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  • 1. 8.31.12 american marketing aSSOciatiOn MARKETINGPOWER.COM 2012 HONOMICHL GLOBAL TOP 25 RESEARCH REPORT alSo in thiS iSSue expert insights on globalization AMA083112_INI.indd 1 8/6/12 3:42 PM
  • 2. Full Pages.indd 28 8/7/12 1:50 PM
  • 3. table of contents 8.31.12 AMERICAN MARKETING ASSOCIATION VOl. 46 | nO. 10 AMERICAN MARKETING ASSOCIATION David Reibstein Chairperson of the AMA Board 2012-2013 Dennis Dunlap, AMA Chief Executive Officer EDITORIAL STAFF Phone (800) AMA-1150 • Fax (312) 542-9001 E-mail Elisabeth A. Sullivan, Editor 12 Christine Birkner, Staff Writer Molly Soat, Staff Writer Hennessy Design Group, Inc., Art Directors ADVERTISING STAFF Fax (312) 992-3763 • E-mail Richard Ballschmiede, Advertising Sales Director (312) 542-9076 Catherine Eck, Advertising Account Representative (312) 542-9103 11 6 8 Lore Gil-Torres, Classified Ad Sales (312) 542-9033 10 Sandra Wright, Directory Sales (312) 542-9063 Sally Schmitz, Production Manager (312) 542-9038 Brian Thompson, Advertising Production Coordinator (312) 542-9094 Marketing News (ISSN 0025-3790) is published monthly with four special issues in March, May, September and November (16 times a year) by the Publishing Group of the American Marketing Association, 311 S. Wacker Dr., Suite 5800, Chicago, Ill. 60606-2266, USA. (800) AMA-1150, (312) 542-9000. Circulation: (800) AMA-1150, (312) 542-9000 Tel: (800) AMA-1150, (312) 542-9000 Internet: 12 POSTMASTER: Send address changes to: Marketing News, 311 S. Wacker Dr., Suite 5800, Chicago, Ill. 60606-2266, USA. Periodical Postage paid at Chicago, Ill., and additional mailing offices. Canada Post Agreement Number 40030960. Send Canadian change of address information and blocks of undeliverable copies to P.O. Box 1051, Fort Erie, ON L2A 6C7. Opinions expressed are not necessarily endorsed by the AMA, its officers or staff. Marketing News welcomes expressions of all professional viewpoints on marketing and its related areas. These may be as letters to the editor, Viewpoint columns, or articles. Letters should be brief and may be condensed by the editors. Please request a copy of the “Writers’ Guidelines” before submitting an article. Upon submission to the AMA, photographs and manuscripts will not be returned unless accompanied by a self-addressed, adequately stamped envelope. Annual subscription rates: Marketing News is a benefit of membership for professional members of the American Marketing Association. Annual professional membership dues in the AMA are $210. Annual subscription rates: $35 members, $170 nonNorth American members, $102 nonmembers and $133 libraries, corporations and institutions. Single copies $10 individual, $10 institutions; foreign add $5 per copy for air, printed matter. Payment must be in U.S. funds or the equivalent. Canadian residents add 13% GST (GST Registration #127478527). Advertisers and advertising agencies assume liability for all content (including text, representations and illustrations) of advertisements published, and also assume responsibility for any claims arising therefrom made against the publisher. The right is reserved to reject any advertisement. Copyright ©2012 by the American Marketing Association. All rights reserved. Without written permission from the AMA, any copying or reprinting (except by authors reprinting their own works) is prohibited. Requests for permission to reprint—such as copying for general distribution, advertising or promotional purposes, creating new collective works or resale—should be submitted in writing by mail or sent via e-mail to DePartmentS eXCluSiVe feature 4 the buzz the 2012 Honomichl global top 25 report 6 VieWPointS core concepts the global marketing research industry’s acquired size and strength yield positive returns amidst a battered global economy. read on for industry vet Jack Honomichl’s insights, as he lifts the veil on his annual analysis. 12 state of the industry report By Jack Honomichl 16 Honomichl global top 25 rankings Chart 18 global top 25 Company Profiles 10 agents of change not every brand mention is a good brand mention, so you should have a plan in place for how to respond, writes columnist Jeffrey Hayzlett. Create an affiliate marketing program to boost your e-commerce business with a little help from your friends. 8 problem solved tide embraces viral and turns satire into a solution. 46 ama’s 75 years in marketing history Word of mouth has evolved from a fact of life in business into a strategic marketing linchpin, writes Jackie Huba, marketing blogger and author. 11 worldview the world may be flat, but the path to globalization sure isn’t. netherlands-based B-to-B marketer James slusser discusses some of the marketing pitfalls, potholes and possibilities awaiting any company that goes global. 47 ama community meetup Check out the aMa’s latest lineup of conferences and events, and learn how you can join the action. Reprints in quantity are available by contacting Kristy Snyder at Sheridan Reprints: 717-632-3535. Printed in the U.S.A. finD Out mOre at marketingpower .com AMA083112_INI.indd 3 Or finD uS On You Tube 8/6/12 3:42 PM
  • 4. thebuzz letter from the eDitor Building Size, Strength, reach and aptitude G rowth by acquisition. That’s how much of the corporate world—from Facebook, to AB InBev, to IBM—operates, and the marketing research industry is no different. In his 16th-annual Global Top 25 report, Jack Honomichl discusses how the highest earners in the global research industry have attained much of their size and strength through consolidation. “For the most part, the 25 behemoths of our industry have come to be so via amalgamation, the end result of hundreds of acquisitions made over many years in many countries,” he writes. “In 2011 alone, Top 25 firms bought 24 research firms around the world. … The concentration of power in our industry continues unabated.” A noteworthy example is Paris-based Ipsos: Ranked fifth on the 2011 Global Top 25 list, Ipsos now holds the No. 3 spot after acquiring Synovate, ranked sixth on last year’s list. Turn to page 12 to read more of Honomichl’s analysis of the industry’s movers and shakers. get mOre The “strength in numbers” philosophy applies to many aspects of business, of course. On page 6, we offer you some tips on what to consider when building an affiliate marketing program to help boost your e-commerce sales. Consider this a primer, a starting point for your planning process. And let us know what other marketing tactics, tools, theories or concepts you’d like to learn more about in our how-to section. The Marketing News staff—and the AMA, as a whole—appreciates your feedback so that we can deliver the knowledge, insights and tools that you need. Best, Elisabeth A. Sullivan marketingpower tune in to ama tV, an online service that comes to you twice monthly with the latest in marketing news and trends, as well as career tips and insights from industry leaders. Visit neW ama PODcaSt neW ama WeBcaSt AUTHOR SERIES: BRAND REAL laurence Vincent, branding strategist and author of Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty, takes it personally when he hears branding described as an artful mix of wordplay and graphics—or, worse, magic. During this podcast, Vincent shares a practical approach to the business of branding. BEST PRACTICES IN LIST SEGMENTATION in direct marketing, if you’re not reaching the right people, your message and call to action will have no meaning. Being able to easily segment your lists will enable you to expand your reach and target your audience with appropriate messages, thus increasing your response rates. this webcast will teach you the difference between behavioral and profile segmentation, how to use personalization to optimize segmentation, and more. Visit Visit 4 marketing news | August 31, 2012 AMA083112_INI.indd 4 8/6/12 3:42 PM
  • 5. thebuzz Career Corner Career Climbing by the Numbers Rare is the marketer whose career has not had some twists and turns. My career path, if plotted on a chart, would make you dizzy. And yet I can see a pattern in all of the ups, downs and diversions, and that is volunteerism. Many of the pivotal lessons I’ve learned, amazing people I’ve met and unexpected opportunities I’ve received have stemmed from my work with the American Marketing Association. In honor of the AMA’s 75th anniversary, I thought I’d share some stats and lessons from my own career trajectory—and the AMA’s role in it. 75 Sima Dahl ( is a recovered job seeker turned personal branding and social networking consultant, trainer and speaker. Subscribe to her monthly AMA career e-newsletter at newsletters. This year marks the AMA’s 75th year of bringing marketers together to share, learn and grow. Being a card-carrying member of the AMA looks good on your LinkedIn profile, but the onus is on you to take full advantage of all of the benefits that come with it. Log in to today and update your profile, join one of the online communities, subscribe to an e-newsletter or two, browse the content library and sign up for a free webinar or virtual event. The AMA is a powerhouse of career opportunities, but as I am fond of saying, “It only works if you work it.” 10 I joined the AMA 13 years ago because I thought it was high time I got more involved in my industry. The art and science of marketing were fast evolving with the advent of new technologies and I needed a smarter way to keep up. But it took me another three years to find my groove. After a few false starts, I landed on the business-tobusiness committee and things started to click. I made friends—always a bonus—but more importantly, I forged relationships with like-minded people willing to share their expertise. Many of those early connections are still very much a part of my network today, ready to take my call or answer an e-mail. If you’re not yet actively volunteering in your local chapter, I encourage you to step up. In my experience, the surest way to get the most out of any association is to first consider what you can give. 6 Six years ago this July, I made a decision that, perhaps more than any other in the past decade, catapulted my career to an entirely new level: I joined the board of the Chicago AMA chapter. I spent two years each leading the B-to-B division and collegiate relations, and as board secretary. I learned invaluable life lessons about leading volunteers, managing expectations, and working in teams that continue to serve me well both personally and professionally. And I made friendships that have enriched my life beyond measure. Board members were some of the first to hire me when I started my own business. They showed up at my doorstep with care packages when my mom died. And they have graced my Thanksgiving table because many have become my extended family. Looking Ahead After six years, it’s time to let a new crop of volunteers take their seats at the boardroom table. I will continue to write this column, pen the Career Update monthly e-newsletter, serve as an AMAConnect Ambassador and support my local chapter. When you volunteer, your character, competence and charisma are on display; you have the opportunity to make an imprint that will last well beyond your years of service. Eager to climb the ladder of success? Be it the AMA or other professional association, step up your involvement. It’s a career move that you can count on. m Buzz Bit B-to-B Marketers Missing the Mark on Demand Gen 80% of B-to-B marketers and salespeople consider their demand-generation campaigns ineffective, according to a July 2012 survey from Corporate Visions Inc., an Incline Village, Nev.-based B-to-B marcom firm with clients such as IBM, Lockheed Martin and SAP. Of those respondents: • 37% report that the content isn’t engaging enough. • 31% attribute the problem to a lack of alignment between marketing and sales. • 12% blame budget constraints. • 9% say that there isn’t enough content. • 8% report a lack of buy-in from execs. 60% of respondents say that their companies’ demand-gen campaigns fail to adequately address their offerings’ value propositions and instead focus on the offerings’ attributes. Because of that, 65% of the salespeople who responded to the survey admit that their sales teams use less than half of the demand-gen content produced by their marketing departments. Marketing Research Pioneer In the July 31, 2012, issue of Marketing News, Charles Coolidge Parlin was misidentified in a photo caption. We regret the error. August 31, 2012 | MARketing news AMA083112_INI.indd 5 5 8/7/12 7:58 AM
  • 6. coreconcepts affiliate marketing By ChriStine Birkner | Staff Writer  the aBCs of affiliate marketing Boost your e-commerce business with a little help from your friends online. here’s how. I n e-commerce as in life, your success often depends on whom you affiliate yourself with. Affiliate marketing is an online marketing tactic by which brands work with other online content providers to drive traffic and business to the brands’ sites, and pay the content providers a commission for any sales that result. Spending on affiliate marketing in the United States is expected to reach $4.1 billion in 2014, up from $1.6 billion in 2007, according to Forrester Research. And as the Web becomes increasingly interconnected, it’s likely that this tactic will continue to gain steam for both B-to-C and B-to-B brands. Here’s what you should know before building your own affiliate marketing strategy. what it is Affiliate marketing connects an online merchant with an affiliate, a website or blog that features subject matter associated with the merchant’s products. Affiliates post the merchant’s banner ads or text links on their websites or blogs and when a consumer clicks on those links and buys the merchant’s product, the affiliates receive a commission, usually 5 to 10%, of each sale. Affiliate marketing also can be used in the same way to generate leads, with affiliates receiving commission for each person who engages in sponsored posts by filling out a Web-based form with his contact information. Affiliates most often are grouped in affiliate networks such as LinkShare, Commission Junction and Google Affiliate Network, or in smaller niche networks or lead-gen-specific networks. Affiliate marketing allows retailers to spend less to generate sales or leads than traditional online advertising, says Greg Shepard, CEO of Affiliate Traction, a Santa Cruz, Calif.-based affiliate marketing agency. “You only pay when the sale is made. … On top of that, you only pay for the sales that came through [and] you pay 30 days after the sale. Affiliate marketing … frees up more money for advertising.” How it’s Used While many referral-based e-marketing tactics suit brands of all sizes, affiliate marketing is best suited to well-established brands because it can require considerable planning and resources to ensure proper execution and oversight, experts say. Here are some tips: 1. Build Your Business Model First Retail- ers shouldn’t start an affiliate program until they’ve accumulated $1 million or more in sales, says Robert Glazer, founder and managing director of Acceleration Partners, a Needham, Mass.-based agency that runs affiliate marketing programs for 6 One Kings Lane, Shutterfly, Tiny Prints and others. “Affiliates want to be associated with a brand that has traction. If you’re still figuring out your product and your business model and pricing, you really want to be testing that before you work with [affiliates] because if you don’t perform, they’re not going to stay with you.” It’s also wise to develop your aptitude for strategizing and tracking digital marketing efforts, in general, before building an affiliate program, says Scott Langdon, managing partner at HigherVisibility, a Memphis, Tenn.-based firm specializing in affiliate marketing. “Most of the people who come to us … have already worked on other channels such as SEO and pay-perclick, and they’ve kind of exhausted those channels. They have to have great internal controls and tracking to be able to attribute sales to a specific affiliate.” 2. Choose Your Network Wisely Care- fully consider which affiliates to work with. “To be successful in the market, the affiliate network has to have pockets deep enough to manage that cash flow cycle. A lot of these smaller networks that pop up all the time don’t,” says Peter Wilson, CEO of St. Louis-based LashBack, an e-mail compliance solutions provider that works with affiliate networks and online advertisers. 3. Build Relationships The most successful affiliate marketers have solid relationships with their affiliates and pay them on time, Langdon says. “[Affiliates] need to feel confident that those sales are getting tracked and attributed back to them or they’re not really going to promote your product. … The quicker they receive the return on their end, the more likely they’re going to be to push [your] products.” Also, be consistent with your affiliate program, Wilson says. “You’ve got to have a sustained, consistent approach to affiliate marketing. If you just put your toe in it and leave, it’s very difficult to get the strongest [affiliates] to pay attention to the brand.” 4. Beware of Fraud “Open your eyes and understand where and how all of your affiliates are generating traffic,” Glazer says. “If you’re a shoe site, look at the affiliate and say, ‘Is this affiliate doing shoe stuff and shopping stuff or do I have no idea what their site is?’ This is an industry where, when there’s always smoke, there’s fire. The basic premise of ‘Who are my affiliates and what are they doing?’ is the best defense.” Conduct weekly and daily checks on affiliates that are driving a large amount of clicks without conversions or sales, which could be a red flag that the affiliate is less than legit. Adds Wilson: “Try to find partners that have been around for a long time, that have a good reputation. It may not be the fastest way to make money, but it’s the way to make money to build a sustainable business in the space.” How it’s Used well Glazer’s Acceleration Partners works with Sunnyvale, Calif.-based stationery retailer Tiny Prints Inc. on its affiliate marketing program, which includes marketing messages on shopping sites, “mommy blogs,” and websites dedicated to party supplies and weddings. “The program has grown 100% in revenue for the last five years,” Glazer says. The Tiny Prints program also won the Affiliate Summit Pinnacle Award for exceptional merchant in 2012, the industry’s equivalent of affiliate program of the year. “We won it over Amazon and Overstock, programs that are 10 times larger, which validated our focus on quality and doing a good job communicating with our affiliates, and knowing them and understanding them,” Glazer says. m marketing news | August 31, 2012 AMA083112_INI.indd 6 8/6/12 3:42 PM
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  • 8. problemsolved caSe StuDy By molly Soat | Staff Writer  turning the tide P&g’s clothes-cleaning champ embraces viral and turns satire into a solution the Problem Making a 70-year-old brand of any kind seem hip and social is no easy feat. But making a 70-year-old brand associated with dirty socks seem hip and social is even trickier. Procter & Gamble got an assist in its efforts to create some digital traction for its Tide detergent line on May 29 when The Onion, a satirical newspaper based in Chicago, ran a fictional article penned by a hypothetical Tide social media director titled, “Hey, Everybody! This Cool New Tide Detergent Video Is Blowing Up All Over the Internet!” The article pokes fun at marketers’ attempts to create viral videos in order to boost brand interest on the Web. It begins: “Have you seen this awesome new Web video from Tide detergent? I just checked it out online and, man, it is easily one of the coolest digital videos I’ve ever seen. It’s no wonder this clip is blowing up all over the Internet! It’s so fun and entertaining, absolutely everyone is discussing it on popular blogs and linking to it from social media platforms.” The video described in the Onion satire plays on multiple viral video clichés. “It’s got these cute, funny talking animals, a cool indie-rock song, and it’s just so hilariously random. And it’s got this amazing cameo by Bret Michaels, which is so funny because Bret Michaels is hilarious and from the ’80s.” Tide was faced with the task of reacting to the article—and fast. According to John Robinson, senior vice president of creative at Boston-based agency Digitas Inc. and a consultant on the project, “Relevancy has a deadline: What people are talking about one minute can easily change in the next.” the Fix Sarah Pasquinucci, a P&G marketer in charge of the Tide campaign, says: “When we read the Onion article, to be honest, our first reaction was we laughed. … It was cleverly written to really highlight the plight of brands everywhere that are navigating social media, especially those that might not have an obvious fit, like detergent.” The Tide team understood that to capitalize on the marketing opportunity that the article created, the brand’s response had to be quick, and the only way to respond would be to create the video described in the Onion article. Pasquinnucci and her colleagues got to work immediately with Digitas, public relations agency DeVries PR, and creative agency Saatchi and Saatchi. Digitas dressed up one of its employees as 1980s rock star Bret Michaels. The team hired puppeteers to animate the “cute, funny talking animals” as the fictional singer croons an original tune 8 about laundry detergent. The article ran in The Onion on a Tuesday and Tide posted the video online on its YouTube channel and linked it to the company’s Facebook and Twitter feeds by Friday. (P&G declined to comment on the project’s budget.) “Something that’s relevant today is not necessarily relevant tomorrow or next week and social media really kind of exacerbates that. This wasn’t a situation that we really wanted to spend weeks ideating and vacillating between scenarios, scripts and different ways to respond. We just knew we needed to act quickly in order to, kind of, play into the joke and really have an impact,” Pasquinnucci says. metrics At press time, Tide’s video had attracted 15,518 views on YouTube and 249 “likes” on Facebook, and garnered the detergent brand some earned media in trade publications such as MediaPost’s Marketing Daily e-newsletter. It also earned a nod from The Onion’s managing editor, Kyle Ryan, who tweeted, “Well played, Tide, well played.” Tripp Westbrook, partner and executive creative director at Dallas-based digital marketing firm Firehouse with clients including McDonald’s, Saturn, United Airlines and Mercedes-Benz, says that playful digital efforts like P&G’s viral video can help to personalize an old and established brand like Tide. “I think it’s great when brands try to engage with consumers on a different level than consumers are used to. If done well, it can put a very human face on a brand that most people feel is distant and very corporate,” he says. The video attracted a following but failed to hit the viral threshold set by campaigns such as Old Spice’s “The Man Your Man Could Smell Like,” which attracted more than 6 million views in less than a week in July 2010. While timeliness is vital with such online efforts, quality and execution should not fall by the wayside, according to Westbrook. “If it’s not interesting content, it’s not going to be seen. … I just find that the execution [of Tide’s video] fell a little flat. It just wasn’t funny. … With a little over 15,000 hits, I wouldn’t exactly call the video viral. In many ways, it sort of proves what the Onion article was trying to make fun of, unfortunately,” he says. But according to Digitas’ Robinson, the small digital splash that the video made was enough of a sign of success for the effort. “Seeing how much everyone enjoyed this video and respected the choice that Tide made in doing it was the return we wanted.” m BranD tide cOmPany Procter & gamble heaDquarterS cincinnati Partner agency Digitas inc. PrOJect timeline three days reSultS 15,518 views on youtube; 249 “likes” and 28 shares on facebook marketing news | August 31, 2012 AMA083112_INI.indd 8 8/6/12 3:42 PM
