The AMA Gold Top 50 Report

D
LD
OL
GO
G
.
.
N
N
E
E
C
NC
EN
RE
R
U
U
A
A
L
L
Y
BY
B
28
MARKETING NEWS | JUNE 2014
MN June 2014 GOLD 28-96-edit-5-22-14.indd 28
5/22/14 5:25 PM
The U.S. market research industrys

growth accelerated in 2013, but the
underlying factors indicate that
the growth was uneven. Read on
to see how the industry fared and
which firms contributed the most
to its success.
THE U.S. ECONOMYS PROGRESS IN 2013 was halting
and uneven, with a few bright spots, and the U.S.-based market research industrys progress was no
different. Overall, the results are positive, with the 2013 growth rate besting the three previous years,
research firms full-time employment increasing steadily and the Top 50 firms achieving the highest
per-employee productivity rate in the past decade, but not all results were as positive.
Spending for U.S. marketing/advertising/public opinion research services in 2013 reached $10.7
billion among for-profit research firms, up 3.6% over the prior year, according to this 41st-annual
analysis of market research industry trends. When 1.5% inflation is taken into account, net growth
was 2.1%, the highest since 2009 and mostly in line with annual growth since 2001, with a few
exceptions.
The 2013 revenue total was determined based on the individual, research-only revenues of 196
research firms. Those firms include the top 50 revenue generatorswhich are invited to submit their
calendar 2013 research-only revenues and are then ranked in this Top 50 Reportand 146 firms
from the Council of American Survey Research Organizations (CASRO), which provided combined
revenues for these firms. Note that 32 CASRO-member firms are also reported individually among
the Top 50 and so are excluded from the remaining CASRO aggregate numbers. Also note that when
a firm made an acquisition or divestiture during 2013, adjustments were made to get an apples-toapples comparison, as with Nielsens acquisition of Arbitron.
Continues on next page
JUNE 2014 | MARKETING NEWS
29
5/22/14 5:25 PM
REVENUE UPS AND DOWNS
Editors note
The Top 50 firms in 2013 had total revenues of $9.8 billion, up 3.7% over 2012.
This growth rate is more than double the previous years 1.7% increase, which
is a definite improvement, but the rate is only about 60% of the average growth
rate for the years going back to 2001, not counting the recession years of 2008
and 2009.
The remaining CASRO firms reported total revenues of $836 million,
up 3.1% from 2012 and accounting for just 8% of the total for all 196 firms
analyzed in this reportwith the Top 50 firms revenue accounting for the lions
share at 92%.
Perhaps more relevant than the inflation-adjusted 2.1% net growth for all 196
firms included in this analysis is the comparison to gross domestic product, the
value of all goods and services produced in the U.S., which is calculated by the
federal government. Over the last 25 years, the Top 50 firms revenue growth
rate has regularly surpassed the GDPs growth rate, indicating the Top 50s and
the general market research industrys long-term robustness. But since 2008,
the firms results have fallen more in line with the GDPs meager growth. This
is a sign that the market research industrys relative value has been on the wane,
but with the marketplaces increasing focus on data-led innovation, that soon
may change.
Formerly titled the HONOMICHL REPORT, the

AMA GOLD REPORT continues the analysis
begun in 1973 by Jack Honomichl of the top
50 revenue-generating market research
firms in the United States. Following
Honomichls death in December 2013, this
report has been renamed according to
Honomichls wishes, and this publication
serves as a passing of the torch to
Honomichls longtime colleague, Larry Gold,
who partnered with Honomichl on the Top
50 Report for the past two decades and
compiled this 41st-annual iteration.
Honomichl was a career market researcher
who also covered the industry as a columnist, first for Advertising Age and then for
Marketing News. He founded the newsletter
Inside Research in 1990 and was joined
by Gold, a research industry veteran, who
came aboard Inside Research as editor
and publisher in 1994.
CONTRIBUTING FACTORS
A number of underlying drivers affected the Top 50 firms results. For example,
in 2013, 16 firms experienced revenue declines or did not grow as fast as
inflation, down from 24 firms in 2012. This result is lower than all but three
years since 2003. Fewer firms experienced revenue declines in 2013 and it may
indicate that the industry has turned around following the recession and is
growing again.
INDUSTRY GROWTH HIGHER THAN GDP BUT CONTINUES TO NARROW

8%
7%
TOP 50 FIRMS 6%
REAL GROWTH
AFTER GDP 5%
ADJUSTMENT 4%
3%
2%
1%
0%
-1%
1990
30
1995
2000
2005
2010
5/22/14 4:54 PM
Another driver of the Top 50 firms successes are syndicated services firms, which
typically include long-term contracts. Nine of the Top 50 firms are syndicated services
providers, including Nielsen, IMS Health, IRI, Arbitron, J.D. Power and Associates, NPD
Group, comScore, Rentrak and National Research Group. Their impact is significant,
accounting for about 50% of Top 50 firm revenues. Each of these firms revenue totals
consistently grow between 3% and 6% per year, and 2013 was no exception. On average,
their revenue increased 4.7%.
The remaining 41 firms, mostly survey-based providers that conduct custom, ad hoc
and tracking projects, are typically without the support of continuing contracts, so their
revenue results are more volatile. In
2013, the 41 firms revenue grew just
2.5%, and they accounted for 14 of
the 16 firms that did not grow at all or
experienced revenue declines.
Another growth driver is the
2013 +5.8%
productivity of full-time employees who,
2012 +7.5%
after all, generate and support the revenue
to sustain the Top 50 firms. In 2013, the
REVENUE PER 2011 -6.6%
Top 50 firms employed 35,826 full-time
TOP 50 FIRM 2010 -1.9%
staffers, each generating an average of
FULL-TIME 2009 +2.3%
$274,000 in revenue, up 5.8% over the
EMPLOYEE
2008 +7.5%
prior year. The revenue generated per
2007 +11.2%
employee has steadily increased over
the past 10 years, up 38% since 2004, as
2006 -1.8%
indicated in the nearby chart.
2005 +10.1%
PRODUCTIVITY RESUMED GROWTH IN 2013
CHANGES IN THE LIST
2004
$274,000
$259,000
$241,000
$258,000
$263,000
$257,000
$239,000
$215,000
$219,000
$199,000
% CHANGE
There were a number of changes in
the Top 50 rankings, as there are every
year. The major change is Nielsens
acquisition of Arbitron, ranked No. 6 last year. This served to bolster Nielsens No. 1
ranking. The industry leader now accounts for nearly one-third of Top 50 revenue and is
further ahead in revenue of its nearest Top 50 competitors.
Its worth noting that besides the Arbitron acquisition, only nine acquisitions (or
divestitures) were identified among Top 50 firms in 2013. This is the lowest count in the
last several years, including the 2008-2009 recession. Research firms have chosen to grow
organically, rather than by acquisition.
However, IMS Health, which regained its No. 3 ranking after listing on the NYSE via an
IPO in April, revealed for the first time in its SEC filings not only the firms total revenue
over the past several years as required of public companies, but also nine acquisitions in
2013 and eight in 2012 worldwide. While a private company, IMS Health previously had
kept those acquisitions confidential.
Four firms are new to the list: Decision Resources Group, No. 16, operating 10
different healthcare information companies; MetrixLab USA, No. 31, a Dutch research
firm that acquired MarketTools Research Solutions in the U.S. in 2012; MarketCast, No.
39, which came back on the list after a one-year absence while its ownership changed; and
Bellomy Research No. 47, which returned after a two-year absence. Three firms dropped
off of the list: Leo J. Shapiro & Associates, which declined to participate; LRA Worldwide,
whose revenue fell below the threshold revenue of $16.7 million; and Public Opinion
Strategies, a major player in political polling, which dropped below the threshold because
of the lack of election polling in 2013.
31
5/22/14 4:54 PM
BESIDES NIELSENS ARBITRON ACQUISITION, ONLY

NINE ACQUISITIONS (OR DIVESTITURES) WERE
IDENTIFIED AMONG TOP 50 FIRMS IN 2013. THIS IS
THE LOWEST COUNT IN THE LAST SEVERAL YEARS,
INCLUDING THE 2008-2009 RECESSION. RESEARCH
FIRMS HAVE CHOSEN TO GROW ORGANICALLY,
RATHER THAN BY ACQUISITION.
Methodology
Invitations to market research firms with
estimated annual U.S. revenue of more
than $10 million are sent in January of
each year requesting revenue information
for the prior calendar year, a company
profile of activities and other company
metrics. Top 50 rankings are based on U.S.
revenue. The rate of growth from year
to year has been adjusted to account for
revenue gains or losses from acquisitions
or divestitures. Verification of revenue is
required of each private firm for ranking
by a third party, generally its outside
accounting firm. For further information,
call Larry Gold at 847-526-0707.
Firms improving their position among the largest 20, besides IMS, are
comScore, Symphony Health Solutions and ORC International. Most of the
remaining 30 firms also earned reshuffled rankings, as is typical of the ups and
downs in this segment every year. This is all displayed the Top 50 rankings
chart on page 39.
OTHER RESEARCH SPENDING
The Top 50 for-profit research firms are just the tip of the iceberg when
accounting for all of U.S.-based research spending. In fact, they account for
about 60% of it, depending on what you include or exclude. The profiles
later in this report have been expanded to include research support industry
firms, those that provide research products and services to the full-service
Top 50 firms as well as end users such as small businesses, educators and
the government. Many of them will process the data collected and provide
summary data reports. Turn to page 35 for a broad but brief sampling of
these firms. Their revenues were not available
for this years report, but plans are to expand
the list in future years and to collect or estimate
their revenue.
Another segment reported for the first time
are report and advisory services firms, which
include companies such as Forrester, Gartner,
GROWTH RESUMES AFTER RECESSION
Mintel, Ovum, IHS and more. The chart at left
$3.3
$3.4
shows their total revenue for 2013 back to 2006.
$3.2
$3.1
$3.0
$3.0
$2.9
Their revenue is subject to wide swings, much
$2.7
ANNUAL
more so than the Top 50. In the future, these
REVENUE (BIL)
firms also will be profiled individually and their
revenue reported.
As we move to a broader definition of
for-profit market research, consideration must
be given to new firms and new sectors. Among
the new firms are Facebook, Google and IBM,
32
--
+7.7%
+6.1%
-11.7%
-5.9%
+8.6%
+6.4%
+6.3%
2006
2007
2008
2009
2010
2011
2012
2013
REPORT AND ADVISORY SERVICES
5/22/14 4:54 PM
full pages.indd 65
5/23/14 11:11 AM
REVENUE DECLINES RECEDE

INDUSTRY SIZE 42% LARGER THAN TOP 50
which now host their own recent startup in-house

research services. New sectors gaining prominence
include marketing mix modeling and ad targeting,
social media-based firms that scrape the Web and
apply text analysis for understanding behavior, and
management and marketing consulting firms
McKinsey, Bain, etc.which contract with firms
$4.6 B
such as those in the Top 50 to provide them with
(ADDITIONAL FOR-PROFIT FIRMS)
data and reports that are then sold to clients at a
significant markup. A fair estimate of their total
revenue would be up to $700 million.
$10.7 B
Many U.S. corporations conduct research
(196 FIRMS)
in-house, primarily customer satisfaction
$1.5 B
measurement and new product development,
(NOT-FOR-PROFIT
and that might amount to an estimated $400
FIRMS)
million. Advertising agencies also conduct their
own research, especially qualitative work, with an
estimate of up to $200 million.
All of this could add another $4.6 billion to
U.S.-based market research spending, resulting in
an estimate of $15.4 billion for all U.S. for-profit
TOTAL INDUSTRY SPEND: 2013=$16.8 B
research.
Little consideration has been given to not-forprofit research activities. The largest segment, by
far, is spending by agencies of the federal government, which might amount to
a combined estimate of $6 billion. Of this amount, $1.4 billion was contracted
to private-sector firms such as Westat, Abt SRBI and ICF international, all Top
50 firms. Then there are those nonprofits affiliated with universities, which
generate more than $100 million in research revenue.
Reading further, you will find profiles of each of the Top 50 firms that include
top management, ownership, acquisition activity, if any, and a description of
their offerings. Together with the Top 50 rankings and accompanying charts, a
complete picture of the U.S. market industry emerges. m
LAURENCE N. GOLD is editor and publisher of Inside Research, a trade newsletter

based in Barrington, Ill., that covers the business and profession of marketing
research. Gold has held executive positions at Nielsen, MRCA Information Services,
and Metromedia. He served as director of research for the Advertising Research
Foundation. His papers have been published in the Journal of Advertising
Research, Marketing Research, The Marketing Review and ESOMAR publications.
34
5/22/14 4:54 PM
Beyond
the
Top 50
t
A LOOK AT THE RESEARCH INDUSTRYS

SUPPORT SERVICES FIRMS
Top 50 companies traditionally have outsourced several of their production activities to other research services
firms, which allows them more freedom to focus on their analysis, insights and recommendations. For the first
time, this Top 50 report includes a broad but brief sampling of those supporting firms to provide a more holistic
view of the research marketplace.
Their services typically include sample from panel or other sources, as well as software. Some will deliver complete
data reports and many incorporate DIY features. This year, seven of these firms have been profiled, and the list is
expected to grow in future years and provide further company details.
Confirmit Inc.
Sawtooth Software Inc.
Confirmit.com
SawtoothSoftware.com
Henning Hansen, 50
Bryan K. Orme, 46
TITLE: President and CEO
TITLE: President
EDUCATION: B.B.A., BI Norwegian Business School, Oslo, and B.S.,
EDUCATION: MBA, University of Texas at Austin
Oslo Ingeniorhoyskole
U.S. EMPLOYEES: 75*
U.S. EMPLOYEES:
Confirmit Corp., based in Oslo, was founded in 1996 and is majority-owned by Sebastian
Holdings Inc., a private equity firm.
Confirmit is a worldwide market research and enterprise feedback management
software provider that offers full end-to-end program development and delivery
capabilities for clients voice-of-the-customer, voice-of-the-employee and market research
programs. Its platform stores, analyzes and reports on the structured and unstructured
data via dashboards.
Its product offerings include:
Confirmit CustomerSat, Web-based VoC software and services
Confirmit Horizons, a multichannel software platform for customer experience,
employee engagement and market research programs. Its new SmartHub enables users
to capture and map data from various touch points along the customer journey
Integrasco, services that enable businesses to monitor social media and better engage
with customers
Besides market research, Confirmit serves the retail, finance, insurance, and professional
and business service industries. The firm has offices in eleven countries worldwide,
including five in the United States.
* ESTIMATED.
Research
Now
ResearchNow.com
Kurt Knapton, 46
EDUCATION: MBA, Tuck School of Business
at Dartmouth
U.S. EMPLOYEES:
18
Sawtooth Software Inc., based in Orem, Utah, was founded in 1983 and is a privately held firm.
The firm is best known for its focus on predictive analytics, especially conjoint-analysis-related tools.
Sawtooths analytical tools are commonly used for market segmentation and portfolio optimization for
marketing applications, as well as in healthcare, economics, government, human resource management
and litigation.
Sawtooths key areas of focus include:
Software for general survey-writing (SSI Web)
Web-based survey hosting services
Consulting services for quantitative research/marketing sciences
Conjoint analysis software (CBC, Adaptive CBC) and MaxDiff (best-worst scaling)
Advanced analytics, including software for hierarchical Bayesian estimation
Conferences and workshops in marketing sciences
Sawtooths research tools are used throughout the world, with support partners in both Europe (SKIM
Group) and China (Diagaid).
The firm has been enhancing its Web-delivered services, including its load-balanced survey hosting
infrastructure, SaaS-based conjoint solutions (the Discover platform) and Web-delivered market
simulation/portfolio optimization tools.
Sawtooth partners with academia by providing opportunities via software grants to masters and Ph.D.
students. Professors regularly use its tools and white papers, and its Getting Started with Conjoint Analysis
textbook for teaching conjoint analysis to MBA students, engineering students and students in healthcare delivery.
Research Now, based in Plano, Texas, was founded in 1999, listed on the London Stock Exchange in 2005 and acquired by e-Rewards in 2009.
Research Now offers permission-based digital data collection. The firm aligns its business into two broad areas: sampling services and technology services.
Using a variety of techniques, including its e-Rewards By Invitation Only recruitment model, Research Now builds highly normalized panels of
respondents derived from the general population, as well as from hard-to-reach specialty groups. The firm engages the consumers and business professionals
through online panels, as well as mobile, digital, behavioral and social media technologies. It uses key panel assets to collect both survey and behavioral data
across 38 countries, capturing billions of data points from millions of peoplerepresenting a single-source, cross-platform decision support resource.
Research Now serves the research needs of more than 3,000 marketing research agencies, management consultancies, corporations, private equity and
banking firms, media publishers, advertising agencies, healthcare providers, government entities, nonprofits and educational institutions.
The firm has 25 offices spanning the Americas, Europe and Asia Pacific, including six in the United States.
618
35
5/22/14 4:54 PM
Beyond
the
Top 50
t
Toluna, based in Paris, was founded in 2000, listed on the London Stock Exchange in 2005 and acquired by private investor group ITWP Acquisitions Ltd. in 2011.
Toluna is a global provider of more than 6 million online panel members covering 41-plus countries used by market research agencies, media agencies
and corporations.
The firm offers a suite of survey technology productsincluding PanelPortal Online Communities and Toluna QuickSurveys, Toluna SampleXpress and
TolunaAnalyticsthat enable clients to create online and mobile surveys, manage panels and build their own online communities.
Toluna serves clients across a variety of industries including healthcare, communications, CPG, retail, media, entertainment, financial, nonprofit, education,
travel and tourism, and more.
In 2013, Toluna launched SampleXpress, an online self-serve sampling engine providing on-demand access to survey respondents; and the TolunaMobile
Diary App, offering in-the-moment insights in real-time, geo-fencing capability.
In 2014, Toluna launched PowerPosition, an automated survey tool designed to give companies and agencies strategic and actionable positioning insights
in real time. The firm also will launch several new features within its PanelPortal community product, its mobile survey product and SampleXpress.
Toluna has 16 offices in Europe, North America and Asia Pacific, with three offices in the U.S.
Toluna
Toluna-Group.com
Frederic-Charles
Petit, 41
TITLE: Founder and CEO
EDUCATION: M.A., New York University
U.S. EMPLOYEES:
430
surveymonkey
Survey Sampling International
SurveyMonkey.com
SurveySampling.com
Dave Goldberg, 44
Chris Fanning, 51
EDUCATION: B.A., Harvard University

U.S. EMPLOYEES:
EDUCATION: MBA, University of Chicago
330*
U.S. EMPLOYEES:
SurveyMonkey, based in Palo Alto, Calif., was founded in 1999 and is

majority-owned by investors.
SurveyMonkey is an online DIY survey platform that powers
more than 2 million survey responses daily. The firm provides tools
to design a survey, pick a custom audience, launch the project and
receive responses, as well as services for survey programming and
design. The SurveyMonkey app allows customers to create surveys
and track results on iPhone and iPad mobile devices.
SurveyMonkey serves markets such as education, business
and small business, retail, travel and leisure, government,
client/customer feedback, events, healthcare, human resources
and market research. Customers include Fortune 500 companies,
academic institutions, small businesses, HR departments and other
organizations.
In 2013, the firm introduced a mobile app, launched a new
enterprise product and instituted new HIPAA-compliant features.
Besides its Palo Alto headquarters, SurveyMonkey has offices in
Portland, Ore., and Dublin.
* ESTIMATED.
700*
Survey Sampling International (SSI), based in Shelton, Conn., was founded in 1977 and was acquired by Providence Equity
partners in 2005.
SSI provides sample and data collection via mobile device, the Internet, landline and wireless telephones, CATI and mixed-access
modes. Its sample is powered by the SSI Dynamix platform, which matches survey opportunities with respondents in real time.
The firm reaches respondents in 86 countries across the Americas, Europe and Asia Pacific, specifically via questionnaire design
consultation, sample, survey programming and hosting, custom reporting and data processing. Among SSIs clients are research
companies, financial institutions, health-sector companies, technology firms, political pollsters, FMCG firms, media and advertising
agencies, manufacturers and academic institutions.
SSI brands include:
QuickThoughts, which includes a mobile app, panels and platforms
The B2B inSSItes business sample
SSI QuickTake, a DIY online service, with SSI sample built in
SSI AdVOCate, a voice-of-the-customer service, reaching customers via CATI with specialist CSAT telephone interviewers
SSI-SNAP, automated telephone sample order software
In 2014, SSI will increase the capacity and reach of its 2013-launched QuickThoughts mobile by offering new mobile products and
capabilities; strengthen its B2B inSSItes sample with new brand partnerships; and expand the firms capacity and targeting in major
world markets.
SSI has 25 offices in 18 countries, including 10 in the U.S.
* ESTIMATED.
uSamp
uSamp.com
Alan Gould, 51
TITLE: CEO
EDUCATION: J.D., New York University School of
Law, and M.P.P., Kennedy School of Government,

Harvard University
U.S. EMPLOYEES: 145
36
uSamp (United Sample Inc.), based in Encino, Calif., was founded in 2008 and is a privately held firm.
uSamps online and mobile panel of 12 million respondents on demand is sourced from more than 90 countries and includes more than 1 billion data
points through traffic (engagement, reach and segments) and technology (SaaS, panel access, API and survey authoring).
The firm offers a DIY business model. SampleMarket, its market research panel software platform, provides the means to engage verified panelists,
manage multiple sample sources and control the entire international sampling process online.
In 2013, uSamp advanced its mobile Web capabilities and redesigned its iPoll app interface. It closed a new Series D round of financing for $15 million to
help build out its Instant.ly platform, the firms on-demand consumer insights engine.
uSamp plans additional technology investment in 2014, including moving to a fully open application programming interface (API) platform called
SampleCORE, and launching its Adaptive Profiling system to better manage and target audiences for market research.
The firm has joined forces with CrowdComputing Systems, a crowd computing software platform provider, to integrate uSamps global panel into the
companys on-demand workforce.
uSamp has offices in three countries, including offices in three U.S. cities.
5/22/14 4:54 PM
full pages.indd 67
5/23/14 11:14 AM
full pages.indd 68
5/23/14 11:18 AM
Top 50 U.S. Market Research Organizations

