandiser, convenience, liquor and clubstores.

IRI has 1,756 full-time employees in theUnited States and 3,600 worldwide. It hasoffices throughout the United States and inthe United Kingdom, France, Netherlands,Germany, Greece, India, Italy and Spain.

Westat Inc. in Rockville, Md., is anemployee-owned company founded in 1961.

The president and CEO of Westat isJoseph A. Hunt, 70. He earned an M.S. atthe Massachusetts Institute of Technology

U.S. revenue in 2006 was $425.8 million,up 0.8% over 2005. The growth rate excludesrevenue from the acquisition of Eagle Designand Management in July 2006.

Westat primarily conducts surveyresearch for agencies of the U.S. govern-ment as well as businesses, foundations andstate and local governments. Major projectareas include health, epidemiological, edu-cation, the environment, energy, transporta-tion and federal social programs.

Its major statistical surveys measure edu-cational progress and medical expenditures,as well as long-term follow-up surveys con-cerning health, education and employment.The results of its research activities enhancereporting and performance of governmentprograms and to improve patient safety inthe nation’s healthcare system.

The firm continues to perform clinical tri-als work for the U.S. government, pharma-ceutical and biotch clients. In 2007, Westatexpanded its international activities to sup-port clinical trials in Costa Rica, SouthAfrica, Thailand and China.

In 2006, Westat acquired Eagle Designand Management to expand its capabilities

to provide information management andcommunications services to federal govern-ment and private sector clients. The acquisi-tion increases Westat’s ability to create anddistribute health education materials, devel-op and maintain client Web sites, respond tohealth information inquiries from the publicand implement and evaluate health aware-ness and information campaigns.

The firm continues to conduct CATI at sixtelephone research centers throughout theUnited States. Westat’s nationwide staff offield interviewers uses computer-assisted

interviewing methods on many large long-term surveys. To support and manage theselarge distributed operations, Westat main-tains a large, secure, nationwide computerand communications infrastructure.

Westat also continues to expand its meth-ods research capabilities, with an emphasison maximizing respondent cooperation andthe application of Web technologies to sur-vey information collection. It operates abehavioral research facility, specializing inWeb usability studies to augment its cogni-tive laboratory and focus group capabilities.

The firm distributes and provides usertraining and support for its WesVar statisti-cal processing software and for Blaise, aCOTS software system for CATI and com-plex survey processing developed by Statis-tics Netherlands and is used internationally.

Westat’s staff includes 1,906 full-timesalaried employees. In addition, Westat’stelephone-interviewing, field-interviewingand data-editing staff averaged about1,350 during 2006.


WESTAT INC.www.westat.com

5HUNT



TNS U.S. is the U.S. unit of Taylor NelsonSofres plc, a public company based in Lon-don.

David Lowden, 49, is CEO of TNS. Heearned a B.A. in business administration atUniversity of Strathclyde in the United King-dom.

U.S. revenue for 2006 was $355.1 million,down 6.4% from 2005. In 2006, 80.8% oftotal worldwide research revenue, or $1.5billion, was from outside the United States.

TNS is a global market insight and infor-mation group, a major provider of customresearch and a major supplier of consumerpurchase panel, TV audience measurementand media intelligence services. It provides

market information and measurement,together with insights and analysis, to localand multinational organizations.

The firm operates a global network span-ning 70 countries and employs more than14,000 full time with 2,626 based in theUnited States. TNS has three divisions in theUnited States and nearly 50 sales and ser-vice offices.

! TNS Custom Research combinesindustry sector knowledge with researchexperience for more effective client businessdecisions. The firm provides a wide range ofservices, syndicated research and managedaccess panels.

Dedicated research teams concentrate onmajor industries such as consumer goodsand services, including food and beverage,OTC and health care, retail, restaurants,packaged goods, house and home, financialservices (including banks and credit cards,insurance and managed care organizationsand investment services firms), technologyand media (including entertainment, IT,telecommunications and sport), automo-tive, travel and tourism, polling and socialresearch and professional service firms andagencies.

Industry teams link with experts in theareas of motivational, new product develop-

ment, brand and advertising, sports market-ing and sponsorship, multicultural, mysteryshopping and stakeholder managementresearch. Much of this resides in TNS’s spe-cialized practice areas, including TNSAdvertising and Brand Performance, TNSNew Product Development, TNS Multicul-tural, TNS Motivational Research, TNSStakeholder Management, TNS Shopperand Retail Insights and TNS Sport.

TNS services work on a global scale. Theyinclude NeedScope (emotional needsassessment), Conversion Model (brandcommitment), AdEval (copy testing), Mar-ketWhys (in-market brand and ad perfor-mance tracking), InnoSuite (volumetricforecasting), WebEval (Web site evalua-tion), FutureView (competitive landscapeand white space) and TRI*M (customer sat-isfaction and relationship monitoring andmanagement).

TNS operates managed access panels (6thdimension panels, formerly TNS NFO AccessPanels) in the United States and major coun-tries in Europe and Asia.

! TNS Media Intelligence is a lead-ing provider of competitive advertising intel-ligence to advertising agencies, advertisersand media properties. The firm’s trackingtechnologies collect advertising expenditureand occurrence data, as well as select cre-

ative executions, for more than 2.4 millionbrands and 190 million ad occurrences eachyear. It provides more than 3,000 clients inthe United States with strategic advertisinginformation for 20 monitored media.

TNS MI also delivers strategic intelligencein key industry marketplaces through itscompanies: Marx Promotion Intelligence, aprovider of FSI and coupon promotion infor-mation; Theatrical Entertainment Services,a large U.S. provider of box office verifica-tion and cinema trailer tracking services tothe entertainment industry; CampaignMedia Analysis Group, a provider of adver-tising intelligence on the U.S. political mar-ketplace; and Cymfony, a market influenceanalytics company that monitors and ana-lyzes the intersection of traditional andsocial media.

The division offers information throughmore than 20 products and services, includ-ing competitive analysis, sales prospecting,strategic planning, tactical executions andproof-of-performance.

TNS MI maintains offices throughout theUnited States, with sales offices in Atlanta,Chicago, Dallas, Los Angeles, Minneapolis,New York, Boston and Arlington, Va. Its datacollection facilities in West Chester, Pa., and

TNS U.S.www.tns-global.com

6LOWDEN




Chesapeake, Va., focus on the capture andclassification of advertising data.

! TNS Healthcare provides marketresearch consulting to the worldwide phar-maceutical, biotech and medical deviceindustries, as well as health-focused adagencies, media and analysts. It offers glob-ally consistent and custom advisory servicesfor product introductions; brand, treatmentand sales force performance optimization;and physician and DTC promotional assess-ment.

Informing decisions across the productlife cycle, TNS Healthcare provides prob-lem-solving and insights for product devel-opment, pre-launch landscaping, marketassessment, positioning and segmentation,message and campaign creation; pricing,forecasting, attitude and awareness mea-surement and post-launch tracking. Deliver-ing insights across stakeholders—includingphysicians, patients and consumers—TNSHealthcare anticipates and understands cus-tomers’ behaviors to maximize results. Its JStreet panel provides Internet access tomore than 60,000 physicians in the UnitedStates and major European markets.

TNS Healthcare’s global frameworksinclude Brand Performance Optimization

(BPO), which integrates brand equity andmarket equity factors for a complete diag-nostic view. BPO guides companies in building commitment, a relationship metric, validated against prescribing data to predict and drive Rx dynamics, protectshare and prevent switching. It also offers aglobal Sales Performance Optimization(SPO) framework to configure the optimalmix of physician experiences—including repinteractions, patient programs communica-tions and practice support—to drive pre-scribing.

Through its clinically driven TreatmentPerformance Optimization (TPO) suite, TNSHealthcare links successful drug develop-ment with optimal commercialization. TNSHealthcare also supports successful messageand promotional strategy development.MessageEval uses diagnostics to evaluate upto 200 message elements, including text,graphics and sound. MarketWhys, a DTCtracking service, incorporates insights intopatients’ brand commitment.

In addition, Cardiovascular IntegratedInsights provides a comprehensive view of theglobal cardiovascular market. It brings togeth-er BPO and SPO information, as well as Car-dioMonitor (an international CV patient data-base) and Cardio2020 (a look at upcoming

changes in diagnoses, treatment and manage-ment, from 25 leading cardiologists).

TNS Healthcare operates in the United States, the United Kingdom, Ger-many, France and Spain, and in 2005 estab-lished a client service group in Italy. Itsworldwide focus is on global performanceoptimization insights, supported by localcountry staff.

Arbitron Inc. in New York was founded in1949 and in 1960 became a subsidiary ofpublicly held Ceridian Corp. in Minneapolis.In March 2001, Ceridian completed areverse spin-off of Arbitron into a publiccompany listed on the NYSE.

Arbitron’s president and CEO is Stephen

B. Morris, 64, who earned an M.B.A. at Har-vard Business School.

U.S. revenue in 2006 was $316.1 million,up 5.8% over 2005. In 2006, 4.0% of totalrevenue, or $13.2 million, came from out-side the United States. The growth rateincludes the 2005 and 2006 revenue fromIntegrated Radio Systems LLC acquired Sep-tember 2005.

Arbitron is an international media andmarketing research company primarily serv-ing broadcast, satellite and online radio,cable, advertising agencies, advertisers, out-door and out-of-home media. Through Scar-borough Research, jointly owned with TheNielsen Co., Arbitron provides media andmarketing research services to broadcast TVand newspapers.

Arbitron’s core services are measuringlocal radio audiences across the UnitedStates; measuring network and nationalradio audiences in the United States; provid-ing consumer shopping and media usageinformation to radio, cable, advertisingagencies, advertisers, retailers, broadcastTV, out-of home media, newspapers andonline media; and providing applicationsoftware used for analyzing media audienceand marketing information.

ARBITRON INC.www.arbitron.com

7MORRIS



Arbitron serves about 4,600 radio stationsand 2,100 advertising agencies and majoradvertisers, more than 300 TV stations,nearly 80 cable customers, more than 150newspapers and more than 90 outdooradvertising companies. The firm surveys theretail, media and product purchase patternsof local market consumers. It also providesapplication software to analyze ratings andconsumer data.

Media Services! Measuring U.S Local and National

Radio Audiences: Arbitron measures thesize and composition of radio station audi-ences by periodically surveying radio listen-ers in U.S. markets. It also provides mea-surement of network radio audiencesthrough its two national ratings services:RADAR and Nationwide. The RADAR ser-vice provides a measurement of nationalradio audiences and the audience size ofnetwork radio programs and commercials.The audience measurements are providedfor a wide variety of demographics and day-parts for total radio listening and for 55 sep-arate radio networks.

! Surveying Consumers in Local Mar-kets: Arbitron provides consumer profiles ofradio listeners, broadcast TV and cable TVviewers, newspaper readers and consumersreached by outdoor and out-of-home adver-tising displays. These profiles containdetailed socioeconomic data and informa-tion about what consumers buy, where theyshop and what other forms of media theyuse. Measurements are provided in about276 local markets throughout the UnitedStates through its Scarborough service (ajoint venture between Arbitron and TheNielsen Co.) as well as two other proprietaryservices that conduct ongoing consumersurveys.

Arbitron also provides software applica-tions that give access to media and con-sumer information from Arbitron and otherresearch providers. The software assists inmaking media buying and selling decisions,as well as in managing and programmingradio stations.

! Arbitron Outdoor Services and OnlineRadio Ratings: Through Scarborough andits other local consumer services, Arbitronprovides outdoor and out-of-home measure-ments of retail behavior, demographics,lifestyle and media habits of local market

consumers. ! Online Radio Ratings: Since 1998,

Arbitron has been reporting about the audi-ences of audio and video content on theInternet. Today, Arbitron and comScoreMedia Metrix, a division of comScore Net-works Inc., are producing monthly reportsof online radio audiences to the leadingonline radio providers.

! Custom Research Services and Interna-tional Operations: Arbitron has expanded itscustom research efforts to serve emergingadvertising media. For example, it has pro-duced audience listening estimates forsporting events, Chinese-language radioand custom research studies for satelliteradio providers and out-of-home/place-based media.

Through Continental Research, its Lon-don-based subsidiary, Arbitron providesmedia, advertising, financial, public sector,telecommunications and Internet researchservices in the United Kingdom and conti-nental Europe.

Arbitron Portable People MeterThe firm has developed a Portable People

Meter (PPM) system capable of measuring

radio, broadcast TV, cable TV, Internetbroadcasts, satellite radio and TV audiences and retail store video and audio broadcasts.

Arbitron announced a rollout schedule ofthe top 10 radio markets by the fall of 2008and into all of the top 50 radio markets bythe end of 2010. The firm was grantedMedia Rating Council accreditation forHouston PPM radio ratings. Philadelphiawas converted to PPM radio measurementin January 2007. The firm is also workingdirectly with the broadcast TV and cableindustry on additional, noncurrency ser-vices that utilize the PPM.

Arbitron has entered into licensing agree-ments with international media informationservices companies. BBM Canada, the Cana-dian industry cooperative for audience rat-ings, uses the PPM as the official ratings sys-tem for buying and selling commercial air-time on French-language TV in the marketsof Quebec and Montreal. TNS in the UnitedKingdom uses the PPM system for mediameasurement applications in London, Bel-gium, Denmark, Norway, Kazakhstan andSingapore.

Project ApolloOne application of PPM that Arbitron is

exploring with The Nielsen Co. is its use asthe media collection tool for a national mar-keting-oriented research service, ProjectApollo. It is designed to collect and connectthree types of data:

—Exposure to messages on the nationalmedia by using the PPM to track electronicmedia and by using other survey methodsfor print, the Internet and other media.

—Changes in consumer brand recogni-tion/preference through online surveys.

—Store traffic and purchases of CPGthrough ACNielsen in-home scanner tech-nologies as well as spending on consumerservices by means of additional surveymethods.

Since January 2005, Arbitron and Nielsenhave been operating a national pilot panelof more than 11,000 individuals in 5,000households as a demonstration project thatis delivering to seven charter advertisersmultimedia and purchase information froma common sample of consumers. The pilotpanel is intended to show advertisers howProject Apollo would enable a better under-standing of the link between consumerexposure to advertising on multiple mediaand their shopping and purchasing behav-ior. The pilot also showcases the enhancedability of the single-source marketingresearch service to measure the return oninvestment for marketing efforts.

Arbitron has executive offices in NewYork, with sales offices in five U.S. cities and operations offices in six U.S. cities. Its research and technology organization, in Columbia, Md., provides support for the U.S. Media Services business and con-tinues the development the PPM technolo-gy.

Arbitron has 1,000 full-time employees inthe United States.



GfK AG USA comprises the U.S. opera-tions of GfK AG, a public company based inNuremberg, Germany, and established in1934. In August 2005, NOP World wasacquired by GFK.

Klaus L. Wübbenhorst, 51, is the CEO ofGfK AG. He earned a Ph.D. from TechnicalUniversity of Darmstadt, Germany.

U.S. revenue in 2006 was $315.5 million,down 0.2% from 2005. In 2006, 77.4% oftotal worldwide revenue, or $12.1 billion,was from outside the United States. Thegrowth rate includes 2006 and 2005 full-year NOP World U.S. revenue. Worldwiderevenue of GfK AG in 2006 was $1.4 billion.

GfK AG is a worldwide market researchorganization providing services in five busi-ness divisions: Custom Research, Retail andTechnology, Consumer Tracking, Media andHealthCare. The firm has 115 subsidiarieslocated in 90 countries and more than 7,900employees worldwide and 1,038 in the Unit-ed States.

GfK now offers research services in theUnited States through four of its five busi-ness units:

Custom ResearchGfK’s Custom Research division provides

information services on operational andstrategic marketing decisions. These ser-vices include tests and studies on productand pricing policy, on brand positioning andbrand management, on traditional andmodern forms of communication with con-sumers and users, on optimizing distribu-tion as well as on customer loyalty issues.

GfK Custom Research North Americacomprises the integrated firms of GfK Arbor,GfK Automotive, GfK Caribou Lake, GfK CRIand GfK NOP. Services include GfK RoperReports, GfK Starch Ad Readership Studies,GfK Price Challenger, GfK Loyalty and AFIPurchase Funnel.

Retail and TechnologyGfK’s Retail and Technology division pro-

vides clients from trade and industry withregular information services based on con-tinuous surveys and analyses of sales oftechnical consumer goods in the retail sec-tor. Among the market segments are officecommunication, photographic technologyand optics, electrical household appliances,information technology, telecommunica-tions, sports equipment, tourism, consumerelectronics and entertainment media.