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  • 10. viewpoint Agents of ChAnge By Jeffrey Hayzlett  Preparing for the Perils of Brand Mentions Jeffrey Hayzlett is a global business consultant and author of The Mirror Test: Is Your Business Really Breathing? and Running the Gauntlet: Essential Business Lessons to Lead, Drive Change, and Grow Profits. Previously, hayzlett was CMo of Kodak. for more insights from hayzlett, check out his regular contributions to AMA tV at, or follow him on or at 10 N ot all brand mentions are fact. Indeed, some are pure fiction. In a recent episode of AMC’s Mad Men, the Jaguar brand was depicted in a less-thanoptimal light, involving immoral fictional Jaguar executives and implying that there were questions about the reliability of the product. Executives at any major brand are always excited when they receive news that they will be featured on a major television show, but in this case, Jaguar execs had no forewarning about the televised appearance of their brand, let alone what was going to be said about their company or how it was going to be used. Jaguar execs can take solace in the fact that it was a fictional story. Therefore, they did not have control and even had some deniability once they found out that the episode was not portraying their company in the best light. What is a brand to do when this kind of controversy hits? I was once confronted with this question when someone used the name of our brand in a rap song, which hit the top of the charts and received millions of downloads. Although it was popular, the song contained vulgar and derogatory words. On one hand, we were proud that the rap artists used our brand as an iconic symbol in the song, but at the same time, who wants to be associated with a word that is so derogatory and negative that it offends not only our customer base, but also our own morals and sense of who we are as a company? How do marketers prepare themselves for the questions raised in these situations? What is your value system and what moral compass do you use in making your decisions? I was pleased to see Jaguar’s response to the Mad Men brand inclusion, with the company rep stating that he was grateful that the brand was used in the episode and remained confident that the public would recognize that Mad Men is a fictional show. Similarly, I also liked the response from our team to the rap song inclusion: Some wanted to promote it, while others wanted to run from it. In the end, we decided we would always recognize the use of our brand name as iconic, yet we would neither condemn nor endorse the use of our name in a pop phenomenon. That way, we are able to take a stand and preserve our integrity as a company. It is important for marketers to think ahead and not only raise the questions about these kinds of situations, but also think about their brand language. As marketers, we spend a lot of time thinking about the way that our companies and brands look and feel, but also we really need to sit down and think about the essence of who we are and what we want to represent. That will filter into everything that we do, in terms of our relationships with vendors, our customers and, most importantly, the promises that we deliver to our customers. This process should not be led by just CMOs. As the leaders of the business, CEOs have to take a very active role in deciding about the essence of the brand: where it needs to go, how it is represented, and how executives’ professional—and personal— decisions may have an impact. m •com Jeffrey Hayzlett will be presenting at the 10th-annual Brand ManageCamp marketing conference, an AMA partner event, in Las Vegas on Oct. 17-18, 2012. For more information, visit We spend a lot of time thinking about the way that our companies and brands look and feel, but also we really need to sit down and think about the essence of who we are and what we want to represent. That will filter into everything that we do, in terms of our relationships with vendors, our customers and, most importantly, the promises that we deliver to our customers. Marketing news | August 31, 2012 AMA083112_INI.indd 10 8/6/12 5:58 PM
  • 11. Globalization worldview By Jim SluSSer  Navigating the Path to Globalization T he world may be flat, but the path to globalization sure isn’t. The marketing challenges and opportunities that accompany globalization add a few bumps in the road, and given the increasing breadth and reach of the global marketplace, your path is only getting bumpier. In my own experience, I’ve worked from both the client and agency perspective across a range of verticals both stateside and internationally. And for the past 18 months, I have headed up global marketing at ITpreneurs, which delivers competency development programs for IT professionals, with a portfolio offered in 10 different languages and delivered in 45-plus countries to more than 50,000 IT professionals. The diversity of our customer and product base is matched equally by our employee base. Our global marketing team of 10 represents eight nationalities and speaks 15 languages. This global orientation, both internally and externally, obviously poses unique cultural and communication challenges, and it reinforces the base need for a strong brand promise and well-tailored customer messaging. Beyond that, globalization affects every nook and cranny of your marketing strategy. So you think you’ve mastered social media and your Facebook strategy is finally starting to produce measurable results? Congratulations. Is your SEO strategy on Google driving lots of organic traffic to your site and generating qualified leads? Kudos. Now what about the 500 million Internet users in China who don’t use either? Time to wrap your head around Baidu, Qzone, Sina Weibo and Renren. Do you have your traditional display ad budget and strategy firing on all cylinders? How nice for you. However, the 121 million Internet users in India (still a relatively small proportion of the country’s 1.2 billion people) are accessing the Web via their mobile devices. Time to revisit the Hindi mobile ad campaign, no? Or as we’ve found out in our IT training certification process, are you mailing traditional paper certificates to your membership or customer base each year? That’s cute—and potentially a complete waste of your time and money. Latin America demands something more substantial. North America doesn’t really want or need the paper certificate; digital delivery works just fine, thank you very much. The paper certificate method still is relevant in Europe and the Middle East (for Jim SluSSer is the marketing director at itpreneurs in Rotterdam, the netherlands; serves on the European advisory board of the CMo Council; and is past president of the aMa tampa bay chapter. Follow Jim on twitter at @jslusser. This global orientation, both internally and externally, obviously poses unique cultural and communication challenges, and it reinforces the base need for a strong brand promise and well-tailored customer messaging. now), but getting them delivered—on time and in good condition—can be a challenge in other regions (Asia Pacific, I’m talking to you). The market size and opportunity is large and exciting, and matched at every turn with new challenges. To develop an effective and truly globally applicable marketing strategy, you have to consider virtually every marketing tactic that you employ and how it will be received by the given country or target audience. But don’t be overwhelmed. Instead, consider this an opportunity to hone your marketing efforts overall. Let globalization inspire you. Crave knowledge about your customers. Where do they work, play and live? How do they use your product or service? What problem are you helping them to solve? And just when you think you have your marketing strategy done and dusted, it all changes overnight. Stay alert to find the best routes around the inevitable obstacles ahead. m August 31, 2012 | marketiNG News AMA083112_INI.indd 11 11 8/6/12 5:58 PM
  • 12. 2012 HONOMICHL GLOBAL TOP 25 RESEARCH REPORT BY JaCk HOnOmiCHL 12 marketing news | August 31, 2012 AMA083112_INI.indd 12 8/6/12 3:42 PM
  • 13. excluSiVe feature honomichltop25 The global marketing research industry’s acquired size and strength yield positive returns amidst a battered global economy he world’s 25 largest marketing, advertising and public opinion research conglomerates, in toto, saw revenues increase by 4.1% in 2011, with a “real growth” rate of 1.4% after adjustment for inflation. That, I submit, is good news given the dire economic conditions in many countries, as well as civil unrest and war-like conditions in many others during the year. But not all of the Global Top 25 shared in this limp gain: Nine saw revenues decrease in 2011 or not grow enough to cover inflation, which was an estimated 2.7%. (This was calculated by taking the known inflation rates in the U.S., 15 European Union countries and Japan, which account for about 75% of the world spend for research services, weighting them and then assuming that rate applies to the rest of the world.) This is especially important because, in aggregate, the Top 25 had revenues of $18.7 billion in 2001, which is about 58% of the total world spend for research. These are the top-line findings from my annual global industry analysis, now in its 16th year, prepared exclusively for Marketing News. And, I suggest, it is the best gauge that we have about how the research industry is faring worldwide. glass House For the most part, the 25 behemoths of our industry have come to be so via amalgamation, the end result of hundreds of acquisitions made over many years in many countries. That raises the question of who owns the end result—and the degree to which the owners make public financial information. Let’s examine that. Ten of the Top 25 organizations, which account for the lion’s share of Top 25 revenues, are publicly listed companies traded on major exchanges in the U.S., the U.K., France, Germany and Japan, so their financial information is in the public domain. Four are subsidiaries of larger public companies and it is the parent that decides how much financial information to release on their subsidiaries—and that varies. One might publish top-line financials but withhold details (such as profitability). Others make full disclosure or none at all. For instance, McGraw-Hill, which owns J.D. Power and Associates (No. 14 on this year’s Top 25 list), does not publish anything about J.D. Power’s revenue and it had to be estimated for this analysis. Three are subsidiaries of non-public corporations and, fortunately, those Top 25 parents choose to cooperate with this compilation. Two firms—Video Research in Japan and Médiamétrie in France—are owned by consortiums of advertising and media companies in their home countries, and they cooperate. One Top 25 firm, Westat, is employeeowned and it chooses to cooperate for revenue but provides no details. The remaining eight companies are privately held by institutional investors, private equity firms or company founders and top executives. All eight provide revenue data for this analysis. So in sum, we have a situation where, generally, there is ample financial information in the public domain to accurately produce this annual compilation and trend analysis. But, as it pertains to stock, while many of the Top 25 are “public,” there is not much “float” on their stock; most is under tight control of institutional investors or company founders and key employees. international sprawl Most of the Top 25 are truly international. As a group, 55% of their combined revenues came from operations outside of their home countries and five have subsidiaries or operations in 64 or more countries. The leader is Nielsen, which has perched atop this listing since its inception. In 2011, Nielsen’s $5.4 billion in revenue came in from operations in 100 countries. One firm, Ipsos in France, earned 91% of its revenue from outside France. Only three of the Top 25— Westat in the U.S., and Video Research and Macromill in Japan—had, for practical purposes, no revenue from outside of their home countries. As noted, most of these 25 conglomerates are the end result of numerous acquisitions over many years. In 2011 alone, Top 25 firms bought 24 research firms around the world. The individual company profiles that follow include information on these acquisitions (and two divestitures). So the concentration of power in our industry continues unabated. A dramatic example of this occurred in 2011: Paris-based Ipsos, No. 5 on last year’s list, acquired Synovate, No. 6 on last year’s list. That moved Ipsos up to No. 3 on this year’s list with $2.4 billion in revenue. August 31, 2012 | marketing news AMA083112_INI.indd 13 13 8/6/12 3:42 PM
  • 14. honomichltop25 excluSiVe feature Most of these 25 conglomerates are the end result of numerous acquisitions over many years. In 2011 alone, Top 25 firms bought 24 research firms around the world. Calculating growth JaCk honomiChl is founder of the Inside Research industry newsletter, a market research trade publication based in Barrington, ill. Since one of the main reasons to compile a “world’s largest” list is to get a fix on the industry’s financial health, it follows that how the data are derived is important. Here are the highlights. Inclusion on the list is based on revenue—and cooperation. Most of the firms make a special effort to comply with requirements and that is because they, too, want to know the outcome. As it pertains to individual organizations, their revenue growth, year to year, is calculated in their home country currency. But there are adjustments. Some of the organizations have additional revenue from nonresearch activities; as best as possible, those are eliminated. Also, adjustments are made for acquired revenue. If a Top 25 organization made an acquisition or acquisitions during 2011 or 2010, either the acquired revenue is included in both years before calculating growth, or eliminated entirely from the calculation for both years. This is done so as not to artificially bump industry growth rates with bought revenue. The same is done with divestitures. Then, for revenue totals, all company revenues are converted to U.S. dollars and industry growth is based on those totals, as noted in the table on page 16. Participating firms are asked to furnish their number of full-time employees. For 2011, the total for all Top 25 firms was 110,235, compared with 103,136 in 2010. That’s a gain of 6.9% and includes employees at acquired companies. While the Global Top 25 list is limited to 25 firms, there are participant changes year to year. For instance, this year Synovate lost line identity because of its acquisition by Ipsos. Taking its place was YouGov, a fast-growing British firm that has made numerous acquisitions outside of the U.K. in recent years. Also, IMS Health, the huge U.S.-based healthcare firm, dropped from No. 3 last year to No. 6 in this ranking, basically for definitional reasons. IMS, once a public company, now is owned by private investors. This ownership uses a more concise definition of “marketing research” in its financial reports than had been used in prior years, and that resulted in a smaller research-only revenue and employee input for the Top 25 listing. Leaders Individual firm profiles include information on the top executives at the Top 25, the leaders of our industry. A summary shows that they average 55 years of age and the age range is from 45 to 71. One of the 45s, it turns out, is Jane Shirley, CEO of London-based Cello Research and Consulting, the only woman in Global Top 25 history to head a Top 25 firm. Company profiles tell you much more about each of the Top 25 firms—their range of services, geographical sprawl, top management, etc. Read on. m Methodology Since results from this annual analysis are oft quoted in the press, it is especially important that the reader know exactly how these data are derived, and so this explanation: invitations to market research firms with estimated annual u.S. revenue of more than $50 million are sent in april of each year requesting revenue information for the prior year, a company profile of activities and other company metrics. global top 25 rankings are based on home country revenue converted to u.S. dollars using average year exchange rates provided by the u.S. federal reserve Bank. growth rates from the prior year to the current year for each firm are based on home country organic percent revenue change, as much as possible, which excludes year-to-year currency exchange effects and acquisition or divestiture effects. total company revenues are stated in the company profiles when provided. Verification of revenue is required of each private firm for ranking by a third party, generally its outside accounting firm. for further information, contact larry gold at 847-525-0707 or Jack honomichl at 847-382-3246. eDiToR’s NoTe: In the 2012 Honomichl Top 50 report, the CPI should have been listed as 3.2%, so the inflation-adjusted growth rate for the Top 50 firms in 2011 is 1.9%. The authors regret the error. 14 marketing news | August 31, 2012 AMA083112_INI.indd 14 8/6/12 3:42 PM
  • 15. excluSiVe feature honomichltop25 TOP 25 FIRMS’ REVENUE TOTAL REVENUE (BILLIONS) 20 15 10 5 0 2007 2008 2009 2010 2011 August 31, 2012 | marketing news AMA083112_INI.indd 15 15 8/6/12 3:42 PM
  • 16. honomichltop25 ExCLUSIVE FEATURE Top 25 Global ReseaRch oRGanizaTions Rank 2011 2010 Organization Headquarters Parent Country Website No. of Countries With Subsidiaries/ Branch Offices1 Researchonly Full-time Employees4 Global Research Revenue2 (US$ Millions) Percent Change From 20103 Revenue From Outside Home Country (US$ Millions) Percent of Global Revenue From Outside Home Country 1 1 nielsen holdings n.V. New York U.S. 100 35,500 $5,353.0 4.8% $2,837.0 53.0% 2 2 Kantar* London & Fairfield, Conn. U.K. 80 21,900 3,331.8 0.8 2,402.4 72.1 3 - ipsos sa Paris France 84 16,569 2,495.0 2.9 2,261.2 90.6 - 5 Ipsos SA Paris France 68 10,307 1,639.1 4.6 1,508.0 92.0 - 6 Synovate London U.K. 64 6,262 855.9 -0.3 753.2 88.0 4 4 GfK se Nuremberg Germany 68 11,457 1,914.0 5.8 1,389.3 72.6 5 7 symphonyiRi Group inc. Chicago U.S. 8 3,928 764.2 3.2 298.9 39.1 6 3 iMs health inc. Parsippany, N.J. U.S. 74 2,500 750.0 4.5 480.0 64.0 7 8 Westat inc. Rockville, Md. U.S. 5 1,947 506.5 11.2 3.1 0.6 8 9 inTaGe inc.** Tokyo Japan 4 2,153 459.9 -0.2 15.4 3.3 9 10 arbitron inc. Columbia, Va. U.S. 3 1,205 422.3 6.4 6.4 1.5 10 11 The npD Group inc. Port Washington, N.Y. U.S. 14 1,256 265.3 9.9 76.4 28.8 11 13 Video Research ltd.** Tokyo Japan 3 392 240.9 3.2 – – 12 14 ibope Group Sao Paulo Brazil 15 2,797 239.9 4.6 60.2 25.1 13 16 comscore inc. Reston, Va. U.S. 22 1,012 232.4 23.5 60.1 25.9 14 12 J.D. power and associates* Westlake Village, Calif. U.S. 10 720 228.5 -0.6 73.5 32.2 15 15 icF international inc. Fairfax, Va. U.S. 7 1,200 227.5 13.7 49.6 21.8 16 18 Maritz Research Fenton, Mo. U.S. 5 830 187.5 10.0 29.5 15.7 17 17 harris interactive inc. New York U.S. 5 566 160.7 -3.7 67.5 42.0 18 20 Macromill inc. Tokyo Japan 3 594 159.7 -1.4 0.2 0.1 19 19 abt sRbi inc. Cambridge, Mass. U.S. 37 1,264 158.0 22.1 30.6 19.4 20 23 Médiamétrie Paris France 1 576 109.6 13.1 14.3 13.0 21 22 oRc international Princeton, N.J. U.S. 5 438 101.3 0.9 37.0 36.5 22 - YouGov plc London U.K. 9 445 93.7 12.0 69.8 74.5 23 21 lieberman Research Worldwide Los Angeles U.S. 3 390 90.2 -10.5 15.3 17.0 24 24 cello Research & consulting London U.K. 2 351 87.4 1.1 43.3 49.5 25 25 Market strategies international Livonia, Mich. U.S. 3 245 75.3 -7.3 3.5 4.6 110,235 $18,654.6 4.1% $10,324.5 55.4% Total * Estimated by Top 25 authors. ** For fiscal year ended March 2012. 1 Includes countries that have subsidiaries with an equity interest or branch offices, or both. 2 Total revenues that include nonresearch activities for some companies are significantly higher. This information is given in the individual company profiles. 3 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. Rate of growth is based on home country currency and excludes currency exchange effects. 4 Includes some nonresearch employees. 16 marketing news | August 31, 2012 AMA083112_INI.indd 16 8/6/12 6:04 PM
  • 17. Full Pages.indd 35 8/7/12 2:06 PM