U.S. Rank
Organization
Headquarters
Website
2013 2012
Nielsen Holdings N.V.
New York & Netherlands
Nielsen.com
U.S.
Research
Revenue**
($ in
millions)
Percent
Change
From
2012 ***
W.W.
Research
Revenue**
($ in
millions)
Non-U.S.
Research
Revenue**
($ in millions)
Percent
Non-U.S.
Revenue
U.S.
Full-time
Employees
$3,194.3
3.7%
$6,045.0
$2,850.4
47.2%
11,814
New York & Netherlands
Nielsen.com
2,724.5
3.3
5,569.0
2,844.2
51.1
10,832
Arbitron Inc.
Columbia, Md.
Arbitron.com
469.8
5.8
476.0
6.2
1.3
982
Kantar*
London & Fairfield, Conn.
Kantar.com
952.6
1.3
3,363.7
2,411.1
71.7
4,030
IMS Health Inc.
Norwalk, Conn.
IMSHealth.com
935.0
6.9
2,544.0
1,609.0
63.2
2,340
Ipsos
New York
Ipsos-NA.com
574.1
0.4
2,274.0
1,700.1
74.8
1,690
Westat Inc.
Rockville, Md.
Westat.com
563.7
14.3
582.5
18.8
3.2
2,044
Information Resources Inc.
Chicago
IRIWorldwide.com
504.0
3.8
845.1
341.4
40.4
1,350
GfK USA
Nuremberg, Germany
GfK.com
334.5
2.2
1,985.5
1,651.0
83.2
1,047
11
comScore Inc.
Reston, Va.
comScore.com
202.7
10.5
286.9
84.2
29.3
790
The NPD Group Inc.
Port Washington, N.Y.
NPD.com
202.3
5.5
287.7
85.4
29.7
910
10
15
Symphony Health Solutions
Horsham, Penn.
SymphonyHealth.com
196.5
-2.4
198.7
2.2
1.1
548
11
13
J.D. Power and Associates*
Westlake Village, Calif.
JDPower.com
172.9
-0.6
258.3
85.4
33.1
494
12
10
ICF International Inc.
Fairfax, Va.
ICFI.com
172.0
-10.0
225.3
53.3
23.7
908
13
12
Abt SRBI Inc.
New York
AbtSRBI.com
155.7
-1.1
172.8
17.1
9.9
1,064
14
14
Maritz Research
Fenton, Mo.
MaritzResearch.com
138.9
-9.8
177.6
38.7
21.8
564
15
16
dunnhumbyUSA LLC
Cincinnati
dunnhumby.com/us
121.5
2.9
462.0
340.5
73.7
263
16
Decision Resources Group
Burlington, Mass.
DecisionResources.com
108.0
2.4
150.3
42.2
28.1
397
17
17
Harris Interactive Inc.
Rochester, N.Y.
HarrisInteractive.com
86.1
0.9
139.7
53.6
38.4
279
18
22
ORC International
Princeton, N.J.
ORCInternational.com
82.0
-6.1
123.0
41.0
33.3
278
19
19
National Research Corp.
Lincoln, Neb.
NationalResearch.com
73.2
8.1
80.0
6.8
8.5
350
20
18
Lieberman Research
Worldwide
Los Angeles
LRWonline.com
68.0
-6.7
100.3
32.3
32.2
399
21
20
Market Strategies
International
Livonia, Mich.
MarketStrategies.com
66.3
-1.1
66.6
0.3
0.5
284
22
21
Communispace Corp.*
Boston
Communispace.com
62.9
6.1
77.2
14.3
18.5
392
23
25
Burke Inc.
Cincinnati
Burke.com
54.4
12.6
61.5
7.1
11.5
212
24
23
Vision Critical
Communications Inc.
Vancouver, B.C.
VisionCritical.com
51.5
3.9
91.1
39.6
43.5
90
25
29
Rentrak Corp.
Portland, Ore.
Rentrak.com
50.1
36.5
65.8
15.7
23.9
201
39
5/22/14 5:25 PM
U.S. Rank
Organization
Headquarters
Website
2013 2012
U.S.
Research
Revenue**
($ in
millions)
Percent
Change
From
2012 ***
W.W.
Research
Revenue**
($ in
millions)
Non-U.S.
Research
Revenue**
($ in millions)
Percent
Non-U.S.
Revenue
U.S.
Full-time
Employees
26
27
Morpace Inc.
Farmington Hills, Mich.
Morpace.com
48.7
13.5
55.6
6.9
12.4
177
27
24
Market Force Information Inc.
Louisville, Colo.
MarketForce.com
45.3
9.9
60.8
15.5
25.5
257
28
28
Directions Research Inc.
Cincinnati
DirectionsResearch.com
37.8
-0.5
37.8
127
29
30
Perception Research
Services
Teaneck, N.J.
PRSresearch.com
36.8
8.6
55.8
19.0
34.1
145
30
34
SSRS
Media, Pa.
SSRS.com
36.7
19.2
37.5
0.8
2.1
185
31
MetrixLab USA Inc.
San Francisco
MetrixLab.com
36.5
10.0
65.1
28.6
43.9
104
32
31
Affinnova Inc.
Waltham, Mass.
Affinnova.com
34.8
8.1
45.4
10.7
23.6
197
33
35
Informa Research
Services Inc.
Calabasas, Calif.
InformaRS.com
32.8
12.3
32.8
176
33
37
Service Management
Group Inc.
Kansas City, Mo.
SMG.com
32.8
11.9
36.6
3.8
10.4
218
35
32
YouGov
Palo Alto, Calif.
YouGov.com
31.1
-2.5
101.5
69.6
68.6
124
36
36
Radius Global Market

Research
New York
Radius-Global.com
30.3
-4.5
31.5
1.2
3.8
97
37
38
MarketVision Research Inc.
Cincinnati
MV-Research.com
30.1
15.8
30.1
115
38
32
Phoenix Marketing
International
Rhinebeck, N.Y.
PhoenixMI.com
29.9
-6.3
34.1
4.5
13.2
110
39
MarketCast
Los Angeles
MCast.com
26.8
20.7
34.8
8.0
23.0
50
40
39
NAXION
Philadelphia
NaxionThinking.com
23.7
2.2
23.7
80
41
43
RDA Group Inc.
Bloomfield Hills, Mich.
RDAGroup.com
20.8
8.9
20.8
127
42
40
Market Probe Inc.
Milwaukee
MarketProbe.com
20.5
-4.6
44.7
24.2
54.1
90
43
44
Gongos Inc.
Auburn Hills, Mich.
Gongos.com
20.1
12.9
22.6
2.5
11.1
122
44
41
KS&R Inc.
Syracuse, N.Y.
KSRinc.com
19.8
-5.7
22.4
2.6
11.6
177
45
46
The Link Group
Atlanta
TLG.com
19.6
26.5
23.3
3.7
15.9
52
46
41
The Pert Group
Farmington, Conn.
ThePertGroup.com
18.3
-12.9
23.2
4.9
21.1
86
47
Bellomy Research
Winston-Salem, N.C.
BellomyResearch.com
18.0
25.9
18.0
108
48
48
RTi Market Research &

Brand Strategy
Stamford, Conn.
RTiResearch.com
17.3
24.5
17.3
50
49
50
Kelton Global Group
Culver City, Calif.
KeltonGlobal.com
17.2
33.3
19.9
2.7
13.6
50
50
47
Chadwick Martin Bailey Inc.
Boston
CMBinfo.com
16.7
13.6
16.7
64
$9,825.6
3.7%
$15,531.6
$8,900.3
57.3%
35,826
$836.0
3.1%
$998.9
$162.9
16.3%
3,302
$10,661.6
3.6%
$16,530.5
$9,063.2
54.9%
39,128
Total
All other (146 CASRO companies not included in the Top 50)****
Total (196 companies)
* Estimated by Top 50 author.

** U.S. and WW revenues may include nonresearch activities for some companies that are significantly higher, as well as revenues from other MR companies. See individual company
profiles for details.
*** Rate of growth from year to year has been adjusted so as not to include revenue gains or losses from acquisitions or divestitures. See company profiles for explanation.
**** Total revenues of 146 survey research companies that provide financial information on a confidential basis to the Council of American Survey Research Organizations (CASRO).
40
5/22/14 5:25 PM
full pages.indd 71
5/23/14 11:21 AM
THE 2014 AMA GOLD TOP 50 REPORT
Consumer Watch
Nielsen.com
Dwight M. Barns, 50
TITLE
CEO
EDUCATION
B.S., MIAMI UNIVERSITY
2013 U.S. REVENUE
$3,194.3 MILLION
CHANGE FROM 2012
+3.7%*
NONU.S. REVENUE
$2,850.4 MILLION
FROM OUTSIDE U.S.
47.2%
U.S. EMPLOYEES
11,814**
Nielsen Holdings 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 firm 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 TV, radio,
online and mobile viewing, and listening platforms) on a global
and local basis. The firms information, insights and services
help clients maintain and strengthen their market positions, and
identify opportunities for profitable growth.
Nielsen aligns its research business into two segments: Buy
(consumer purchasing measurement and analytics), and Watch
(media audience measurement and analytics). These segments
are built on a foundation of data assets designed to yield
insights for the firms clients to measure, analyze and grow
their businesses.
The information from these segments, when brought together,
provides insights into the effectiveness of advertising by linking
media consumption trends with consumer purchasing data
to better understand how media exposure drives purchasing
behavior, enabling clients to enhance the return on investment of
their advertising and marketing spending.
Consumer Buy
Nielsens Buy segment provides retail transactional measurement

data, consumer behavior information and analytics primarily to
businesses in the consumer packaged goods industry. Its database
of retail and consumer information, combined with its analytical
capabilities, helps generate strategic insights that influence clients
key business decisions.
Nielsen tracks billions of sales transactions per month in retail
outlets around the world, and its data is used to measure sales and
market share. Its Buy services also enable clients to better manage
their brands, uncover new sources of demand, launch and grow
new services, analyze their sales, improve their marketing mix
and establish more effective consumer relationships. In the United
States, this segment represented approximately 60% of Nielsens
consolidated revenues in 2013.
42
Nielsens Watch segment provides viewership and listening data

and analytics primarily to the media and advertising industries
across the TV, radio, online and mobile viewing and listening
platforms. Watch data is used by media clients to understand their
audiences, establish the value of their advertising inventory and
maximize the value of their content, and by its advertising clients
to plan and optimize their spending.
As a result of its acquisition of Arbitron, Nielsen now
offers data on areas such as streaming audio, out-of-home
measurements for TV consumption and deeper measurement of
multicultural audiences in the U.S.
Nielsen has a presence in more than 100 countries, including in
many developing and emerging markets.
* The growth rate includes the 2012 and 2013 revenue for the
U.S. acquisitions of Perishables Group Inc. in January 2012,
Vizu Corp. in July 2012, G4 Analytics in February 2013, and
Arbitron Inc. in October 2013.
** Estimated.
Kantar
Kantar.com
Eric Salama, 53
TITLE
CHAIRMAN AND CEO
EDUCATION
M.SC., BIRKBECK COLLEGE, LONDON
2013 U.S. REVENUE
$952.6 MILLION*
CHANGE FROM 2012
+1.3%* **
NONU.S. REVENUE
$2,411.1 MILLION*
FROM OUTSIDE U.S.
71.7%*
U.S. EMPLOYEES
4,030*
Kantar, based in London and Fairfield, Conn., was founded in

1993 and is the Data Investment Management division of WPP
plc, a London-based public company.
Kantars businesses span research and consultancy disciplines,
offering business insights at each point of the consumer life
cycle. The group comprises 12 research business units: Kantar
Media, Millward Brown, Kantar Japan, Added Value, Kantar
Retail, IMRB International, Kantar Health, The Futures Co.,
Kantar Worldpanel, TNS (TNS/Research International in selected
markets), Lightspeed Research, and Benenson Strategy Group.
Kantars worldwide services include the
following in the United States:
Added Value (Added-Value.com) focuses on brand

development and marketing insight through its Brand
Connections methodology, providing services in the areas
of brand marketing, consumer insight, innovation and
5/22/14 4:54 PM
full pages.indd 73
5/23/14 11:24 AM
44
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; semiotic audits; and touch-point evaluation.
Kantar Health (KantarHealth.com) 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 Media (KantarMedia.com) 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 Retail (KantarRetail.com) 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 and ShopperScape, Kantar Retail
PowerRanking and Richmix.
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 (MillwardBrown.com) 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.
TNS (TNSglobal.com) 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 firms practice areas are: stakeholder management, brand
and communications, product development and innovation,

retail and shopper, qualitative, and digital.
The Futures Company (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.
Benenson Strategy Group (BSGCo.com) is a strategic research
and consulting group helping leaders in politics, business and
public affairs connect with their target audiences. It offers issue
advocacy, political and corporate strategies to win elections,
launch new products, reposition brands and overcome publicaffairs crises. It develops questionnaires and uses a variety
of means to collect data, then conducts in-depth analysis to
develop strategies based on the attitudes and beliefs that voters
and consumers bring to their decision making.
* Estimated, research only.
** The growth rate includes the 2012 and 2013 research-only
revenue for the acquisition of Adgooroo in December 2012
and excludes the research-only revenue for the acquisition of
Benenson Strategy Group LLC in August 2013.
IMS Health Inc.
IMSHealth.com
Ari Bousbib, 51
TITLE
CHAIRMAN AND CEO
EDUCATION
MBA, COLUMBIA UNIVERSITY
2013 U.S. REVENUE
$935.0 MILLION
CHANGE FROM 2012
+6.9%*
NONU.S. REVENUE
$1,609.0 MILLION*
FROM OUTSIDE U.S.
63.2%
U.S. EMPLOYEES
2,340**
IMS Health Inc. (IMS) in Danbury, Conn., was founded in 1954 and
acquired by TPG Capital, the Canada Pension Plan Investment Board
and several other investors. In April 2014, IMS was listed on the New
York Stock Exchange.
IMS is a leading global information and technology services firm
providing healthcare industry clients with comprehensive services to
measure and improve their performance. By applying analytics and
application suites hosted on the IMS One intelligent cloud, the firm
connects complex healthcare data on diseases, treatments, costs and
outcomes to help its clients run their operations more efficiently.
Drawing on information from 100,000 suppliers, and on
insights from more than 45 billion healthcare transactions
processed annually, IMS professional staff drive results
for more than 5,000 healthcare clients globally. Customers
include pharmaceutical, consumer health and medical device
5/22/14 4:54 PM
manufacturers and distributors, providers, payers, government

agencies, policymakers, researchers and the financial community.
Operating in more than 100 countries, the firm has built one of
the largest, most comprehensive collections of healthcare information,
which includes more than 500 million longitudinal anonymous patient
records. Based on this data, IMS delivers information and insights
on approximately 90% of the worlds pharmaceuticals. Healthcare
data management and projection methodologies enable the firm to
extrapolate more precise insights from large-scale databases to provide
greater granularity and segmentation.
IMS continues to invest in new technology to source data that
is valued by clients, including social media analytics and mobile
health solutions, to continuously add records to its data sets, and
refine its information and analytic methods. Their encryption
technologies enable anonymous information to be linked across
different care settings and across data sets, resulting in more
complete healthcare information about anonymous patients and a
deeper understanding of real-world treatment, cost and outcomes.
Principal IMS offerings include:
National information offerings comprise services in more than

70 countries that provide consistent country-level performance
metrics related to sales of pharmaceutical products, prescribing
trends, medical treatment and promotional activity across
multiple channels including retail, hospital and mail order.
Sub-national information offerings comprise services in more
than 50 countries that provide a consistent measurement of sales
or prescribing activity at the regional, zip code and individual
prescriber level (depending on regulation in the country).
Commercial services, including a broad set of strategic,
workflow analytics and support services, help the commercial
operations of life sciences companies transform their
commercial models, engage more effectively with the
marketplace and reduce operating costs.
Real-world evidence services integrate information from
medical claims, prescriptions, electronic medical records,
biomarkers and government statistics into anonymous,
longitudinal patient journeys that provide detailed views of
treatment patterns, disease progression, therapeutic switching,
and concomitant diseases and treatments.
Commercial technology services include hosted and cloudbased applications and associated implementation services.
The applications, hosted on IMS One, support a wide
range of commercial processes that include multichannel
marketing, customer relationship management, performance
management, incentive compensation, territory alignment,
roster management and call planning.
Clinical services bring together the firms information with
advanced predictive modeling technology, helping life
sciences companies and CROs better design and execute
clinical trials. For payers and providers, IMS enables
risk-sharing, pay-for-performance and population health
management.
IMS has 12 offices in the United States and in 76 countries
worldwide.
* Revenue change on constant currency basis and without the
effects of U.S. acquisitions in 2012 and 2013.
** Estimated.
Ipsos
Ipsos-NA.com
Didier Truchot, 67
TITLE
CHAIRMAN AND CEO
EDUCATION
LICENSE, PANTHEON-SORBONNE UNIVERSITY
2013 U.S. REVENUE
$574.1 MILLION
CHANGE FROM 2012
+0.4%*
NONU.S. REVENUE
$1,700.1 MILLION
FROM OUTSIDE U.S.
74.8%*
U.S. EMPLOYEES
1,690
Ipsos S.A., based in Paris, is a public company founded in 1975

and listed on the Paris Stock Exchange.
45
5/22/14 4:54 PM
Ipsos is a global market research firm, controlled and managed

by research professionals. It delivers insightful experience across
six specializations: advertising, customer loyalty, marketing,
media, public affairs research and survey management. The
firms researchers assess market potential, interpret market
trends, develop and build brands, test advertising, study audience
responses to various media, and measure public opinion
worldwide. They help clients build long-term relationships with
their customers.
In the United States, United Kingdom and internationally, Ipsos
Public Affairs is the media polling supplier to Reuters News, the
worlds leading source of intelligent information for businesses and
professionals. In Canada, Ipsos is the pollster of record for CTV.
In addition, Ipsos OTX, the firms global incubation and

experimentation center, is a multidisciplinary team of researchers,
strategists, digital natives and design technologists who are
blending advancements in technology and a cultural shift toward
social interactions to create the future of research, one that is
immersive, collaborative, authentic and relevant.
Ipsos has 24 offices in the United States and in 86
countries worldwide.
* The growth rate excludes 2012 and 2013 revenues from the
sale of Ipsos Motion Picture Group in March 2013.
Ipsos six areas of specialization are

represented in North America by the
following brands:
Ipsos ASI is a global provider specializing in advertising and

brand communications. It offers a full range of advertising
research services that employ measures predictive of
in-market performance. All stages of the advertising
development process are offered, from concept development
to production, from final execution and into postimplementation performance.
Ipsos Loyalty is a provider of customer experience,
satisfaction and loyalty research globally. It measures, models
and manages customer and employee relationships.
Ipsos Marketing is organized around four global practices:
innovation and forecasting (Ipsos InnoQuest), market
understanding and measurement (Ipsos MarketQuest),
healthcare (Ipsos Healthcare) and qualitative (Ipsos UU).
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 MediaCT covers converging worlds of media,
content, telecom and technology. Its experience includes
audience measurement, content assessment, data analytics,
consumer behavior, and monetization and innovation
strategies. Its teams combine research skills with a focus
on business fundamentals to help maximize clients return
on investment.
Ipsos Public Affairs is a nonpartisan, objective, surveybased research practice made up of seasoned professionals.
It conducts strategic research initiatives for a number of
American and international organizations based not only on
public opinion research, but also on elite stakeholder, corporate
and media opinion research.
Ipsos Observer is the firms survey 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
manages projects across a broad range of online and offline
research methodologies including online, telephone, face-toface and mobile.
46
Westat Inc.
Westat.com
James E. Smith, 66
TITLE
PRESIDENT AND CEO
EDUCATION
PH.D., UNIVERSITY OF SOUTHERN CALIFORNIA
2013 U.S. REVENUE
$563.7 MILLION
CHANGE FROM 2012
+14.3%*
NONU.S. REVENUE
$18.8 MILLION
FROM OUTSIDE U.S.
3.2%
U.S. EMPLOYEES
2,044
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 firms 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 firms 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.
In addition, 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.
5/22/14 4:54 PM
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 management infrastructure.
The firm 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. In 2012, 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.
Westats telephone interviewing,
field interviewing and data editing staff
averaged about 1,600 employees during
2013. It also maintains research offices
in Durham, N.C., Atlanta, Houston,
Philadelphia and Cambridge, Mass., and
in six international locations.
company and majority shareholder.