In the United States, GfK operates twounits:

! The New York-based GfK Audits & Sur-veys (www.gfkms.com) provides retail datacollection services that include sales, distrib-ution, shopper and retailer attitude and oth-er data on a broad range of products andoutlet types including pet supplies, jewelry,optical, CPG, professional beauty, travel,automotive and home furnishing productsas well as measurements relating to the His-panic market. One of its services is theNational Retail Census of Product Distribu-tion, which provides marketers with the sizeof the retail universe and a complete picture

of distribution across all types of outlets.! IFR Monitoring USA (www.ifrmonitor

ing.com) is experienced in retail shelf analy-sis. Instead of examining market share, IFRanalyses Shelf Share, or the presence ofgoods and brands in the market, and reflectsthe market shelf-offer.

MediaGfK’s Media division provides informa-

tion services on the intensity and nature ofmedia use and acceptance. The services aredirected at clients from media companies,

agencies and the branded goods industry.These services relate to information aboutboth traditional media like TV, radio, print,film and outdoor advertising as well as theInternet and online and offline media.

Mediamark Research (www.mediamark.com) in the United States offers comprehen-sive demographic, lifestyle, product usageand exposure to all forms of advertisingmedia collected from a single sample. As theleading U.S. supplier of multimedia audi-



GfK AG USAwww.gfk.com

8WÜBBENHORST


ence research, MR provides information tomagazines, TV, radio, Internet and othermedia, leading national advertisers andmore than 450 advertising agencies, includ-ing 90 of the top 100 agencies in the UnitedStates.

Health careGfK’s HealthCare division provides its

clients from the pharmaceuticals andhealthcare industry worldwide with infor-mation and consulting services for specialhealth markets covered by GfK’s network inAmerica, Europe and Asia. The servicesinclude analyses of product developmentand market communication, image cultiva-tion and price control of medicines, marketpositioning, customer satisfaction and infor-mation on the sales volumes of productsused in the dental and veterinary sectorsand in laboratories.

The GfK U.S. Healthcare Companies(www.gfkushc.com) is comprised of threehealthcare marketing research agencies:GfK Market Measures, GfK Strategic Market-ing and GfK V2. Each of the companies hasits own distinct set of core offerings, whichtogether provide a full range of custom andsyndicated marketing research.

!" GfK Market Measures (www.gfkmarket measures.com) provides a mix of syndi-cated and custom marketing research ser-vices, supporting market assessment, brand tracking, message effectiveness, sales force effectiveness, consumer healthcareand product launch applications. The firm’s custom research experience includespricing, forecasting, positioning, concepttesting, message development, promotionaleffectiveness evaluation and opportunityassessment. Major products include Therapeutic Class Studies, PatientDriver,Detail Tracker, Detail Watch and FastapePremium.

! With a full range of quantitative ser-vices, GfK Strategic Marketing(www.gfksm.com) provides support inareas such as pricing, forecasting, clinicaltrial optimization and market segmentation.Key products include UniterSM, HospitalUniterSM and Perceptual Deficit Simula-torSM. Additionally, GfK Strategic Market-ing’s Qualitative Institute uses a variety ofqualitative research methodologies, includ-ing cross-cultural projective and elicitivetechniques, to provide counsel at each stageof the product life cycle.

! GfK V2 (www.gfkv2.com) conductsqualitative marketing research with patientsand physicians and executes analytics and

quantitative research. Products includeInformation Architecture (product position-ing), Competitive Analysis of Strategy & Tac-tics—CAST (war gaming), Market Analysisof Patients & Products—MAPPs (patientflow and treatment maps) and PracticeView(strategic account management).

Ipsos in North America (Ipsos) is based inNew York and is a unit of Ipsos Group SA inParis, a public company founded in 1975and listed on the Paris Stock Exchange in1999.

James T. Smith, 59, is CEO and chairmanof Ipsos in North America. He earned anM.B.A. from Cornell University.

U.S. revenue in 2006 was $271.7 million,

up 8.3% over 2005. In 2006, $805.1 million, or 74.8%, of total revenue was from outside the United States. The growthrate excludes 2005 and 2006 revenue fromUnderstanding UnLtd. acquired November2005.

Ipsos is a global survey-based marketresearch firm providing services in five areasof specialization: advertising, customer loy-alty, marketing, media and public affairsresearch, all supported by analytics andmethods. Ipsos companies offer a line ofcustom, syndicated, omnibus, panel andonline research products and services andconducts polling on behalf of The AssociatedPress.

Ipsos is represented by seven companiesin North America:

! Ipsos ASI (www.ipsosasi.com) is aworldwide provider of advertising pretest-ing services. It offers a full range of advertis-ing research services at all stages of theadvertising development process, includingcopy testing, advertising tracking and brandequity evaluation. Ipsos-ASI helps in thedevelopment, evaluation and improvementof client’s advertising efforts.

! Ipsos Insight (www.ipsosinsight.com),the marketing research consultancy, pro-vides services in market assessment, brand


IPSOSwww.ipsos-na.com

9SMITH


management, innovation and new productdevelopment. It has experienced client ser-vices teams specializing in consumer prod-ucts, technology, communications, health,pharmaceuticals, financial services, enter-tainment, foodservice, agrifood, energy,utilities and lottery and gaming research.

! Ipsos Loyalty (www.ipsosloyalty.com)is a global, specialized practice in customersatisfaction management, customer rela-tionship management and employee climatemanagement, supported by a modular suiteof integrated research tools.

! Ipsos Media (www.ipsos-na.com/media) provides research to both the editor-ial and advertising sides of media in keymarkets worldwide. Through syndicatedstudies and ad hoc research it informs edito-rial and media marketing decision-makersabout the expectations, tastes and behaviorof readers, listeners, viewers and Internetusers.

! Ipsos Novaction and Vantis (www.ipsos-nv.com) provides forecasting, model-ing and consulting for companies in theFMCG, durable goods and service indus-tries. The firm’s survey-based research offer-ings are designed for new product develop-ment (needs identification, concept screen-ing and forecasting sales); feature optimiza-tion and pricing; brand and market manage-ment; and sales and marketing effective-ness.

! Ipsos Public Affairs (www.ipsospa.com) specializes in corporate reputation,issues management, strategic communica-tions and sociopolitical trends, serving theneeds of corporations, nonprofit organiza-tions, public relations firms, news mediaand governments. Its toolbox for conductingtailor-made research includes quantitativepolling, qualitative focus groups, online pan-els, elite and stakeholder interviewing, syn-dicated subscriptions and other researchtechniques. It has offices in New York, Wash-ington, D.C., Chicago and Seattle.

! Ipsos Reid (www.ipsos.ca), is a Cana-dian provider of public opinion research inCanada, as well as loyalty, forecasting andmodeling insights. With operations in sevencities, the firm employs more than 500researcher professionals and support staff in

Canada. The firm is staffed with experi-enced research consultants having extensiveindustry-specific backgrounds. It offers syn-dicated information and custom servicesacross key sectors in the Canadian economy,including consumer packaged goods, finan-cial services, automotive, retail, and tech-nology and telecommunications.

Ipsos employs more than 6,000 researchprofessionals and support staff worldwide,including 700 in 15 locations in the UnitedStates.

Synovate, created in 2002 (formerly AegisResearch) was acquired in 1999 by the AegisGroup plc, a London-based public companylisted on the London Stock Exchange.

Robert Skolnick, 54, is CEO of SynovateNorth America. He earned a J.D. at Brook-lyn Law School. Adrian Chedore is world-wide CEO for Synovate.

U.S. revenue in 2006 was $234.3 million,up 8.2% over 2005. In 2006, revenue fromoutside the United States was $505.6 mil-lion, or 68.3% of total revenue. In 2006, rev-enue of Synovate worldwide was $740 mil-lion, and revenue of Aegis Group was $1.8billion.

Synovate is a global market research firmproviding global support and a suite ofresearch services, supported by local knowl-edge and understanding of the world’sdiverse markets, including relevant culturaldifferences. It has centers of excellencearound the world working closely with localoffices with client service teams that mirror


SYNOVATEwww.synovate.com

10SKOLNICK

Today, success depends on asking the right questionsto get the right information. While a lot of marketresearch firms may focus on the Who, What, Whenand How behind consumer behavior; you can trustHarris Interactive to dig deeper to understand the critical Why.

Call us at 877.919.4765.

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the requirements of global clients. With fully owned operations in 108 cities

in 51 countries, Synovate provides completegeographic coverage and service. Its clientsrange from Fortune Global 500 companiesto entrepreneurial start-ups and come fromall sectors of business: consumer packagedgoods, petrochemicals, media and advertis-ing, government, quick-serve restaurants,financial services, technology and more.The firm employs more than 5,500 staffworldwide with 721 full-time staff in theUnited States.

Synovate’s global practices and industryspecialisms include:

! Synovate Brand & Communications:The firm offers its new Brand Value Creatorand other services to help grow brands andtrack how well communications are work-ing.

! Synovate Censydiam: Creates a deeperunderstanding of motivations in order togain insight into how clients can influencepeople’s behavior.

! Synovate Loyalty: This customer loyaltyresearch and consulting service helps clientsto develop and implement customer loyaltystrategies.

! Synovate Product Design & Develop-ment: The firm has experience and servicesacross all stages of the product developmentcycle, from initial concept to development,packaging and pricing.

! Synovate Healthcare: Global specialistsdelivering marketing insights to the phar-maceutical and healthcare industries, fromad hoc research and analytics to syndicatedtracking studies.

! Synovate Motoresearch: This bringstogether automotive industry experienceand products with global capability. NADA-24, its customer feedback program for auto-motive dealerships, provides dealers imme-diate feedback on the customer experience.

! Synovate ViewsNet: From customerbehavior to customer feedback, panels thatcan be accessed online, by telephone, bymail or face to face.

! Synovate Aztec: The firm’s specialistoffering in data; value-added data process-ing and support services across the grocery,pharmacy, liquor, mass merchant andpetrol/convenience channels.

! Media research: Examines emergingtrends and how changes in consumer behav-ior alter media relationships.

!Youth research: Insight into youth andcontemporary culture, providing a broad rangeof clients with strategy, insight and ideas.

Maritz Research (MR), based in Fenton,Mo., was founded in 1973 and is a whollyowned subsidiary of Maritz Inc.

Michael Brereton, 47, is president of MR.He earned an M.B.A. at Bowling Green StateUniversity.

U.S. research-only revenue in 2006 was$178.2 million, up 8.5% over 2005. In 2006,17.7% of total research-only revenue, or$38.2 million, came from outside the UnitedStates. Maritz Inc.’s revenue in 2006 was$1.4 billion.

MR provides services that close the gapbetween brand promise and brand perfor-mance through an understanding of cus-tomers, employees and channel partners. Itsspecialized divisions are focused on the

automotive, financial services, hospitality,telecommunications and technology, retailand pharmaceutical sectors.

In 2006, the firm introduced the MaritzBrand Experience Improvement Process.This is a framework for ongoing improve-ment that focuses on sustained delivery ofthe brand promise at the retail level. It pro-vides definition, goal alignment, training,measurement, focus and motivation, allaimed at helping employees consistentlydeliver the brand.

MR also introduced Maritz ClearVoice, a new text analysis tool. Maritz ClearVoice,turns verbatims into a stream of statisticallysignificant information, yielding greaterinsights into the minds of customers.

In 2007, MR will introduce a new mobile data collection technology called Maritz OnsiteInsights. This cell phone technology combined with real-timedata tabulations and analysis providesinsights while the customer is still in thestore or business location. The resulting top-of-mind information is then used by man-agers to modify or improve the in-storeexperience.

MR employs 610 people full time in theUnited States and 757 worldwide.


MARITZ RESEARCHwww.maritzresearch.com

11BRERETON



Harris Interactive Inc. (HI), based inRochester, N.Y., was founded in 1975 asGordon S. Black Corp. and together withLouis Harris and Associates, which wasfounded in 1956, became a public companyin 1999.

Gregory T. Novak, 44, is president andCEO of HI. He earned an M.S. at KrannertBusiness School at Purdue University.

U.S. revenue in 2005 was $171.0 million,up 5.4% over 2005. In 2006, $48.0 million,or 21.9% of total revenue, was generatedoutside the United States.

HI is a global research company known forits Internet-based research methods and TheHarris Poll. It has built one of the world’slargest online panels, more than 6 million sur-vey respondents, for the Harris Poll Online. HIserves its clients through its U.S., Europe andAsia offices, its wholly owned subsidiaryParis-based Novatris, and through an inde-pendent global network of affiliate marketresearch companies. Market research is pro-vided via mixed-mode data collection, paneldevelopment services as well as syndicatedand tracking research consultation.

The firm has particular strengths in theareas of brand and strategy consulting, mar-keting communications (ad tracking and test-ing) and loyalty. Its industry experienceincludes advertising, consumer packagedgoods, financial services, health care andpharmaceuticals, government, telecommuni-cations, technology, automotive and trans-

portation, as well as public policy and publicrelations.

HI is well-versed in online, traditional andmixed-mode approaches. It has conductedtelephone research in more than 90 coun-tries with online research experience inmore than 80 countries. Beyond the onlinesurvey are an array of data collection optionsavailable, such as combining telephoneinterviews with online data entry (Web-assisted personal interviewing or WAPI),online recruitment to offline surveys (andvice versa), focus groups and in-depth inter-views and roving laptop-based interviewsusing computer-assisted personal interviews.Research-on-research findings influence allaspects of data collection from sampling andsurvey design through to weighting.

HI has built a single research operationsplatform, called Integrated CATI-WAPI orICW, that integrates online and telephonedata into one seamless database. This plat-form can also send out more than 1 millione-mail invitations per hour and process180,000 five-minute inbound surveys perhour or 15,000 surveys simultaneously. Todate, HI has completed more than 70 mil-lion online surveys.

HI has 755 full-time employees in theUnited States and about 1,100 full-timeemployees worldwide.

J.D. Power and Associates (JDPA) inWestlake Village, Calif., was founded in1968. In April 2005 JDPA was acquired byThe McGraw-Hill Cos.

Steven C. Goodall, 52, is president ofJDPA. He earned an M.B.A. at the Universityof Southern California.

U.S. research-only revenue in 2006 wasestimated at $170.5 million, up 12.0% over2005. Revenue from outside the UnitedStates in 2006 was estimated at $62.1 mil-lion, or 26.7% of total research-only esti-mated revenue.

JDPA is a global marketing informationservices company that conducts indepen-dent consumer surveys of product and service quality, customer satisfaction


HARRIS INTERACTIVE INC.www.harrisinteractive.com

12NOVAK J.D. POWER AND ASSOCIATES

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13GOODALL

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and buyer behavior. Services include industrywide and client-commissionedresearch, business-to-business consulting,automotive forecasting, corporate trainingand performance improvement and mediaresearch.

The firm does not review, judge or testproducts and services; it relies on the opin-ions and expectations of consumers whohave actually owned the products and usethe services being rated. Annual syndicatedstudies are based on survey responses frommillions of consumers and business cus-tomers worldwide.

JDPA is best known for its work in theautomotive industry, for which its metricshave become the industry standard for mea-suring quality and customer satisfaction. Ateam of associates worldwide conducts qual-ity and customer satisfaction research acrossindustries including automotive, telecom-munications, travel, real estate, finance,marine, health care, utilities and consumerelectronics.

The firm’s clients include many Fortune 500 companies in the United States and many internationally. JDPA hasfive U.S. offices and locations in eight coun-tries internationally. It has 610 full-timeassociates in the United States and 840worldwide.

The NPD Group Inc. (NPD), in Port Wash-ington, N.Y., is a group of private, majority-owned corporations. It was founded in 1967.

Tod Johnson is chairman and CEO ofNPD; Karyn Schoenbart is president andCOO; and Tom Lynch is CFO and COO.Johnson, 62, earned an M.S.I.A. at CarnegieMellon University.

U.S. revenue in 2006 was $145.6 million,up 11.0% over 2005. In 2006, 22.1% of totalrevenue, or $41.3 million, was generatedfrom work conducted outside the UnitedStates. The growth rate excludes revenuefrom the acquisition of STS MarketingResearch in November 2005.

NPD provides consumer and retail infor-mation for a wide range of industries. The

firm helps clients identify new businessopportunities and guide product develop-ment, marketing, sales, merchandising andother functions.

Information is available for the followingindustry sectors: automotive, beauty, com-mercial technology, consumer technology(consumer electronics, IT, cameras, otherelectronics), entertainment (video games,music, film, video), fashion (accessories,apparel, footwear), food and beverage,foodservice, home (appliances, housewares,home improvement, home textiles), officesupplies, software, sports, toys and wireless.

Its products and services include retailtracking, consumer tracking, shipmenttracking, special reports and custom solu-tions.

NPD’s retail tracking services are basedon point-of-sale (POS) store movementinformation collected from 700 retail part-ners representing more than 140,000 doorsworldwide. These retailers include depart-ment stores, mass merchandisers/discountstores, hypermarkets, specialty stores, mail-order outlets and e-commerce Web sites.NPD monitors commercial sales of informa-tion technology products through analliance with the Global Technology Distrib-ution Council, whose members compriseabout 80% of the IT distributor market.