  • 18. honomichltop25 excluSiVe feature 1 nielsen holdings n.V. David L. Calhoun, 55 titLe CeO eduCAtiOn B.s., ACCOunting, VirginiA POLyteCHniC institute 2011 WOrLdWide reVenue $5,353.0 MiLLiOn* CHAnge FrOM 2010 +4.8%** reVenue Outside HOMe COuntry $2,837.0 MiLLiOn* FrOM Outside HOMe COuntry 53.0%* eMPLOyees WOrLdWide 35,500* Nielsen Holding N.V., incorporated in the Netherlands and headquartered in New York, was founded in 1923 and sold to a consortium of six private equity firms in 2006. In January 2011, the firm was listed on the New York Stock Exchange. Nielsen is a global information and measurement company that provides a comprehensive understanding of consumers and consumer behavior. It delivers media and marketing information, analytics and industry expertise about what consumers buy and what consumers watch (consumer interaction with television, online and mobile) on a global and local basis. The firm’s information, insights and services help clients maintain and strengthen their market positions, and identify opportunities for profitable growth. Nielsen has a presence in approximately 100 countries, including many developing and emerging markets. Consumer watch Nielsen’s Watch segment includes measurement and analytical services related to TV, online and mobile devices, and offers viewership data and analytics primarily to the media and advertising industries. Its media clients use the data to price their advertising inventory and maximize the value of their content, and its advertising clients use the data to plan and optimize their advertising spending and to better ensure that their ads reach the intended audiences. Nielsen provides measurement services across three screens: TV, online and mobile. In the United States, Nielsen offers two principal TV ratings services: measurement of national TV audiences and measurement of local TV audiences in all 210 designated local TV markets. In addition to the U.S., Nielsen measures TV in 28 countries. Nielsen is a global provider of Internet media and market research, audience analytics and social media measurement of the behavior of online audiences for online publishers, Internet and media companies, marketers and retailers. It measures and analyzes consumer-generated media including opinions, advice, peer-to-peer discussions and shared personal experiences on more than 100 million blogs, social networks, user groups and chat boards. Its online measurement service has a presence in 46 countries. The firm offers consumer research and independent measurement for telecom and media companies in the mobile telecommunications industry, including mobile carriers and device manufacturers. In the United States, its metrics are an indicator of market share, customer satisfaction, device share, service quality, revenue share, content audience and other key 18 performance measures. Nielsen offers mobile measurement services in 10 countries. Its cross-platform measurement services provide information about simultaneous usage of more than one screen, unduplicated reach, cause and effect analysis, and program viewing behavior. Nielsen also provides advertising effectiveness research across multiple platforms. Consumer Buy Nielsen’s Buy segment provides retail transactional measurement data, consumer behavior information and analytics primarily to businesses in the consumer packaged goods industry. This segment is organized into two areas: Information, which provides retail scanner and consumer-panel-based measurement, and Insights, which provides a broad range of analytics. The Information segment provides measurement data that is used for measuring sales and market share in the CPG industry by tracking sales transactions in retail outlets around the world from either POS data or audit data. Its database of retail and consumer information, combined with its analytical capabilities, helps generate strategic insights for business decisions. Nielsen conducts consumer panels around the world that help clients understand consumer purchasing dynamics at the household level, providing insight into shopper behavior such as trial and repeat purchase for new products and likely substitutes, as well as customer segmentation. Its consumer panels collect data from approximately 240,000 household panelists across 26 countries that use in-home scanners to record purchases from each shopping trip. Data from these panels are processed into databases and reports for clients to perform analyses. The Insights segment uses consumer purchasing information as its foundation to provide a selection of consumer intelligence and analytical services. It draws insights from retail and consumer panel measurement data sets, online behavioral information and a variety of other proprietary data sets. Its analytical services are organized into seven primary categories that follow clients’ business development processes: growth and demand strategy, market structure and segmentation, brand and portfolio management, product innovation services, pricing and sales modeling, retail marketing strategies and marketing ROI strategies. * research only. Worldwide research and nonresearch revenue in 2011 was $5.5 billion. ** the growth rate includes the 2010 and 2011 revenue for the 2010 acquisition of glanceguide inc. in the u.s. and the sale of nielsen edi in the u.s., and excludes the 2011 acquisitions of neuroFocus inc. in the u.s., Marketing Analytics inc. in the u.s., usP Market intelligence gmbH in germany and MeMBr international Ltd. in Cyprus. 2 kantar Eric Salama, 51 titLe CHAirMAn And CeO eduCAtiOn M.sC., BirkBeCk COLLege, LOndOn 2011 WOrLdWide reVenue $3,331.8 MiLLiOn CHAnge FrOM 2010 +0.8%* ** reVenue Outside HOMe COuntry $2,402.4 MiLLiOn* FrOM Outside HOMe COuntry 72.1%* eMPLOyees WOrLdWide 21,900* Kantar, based in London and Fairfield, Conn., was founded in 1993 and is the consumer insights division of WPP plc, a London-based public company. Kantar’s research businesses work across the spectrum of research and consultancy disciplines, offering business insights at each point of the consumer cycle. The group now comprises 12 research business units providing the following worldwide services: • Added Value ( focuses on brand development and marketing insight through its Brand Connections methodology, providing services in the areas of brand marketing, consumer insight, innovation and communications. Its services include cultural trend analysis; portfolio strategy; market segmentation; mindset mapping and brand portfolio management for identifying market opportunities; brand positioning; ethnography and ideation; copy testing; tracking semiotic audits; and touch-point evaluation. • IMRB International (, based in India but with multi-country capability, has 11 specialist units that provide research services including advertising and promotion, stakeholder and mystery shopping, product and packaging, B-to-B and industrial, brand, channel and retail, pricing and strategic. It also offers nine syndicated services covering the Indian marketplace. • Kantar Health ( specializes in healthcare primary research and consulting. The group has seven practice areas: marketing insights; strategic planning; risk management, safety and surveillance; stakeholder effectiveness and brand marketing; health economics and patient outcomes; pricing and reimbursement; and forecasting and epidemiology. Kantar Health maintains panels of healthcare professionals and patients in the U.S. and Europe who participate in Internet research. • Kantar Japan ( was formed in 2007 by the consolidation of four research business units in Japan: Research International, Millward Brown, Added Value and Lightspeed Research. It offers selected services from each, including branding, ad testing, demand forecasting, product development and shopper solutions. • Kantar Media ( offers a range of media insights and audience measurement services. It serves global advertisers, agencies and media companies by providing media and consumer research capabilities through its traditional, social and digital media monitoring offerings. • Kantar Operations ( is an internal provider of market research services to the Kantar units that include face-to-face and telephone marketing news | August 31, 2012 AMA083112_INI.indd 18 8/6/12 3:42 PM
  • 19. excluSiVe feature data collection; scripting, coding, data entry and data processing; process tools, software and technical solutions; process optimization; and metrics and performance measurement. • Kantar Retail ( is focused on digitally delivered intelligence on retailers and extending shopper insights and consulting capabilities. Specialist areas include retailer insights and trends, organization development and virtual shopping insights. These areas are supported by products and services including Kantar Retail IQ, Shopcom, ShopperGenetics, Kantar Retail PowerRanking and Richmix. honomichltop25 * estimated, research only. ** the growth rate excludes the 2010 and 2011 research-only revenue for the 2010 acquisitions of instore Factor sri in italy in October; retail insights in Belgium in december; and research and Marketing services Ltd. in nigeria in september, and the 2011 acquisitions of spring Wirtz and Pischkegmbh in germany in January; Lanka Mr Bureau in sri Lanka in October; and global Market insite inc. in the u.s. in september. • Kantar Worldpanel (KantarWorldpanel. com) is a global provider of consumer panels that offer continuous measurement and analysis of consumer purchasing and usage behavior. The firm collects and analyzes data from samples of consumers using technology matched to the sophistication of local markets, including bar-code and POS scanners, Internet, SMS text messaging and diary. • Lightspeed Research (LightspeedResearch. com) provides market research services by building and maintaining online and mobile panels and associated services including survey design consultation, sample management, programming, hosting and data collection. They range from proprietary online access panels to specialty panels, custom panels and mobile surveys. Lightspeed also provides custom panel services to address specific client needs. • Millward Brown ( provides a full range of qualitative, quantitative and consulting services focusing on brands, marketing communications, media and marketing effectiveness. It works across a wide range of industries and categories, operating in areas such as brand strategy and experience; creative development and campaign evaluation; consumer needs and values; media planning and strategy; ROI, forecasting and investment management; brand valuation and analytics; and demand and activation. • The Futures Co. (TheFuturesCompany. com) monitors what influences consumer values and attitudes to identify current and future trends, and offers trends and futures consulting, and future-facing qualitative and quantitative research. Its work covers the categories of brand, category, company, consumer and macro futures. • TNS (, and TNS/Research International in selected markets, is a provider of both custom market research services and qualitative research services providing marketing knowledge and insights into consumers and markets. It has experience in most major sectors, particularly automotive, consumer, finance, technology, political and social. The firm’s practice areas are: stakeholder management, brand and communications, product development and innovation, retail and shopper, qualitative, and digital. August 31, 2012 | marketing news AMA083112_INI.indd 19 19 8/6/12 3:42 PM
  • 20. honomichltop25 excluSiVe feature • Ipsos Observer ( is the firm’s survey 3 management, data collection and data delivery specialization serving researchers who have the means to analyze data in-house. From creating surveys to delivering data, its team of market research professionals manage projects across a broad range of online and offline research methodologies including online, telephone, face-to-face and mobile. ipsos Sa Didier Truchot, 65 titLe CHAirMAn And CeO eduCAtiOn eCOnOMiCs, PAntHéOnsOrBOnne, FrAnCe 2011 WOrLdWide reVenue $2,495.0 MiLLiOn CHAnge FrOM 2010 +2.9%* reVenue Outside HOMe COuntry $2,261.2 MiLLiOn FrOM Outside HOMe COuntry 90.6% eMPLOyees WOrLdWide 16,569 Ipsos SA, in Paris, was founded in 1975 and listed on the Paris Stock Exchange in July 1999. In October 2011, Ipsos SA acquired Synovate. Ipsos is a global market research firm that is organized around six areas of specialization: advertising, marketing, media, opinion and customer relationship management research, along with data collection and processing. The firm’s researchers assess market potential, interpret market trends, develop and build brands, test advertising, study audience responses to various media and measure public opinion around the globe. Ipsos’ six areas of specialization are represented by the following: • Ipsos ASI ( is a global provider specializing in advertising and brand communications. It offers a full range of advertising research services that employs measures predictive of in-market performance. All stages of the advertising development process are offered, from concept development to production to final execution and into post-implementation performance. • Ipsos Marketing ( is organized around four global practices: Ipsos InnoQuest, the innovation and forecasting specialists; Ipsos MUM, market understanding and measurement specialists; Ipsos Healthcare, the healthcare research specialists; and Ipsos UU, the qualitative research specialists. It offers contractual models to better manage market research money, distributes insights in real time within clients organizations by leveraging technology and workshops, and integrates knowledge by combining various sources of insights. • Ipsos Public Affairs ( are social research and corporate reputation specialists, a non-partisan, objective, survey-based research practice made up of seasoned professionals. It conducts research on public policy issues, and on the attitudes and behaviors of citizens and consumers. It also conducts public opinion research and elite stakeholder, corporate and media opinion research. • Ipsos MediaCT ( covers content, telecom and technology. Its experience includes audience measurement, content research, data analytics, consumer behavior, and help with monetization and innovation strategies. The staff combine research skills with a focus on business fundamentals to help maximize their return on investment. • Ipsos Loyalty ( provides customer experience, satisfaction and loyalty research globally. It measures, models and manages customer and employee relationships. 20 * the growth rate excludes the 2010 and 2011 revenue from the 2010 ipsos acquisitions of OtX in the united states in January and APeMe in Portugal in January, the 2010 synovate acquisitions of Firm united Healthcare Ltd. in the netherlands in May and COMCOn in russia in december, and the 2011 ipsos acquisitions of espace tV in January in France, tMg Customer research in Panama in March, synovate in France in October, and Consumer Behavior & insight in Vietnam in december. 4 Gfk Se • Consumer Panels: GfK provides continuous audits and analyses of consumer purchasing decisions and behavior for most fast-moving consumer goods, as well as numerous consumer durables and services. Reports are based on continuous data collection and analyses of the purchasing behavior of consumers that reveal a range of insights, standard measures of product and brand consumption, buyer groups for a manufacturer’s own products and those of the competition, brand loyalty and store preference, and the effect of price changes, promotion and advertising activities. • Geomarketing: This service addresses the questions of customer location, target groups and new sales potentials, providing a basis for all location-related decisions in sales, marketing, expansion and controlling. • Market Opportunities and Innovation: GfK uses innovation and segmentation, and adherence to best practices, to help develop and refine ideas, whether for new products, new touch points, new targets or channels, or a more prominent positioning. Sizing and validating ideas before launch enables sequencing of the pipeline for optimal market traction. • Mystery Shopping: This offering measures the way that Matthias Hartmann, 46 titLe CeO OF gFk se eduCAtiOn B.A., inFOrMAtiOn teCHnOLOgy, uniVersity OF COOPerAtiVe eduCAtiOn, stuttgArt, gerMAny 2011 WOrLdWide reVenue $1,914.0 MiLLiOn CHAnge FrOM 2010 +5.8%* reVenue Outside HOMe COuntry $1,389.3 MiLLiOn FrOM Outside HOMe COuntry 72.6% eMPLOyees WOrLdWide 11,457 GfK SE, a public company based in Nuremberg, Germany, was established in 1934 and is listed on the Frankfurt Stock Exchange. GfK is one of the world’s leading market research companies, working to discover new insights into the way people live, think and shop in more than 100 countries. Its focus is on innovating, using technologies and methodologies to provide a clear understanding of consumers. The firm delivers services in all major consumer, pharmaceutical, media and service sector market segments. Services are divided into two sectors, Consumer Choices and Consumer Experiences. Consumer Choices’ business focuses on market sizing, currency, and convergent media and sales channels. Consumer Experiences’ business explores consumers’ attitudes, focusing on consumers perceptions of the world and the way that they experience it. These services are delivered in the following practice areas: • Audience Measurement & Insights: GfK provides TV and radio audience measurement currencies throughout Europe and the print currency in the U.S. It provides ROI metrics, needed for cross-media campaigns across traditional, digital and mobile media. Measurement includes engagement with content on TV, mobile, social media, online, in print and more. • Brand and Customer Experience: This global area is focused on brand, communication, satisfaction and loyalty research. Measurement includes brand affinity, acquisition, retention and repeat purchase using 12 social neuroscience, digital sciences and ROI models. The firm targets sensorial, intuitive, emotional, social and deliberative dimensions of how people experience brands. people experience products and services across every point of contact, revealing how employees are interacting with customers; where and how products are recommended; and how companies comply with service standards, and distribute and price their products; and provides reports on store environments and point-of-sale communications. The service benchmarks a company’s performance vs. competitors, and provides ROI and recommended actions for increasing customer ratings. • Product Catalogs: GfK is a provider of digital and office supply products, with data on more than 7 million products from 20,000 manufacturers in 30 countries and 20 languages. The data is used by retailers, Internet portals and online shops, and by distributors and manufacturers for their websites, price labels and product range optimization. • Promotion & Retail Monitoring: The firm provides causal analysis and reporting for technical consumer goods markets in more than 60 countries, analyzing the shelf, print ads and Web share, as well as the presence of goods and brands in the market. • Retail Sales Tracking: GfK provides retail point-of-sale reporting and technology market intelligence, revealing when, where and for how much items are sold, providing currencies for brands and assortment guides for resellers. It brings together point-of-sale and external data on ad spend, consumer sentiment, shipments and economic indicators for business issues and forecasts future demand. • Shopper & Retail Strategy: An experienced GfK team provides insights, strategic consulting and activation through point of sale. Supported by a range of services, the firm works closely with manufacturers and retailers to activate insights and optimize channel strategy, merchandising strategy and the overall shopping experience. • Trends and Forecasting: The firm forecasts product sales and market demand to identify future sales opportunities and consumer trends, and create new market opportunities. * the growth rate excludes 2010 and 2011 revenue from the 2010 acquisitions of Agricultural information services in the united kingdom in April and interscope LLC in the united states in november, and the 2011 acquisitions of sirValuse Consulting gmbH in germany in January and MarketWise Ltd. in thailand in June. marketing news | August 31, 2012 AMA083112_INI.indd 20 8/6/12 3:42 PM
  • 21. excluSiVe feature 5 Symphonyiri Group inc. Andrew Appel, 47 titLe President And CeO eduCAtiOn M.B.A, uniVersity OF CHiCAgO 2011 WOrLdWide reVenue Symphony Consumer & Shopper Marketing offers CPG and retailers a range of services focusing on delivering consumer and shopper insights, test marketing services, digital media services, shopper segmentation and targeting, and shopper marketing services. These 39.1% eMPLOyees WOrLdWide symphony solutions & services $298.9 MiLLiOn FrOM Outside HOMe COuntry provides insights through an integrated view of the beverage alcohol and tobacco industry. The retail tracking products and analytics are scaled to specifically meet the beverage alcohol and tobacco industry needs, providing manufacturers and distributors with retail sales +3.2% reVenue Outside HOMe COuntry • Beverage Alcohol and Tobacco Industry Insights: SIRI trends, and purchase behavior and consumer insights in grocery, drug, mass merchandise, convenience, liquor and club stores. $764.2 MiLLiOn CHAnge FrOM 2010 marketplace. It offers a suite of retail tracking, consumer panel and analytics-driven products and services under the RxPulse brand. honomichltop25 3,928 SymphonyIRI Group Inc. (SIRI), based in Chicago, was founded in 1979 and became a public company in 1983. It was acquired in 2003 by Symphony Technology Group and then in 2011 by New Mountain Capital LLC, a private company and majority shareholder. SIRI is a worldwide provider of information, analytics, business intelligence and consulting services supported by technology platforms and experienced teams for transforming insight into impact. The firm offers the SIRI Partner Ecosystem that leverages the skill sets of its retail tracking and panel staff to provide “one answer” to business issues for more than 25 clients with regional and global agreements. SIRI operates in 58 countries through stand-alone operations, wholly owned subsidiaries, partnerships and alliances. It operates under two interconnected business segments: SIRI Market Measurement provides CPG and retail market tracking information and insights via access and visualization tools. This information is used to analyze shopper activity and create new products, as well as for packaging, pricing, promotion and merchandising strategies. • InfoScan Tracking: The census-based InfoScan point-of-sale (POS) tracking service provides access to detailed information on sales, share, distribution, pricing and promotion across a wide variety of retail channels and accounts. • AllScan Convenience Store Tracking: The AllScan tracking service provides scannerbased POS data across the entire convenience channel, using data from more than 15,000 sample convenience stores. Industry Vertical Solutions offers vertical experience and customized products and services for multiple industry verticals, including healthcare and wellness, center store, confections, beer, wine, spirits, tobacco, bakery and dairy. These include: • Healthcare Insights: The firm’s Healthcare Solutions Group provides pharmaceutical, healthcare and CPG companies and retailers with consumer intelligence, targeting and analytic services for the healthcare August 31, 2012 | marketing news AMA083112_INI.indd 21 21 8/6/12 3:42 PM