IRI is a provider of market and shopper information, predictive
analysis and foresight for its clients in the CPG, retail and overthe-counter healthcare industries. IRI operates across multiple
countries and regions through stand-alone operations and wholly
owned subsidiaries as well as strategic partnerships and marketing
alliances. Its clients represent more than 95% of Fortune 100 CPG
and retail companies.
* The growth rate includes the 2012

and 2013 revenue of GeoStats
Services, acquired in November 2012.
Information
ReSources Inc.
IRIWorldwide.com
Andrew M. Appel, 48
TITLE
PRESIDENT AND CEO
EDUCATION
MBA, UNIVERSITY OF CHICAGO
2013 U.S. REVENUE
$504.0 MILLION
CHANGE FROM 2012
+3.8%*
NONU.S. REVENUE
$341.4 MILLION
FROM OUTSIDE U.S.
40.4%
U.S. EMPLOYEES
1,350
Information Resources Inc. (IRI), based

in Chicago, was founded in 1979 and
became a public company in 1983. It
was acquired in 2003 by Symphony
Technology Group, and in 2011 by
New Mountain Capital LLC, a private
47
5/22/14 4:54 PM
The firm offers the IRI 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. The ecosystem includes retailers such as Wal-Mart,
CVS Caremark, Costco, Tesco and Carrefour.
IRI operates under two interconnected business segments:
IRI Market Measurement
Market Measurement provides CPG and retail markets tracking

information and insights via technology-enabled 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.
Solutions and Services
Consumer & Shopper Marketing: This group offers CPG

and retailers a range of services focusing on delivering consumer
and shopper insights, test marketing services, new media
services, shopper segmentation and targeting, and shopper
marketing services.
These services are delivered on the IRI Liquid Data
technology platform and supported by experienced teams. The
platforms core features include business insights and analysis
methodologies, prescriptive alerting, forward-looking analytics,
and integration of data from virtually any source. Clients have
executed more than 15 million reports annually based on IRI
Liquid Data information.
The new platforms features include a real-time ecosystem
with access to daily data by account and the rapid release
of new capabilities; a unified, personalized user experience
convenient for any user from CEOs to regional sales managers
and route drivers; the IRI app store, including new data
sources such as weather and seasonality, econometric data
and store-level insights; and mobile access, allowing users to
publish reports the moment that they are created, ensuring
that numbers match across all interfaces.
Analytics: This group 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.
Consulting: IRI continues the expansion of its consulting
practice, delivering consulting and 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. It 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.
In 2013, IRI acquired Aztec, a leading provider of market
measurement customer insight analytics and CRM services for
CPG, liquor and pharmaceutical manufacturers, retailers and
48
wholesalers in Australia, Canada, Hong Kong, New Zealand,

South Africa, Sweden and the United Kingdom. The firm offers
computer-based information services, including data processing
and reporting, leading-edge and user-friendly software, and
training and client support. Aztec includes six service lines:
CRM, scan data sourcing, data processing, market measurement,
shopper insights, and advanced analytics.
In March 2014, IRI joined forces with comScore Inc. and
Rentrak Corp. to create a comprehensive data set offering an
integrated service for linking media behavior to purchasing
across all consumer touch points. The partnership will bring IRIs
purchase and shopper data, comScores digital consumption data
and Rentraks TV viewership data together into one platform
powered by IRI Liquid Data to create scalable, targeted crossmedia, one-to-one marketing activation campaigns; to allocate
resources across media in real time; and to optimize ROI, all at
high granularity and speed.
IRI has 11 offices throughout the United States and in 14
countries worldwide.
* The growth rate excludes the 2012 and 2013 revenues of
Freshlook Marketing Group LLC, acquired in July 2013.
GfK USA
GfK.com
Matthias Hartmann, 48
TITLE
CEO OF GFK SE
EDUCATION
B.A., UNIVERSITY OF COOPERATIVE

EDUCATION, STUTTGART, GERMANY
2013 U.S. REVENUE
$334.5 MILLION
CHANGE FROM 2012
+2.2%*
NONU.S. REVENUE
$1,651.0 MILLION
FROM OUTSIDE U.S.
83.2%
U.S. EMPLOYEES
1,047
GfK USA comprises the U.S. operations of GfK SE, a public

company based in Nuremberg, Germany, which was established in
1934 and is listed on the Frankfurt Stock Exchange.
GfK is one of the worlds leading market research companies. It
is a full-service firm that regards itself as a supplier of knowledge,
a firm with a tradition that places a high value on continuity, longterm client relationships and consistent achievement. Its roots lie
in academic research.
GfKs industry and subject matter know-how, together
with its experience in sampling and design, online strategy,
marketing science and data visualization, enable the firm to
deliver customized decision support to major United States
marketers to address marketing challenges and improve
business performance.
5/22/14 4:54 PM
full pages.indd 75
5/23/14 11:29 AM
The firms services are delivered in the

following practice areas and services:
Market insights and growth opportunities: GfK can

continuously track and analyze the major trends within
markets, consumer segments, retail, technology and products
to identify what factors are becoming more or less influential,
and how these might impact a clients business. Then it adds
a clear understanding of what factors are driving each trend,
across all channels, and looks at the likely future demand and
benchmarks current performance against competitors. The firm
identifies the priority customer segments for each trend and
combines the insight to develop a detailed, strategic plan.
Product design and optimization: By matching up the latest
consumer and market trends, GfK identifies important white
spaces and helps design ideas that are in line with market
opportunities, and runs idea screening to filter the most
favorable options. The firm examines clients product concepts,
pricing and packaging to maximize their potential, then
continuously tracks consumer retail activity in certain industry
groups to identify what is currently successful, where and at
what price. It also looks ahead to see when and where it is
best to launch new products, assessing the market and brand
readiness, and highlighting optimum consumer segments.
Brand value optimization: GfK starts with the big trends on
what brands and why, then analyzes key customer segments
to reveal their different values and attitudes, and how these
affect their brand choices. Benchmarking brand performance
against competitors, the firm explores the details of consumerto-brand relationships, competitive positioning and potential
brand extensions. It identifies how and to what extent
products, channel experiences and promotions feed into
brand value, and helps optimize each element. The firm runs
ongoing evaluations of overall brand vitality, along with brand
reputation among key consumer and customer segments.
Advertising and communication optimization: GfK identifies
the right consumer segments for a clients brand, products
or services, and where the best growth opportunities lie. It
evaluates the full retail landscape and projections on demand,
and benchmarks current performance across all channels to
understand what is working and what areas need support. Then
GfK tests variations of advertising and communication across
multiple channels, including POP, to identify what achieves the
best result. It monitors the ongoing effectiveness of advertising
and communications to help demonstrate ROI and react fast to
market changes.
Channel and category optimization: The firm helps to select
channel mix and categoriesadjacencies, product assortment,
shelf space, in-store communication and price planning
by exploring the areas of channel trends and mixes, shoppers
paths to purchase, and the in-store experience, online
experience and mobile experience.
Price optimization: GfK analyzes global retail markets to
identify what consumers are buying and at what price,
providing wider insight into what is influencing their purchase
decisions as well as looking at future price patterns and the
influence of competitor activity. It also looks at how different
50
prices affect the performance of a product and the full category

to identify the optimal pricing for single products and product
bundles. For consumer goods and technology markets, GfK
uses daily tracking at the SKU level, across multiple channels, to
confirm that new pricing is delivering the planned profitability
and volume of sales.
Customer experience and loyalty management: The firm
looks at the major consumer segments to identify a potential
customer base, and whether products and services are in tune
with key segments and their personal values. For each segment,
GfK examines customer behavior across online, mobile
and physical retail, adding a comprehensive review of the
experience points that it has with products and services, across
all channels. Then it provides ongoing tracking of customers
current satisfaction. This includes insight on the key factors
that drive their loyalty and early warning on customer churn to
help retention strategy.
* The growth rate includes the 2012 and 2013 revenues of
Knowledge Networks Inc., acquired in January 2012, and
excludes the revenues of User Centric Inc., acquired in
October 2012.
comScore Inc.
comScore.com
Serge Matta, 39
TITLE
CEO
EDUCATION
MBA, AMERICAN UNIVERSITY
2013 U.S. REVENUE
$202.7 MILLION
CHANGE FROM 2012
+10.5%
NONU.S. REVENUE
$84.2 MILLION
FROM OUTSIDE U.S.
29.3%
U.S. EMPLOYEES
790
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 and purchase intentions, which
can be integrated with their observed online behavior. cS
services fall into three primary segments of digital analytics:
Audience Analytics
cS Audience Analytics provides digital audience measurement

for advertising agencies, publishers, marketers and financial
analysts. It reports on the details of online media usage, visitor
5/22/14 4:54 PM
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 more than
40 individual countries. Its syndicated measurement is based on
the proprietary Unified Digital Measurement methodology, which
combines the benefits of both panel-based and sitecensus measurement. The methodology, which requires publishers
to use a cS census tag to be measured at the census level, has been
adopted by more than 90% of the top 100 U.S. media properties.
cS offers tools for reach and frequency analysis, day-part
planning, online and offline local market analysis, and emerging
applications. Other services in the Audience Analytics suite
include Video Metrix for the measurement of online video
viewing; Mobile Metrix, for the measurement of mobile Web and
app audiences; qSearch for the measurement of search behavior;
Ad Metrix, for the measurement of online display advertising;
Plan Metrix, which ties lifestyles and attitudes to online
behavior: Segment Metrix, which describes the online behavior
of various consumer segments (e.g., Prizm and PersonicX); and
Search Planner, which is a search marketing intelligence tool.
cS also recently introduced Media Metrix Multi-Platform, an
audience measurement tool that synthesizes Web, video and
mobile users into a unified view of digital audiences.
cS Marketing Solutions (CMS) combines the cS Internet user
database with the experience of cS 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 grocery store loyalty card
databases) to create large data marts that allow measurement of
the impact that online marketing has on offline buying behavior.
In conjunction with IRIs 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 cS database and applied using
shared attributes.
Advertising Analytics
cS offers several services under the Advertising Analytics

umbrella, including advertising planning tools, campaign
validation and effectiveness measurement, and ad creative copy
testing. Products in comScores AdEffx suite include Brand Survey
Lift, BSL Pulse, Action Lift, Offline Sales Lift and validated
Campaign Essentials (vCE).
This service provides understanding of audiences and
verification that a campaign actually reached its intended
target, and 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. cS also offers its ad viewability
measurement to determine whether display or video ads are
actually delivered in-view to the end user.
Enterprise Analytics
cS Digital Analytix is an analytics platform that helps analysts

and business leaders understand and drive business outcomes
by combining analytics and audience demographics. It delivers a
service that is designed to meet businesses evolving needs. cSs
platform stores data in its raw form, enabling fast, flexible analysis
and delivery of results in real time.
51
5/22/14 4:54 PM
cS Mobile Operator analytics use both passive on-device

measurement and surveys of mobile users, and works with handset
manufacturers and network operators worldwide. cS Subscriber
Analytix software, powered by XPLORE, uses digital subscriber
data to identify opportunities to maximize ARPU, reduce churn
and grow market share. Subscriber Analytix enables better digital
targeting, Quality of Service (QoS for voice and data services)
insight, and network capacity management and planning.
cS has offices in six U.S. cities and in 16 countries worldwide.
The NPD Group Inc.
NPD.com
In 2013, NPD launched SupplyTrack, a monthly sales tracking

service for broad-line foodservice distributors, and it acquired
Leisure Trends, enhancing its coverage of the sports industry. It
also introduced the ReceiptPal receipt tracking app, which allows
consumers to capture and store receipts while NPD collects crosscategory purchase data. Also during 2013, the firm became the
exclusive sales agent for CivicScience DeepProfile, which mines
data from Web polls to help marketers uncover information about
their customers, including brand preferences, shopping behavior,
technology usage and media consumption. NPD is a lead investor
in CivicScience.
Looking ahead, the firm is offering more granular market
viewsincluding weekly datato facilitate collaboration between
manufacturers and retailers, and drive category growth. It
continues to evolve ReceiptPal and explore new methodologies for
collecting, analyzing and delivering information on consumers.
NPD has 25 offices in the U.S. and 12 offices outside of the U.S.
Karyn Schoenbart, 57
TITLE
PRESIDENT AND COO
EDUCATION
B.A., UNIVERSITY OF MASSACHUSETTS
2013 U.S. REVENUE
$202.3 MILLION
CHANGE FROM 2012
+5.5%
NONU.S. REVENUE
$85.4 MILLION
FROM OUTSIDE U.S.
29.7%
U.S. EMPLOYEES
910
10
Symphony Health Solutions
SymphonyHealth.com
Frank Lavelle, 64
The NPD Group Inc. (NPD), based in Port Washington, N.Y., is a

privately held corporation founded in 1966.
NPD provides global information and advisory services to
manufacturers, retailers and other businesses by tracking their
markets, understanding consumers, addressing business needs and
driving profitable growth.
Information is available for the following industries: automotive,
beauty, consumer electronics, entertainment, fashion, food/
foodservice, home, luxury, mobile, office supplies, sports, technology,
toys and video games.
NPD offers retail, consumer and distributor tracking. Retail
tracking services comprise global, national and local or customized
report views, as well as account-level reports for a number of retailers.
LGI, an NPD company, tracks the luxury market, including watches.
Leisure Trends, also an NPD company, offers retail tracking and
consumer research for the sports industry, covering apparel, footwear
and equipment.
The firm combines its tracking data and industry experience
to offer analytic solutions including opportunity identification,
price optimization, marketing evaluation and forecasting. Its
advisory services, NPD DisplaySearch and NPD Solarbuzz, are
concentrated in the technology sector, providing global trend
information, industry forecasts and reports developed by a global
team of analysts.
In addition to its core offerings in the U.S., NPD offers services
in Canada, Mexico and Brazil. NPD also offers tracking services and
analytics solutions in 10 countries in Europe, and tracking services in
five countries in Asia Pacific.
52
TITLE
CEO
EDUCATION
B.S., PENNSYLVANIA STATE UNIVERSITY
2013 U.S. REVENUE
$196.5 MILLION
CHANGE FROM 2012
-2.4%*
NONU.S. REVENUE
$2.2 MILLION
FROM OUTSIDE U.S.
1.1%
U.S. EMPLOYEES
548
Symphony Health Solutions (SHS), based in Horsham, Penn., was

formed in 2012 as a wholly owned unit of Symphony Technology
Group LLC, a private equity firm.
SHS provides information, analytics and technology services to
the healthcare industry. Composed of business units focused on
custom research, healthcare data and analytics, the firm connects
and integrates a broad set of primary and secondary health
research, analytics and consulting experience to deliver knowledge
products, leveraging whats available to transform businesses.
The firm is a provider of healthcare market data, visualization
tools, and custom analytics and services used to help life science
companies improve commercial effectiveness. Its integrated data
platform drives a portfolio of products and services designed
to help pharmaceutical companies move to a more customercentric focus, providing an understanding of how payers, patients
and providers influence treatment, and dispensing behavior at
all levels of geography. It also provides the custom analytics and
professional services needed to convert data into answers for
strategic business questions.
As a leader in mobile healthcare research and in measuring
the impact of promotion on physicians attitudes and prescribing
5/22/14 4:54 PM
behavior, SHS is a provider of consultative and analytically based

commercial effectiveness services to the healthcare industry.
Powered by longitudinal and normative data assets, an i-enabled
network of more than 4,000 targeted physicians and proprietary,
state-of-the-art research technology, its Impact products deliver
market insights.
SHS Custom Research division focuses on healthcare custom
market research, and partners closely with clients to shape global
healthcare R&D and marketing decisions through strategic
market insight. The firms research services get to essential
pharma and biotech business needs throughout the product
pipeline, from early stage forecasting to KOL identification and
mapping, and in-market tracking and ATU studies. Its global
research experience, therapeutic knowledge and consulting
analytics integrated with behavioral and attitudinal data enable
it to deliver services for informed and effective decisions around
marketing strategy, field and channel execution, and pre-launch
and launch planning.
SHS has offices in San Mateo, Calif., Phoenix and London.
consumers and business customers worldwide. The firm

does not review, judge or test products and services for its
syndicated studies; it relies on the opinions and perspectives
of consumers who have actually used the products and services
being rated.
JDPA is most often recognized for its work in the automotive
industry, where its metrics have become the industry standard
for measuring product quality and customer satisfaction. A
team of associates worldwide conducts quality and customer
satisfaction research across industries including automotive,
financial services, insurance, telecommunications, travel,
healthcare, utilities and consumer electronics. The firms
clients include many Fortune 500 companies in the United
States and internationally.
JDPA has seven U.S. offices and 15 offices worldwide.
* Estimated.
* The growth rate includes 2012 and 2013 revenues from the
acquisitions of AlphaDetail in March 2012 and Source
Healthcare Analytics in May 2012.
11
J.D. Power
and Associates
JDPower.com
Finbarr ONeill, 61
TITLE
PRESIDENT
EDUCATION
2013 U.S. REVENUE
J.D., FORDHAM UNIVERSITY

LAW SCHOOL
$172.9 MILLION*
CHANGE FROM 2012
-0.6%*
NONU.S. REVENUE
$85.4 MILLION*
FROM OUTSIDE U.S.
33.1%*
U.S. EMPLOYEES
494*
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. based in
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 clientcommissioned research, B-to-B consulting
and media research.
Annual syndicated studies are based
on survey responses from millions of
53
5/22/14 4:54 PM
12
ICF International Inc.
ICFI.com
Sudhakar Kesavan, 58
TITLE
CHAIRMAN AND CEO
EDUCATION
M.S., MASSACHUSETTS INSTITUTE OF TECHNOLOGY
2013 U.S. REVENUE
$172.0 MILLION*
CHANGE FROM 2012
-10.0%
NONU.S. REVENUE
$53.3 MILLION*
FROM OUTSIDE U.S.
23.7%
U.S. EMPLOYEES
908
ICF International Inc., 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 U.S. government
agencies, as well as international organizations and
multinational corporations. The firm serves the aviation,
climate, community development, defense, education, energy,
environment, families and communities, health, homeland
security and transportation markets.
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 weighting; database development and
data management; modeling of complex systems and analytic
methods; and cost benefit analysis.
R&E surveys and analysis: The firms surveys incorporate
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.
ICF has 38 full-service offices in the United States plus
offices in Brazil, Canada, China, India, Russia and the
United Kingdom.
* Research only.
13
The firms 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 quasiexperimental 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 provides services
to help clients build program monitoring and evaluation capacity
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 firms 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 analytic methods and tools
including randomized control trials, propensity score matching,
quantitative analysis of designs, ethnographic studies and social
network analysis.
54
Abt SRBI Inc.
AbtAssociates.com
Kathleen L. Flanagan, 53 (pictured)

TITLE
PRESIDENT AND CEO OF ABT ASSOCIATES
EDUCATION
M.S., UNIVERSITY OF ROCHESTER
Scott Royal, 51
TITLE
PRESIDENT AND CEO OF ABT SRBI
EDUCATION
B.S., MIAMI UNIVERSITY
2013 U.S. REVENUE
$155.7 MILLION*
CHANGE FROM 2012
-1.1%
NONU.S. REVENUE
$17.1 MILLION*
FROM OUTSIDE U.S.
9.9%
U.S. EMPLOYEES
1,064
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 sample design and
instrument development, through data collection (telephone,
in-person, IVR, Web) and data management to analysis and
market strategy. The firm specializes in large-scale and complex
projects for government, regional agencies, major corporations,
foundations and the media.
5/22/14 4:54 PM
full pages.indd 77
5/23/14 12:06 PM
full pages.indd 78
5/23/14 12:09 PM
full pages.indd 79
5/23/14 12:11 PM
Abt SRBI has six practice groups:
Health Policy Group conducts large-scale health-related surveys

and tracking studies for many U.S. government agencies.
These projects include epidemiological surveys, healthcare,
military veterans, immigration, domestic violence and program
evaluations.
Public Policy and Public Affairs Group conducts largescale public policy and public opinion surveys for university
researchers, foundations, research institutes and the media. This
group is responsible for Abt SRBIs public opinion polling for the
Pew Research Center, Time magazine and The Washington Post.
Transportation, Recreation, Planning and Preservation Group
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. This group also specializes
in environmental and recreational issues.
Utilities Group serves the electric utility industry. Studies
include customer satisfaction and loyalty, marketing issues and
the impact of industry deregulation.
Advanced Methods Group provides consulting support in
areas such as complex sample design, nonresponse bias, cell
and dual-frame sample designs, weighting, imputation and
geographic information systems.
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
sources, tying insights to business outcomes and distilling
findings to core messages that drive meaningful customer
experience improvements. The firms research findings are
positioned to be acted on through other Maritz businesses.
These businesses combine to offer synergy to develop loyalty and
motivation programs.
In 2014 and beyond, the company will continue to elevate its
customer experience intelligence programs.
Maritz Research offices are located in the U.S. in Chicago;
Detroit; Kansas City, Kan.; Kirksville, Mo.; Los Angeles;
Minneapolis; St. Louis; and Toledo, Ohio; and internationally in
Ontario, Canada; Shanghai; Hamburg, Lorrach and Wiesbaden,
Germany; and High Wycombe, U.K.
* Maritz Holdings revenue in 2013 was $1.3 billion.
15
The firm has offices in Cambridge, Mass.; Bethesda, Md.;