The firm’s consumer tracking services inthe United States are based on informationcollected from the NPD Online Panel ofmore than 3 million registered members.NPD also offers a second U.S. panel option,its longitudinal panel, AccuPanel. Due toNPD’s extensive experience in managingpanels, the NPD Online Panel has high coop-eration rates compared to online industrynorms.

DisplaySearch, an NPD Group company,provides market research on the flat paneldisplay (FPD) industry’s supply chain, cov-ering component suppliers, equipment man-ufacturers, FPD producers, OEMs, brands,distributors and retailers. It offers informa-tion on shipments and revenue, as well asforecasts, for displays, applications, manu-facturing equipment and components.

In Canada, NPD offers POS and/or con-sumer panel information for the automo-tive, consumer technology, commercialtechnology, entertainment, fashion, foodand beverage and foodservice industries; inmany cases, consumer information is col-lected from NPD’s Canadian online panel. InMexico, NPD’s primary business is retailtracking in the consumer technology mar-ket.

In Europe, NPD offers information for the


THE NPD GROUP INC.www.npd.com

14JOHNSON

beauty, foodservice, sports and toys industrysectors. Tracking services are provided in 11

European countries and are comprised ofboth consumer and retail tracking services.

In Asia, foodservice tracking is availablein Japan; NPD also maintains an online pan-el to support foodservice tracking and cus-tom work for other industries in Japan. InChina, NPD launched the first PrestigeBeauty POS service in January 2007; thisnew activity is based on a leader panel of 30department stores across seven major Chi-nese cities.

NPD has offices in 21 cities around theworld, spanning the Americas, Europe, Asiaand Australia.

In 2006 in the United States, NPD intro-duced market-level tracking, with informa-tion for the consumer technology industrynow available for more than 50 DMAs. Thenew information complements NPD’snational data by providing a more granularmarket view, allowing manufacturers andretailers to understand trends at the locallevel and tailor their business strategiesaccordingly. NPD also launched more gran-ular market views for its Beauty services inEurope and continued to expand its globalreach with new tracking offerings for juve-nile products, license products and sportsequipment.

In 2007, NPD will continue market-levelexpansion with the addition of new DMAsand information for custom trading areas. Itwill enhance market-level and regionaltracking capabilities for consumer technolo-gy, beauty and automotive. And it willlaunch market-level tracking for footwear.NPD’s international expansion will continuewith new products and services slated forlaunch in Spain, Austria, Poland, Japan andChina. In Europe, NPD will be launchingonline panels in the five key countries for itstoys, sports and foodservice businesses;these will be based on 630,000 panelists anduse state-of-the-art data collection methods.

NPD’s joint ventures include a series of

companies owned by NPD and GfK AG,operating retail tracking services in Europe,the Americas, Japan and the Pacific Rim forconsumer electronics, household durables,cameras and IT. NPD also partners with GfKin OzToys, a retail tracking service coveringtoys, video games and software in Australia.In Latin America, NPD investments includeconsumer purchase panels in nearly all LatinAmerican countries, operated through Lat-inPanel, a joint venture with IBOPE Groupand Taylor Nelson Sofres plc.

NPD has about 750 full-time employees inthe United States (675 full-time exempt).Outside of the United States, it has 200 full-time employees.

Opinion Research Corp. (ORC) in Prince-ton, N.J., was founded in 1938, became apublic company in October 1993 andacquired December 2006 by infoUSA Inc., apublic company.

The President of ORC is Gerald J. Miodus,50. He earned a B.S. in economics at Michi-gan State University.

U.S. research-only revenue in 2006 was$96.8 million, up 2.8% over 2005. In 2006,37.4% of total research-only revenue, or$57.9 million, was from work conductedoutside the United States. Total researchand nonresearch revenue in 2006 was$192.4 million.

ORC is a research, consulting and infor-mation services company offering multina-tional corporations and governments mar-ket intelligence and social research on aglobal scale, with particular emphasis onglobal business-to-business markets andsocial research. Employing a worldwidedata collection network, the firm performssurveys whose results are used for makingbusiness decisions based on in-depthinsights into customers’ attitudes about theirorganization’s product and service offerings.

ORC advises in both public and privatesectors on a number of issues in the areas ofcorporate reputation and branding, cus-tomer strategies, market development,employee research and consumer knowl-edge across a number of industry sectors,including financial services, informationtechnology, telecommunications, life sci-ences and consumer products and services.

Research products include ORC Caravan,the oldest continuously running consumeromnibus survey in the United States; ORCOvernight, which delivers answers to busi-ness questions within 24 hours; and ORCPortal, a secure online project managementtool to track the progress of complex pro-



OPINION RESEARCH CORP.www.opinionresearch.com

15MIODUS


jects in real time. ORC International’s U.K.office recently introduced ORC Accesspoint,a project portal for storing and managingresearch material in one central repositorywhile providing project managers and stake-holders with a tool to monitor surveyprogress.

ORC has partnered with media giant CNNon the CNN/Opinion Research Poll.

ORC has conducted studies in 106 coun-tries across six continents. It operates asOpinion Research in the United States andas ORC International in Europe, based inLondon and Asia, based in Hong Kong. Itssister company, Macro International, spe-cializes in social research programs for gov-ernment agencies.

The firm has 495 full-time employees inresearch in the United States.

Telephia Inc., based in San Francisco, is aprivate company founded in 1998.

Sid Gorham, 40, is CEO of Telephia. Heearned an M.B.A. from University of Califor-nia at Berkeley.

U.S. revenue in 2006 was $69.8 million,

up 10.4% from 2006. In 2006, 2.8% of totalrevenue, or $2.0 million, was from outsidethe United States.

Telephia is a provider of syndicated con-sumer research to the telecom and mobilemedia markets. Service providers, devicemanufacturers, content providers and retail-ers use Telephia data to make competitivestrategy, marketing and resource allocationdecisions. The firm uses its measurementtools and large-scale consumer panels tounderstand and track the digital consumer’sbehavior, attitudes and experience.

! Network Signal Polling: Telephia trackschanges in mobile subscriber counts at themetro level. Systems measure monthly sub-scriber counts in more than 65 metro mar-kets by passively querying the ownershipand assignment status of millions of phonenumbers and to determine changes in sub-scriber market share, as well as calculatesubscriber additions and deactivations. Eachmonth Telephia initiates more than 8 mil-lion queries to harvest underlying networksignaling information to provide a read ofnumber ownership and assignment status.

! Online Bill Panel: Telephia developedits online bill panel to directly measure con-sumer spending activity by monitoringevery entry on respondents’ phone bills eachmonth. Panelists are recruited through avariety of channels against demographicand usergraphic benchmarks established byTelephia’s survey instruments.

! Network Testing Fleet: Telephia pro-vides comprehensive drive testing of mobilenetwork quality in more than 350 metropol-

TELEPHIA INC.www.telephia.com

16GORHAM


itan markets in the United States and Cana-da. Telephia collects its data with a fleet of25 trucks, with each custom configuredwith call-testing equipment and is remotelymanaged through an operations center inLynchburg, Va. The firm’s fleet tests eachmajor market twice per year and all marketsat least once annually, recording the disposi-tion of each call in detail.

! On-Device Meter Panel: The firm has partnered with the industry’s leadingchipset suppliers to integrate its activitymeter into cellular phones for tracking ofmobile user behavior beginning in 2007when Telephia will recruit a balanced panel of subscribers in each country. The phones with embedded meters willreturn activity logs periodically each day,which will be analyzed and reported in a comprehensive array of metrics

on actual consumer behavior.! Internet Surveys: Telephia fields more

than 20 online survey tracking vehicles on amonthly or quarterly basis across 10 coun-tries, collecting more than 600,000 surveyscontaining 150 million individual responsesannually.

! Application Testing Nodes: Telephiameasures reliability and performance of theapplications including wireless Web brows-ing, content downloading, picture messag-ing and streaming via a network of customconfigured test nodes deployed in 20 U.S.cities. Its application testing platform hasrecently been extended to measure mobileTV, residential VOIP services and residentialhigh-speed data (DSL/Cable Modems).

The firm employs 258 full-time equiva-lents in the United States and has offices inSan Francisco, Lynchburg, Va., Dallas andLondon.

Lieberman Research Worldwide (LRW),based in Los Angeles, is a privately held cor-poration founded in 1973.

Arnold Fishman, 62, is the founder andchairman of LRW; and David Sackman, 49,is president and CEO. Fishman earned a B.S.

at Brooklyn College, City University of NewYork, and Sackman earned a B.A. at the Uni-versity of California at Los Angeles.

U.S. revenue in 2006 was $63.1 million,down 4.1% from 2005. In 2006, $15.2 mil-lion, or 19.4% of total revenue, was generat-ed outside the United States.

LRW is a full-service custom marketresearch provider with extensive experienceacross a diversity of industries, includingentertainment, technology, automotive,pharmaceutical and health care, retail, foodservice, financial and business services andconsumer goods. The firm conductsresearch in 80 countries worldwide.

LRW maintains its understanding of busi-ness needs and techniques by recruitingsenior executives from academia, consult-ing, advertising, marketing and marketingresearch. Its Advanced Analytics team thatprovides expertise in conjoint, choice, latentclass and Hierarchical Bayes modeling, pricetesting and optimization, demand forecast-ing and modeling, market segmentation,brand positioning and other custom tech-niques.

LRW emphasizes five core areas ofresearch:

! Strategy Development and Segmenta-tion Research: Strategy expertise is LRW’score strength. In segmentation research, thefirm determines targets, optimizes market-ing mix and develops strategies to maximizeperformance within target segments thatdrive business impact. It also deploys tech-niques and analytic processes to under-stand where value resides within brandsalong with the implications for brand build-ing.

! Brand Strategy: Known for years asbrand specialists, LRW expanded its brandpractice in 2006 with extensive R&D workto identify new brand metrics that predictfinancial performance. LRW’s RelevantBrand Clarity helps directly manage the con-tribution of brands to their financial perfor-mance. This new paradigm links two newbrand concepts, Emotional and FunctionalClarity, with traditional measures of thebrand funnel (such as awareness, trial, con-version, etc.), delivering a strong predictorof sales and profits.

! CIA Approach to Tracking: LRW’s CIA Approach to Tracking utilizes consisten-cy procedures and research processes that generate insight from the data. This approach is applied to customer satisfaction, brand or advertising tracking.

! New Product Development: LiebermanLaboratory starts with a market segmenta-tion to understand the target markets, thenuses Ideation, a structured brainstormingmethod, to create a large number of poten-tial concepts. These concepts are refinedthrough Evolution, an iterative series of



LIEBERMAN RESEARCHWORLDWIDEwww.lrwonline.com

17SACKMAN

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focus groups and concept redevelopmentstages, to shape the most highly appealingnew product concepts.

! Actionability Suite Workshops: LRWoffers Actionability Workshops to activelyengage key client stakeholders in theresearch process.

In 2006, LRW opened new offices in Chi-na and Japan, grew its tracking practice andacquired a new technology platform andintroduced Relevant Brand Clarity in itsbrand practice. In 2007, the firm will intro-duce Interactive Decision Tool to evaluatewhat-if scenarios to more accurately gaugethe potential of various strategies and tac-tics. LRW will also be offering a full suite ofonline access tools, delivering quality dataand analysis including executive dash-boards, full reporting systems and “what-if”modeling through interactive decision tools.

LRW employs 194 full-time U.S. employ-ees. Data collection facilities include fivetelephone centers with 625 CATI-equippedstations and the capability to conduct inter-views in more than 65 languages. There isan in-house staff of nine moderators forqualitative research. In addition to their LosAngeles headquarters, the firm has offices inLondon, Chicago, Charlotte, N.C., Hunting-ton Beach, Calif., Shanghai and Tokyo.

comScore Inc. (cS), based in Reston, Va.,is a private company founded in 1999. InApril 2007, cS applied for listing on the Nas-daq Stock Exchange.

Gian Fulgoni, 59, is chairman of cS, andMagid Abraham is president and CEO. Ful-goni earned a master’s in marketing at theUniversity of Lancaster in the United King-dom.

U.S. revenue for 2006 was $61.1 million,up 30.0% over 2005. In 2006, revenue gen-erated outside the United States was $5.2million, or 7.8% of total revenue.

cS continuously measures the onlinebehavior of a cross section of consumers of 2million global Internet people. It also uses adatabase of people who participate in sur-

vey research and who can be reached via e-mail or pop-up survey invitations that canbe triggered by panelists’ online activities.The firm’s samples have been built accord-ing to statistical sampling methodologiesand encompass consumers at home, in theworkplace, at universities and outside theUnited States.

! comScore Media Metrix (CMM) divi-sion, providing the audience measurementproduct of cS, is the source of Internet audi-ence measurement for advertising agencies,publishers, marketers and financial analysts.CMM reports details of online media usage,

visitor demographics and online buyingpower for the home, work and universityaudiences across 100 local U.S. markets andacross the world, including detailed report-ing for dozens of countries. The divisionoffers tools for reach and frequency analysis,day-part planning, online and offline localmarket analysis and emerging applications.CMM also provides a suite of search trackingand planning reports in addition to audi-ence measurement data for streaming videoand radio, the latter in conjunction with



comScore INC.www.comscore.com

18FULGONI

Arbitron Inc. ! comScore Marketing Solutions (CMS)

division combines cS’s consumer behaviordatabase with the experience of comScoreanalysts, to deliver insight into the onlinebehavior of consumers for clients in theautomotive, consumer packaged goods,entertainment, financial services, media,pharmaceutical, retail, technology, telecom-munications and travel industries.

CMS also integrates online behavior withoffline purchase and product ownershipdata. The cS online tracking technology isbeing installed on the computers of Infor-mation Resources Inc.’s Consumer Networkconsumer panel that measures CPG buying

behavior across all important retail chan-nels. cS has also matched its database withclients’ offline buying databases to measurethe impact that online marketing has onoffline behavior.

CMS offers a full range of custom andsyndicated survey research services for avariety of industries, using the cS panel withoffline and online applications. CMS surveyservices address business issues such as con-sumer segmentation, customer satisfaction,product and advertising evaluation andbrand performance tracking. CMS inte-grates survey responses with online behav-ior passively captured for the same respon-dents.

cS’s Behavior Activated Research (BAR) isa survey research application that uses the

Catalina Marketing printer network to targetconsumers to participate in survey research.The targeting is based on consumers’ buyingof specific products, as measured by point-of-sale UPC scanners in 18,000 supermar-kets in 99 U.S. markets. comScore’s sisterproduct for the Pharmaceutical industry,BAR Rx, uses Catalina software installed in12,600 U.S. retail chain pharmacies to printcustom survey invitations when targetedpatients pick up prescriptions. This serviceprovides broad coverage, reaching morethan 100 million patients and 1 billion pre-scriptions annually.

cS data and services support numerousapplications, including market and competi-tive intelligence for any online category;benchmarking and opportunity gap/SWOTanalysis; customer profiling and segmenta-tion models; integration and study of onlinebehavioral data with offline purchase data;choice models based on pricing, taxes andpromotions, among other factors; controlledmeasurement of the effectiveness of interac-tive marketing programs; and scoring ofcustomer files for direct marketing pro-grams using markers and propensitiesderived in aggregate within the comScoredatabase and applied using shared attribut-es. comScore’s e-commerce sales data havebeen widely published in the media formore than six years.

cS has 367 full-time U.S. employees and377 worldwide in offices in Reston, Va.,Chicago, New York, San Francisco, Seattle,Toronto and London.

Abt Associates Inc. in Cambridge, Mass.,is an employee-owned company founded in1965.

Wendell J. Knox, 59, is president and CEOof Abt Associates. He earned a B.A. at Har-vard University.

U.S. research-only revenue in 2006 was$53.6 million, up 2.7% over 2005. Totalresearch and nonresearch revenue in 2006was $199.4 million.

Abt is a full-service research and consult-ing firm whose research activities includemarketing research for government, busi-ness and consumer clients. Combiningresearch and consulting services, Abt tailorsindividual services and strategies to helpclients identify, understand and respond toissues and opportunities.

Abt provides a full range of surveyresearch capabilities, from sample designand instrument development, through datacollection and data management and pro-cessing, to data analysis. The firm’s empha-sis on technical quality ensures confidence


www.marketingpower.comAMA’s home on the Web



ABT ASSOCIATES INC.www.abtassociates.com

19KNOX


in measuring effectiveness, launching newproducts and improving customer satisfac-tion.

Besides its Cambridge offices, the firmhas U.S. offices in Lexington and Hadley,Mass.; Bethesda, Md.; Chicago; andDurham, N.C. Abroad there are offices inAfrica, Asia, Europe, Latin America and theMiddle East. It has more than 1,000 full-time employees, of which 250 work full orpart time on its research services.

Market Strategies Inc. (MSI) in Livonia,Mich., is a privately held company foundedin 1989. In 2006, Veronis Suhler StevensonLLC acquired a majority stake in MSI.

Andrew J. Morrison is chairman and CEOof MSI; Jan Brown is president; and RegBaker is COO. Morrison, 52, earned a Ph.D.in mass communications research at theUniversity of Michigan.