  • 22. honomichltop25 exclusive feature services are delivered on the SIRI Liquid Data technology platform and supported by experienced teams. SIRI’s Consumer & Shopper Marketing capabilities include market structure and consulting, brand and retailer loyalty analyses, attitudinal segmentations and individual user profiles. In 2011, SIRI announced a new relationship supporting Wal-Mart’s customer-centric initiatives whereby the two companies introduced a Web-based shopper insights and collaborative planning platform, Customer Advantage. It provides a dedicated shopper insights portal of user-friendly, customizable reports shared between Wal-Mart and its supplier partners. The firm offers a series of new digital media services that integrates SIRI’s Consumer Network (panel) purchase data, predictive modeling techniques and analytical experience with a number of online research and advertising capabilities through a series of partnerships to provide consumer insights, segmentation, targeting and campaign-specific ROI analysis capabilities for online advertisers. Symphony Advantage Symphony Advantage is a suite of business intelligence software services for trade management, merchandizing, shopper marketing and in-store execution powered by the Liquid Data technology platform. It is delivered by an Advantage Portfolio of business applications that include: • Brand Advantage is a user-friendly online media planning and analytical application that is delivered over the Web. • Consumer & Shopper Insights Advantage provides insights into shopper behavior combining content, such as built-in scorecards and best-practice analysis templates. • Market Advantage identifies emerging trends and growth drivers (e.g., health and wellness) before the competition and elevates their retailer partnerships from “category” captain to “aisle” or “department” champion. • Price & Trade Advantage gives insight on price sensitivities, gaps, thresholds, competitive implications and sales volume decomposition. Symphony Analytics Symphony Analytics provides a combination of predictive analytical techniques, proprietary rapid-modeling platforms, automated services and experienced analytics consulting talent. It focuses on the strategic and operational needs in sales and category management, marketing and brand management, strategy and demand planning. Symphony Consulting In 2011, SIRI continued the expansion of its Consulting and Innovation Practice, delivering advisory services in sales and marketing for C-level management within the CPG and retail industries. The group focuses on four key practice areas: strategic pricing, growth and innovation, shopper marketing, and customer and channel management. Symphony Consulting is composed of experienced consultants from top-tier strategy consulting firms who have successfully completed hundreds of engagements focused on developing long-term strategic and collaborative relationships. SIRI has 11 offices throughout the United States and in the United Kingdom, France, the Netherlands, Germany, Greece, Italy and Spain. • Consumer Health information provides detailed 6 IMS Health Inc. Ari Bousbib, 49 TiTle Chairman and CeO eduCaTiOn m.B.a., finanCe, COlumBia universiTy 2011 WOrldWide revenue $750.0 milliOn* Change frOm 2010 +4.5%* ** revenue OuTside hOme COunTry $480.0 milliOn* frOm OuTside hOme COunTry 64.0%* emplOyees WOrldWide 2,500* *** IMS Health Inc. in Parsippany, N.J., was founded in 1954 and was acquired by TPG Capital, the Canada Pension Plan Investment Board and several other investors. IMS is a leading provider of information services and technology for the healthcare industry around the world. The firm draws on its global technology infrastructure and combination of in-depth analytics, on-shore and off-shore commercial services, and software platforms to better understand the performance and value of medicines. With a presence in more than 100 countries, IMS offers services to pharmaceutical manufacturers and distributors, providers, payers, government agencies, policymakers, researchers and the financial community. Using predictive modeling and forecasting techniques with its databases, IMS tracks more than 1.3 million healthcare products, covering more than 80% of all pharmaceutical sales transactions worldwide. Its stakeholder insights—representing patients, prescribers and payers—are used to develop commercialization plans, select the patient and physician populations that will derive the greatest clinical benefits from specific therapies, deliver information about medicines to prescribers to enhance treatment decisions for patients, and allocate and measure the effectiveness of pharmaceutical marketing and sales resources. IMS’s market research products include: • Pharmaceutical Audits measure the sale of pharmaceutical products to pharmacies, supplemented in some countries by data collected from dispensing physicians, retail chains and discount stores. • Prescription Audits contain projected national estimates of the rate at which drugs move out of the pharmacy and into the hands of consumers. • Medical Audits are based on information collected from panels of practicing office-based physicians and contain projected national estimates of the number of consultations for each diagnosed disease with details of the therapy prescribed. • Hospital Audits contain data projected to national and regional estimates, and show the sale of pharmaceutical products to hospitals by therapeutic class. • Promotional Audits contain national estimates of pharmaceutical promotional activities for individual branded products, including sales force promotion and journal and mail advertising, based on information received from panels of physicians and from monitoring medical journals and direct mail. • MIDAS is an online, multinational, integrated analytics 22 mArketing newS | augusT 31, 2012 AMA083112_INI.indd 22 technology platform that clients use to assess and analyze global trends in multiple markets. It provides online access to pharmaceutical, medical, promotional and chemical data that IMS compiles. product movement, market share and pricing information for over-the-counter, personal care, patient care and nutritional products. • Oncology Analyzer audits collect longitudinal patient information regarding the diagnosis and treatment in the critical area of Oncology across the major pharmaceutical markets. • Market Research Publications support market assessment, competitive intelligence and forecasting activities at all stages of the product lifecycle. They feature analyses on pharmaceutical companies, countries, markets, therapies and products. * research only. ** The growth rate includes the 2010 and 2011 research-only revenue for the 2010 acquisition of Brogan inc. in Canada in July, and excludes the 2011 revenue for the acquisition of medical and promotional audits of sdi health llC in the united states in October. Total research and nonresearch revenue in 2011 was $2,371 million. *** estimated. 7 Westat Inc. James E. Smith, 62 TiTle presidenT and CeO eduCaTiOn ph.d., universiTy Of sOuThern CalifOrnia 2011 WOrldWide revenue $506.5 milliOn Change frOm 2010 +11.2% revenue OuTside hOme COunTry: $3.1 milliOn frOm OuTside hOme COunTry: 0.6% emplOyees WOrldWide 1,947 Westat Inc. in Rockville, Md., is an employee-owned company founded in 1963. Westat combines a reputation for high-quality surveys with a constant effort to innovate and build new capabilities. Its corporate capabilities include statistical design and analysis, research methodology, survey operations, scientific and clinical research, program evaluation, systems development, and other survey and information services. The firm’s professional staff has significant experience in a broad range of subject and program areas, including health and medical studies, education, social services, transportation and environmental protection, among others. The firm’s clients are the agencies of the U.S. government, as well as businesses, foundations, and state and local governments. Its projects serve a broad range of needs: assessing students’ educational achievement, understanding health and environmental risks, gaining new knowledge of the causes and treatment of disease, providing public health communications, evaluating the performance of social programs, and supporting the development of policy and regulations in many areas of government. Westat also performs clinical trials work for the U.S. government and for pharmaceutical and biotechnology clients, both domestically and through its international operations. Westat continues to expand its methods research and information dissemination capabilities. The firm operates a behavioral research facility specializing in Web usability, along with cognitive research and focus group facilities. It also manages websites and call centers supporting federal agencies’ public information programs. 8/7/12 8:06 AM
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  • 24. honomichltop25 excluSiVe feature Westat surveys are increasingly multimodal, often including in-person, telephone, Web, mail and mobile device modes. It operates telephone research centers across the United States, a national network of home-based telephone interviewers, and a nationwide staff of field data collectors for in-person and institutional data collection. To support these large, distributed operations, Westat maintains an extensive, secure, nationwide multimodal computer and communications infrastructure. Its global portfolio includes health and education projects in more than 60 countries worldwide. Westat provides extensive experience in a diverse portfolio of international health research issues, including HIV/AIDS, TB and other diseases, STDs and nutrition. It has been a player in global health research for more than 30 years. Westat has participated in international student assessment and literacy research since the early 1990s. It conducts many international education studies and international adult literacy assessments, with samples sometimes covering more than 60 countries and including more than half a million students. The firm also provides consulting in statistical design and analysis to statistical organizations and government agencies throughout the world including in Canada, Australia, France, the United Kingdom, Sweden, Norway, Finland and South Africa. Westat distributes and provides user training and support for Blaise, a commercial off-the-shelf software system for computer-assisted telephone interviewing and complex survey processing. Blaise was developed by Statistics Netherlands and is used internationally. Westat supplemented its WesVar statistical processing software with the WesDaX module for online data analysis and tabulations, and other software for data and metadata dissemination and use. Westat’s telephone interviewing, field interviewing and data editing staff averaged about 1,600 during 2011. It maintains research offices in five U.S. cities and in five international locations. 8 intaGe inc. Kenji Miyakubi, 53 titLe President And rePresentAtiVe direCtOr eduCAtiOn eHiMe uniVersity, JAPAn 2011 WOrLdWide reVenue $459.9 MiLLiOn* CHAnge FrOM 2010 -0.2%* ** reVenue Outside HOMe COuntry $15.4 MiLLiOn* FrOM Outside HOMe COuntry 3.3%* eMPLOyees WOrLdWide 2,153* INTAGE Inc., based in Tokyo, was founded in 1960 and listed on the Tokyo Stock Exchange in November 2001, and was listed on its First Section as of March 2009. INTAGE addresses management strategy and issues through marketing and business intelligence in consumer markets, service industries and healthcare sectors in four areas: • Marketing Tracking: INTAGE provides syndicated data services through its data delivery systems. Information details retail sales trends, consumer buying behaviors, sales promotion activities and other market indicators. Market tracking services offered include syndicated POS retail panel services (SRI, SDI); syndicated consumer panel services (SCI, SLI, SCI-personal); syndicated promotion effectiveness measurement panel services (SPI, IFI); Kitchen Diary; MR (medical representative) activities effectiveness panel service (Rep Track); integrated marketing research data delivery systems (Partner & Brains, RESME); and Web-based tool for clients to integrate panel data (i-Canvas). • Customized Services: INTAGE addresses needs for customized services in management, strategy and strategy implementation evaluation, and business process efficiency. The 24 firm leverages technology and systems, as well as marketing research resources and capabilities, to optimize marketing activities and business processes via customized research, global research, Internet-based marketing research, medical marketing research, eye-tracking survey, MROC survey and tabulations, and searches research data from Internet and mail surveys (Lyche-Pro, Lyche-Web). • Research and Analysis Models: These models include price and store sales promotion analysis packages (price optimizer, APRiCOT), and analytical tools and applications (ShelfChoice, brand management tables, brand ROI analysis, single-source campaign effectiveness analysis). • Strategic Solutions: INTAGE fuses information tech- nology, system development capabilities and marketing intelligence to construct business application systems to address strategy issues and operating environments. Database services apply data utilization and analysis tools for decision-making support systems that maximize the value of existing client information resources. The firm offers integrated services (INTAGE-CRM, data mining and customer portfolio management tools), BPR and BPO services, drug development services (CRO services), SCM services (supply and demand planning and logistics planning), micro-area marketing applications (AreaManager) and business application products (Job Hunter). In 2011, INTAGE and NTTdocomo in Japan established a joint venture, Docomo Insight Marketing Inc., to develop research and communication services by leveraging mobile devices such as smartphones where market data will be accumulated in real time and provides research based on a variety of information obtained from the smartphone platform. Also, FTA Research and Consultant in Vietnam became a consolidated subsidiary of INTAGE to strengthen its operation base in that country. * For the fiscal year ended March 2012. ** the growth rate excludes the fiscal year 2011 and fiscal year 2012 revenue from the acquisition of research dynamics Co. in Bangkok in June 2011. 9 arbitron inc. William T. Kerr, 71 titLe President And CeO eduCAtiOn M.B.A., HArVArd Business sCHOOL 2011 WOrLdWide reVenue $422.3 MiLLiOn CHAnge FrOM 2010 +6.4%* reVenue Outside HOMe COuntry $6.4 MiLLiOn FrOM Outside HOMe COuntry 1.5% eMPLOyees WOrLdWide 1,205 Arbitron Inc., based in Columbia, Md., was founded in 1949 and in 2001 became a public company listed on the New York Stock Exchange. Arbitron is a leading media and marketing research firm primarily serving radio broadcasters, advertisers, advertising agencies, cable and broadcast TV, retailers, out-of-home media, online media, mobile media, telecommunications providers and print media. Arbitron has four main services: • Radio Audience Measurement: Arbitron estimates the size and composition of radio station audiences by periodically conducting surveys of radio listeners in marketing news | August 31, 2012 AMA083112_INI.indd 24 8/6/12 3:42 PM
  • 25. excluSiVe feature approximately 284 U.S. markets. The company uses its Portable People Meter (PPM) ratings system in 48 of the top U.S. radio markets and its diary-based system in the remaining markets. It also surveys audiences for radio networks and syndicated programs through its two national ratings services, RADAR and Nationwide. The RADAR service provides estimates of national radio audiences and of audiences to the programs and commercials of more than 50 separate radio networks. • Measuring Audiences for Media Other Than Radio: Arbitron offers services estimating the size and demographic composition of audiences for media other than radio, such as smartphones and tablets, television viewed out-of-home and content distributed on multiple platforms. Arbitron Mobile provides custom and syndicated mobile research panels, plug-and-play mobile media measurement tools, and software building blocks for smartphone and tablet measurement to companies in the research, wireless, Internet, media and marketing industries. ARB-TV uses the Arbitron PPM service to report the consumption of broadcast and cable TV in locations outside of the PPM respondent’s home. Arbitron Cross Platform services provide a more complete view of consumers’ interactions among multiple media. By leveraging the mobility and utility of its PPM technologies, Arbitron is developing cross-platform services that can complement existing data services, offer media greater insight into what constitutes their total audience and help advertisers plan how to reach that audience. • Surveying Consumers in Local Markets: Arbitron compiles profiles of radio listeners, broadcast TV and cable television viewers, newspaper readers and consumers reached by outdoor and out-of-home advertising displays. These profiles contain detailed socioeconomic data and information about what consumers buy, where they shop and what other forms of media they use. Arbitron provides these measurements in local markets across the United States through its Scarborough service and through two other services that conduct ongoing consumer surveys. • Providing Application Software: Arbitron provides software applications that give customers access to media and consumer information from the company and from other research providers. Portable People meter service Arbitron’s PPM technology is capable of measuring audiences for broadcast and satellite radio, broadcast, cable and satellite television, Internet audio and video, and in-store audio and video broadcasts. Arbitron has commercialized its PPM radio ratings service in 48 of the largest U.S. radio markets. Arbitron is gradually deploying the new PPM 360 device, which uses wireless cellular technology to transmit media exposure honomichltop25 data directly from the meter to Arbitron. Cross-Platform media measurement Arbitron is exploring opportunities to use PPM technology to measure audiences for many types of media. In September 2011, ESPN signed a new three-year agreement that continues cross-media measurement of the NFL and college football games broadcast on television and radio. In February 2011, the Coalition for Innovative Media Measurement chose Arbitron for a three-screen pilot project to measure consumption of content and advertising across TV, the Internet and mobile media. Digital radio As radio follows its audience onto new digital platforms, Arbitron is working to expand its measurement services to include estimates of the audio consumption across all of radio’s broadcast and digital channels. The proposed service would offer estimates for overthe-air radio audiences based on PPM ratings, and audiences for Internet streaming services based on a combination of PPM ratings for encoded broadcast streams and server-side measures for both streamed radio broadcasts and pure-play Internet audio outlets. arbitron mobile In July 2011, Arbitron purchased Zokem Oy, a Finlandbased mobile audience measurement company, which now operates as Arbitron Mobile Oy. Arbitron Mobile has developed a mobile software August 31, 2012 | marketing news AMA083112_INI.indd 25 25 8/6/12 3:42 PM
  • 26. honomichltop25 exclusive feature meter compatible with most mobile devices offered by major manufacturers, mobile device operating systems and wireless service provider protocols. The software meter can measure consumers’ mobile experiences, online and offline, and includes the ability to measure the incidence and duration of software application usage and methods of processing mobile datasets. Its customer base includes media measurement companies, wireless service providers, Internet service providers, software service providers, wireless device manufacturers, media content owners, and advertising agencies and advertisers in countries worldwide. Outside of the United States, Arbitron has agreements with media information services companies in specific countries to use its PPM technology in their audience ratings services. This includes Kantar Media and BBM Canada. Its PPM technology currently is being used for media ratings in seven countries in addition to the U.S., with five countries using PPM technology for measuring both television and radio. Kantar Media will use a new Arbitron electronic radio measurement service in Sweden beginning in August 2012. The firm also currently operates a wholly owned subsidiary in India, which provides software development and testing services. In addition to its headquarters, Arbitron has five regional sales offices located in the metropolitan areas of New York; Atlanta; Chicago; Dallas; and Los Angeles; and operations offices in Dallas; Birmingham, Ala.; Espoo, Finland; and Kochi, India. * The growth rate includes 2010 and 2011 U.S. revenue from the 2010 acquisition of Integrated Media Measurement Inc. in June in the U.S. and excludes revenue from the 2011 acquisition of Zokem Oy in June in Finland. 10 The NPD Group Inc. Tod Johnson, 67 TITle ChaIrMan and CeO edUCaTIOn M.S.I.a., CarnegIe MellOn UnIverSITy 2011 WOrldWIde revenUe $265.3 MIllIOn Change FrOM 2010: +9.9%* revenUe OUTSIde hOMe COUnTry $76.4 MIllIOn FrOM OUTSIde hOMe COUnTry 28.8% eMplOyeeS WOrldWIde 1,256 The NPD Group Inc. (NPD), based in Port Washington, N.Y., is a privately held corporation founded in 1967. The NPD Group is a group of businesses offering consumer and retail tracking, custom solutions, advanced analytics and analyst services for a wide range of industries that help clients identify high-value opportunities and measure performance. Information is available for the following industry sectors: apparel, appliances, athletic footwear, commercial technology, consumer technology, displays, fashion accessories, fashion footwear, food and beverage, foodservice, housewares, home improvement, home textiles, mobile phones, music, office supplies, software, solar, sports apparel, toys, video, video games, watches and jewelry, and wireless accessories. NPD’s national retail tracking services are based on pointof-sale store movement information collected from more than 900 retail partners representing about 150,000 doors worldwide. It also offers market- and store-level tracking and advanced analytics at various geographic levels, including designated market areas, census regions and custom areas such as client retail trading areas in the United States and Europe. LGI International, an NPD Group company, tracks fine watches and branded jewelry. The firm’s consumer tracking services in the U.S. are based on information collected from the NPD Online Panel of nearly 2 million registered members. Due to NPD’s extensive experience in managing panels and its emphasis on continuous tracking, the NPD Online Panel is optimized for tracking studies. NPD also offers custom research services and analytics that complement NPD’s data assets. Its solution-oriented product portfolio addresses opportunity identification, pricing, marketing evaluation, assortment planning, new products and forecasting. The firm’s analyst businesses are concentrated in the technology sector, providing trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge and resources. NPD DisplaySearch provides market research on the flat-panel display supply chain. NPD Solarbuzz offers analysis on the emerging photovoltaic/solar cell industries. NPD In-Stat analyzes the mobile Internet and digital entertainment ecosystems. In Canada, NPD offers POS and consumer panel information on the entertainment, fashion, food, 26 technology, video games and wireless industries. In Mexico and Brazil, NPD serves the technology and sports industries, respectively. In Europe, NPD offers information for the beauty, food, sports and toys industry sectors. Tracking services are provided in 12 European countries and are composed of both consumer and retail tracking services. In Asia Pacific, NPD offers tracking services for food, toys, video games and sports. Services are available in Japan, China, Australia and New Zealand. Services also are available in China, Japan, Korea and Taiwan through NPD DisplaySearch. NPD continued to develop its analyst business in 2011 with the launch of Connected Intelligence, a suite of NPD products offering analysis on the connected world, covering devices, content and services. It signed an agreement with Sam’s Club and to receive point-of-sale information. In early 2012, NPD signed an agreement with Wal-Mart to receive additional point-of-sale information from Wal-Mart and DecisionKey, NPD’s new Web-based tool for data delivery and manipulation, will be rolled out to clients throughout the year. NPD has 27 offices in 14 countries worldwide. * The growth rate excludes 2010 and 2011 revenue from the U.S. acquisitions of Solarbuzz in March 2010, lgI network in May 2010 and In-Stat in January 2011. 11 Video Research Ltd. Soichi Akiyama, 62 TITle preSIdenT and CeO edUCaTIOn B.a., FaCUlTy OF leTTerS, TOkyO UnIverSITy. TOkyO. 2011 WOrldWIde revenUe $240.9 MIllIOn* Change FrOM 2010 +3.2%* eMplOyeeS WOrldWIde 392 Video Research Ltd. (VR), based in Tokyo, was founded in 1962 by a consortium of Japanese broadcasting companies, major advertising agencies and advertisers. VR is a media and marketing research firm whose major clients are in the broadcasting, advertising and CPG industries. It is the only firm providing advertising statistics for six major media in Japan, including four major media plus transit media and the Internet. Several data sources are from its alliance companies. VR’s main service is TV audience measurement (TAM). It is based on a sample of 6,600 households equipped with set meters for household TV ratings in 27 markets throughout Japan. In the Kanto (including Tokyo) and Kansai (including Osaka) markets, VR reports both household and individual ratings using the VR People Meter. The firm has obtained ISO 9001:2006 certification for its meter-based system as well as for the diary method used in individual ratings research. Radio ratings research is conducted in the Tokyo, Osaka and Nagoya metropolitan areas four to six times per year with samples of 3,000 per wave. The firm releases a number of media-related reports: • The Nationwide Newspaper Readership Survey (J-READ) gathers and organizes standardized data on newspapers throughout all 47 prefectures of Japan. This one-week survey of newspaper browsing is designed to measure items such as media contact, lifestyle, consciousness and product use to shed more light on how advertisements’ target readers interact with newspapers. marketing news | aUgUST 31, 2012 AMA083112_INI.indd 26 8/9/12 8:26 AM