Atlanta; Durham, N.C.; and New York.
* Research only. Total U.S. research and nonresearch
revenue in 2013 was $198.3 million.
14
dunnhumby.com/us
Stuart Aitken, 42
TITLE
CEO
EDUCATION
M.S., UNIVERSITY OF STRATHCLYDE, GLASGOW
2013 U.S. REVENUE
$121.5 MILLION*
CHANGE FROM 2012
+2.9%*
NONU.S. REVENUE
$340.5 MILLION*
FROM OUTSIDE U.S.
73.7
U.S. EMPLOYEES
263*
Maritz Research
MaritzResearch.com
Michael Brereton, 53
TITLE
PRESIDENT
EDUCATION
MBA, BOWLING GREEN STATE UNIVERSITY
2013 U.S. REVENUE
$138.9 MILLION*
CHANGE FROM 2012
-9.8%
NONU.S. REVENUE
$38.7 MILLION
FROM OUTSIDE U.S.
21.8%
U.S. EMPLOYEES
564
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. The firms specialized divisions
focus on the automotive, financial services, hospitality, technology
and retail sectors.
58
dunnhumbyUSA
DunnhumbyUSA, based in Cincinnati, was founded in 2003 by

joint owners The Kroger Co. in Cincinnati and dunnhumby Ltd.
in London, the latter sole-owned by Tesco plc in London.
DunnhumbyUSA provides insights to improve customers
experience and brand and retailer communications. The firms
business model and process revolve around the customer. It
analyzes a combination of granular shopper data with other data
sources at the household level to deliver a complete view of the
customer and to uncover insights about those customers.
The firm works with retailers and manufacturers to leverage
those insights to personalize their customers experiences in
and out of the store, online and offline, and before, during and
after the shopping trip to earn their lifetime loyalty. Companies
can find out when and how their products are consumed, what
needs they fulfill, the appropriate focus of media campaigns
and messages, consumer motivation to buy and barriers to
purchase, and the likely success of new product ideas. It also uses
those insights to help retailers and manufacturers become more
5/22/14 4:54 PM
customer-centric organizations, and make more informed and

effective business decisions that result in sustained growth.
DunnhumbyUSAs source of information is customer
transaction data from retailers customer loyalty (frequent
shopper) programs, POS sales, and traditional marketing research
methods, reflecting what shoppers actually do in terms of what,
how and why they buy. Its insights help clients target customers
who matter most, and identify where the biggest opportunities are
for retailers and brands.
The firm uses an algorithm that identifies
purchase patterns within and between a
customers shopping trips to derive a set of
attributes for each customer based upon
the products that they buy, the frequency
of their shopping trips and their sensitivity
to specific marketing levers (e.g., price,
merchandising, coupons, assortment). This
customer DNA profile, determined by the
collective set of individualized attributes,
is the basis for all subsequent targeting,
segmentation and analysis.
software tools and professional services to better understand

their shoppers needs, and to deliver more effective pricing,
promotions and merchandising decisions.
New product development: The firm uses scientific analysis
of shopper data to make new product development less risky
by identifying trends before they become mainstream by
discovering slight shifts in early adopter purchase behavior. The
firm can quantify how valuable those trends will be through
DunnhumbyUSA offers a
number of services:
dunnhumby Shop: This is the firms

Web-based reporting service that
provides access to anonymized sales
and customer insights and is used
across sales, marketing and category
teams. It is used by Kroger and its CPG
manufacturing partners to analyze
more than 3.7 billion shopping baskets
for nearly 60 million households. The
insights are used to understand the
drivers of retailer, category and brand
sales performance.
Custom insights: Beyond the software
tools, the firms analysts, using that
same granular database of shopper data
linked to other data sources, provide
analytical services that deliver insights
to custom business issues, from strategic
to operational, across all product and
retail disciplines, including category
management, store location and
operations, customer engagement, brand
management and demand planning.
Price and promotion software
and analytics: KSS Retail, which
dunnhumby acquired in 2010, provides
science-based pricing intelligence,
shopper insights, optimization and
modeling solutions for the grocery,
convenience, chain drug and general
retail industries. Retailers use its
59
5/22/14 4:54 PM
leveraging historical shopper purchase patterns, enabling it to

build a forecasting model that predicts the future trend.
Media solutions: DunnhumbyUSA partners with other media
data and service providers to deliver an integrated suite of
media capabilities, enabling clients to leverage shopper data
with media exposure data to optimize the planning, execution,
activation and measurement of media.
Specific services include both
multichannel and channel-specific
offerings:
Online advertising, display and video: The firm offers services

to understand the impact of online advertising on sales both
online and offline by leveraging a panel of 135,000 households.
This links online and offline behavior, enabling clients to
measure lifts of online actions against in-store sales.
TV advertising: Leveraging a single-source database of 500,000
U.S. households, this service offers advertisers a direct link
from TV viewership data to household-level, in-store shopper
data. It provides advertisers an understanding into which TV
shows and networks their brand buyers are viewing, enabling
them to buy time on the right shows and determine the impact
of creative, frequency, length and time of day by measuring the
effectiveness in-store.
CRM solutions: DunnhumbyUSA works with manufacturers
to evaluate and improve the efficiency and effectiveness of
their CRM programs across online and offline touch points.
The linkage of CRM program behavior and in-store purchase
behavior enables the firm to analyze behavior at an individual
user level, and provides a closed loop for strategy, activation
and measurement.
Word of mouth: The firm links purchase behavior to consumers
in social media, allowing brands to target loyal customers
to drive advocacy through social media and word-of-mouth
campaigns, and then measure key retail metrics, including sales
lift and ROI. BzzAgent, its social marketing platform, activates
influential customers to drive sales. In the U.S., BzzAgent
identifies loyal customers who could become brand advocates
among its 1,000,000 agents.
BzzAgent Pulse, built on combined word-of-mouth and
in-store purchase data, analyzes the sales impact of buzzmarketing programs among registered BzzAgents, in addition
to providing detailed analysis of sales impact from BzzAgent or
other marketing efforts.
In 2013, TiVo Research and Analytics Inc. (TRA) and
dunnhumbyUSA expanded their existing relationship with
the signing of an exclusive partnership agreement. TRA and
dunnhumbyUSA marry set-top-box TV viewing data from 4.4
million households with the grocery purchases of more than 60
million households, enabling CPG advertisers to measure the
sales impact.
DunnhumbyUSA has offices in Cincinnati; New York; Boston;
Sacramento, Calif.; and Chicago.
16
Decision Resources Group
DecisionResourcesGroup.com
James Lang, 49
TITLE
CEO
EDUCATION
MBA, TUCK SCHOOL OF BUSINESS AT DARTMOUTH
2013 U.S. REVENUE
$108.0 MILLION
CHANGE FROM 2012
+2.4%*
NONU.S. REVENUE
$42.2 MILLION
FROM OUTSIDE U.S.
28.1%
U.S. EMPLOYEES
397
Decision Resources Group (DRG) in Burlington, Mass., was

founded in 1990 and acquired by Piramal Group in June 2012.
DRG is a portfolio of companies that offer information,
analysis and insights on issues within the global healthcare
industry. Pharmaceutical, biotechnology, medical technology and
managed care companies rely on this analysis and data to make
informed decisions critical to their success.
The firms companies include Abacus International, Arlington
Medical Resources, BioTrends Research Group, Decision
Resources, Fingertip Formulary, HealthLeaders-InterStudy,
Manhattan Research, Millennium Research Group, PharmaStrat
and Pinsonault.
Framing the current status and future trends in target
healthcare markets using data, primary research and secondary
research is a core competency of DRG. Product offerings include:
high-value analytics, syndicated research, proprietary databases,
decision support tools and advisory services.
DRG has a number of key specialties, including syndicated
research focused on new therapeutic opportunities; portfolio
planning; changing industry dynamics and global treatment
patterns; insights and data on physician and consumer
healthcare e-marketing; proprietary databases; and analytics
covering more than 90% of the U.S. managed care markets. Also
included are longitudinal data and analytics on marketed drug
reimbursement profiles; qualitative insights on drug-specific
reimbursement drivers for existing and emerging therapies;
managed markets training; and evidence-based market access
solutions. DRG is the largest provider of medical device and
imaging market research in the world.
Besides its headquarters office, the firm has five offices in the
United States and 11 offices worldwide, with locations in England,
Canada, China and Japan.
* The growth rate excludes 2012 and 2013 revenues from the
acquisitions of Pinsonault Associates in April 2012 and Abacus
International in December 2012.
* Research only.
60
5/22/14 4:54 PM
17
Harris Interactive Inc.
HarrisInteractive.com
Al Angrisani, 64
TITLE
PRESIDENT AND CEO
EDUCATION
A.P.C., NEW YORK UNIVERSITY
2013 U.S. REVENUE
$86.1 MILLION
CHANGE FROM 2012
+0.9%
NONU.S. REVENUE
$53.6 MILLION
FROM OUTSIDE U.S.
38.4%
U.S. EMPLOYEES
279
org
Access last year's Top 50 Report
at ama.org/MarketingNews.
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. In
February 2014, it was acquired by Nielsen
Holdings N.V.
HI is widely known for The Harris
Poll, one of the worlds longestrunning, independent opinion polls,
and for pioneering innovative research
methodologies. It uses a mix of media,
tools and methodologies to turn
relevant insights into actionable
foresight for its clients.
The firm offers services in the areas of
market and customer insight, corporate
brand and reputation strategy, and
marketing, advertising, public relations
and communications research. In
addition, it has a portfolio of multi-client
offerings that complement the firms
custom services.
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 packaged goods. It works
outside and beyond conventional
methodologies, and embraces all
information sources.
HI has offices in four U.S. cities,
and international offices in the United
Kingdom, Canada, France and Germany.
61
5/22/14 4:54 PM
18
ORC International
ORCInternational.com
Simon Kooyman, 57
TITLE
CEO
EDUCATION
MBA, VLERICK UNIVERSITY, BELGIUM
2013 U.S. REVENUE
$82.0 MILLION
CHANGE FROM 2012
-6.1%*
NONU.S. REVENUE
41.0 MILLION
FROM OUTSIDE U.S.
33.3%
U.S. EMPLOYEES
278
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 is a research and business intelligence firm providing
companies with insights to support business growth, specializing
in the areas of customer equity, employee engagement, marketing
research and strategy development. Their aim is to engage,
empower and elevate clients market knowledge to become
innovators in their fields, to capitalize on new opportunities and to
drive results, all through an integrated approacha combination
of researchers and industry experience paired with technology
platforms and research science.
Customer strategies: ORC works with organizations to help
measure, interpret and act upon their customer feedback,
believing that an in-depth understanding of customers can
increase satisfaction rates and drive performance.
Employee research: The firm offers experience across
every stage of the employee lifecycle. It helps understand
how to attract, engage and retain employees to maximize
organizational performance and profitability.
Marketing research: ORC delivers comprehensive knowledge
and objective, external perspective to develop a blueprint for
next-generation strategies.
Strategy research: Believing that informed business decisions
start with solid insight, ORCs clients are able to identify and
capitalize on emerging trends and remain at the forefront of
industry transformations and opportunities.
ORC believes that growth can be achieved by linking employee
engagement, customer equity and business performance. All
three can be measured, correlated and managed through its suite
of technology platforms, customized market research products
and services.
The firm offers research capabilities that
include:
People: Research professionals offering industry knowledge

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.
62
Methods: The linkage of insight sources, including primary

(qualitative, quantitative and communities) and secondary
methodologies, social analytics, expert network and
competitive intelligence.
Technology: Reporting tools, dashboard services and portals
that support speed, efficiency and ease of access to information,
together with data management services.
Insights: Services for key business issues concerning markets,
customers and employees, insights from analytics to mine
information databases, and focused reporting.
The firm also offers a suite of products in the area of customers,
employees, markets and products, and strategy to complement its
Integrated Intelligence offering.
In 2013, ORC received ISO 20252 certification; launched
new products including ORC Aquire, i2 Pricing, i2 Price Check,
ORC Diagnostic, Adjacencies and Trend Sensor; and continued
its partnership with CNN for a ninth year on its CNN/ORC
International Poll.
The firm has eight offices in the U.S. and in four
countries internationally.
* The growth rate includes 2012 and 2013 revenues from
the acquisition of Marketing Research Services Inc. in
December 2012.
19
National Research Corp.
NationalResearch.com
Michael D. Hays, 59
TITLE
PRESIDENT AND CEO
EDUCATION
B.S., UNIVERSITY OF NEBRASKA
2013 U.S. REVENUE
$73.2 MILLION*
CHANGE FROM 2012
+8.1%*
NONU.S. REVENUE
$6.8 MILLION*
FROM OUTSIDE U.S.
8.5%*
U.S. EMPLOYEES
350
National Research Corp. (NRC) in Lincoln, Neb., founded in

1981, has been a public company since October 1997 when it was
listed on the Nasdaq.
NRC offers performance measurement and improvement
services to hospitals, healthcare systems, physicians, health
plans, senior care organizations, home health agencies and other
healthcare organizations.
Its services address key client objectives to
provide the ability to improve performance in
the following areas:
Growth offerings: These services are marketed under the

Market Insights, the Healthcare Market Guide and Ticker
5/22/14 4:54 PM
full pages.indd 81
5/23/14 1:13 PM
brands. NRCs growth offerings are subscription-based

services that include measurement of community perception
(Market Insights), brand tracking (BrandArc) and advertising
testing (Advoice). Market Insights is the largest online U.S.
healthcare survey, measuring the opinions and behaviors of
270,000 healthcare consumers in the top 250 metropolitan
areas annually.
Retention offerings: These are marketed under the NRC Picker,
My Innerview and NRC Canada brands. They include patient
and resident experience, physician engagement, and employee
experience measurement and improvement tools. These
services enable clients to comply with regulatory requirements
and to improve their reimbursement under value-based
purchasing models.
These applications are used to positively impact patient
experience through the use of NRCs prescriptive analytics
to enable improvement planning and implementation of best
practices. With a growing body of research linking employee
and physician satisfaction levels to provider quality and patient
experience, NRCs offerings also measure satisfaction from
those constituents and integrate that data into prescriptive
analytics for improvement.
Engagement offerings: These services include NRCs patient
outreach and discharge call program (Connect Transitions),
health risks assessments (Payer Solutions) and post-acute
analytics (OCS). The services enable NRCs clients to
understand the health risks associated with populations of
patients, analyze and address readmission risks, and efficiently
reach out to patients to impact their behaviors outside of the
healthcare provider settings.
NRCs health risk assessment services help to stratify and
manage care for those who are most at risk, engage individuals,
increase preventative care, and manage wellness programs
to improve patient experience and outcomes. Its patient
outreach and discharge call services are provided to healthcare
organizations on a subscription basis.
NRC has offices in Seattle, San Diego, and Markham, Ontario.
* Research only. Total U.S. research and nonresearch revenue in
2012 was $92.6 million.
20
Lieberman Research
Worldwide
LRWonline.com
David Sackman, 56
TITLE
CEO
EDUCATION
B.A., UNIVERSITY OF CALIFORNIA AT LOS ANGELES
2013 U.S. REVENUE
$68.0 MILLION
CHANGE FROM 2012
-6.7%
NONU.S. REVENUE
$32.3 MILLION
FROM OUTSIDE U.S.
32.2%
U.S. EMPLOYEES
399
Lieberman Research Worldwide (LRW), based in Los Angeles, is a

LRW is a full-service, custom market research provider
that employs a So what? consulting model and leverages its
marketing science team and Pragmatic Brain Science Institute to
help clients on a range of business issues, including new product
development, brand strategy and tracking, customer experience,
market segmentation and pricing.
Its marketing science team provides experience in a variety
of predictive modeling techniques (conjoint, choice, latent class,
Hierarchical Bayes and agent-based modeling), as well as market
segmentation, price testing, product line optimization, brand
equity strategy and other custom techniques.
Through its Pragmatic Brain Science Institute, LRW combines
traditional research techniques with approaches rooted in social,
motivational and evolutionary psychology, providing a holistic
understanding of consumers, why they do what they do, and
what companies can do about it. These approaches are scalable,
grounded in extensive academic research, and bring into the fold
key non-conscious and emotional insights.
LRW serves a wide range of industries, including
entertainment, pharmaceutical, technology, consumer packaged
goods, healthcare, retail, food service, financial and business
services, automotive and more.
LRW emphasizes five core areas of
research experience:
Strategy development featuring segmentation research:

Strategy experience is LRWs core strength. In segmentation
research, the firm determines targets, optimizes marketing
mix and develops strategies to maximize performance within
target segments that drives business impact. 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 trade-off analyses enables the firm to optimize
product coverage and line demand for target segments.
Brand strategy and tracking: LRW continues to expand its
brand practice with its LRW Brand Health Optimizer, an
64
5/22/14 4:54 PM
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 experience diagnostic evaluation and tracking:
LRWs experience in analyzing consumer attitudes and behavior
has enabled the firm to link customer satisfaction to financial
performance. The firms approach helps to identify specific
behaviors and actions that can be undertaken to improve
financial results. It provides continuous improvement and
feedback delivered directly to stakeholders via 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 LRWs 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 Subconscious Association, WOM simulation,
VOICE-IT that includes linguistic coding, and delayed

memory recall, allowing deep understanding of the emotional,
non-conscious and rational reactions to advertising.
In 2013, during its 8th-annual private client symposium, LRW
unveiled a non-shopping virtual reality tool, Brand Proteus,
developed through an exclusive partnership with the premier
provider of VR tools to more than 250 academic institutions,
including Harvard, Stanford and MIT. Additionally, LRW
partnered with technology company Medallia to provide the
technology backbone for its customer experience tracking
programs and social media. LRW also entered an exclusive
partnership with PathAR, a CIA spinoff software company to
support its growing social media analytics group.
In 2014, LRW plans to continue its R&D efforts, and the
rollout of its new approaches and techniques in the areas of
pragmatic brain science and applied VR. The firm will host its
9th-annual private client symposium, Customer Connection,
to help clients envision, design and monitor the delivery of
customer experience.
In the U.S., LRW employs 399 full-time employees. Data
collection capabilities include Web hosting of more than 2,000
simultaneous surveys, more than 740 IVR ports across 15
servers at multiple locations, and three telephone centers with
65
5/22/14 4:54 PM
400 CATI-equipped stations and the capability to conduct

interviews in more than 67 languages.
In addition to its Los Angeles headquarters, the company has
offices in New York; Chicago; Charlotte, N.C.; and Huntington
Beach, Calif.; as well as in London and Shanghai. Through its
network of more than 60 affiliate companies, the firm conducts
research in more than 80 countries worldwide.
21
Market Strategies
International
MarketStrategies.com
Rob Stone, 49
TITLE
CEO
EDUCATION
PH.D., COLUMBIA UNIVERSITY
2013 U.S. REVENUE
$66.3 MILLION
CHANGE FROM 2012
-1.1%*
NONU.S. REVENUE
$0.3 MILLION
FROM OUTSIDE U.S.
0.5%
U.S. EMPLOYEES
284
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 research and consulting engagements with
its clients. The firm uses a wide range of market research
techniques, including traditional survey and qualitative
methodologies, and new social media, ethnographic and
community research platforms. Its reputation has been built
on the application of advanced analytics to behavioral, financial,
attitudinal, demographic and firmographic information.
MSI focuses on six industries, including telecommunications,
technology, energy, healthcare, financial services and consumer/
retail. Senior staff experience is based in the industries they serve,
as marketers, communications practitioners, customer experience

advocates, and market research and competitive intelligence experts.
Its client-facing consultants provide research-based conclusions
and recommendations, drawing upon primary and secondary data,
predictive modeling and their own industry experience.
The firm provides research and consulting experience on many
different topics, including brand research to build the most equity
from brand positioning and messaging; communications research
to design and track effective communications through traditional
and new media channels; CX research to drive customer and
stakeholder satisfaction and advocacy; product development
research to develop, launch and maintain winning products and
services; and segmentation research to select optimal targets
for products and services. Its syndicated research helps clients
understand the market environment, explore industry trends,
and evaluate their brand and products within the competitive
landscape. The firms engagements often incorporate leading
methodologies and advanced analytics provided by its marketing
and data sciences group.
MSI has invested in its own research infrastructure, which
includes three 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, analytical center and results delivery channel for the
firm to interact with clients.
The Cogent Research unit, acquired in 2013, is a market research
and strategic consulting firm with a focus on wealth management and
a suite of syndicated products that provide intelligence for executives
in the asset management and investing sector. The Cogent teams
knowledge of the wealth management business aligns well with MSIs
philosophy of industry-driven experience. MSIs new Syndicated
Division offers more than 20 syndicated wealth management
products and is developing new syndicated product lines for other
industry sectors, all of which are known as Cogent Reports.
MSIs Qualitative Division builds on its history as one of the
United States largest providers of qualitative research and includes
more than a dozen senior researchers from a variety of backgrounds,
such as brand consulting, advertising and behavioral sciences.
The firm 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. Each
year, MSI conducts several international
tracking programs and custom research
assignments for its clients, involving work in
more than 75 countries across eight regions.
The firm has regional offices in Atlanta;
Baltimore, Md.; Cambridge, Mass.;
Philadelphia; Little Rock, Ark.; Portland,
Ore.; Ramsey, N.J; and Hong Kong.
* The growth rate excludes 2012 and 2013
revenues from the acquisition of Cogent
Research LLC in May 2013.
66
5/22/14 4:54 PM
22
Communispace Corp.
Communispace.com
Diane Hessan, 59
TITLE
CHAIRMAN
EDUCATION
MBA, HARVARD BUSINESS SCHOOL
2013 U.S. REVENUE
$62.9 MILLION*
CHANGE FROM 2012
+6.1%
NONU.S. REVENUE
$14.3 MILLION*
FROM OUTSIDE U.S.
18.5%*
U.S. EMPLOYEES
392
maintain community vibrancy and to make deep, long-lasting

relationships with consumers.
In 2014, the firms research team will focus on how marketers
need to collaborate with their customers to supplement marketing
driven by Big Data and the problems that can arise when a
company relies solely on Big Data for personalized marketing,
how crowdsourcing does not equal collaboration, and reimagining
how to deliver insights to marketers and researchers to make
reports more prescriptive.
In addition to its Boston headquarters, the firm has offices in
Atlanta, Chicago, New York and San Francisco, and in eight cities
internationally.
* Estimated.
Communispace Corp. (CC) in Boston was founded in 1999 and