U.S. revenue in 2006 was $46.0 million,up 7.0% over 2005. Revenue generated out-side the United States in 2006 was $2.0 mil-lion, or 4.2% of total revenue.

MSI conducts both qualitative and quanti-tative research on a global basis, with spe-cialties in global life sciences and consumerand business-to-business studies in the tech-

nology sector. MSI’s MSInteractive unit pro-vides support for the Perception Analyzerinteractive group testing system in morethan 40 countries.

MSI is a full-service research company withexperience working with healthcare providersand insurers, pharmaceutical companies,energy industry, technology and telecommu-nications clients, financial services and insur-ance clients, government agencies and clientsconcerned about national policy issues in thehealthcare, energy, communications andtechnology sectors.

MSI offers a suite of products thatincludes MSImpact Modeling, a structuralequation modeling system for customer sat-isfaction, customer relationship manage-ment and marketing programs; MSInnova-tion, a new product optimization and simu-lation approach involving choice modeling;MSTargets, which combines multiple plat-forms of needs, attitudes, geodemographicand behavioral data to select market seg-ment targets; MSI BrandManager to derivethe most value and equity from old and newbrands; and the Perception Analyzer, MSI’sdial-based interactive group testing system.MSI’s MSInteractive unit manufactures thePerception Analyzer systems and softwareand sells or leases the equipment to clientsworldwide. The firm provides each client

with a secure, extranet portal and analyticaltools through its MSIClient software.

About one-third of MSI’s businessinvolves customer satisfaction and loyaltymeasurement based on MSImpact Model-ing. The balance is divided among newproduct development and market assess-ment studies; market segmentation studies;brand research; communications and adver-tising research; and general public opinionand opinion leaders studies. The firm’s pro-jects are evenly split between consumer andbusiness-to-business research.

Almost 20% of MSI’s studies are qualitativein nature, including traditional and onlinefocus groups, Perception Analyzer sessionsand in-depth interviews with hard-to-reachbusiness decision-makers. Of MSI’s 2006 stud-ies, 30% were conducted using Web-basedmethodologies, which were supported by thefirm’s own internal Internet research unit.

MSI and its subsidiaries employ 185 full-time staff and more than 400 part-time staffin five locations. The company has 165 net-worked CATI stations, including facilities inLondon, Ontario, Canada; and Portland,Ore. Client service offices are located inLivonia; Portland, Ore.; northern New Jer-sey; Indianapolis; and Alexandria, Va.



MARKET STRATEGIES INC.www.marketstrategies.com

20MORRISON

WE’VEBEEN

VERYBUSY

Get ready for the NEW MarketingNews, which debuts Sept. 1 with afresh look, new features andleading-edge content that willmake you rethink the way youapproach marketing.

Burke Inc. (BI), based in Cincinnati, wasfounded in 1931 and has been an indepen-dent, employee-owned company since 1989.About 85% of its shares are held in anEmployee Stock Ownership Plan (ESOP).

BI’s president and CEO is Michael Baum-gardner, 56. He earned a Ph.D. at Ohio StateUniversity.

U.S. revenue in 2006 was 43.5 million, up17.3% from 2005. In 2006, $6.5 million, or13.0% of total revenue, was from outsidethe United States.

BI is a full-service marketing researchfirm using advanced analytical techniquesand technology to provide decision supportservices across all major industry sectors. It’s

experienced in defining problems, develop-ing research designs, executing complexstudies, analyzing data and interpretingresults.

Over the years the firm has expanded itscore research competencies in response toemerging trends such as customer loyalty,linkage and integration and employee-relat-ed research. BI’s core competencies are sup-ported by internal research and develop-ment programs.

Marketing research and consumerinsights education is provided through theBurke Institute, which has trained morethan 70,000 participants from 10,000 com-panies, through more than 3,000 public andin-house customized marketing researchseminars in 39 different countries. Seminarscover research topics such as general mar-keting research, qualitative and onlineresearch, questionnaire design, customerloyalty, analytical tools and techniques,advanced multivariate analysis and linkageand other modeling techniques.

Primary areas of focus include:

! Custom Marketing Research—Providesanalysis and consulting for consumer andbusiness-to-business companies to under-stand marketplace dynamics worldwide.Services include product testing, brandequity research, pricing research, market

segmentation, image and positioning stud-ies and a wide range of marketing researchprotocols targeted at both tactical andstrategic business issues.

! Customer Loyalty and RelationshipManagement—Helps companies developand deploy customer loyalty and relation-ship management systems that focus inter-nal resources on customer requirements.

! Employee Engagement and Reten-tion—A key element of BI’s approach isemployee engagement, which representsthe strength of the overall connectionbetween the employees and the organiza-tion and includes commitment, involve-ment, relationships and initiative.

! International Research—Customresearch and other research services areavailable worldwide.

! Linkage and Integration—Focuses onwhere to invest limited resources to opti-mize process effectiveness, employee com-mitment, customer retention and businessresults.

! Online Research and Reporting—BI’sonline research provides Web survey designand data collection using the Internet. ItsDigital Dashboard online reporting providessecure, real-time access to survey findings.BI also provides moderating of online focusgroups.

! Burke Qualitative—BI’s qualitative divi-sion is experienced in using the full range ofqualitative formats including focus groups,dyads, triads, mini-groups and one-on-ones.Moderators are versed in laddering, ethno-graphic research, scripting and a variety ofother qualitative and projective techniques.

! Burke Healthcare—This division provides experienced and dedicated

healthcare industry staff, many with professional accreditation or clinical back-grounds.

Burke has 205 full-time employees in theUnited States and 138 part-time employees.

MVL Group Inc. (MVL), based in Jupiter,Fla., is a privately held company formed as aholding company in 1998 and majorityowned by Allied Capital Corp. in Washing-ton, D.C.

M. Van Lefferdink is CEO of MVL; andAdam L. Rogers is president and COO. VanLefferdink, 55, has a B.A. from DePauw Uni-versity.

U.S. research revenue for MVL’s full-ser-vice research units in 2006 was $43.0 mil-lion, up 11.1 % over 2005. The growth ratefor 2006 and 2005 includes the acquisitionof Marketing Research Services Inc., in May2005. Total revenue of MVL in 2006, includ-ing data collection and online units, was$70.0 million.

MVL full-service marketing research com-panies include:



BURKE INC.www.burke.com

21BAUMGARDNER

MVL GROUPwww.mvlgroup.com

22VAN LEFFERDINK

! Marketing Research Services Inc.(MRSI) in Cincinnati provides customresearch services for clients in consumergoods, pharmaceuticals, healthcare, retailand the restaurant industries.

Its Prism system utilizes quantitative andqualitative research tools to guide clientsthrough one or more stages of productdevelopment. The system is composed offour stages that follow the product develop-ment process: market understanding, con-cept development, product developmentand product management.

MRSI’s Hispanic research includes an in-house Hispanic research team of modera-tors, research consultants, analysts and pro-ject directors who conduct both qualitativeand quantitative research among Hispanics,including the development of custom panelsof Hispanic consumers. In ’05, MRSI intro-duced Enfoque, its three-step process forconducting Hispanic research.

! Target Research Group (TRG) inNanuet, N.Y., offers Ad Trac (AdvertisingEvaluation System), which evaluates TVand print advertising for impact, persuasionand communication; Con Trac for conceptscreening; Fore Trac to predict sales on newproducts, line extensions and relaunches;Power Trac for optimizing concept andproduct acceptance and product retention;and Price Trac that identifies optimal pricingfor new products.

MVL’s online research and data collectioncompanies include:

! Carbonview Research in Jupiter, Fla.,launched in early 2005, uses a newapproach to online research with its Authen-ticated Panel based on face-to-face recruit-ment at mall locations nationwide. Thisscreening method provides access to hard-to-reach targeted consumers and 100% vali-dation.

! Discovery Research Group in Salt LakeCity specializes in interviewing and recruit-ing respondents via the telephone. Since itsinception in 1987, DRG has grown tobecome one of the largest opinion and mar-keting research field service firms in theUnited States.

! PhoneBase Research in Ft. Collins,Colo., has conducted millions of telephoneinterviews involving research into virtuallyevery U.S. industry since its founding in1994.

! Quick Test/Heakin a mall-based datacollection network, has 57 nationwide loca-tions centrally linked to its corporate officein Jupiter, Fla. It was created in 1999 bycombining two companies in the mall-inter-cept data collection industry: Quick Test Inc.and Heakin Research Inc.

MVL has 400 full-time and 2,000 part-time U.S. employees. MRSI and TRG has100 U.S. full-time employees.

OTX, or Online Testing eXchange, in LosAngeles, was founded in 2000 as a divisionof iFilm Inc. and acquired in 2004 by ZelnickMedia Group and the Pilot Group.

Shelley Zalis is CEO and co-founder ofOTX. Zalis, 45, holds a B.A. from BarnardCollege of Columbia University.

U.S. revenue in 2006 was $38.3 million,up 15.4% over 2005. In 2006, 4.7% or $1.9million of total revenue, was from outsidethe United States.

OTX is a consumer research and consult-ing firm that has established itself as a

provider of online-based research. The firm is focused on integrating

online technology, products and analysis inthe marketing, advertising, media andentertainment communities. Its clients aremany blue chip companies within the mar-keting, advertising and entertainmentindustries.

OTX is a blend of traditional marketresearch experience and technical expertisethat has created a portfolio of products and


OTXwww.otxresearch.com

23ZALIS


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tools with access to more than 30 millionnationally representative online respon-dents in its panel OTX Survey Exchange.OTX specializes in understanding theimpact of both traditional and emergingmedia as well as evaluating the convergenceof brands and entertainment. It has developed new methods for executing studies that make online surveys moreengaging, increase respondent satisfaction,improve cooperation rates and lowerresearch costs.

OTX’s interactive, online research toolsassess decision-making behavior in a real-life context and an open architecture devel-opment structure, making its products suit-able for a variety of research applications.

OTX specializes in entertainment indus-try services including testing for movie cre-ative, trailers and Web site appeal and effec-tiveness. Its CPG industry services includetesting of advertising, packaging and newproduct concepts. A virtual online store pro-vides client testing and feedback of productpackaging and pricing.

OTX had 147 full-time employees and offices in Los Angeles, New York,

Cincinnati, Chicago, London and Mel-bourne, Australia.

Directions Research Inc. (DRI) in Cincin-nati, is a privately held company founded in1988. Ownership is held by 19 members ofDRI’s senior staff.

Randy Brooks, 59, is DRI’s founder andpresident. He earned an M.B.A. at the Uni-versity of Cincinnati.

U.S. revenue in 2006 was $36.7 million,up 10.9% over 2005.

DRI is a full-service, custom researchcompany that develops long-term partner-ships with its clients in which substantial

responsibility for design, analysis and pre-sentation is handled by dedicated clientteams. DRI’s client service staff averages 20years of experience.

DRI provides custom services, includingmany product and concept testing systems.The firm also regularly executes a wide vari-ety of studies, including market segmenta-tion, conjoint/discrete choice, awarenesstracking, attitude and opinion, market struc-ture and customer value/satisfaction.

DRI has a team of experienced marketingscientists and data analysts to provideinsight and value to its analyses. This typi-cally includes advanced graphical and mul-tivariate statistical techniques, such as con-joint, Kano, correspondence analysis, dis-criminant, factor analysis and clustering.

The firm has extensive experience han-dling research for packaged goods, restau-rant, retail, financial services, technologyand pharmaceutical companies. Their stud-ies are conducted among consumers, profes-sionals, medical staff and other business-to-business respondents using a broad range ofdata collection methods. DRI partners withindustry data-collection specialists who pro-vide high-quality data at competitive prices.This approach keeps DRI focused on

research design regardless of data collectionmethodology.

Since its introduction in 2002, DRI hasbeen using Navigator, a product testingnorms database in which results have beencompiled from a broad array of more than4,000 food and other consumer packagedgoods’ tests conducted over the past 10-plusyears. This tool, developed with assistancefrom the University of Georgia, providesguidance for product test research designand adjusts for the effects of commondesign elements on any of the frequentlyused scales.

DRI has placed senior client service staffin close proximity to key account clientswith offices in Chicago, Charleston, S.C.,Dallas, and Toledo, Ohio. In 2007, DRI willbe actively considering similar expansion inother markets.

DRI employs a full-time professional staffof 125 in the United States.

National Research Corp. (NRC) in Lin-coln, Neb., was founded in 1981 and hasbeen a public company since October 1997.

Michael D. Hays, 52, is NRC’s presidentand CEO.

U.S. revenue in 2006 was $36.6 million,up 21.7% from 2005. In 2006, $3.7 million,or 9.2% of total revenue, was from outsidethe United States. The growth rate ex-cludes 2005 and 2006 revenue of GeriatricHealth Systems LLC, acquired September2005.

NRC offers performance measurementand tracking and improvement services tohospitals, healthcare systems, physicians,health plans and other healthcare organiza-tions.

NRC provides three primary types ofinformation services:

! The NRC+Picker Group provides themost important aspects of the patientexperience by combining the advancemeasurement and improvement technolo-gy of NCR with the philosophy and familyof surveys of the Picker Institute. eToolkitallows clients to act on their researchresults and attain improvement in the caredelivery process. In addition, NRC CustomResearch measures market characteristicsor issues specific to individual healthcareorganizations, including consumer recallof promotional and branding campaigns,consumer response to new service offeringand provider perception of health plansand healthcare organizations.



DIRECTIONS RESEARCH INC.www.directionsresearch.com

24BROOKS

NATIONAL RESEARCH CORP.www.nationalresearch.com

25HAYS


! The NRC Healthcare Market Guide is anannual study of more than 140,000 house-holds assessing consumers’ perceptions ofand satisfaction with hospitals, health sys-tems and health plans in more than 160 mar-kets across the country. The guide providesconsumer satisfaction ratings for medicalcare, access and administrative services onmore than 800 health plans. Consumer qual-ity perceptions, product-line preferences,service use and visit satisfaction are availablefor 3,000 hospitals and health systems byname. The guide also studies householdhealth status, presence of more than 20chronic conditions, alternative medicine useand other health behaviors.

! The Picker Symposium EducationalProducts provides a way of bridging the gapbetween measurement and improvement ofpatient-centered care and consists of thePicker Institute International Symposium,the Learning Network and eLearning.

In ’03, NRC acquired Smaller World Com-munications in Toronto, which provides per-formance measurement services for health-care organizations in the Canadian market.

NRC has 167 full-time and 58 part-timeemployees in the United States. Sales offices

are in Lincoln, Neb., Herndon, Va., Torontoand Montreal.

Knowledge Networks Inc. (KN), based inMenlo Park, Calif., is a privately held com-pany founded in 1998.

Simon Kooyman, 50, is CEO of KN. Heearned an M.B.A. at Catholic University ofLouvain in Belgium.

U.S. revenue for 2006 was $35.3 million,up 12.4% over 2005.

KN’s core constituencies include advertis-ers, media companies, and academic andgovernment researchers. The firm’sresources include the only Web-enabledresearch panel created using a nationallyrepresentative RDD sample; a panel of 1million frequent shoppers available forresearch; and a call center for mediaresearch and panel recruitment. KN provides design, execution, advanced analytics and reporting based on theseresources.

In 2007, the firm recast its organizationalstructure around key clients and plans tolaunch new products addressing their mostimportant challenges.

KN provides services specializing inmedia and advertising analysis, brandhealth, brand communication testing, seg-mentation, new product opportunities and

evaluation, public opinion and social issues.Using this expertise, KN advises aboutstrategies and tactics to retain existing customers and win new buyers given fragmenting media, ubiquitous advertisingand many brand choices in a wide range ofchannels.

KN also maintains an extensive programof research on research, studying the waysthat different research methods and respon-dent cooperation, including panel creationand maintenance, can directly affect theinformation marketers use to make deci-sions.

KN operates from six U.S. offices in MenloPark, Calif.; New York; Chicago; Cincinnati;Cranford, N.J.; and Needham, Mass. Thereare 178 full-time employees.

International Communications Research(ICR) in Media, Pa., was founded in 1983.Since 1986, it has been a subsidiary ofMount Laurel, N.J.-based AUS Inc., a pri-vately held company.

ICR’s president and CEO is Allen Khora-mi.

U.S. revenue in 2006 was $30.8 million,up 8.8% from 2005. In 2006, 3.4% of totalrevenue, or $1.1 million, was from outsidethe United States. Total research and nonre-

search revenue for ICR in 2006 was $37.7million.

ICR is a full-service market research firm specializing in designing customizedmethods using in-house resources. ItsAdvanced Research Methods group designsand executes research for complex businessissues. These include market sizing and seg-mentation, product design and pricing,brand positioning and messaging, advertis-ing effectiveness, usage tracking and cus-tomer loyalty and satisfaction. ICR employssuch methods as cluster and factor analysis, avariety of trade-off techniques, regressionand CHAID analysis and extensions to thesemethods, customized to meet client-specificneeds.