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  • 28. honomichltop25 excluSiVe feature • The MAGASCENE report is a single-media survey implemented every October in seven major regions in Japan. It provides information such as how people read each magazine; reader profiles with information such as basic attitude, awareness in daily life and media involvement; and a magazine quality category that includes magazine image, frequency of read, place of purchase and reading attitude. • The SOTO report, called the Out-of-Home Media Integrated Survey, improves and enhances the existing survey for out-of-home media in Tokyo within a 30-kilometer radius. The survey covers railroad usage, automobile usage, visits to the major towns and their vicinities, and purchasing behavior. SOTO started in the Kansai area in 2009. • The Audience and Consumer Report (ACR), is VR’s syndicated research, started in 1972. It is designed to study consumer trends and media contacts in the Japanese market through a single-source approach. Because VR conducts its research periodically, changes in purchasing behavior, brand share and so forth can be recognized chronologically. • The Media Contact Report (MCR), started in 1985, provides insight into the daily “media lifestyle” of a target audience. 28 A subsidiary of VR, Video Research Interactive Inc., conducts various types of Internet-related marketing research such as website contact status by panel survey, visitor profile analysis and mobile website surveys. VR has launched new syndicated services: the Communication Drive report, Campaign Karte and TV-CM Scope for measuring and evaluating TV commercials. Its Data Cupid-Age File is a marketing analysis tool of VR-syndicated services that provides easy analysis of communication targets in detail. VR has nine office in Japan, and offices in New York and Bangkok, Thailand. * For the fiscal year ended March 2012. revenue has been provided in a Vr public release and has not been confirmed independently. 12 iBoPe Group Carlos Montenegro, 58 titLe President eduCAtiOn B.s., eCOnOMiCs, uniVersity OF gAMA FiLHO, riO de JAneirO, BrAZiL 2011 WOrLdWide reVenue $239.9 MiLLiOn* CHAnge FrOM 2010 +4.6%* ** reVenue Outside HOMe COuntry $60.2 MiLLiOn* FrOM Outside HOMe COuntry 25.1%* eMPLOyees WOrLdWide 2,797* IBOPE Group in São Paulo, Brazil, was founded in 1942 and is privately held. IBOPE is a Brazilian multinational research company and the largest private media and market research group in Latin America. The firm specializes in media, public opinion, voting intention, consumption, brand, market and behavior. IBOPE is composed of four business lines: marketing news | August 31, 2012 AMA083112_INI.indd 28 8/6/12 3:42 PM
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  • 30. honomichltop25 excluSiVe feature • IBOPE Media, a joint venture between IBOPE and WPP Group (a minority shareholder), is the business line serving the advertising industry, including media owners, media and advertising agencies and advertisers. Its primary services include advertising expenditure, media audience measurement, and the correlation between consumption habits and media exposure. IBOPE Media partners with Nielsen Holdings N.V. through the joint venture IBOPE Nielsen Online, and provides measurement of the Internet landscape and, with Kantar Media Research (a WPP firm), for the Target Group Index, a single-source multimedia survey in Latin America. • IBOPE Inteligencia is a full-service market research business line, providing knowledge and understanding of the society and markets in which clients operate, for decision making, developing business strategies and innovation processes. It specializes in political and opinion polls, market research focused on the services sector, FMCG, retail and geo-business. IBOPE Inteligencia offers studies in behavior and perception, satisfaction and evaluation, branding and communications, retail and shopper, public opinion and geo-marketing, among others. It also offers consulting services, and innovation and intelligence tools. 30 • IBOPE Educacao trains professionals involved in 13 strategic decision making through executive education to help them improve analytical skills and increase their competitiveness. It integrates current academic content with information from both IBOPE and the client. comScore inc. • IBOPE Ambiental, launched in 2011, provides services aimed at environmental sustainability, offering both consulting and certification services. The firm has offices in 14 cities in Brazil and 13 countries in Latin America, and also has offices in the United States and branch offices in 15 countries. * research only. ** the growth rate excludes revenue for 2010 and 2011 from the 2010 acquisitions of Zogby international research LLC in the united states and iBOPe inteligencia Chile, and the 2011 acquisitions of time Media s.A. Chile, Media research s.A. Chile and Mediaguru Costa rica s.A. revenue and growth rates exclude research companies in which iBOPe owns 50% or less. Also excluded are nonresearch companies, including Megadata in Brazil and Markdata in europe. Gian M. Fulgoni, 64 titLe eduCAtiOn 2011 WOrLdWide reVenue eXeCutiVe CHAirMAn And CO-FOunder M.s., MArketing, uniVersity OF LAnCAster, united kingdOM $232.4 MiLLiOn CHAnge FrOM 2010 reVenue Outside HOMe COuntry +23.5%* $60.1 MiLLiOn FrOM Outside HOMe COuntry 25.9% eMPLOyees WOrLdWide 1,012 ComScore Inc. (cS), based in Reston, Va., was founded in 1999 and was listed on Nasdaq in June 2007. cS continuously measures the digital behavior of a global cross section of 2 million Internet users (including 1 million in the United States) who provide their browsing and transaction behavior, including online and offline purchasing. Its panelists also participate in survey research that captures their attitudes, lifestyles, product preferences marketing news | August 31, 2012 AMA083112_INI.indd 30 8/6/12 3:42 PM
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  • 32. honomichltop25 excluSiVe feature and purchase intentions, which can be integrated with their observed online behavior. cS services fall into three primary segments of digital analytics: User analytics comScore Media Metrix (CMM) provides Internet audience measurement for advertising agencies, publishers, marketers and financial 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 around the world, including detailed reporting for 40 countries. Its syndicated measurement is based on the Unified Digital Measurement methodology, which combines both panel-based and website-census measurement. CMM offers tools for reach and frequency analysis, daypart planning, online and offline local market analysis, and emerging applications. Other services in the CMM suite include comScore Video Metrix for measurement of online video viewing; qSearch for measurement of search behavior; comScore Ad Metrix, for measurement of online display advertising; Segment Metrix, which describes the online behavior of various consumer segments, including those defined by Prizm and PersonicX; and comScore Marketer, a search marketing intelligence tool. comScore Marketing Solutions (CMS) combines the cS Internet user 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, financial services, media, pharmaceutical, retail, technology, telecommunications and travel industries. CMS also integrates online behavior with offline purchase and product ownership data. cS matches its online database with offline buying databases (such as Kroger’s loyalty card database) to create large datamarts that allow measurement of the impact that online marketing has on offline buying behavior. In conjunction with SymphonyIRI’s Consumer Network panel, cS also has the capability to measure the impact of online marketing campaigns across retail channels. CMS offers a full range of custom and syndicated survey research services for a variety of industries, using the cS panel with offline and online applications. CMS survey services address business issues such as consumer segmentation, customer satisfaction, product and advertising evaluation, and brand performance tracking. It also integrates survey responses with online behavior passively captured for the same respondents. cS data and services support numerous applications, including market and competitive intelligence for any online category; benchmarking and opportunity gap/SWOT analysis; customer profiling and segmentation models; the integration and study of online behavioral data with offline 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 files for direct marketing programs using markers and propensities derived in aggregate within the comScore database and applied using shared attributes. The firm also recently announced the launch of Digital Analytix, an analytics service that features the integration of user demographic data, as well as an agile and flexible data architecture. advertising analytics cS offers several services under the Advertising Analytics umbrella, including advertising planning tools, advertising effectiveness measurement and ad creative copy testing. This service provides an understanding of audiences and verification that a campaign actually reached its intended target, and also quantifies the impact of digital advertising on attitudes and behaviors as well as on online and in-store sales. The suite of products for both digital and cross-media campaigns allows for in-flight optimization and overall improved campaign ROI. It also includes a variety of optimization tools designed to provide a predictive evaluation of an ad’s creative quality. mobile & network analytics cS uses both passive on-device measurement and surveys of mobile users, and works with handset manufacturers and network operators worldwide. The services currently offered under cS’s Mobile Analytics umbrella include: MobiLens, a mobile market 32 intelligence service that connects consumers’ use of mobile devices, content merchandising, and the capabilities and characteristics of the devices; Mobile Metrix, passive measurement of mobile Web browsing using cS’s patented software application residing on mobile devices; Ad Metrix Mobile, tracking of mobile Internet display advertising; and GSMA Mobile Media Metrics, anonymized census-level reporting of mobile media behavior in the United Kingdom. The Nexius Xplore product suite provides mobile analytics for carriers in order to help them analyze and optimize their network and customer service experience. cS has offices in seven U.S. cities and in 22 countries worldwide. * includes currency effects. the growth rate excludes 2010 and 2011 revenue from the 2010 acquisitions of Arsgroup in February in the u.s., the products division of nexius solutions inc. in July in the u.s., and nedstat B.V. in August in the netherlands, and the 2011 acquisition of AdXpose inc. in August in the u.s. 14 J.D. Power and associates Finbarr O’Neill, 58 titLe President eduCAtiOn J.d., FOrdHAM uniVersity LAW sCHOOL 2011 WOrLdWide reVenue $228.5 MiLLiOn* CHAnge FrOM 2010 -0.6%** reVenue Outside HOMe COuntry $73.5 MiLLiOn* FrOM Outside HOMe COuntry 32.2%* eMPLOyees WOrLdWide 720* J.D. Power and Associates (JDPA) in Westlake Village, Calif., was founded in 1968. In April 2005, it was acquired by The McGraw-Hill Cos., New York. JDPA is a global marketing information services company that conducts independent consumer surveys of product and service quality, customer satisfaction and buyer behavior. Services include industry-wide and client-commissioned research, B-to-B consulting, automotive forecasting and media research. Annual syndicated studies are based on survey responses from millions of consumers and business customers worldwide. The firm 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 used the services being rated. 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, finance, insurance, healthcare, utilities and consumer electronics. The firm’s clients include many Fortune 500 companies in the United States and many internationally. JDPA has eight offices worldwide. * estimated. ** the growth rate excludes 2010 and 2011 revenue from the sale of its Automotive Forecasting division in november 2011. marketing news | August 31, 2012 AMA083112_INI.indd 32 8/6/12 3:42 PM
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  • 34. honomichltop25 excluSiVe feature weighting; database development and data management; proprietary modeling of complex systems and analytic methods; and cost benefit analysis. 15 iCf international inc. Sudhakar Kesavan, 57 titLe CHAirMAn And CeO eduCAtiOn M.s., teCHnOLOgy And POLiCy, MAssACHusetts institute OF teCHnOLOgy 2011 WOrLdWide reVenue $227.5 MiLLiOn* CHAnge FrOM 2010 $49.6 MiLLiOn* FrOM Outside HOMe COuntry 1,200 ICF International Inc. (ICF), based in Fairfax, Va., was founded in 1966 and acquired Macro International in 2009. It was listed on the Nasdaq stock market in 2006. ICF provides survey research services to international organizations and multinational corporations, as well as to U.S. government agencies. The firm serves the aviation, climate, community development, defense, education, energy, environment, families and communities, health, homeland security and transportation markets. The firm’s products and services are in seven areas of specialization: • International Research and Evaluation: ICF provides training and technical assistance to assist national governments, in-country organizations and international donor agencies with developing indicators and metrics, monitoring and collecting data, formulating policy and disseminating findings to target audiences. • Experimental and Quasi-Experimental Research: The firm addresses the full life cycle of experimental and quasi-experimental research services, including methodology and study design, quantitative and qualitative data analysis, database and systems development, and reports and the publication of results. • Monitoring and Evaluation Capacity Building: ICF builds program monitoring and evaluation capacity with services that include managing change and communicating developments to grantees or awardees, adjusting data collection systems or indicators to reflect program changes, producing report snapshots to show continued progress, and leveraging existing resources to expand capacity in monitoring and evaluation. • Performance Measurement: The firm’s life cycle approach supports U.S. federal agencies, nonprofits and commercial firms with performance measurement tools and techniques, including: developing meaningful and measurable indicators, creating dashboards and balanced scorecards, setting targets and goals for continuous quality improvement programs, and designing and implementing Web-based data management and reporting systems. • Program Evaluation: ICF applies traditional and analytic methods and tools including randomized control trials, propensity score matching, quantitative analysis of designs, ethnographic studies and social network analysis. • Quantitative Methods and Analysis: ICF provides a range of quantitative methods and analysis, including: Web, telephone, paper and mail, in-person and hybrid surveys; cell phone data collection; sampling and 34 emerging methodologies and generate defensible response rates. Services include questionnaire and manual development, quality control, FISMA-moderate data security capacity, software development, and the analysis and dissemination of findings. 21.8% eMPLOyees WOrLdWide • R&E Surveys and Analysis: The firm’s surveys incorporate +13.7% reVenue Outside HOMe COuntry 17 ICF has 38 full-service offices in the United States and international offices in China, India, Russia, the United Kingdom, Brazil and Canada. harris interactive inc. Al Angrisani, 62 titLe President And CeO eduCAtiOn A.P.C, ACCOunting, neW yOrk uniVersity 2011 WOrLdWide reVenue $160.7 MiLLiOn CHAnge FrOM 2010 -3.7% reVenue Outside HOMe COuntry $67.5 MiLLiOn FrOM Outside HOMe COuntry 42.0% 16 eMPLOyees WOrLdWide 566 maritz research Harris Interactive Inc. (HI), based in New York, was founded in 1975 as Gordon S. Black Corp. and together with Louis Harris and Associates, which was founded in 1956, it became a public company in 1999, listed on the Nasdaq. The firm is widely known for The Harris Poll, one of the world’s longest-running, independent opinion polls, and for pioneering innovative research methodologies. HI serves clients in more than 215 countries and territories through its North American and European offices, and through a global partner network of independent market research firms. The firm offers experience in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant and consumer package goods. It also offers consultative services in areas such as market assessment, product development, brand and communications, stakeholder relationships, reputation management, and youth and education. HI has offices in the United States, Canada, the United Kingdom, France and Germany. * research only. Michael Brereton, 52 titLe President eduCAtiOn M.B.A., BOWLing green stAte uniVersity 2011 WOrLdWide reVenue $187.5 MiLLiOn CHAnge FrOM 2010 +10.0%* reVenue Outside HOMe COuntry $29.5 MiLLiOn FrOM Outside HOMe COuntry 15.7% eMPLOyees WOrLdWide 830 Maritz Research, based in Fenton, Mo., was founded in 1973 and is a wholly owned subsidiary of Maritz Holdings Inc. Maritz Research provides services that improve performance by understanding the integrated dynamics between customers, employees and channel partners. Its specialized divisions focus on the automotive, financial services, hospitality, technology and retail sectors. The firm designs, launches and operates customer experience intelligence programs related to the customer voice. Its approach allows better listening to and acting upon whatever customers say, wherever they say it. Customer voice is further understood through the integration of multiple voice-of-the-customer (VOC) sources, tying insights to business outcomes and distilling findings to core messages that drive meaningful customer experience improvements. In 2012 and beyond, the company will continue its investments to elevate its customer experience intelligence programs. The firm’s research findings can be acted on through the other Maritz businesses. These businesses combine to offer synergy to develop loyalty and motivation programs that deliver brand-enhancing customer experiences. Maritz Research offices are located in Chicago; Detroit; Hamburg, Germany; High Wycombe, U.K.; Kansas City, Kan.; Kirksville, Mo.; Lorrach, Germany; Los Angeles; Minneapolis; Ontario, Canada; Shanghai, China; St. Louis; Toledo, Ohio; and Wiesbaden, Germany. * the growth rate excludes 2010 and 2011 revenue from the acquisition of evolve24 in the u.s. in January 2011 and imagin Ag in germany in september 2011. Maritz Holdings’ u.s. revenue in 2011 was $1.2 billion. 18 macromill inc. Tetsuya Sugimoto, 45 titLe CHAirMAn And President eduCAtiOn B.s., sOCiAL sCienCe, WAsedA uniVersity, tOkyO 2011 WOrLdWide reVenue $159.7 MiLLiOn CHAnge FrOM 2010 -1.4%* reVenue Outside HOMe COuntry $0.2 MiLLiOn FrOM Outside HOMe COuntry 0.1% eMPLOyees WOrLdWide 594 Macromill Inc., based in Tokyo, was founded in 2000 and listed on the Tokyo Stock Exchange in 2004. It moved to the exchange’s First Section in 2005. Macromill specializes in research services using the Internet. The firm has developed its Automatic Internet Research System (AIRs), which automatically manages all of the research processes, including creating Web questionnaires, sampling targeted panelists, sending requesting mail to respondents, collecting data, tabulating data in real time and creating a report file. The firm’s main service is QuickMill, a low-priced, high-speed Internet research service that uses AIRs and a marketing news | August 31, 2012 AMA083112_INI.indd 34 8/6/12 3:42 PM