acquired by the Diversified Agency Services division of Omnicom
Group Inc. in February 2011.
CC is a consumer insights firm that creates online market
research communities to provide consumer engagement and
business impact. It provides technology together with consulting,
management and insight reporting services. The firms offerings,
from activity levels through reporting formats, allow clients to
create the solution that best fits their business needs.
With more than 700 communities launched
to date, CC has in-depth experience in
managing custom communities for global
companies across a variety of industries and
applications. Community members come
from 156 countries, and the firm understands
cultural nuances of consumers and facilitates
its communities in a suite of languages,
including English, Spanish, Mandarin,
simplified Chinese, French, Portuguese,
German, Dutch and more.
CC works alongside clients to develop
customized frameworks. Its tools range
from surveys, discussions and image galleries
to more complex tools such as emotioncentric research, heat-mapping, journal
projects, co-creation workshops and virtual
shop-alongs.
In 2013, CC launched its mobile app,
Catalyst, to engage with customers in real
time while completing a variety of projects.
In addition, the research and innovations
teams published a variety of thought
leadership pieces including Collaborative
Advantage, a report focused on why its
crucial to marry Big Data with conscious,
collaborative, machine-driven methods that
rely on volume, velocity and data variety with
interpersonal approaches relying on empathy
and the uniquely human capacity to make
meaning; and The Rules of Community
Engagement highlighting best practices to
67
5/22/14 4:54 PM
23
Burke Inc.
Burke.com
Jeff Miller, 51
TITLE
PRESIDENT AND CEO
EDUCATION
MBA, UNIVERSITY OF CINCINNATI
2013 U.S. REVENUE
$54.4 MILLION
CHANGE FROM 2012
+12.6%
NONU.S. REVENUE
$7.1 MILLION
FROM OUTSIDE U.S.
11.5%
U.S. EMPLOYEES
212
Burke Inc., based in Cincinnati, was founded in 1931 and has

been an independent, employee-owned company since 1989. It
became 100% ESOP in 2008.
Burke provides decision support services to its clients via
objectives-driven focus, high quality standards, advanced
analytical skills and technology. It shares best practices in
marketing research and consumer insights through courses
conducted by its educational group, Burke Institute.
Burkes reputation derives from its experience in defining
problems, developing research designs, executing complex
studies, analyzing data and interpreting results. This drives its
ability to help clients make informed decisions.
The firms researchers have experience in a broad range of
industries, both domestic and international, and across many
data collection methods, including online and mobile. All of
Burkes competencies are supported by a dedication to continuous
internal research and development efforts.
Burkes primary areas of focus include:
Brand assessment: Burkes portfolio of brand management

products offers services for measuring the health of brands and
providing strategic direction for growing these assets.
Product and service development: Burke offers a holistic
approach to product development with a range of services from
market assessment and concept screening through product
optimization and pricing.
Customer loyalty and employee engagement: The firm develops
and deploys customer engagement systems to help clients more
effectively focus resources on their customers requirements.
Its Digital Dashboard online reporting service provides secure,
real-time access to survey findings. The firm also offers a full
set of tools to help advance and support employee engagement
and retention management.
Linking data sources: Burke implements linkage analysis
programs designed to optimize organizational performance.
This is done by quantitatively linking financial, customer,
operational, employee and secondary data streams, enabling
clients to anticipate the financial impact of their decisions.
Market segmentation: The firm has experience partnering
with clients to define actionable market segments. It informs
strategic decision-making by combining reclassification
68
techniques with product optimization modeling to help

clients more effectively develop and market new products and
services to targeted groups.
Shopper research: Burke offers a set of qualitative and
quantitative shopper research services. Its qualitative services
include shop-alongs, in-store observations and in-home
interviews. On the quantitative side, Burke offers shopper
segmentation, retailer loyalty, shopper decision hierarchy, and
general shopper habits and practices.
Research education: Burke Institute professionals have
conducted training seminars in more than 40 countries
worldwide. Through these public and customized in-house
seminars, the firm has trained more than 80,000 participants
from more than 10,000 companies. Seminars cover a range of
research-related topics such as questionnaire design, advanced
multivariate techniques, marketing research application,
moderating training and qualitative research tools.
24
Vision Critical
Communications Inc.
VisionCritical.com
Scott Miller, 49
TITLE
GROUP CEO
EDUCATION
B.A., ALBION COLLEGE
2013 U.S. REVENUE
$51.5 MILLION
CHANGE FROM 2012
+3.9%
NONU.S. REVENUE
$39.6 MILLION
FROM OUTSIDE U.S.
43.5%
U.S. EMPLOYEES
90
Vision Critical Communications Inc. (VC), based in Vancouver,

B.C., is a privately held firm founded in 2000.
VC is a leading provider of insight communities to Fortune
500 companies and global organizations, including municipalities,
nonprofits, schools and healthcare institutions. It builds cloudbased software and provides comprehensive services to engage and
encourage dialogue with groups of customers and non-customers
on a continuous basis for extracting and managing insight.
The firm combines design, engineering and sector specialists
to encourage meaningful, efficient and comprehensible
communication in structured surveys, guided peer-to-peer
discussions and co-creation. Its product offerings include surveys,
discussions, applications, customer experience management and
online insight communities.
VCs core product, the Vision Critical Insight Community
platform, enables businesses to engage with up to tens of
thousands of its consumers at a time for feedback and input
on new products, services, communications, advertising and
more. This software powers engagement built around matching
an accessible user interface with fully featured modules for
survey authoring, community management, discussion forums
5/22/14 4:54 PM
full pages.indd 83
5/23/14 12:18 PM
and reporting. It also offers VC Surveys, VC Discussions, VC

IdeaScreen, VC IdeaHub, add+impact and VC Voice of the
Market, which provides omnibus and market panel surveys.
VC continues to invest heavily in R&D, new sales capacity
and IT infrastructure to offer a perspective in almost every
industry niche, including healthcare, CPG/retail and media/
entertainment, technology, government, nonprofit, sports,
education and financial services.
In 2013, the firm released several new products (Mobile
Quant/Qual, IdeaHub, etc.), and established numerous
partnerships, including one with Aeroplan and another with
Research Now. Also, VCs top executives have been featured in
leading publications, including Forbes, Fast Company, USA Today,
Entrepreneur and Wired.
VC has 16 offices across North America, Europe, Asia
and Australia.
25
Rentrak Corp.
Rentrak.com
William L. Livek, 58
TITLE
CEO
EDUCATION
B.S., SOUTHERN ILLINOIS UNIVERSITY
2013 U.S. REVENUE
$50.1 MILLION*
CHANGE FROM 2012
+36.5%* **
NONU.S. REVENUE
$15.7 MILLION*
FROM OUTSIDE U.S.
23.9%
U.S. EMPLOYEES
201*
Rentrak Corp., based in Portland, Ore., was founded in 1977 and

is a public company that was listed on the Nasdaq in 1986.
Rentrak measures movies and TV with its census-like
currencies. Its services measure movies from theaters worldwide,
video on demand on every TV in the U.S., and national and local
TV content on 25 million TVs throughout every market and
zip code in America. By merging TV and movie measurement
information with information about viewers lifestyles and the
products that they buy, Rentrak helps advertisers, agencies, the
movie industry, multichannel video programming distributors,
local stations and national networks better understand how to
target and reach viewers and consumers more efficiently, and
more profitably.
On Demand Everywhere
Rentrak measures VOD everywhere consumers watch, giving the

industry a better understanding of how to reach and connect with
viewers across multiple platforms.
OnDemand Essentials: Measures the consumption of
VOD content from 111 million television sets in the U.S.
from every multichannel video programming distributor
offering VOD.
70
VOD Monitor: Tracks and reports on the availability of VOD

content across numerous cable, telecom and satellite systems.
AdEssentials: A system that measures VOD advertising across
national operators.
Internet TV Essentials: Measures ad-supported and
subscription-based TV programming streamed online.
Digital Download Essentials: Measures viewing of movie and
TV content downloaded or streamed via the Internet.
Mobile OnDemand Essentials: Measures VOD content
accessed via any mobile device including mobile Web, video
clips and games.
Television
TV Essentials: Provides TV networks and advertising

agencies with viewing information by reporting on more
than 240 TV networks viewed on more than 25 million
TVs in 12 million homes nationwide, across all residential
zip codes. Measurement includes commercial ratings for
determining how specific national commercials perform
within an ad pod.
StationView Essentials: Measures local viewing from more
than 25 million TVs in all 210 local markets including all
satellite, telecom, cable and over-the-air viewing built from
the zip code level up.
Advanced Demographics: For targeting audiences more
precisely, national TV viewing insights are paired with
information about products in viewers pantries, cars in their
driveways, political leanings, credit worthiness, retail shopping
habits, restaurants in which they eat and movies they like.
Mobile StationView Essentials and Mobile TV Essentials
(with partner Dyle): Provides local stations, operators,
content providers and advertisers with measurement of live
broadcast TV viewing on mobile devices from local markets
across the country.
Multiscreen Essentials
Through a strong relationship with many network partners,

Rentrak provides title-level viewership of free on-demand
programs. This product measures live, time-shifted and FOD
viewership at episode, series and network levels, helping
agencies and networks better plan and value Total TV C3, C7 or
C28 inventory.
Theatrical
Box Office Essentials and International Box Office Essentials:

Rentrak is the movie industrys currency for measuring who
goes to the movies and how much they spend, by collecting
information from every theater in developed and emerging
markets around the world for every ticket sold.
PostTrak: Reports real-time U.S. audience box office
demographics, including consumers reactions to the movies
that they just attended.
PreAct: Rentraks social media measurement tool helps clients
gauge the health of a theatrical marketing campaign up to
a year in advance of its release by measuring relevant social
media conversations.
5/22/14 4:54 PM
Home Video
Studio Revenue Share Essentials: Gives content providers access

to an independent, third-party source of inventory tracking,
plus measurement of how both their home entertainment
products (leased directly to retailers or through the pay-pertransaction program) and retailers are performing.
Home Video Essentials: A source for title-level, weekly home
entertainment rental transactions throughout the U.S. and
Canadian markets.
iTVX entertainment measurement service provides consumers
the value of a brands appearance within media content, whether
it be on a movie screen, a TV screen or a mobile or digital device.
Rentrak measures more than 90% of the theatrical box office
worldwide, and, with the addition of India, will measure 95% by
the end of 2014. The firm has VOD and TV operations in the
United States, Europe and China.
segmentation system, integrate its viewing and segmentation

metrics into agency planning and posting systems, integrate
more than 5 million homes into its TV Essentials/StationView
Essentials, and complete Media Rating Council accreditation of
TV Essentials/StationView Essentials.
Rentrak has offices in Los Angeles, New York and Miami/
Ft. Lauderdale, and throughout Europe, North America, South
America and Australia.
* Research only (AMI division).Total research and nonresearch
revenue in 2013 was $118.4 million.
** The growth rate excludes 2012 and 2013 U.S. revenues from
the acquisition of iTVX Inc. in August 2013.
In 2013, Rentrak added more than 6 million TVs in more

than 3 million homes to its TV Essentials/StationView Essentials
product, launched Dyle mobile TV measurement services, and
created Total Television audience measurement service, which
tracks TV viewing on all platforms over the course of 28 days.
For 2014, the firm plans to produce local market TV
overnight ratings, launch a new syndicated political
71
5/22/14 4:54 PM
26
Morpace Inc.
Morpace.com
Francis J. Ward, 68
TITLE
CEO
EDUCATION
B.A., WAYNE STATE UNIVERSITY
2013 U.S. REVENUE
$48.7 MILLION
CHANGE FROM 2012
+13.5%
NONU.S. REVENUE
$6.9 MILLION
FROM OUTSIDE U.S.
12.4%
U.S. EMPLOYEES
177
Morpace Inc., based in Farmington Hills, Mich., is a privately held

corporation founded in 1941.
Morpace is a full-service market research and strategic consulting
organization that executes large-scale qualitative and quantitative
research globally. The firm offers in-depth experience in five
core industries: automotive, financial services, healthcare, retail/
consumer goods and technology. Industry experts work closely with
client teams in three specialties: brand and communications; market
and product development; and customer experience management
including satisfaction, loyalty and retention.
Morpaces analytics and modeling and qualitative insights
teams complement the efforts of the industry experts and areas
of specialization through specialized approaches from choice
modeling and text analysis to online qualitative and visual
storytelling.
The firm offers a full range of research
tools and consulting services that help
clients make more informed strategic
decisions designed to help improve client
performance. These include:
Morpace Claros Communities, a qualitative/quantitative

online community where consumers share their opinions
and experiences in an engaging environment, delivering
deeper insights with quick turnaround. One example is
MyDrivingPower, an online panel that specifically targets
electric/hybrid vehicle owners.
Mobile ethnographies captures detailed consumer behavior,
often using the latest in available technologies, as it naturally
occurs through video, photos and written expressions at any
location, no travel required.
Strategic optimization of complex offerings, a service or product
content optimization based on value and satisfaction, using a
configurator-based research design and advanced modeling tools.
Brand barometer, which identifies a brands core equity,
highlights its true competitive value and provides strategic,
qualitative insight on how to move a brand forward.
Predictive Research Optimization Model (PROM), which
strengthens the relationship between research findings and
business decisions by providing What if? scenarios that help
clients make more informed marketing decisions.
72
Claims research, the detailed and scientific process of

managing, establishing and maintaining compelling
product claims, from performance and value to brand and
product identification.
Morpace Omnibus, which provides timely insights on todays
issues among consumers and small-business owners by
allowing clients to ask consumers-specific questions about
consumer preferences, industry trends and more.
Complementing all of Morpaces services are the firms analytics
and modeling and qualitative insights teams who take customized
approaches in areas such as choice modeling, hierarchical loyalty
scaling and text analysis, online qualitative research, eye tracking,
3-D product research and visual storytelling.
The firm has offices in Los Angeles, London and Shanghai.
27
Market Force
Information Inc.
MarketForce.com
Karl Maier, 46
TITLE
FOUNDER AND CEO
EDUCATION
B.A., BOWDOIN COLLEGE
2013 U.S. REVENUE
$45.3 MILLION*
CHANGE FROM 2012
+9.9%**
NONU.S. REVENUE
$15.5 MILLION
FROM OUTSIDE U.S.
25.5%
U.S. EMPLOYEES
257
Market Force Information Inc. (MF), based in Louisville, Colo., is

a privately held corporation founded in 2005.
MF is a leading global customer intelligence services
firm for business-to-consumer companies including major
retailers, restaurants, grocery and convenience stores, financial
institutions, entertainment studios and consumer packaged
goods companies. It has more than 300 of the worlds largest
B-to-C companies as clients.
The firm is driving its growth with three basic strategies:
growing organic sales with existing clients and garnering new
accounts; developing and launching new product services; and
making acquisitions.
MF offers a suite of customer intelligence services that
measure store-level operations and customer attitudes through
mystery shopping, customer feedback, market audits, employee
engagement surveys and social media monitoring, coupled with
the analytics to drive targeted improvements.
MF provides services throughout North America, Europe
and the rest of the world through partners. Its Louisville, Colo.,
headquarters provides all shared services, marketing, product
development and analytics.
The firm has four centers of excellence: Norcross, Ga.,
providing mystery shopping services; Albany, N.Y., providing
5/22/14 4:54 PM
full pages.indd 85
5/23/14 12:22 PM
auditing research, theater and merchandising services;

Winnipeg, Manitoba, Canada, providing customer satisfaction,
contact center and social media outreach services; and Milton
Keynes, U.K., providing European customer intelligence
services for the European market. There are two additional
offices in Paris and Madrid.
screening approaches; cross-industry brand health driver

assessment and share recovery model; tablet and smartphone
experimentation on-premise in retail, restaurant and
entertainment venues; and unstructured data exploration and
modeling with primary research (i.e., Big Data).
DR has offices in Chicago; Dallas; Minneapolis; Washington,
D.C.; Seattle; Orlando, Fla.; and San Francisco.
* Research only. Confirmation of 2013 revenues via a third party

could not be completed prior to publication.
** The growth rate excludes 2012 and 2013 revenues from the
sale of MFs merchandising division in March 2013.
29
28
Directions Research Inc.
DirectionsResearch.com
Randy Brooks, 66
TITLE
FOUNDER AND PRESIDENT
EDUCATION
MBA, UNIVERSITY OF CINCINNATI
2013 U.S. REVENUE
$37.8 MILLION
CHANGE FROM 2012
-0.5%
U.S. EMPLOYEES
127
Directions Research Inc. (DR) in Cincinnati is a privately held

company founded in 1988. Ownership is held by 28 members of
DRs senior staff.
DR is a full-service custom research company that develops
long-term client partnerships with experienced and dedicated
client teams leading the design, analysis and presentation of results.
DRs staff has a mix of client-side and supplier-side experience.
The firm is structured to allow senior researchers to work with
clients on a day-to-day basis, doing research rather than handing
it off. The firm supports all industry sectors but has concentration
in packaged goods, restaurants, retail, financial services,
technology, consumer health and pharmaceuticals. It offers
B-to-C and B-to-B services internationally, surveying consumers,
professionals, restaurant employees, medical staff and other
difficult-to-reach audiences worldwide using a broad selection of
data collection methods.
DRs core competencies include concept and product testing
with success modeling; front-end innovation and optimization;
market-level strategic and tactical tracking; attitude, trial, usage
brand and product tracking; product, package and pricing
optimization; retail messaging and positioning; market attitude,
positioning and segmentation; brand equity and customer
loyalty; complex experimental design and analysis; and custom
database development and business intelligence modeling.
The firm regularly invests in R&D projects designed to
examine issues of interest to clients, prospective clients and the
industry. In 2013, these efforts included work in several emerging
areas: the use of prediction markets compared to traditional
74
Perception Research
Services
PRSresearch.com
Scott Young, 46
TITLE
PRESIDENT
EDUCATION
MBA, NORTHWESTERN UNIVERSITY
2013 U.S. REVENUE
$36.8 MILLION
CHANGE FROM 2012
+8.6%
NONU.S. REVENUE
$19.0 MILLION
FROM OUTSIDE U.S.
34.1%
U.S. EMPLOYEES
145
Perception Research Services (PRS), based in Teaneck, N.J., is a

private company founded in 1972.
PRS specializes in retail research to understand shopping
behavior, and to develop, validate and enhance packaging and
shopper marketing efforts. The firm has pioneered the use of
eye-tracking technology in consumer research, providing new
services and technologies such as PRS Mobile Eye-Tracking, PRS
Virtual Aisles and emotional measurement (via facial coding).
PRS is the packaging research partner to many CPG companies,
working with marketers and design agencies from development
through the screening and validation of new packaging systems.
Its services include:
Store-based studies with PRS Mobile Eye-Tracking (PRS

Shopping Eyes) to uncover shopping behavior and assess
current in-store marketing communications.
In-home ethnographic research (Structural Discovery) to
identify opportunities and guide new product/packaging
development.
Qualitative exploration and screening (PRS Retail Lab) to
screen and refine packaging and POS/merchandising concepts.
Quantitative validation studies with PRS Eye-Tracking
(PRS On-Shelf Evaluation) to pre-test and quantify new
packaging, shelving and POS systems via central location and
Web-based studies.
Examples of recent PRS studies include:
An in-store study (across several countries and retail channels)

to help a technology marketer optimize in-store marketing
communication via packaging, POS and product displays.
5/22/14 4:54 PM
full pages.indd 87
5/23/14 12:34 PM
A PRS Virtual Aisles study to pre-test the impact of three

alternative aisle configurations on visibility, shop-ability and
purchase patterns for personal care products.
A PRS qual/quant study to screen, assess and enhance
alternative packaging and POS display options for a leading
beverage brand.
teens ages 12 to 17; SSRS SmallBiz, a quarterly study among 500

decision-makers at companies with fewer than 100 employees; and
SSRS Hispanic Omnibus, a periodic omnibus targeting a nationally
representative sample of 1,000 Hispanics in the U.S.
* Research only. Total U.S. research and nonresearch revenue in
2013 was $40.5 million.
The firm has regional offices in New York, London, Geneva,

Rome, Mexico City and Singapore.
30
SSRS.com
Melissa J. Herrmann, 41
TITLE
EXECUTIVE VICE PRESIDENT
EDUCATION
M.A., ANNENBERG SCHOOL OF COMMUNICATIONS,

UNIVERSITY OF PENNSYLVANIA
2013 U.S. REVENUE
$36.7 MILLION*
CHANGE FROM 2012
+19.2%*
NONU.S. REVENUE
$0.8 MILLION*
U.S. EMPLOYEES
185
SSRS (formerly ICR and SSRS/Social Science Research Solutions)

in Media, Pa., was founded in 1983. Since 1986, it has been
a subsidiary of Mount Laurel, N.J.-based AUS Inc., a privately
held company.
SSRS is a full-service market and survey research firm managed by
dedicated professionals with advanced degrees in the social sciences.
The firm provides the complete set of analytical, administrative and
management capabilities needed for successful project execution.
It designs and implements solutions to complex strategic, tactical,
public opinion and policy issues in the United States and in more
than 40 countries worldwide. Its in-house resources include four
interviewing centers as well as the corporate headquarters.
SSRS designs and accomplishes custom research for market
sizing and segmentation, concept and product testing, pricing,
brand positioning, messaging, strategy and motivational research,
advertising effectiveness, usage tracking, customer loyalty and
satisfaction. Additionally, it focuses on public opinion polling,
social science research, policy research, education, religion and
sports/leisure.
The firm has experience surveying low-incidence and
multicultural populations. In the industry, it is known for its
sample designs and experience with all modes of data collection,
including those involving multimodal formats.
In addition to its full set of market research capabilities, SSRS is a
leading provider of omnibus research services in the U.S., including
SSRS Omnibus, a weekly sample of 1,000 adults age 18 and older,
which includes interviewing in Spanish and 500 interviews with
cellphone households; SSRS TeenOmnibus, a monthly study of 500
76
31
SSRS
MetrixLab
USA Inc.
MetrixLab.com
Han de Groot, 41
TITLE
CEO
EDUCATION
MBA, ERASMUS UNIVERSITY,