Industries in which ICR has experience include technology, finance,entertainment, retail, nonprofit, health care,business services, utilities, media, publicopinion and social research. ICR also spe-cializes in multicultural research and hasexperience in researching low-incidencepopulations.

ICR is a provider of omnibus research ser-vices, including ICR EXCEL, a twice weeklysample of 1,000 adults ages 18 and older;TeenEXCEL, conducted monthly among 500teens ages 12 to 17; HispanicEXCEL, ICR’smonthly omnibus targeting a nationally rep-resentative sample of 1,000 Hispanics; ICRCENTRIS, a monthly sample of 4,000 adultsproviding an inventory and trend data onthe use of technology and entertainment inthe home.

ICR has three interviewing facilities withtwo in Pennsylvania and one in Nevada, andmaintains a dedicated Web portal for Inter-net studies. The firm has 188 full-timeemployees and more than 330 part-timeemployees.


KNOWLEDGE NETWORKS INC.www.knowledgenetworks.com

26KOOYMAN


ICR/INTERNATIONALCOMMUNICATIONS RESEARCHwww.icrsurvey.com

27KHORAMI


www.qualitysolutions.com

Morpace Inc., based in Farmington Hills,Mich., is a privately held corporation found-ed in 1941.

Francis J. Ward, 61, is the chairman andCEO of Morpace; and John P. McDonald,55, is president. Ward earned a B.A. in mar-

keting at Wayne State University andMcDonald earned a D.B.A. at University ofKentucky.

U.S. revenue in 2006 was $30.1 million,up 4.9% from 2005. In 2006, 13.3% of totalrevenue, or $4.6 million, was generatedfrom work conducted outside the UnitedStates.

Morpace is a practice-based full-servicesurvey research and consulting firm with adiverse client base, broad industry experi-ence and the global capability and culturaldiversity required to conduct researchworldwide. The firm offers a full range ofresearch services, including problem identi-fication, custom research design and datacollection. Data analysis and decision-focused interpretation are reported using anumber of tools and approaches.

Client sectors include automotive, con-sumer products, financial services, govern-ment, health care, retail, technology and

transportation.Morpace is experienced in product

design, development and marketing; adver-tising concept development and evaluation;brand image and equity measurement; com-munication research, satisfaction and loyal-ty modeling; market segmentation; decisiontool development and application; and mul-tilingual, cultural and ethnographic mea-surement. Recent introductions include:

! Retail Effectiveness Assessor—The REAplatform provides retailers, banks and dis-tributors real-time facility assessment andmystery shopping capabilities using GPStechnology.

! SOCO (Strategic Optimization of Com-plex Offerings)—A new approach to devel-oping optimal offerings in situations wherethe number of possible service or featurecombinations is very large. The SOCOprocess is a method of modeling customer

choice when faced with complex decisionsthat is applied to optimizing customer satis-faction and corporate profitability in prod-ucts such as automobiles, healthcare plans,new home building and telecommunica-tions.

Analytic and insight services are madeavailable to Morpace’s practices through itsAdvanced Analytics Team and QualitativeMethods Team. These teams develop andimplement approaches such as discretechoice modeling, segmentation, databasemodeling and hybrid ethnographic-surveymethods.

Morpace has employed the Internet forboth b-to-b and b-to-c research since 1997.One of Morpace’s Internet capabilities is theLighthouse Internet data collection and pro-cessing system that provides development,tracking and reporting tools and executesInternet research in virtually any language.The firm delivers research results, reportsand databases using Web-based interactivetools.

The firm’s data processing is supportedwith a database system linked with softwarefor tabulation or analytics. Data processingsystems are developed in-house and cus-tomized to serve individual client needs.

Morpace executes globally large-scaleInternet, telephone, mail, IVR and centrallocation studies using qualitative and quan-titative techniques. The firm has also devel-oped intuitive PC and Internet-based cross-tabulation systems for use by Morpaceclients. In addition to custom survey capa-bilities, Morpace has developed a set of toolsto ensure consistent high-value results fromcontinuous and other tracking studies.

Morpace has 150 full-time and more than400 hourly employees in the United States.Morpace International Ltd. in the UnitedKingdom has eight full-time employees. TheMorpace focus group facility, newly renovat-ed, is located in Farmington Hills, Mich.

Public Opinion Strategies, based inAlexandria, Va., is a partnership founded in1991.

POS is headed by partner and co-founder,Bill McInturff, 55, who earned a B.S. atBoston University.

U.S. revenue for 2006 was $30.1 million,up 129.8% from 2005.

POS is a national political and publicaffairs research firm that has conductedmore than 2 million interviews with voters



MORPACE INC.www.morpace.com

28WARD

PUBLIC OPINION STRATEGIESwww.pos.org

28McINTURFF



and consumers nationally and in more thana dozen foreign countries, including 1,500-plus focus groups.

About half of POS’s research is dedicatedto winning elections for candidates from citycouncil to the presidential level and for ini-tiatives. The American Association of Politi-cal Consultants awarded the firm “Pollsterof the Year” for 2002.

The other half of the work is involved inpublic policy, working with industry coali-tions, government entities and private com-panies. Research includes corporate image,community relations and crisis managementfor local companies, Fortune 500 corpora-tions and industry associations. Some of theindustries served include airlines, energy,financial, gaming, health care, technology,hospitality, insurance, real estate, retailers,sports and stadiums, telecommunications,tourism, transportation and utilities.

A wide array of research techniques areused:

! Quantitative research: POS’s specialtyis telephone polling using their own tele-phone center with more than 400 CATI-enabled data collection stations. Telephone

polling includes in-depth executive inter-viewing, nightly tracking surveys, monthlynational omnibus surveys, benchmarks andb-to-b interviewing. POS uses the Internetfor targeted research purposes, including foronline focus groups, Web page testing,advertising testing and online surveys forcompanies and associations.

! Qualitative research: POS conducts tra-ditional focus groups, in-depth interviews,uses techniques that blend quantitative andqualitative research, including mall inter-cepts and Perception Analyzer dial groups.The firm also coordinates and moderatesqualitative research projects, including mes-sage and advertising testing and logo andtag line development.

POS has offices in Hermosa Beach, Calif.,and Denver, with a staff of 35 full-timeemployees.

Experian Research Services (ERS), basedin Deerfield Beach, Fla., was formed inDecember 2005 as the market research unitof Experian Marketing Solutions, owned byExperian Group Ltd., Nottingham, the Unit-ed Kingdom, a public company listed on the

London Stock Exchange. Chris Wilson, 40, is president of ERS. He

earned a bachelor’s degree in communica-tions from Southern Illinois University.

U.S. research-only revenue for 2006 was$27.2 million, up 15.7% over 2005. ERS rev-enue includes Simmons Market ResearchBureau and excludes Vente Inc.

ERS is a full-service, consumer researchorganization within Experian Americas, uti-lizing a variety of state-of-the-art measure-ment techniques, combined with more tra-ditional measures of the population. It pro-vides a view of the American consumer,from the products they buy, the brands theyprefer, where and when they shop, theirlifestyles and attitudes and the communica-tions channels that best reach them. Withmonthly updates on consumer preferencesfrom its 200,000-plus monthly sample, ERSprovides ongoing, thin-slice discriminationsof fast-moving trends in consumer behavior.It focuses on global capabilities in informa-tion, targeting and multichannel communi-cation, with the ability to share data assetsand best practices in analytics and strategicconsulting across all of Experian’s Globalbusinesses.

ERS includes Simmons Market ResearchBureau (SMRB), founded in 1962 andacquired by Experian in October 2004 andVente Inc., founded in 1999 and acquired inAugust 2005.

Simmons Market Research BureauSMRB is a provider of consumer-centric,

media-neutral product purchase, shoppingand media usage behavior, which annuallysurveys more than 30,000 persons to pro-duce detailed demographic, psychographic,

lifestyle and attitudinal descriptions in theNational Consumer (Adults), Teens, Kidsand Hispanic Studies. Each of these reportsprovides individual and household informa-tion on almost 8,000 brands in more than460 lifestyle and demographic categories.

The Simmons National Consumer Studyis accredited by the Media Rating Council.

SMRB’s BehaviorGraphics and other seg-mentation systems provide capabilities tosegment consumers by lifestyle, attitudes,shopping frequency and volume, price pref-erence, entertainment consumption, mediausage and many other descriptors. Its Inte-grated Marketing Services unit provides cus-tom media studies and data integrationsand specialized data applications using theSMRB databases. Through its affiliationwith the Global TGI Network, SMRB hasaccess to worldwide “Simmons-styled” con-sumer research in more than 42 countries.

SMRB employs 97 full time in its Floridaand New York City offices.

Vente Inc.Vente serves the direct marketing and

market research industries with its onlinedatabase of American consumers thatincludes more than 27 million memberswith 4,000-plus data points per member.

Each month, more than 200,000 generaland low-incidence surveys are completed byconsumers on Vente’s survey platform. Aprovider in the self-reported permissionmarketing industry, Vente maintains in-depth and accurate consumer data andreaches even the most hard-to-findprospects.



EXPERIAN RESEARCH SERVICESwww.smrb.com

30WILSON

RESERVE YOUR AD SPACETODAY IN MARKETING NEWS’



National Analysts Inc. (NA) in Philadel-phia, was established as the market researchunit of Curtis Publishing in 1911 (publisherof The Saturday Evening Post), became a sep-arate privately owned corporation in 1943and reorganized as an employee-ownedcompany in 2004.

Susan Schwartz McDonald, 57, is chair-man and CEO of NA. She earned a Ph.D. atthe University of Pennsylvania’s AnnenbergSchool.

U.S. revenue in 2006 was $26.5 million,up 13.7% over 2005.

NA is a market research and consulting

firm that addresses business issues in a widerange of industry sectors, including pharma-ceuticals, information technology, financialservices, package transport and consumergoods. Its depth of marketing experience inkey industries, combined with customermarket research capabilities, makes NA ahybrid organization, providing servicesranging from problem conceptualization tostrategy development and implementation.

Types of projects routinely conducted byNA include market segmentation, opportu-nities assessment and demand forecasting,pricing, positioning and market entry strate-gy, product development, brand equity,portfolio strategy and lifecycle manage-ment. To create primary data for thoseassignments, NA conducts both qualitativeand quantitative research utilizing a portfo-lio of data collection methodologies andanalytic techniques. NA’s history of innova-tion includes advances in statistical sam-pling, early development and application offocus group methodology and work in con-sumer and business market segmentation.

Project leaders are supported by an in-house team of methodologists and a portfo-lio of modeling tools that are readily cus-tomized to address marketing problems. Itsown NA-Quest Web software enables com-plex survey design.

The firm is widely known for its skills inbuilding integrated forecasting models thatreflect the interactions of multiple stake-holders and customers (for example, forhealth care and b-to-b marketing). Clientshave access to a range of decision softwaresupporting diverse modeling applications.

On record as the world’s oldest marketingresearch entity (1911), NA is a founding

member of CASRO. It employs 78 profes-sionals full time.

Informa Research Services Inc. (IRS), inCalabasas, Calif., was founded in 1983 asMeyer Interest Rate survey, acquired in1993 by BISYS Group and then acquiredagain by London-based Informa plc.

Michael E. Adler, 43, is president andmanaging director of IRS. He earned anM.B.A. from the Marshall School of Businessat the University of Southern California andhis J.D. from Loyola Law School.


IRS is a provider of market research in thefinancial, package goods, telecommunica-tions, retail and high-technology marketsand provides daily competitive intelligenceand market analysis to clients in the finan-cial industry.

Much of IRS custom research experiencecame from its acquisition of Barry Leeds &Associates in 2003 and Market Trends Inc.

in 2004.IRS provides both full-service market

research, as well as national field services.Its full-service division specializes in manag-ing the customer experience and under-standing the customer point of view. Ourresearchers are experienced in all phases ofmarket research—mystery shopping; cus-tomer satisfaction and loyalty; brand equity,awareness and usage; new product andusability testing; legal and match pair test-ing; and compliance, discrimination andmisleading sales practices testing.

IRS is experienced in the use of marketresearch to limit the risk associated withallegations of discrimination, predatorylending and misleading sales practices. Itpioneered the use of mystery shopping andmatched pair testing for this purpose anddeveloped the technique for post-applica-tion testing to detect discrimination andpredatory lending.

The firm provides customer experience bymeasuring their progress through a metriccalled CERscore, providing post transactioninterviewing and a Web-based reportingproduct that measures and reports customersatisfaction and customer problems within 48to 96 hours of a recent customer experience.A Web panel of more than 80,000 InformedConsumers for mystery shopping, interview-ing and online surveys is maintained.

IRS Seattle office provides project man-agement and complete data acquisition,management and delivery services. It deliv-ers data through the complete range oftools: recruiting from its Northwest Panel,focus groups and intercepts, telephoneinterviews, online and mail questionnaires,in-depth interviews, ethnographic studies,mystery shopping, store audits, usabilitystudies and taste tests.

The firm has offices in Los Angeles, NewYork, Seattle and Atlanta and has a U.S. full-time staff of 230.



NATIONAL ANALYSTSWORLDWIDEwww.nationalanalysts.com

31McDONALD

INFORMA RESEARCHSERVICES INC.www.informars.com

32ADLER

www.marketingpower.comAMA’s home on the World Wide Web

MarketCast, based in Los Angeles, wasfounded in 1987 and acquired in 2000 byReed Elsevier plc in the United Kingdom, apublic company.

Henry Shapiro, 43, is vice president andgeneral manager of MarketCast. He has anM.B.A. from Harvard Business School.


MarketCast is a research firm servicingthe global entertainment industry. The firmconsults on marketing and distributionstrategy for hundreds of movie, video andTV releases for a client base that includesmost of the major motion picture studios, aswell as selected independent studios, pro-ducers and TV networks.

MarketCast’s research services includepositioning analyses, focus groups, advertis-ing testing, tracking studies, recruitedscreenings, volumetric forecasts, A&U stud-ies, brand studies, segmentation studies andproduct launch studies.

It has expertise in the measurement of indi-vidual consumer predispositions towardentertainment choices and in translating suchpredispositions into predictions about futurebehavior on an aggregate basis. These includebox office projections, volume forecasts forhome video sales or estimates of future enter-tainment technology penetration.

MarketCast has adapted statisticalmethodologies from other industries to thecircumstances of the entertainment busi-ness. These methods improve the reliabilityof research and increase the stability of pre-dictions made about future consumerbehavior. This technology and approachforms the foundation of all of MarketCast’sresearch services, which is applied to variedand complex problems in the entertainmentindustry.

MarketCast employs 32 full time.

Lieberman Research Group (LRG), basedin Great Neck, N.Y., is a privately held cor-

poration founded in 1966. LRG’s chairman and CEO is Mark

Lefkowitz, 59; and its president is StephenMiller, 51. Lefkowitz earned a B.A. at CityCollege of New York and Miller earned aB.A. from the University of Michigan.

U.S. revenue in 2006 was $23.5 million,up 4.9% from 2005. In 2006, $700,000, or2.9% of total revenue, was from outside theUnited States.

LRG is a full-service marketing researchand consulting firm specializing in customersatisfaction, advertising and communica-

tions, tracking, strategic and tacticalresearch. The company’s clients include con-sumer and business-to-business companiesinvolved in services and packaged goods. Itsclient base spans telecommunications, bank-ing and finance, travel, leisure, health care,transportation, retail and food services.

The company’s international capabilitieshave expanded by becoming the U.S. mem-ber of the International Research Alliance, aglobal network of 16 companies in Europe,Latin America and Asia, providing designand interviewing worldwide.

In addition, LRG has a new qualitativedivision that specializes in new productdevelopment, brand and advertising assess-ment. Industry specialties include Rx,media, high-tech telecommunications andfinancial services.

LRG is composed of specialized businessunits devoted to study design and analysis,data collection and data management. Thefirm has an analytic group with expertise inmarket segmentation, choice modeling and


MARKETCASTwww.marketcastonline.com

33SHAPIRO

LIEBERMAN RESEARCH GROUPwww.liebermanresearch.com

34LEFKOWITZ


predictive modeling and forecasting. LRG’s main products include the follow-

ing:

! PDA Research is a data collection tech-nique that uses handheld computers (forexample, Palm Pilot or Pocket PC) to con-duct personal interviews anywhere at any-time. Survey data are uploaded from hand-held computers to the Internet, with resultsviewable in several hours on a secure Webpage, compared with several days or weekson paper.

! Tracer is a communications trackingsystem that measures whether advertisinghas broken through the clutter, communi-cated key messages and had an effect. It pro-vides insights into ideal media weights,more efficient media mix and suggestionsfor more creative advertising.

! Choice Using Simalto is a tool for trade-off analysis, which is easily understandable.Simalto can accommodate up to 36 features,with nine options per feature. Simalto pre-dicts consumer preferences for both poten-tial and existing competitive products.