  • 35. excluSiVe feature 1.1-million-member research panel. Macromill also provides a variety of services, such as customized research, MobileMill (Internet research using mobile phones), GlobalMill (international Internet research), M3Mill (Internet research targeting the medical industry that works with M3 Inc., the largest medical portal site in Japan) and more. The firm has three subsidiaries: • M-Cube and Associates Inc. is a majority-owned joint company that collects purchasing pattern and lifestyle behavior data, and creates and manages consumer research panels. sample design and instrument development, through data collection (telephone, in-person, IVR, Web) and data management, to analysis and market strategy. Abt SRBI has nine divisions and groups: • The Analytic and Consulting Division has specialized practice groups in banking and finance, insurance, healthcare and media research. Its domestic and global B-to-B research is conducted here. honomichltop25 • The Marketing Insights Division provides customer insights, loyalty and branding evaluations, and new product development. The division focuses on integrated strategic research approaches, particularly in the CPG, restaurant and retail sectors. It includes Abt SRBI’s large-scale customer satisfaction surveys using innovative methods and technologies, including IVR. • The Health Policy Division conducts large-scale surveys and tracking studies for many U.S. government agencies. They • Macromill Warp Inc. is a majority-owned company that develops and provides services based on smartphone application. • Brand Data Bank Inc. collects the data of 30,000 people’s property or preferences, such as brands purchased in 130 categories, and conducts analysis of this data. The firm also has a minority interest in Macromill Korea Inc. and a majority interest in Macromill China Inc. * the growth rate includes 2010 and 2011 revenue from the 2010 acquisition of the marketing research business of yahoo Japan Value insight Corp. in tokyo in August. 19 abt SrBi inc. Kathleen L. Flanagan, 51 titLe President And CeO OF ABt AssOCiAtes eduCAtiOn M.s., PuBLiC POLiCy, uniVersity OF rOCHester Mark A. Schulman, 65 titLe CeO OF ABt srBi, tHe surVey suBsidiAry OF ABt AssOCiAtes eduCAtiOn PH.d., rutgers uniVersity 2011 WOrLdWide $158.0 MiLLiOn* reVenue CHAnge FrOM 2010 +22.1% $30.6 MiLLiOn* reVenue Outside HOMe COuntry FrOM Outside 19.4% HOMe COuntry eMPLOyees WOrLdWide 1,264 Abt SRBI Inc. in New York is the survey research subsidiary of Abt Associates Inc. in Cambridge, Mass., an employee-owned company founded in 1965. Abt Associates is a global firm in research and program implementation in the fields of health, social and environmental policy, and international development. Known for its approach to solving complex challenges, the firm has program offices in nearly 40 countries. Abt SRBI ( is a full-service global research and consulting firm whose survey research capabilities range from August 31, 2012 | marketing news AMA083112_INI.indd 35 35 8/6/12 3:42 PM
  • 36. honomichltop25 excluSiVe feature include surveys on epidemiology, healthcare, military veterans, immigration and domestic violence, as well as program evaluations. • The Public Policy and Public Affairs Division conducts large-scale public policy and public opinion surveys for university researchers, foundations, research institutes and the media. This division is responsible for Abt SRBI’s public opinion polling for Time magazine and other media. marketing research firms. Abt SRBI has five centralized, fully supervised CATI facilities with nearly 450 stations. • The Advanced Methods Group provides consulting support in areas such as complex sample design, nonresponse error, cell and dual-frame sample designs, weighting and geographic information systems. * research only. total worldwide research and nonresearch revenue in 2011 was $431 million. • The Transportation and Regional Planning Division provides passenger and customer research to leading public transit authorities, transportation planners and engineering firms. This includes household travel surveys, origin and destination studies, new product and service testing, pricing and passenger satisfaction research. • The Utilities Division serves the electric utility industry. Studies include customer satisfaction and loyalty, marketing issues and the impact of industry deregulation. • The Banking, Finance and Insurance Group works with financial institutions on client satisfaction, new product development, branding and positioning issues. • The Interviewing Services Division conducts telephone, mail, Internet, IVR and in-person interviewing for other • Médiamétrie and eStat, a joint company created in 2003 and since 2008 a 100% Médiamétrie subsidiary, provides website traffic measurement in France. It offers a range of site-centric measuring tools: CybereStat, with its Cyber'Streaming, Cyber'Podcast and Cyber'Clics modules; and eStat'Pro, with its eStat'Cibles, eStat'Clics, eStat'Track, eStat'Multicritères and eStat'eCommerce (ROI) options. • MarketingScan, created in 1993 with GfK SE, provides 20 médiamétrie Bruno Chetaille, 57 measurement in three areas: tests under real conditions, measuring the effectiveness of advertising and promotions on sales, and shopper analysis. • Médiamétrie and the Netgem Group have jointly devel- oped measurement of the digital TV market, providing information about households that have digital decoders, particularly Netgem terminals. The information, which is collected by feedback from the decoders, complements Médiamétrie’s TV audience measurement operations. titLe CHAirMAn And MAnAging direCtOr eduCAtiOn M.B.A., HeC PAris 2011 WOrLdWide reVenue $109.6 MiLLiOn CHAnge FrOM 2010 +13.1% reVenue Outside HOMe COuntry $14.3 MiLLiOn 21 FrOM Outside HOMe COuntry 13.0% orC international eMPLOyees WOrLdWide 576 Médiamétrie, in Paris, was founded in 1985 and is a media research company owned by French radio and TV media, advertisers and their advertising agencies. Médiamétrie provides audience measurement services in France, including TV, radio, cinema, Internet and mobile telephone. The firm continues to develop its range of services and is extending its scope by working on new media, mobile, new multimedia practices, cross-media, etc. It offers products designed for specific users and has offerings on the international market regarding consumers’ listening and viewing habits. Médiamétrie also provides consulting and engineering services in all audience measurement fields, and offers its services to all international audio-visual markets. Bringing together representatives of radio, TV, advertisers, advertising agencies and media brokers contributes to the development of research tools used to measure the emergence of new stations and broadcasters as well as the development of new markets. Among them are: • Médiamétrie //NetRatings offers the Médiamétrie // NetRatings Panel that provides agencies, publishers and marketing professionals with 36 Internet audience measurement in France. The MegaPanel offers a panel of Internet surfers, combining surveys of surfers with their Web usage. Marc Litvinoff, 51 titLe President eduCAtiOn B.B.A, Business AdMinistrAtiOn And FinAnCe, HOFstrA uniVersity 2011 WOrLdWide reVenue $101.3 MiLLiOn CHAnge FrOM 2010 +0.9% reVenue Outside HOMe COuntry $37.0 MiLLiOn FrOM Outside HOMe COuntry 36.5% eMPLOyees WOrLdWide 438 ORC International (ORC), based in Princeton, N.J., (formerly Opinion Research Corp.) was founded in 1938 and acquired by Lake Capital in July 2011. ORC provides research services that specialize in research related to customer equity, employee engagement, business and market expansion, and product development and innovation. Through its Integrated Intelligence framework, the firm offers research capabilities that include: • People: Research professionals offering industry knowl- edge and experience in financial services, consumer packaged goods, healthcare and pharmaceutical, industrial/manufacturing, technology/emerging markets and public sector research. An expert network includes 15,000 industry and subject matter specialists for technical insight. • Methods: The linkage of insight sources, including primary and secondary methodologies, social analytics, expert network and competitive intelligence, that support a 360-degree view of business issues. • Technology: Reporting tools, dashboard services and portals that support ease of access to information, together with data management services. • Insights: Services for business issues concerning markets, customers and employees, insights from analytics to mine information databases, and focused reporting. marketing news | August 31, 2012 AMA083112_INI.indd 36 8/6/12 3:42 PM
  • 37. Full Pages.indd 47 8/7/12 2:25 PM
  • 38. honomichltop25 excluSiVe feature The firm also offers a suite of products to complement its Integrated Intelligence offering: 22 • Customer Equity provides insight into the needs and expectations of customers. It helps identify loyal customers and the drivers of their behavior. • Employee Engagement is a suite of capabilities to help measure and improve engagement throughout the employee life cycle. • Engage is a cost-effective, flexible employee engagement survey service for mid-size companies. • Strategic Intelligence Solutions/On-Demand Research helps clients meet business information needs including industry monitoring, market sizing, competitive analysis, adjacency analysis, new product opportunities and more. • Social Buzz is a suite of products integrating social media tools with traditional research methodology, including social listening and social communities. • iPortal is a Web-enabled customized portal providing dashboard technology to integrate multiple streams of information resulting in insight for impact on business success. • CARAVAN is a shared-cost, multi-client omnibus approach to survey research for quick answers at a fraction of the cost of an ad-hoc study. • Private Label Panels combine a platform with panel development experience to create online panels. ORC has been a partner of CNN since 2006 on the CNN/ORC International poll and has partnered with NYSE Euronext on its annual CEO Report for a fifth consecutive year. The firm has eight offices in the U.S. and six internationally. consulting services as well as data collection services, qualitative research and standard software services. youGov plc Stephan Shakespeare, 55 titLe CeO eduCAtiOn M.s., OXFOrd uniVersity 2011 WOrLdWide reVenue $93.7 MiLLiOn CHAnge FrOM 2010 +12.0%* reVenue Outside HOMe COuntry $69.8 MiLLiOn FrOM Outside HOMe COuntry 74.5% eMPLOyees WOrLdWide 445 YouGov plc, based in London, was founded in 2000 and in April 2005 was listed on the AIM section of the London Stock Exchange. YouGov is a research and consulting firm, and was one of the early users of the Internet and information technology to collect high-quality, in-depth data for market research and stakeholder measurement, providing a view of client employees, customers, brands and investors, as well as assessing opinion among the general public and the media. The firm has developed its engagement with people and online market research activities into an international research network with online panels of 2.8 million people in more than 30 countries. YouGov geographic coverage includes the following countries: • United Kingdom: YouGov’s U.K. operation is a full- service research firm primarily using online panels to provide quantitative and qualitative research across a range of markets, including consumer, financial services, technology and telecoms, media, and politics and the public sector. Its service offerings include added value consultancy, syndicated and product offers, and omnibus, field and tab services. • Middle East and North Africa: YouGov Middle East is a full-service research firm with a boutique philosophy and regional experience. It operates in the Gulf Co-operation Council area, Levant, North Africa and Turkey, offering both qualitative and quantitative research. • United States: YouGov America provides corporate, academic and government clients with a combination of reliable data, analysis and experienced staff. In 2011, the firm expanded its U.S. footprint with the acquisition of Definitive Insights in Portland, Ore. YouGov America has offices seven U.S. cities. • Germany: YouGov Deutsch- land provides the full range of techniques for market and organizational research and consultancy services. The firm works across a range of markets, specializing in the insurance and financial services sectors, including comprehensive annual tracking studies and frequent surveys analyzing key markets, segments and customers. • Nordics: YouGov Nordic & Baltic covers the whole Nordic region and offers 38 YouGov Group has a range of syndicated products that complement its geographic coverage. In 2011, YouGov launched SixthSense, a market intelligence reports service, in the U.K. The firm’s core syndicated product, BrandIndex, is available in all YouGov territories and it offers a comprehensive brand tracker that continuously tracks public perception of thousands of brands across many sectors simultaneously for a picture of a brand’s own and competitor brands’ health, as well as whole sectors. In 2012, YouGov will be launching several new products, including a social media analysis tool (SoMA) which measures what a target audience is hearing, rather than saying. By overlaying demographic data with comments made on social media platforms such as Twitter and Facebook, SoMA provides meaning to the noise of social media. * the growth rate excludes 2010 and 2011 revenue from the 2010 acquisition of the Harrison group in the united states in August, the 2011 acquisition of definitive insights inc. in the united states in April and the 2011 sale of great Places to Work deutschland in germany in January. 23 lieberman research Worldwide David Sackman, 54 titLe President And CeO eduCAtiOn B.A., uniVersity OF CALiFOrniA At LOs AngeLes 2011 WOrLdWide reVenue $90.2 MiLLiOn CHAnge FrOM 2010 -10.5% reVenue Outside HOMe COuntry $15.3 MiLLiOn FrOM Outside HOMe COuntry 17.0% eMPLOyees WOrLdWide 390 Lieberman Research Worldwide (LRW), based in Los Angeles, is a privately held corporation founded in 1973. LRW is a full-service custom market research firm with experience across a wide range of industries, including entertainment, pharmaceutical technology, automotive, healthcare, retail, food service, financial and business services, consumer goods and more. Through its main offices and affiliate network of more than 60 companies, the firm conducts research in more than 80 countries. LRW uses a research-based “So What?” consulting model to drive business impact. Its staff consists of senior executives from consulting, advertising, marketing, academia and marketing research. Its Marketing Science team is experienced in conjoint, choice, latent class, maximum difference modeling and Hierarchical Bayes and Agent Based modeling, fusion, price testing and optimization, demand forecasting and modeling, market segmentation, brand equity modeling and other custom techniques. LRW emphasizes six core areas of research experience: • Brain Science: Working with a team of academics, LRW has developed a paradigm that allows the understanding of the emotional and non-conscious underpinnings of consumer choice and brand perceptions. The paradigm incorporates techniques related to cognition. marketing news | August 31, 2012 AMA083112_INI.indd 38 8/6/12 3:42 PM
  • 39. excluSiVe feature • Strategy Development featuring Segmentation Research: Strategy experience is LRW’s core strength. In segmentation research, the firm determines targets, optimizes marketing mix and develops strategies to maximize performance within target segments. It also deploys techniques and analytic processes to understand where value resides within brands, along with the implications for brand building. LRW uses both Fusion and Segmentation by Optimization for reaching unique segments and gaining a clearer understanding of needs. Blending the two segmentation approaches with tradeoff analyses enables the firm to optimize product coverage and line demand for target segments. honomichltop25 brand decisions, and how both consumers and competitors might react to market changes. In the United States, LRW’s data collection capabilities include Web hosting of 2,000-plus simultaneous surveys, 740-plus IVR ports across 15 servers at multiple locations, and five telephone centers with 525 CATI stations and the capability to conduct interviews in more than 67 languages. The firm has five U.S. offices and offices in London and Shanghai, China. • Brand Strategy and Tracking: LRW continues to expand its brand practice with its LRW Brand Health Optimizer, an approach to brand measurement that integrates survey and non-survey data to understand and monitor the rational, emotional and non-conscious underpinnings of brand choice. A key component is the Relevant Clarity brand paradigm, which links brand equity directly to financial performance, helping to manage the contribution of brands to changes in sales and profitability. • Customer Satisfaction Diagnostic Evaluation and Tracking: LRW’s experience in analyzing consumer attitudes and behavior has enabled the firm to successfully link customer satisfaction to financial performance. It provides continuous improvement and feedback delivered directly to stakeholders via intuitive dashboards and other online analytical tools. • New Product Development: Using analytical techniques, LRW provides product optimization studies with actionable deliverables. The firm uses methodologies including Ideation and Evolution to generate approaches to new product development. • Advertising: ImpliCT is LRW’s approach to improve the effectiveness of advertising by evaluating the core centers of brain decision making through the use of traditional survey methods combined with facial recognition software, rapid choice response, WOM emulation and delayed memory recall to understand the emotional, non-conscious and rational reactions to advertising. In 2011, LRW launched LRW Moving Targets, which employs data-capture methodologies and multi-modal research to more effectively access consumers via mobile technology. This year, LRW unveiled its Shopper Insights Suite, which offers industry-changing methodologies that help to better understand the experiential and emotional triggers that most impact consumers during their shopping excursions, in order to enhance retailers’ and manufacturers’ ability to capture attention and purchase at retail. The firm’s Marketing Science team introduced Agent-Based Modeling, a modeling tool that predicts the probability of success of potential marketing or strategic plans that uses tracking data to simulate how consumers make August 31, 2012 | marketing news AMA083112_INI.indd 39 39 8/6/12 3:42 PM
  • 40. honomichltop25 excluSiVe feature • Face ( is a co-creation agency using a 24 Cello research & Consulting Jane Shirley, 45 titLe CeO And JOint grOuP MAnAging direCtOr eduCAtiOn M.A., MArketing, neWCAstLe uniVersity, united kingdOM 2011 WOrLdWide reVenue $87.4 MiLLiOn* CHAnge FrOM 2010 +1.1% reVenue Outside HOMe COuntry $43.3 MiLLiOn* FrOM Outside HOMe COuntry 49.5% eMPLOyees WOrLdWide 351 Cello Research & Consulting (CR&C), based in London, is the research unit of Cello Group plc that was founded in 2004. In November 2004, Cello was listed on the AIM section of the London Stock Exchange. CR&C is a global market research and advisory business with a dominant area of focus on healthcare research and qualitative research focused largely on CPG, retail and the branded goods areas. Seven businesses contribute to market research in CR&C: mix of cutting-edge methodologies and proprietary tools to enable the direct and active involvement of consumers with brands to deliver a range of insight, brand, innovation and communication objectives. The team consists of researchers, planners and technologists as well as thousands of networked consumers and experts within its co-creation communities. Face also includes Rosenblatt, a brand and communication research agency. • The Value Engineers ( delivers strategic brand consultancy to clients in the U.K., Europe and worldwide. Its purpose is to engineer value creation for brands and brand owners through practice areas of branding, strategy, innovation and insight. TVE has developed a number of processes and tools, including segmentations, brand visioning and positioning development, fast-track concept and proposition development, and creative communications development. • Leithal Thinking ( is an insight and planning consultancy based in Scotland. The sector’s specialization includes public health, financial services, food and drink, and arts, culture and leisure. A large part of its client base features ‘multi-stakeholders’ with working practices focused on capturing staff and management representation alongside external audience insight. *research only. • Insight Research Group ( focuses on healthcare, offering research and consulting aimed at global pharmaceutical clients with products at all stages in the product life cycle. IRG has led in the use of MROCs (eVillage), soft outcomes, behavioral economics and other new observation, simulation, qualitative and quantitative methodologies in this sector. • RS Consulting Group ( provides research-led consulting to global, national and local organizations. It comprises three separate brands: RS Consulting, which delivers insight to major companies within FMCG, tech, logistics and charity sectors as well as producing opinion leading reports for the U.K. government; Consensus Research, which partners financial and professional services organizations needing relevant information on where they are, and independent informed advice on where they can go; and mruk, a regional market research agency, which conducts research on behalf of the third sector, retail, health, transport, environment, and leisure and tourism. • Leapfrog Research & Planning (LeapfrogResearch. is a consumer market research and planning consultancy offering qualitative and quantitative research in the U.K. and internationally. Its client base includes some of the largest and best-known U.K. brands, from retailers to food manufacturers, media companies to financial service providers. LR&P in the U.S. also is part of the group. • 2CV ( is a multidisciplinary team specializing in new product development, and brand and communications research using traditional and new media marketing and research methodologies to understand the decision-making process in the diversifying media landscape. Whether it’s custom international ethnographic research, tracking studies, digital anthropology or data science projects, collected information is analyzed to provide meaning and direction for business and marketing decisions. 40 research-based conclusions and recommendations to clients, drawing upon primary and secondary data, predictive modeling and their own industry experience. The traditional studies that MSI conducts include customer experience research to drive satisfaction and advocacy, communications research to design and track communications through traditional and new media channels, brand research to build equity from brand positioning and messaging, product development research from concept to launch, and segmentation research to select optimal targets for products and services. MSI engagements rely on leading research methodologies and advanced analytics provided by its Marketing Sciences Group. MSI has invested in its own research infrastructure, which includes four data collection centers in North America, supporting the research lifecycle from sample design, through data collection and processing, to analysis. Its extranet portal becomes the data repository and analytical center for the firm to interact with clients to mine and report the findings from every study. MSI also has invested heavily in quality processes and procedures. It is certified in SAS 70 and ISO 20252, the global standard for organizations conducting market, opinion and social research. In 2011, the firm conducted research in more than 70 countries across eight global regions. It is a partner and part owner of Link Analytics, a “big data” analytics firm that serves the same clients and industries as MSI. The firm has regional offices in four U.S. cities, and in Toronto and Hong Kong. m •com 25 market Strategies international to access a digital flip-book version of this issue, visit Rob Stone, 47 titLe CeO eduCAtiOn PH.d., CuLturAL studies, COLuMBiA uniVersity 2011 WOrLdWide reVenue: $75.3 MiLLiOn CHAnge FrOM 2010 -7.3% reVenue Outside HOMe COuntry $3.5 MiLLiOn FrOM Outside HOMe COuntry 4.6% eMPLOyees WOrLdWide 245 Market Strategies International (MSI) in Livonia, Mich., was founded in 1989. In 2006, Veronis Suhler Stevenson acquired a majority stake. MSI is a market research consultancy that drives business decisions through traditional methodologies; new social media, ethnographic and community research platforms; and the application of advanced analytics to behavioral, financial, attitudinal, demographic and firmographic information. The firm focuses on five industries, including the telecommunications and media world, technology and financial services. It researches and consults on all facets of the healthcare industry, from pharmaceutical and medical device companies to health insurers and providers. An energy practice includes 20 of the top 30 regulated energy utilities and a nationally based benchmarking service. MSI’s senior staff experience is based in the industries served, as marketers, communications practitioners, customer experience advocates, and market research and competitive intelligence experts. The firm’s 100 clientfacing consultants bring a holistic approach to providing marketing news | August 31, 2012 AMA083112_INI.indd 40 8/6/12 3:42 PM
