Market Research 2007 Top 50

2007
HONOMICHL
BUSINESS REPORT ON THE MARKETING RESEARCH INDUSTRY
TOP 50
HONOMICHL TOP 50
June 15, 2007
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THE STATE OF THE INDUSTRY

Growth in research spending within the United States 1988-2006
Percent revenue growth year-to-year
7.8
1988
4.8
1989
8.9
1990
7.6
1991
10.6
1992
9.3
1993
9.5
1994
9.2
1995
5.7
1996
12.6
1997
11.6
1998
10.1
1998
9.0
2000
4.0
2001
3.5
2002
5.6
2003
9.9
2004
5.5
2005
6.6
2006
Spending for MR services below average

By JACK HONOMICHL pending for marketing/advertising/public opinion research services within the United States, through commercial rms, grew 6.6% in 2006, compared with 2005. The comparable number for the previous nine years (1997-2005) was, on average, 7.85%. After adjustment for inationwhich was 2.5% in 2006spending grew by 5.1%, compared with an average of 5.4% over the previous nine years. By this standard, 2006 was a belowaverage year for the U.S. marketing research industry and, as youll note on the nearby table, eight of the Top 50 rms had a U.S.-only revenue decline in 2006, or did not grow enough to cover the ination rate.
These are the topline ndings from this, my 34th Annual Industry Review prepared exclusively for Marketing News. This analysis is based on input from 207 marketing research rms and their U.S.only revenue. The main input comes from the Top 50 HONOMICHL organizations, which accounted for $7.4 billion in U.S. revenue in 2006, up by 6.5% over 2005. Additional input came from 157 CASRO member rms, which had, on average, U.S. revenue of $5 million. In toto, these 157 rms had U.S. revenue of $788 million in 2006, up 6.9%. So, as a group, they grew sig-
nicantly faster than the Top 50 organizations. Combined, the 207 rms had U.S.-only revenue of $8.l billion and 36,902 full-time employees in the United States, an increase of 6.6% over 2005. As usual, the Top 50 listing contains new bloodrms listed for the rst timenamely Telephia in San Francisco; Informa Research Services in Calabasas, Calif.; Service Management Group in Kansas City, Mo.; and Bellomy Research in Winston-Salem, N.C. One of these rms, Telephia, did not exist 10 years ago. In fact, ve of the Top 50 are less than 10 years old, a vivid illustration of how the U.S. industry keeps regenerating itself. Many of these relatively new rms were funded
See HONOMICHL / Page H65
Research buyers give the lowdown on what they really want

By ERICA SCHLAIKJER
arketing research suppliers usually have all the answers. But the corporate buyers of research have some data to pass on to their supply-side counterparts. Marketing News asked the highestranking marketing research executives at several Fortune 100 companies for their opinions about the research supplierclient relationshipand what they would tell suppliers, if only the suppliers would ask. Behind every data point, theres a great, two-minute story. Presenting chart after chart of complex
data and infographics is for putting audiences to sleep, not alerting them to insights from the eld, says Fariba Alamdari, vice president of business strategy and marketing for Boeing commercial airplanes. You have to provide insights to make the presentation more user-friendly, Alamdari says. And simplify the presentation: more pictures, less prose, more conceptual designs, fewer spreadsheets, the execs say. It not only looks better, it also highlights the main message of a presentation. Its one thing to look at data and tell me that its statistically valid, and its another thing to also make sense, says
Joy Lampe Ganvik, senior director of consumer insights and intelligence for Motorola Inc. Ganvik says suppliers focus too much on the execution of eldwork and not enough on storytelling, the higher-level analysis that generates insights to help companies make crucial business decisions. The eldwork needs to be superb, Ganvik says. We cant afford quality problemswe dont have the time and energy for it. At the same time, its not all about that. Its about impacting decisions. Says Christopher Frank, senior director of the corporate research team for Microsoft Corp.: Whats the bottom line? If you cant articulate it in two min-
utes, then youre missing it. The difference between descriptive and prescriptive is more than a few letters. A valued supplier makes me smarter. A valued supplier makes me think about questions and issues that I may not see, Frank says. Many suppliers focus on faster, better, cheaper, but whats more important is getting data with high integrity, information that is accurate, representative of the population it describes and valid, he says. To do this, suppliers should generSee BUYERS / Page H66
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THE TOP 50 U.S. MARKET RESEARCH FIRMS

U.S. rank 2006 2005 1 1 2 2 3 3 5 4 4 5 6 6 8 7 7 8 9 9 10 10 11 11 12 12 13 13 14 14 15 15 16 16 17 18 18 17 19 19 20 21 21 20 22 22 23 23 24 26 25 24 26 27 27 25 28 48 28 28 30 29 31 32 34 33 31 34 43 34 30 36 32 37 38 38 35 39 38 40 37 41 36 42 41 43 44 45 45 49 46 47 44 48 46 49 50 50 Organization The Nielsen Co. IMS Health Inc. Kantar Group* IRI Westat Inc. TNS U.S. Arbitron Inc. GfK AG USA3 Ipsos Synovate Maritz Research Harris Interactive Inc. J.D. Power and Associates* The NPD Group Inc. Opinion Research Corp. Telephia Inc. Lieberman Research Worldwide comScore Inc. Abt Associates Inc. Market Strategies Inc. Burke Inc. MVL Group Inc. OTX Directions Research Inc. National Research Corp. Knowledge Networks Inc. ICR/Int'l Communications Research Morpace Inc. Public Opinion Strategies Experian Research Services National Analysts Worldwide Informa Research Services Inc. MarketCast Lieberman Research Group Market Probe Inc. Data Development Worldwide Flake-Wilkerson Market Insights LLC Guideline Inc. C&R Research Services Inc. Phoenix Marketing International Schulman, Ronca & Bucuvalas Inc. Walker Information Inc. Knowledge Systems & Research Inc. Service Management Group Savitz Research Cos. MarketVision Research Inc. Bellomy Research Inc. RDA Group Inc. Marketing Analysts Inc. RTi-DFD Inc. Headquarters New York Norwalk, Conn. Fairfield, Conn. Chicago Rockville, Md. New York New York Nuremberg, Germany New York London Fenton, Mo. Rochester, N.Y. Westlake Village, Calif. Port Washington, N.Y. Princeton, N.J. San Francisco Los Angeles Reston, Va. Cambridge, Mass. Livonia, Mich. Cincinnati Jupiter, Fla. Los Angeles Cincinnati Lincoln, Neb. Menlo Park, Calif. Media, Pa. Farmington Hills, Mich. Alexandria, Va. Deerfield Beach, Fla. Philadelphia Calabasas, Calif. Los Angeles Great Neck, N.Y. Milwaukee New York Little Rock, Ark. New York Chicago Rhinebeck, N.Y. New York Indianapolis Syracuse, N.Y. Kansas City, Mo. Dallas Cincinnati Winston-Salem, N.C. Bloomfield Hills, Mich. Charleston, S.C. Stamford, Conn. Web Site: WWW. U.S.U.S. research research Percent Worldwide research Non-U.S. research Percent Percent Worldwide research Non-U.S. research Percent change revenue1 revenue1 non-U.S. revenue1 revenues * change 2 revenues* revenues* non-U.S. ($, in millions) from 2005 revenue ($, in millions) ($, in millions) ($ in millions) from 2000 ** ($ in millions) ($ in millions) revenues nielsen.com $1,970.0 4.2 % $3,696.0 $1,726.0 46. 7 % imshealth.com 716.9 13.2 1,958.6 1,241.7 63.3 kantargroup.com 509.0 14.2 1,381.7 872.7 63.2 infores.com 432.0 5.6 665.0 233.0 35.0 westat.com 425.8 0.8 425.8 tns-global.com 355.1 -6.4 1,851.4 1,496.3 80.8 arbitron.com 316.1 5.8 329.3 13.2 4.0 gfk.com 315.5 -0.2 1,397.3 1,081.8 77.4 ipsos-na.com 271.7 8.3 1,076.8 805.1 74.8 synovate.com 234.3 8.2 739.9 505.6 68.3 maritzresearch.com 178.2 8.5 216.4 38.2 17.7 harrisinteractive.com 171.0 5.4 219.0 48.0 21.9 jdpower.com 170.5 12.0 232.6 62.1 26.7 npd.com 145.6 11.0 186.9 41.3 22.1 opinionresearch.com 96.8 2.8 154.7 57.9 37.4 telephia.com 69.8 10.4 71.8 2.0 2.8 lrwonline.com 63.1 -4.1 78.3 15.2 19.4 comscore.com 61.1 30.0 66.3 5.2 7.8 abtassociates.com 53.6 2.7 53.6 marketstrategies.com 46.0 7.0 48.0 2.0 4.2 burke.com 43.5 17.3 50.0 6.5 13.0 mvlgroup.com 43.0 11.1 43.0 otxresearch.com 38.3 15.4 40.2 1.9 4.7 directionsresearch.com 36.7 10.9 36.7 nationalresearch.com 36.6 21.7 40.3 3.7 9.2 knowledgenetworks.com 35.3 12.4 35.3 icrsurvey.com 30.8 8.8 31.9 1.1 3.4 morpace.com 30.1 4.9 34.7 4.6 13.3 pos.org 30.1 129.8 30.1 smrb.com 27.2 15.7 27.2 nationalanalysts.com 26.5 13.7 26.5 informars.com 25.2 14.5 25.2 marketcastonline.com 24.6 20.6 24.6 liebermanresearch.com 23.5 4.9 24.2 0.7 2.9 marketprobe.com 23.5 8.6 36.4 13.0 35.7 datadw.com 23.4 3.5 23.5 0.1 0.4 fw-mi.com 22.9 4.1 23.1 0.2 0.8 guideline.com 22.1 4.7 22.1 crresearch.com 21.5 7.0 21.5 phoenixmi.com 21.2 13.7 21.2 srbi.com 20.7 7.3 20.7 walkerinfo.com 19.2 -4.0 23.2 4.0 17.2 ksrinc.com 18.9 17.4 21.5 2.6 12.1 servicemanagement.com 18.3 11.6 18.4 0.1 0.5 savitzresearch.com 15.2 5.6 15.2 marketvisionresearch.com 14.9 14.6 14.9 bellomyresearch.com 14.6 35.2 rdagroup.com 14.5 -1.4 18.0 3.5 19.4 mairesearch.com 13.7 2.2 14.1 0.4 2.8 rti-dfd.com 12.7 NC 12.7 $7,350.8 $788.3 $8,139.1 6.5% 6.9% 6.6% $15,625.8 $891.1 $16,516.9 $8,289.7 $102.8 $8,392.5 53.1 % 11.5 % 50.9 % Percent U.S. full-time non-U.S. employees revenues 11,462 1,872 2,500 1,756 1,906 2,626 1,000 1,038 700 731 610 755 610 750 495 258 194 367 250 185 205 100 147 125 168 178 188 150 35 97 78 230 32 76 99 90 79 96 113 85 91 169 196 112 50 70 92 93 36 43 33,388 3,420 36,808
Total All other (157 CASRO companies not included in the Top 50)4 Total (207 companies)
* 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 adjusted so 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 survey research companies that provide financial information on a confidential basis to the Council of American Survey Research Organizations (CASRO).
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HONOMICHL TOP 50
Beverage Data Network, acquired March 2006; and The Modeling Group, acquired November 2006. Revenue is from two of VNUs marketing and media research units, which include some nonresearch businesses, mostly information services. Worldwide research and nonresearch revenue for VNU NV was $4.2 billion in 2005. Nielsen is an international information and media company offering services in more than 100 countries and with more than 41,000 employees. It has three main business groups: Marketing Information (MI), Media Measurement & Information (MM&I) and Business Information. Nielsens MI and MM&I business groups include market research units such as ACNielsen and Nielsen Media Research. These two groups together employ 11,462 in the United States and 39,517 worldwide. Nielsen has seven business units devoted to research: ACNielsen ACNielsen serves consumer product manufacturers, retailers and sales agencies with market research, products and services, and analytical tools. Its core business activities serve brand, category, sales management and strategic planning. N Retail Measurement Services (RMS) provide continuous tracking of product sales to consumers, based on information gathered at the retail point-of-sale. RMS information is available in more than 80 countries. N Consumer Panel Services research tracks the purchasing behavior of consumers in more than 270,000 households in 27 countries worldwide, primarily through the use of in-home scanners. N Assortment and In-Store Space Services provide help in making decisions on issues such as shelf inventories, shelf space, category growth opportunities, product listings and how best to distribute merchandising information. N Customized Research Services provides qualitative and quantitative measures of consumers attitudes and purchasing behavior, customer satisfaction, brand awareness and equity, advertising effectiveness and other marketing issues. N Retailer Services are used to evaluate competitive performance, increase trafc and sales, leverage their frequent-shopper data and build consumer loyalty, improve performance of their private-label products and understand their results across all product classes and categories they carry. N Analytic Consulting Services addresses such business issues as pricing, promotion, marketing mix, assortment and product rationalization, category placement, category structure and in-store, in-market auditing and testing. N Decision Support Services provides software tools and delivery methods with tools that range from advanced analytical and data-management systems to standard reports that are automatically refreshed when databases are updated. N Global Services coordinates with local ACNielsen ofces throughout the world to deliver clear, consistent information across markets. N TDLinx, a division of ACN, provides universal coverage and unique codes for stores, outlets and accounts, as well as Trade Dimensions directories. Major 2006 highlights for ACNielsen U.S. include launching of Item Finder, a Webbased service designed to satisfy consumer where to buy needs for specic products; expanded the capabilities of the ACNielsen Answers online platform in such areas as multiple data source integration, enterprisewide reporting and forecasting and simulation; and completed the integration of Homescan and Spectra Marketing. Nielsen Media Research Nielsen Media Research (www.nielsen media.com) provides TV audience measurement information for broadcast and cable network and station executives, cable system and satellite service providers, program producers and distributors, and advertisers and their agencies. In the United States, Nielsen TV ratings are the currency for more than $70 billion of transactions each year between buyers and sellers of TV time. NMR markets a range of information products: N U.S. National TV Services provide viewership data generated from Nielsens National People Meter Sample, providing demographic audience ratings daily. In 2006, NMR completed the expansion of its National People Meter sample to an effective sample of 10,000 homes, measuring the viewing habits of about 26,000 persons. Beginning in 2006, this same national sample has been used to produce national ratings for four Spanish-language networks. In late 2006, NMR introduced new technology to track audiences for title-specic Video-On-Demand offerings. N U.S. Local TV Services provides local market TV audience measurement in all 210 Designated Market Areas (DMAs) in the United States. Measurement is conducted by using people meters, set-tuning meters and paper diaries for local TV stations, agencies, advertisers and local cable outlets with 70% of U.S. Spot TV revenue receiving overnight ratings. Local people meters are currently available in 10 local markets and will expand to the top 25 local TV markets by 2010.
See TOP 50 / Page H8
THE NIELSEN CO.

www.nielsen.com
The Nielsen Co., formerly VNU Group NV, based in New York and Haarlem, the Netherlands, is a former public company founded in 1964, and listed on the Amsterdam Stock Exchange. In May 2006, Nielsen was sold to a consortium of six private equity rms. David L. Calhoun, 50, is chairman and CEO of Nielsen. He earned a B.S. in accounting at Virginia Polytechnic Institute. U.S. research-only revenue in 2006 was estimated at $2.0 billion, up 4.2% over 2006. In 2006, 46.7% of total research-only revenue, or $1.7 billion, was from outside the United States. The growth rate includes 2005 and 2006 revenue for Audio Audit, acquired June 2005, and excludes revenue of BuzzMetrics, acquired February 2006;
CALHOUN
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HONOMICHL TOP 50
TV and digital signage networks. N Nielsen Media Research International provides media measurement and advertising intelligence in 45 markets. With the AGB Group, NMR operates a joint venture that offers TV ratings in 30 countries, under the AGB Nielsen Media Research brand. NMR provides radio audience measurement services in nine markets, and print readership services in 10 markets. NMRs Media Index and Panorama surveys study print, TV, radio, cinema, outdoor and Internet audience, as well as lifestyles, attitudes and product consumption in nine markets across Asia Pacic, and globally through a partnership with BMRB (TGI). N Nielsen Sports (www.nielsensports.com) tracks ad spending associated with sporting events, as well as national and local TV ratings for sports teamsby game, month, season and league standing. Sponsorship Scorecard measures TV audience exposure to all sponsor-placed media in any televised sporting event. FanLinks is a new service linking sports fans to their actual shopping and purchasing behavior. N Nielsen Tracking Service (NTS) uses encoding and monitoring technology to monitor TV advertising and video news release occurrences across English- and Spanish-language networks and location stations in all 210 U.S. TV markets. Sigma and KeepingTrac offer commercial detection services. N Nielsen Wireless and Interactive Services Division will launch Nielsen GamePlay Metrics to establish new metrics for the buying and selling of advertising in video games, while also tracking the activities of gamers across other media platforms, such as TV and the Internet. N Nielsen Outdoor (www.nielsenout door.com) is a ratings currency for the outdoor advertising marketplace. Its GPS-based outdoor ratings system measures exposure to outdoor advertising by tracking the travel patterns of consumers in relation to known outdoor advertising sites in Chicago and Los Angeles. Major 2006 highlights for Nielsen Media Research in the United States include the launch of the Anytime Anywhere Media Measurement (A2/M2) initiative, encompassing NMRs plans to measure TV regardless of the platform on which it is viewed; the launch of Nielsen Wireless and Interactive Services; and the commencement of BBM Nielsen Media Research, the joint venture between BBM Canada and Nielsen Media Research Canada. Nielsen Connect NielsenConnect, a new business unit, integrates the rms store of consumer and media intelligence from dozens of business units to provide clients with information and insights. Nielsens assets include consumer purchase information, store data, modeling assets, geodemographic data, TV ratings, outdoor ratings, and movie, book, video and radio data. Nielsen In-Store, a division of NielsenConnect, is a new measurement service created in partnership with the In-Store Marketing Institute that is launching in the United States in 2007. It will measure consumer exposure to an array of in-store marketing vehicles, including TV and radio, shelf talkers, digital signage and other point-of-purchase displays. NetRatings NetRatings (www.nielsen-netratings. com) is marketed globally under the Nielsen//NetRatings brand. N//NR provides Internet audience measurement and analysis as a source for online advertising intelligence. It uses random digital dial (RDD) for Internet audience information, probing software to capture online ads, survey research to measure Web users lifestyle preferences, a panel of hundreds of thousands of Web surfers worldwide to report on transactional intelligence, and a censusbased reporting system to count the total circulation of a network or market and report 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 Internet users worldwide for transactions data Homescan Online: With ACN, ofine buying and online surng measurement SiteCensus: Server-side visit measurement 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 NetRatings include introducing AdRelevance in Japan and China; launching enhanced client interfaces for NetView and @Plan products; launching expanded NetView media research panels in the United Kingdom, Italy and Spain; and enhancement of metering technology to include capture of streaming media.
TOP 50 / From page H6
N U.S. Ethnic TV Services provides national and 19 local TV market measurement for Hispanic TV viewing for both Spanish-language and English-language TV. NMR also measures TV viewing among African-American and Asian-American national audiences, as well as in local TV markets with signicant Asian- and AfricanAmerican populations. N Nielsen DigitalPlus, a new business unit, will work with set-top box data from cable system operators (MSOs) and satellite providers to create new services for clients by integrating set-top box data with other NMR information. N Nielsen Monitor-Plus provides advertising spending activity for 18 media, including TV, radio, magazine, newspaper and outdoor. N Nielsen Product Placement Services track product placements on primetime entertainment programming for the English-language broadcast networks and ve top cable networks. N New Media Services provides research that measures out-of-home audience size, advertising impact and demographics for
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HONOMICHL TOP 50
duct custom market research globally across entertainment platforms. NE products and services include: N Film: Nielsen EDI (www.nielsenedi. com) provides box-ofce data to the global motion-picture industry by collecting data from about 50,000 movie screens in 14 markets worldwide. Nielsen National Research Group (NRG) tests concepts, positionings and marketing materials, conducts screenings, in-theatre studies, intent to purchase DVD studies, attitudes and usage studies and offers an annual Moviegoer Benchmark Report. N Music: Nielsen Broadcast Data Systems (BDS) monitors over-the-air music using pattern recognition technology to identify more than 1 million songs played on more than 1,400 radio stations, including XM Radio, in real time in 140 markets throughout the United States. N Home Entertainment (Videos/DVDs): Nielsen VideoScan tracks sales of videos and DVDs via point-of-sale data from retail locations nationwide. N TV & CPG: The Nielsen TV Services provides TV program and promotional spot testing from its research facilities in Las Vegas. The CPG Group produces online research for the testing of creative material as well as brand equity testing and tracking studies, and online commercial, magazine and billboard ad testing. N Books: Nielsen BookScan measures retail sales activity for the book industry via point-of-sale data from retail locations. N Nielsen Analytics: Nielsen Analytics creates research, analysis, strategic advisory and valuation services to companies in the TV, motion picture, cable, satellite, music, home video, video game, mobile entertainment and publishing industries. Major 2006 highlights for Nielsen Entertainment includes progress in integration activities such as EDI outsourcing activities with Cap Gemini and bringing BDS airplay technology to Nielsen Music Control; new product offerings such as Nielsen Analytics, Nielsen Theatrical and, in partnership with Nielsen Media Research, NORA (a Webbased Video on Demand reporting tool for TV and studio clients); and launched Nielsen TextPoll, a new syndicated exit product offering studio clients real-time online data as moviegoers leave the theater. Nielsen BuzzMetrics Nielsen BuzzMetrics (www.nielsenbuzz metrics) is a global measurement service in Consumer-Generated Media (CGM). The service encompasses insights and opinions found in online discussions, opinions, experiences, recommendations and word-ofmouth. NBM offers a suite of technologies and services that analyze and leverage online consumers who share experiences, advice and opinions. These are used for product launches, customer service, media and advertising planning, market research and corporate reputation. Major 2006 highlights for NBM include Super Bowel Buzz Tracker that audits brand buzz surrounding the Super Bowl; Buzz Briefs, which provides synopses that summarize what audiences are saying both preand post-premiere of a TV show; ThreatTracker that uses data mining technology to identify and assess brand threats; and Brand Association Map, a tool that visualizes how consumers think about brands in unaided conversations. Media Solutions Media Solution business unit includes PERQ/HCI ACNielsen HCI, Scarborough Research, SRDS and Interactive Market Systems (IMS) divisions. N PERQ/HCI provides healthcare audience measurement and ad expenditure services to advertising agencies, publishers and advertiser companies in the United States. It is a media research line of business within media information provider SRDS. N ACNielsen HCI (www.acnielsenhci. com) provides a portfolio of six integrated
Nielsen Entertainment Nielsen Entertainment (NE) serves the global entertainment industryincluding the lm, book, home entertainment, music and interactive segmentswith a broad range of consulting services, information and analytical tools. It enables clients to test entertainment and promotional content, measure sales, track consumer entertainment trends, track broadcast data and con-
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pre- and post-launch online research services for the healthcare industry: Promotion Planning Model, CTS (Campaign Tracking System) PreTest, CTS PosTest, CTS Sales Test, CTS Plus and CTS MarketReview. N Scarborough Research (SR), a joint venture between VNU and Arbitron, identies local, regional and national shopping patterns and media usage of the American consumer. SR surveys 210,000 adults ages 18 and older on a variety of characteristics including: shopping, lifestyle, media and demographics. It serves advertisers and agencies, broadcast TV, cable systems, radio stations, newspapers, Internet, sports teams and leagues, and out-of-home companies. Major 2006 highlights for SR include Media Rating Council accreditation for its Top-Tier Local Market Studies and MultiMarket Study; integrated newspaper audience ratings; and an upgrade of PRIME NExT software.
IMS HEALTH INC.

