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MARKETING NEWS | JUNE 2013 26 THE 2013 HONOMICHL Top 50 Report BY JACK HONOMICHL
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2. Exclusive feature honomichltop50The top-line numbers show slight industry growth, but an analysis of theunderlying facts behind the market research industry in 2012 points to aweak, downward trend. Read on to see whos making headway and whosstruggling, prompting movement in the Honomichl Top 50 rankings.159198212430182482003200420052006200720082009201020112012June 2013 | marketing news 27More than $9.5 billionwas spent within the U.S. for marketing/adver-tising/public opinion research services in 2012through U.S.-based, for-profit research firmsaccording to this, the 40th annual analysis ofmarket research industry trends.Revenue inputs from 207 research firmsform the database for this analysis: the Top 50firms by revenue plus 157 research organizationsthat provide revenue information on aconfidential basis to the Council of AmericanSurvey Research Organizations (CASRO). The50 largest firms get line-item identity on theTop 50 list starting on page 35. Each was askedfor calendar 2012 revenues sans nonresearchactivities and work done outside the U.S. Thatthen was compared with the comparable numberfor 2011 to get the growth/decline rate. If a firmmade an acquisition or divestiture during theyear, adjustments were made to get an apples-to-applescomparison.Following the Top 50 list, you will find anextensive profile of each Top 50 firm, includingownership, top management, acquisition activity,service offerings and revenues from outsidethe U.S. In toto, the Top 50 firms had U.S.-onlyrevenues of $8.7 billion, or 91% of the 207 firmstotal. In 2012, 24 of the 50 firms reported arevenue decline or an increase not large enoughto cover inflation. The chart at right shows howthat significant indicator of industry health hastrended in recent years.Other input came from CASRO, whichprovided together, in aggregate, revenues of157 member firms not included in the Top 50list. Each firm, on average, had revenues of $5.4million. Together these 157 firms had revenuesof $847 million in 2012 (almost all within theU.S.), or 9% of the total.Revenue Declines Growing AgainTop 50 firms reporting revenue declinesor growing less than inflation 3. honomichltop50 Exclusive feature28 marketing news | June 2013Down YearThe database of 207 firms had U.S. revenuesof $9,539,700,000 in 2012, up 1.7% over 2011.But after adjustment for inflation (2.1%), theso-called real growth was -0.4%.Another benchmark is Gross DomesticProduct, the estimated value of all goods andservices produced in the U.S., as calculated bythe U.S. federal government. As the chart belowshows, on average, between 1988 and 2012,growth per year has run ahead of the GDP by4.2%, a roundabout way of saying that its relativevalue was running ahead of the economy ingeneral. But in 2012, research industry growthwas down 0.5% compared with the GDP. Youdexpect this trend to impact employment, and itdid. The Top 50 firms in 2012 had 33,506 full-timeemployees, down 3.7% from 2011.MR industry growth hasrun ahead of GDPContributing FactorsIt would be easy to attribute this dip to a sluggisheconomy, but there are underlying factors thathelp to make it more understandable, such asgovernment spending. The biggest spenders forresearch services in the U.S. are, by far,agencies of the federal government, which spentan estimated $6.3 billion in 2012, and over recentyears, that has grown. But in 2012, the portionof that expenditure that is contracted to theprivate sector was down 18.3%. Three Top 50firms are long-time suppliers to federal agencies:Westat, No. 4 on the list, gets 96% of its revenuefrom government agencies; Abt SRBI gets 83%;and ICF International gets 70%. Youll note thatWestats revenues were down 3.1% in 2012, thefirst time since Westat made an appearanceon the Honomichl list that the company hasreported a downer year. Some of that may havebeen attributable to governmental cutbacks.Other factors contributing to the industrysperformance include:Focus Group Usage Slows: The 15th AnnualFocus Group Index, developed by Stamford,Conn.-based FocusVision Worldwide, reportedthat the number of focus groups conducted in theU.S. grew by 1.9% in 2012, compared with 4% in2011 and 5.4% in 2010. It could be that the miningof social media websites has come to be preferredfor insights regarding consumers whims andfades, in lieu of more expensive focus groups.Online Data Collection Increases: The well-establishedtrend toward the use of onlinedata collection for survey projects has revenueimplications. It is presumed that onlineJack Honomichl is founderof the Inside Researchindustry newsletter, a marketresearch trade publicationbased in Barrington, Ill.Industry Growth Higher Than GDP but Narrowing+4.1%199019952000200520108%7%6%5%4%3%2%1%0%-1%YearTop 50 FirmsReal GrowthAfter GDPAdjustment 4. honomichltop50 Exclusive feature30 marketing news | June 2013data collection costs less than traditional datacollection methodologies and therefore onecan do the same amount of work for lessand this reduces some survey revenues.Online data collectionmay lead to revenuedeclineSyndicated Service Stability Provides SomeSupport: Total industry revenues in 2012 wouldhave been down much more but for the floorestablished by those Top 50 firms that specializein syndicated services under long-term contracts,such as Nielsen, IRI, Arbitron, J.D. Power &Associates, NPD Group, comScore, Rentrakand National Research Group.These eight firms, in total, saw 2012 revenuesgrow by 4.1%. The balance of 41 firms thatspecialize in custom, ad hoc projects sawrevenues decrease by 0.7%. During hard times, itis relatively easy to cut back on ad hoc work butdifficult to cut back on long-term contracts forsyndicated servicesespecially if they provideinput to corporate information systems.Syndicated servicesput brakes on revenuedeclinesElection Year Bolsters Results: In U.S.presidential election years such as 2012, manyad hoc survey firms benefit, either directly orindirectly, from an infusion of hundreds ofmillions of dollars spent for political polling.The decline of the industrys ad hoc surveysegment would have been more but for this.Changes in ListAs usual, firms come and go from the Top 50 list,and 2012 was no exception. There were sevennewcomers: Symphony Health Solutions, No.15 on this years list, was formed in 2012 andincludes AlphaDetail, No. 45 on last years list.Public Opinion Strategies, which has a strongprivate-sector business base, also is a major playerin political polling and 2012 was a boom year.The other fivePerception Research Services,RDA Group, Leo J. Shapiro & Associates, LRAWorldwide and Keltonexperienced especiallygood growth in 2012 and they replaced firms thatdid not or that declined to participate for reasonsof their own, or both.Revenue per EmployeeA by-product of this analysis is the ability tocalculate revenue per employee. For Top 50firms alone, this was $259,000 per full-timeemployee in 2012. You can see how this hastrended over recent years in the chart on theprevious page.However, the Top 50 data are heavilyweighted towards large database companieswith syndicated services. Youd expect thenumber for small, ad hoc survey firms to bedifferent, and it is. Looking just at the 157full-service CASRO firms not in the Top 50,their revenue per full-time employee was$257,718.+4.1%2012 Top 50 FirmsRevenue ChangeSyndicated Services Support IndustryAll top 50 Firms9 Syndicated Firms+1.7%41 Remaining Firms-0.7% 5. honomichltop50 Exclusive feature32 marketing news | June 2013These data demonstrate increasedproductivity in the research industry, andquantification of that is difficult because thereare so many factors at work: employee moraleand training, incentive programs, improvingmanagement, etc. But one important factor,certainly at play in the research industry,is more capable, easier to use and less-expensivesoftware, and there has been aprofusion of that.Total SpendWhile the 207 database firms in this years analysishad revenues of $9.5 billion, there is a lot more toresearch spend within the U.S. than that. Agenciesof the U.S. federal government spend $6.3 billion,but we know that $735 million of that already isincluded in the 207 database firms, so lets add anet of $5.6 billion to the $9.5 million, for a totalof $15.1 billion. In addition, there are dozens ofnot-for-profit survey research centers, usuallyassociated with universities, such as the Universityof Chicagos NORC and the Survey ResearchCenter at the University of Michigan. Their work,in toto, could easily add more than $100 millionto our running total, but since some is paid for byagencies of the federal government, lets just add$100 million to be conservative. That brings ourrunning total up to $15.2 billion.Numerous large U.S. corporations doconsiderable research in-house, especially in thearea of customer satisfaction measurement andnew product development. This work could easilyadd $300 or $400 million to our estimate, butno one has a clue as to what that sum is. Adding$300 million is conservative and that takes usup to $15.5 billion. Numerous other marketingservice firmslike advertising agenciesand consultancieshave internal researchdepartments to back up their project work andthere is no knowledge of this sum, but it is safe toassume that it would add at least $100 million toour total, bringing it up to $15.6 billion.While the total spend on market researchin the United States should be estimated, myanalysis of 207 research revenues is one way tocalculate, with some specificity, the trend vectorsand to help explain why they happened. mMethodologyInvitations to market research firms with estimated annual U.S. revenue of more than $10million are sent in January of each year requesting revenue information for the prior calendaryear, a company profile of activities and other company metrics. Top 50 rankings are basedon U.S. revenue. The rate of growth from year to year has been adjusted to account forrevenue gains or losses from acquisitions or divestitures. Verification of revenue is required ofeach private firm for ranking by a third party, generally its outside accounting firm. For furtherinformation, call Larry Gold at 847-526-0707 or Jack Honomichl at 847-382-3246.Industry Size Larger Than Top 50$9.5 B(207 Firms)$6.1B(EstimatedAdditional)Total Industry Spend: 2012 =$15.6Revenue PerTop 50 FirmFull-TimeEmployeeProductivity Slows After U.S. Recession201220112010200920082007200620052004$259,000$241,000$258,000$263,000$257,000$239,000$215,000$219,000$199,000 6. Exclusive feature honomichltop50June 2013 | marketing news 35Top 50 U.S. Market Research OrganizationsU.S. Rank2012 2011Organization Headquarters WebsiteU.S. ResearchRevenue **($ inmillions)% ChangeFrom2011 ***WW ResearchRevenue**($ in millions)Non-U.S.ResearchRevenue**($ in millions)%Non-U.S.RevenueU.S.Full-TimeEmployees1 1 NielsenHoldings N.V.New York Nielsen.com $2,651.0 4.0% $5,429.0 $2,778.0 51.2% 10,4862 2 Kantar*London &Fairfield,Conn.Kantar.com 929.4 -4.8 3,338.6 2,409.2 72.2 3,9303 3 Ipsos New York Ipsos-NA.com 590.0 -5.5 