  • 41. { paid advertisements } 2012mr profiles Note: The following information was supplied by display advertisers in this issue to provide readers with additional details about their companies. All of these Profiles are paid advertisements. marketing research coMpANy pRofIlEs Our b-to-b expertise covers all industry sectors—from manufacturing to engineering, chemicals to construction—throughout the world. AMR – Advanced Market Research GmbH Poststrasse 7 40213 Düsseldorf, Germany Phone: +49 211 865 87 0 Web: email: ContaCt: Mr. Ulrich Buchholz Headquartered in Germany and operating in 5 continents, AMR is one of the best market research agencies worldwide that provides the full spectrum of qualitative and quantitative data collection available at your fingertips. We deliver innovative fieldwork solutions fine-tuned to your budget in a timely manner. AMR is the leading GLOBAL data collection agency offers the MIXED MODE approach of offline and online methodologies to top-up web interviews. With advanced, fully equipped CATI-CAWI call centers, available 24 hours a day in New York, Dusseldorf and Hong Kong, we assist you with your market research studies to achieve added value and, at the same time, immediate and permanent cost savings, increased profitability, and a reduced length of time in field. B2B International 707 Westchester Avenue, White Plains, NY 10604 Phone: (914) 761-1909 fax: (914) 761-1503 email: newyork@ Web: ContaCt: Julia Cupman, Director, North America additional ComPany loCations: Illinois Phone: (312) 204-7201 email: chicago@ Web: U.K. Phone: +44 (0)161 440 6000 email: Web: China Phone: +86 (0)10 6515 6642 email: beijing@ Web: B2B International is a specialist business-tobusiness market research consultancy that provides customized b-to-b market research and intelligence studies on a global scale from its offices in North America, Europe and Asia. Areas of specialization include:   • Acquisition research   • Advertising research   • Branding studies   • Competitor intelligence   • Customer satisfaction   • Employee satisfaction Burke Institute 500 West 7th Street Cincinnati, OH 45203 Phone: 1-800-543-8635 fax: (513) 684-7733 email: Web: ContaCt: Jim Berling We pride ourselves on turning the information we gather into clear, actionable findings, providing insights that will add value to any business. For over 35 years, 80,000+ marketing and  marketing research decision makers worldwide have turned to the Burke Institute, the premier provider of state of the art marketing research training, for their professional development needs. We have developed a structured learning environment, using real world case studies, delivered by seminar leaders with advanced academic credentials, who work in the field. Visit our website and learn more about our seminars, certificate of proficiency programs, and onsite training options. Burke, Inc. 75 Ninth Avenue 5th floor New York, NY 10011 Phone: (212) 240-5300 Web: email: ContaCt: David Krajicek, CEO, Consumer Experiences North America GMI (Global Market Insite, Inc.) provides access to the right people at the right time to deliver the right results, empowering researchers and marketers worldwide to generate reliable, consistent and actionable information that enhances their decision-making capability. GMI's industry-leading technology, including, GMI Interactive, GMI Ad Tracker and a host of survey services, plays a central role in their ability to deliver, representative and engaged respondents around the globe quickly and reliably. GMI also offers one of the world’s largest, highly profiled, double opted-in online panels, which reach millions of consumers in 200+ countries and  territories, as well as specialty panels for hard-to-reach demographics. When you're moving fast and you need it done right, GMI delivers. Founded in 1999 with global headquarters in Bellevue, Washington, GMI has operations in America, Europe and Asia Pacific  and serves 4,000 customers in over 70 countries.  For more information visit GfK 500 West 7th Street Cincinnati, OH 45203 Phone: 1-800-688-2674 fax: (513) 684-7500 email: Web: ContaCt: Diane Surette fax: (425) 637-6926 email: Web: ContaCt: Kathy Miller   • Market assessment   • Market entry   • Market tracking   • Pricing strategy   • Product development   • Segmentation studies Burke capitalizes on its state-of-the-art research execution, advanced analytical techniques, and leading edge technology to provide decision support solutions to companies across all major industry sectors. Burke’s reputation derives from expertise in defining problems, developing research designs, executing complex quantitative and qualitative studies, analyzing data, and interpreting results to enable clients to make the most informed decisions possible. Burke has expertise in a broad range of industries, both domestic and international, and across many data collection methods, including online and mobile. All of Burke’s core competencies are supported by an active commitment to internal research and development programs. Burke’s primary areas of focus include:   • Brand Assessment   • Product/Service Development  GfK is one of the world’s leading market research companies, with more than 11,500 experts  working to discover new insights into the way people live, think and shop, in over 100 countries,  every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In the US, GfK offers  access to several of the world’s largest databases combined with a full range of ad hoc research services. With its acquisition of Knowledge Networks in January 2012, GfK obtained  consumer, Hispanic, physician, and loyalty card panels, as well as expertise in key industries and practice areas. GfK uses these resources to deliver proven solutions developed from a 360-degree  view of our clients’ markets and tailored to the new realities of the digital age.   • Customer Loyalty/Employee Engagement    • Linking Data Sources    • Market Segmentation    • Shopper Research    • Research Education As further evidence of Burke’s outstanding quality in marketing research, Burke has recently attained ISO 20252 certification. GMI (Global Market Insite, Inc.) 1100 112th Ave NE Suite 200 Bellevue, WA 98004 Phone: (206) 315-9300 INTAGE Inc. INTAGE Akihabara Bldg. 3 Kanda-Neribeicho Chiyoda-ku, Tokyo 101-8201 Japan Phone: +81-3-5294-0111 Web: email: ContaCt: Saeko Uemura With over a half century of experience, INTAGE offers tailor-made solutions to the important marketing challenges facing companies today. We cater to a wide range of clients operating in numerous consumer industries. The INTAGE Group boasts Japan’s largest marketing information network. Our exclusive, trusted syndicated data services provide accurate and detailed information through proprietary data delivery systems. Information through those systems details retail sales trends, consumer buying behaviors, sales promotion activities, etc. It allows clients in a timely manner to find out what is occurring in the markets with which they deal and why it is occurring, so they can respond confidently to the rapidly shifting dynamics of today’s consumer demands. We offer client-specific customized services in management, strategy and strategy implementation evaluation, and business process efficiency. the Profiles continue on the following page august 31, 2012 | marketing news Hono_2012.indd 41 41 8/8/12 4:53 PM
  • 42. 2012mr profiles { paid advertisements } Marketing research company profiles Kinesis survey Technologies™ 8140 North Mopac Building One Suite 120 Austin, TX 78759 phone: (512) 590-8300, ext. 3 fax: (512) 857-0918 email: web: ContaCt: Gene Filipi Kinesis Survey Technologies is the industry leader for future-proof market research software solutions. Kinesis provides a multimode survey and panel management product suite that enables seamless execution using any web-enabled device: mobile phones, desktop/laptop PCs, and tablets/ iPads are all supported. Kinesis Survey™ is an online survey programming application with cutting-edge functionality and an intuitive user interface for rapid training and minimal programming time. Kinesis Panel™ is an advanced query, sample distribution, and invitation solution that supports communities of all sizes. Both are fully scalable and available in hosted or selfhosted versions, with a customizable Panelist Portal for creating panel and community websites, and APIs for extending to third-party and in-house applications. Comprehensive reporting tools provide visibility to all aspects of survey launch and panel management, with branded options for third-party access. language logic, llc 600 Vine Street Suite 2020 Cincinnati, OH 45202 phone: (513) 241-9112 fax: (513) 241-5833 web: email: ContaCt: Kevin Grimmer, VP Sales Advanced technology to improve your research productivity. Language Logic focuses on the work required to process, analyze, manage and retrieve multilingual verbatim data in ways that make this rich information more actionable than traditional methods, for your project staff, coders and your clients. Importantly, Language Logic offers its Internet application, Ascribe™, as an Application Service Provider (ASP), hosted on a globally available web server network infrastructure. Your staff and customer base may access Ascribe™ anytime, anywhere via the Internet — securely. No hardware to buy, no annual maintenance fees and no “seat license” limitations. If you prefer, Language Logic offers its Ascribe™ Services Network where you may outsource coding, 42 translation and transcription of all your verbatim survey responses – including recorded audio files and scanned images of handwritten responses. Of course, you may use BOTH services in combination. “Unleash the power in your Verbatims”. luth research 1365 4th Avenue San Diego, CA 92101 phone: (619) 234-5884 fax: (619) 234-5888 web: email: ContaCt: Candice Rab, Vice President of Business Development Founded in 1977, Luth Research provides both qualitative and quantitative market research while leveraging our global online panel, SurveySavvy™, and web tracking capabilities using ZQ Digital Tribe™. Dedicated to excellence and innovation, Luth Research continually develops new ideas and adopts cutting edge technologies to meet the needs of today’s market research industry. Evanston, Illinois. RDR is a highly respected custom market research firm specializing in Financial Services and Pharmaceutical research. maritz research 1355 North Highway Drive Fenton, MO 63099 phone: 877-4MARITZ fax: (636) 827-5874 email: web: About Maritz Research As one of the world's largest marketing research firms, Maritz Research, a unit of Maritz LLC Inc, helps many of today's most successful companies improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, Maritz Research offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technologytelecommunications, and retail sectors. Maritz Research leads the industry in creating Customer Experience Measurement solutions and we apply these solutions to our client's business so they can attract, retain, and grow profitable customers. Maritz Research has operations in the U.S., Canada, the United Kingdom, Germany, and Shanghai, China. All research projects are carried out in compliance with the International Standard: ISO 20252. Member CASRO and ARF. m/a/r/c® research 1660 North Westridge Circle Irving, TX 75038 phone: 1-800-884-MARC (6272) fax: (972) 983-0444 web: email: ContaCt: Merrill Dubrow, President & CEO additional loCations: Greensboro, Nashville, St. Louis, New York M/A/R/C® Research is a custom marketing research firm dedicated to helping our clients create, evaluate, and strengthen their brands. Our teams design and execute qualitative and quantitative, traditional and online solutions while adhering to a client-service ethic built on being easy to work with and delivering what is promised. Our core competency is measuring attitudes and behaviors to accurately explain and predict market share, revenue, and bottom line impact of a client’s actions. M/A/R/C has been successfully designing, executing and analyzing studies to help clients across a range of industries since 1965. We deliver research answers with a business perspective in the language of decision-makers. We help our clients address consumer, channel, and B2B marketing issues to launch better products and services, attract and retain valuable customers, and build stronger brands. Our continuum of proven, marketing-issue focused solutions support clients’ brand building efforts. marketing systems Group 755 Business Center Drive Suite 200 Horsham, PA 19044 phone: 1-800-336-7674 or (215) 653-7100 fax: (215) 653-7115 web: email: ContaCt: Alan Lambert Marketing Systems Group provides innovative products and services designed for the survey research industry. MSG products include GENESYS Sampling, PRO-T-S Dialers and ARCS Panel Management IVR and Web recruiting. GENEYS Sampling provides full-service sampling capabilities including RDD, listed samples, business samples, screening services, online/Web sample, address-based sample, sample/list enhancement services including telephone lookup and data appendage as well as cell phone samples. PRO-T-S is a research predictive dialing system designed to improve productivity and quality while reducing costs. ARCS is an all-in-one tool created for panel management, Web/IVR recruiting and data collection. Other MSG resources include database development, management and analytical capabilities. market probe 2655 N. Mayfair Road Milwaukee, WI 53226-1310 phone: (414) 778-6000 fax: (414) 778-3730 email: web: ContaCt: Dr. T.R. Rao Market Probe is a full-service global marketing research and consulting firm specializing in stakeholder measurement engagements as well as a wide array of custom research assignments. The firm strives to build long-term partnerships with our clients, based on our team of professionals with research savvy, industry knowledge and technical experience. Market Probe’s Voice of Customer, brand and employee satisfaction expertise reaches businesses around the globe. In addition to our corporate headquarters in Milwaukee, Wisconsin, we have full-service research offices in the U.S., Canada, the UK, Belgium, Bahrain, United Arab Emirates, India, Singapore, Hong Kong and China; and we have formed strategic partnerships with field agencies around the world. We employ over 350 full-time employees worldwide, and as many as 1000 part-time employees. In October of 2011, Market Probe acquired Richard Day Research Inc., mindfield online 1012 Kanawha Blvd. East Suite 301 Charleston, WV 25301 phone: (304) 343-9650 fax: (304) 343-6522 email: ContaCt: Jay Mace, Vice President The McMillion Companies provide 30 years of experiencee across all phases of data collection technology. Our online panel, Mindfield Online, uses the latest proprietary software integration for the best panel and programming experience available. Breakthrough Healthcare Research combines a multi-method approach to physician and patient surveys using technology as the filter to provide the most representative approach to Healthcare data collection. Our web development team continually provides stunning data collection tools (now including Mobile and Facebook Apps) for online and general surveys to give not only the respondent but your clientele the most advanced means of data collection. The sky is truly the limit for your research projects when using The McMillion Companies. marketing news | august 31, 2012 Hono_2012.indd 42 8/8/12 6:39 PM
  • 43. { paid advertisements } Note: The following information was supplied by display advertisers in this issue to provide readers with additional details about their companies. All of these Profiles are paid advertisements. marketing research company profiles morpace inc. market research and consulting 31700 Middlebelt Road Farmington Hills, MI 48334 Phone: (248) 737-5300 Fax: (248) 737-5326 email: Web: ContaCt: Duncan Lawrence, President Morpace Inc. is one of the fastest growing market research firms in the U.S., according to the 2011 Honomichl Top 50 Report. With offices in Detroit, Los Angeles, London, and Shanghai, we are a leading provider of large-scale global quantitative and qualitative research and consulting. Our research professionals use innovative research solutions to provide clients with the information they need to make strategic decisions. Morpace works with clients in Automotive (including agricultural, lawn and garden and heavy equipment), Financial Services, Healthcare, Retail & Consumer Goods and Technology. Our experts address the unique challenges specific to these industries as many of them have worked on the client side during their career. We offer leading-edge, analytics and modeling and dynamic reporting solutions customized to fit individual client needs. Our portfolio includes several unique qualitative research protocols that complement the quantitative analytics. Innovative solutions include: Choice Modeling Simulator, eCommunity online panel, Dynamic Reporting including Dashboards, Design Network and industry-specific Regulatory Research. Morpace also uses state-of-the-art tablet technology to gather respondent information efficiently while in the field and have a full-service focus group facility in Detroit. Specializing in Brand and Communications; Consumer Choice; Market and Product Development; and Customer Experience Management, our solutions are enhanced by innovative proprietary tools including Lighthouse™, SOCO™, B-Link™ and PROM™. Review our latest Morpace Omnibus Reports to learn how consumer feedback affects your industry; and receive high-level results from our syndicated studies by visiting us at research now 5800 Tennyson Parkway Suite 600 Plano, Texas 75024 Phone: 1-888-203-6245 Fax: (214) 782-2900 email: Web: ContaCt: Research Now Research Now, the leading digital data collection provider, powers market research insights. We enable companies to listen to and interact with the world’s consumers and business professionals through online panels, as well as mobile, digital and social media technologies. Our team operates in 24 offices globally and is recognized as the market research industry’s leader in client satisfaction. We foster a socially responsible culture by empowering our employees to give back. To find out more or begin a conversation with us, visit sis international research 11 East 22nd Street 2nd Floor New York, NY 10010 Phone: (212) 505-6805 Fax: (212) 505-0284 email: research@ Web: ContaCt: Ruth Stanat, President SIS International is a leading Full-Service market research and market intelligence firm, established in 1984. Our coverage is global, including Europe, 2012 Marketing News Upcoming Directories Every issue of Marketing News is designed to expand the marketer’s expertise on the subject and deliver targeted advertising opportunities. Issue Cover Dates & Ad Order Deadlines Specialized Directories September 30 Ad deadline: 8/20/12 Companies Service Roll Research Marketing Research October 31 Ad deadline: 9/17/12 Customer Satisfaction Firms November 30 Ad deadline: 10/22/12 Net Research Services 2012mr profiles Latin America, Asia, US, Canada and MENA. SIS provides the recognized expertise, integrated research and global resources to provide full insight into the entire business landscape customers, competitors, supply chain and global market intelligence. We practice Consumer, Medical, B2B research, Industrial, Low Incidence and Strategic Research. We conduct research on customer insights, satisfaction & loyalty, usage & attitude, branding, product testing, car clinics, channel management, competitive intelligence, pricing research, sales intelligence, emerging markets, stakeholder audits, key opinion leaders, events, market entry/ sizing and other specialties. Some of our qualitative and quantitative research methods include CATI, focus groups, online research, ethnography, intercepts, social media methods, secondary research, neuro methods, modeling and analytics. usamp 16501 Ventura Blvd. Suite 250 Encino, CA 91436 Phone: 1-888-828-1612 Web: uSamp™ is a premier provider of technology and survey respondents used to obtain consumer and business insights. uSamp's solutions and SaaS platform transform the way companies gain intelligence to make better, faster decisions about their products and services by tapping into uSamp's 9 million global panel of survey respondents. Through uSamp's proprietary technologies for self-serve sampling and survey authoring, companies have on-demand access to millions of profiled survey respondents. uSamp is based in Los Angeles, with five offices throughout the United States, Europe and India. uSamp ranked #11 in the 2011 Forbes America's Most Promising Company List. Toluna 21 River Road Wilton, CT 06897 Phone: (203) 834-8585 Fax: (203) 834-8686 email: Web: ContaCt: Janice Caston Toluna enables organizations to generate valuable customer insight by combining its online market research panel and industry leading technology. Toluna provides a comprehensive proven, scalable solution that enables companies to answer questions of their target audience quickly and efficiently. Toluna leverages a unique approach to respondent recruitment and engagement with its online ‘community’ and proprietary respondent engagement methodologies and guarantees that the data clients receive is of the highest quality. Recently, the company launched SmartSelect™ which is a respondent-level methodology designed to ensure more representative, reliable market research data. Further, Toluna provides the industry’s leading technology suite, enabling hundreds of market research organizations and agencies worldwide to create surveys, manage panels and build online communities. Toluna’s products include PanelPortal™, AutomateSurvey™, QuickSurveys™. Toluna has offices in the US, Canada, UK, France (headquarters), The Netherlands, Romania, Germany, India, Australia, Japan and Hong Kong. Voxco inc. 1134 Ste. Catherine St. West Suite 600 Montreal, QC, H3B 1H4 Canada Phone: (514) 861-9255 Fax: (514) 861-9209 Web: email: ContaCt: Vincent Auger, Sales Director – North America About Voxco Voxco is a global provider of software solutions that enable enterprises, market and social research firms, governments and other public institutions to make better decisions by providing superior tools to collect, process and analyze data from their environments. Voxco's offering includes Acuity4 Survey, leading-edge online survey software, Acuity4 Social, a next-generation social media monitoring and insights solution whose analytics tools extract insights from millions of posts and comments gathered from the social web. This sits alongside Voxco Command Center™, the industry-leading multimode data collection platform for all types of surveys (web, phone, face-to-face, mobile and IVR). Voxco is headquartered in Montreal, Canada, with subsidiaries in the USA, France, UK, Germany and Australia servicing hundreds of customers spread over more than thirty countries. To obtain additional information on how Voxco can help your business, visit us at august 31, 2012 | marketing news Hono_2012.indd 43 43 8/8/12 5:01 PM