www.imshealth.com
IMS Health Inc. (IMS) in Norwalk, Conn., was founded in 1954; acquired by Dun & Bradstreet Corp. in 1986 and became part of a separate public company, Cognizant Corp., in November 1996. In July 1998, IMS was spun off into a publicly traded company listed on the New York Stock Exchange. David Carlucci, 52, is chairman and CEO of IMS. He earned a B.A. in political science at the University of Rochester. U.S. revenue in 2006 was $716.9 million, up 13.2% over 2005. In 2006, 63.3% of total revenue, or $1.2 billion, was generated outside the United States. The growth rate excludes 2005 and 2006 U.S. revenue from the 2006 acquisitions of Life Science Practice of Strategic Decisions Group and Dynamic Research Solutions Inc. and the
CARLUCCI
2005 acquisitions of SAI Healthcare, Synchronous Knowledge Inc., Areks, Pharmetrics, Evision and CORE. IMS is the leading global provider of market information to the pharmaceutical and healthcare industries, providing services in more than 100 countries. IMS offers business intelligence products and services, including sales force effectiveness services, portfolio optimization capabilities, launch and brand management services and managed care and consumer health offerings. Its Global Consulting and Services teams provide insights to improve ROI and the delivery of healthcare worldwide. Its business lines offer custom services that support the core business processes of virtually all pharmaceutical companies: N Sales Force Effectiveness services are used principally by pharmaceutical manufacturers to measure, forecast and optimize sales force productivity and improve territory management. N Portfolio Optimization offerings are multinational, integrated analytical tools and syndicated pharmaceutical, medical and prescription audits. They assist in identifying the optimal mix of products in their portfolios and pipelines and in resolving various strategic issues, including which
therapy classes to enter, which products to develop and license, and how to pursue market opportunities. N Launch and Brand Management offerings combine information, analytical tools, services and experience to address needs relevant to each stage in the life cycle of their pharmaceutical brands. They provide insights and support decision-making relating to market segmentation and positioning, pricing and market access, promotion management and performance management. N Managed Care services provide an array of information to quantify the effects of managed care on the pharmaceutical and healthcare industries. N Consumer Health services provide detailed product movement, market share and pricing information for over-thecounter, personal care, patient care and nutritional products. IMSs Global Consulting and Services teams support strategic planning and decision-making with a combination of information and analytics. Customized analysis and interpretation of business intelligence is offered in key practice areas: Pricing and Market Access, with information to help formulate strategies for product pricing, reimbursement and market access; Product and
COMING IN AUGUST IN MARKETING NEWS HONOMICHL TOP 25 INTERNATIONAL MARKET RESEARCH FIRMS
HONOMICHL TOP 50
Portfolio Development, which focuses on strategies for products 18 months or more prior to launch, as well as their life cycle management; and Promotion Management, which assists with optimizing brand and franchise promotion spending and messaging. The rms Information Management consulting group helps to organize, analyze and warehouse data assets from multiple sources related to their portfolios. In addition, its Client Services teams provide support services in product setup, installation and implementation of IMS offerings, as well as training and a variety of ongoing, post-sales services. IMS employs 7,400 full-time worldwide and there are 1,872 employees in the United States. and values, media planning and strategy, ROI and forecasting and investment management, brand valuation and analytics through MB Optimor unit and demand and activation. Key products and services are: Link: Copy testing of all forms of advertising BrandDynamics: Brand equity evaluation, including BrandZ Dynamic Tracking: Continuous tracking of key brand drivers D&A: A framework for measuring impact of demand-generating and sales activation activities MBuzz: Measurement of online and ofine word-of-mouth AdIndex: Impact of digital marketing activity Sales Response Modeling: Isolating and measuring marketing effects Qualitative: Qualitative research and focus group services CIMS: U.S. technology media usership
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In addition, MB Precis provides PR effectiveness metrics. N Greeneld Consulting (www.green eld group.com) is a qualitative agency conducting focus groups and in-depth interviews for Fortune 500 companies globally, across both consumer and business-to-business sectors. N Marketing and Planning Systems (www.mapsnet.com) is a strategic research
KANTAR GROUP
www.kantargroup.com
Kantar Group (KG), based in Faireld, Conn., and London, was founded in 1993 and renamed the Information and Consultancy Division of WPP Group plc, a Londonbased public company. Eric Salama, 46, is chairman and CEO of KG. He earned an MSc at Londons Birkbeck College. U.S. research-only revenue in 2006 was estimated at $509.0 million, up 14.2% from 2005. In 2006, 63.2% of total research-only revenue, or $872.7 million, was estimated from outside the United States. The growth rate includes 2005 and 2006 revenue from acquisitions of Consumer Health Sciences in March 2005 and Dynamic Logic in June 2005. KGs research businesses in the United States, with an estimated 2,500 full-time employees, include Millward Brown Group, Research International, The Ziment Group, Lightspeed Research and Mattson Jack Group. Millward Brown Group Millward Brown Group (MBG), based in Naperville, Ill., was founded in Warwick, England, in 1973 and acquired by WPP in 1989. In the United States it includes: N Millward Brown (MB) (www.millward brown.com) provides a full range of qualitative, quantitative and consulting services that address issues around brands, marketing communications, and media and marketing effectiveness. MB works across a wide range of industries and categories, including brand strategy and experience, creative development and campaign evaluation, consumer needs
SALAMA
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N Kantar Media Research (www.kantar media.com) is an integrated research, information and software group, specializing in marketing and media solutions, software data systems for data analysis and advanced analytical services. Key services are TV audience measurement, print and single-source service through its Target Group Index and MARS pharmaceutical product, software systems and custom projects, including data fusion and database modeling. TGI and TAM services are available in more than 50 countries. N BMRB (www.bmrb.co.uk) offers services in conducting quantitative social policy and public interest research, media and marketing research, omnibus services plus customer, employee and stakeholder research. Research International Research International (RI) was founded in 1973 and has been part of the WPP Group since 1989 (www.research-int.com). It has ofces in 57 countries and its global headquarters are in London. RI Qualitative Space is the groups qualitative research arm. RI provides marketing knowledge with answers to specic business problems and generates insights into consumers and markets. It has experience in most major sectors, particularly CPG, retail, new media, nancial services, energy and utilities, and technology and telecommunications. RIs services are structured around six main practice areas: consumer understanding, branding and communication, innovation, channel management, new media, customer relationships and service measurement. In each area, the services offered draw on its worldwide knowledge bases, including both custom approaches and its own techniques. Among the latter are Equity Engine (brand equity management), MicroTest (new product development and sales forecasting), BrandSight Gallery (an internationally validated visual system for exploring brand personality), Locator (brand positioning optimization), eValuate and Loyalty Driver (evaluating and managing customer loyalty). The Ziment Group The Ziment Group (TZG), based in New York, was founded in 1976 and acquired by WPP in 2001 (www.ziment.com). TZG comprises three divisions: Ziment, WebSurveyResearch and Syndicated, which incorporates iMap Research and Consumer Health Sciences. The rm offers products to address a range of strategic marketing issues and also provides e-healthcare support, Internet research and multivariate services. Its products include From Compound To Prot: A range of research services to take drugs from Phase II to market launch and beyond; IDEAZ: Ideation research; TRIALZ: An approach to optimal phase III clinical trial endpoints; SEGZ: Market segmentation research; ZAPP: Ziment Associates Positioning Playbook for positioning and messaging research; TAGZ: A new approach to segmentation to assist marketing pharmaceutical products to physicians; MDS: Market Dynamics Studies for continuous market tracking to monitor brand and competitive performance; PAYZ: A suite of three approaches to pricing research; and RxOI: Market mix modeling of secondary and primary data to measure the ROI of marketing investments. WebSurveyResearch provides access to a panel of healthcare professionals dedicated to participating in research through the Internet. WebSurveys panel has more than 140,000 participating physicians across Europe and the United States. The rm also offers a Chronic Illness Panel with more than 350,000 patients in the United States and Europe covering 100 different chronic illnesses. Imap Research conducts worldwide syndicated marketing research studies incorporating iTRAK and National Health and Wellness data provision. Lightspeed Research Lightspeed Research (LR) was founded
company and consultancy that combines advanced marketing science with consultancy skills. N Dynamic Logic (www.dynamiclogic. com) measures the impact of digital marketing initiatives and the role they play in the broader cross-media mix. N The Focus Network (www.thefocusnet work.com) is a network of eight focus group facilities, including a new facility in Chicagos Merchandise Mart.
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ensure quality and representative sampling. Web technology and databases provide the foundation to support market research studies and specialty panels that range across industry sectors such as nancial services, health care, b-to-b, Hispanic, automotive, family and more. LR also provides custom panels to address specic client needs. Through its network of panels and accredited panel partners, LR can provide access to more than 5.5 million consumers across 34 countries. Consumer panels are available in North America, Europe and Asia Pacic. The ELITEOpinion panel, launched in 2007, provides access to panelists in the bto-b panel arena. The Mattson Jack Group Mattson Jack Group (MJG) was founded in 1986 and was acquired by KG in June 2003. The rm is based in St. Louis and has six ofces in the United States, one in the United Kingdom and an associate in Japan. MJG is a healthcare and pharmaceutical consulting rm specializing in serving the pharmaceutical and biotechnology industries. MJGs core competencies include Business Analytics (epidemiology, market research and modeling and forecasting); Corporate Development Services (licensing, market opportunity and scientic assessment, M&A and strategic planning); Brand Optimization (promotional response modeling, mix optimization and prescription inuence mapping, pricing and reimbursement); and DaVinci Oncology Specialists (syndicated products, cancer care environment and related channels and therapeutic areas). The rm also provides subscription services and tools, which include EpiDatabase, Forecast Architect, Cancer!MPact and Oncology Marketing Strategies. Added Value Three KG companiesAdded Value, Icon Brand Navigation and Diagnostic Researchcombined under the Added Value (AV) name. AV focuses on brand marketing, consumer insight, innovation and communications optimization. Core skills are setting future direction (cultural and trend analysis); identifying market opportunities (market segmentation and mindset mapping, brand portfolio management); strengthening brand equity (brand evaluation, diagnosis and strategy creation); innovation (ethnography, ideas generation and development); evaluating ideas (marketing mix optimization, concept evaluation); optimizing communications (decoding and planning, copy testing); and communications performance optimization (planning, tracking, spend optimization). DR Added Value, formerly Diagnostic Research International (DRI), conducts consumer and b-to-b research across a number of product and industry categories and for all types of marketing issues. Major services offered are copy-testing, brand and advertising tracking, market and consumer segmentation, product design and customer satisfaction. Icon Added Value (formerly Icon Brand Navigation) provides market research and consulting services, including brand communications, product research, brand tracking and customer satisfaction studies, with ofces in four countries. In addition, the rm offers support for advertising agency selection; coaching in brand management, communication development and agency management; and tailored seminars and workshops for dening brand identity (www. icon-added-value.com). Its research activities are built around a brand value management structure with four brand components: analytics, strategy, implementation and monitoring.
by KG in 2000 and is based in Basking Ridge, N.J., (www.lightspeedresearch.com). The company operates in North America, the United Kingdom, Mainland Europe and Australia. LR is a provider of global online market research services through six ofces worldwide. The company specializes in using the Internet as a data collection platform to provide market research through building and maintaining panels subject to standards to
RESERVE YOUR AD SPACE TODAY IN MARKETING NEWS HONOMICHL TOP 25 INTERNATIONAL MARKET RESEARCH FIRMS COMING IN AUGUST
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revenue, or $233.0 million, was generated from outside the United States. IRI is a worldwide provider of consumer, shopper and retail market intelligence and insights for CPG, retail and healthcare companies. It offers a combination of integrated market information, automated and predictive analytics, enabling technologies and domain experience. The rm operates in 58 countries through stand-alone operations, wholly owned subsidiaries, partnerships and alliances. IRIs partner ecosystem, a highly integrated and differentiated network, leverages the skill sets of retail tracking and panel leaders to provide coverage, experience, products and services. Partnerships include Acxiom Corp. for consumer targeting; IBM Corp. for software to support software development and delivery; IMS Health Inc. for longitudinal marketplace information in the ethical (Rx) and consumer (OTC) pharmaceuticals; TiVo Inc. for quantifying the effectiveness of specic advertising campaigns and brand recognition programs in TiVo DVR households; ImmediateFX for integrated analytics platform and services; and TNS Worldpanel for consumer views and insights in 54 countries. IRI also joined forces with the Europanel Association to form a global consumer network representing 600 million households in 54 countries. The relationship provides access and consumer visibility across multiple global markets and cultures including the United Kingdom, Germany, Japan, Brazil and Mexico, and exclusive consumer coverage of Russia and China. The rm has more than 25 clients with regional or global agreements beneting from the ecosystem. IRIs suite of services are organized into four core areas: ! Market Performance and Brand Building: IRI provides market benchmarks, measurements and forecasts, as well as approaches that help retailers and manufacturers understand the uses of their brand, ways to build it and drive it to long-term success. ! Product Innovation and Launch: IRI offers measurement of new product performance, comparison to category benchmarks and prediction of future outcomes. ! Consumer-Centric Retail Execution: IRI provides retailers help to adjust stocking levels to demand, improve the efciency of their store operations, proactively plan distribution status, understand and optimize sales trends. ! Consumer and Shopper Relationship Management: IRI helps retailers and manufacturers increase their segmentation knowledge, improve understanding of trip types and use their marketing and merchandising strategies. IRI offers the following products and services: ! InfoScan Retail Tracking: This censusbased point-of-sale (POS) tracking service provides manufacturers and retailers access to detailed information on sales, share, distribution, pricing and promotion, across a wide variety of retail channels and accounts. ! Consumer Network Household Panels and Shopper Insights: The Consumer Network household panel provides answers to who is buying, what they buy, where they buy, how often they buy and many more questions. IRI integrates purchase data with information about consumers to provide a comprehensive view of the buying experience. In 2006, the IRI Shopper Insights platform was enhanced by expanding the Consumer Network household panel and offering a series of integrated insights, shopper and specialty panels, which are enabled through a new portable, personal collection device. The enhanced panel services, combined with its POS data, provide a comprehensive view of the consumer and the marketplace. ! Automated Predictive Analytic Insights: Analytical modeling, consumer and shopper insights and media testing services are supported by an experienced analytics staff. Its Marketing Mix Analytics services focus on quantifying, testing and simulating return on marketing investments for brands. The analytical tools provide the ability to decompose the drivers of current business trends and simulate the effects of changes on future brand plans. For scenarios that cannot be simulated using historical data, IRI offers BehaviorScan in-market testing service, a media testing capability that executes in-market media weight and copy tests. It also offers other testing services to compare in-store media, assortment and pricing decisions, as well as media plan alternatives. ! Enterprise-Class Decision Support Solutions: These services provide an enterprise-class framework for all phases of planning, performance analysis and rapid decision-making. Integrated predictive scenario analysis capabilities create and evaluate multiple what-if calculations and plan alternatives to help evaluate the impact of decisions before they are made. ! Consumer Driven Merchandising for Retailers: These services assist retailers in stocking levels to demand, improve support for promotional activities, produce shopperappropriate store plans and improve the efciency of their store operations. ! Industry Vertical Solutions: IRI offers vertical experience and customized products and services for multiple industry verti-
IRI
KLEIN
www.infores.com
IRI, formerly Information Resources Inc., in Chicago was founded in 1979, became a public company in 1983 and acquired in 2003 by Symphony Technology Group LLC, a private company. Scott W. Klein, 49, is president and CEO of IRI, and Romesh Wadhwani, 59, is chairman. Klein earned a B.A. in accounting at Syracuse University and Wadhwani earned a Ph.D. in electrical engineering at Carnegie-Mellon University. U.S. revenue in 2006 was $432.0 million, up 5.6% over 2005. In 2006, 35.0% of total
HONOMICHL TOP 50
cals, including health care and wellness, center store, confections, beer, wine and spirits, bakery and dairy. The IRI Healthcare Solutions Group provides pharmaceutical, healthcare, CPG companies and retailers with consumer intelligence, targeting and analytic services for the healthcare marketplace. It offers a suite of retail tracking, consumer panel and analytic-driven products and services under the RxPulse brand. IRI delivers insights through a comprehensive, integrated view of the beverage alcohol industry. The retail tracking products and analytics offered by IRI are scaled to meet the beverage alcohol industry needs, enabling full understanding of retail sales trends and purchase behavior and consumer insights in grocery, drug, mass merchandiser, convenience, liquor and club stores. IRI has 1,756 full-time employees in the United States and 3,600 worldwide. It has ofces throughout the United States and in the United Kingdom, France, Netherlands, Germany, Greece, India, Italy and Spain. to provide information management and communications services to federal government and private sector clients. The acquisition increases Westats ability to create and distribute health education materials, develop and maintain client Web sites, respond to health information inquiries from the public and implement and evaluate health awareness and information campaigns. The rm continues to conduct CATI at six telephone research centers throughout the United States. Westats nationwide staff of eld interviewers uses computer-assisted interviewing methods on many large longterm surveys. To support and manage these large distributed operations, Westat maintains a large, secure, nationwide computer and communications infrastructure. Westat also continues to expand its methods research capabilities, with an emphasis on maximizing respondent cooperation and the application of Web technologies to survey information collection. It operates a behavioral research facility, specializing in Web usability studies to augment its cognitive laboratory and focus group capabilities.
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The rm distributes and provides user training and support for its WesVar statistical processing software and for Blaise, a COTS software system for CATI and complex survey processing developed by Statistics Netherlands and is used internationally. Westats staff includes 1,906 full-time salaried employees. In addition, Westats telephone-interviewing, eld-interviewing and data-editing staff averaged about 1,350 during 2006.
WESTAT INC.
www.westat.com
Westat Inc. in Rockville, Md., is an employee-owned company founded in 1961. The president and CEO of Westat is Joseph A. Hunt, 70. He earned an M.S. at the Massachusetts Institute of Technology U.S. revenue in 2006 was $425.8 million, up 0.8% over 2005. The growth rate excludes revenue from the acquisition of Eagle Design and Management in July 2006. Westat primarily conducts survey research for agencies of the U.S. government as well as businesses, foundations and state and local governments. Major project areas include health, epidemiological, education, the environment, energy, transportation and federal social programs. Its major statistical surveys measure educational progress and medical expenditures, as well as long-term follow-up surveys concerning health, education and employment. The results of its research activities enhance reporting and performance of government programs and to improve patient safety in the nations healthcare system. The rm continues to perform clinical trials work for the U.S. government, pharmaceutical and biotch clients. In 2007, Westat expanded its international activities to support clinical trials in Costa Rica, South Africa, Thailand and China. In 2006, Westat acquired Eagle Design and Management to expand its capabilities
HUNT
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June 15, 2007
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market information and measurement, together with insights and analysis, to local and multinational organizations. The rm operates a global network spanning 70 countries and employs more than 14,000 full time with 2,626 based in the United States. TNS has three divisions in the United States and nearly 50 sales and service ofces. ! TNS Custom Research combines industry sector knowledge with research experience for more effective client business decisions. The rm provides a wide range of services, syndicated research and managed access panels. Dedicated research teams concentrate on major industries such as consumer goods and services, including food and beverage, OTC and health care, retail, restaurants, packaged goods, house and home, nancial services (including banks and credit cards, insurance and managed care organizations and investment services rms), technology and media (including entertainment, IT, telecommunications and sport), automotive, travel and tourism, polling and social research and professional service rms and agencies. Industry teams link with experts in the areas of motivational, new product development, brand and advertising, sports marketing and sponsorship, multicultural, mystery shopping and stakeholder management research. Much of this resides in TNSs specialized practice areas, including TNS Advertising and Brand Performance, TNS New Product Development, TNS Multicultural, TNS Motivational Research, TNS Stakeholder Management, TNS Shopper and Retail Insights and TNS Sport. TNS services work on a global scale. They include NeedScope (emotional needs assessment), Conversion Model (brand commitment), AdEval (copy testing), MarketWhys (in-market brand and ad performance tracking), InnoSuite (volumetric forecasting), WebEval (Web site evaluation), FutureView (competitive landscape and white space) and TRI*M (customer satisfaction and relationship monitoring and management). TNS operates managed access panels (6th dimension panels, formerly TNS NFO Access Panels) in the United States and major countries in Europe and Asia. ! TNS Media Intelligence is a leading provider of competitive advertising intelligence to advertising agencies, advertisers and media properties. The rms tracking technologies collect advertising expenditure and occurrence data, as well as select creative executions, for more than 2.4 million brands and 190 million ad occurrences each year. It provides more than 3,000 clients in the United States with strategic advertising information for 20 monitored media. TNS MI also delivers strategic intelligence in key industry marketplaces through its companies: Marx Promotion Intelligence, a provider of FSI and coupon promotion information; Theatrical Entertainment Services, a large U.S. provider of box ofce verication and cinema trailer tracking services to the entertainment industry; Campaign Media Analysis Group, a provider of advertising intelligence on the U.S. political marketplace; and Cymfony, a market inuence analytics company that monitors and analyzes the intersection of traditional and social media. The division offers information through more than 20 products and services, including competitive analysis, sales prospecting, strategic planning, tactical executions and proof-of-performance. TNS MI maintains ofces throughout the United States, with sales ofces in Atlanta, Chicago, Dallas, Los Angeles, Minneapolis, New York, Boston and Arlington, Va. Its data collection facilities in West Chester, Pa., and
TNS U.S.
LOWDEN
www.tns-global.com
TNS U.S. is the U.S. unit of Taylor Nelson Sofres plc, a public company based in London. David Lowden, 49, is CEO of TNS. He earned a B.A. in business administration at University of Strathclyde in the United Kingdom. U.S. revenue for 2006 was $355.1 million, down 6.4% from 2005. In 2006, 80.8% of total worldwide research revenue, or $1.5 billion, was from outside the United States. TNS is a global market insight and information group, a major provider of custom research and a major supplier of consumer purchase panel, TV audience measurement and media intelligence services. It provides
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(BPO), which integrates brand equity and market equity factors for a complete diagnostic view. BPO guides companies in building commitment, a relationship metric, validated against prescribing data to predict and drive Rx dynamics, protect share and prevent switching. It also offers a global Sales Performance Optimization (SPO) framework to congure the optimal mix of physician experiencesincluding rep interactions, patient programs communications and practice supportto drive prescribing. Through its clinically driven Treatment Performance Optimization (TPO) suite, TNS Healthcare links successful drug development with optimal commercialization. TNS Healthcare also supports successful message and promotional strategy development. MessageEval uses diagnostics to evaluate up to 200 message elements, including text, graphics and sound. MarketWhys, a DTC tracking service, incorporates insights into patients brand commitment. In addition, Cardiovascular Integrated Insights provides a comprehensive view of the global cardiovascular market. It brings together BPO and SPO information, as well as CardioMonitor (an international CV patient database) and Cardio2020 (a look at upcoming changes in diagnoses, treatment and management, from 25 leading cardiologists). TNS Healthcare operates in the United States, the United Kingdom, Germany, France and Spain, and in 2005 established a client service group in Italy. Its worldwide focus is on global performance optimization insights, supported by local country staff. B. Morris, 64, who earned an M.B.A. at Harvard Business School. U.S. revenue in 2006 was $316.1 million, up 5.8% over 2005. In 2006, 4.0% of total revenue, or $13.2 million, came from outside the United States. The growth rate includes the 2005 and 2006 revenue from Integrated Radio Systems LLC acquired September 2005. Arbitron is an international media and marketing research company primarily serving broadcast, satellite and online radio, cable, advertising agencies, advertisers, outdoor and out-of-home media. Through Scarborough Research, jointly owned with The Nielsen Co., Arbitron provides media and marketing research services to broadcast TV and newspapers. Arbitrons core services are measuring local radio audiences across the United States; measuring network and national radio audiences in the United States; providing consumer shopping and media usage information to radio, cable, advertising agencies, advertisers, retailers, broadcast TV, out-of home media, newspapers and online media; and providing application software used for analyzing media audience and marketing information.
Chesapeake, Va., focus on the capture and classication of advertising data. ! TNS Healthcare provides market research consulting to the worldwide pharmaceutical, biotech and medical device industries, as well as health-focused ad agencies, media and analysts. It offers globally consistent and custom advisory services for product introductions; brand, treatment and sales force performance optimization; and physician and DTC promotional assessment. Informing decisions across the product life cycle, TNS Healthcare provides problem-solving and insights for product development, pre-launch landscaping, market assessment, positioning and segmentation, message and campaign creation; pricing, forecasting, attitude and awareness measurement and post-launch tracking. Delivering insights across stakeholdersincluding physicians, patients and consumersTNS Healthcare anticipates and understands customers behaviors to maximize results. Its J Street panel provides Internet access to more than 60,000 physicians in the United States and major European markets. TNS Healthcares global frameworks include Brand Performance Optimization
ARBITRON INC.
www.arbitron.com
Arbitron Inc. in New York was founded in 1949 and in 1960 became a subsidiary of publicly held Ceridian Corp. in Minneapolis. In March 2001, Ceridian completed a reverse spin-off of Arbitron into a public company listed on the NYSE. Arbitrons president and CEO is Stephen
MORRIS
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! Surveying Consumers in Local Markets: Arbitron provides consumer proles of radio listeners, broadcast TV and cable TV viewers, newspaper readers and consumers reached by outdoor and out-of-home advertising displays. These proles contain detailed socioeconomic data and information about what consumers buy, where they shop and what other forms of media they use. Measurements are provided in about 276 local markets throughout the United States through its Scarborough service (a joint venture between Arbitron and The Nielsen Co.) as well as two other proprietary services that conduct ongoing consumer surveys. Arbitron also provides software applications that give access to media and consumer information from Arbitron and other research providers. The software assists in making media buying and selling decisions, as well as in managing and programming radio stations. ! Arbitron Outdoor Services and Online Radio Ratings: Through Scarborough and its other local consumer services, Arbitron provides outdoor and out-of-home measurements of retail behavior, demographics, lifestyle and media habits of local market consumers. ! Online Radio Ratings: Since 1998, Arbitron has been reporting about the audiences of audio and video content on the Internet. Today, Arbitron and comScore Media Metrix, a division of comScore Networks Inc., are producing monthly reports of online radio audiences to the leading online radio providers. ! Custom Research Services and International Operations: Arbitron has expanded its custom research efforts to serve emerging advertising media. For example, it has produced audience listening estimates for sporting events, Chinese-language radio and custom research studies for satellite radio providers and out-of-home/placebased media. Through Continental Research, its London-based subsidiary, Arbitron provides media, advertising, nancial, public sector, telecommunications and Internet research services in the United Kingdom and continental Europe. Arbitron Portable People Meter The rm has developed a Portable People Meter (PPM) system capable of measuring radio, broadcast TV, cable TV, Internet broadcasts, satellite radio and TV audiences and retail store video and audio broadcasts. Arbitron announced a rollout schedule of the top 10 radio markets by the fall of 2008 and into all of the top 50 radio markets by the end of 2010. The rm was granted Media Rating Council accreditation for Houston PPM radio ratings. Philadelphia was converted to PPM radio measurement in January 2007. The rm is also working directly with the broadcast TV and cable industry on additional, noncurrency services that utilize the PPM. Arbitron has entered into licensing agreements with international media information services companies. BBM Canada, the Canadian industry cooperative for audience ratings, uses the PPM as the ofcial ratings system for buying and selling commercial airtime on French-language TV in the markets of Quebec and Montreal. TNS in the United Kingdom uses the PPM system for media measurement applications in London, Belgium, Denmark, Norway, Kazakhstan and Singapore. Project Apollo One application of PPM that Arbitron is exploring with The Nielsen Co. is its use as the media collection tool for a national marketing-oriented research service, Project Apollo. It is designed to collect and connect three types of data: Exposure to messages on the national media by using the PPM to track electronic media and by using other survey methods for print, the Internet and other media. Changes in consumer brand recognition/preference through online surveys. Store trafc and purchases of CPG through ACNielsen in-home scanner technologies as well as spending on consumer services by means of additional survey methods. Since January 2005, Arbitron and Nielsen have been operating a national pilot panel of more than 11,000 individuals in 5,000 households as a demonstration project that is delivering to seven charter advertisers multimedia and purchase information from a common sample of consumers. The pilot panel is intended to show advertisers how Project Apollo would enable a better understanding of the link between consumer exposure to advertising on multiple media and their shopping and purchasing behavior. The pilot also showcases the enhanced ability of the single-source marketing research service to measure the return on investment for marketing efforts. Arbitron has executive ofces in New York, with sales ofces in ve U.S. cities and operations ofces in six U.S. cities. Its research and technology organization, in Columbia, Md., provides support for the U.S. Media Services business and continues the development the PPM technology. Arbitron has 1,000 full-time employees in the United States.
Arbitron serves about 4,600 radio stations and 2,100 advertising agencies and major advertisers, more than 300 TV stations, nearly 80 cable customers, more than 150 newspapers and more than 90 outdoor advertising companies. The rm surveys the retail, media and product purchase patterns of local market consumers. It also provides application software to analyze ratings and consumer data. Media Services ! Measuring U.S Local and National Radio Audiences: Arbitron measures the size and composition of radio station audiences by periodically surveying radio listeners in U.S. markets. It also provides measurement of network radio audiences through its two national ratings services: RADAR and Nationwide. The RADAR service provides a measurement of national radio audiences and the audience size of network radio programs and commercials. The audience measurements are provided for a wide variety of demographics and dayparts for total radio listening and for 55 separate radio networks.
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June 15, 2007
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GfK AG USA
www.gfk.com
GfK AG USA comprises the U.S. operations of GfK AG, a public company based in Nuremberg, Germany, and established in 1934. In August 2005, NOP World was acquired by GFK. Klaus L. Wbbenhorst, 51, is the CEO of GfK AG. He earned a Ph.D. from Technical University of Darmstadt, Germany. U.S. revenue in 2006 was $315.5 million, down 0.2% from 2005. In 2006, 77.4% of total worldwide revenue, or $12.1 billion, was from outside the United States. The growth rate includes 2006 and 2005 fullyear NOP World U.S. revenue. Worldwide revenue of GfK AG in 2006 was $1.4 billion. GfK AG is a worldwide market research organization providing services in ve business divisions: Custom Research, Retail and Technology, Consumer Tracking, Media and HealthCare. The rm has 115 subsidiaries located in 90 countries and more than 7,900 employees worldwide and 1,038 in the United States. GfK now offers research services in the United States through four of its ve business units: Custom Research GfKs Custom Research division provides information services on operational and strategic marketing decisions. These services include tests and studies on product and pricing policy, on brand positioning and brand management, on traditional and modern forms of communication with consumers and users, on optimizing distribution as well as on customer loyalty issues. GfK Custom Research North America comprises the integrated rms of GfK Arbor, GfK Automotive, GfK Caribou Lake, GfK CRI and GfK NOP. Services include GfK Roper Reports, GfK Starch Ad Readership Studies, GfK Price Challenger, GfK Loyalty and AFI Purchase Funnel. Retail and Technology GfKs Retail and Technology division provides clients from trade and industry with regular information services based on continuous surveys and analyses of sales of technical consumer goods in the retail sector. Among the market segments are ofce communication, photographic technology and optics, electrical household appliances, information technology, telecommunications, sports equipment, tourism, consumer electronics and entertainment media. In the United States, GfK operates two units:
WBBENHORST
! The New York-based GfK Audits & Surveys (www.gfkms.com) provides retail data collection services that include sales, distribution, shopper and retailer attitude and other data on a broad range of products and outlet types including pet supplies, jewelry, optical, CPG, professional beauty, travel, automotive and home furnishing products as well as measurements relating to the Hispanic market. One of its services is the National Retail Census of Product Distribution, which provides marketers with the size of 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 analysis. Instead of examining market share, IFR analyses Shelf Share, or the presence of goods and brands in the market, and reects the market shelf-offer. Media GfKs Media division provides information services on the intensity and nature of media use and acceptance. The services are directed at clients from media companies,
agencies and the branded goods industry. These services relate to information about both traditional media like TV, radio, print, lm and outdoor advertising as well as the Internet and online and ofine media. Mediamark Research (www.mediamark. com) in the United States offers comprehensive demographic, lifestyle, product usage and exposure to all forms of advertising media collected from a single sample. As the leading U.S. supplier of multimedia audiSee TOP 50 / Page H26
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!" GfK Market Measures (www.gfkmar ket measures.com) provides a mix of syndicated and custom marketing research services, supporting market assessment, brand tracking, message effectiveness, sales force effectiveness, consumer healthcare and product launch applications. The rms custom research experience includes pricing, forecasting, positioning, concept testing, message development, promotional effectiveness evaluation and opportunity assessment. Major products include Therapeutic Class Studies, PatientDriver, Detail Tracker, Detail Watch and Fastape Premium. ! With a full range of quantitative services, GfK Strategic Marketing (www.gfksm.com) provides support in areas such as pricing, forecasting, clinical trial optimization and market segmentation. Key products include UniterSM, Hospital UniterSM and Perceptual Decit SimulatorSM. Additionally, GfK Strategic Marketings Qualitative Institute uses a variety of qualitative research methodologies, including cross-cultural projective and elicitive techniques, to provide counsel at each stage of the product life cycle. ! GfK V2 (www.gfkv2.com) conducts qualitative marketing research with patients and physicians and executes analytics and quantitative research. Products include Information Architecture (product positioning), Competitive Analysis of Strategy & TacticsCAST (war gaming), Market Analysis of Patients & ProductsMAPPs (patient ow and treatment maps) and PracticeView (strategic account management). up 8.3% over 2005. In 2006, $805.1 million, or 74.8%, of total revenue was from outside the United States. The growth rate excludes 2005 and 2006 revenue from Understanding UnLtd. acquired November 2005. Ipsos is a global survey-based market research rm providing services in ve areas of specialization: advertising, customer loyalty, marketing, media and public affairs research, all supported by analytics and methods. Ipsos companies offer a line of custom, syndicated, omnibus, panel and online research products and services and conducts polling on behalf of The Associated Press. Ipsos is represented by seven companies in North America: ! Ipsos ASI (www.ipsosasi.com) is a worldwide provider of advertising pretesting services. It offers a full range of advertising research services at all stages of the advertising development process, including copy testing, advertising tracking and brand equity evaluation. Ipsos-ASI helps in the development, evaluation and improvement of clients advertising efforts. ! Ipsos Insight (www.ipsosinsight.com), the marketing research consultancy, provides services in market assessment, brand
ence research, MR provides information to magazines, TV, radio, Internet and other media, leading national advertisers and more than 450 advertising agencies, including 90 of the top 100 agencies in the United States. Health care GfKs HealthCare division provides its clients from the pharmaceuticals and healthcare industry worldwide with information and consulting services for special health markets covered by GfKs network in America, Europe and Asia. The services include analyses of product development and market communication, image cultivation and price control of medicines, market positioning, customer satisfaction and information on the sales volumes of products used in the dental and veterinary sectors and in laboratories. The GfK U.S. Healthcare Companies (www.gfkushc.com) is comprised of three healthcare marketing research agencies: GfK Market Measures, GfK Strategic Marketing and GfK V2. Each of the companies has its own distinct set of core offerings, which together provide a full range of custom and syndicated marketing research.
IPSOS
SMITH
www.ipsos-na.com
Ipsos in North America (Ipsos) is based in New York and is a unit of Ipsos Group SA in Paris, a public company founded in 1975 and listed on the Paris Stock Exchange in 1999. James T. Smith, 59, is CEO and chairman of Ipsos in North America. He earned an M.B.A. from Cornell University. U.S. revenue in 2006 was $271.7 million,
HONOMICHL TOP 50
management, innovation and new product development. It has experienced client services teams specializing in consumer products, technology, communications, health, pharmaceuticals, nancial services, entertainment, foodservice, agrifood, energy, utilities and lottery and gaming research. N Ipsos Loyalty (www.ipsosloyalty.com) is a global, specialized practice in customer satisfaction management, customer relationship management and employee climate management, supported by a modular suite of integrated research tools. N Ipsos Media (www.ipsos-na.com/ media) provides research to both the editorial and advertising sides of media in key markets worldwide. Through syndicated studies and ad hoc research it informs editorial and media marketing decision-makers about the expectations, tastes and behavior of readers, listeners, viewers and Internet users. N Ipsos Novaction and Vantis (www. ipsos-nv.com) provides forecasting, modeling and consulting for companies in the FMCG, durable goods and service industries. The rms survey-based research offerings are designed for new product development (needs identication, concept screening and forecasting sales); feature optimization and pricing; brand and market management; and sales and marketing effectiveness. N Ipsos Public Affairs (www.ipsospa. com) specializes in corporate reputation, issues management, strategic communications and sociopolitical trends, serving the needs of corporations, nonprot organizations, public relations rms, news media and governments. Its toolbox for conducting tailor-made research includes quantitative polling, qualitative focus groups, online panels, elite and stakeholder interviewing, syndicated subscriptions and other research techniques. It has ofces in New York, Washington, D.C., Chicago and Seattle. N Ipsos Reid (www.ipsos.ca), is a Canadian provider of public opinion research in Canada, as well as loyalty, forecasting and modeling insights. With operations in seven cities, the rm employs more than 500 researcher professionals and support staff in
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Canada. The rm is staffed with experienced research consultants having extensive industry-specic backgrounds. It offers syndicated information and custom services across key sectors in the Canadian economy, including consumer packaged goods, nancial services, automotive, retail, and technology and telecommunications. Ipsos employs more than 6,000 research professionals and support staff worldwide, including 700 in 15 locations in the United States.
WHEN SUCCESS IS YOUR ONLY OPTION
10
SYNOVATE
www.synovate.com
what do you do?
SKOLNICK
CHOOSE A PARTNER
YOU CAN TRUST
Synovate, created in 2002 (formerly Aegis Research) was acquired in 1999 by the Aegis Group plc, a London-based public company listed on the London Stock Exchange. Robert Skolnick, 54, is CEO of Synovate North America. He earned a J.D. at Brooklyn Law School. Adrian Chedore is worldwide CEO for Synovate. U.S. revenue in 2006 was $234.3 million, up 8.2% over 2005. In 2006, revenue from outside the United States was $505.6 million, or 68.3% of total revenue. In 2006, revenue of Synovate worldwide was $740 million, and revenue of Aegis Group was $1.8 billion. Synovate is a global market research rm providing global support and a suite of research services, supported by local knowledge and understanding of the worlds diverse markets, including relevant cultural differences. It has centers of excellence around the world working closely with local ofces with client service teams that mirror
Today, success depends on asking the right questions to get the right information. While a lot of market research firms may focus on the Who, What, When and How behind consumer behavior; you can trust Harris Interactive to dig deeper to understand the critical Why.
Call us at 877.919.4765.
www.harrisinteractive.com 877.919.4765 info@harrisinteractive.com