2,300.0 1,710.0 74.3 1,9964 4 Westat Inc. Rockville, Md. Westat.com 491.1 -3.1 495.9 4.8 1.0 2,0195 5 InformationResources Inc. (IRI)Chicago IRIworldwide.com 478.7 2.9 763.8 285.1 37.3 1,3256 6 Arbitron Inc. Columbia, Md. Arbitron.com 444.1 6.7 449.9 5.8 1.3 9827 7 GfK USANuremberg,GermanyGfK.com 330.9 0.5 1,946.9 1,616.0 83.0 1,1318 8 IMS Health Inc.Norwalk,Conn.IMSHealth.com 271.3 -4.0 775.0 503.7 65.0 5409 9 The NPDGroup Inc.PortWashington,N.Y.NPD.com 191.8 1.5 272.0 80.2 29.5 87510 10 ICF International Inc. Fairfax, Va. ICFI.com 191.2 7.5 239.7 48.5 20.2 1,15211 11 comScore Inc. Reston, Va. comScore.com 183.4 5.1 255.2 71.8 28.1 81312 14 Abt SRBI Inc.Cambridge,Mass.AbtAssociates.com 157.4 23.5 175.6 18.2 10.4 99513 13 J.D. Power &Associates*WestlakeVillage, Calif.JDPower.com 156.1 9.5 234.4 78.3 33.4 49414 12 Maritz Research Fenton, Mo. MaritzResearch.com 154.0 -2.5 188.4 34.4 18.3 62615 - Symphony HealthSolutionsHorsham,Penn.SymphonyHealth.com 153.5 2.7 - - - 50016 15 dunnhumbyUSA LLC Cincinnati dunnhumby.com/us/ 118.1 5.1 420.0 301.9 71.9 25417 16 HarrisInteractive Inc.New York HarrisInteractive.com 85.3 -8.5 140.7 55.4 39.4 28518 17 Lieberman ResearchWorldwideLos Angeles LRWonline.com 72.9 -2.7 101.8 28.9 28.4 37719 20 NationalResearch Corp.Lincoln, Neb. NationalResearch.com 67.7 14.0 74.2 6.5 8.8 35020 18 Market StrategiesInternationalLivonia, Mich. MarketStrategies.com 62.6 -12.8 64.0 1.5 2.3 23421 21 Communispace Corp. Boston Communispace.com 59.3 6.9 64.8 5.6 8.6 34622 19 ORC International Princeton, N.J. ORCInternational.com 56.5 -13.4 95.9 39.4 41.1 30123 25 Vision CriticalCommunications Inc.Vancouver,B.C.VisionCritical.com 51.0 6.3 78.4 27.4 35.0 6924 23 Market ForceInformation Inc.Louisville,Colo.MarketForce.com 50.5 -2.5 65.9 15.4 23.4 32725 24 Burke Inc. Cincinnati Burke.com 48.3 -4.9 54.4 6.1 11.2 21426 - Public OpinionStrategies LLCAlexandria,Va.POS.org 45.9 194.2 46.0 0.1 0.2 4027 28 Morpace Inc.FarmingtonHills, Mich.Morpace.com 43.3 11.6 49.5 6.2 12.5 15228 27 DirectionsResearch Inc.Cincinnati DirectionsResearch.com 38.0 -8.7 38.0 - - 126 7. honomichltop50 Exclusive feature36 marketing news | June 2013Top 50 U.S. Market Research OrganizationsU.S. Rank2012 2011Organization Headquarters WebsiteU.S. ResearchRevenue **($ inmillions)% ChangeFrom2011 ***WW ResearchRevenue**($ in millions)Non-U.S.ResearchRevenue**($ in millions)%Non-U.S.RevenueU.S.Full-TimeEmployees29 38 Rentrak Corp. Portland, Ore. Rentrak.com $36.7 44.0% $51.2 $14.5 28.3% 17630 - Perception ResearchServicesTeaneck, N.J. PRSresearch.com 33.9 4.0 61.9 28.0 45.2 14831 38 Affinnova Inc.Waltham,Mass.Affinnova.com 32.2 30.9 39.4 7.1 18.0 16332 30 Phoenix MarketingInternationalRhinebeck,N.Y.PhoenixMI.com 31.9 -2.7 37.4 5.5 14.7 10932 35 YouGovPalo Alto,Calif.YouGov.com 31.9 2.2 91.9 60.0 65.3 11934 29InternationalCommunicationsResearchMedia, Pa. ICRsurvey.com 30.8 -6.7 31.3 0.5 1.6 17735 36 Informa ResearchServices Inc.Calabasas,Calif.InformaRS.com 29.2 8.6 29.2 - - 19536 31 Radius Global MarketResearchNew York Radius-Global.com 28.8 -8.6 30.2 1.4 4.6 8637 34 Service ManagementGroup Inc.Kansas City,Mo.SMG.com 28.5 1.1 29.4 0.9 3.1 18138 40 MarketVisionResearch Inc.Cincinnati MV-Research.com 26.0 13.0 26.0 - - 10539 37 National AnalystsWorldwidePhiladelphia NationalAnalysts.com 23.2 -8.7 23.2 - - 8240 41 Market Probe Inc. Milwaukee MarketProbe.com 21.5 1.4 47.9 26.5 55.3 12041 43 KS&R Inc. Syracuse, N.Y. KSRinc.com 21.0 4.0 26.7 5.7 21.3 20941 44 The Pert GroupFarmington,Conn.ThePertGroup.com 21.0 4.5 22.2 1.2 5.4 9843 - RDA Group Inc.BloomfieldHills, Mich.RDAgroup.com 19.1 8.5 19.1 - - 11044 42 GongosResearch Inc.Auburn Hills,Mich.Gongos.com 18.1 -10.8 20.2 2.1 10.4 10745 - Leo J. Shapiro &Associates LLCChicago LJS.com 15.6 10.6 15.6 - - 5446 49 The Link Group Atlanta TLG.com 15.5 -3.1 17.4 1.9 10.9 4847 47 Chadwick MartinBailey Inc.Boston CMBinfo.com 14.7 -12.5 14.7 - - 6748 48 RTi Market Research& Brand StrategyStamford,Conn.RTiResearch.com 13.9 -16.3 13.9 - - 4649 - LRA Worldwide Inc.Horsham,Penn.LRAWorldwide.com 13.5 40.6 19.6 6.1 31.1 12650 - KeltonCulver City,Calif.KeltonGlobal.com 12.9 4.0 14.1 1.2 8.5 41Total $8,693.2 1.7% $18,838.4 $10,298.9 54.7% 33,506All other (157 CASRO companies not included in theTop 50)****$846.5 1.5% $1,004.5 $158.0 15.7% 3,445Total (207 companies) $9,539.7 1.7% $19,842.9 $10,456.9 52.7% 36,951* Estimated by Top 50 authors.** U.S. and WW revenues may include nonresearch activities for some companies that are significantly higher, as well as revenues from otherMR companies. See individual company profiles for details.*** Rate of growth from year to year has been adjusted so as not to include revenue gains or losses from acquisitions or divestitures. Seecompany profiles for explanation.**** Total revenues of 157 survey research companies that provide financial information on a confidential basis to the Council of AmericanSurvey Research Organizations (CASRO). 8. honomichltop50 Exclusive feature1Nielsen Holdings N.V.Nielsen.comDavid L. Calhoun, 56Title CEOEducation B.S., Virginia Polytechnic38 marketing news | June 2013Institute2012 U.S. Revenue $2,651.0 million*Change from 2011 +4.0%**NonU.S. Revenue $2,778.0 million*From Outside U.S. 51.2%*U.S. Employees 10,486* ***Nielsen Holdings N.V., incorporated in the Netherlands andheadquartered in New York, was founded in 1923 and sold to aconsortium of six private equity firms in 2006. In January 2011,the firm was listed on the New York Stock Exchange.Nielsen is a global information and measurement companythat provides a comprehensive understanding of consumers andconsumer behavior. It delivers media and marketing information,analytics and industry expertise about what consumers buy andwhat consumers watch (consumer interaction with television,online and mobile) on a global and local basis.The firms information, insights and services help clientsmaintain and strengthen their market positions, and identifyopportunities for profitable growth. Nielsen has a presence inapproximately 100 countries, including many developing andemerging markets.Nielsen aligns its research business into two segments:Consumer Watch (media audience measurement and analytics)and Consumer Buy (consumer purchasing measurement andanalytics). These segments are built on a foundation of data assetsdesigned to yield insights for the companys clients to measure,analyze and grow their businesses, and to enhance the return oninvestment of their advertising and marketing spending.Consumer WatchNielsens Watch segment includes measurement and analyticalservices related to TV, online and mobile devices, and offersviewership data and analytics primarily to the media andadvertising industries. Its media clients use the data to price theiradvertising inventory and maximize the value of their content,and its advertising clients use the data to plan and optimize theiradvertising spending and to better ensure that their ads reach theintended audiences.In the United States, Nielsen offers two principal TVratings services: measurement of national TV audiences andmeasurement of local TV audiences in all 210 designated localTV markets.Nielsen is a global provider of Internet media and marketresearch, audience analytics and social media measurement ofthe behavior of online audiences for online publishers, Internetand media companies, marketers and retailers. It measures andanalyzes consumer-generated media including opinions, advice,peer-to-peer discussions and shared personal experiences onmore than 100 million blogs, social networks, user groups andchat boards.The firm offers consumer research and independentmeasurement for telecom and media companies in the mobiletelecommunications industry, including mobile carriers anddevice manufacturers. In the United States, its metrics are anindicator of market share, customer satisfaction, device share,service quality, revenue share, content audience and other keyperformance measures.Consumer BuyNielsens Buy segment provides retail transactional measurementdata, consumer behavior information and analytics primarilyto businesses in the consumer packaged goods industry. Its Buyclients use the information and insights in an effort to bettermanage their brands, uncover new sources of demand, launchand grow new products, improve their marketing mix andestablish more effective customer relationships.This segment is organized into two areas: Information, whichprovides retail scanner and consumer-panel-based measurement,and Insights, which provides a broad range of analytics.The Information segment provides measurement data that isused for measuring sales and market share in the CPG industryby tracking sales transactions in retail outlets around the world.Its database of retail and consumer information, combined withits analytical capabilities, helps generate strategic insights forbusiness decisions.The Insights segment uses consumer purchasing informationas its foundation to provide a selection of consumer intelligenceand analytical services. It draws insights from retail andconsumer panel measurement data sets, online behavioralinformation and a variety of otherdata sets. Its analytical services are organized to follow clientsbusiness development processes.* Research only. U.S. research and nonresearch revenue in2012 was $2.8 billion.** The growth rate includes the 2011 and 2012 revenue forthe U.S. acquisitions of NeuroFocus Inc. in May 2011 andMarketing Analytics Inc. in August 2011, and excludes therevenue for the U.S. acquisitions of Perishables GroupInc. in January 2012 and Vizu Corp. in July 2012.*** Estimated. 