! COMPEL is a tool for selecting the bestset of messages for promotions, such asadvertising, sales call and public relations. Itis a conjoint-based system that combinesmeasures of motivational power, distinctive-ness, relevance, believability and synergy toidentify optimal message sets.

The company has 76 full-time employeesand 256 part-time employees, with full-ser-vice offices in New York and Great Neck,N.Y. Data collection capabilities include atelephone center with 225 CATI-equippedstations with speed-dialing option, usingCfMC Survent and continuous interviewingin more than 20 foreign languages. Data

processing capabilities include a fully staffedfacility offering tabulations produced withQuantum software and panel expertise.

Market Probe Inc. (MPI) in Milwaukee isa privately held company founded in 1976.

MPI’s founder and president is T.R. Rao,66. He earned a Ph.D. in marketing at

Michigan State University.U.S. revenue for 2006 was $23.5 million,

up 8.6% over 2005. In 2006, 35.7% of totalrevenue, or $13.9 million, was from outsidethe United States. The growth rate excludes2005 and 2006 revenue from the U.S. acqui-sitions of Rowin Group Inc. in March 2006and Marketing Horizons Inc. in January2006.

MPI is a full-service global marketingresearch and consulting firm specializing instakeholder measurement engagements aswell as a wide array of custom researchtechniques. The firm strives to build long-term research partnerships with its clients,based on its team of professionals withresearch savvy and technical experience.

MPI companies span North America,Europe, Asia and the Middle East. Its U.S.operations are grouped into client servicedivisions: Agricultural, Auto and Manufac-turing, Banking, Health Care, Pharmaceuti-cal, Service and Telecommunications as wellas Employee Satisfaction Research, whichdirects employee commitment research.These divisions provide full-service researchas well as consult with MPI’s internationaloffices. There are also three support divi-sions: Research & Development, Data Acqui-sition Services and Information Technology.

The firm’s services include customer satis-faction and loyalty research, employee equi-ty research, brand management and track-ing, new product development and customresearch and consulting services.

Its consultative work provides customersatisfaction measurement that includesinterpreting results and determining strate-gic implications of customer feedback. MPIalso provides statistical modeling and datamining. Special customer satisfactionresearch audit services are offered to newclients interested in testing MPI’s modelsand techniques in their current CSM pro-grams.

MPI’s research portfolio focuses on cus-tomers (CSM, customer loyalty manage-ment solutions, benchmarking programs),employees (employee satisfaction metrics,employee commitment programs, HR appli-cations and consultations) and brands(brand health management, market seg-mentation, new product development), alsowith related research in product quality anddistributor/dealer strategic relationships.

MPI contributes to the research industry’sknowledge base through publication of arti-cles and books, including Analysis of Cus-tomer Satisfaction Data, Linking Customerand Employee Satisfaction to the Bottom Lineand Managing the Customer Experience. ItsRx models (Loyalty Rx, Brand Rx and EquityRx) provide the means to set goals and takeinto account costs of improvements in differ-ent key areas. Rx simulators have beendeveloped to help clients to test what-if sce-narios.

The firm’s Web Reporter is a survey analy-sis tool that explores client data in near realtime. Customized reports are created andexported to PowerPoint or Excel. WR createsmany standard tabular, graphical and text-based reports that can utilize powerful sort-ing and filtering mechanisms. Text-based fil-



MARKETPROBE INC.www.marketprobe.com

34RAO

ters include exact and phonetic matches,allowing easy detection of patterns withinthe data. It can be used with any data collec-tion method and provides authenticationfeatures that limit user views of the data.

MPI operates more than 500 in-houseCATI stations among its call centers in theUnited States, Canada, United Kingdom andSingapore. It maintains strong partnershipswith field agencies throughout the world toexpand the services they can provide.

There are 10 company offices in the Unit-ed States and subsidiary offices in Toronto,London, Brussels, Lyon, Paris, Dubai, Singa-pore and Shanghai. MP India has offices inMumbai, Bangalore and New Delhi.

The firm employs 245 full-time employ-ees worldwide, including 99 in the UnitedStates and as many as 1,000 part-timeemployees.

Data Development Worldwide (DDW) inNew York is a privately held corporation,founded in 1960 that was sold to two seniormanagers in 2005.

Chip Lister is managing director of DDW. U.S. revenue in 2006 was $23.4 million,

up 3.5% over 2005. In 2006, $100,000 or0.4%, was from outside the United States.

DDW is a full-service custom marketingresearch company whose emphasis is onfour areas: large strategic studies includingmarket structure and segmentation; devel-opment and optimization using choice mod-eling to affect loyalty, brand equity, priceelasticity, product, packaging and position-ing; customer and employee satisfactionmeasurement; and brand and advertisingtracking.

Field operations cover Internet, tele-phone, central location, all forms of person-al interviewing and mail. Market targetmeasurement encompasses consumer andbusiness-to-business, as well as specialty tar-gets, including C-level corporate, healthcarepractitioners and senior professionals.

The company has put in place methodsagainst a range of marketing and communi-cations issues, using market research bestpractice services. They include:

! Brand DDW: These are tools to addressbrand equity using methods to evaluatecompany or brand market position, to lookat potential and to explore elasticity. Toolsare geared toward competitive advantage,brand extension and brand reposition.

! Satisfaction DDW: Brand and servicedelivery measurement tools have been

designed to gauge both absolute levels ofdelivery and value so as to optimize thecosts of doing business. Measurements areused proactively to create service pathwaysthat are least cost-prohibitive on servicedeliverables, while maximizing overall reac-tion to the company and the brand.

! Positioning DDW: To enhance the posi-tioning of the core brand, or individualproducts and services, methods have beendeveloped to streamline and make moreexacting the process by which brand and

product positioning evolves.! Price DDW: Methods in pricing are tai-

lored to consider either looking broadly atthe effect of price on the brand, or in a moretargeted way, to develop elasticity thatallows optimization at the shelf.

! Development DDW: A series of meth-ods have been designed to optimize thedevelopmental process by facilitating whichideas are generated and the ways in whichthey are considered prior to market rollout.In each of these, the action standard is ROI

so that there is a clear designation of whichproducts offer maximum potential for fulldevelopment.

! Optimization DDW: Coupled to boththe development and the pricing methods,tools are meant to optimize either new orexisting products and services. Analyticapproaches have been developed to presentthese data in a way that is comprehensible,acceptable to marketing and ready to be act-


DATA DEVELOPMENTWORLDWIDEwww.datadw.com

36LISTER



ed on in taking the products to market.

DDW has varied and extensive sectorexperience across packaged goods, servicesand durables. The company has a long histo-ry of implementing research in media andcommunications, telecommunications, con-sumer products, financial services, non-alcoholic and alcoholic beverages, traveland tourism, food services, food productsand pharmaceuticals.

The firm has 90 full-time employees. Allresearch implementation and analytic ser-vices are provided in-house. Statistical ser-vices and modeling are conducted by thefirm’s Advanced Analytics group. DDW mostrecently opened an office in San Francisco

and has near-term plans to open offices inboth Western Europe and Asia.

Flake-Wilkerson Market Insights LLC, inLittle Rock, Ark., is a privately owned com-pany founded in 1996.

The chair and CEO is Karen E. Flake; andits president is George Wilkerson. Flake, 58,earned a master’s in interpersonal and orga-nization communications at the Universityof Arkansas and Wilkerson, 44, earned aB.A. in business administration at the Uni-versity of Central Arkansas.

U.S. revenue in 2006 was $22.9 million,up 4.1% over 2005. In 2006, 0.8% or$200,000 of total revenue was generated


FLAKE-WILKERSONMARKET INSIGHTS LLCwww.fw-mi.com

37WILKERSON

RESERVE YOUR AD SPACE TODAYFOR MARKETING NEWS’

HONOMICHLTOP 25

INTERNATIONALMARKET RESEARCH FIRMS

COMING IN AUGUST

from outside the United States.Flake-Wilkerson is a full-service market-

ing research firm with a focus on customersatisfaction and customer value programs.Most commonly conducted types ofresearch includes customer satisfactiontracking, competitive value assessment stud-ies, segmentation studies, brand manage-ment research and advertising effectiveness.The firm does work both for clients that arebased in the United States who have loca-tions and customers worldwide as well asnational and regional companies. Thelargest industry sectors served are telecom-munications, financial services and technol-ogy.

In addition to the full-service marketingresearch, Flake-Wilkerson operates its owndata collection survey centers to increasethe quality, reliability and cost effectivenessof data collection to support research stud-ies. Domestically, the firm manages fourtelephone survey centers with more than400 stations and have Web-based interview-ing and data delivery capability, interactivevoice response data collection capability andqualitative resources. For clients with aworldwide customer base, they have a net-work of partner resources that is used forphone, Web and in-person data collectionoutside of North America.

The firm has developed a Web Reportingportal that helps clients distribute researchresults to their organizations on a near real-time basis.

Most of Flake-Wilkerson’s clients are inservice industries that focus on customeracquisition and retention. This has led thefirm to develop the ability to collect largeamounts of high-quality data efficiently, yetstill provide actionable and customizable (attheir desktop) results back to clients on adaily basis. They have an IntegratedResearch Center Solution model that has anattractive value proposition for Fortune 200-sized organizations.

Flake-Wilkerson employs 79 full-time per-sonnel and 1,000 part-time interviewersacross its locations. The firm has call centersin New York; Nashville, Tenn.; North LittleRock and Little Rock, Ark.; and additionalcustomer support offices in Atlanta, Denver,Little Rock, Los Angeles and Stamford,Conn.

Guideline Inc. in New York (formerlyFIND/SVP Inc.) is a public company found-ed in 1969 and listed on the Over TheCounter Bulletin Board.

Peter Hooper, 57, is senior managing

director of Guideline Market Research.Hooper earned a Ph.D. from the Universityof Connecticut.

U.S. research-only revenue for 2006 was$22.1 million, up 4.7% from 2005. Thegrowth rate includes the 2005 and 2006revenue of Atlantic Research & ConsultingInc. and Signia Partners Inc., both acquiredApril 2005. Total revenue of Guideline was$46.3 million in 2006.

Guideline is a single-source provider ofcustomized business research and analysis

through its four business areas: CustomMarket Research, Strategic Intelligence,Product Development Intelligence and On-Demand Research. Its custom marketresearch specializes in the industry sectorsof health care and pharmaceuticals, finan-cial and business services, insurance, con-sumer products, law firms, consulting firmsand advertising.

Guideline’s market research capabilitiesinclude FDA-related research and label com-prehension, focus groups and virtual focus

groups, intercept interviewing, in-depthinterviewing, mystery shopping,Internet/telephone/direct mail surveys,usability testing and legal survey researchand expert witness services.

Guideline Inc. employs 239 full time andits market research operations employ 96full time. Branch offices are in Boston, Min-neapolis, Chicago and Washington, D.C.


GUIDELINE INC.www.guideline.com

38HOOPER


C&R Research Services Inc. (C&R) inChicago is a privately held corporationfounded in 1960.

Robbin Jaklin, 47, is C&R’s president. Jak-lin earned a B.S. at the University of Illinois.

U.S. revenue in 2006 was $21.5 million,up 7.0% from 2005.

The mainstay of C&R’s work is qualitativeand quantitative research in the consumermarket. It has market experience in indus-

tries such as consumer packaged goods,financial services, entertainment andmedia, restaurants and food service,telecommunications and technology, con-fections and personal care.

The firm offers its services in three spe-cialized business units:

! KidzEyes and TeensEyes offer qualita-tive and quantitative research amongkids/tweens/teens. KidzEyes’ online panel,KidzEyes.com, a COPPA-compliant panelthat taps the opinions of kids 6 to 17 years ofage, provides quick and easy access to a rep-resentative sample of Americankids/tweens/teens and their parents.KidzEyes’ panelists provide feedback onconcepts, products, promotions, program-ming, advertising and trends. The onlinepanel offers both custom research servicesas well as monthly omnibus research. Thelatest addition to the KidzEyes.com servicesis Momnibus, for quick and affordableomnibus research with Moms.

! LatinoEyes, the firm’s Latin Americanresearch division, is devoted to offering cul-tural insights into the Latino market in theU.S. and Latin America. Based in Chicago, it

also offers a research network throughoutMexico and Latin America. New in 2005 isLatinoEyes.com, an online panel made ofacculturated and unacculturated Latinoconsumers. It is lead by an experiencedbicultural and bilingual research team andprovides both qualitative and quantitativeresearch.

! BoomerEyes is focused on the BabyBoomer segment, now in their peak earningyears and beginning the transition intoretirement. C&R has conducted researchthat has enabled it to identify four distinctsegments within this group. It is backed bymore than 40 years of qualitative and quan-titative research experience.

C&R has 113 full-time employees.

Phoenix Marketing International (PMI) inRhinebeck, N.Y., is a privately held companyfounded in 1999.

Allen R. DeCotiis, 54, is chairman andCEO of PMI. He earned a Ph.D. in adminis-tration and statistics at Emory University.

U.S. revenue for 2006 was $21.2 million, up 13.7% over 2006. The growthrate includes the 2005 and 2006 revenue ofCultural Access Group, acquired February2005. In 2007, the firm acquired Johnston,Zabor, McManus.

PMI is a marketing research firm that

combines primary and syndicated researchexperience with database analytics andmodeling to serve the financial services’,consumer package goods’, automotive andtravel and leisure industries. Its dedicatedanalytical and model groups includePhoenix Communications and Brand Ana-lytics, ListOp (Response Marketing) andMulticultural Research.

The firm has six industry research groups: financial services, consumerinsights (FMCG), travel and leisure group, automotive, health care and technology.

Among its syndicated products are Afflu-ent Market Services, Card PerformanceTracker, Small Business Credit Card Tracker,Hotel Scores, Investment Services, Advertis-ing Metrics, Credit Card Advertising Met-rics, Retail Banking Advertising Metrics andAutomotive Concept X (tracker of new salesand marketing ideas).

PMI has offices in New York, New Jersey,Connecticut, Boston, Detroit, Delaware, LosAngeles, Miami, Chicago and Durham, N.C.It has a full-time staff of 85 employees.

Schulman, Ronca & Bucuvalas Inc.(SRBI), based in New York, is a privatelyheld company founded in 1981.

Mark A. Schulman, 61, is president ofSRBI. He earned a Ph.D. at Rutgers Universi-ty. Senior partners include Al Ronca andJohn Boyle.


SRBI is a full-service global public opinionand marketing research company servingmany Fortune 500 companies, financial ser-vice and insurance organizations, advertis-ing agencies, media, university researchers,foundations and government agencies.

The company, with 91 full-time employ-ees, including 39 project directors and ana-lysts, is organized into six divisions:

! Analytic and Consulting Division inNew York has specialized practice groups inbanking and finance, insurance, health care,telecommunications, technology, masstransportation and media research. Industryspecialization combined with analytic toolsare used in such areas as brand equity,advertising tracking, image and positioning,customer loyalty and satisfaction and mar-ket and customer segmentation studies.SRBI’s business-to-business research is con-ducted in this division.


C&R RESEARCH SERVICES INC.www.crresearch.com

39JAKLIN

PHOENIX MARKETING INT’Lwww.phoenixmi.com

40DeCOTIIS


SCHULMAN, RONCA &BUCUVALAS INC.www.srbi.com

41SCHULMAN

! Marketing Insights Division, based inCincinnati, focuses on integrated strategicresearch approaches, particularly in thepackaged goods, restaurant and retail sec-tors. It is responsible for SRBI’s large-scalecustomer satisfaction surveys utilizing inno-vative methods and technologies, includingInteractive Voice Response.

! Public Policy Division in Silver Spring,Md., and New York, conducts large-scalesurveys and tracking studies for many U.S.federal government agencies, foundationsand university researchers. These projectsinclude epidemiological surveys, globalhealthcare studies, domestic violence andprogram evaluations. Healthcare studiesreleased in 2006 include “Allergies in Ameri-ca,” a survey of more than 2,500 nasal aller-gy sufferers and 400 doctors.

! Utilities Division in Ft. Myers, Fla.,serves the electric utility industry. Studiesinclude customer satisfaction and loyalty,marketing issues and studies of the impactof industry deregulation.

! Public Affairs Division in New York isresponsible for SRBI’s public opinion pollingfor Time Magazine. It conducts the Annen-berg National Election Study and otherlarge-scale public opinion and public policystudies.

! Interviewing Services Division in NewYork; Fort Myers, Fla.; West Long Branch,N.J.; and Huntington, W.V., conducts tele-phone, mail, Internet, IVR and in-personinterviewing for other marketing researchfirms. The firm has four centralized, fullysupervised and monitored CATI facilitieswith nearly 350 stations, with a specialty inb-to-b.

SRBI is a U.S. affiliate of Global MarketResearch, a consortium of independentresearch companies in 29 countries, whichallows the firm to conduct researchthroughout the world.

Walker Information Inc. (WI), based inIndianapolis, is a privately held corporationfounded in 1939.