2007, Harris Interactive Inc. All rights reserved. EOE M/F/D/V 05.07
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! Synovate Product Design & Development: The rm has experience and services across all stages of the product development cycle, from initial concept to development, packaging and pricing. ! Synovate Healthcare: Global specialists delivering marketing insights to the pharmaceutical and healthcare industries, from ad hoc research and analytics to syndicated tracking studies. ! Synovate Motoresearch: This brings together automotive industry experience and products with global capability. NADA24, its customer feedback program for automotive dealerships, provides dealers immediate feedback on the customer experience. ! Synovate ViewsNet: From customer behavior to customer feedback, panels that can be accessed online, by telephone, by mail or face to face. ! Synovate Aztec: The rms specialist offering in data; value-added data processing and support services across the grocery, pharmacy, liquor, mass merchant and petrol/convenience channels. ! Media research: Examines emerging trends and how changes in consumer behavior alter media relationships. ! Youth research: Insight into youth and contemporary culture, providing a broad range of clients with strategy, insight and ideas.
the requirements of global clients. With fully owned operations in 108 cities in 51 countries, Synovate provides complete geographic coverage and service. Its clients range from Fortune Global 500 companies to entrepreneurial start-ups and come from all sectors of business: consumer packaged goods, petrochemicals, media and advertising, government, quick-serve restaurants, nancial services, technology and more. The rm employs more than 5,500 staff worldwide with 721 full-time staff in the United States. Synovates global practices and industry specialisms include: ! Synovate Brand & Communications: The rm offers its new Brand Value Creator and other services to help grow brands and track how well communications are working. ! Synovate Censydiam: Creates a deeper understanding of motivations in order to gain insight into how clients can inuence peoples behavior. ! Synovate Loyalty: This customer loyalty research and consulting service helps clients to develop and implement customer loyalty strategies.
MARITZ RESEARCH
www.maritzresearch.com
Maritz Research (MR), based in Fenton, Mo., was founded in 1973 and is a wholly owned subsidiary of Maritz Inc. Michael Brereton, 47, is president of MR. He earned an M.B.A. at Bowling Green State University. 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 United States. Maritz Inc.s revenue in 2006 was $1.4 billion. MR provides services that close the gap between brand promise and brand performance through an understanding of customers, employees and channel partners. Its specialized divisions are focused on the
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BRERETON
automotive, nancial services, hospitality, telecommunications and technology, retail and pharmaceutical sectors. In 2006, the rm introduced the Maritz Brand Experience Improvement Process. This is a framework for ongoing improvement that focuses on sustained delivery of the brand promise at the retail level. It provides denition, goal alignment, training, measurement, focus and motivation, all aimed at helping employees consistently deliver the brand. MR also introduced Maritz ClearVoice, a new text analysis tool. Maritz ClearVoice, turns verbatims into a stream of statistically signicant information, yielding greater insights 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-time data tabulations and analysis provides insights while the customer is still in the store or business location. The resulting topof-mind information is then used by managers to modify or improve the in-store experience. MR employs 610 people full time in the United States and 757 worldwide.
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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 generated outside the United States. HI is a global research company known for its Internet-based research methods and The Harris Poll. It has built one of the worlds largest online panels, more than 6 million survey respondents, for the Harris Poll Online. HI serves its clients through its U.S., Europe and Asia ofces, its wholly owned subsidiary Paris-based Novatris, and through an independent global network of afliate market research companies. Market research is provided via mixed-mode data collection, panel development services as well as syndicated and tracking research consultation. The rm has particular strengths in the areas of brand and strategy consulting, marketing communications (ad tracking and testing) and loyalty. Its industry experience includes advertising, consumer packaged goods, nancial services, health care and pharmaceuticals, government, telecommunications, technology, automotive and transportation, as well as public policy and public relations. HI is well-versed in online, traditional and mixed-mode approaches. It has conducted telephone research in more than 90 countries with online research experience in more than 80 countries. Beyond the online survey are an array of data collection options available, such as combining telephone interviews with online data entry (Webassisted personal interviewing or WAPI), online recruitment to ofine surveys (and vice versa), focus groups and in-depth interviews and roving laptop-based interviews using computer-assisted personal interviews. Research-on-research ndings inuence all aspects of data collection from sampling and survey design through to weighting. HI has built a single research operations platform, called Integrated CATI-WAPI or ICW, that integrates online and telephone data into one seamless database. This platform can also send out more than 1 million e-mail invitations per hour and process 180,000 ve-minute inbound surveys per hour or 15,000 surveys simultaneously. To date, HI has completed more than 70 million online surveys. HI has 755 full-time employees in the United States and about 1,100 full-time employees worldwide.
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GOODALL
NOVAK
J.D. POWER AND ASSOCIATES