9. honomichltop50 Exclusive feature2KantarKantar.comEric Salama, 52Title Chairman and CEOEducation M.Sc., Birkbeck College,40 marketing news | June 2013London2012 U.S. Revenue $929.4 Million*Change from 2011 -4.8%* **NonU.S. Revenue $2,409.2 million*From Outside U.S. 72.2%*U.S. Employees 3,930Kantar, based in London and Fairfield, Conn., was foundedin 1993 and is the Consumer Insights division of WPP plc, aLondon-based public company.Kantars research businesses work across the spectrum ofresearch and consultancy disciplines, offering business insights ateach point of the consumer life cycle.The group now comprises the 12 research business units:Added Value, IMRB International, Kantar Health, KantarJapan, Kantar Media, Kantar Operations, Kantar Retail, KantarWorldpanel, Lightspeed Research, Millward Brown, TNS (TNS/Research International in selected markets) and The Futures Co.Kantars worldwide services include the following in theUnited States: Added Value (Added-Value.com) focuses on branddevelopment and marketing insight through its BrandConnections methodology, providing services in the areasof brand marketing, consumer insight, innovation andcommunications.Its services include cultural trend analysis; portfoliostrategy; market segmentation; mindset mapping and brandportfolio management for identifying market opportunities;brand positioning; ethnography and ideation; copy testing;semiotic audits; and touch-point evaluation. Kantar Health (KantarHealth.com) specializes in healthcareprimary research and consulting. The group has sevenpractice areas: marketing insights; strategic planning;risk management, safety and surveillance; stakeholdereffectiveness and brand marketing; health economics andpatient outcomes; pricing and reimbursement; and forecastingand epidemiology. Kantar Health maintains panels ofhealthcare professionals and patients in the U.S. and Europewho participate in Internet research. Kantar Media (KantarMedia.com) offers a range of mediainsights and audience measurement services. It serves globaladvertisers, agencies and media companies by providingmedia and consumer research capabilities through itstraditional, social and digital media monitoring offerings. Kantar Retail (KantarRetail.com) is focused on digitallydelivered intelligence on retailers and extending shopperinsights and consulting capabilities. Specialist areas includeretailer insights and trends, organization developmentand virtual shopping insights. These areas are supportedby products and services including Kantar Retail IQ,Shopcom, ShopperGenetics and ShopperScape, KantarRetail PowerRanking and Richmix. Kantar Worldpanel (KantarWorldpanel.com) is a globalprovider of consumer panels that offer continuousmeasurement and analysis of consumer purchasing andusage behavior. The firm collects and analyzes data fromsamples of consumers using technology matched to thesophistication of local markets, including bar-code andPOS scanners, Internet, SMS text messaging and diary. Lightspeed Research (LightspeedResearch.com) providesmarket research services by building and maintaining onlineand mobile panels and associated services including surveydesign consultation, sample management, programming,hosting and data collection. They range from proprietaryonline access panels to specialty panels, custom panels andmobile surveys. Lightspeed also provides custom panelservices to address specific client needs. Millward Brown (MillwardBrown.com) provides a fullrange of qualitative, quantitative and consulting servicesfocusing on brands, marketing communications, media andmarketing effectiveness. It works across a wide range ofindustries and categories, operating in areas such as brandstrategy and experience; creative development and campaignevaluation; consumer needs and values; media planningand strategy; ROI, forecasting and investment management;brand valuation and analytics; and demand and activation. TNS (TNSglobal.com) is a provider of both custommarket research services and qualitative researchservices providing marketing knowledge and insightsinto consumers and markets. It has experience in mostmajor sectors, particularly automotive, consumer, finance,technology, political and social. The firms practice areasare: stakeholder management, brand and communications,product development and innovation, retail and shopper,qualitative, and digital. 10. Exclusive feature honomichltop50June 2013 | marketing news 41 The Futures Co. (TheFuturesCompany.com) monitorswhat influences consumer values and attitudes to identifycurrent and future trends, and offers trends and futuresconsulting, and future-facing qualitative and quantitativeresearch. Its work covers the categories of brand, category,company, consumer and macro futures.* Estimated, research only.** The growth rate includes the 2011 and 2012 research-onlyrevenue for the U.S. acquisition of Global MarketInsite Inc. in September 2011 and excludes research-onlyrevenue for the acquisition of Adgooroo inDecember 2012.3IpsosIpsos-NA.comDidier Truchot, 66Title Chairman and CEOEducation License, Pantheon-Sorbonne University2012 U.S. Revenue $590.0 millionChange from 2011 -5.5%*NonU.S. Revenue $1,710.0 millionFrom Outside U.S. 74.3%U.S. Employees 1,996Ipsos S.A., based in Paris, is a public company founded in 1975and listed on the Paris Stock Exchange.Ipsos is a global market research firm, controlled andmanaged by research professionals. It provides services in sixareas of specialization: advertising, customer loyalty, marketing,media, public affairs research and survey management. Thefirms researchers assess market potential, interpret markettrends, develop and build brands, test advertising, studyaudience responses to various media and measure publicopinion worldwide.Ipsos six areas of specialization are represented in NorthAmerica by the following brands: Ipsos ASI (Ipsos-NA.com/research/advertising/) is aglobal provider specializing in advertising and brandcommunications. It offers a full range of advertising researchservices that employ measures predictive of in-marketperformance. All stages of the advertising development processare offered, from concept development to production, fromfinal execution and into post-implementation performance. Ipsos Loyalty (Ipsos-NA.com/research/loyalty/) providescustomer experience, satisfaction and loyalty researchglobally. It measures, models and manages customer andemployee relationships. Ipsos Marketing (Ipsos-NA.com/research/marketing/) isorganized around four global practices: innovation andforecasting (Ipsos InnoQuest), market understandingand measurement (Ipsos MarketQuest), healthcare (IpsosHealthcare), and qualitative (Ipsos UU). It offers contractualmodels to better manage market research money, distributesinsights in real time within clients organizations by leveragingtechnology and workshops, and integrates knowledge bycombining various sources of insights. Ipsos MediaCT (Ipsos-NA.com/research/media-content-technology/)covers the converging worlds of media,content, telecom and technology. Its experience includesaudience measurement, content assessment, data analytics,consumer behavior, and help with monetization andinnovation strategies. The staff combine research skills witha focus on business fundamentals to help maximize clientsreturn on investment. 11. honomichltop50 Exclusive feature Ipsos Public Affairs (Ipsos-NA.com/public-affairs/) is anon-partisan, objective, survey-based research practice madeup of seasoned professionals. It conducts strategic researchinitiatives for a number of American and internationalorganizations, based not only on public opinion research, butalso on elite stakeholder, corporate and media opinion research. Ipsos is the media polling supplier to Reuters News, and theHispanic polling partner of NBC Universals TelemundoCommunications Group. In Canada, Ipsos is the pollster ofrecord for Postmedia News/Global Television. Ipsos Observer (Ipsos-NA.com/research/observer) is thefirms survey management, data collection and data deliveryspecialization serving researchers who have the means to analyzedata in-house. From creating surveys to delivering data, its teamof market research professionals manages projects across a broadrange of online and offline research methodologies includingonline, telephone, face-to-face and mobile.Ipsos has 24 offices in the United States and in 85 countriesworldwide.* The growth rate includes 2011 and 2012 revenue fromthe acquisition of Synovate in October 2011.4Westat Inc.Westat.comJames E. Smith, 63Title President and CEOEducation Ph.D., University of42 marketing news | June 2013SOuthern California2012 U.S. Revenue $491.1 millionChange from 2011 -3.1%*NonU.S. Revenue $4.8 MillionFrom Outside U.S. 1.0%U.S. Employees 2,019Westat Inc. in Rockville, Md., is an employee-owned companyfounded in 1963.Westat combines a reputation for high-quality surveys with aconstant effort to innovate and build new capabilities. Its corporatecapabilities include statistical design and analysis, researchmethodology, survey operations, scientific and clinical research,program evaluation, systems development, and other survey andinformation services. The firms professional staff has significantexperience in a broad range of subject and program areas,including health and medical studies, education, social services,transportation and environmental protection, among others.The firms clients are the agencies of the U.S. government,as well as businesses, foundations, and state and localgovernments. Its projects serve a broad range of needs: assessingstudents educational achievement, understanding health andenvironmental risks, gaining new knowledge of the causes andtreatment of disease, providing public health communications,evaluating the performance of social programs, and supportingthe development of policy and regulations in many areas ofgovernment. Westat also performs clinical trials work for the U.S.government and for pharmaceutical and biotechnology clients,both domestically and through its international operations.In addition, Westat continues to expand its methods researchand information dissemination capabilities. The firm operates abehavioral research facility specializing in Web usability, alongwith cognitive research and focus group facilities. It also manageswebsites and call centers supporting federal agencies publicinformation programs.Westat surveys are increasingly multimodal, often includingin-person, telephone, Web, mail and mobile device modes. It oper-atestelephone research centers across the United States, a nationalnetwork of home-based telephone interviewers, and a nationwidestaff of field data collectors for in-person and institutional datacollection. To support these large, distributed operations, Westatmaintains an extensive, secure, nationwide multimodal computerand communications management infrastructure.The firm distributes and provides user training and supportfor Blaise, a commercial, off-the-shelf software system forcomputer-assisted telephone interviewing and complex surveyprocessing. Blaise was developed by Statistics Netherlands and isused internationally. In 2012, Westat supplemented its WesVarstatistical processing software with the WesDaX module foronline data analysis and tabulations, and other software for dataand metadata dissemination and use.Westats telephone interviewing, field interviewing and dataediting staff averaged about 1,200 during 2012. It also maintainsresearch offices in Durham, N.C.; Atlanta; Houston; Philadelphia;and Cambridge, Mass.; and in five international locations.* The growth rate excludes the 2011 and 2012 revenueof GeoStats Services, acquired in November 2012. 