ROTTERDAM, THE NETHERLANDS
2013 U.S. REVENUE
$36.5 MILLION
CHANGE FROM 2012
+10.0%
NONU.S. REVENUE
$28.6 MILLION
FROM OUTSIDE U.S.
43.9%
U.S. EMPLOYEES
104
MetrixLab USA Inc., (formerly MarketTools Research Solutions

Inc.) based in San Francisco, is a private company founded in 2000
and acquired by MetrixLab, based in Rotterdam, the Netherlands,
in July 2012.
MetrixLab is a provider of marketing analytics and research
services offering insights in more than 50 countries worldwide.
Through the use of multichannel data, aggregation technology,
techniques and knowledge of research science, the firm helps clients
drive innovation, brand engagement and customer retention.
Its insights development approach embraces asking, observing,
listening, mining and predicting. Specializing in the areas of brand,
media and advertising research, innovation and shopper research,
e-business performance and customer experience management,
MetrixLab teams employ marketing analysis innovation,
combining technology with scientifically proven qualitative and
quantitative research methodologies.
The firm offers online market research that includes A&U
studies, segmentation, analytics, communities, mobile research,
shopper research, and both trackers and longitudinal studies. New
product research offerings include concept testing and feature/
line/package/positioning/price optimization research. Shopper
research includes assortment/SKU optimization, category
adjacency, shelf design and communication, signposting, store
layout and design, product placement and TOUCH shopper
landscape research. MetrixLabs experienced research staff is
supported by analytics and a global consumer panel.
Besides its headquarters in Rotterdam and San Francisco, it has
offices in New York; Chicago; Minneapolis; Seattle; Hyderabad,
India; London; Hamburg; Paris; and Madrid.
5/22/14 4:54 PM
full pages.indd 89
5/23/14 12:36 PM
32
Affinnova Inc.
Affinnova.com
Waleed Al-Atraqchi, 50
TITLE
PRESIDENT AND CEO
EDUCATION
MBA, TEPPER SCHOOL OF BUSINESS,

CARNEGIE MELLON UNIVERSITY
2013 U.S. REVENUE
$34.8 MILLION
CHANGE FROM 2012
+8.1%
NONU.S. REVENUE
$10.7 MILLION
FROM OUTSIDE U.S.
23.6%
U.S. EMPLOYEES
197
Affinnova Inc., based in Waltham, Mass., is a privately held

Affinnova is used by brands to improve their innovation and
marketing success rates. Powered by the firms optimization
algorithms and predictive analytics and insights, marketers can
explore a wider creative space of product, advertising and design
ideas, identifying which will perform best in the market.
The firm serves the CPG, life sciences, financial services, retail
and consumer electronics industries, among others.
Product execution: Affinnovas design optimization technology

uses proprietary algorithms and predictive analytics to develop
the best possible designs for packaging, credit cards or other
customer engagement vehicles. These services allow marketers
to optimize and measure shelf stand-out, consumer appeal
and brand fit all in one study. Affinnovas line optimization
technology helps to determine the best varieties of products to
launchand keepin market.
Marketing support: Affinnovas price optimization technology
offers an accurate service for understanding consumer tradeoff and switching behavior relative to price, promotion and
product line.
In 2013, Affinnova opened its Singapore office, expanding its
business presence in Asia Pacific. In early 2014, the firm upgraded
Affinnova Studio, its Web-based application for concept and design
collaboration. As part of the update, Affinnova added project
management features that enable marketers and insight teams to
easily manage and organize research inputs in one centralized place,
increasing speed, data accuracy and efficiency.
Affinnova has offices in North America, Europe and Asia.
Affinnova offers services across key

stages of the innovation and
marketing process:
Opportunity identification: Affinnovas discrete-choice screening

technology helps marketers identify the best ideas to prioritize
for early-stage innovation planning. The firms design auditing
technology helps evaluate current in-market package designs
against competitors to uncover threats and opportunities.
Concept development: Through its optimization algorithms
and predictive analytics technologies, Affinnova helps
marketers develop the best possible concepts with the greatest
competitive advantage and the most sales potential. These
technologies are used for optimizing new product innovations,
line extensions and restaged products. They also can be used to
optimize messaging for advertising and marketing campaigns.
78
33
Informa Research
Services Inc.
InformaRS.com
Michael E. Adler, 50
TITLE
PRESIDENT AND MANAGING DIRECTOR
EDUCATION
MBA, MARSHALL SCHOOL OF BUSINESS,
2013 U.S. REVENUE
UNIVERSITY OF SOUTHERN CALIFORNIA

$32.8 MILLION
CHANGE FROM 2012
+12.3%
U.S. EMPLOYEES
176
Informa Research Services Inc. (IRS), in Calabasas, Calif., was

founded in 1983 as Meyer Interest Rate survey, acquired in 1993
by BISYS Group and then acquired again
by London-based Informa plc in 2000.
IRS is a market research firm
specifically engaged in competitive
intelligence, sales and service
evaluation, regulatory compliance
testing and lead generation services
for the financial services industry in
which it conducts daily competitive
intelligence and market analysis.
The firm helps financial institutions
compete more effectively and improve
employee sales and service. Its mystery
shop programs help increase deposits,
new account growth, cross-sales and
5/22/14 4:54 PM
depth of accounts by motivating and recognizing superior

and consistent employee performance. Clients come from all
financial sectors, including retail banks, credit unions, bankowned and independent mortgage companies, insurance
brokerages and mutual funds.
The firms researchers are highly experienced in competitive
intelligence, new product development and usability testing,
customer/member satisfaction and loyalty research, brand/
advertising awareness research and mystery shopping services
for sales and service quality evaluation, legal and matched
pair testing, compliance, discrimination and misleading sales
practices testing.
IRS is a leader in the use of market research to limit the risk
associated with allegations of discrimination, UDAAP, predatory
lending and misleading sales practices. The firm pioneered the use
of mystery shopping and matched pair testing for this purpose,
and developed the technique for post-application testing to detect
discrimination and predatory lending.
The firm also provides post-transaction interviewing and
Web-based reporting tools to measure and report customer/
member satisfaction and problem resolution activity within
hours of a recent in-branch experience. It maintains a Web panel
of 160,000-plus informed consumers for mystery shopping,
interviewing and online surveys.
33
which SMG acquired in 2012, is focused on the consumer

packaged goods industry, using its mobile survey panel app
with visit-detection technology to collect in-the-moment
customer feedback.
SMGs services focus on experiences that
drive business performance:
Customer experience measurement: SMGs customer

experience measurement service captures and analyzes the
customer metrics that deliver financial results. This offering
enables clients to continuously monitor service levels and
satisfaction in each location as well as across the company.
Customer feedback is reported on a real-time, role-based
dashboard that includes online analytics, close-the-loop
functionality, unit-specific action planning tools, industryspecific text analytics and service improvement tools. The
firm also maintains a benchmark database of comparative
quantitative and qualitative data across the measured
industry segments.
Employee engagement research: SMGs employee
engagement practice, SMG Associate Voice, tracks
performance on key engagement measures at the company
level as well as the individual store level. Employee surveys
are used to reveal the strength of the relationships between
Service
Management
Group Inc.
SMG.com
Andy Fromm, 46
TITLE
PRESIDENT AND CEO
EDUCATION
B.A., BOSTON UNIVERSITY
2013 U.S. REVENUE
$32.8 MILLION
CHANGE FROM 2012
+11.9%*
NONU.S. REVENUE
$3.8 MILLION
FROM OUTSIDE U.S.
10.4%
U.S. EMPLOYEES
218
Service Management Group Inc. (SMG),

based in Kansas City, Mo., is a privately
held firm founded in 1991 as a unit of
Barkley Evergreen and spun off as a separate
company in 1999.
SMG is an international customer
experience research firm that evaluates
more than 90 million customer
experiences, and collects data in more than
160,000 client locations in 85 countries and
in 40 languages for more than 300 brands
in the c-store, grocery, restaurant, retail and
travel/entertainment industries. Locately,
79
5/22/14 4:54 PM
the attitudes of employees and the key drivers of customer

satisfaction and loyalty, and to measure aspects of the service
experience that indicate how the service culture is being
translated through frontline employees. Employee comments
are analyzed using SMGs Text Analytics service, which
allows them to drill into sentiment, as well as categories/
subcategories, nouns and hot topics.
Custom research: The firm offers custom research studies,
combining reported data with behavioral data, captured
through the use of Locatelys app-based panel, to analyze
the customer journey, brand health and key factors of the
marketplace. The insights from these studies identify actionable
growth opportunities in the CPG, c-store, grocery, restaurant,
retail, and travel and entertainment industries.
SMG leverages industry-specific text analytics engines to
enhance the quantitative data gathered through these studies.
Its Custom Research practice includes brand health studies,
non- or partial-purchaser studies, advertising and messaging
studies, product and concept testing, pricing evaluation,
and custom research topics. Output often includes data on
promotional marketing, top competitors and the key drivers
that influence customer decision making.
SurveyMini: This location-based mobile consumer research
app is used to collect in-the-moment consumer feedback and
behavioral data on all of the nations restaurants, retailers and
other multi-unit brands. The app is powered by Locatelys
technology, and allows marketers to reach loyal customers who
sometimes visit client brands and those customers who are loyal
to competitors.
In 2013, SMG launched the iOS version of SurveyMini.
Priorities for 2014 include a continued focus on text analytics,
along with mobile and omnichannel research.
SMG has offices in Kansas City, Mo.; Boston; London;
and Tokyo.
* The growth rate includes 2012 and 2013 revenues from the
acquisition of Locately in August 2012.
80
35
YouGov
YouGov.com
Andy Cross, 57
TITLE
PRESIDENT OF YOUGOV AMERICA
EDUCATION
MBA, WHARTON SCHOOL,
2013 U.S. REVENUE
UNIVERSITY OF PENNSYLVANIA
$31.1 MILLION
CHANGE FROM 2012
-2.5%
NONU.S. REVENUE
$69.6 MILLION
FROM OUTSIDE U.S.
68.6%
U.S. EMPLOYEES
124
YouGov, based in Palo Alto, Calif., began operating in the United

States in 2007 as a unit of YouGov plc, based in London, a public
company listed on the London Stock Exchange.
YouGov is a global market research company providing
insights for brands, institutions, investors and media across the
world, and delivering custom research, omnibus research and
syndicated products.
Its units and services in the United
States include:
Custom research: YouGov offers a full range of quantitative and

qualitative research and consulting services addressing business
questions related to market structure and composition, innovation
and product development, product and service optimization,
customer experience, branding and market effectiveness. The
custom research practices deliver the insights to inform strategic
and tactical decisions, and the frameworks to test future options
with accuracy and confidence. YouGov delivers fact-based
research focusing on tangible, financial-based implications and
outcomes, and operates across a wide range of industry sectors.
BrandIndex: This service is a daily measure of brand
perception, tracking thousands of brands across multiple
sectors. Subscribers gain a real-time picture of their own
brands health, as well as their competitors and whole sectors. It
is available in 15 countries and surveys more than 4,000 people
daily in the United States, with more than 2.5 million interviews
worldwide every year.
Omnibus: The YouGov Omnibus is a multi-client, shared-cost
approach for fast turnaround studies.
Public affairs: The Washington, D.C.-based public affairs
practice leverages online and traditional research methods to
measure stakeholder opinion and sentiment on critical issues.
Scientific research: The group provides full-service survey
research for academics, health researchers, policy think tanks
and corporate clients. Highly trained survey methodologists
serve the challenging needs of clients who conduct survey
research intended for peer-to-peer review. Survey research
includes multi-wave panels, cross-national studies, surveys with
complex experimentation and embedded media, and hard-toreach target populations.
5/22/14 4:54 PM
full pages.indd 91
5/23/14 12:39 PM
Investor research: The Household Economic Activity Tracker

(HEAT) delivers monthly indicators of consumer confidence
and consumers ability to spend. It is available across all
subsections of the U.S., the U.K. and the Chinese consumer
population. BrandIndex CategoryView brings consumer
insights to investors and strategic decision makers, anticipating
the consumer behavior that drives revenue, profitability and
the market.
Besides its headquarters, YouGov has U.S. offices in
New York; Washington, D.C.; Los Angeles; Lawrenceville,
N.J.; Waterbury, Conn.; and Portland, Ore. Worldwide, the
firm has 19 offices in 13 countries. The YouGov online panel
currently engages more than 3 million people in more than
33 countries.
36

Research
Radius-Global.com
Chip Lister, 60
TITLE
MANAGING DIRECTOR
EDUCATION
B.A., TEMPLE UNIVERSITY
2013 U.S. REVENUE
$30.3 MILLION
CHANGE FROM 2012
-4.5%*
NONU.S. REVENUE
$1.2 MILLION
FROM OUTSIDE U.S.
3.8%
U.S. EMPLOYEES
97
Radius Market Strategy enhances a brands position in

the competitive landscape. Configure provides insights into
the structure of the market, while Segmenter identifies
core targets. Predictor links survey and marketing data to
increase sales.
Radius Price discovers how to leverage the right price point
to achieve profitability and market success. PriceDeveloper
identifies the optimal pricing strategy in a competitive context
for both new and existing brands.
Radius Product leverages more accurate and cost-effective
approaches to guide the decision-making process. It
uses OptionDeveloper to maximize the impact of a
new concept. LineDeveloper selects the right pathway to
line extensions.
Radius Satisfaction gains an understanding of how to build
upon or improve customer loyalty. LoyaltyDeveloper helps
prioritize what factors optimize loyalty, while LoyaltyCheck
monitors progress at influencing consumers.
Radius Shopper Insights assesses subtle and complex influences
upon the in-store purchase decision. EyeScan measures the
impact of packaging on shelf and among competitors, while
Virtual Environments simulates in-store elements through an
innovative computer technology.
The firm has offices in 11 U.S. cities and an international
presence in London with Radius EMEA.
* The growth rate excludes 2012 and 2013 U.S. revenues from
the acquisitions Profile Marketing Research in May 2013 and
Probit Research in September 2013.
Radius Global Market Research in New York is a privately held

corporation founded in 1960.
Radius is a full-service custom
marketing research firm that provides
a number of approaches that address a
range of development, marketing and
communications issues:
Radius Brand assesses a brand to build higher profit margins. It

provides understanding of a brands value and proposition with
Equity Builder, then monitors and strengthens equity factors
with Equity Check.
Radius Communication makes messaging as compelling as
possible. Message Optimizer identifies the optimal positioning
platform by maximizing both the emotional and rational
aspects. AdvertisingCheck helps evaluate ongoing marketing
and advertising programs.
Radius Competitive Assessment increases a brands perceived
value among consumers. Opportunities and Barriers
helps evaluate and improve competitive position, while
MarketCheck provides an ongoing monitor of the landscape
and competitive relationships.
82
37
MarketVision Research Inc.
MV-Research.com
Tyler McMullen, 44
TITLE
PRESIDENT AND CEO
EDUCATION
MBA, UNIVERSITY OF VIRGINIA
2013 U.S. REVENUE
$30.1 MILLION
CHANGE FROM 2012
+15.8%
U.S. EMPLOYEES
115
MarketVision Research Inc. (MVR), based in Cincinnati, is a

private company founded in 1983.
MVR is a full-service custom marketing research consultancy
providing insights about markets, customers, brands and
products. Research areas of focus include product and portfolio
development, pricing, branding, segmentation and customer
satisfaction. The firm offers a full suite of quantitative and
qualitative research capabilities, and works across industry groups.
5/22/14 4:54 PM
MVR completes research in both consumer and business

sectors. Major industries covered include fast-moving consumer
goods, retail, healthcare, pharmaceutical, financial services,
agribusiness, travel and leisure, and durables.
The firm invests in its research-on-research program,
particularly in the area of advanced quantitative research design
and analysis, which is frequently shared with the research
community. It also leads a variety of qualitative research training
and development programs for clients and individuals.
MVR is focused on providing insight-driven deliverables as
part of every research endeavor, which may include easy-to-use
interactive simulators for What if? analyses and storytelling
techniques to help bring research to life for client business partners.
The firms capabilities include:
Optimization: MVRs marketing sciences group blends

technical skills with creative approaches to deliver insights into
clients businesses. It is skilled in discrete choice modeling and
optimization, with application to areas such as product and
service development, branding, packaging and pricing.
Innovation: MVR has a team of 15 moderators and qualitative
research specialists, as well as an experienced client and project
services team. Many are former client-side research directors.
The group conducts much research around innovation, using
qualitative research with consumers to fill in the gaps in the

innovation process, and matching it with quantitative research.
Online communities (MROCs): The firm provides online
communities that are completely managed and developed
in-house. The platform is mobile-enabled and clients are
provided proactive research plans with timely deliverables.
In 2013, MVR enhanced its MROC platform and other
online research tools with more engaging graphics and an
interface for mobile access across platforms and geographies,
integrated social listening practice into research programs, and
expanded its synthesis capability of client data streams
with primary research.
MVR has client service offices in Cleveland, Dallas/Fort
Worth, New York and Philadelphia; qualitative research centers in
Cincinnati and Cleveland; and a call center in West Chester, Ohio.
83
5/22/14 4:54 PM
38
Phoenix Marketing
International
PhoenixMI.com
Allen R. DeCotiis, 61
TITLE
CHAIRMAN AND CEO
EDUCATION
PH.D., EMORY UNIVERSITY
2013 U.S. REVENUE
$29.9 MILLION
CHANGE FROM 2012
-6.3%
NONU.S. REVENUE
$4.5 MILLION
FROM OUTSIDE U.S.
13.2%
U.S. EMPLOYEES
110
Phoenix Marketing International (PMI) in Rhinebeck, N.Y., is a

privately held company founded in 1999.
PMI is a global, full-service marketing firm offering a
combination of syndicated, modeling and custom research in
the areas focused on ad/brand/copy test measurement, product
innovation and customer experience.
PMIs staff continually service clients with research based on
critical thinking, using the strengths of senior market researchers
by developing unique shared data and proprietary analytic
techniques, and managing large custom projects on behalf of
clients across the automotive, financial services, healthcare,
converged technology and media, restaurant, and travel and
leisure sectors.
The firms syndicated offerings and custom research
capabilities are coupled with research experience that includes
qualitative and quantitative research conducted throughout
the Americas, Europe, Asia and emerging markets. It features
communication and brand work involving concept development,
customer satisfaction, brand and ad/copy measurement, service
quality measurement and financial measurement.
PMI conducts a large-scale syndicated tracking advertising/
communication audit and performance evaluation system
(AdPi and BrandPi Audits) for companies in industries such
as automotive, financial services, healthcare and technology.
Syndicated products include AdPi Express, Global Wealth
Monitor, Automotive Concept X, Consumer Convergence 360,
QuadPlay, Asian American Report, Virtual Mailbox, Hotel BASE
and Hotel SCORES.
PMI has offices in New York; Boston; California; Philadelphia;
Miami; Detroit; Raleigh-Durham, N.C.; Branchburg, N.J.; and
Salisbury, Md.; with EU offices in London and Madrid.
39
MarketCast
MCast.com
Henry Shapiro, 50
TITLE
CEO
EDUCATION
MBA, HARVARD BUSINESS SCHOOL
2013 U.S. REVENUE
$26.8 MILLION
CHANGE FROM 2012
+20.7%
NONU.S. REVENUE
$8.0 MILLION
FROM OUTSIDE U.S.
23.0%
U.S. EMPLOYEES
50
MarketCast, based in Los Angeles, was founded in 1987 and

acquired in 2000 by Reed Elsevier plc in the United Kingdom, and
in 2012 by Shamrock Capital Advisors.
MarketCast is a provider of marketing research services to
the global entertainment industry. The firms client base includes
most of the major motion picture studios, along with independent
producers and cable and broadcast TV networks.
Through a variety of consulting services backed by quantitative and
qualitative research methods, MarketCast works with marketers and
researchers across the entertainment spectrum in the development
and execution of their marketing strategies, from early concept
exploration through downstream and ancillary distribution windows.
The firms research services available worldwide include
materials testing (trailers, TV spots, print ads, etc.), concept and
positioning studies, exit polls, recruited audience screenings,
tracking studies and focus groups, as well as a range of ad hoc,
custom offerings including brand/franchise studies, title tests,
post-release studies and A&U studies.
MarketCast is based in Los Angeles with offices in Boston;
Denver, Colo.; Washington, D.C.; and London.
40
NAXION
NaxionThinking.com
susan Schwartz McDonald, 64

TITLE
PRESIDENT AND CEO
EDUCATION
PH.D., UNIVERSITY OF PENNSYLVANIAS

ANNENBERG SCHOOL
2013 U.S. REVENUE
$23.7 MILLION
CHANGE FROM 2012
+2.2%
U.S. EMPLOYEES
80
NAXION (formerly National Analysts Worldwide) in