www.jdpower.com
HARRIS INTERACTIVE INC.

www.harrisinteractive.com
Harris Interactive Inc. (HI), based in Rochester, N.Y., was founded in 1975 as Gordon S. Black Corp. and together with Louis Harris and Associates, which was founded in 1956, became a public company in 1999. Gregory T. Novak, 44, is president and CEO of HI. He earned an M.S. at Krannert Business School at Purdue University.
RESERVE YOUR AD SPACE TODAY IN MARKETING NEWS
HONOMICHL TOP 25 INTERNATIONAL MARKET RESEARCH FIRMS COMING IN AUGUST
J.D. Power and Associates (JDPA) in Westlake Village, Calif., was founded in 1968. In April 2005 JDPA was acquired by The McGraw-Hill Cos. Steven C. Goodall, 52, is president of JDPA. He earned an M.B.A. at the University of Southern California. U.S. research-only revenue in 2006 was estimated at $170.5 million, up 12.0% over 2005. Revenue from outside the United States in 2006 was estimated at $62.1 million, or 26.7% of total research-only estimated revenue. JDPA is a global marketing information services company that conducts independent consumer surveys of product and service quality, customer satisfaction
HONOMICHL TOP 50
and buyer behavior. Services include industrywide and client-commissioned research, business-to-business consulting, automotive forecasting, corporate training and performance improvement and media research. The rm does not review, judge or test products and services; it relies on the opinions and expectations of consumers who have actually owned the products and use the services being rated. Annual syndicated studies are based on survey responses from millions of consumers and business customers worldwide. JDPA is best known for its work in the automotive industry, for which its metrics have become the industry standard for measuring quality and customer satisfaction. A team of associates worldwide conducts quality and customer satisfaction research across industries including automotive, telecommunications, travel, real estate, nance, marine, health care, utilities and consumer electronics. The rms clients include many Fortune 500 companies in the United States and many internationally. JDPA has ve U.S. ofces and locations in eight countries internationally. It has 610 full-time associates in the United States and 840 worldwide.
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14
www.npd.com
JOHNSON
THE NPD GROUP INC.
The NPD Group Inc. (NPD), in Port Washington, N.Y., is a group of private, majorityowned corporations. It was founded in 1967. Tod Johnson is chairman and CEO of NPD; Karyn Schoenbart is president and COO; and Tom Lynch is CFO and COO. Johnson, 62, earned an M.S.I.A. at Carnegie Mellon University. U.S. revenue in 2006 was $145.6 million, up 11.0% over 2005. In 2006, 22.1% of total revenue, or $41.3 million, was generated from work conducted outside the United States. The growth rate excludes revenue from the acquisition of STS Marketing Research in November 2005. NPD provides consumer and retail information for a wide range of industries. The
rm helps clients identify new business opportunities and guide product development, marketing, sales, merchandising and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology (consumer electronics, IT, cameras, other electronics), entertainment (video games, music, lm, video), fashion (accessories, apparel, footwear), food and beverage, foodservice, home (appliances, housewares, home improvement, home textiles), ofce supplies, software, sports, toys and wireless. Its products and services include retail tracking, consumer tracking, shipment tracking, special reports and custom solutions. NPDs retail tracking services are based on point-of-sale (POS) store movement information collected from 700 retail partners representing more than 140,000 doors worldwide. These retailers include department stores, mass merchandisers/discount stores, hypermarkets, specialty stores, mailorder outlets and e-commerce Web sites. NPD monitors commercial sales of information technology products through an alliance with the Global Technology Distribution Council, whose members comprise about 80% of the IT distributor market.
The rms consumer tracking services in the United States are based on information collected from the NPD Online Panel of more than 3 million registered members. NPD also offers a second U.S. panel option, its longitudinal panel, AccuPanel. Due to NPDs extensive experience in managing panels, the NPD Online Panel has high cooperation rates compared to online industry norms. DisplaySearch, an NPD Group company, provides market research on the at panel display (FPD) industrys supply chain, covering component suppliers, equipment manufacturers, FPD producers, OEMs, brands, distributors and retailers. It offers information on shipments and revenue, as well as forecasts, for displays, applications, manufacturing equipment and components. In Canada, NPD offers POS and/or consumer panel information for the automotive, consumer technology, commercial technology, entertainment, fashion, food and beverage and foodservice industries; in many cases, consumer information is collected from NPDs Canadian online panel. In Mexico, NPDs primary business is retail tracking in the consumer technology market. In Europe, NPD offers information for the
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beauty, foodservice, sports and toys industry sectors. Tracking services are provided in 11 European countries and are comprised of both consumer and retail tracking services. In Asia, foodservice tracking is available in Japan; NPD also maintains an online panel to support foodservice tracking and custom work for other industries in Japan. In China, NPD launched the rst Prestige Beauty POS service in January 2007; this new activity is based on a leader panel of 30 department stores across seven major Chinese cities. NPD has ofces in 21 cities around the world, spanning the Americas, Europe, Asia and Australia. In 2006 in the United States, NPD introduced market-level tracking, with information for the consumer technology industry now available for more than 50 DMAs. The new information complements NPDs national data by providing a more granular market view, allowing manufacturers and retailers to understand trends at the local level and tailor their business strategies accordingly. NPD also launched more granular market views for its Beauty services in Europe and continued to expand its global reach with new tracking offerings for juvenile products, license products and sports equipment. In 2007, NPD will continue market-level expansion with the addition of new DMAs and information for custom trading areas. It will enhance market-level and regional tracking capabilities for consumer technology, beauty and automotive. And it will launch market-level tracking for footwear. NPDs international expansion will continue with new products and services slated for launch in Spain, Austria, Poland, Japan and China. In Europe, NPD will be launching online panels in the ve key countries for its toys, sports and foodservice businesses; these will be based on 630,000 panelists and use state-of-the-art data collection methods. NPDs joint ventures include a series of companies owned by NPD and GfK AG, operating retail tracking services in Europe, the Americas, Japan and the Pacic Rim for consumer electronics, household durables, cameras and IT. NPD also partners with GfK in OzToys, a retail tracking service covering toys, video games and software in Australia. In Latin America, NPD investments include consumer purchase panels in nearly all Latin American countries, operated through LatinPanel, a joint venture with IBOPE Group and Taylor Nelson Sofres plc. NPD has about 750 full-time employees in the United States (675 full-time exempt). Outside of the United States, it has 200 fulltime employees.
15
MIODUS
OPINION RESEARCH CORP.

www.opinionresearch.com
Opinion Research Corp. (ORC) in Princeton, N.J., was founded in 1938, became a public company in October 1993 and acquired December 2006 by infoUSA Inc., a public company. The President of ORC is Gerald J. Miodus, 50. He earned a B.S. in economics at Michigan 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 conducted outside the United States. Total research and nonresearch revenue in 2006 was $192.4 million. ORC is a research, consulting and information services company offering multinational corporations and governments market intelligence and social research on a global scale, with particular emphasis on global business-to-business markets and social research. Employing a worldwide data collection network, the rm performs surveys whose results are used for making business decisions based on in-depth insights into customers attitudes about their organizations product and service offerings. ORC advises in both public and private sectors on a number of issues in the areas of corporate reputation and branding, customer strategies, market development, employee research and consumer knowledge across a number of industry sectors, including nancial services, information technology, telecommunications, life sciences and consumer products and services. Research products include ORC Caravan, the oldest continuously running consumer omnibus survey in the United States; ORC Overnight, which delivers answers to business questions within 24 hours; and ORC Portal, a secure online project management tool to track the progress of complex pro-
HONOMICHL TOP 50
jects in real time. ORC Internationals U.K. ofce recently introduced ORC Accesspoint, a project portal for storing and managing research material in one central repository while providing project managers and stakeholders with a tool to monitor survey progress. ORC has partnered with media giant CNN on the CNN/Opinion Research Poll. ORC has conducted studies in 106 countries across six continents. It operates as Opinion Research in the United States and as ORC International in Europe, based in London and Asia, based in Hong Kong. Its sister company, Macro International, specializes in social research programs for government agencies. The rm has 495 full-time employees in research in the United States.
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up 10.4% from 2006. In 2006, 2.8% of total revenue, or $2.0 million, was from outside the United States. Telephia is a provider of syndicated consumer research to the telecom and mobile media markets. Service providers, device manufacturers, content providers and retailers use Telephia data to make competitive strategy, marketing and resource allocation decisions. The rm uses its measurement tools and large-scale consumer panels to understand and track the digital consumers behavior, attitudes and experience. ! Network Signal Polling: Telephia tracks changes in mobile subscriber counts at the metro level. Systems measure monthly subscriber counts in more than 65 metro markets by passively querying the ownership and assignment status of millions of phone numbers and to determine changes in subscriber market share, as well as calculate subscriber additions and deactivations. Each month Telephia initiates more than 8 million queries to harvest underlying network signaling information to provide a read of number ownership and assignment status. ! Online Bill Panel: Telephia developed its online bill panel to directly measure consumer spending activity by monitoring every entry on respondents phone bills each month. Panelists are recruited through a variety of channels against demographic and usergraphic benchmarks established by Telephias survey instruments. ! Network Testing Fleet: Telephia provides comprehensive drive testing of mobile network quality in more than 350 metropolSee TOP 50 / Page H36
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GORHAM
TELEPHIA INC.
www.telephia.com
Telephia Inc., based in San Francisco, is a private company founded in 1998. Sid Gorham, 40, is CEO of Telephia. He earned an M.B.A. from University of California at Berkeley. U.S. revenue in 2006 was $69.8 million,
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on actual consumer behavior. ! Internet Surveys: Telephia elds more than 20 online survey tracking vehicles on a monthly or quarterly basis across 10 countries, collecting more than 600,000 surveys containing 150 million individual responses annually. ! Application Testing Nodes: Telephia measures reliability and performance of the applications including wireless Web browsing, content downloading, picture messaging and streaming via a network of custom congured test nodes deployed in 20 U.S. cities. Its application testing platform has recently been extended to measure mobile TV, residential VOIP services and residential high-speed data (DSL/Cable Modems). The rm employs 258 full-time equivalents in the United States and has ofces in San Francisco, Lynchburg, Va., Dallas and London.
itan markets in the United States and Canada. Telephia collects its data with a eet of 25 trucks, with each custom congured with call-testing equipment and is remotely managed through an operations center in Lynchburg, Va. The rms eet tests each major market twice per year and all markets at least once annually, recording the disposition of each call in detail. ! On-Device Meter Panel: The rm has partnered with the industrys leading chipset suppliers to integrate its activity meter into cellular phones for tracking of mobile user behavior beginning in 2007 when Telephia will recruit a balanced panel of subscribers in each country. The phones with embedded meters will return activity logs periodically each day, which will be analyzed and reported in a comprehensive array of metrics
LIEBERMAN RESEARCH WORLDWIDE

www.lrwonline.com
Lieberman Research Worldwide (LRW), based in Los Angeles, is a privately held corporation founded in 1973. Arnold Fishman, 62, is the founder and chairman of LRW; and David Sackman, 49, is president and CEO. Fishman earned a B.S.
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SACKMAN
at Brooklyn College, City University of New York, and Sackman earned a B.A. at the University of California at Los Angeles. U.S. revenue in 2006 was $63.1 million, down 4.1% from 2005. In 2006, $15.2 million, or 19.4% of total revenue, was generated outside the United States. LRW is a full-service custom market research provider with extensive experience across a diversity of industries, including entertainment, technology, automotive, pharmaceutical and health care, retail, food service, nancial and business services and consumer goods. The rm conducts research in 80 countries worldwide. LRW maintains its understanding of business needs and techniques by recruiting senior executives from academia, consulting, advertising, marketing and marketing research. Its Advanced Analytics team that provides expertise in conjoint, choice, latent class and Hierarchical Bayes modeling, price testing and optimization, demand forecasting and modeling, market segmentation, brand positioning and other custom techniques. LRW emphasizes ve core areas of research: ! Strategy Development and Segmentation Research: Strategy expertise is LRWs core strength. In segmentation research, the rm determines targets, optimizes marketing mix and develops strategies to maximize performance within target segments that drive business impact. It also deploys techniques and analytic processes to understand where value resides within brands along with the implications for brand building. ! Brand Strategy: Known for years as brand specialists, LRW expanded its brand practice in 2006 with extensive R&D work to identify new brand metrics that predict nancial performance. LRWs Relevant Brand Clarity helps directly manage the contribution of brands to their nancial performance. This new paradigm links two new brand concepts, Emotional and Functional Clarity, with traditional measures of the brand funnel (such as awareness, trial, conversion, etc.), delivering a strong predictor of sales and prots. ! CIA Approach to Tracking: LRWs CIA Approach to Tracking utilizes consistency procedures and research processes that generate insight from the data. This approach is applied to customer satisfaction, brand or advertising tracking. ! New Product Development: Lieberman Laboratory starts with a market segmentation to understand the target markets, then uses Ideation, a structured brainstorming method, to create a large number of potential concepts. These concepts are rened through Evolution, an iterative series of
MARKETING NEWS RECRUITMENT CLASSIFIEDS YOUR BEST SOURCE FOR MARKETINGS TOP JOBS
HONOMICHL TOP 50
focus groups and concept redevelopment stages, to shape the most highly appealing new product concepts. ! Actionability Suite Workshops: LRW offers Actionability Workshops to actively engage key client stakeholders in the research process. In 2006, LRW opened new ofces in China and Japan, grew its tracking practice and acquired a new technology platform and introduced Relevant Brand Clarity in its brand practice. In 2007, the rm will introduce Interactive Decision Tool to evaluate what-if scenarios to more accurately gauge the potential of various strategies and tactics. LRW will also be offering a full suite of online access tools, delivering quality data and analysis including executive dashboards, full reporting systems and what-if modeling through interactive decision tools. LRW employs 194 full-time U.S. employees. Data collection facilities include ve telephone centers with 625 CATI-equipped stations and the capability to conduct interviews in more than 65 languages. There is an in-house staff of nine moderators for qualitative research. In addition to their Los Angeles headquarters, the rm has ofces in London, Chicago, Charlotte, N.C., Huntington Beach, Calif., Shanghai and Tokyo.
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FULGONI
comScore INC.
www.comscore.com
comScore Inc. (cS), based in Reston, Va., is a private company founded in 1999. In April 2007, cS applied for listing on the Nasdaq Stock Exchange. Gian Fulgoni, 59, is chairman of cS, and Magid Abraham is president and CEO. Fulgoni earned a masters in marketing at the University of Lancaster in the United Kingdom. U.S. revenue for 2006 was $61.1 million, up 30.0% over 2005. In 2006, revenue generated outside the United States was $5.2 million, or 7.8% of total revenue. cS continuously measures the online behavior of a cross section of consumers of 2 million global Internet people. It also uses a database of people who participate in sur-
vey research and who can be reached via email or pop-up survey invitations that can be triggered by panelists online activities. The rms samples have been built according to statistical sampling methodologies and encompass consumers at home, in the workplace, at universities and outside the United States. ! comScore Media Metrix (CMM) division, providing the audience measurement product of cS, is the source of Internet audience measurement for advertising agencies, publishers, marketers and nancial analysts. CMM reports details of online media usage,
visitor demographics and online buying power for the home, work and university audiences across 100 local U.S. markets and across the world, including detailed reporting for dozens of countries. The division offers tools for reach and frequency analysis, day-part planning, online and ofine local market analysis and emerging applications. CMM also provides a suite of search tracking and planning reports in addition to audience measurement data for streaming video and radio, the latter in conjunction with
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behavior across all important retail channels. cS has also matched its database with clients ofine buying databases to measure the impact that online marketing has on ofine behavior. CMS offers a full range of custom and syndicated survey research services for a variety of industries, using the cS panel with ofine and online applications. CMS survey services address business issues such as consumer segmentation, customer satisfaction, product and advertising evaluation and brand performance tracking. CMS integrates survey responses with online behavior passively captured for the same respondents. cSs Behavior Activated Research (BAR) is a survey research application that uses the Catalina Marketing printer network to target consumers to participate in survey research. The targeting is based on consumers buying of specic products, as measured by pointof-sale UPC scanners in 18,000 supermarkets in 99 U.S. markets. comScores sister product for the Pharmaceutical industry, BAR Rx, uses Catalina software installed in 12,600 U.S. retail chain pharmacies to print custom survey invitations when targeted patients pick up prescriptions. This service provides broad coverage, reaching more than 100 million patients and 1 billion prescriptions annually. cS data and services support numerous applications, including market and competitive intelligence for any online category; benchmarking and opportunity gap/SWOT analysis; customer proling and segmentation models; integration and study of online behavioral data with ofine purchase data; choice models based on pricing, taxes and promotions, among other factors; controlled measurement of the effectiveness of interactive marketing programs; and scoring of customer les for direct marketing programs using markers and propensities derived in aggregate within the comScore database and applied using shared attributes. comScores e-commerce sales data have been widely published in the media for more than six years. cS has 367 full-time U.S. employees and 377 worldwide in ofces in Reston, Va., Chicago, New York, San Francisco, Seattle, Toronto and London.
Arbitron Inc. ! comScore Marketing Solutions (CMS) division combines cSs consumer behavior database with the experience of comScore analysts, to deliver insight into the online behavior of consumers for clients in the automotive, consumer packaged goods, entertainment, nancial services, media, pharmaceutical, retail, technology, telecommunications and travel industries. CMS also integrates online behavior with ofine purchase and product ownership data. The cS online tracking technology is being installed on the computers of Information Resources Inc.s Consumer Network consumer panel that measures CPG buying
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KNOX
ABT ASSOCIATES INC.