12. honomichltop50 Exclusive feature5Information Resources Inc.IRIworldwide.comAndrew M. Appel, 47Title President and CEOEducation M.B.A., University44 marketing news | June 2013of Chicago2012 U.S. Revenue $478.7 millionChange from 2011 +2.9%*NonU.S. Revenue $285.1 MillionFrom Outside U.S. 37.3%U.S. Employees 1,325Information Resources Inc. (IRI), formerly SymphonyIRIGroup Inc., based in Chicago, was founded in 1979 andbecame a public company in 1983. It was acquired in 2003by Symphony Technology Group, and then in 2011 byNew Mountain Capital LLC, a private company andmajority shareholder.IRI is a worldwide provider of information, analytics, businessintelligence and consulting services supported by technologyplatforms, experienced teams and information on markets,consumers and shoppers for transforming insight into impact.The firm offers the IRI Partner Ecosystem that leveragesthe skill sets of its retail tracking and panel staff to provideone answer to business issues for more than 25 clients withregional and global agreements.IRI operates under two interconnected business segments:IRI Market Measurement: Market Measurement providesCPG and retail markets tracking information and insights viaaccess and visualization tools. This information is usedto analyze shopper activity and create new products, aswell as for packaging, pricing, promotion and merchandisingstrategies. InfoScan Retail Tracking: The census-based InfoScanpoint-of-sale (POS) tracking service provides access todetailed information on sales, share, distribution, pricing andpromotion across a wide variety of retail channelsand accounts. In 2012, IRI began sharing Wal-MartPOS-based insights. AllScan Convenience Store Tracking: The AllScan trackingservice provides scanner-based POS data across the entireconvenience channel, using data from more than 15,000sample convenience stores.Industry Vertical Solutions: This business segment offersvertical experience and customized products and services formultiple industry verticals, including healthcare and wellness,center store, confections, beer, wine, spirits, tobacco, bakeryand dairy. These include: Healthcare Insights: The firms Healthcare Solutions Groupprovides pharmaceutical, healthcare and CPG manufacturesand retailers with consumer intelligence, targeting andanalytic services for the healthcare marketplace. It offers asuite of retail tracking, consumer panel, and analytics-drivenproducts and services under the RxPulse brand. Beverage Alcohol and Tobacco Industry Insights: IRI providesinsights through an integrated view of the beverage alcoholand tobacco industry. The retail tracking products andanalytics are scaled to specifically meet the beverage alcoholand tobacco industry needs, providing manufacturers anddistributors with retail sales trends, and purchase behaviorand consumer insights in grocery, drug, mass merchandise,convenience, liquor and club stores.Solutions & Services GroupConsumer & Shopper Marketing offers CPG and retailers arange of services focusing on delivering consumer and shopperinsights, test marketing services, new media services, shoppersegmentation and targeting, and shopper marketing services.These services are delivered on the IRI Liquid Data technologyplatform and supported by experienced teams.IRIs Consumer & Shopper Marketing capabilities provideenhanced consumer and shopper insights include marketstructure and consulting, brand and retailer loyalty analyses,attitudinal segmentations and individual user profiles.In support of Wal-Marts customer-centric initiatives, IRIprovides Web-based shopper insights and collaborative planningthrough the Customer Advantage platform. It delivers Wal-Mart-focusedshopper insights and supports Wal-Marts collaborativeplanning process by providing a dedicated shopper insightsportal of customizable reports shared between Wal-Mart andits supplier partners. This contains multiple custom features,including Wal-Mart-defined shopping trips, geographiesand customer segments, as well as custom report templatesthat support Wal-Marts planning process with its suppliercommunity.The firm offers a series of new digital media services thatintegrates IRIs Consumer Network (panel) purchase data,predictive modeling techniques and analytical experiencewith a number of online research and advertising capabilitiesthrough a series of partnerships to provide consumer insights,segmentation, targeting and campaign-specific, return-on-investment(ROI) analysis capabilities for online advertisers. 13. Exclusive feature honomichltop50June 2013 | marketing news 45IRI Advantage is a suite of business intelligence softwareservices for trade management, merchandizing, shoppermarketing and in-store execution powered by the Liquid Datatechnology platform. It is delivered by an Advantage Portfolioof business applications that include: IRI Brand Advantage is a user-friendly online mediaplanning and analytical application that is delivered overthe Web. The application provides diagnostic reporting tocompare alternative scenarios and determine the best mediamix to drive business goals. Consumer & Shopper Insights Advantage provides insightsinto shopper behavior combining content, such as built-inscorecards and best-practice analysis templates. Customer Advantage, developed from a partnershipbetween IRI and Wal-Mart, provides shopper insights thatfeed Wal-Marts joint business planning process. It deliversintuitive, user-friendly, customizable reports, which areshared between Wal-Mart and its supplier partners. Thesolution includes Wal-Mart-defined trip types, food shoppersegments, product hierarchy and retail geographies. Market Advantage identifies emerging trends and growthdrivers (e.g., health and wellness) before the competition andelevates their retailer partnerships from category captain toaisle or department champion. Price & Trade Advantage gives insight on price sensitivities,gaps, thresholds, competitive implications and sales volumedecomposition.IRIs Analytics group provides a combination of predictiveanalytical techniques, proprietary rapid-modeling platforms,automated services and experienced analytics consultingtalent. It focuses on the strategic and operational needs in salesand category management, marketing and brand management,strategy and demand planning.In 2012, IRI continued the expansion of its Consultingand Innovation Practice, delivering advisory services in salesand marketing for C-level management within the CPG andretail industries. The group focuses on four key practice areas:strategic pricing, growth and innovation, shopper marketing,and customer and channel management. IRI Consulting iscomposed of experienced consultants from top-tier strategy 14. honomichltop50 Exclusive featureconsulting firms who have successfully completed hundredsof engagements focused on developing long-term strategicand collaborative relationships.IRI has 11 offices throughout the United States and in theUnited Kingdom, France, the Netherlands, Germany, Greece,Italy and Spain.6ArbitronArbitron.comSean R. Creamer, 48Title President and CEOEducation M.S., Georgetown46 marketing news | June 2013University2012 U.S. Revenue $444.1 millionChange from 2011 +6.7%*NonU.S. Revenue $5.8 MillionFrom Outside U.S. 1.3%U.S. Employees 982Arbitron Inc., based in Columbia, Md., was founded in 1949and in 2001 became a public company listed on the NewYork Stock Exchange. In December 2012, Arbitron agreedto be acquired by Nielsen Holdings N.V. following U.S.government approvals.Arbitron is a leading media and marketing research firmprimarily serving radio broadcasters, advertisers, advertisingagencies, cable and broadcast TV, retailers, out-of-homemedia, online media, mobile media, telecommunicationsproviders and print media.The firm has commercialized its Portable People Meterradio ratings service in 48 of the largest United States radiomarkets. It is gradually deploying the new PPM 360 device,which uses wireless cellular technology to transmit mediaexposure data directly from the meter to Arbitron.Arbitron has four main services: Measuring local market and network radio in the U.S.:Arbitron provides syndicated radio ratings services inlocal markets in the U.S. to radio broadcasters, advertisingagencies and advertisers. National services estimate the sizeand demographic composition of national radio audiences,and the size and composition of audiences of networkradio programs and commercials. Broadcasters use theratings data primarily to price and sell advertising time, andadvertising agencies and advertisers use the ratings datawhen purchasing advertising time. Measuring media other than radio: In July 2011, Arbitronacquired Zokem Oy, a Finland-based mobile audiencemeasurement company, which now operates as ArbitronMobile. Arbitron also offers services estimating themedia consumption and behavior of audiences to contentdistributed on multiple platforms, and offers servicesestimating the size and demographic composition ofaudiences of media other than radio, such as TV viewedoutside the home. In 2012, together with comScore Inc.,Arbitron announced an agreement with ESPN to developa five-platform initiative across radio, television, PCs,smartphones and tablets to help ESPN understand howusers consume ESPN content across all five platforms. Providing qualitative information about consumers:Arbitron also provides qualitative information aboutconsumers, including their lifestyles, shopping patterns,and use of media in local markets and across the U.S.These services are marketed to customers of syndicatedradio ratings services who wish to demonstrate the valueof their advertising propositions. The quantitative andqualitative audience and consumer information alsois marketed to customers such as the advertising salesorganizations of local cable TV companies, national cableand broadcast television networks, and out-of-home mediasales organizations. Providing software applications to access and analyze mediaaudience and marketing information data: Arbitron softwareapplications provide the ability to analyze this informationfor sales, management and programming purposes. Somesoftware applications also allow access to data owned bythird parties, provided the customers have a separate licenseto use such third-party data.In addition to its headquarters, Arbitron has fiveregional sales offices located in the metropolitan areas ofNew York, Atlanta, Chicago, Dallas and Los Angeles; andoperations offices in Dallas; Birmingham, Ala.; Espoo,Finland; and Kochi, India. The survey research, technologyand data collection/production operations are located in theColumbia facilities.For more on Arbitron, comScore and ESPNscross-platform audience measurement initiative,turn to page 116. 