WI’s president and CEO is Steven F. Walk-er, 49. Walker has a B.S. in business andaccounting from Boston University.

U.S. revenue in 2006 was $19.2 million,down 4.0% from 2005. In 2006, 17.2% oftotal revenue, or $4.0 million, was from out-side the United States.

WI focuses on measuring and managingthe relationships businesses have with theircustomers. The firm helps companies identi-fy new and innovative ways to build cus-tomer relationships. Customer feedback is

used to address business issues such as cus-tomer retention, organic growth, defendingmarketing position and managing keyaccounts.

In 2006, its Walker Loyalty Report pro-gram produced two reports of customer loy-alty studies—semiconductor industry andonline retail sector—which demonstratedthat high customer loyalty outperformedthose companies with low levels of customerloyalty in a wide range of financial metrics,showing both a top- and bottom-line impact.

WI also launched the Walker Customer

Strategy Warehouse, offering a broad collec-tion of information about customer feed-back programs and related customer strate-gies. The warehouse provides comparisons,captures industry benchmarks and revealsbest practices related to the approach,administration and impact of customerstrategy programs.

Combining consulting and technologywith predictive and validated research sci-ence and models, WI offers a wide rangeproducts and services, including Walker’sCLM software—the Walker SmartLoyalty

System—which provides services to lever-age customer feedback throughout theenterprise.

In 2006, WI conducted two client forumsoffering environments to interact, share andlearn the latest best practices in CLM. Tocomplement these forums, the firm alsoconducted several Customer StrategyForums—small-group sessions for nonclientcompanies committed to improving theirrelationships with customers by seeking


WALKER INFORMATION INC.www.walkerinfo.com

42WALKER


solutions to their most common customerchallenges.

This year, the firm also plans to broadenits Walker Customer Strategy Warehouse,conduct monthly Customer Strategy Forumsand conduct three customer-focused WalkerLoyalty Reports focusing on semiconduc-tors, information technology and the wire-less industry.

WI founded and leads the Walker GlobalNetwork, an alliance of 14 companiesaround the world that certify in and distrib-ute WI’s techniques. The firm has 169 full-time employees and 131 part-time employ-ees at offices in the United States and Toron-to. WI operates two call centers and twofocus group research sites.

Knowledge Systems & Research Inc.(KS&R), based in Syracuse, N.Y., is a pri-vately held company founded in 1983.

Vincent Cama is CEO; and Rita L. Reicheris president of KS&R. Cama, 62, earned aPh.D. in Sociology at Syracuse University.

U.S. revenue in 2006 was $18.9 million,up 17.4% over 2005. In 2006, $2.6 millionor 12.1% of total revenue was from outsidethe United States.

KS&R offers a portfolio of custom marketresearch and consulting services. The firm isknown for its staff credentials, broad anddeep data collection capabilities, clientassessment and service quality. KS&R spe-cializes in global b-to-b research across anumber of industry segments, includinginformation technology, telecommunica-tions, transportation, health care and finan-cial services. It also has expertise in con-sumer markets, especially related to tech-nology interface.

The firm features expertise and ability tocommunicate at a peer level with hard-to-reach research targets and senior executiverespondents. It has completed thousands ofC-level executive interactions through in-depth interviews, focus groups and surveys.

KS&R capabilities include: service andproduct concept and offering testing anddevelopment; value proposition differentia-tion and messaging; market size estimationand segmentation; brand and customer loy-alty research and analysis; channel andpartner strategy; and pricing and buyerbehavior.

The majority of KS&R principals havedecade-long experience as both buyers andproviders of research and consulting ser-vices. They continue to be involved as dedi-cated teams from project conception to com-pletion. The firm’s management style and360-degree consultative approach ensurethe highest level of customer service. KS&Ralso is committed to beyond-the-normreporting and modeling tools that helpclients drive data results further into and upthe organization.

The firm owns and operates a 110-seatcontact center (KS&R’s InSite) and a uni-fied, global, data collection network. KS&Remploys 196 full-time market research andindustry experts. In addition to its Syracuse,N.Y., headquarters, the firm has offices in

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KNOWLEDGE SYSTEMS& RESEARCH INC.www.ksrinc.com

43CAMA

NEW LOOK

NEW FOCUS


New York; Atlanta; Memphis, Tenn.; andFrankfurt, Germany.

Service Management Group (SMG),based in Kansas City, Kan., is a privatelyheld firm founded in 1990.

Andy Fromm, 39, is president and CEO ofSMG. He earned a B.A. at Boston University.

U.S. revenue in 2006 was $18.3 million,up 11.6% over 2005. In 2006, $100,000 or0.5%, was from outside the United States.

SMG is a full-service research firm provid-ing customer experience measurement ser-vices that are integrated into serviceimprovement systems for multi-unit retail,restaurant, hospitality and service-basedcompanies. The underlying strategic modelused by SMG—Service Profit Chain devel-oped at Harvard Business School—demon-strates the linkage between customer loyal-ty, employee loyalty and a company’s finan-cial performance.

SMG provides several services and capa-bilities:

! Customer Experience Measurement.SMG enables large multi-unit companies tocontinuously monitor service levels and sat-isfaction in each location. Data is collectedprimarily via IVR and Web surveys. Cus-tomer feedback is reported on a Web-based,real-time performance dashboard that

includes online analytics and serviceimprovement tools. Data collection is per-formed using IVR (inbound telephone) andWeb-based surveys.

! Employee LoyaltyPLUS Measurement.SMG measures employee loyalty plus satis-faction and commitment. Surveys are cus-tom-developed by brand to reveal thestrength of the relationships between theattitudes of employees and the key driversof customer satisfaction and loyalty.

! Internal Customer Surveys. For multi-unit operations, SMG measures the effec-tiveness of internal support systems withinan organization. The firm conducts internalcustomer surveys that measure manage-ment effectiveness and service quality deliv-ered from internal service providers.

! Customer Satisfaction Index Dash-board. SMG’s Web-based reporting systemprovides real-time access to unit-level per-formance information. Satisfaction data canbe viewed by region, by unit or by specificservice performance attributes. Customersurvey results are continuously streamed tothe dashboard providing up-to-the minutedata on key customer metrics. The dash-board can also integrate data not collectedby SMG.

! Chain Store Industry Normative Data.SMG maintains databases of comparativedata in retail and restaurant industry seg-ments. Its clients receive performance com-parisons based on common service attribut-es. DMA analyses show how brands com-pare to peer companies by geography andtrend reports show relative progress withinthe peer group over time.

In 2006, SMG expanded its internationalservices from eight countries and four lan-guages to 24 countries and 11 languages. Anoffice in London was opened to supportEuropean clients.

In 2007, SMG hosted its 9th Annual Ser-

vice Management Forum, where senior-levelexecutives from the multi-unit environmentwill gather to learn, network and exchangeideas and solutions. It will also expand itsinternational services to 31 countries and 14languages.

The firm has offices in Cleveland, LosAngeles, Denver, Kansas City, Mo., and Lon-don. There are 112 full-time employees.

Savitz Research Cos. (SRC) in Dallas is aprivately held corporation founded in 1981.

Jeffry N. Savitz is founder and presidentof SRC. He earned an M.S. and an M.B.A. atThe Wharton School of the University ofPennsylvania.

U.S. revenue in 2006 was $15.2 million,up 5.6% from 2005.

SRC is a full-service marketing researchcompany whose experience includes quanti-tative market, product and advertisingresearch. SRC executives all have extensiveclient-side experience.

The company offers customized modelsand products in customer satisfaction, bene-fit segmentation, brand equity, promotionevaluation, direct mail list screening, pricingand optimal line extension models. It alsoprovides Hispanic marketing consulting as

SERVICE MANAGEMENT GROUPwww.servicemanagement.com

44FROMM

SAVITZ RESEARCH COS.www.savitzresearch.com

45SAVITZ



well as research. The Savitz Field and Focus division offers

a network of focus group facilities in ninemajor cities including Los Angeles, Dallas,Houston, Chicago, Boston, New York,Philadelphia, Atlanta and Miami. They facil-itate in-depth interviews, taste tests, musictests, dial tests, usability tests, simulatedstore tests, product trial tests, ethnographicstudies and mock juries.

SRC employs 50 full-time staff and offersa 50-line CATI-equipped system, completeInternet interviewing and data processing.The firm also provides graphical and statisti-cal services, SPSS and other software pack-ages.

MarketVision Research Inc. (MVR), basedin Cincinnati, is a private company foundedin 1982.

Donald G. McMullen is the chairman ofMVR; and Jon Pinnell is its president. Pin-nell earned an M.B.A. at the University ofTexas at Austin.


MVR is a full-service, custom marketingresearch company, with a focus on product-based research, including product develop-ment, pricing, branding and segmentationin both the consumer and business sectors.The company invests significantly in itsresearch-on-research program, particularlyin the area of quantitative research design

and analysis. MVR works across industrygroups.

Its capabilities include:

! Advanced Analytical—MVR’s Market-ing Sciences group blends technical skillswith creative approaches to deliver insightsinto clients’ businesses. It is especiallyskilled in discrete choice and conjoint tech-niques.

! Viewpoint Forum—The firm’s U.S.Internet panel and research platform has amore than 60% cooperation rate among itsnational consumer panelists. The platform isused for many types of research, includingconcept tests, home-use tests and discretechoice work.

! MarketVision/Gateway—MVR’s in-per-son interviewing facility is located at theUniversal Studios theme parks in Orlando,Fla., and Los Angeles. These facilities pro-vide a national sample to conduct taste testsand other product-based research. All inter-viewing stations have high-speed Internetaccess, and the facility is noted for recruitingfamilies, children, teens and Hispanics.

MVR employs 70 full time and has threeoffices: Its main office and qualitativeresearch facilities are in Cincinnati; clientservice offices are in Dallas, Cleveland and

New York; and a research call center is inWest Chester, Ohio. Data collection officesare in Orlando, Fla., and Los Angeles.

Bellomy Research Inc. (BRI), based inWinston-Salem, N.C., is a privately heldcompany founded in 1976.

John Sessions, 44, is chairman; and ScottLayne, 46, is president. Sessions earned anM.B.A. from Wake Forest University andLayne an A.S. in computer science fromWinsalm College.


BRI is a full-service marketing researchfirm with clients that span a wide array ofindustries including automotive, CPG,


MARKETVISION RESEARCH INC.www.marketvisionresearch.com

46PINNELL

BELLOMY RESEARCH INC.www.bellomyresearch.com

47LAYNE

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health care, telecommunications, utilities,retail, finance and textile and apparel. BRIconducts research among both b-to-b andconsumer segments.

The firm employs a three-pronged strate-gy building on core competencies:

! Knowledge. This is derived from thecombination of cross-category experience,understanding of how business is conductedin corporate America and seasoned researchskills. Its consultants have on average 20years of client-side and/or vendor-side mar-keting research experience.

! Science. This is incorporated into theresearch process through the use of experi-mental design and advanced analytical tech-niques. Its Marketing Sciences staff haveadvanced degrees in statistics, with thedepartment head having nearly 30 years ofclient-side experience. Analytic approachesthat address business issues include short-term satisfaction (CSI) and long-term loyal-ty tracking, market segmentation, conceptdevelopment, product optimization andprice elasticity among other research needs.

! Technology. BRI encompasses thedesign and development of software andtools that enhance its ability to gather andreport information. SmartIDEAS is a modu-lar component architecture using a propri-

etary integrated platform that can adapt tocustomize survey development, samplemanagement, data collection across anymedium (including phone, Internet, CLT,mail), panel management, table generationand data processing and online reporting.

In 2006, BRI opened a new OperationsCenter containing a data center that sup-ports a 300 CATI-station inbound and out-bound telephone center, a nationwide net-work of more than 60 central location test-ing facilities and a sample strategy thatreaches more than 30 million online pan-elists.

BRI has satellite offices in Cleveland andLos Angeles, and employs 92 full time.

RDA Group Inc. (RDA), based in Bloom-field Hills, Mich., is a privately held corpora-tion founded in 1969.

Anthony Pietrowski is founder, presidentand CEO.

U.S. revenue in 2006 was $14.5 million,down 1.4% from 2005. In 2006, 19.4% oftotal revenue, or $3.5 million, came fromoutside the United States.

RDA is a full-service market research andconsulting company providing informationregarding customer behaviors and attitudes


RDA GROUP INC.www.rdagroup.com

48PIETROWSKI


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INTERNATIONALMARKET RESEARCH FIRMS

COMING IN AUGUST

to businesses in a broad range of industriesincluding automotive, financial services,utilities, insurance, recreational vehicle,health care, temporary staffing, housing,food and advertising.

Using quantitative and qualitative meth-ods, RDA offers insight into product devel-opment, product quality, customer profil-ing and statistical modeling, as well as cus-tomer satisfaction and loyalty.

RDA uses its Quality Management Sys-tem (QMS) to conduct mail and telephonesurveys, central location testing, Internetresearch, focus group research, one-on-oneinterviews and intercept research.Research and industry experience is com-plemented by database integration, datamining and advanced statistical analysis.

The firm, with 93 full-time employees,addresses a variety of research needsincluding:

! Customer Satisfaction—Designingtools for analyzing customer satisfaction todetermine what drives satisfaction and loy-alty.

! Product Quality—Leveraging positiveproduct attributes, as well as identifyingthose aspects that hurt customer percep-

tions of quality.! Advanced Product Research—Gather-

ing and interpreting consumer opinionthroughout the product developmentprocess, including creation of customerprofiles, product usage profiles, conceptideation, prototype evaluations and mar-ketplace launches.

! Qualitative Research—Using focusgroups, one-on-ones and executive inter-views, online groups and telepanels touncover information important to market-ing endeavors.

! Internet Research—Conducting onlineresearch among businesses and consumers,as well as Web site usability testing.

! Statistical Modeling and Consulting—RDA’s statistical capabilities range frommultivariate techniques to customizedmodeling and analysis.

! Six Sigma Consulting—Supportingand validating Six Sigma initiatives. RDA’sSix Sigma Black Belts consult on the use ofcustomer voice in—and the analysis of datafrom—Six Sigma projects in order to mea-sure the impact of process improvement onrevenue, profitability and growth.

! Global Research—Adapting researchdesign, survey development, data collec-tion, language and analytical insights to fitthe local culture and conditions in both theemerging and developed markets of North

America, Europe, South America and AsiaPacific.

Marketing Analysts Inc. (MAI), based inCharleston, S.C., is a privately held compa-ny founded in 1982.

Robert Pascale, 52, is founder and chair-man of MAI; and Richard Serrins, 57, ispresident and CEO. Pascale earned a Ph.D.in Applied Research and Statistics at Hofs-tra University, and Serrins earned a B.A. atHofstra University.

U.S. revenue for 2006 was $13.7 million,up 2.2% from 2005. In 2006, 2.8% of totalrevenue, or $400,000, was from outsidethe United States.

MAI is a full-service custom marketingresearch and consulting company with 36full-time employees that focus on fourareas:

! MAi Consumer Packaged Goods! MAi Rx (medical and pharmaceutical)! MAi Insights (branding)! Mai Financial

Client engagements include both customand strategic marketing research services.Among its product and purchasing offer-ings are choice modeling, concept andproduct testing, shelf packaging research,product lines research (LineOpt) and volu-metric modeling (VMS) and categorydevelopment.

MAI’s consumer and customer researchincludes segmentation, target panels andtracking studies and its communicationsactivity consists of advertising copyresearch, brand personality and imageidentity (Brand Intelligence) and position-ing studies.

The company has offices in Charlotte,N.C., and Morris Plains, N.J., in addition toits Charleston headquarters office.

RTi-DFD, in Stamford, Conn., is a privately held company founded in 1979.

Mel Rothstein, 63, is chairman and CEOof RTi-DFD. He has a B.A. from Hunter Col-lege, City University of New York.

U.S. revenue for 2006 was $12.7 million;no change from 2005.

RTi-DFD is a custom market researchcompany providing services to a diverseclient base. Their research tools aredesigned to focus on strategic marketingdirection across brand strategy, marketstructure and opportunity, innovation andcustomer measurement.

Among its services are:

! BrandStar—A facilitated, interactivestrategic marketing tool used to define all aspects of a brand’s competitive position for better strategic and researchdecisions.

! Landscape Segmentation—A quantita-tive technique to define key market seg-ments, opportunities and sensory posi-tions. It is easily illustrated and flexible toaccommodate what-if questions during apresentation or meeting.

! Qualmark—A satisfaction and loyaltyresearch program designed to help priori-tize improvement efforts by focusing on theaspects of service that have the largestimpact on overall satisfaction.

! Construction Test—A product devel-opment tool used to identify optimal com-binations of product or service compo-nents.

! ScreenPlay—After a quantitativescreening of ideas, concepts or benefits, SPprovides a way to consider these multipleopportunities and determine which makeup the optimal set.

! Pathways—Using wireless audienceresponse technology, quantitative andqualitative research can be combined in asingle two-hour session. It also providescost, speed and learning benefits to aclient's team.