  • 44. recruitment classifieds the recruitment claSSiFiedS section accepts both display and straight classified advertising. Marketing News reserves the right to reject any ad at any time. Questions about advertising? Just call 312-542-9063 or email Position wanted: adVertiSing rateS express, visa or Mastercard. mailing inFormation $2.10 per word for AMA members; $3.10 per word for nonmembers. 25-word minimum. send ad, insertion order, & check or credit card number Blind box number: $50 per insertion; replies mailed daily. (with expiration date) to: all position wanted ads must be prepaid by check or american disPlay classiFieds: straight classiFieds: Marketing News Advertising Department 311 S. Wacker Drive, Suite 5800 Chicago, IL 60606 or fax to: (312) 922-1394 or 922-3763. Ads may also be emailed to $140 for up to 50 words (minimum charge); $280 for 51–100 $125 per column inch; minimum one inch. 15% discount to words; $560 for 101–200 words; $840 for 201–300 words. advertising agencies on space only. Column widths for camera- Straight classified ads are set in text in standard classified ready copy: 1 column = 1 3/4 inches; 2 columns = 3 3/4 inches; recruitment style with limited bold face type. 3 columns = 5 3/4 inches. all straight classified ads must be prepaid by check or all display classified ads must be prepaid by check or american on the envelope and be sent to the above address for forwarding american express, visa or Mastercard. express, visa or Mastercard. to the advertiser. Freelancers available Videography SerViceS: Let an expert videographer, also an experienced moderator, capture the results of your next qualitative research study. We create clips, highlight reels, and video reports bringing the voice of the customer to life. Travel anywhere. Call Helen @ (610) 489-0509. Freelancer aVailable! Quality & affordable MR services including: tabulations, SPSS programming, coding, data entry, report proofing, discount business reply, CATI & online surveys. A la carte or full service. UGA Graduate, 14 years experience, references. Call Jeanne Eidex at (770) 614-6334. poSitionS open academic Faculty the college oF buSineSS adminiStration, the uniVerSity oF miSSouri – St. louiS seeks an individual for a tenure-track position at the level of assistant professor in marketing for Fall 2013. Applicants must have strong training in one of the following areas: Marketing Strategy, Business to Business Marketing or Product Management. Applicants should possess a Ph.D. in Business with an emphasis in Marketing (or a related area) or be close to completion. The position requires strong research potential and a commitment to teaching. Salary is very competitive. The University of Missouri-St. Louis is an urban public university located in suburban St. Louis. The College of Business Administration is accredited by AACSB. The University provides a supportive environment for research, teaching and service. Active researchers enjoy reduced teaching loads. Applicants should send a letter of interest, curriculum vita, and three letters of recommendation to Dr. Haim Mano, Chair, Marketing Department, College of Business Administration, University of Missouri-St. Louis, One University Boulevard, St. Louis, MO 631214499, or to marketingpositions@ The application and recommendations should make clear the courses and research activities that define the 44 candidate’s area of expertise. Review of applicants will begin on July 20, 2012. Interviewing of candidates will be scheduled for Summer AMA in Chicago and will continue until the position is filled. The University of Missouri is an affirmative action, equal employment opportunity employer committed to excellence through diversity. Faculty poSition department oF marketing at texaS a&m uniVerSity. Mays Business School at Texas A&M University invites applications from qualified candidates with a demonstrated record of excellence in scholarly research and teaching in consumer behavior for a faculty position in the Department of Marketing at the associate professor or advanced assistant professor level. Applicants currently enrolled in doctoral programs with an outstanding research record will be considered for the position at the assistant professor level. The position is open for fall 2013. Applications should be sent to Kelly Haws, Chair of Faculty Recruiting Committee at Texas A&M University is an equal opportunity employer. the JohnS hopkinS carey buSineSS School invites applications from faculty candidates who are motivated by the unique opportunity to participate in the building of a world class business school at a premier private university. Multiple, tenure track, full-time positions at all ranks are currently available in Marketing. Qualified candidates must possess a doctoral degree and a strong record of academic research and excellent teaching skills. Candidates whose research addresses healthcare issues are of particular interest. Qualified candidates for these positions are requested to apply electronically, by submitting a cover letter, curriculum vitae, a list of publications and appropriate letters of reference. The names, addresses and phone numbers three references should be included with the application. The successful candidate(s) will be subject to a pre-employment background check and degree verification. The cover letter should be addressed to Dr. Phillip Phan, Executive Vice-Dean, c/o Craig Medlyn, Director of Human Resources. Document(s)s should be in Word or PDF format and e-mailed to careyhr.ftfaculty@jhu. edu. Johns Hopkins is an equal opportunity, affirmative action employer. Minorities and women are strongly encouraged to apply. Faculty poSition – department oF marketing – penn State uniVerSity. The Marketing Department in the Smeal College of Business, Penn State University (University Park, PA), is looking to fill one tenure-track faculty position beginning in Fall 2013. Qualified candidates should have a Ph.D. or be in the final stages of their dissertation and demonstrate a willingness and capacity to conduct high quality scholarly research as well as teaching competence. We are particularly interested in candidates with several years of experience. Faculty members are expected to pursue an active research program, perform undergraduate and graduate teaching, supervise graduate students, and engage in service activities. We will conduct interviews with potential candidates either at the August AMA Conference or on campus. Faculty rank is open depending on qualifications. Please send a cover letter, CV and letter of recommendation in electronic form to or hard copy to 455 Business Building, Smeal College of Business, Penn State University, University Park, PA 16802-3007, addressed to Professor Duncan Fong. Penn State is committed to affirmative action, equal opportunity and the diversity of its workforce. We encourage applications from individuals of diverse backgrounds. marketing reSearch market reSearch analySt: M-F/40hr/wk. Provide strategic acct. support for CTDI products division; market analyses in local, regional & nat'l areas to determine potential sales of FTTH, CPE & other telecomm. equip.; gather info. on competitive industry data & develop business cases & product strategies; identify new strategic product lines and/or Any company or university logos to be included in print ads must be high resolution and sent by email. all blind boX rePlies to print ads should include the number The Belk College of Business University of North Carolina at Charlotte The Cullen Endowed Chair in Marketing (Associate/Full Professor) Assistant/Associate Professor of Marketing The Belk College of Business at the University of North Carolina at Charlotte invites applications for two full-time tenure track positions in Marketing. The first position is at the rank of Associate or Full Professor of Marketing. The successful candidate for this position will be the holder of the Cullen Endowed Chair (or Scholar for the Associate Rank) in marketing and will be a dynamic and collegial individual with a record of sustained excellence in research and teaching. The second position is at the rank of Assistant or Associate Professor of Marketing. A PhD degree in Marketing or closely related discipline from an accredited school is required for both positions. A strong commitment to excellence in high-quality, innovative research and teaching at the undergraduate and graduate levels is expected. Candidates at the associate or full professor levels must have an outstanding research record commensurate with the level of appointment. Successful candidates for both positions will be expected to have strong research records and/ or research agendas involving consumer analytics, consumer data mining or related areas, and teach courses in “Consumer Analytics” and “Consumer Data Mining and Marketing Metrics” at the undergraduate and graduate levels. Teaching load and salary are competitive with similar positions at research universities. The starting date is August 2013. The positions are contingent on final budgetary approval. All applications will be considered strictly confidential. The University of North Carolina at Charlotte is an affirmative action, equal opportunity employer. Women, members of minority groups, and persons with disabilities are encouraged to apply. The review of applications will begin immediately and applications will be accepted until the positions are filled. All applicants are subjected to a criminal background check. TO APPLY: Apply electronically at If you have any questions concerning these positions, please contact Professor Sunil Erevelles, Chair of the Department of Marketing at or (704) 687-7681. Only electronic submissions of applications will be accepted. Please attach the following documents with your electronic submission: application letter and vita. Finalists will be asked to forward official transcripts, letters of reference, and other supportive materials as requested by the search committee. corporations & assist w/due diligence for potential M&A's; expand presence in existing markets & identify new business development opp.; analytical market feasibility studies of projects; gather market info. & intel.; research & analysis; prepare & submit proposals or tenders; negotiate vendor contracts; proficiency in Access, Excel, PowerPoint, CRM, Adobe Photoshop, Oracle, FTTH networks & access technologies. Req.: MBA. Submit resume w/ ad copy to: Lindsey Hammond, Communications Test Design, Inc., 1373 Enterprise Dr., West Chester, PA 19380. int'l market reSearch analySt (Vernon, CA) needed by seafood co. F/T. Req. Master's degree in International Business. Knowl. of seafood industry in US & Japan. Reply: True World Foods Los Angeles LLC, 4200 S. Alameda St., Vernon, CA 90058. product/marketing SpecialiSt (F/t) wanted in Peachtree City, GA. M-F, 40 hrs/ wk. Bachelor's deg or equiv in International Studies, Science or related & fluency in Japanese language (speaking, reading & writing). Send resume to: TDK Components USA, Inc., Michelle DeFeo, HR Mgr, 1 TDK Blvd, Peachtree City, GA 30269. marketing news | august 31, 2012 Hono_2012.indd 44 8/8/12 5:25 PM
  • 45. advertisers’ index ADVERTISERS’ INDEX Quick source for contacting the suppliers in the 08.31.12 issue of Marketing News. AMA Research & Strategy Summit ...... p. 9 Inside Research ..................................... p. 36 Marketing Systems Group ....................p. 19 Ph. 1-800-AMA-1150 URL: Ph. 847-576-0707 URL: Ph. 1-800-336-7674 URL: AMA Whitepapers ................................p. 30 Intage ...................................................... p. 27 Mindfield ................................................ p. 29 Ph. 1-800-AMA-1150 URL: Ph. +81 3 5294 8304 URL: Email: URL: AMR (Advanced Market Research) ............................................. p. 21 Kinesis Survey Technologies, LLC ............................. p. 32 Morpace Market Research & Consulting .......................................... p. 39 Ph. +48 211 865 870 URL: Ph. 512-590-8300, ext. 3 URL: Ph. 248-737-5300 URL: B2B International .................................. p. 26 Language Logic .................................... p. 28 Research Now.......................................... p. 17 Ph. 914-761-1909 URL: Ph. 1-877-241-9112 URL: Ph. 212-790-9599 URL: Burke, Incorporated .............................. p. 31 Luth Research ....................................... p. 37 SIS International Research .................. p. 38 Ph. 1-800-267-8052 URL: Ph. 1-800-465-5884 URL: Ph. 212-505-6805 URL: Burke Institute ..........................................p. 2 M/A/R/C Research ................................ p. 35 Toluna ..................................................... p. 48 Ph. 1-800-543-8635 URL: Ph. 1-800-884-6272 URL: Ph. 1-866-296-3049 URL: GfK ........................................................... p. 23 Maritz Research ..................................... p. 33 USamp ...................................................... p. 7 Ph. 212-240-5300 URL: Ph. 1-800-446-1690 URL: Ph. 1-888-828-1612 URL: GMI (Global Market Insite) ................... p. 25 Market Probe, Inc. ................................. p. 24 Voxco ........................................................ p. 15 Ph. 206-315-9300 URL: Ph. 414-778-6000 URL: Ph. 514-861-9255 URL: august 31, 2012 | marketing news Hono_2012.indd 45 45 8/8/12 5:37 PM
  • 46. expert perspectives ama’S 75 yearS in marketing hiStOry By JaCkie huBa  From word of mouth to Customer evangelism JaCkie huBa is the co-author of two books on word of mouth and customer loyalty: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, and Citizen Marketers: When People are the Message. She also is the co-author of the Church of the Customer blog. her upcoming book, Monster Business: Loyalty Lessons from Lady Gaga, will be released this fall. follow her at W ord of mouth arguably has been the most effective form of marketing in history, and as with most marketing practices, it has evolved. That brand-related comment from a friend or neighbor—spoken over a white picket fence, legend has it—used to be just a fact of life for marketers. Now it’s a strategic linchpin. Reams of research have shown that a comment from a friend or colleague is more influential than traditional forms of advertising. Nielsen’s recent study called “Global Trust in Advertising and Brand Messages” finds that 92% of consumers around the world say that they trust earned media, such as word of mouth (WOM) or recommendations from friends and family, above all other forms of advertising—an increase of 18% since 2007. Even WOM from strangers is influential. Online consumer reviews are the second most trusted source of brand information and messaging, with 70% of global consumers (surveyed online) indicating that they trust messages on this platform, an increase of 15% in four years. The challenge for marketers over the years has been how to leverage this trusted commentary about their brands and scale it. The Word of Mouth Marketing Association—an association dedicated to WOM marketing professionals—outlines some of the most common WOM marketing techniques (the examples are mine). • Buzz marketing: Using high-profile entertainment or news to get people to talk about your brand. Example: Old Spice records more than 100 YouTube video responses to tweets in 24 hours. • Viral marketing: Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by e-mail. Example: Office Max developed its successful holiday “Elf Yourself ” digital campaign. • influencer marketing: Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others. Example: Ford loaned its new Focus cars out to local influencers for the first six months of its launch. • Community marketing: Forming or supporting niche communities that are likely to share interests about the brand (such as user groups, fan clubs and discussion forums); providing tools, content and information to support those communities. Example: Fiskar’s Fiskateers program engages the scrapbooking community. • Grassroots marketing: Organizing and motivating volunteers to engage in personal or local outreach. Example: The Obama 2008 presidential campaign set the pace, at the time, for grassroots marketing online. • Referral programs: Creating tools that enable satisfied customers to refer their friends. Example: The long-running MCI Friends and Family program offered customers discounts on calls to other MCI customers. But there is more to word of mouth than trying to get customers talking by launching campaigns or short-term marketing tactics. Customer evangelism “We are encouraging our clients to fly Southwest Airlines. We are buying more stock ... and we stand ready to do anything else to help. Count on our continuing support.” That’s what Southwest Airlines customer Ann McGee-Cooper wrote in an October 2001 letter to Southwest President Colleen Barrett after the 9/11 attacks had crippled the airline industry. She said that she was persuading clients, friends and family members to fly Southwest Airlines. She was purchasing tickets on their behalf. She bought the company’s stock. Perhaps most tellingly, she included a $500 check with her letter, saying that the airline needed the money “more than I do.” She is more than someone who engages in word of mouth; she is a customer evangelist. In research that my co-author and I did for our first book, we have found that customer evangelists not only buy a brand’s products or services, but also believe in them so much that they are compelled to spread the word, and voluntarily recruit their friends and colleagues on the brand’s behalf. Customer evangelists aren’t just buzz spreaders, influencers, “sneezers” or mavens; they are, by nature, passionate people who are extroverted loyalists. Their loyalty is demonstrated by their actions: • They passionately recommend a company to friends, neighbors and colleagues. • They believe in the company and its people. • They purchase the company’s products and services as gifts. • They provide unsolicited praise or suggestions for improvement. • They forgive occasional sub-par seasons or dips in customer service. LOYALTY LADDER OWNERSHIP: Feels responsible for the continued success of the organization EVANGELISM: Convinces others to purchase/join WORD OF MOUTH/BUZZ: Puts reputation on the line to tell others about you REPEAT PURCHASE: returns to company to buy again SATISFACTION: sticks with your organization as long as expectations are met Source: Jackie Huba & Ben McConnell, 46 • They do not want to be bought; they extol the brand’s virtues freely. • They feel part of something bigger than themselves. Customer evangelism is the payoff for organizations that focus on the longterm loyalty of their most passionate and demonstrative customers. But what does “loyal” mean? For some companies, it’s a repeat purchaser. For others, it’s a customer who makes a referral. But smart companies are focusing on the holy grail of customer engagement, which is ownership. Ownership happens when a customer feels like she is part of the organization and will do unexpected and surprising things, like sending a public company money in times of upheaval, to support the brand. m marketing news | August 31, 2012 AMA083112_INI.indd 46 8/6/12 3:42 PM
  • 47. amacommunity 2012 Research and strategy summit October 1-3, Las Vegas Today’s aMa! the 2012 ama/amaf nonprofit marketing conference brought together nonprofit marketers in Washington, D.c., for three days in July. above: todd cohen, author of Everyone’s in Sales, who delivered the opening keynote, interacts with attendees in the exhibit hall. Today’s research and strategy executives are now expected to lead the evaluation and adoption of innovation for their companies. An exciting time? Yes. An easy feat? Absolutely not. The AMA’s Research and Strategy Summit will challenge your thinking, deepen your insights and empower you to lead critical transformative initiatives for your business. Over the course of two days, you will be engaged in a highly integrated, client-driven program that will energize you with fresh ideas, real insights and meaningful interaction. Speakers include: Alan Wurtzel (pictured), president of research and media development at NBC Universal; Steven M. Cooley, executive director of marketing research strategy at Blue Cross and Blue Shield of Illinois, New Mexico, Oklahoma and Texas; and Courtnie Hallendy, strategic research manager at Toyota Financial Services. to register, visit faCe-to-faCe eVentS take control of your career: Visit or call (800) ama-1150 to register. advanced school of Marketing Research 2012 The Advanced School of Marketing Research focuses on advanced marketing research methods and models, and their application to marketers’ real-world problems. This year’s program covers a variety of marketing research topics, including the latest thinking in qualitative research methods, social media research tools, research approaches to pricing decisions, customer loyalty and profitability research, selling the value of advanced marketing research to clients and management, and much more. November 12-16, Atlanta to register, visit successfully Managing the Creative process This program focuses on the underpinnings of effective creative: objectives and strategies. Additionally, it provides hands-on experience in developing and evaluating strategic alternatives. Session participants will be provided tools that have been successfully used by leading organizations in guiding the creative process. September 20-21, San Antonio, Texas to register, visit B strategic Brand Development This workshop will explore new methods for creating differentiation, and will outline how to create a strong brand platform that lets brands “walk the talk” by delivering that point of differentiation through all facets of the brand experience. Using case studies, exercises and best practices, you will learn how to deliver a brand experience capable of driving revenue and profit growth. September 24-25, Boston to register, visit finD Out mOre at marketingpower .com Or finD uS On You Tube August 31, 2012 | marketing news AMA083112_INI.indd 47 47 8/6/12 3:42 PM
  • 48. Full Pages.indd 48 8/7/12 1:55 PM