15. honomichltop50 Exclusive feature7GfKGfk.comMatthias Hartmann, 47Title CEO of GfK SEEducation B.A., University of48 marketing news | June 2013Cooperative education,Stuttgart, Germany2012 U.S. Revenue $330.9 millionChange from 2011 +0.5%*NonU.S. Revenue $1,616.0 MillionFrom Outside U.S. 83%U.S. Employees 1,131GfK USA comprises the U.S. operations of GfK SE, apublic company based in Nuremberg, Germany, whichwas established in 1934 and is listed on the FrankfurtStock Exchange.GfK is one of the worlds leading market researchcompanies. In the United States, the firm offers access toseveral of the worlds largest databases combined with afull range of ad hoc research services. It provides servicesdeveloped from a 360-degree view of client markets andtailored to the digital age. These services are delivered inthe following practice areas and services: Market insights and growth opportunities: GfK cancontinuously track and analyze the major trends withinmarkets, consumer segments, retail, technology andproducts to identify what factors are becoming more or lessinfluential, and how these might impact a clients business.Then it adds a clear understanding of what factors aredriving each trend, across all channels, and looks at thelikely future demand and benchmarks current performanceagainst competitors. The firm identifies the prioritycustomer segments for each trend and combines the insightto develop a detailed, strategic plan. Product design and optimization: By matching up the latestconsumer and market trends, GfK identifies importantwhite spaces and helps design ideas that are in line withmarket opportunities, and runs idea screening to filterthe most favorable options. The firm examines clientsproduct concepts, pricing and packaging to maximize theirpotential, then continuously tracks consumer retail activityin certain industry groups to identify what is currentlysuccessful, where and at what price. It also looks aheadto see when and where is best to launch new products,assessing the market and brand readiness, and highlightingoptimum consumer segments. Brand value optimization: GfK starts with the big trendson what brands and why, then analyzes key customersegments to reveal their different values and attitudes, andhow these affect their brand choices. Benchmarking brandperformance against competitors, GfK explores the detailsof consumer-to-brand relationship, competitive positioningand potential brand extension. It identifies how and towhat extent products, channel experiences and promotionsfeed into brand value, and helps optimize each element.The firm runs ongoing evaluations of overall brand vitality,along with brand reputation among key consumer andcustomer segments. Advertising and communication optimization: GfKidentifies the right consumer segments for a clientsbrand, products or services, and where the best growthopportunities lie. It evaluates the full retail landscapeand projections on demand, and benchmarks currentperformance across all channels to understand what isworking and what areas need support. Then GfK testsvariations of advertising and communication acrossmultiple channels, including POP, to identify what achievesthe best result. It monitors the ongoing effectiveness ofadvertising and communications to help demonstrate ROIand react fast to market changes. Channel and category optimization: GfK helps to optimizechannel mix and categoriesadjacencies, productassortment, shelf space, in-store communication andprice planningby exploring the areas of channel trendsand mixes, shoppers path to purchase, and the in-storeexperience, online experience and mobile experience. Price optimization: GfK analyzes global retail markets toidentify what consumers are buying and at what price,providing wider insight into what is influencing theirpurchase decisions. It looks at how different prices affectthe performance of a product and the full category toidentify the optimal pricing for single products andproduct bundles. For consumer goods and technologymarkets, GfK uses daily tracking at the SKU level, acrossmultiple channels, to confirm that new pricing is deliveringthe planned profitability and volume of sales. Customer experience and loyalty management: Thefirm looks at the major consumer segments to identifya potential customer base, and whether products and 16. Exclusive feature honomichltop50June 2013 | marketing news 49services are in tune with keysegments and their personal values.For each segment, GfK examinescustomer behavior across online,mobile and physical retail, addinga comprehensive review of theexperience points that it has withproducts and services, across allchannels. Then it provides ongoingtracking of customers currentsatisfaction. This includes insight onthe key factors that drive their loyaltyand early warning on customer churnto help retention strategy.* The growth rate includes the 2011and 2012 revenue of KnowledgeNetworks Inc., acquired inJanuary 2012.8IMS Health Inc.IMSHealth.comAri Bousbib, 50Title Chairman and CeoEducation M.B.A., ColumbiaUniversity2012 U.S. Revenue $271.3 million*Change from 2011 -4.0%* **NonU.S. Revenue $503.7 Million*From Outside U.S. 65.0%*U.S. Employees 540*IMS Health Inc. in Danbury, Conn.,was founded in 1954 and was acquiredby TPG Capital, the Canada PensionPlan Investment Board and severalother investors.IMS is a leading worldwide providerof information, technology andservices for the healthcare industryaround the world. The firm draws onits global technology infrastructureand combination of evidence,analytics and software platforms to 17. honomichltop50 Exclusive featurebetter understand the performance and value of medicines.Customers include pharmaceutical, medical device andconsumer health manufacturers and distributors, providers,payers, government agencies, policymakers, researchers andthe financial community.Operating in more than 100 countries, IMS has assembleddata banks of healthcare information, covering prescriptiondata, de-identified patient records, medical claims, electronichealth records, transaction processing information, genomicdata, and provider and consumer attitudes and behaviorsanonymized and linked through a patented encryptionengine. This data bank has more than1.4 million healthcareproducts, 80% of all pharmaceutical sales worldwide,more than 300 million de-identified patient-level records,8,000 payers and health plans, and 5 million physicians andproviders and their organizational affiliations.With access to granular, de-identified patientinformation, provider/payer dynamics and health outcomes,IMS information, insights and services help to understandthe performance and value of treatments, as well as theeffectiveness of providers and health management strategies.IMSs principal market research products include: Pharmaceutical Audits measure the sale of pharmaceuticalproducts to pharmacies, supplemented in some countries bydata collected from dispensing physicians, retail chains anddiscount stores. Prescription Audits contain projected national estimates ofthe rate at which drugs move out of the pharmacy and intothe hands of consumers. Medical Audits are based on information collected frompanels of practicing office-based physicians and containprojected national estimates of the number of consultationsfor each diagnosed disease with details of the therapyprescribed. Hospital Audits contain data projected to national andregional estimates, and show the sale of pharmaceuticalproducts to hospitals by therapeutic class. Promotional Audits contain national estimates of pharmaceuticalpromotional activities for individual branded products, includingsales force promotion and journal and mail advertising basedon information received from panels of physicians and frommonitoring medical journals and direct mail. MIDAS is an online, multinational, integrated analyticstechnology platform to assess and analyze global trends inmultiple markets. It provides online access to pharmaceutical,medical, promotional and chemical data that IMS compiles.50 marketing news | June 2013 Consumer Health information provides detailed productmovement, market share and pricing information forover-the-counter, personal care, patient care andnutritional products. Oncology Analyzer audits collect longitudinal patientinformation regarding the diagnosis and treatment across alltreatment modalities for major pharmaceutical markets. IMSs Syndicated Analytics combine relevant IMS data withanalysis across more than 40 therapeutic areas, includinginsights for key indications, geographies, biotech, devices andpipeline innovations.IMS has eight offices in the United States and in 73countries worldwide.* Research only, estimated.** The growth rate excludes the 2011 and 2012 research-onlyrevenue for the U.S. acquisition of SDI HealthLC in October 2011.9The NPD Group Inc.NPD.comKaren Shoenbart, 55Title President and cooEducation B.A., University ofMassachusetts2012 U.S. Revenue $191.8 millionChange from 2011 +1.5%* **NonU.S. Revenue $80.2 Million*From Outside U.S. 29.5%*U.S. Employees 875*The NPD Group Inc. (NPD), based in Port Washington, N.Y., is aprivately held corporation founded in 1966.NPD provides global information and advisory services tomanufacturers, retailers and other businesses by tracking theirmarkets, understanding consumers, addressing business needsand driving profitable growth.Information is available for the following industries:automotive, beauty, consumer electronics, entertainment,fashion, food/foodservice, home, luxury, mobile, officesupplies, sports, technology, toys and video games. 18. honomichltop50 Exclusive featureNPD offers retail, consumer and distributor tracking.Retail tracking services were enhanced and new accountlevel reports were introduced in 2012 following the additionof Wal-Mart and other retailers. Distributor tracking,currently offered for the technology industry, will beextended to the foodservice industry when NPD launchesSupplyTrack in 2013.The firm continues to expand its portfolio of analyticservices to address specific business needs, including categorymanagement, forecasting, price evaluation, market evaluationand testing. Its advisory services, NPD DisplaySearch, NPDSolarbuzz and NPD Connected Intelligence, are concentratedin the technology sector, providing global trend information,industry forecasts and reports developed by a global teamof analysts.In addition to its core offerings in the U.S., in the AmericasNPD offers services in Canada, Mexico and Brazil. NPD alsooffers tracking services and analytic solutions in 12 countriesin Europe, and tracking services in five countries in Asia-Pacific. In 2012, CREST foodservice tracking was launched inRussia and sports tracking was launched in Korea. Advisoryservices also are available in Asia through NPD DisplaySearch.In addition to the launch of SupplyTrack, NPDs POSservice based on foodservice distributors deliveries, NPDis planning for several more retail POS database launches.This includes mobile phones and an expanded mobileaccessories service, which includes most carrier data, thisspring and launches later in the year of tablets, diamondsand sports equipment.NPD has offices in 27 offices worldwide.* The growth rate includes 2011 and 2012 revenue fromthe acquisition of In-Stat in January 2011.comWant to see how Jack Honomichls analysis of the marketingresearch industry in 2012 compares with 2011? Access last yearsHonomichl Top 50 Report at MarketingPower.com/marketingnews.52 marketing news | June 201310ICF International Inc.ICFI.comSudhakar Kesavan, 57Title Chairman and CeoEducation M.S., MassachusettsInstitute of Technology2012 U.S. Revenue $191.2 million*Change from 2011 +7.5%NonU.S. Revenue $48.5 Million*From Outside U.S. 20.2%U.S. Employees 1,152ICF International Inc. (ICF), based in Fairfax, Va., wasfounded in 1966 and acquired Macro International in 2009.It was listed on the Nasdaq stock market in 2006.ICF provides survey research services to U.S. governmentagencies, as well as international organizations andmultinational corporations. The firm serves the aviation,climate, community development, defense, education,energy, environment, families and communities, health,homeland security and transportation markets.The firms products and services are in seven areas ofspecialization: International Research and Evaluation: ICF providestraining and technical assistance to assist nationalgovernments, in-country organizations and internationaldonor agencies with developing indicators and metrics,monitoring and collecting data, formulating policy anddisseminating findings to target audiences. Experimental and Quasi-Experimental Research: The firmaddresses the full life cycle of experimental and quasi-experimentalresearch services, including methodologyand study design, quantitative and qualitative data analysis,database and systems development, and reports and thepublication of results. Monitoring and Evaluation Capacity Building: ICFprovides services to help clients build program monitoringand evaluation capacity that include managing change andcommunicating developments to grantees or awardees,adjusting data collection systems or indicators to reflectprogram changes, producing report snapshots to showcontinued progress, and leveraging existing resources toexpand capacity in monitoring and evaluation. 