www.abtassociates.com
www.marketingpower.com AMAs home on the Web
Abt Associates Inc. in Cambridge, Mass., is an employee-owned company founded in 1965. Wendell J. Knox, 59, is president and CEO of Abt Associates. He earned a B.A. at Harvard University. U.S. research-only revenue in 2006 was $53.6 million, up 2.7% over 2005. Total research and nonresearch revenue in 2006 was $199.4 million. Abt is a full-service research and consulting rm whose research activities include marketing research for government, business and consumer clients. Combining research and consulting services, Abt tailors individual services and strategies to help clients identify, understand and respond to issues and opportunities. Abt provides a full range of survey research capabilities, from sample design and instrument development, through data collection and data management and processing, to data analysis. The rms emphasis on technical quality ensures condence
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WEVE BEEN
Get ready for the NEW Marketing News, which debuts Sept. 1 with a fresh look, new features and leading-edge content that will make you rethink the way you approach marketing.
in measuring effectiveness, launching new products and improving customer satisfaction. Besides its Cambridge ofces, the rm has U.S. ofces in Lexington and Hadley, Mass.; Bethesda, Md.; Chicago; and Durham, N.C. Abroad there are ofces in Africa, Asia, Europe, Latin America and the Middle East. It has more than 1,000 fulltime employees, of which 250 work full or part time on its research services.
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MORRISON
MARKET STRATEGIES INC.

www.marketstrategies.com
VERY BUSY
Market Strategies Inc. (MSI) in Livonia, Mich., is a privately held company founded in 1989. In 2006, Veronis Suhler Stevenson LLC acquired a majority stake in MSI. Andrew J. Morrison is chairman and CEO of MSI; Jan Brown is president; and Reg Baker is COO. Morrison, 52, earned a Ph.D. in mass communications research at the University of Michigan. U.S. revenue in 2006 was $46.0 million, up 7.0% over 2005. Revenue generated outside the United States in 2006 was $2.0 million, or 4.2% of total revenue. MSI conducts both qualitative and quantitative research on a global basis, with specialties in global life sciences and consumer and business-to-business studies in the tech-
nology sector. MSIs MSInteractive unit provides support for the Perception Analyzer interactive group testing system in more than 40 countries. MSI is a full-service research company with experience working with healthcare providers and insurers, pharmaceutical companies, energy industry, technology and telecommunications clients, nancial services and insurance clients, government agencies and clients concerned about national policy issues in the healthcare, energy, communications and technology sectors. MSI offers a suite of products that includes MSImpact Modeling, a structural equation modeling system for customer satisfaction, customer relationship management and marketing programs; MSInnovation, a new product optimization and simulation approach involving choice modeling; MSTargets, which combines multiple platforms of needs, attitudes, geodemographic and behavioral data to select market segment targets; MSI BrandManager to derive the most value and equity from old and new brands; and the Perception Analyzer, MSIs dial-based interactive group testing system. MSIs MSInteractive unit manufactures the Perception Analyzer systems and software and sells or leases the equipment to clients worldwide. The rm provides each client
with a secure, extranet portal and analytical tools through its MSIClient software. About one-third of MSIs business involves customer satisfaction and loyalty measurement based on MSImpact Modeling. The balance is divided among new product development and market assessment studies; market segmentation studies; brand research; communications and advertising research; and general public opinion and opinion leaders studies. The rms projects are evenly split between consumer and business-to-business research. Almost 20% of MSIs studies are qualitative in nature, including traditional and online focus groups, Perception Analyzer sessions and in-depth interviews with hard-to-reach business decision-makers. Of MSIs 2006 studies, 30% were conducted using Web-based methodologies, which were supported by the rms own internal Internet research unit. MSI and its subsidiaries employ 185 fulltime staff and more than 400 part-time staff in ve locations. The company has 165 networked CATI stations, including facilities in London, Ontario, Canada; and Portland, Ore. Client service ofces are located in Livonia; Portland, Ore.; northern New Jersey; Indianapolis; and Alexandria, Va.
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experienced in dening problems, developing research designs, executing complex studies, analyzing data and interpreting results. Over the years the rm has expanded its core research competencies in response to emerging trends such as customer loyalty, linkage and integration and employee-related research. BIs core competencies are supported by internal research and development programs. Marketing research and consumer insights education is provided through the Burke Institute, which has trained more than 70,000 participants from 10,000 companies, through more than 3,000 public and in-house customized marketing research seminars in 39 different countries. Seminars cover research topics such as general marketing research, qualitative and online research, questionnaire design, customer loyalty, analytical tools and techniques, advanced multivariate analysis and linkage and other modeling techniques. Primary areas of focus include: ! Custom Marketing ResearchProvides analysis and consulting for consumer and business-to-business companies to understand marketplace dynamics worldwide. Services include product testing, brand equity research, pricing research, market segmentation, image and positioning studies and a wide range of marketing research protocols targeted at both tactical and strategic business issues. ! Customer Loyalty and Relationship ManagementHelps companies develop and deploy customer loyalty and relationship management systems that focus internal resources on customer requirements. ! Employee Engagement and RetentionA key element of BIs approach is employee engagement, which represents the strength of the overall connection between the employees and the organization and includes commitment, involvement, relationships and initiative. ! International ResearchCustom research and other research services are available worldwide. ! Linkage and IntegrationFocuses on where to invest limited resources to optimize process effectiveness, employee commitment, customer retention and business results. ! Online Research and ReportingBIs online research provides Web survey design and data collection using the Internet. Its Digital Dashboard online reporting provides secure, real-time access to survey ndings. BI also provides moderating of online focus groups. ! Burke QualitativeBIs qualitative division is experienced in using the full range of qualitative formats including focus groups, dyads, triads, mini-groups and one-on-ones. Moderators are versed in laddering, ethnographic research, scripting and a variety of other qualitative and projective techniques. ! Burke HealthcareThis division provides experienced and dedicated healthcare industry staff, many with professional accreditation or clinical backgrounds. Burke has 205 full-time employees in the United States and 138 part-time employees.
BURKE INC.
www.burke.com
Burke Inc. (BI), based in Cincinnati, was founded in 1931 and has been an independent, employee-owned company since 1989. About 85% of its shares are held in an Employee Stock Ownership Plan (ESOP). BIs president and CEO is Michael Baumgardner, 56. He earned a Ph.D. at Ohio State University. U.S. revenue in 2006 was 43.5 million, up 17.3% from 2005. In 2006, $6.5 million, or 13.0% of total revenue, was from outside the United States. BI is a full-service marketing research rm using advanced analytical techniques and technology to provide decision support services across all major industry sectors. Its
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BAUMGARDNER
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VAN LEFFERDINK
MVL GROUP
www.mvlgroup.com
MVL Group Inc. (MVL), based in Jupiter, Fla., is a privately held company formed as a holding company in 1998 and majority owned by Allied Capital Corp. in Washington, D.C. M. Van Lefferdink is CEO of MVL; and Adam L. Rogers is president and COO. Van Lefferdink, 55, has a B.A. from DePauw University. U.S. research revenue for MVLs full-service research units in 2006 was $43.0 million, up 11.1 % over 2005. The growth rate for 2006 and 2005 includes the acquisition of Marketing Research Services Inc., in May 2005. Total revenue of MVL in 2006, including data collection and online units, was $70.0 million. MVL full-service marketing research companies include:
HONOMICHL TOP 50
! Marketing Research Services Inc. (MRSI) in Cincinnati provides custom research services for clients in consumer goods, pharmaceuticals, healthcare, retail and the restaurant industries. Its Prism system utilizes quantitative and qualitative research tools to guide clients through one or more stages of product development. The system is composed of four stages that follow the product development process: market understanding, concept development, product development and product management. MRSIs Hispanic research includes an inhouse Hispanic research team of moderators, research consultants, analysts and project directors who conduct both qualitative and quantitative research among Hispanics, including the development of custom panels of Hispanic consumers. In 05, MRSI introduced Enfoque, its three-step process for conducting Hispanic research. ! Target Research Group (TRG) in Nanuet, N.Y., offers Ad Trac (Advertising Evaluation System), which evaluates TV and print advertising for impact, persuasion and communication; Con Trac for concept screening; Fore Trac to predict sales on new products, line extensions and relaunches; Power Trac for optimizing concept and product acceptance and product retention; and Price Trac that identies optimal pricing for new products. MVLs online research and data collection companies include: ! Carbonview Research in Jupiter, Fla., launched in early 2005, uses a new approach to online research with its Authenticated Panel based on face-to-face recruitment at mall locations nationwide. This screening method provides access to hardto-reach targeted consumers and 100% validation. ! Discovery Research Group in Salt Lake City specializes in interviewing and recruiting respondents via the telephone. Since its inception in 1987, DRG has grown to become one of the largest opinion and marketing research eld service rms in the United States. ! PhoneBase Research in Ft. Collins, Colo., has conducted millions of telephone interviews involving research into virtually every U.S. industry since its founding in 1994. ! Quick Test/Heakin a mall-based data collection network, has 57 nationwide locations centrally linked to its corporate ofce in Jupiter, Fla. It was created in 1999 by combining two companies in the mall-intercept data collection industry: Quick Test Inc. and Heakin Research Inc. MVL has 400 full-time and 2,000 parttime U.S. employees. MRSI and TRG has 100 U.S. full-time employees.
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OTX
ZALIS
www.otxresearch.com
OTX, or Online Testing eXchange, in Los Angeles, was founded in 2000 as a division of iFilm Inc. and acquired in 2004 by Zelnick Media Group and the Pilot Group. Shelley Zalis is CEO and co-founder of OTX. Zalis, 45, holds a B.A. from Barnard College of Columbia University. U.S. revenue in 2006 was $38.3 million, up 15.4% over 2005. In 2006, 4.7% or $1.9 million of total revenue, was from outside the United States. OTX is a consumer research and consulting rm that has established itself as a
provider of online-based research. The rm is focused on integrating online technology, products and analysis in the marketing, advertising, media and entertainment communities. Its clients are many blue chip companies within the marketing, advertising and entertainment industries. OTX is a blend of traditional market research experience and technical expertise that has created a portfolio of products and
NEED TO FILL A POSITION? FIND TOP CANDIDATES WITH MARKETING NEWS RECRUITMENT CLASSIFIEDS
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Cincinnati, Chicago, London and Melbourne, Australia.
tools with access to more than 30 million nationally representative online respondents in its panel OTX Survey Exchange. OTX specializes in understanding the impact of both traditional and emerging media as well as evaluating the convergence of brands and entertainment. It has developed new methods for executing studies that make online surveys more engaging, increase respondent satisfaction, improve cooperation rates and lower research costs. OTXs interactive, online research tools assess decision-making behavior in a reallife context and an open architecture development structure, making its products suitable for a variety of research applications. OTX specializes in entertainment industry services including testing for movie creative, trailers and Web site appeal and effectiveness. Its CPG industry services include testing of advertising, packaging and new product concepts. A virtual online store provides client testing and feedback of product packaging and pricing. OTX had 147 full-time employees and ofces in Los Angeles, New York,
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BROOKS
DIRECTIONS RESEARCH INC.

www.directionsresearch.com
Directions Research Inc. (DRI) in Cincinnati, is a privately held company founded in 1988. Ownership is held by 19 members of DRIs senior staff. Randy Brooks, 59, is DRIs founder and president. He earned an M.B.A. at the University of Cincinnati. U.S. revenue in 2006 was $36.7 million, up 10.9% over 2005. DRI is a full-service, custom research company that develops long-term partnerships with its clients in which substantial
responsibility for design, analysis and presentation is handled by dedicated client teams. DRIs client service staff averages 20 years of experience. DRI provides custom services, including many product and concept testing systems. The rm also regularly executes a wide variety of studies, including market segmentation, conjoint/discrete choice, awareness tracking, attitude and opinion, market structure and customer value/satisfaction. DRI has a team of experienced marketing scientists and data analysts to provide insight and value to its analyses. This typically includes advanced graphical and multivariate statistical techniques, such as conjoint, Kano, correspondence analysis, discriminant, factor analysis and clustering. The rm has extensive experience handling research for packaged goods, restaurant, retail, nancial services, technology and pharmaceutical companies. Their studies are conducted among consumers, professionals, medical staff and other business-tobusiness respondents using a broad range of data collection methods. DRI partners with industry data-collection specialists who provide high-quality data at competitive prices. This approach keeps DRI focused on
research design regardless of data collection methodology. Since its introduction in 2002, DRI has been using Navigator, a product testing norms database in which results have been compiled from a broad array of more than 4,000 food and other consumer packaged goods tests conducted over the past 10-plus years. This tool, developed with assistance from the University of Georgia, provides guidance for product test research design and adjusts for the effects of common design elements on any of the frequently used scales. DRI has placed senior client service staff in close proximity to key account clients with ofces in Chicago, Charleston, S.C., Dallas, and Toledo, Ohio. In 2007, DRI will be actively considering similar expansion in other markets. DRI employs a full-time professional staff of 125 in the United States.
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HAYS
NATIONAL RESEARCH CORP.

www.nationalresearch.com
National Research Corp. (NRC) in Lincoln, Neb., was founded in 1981 and has been a public company since October 1997. Michael D. Hays, 52, is NRCs president and 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 outside the United States. The growth rate excludes 2005 and 2006 revenue of Geriatric Health Systems LLC, acquired September 2005. NRC offers performance measurement and tracking and improvement services to hospitals, healthcare systems, physicians, health plans and other healthcare organizations. NRC provides three primary types of information services: ! The NRC+Picker Group provides the most important aspects of the patient experience by combining the advance measurement and improvement technology of NCR with the philosophy and family of surveys of the Picker Institute. eToolkit allows clients to act on their research results and attain improvement in the care delivery process. In addition, NRC Custom Research measures market characteristics or issues specic to individual healthcare organizations, including consumer recall of promotional and branding campaigns, consumer response to new service offering and provider perception of health plans and healthcare organizations.
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are in Lincoln, Neb., Herndon, Va., Toronto and Montreal.
! The NRC Healthcare Market Guide is an annual study of more than 140,000 households assessing consumers perceptions of and satisfaction with hospitals, health systems and health plans in more than 160 markets across the country. The guide provides consumer satisfaction ratings for medical care, access and administrative services on more than 800 health plans. Consumer quality perceptions, product-line preferences, service use and visit satisfaction are available for 3,000 hospitals and health systems by name. The guide also studies household health status, presence of more than 20 chronic conditions, alternative medicine use and other health behaviors. ! The Picker Symposium Educational Products provides a way of bridging the gap between measurement and improvement of patient-centered care and consists of the Picker Institute International Symposium, the Learning Network and eLearning. In 03, NRC acquired Smaller World Communications in Toronto, which provides performance measurement services for healthcare organizations in the Canadian market. NRC has 167 full-time and 58 part-time employees in the United States. Sales ofces
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KOOYMAN
KNOWLEDGE NETWORKS INC.

www.knowledgenetworks.com
Knowledge Networks Inc. (KN), based in Menlo Park, Calif., is a privately held company founded in 1998. Simon Kooyman, 50, is CEO of KN. He earned an M.B.A. at Catholic University of Louvain in Belgium. U.S. revenue for 2006 was $35.3 million, up 12.4% over 2005. KNs core constituencies include advertisers, media companies, and academic and government researchers. The rms resources include the only Web-enabled research panel created using a nationally representative RDD sample; a panel of 1 million frequent shoppers available for research; and a call center for media research and panel recruitment. KN provides design, execution, advanced analytics and reporting based on these resources. In 2007, the rm recast its organizational structure around key clients and plans to launch new products addressing their most important challenges. KN provides services specializing in media and advertising analysis, brand health, brand communication testing, segmentation, new product opportunities and
evaluation, public opinion and social issues. Using this expertise, KN advises about strategies and tactics to retain existing customers and win new buyers given fragmenting media, ubiquitous advertising and many brand choices in a wide range of channels. KN also maintains an extensive program of research on research, studying the ways that different research methods and respondent cooperation, including panel creation and maintenance, can directly affect the information marketers use to make decisions. KN operates from six U.S. ofces in Menlo Park, Calif.; New York; Chicago; Cincinnati; Cranford, N.J.; and Needham, Mass. There are 178 full-time employees.
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KHORAMI
ICR/INTERNATIONAL COMMUNICATIONS RESEARCH