Philadelphia was established as the worlds first market research
unit in 1911 by Curtis Publishing Co. (publisher of The Saturday
Evening Post and Ladies Home Journal). It became a separate
corporate entity in 1943 and was reorganized as an employeeowned company in 2004.
84
5/22/14 4:54 PM
full pages.indd 93
5/23/14 12:41 PM
NAXION is a market research firm that consults on strategic

business issues in industry sectors including healthcare,
information technology, financial services, communications
and B-to-B. Its depth of marketing experience in key verticals,
combined with its inventive research capabilities and analytics,
guide an integrative approach to data-driven decision support.
The firms NAscence Group supports bio-innovation within
Big Pharma and emerging companies by providing forecasting
and other research-based consulting services in support of a
commercialization strategy.
Types of projects routinely conducted by NAXION
include market segmentation; opportunity assessment and
demand forecasting; pricing, positioning and market entry
strategy; innovation and transformation; brand health; and life
cycle management.
Project leaders are supported by an in-house team of
methodologists and a portfolio of modeling tools and software,
all of them highly customized. A century-long legacy of
innovation includes development of probability sampling, the
early development and commercial application of focus group
methodology, and work in consumer and business market
segmentation. The firm continues to invest significant resources
in intellectual capital designed to enhance enterprise decision
support. Its current portfolio of tools includes text analytics,
advanced profitability driver models and specialized new choice
modeling techniques.
NAXION is widely known for its Farsight suite of forecasting
services, which support the building of integrated demand and
revenue models, including dynamic market models. Specialized
services include litigation and regulatory support, often involving
expert testimony.
41
RDA Group Inc.
RDAGroup.com
Donald Pietrowski, 52
TITLE
PRESIDENT
EDUCATION
MBA, OAKLAND UNIVERSITY
2013 U.S. REVENUE
$20.8 MILLION
CHANGE FROM 2012
+8.9%
U.S. EMPLOYEES
127
Using quantitative and qualitative methods, RDA offers insight

into customer satisfaction, product quality, customer loyalty,
statistical modeling, product development, customer profiling,
and custom research and consulting services. The firm employs
cross-disciplinary knowledge to custom-design research that
meets each clients specific information needs.
RDA uses its Quality Management System to conduct Internet,
mail and telephone surveys, central location testing, focus group
research, one-on-one interviews and intercept research. Research
and industry experience is complemented by database integration,
advanced statistical analysis and data mining.
The firm addresses a variety of research
needs including:
Customer satisfaction and loyalty: Designing tools for

analyzing customer satisfaction to determine what drives
satisfaction and loyalty.
Product quality: Leveraging positive product attributes, as well
as identifying those that hurt customer perceptions of quality.
Global research: Adapting research design, survey
development, data collection, language and analytical insights
to fit the local culture and conditions in both emerging and
developed markets of North America, Europe, South America
and Asia Pacific. The firm maintains partnerships with field
agencies throughout the world to deliver clear, consistent
information across markets.
RDA developed a global Internet CATI system, e-CATI, that
allows for central management of research studies, which can
be used anywhere in the world.
Statistical modeling and consulting: Integrating data
from multiple sources, RDAs statistical capabilities range
from multivariate techniques to customized modeling
and analysis.
Internet research: The firm conducts online research
among businesses and consumers, as well as website
usability testing.
Advanced product research: The firm gathers and interprets
consumer opinion throughout the product development
process, including the creation of customer profiles, product
usage profiles, concept ideation, prototype evaluations and
marketplace launches.
Qualitative research: Using focus groups, one-on-ones and
executive interviews, online groups and telepanels, the firm
uncovers information important to marketing endeavors.
The firm operates a 105-seat call center and two focus group
research rooms at their offices in Michigan.
RDA Group Inc., based in Bloomfield Hills, Mich., is a privately

held corporation founded in 1969.
RDA is a full-service market research and consulting firm
providing strategic perspective regarding customer behaviors
and attitudes to businesses in a broad range of industries
including automotive, financial services, utilities, healthcare,
insurance, advertising, recreational vehicle, temporary staffing,
housing and food.
86
5/22/14 4:54 PM
full pages.indd 95
5/23/14 12:50 PM
42
Market Probe Inc.
MarketProbe.com
Social media analysis: MP employs both text analytic and

sentiment-rating data to integrate social media observations
of what consumers are saying and thinking about products
and services into a holistic overview of how its insights impact
satisfaction, loyalty, advocacy and brand metrics.
Advocacy and Passion
T.R. Rao, 73
TITLE
PRESIDENT AND CEO
EDUCATION
PH.D., MICHIGAN STATE UNIVERSITY
2013 U.S. REVENUE
$20.5 MILLION
CHANGE FROM 2012
-4.6%
NONU.S. REVENUE
$24.2 MILLION
FROM OUTSIDE U.S.
54.1%
U.S. EMPLOYEES
90
While MP offers standalone customer advocacy and brand passion

models for CEM and brand communications, there is new thinking
of the relationship between these two and their combined multiplier
impact on customer loyalty. The firm can bring this new thinking
to enhance current tracking programs and relevant ROI analysis by
measuring customer attitudes and behaviors.
Online Reporting
Market Probe Inc. (MP), based in Milwaukee, is a privately held

MP is a full-service global marketing research and consulting
firm specializing in stakeholder measurement and a wide array
of custom research assignments. The firm builds long-term
partnerships based on its team of professionals with research
understanding, industry knowledge and technical experience.
Its voice-of-the-customer, brand and employee-satisfaction
experience reaches businesses around the world.
The firm has introduced several new research models and
analytical tools in the last two years:
Digital Research
MP offers clients a wide variety of capabilities and technologies

within a digital environment, providing consumer experiences
as well as timely, cost-effective methods and analytic insights.
Among its current service offerings are:
Mobile research: MPs offering allows mobile surveys to be
format-fitted to various tablet and smartphone devices, helping
to integrate data collection and results reporting into a single
stream of information.
Online communities: MP captures in the moment data for
observation, analysis and creative in-depth insights. Its seamless
and asynchronous consumer interactions offer community
access availability via laptop, tablet and smartphone, and
provides for a three-way relationship between consumers, their
peers and the MP community manager. The ability to integrate
MPs analytics expertise with community insights offers
consumer-driven perspectives.
Online qualitative: MPs ability to interact with groups of
targeted consumers or have a direct one-on-one discussion
is part of its online qualitative service, which includes:
conducting an online focus group (with or without video
integration) where participants are able to immediately react to
products, services and media; setting up video ethnographies
over extended periods of time, where clients can observe
activities and actions; and providing a one-on-one dialogue,
allowing for in-depth questions, ideation activities and creative
collaboration, all leading to definitive consumer insights. All
findings are available in multimedia formats, providing a wellrounded view of consumer opinions and interactions.
88
The firms latest reporting tool, Insight Manager, is the modular

online reporting system for CEM engagements. IM allows managers
to combine customer feedback with their internal metrics to provide
actionable information. This reporting system provides respondentlevel feedback as well as employee-level feedback, resulting in
better customer recovery initiatives, targeted employer training and
coaching for building customer loyalty.
MPs senior researchers have authored seven books on the topics
of customer advocacy and customer satisfaction and loyalty, and
numerous award-winning papers.
The firm operates CATI call centers in the United States, Canada,
the United Kingdom, India, Beijing and Singapore. There are fullservice offices in the United States, Canada, the United Kingdom,
Belgium, India, Singapore and China.
43
Gongos Inc.
Gongos.com
amille Nicita, 44
TITLE
PRESIDENT AND CEO
EDUCATION
MBA, WAYNE STATE UNIVERSITY
2013 U.S. REVENUE
$20.1 MILLION
CHANGE FROM 2012
+12.9%
NONU.S. REVENUE
$2.5 MILLION
FROM OUTSIDE U.S.
11.1%
U.S. EMPLOYEES
122
Gongos Inc., based in Auburn Hills, Mich., is a privately held

Gongos offers multiple levels of engagement to address
clients ongoing business challenges through primary research,
data integration and insight curation. Both of its business units
serve the CPG, financial services, healthcare, lifestyle, retail and
automotive spaces.
5/22/14 4:54 PM
full pages.indd 97
5/23/14 12:53 PM
The foundation of Gongos innovation strategy is to identify

societal and technological trends that stand to shape the future. To
further activate this strategy, the firm is enlisting the multidisciplinary
skill sets of its researchers, data scientists and storytellers to fuel a
culture of learning internally and within its clients organizations.
Gongos Research, the firms primary research division, partners
with corporate research and insights teams on initiatives spanning
the entire product and marketing life cycle. O2 Integrated, its
data sciences consultancy, supports marketing and operations
decision-makers by integrating enterprise and research data to
shepherd larger-scale endeavors. Focuses include concept and
product development, voice-of-the-customer research, price/
feature optimization, emotional connections, shopper immersion,
positioning and segmentation. Its holistic approaches incorporate
both qualitative and quantitative techniques.
In 2014, the firm is transforming online research communities
beyond insight generation to drive intra-organizational intelligence
by facilitating real-time collaboration and aggregate learning. It is
deepening its global footprint by establishing partnerships in key
regions where its clients play.
44
KS&R Inc.
KSRinc.com
Rita L. Reicher, 61
TITLE
CHAIRMAN AND PRESIDENT
EDUCATION
PH.D., YALE UNIVERSITY
2013 U.S. REVENUE
$19.8 MILLION
CHANGE FROM 2012
-5.7%
NONU.S. REVENUE
$2.6 MILLION
FROM OUTSIDE U.S.
11.6%
U.S. EMPLOYEES
177
KS&R is a worldwide provider of custom-designed qualitative

and quantitative services. The firm supports all industry sectors
but has particular strength in technology, telecommunications,
transportation, medical device/healthcare, finance/insurance
and retail. Clients are served by a dedicated business team that
specializes in that clients industry. Its members include business
strategists with client-side experience, qualitative specialists and
experienced analytic professionals.
KS&R is known for identifying, understanding and responding
to complex issues. Research is designed to fit client needsno
black boxesand facilitate rich insights, solid conclusions and
fact-based recommendations.
All marketing research services and models are customdesigned. Specific capabilities include new service innovation and
product development; customer relationship assessment; market
opportunity evaluation (sizing and segmentation); brand strength
and customer experience measurement; value proposition
development and messaging; channel and partner strategy;
pricing optimization; and buyer behavior research.
Global resources include a multilingual staff, KS&Rs INSITE (an
in-house, global survey contact center), and longstanding centers
of excellence in both qualitative and quantitative disciplines.
In 2013, KS&R expanded its portfolio of ethnographic-based
research capabilities, with an emphasis on mobile technologies,
video journaling and experience mapping to support all stages of
the product/service life cycle. The firm has developed an approach
to co-creation in which targeted customers and clients collaborate
in a multi-stage, creative process using highly iterative techniques
to generate new product ideas and strategies.
The firm has offices throughout the United States and in
Frankfurt, Germany.
45
KS&R Inc. (Knowledge Systems & Research Inc.), based in

Syracuse, N.Y., is a privately held company founded in 1983.
The Link
Group
TLG.com
Tom Pfeil, 46
TITLE
CO-FOUNDER AND PARTNER
EDUCATION
2013 U.S. REVENUE
MBA, UNIVERSITY OF TEXAS

AT AUSTIN
$19.6 MILLION
CHANGE FROM 2012
+26.5%
NONU.S. REVENUE
$3.7 MILLION
FROM OUTSIDE U.S.
15.9%
U.S. EMPLOYEES
52
The Link Group (TLG) in Atlanta is a privately

held company founded in 1994.
TLGs marketing research model is
based on two complementary approaches:
better service and smarter research. Its
better service approach is based on hiring
90
5/22/14 4:54 PM
full pages.indd 99
5/23/14 1:35 PM
inquisitive problem-solvers who work in a collaborative, energetic

environment, which drives employee retention. There is one
end-to-end point of contact for an entire projectno hand-offs, no
salespeople, no questionnaire writers, no report writers, etc. This
allows a more fluid, flexible and responsive approach. The smarter
research approach is focused on custom-designing research
to meet the unique objectives of each individual study, being
respectful of research budgets. Clients of TLG are typically Fortune
500 companies in the healthcare, technology, retail and consumer
packaged goods industries. TLG tends to form long-term
relationships with clients, with more than 99% of revenue coming
from repeat business. The firm has significant international
experience, most frequently among developed economies and
international markets in Europe, Asia Pacific and South America.
While the firm routinely conducts all manner of qualitative
and quantitative research, the fastest-growing component of its
business is Onsite Insights ethnography. Its OI group conducts
in-home interviews, onsite observations, out-of-the-box
experience research and other ethnographic approaches.
TLGs staff is divided between offices in Atlanta and Durham, N.C.
46
The Pert Group
TPGs services include:
Consulting: Harnessing a wealth of information, including

secondary research, company data, industry experts and social
media to draw insights and work to develop effective processes,
strategies and tactics. Its experienced team transforms data
into knowledge, knowledge into action and action into
measurable results.
Qualitative: Exploring unmet needs, emotional connections and
reactions to new ideas and concepts through IDIs, focus groups,
ethnographies and online qualitative research. The Pert Group
also characterizes target populations and develops hypotheses
that are then quantified.
Quantitative: Measuring the equity and affinity of brands,
products and services, and exploring causality.
In 2013, The Pert Group developed a new methodology for
tracking brand equity, called Brandvantage, that captures new
insights into the consumers buying process and delivers
a strategic road map for brand planning and implementation.
The product integrates consumer attitudes and specific
purchase motivations to bring clarity to brand management
decisions. The firm also has a new product in development,
QualNow, an expedited system for quickly obtaining
consumer insights, which it plans to introduce to the
marketplace later this year.
Along with its headquarters, the firm has offices in Pittsburgh
and London, with sales and service locations in Detroit; Miami;
New York; Kansas City, Mo.; and San Francisco.
ThePertGroup.com
Doug Guion, 40
TITLE
PRESIDENT
2013 U.S. REVENUE
$18.3 MILLION
CHANGE FROM 2012
-12.9%
NONU.S. REVENUE
$4.9 MILLION
FROM OUTSIDE U.S.
21.1%
U.S. EMPLOYEES
86
The Pert Group (TPG), based in Farmington, Conn., is a privately

held firm founded in 1978.
TPG is a global research-based consulting firm that integrates
financial, attitudinal, market and behavioral information to
bring clarity to business, brand and marketing decision making.
TPG facilitates profitable growth and improves business
outcomes for local, national and international clients by helping to
assess their competitive landscapes, identify their prime audiences,
understand market opinions and behaviors, develop successful
products, and build compelling packaging and advertising that
positions them for success.
Working with a variety of industries, the firm specializes in
the CPG, (beverage food, HBA and household products), finance,
healthcare, insurance, manufacturing, pet, restaurant and retail
industries. It works from ideation to activation, synthesizing
qualitative and quantitative research to identify critical patterns
emerging from the wide range of information sources.
92
47
Bellomy Research Inc.
BellomyResearch.com
John Sessions, 50
TITLE
CEO
EDUCATION
MBA, WAKE FOREST UNIVERSITY
2013 U.S. REVENUE
$18.0 MILLION
CHANGE FROM 2012
+25.9%
U.S. EMPLOYEES
108
Bellomy Research Inc. (BR), based in Winston-Salem, N.C., is a

privately held, family-owned company founded in 1976.
BRs team operates as an extension of corporate market
research departments, creating and managing custom projects
and programs that address the needs and complement the
capabilities of its clients. The firms mission is to be a valuable
and trusted strategic partner for its clients, from creating and
disseminating insights, to designing and executing complex
programs and providing data, to delivering an online analysis
and reporting portal.
5/22/14 4:54 PM
BRs account teams leverage its internal

network of key support activities:
Retail and category leadership/shopper insights: The firms

team of experienced retail staff employs an approach that
illuminates the key drivers and inhibitors shoppers encounter
along their shopping journey.
Research technology: SmartIDEAS, its software platform,
integrates all stages of the research process, providing security,
data quality and access to information.
Advanced analytics: BRs marketing sciences team helps to solve
business issues through the use of experimental design and
analytical techniques.
Social media research: By monitoring consumers discussions
on emerging topics and by creating relationships with
consumers, sharing ideas and listening to feedback on specific
business questions, the firm delivers insights on product, brand
and category relationships.
Test product management facility: The firm operates a test

product processing facility that includes loading docks, several
layers of physical security, and two surveillance systems
operating 24/7.
Call center operations: It operates a 300-station CATI center that
uses its software, SmartIDEAS, to administer telephone surveys.
BR is a founding sponsor and ongoing supporter of the
Center for Retail Innovation at Wake Forest University School
of Business, and a participant in its annual Retail Innovation
Challenge and Marketing Summit, as well as a member of the
Advisory Board of the Master of Marketing Research program at
the University of Georgia.
BR has client service offices in Boston, Cincinnati, Dallas and
Los Angeles in addition to its headquarters and operations center
in Winston-Salem, N.C.
BRs industry focus and areas of specialization include retail and

CPG, energy, financial services, insurance, telecommunications,
fiber and apparel, entertainment, lodging and personal items.
Unique tangible capabilities include:
Reporting portals and dashboards: BRs online portal is customizable to the analysis and information-sharing needs of its clients.
93
5/22/14 4:54 PM
48
RTi Market Research

& Brand Strategy
RTiResearch.com
David Rothstein, 47
TITLE
CEO
EDUCATION
MBA, UNIVERSITY OF ROCHESTER
2013 U.S. REVENUE
$17.3 MILLION
CHANGE FROM 2012
+24.5%
U.S. EMPLOYEES
50
RTi Market Research & Brand Strategy (RTi), based in Stamford,

Conn., is a privately held company that was founded in 1979.
RTi is a global market research firm providing marketingfocused research and brand strategy services to a broad and
diverse client base. The firms knowledgeable team of principals
and staff provide insights and answers that lay the foundation for
making intelligent business decisions.
In addition to its complete offering of traditional research tools
and methods, RTi continuously develops specialized products
and advanced analytics in support of increasingly complex
business decisions. RTi relies heavily on its internal Marketing
Science function for a continuous influx of specialized products
94
and advanced analytics. This includes its new RTi Ingenuity, a

platform to reinvigorate and accelerate innovation, ideation and
naming with exclusive creative genius panels and a proven but
customizable process. Also, the firm has a series of quick courses
and webinars that provide education and professional development
to corporate researchers in easy-to-digest, one-hour seminars.
The firm has additional offices in Matawan, N.J., and
Westerville, Ohio.
49
Kelton Global Group
KeltonGlobal.com
Tom Bernthal, 40
TITLE
CO-FOUNDER AND CEO
EDUCATION
B.S., UNIVERSITY OF WISCONSIN-MADISON
2013 U.S. REVENUE
$17.2 MILLION
CHANGE FROM 2012
+33.3%
NONU.S. REVENUE
$2.7 MILLION
FROM OUTSIDE U.S.
13.6%
U.S. EMPLOYEES
50
5/22/14 4:54 PM
full pages.indd 101
5/23/14 1:37 PM
Kelton Global Group, based in Los Angeles, is a privately-held

company that was founded in 2003.
Kelton is a consumer insights-based consultancy that combines
research experience with problem-solving capabilities and
storytelling. The firm helps its clients navigate their evolving
relationships with their consumers to drive business growth.
Building on its research background, Kelton has evolved into a
strategy consultancy for creating consumer-oriented business
services. Its work spans more than 30 countries worldwide.
Keltons offerings include:
Qualitative research: Applied ethnographies, customer focus

groups, in-depth interviews, in-situ observations, online smart
communities, trend scanning, semiotic analysis, archetype
studies and analysis, and digital research.
Quantitative research: Brand health, A&U, customer
segmentation, consumer choice modeling, pricing models,
line extension analysis, assortment analysis, messaging/
positioning testing, package testing, new product testing, and
brand and ad testing.
Design: Innovation, customer journey mapping, prototype
optimization, visual merchandising, information design,
concept ideation, path-to-purchase research and new
product development.
Communications: Information design, video documentary,
language and message development, and thought leadership
research.
Strategic consulting: Brand landscape analysis, brand
positioning, marketing strategy, agency briefing and
new concepts.
Keltons growth in 2013 was due, in part, to the increasing use
of its quantitative tracking, testing and monitoring projects, which
complement and build on its existing consumer insights-driven
innovation and strategic consulting work. For 2014, the firm will
focus on mixed-methodology projects, where its research leads to
srategy, design and consulting work.
In addition to its Los Angeles headquarters, Kelton has offices
in New York and London.
96
50
Chadwick Martin Bailey Inc.
CMBinfo.com
Anne Bailey Berman, 66

TITLE
CO-FOUNDER AND PRESIDENT
EDUCATION
MBA, BOSTON UNIVERSITY
2013 U.S. REVENUE
$16.7 MILLION
CHANGE FROM 2012
+13.6
U.S. EMPLOYEES
64
Chadwick Martin Bailey Inc. (CMB), based in Boston, is a

CMB is a global custom market research and consulting firm
partnering with a group of leading brands to provide insights for
strategic decision-making.
The firm uses market science across each of its six practice
areas: financial services, technology and telecom, travel and
hospitality, retail/e-commerce, healthcare and insurance.
CMBs core areas of specialization include:
Brand development, optimization and tracking: Providing

insights and tools for focused, fact-based, and financially linked
brand management so that clients can deliver unique value,
stay ahead of the competition, and meet their current and
prospective customers needs.
Customer experience and loyalty: Develop and track
differentiated programs and experiences to increase
satisfaction, loyalty, spending and positive word of mouth.
Segmentation and market development: Understand customers
behaviors, goals, needs and wants to identify the biggest (or
smallest) opportunities for growth.
Product and service development: Innovate, design and bring to
market the products and services that effectively and profitably
meet customer needs and goals.
In addition to expanding data integration and mobile research
offerings in 2013, CMB published several self-funded Consumer
Pulse Research Reports focused on online banking and mobile
wallets. These studies have been featured
in leading publications such as The New
York Times, USA Today, MediaPost, Ad Age
and Forbes. m
5/22/14 4:54 PM
full pages.indd 103
5/23/14 1:43 PM
Marketing Research Company Profiles