19. Exclusive feature honomichltop50June 2013 | marketing news 53 Performance Measurement: The firms life cycleapproach supports U.S. federal agencies, nonprofits andcommercial firms with performance measurement toolsand techniques, including developing meaningful andmeasurable indicators, creating dashboards and balancedscorecards, setting targets and goals for continuous qualityimprovement programs, and designing and implementingWeb-based data management and reporting systems. Program Evaluation: ICF applies analytic methods andtools including randomized control trials, propensity scorematching, quantitative analysis of designs, ethnographicstudies and social network analysis. Quantitative Methods and Analysis: ICF provides a rangeof quantitative methods and analysis, including: Web,telephone, paper and mail, in-person and hybrid surveys;cell phone data collection; sampling and weighting;database development and data management; modelingof complex systems and analytic methods; and costbenefit analysis. R&E Surveys and Analysis: The firms surveys incorporateemerging methodologies and generate defensibleresponse rates. Services include questionnaire and manualdevelopment, quality control, FISMA-moderate datasecurity capacity, software development, and the analysisand dissemination of findings.ICF has 38 full-service offices in the United States plusoffices in Brazil, China, India, Russia and the United Kingdom.* Research only. 20. honomichltop50 Exclusive feature11comScore Inc.comScore.comGian M. Fulgoni, 65Title Executive chairman and54 marketing news | June 2013co-founderEducation M.S., University oflancaster, Unitedkingdom2012 U.S. Revenue $183.4 million*Change from 2011 +5.1%*NonU.S. Revenue $71.8 MillionFrom Outside U.S. 28.1%U.S. Employees 813ComScore Inc. (cS), based in Reston, Va., was founded in 1999and was listed on the Nasdaq in June 2007.cS continuously measures the digital behavior of a globalcross section of 2 million Internet users (including 1 million inthe United States) who provide their browsing and transactionbehavior, including online and offline purchasing. Its panelistsalso participate in survey research that captures their attitudes,lifestyles, product preferences and purchase intentions, whichcan be integrated with their observed online behavior.cS services fall into four primary segments of digital analytics:Audience AnalyticscomScore Media Metrix (CMM) provides digital audiencemeasurement for advertising agencies, publishers, marketersand financial analysts. CMM reports details of online mediausage, visitor demographics and online buying power for thehome, work and university audiences across 100 local U.S.markets and around the world, including detailed reporting for40 individual countries. Its syndicated measurement is basedon the Unified Digital Measurement methodology, whichcombines both panel-based and site-census measurement.CMM offers tools for reach and frequency analysis,day-part planning, online and offline local market analysis, andemerging applications. Other services in the CMM suite includeVideo Metrix for measurement of online video viewing; MobileMetrix, for measurement of mobile Web and app audiences;qSearch for measurement of search behavior; Ad Metrix, formeasurement of online display advertising; Plan Metrix, whichties lifestyles and attitudes to online behavior: Segment Metrix,which describes the online behavior of various consumersegments (e.g., Prizm and PersonicX); and Search Planner, asearch marketing intelligence tool. cS also introduced MediaMetrix Multi-Platform, an audience measurement tool thatsynthesizes Web, video and mobile users into a unified view ofdigital audiences.cS Marketing Solutions (CMS) combines the cS Internetuser database with the experience of cS analysts to deliverinsight into the online behavior of consumers for clients inthe automotive, consumer packaged goods, entertainment,financial services, media, pharmaceutical, retail, technology,telecommunications and travel industries.CMS also integrates online behavior with offline purchaseand product ownership data. cS matches its online databasewith offline buying databases (such as grocery store loyalty carddatabases) to create large datamarts that allow measurementof the impact that online marketing has on offline buyingbehavior. In conjunction with IRIs Consumer Network panel,cS also has the capability to measure the impact of onlinemarketing campaigns across retail channels.CMS offers a full range of custom and syndicated surveyresearch services for a variety of industries, using the cS panelwith offline and online applications. CMS survey servicesaddress business issues such as consumer segmentation,customer satisfaction, product and advertising evaluation,and brand performance tracking. It also integrates surveyresponses with online behavior passively captured for thesame respondents.cS data and services support numerous applications,including market and competitive intelligence for any onlinecategory; benchmarking and opportunity gap/SWOT analysis;customer profiling and segmentation models; the integrationand study of online behavioral data with offline purchase data;choice models based on pricing, taxes and promotions, amongother factors; controlled measurement of the effectiveness ofinteractive marketing programs; and scoring of customer filesfor direct marketing programs using markers and propensities.Advertising AnalyticscS offers several services under the Advertising Analyticsumbrella, including advertising planning tools, campaignvalidation and effectiveness measurement, and ad creativecopy testing. Products in comScores AdEffx suite includeBrand Survey Lift, BSL Pulse, Action Lift, Offline Sales Liftand validated Campaign Essentials (vCE).This service provides understanding audiences andverification that a campaign actually reached its intendedtarget, and quantifies the impact of digital advertising onattitudes and behaviors as well as on online and in-storesales. The suite of products for both digital and cross-mediacampaigns allows for in-flight optimization and overallimproved campaign ROI. cS also offers its ad viewabilitymeasurement to determine whether display or video ads areactually delivered in-view to the end user. 21. honomichltop50 Exclusive featureMobile Operator AnalyticscS uses both passive on-device measurement and surveysof mobile users, and works with handset manufacturers andnetwork operators worldwide. Its Subscriber Analytix software,powered by XPLORE, utilizes digital subscriber data to identifyopportunities to maximize ARPU, reduce churn and growmarket share. SA enables better digital targeting, Quality ofService (QoS for voice and data services) insight, and networkcapacity management and planning.Digital Business AnalyticscS Digital Analytix is a results-focused analytics platformthat helps analysts and business executives understandand drive business outcomes by combining analytics andaudience demographics. The DA platform stores data inits raw form, enabling the analysis and delivery of resultsin real time.cS has offices in six U.S. cities and in 16 countries worldwide.* The growth rate excludes 2011 and 2012 revenue fromthe acquisition of AdExpose in August 2011.12Abt SRBI Inc.AbtAssociates.comKathleen L. Flanagan, 52 (pictured)Title president and Ceo of Abt56 marketing news | June 2013associatesEducation M.S., University ofRochesterMark A. Schulman, 66Title Ceo of Abt srbi, thesurvey subsidiary of abtassociatesEducation Ph.d., rutgers university2012 U.S. Revenue $157.4 million*Change from 2011 +23.5%NonU.S. Revenue $18.2 Million*From Outside U.S. 10.4%U.S. Employees 995Abt SRBI Inc. in New York is the survey research subsidiaryof Abt Associates Inc. in Cambridge, Mass., an employee-ownedcompany founded in 1965.Abt Associates is a global firm in research and programimplementation in the fields of health, social and environmentalpolicy, and international development. Known for its approachto solving complex challenges, the firm has program offices innearly 40 countries.Abt SRBI (SRBI.com) is a full-service global research andconsulting firm whose survey research capabilities rangefrom sample design and instrument development, throughdata collection (telephone, in-person, IVR, Web) and datamanagement, to analysis and market strategy.Abt SRBI has nine divisions and groups: Analytic and Consulting Division has specialized practicegroups in banking and finance, insurance, healthcare andmedia research. Its domestic and global B-to-B research isconducted here. Marketing Insights Division focuses on integrated strategicresearch approaches, particularly in the CPG, restaurantand retail sectors. This includes Abt SRBIs large-scalecustomer satisfaction surveys using innovative methods andtechnologies, including IVR. Health Policy Division conducts large-scale, health-related surveysand tracking studies for many U.S. government agencies. Theyinclude epidemiological surveys, healthcare, military veterans,immigration, domestic violence and program evaluations. Public Policy and Public Affairs Division conducts large-scalepublic policy and public opinion surveys for universityresearchers, foundations, research institutes and the media.This division is responsible for Abt SRBIs public opinionpolling for Time magazine and other media. Transportation and Regional Planning Division providespassenger and customer research to leading public transitauthorities, transportation planners and engineering firms.This includes household travel surveys, origin and destinationstudies, new product and service testing, pricing and passengersatisfaction research. Utilities Division serves the electric utility industry. Studiesinclude customer satisfaction and loyalty, marketing issues andthe impact of industry deregulation. Interviewing Services Division conducts telephone, mail,Internet, IVR and in-person interviewing for other marketingresearch firms. Abt SRBI has five centralized, fully supervisedCATI facilities with nearly 450 stations. Advanced Methods Group provides consulting support inareas such as complex sample design, nonresponse bias, cell 22. Exclusive feature honomichltop50June 2013 | marketing news 57and dual-frame sample designs, weighting, imputation andgeographic information systems. Banking, Finance and Insurance Group works with financialinstitutions on client satisfaction, new product development,branding and positioning issues.The firm has offices in Cambridge, Mass.; Bethesda, Md.;Atlanta; Durham, N.C.; and New York* Research only. Total U.S research and nonresearchrevenue in 2012 was $212.9 million.13J.D. Power & AssociatesJDPower.comFinbarr ONeill, 60Title PresidentEducation J.D., FordhamUniversityLaw School2012 U.S. Revenue $156.1 million*Change from 2011 +9.5%**NonU.S. Revenue $78.3 Million*From Outside U.S. 33.4%U.S. Employees 494J.D. Power & Associates (JDPA) in West-lakeVillage, Calif., was founded in 1968.In April 2005, it was acquired by TheMcGraw-Hill Cos. based in New York.JDPA is a global marketinginformation services company thatconducts independent consumer surveysof product and service quality, customersatisfaction and buyer behavior.Services include industry-wide andclient-commissioned research, B-to-Bconsulting and media research.Annual syndicated studies are basedon survey responses from millions ofconsumers and business customersworldwide. The firm does not review,judge or test products and services for itssyndicated studies; it relies on the opin-ionsand expectations of consumers who have owned theproducts and used the services being rated.JDPA is most often recognized for its work in the auto-motiveindustry, where its metrics have become the industrystandard for measuring quality and customer satisfaction. Ateam of associates worldwide conducts quality and customersatisfaction research across industries including automotive,financial services, insurance, telecommunications, travel,healthcare, utilities and consumer electronics.The firms clients include many Fortune 500 companiesin the United States and internationally. JDPA has seven U.S.offices and 15 offices worldwide.