www.icrsurvey.com
International Communications Research (ICR) in Media, Pa., was founded in 1983. Since 1986, it has been a subsidiary of Mount Laurel, N.J.-based AUS Inc., a privately held company. ICRs president and CEO is Allen Khorami. U.S. revenue in 2006 was $30.8 million, up 8.8% from 2005. In 2006, 3.4% of total revenue, or $1.1 million, was from outside the United States. Total research and nonre-
search revenue for ICR in 2006 was $37.7 million. ICR is a full-service market research rm specializing in designing customized methods using in-house resources. Its Advanced Research Methods group designs and executes research for complex business issues. These include market sizing and segmentation, product design and pricing, brand positioning and messaging, advertising effectiveness, usage tracking and customer loyalty and satisfaction. ICR employs such methods as cluster and factor analysis, a variety of trade-off techniques, regression and CHAID analysis and extensions to these methods, customized to meet client-specic needs. Industries in which ICR has experience include technology, nance, entertainment, retail, nonprot, health care, business services, utilities, media, public opinion and social research. ICR also specializes in multicultural research and has experience in researching low-incidence populations. ICR is a provider of omnibus research services, including ICR EXCEL, a twice weekly sample of 1,000 adults ages 18 and older; TeenEXCEL, conducted monthly among 500 teens ages 12 to 17; HispanicEXCEL, ICRs monthly omnibus targeting a nationally representative sample of 1,000 Hispanics; ICR CENTRIS, a monthly sample of 4,000 adults providing an inventory and trend data on the use of technology and entertainment in the home. ICR has three interviewing facilities with two in Pennsylvania and one in Nevada, and maintains a dedicated Web portal for Internet studies. The rm has 188 full-time employees and more than 330 part-time employees.
www.qualitysolutions.com
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HONOMICHL TOP 50
keting at Wayne State University and McDonald earned a D.B.A. at University of Kentucky. U.S. revenue in 2006 was $30.1 million, up 4.9% from 2005. In 2006, 13.3% of total revenue, or $4.6 million, was generated from work conducted outside the United States. Morpace is a practice-based full-service survey research and consulting rm with a diverse client base, broad industry experience and the global capability and cultural diversity required to conduct research worldwide. The rm offers a full range of research services, including problem identication, custom research design and data collection. Data analysis and decisionfocused interpretation are reported using a number of tools and approaches. Client sectors include automotive, consumer products, nancial services, government, health care, retail, technology and transportation. Morpace is experienced in product design, development and marketing; advertising concept development and evaluation; brand image and equity measurement; communication research, satisfaction and loyalty modeling; market segmentation; decision tool development and application; and multilingual, cultural and ethnographic measurement. Recent introductions include: ! Retail Effectiveness AssessorThe REA platform provides retailers, banks and distributors real-time facility assessment and mystery shopping capabilities using GPS technology. ! SOCO (Strategic Optimization of Complex Offerings)A new approach to developing optimal offerings in situations where the number of possible service or feature combinations is very large. The SOCO process is a method of modeling customer choice when faced with complex decisions that is applied to optimizing customer satisfaction and corporate protability in products such as automobiles, healthcare plans, new home building and telecommunications. Analytic and insight services are made available to Morpaces practices through its Advanced Analytics Team and Qualitative Methods Team. These teams develop and implement approaches such as discrete choice modeling, segmentation, database modeling and hybrid ethnographic-survey methods. Morpace has employed the Internet for both b-to-b and b-to-c research since 1997. One of Morpaces Internet capabilities is the Lighthouse Internet data collection and processing system that provides development, tracking and reporting tools and executes Internet research in virtually any language. The rm delivers research results, reports and databases using Web-based interactive tools. The rms data processing is supported with a database system linked with software for tabulation or analytics. Data processing systems are developed in-house and customized to serve individual client needs. Morpace executes globally large-scale Internet, telephone, mail, IVR and central location studies using qualitative and quantitative techniques. The rm has also developed intuitive PC and Internet-based crosstabulation systems for use by Morpace clients. In addition to custom survey capabilities, Morpace has developed a set of tools to ensure consistent high-value results from continuous and other tracking studies. Morpace has 150 full-time and more than 400 hourly employees in the United States. Morpace International Ltd. in the United Kingdom has eight full-time employees. The Morpace focus group facility, newly renovated, is located in Farmington Hills, Mich.
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WARD
MORPACE INC.
www.morpace.com
Morpace Inc., based in Farmington Hills, Mich., is a privately held corporation founded in 1941. Francis J. Ward, 61, is the chairman and CEO of Morpace; and John P. McDonald, 55, is president. Ward earned a B.A. in mar-
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www.pos.org
McINTURFF
PUBLIC OPINION STRATEGIES
Public Opinion Strategies, based in Alexandria, Va., is a partnership founded in 1991. POS is headed by partner and co-founder, Bill McInturff, 55, who earned a B.S. at Boston University. U.S. revenue for 2006 was $30.1 million, up 129.8% from 2005. POS is a national political and public affairs research rm that has conducted more than 2 million interviews with voters
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HONOMICHL TOP 50
polling includes in-depth executive interviewing, nightly tracking surveys, monthly national omnibus surveys, benchmarks and b-to-b interviewing. POS uses the Internet for targeted research purposes, including for online focus groups, Web page testing, advertising testing and online surveys for companies and associations. ! Qualitative research: POS conducts traditional focus groups, in-depth interviews, uses techniques that blend quantitative and qualitative research, including mall intercepts and Perception Analyzer dial groups. The rm also coordinates and moderates qualitative research projects, including message and advertising testing and logo and tag line development. POS has ofces in Hermosa Beach, Calif., and Denver, with a staff of 35 full-time employees. London Stock Exchange. Chris Wilson, 40, is president of ERS. He earned a bachelors degree in communications from Southern Illinois University. U.S. research-only revenue for 2006 was $27.2 million, up 15.7% over 2005. ERS revenue includes Simmons Market Research Bureau and excludes Vente Inc. ERS is a full-service, consumer research organization within Experian Americas, utilizing a variety of state-of-the-art measurement techniques, combined with more traditional measures of the population. It provides a view of the American consumer, from the products they buy, the brands they prefer, where and when they shop, their lifestyles and attitudes and the communications channels that best reach them. With monthly updates on consumer preferences from its 200,000-plus monthly sample, ERS provides ongoing, thin-slice discriminations of fast-moving trends in consumer behavior. It focuses on global capabilities in information, targeting and multichannel communication, with the ability to share data assets and best practices in analytics and strategic consulting across all of Experians Global businesses. ERS includes Simmons Market Research Bureau (SMRB), founded in 1962 and acquired by Experian in October 2004 and Vente Inc., founded in 1999 and acquired in August 2005. Simmons Market Research Bureau SMRB is a provider of consumer-centric, media-neutral product purchase, shopping and media usage behavior, which annually surveys more than 30,000 persons to produce detailed demographic, psychographic, lifestyle and attitudinal descriptions in the National Consumer (Adults), Teens, Kids and Hispanic Studies. Each of these reports provides individual and household information on almost 8,000 brands in more than 460 lifestyle and demographic categories. The Simmons National Consumer Study is accredited by the Media Rating Council. SMRBs BehaviorGraphics and other segmentation systems provide capabilities to segment consumers by lifestyle, attitudes, shopping frequency and volume, price preference, entertainment consumption, media usage and many other descriptors. Its Integrated Marketing Services unit provides custom media studies and data integrations and specialized data applications using the SMRB databases. Through its afliation with the Global TGI Network, SMRB has access to worldwide Simmons-styled consumer research in more than 42 countries. SMRB employs 97 full time in its Florida and New York City ofces. Vente Inc. Vente serves the direct marketing and market research industries with its online database of American consumers that includes more than 27 million members with 4,000-plus data points per member. Each month, more than 200,000 general and low-incidence surveys are completed by consumers on Ventes survey platform. A provider in the self-reported permission marketing industry, Vente maintains indepth and accurate consumer data and reaches even the most hard-to-nd prospects.
and consumers nationally and in more than a dozen foreign countries, including 1,500plus focus groups. About half of POSs research is dedicated to winning elections for candidates from city council to the presidential level and for initiatives. The American Association of Political Consultants awarded the rm Pollster of the Year for 2002. The other half of the work is involved in public policy, working with industry coalitions, government entities and private companies. Research includes corporate image, community relations and crisis management for local companies, Fortune 500 corporations and industry associations. Some of the industries served include airlines, energy, nancial, gaming, health care, technology, hospitality, insurance, real estate, retailers, sports and stadiums, telecommunications, tourism, transportation and utilities. A wide array of research techniques are used: ! Quantitative research: POSs specialty is telephone polling using their own telephone center with more than 400 CATIenabled data collection stations. Telephone
30
www.smrb.com
WILSON
EXPERIAN RESEARCH SERVICES
Experian Research Services (ERS), based in Deereld Beach, Fla., was formed in December 2005 as the market research unit of Experian Marketing Solutions, owned by Experian Group Ltd., Nottingham, the United Kingdom, a public company listed on the
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rm that addresses business issues in a wide range of industry sectors, including pharmaceuticals, information technology, nancial services, package transport and consumer goods. Its depth of marketing experience in key industries, combined with customer market research capabilities, makes NA a hybrid organization, providing services ranging from problem conceptualization to strategy development and implementation. Types of projects routinely conducted by NA include market segmentation, opportunities assessment and demand forecasting, pricing, positioning and market entry strategy, product development, brand equity, portfolio strategy and lifecycle management. To create primary data for those assignments, NA conducts both qualitative and quantitative research utilizing a portfolio of data collection methodologies and analytic techniques. NAs history of innovation includes advances in statistical sampling, early development and application of focus group methodology and work in consumer and business market segmentation. Project leaders are supported by an inhouse team of methodologists and a portfolio of modeling tools that are readily customized to address marketing problems. Its own NA-Quest Web software enables complex survey design. The rm is widely known for its skills in building integrated forecasting models that reect the interactions of multiple stakeholders and customers (for example, for health care and b-to-b marketing). Clients have access to a range of decision software supporting diverse modeling applications. On record as the worlds oldest marketing research entity (1911), NA is a founding member of CASRO. It employs 78 professionals full time.
NATIONAL ANALYSTS WORLDWIDE

www.nationalanalysts.com
National Analysts Inc. (NA) in Philadelphia, was established as the market research unit of Curtis Publishing in 1911 (publisher of The Saturday Evening Post), became a separate privately owned corporation in 1943 and reorganized as an employee-owned company in 2004. Susan Schwartz McDonald, 57, is chairman and CEO of NA. She earned a Ph.D. at the University of Pennsylvanias Annenberg School. U.S. revenue in 2006 was $26.5 million, up 13.7% over 2005. NA is a market research and consulting
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McDONALD
32
ADLER
INFORMA RESEARCH SERVICES INC.

www.informars.com
Informa Research Services Inc. (IRS), in Calabasas, Calif., was founded in 1983 as Meyer Interest Rate survey, acquired in 1993 by BISYS Group and then acquired again by London-based Informa plc. Michael E. Adler, 43, is president and managing director of IRS. He earned an M.B.A. from the Marshall School of Business at the University of Southern California and his J.D. from Loyola Law School. U.S. revenue for 2006 was $25.2 million, up 14.5% from 2005. IRS is a provider of market research in the nancial, package goods, telecommunications, retail and high-technology markets and provides daily competitive intelligence and market analysis to clients in the nancial industry. Much of IRS custom research experience came from its acquisition of Barry Leeds & Associates in 2003 and Market Trends Inc.
www.marketingpower.com AMAs home on the World Wide Web
in 2004. IRS provides both full-service market research, as well as national eld services. Its full-service division specializes in managing the customer experience and understanding the customer point of view. Our researchers are experienced in all phases of market researchmystery shopping; customer satisfaction and loyalty; brand equity, awareness and usage; new product and usability testing; legal and match pair testing; and compliance, discrimination and misleading sales practices testing. IRS is experienced in the use of market research to limit the risk associated with allegations of discrimination, predatory lending and misleading sales practices. It pioneered the use of mystery shopping and matched pair testing for this purpose and developed the technique for post-application testing to detect discrimination and predatory lending. The rm provides customer experience by measuring their progress through a metric called CERscore, providing post transaction interviewing and a Web-based reporting product that measures and reports customer satisfaction and customer problems within 48 to 96 hours of a recent customer experience. A Web panel of more than 80,000 Informed Consumers for mystery shopping, interviewing and online surveys is maintained. IRS Seattle ofce provides project management and complete data acquisition, management and delivery services. It delivers data through the complete range of tools: recruiting from its Northwest Panel, focus groups and intercepts, telephone interviews, online and mail questionnaires, in-depth interviews, ethnographic studies, mystery shopping, store audits, usability studies and taste tests. The rm has ofces in Los Angeles, New York, Seattle and Atlanta and has a U.S. fulltime staff of 230.
HONOMICHL TOP 50
June 15, 2007
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SHAPIRO
MARKETCAST
www.marketcastonline.com
poration founded in 1966. LRGs chairman and CEO is Mark Lefkowitz, 59; and its president is Stephen Miller, 51. Lefkowitz earned a B.A. at City College of New York and Miller earned a B.A. from the University of Michigan. U.S. revenue in 2006 was $23.5 million, up 4.9% from 2005. In 2006, $700,000, or 2.9% of total revenue, was from outside the United States. LRG is a full-service marketing research and consulting rm specializing in customer satisfaction, advertising and communica-
tions, tracking, strategic and tactical research. The companys clients include consumer and business-to-business companies involved in services and packaged goods. Its client base spans telecommunications, banking and nance, travel, leisure, health care, transportation, retail and food services. The companys international capabilities have expanded by becoming the U.S. member of the International Research Alliance, a global network of 16 companies in Europe, Latin America and Asia, providing design and interviewing worldwide.
In addition, LRG has a new qualitative division that specializes in new product development, brand and advertising assessment. Industry specialties include Rx, media, high-tech telecommunications and nancial services. LRG is composed of specialized business units devoted to study design and analysis, data collection and data management. The rm has an analytic group with expertise in market segmentation, choice modeling and
MarketCast, based in Los Angeles, was founded in 1987 and acquired in 2000 by Reed Elsevier plc in the United Kingdom, a public company. Henry Shapiro, 43, is vice president and general manager of MarketCast. He has an M.B.A. from Harvard Business School. U.S. revenue for 2006 was $24.6 million, up 20.6% over 2005. MarketCast is a research rm servicing the global entertainment industry. The rm consults on marketing and distribution strategy for hundreds of movie, video and TV releases for a client base that includes most of the major motion picture studios, as well as selected independent studios, producers and TV networks. MarketCasts research services include positioning analyses, focus groups, advertising testing, tracking studies, recruited screenings, volumetric forecasts, A&U studies, brand studies, segmentation studies and product launch studies. It has expertise in the measurement of individual consumer predispositions toward entertainment choices and in translating such predispositions into predictions about future behavior on an aggregate basis. These include box ofce projections, volume forecasts for home video sales or estimates of future entertainment technology penetration. MarketCast has adapted statistical methodologies from other industries to the circumstances of the entertainment business. These methods improve the reliability of research and increase the stability of predictions made about future consumer behavior. This technology and approach forms the foundation of all of MarketCasts research services, which is applied to varied and complex problems in the entertainment industry. MarketCast employs 32 full time.
34
LEFKOWITZ
LIEBERMAN RESEARCH GROUP

www.liebermanresearch.com
Lieberman Research Group (LRG), based in Great Neck, N.Y., is a privately held cor-
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! Choice Using Simalto is a tool for tradeoff analysis, which is easily understandable. Simalto can accommodate up to 36 features, with nine options per feature. Simalto predicts consumer preferences for both potential and existing competitive products. ! COMPEL is a tool for selecting the best set of messages for promotions, such as advertising, sales call and public relations. It is a conjoint-based system that combines measures of motivational power, distinctiveness, relevance, believability and synergy to identify optimal message sets. The company has 76 full-time employees and 256 part-time employees, with full-service ofces in New York and Great Neck, N.Y. Data collection capabilities include a telephone center with 225 CATI-equipped stations with speed-dialing option, using CfMC Survent and continuous interviewing in more than 20 foreign languages. Data processing capabilities include a fully staffed facility offering tabulations produced with Quantum software and panel expertise. Michigan State University. U.S. revenue for 2006 was $23.5 million, up 8.6% over 2005. In 2006, 35.7% of total revenue, or $13.9 million, was from outside the United States. The growth rate excludes 2005 and 2006 revenue from the U.S. acquisitions of Rowin Group Inc. in March 2006 and Marketing Horizons Inc. in January 2006. MPI is a full-service global marketing research and consulting rm specializing in stakeholder measurement engagements as well as a wide array of custom research techniques. The rm strives to build longterm research partnerships with its clients, based on its team of professionals with research savvy and technical experience. MPI companies span North America, Europe, Asia and the Middle East. Its U.S. operations are grouped into client service divisions: Agricultural, Auto and Manufacturing, Banking, Health Care, Pharmaceutical, Service and Telecommunications as well as Employee Satisfaction Research, which directs employee commitment research. These divisions provide full-service research as well as consult with MPIs international ofces. There are also three support divisions: Research & Development, Data Acquisition Services and Information Technology. The rms services include customer satisfaction and loyalty research, employee equity research, brand management and tracking, new product development and custom research and consulting services. Its consultative work provides customer satisfaction measurement that includes interpreting results and determining strategic implications of customer feedback. MPI also provides statistical modeling and data mining. Special customer satisfaction research audit services are offered to new clients interested in testing MPIs models and techniques in their current CSM programs. MPIs research portfolio focuses on customers (CSM, customer loyalty management solutions, benchmarking programs), employees (employee satisfaction metrics, employee commitment programs, HR applications and consultations) and brands (brand health management, market segmentation, new product development), also with related research in product quality and distributor/dealer strategic relationships. MPI contributes to the research industrys knowledge base through publication of articles and books, including Analysis of Customer Satisfaction Data, Linking Customer and Employee Satisfaction to the Bottom Line and Managing the Customer Experience. Its Rx models (Loyalty Rx, Brand Rx and Equity Rx) provide the means to set goals and take into account costs of improvements in different key areas. Rx simulators have been developed to help clients to test what-if scenarios. The rms Web Reporter is a survey analysis tool that explores client data in near real time. Customized reports are created and exported to PowerPoint or Excel. WR creates many standard tabular, graphical and textbased reports that can utilize powerful sorting and ltering mechanisms. Text-based l-
predictive modeling and forecasting. LRGs main products include the following: ! PDA Research is a data collection technique that uses handheld computers (for example, Palm Pilot or Pocket PC) to conduct personal interviews anywhere at anytime. Survey data are uploaded from handheld computers to the Internet, with results viewable in several hours on a secure Web page, compared with several days or weeks on paper. ! Tracer is a communications tracking system that measures whether advertising has broken through the clutter, communicated key messages and had an effect. It provides insights into ideal media weights, more efcient media mix and suggestions for more creative advertising.
34
RAO
MARKETPROBE INC.
www.marketprobe.com
Market Probe Inc. (MPI) in Milwaukee is a privately held company founded in 1976. MPIs founder and president is T.R. Rao, 66. He earned a Ph.D. in marketing at
HONOMICHL TOP 50
ters include exact and phonetic matches, allowing easy detection of patterns within the data. It can be used with any data collection method and provides authentication features that limit user views of the data. MPI operates more than 500 in-house CATI stations among its call centers in the United States, Canada, United Kingdom and Singapore. It maintains strong partnerships with eld agencies throughout the world to expand the services they can provide. There are 10 company ofces in the United States and subsidiary ofces in Toronto, London, Brussels, Lyon, Paris, Dubai, Singapore and Shanghai. MP India has ofces in Mumbai, Bangalore and New Delhi. The rm employs 245 full-time employees worldwide, including 99 in the United States and as many as 1,000 part-time employees. designed to gauge both absolute levels of delivery and value so as to optimize the costs of doing business. Measurements are used proactively to create service pathways that are least cost-prohibitive on service deliverables, while maximizing overall reaction to the company and the brand. ! Positioning DDW: To enhance the positioning of the core brand, or individual products and services, methods have been developed to streamline and make more exacting the process by which brand and product positioning evolves. ! Price DDW: Methods in pricing are tailored to consider either looking broadly at the effect of price on the brand, or in a more targeted way, to develop elasticity that allows optimization at the shelf. ! Development DDW: A series of methods have been designed to optimize the developmental process by facilitating which ideas are generated and the ways in which they are considered prior to market rollout. In each of these, the action standard is ROI
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so that there is a clear designation of which products offer maximum potential for full development. ! Optimization DDW: Coupled to both the development and the pricing methods, tools are meant to optimize either new or existing products and services. Analytic approaches have been developed to present these data in a way that is comprehensible, acceptable to marketing and ready to be actSee TOP 50 / Page H56
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LISTER
DATA DEVELOPMENT WORLDWIDE

www.datadw.com
Data Development Worldwide (DDW) in New York is a privately held corporation, founded in 1960 that was sold to two senior managers 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 or 0.4%, was from outside the United States. DDW is a full-service custom marketing research company whose emphasis is on four areas: large strategic studies including market structure and segmentation; development and optimization using choice modeling to affect loyalty, brand equity, price elasticity, product, packaging and positioning; customer and employee satisfaction measurement; and brand and advertising tracking. Field operations cover Internet, telephone, central location, all forms of personal interviewing and mail. Market target measurement encompasses consumer and business-to-business, as well as specialty targets, including C-level corporate, healthcare practitioners and senior professionals. The company has put in place methods against a range of marketing and communications issues, using market research best practice services. They include: ! Brand DDW: These are tools to address brand equity using methods to evaluate company or brand market position, to look at potential and to explore elasticity. Tools are geared toward competitive advantage, brand extension and brand reposition. ! Satisfaction DDW: Brand and service delivery measurement tools have been
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and has near-term plans to open ofces in both Western Europe and Asia.
ed on in taking the products to market. DDW has varied and extensive sector experience across packaged goods, services and durables. The company has a long history of implementing research in media and communications, telecommunications, consumer products, nancial services, nonalcoholic and alcoholic beverages, travel and tourism, food services, food products and pharmaceuticals. The rm has 90 full-time employees. All research implementation and analytic services are provided in-house. Statistical services and modeling are conducted by the rms Advanced Analytics group. DDW most recently opened an ofce in San Francisco
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WILKERSON
FLAKE-WILKERSON MARKET INSIGHTS LLC

www.fw-mi.com
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HONOMICHL TOP 25 INTERNATIONAL MARKET RESEARCH FIRMS

COMING IN AUGUST
Flake-Wilkerson Market Insights LLC, in Little Rock, Ark., is a privately owned company founded in 1996. The chair and CEO is Karen E. Flake; and its president is George Wilkerson. Flake, 58, earned a masters in interpersonal and organization communications at the University of Arkansas and Wilkerson, 44, earned a B.A. in business administration at the University 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
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from outside the United States. Flake-Wilkerson is a full-service marketing research rm with a focus on customer satisfaction and customer value programs. Most commonly conducted types of research includes customer satisfaction tracking, competitive value assessment studies, segmentation studies, brand management research and advertising effectiveness. The rm does work both for clients that are based in the United States who have locations and customers worldwide as well as national and regional companies. The largest industry sectors served are telecommunications, nancial services and technology. In addition to the full-service marketing research, Flake-Wilkerson operates its own data collection survey centers to increase the quality, reliability and cost effectiveness of data collection to support research studies. Domestically, the rm manages four telephone survey centers with more than 400 stations and have Web-based interviewing and data delivery capability, interactive voice response data collection capability and qualitative resources. For clients with a worldwide customer base, they have a network of partner resources that is used for phone, Web and in-person data collection outside of North America. The rm has developed a Web Reporting portal that helps clients distribute research results to their organizations on a near realtime basis. Most of Flake-Wilkersons clients are in service industries that focus on customer acquisition and retention. This has led the rm to develop the ability to collect large amounts of high-quality data efciently, yet still provide actionable and customizable (at their desktop) results back to clients on a daily basis. They have an Integrated Research Center Solution model that has an attractive value proposition for Fortune 200sized organizations. Flake-Wilkerson employs 79 full-time personnel and 1,000 part-time interviewers across its locations. The rm has call centers in New York; Nashville, Tenn.; North Little Rock and Little Rock, Ark.; and additional customer support ofces in Atlanta, Denver, Little Rock, Los Angeles and Stamford, Conn. director of Guideline Market Research. Hooper earned a Ph.D. from the University of Connecticut. U.S. research-only revenue for 2006 was $22.1 million, up 4.7% from 2005. The growth rate includes the 2005 and 2006 revenue of Atlantic Research & Consulting Inc. and Signia Partners Inc., both acquired April 2005. Total revenue of Guideline was $46.3 million in 2006. Guideline is a single-source provider of customized business research and analysis through its four business areas: Custom Market Research, Strategic Intelligence, Product Development Intelligence and OnDemand Research. Its custom market research specializes in the industry sectors of health care and pharmaceuticals, nancial and business services, insurance, consumer products, law rms, consulting rms and advertising. Guidelines market research capabilities include FDA-related research and label comprehension, focus groups and virtual focus
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groups, intercept interviewing, in-depth interviewing, mystery shopping, Internet/telephone/direct mail surveys, usability testing and legal survey research and expert witness services. Guideline Inc. employs 239 full time and its market research operations employ 96 full time. Branch ofces are in Boston, Minneapolis, Chicago and Washington, D.C.
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HOOPER
GUIDELINE INC.
www.guideline.com
Guideline Inc. in New York (formerly FIND/SVP Inc.) is a public company founded in 1969 and listed on the Over The Counter Bulletin Board. Peter Hooper, 57, is senior managing
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tries such as consumer packaged goods, nancial services, entertainment and media, restaurants and food service, telecommunications and technology, confections and personal care. The rm offers its services in three specialized business units: ! KidzEyes and TeensEyes offer qualitative and quantitative research among kids/tweens/teens. KidzEyes online panel, KidzEyes.com, a COPPA-compliant panel that taps the opinions of kids 6 to 17 years of age, provides quick and easy access to a representative sample of American kids/tweens/teens and their parents. KidzEyes panelists provide feedback on concepts, products, promotions, programming, advertising and trends. The online panel offers both custom research services as well as monthly omnibus research. The latest addition to the KidzEyes.com services is Momnibus, for quick and affordable omnibus research with Moms. ! LatinoEyes, the rms Latin American research division, is devoted to offering cultural insights into the Latino market in the U.S. and Latin America. Based in Chicago, it also offers a research network throughout Mexico and Latin America. New in 2005 is LatinoEyes.com, an online panel made of acculturated and unacculturated Latino consumers. It is lead by an experienced bicultural and bilingual research team and provides both qualitative and quantitative research. ! BoomerEyes is focused on the Baby Boomer segment, now in their peak earning years and beginning the transition into retirement. C&R has conducted research that has enabled it to identify four distinct segments within this group. It is backed by more than 40 years of qualitative and quantitative research experience. C&R has 113 full-time employees. combines primary and syndicated research experience with database analytics and modeling to serve the nancial services, consumer package goods, automotive and travel and leisure industries. Its dedicated analytical and model groups include Phoenix Communications and Brand Analytics, ListOp (Response Marketing) and Multicultural Research. The rm has six industry research groups: nancial services, consumer insights (FMCG), travel and leisure group, automotive, health care and technology. Among its syndicated products are Afuent Market Services, Card Performance Tracker, Small Business Credit Card Tracker, Hotel Scores, Investment Services, Advertising Metrics, Credit Card Advertising Metrics, Retail Banking Advertising Metrics and Automotive Concept X (tracker of new sales and marketing ideas). PMI has ofces in New York, New Jersey, Connecticut, Boston, Detroit, Delaware, Los Angeles, Miami, Chicago and Durham, N.C. It has a full-time staff of 85 employees.
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JAKLIN
C&R RESEARCH SERVICES INC.