! Mature Market Omnibus—A regularlyscheduled Omnibus study among 1,000 50-to 74-year-olds. This demographic can bereached and queried quickly and cost effec-tively.

RTi-DFD presents findings and identifiesand evaluates indicated actions for build-ing consensus toward business decisions.The firm has offices in Stamford, Conn.,Jersey City, N.J., and Columbus, Ohio, andemploys 43 full time. #



MARKETING ANALYSTS INC.www.mairesearch.com

49SERRINS RTi-DFD INC.

www.rti-dfd.com

50ROTHSTEIN

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COMING IN AUGUST

from the start by institutional investorsfrom outside the industry. An example:comScore, No. 18 on the list, wasfounded in 1999. It has since grown toworldwide revenue of $66.3 million,and in May of 2007 it announced plansto float an IPO.

As for “outside” capital coming inand stirring up the traditional market-ing research industry, the No. 1 firm onthe list, The Nielsen Co. (formerlyVNU), was acquired in mid-2006 byValcon Acquisition, a consortium of sixprivate equity firms, for $9.8 billion.One of the lead firms in Valcon isKohlberg Kravis Roberts in New York.My point is that increasingly, “outside”capital, attracted by the informationindustry, has come to place giant foot-prints in the U.S. marketing researchindustry. This is best understood byreading the individual company pro-files that follow, which explain theownership of each. Of the 36 of the Top50 firms that are privately held, five arenow majority- or fully owned by privateequity firms.

Since the main objective of thisannual review is to report on and trackspending for research services in theUnited States, a great deal of attentionis given to calculating individual firmgrowth rates, and those of the firms intoto.

As usual, Top 50 firm revenuegrowth rates have been adjusted, asmuch as possible, to eliminate artificialgrowth rooted in acquisitions.

If a firm made one or more acquisi-tions during 2005 or 2006, theacquired firm’s revenue was either notincluded when calculating growth, orrevenue from those firms was includedin full for both years—thus eliminatingthe “hype” from acquired revenue.Such adjustments are noted in the indi-vidual profiles that follow. Also, insome cases, Top 50 firms have signifi-cant revenue from nonresearch activi-ties. Again, as much as possible, thesehave been eliminated from growth cal-culations.

Third-party verification is requiredfor revenue claims from privately heldfirms. In 2005, there were two situa-tions in which the parent companies ofresearch firms did not release exactrevenue or those of their subsidiaries,namely J.D. Power and Associates andThe Kantar Group. In these cases, rev-enue was estimated, and it is believedthat these are close to the truth of thematter.

In other countries around the world, industry trade groups derivestatements of spending growth, but

no one even tries to make the adjust-ments that the Top 50 inputs containor, for some very large research organi-zations, are not included. Because ofthis, the U.S. estimates of industrygrowth rates stand alone, despite theshortcomings, which are openlyacknowledged.

It should be noted that the Top 50database changes in composition yearto year. As noted earlier, there are fournew firms this year to replace the fourwho dropped off, either because of adecline in revenue or no desire to par-ticipate. These are Cheskin, RoninCorp., Peryam & Kroll Research Corp.and the PreTesting Co.

Top 50 firms were asked to breaktheir U.S.-only revenue down by indus-try segments, and 48 complied. Largestwas media and advertising (25%) fol-lowed closely by packaged goods(22%). Health care came in third(18%) followed by government (7%).No other segments—auto, financialservices, retailers, entertainment, tele-com, technology, consumer durables,travel and tourism; hospitality, politi-cal, utilities, and all other—accountedfor more than 4%. More details aboutthis segment of industry analysis, with trends, have been published inInside Research, the industry newslet-ter.

As noted, this year’s industry analysiscalculates that spend, through com-mercial firms, formarketing/advertis-ing/public opinion research serviceswithin the United States was $8.1 mil-lion. However, that is just part of thestory. For one, there is commercial firmrevenue not accounted for by the 207-firm base—spend not attributable toCASRO members, or attributable tofirms that do not contribute data to

CASRO and do not wish to participatein the Top 50 analysis. And then thereare segments such as focus group free-lancers and work done in-house bysome large corporate marketingresearch departments.

Then there is spending by agenciesof the federal government, which is$4.9 billion (estimate for 2006), muchof which is done through nonprofitorganizations or data collection unitswithin the federal government, such asthe survey unit of the Census Bureau(decennial census excluded). About27% of this spend does go throughcommercial firms, and there are threenotable examples on this year’s Top 50list: Westat Inc., Opinion ResearchCorp. and Abt Associates. But thatleaves about $3.6 billion, at least, thatshould be added to our estimate oftotal spend.

And much the same is true for spend-

ing by individual state governments,especially as it relates to tourism stud-ies. These monies, quite often, are bylaw spent in-state through state-sup-ported universities. It’s hard to esti-mate just how much this adds to ourrunning total, but it has to be hundredsof millions of dollars.

So, when you put together a totalspend, commercial firms plus nonprof-its, its true size is something north of$12 billion.

As always, you are urged to read theindividual company profiles that fol-low. They will tell you a bit about thetop executives at the 2006 Top organi-zations, information about ownership,a listing of major services of record andexpansion plans. These profiles consti-tute the most thorough overview of theU.S. marketing research industry avail-able, and how it is evolving to adjust tomarket demand. #


Revenue growth adjusted for acquisitionsHONOMICHL / From Page H3

Base number of research firms

1998-20061988 1401989 1471990 1521991 1501992 1561993 1591994 1571995 1621996 1691997 174

1998 1831999 1742000 1812001 1802002 1872003 1972004 1882005 1932006 207


ate their own hypotheses and frame thestudy appropriately, rather than allow theclient to dictate the outcome.

Frank says he is most impressed by suppli-ers who, before even responding to an RFP,will come back to him with precise questionsfor clarification. One supplier responded tohis initial inquiry with 17 questions refiningthe study: “It made me step back and go,‘Wow,’ ” Frank says.

Mark Kolligian, vice president of marketresearch and customer relations forCVS/pharmacy, notes that while in the pastresearch suppliers were comfortable withpresenting only the facts, “that’s not whatthat buyer is paying for” now, he says. “Thebuyer wants them to go out on a limb andhave an opinion and recommend an action.”

Those who can, do—and teach.Suppliers should also educate the research

buying community about the latest researchtechniques, such as eye tracking or the usesof handheld mobile devices, to keep theindustry relevant and innovative.

“I learn more about research methodsfrom sales meetings than I do from any oth-er source, and that’s a good thing that theresearch supplier community is doing,” Kol-ligian says.

The quickening pace of business and thesophistication of research methodologies,including online technology, mean that dataitself can and should be always up-to-date.

“If I have data that is two months old or ayear old, what benefit is that going to bring?We need to know what’s going on now orwhat’s going to happen next year to makedecisions,” says Alamdari, who often looks atfast-changing economic indicators of the air-line industry, such as fuel prices.

She also stresses the need for suppliers toidentify patterns and conduct generationalanalysis to help clients predict future con-

sumer habits, rather than simply comparethe past with the present.

“The key point about data is its relevance,timeliness and global reach. If you’re notdoing these things, you have to concentrateyour efforts to get there,” Alamdari says.

Know your limits, and make surethe client knows them, too.

No one supplier can do it all, and it’s betterto own up to your limitations, and the limita-tions of the data, than promise somethingyou can’t deliver.

It doesn’t happen often enough, researchbuyers say, and Frank, for one, values suppli-ers who know their niche. Trying to do it allwould be like asking one person to build anentire house, he says.

“I will work with someone around what Icall a ‘general contractor’ model,” Franksays, in which a specialist does the “finishwork” and provides expertise to the supplier.

Suppliers who do dig themselves into ahole should identify the problem, be up frontabout it, and create a plan of action to fix it.“The way the agency handles the issue is justas important as what the issue is to beginwith,” says Motorola’s Ganvik. What mightbe lost to delays can be offset by the suppli-er’s growing reputation for being proactive.

In cases where the data falls short, mean-while, suppliers must be upfront about thelimitations. And, buyers say, communicatingthe limitations of data creates a win-win situ-ation for everyone involved in the researchproject, because the client can help devise aPlan B.

As Kolligian from CVS/pharmacy says,“At the end of the day, all the client caresabout is, ‘What do we need to do to drive thebusiness?’ ” !

Erica Schlaikjer is a Chicago-based intern forMarketing News.

BUYERS / From page H3

ADAPT ! P. H6Ph. 1-888-52ADAPTURL: http://www.adaptdata.com

ANDERSON, NIEBUHR &ASSOCIATES, INC. ! P. 36Ph. 1-800-678-5577URL: http://www.ana-inc.com

AUTHENTIC RESPONSE ! P. H40Ph. 212-905-5000URL: http://www.returnpath.net

BETA RESEARCH COMPANY ! P. H13Ph. 1-800-777-BETAURL: http://www.nybeta.com

BRAIN – BRAND INVESTIGATION,S.A. DE C.V. ! P. H38Ph. (+52 55) 5262-1700URL: http://www.brain-research.com

BURKE, INCORPORATED ! P. H39Ph. 1-800-267-8052URL: http://www.burke.com

C&C MARKET RESEARCH ! P. H40Ph. 1-877-530-9688URL: http://www.ccmarketresearch.com

C & R RESEARCH ! P. H53Ph. 312-828-9200URL: http://www.crresearch.com

CCR – CREATIVE CONSUMERRESEARCH ! P. H12Ph. 281-240-9646URL: http://www.ccrsurveys.com

CMS RESEARCH ! P. H36Ph. 419-843-8570URL: http://www.cmsresearch.com

COMPUTERS FOR MARKETINGCORPORATION ! P. H32Ph. 415-777-0470URL: http://www.cfmc.com

COMMON KNOWLEDGE RESEARCHSERVICES ! P. H11Ph: 1-800-710-9147URL: http://www.COMMONKNOWLEDGE.com

CONVERGYS ! P. H25Ph. 1-800-344-3000E-mail: [email protected]

DATA DEVELOPMENTWORLDWIDE ! P. H51Ph. 212-633-1100URL: http://www.datadw.com

DECIMA RESEARCH ! P. H60Ph. 613-230-2200URL: http://www.decima.com

DECIPHER ! P. H21Ph. 1-800-923-5523URL: http://www.decipherinc.com

DECISION ANALYST, INC. ! P. H57Ph. 1-800-ANALYSISURL: http://www.decisionanalyst.com

EBONY MARKETINGRESEARCH, INC. ! P. H46Ph. 1-877-501-3220URL: http://www.ebonymktg.com

EKTRON ! P. H29Ph. 1-866-4-ektronURL: http://www.ektron.com/ama

E-REWARDS ! P. H5Ph. 1-888-20-EMAILURL: http://www.e-rewards.com/researchers

E-SEARCH ! P. H56Ph. 310-265-4608URL: http://www.esearch.com

ESOMAR ! P. H48Ph. +31 20 589 7800URL: http://www.esomar.org

FOCUS GROUPS OF CLEVELAND! P. H27Ph. 1-800-950-9010URL: http://www.idirectdata.com

THE FOCUS NETWORK ! P. H54Ph. 1-800-394-1348URL: http://www.thefocusnetwork.com

FOCUSVISIONWORLDWIDE!P. H34-H35Ph. 203-961-1715, opt. 6URL: http://www.focusvision.com

FOX RESEARCH ! P. H58Ph. 1-866-996-3699URL: http://www.foxresearchinc.com

GFK CUSTOM RESEARCHWORLDWIDE ! P. H22Ph. 212-240-5300URL: http://www.gfk.com

GREENFIELD ONLINE ! P. H7, H9Ph. 1-866-296-3049URL: http://www.greenfield.com

HARRIS INTERACTIVE ! P. H27Ph. 1-877-919-4765URL: http://www.harrisinteractive.com

ICR/INTERNATIONALCOMMUNICATIONSRESEARCH ! P. H43Ph. 484-840-4300URL: http://www.icrsurvey.com

ICT RESEARCH SERVICES ! P. H52Ph. 267-685-5660E-mail: [email protected]

INFOSURV, INC. ! P. H24Ph. 1-888-262-3186URL: http://www.infosurv.com

INSIDE RESEARCH ! P. H60Ph. 847-526-0707URL: http://www.InsideResearch.com

INTAGE ! P. H10Ph. +81 3 5294 8304URL: http://www.intage.co.jp

I.THINK INC. ! P. H16Ph. 214-855-3777URL: http://www.ithinkinc.com

LANGUAGE LOGIC ! P. H28Ph. 513-241-9112URL: http://www.languagelogic.infoLIEBERMAN RESEARCH WORLDWIDE(IS NOW LRW)! P. H45Ph. 310-553-0550URL: http://www.lrwonline.comLIGHTSPEED RESEARCH ! P. H33Ph. 908-630-0542URL: http://www.lightspeedresearch.comTHE LOYALTY RESEARCHCENTER ! P. H63Ph. 317-465-1990URL: http://www.loyaltyresearch.com

Marketing News

ADVERTISERS’ INDEX A-LQuick source for contacting the suppliers

from A to L in this issue of Marketing News.


Omaha, Neb., database companyInfoUSA Inc. denied facilitatingfraud in late May after a newspa-per report accused the firm of

selling personal information to criminalfirms that swindled senior citizens.

In its Sunday edition, The New York Timessaid InfoUSA, which compiles consumerinformation and sells it to direct marketingcompanies and others, sold the names of senior citizens, including millions with Alzheimer’s disease and others whomit identified as gamblers, with labels thatsaid things such as, “These people aregullible.”

The companies that bought the informa-tion plied lonely people with repeatedphone calls, “tricked” them into revealingbanking information, and later raided theiraccounts, the Times reported.

InfoUSA Chief Financial Officer StormyDean says the company does everything itcan to ensure it does not do business withscam artists. And the company has nevercharacterized individuals on lists as“gullible.”

The newspaper’s story was partly basedon a three-year-old Iowa investigation withwhich InfoUSA cooperated. The story notedthat InfoUSA had not been formally accusedof wrongdoing, and the company said it wascleared in the Iowa investigation.

“We reiterate today what we said to theIowa authorities three years ago: There aremany legitimate reasons for direct market-ing to senior citizens,” the company said ina statement.

Dean says he didn’t respond to questionsfrom the Times before the story ran becausethe reporter was asking about the Iowacase, which the company considered settledand didn’t want to discuss.

The Times story said the telemarketingindustry recorded more than $177 billion insales last year. That figure has grown bymore than $4.5 billion in the past threeyears since federal do-not-call restrictionspassed.

Shares of InfoUSA’s stock fell 33 cents, orabout 3%, in late May to close at $10.31. !

—Josh Funk for The Associated Press

InfoUSA denies helping a DMcompany defraud seniors

NATION $ Maturity problems

LUTH RESEARCH ! P. H15Ph. 1-800-465-5884URL: http://www.luthresearch.comM/A/R/C RESEARCH ! P. H17Ph. 1-800-884-6272 URL: http://www.marcresearch.comMARITZ RESEARCH ! P. H2Ph. 1-800-446-1690URL: http: www.maritzresearch.comMARKET PROBE, INC. ! P. H48Ph. 414-778-6000URL: http://www.marketprobe.comMARKET PROBE INTERNATIONAL! P. H6Ph. 212-725-7676URL: http://www.marketprobeint.comMARKET STRATEGIES ! P. H37Ph. 734-542-7600URL: http://www.marketstrategies.comMARKETING RESEARCHASSOCIATION ! P. H61URL: http://www.bluebook.orgMARKETING SYSTEMS GROUP ! P. H19Ph. 1-800-336-7674URL: http://www.m-s-g.comMINDFIELD ! P. 47Ph. 1-800-969-9235URL: http: www.mindfieldonline.comMINTER + REID ! P. H66Ph. 303-904-0120URL: http://www.minterandreid.comMORPACE INTERNATIONAL ! P. H42Ph. 248-737-5300URL: http://www.morpace.com

MRCGROUP, LLC ! P. H61Ph. 1-800-820-0166URL: http://www.mrcgroup.com

MRSI ! P. H58Ph. 513-579-1555URL: http://www.mrsi.com

MVL GROUP ! P. H41Ph. 561-745-3602URL: http://www.mvlgroup.com

OPINION RESEARCH CORPORATION(CARAVAN) ! P. H32Ph. 1-800-999-0213URL: http://www.opinionresearch.com

OPINIONSEARCH INC. ! P. H65, H67Ph. 1-800-363-4229URL: http://www.opinionsearch.com

PAI ! P. H52Ph. 1-800-693-3111URL: http://www.paiwhq.com

PERFORMICS ! P. H49Ph. 312-739-0222URL: http://www.performics.com

POLARIS RESEARCH ! P. H38Ph. 817-223-1229URL: http://www.polarisresearch.comPRINCIPLES OF MARKETINGRESEARCH ! P. H63Ph. 706-542-6692E-mail: [email protected]: www.principlesofmarketingresearch.org

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