* Estimated.** The growth rate excludes 2011 and 2012 revenuefrom the sale of its automotive forecasting divisionin November 2011. 23. honomichltop50 Exclusive feature14Maritz ResearchMaritzResearch.comMichael Brereton, 52Title PresidentEducation M.B.A., Bowling Green58 marketing news | June 2013State University2012 U.S. Revenue $154.0 millionChange from 2011 -2.5%*NonU.S. Revenue $34.4 Million*From Outside U.S. 18.3%U.S. Employees 626Maritz Research, based in Fenton, Mo., was founded in 1973and is a wholly owned subsidiary of Maritz Holdings Inc.Maritz Research provides services that improveperformance by understanding the integrated dynamicsbetween customers, employees and channel partners.The firms specialized divisions focus on the automotive,financial services, hospitality, technology and retail sectors.The firm designs, launches and operates customerexperience intelligence programs related to the customervoice. Its approach allows better listening to and acting uponwhatever customers say, wherever they say it. Customervoice is further understood through the integration ofmultiple voice-of-the-customer sources, tying insights tobusiness outcomes and distilling findings to core messagesthat drive meaningful customer experience improvements.In 2013 and beyond, the company will continue to elevateits customer experience intelligence programs.The firms research findings are positioned to be acted onthrough other Maritz businesses. These businesses combineto offer synergy to develop loyalty and motivation programsthat deliver brand-enhancing customer experiences.Maritz Research offices are located in Chicago; Detroit;Hamburg, Germany; High Wycombe, U.K.; Kansas City,Kan.; Kirksville, Mo.; Lorrach, Germany; Los Angeles;Minneapolis; Ontario, Canada; Shanghai; St. Louis; Toledo,Ohio; and Wiesbaden, Germany.* The growth rate includes 2011 and 2012 revenue fromthe acquisition of Evolve24 in January 2011. MaritzHoldings U.S. revenue in 2012 was $1.3 billion.15Symphony Health SolutionsSymphonyHealth.comFrank Lavelle, 63Title CeoEducation B.S., Pennsylvania StateUniversity2012 U.S. Revenue $153.5 millionChange from 2011 +2.7%*U.S. Employees 500Symphony Health Solutions (SHS), based in Horsham,Penn., was formed in 2012 as a wholly owned unit ofSymphony Technology Group LLC, a private equity firm.SHS provides information, analytics and technologyservices to the healthcare industry. It connects and integratesa broad set of primary and secondary health research,analytics and consulting experience to deliver knowledgeproducts, leveraging the data available to transformbusinesses.The firm is a provider of healthcare market data,visualization tools, and custom analytics and servicesused to help life science companies improve commercialeffectiveness. Its integrated data platform drives a portfolioof products and services designed to help pharmaceuticalcompanies move to a more customer-centric focus,providing an understanding of how payers, patients andproviders influence treatment, and dispensing behavior atall levels of geography. The firm also provides the customanalytics and professional services needed to convert datainto answers for strategic business questions.ImpactRx, an SHS provider of mobile healthcare researchand in measuring the impact of promotion on physiciansattitudes and prescribing behavior, offers consultative andanalytically based commercial effectiveness services tothe healthcare industry. It is driven by longitudinal andnormative data assets, an Internet-enabled network of morethan 4,000 targeted physicians and research technology.SHSs AlphaDetail focuses on healthcare custommarket research, and partners with clients to shape globalhealthcare R&D and marketing decisions through marketinsight. Its research services deal with pharma and biotechbusiness needs throughout the product pipeline, fromearly stage forecasting, to KOL identification and mapping,and in-market tracking and ATU studies. AlphaDetailsglobal research experience, therapeutic knowledge, and 24. honomichltop50 Exclusive featureconsulting analytics integrated with ImpactRx and SourceHealth Analytics behavioral and attitudinal data enableSHS to deliver services for informed and effective decisionsaround marketing strategy, field and channel execution, andpre-launch and launch planning.SHS has offices in San Mateo, Calif., and Phoenix, Ariz.,and one soon to open in London.* The growth rate includes 2011 and 2012 revenues fromthe acquisitions of ImpactRx in April 2011 andTargetRx in September 2011, and the acquisitions ofAlphaDetail in March 2012 and Source HealthcareAnalytics in May 2012.16dunnhumbyUSAdunnhumby.com/us/Stuart Aitken, 41Title CeoEducation M.S., University of60 marketing news | June 2013Strathclyde, Glasgow2012 U.S. Revenue $118.1 million*Change from 2011 +5.1%*Non-U.S. Revenue $301.9 Million*From outside U.S. 71.9%*U.S. Employees 254*dunnhumbyUSA, based in Cincinnati, was founded in 2003 byjoint owners The Kroger Co. in Cincinnati and dunnhumby Ltd.in London, latter sole-owned by Tesco plc. in London.dunnhumbyUSA provides insights to improve customersexperience and brand and retailer communications. It analyzesa combination of granular shopper data with other data sourcesat the household level to deliver a complete view of the customerand to uncover insights about those customers.The firms source of information is customer transaction datafrom retailers customer loyalty (frequent shopper) programs,POS sales and traditional market research methods, reflectingwhat shoppers actually do in terms of what, how and whythey buy, targeting best customers and identifying the biggestopportunities for retailers and brands.dunnhumbyUSA uses an algorithm that identifies purchasepatterns within and between a customers shopping trips toderive a set of attributes for each customer based upon theproducts he buys, the frequency of his shopping trips, and hissensitivity to specific marketing levers (e.g., price, merchandising,coupons, assortment). This Customer DNA profile, determinedby the collective set of individualized attributes, is the basis for allsubsequent targeting, segmentation and analysis, with analyticalinsights delivered via software tools and custom insights.dunnhumbyUSAs flagship service is its Web-baseddunnhumby Shop that provides access to anonymized sales andcustomer insights used across sales, marketing and categoryteams. dunnhumby Shop, used by Kroger and its CPG partners,analyzes more than 3.7 billion shopping baskets of nearly 60million households. These insights are used to understand thedrivers of retailer, category and brand sales performance.Custom insights are generated using the same granulardatabase of shopper data linked to other data sources, providinganalytical services that deliver insights to custom businessissues, from strategic to operational, across all product and retaildisciplines, including category management, store location andoperations, customer engagement, brand management anddemand planning.Price and promotion software and analytics are providedthrough KSS Retail, which dunnhumby acquired in 2012.This includes science-based pricing intelligence, shopperinsights, optimization and modeling solutions for the grocery,convenience, chain drug and general retail industries.dunnhumbyUSA partners with other media data andsolution providers to deliver an integrated suite of mediacapabilities. These solutions enable clients to leverage shopperdata with media exposure data to optimize the planning,execution, activation and measurement of media. This serviceallows advertisers to target customers who are most likelyto purchase the advertised product, and delivers analyses tomeasure advertising ROI, understand the drivers of campaigneffectiveness and optimize the impact of their media over time.Specific services include both multichannel and channel-specificofferings: Personalized direct-to-consumer: With its retail andmanufacturer partners, dunnhumbyUSA plans, executes andevaluates personalized, relevant coupon offers targeted toindividual households and personal preferences. Online advertising, display and video: The firm offers twoservices for online advertising: Improve online ad performancevia better targeting and measuring the impact on sales, andunderstand the impact of online advertising on sales bothonline and offline by leveraging a panel of 135,000 householdsto measure lifts of online actions against in-store sales. TV advertising: Leveraging a single-source database of500,000 U.S. households, this service offers a direct linkfrom TV viewership data to household-level, in-storeshopper data. It provides an understanding into which 25. honomichltop50 Exclusive featureTV shows and networks their brand buyers are viewing,enabling them to buy time on the right shows anddetermine the impact of creative, frequency, length andtime of day by measuring the effectiveness in-store. CRM solutions: dunnhumbyUSA works withmanufacturers to evaluate and improve the efficiencyand effectiveness of their CRM programs across onlineand offline touch points. The linkage of CRM programbehavior and in-store purchase behavior enables the firmto analyze behavior at an individual user level and providesa closed loop for strategy, activation and measurement. Word of mouth: dunnhumbyUSA links purchase behaviorto consumers in social media, allowing brands to targetloyal customers to drive advocacy through social mediaand word-of-mouth campaigns, and then measure keyretail metrics, including sales lift and ROI. In the U.S.,the firms BzzAgent unit, a provider of word-of-mouthmarketing, puts products in the hands of hundreds ofthousands of consumers, and helps them share theiropinions with friends and family via reviews, Facebookposts, photos and videos, blog posts and more.BzzAgent Pulse, built on combined word-of-mouthand in-store purchase data, tracks social-media presenceon behalf of brands on Facebook, Twitter and elsewhere,tracks reviews and attributes sales lifts to WOM programs.It also tracks campaign impact by shopper segment, forexample, identifying how much came from new buyers vs.existing ones.In 2012, dunnhumbyUSA partnered with Datalogix fortargeting and measurement of digital display and videoadvertising campaigns; conducted and published a jointresearch initiative with Accenture and comScore, AreYour CPG Brands Maximizing the Return of Your DigitalInvestment?; conducted and published a study with TRA onMeasuring the Impact of In-Store Marketing Tactics WithTV Advertising; and published research with BzzAgentcalled Social Advocacy Programs Utilizing Shopper Data.In 2013, the firms plans include securing a partnershipwith Rentrak for measuring the effectiveness of TVadvertising.dunnhumbyUSA has offices in Cincinnati, New York,Boston and Chicago.