www.crresearch.com
C&R Research Services Inc. (C&R) in Chicago is a privately held corporation founded in 1960. Robbin Jaklin, 47, is C&Rs president. Jaklin 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&Rs work is qualitative and quantitative research in the consumer market. It has market experience in indus-
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DeCOTIIS
PHOENIX MARKETING INTL

www.phoenixmi.com
Phoenix Marketing International (PMI) in Rhinebeck, N.Y., is a privately held company founded in 1999. Allen R. DeCotiis, 54, is chairman and CEO of PMI. He earned a Ph.D. in administration and statistics at Emory University. U.S. revenue for 2006 was $21.2 million, up 13.7% over 2006. The growth rate includes the 2005 and 2006 revenue of Cultural Access Group, acquired February 2005. In 2007, the rm acquired Johnston, Zabor, McManus. PMI is a marketing research rm that
SCHULMAN, RONCA & BUCUVALAS INC.

www.srbi.com
Schulman, Ronca & Bucuvalas Inc. (SRBI), based in New York, is a privately held company founded in 1981. Mark A. Schulman, 61, is president of SRBI. He earned a Ph.D. at Rutgers University. Senior partners include Al Ronca and John Boyle. U.S. revenue for 2006 was $20.7 million, up 7.3% over 2005. SRBI is a full-service global public opinion and marketing research company serving many Fortune 500 companies, nancial service and insurance organizations, advertising agencies, media, university researchers, foundations and government agencies. The company, with 91 full-time employees, including 39 project directors and analysts, is organized into six divisions: ! Analytic and Consulting Division in New York has specialized practice groups in banking and nance, insurance, health care, telecommunications, technology, mass transportation and media research. Industry specialization combined with analytic tools are used in such areas as brand equity, advertising tracking, image and positioning, customer loyalty and satisfaction and market and customer segmentation studies. SRBIs business-to-business research is conducted in this division.
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SCHULMAN
HONOMICHL TOP 50
! Marketing Insights Division, based in Cincinnati, focuses on integrated strategic research approaches, particularly in the packaged goods, restaurant and retail sectors. It is responsible for SRBIs large-scale customer satisfaction surveys utilizing innovative methods and technologies, including Interactive Voice Response. ! Public Policy Division in Silver Spring, Md., and New York, conducts large-scale surveys and tracking studies for many U.S. federal government agencies, foundations and university researchers. These projects include epidemiological surveys, global healthcare studies, domestic violence and program evaluations. Healthcare studies released in 2006 include Allergies in America, a survey of more than 2,500 nasal allergy sufferers and 400 doctors. ! Utilities Division in Ft. Myers, Fla., serves the electric utility industry. Studies include customer satisfaction and loyalty, marketing issues and studies of the impact of industry deregulation. ! Public Affairs Division in New York is responsible for SRBIs public opinion polling for Time Magazine. It conducts the Annenberg National Election Study and other large-scale public opinion and public policy studies. ! Interviewing Services Division in New York; Fort Myers, Fla.; West Long Branch, N.J.; and Huntington, W.V., conducts telephone, mail, Internet, IVR and in-person interviewing for other marketing research rms. The rm has four centralized, fully supervised and monitored CATI facilities with nearly 350 stations, with a specialty in b-to-b. SRBI is a U.S. afliate of Global Market Research, a consortium of independent research companies in 29 countries, which allows the rm to conduct research throughout the world. used to address business issues such as customer retention, organic growth, defending marketing position and managing key accounts. In 2006, its Walker Loyalty Report program produced two reports of customer loyalty studiessemiconductor industry and online retail sectorwhich demonstrated that high customer loyalty outperformed those companies with low levels of customer loyalty in a wide range of nancial metrics, showing both a top- and bottom-line impact. WI also launched the Walker Customer Strategy Warehouse, offering a broad collection of information about customer feedback programs and related customer strategies. The warehouse provides comparisons, captures industry benchmarks and reveals best practices related to the approach, administration and impact of customer strategy programs. Combining consulting and technology with predictive and validated research science and models, WI offers a wide range products and services, including Walkers CLM softwarethe Walker SmartLoyalty
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Systemwhich provides services to leverage customer feedback throughout the enterprise. In 2006, WI conducted two client forums offering environments to interact, share and learn the latest best practices in CLM. To complement these forums, the rm also conducted several Customer Strategy Forumssmall-group sessions for nonclient companies committed to improving their relationships with customers by seeking
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WALKER
WALKER INFORMATION INC.

www.walkerinfo.com
Walker Information Inc. (WI), based in Indianapolis, is a privately held corporation founded in 1939. WIs president and CEO is Steven F. Walker, 49. Walker has a B.S. in business and accounting from Boston University. U.S. revenue in 2006 was $19.2 million, down 4.0% from 2005. In 2006, 17.2% of total revenue, or $4.0 million, was from outside the United States. WI focuses on measuring and managing the relationships businesses have with their customers. The rm helps companies identify new and innovative ways to build customer relationships. Customer feedback is
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NEW LOOK
solutions to their most common customer challenges. This year, the rm also plans to broaden its Walker Customer Strategy Warehouse, conduct monthly Customer Strategy Forums and conduct three customer-focused Walker Loyalty Reports focusing on semiconductors, information technology and the wireless industry. WI founded and leads the Walker Global Network, an alliance of 14 companies around the world that certify in and distribute WIs techniques. The rm has 169 fulltime employees and 131 part-time employees at ofces in the United States and Toronto. WI operates two call centers and two focus group research sites.
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CAMA
KNOWLEDGE SYSTEMS & RESEARCH INC.

www.ksrinc.com
Knowledge Systems & Research Inc. (KS&R), based in Syracuse, N.Y., is a privately held company founded in 1983.
Vincent Cama is CEO; and Rita L. Reicher is president of KS&R. Cama, 62, earned a Ph.D. in Sociology at Syracuse University. U.S. revenue in 2006 was $18.9 million, up 17.4% over 2005. In 2006, $2.6 million or 12.1% of total revenue was from outside the United States. KS&R offers a portfolio of custom market research and consulting services. The rm is known for its staff credentials, broad and deep data collection capabilities, client assessment and service quality. KS&R specializes in global b-to-b research across a number of industry segments, including information technology, telecommunications, transportation, health care and nancial services. It also has expertise in consumer markets, especially related to technology interface.
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The rm features expertise and ability to communicate at a peer level with hard-toreach research targets and senior executive respondents. It has completed thousands of C-level executive interactions through indepth interviews, focus groups and surveys. KS&R capabilities include: service and product concept and offering testing and development; value proposition differentiation and messaging; market size estimation and segmentation; brand and customer loyalty research and analysis; channel and partner strategy; and pricing and buyer behavior. The majority of KS&R principals have decade-long experience as both buyers and providers of research and consulting services. They continue to be involved as dedicated teams from project conception to completion. The rms management style and 360-degree consultative approach ensure the highest level of customer service. KS&R also is committed to beyond-the-norm reporting and modeling tools that help clients drive data results further into and up the organization. The rm owns and operates a 110-seat contact center (KS&Rs InSite) and a unied, global, data collection network. KS&R employs 196 full-time market research and industry experts. In addition to its Syracuse, N.Y., headquarters, the rm has ofces in
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New York; Atlanta; Memphis, Tenn.; and Frankfurt, Germany.
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FROMM
SERVICE MANAGEMENT GROUP

www.servicemanagement.com
Service Management Group (SMG), based in Kansas City, Kan., is a privately held rm founded in 1990. Andy Fromm, 39, is president and CEO of SMG. 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 or 0.5%, was from outside the United States. SMG is a full-service research rm providing customer experience measurement services that are integrated into service improvement systems for multi-unit retail, restaurant, hospitality and service-based companies. The underlying strategic model used by SMGService Prot Chain developed at Harvard Business Schooldemonstrates the linkage between customer loyalty, employee loyalty and a companys nancial performance. SMG provides several services and capabilities: ! Customer Experience Measurement. SMG enables large multi-unit companies to continuously monitor service levels and satisfaction in each location. Data is collected primarily via IVR and Web surveys. Customer feedback is reported on a Web-based, real-time performance dashboard that
includes online analytics and service improvement tools. Data collection is performed using IVR (inbound telephone) and Web-based surveys. ! Employee LoyaltyPLUS Measurement. SMG measures employee loyalty plus satisfaction and commitment. Surveys are custom-developed by brand to reveal the strength of the relationships between the attitudes of employees and the key drivers of customer satisfaction and loyalty. ! Internal Customer Surveys. For multiunit operations, SMG measures the effectiveness of internal support systems within an organization. The rm conducts internal customer surveys that measure management effectiveness and service quality delivered from internal service providers. ! Customer Satisfaction Index Dashboard. SMGs Web-based reporting system provides real-time access to unit-level performance information. Satisfaction data can be viewed by region, by unit or by specic service performance attributes. Customer survey results are continuously streamed to the dashboard providing up-to-the minute data on key customer metrics. The dashboard can also integrate data not collected by SMG. ! Chain Store Industry Normative Data. SMG maintains databases of comparative data in retail and restaurant industry segments. Its clients receive performance comparisons based on common service attributes. DMA analyses show how brands compare to peer companies by geography and trend reports show relative progress within the peer group over time. In 2006, SMG expanded its international services from eight countries and four languages to 24 countries and 11 languages. An ofce in London was opened to support European clients. In 2007, SMG hosted its 9th Annual Ser-
vice Management Forum, where senior-level executives from the multi-unit environment will gather to learn, network and exchange ideas and solutions. It will also expand its international services to 31 countries and 14 languages. The rm has ofces in Cleveland, Los Angeles, Denver, Kansas City, Mo., and London. There are 112 full-time employees.
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SAVITZ
SAVITZ RESEARCH COS.

www.savitzresearch.com
Savitz Research Cos. (SRC) in Dallas is a privately held corporation founded in 1981. Jeffry N. Savitz is founder and president of SRC. He earned an M.S. and an M.B.A. at The Wharton School of the University of Pennsylvania. U.S. revenue in 2006 was $15.2 million, up 5.6% from 2005. SRC is a full-service marketing research company whose experience includes quantitative market, product and advertising research. SRC executives all have extensive client-side experience. The company offers customized models and products in customer satisfaction, benet segmentation, brand equity, promotion evaluation, direct mail list screening, pricing and optimal line extension models. It also provides Hispanic marketing consulting as
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well as research. The Savitz Field and Focus division offers a network of focus group facilities in nine major cities including Los Angeles, Dallas, Houston, Chicago, Boston, New York, Philadelphia, Atlanta and Miami. They facilitate in-depth interviews, taste tests, music tests, dial tests, usability tests, simulated store tests, product trial tests, ethnographic studies and mock juries. SRC employs 50 full-time staff and offers a 50-line CATI-equipped system, complete Internet interviewing and data processing. The rm also provides graphical and statistical services, SPSS and other software packages.
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and analysis. MVR works across industry groups. Its capabilities include: ! Advanced AnalyticalMVRs Marketing Sciences group blends technical skills with creative approaches to deliver insights into clients businesses. It is especially skilled in discrete choice and conjoint techniques. ! Viewpoint ForumThe rms U.S. Internet panel and research platform has a more than 60% cooperation rate among its national consumer panelists. The platform is used for many types of research, including concept tests, home-use tests and discrete choice work. ! MarketVision/GatewayMVRs in-person interviewing facility is located at the Universal Studios theme parks in Orlando, Fla., and Los Angeles. These facilities provide a national sample to conduct taste tests and other product-based research. All interviewing stations have high-speed Internet access, and the facility is noted for recruiting families, children, teens and Hispanics. MVR employs 70 full time and has three ofces: Its main ofce and qualitative research facilities are in Cincinnati; client service ofces are in Dallas, Cleveland and
New York; and a research call center is in West Chester, Ohio. Data collection ofces are in Orlando, Fla., and Los Angeles.
PINNELL
MARKETVISION RESEARCH INC.

www.marketvisionresearch.com
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LAYNE
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MarketVision Research Inc. (MVR), based in Cincinnati, is a private company founded in 1982. Donald G. McMullen is the chairman of MVR; and Jon Pinnell is its president. Pinnell earned an M.B.A. at the University of Texas at Austin. U.S. revenue for 2006 was $14.9 million, up 14.6% over 2005. MVR is a full-service, custom marketing research company, with a focus on productbased research, including product development, pricing, branding and segmentation in both the consumer and business sectors. The company invests signicantly in its research-on-research program, particularly in the area of quantitative research design
BELLOMY RESEARCH INC.

www.bellomyresearch.com
Bellomy Research Inc. (BRI), based in Winston-Salem, N.C., is a privately held company founded in 1976. John Sessions, 44, is chairman; and Scott Layne, 46, is president. Sessions earned an M.B.A. from Wake Forest University and Layne an A.S. in computer science from Winsalm College. U.S. revenue for 2006 was $14.6 million, up 35.2% from 2005. BRI is a full-service marketing research rm with clients that span a wide array of industries including automotive, CPG,
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health care, telecommunications, utilities, retail, nance and textile and apparel. BRI conducts research among both b-to-b and consumer segments. The rm employs a three-pronged strategy building on core competencies: ! Knowledge. This is derived from the combination of cross-category experience, understanding of how business is conducted in corporate America and seasoned research skills. Its consultants have on average 20 years of client-side and/or vendor-side marketing research experience. ! Science. This is incorporated into the research process through the use of experimental design and advanced analytical techniques. Its Marketing Sciences staff have advanced degrees in statistics, with the department head having nearly 30 years of client-side experience. Analytic approaches that address business issues include shortterm satisfaction (CSI) and long-term loyalty tracking, market segmentation, concept development, product optimization and price elasticity among other research needs. ! Technology. BRI encompasses the design and development of software and tools that enhance its ability to gather and report information. SmartIDEAS is a modular component architecture using a proprietary integrated platform that can adapt to customize survey development, sample management, data collection across any medium (including phone, Internet, CLT, mail), panel management, table generation and data processing and online reporting. In 2006, BRI opened a new Operations Center containing a data center that supports a 300 CATI-station inbound and outbound telephone center, a nationwide network of more than 60 central location testing facilities and a sample strategy that reaches more than 30 million online panelists. BRI has satellite ofces in Cleveland and Los Angeles, and employs 92 full time.
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PIETROWSKI
RDA GROUP INC.

www.rdagroup.com
RDA Group Inc. (RDA), based in Bloomeld Hills, Mich., is a privately held corporation founded in 1969. Anthony Pietrowski is founder, president and CEO. U.S. revenue in 2006 was $14.5 million, down 1.4% from 2005. In 2006, 19.4% of total revenue, or $3.5 million, came from outside the United States. RDA is a full-service market research and consulting company providing information regarding customer behaviors and attitudes
RESERVE YOUR AD SPACE TODAY FOR MARKETING NEWS HONOMICHL TOP 25 INTERNATIONAL MARKET RESEARCH FIRMS COMING IN AUGUST
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tions of quality. ! Advanced Product ResearchGathering and interpreting consumer opinion throughout the product development process, including creation of customer proles, product usage proles, concept ideation, prototype evaluations and marketplace launches. ! Qualitative ResearchUsing focus groups, one-on-ones and executive interviews, online groups and telepanels to uncover information important to marketing endeavors. ! Internet ResearchConducting online research among businesses and consumers, as well as Web site usability testing. ! Statistical Modeling and Consulting RDAs statistical capabilities range from multivariate techniques to customized modeling and analysis. ! Six Sigma ConsultingSupporting and validating Six Sigma initiatives. RDAs Six Sigma Black Belts consult on the use of customer voice inand the analysis of data fromSix Sigma projects in order to measure the impact of process improvement on revenue, protability and growth. ! Global ResearchAdapting research design, survey development, data collection, language and analytical insights to t the local culture and conditions in both the emerging and developed markets of North America, Europe, South America and Asia Pacic.
to businesses in a broad range of industries including automotive, nancial services, utilities, insurance, recreational vehicle, health care, temporary stafng, housing, food and advertising. Using quantitative and qualitative methods, RDA offers insight into product development, product quality, customer proling and statistical modeling, as well as customer satisfaction and loyalty. RDA uses its Quality Management System (QMS) to conduct mail and telephone surveys, central location testing, Internet research, focus group research, one-on-one interviews and intercept research. Research and industry experience is complemented by database integration, data mining and advanced statistical analysis. The rm, with 93 full-time employees, addresses a variety of research needs including: ! Customer SatisfactionDesigning tools for analyzing customer satisfaction to determine what drives satisfaction and loyalty. ! Product QualityLeveraging positive product attributes, as well as identifying those aspects that hurt customer percep-
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ROTHSTEIN
SERRINS
RTi-DFD INC.
www.rti-dfd.com
MARKETING ANALYSTS INC.

www.mairesearch.com
Marketing Analysts Inc. (MAI), based in Charleston, S.C., is a privately held company founded in 1982. Robert Pascale, 52, is founder and chairman of MAI; and Richard Serrins, 57, is president and CEO. Pascale earned a Ph.D. in Applied Research and Statistics at Hofstra University, and Serrins earned a B.A. at Hofstra University. U.S. revenue for 2006 was $13.7 million, up 2.2% from 2005. In 2006, 2.8% of total revenue, or $400,000, was from outside the United States. MAI is a full-service custom marketing research and consulting company with 36 full-time employees that focus on four areas: ! MAi Consumer Packaged Goods ! MAi Rx (medical and pharmaceutical) ! MAi Insights (branding) ! Mai Financial Client engagements include both custom and strategic marketing research services. Among its product and purchasing offerings are choice modeling, concept and product testing, shelf packaging research, product lines research (LineOpt) and volumetric modeling (VMS) and category development. MAIs consumer and customer research includes segmentation, target panels and tracking studies and its communications activity consists of advertising copy research, brand personality and image identity (Brand Intelligence) and positioning studies. The company has ofces in Charlotte, N.C., and Morris Plains, N.J., in addition to its Charleston headquarters ofce.
RTi-DFD, in Stamford, Conn., is a privately held company founded in 1979. Mel Rothstein, 63, is chairman and CEO of RTi-DFD. He has a B.A. from Hunter College, City University of New York. U.S. revenue for 2006 was $12.7 million; no change from 2005. RTi-DFD is a custom market research company providing services to a diverse client base. Their research tools are designed to focus on strategic marketing direction across brand strategy, market structure and opportunity, innovation and customer measurement. Among its services are: ! BrandStarA facilitated, interactive strategic marketing tool used to dene all aspects of a brands competitive position for better strategic and research decisions. ! Landscape SegmentationA quantitative technique to dene key market segments, opportunities and sensory positions. It is easily illustrated and exible to accommodate what-if questions during a presentation or meeting. ! QualmarkA satisfaction and loyalty research program designed to help prioritize improvement efforts by focusing on the aspects of service that have the largest impact on overall satisfaction. ! Construction TestA product development tool used to identify optimal combinations of product or service components. ! ScreenPlayAfter a quantitative screening of ideas, concepts or benets, SP provides a way to consider these multiple opportunities and determine which make up the optimal set. ! PathwaysUsing wireless audience response technology, quantitative and qualitative research can be combined in a single two-hour session. It also provides cost, speed and learning benets to a client's team. ! Mature Market OmnibusA regularly scheduled Omnibus study among 1,000 50to 74-year-olds. This demographic can be reached and queried quickly and cost effectively. RTi-DFD presents ndings and identies and evaluates indicated actions for building consensus toward business decisions. The rm has ofces in Stamford, Conn., Jersey City, N.J., and Columbus, Ohio, and employs 43 full time. #
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Revenue growth adjusted for acquisitions

from the start by institutional investors from outside the industry. An example: comScore, No. 18 on the list, was founded in 1999. It has since grown to worldwide revenue of $66.3 million, and in May of 2007 it announced plans to oat an IPO. As for outside capital coming in and stirring up the traditional marketing research industry, the No. 1 rm on the list, The Nielsen Co. (formerly VNU), was acquired in mid-2006 by Valcon Acquisition, a consortium of six private equity rms, for $9.8 billion. One of the lead rms in Valcon is Kohlberg Kravis Roberts in New York. My point is that increasingly, outside capital, attracted by the information industry, has come to place giant footprints in the U.S. marketing research industry. This is best understood by reading the individual company proles that follow, which explain the ownership of each. Of the 36 of the Top 50 rms that are privately held, ve are now majority- or fully owned by private equity rms. Since the main objective of this annual review is to report on and track spending for research services in the United States, a great deal of attention is given to calculating individual rm growth rates, and those of the rms in toto. As usual, Top 50 rm revenue growth rates have been adjusted, as much as possible, to eliminate articial growth rooted in acquisitions. If a rm made one or more acquisitions during 2005 or 2006, the acquired rms revenue was either not included when calculating growth, or revenue from those rms was included in full for both yearsthus eliminating the hype from acquired revenue. Such adjustments are noted in the individual proles that follow. Also, in some cases, Top 50 rms have signicant revenue from nonresearch activities. Again, as much as possible, these have been eliminated from growth calculations. Third-party verication is required for revenue claims from privately held rms. In 2005, there were two situations in which the parent companies of research rms did not release exact revenue or those of their subsidiaries, namely J.D. Power and Associates and The Kantar Group. In these cases, revenue was estimated, and it is believed that these are close to the truth of the matter. In other countries around the world, industry trade groups derive statements of spending growth, but
Base number of research firms 1998-2006

1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 140 147 152 150 156 159 157 162 169 174 1998 1999 2000 2001 2002 2003 2004 2005 2006 183 174 181 180 187 197 188 193 207
no one even tries to make the adjustments that the Top 50 inputs contain or, for some very large research organizations, are not included. Because of this, the U.S. estimates of industry growth rates stand alone, despite the shortcomings, which are openly acknowledged. It should be noted that the Top 50 database changes in composition year to year. As noted earlier, there are four new rms this year to replace the four who dropped off, either because of a decline in revenue or no desire to participate. These are Cheskin, Ronin Corp., Peryam & Kroll Research Corp. and the PreTesting Co. Top 50 rms were asked to break their U.S.-only revenue down by industry segments, and 48 complied. Largest was media and advertising (25%) followed closely by packaged goods (22%). Health care came in third (18%) followed by government (7%). No other segmentsauto, nancial services, retailers, entertainment, telecom, technology, consumer durables, travel and tourism; hospitality, political, utilities, and all otheraccounted for more than 4%. More details about this segment of industry analysis, with trends, have been published in Inside Research, the industry newsletter. As noted, this years industry analysis calculates that spend, through commercial rms, formarketing/advertising/public opinion research services within the United States was $8.1 million. However, that is just part of the story. For one, there is commercial rm revenue not accounted for by the 207rm basespend not attributable to CASRO members, or attributable to rms that do not contribute data to
CASRO and do not wish to participate in the Top 50 analysis. And then there are segments such as focus group freelancers and work done in-house by some large corporate marketing research departments. Then there is spending by agencies of the federal government, which is $4.9 billion (estimate for 2006), much of which is done through nonprot organizations or data collection units within the federal government, such as the survey unit of the Census Bureau (decennial census excluded). About 27% of this spend does go through commercial rms, and there are three notable examples on this years Top 50 list: Westat Inc., Opinion Research Corp. and Abt Associates. But that leaves about $3.6 billion, at least, that should be added to our estimate of total spend. And much the same is true for spend-
ing by individual state governments, especially as it relates to tourism studies. These monies, quite often, are by law spent in-state through state-supported universities. Its hard to estimate just how much this adds to our running total, but it has to be hundreds of millions of dollars. So, when you put together a total spend, commercial rms plus nonprofits, its true size is something north of $12 billion. As always, you are urged to read the individual company proles that follow. They will tell you a bit about the top executives at the 2006 Top organizations, information about ownership, a listing of major services of record and expansion plans. These proles constitute the most thorough overview of the U.S. marketing research industry available, and how it is evolving to adjust to market demand. #
H66
June 15, 2007
HONOMICHL TOP 50
Marketing News
BUYERS / From page H3

ate their own hypotheses and frame the study appropriately, rather than allow the client to dictate the outcome. Frank says he is most impressed by suppliers who, before even responding to an RFP, will come back to him with precise questions for clarication. One supplier responded to his initial inquiry with 17 questions rening the study: It made me step back and go, Wow, Frank says. Mark Kolligian, vice president of market research and customer relations for CVS/pharmacy, notes that while in the past research suppliers were comfortable with presenting only the facts, thats not what that buyer is paying for now, he says. The buyer wants them to go out on a limb and have an opinion and recommend an action. Those who can, doand teach. Suppliers should also educate the research buying community about the latest research techniques, such as eye tracking or the uses of handheld mobile devices, to keep the industry relevant and innovative. I learn more about research methods from sales meetings than I do from any other source, and thats a good thing that the research supplier community is doing, Kolligian says. The quickening pace of business and the sophistication of research methodologies, including online technology, mean that data itself can and should be always up-to-date. If I have data that is two months old or a year old, what benet is that going to bring? We need to know whats going on now or whats going to happen next year to make decisions, says Alamdari, who often looks at fast-changing economic indicators of the airline industry, such as fuel prices. She also stresses the need for suppliers to identify patterns and conduct generational analysis to help clients predict future consumer habits, rather than simply compare the past with the present. The key point about data is its relevance, timeliness and global reach. If youre not doing these things, you have to concentrate your efforts to get there, Alamdari says. Know your limits, and make sure the client knows them, too. No one supplier can do it all, and its better to own up to your limitations, and the limitations of the data, than promise something you cant deliver. It doesnt happen often enough, research buyers say, and Frank, for one, values suppliers who know their niche. Trying to do it all would be like asking one person to build an entire house, he says. I will work with someone around what I call a general contractor model, Frank says, in which a specialist does the nish work and provides expertise to the supplier. Suppliers who do dig themselves into a hole should identify the problem, be up front about it, and create a plan of action to x it. The way the agency handles the issue is just as important as what the issue is to begin with, says Motorolas Ganvik. What might be lost to delays can be offset by the suppliers growing reputation for being proactive. In cases where the data falls short, meanwhile, suppliers must be upfront about the limitations. And, buyers say, communicating the limitations of data creates a win-win situation for everyone involved in the research project, because the client can help devise a Plan B. As Kolligian from CVS/pharmacy says, At the end of the day, all the client cares about is, What do we need to do to drive the business? !
Erica Schlaikjer is a Chicago-based intern for Marketing News.
ADVERTISERS INDEX A-L

Quick source for contacting the suppliers from A to L in this issue of Marketing News.
ADAPT ! P. H6
Ph. 1-888-52ADAPT URL: http://www.adaptdata.com
E-REWARDS ! P. H5
Ph. 1-888-20-EMAIL URL: http://www.e-rewards.com/researchers
ANDERSON, NIEBUHR & ASSOCIATES, INC. ! P. 36

Ph. 1-800-678-5577 URL: http://www.ana-inc.com
E-SEARCH ! P. H56
Ph. 310-265-4608 URL: http://www.esearch.com
ESOMAR ! P. H48
Ph. +31 20 589 7800 URL: http://www.esomar.org
AUTHENTIC RESPONSE ! P. H40

Ph. 212-905-5000 URL: http://www.returnpath.net
FOCUS GROUPS OF CLEVELAND ! P. H27

Ph. 1-800-950-9010 URL: http://www.idirectdata.com
BETA RESEARCH COMPANY ! P. H13

Ph. 1-800-777-BETA URL: http://www.nybeta.com
THE FOCUS NETWORK ! P. H54

Ph. 1-800-394-1348 URL: http://www.thefocusnetwork.com
BRAIN BRAND INVESTIGATION, S.A. DE C.V. ! P. H38

Ph. (+52 55) 5262-1700 URL: http://www.brain-research.com
FOCUSVISION WORLDWIDE ! P. H34-H35

Ph. 203-961-1715, opt. 6 URL: http://www.focusvision.com
BURKE, INCORPORATED ! P. H39

Ph. 1-800-267-8052 URL: http://www.burke.com
FOX RESEARCH ! P. H58

Ph. 1-866-996-3699 URL: http://www.foxresearchinc.com
C&C MARKET RESEARCH ! P. H40

Ph. 1-877-530-9688 URL: http://www.ccmarketresearch.com
GFK CUSTOM RESEARCH WORLDWIDE ! P. H22

Ph. 212-240-5300 URL: http://www.gfk.com
C & R RESEARCH ! P. H53

Ph. 312-828-9200 URL: http://www.crresearch.com
CCR CREATIVE CONSUMER RESEARCH ! P. H12

Ph. 281-240-9646 URL: http://www.ccrsurveys.com
GREENFIELD ONLINE ! P. H7, H9

Ph. 1-866-296-3049 URL: http://www.greeneld.com
HARRIS INTERACTIVE ! P. H27

Ph. 1-877-919-4765 URL: http://www.harrisinteractive.com
CMS RESEARCH ! P. H36

Ph. 419-843-8570 URL: http://www.cmsresearch.com
COMPUTERS FOR MARKETING CORPORATION ! P. H32

Ph. 415-777-0470 URL: http://www.cfmc.com
ICR/INTERNATIONAL COMMUNICATIONS RESEARCH ! P. H43

Ph. 484-840-4300 URL: http://www.icrsurvey.com
ICT RESEARCH SERVICES ! P. H52

Ph. 267-685-5660 E-mail: surveys@ictgroup.com
COMMON KNOWLEDGE RESEARCH SERVICES ! P. H11

Ph: 1-800-710-9147 URL: http://www.COMMONKNOWLEDGE.com
INFOSURV, INC. ! P. H24

Ph. 1-888-262-3186 URL: http://www.infosurv.com
CONVERGYS ! P. H25
Ph. 1-800-344-3000 E-mail: marketing@convergys.com
INSIDE RESEARCH ! P. H60

Ph. 847-526-0707 URL: http://www.InsideResearch.com
DATA DEVELOPMENT WORLDWIDE ! P. H51

Ph. 212-633-1100 URL: http://www.datadw.com
INTAGE ! P. H10
Ph. +81 3 5294 8304 URL: http://www.intage.co.jp
DECIMA RESEARCH ! P. H60

Ph. 613-230-2200 URL: http://www.decima.com
I.THINK INC. ! P. H16 Ph. 214-855-3777 URL: http://www.ithinkinc.com
DECIPHER ! P. H21
Ph. 1-800-923-5523 URL: http://www.decipherinc.com
L ANGUAGE LOGIC ! P. H28

Ph. 513-241-9112 URL: http://www.languagelogic.info
DECISION ANALYST, INC. ! P. H57

Ph. 1-800-ANALYSIS URL: http://www.decisionanalyst.com
LIEBERMAN RESEARCH WORLDWIDE (IS NOW LRW)! P. H45

Ph. 310-553-0550 URL: http://www.lrwonline.com
EBONY MARKETING RESEARCH, INC. ! P. H46

Ph. 1-877-501-3220 URL: http://www.ebonymktg.com
LIGHTSPEED RESEARCH ! P. H33

Ph. 908-630-0542 URL: http://www.lightspeedresearch.com
EKTRON ! P. H29
Ph. 1-866-4-ektron URL: http://www.ektron.com/ama
THE LOYALTY RESEARCH CENTER ! P. H63

Ph. 317-465-1990 URL: http://www.loyaltyresearch.com
HONOMICHL TOP 50
NATION $ Maturity problems
June 15, 2007
H67
Marketing News
ADVERTISERS INDEX L-Z

Quick source for contacting the suppliers from L to Z in this issue of Marketing News.
LUTH RESEARCH ! P. H15
Ph. 1-800-465-5884 URL: http://www.luthresearch.com
InfoUSA denies helping a DM company defraud seniors
P. ROBERT AND PARTNERS ! P. H14

Ph. +011-41-21-802-8484 URL: http://www.probert.com
M/A/R/C RESEARCH ! P. H17

Ph. 1-800-884-6272 URL: http://www.marcresearch.com
QRCA QUALIFIED RESEARCH CONSULTANTS ASSOCIATION ! P. H50

Ph. 1-888-674-7722 URL: http://www.qrca.org
MARITZ RESEARCH ! P. H2
Ph. 1-800-446-1690 URL: http: www.maritzresearch.com
Q SOLUTIONS (SOLUCIONES CUALITATIVAS, S.C.) ! P. H42

Ph. +52 5553-95-88-38 URL: http://www.qsolutions.com.mx
MARKET PROBE, INC. ! P. H48

Ph. 414-778-6000 URL: http://www.marketprobe.com
QUALITY SOLUTIONS ! P. H46

Ph. 1-800-471-1641 URL: http://www.qualitysolutions.com
MARKET PROBE INTERNATIONAL ! P. H6

Ph. 212-725-7676 URL: http://www.marketprobeint.com
REREZ ! P. H20
Ph. 1-800-521-1357 URL: http://www.rerez.com
MARKET STRATEGIES ! P. H37

Ph. 734-542-7600 URL: http://www.marketstrategies.com
RESEARCH INTERNATIONAL ! P. H55

Ph. 312-787-4060 URL: http://www.research-int.com
MARKETING RESEARCH ASSOCIATION ! P. H61

URL: http://www.bluebook.org
THE SAMPLE NETWORK ! P. H33

Ph. 1-888-572-3255 URL: http://www.thesamplenetwork.com
maha, Neb., database company InfoUSA Inc. denied facilitating fraud in late May after a newspaper report accused the firm of selling personal information to criminal rms that swindled senior citizens. In its Sunday edition, The New York Times said InfoUSA, which compiles consumer information and sells it to direct marketing companies and others, sold the names of senior citizens, including millions with Alzheimers disease and others whom it identified as gamblers, with labels that said things such as, These people are gullible. The companies that bought the information plied lonely people with repeated phone calls, tricked them into revealing banking information, and later raided their accounts, the Times reported. InfoUSA Chief Financial Officer Stormy Dean says the company does everything it can to ensure it does not do business with scam artists. And the company has never characterized individuals on lists as gullible.
The newspapers story was partly based on a three-year-old Iowa investigation with which InfoUSA cooperated. The story noted that InfoUSA had not been formally accused of wrongdoing, and the company said it was cleared in the Iowa investigation. We reiterate today what we said to the Iowa authorities three years ago: There are many legitimate reasons for direct marketing to senior citizens, the company said in a statement. Dean says he didnt respond to questions from the Times before the story ran because the reporter was asking about the Iowa case, which the company considered settled and didnt want to discuss. The Times story said the telemarketing industry recorded more than $177 billion in sales last year. That figure has grown by more than $4.5 billion in the past three years since federal do-not-call restrictions passed. Shares of InfoUSAs stock fell 33 cents, or about 3%, in late May to close at $10.31. !
Josh Funk for The Associated Press
MARKETING SYSTEMS GROUP ! P. H19

Ph. 1-800-336-7674 URL: http://www.m-s-g.com
SCHLESINGER ASSOCIATES ! P. H8
Ph. 1-866-549-3500 URL: http://www.schlesingerassociates.com
MINDFIELD ! P. 47
Ph. 1-800-969-9235 URL: http: www.mindeldonline.com
MINTER + REID ! P. H66

Ph. 303-904-0120 URL: http://www.minterandreid.com
SERVICE MANAGEMENT GROUP ! P. H56

Ph. 816-448-4500 URL: http://www.servicemanagement.com
MORPACE INTERNATIONAL ! P. H42

Ph. 248-737-5300 URL: http://www.morpace.com
SIS INTERNATIONAL RESEARCH ! P. H26

Ph. 212-505-6805 URL: http://www.sisinternational.com
MRCGROUP, LLC ! P. H61

Ph. 1-800-820-0166 URL: http://www.mrcgroup.com
SOUTHERN ILLINOIS UNIVERSITY EDWARDSVILLE ! P. H44

Ph. 1-888-328-5168, x2601 URL: http://www.siue.edu/business/mmr.com
MRSI ! P. H58
Ph. 513-579-1555 URL: http://www.mrsi.com
SURVEY SAMPLING, INC. ! P. H23

Ph. 203-255-4200 URL: http://www.ssisamples.com
MVL GROUP ! P. H41

Ph. 561-745-3602 URL: http://www.mvlgroup.com
TOLUNA ! P. H68
Ph. 646-723-4595 URL: http://www.toluna-group.com
OPINION RESEARCH CORPORATION (CARAVAN) ! P. H32

Ph. 1-800-999-0213 URL: http://www.opinionresearch.com
TRAGON ! P. H37
Ph. 650-365-1833 URL: http://www.tragon.com
VISION CRITICAL ! P. H30-H31

Ph. 604-647-1980 URL: http://www.visioncritical.com/pro
OPINIONSEARCH INC. ! P. H65, H67

Ph. 1-800-363-4229 URL: http://www.opinionsearch.com
WESTERN WATS ! P. H18

Ph. 801-370-2220 URL: http://www.westernwats.com
PAI ! P. H52
Ph. 1-800-693-3111 URL: http://www.paiwhq.com
WILKERSON & ASSOCIATES ! P. H64

Ph. 502-753-5005 URL: http://www.wilkersonresearch.com
PERFORMICS ! P. H49
Ph. 312-739-0222 URL: http://www.performics.com
WRC RESEARCH SYSTEMS, INC. ! P. H54

Ph. 630-969-4374 URL: http://www.wrcresearch.com
POLARIS RESEARCH ! P. H38

Ph. 817-223-1229 URL: http://www.polarisresearch.com
YOUR2CENTS ! P. H11
Ph: 1-800-710-9147 URL: http://www.your2cents.com/info
PRINCIPLES OF MARKETING RESEARCH ! P. H63

Ph. 706-542-6692 E-mail: bobwells@gaetr.uga.edu URL: www.principlesofmarketingresearch.org
ZOOMERANG ! P. H59
Ph. 1-800-310-7036 URL: http://www.zoomerang.com

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2007

June 15, 2007

THE STATE OF THE INDUSTRY

Spending for MR services below average

Research buyers give the lowdown on what they really want

June 15, 2007

June 15, 2007

THE TOP 50 U.S. MARKET RESEARCH FIRMS

June 15, 2007

THE NIELSEN CO.

June 15, 2007

TOP 50 / From page H6

June 15, 2007

TOP 50 / From page H8

June 15, 2007

TOP 50 / From page H10

IMS HEALTH INC.

June 15, 2007

June 15, 2007

TOP 50 / From page H13

June 15, 2007

TOP 50 / From page H14

June 15, 2007

TOP 50 / From page H16

June 15, 2007

June 15, 2007

TOP 50 / From page H19

June 15, 2007

TOP 50 / From page H20

June 15, 2007

TOP 50 / From page H22

June 15, 2007

June 15, 2007

TOP 50 / From page H25

June 15, 2007

WHEN SUCCESS IS YOUR ONLY OPTION

what do you do?

YOU CAN TRUST

www.harrisinteractive.com 877.919.4765 info@harrisinteractive.com

June 15, 2007

TOP 50 / From page H27

June 15, 2007

TOP 50 / From page H28

J.D. POWER AND ASSOCIATES

HARRIS INTERACTIVE INC.

RESERVE YOUR AD SPACE TODAY IN MARKETING NEWS

HONOMICHL TOP 25 INTERNATIONAL MARKET RESEARCH FIRMS COMING IN AUGUST

June 15, 2007

THE NPD GROUP INC.

June 15, 2007

TOP 50 / From page H31

OPINION RESEARCH CORP.

June 15, 2007

June 15, 2007

TOP 50 / From page H33

LIEBERMAN RESEARCH WORLDWIDE

June 15, 2007

June 15, 2007

TOP 50 / From page H37

ABT ASSOCIATES INC.