* Research only62 marketing news | June 201317Harris Interactive Inc.HarrisInteractive.comAl Angrisani, 63Title President and ceoEducation A.P.c., New York University2012 U.S. Revenue $85.3 millionChange from 2011 -8.5%*NonU.S. Revenue $55.4 Million*From Outside U.S. 39.4%U.S. Employees 285Harris Interactive Inc. (HI), based in New York, was foundedin 1975 as Gordon S. Black Corp. and together with LouisHarris and Associates, which was founded in 1956, it becamea public company in 1999, listed on the Nasdaq.HI is widely known for The Harris Poll, one of theworlds longest-running, independent opinion polls, and forpioneering innovative research methodologies. It uses a mixof media, tools and methodologies to turn relevant insightsinto actionable foresight for its clients.The firm offers services in the areas of market andcustomer insight, corporate brand and reputationstrategy, and marketing, advertising, public relations andcommunications research. In addition, it has a portfolioof multi-client offerings that complement the firmscustom services.HI serves clients in more than 196 countries andterritories through its North American and European offices.The firm offers experience in a wide range of industriesincluding healthcare, technology, public affairs, energy,telecommunications, financial services, insurance, media,retail, restaurant and consumer package goods. It worksoutside and beyond conventional methodologies, andembraces all information sources.HI has offices in four U.S. cities, and international officesin the United Kingdom, Canada, France and Germany. 26. Exclusive feature honomichltop50June 2013 | marketing news 6318LiebermanResearchWorldwideLWRonline.comDavid Sackman, 55Title President and ceoEducation B.A., University ofcalifornia atlos angeles2012 U.S. Revenue $72.9 millionChange from 2011 -2.7%*NonU.S. Revenue $28.9 Million*From Outside U.S. 28.4%U.S. Employees 377Lieberman Research Worldwide (LRW),based in Los Angeles, is a privately heldcorporation founded in 1973.LRW is a full-service custom marketresearch firm with experience acrossa wide range of industries, includingentertainment, pharmaceuticaltechnology, consumer packaged goods,healthcare, retail, food service, financialand business services, automotiveand more. Through its main officesand affiliate network of more than 60companies, the firm conducts researchin more than 80 countries.LRW uses a research-based SoWhat? consulting model to drivebusiness impact. Its staff consists ofsenior executives from marketing,consulting, advertising, academia andmarketing research. Its MarketingScience team is experienced in a varietyof modeling techniques includingconjoint, choice, latent class, maximumdifference, Hierarchical Bayes andagent-based modeling, as well asmarket segmentation, price testing andoptimization, demand forecasting andmodeling, brand equity modeling andother custom techniques.Through its Pragmatic Brain ScienceInstitute launched in 2012, LRW has 27. honomichltop50 Exclusive featurebeen able to take a more holistic and comprehensive approachto research that incorporates survey-based, scalable techniquesthat get at consumer emotions and non-conscious associationswith implicit methodologies that have been established throughextensive academic research.LRW emphasizes five core areas of research experience: Strategy development featuring segmentation research:Strategy experience is LRWs core strength. Insegmentation research, the firm determines targets,optimizes marketing mix and develops strategies tomaximize performance within target segments. It alsodeploys techniques and analytic processes to understandwhere value resides within brands, along with theimplications for brand building. LRW uses both Fusionand Segmentation by Optimization for reaching uniquesegments and gaining a clearer understanding of needs.Blending the two segmentation approaches with trade-offanalyses enables the firm to optimize product coverage andline demand for target segments. Brand strategy and tracking: LRW continues to expand itsbrand practice with its LRW Brand Health Optimizer, anapproach to brand measurement that integrates survey andnon-survey data to understand and monitor the rational,emotional and non-conscious underpinnings of brandchoice. A key component is the Relevant Clarity brandparadigm, which links brand equity directly to financialperformance, helping to manage the contribution of brandsto changes in sales and profitability. Customer satisfaction diagnostic evaluation and tracking:LRWs experience in analyzing consumer attitudes andbehavior has enabled the firm to link customer satisfactionto financial performance. The firms approach helpsto identify specific behaviors and actions that can beundertaken to improve financial results. It providescontinuous improvement and feedback delivered directlyto stakeholders via dashboards and other online analyticaltools. New product development: Using analytical techniques,LRW provides product optimization studies withactionable deliverables. The firm uses methodologiesincluding ideation and evolution to generate approaches tonew product development. Advertising: ImpliCT is LRWs approach to improve theeffectiveness of advertising by evaluating the core centersof brain decision making through the use of traditionalsurvey methods combined with facial recognition software,Rapid Choice Subconscious Association, WOM simulation,64 marketing news | June 2013VOICE-IT that includes linguistic coding, and delayedmemory recall, allowing deep understanding of the emotional,non-conscious and rational reactions to advertising.In 2013, LRW will continue its R&D efforts to expandits Pragmatic Brain Science Institute. During its 8th-annualprivate Client Symposium, the firm plans to unveil anon-shopping virtual reality tool developed through anexclusive partnership with the premier provider of VR tools.In the United States, LRWs data collection capabilitiesinclude Web hosting of 2,000-plus simultaneous surveys,740-plus IVR ports across 15 servers at multiple locations,and three telephone centers with 400 CATI stations and thecapability to conduct interviews in more than 67 languages.In addition to its Los Angeles headquarters, the companyhas offices in London; Shanghai; New York; Chicago;Charlotte, N.C.; and Huntington Beach, Calif.19National Research Corp.NationalResearch.comMichael D. Hays, 58Title President and ceoEducation B.S., university ofnebraska2012 U.S. Revenue $67.7 millionChange from 2011 +14.0%*NonU.S. Revenue $6.5 Million*From Outside U.S. 8.8%*U.S. Employees 350National Research Corp. (NRC) in Lincoln, Neb., founded in1981, has been a public company since October 1997 when itwas listed on the Nasdaq.NRC offers performance measurement and improvementservices to hospitals, healthcare systems, physicians, healthplans, senior care organizations, home health agencies andother healthcare organizations. Its services address key clientobjectives to provide the ability to improve performance inthe following areas: Growth offerings: These services are marketed underthe Healthcare Market Guide and Ticker brands. NRCsgrowth offerings are subscription-based services thatinclude measurement of community perception (MarketInsights), brand tracking (BrandArc) and advertising 28. honomichltop50 Exclusive featuretesting (Advoice). Market Insights is the largest online U.S.healthcare survey, measuring the opinions and behaviors of270,000 healthcare consumers in the top 250 metropolitanareas annually. Retention offerings: These are marketed under the NRCPicker, My Innerview and NRC Picker Canada brands.They include patient and resident experience, physicianengagement, and employee experience measurementand improvement tools. These services enable clients tocomply with regulatory requirements and to improve theirreimbursement under value-based purchasing models.Also, these applications are used to positively impactpatient experience through the use of NRCs prescriptiveanalytics to enable improvement planning and implementationof best practices.With a growing body of research linking employee andphysician satisfaction levels to provider quality and patientexperience, NRCs offerings also measure satisfaction fromthose constituents and integrate that data into prescriptiveanalytics for improvement. Engagement offerings: Historically, these services havebeen marketed under the Illuminate, Payer Solutionsand OCS brands. They include NRCs patient outreachand discharge call program (Illuminate), health riskassessments (Payer Solutions) and post-acute analytics(OCS). The services enable NRCs clients to understandthe health risks associated with populations of patients,analyze and address readmission risks, and efficiently reachout to patients to impact their behaviors outside of thehealthcare provider settings.NRCs health risk assessment services help to stratify andmanage care for those who are most at risk, engage individu-als,increase preventative care and manage wellness programsto improve patient experience and outcomes. NRCs patientoutreach and discharge call services are provided to healthcareorganizations on a subscription basis.* Research only. Total U.S. research and nonresearchrevenue in 2012 was $79.9 million.66 marketing news | June 201320Market Strategies InternationalMarketStrategies.comRob Stone, 48Title ceoEducation Ph.D., Columbia University2012 U.S. Revenue $62.6 millionChange from 2011 -12.8%NonU.S. Revenue $1.5 MillionFrom Outside U.S. 2.3%U.S. Employees 234Market Strategies International (MSI) in Livonia, Mich., wasfounded in 1989. In 2006, Veronis Suhler Stevenson acquireda majority stake.MSI is a market research consultancy that drives businessdecisions through traditional methodologies; social media,ethnographic and community research platforms; and theapplication of advanced analytics to behavioral, financial,attitudinal, demographic and firmographic information.The firm focuses on six industries, includingtelecommunications, technology, financial services andconsumer goods. It researches and consults on all facets ofthe healthcare industry, f