Find leading marketing research companies on the
following pages who offer the knowledge, latest technology
and tools to turn your marketing vision into reality.
(Companies are listed in alphabetical order.
The information in each listing was provided by the advertiser.)
ADAPT Inc.
5610 Rowland Road
Suite 160
Minnetonka, MN 55343
PHONE: 1-888-52ADAPT
FAX: (952) 939-0538
EMAIL: dkoch@
adaptdata.com
WEB: www.adaptdata.com
CONTACT: Dave Koch, Vice President
Over 30 years of survey processing experience
dedicated to the market research industry. Services
include: comment coding (in over 30 languages);
mobile media coding; text analysis; survey printing
and mailing (US and Canada); inbound mail
management; image scanning and traditional data
capture; verbatim keying and editing; transcription
(focus groups, IDIs and recorded IVR comments).
We have extensive experience in Healthcare,
Consumer and Employee research. When you need
fast and accurate survey processing services, call
the experts at ADAPT Inc.
Ascribe
600 Vine Street
Suite 2020
Cincinnati, OH 45202
PHONE: 877-241-9112
WEB: www.goascribe.com
EMAIL: sales@
goascribe.com
CONTACT: Rick Kieser, CEO of Ascribe
98
Carol Bross-McMahon, VP,

Forza Marketing
[email protected],
(513) 231-5115)
Ascribe is the leading provider of verbatim
text analytics solutions for the worlds most
recognizable brands and research firms. Clients
spanning 57 countries depend on Ascribe to gain
real-time, accurate, and actionable insights into
the feelings and experiences of their customers.
Ascribe analyzes more than 300 million
open-ended customer comments per year,
captured across a broad range of channels and
in a myriad of languages. With Ascribe,
companies make better, more-informed
decisions through a deeper understanding of
their customers and markets.
EMAIL: info@
b2binternational.com
WEB: www.b2binternational.com
China
PHONE: +86 (0)10 5735 1061
EMAIL: beijing@
WEB: www.b2binternational.com/china
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.
Our b-to-b expertise covers all industry sectors
from manufacturing to engineering, chemicals to
constructionthroughout the world.
As the trusted b-to-b research partner for hundreds
of clients, our areas of specialization include:
Advertising Research
B2B International
707 Westchester Avenue,
White Plains, NY 10604
PHONE: (914) 761-1909
FAX: (914) 761-1503
EMAIL: newyork@
WEB: www.b2binternationalusa.com
CONTACT: Julia Cupman, Director
ADDITIONAL COMPANY LOCATIONS:
Illinois
PHONE: (312) 204-7201
EMAIL: chicago@
WEB: www.b2binternationalusa.com
U.K.
PHONE: +44 (0)161 440 6000
Branding Research
Channel & Go-To-Market Research
Competitive Intelligence
Customer Journey Mapping
Customer Satisfaction & Loyalty Research
Employee Satisfaction Research
Market Sizing & Opportunity Research
New Product Development (NPD) Research
NPS Tracking Research
Pricing Research
Segmentation
Usage & Attitude (U&A) Research
VOC Research.
June Hono 2014.indd 98
5/23/14 2:13 PM
MARKETING RESEARCH
2014profiles
WEB: BurkeInstitute.com
CONTACT: Jim Berling
Burke, Inc.
500 West 7th Street
PHONE: 1-800-688-2674
FAX: (513) 684-7500
EMAIL: info@
burke.com
WEB: Burke.com
CONTACT: Diane Surette
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. Burkes 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 Burkes core competencies are supported by
an active commitment to internal research and
development programs.
Burkes primary areas of focus include:
Brand Assessment
Product/Service Development
Customer Loyalty/
Employee Engagement
Linking Data Sources
Market Segmentation
Shopper Research
Research Education
As further evidence of Burkes outstanding
quality in marketing research, Burke is
ISO 20252 certified.
Burke Institute
500 West 7th Street
PHONE: 1-800-543-8635
FAX: (513) 684-7733
EMAIL: info@
BurkeInstitute.com
For over 35 years, marketing and marketing

research decision makers worldwide have
turned to the Burke Institute, the premier
provider of state-of-the-art marketing research
and insights training, for their professional
development. Since our founding in 1975,
Burke Institute has trained more than 85,000
participants from 10,000 companies, in 40
countries. 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. Experience our unequalled commitment
to excellence by attending one of 20+highly
acclaimed marketing research seminar offerings
or combine a group of courses into a unique
customized program for your organization.
Visit our web site and learn more about our
seminars, certificate of proficiency programs,
and onsite training options.
Burke Institute is a division of Burke, Inc.
C+R Research
500 N. Michigan Avenue
Suite 1100
Chicago, IL 60611
PHONE: (312) 828-9200
EMAIL: [email protected]
WEB: www.crresearch.com
CONTACT: Robbin Jaklin
At C+R Research, a full-service marketing insights
agency, weve been helping brands grow for over
50 years by delivering great research, deep
perspective and committed client service.
Were known for best-in-class methodologies,
high-quality analytical insights and delivering
senior-level attention throughout every phase of our
clients projects. We offer an array of customizable
techniques for both qualitative and quantitative
research, and have focused areas of knowledge and
expertise in youth and family, Latinos and Shopper
Insights. Our goal is to equip our clients with the
insights they need to confidently develop successful
brand strategies and grow their business.
C&C Market Research

1200 South Waldron
Suite #138
Fort Smith, AR 72903
PHONE: (479) 785-5637
WEB: www.ccmarketresearch.com
EMAIL: thomas@
ccmarketresearch.com
CONTACT: Thomas Morrison
C&C Market Research, an industry leader
for over 25 years, is the complete answer to
all of your data collection needs. Our highly
trained data collection specialists and beautifully
designed field locations, coupled with our state
of the art programming and data transmission
capabilities, will ensure your next project is a
success. With 50 locations (and growing!)
nationwide, we are the largest privately owned
and operated data collection company in the
U.S. and have remained a leader in todays
marketplace through hard work, ingenuity, and
a dedication to quality that is second to none.
Our specialties include eye tracking, medical/
executive interviewing, Hispanic interviewing,
on-site interviewing, sensory testing, mall
intercepts, new product development, product
purchase retrieval, and more.
Please give us a call today!
Creative Consumer
Research Houston
3945 Greenbriar Dr.
Stafford, TX 77477
PHONE: (281) 240-9646
FAX: (281) 240-3497
EMAIL: ppratt@
ccrsurveys.com
WEB: www.ccrsurveys.com
CONTACT: Patricia Pratt, President
Complete field service covering all of Texas.
Large conference-style focus group rooms;
one-way mirrors; large client viewing spaces.
Taste tests, telephone interviewing, executive
surveys, mall intercepts, door-to-door
interviewing, in store intercepts, mystery shops,
store audits. Computer capabilities available.
Bilingual interviewing, moderators, translators
available. Large rooms for oversized
equipment and 100+ respondents. Expert
recruiting for low incidence projects.
Nationwide recruiting and telephone
interviewing capabilities.
The Profiles continue on the following page

99
5/23/14 2:19 PM
2014profiles
MARKETING RESEARCH
Convergys Analytics
Decipher
201 East Fourth Street

PHONE: 1-800-344-3000
FAX: (513) 784-4785
WEB: convergys.com/solutions/analytics
CONTACT: Ann Georgesen, Director
7 River Park Place East

Suite 110
Fresno, CA 93720
PHONE: (559) 436-6940
FAX: (559) 436-6944
WEB: www.decipherinc.com
TWITTER: @deciphertweets
FACEBOOK: Facebook.com/decipherinc
CONTACT: Kristin Luck, President

Makati City, Manila, Philippines
We help transform your cross-channel customer
experience into a strategic advantage by focusing
exclusively on three business outcomes
improving customer loyalty, driving incremental
revenue, and lowering service costs. Combining a
proven network of analytic tools and
methodologies, our team of researchers, analysts
and consultants takes the guess work out of
understanding and improving customer experiences.
A marketing research services provider, Decipher

specializes in online survey programming,
sampling, data collection and data reporting.
Utilizing proprietary Web-based applications,
Decipher integrates state-of-the-art technology with
traditional research techniques. Decipher is all
about uncovering opportunities in whatever
territory is explored with clients. As a true partner,
Decipher isnt interested in just data, but also about
what that data represents for each client. The
company focuses on technology and research
systems that bring data to life, and in doing so,
helps reveal how even seemingly small discoveries
can yield meaningful insights.
Customer Lifecycle, LLC

319 N. Weber Rd., #360
Bolingbrook, IL 60490
PHONE: (630) 412-8989
WEB: www.customerlifecycle.us
CONTACT: Karin A. Ferenz, Principal
Customer Lifecycle is a global research based
consultancy that works with B2B and B2C
companies to get more value and better business
results from research through significantly
improved coordination, deployment and integration
of research findings and customer requirements
into the day-to-day management and operations of
the organization.
We help companies avoid costly mistakes by
focusing on thorough front-end planning,
appropriate research execution, and in-depth action
implementation at the back end. Outcomes are
rigorous and balanced customer-focused
performance metrics, improved financial results,
and a superior total customer experience.
With reach to more than 3 million individuals in
160+ countries, we conduct strategic qualitative and
quantitative research in multiple localized
languages on a worldwide basis.
100
Esearch.com, Inc.
P.O. Box 4356
Palos Verdes Peninsula, CA 90274
PHONE: (310) 265-4608
WEB: www.esearch.com
CONTACT: Janet Westergaard
Esearch.com started building an online research
panel in 1995. It was one of the Internets first and
continues to be one of the best. Specialty panels
(teens, mothers, children, business owners,
IT professionals, medical conditions, etc.) are
also available.
FocusVision Worldwide
1266 East Main Street
Stamford, CT 06902
PHONE: (203) 961-1715
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.
WEB: www.FocusVision.com
EMAIL: TLynch@
FocusVision.com
CONTACT: Timothy Lynch
FocusVision is the leading global provider of live
video transmission, analysis and archive solutions
for the qualitative market research industry.
With transmission solutions for focus group
facilities, online webcam focus groups, and now
BulletinBoard. FocusVision delivers the highest
audio and video quality, reliability and security.
With a virtual backroom experience, FocusVision
solutions increase key stakeholder participation
reduce the hassles and costs of travel and accelerate
the review, analysis and reporting processes.
GfK
200 Liberty Street
4th Floor
New York, NY 10281
PHONE: (212) 240-5300
WEB: www.gfk.com
CONTACT: Holly Jarrell
GfK is the trusted source of relevant market and
consumer information that enables its clients to
make smarter decisions. More than 13,000 market
experts combine their passion with GfKs 80 years
of data science experience. This allows GfK to
deliver vital global insights matched with local
market intelligence from more than 100 countries.
By using innovative technologies and data sciences,
GfK turns big data into smart data, enabling its
clients to improve their competitive edge and enrich
consumers experiences and choices.
Gongos, Inc.
2365 Pontiac Road
Auburn Hills, MI 48326
PHONE: (248) 239-2300
WEB: gongos.com
Gongos is a decision intelligence company that
supports Global 1000 companies. We offer clients
multiple levels of engagement to address their
ongoing business challenges through primary
research, data integration and insight curation.
Gongos combines innovative and foundational
5/23/14 2:21 PM
MARKETING RESEARCH
approaches to serve clients in the CPG, financial

services, health care, lifestyle, retail, and
automotive spaces.
Gongos Research, the companys primary research
division, partners with corporate research and
insights teams on initiatives spanning the entire
product and marketing life cycle. O2 Integrated,
its data sciences consultancy, supports marketing
and operations decision-makers by integrating
enterprise and research data to shepherd
larger-scale endeavors.
Specializing in analyzing consumer and B2B

marketing challenges, M/A/R/C strives to
help brands improve marketing strategy and
brand strength.
M/A/R/C Research is headquartered in Dallas,
Texas with satellite offices across the U.S.
M/A/R/C Research is part of Diversified Agency
Services, a division of Omnicom Group Inc.
Maritz Research
Luth Research
1365 4th Avenue
San Diego, CA 92101
PHONE: (619) 234-5884
FAX: (619) 234-5888
WEB: www.luthresearch.com
CONTACT: Candice Rab, Senior Vice
President, New Products
For more than 35 years, Luth Research has been
advancing next generation consumer intelligence
with innovative market research approaches.
Powered by our proprietary online research panel
and cross-platform digital tracking capabilities, as
well as traditional focus group and call center
services, our innovative research methods help
todays businesses thrive.
M/A/R/C Research
7850 N. Belt Line Rd
Irving, TX 75063
PHONE: 1-800-884-MARC (6272)
WEB: www.MARCresearch.com
EMAIL: Merrill.Dubrow@
MARCresearch.com
CONTACT: Merrill Dubrow
M/A/R/C Research is a full-service custom
marketing research firm dedicated to aiding in
the creation, evaluation, and strengthening of
brands. Since 1965, M/A/R/C has designed and
executed qualitative and quantitative research with
traditional and online solutions while adhering to
a client-service ethic built on dependability
and collaboration.
1355 North Highway Drive

Fenton, MO 63099
PHONE: 877-4MARITZ
WEB: www.maritzresearch.com
2014profiles
research and consulting firm specializing in

stakeholder measurement engagements as well
as a wide array of custom research assignments.
The firm builds long-term partnerships with its
clients, based on its team of professionals with
research savvy, industry knowledge and technical
experience. Market Probes customer, brand and
employee-satisfaction expertise reaches businesses
around the globe. We believe in building a
worldwide presence so that we can continue to
successfully serve our multi-national clients in
an ever-changing marketplace. In addition to
our corporate headquarters in the United States,
we have additional full-service research offices
in the U.S., Canada, the UK, Belgium, India,
Singapore and China. We employ over 300
full-time employees worldwide and as many as
1000 part-time employees.
About Maritz Research

As one of the worlds largest marketing research
firms, Maritz Research, a unit of Maritz LLC Inc,
helps many of todays 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, technology/
telecommunications, and retail sectors.
Maritz Research leads the industry in creating
Customer Experience Measurement solutions
and we apply these solutions to our clients
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.
Market Probe
2655 North Mayfair Road
Milwaukee, Wisconsin, 53226
PHONE: (414) 778-6000
WEB: www.marketprobe.com
EMAIL: info@
marketprobe.com
CONTACT: Ms. Bonnie Lockwood
Market Probe is a full-service global marketing
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: www.m-s-g.com
EMAIL: alambert@
m-s-g.com
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 fullservice sampling capabilities including RDD,
listed samples, business samples, screening
services, online/Web sample, address-based s
ample, 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.

101
5/23/14 2:26 PM
2014profiles
MARKETING RESEARCH
Mindfield Online
1012 Kanawha Blvd. East, Suite 301
Charleston, WV 25301
PHONE: (304) 343-9650
FAX: (304) 343-6522
WEB: www.mindfieldonline.com
CONTACT: Jay Mace, Vice President
The McMillion Companies provide 35 years of data
collection experience and leading edge technology.
Our online panel, Mindfield Online, uses the latest
proprietary software integration for the best panel
and programming experience available. MindField
Medical, another McMillion company, combines a
multi-method approach to physician and patient
surveys using technology as the filter to allow for
the most representative approach to Healthcare data
collection. Our web development team continually
provides stunning data collection tools, now
enhanced by Beacon by Decipher, that integrate
with mobile and social media to give not only the
respondent but your clientele the best online
experience possible. The sky is truly the limit for
your research projects when using The McMillion
Companies. Our IQD electronic countermeasures,
which now include Experian Data Quality, insures
panel integrity and a quality experience.
Morpace Inc.
Market Research and Consulting
31700 Middlebelt Road
Farmington Hills, MI 48334
PHONE: (248) 737-5300
FAX: (248) 737-5326
WEB: www.morpace.com
CONTACT: Duncan Lawrence, President
Morpace is a full-service, global survey research
and consulting organization specializing in
qualitative and quantitative research. Our clients
rely on our innovative solutions and research
expertise in a wide range of industries including
automotive, financial services, healthcare, retail
and consumer goods, and technology.
Through custom research designs, in-house
analytics and modeling expertise, and visually
dynamic reporting, Morpace provides our clients
with the industry information and marketing
knowledge they need to make smart financial and
strategic decisions.
102

Morpace delivers global expertise and innovative,

proprietary solutions in three core areas: brand
and communications; market and product
development; and customer experience
management including satisfaction, loyalty and
retention. Examples of our innovative solutions
include mobile research, text analytics, Claros
Communities, and dynamic dashboards.
Offerwise
Established in 1941, Morpace is one of the fastest

growing marketing research firms in the United
States. We conduct research in over 60 countries
and on five continents. Morpace is headquartered
in Detroit with full-service offices in Los Angeles,
London and Shanghai.

Chicago, Seattle, Buenos Aires
44095 Pipeline Plz, Ste 330

Ashburn, VA 20147
PHONE: 1-800-280-4947
WEB: www.offerwise.com
CONTACT: Rob Dolafi
Offerwise is a leading research and sample provider

for the US Hispanic & Latin American markets.
It is home to the largest and most representative
online US Hispanic panel in the industry. Its recent
expansion in to Latin America covers every country
with all socio-economic classes represented.
National Analysts Worldwide

is now NAXION
1835 Market Street
Philadelphia, PA 19103
PHONE: (215) 496-6800
WEB: www.naxionthinking.com
CONTACT: Susan Schwartz McDonald, CEO
Now past the century mark, we have chosen a new
name to match our forward vision and expanding
capabilities. We remain an independent, womanand employee-owned firm, under the same
leadership, with the same culture of excellence
weve had since our inception.
NAXION is a unique research-driven consultancy
that integrates sophisticated methodologies with
specialized industry expertise to guide important
business decisions. The firm is distinguished by
expertise in both methods and marketing, inventive
thinking focused on real world application, and the
advantages of global reach with a cordial boutique
style of client service. Exceptional commitment to
client partnership enables us to support companies
programmatically and cost-effectively.
Core competencies include forecasting, pricing,
innovation and transformation, market mapping/
monitoring, segmentation, brand strategy, and
customer experience. The firm is known for highly
customized predictive models shaped to specific
industry and product categories, often engineered to
accommodate markets in transition. Industries of
particular expertise include Healthcare, Financial
Services, IT, Energy, B2B, Building Systems,
Vehicles & Heavy Equipment, and Consumer Products.
Opinion Access Corp

47-10 32nd Place, 3rd Floor
Long Island City, NY 11101
PHONE: (718) 729-2622
WEB: www.opinionaccess.com
CONTACT: Joe Rafael
Opinion Access Corp. is the one-stop-shop for
market research data collection and the industry
expert in bilingual English/Spanish. OAC has built
an exceptional reputation at managing complex
projects using various methods of data collection.
Our core business of telephone interviewing
expanded to online, in-person, and other forms of
field interviewing. OAC leads the way in diverse
data collection options for our culturally diverse
community. Cultural expertise in bilingual English/
Spanish and multi-languages, utilizing our Metro
New York facility and our offshore center in the
Dominican Republic. Areas of expertise include
Political Projects, Tracking Projects, Multi-Mode
Surveys and Data Processing. Our methods are
Online Surveys, CATI and CATI over Web and
Global Field Management.

Research
120 Fifth Avenue
New York, NY 10011
5/23/14 2:32 PM
MARKETING RESEARCH
PHONE: (212) 633-1100

WEB: www.radius-global.com
CONTACT: Chip Lister, Managing Director
Radius Global Market Research excels at
addressing complex issues in development,
marketing and communications for Fortune 500s,
multinational companies and other industry leaders.
We are a global team of smart marketers and savvy
research professionals with diverse experience
across dozens of industries. We are committed to
bringing cutting-edge, custom research solutions to
every engagement so that you can maximize your
brand growth. Our intellectual capital is truly
global, as Radius research engagements stretch
from Asia, across Africa and Europe, to the Americas.
Companies rely on Radius for strategic businessbuilding guidance to optimize brand offerings,
identify clear innovations, and develop compelling
customer propositions. This is our single-minded
focus: taking brands to higher levels of success.
Plano, TX 75024
PHONE: (214) 365-5000
FAX: (214) 782-2900
EMAIL: info@
researchnow.com
WEB: www.researchnow.com
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
worlds consumers and business professionals
through online panels, as well as mobile, digital
and social media technologies. Our team operates
in over 20 offices globally and is recognized
as the market research industrys leader in
client satisfaction. We foster a socially
responsible culture by empowering our
employees to give back.
RTi Research
Ramius Recollective
Recollective is an industry-leading online research
platform that includes everything you need to
conduct robust qualitative studies and build
valuable insights communities. Delivered via
mobile or desktop, for on-demand pop-up
communities or ongoing engagement, Recollective
includes a suite of tools for building highly
interactive research activities using text, photo,
video, image markup, card sorting and other
multi-media tasks, discussion boards all with
socialized responses.
Integrated into the platform are tools for recruiting,
screening and balancing to quotas. Add elements of
gamification with points, leaderboards and badges
to stimulate exceptionally high participation.
Moderate and analyze responses with a range of
intuitive tools for excerpting, back-room collaboration
with clients, reports and transcripts - with as much
or as little support from Ramius as you want.
Visit us at http://recollective.com or call
Recollective Sales on 1-888-932-2299 x233 or
[email protected] for more information.
1351 Washington Boulevard

Stamford, CT 06902
PHONE: (203) 324-2420
FAX: (203) 964-8269
EMAIL: drothstein@
rtiresearch.com
WEB: www.rtiresearch.com
CONTACT: David Rothstein, CEO
For more than three decades, our knowledgeable
and dedicated team of highly experienced
professionals has been providing innovative,
custom marketing-focused research and brand
strategy solutions. Our clients many with 10+
year relationship are the largest and most
highly regarded companies within their
respective industries.
RTi Research is known for providing insight and
answers that lay the foundation for intelligent
business decisions, and for not spouting researchspeak. We offer a unique combination of analytical
skill and business savvy; our clients count on us to
help them connect the dots, tell the story and
influence decisions.
Research Now
Market Researchers play a vital role in supporting

the innovation efforts of their companies, thus we
are constant innovators ourselves. In addition to our
complete offering of traditional research tools and
methods, RTi continuously develops specialized
products and advanced analytics in support of
increasingly complex business decisions.
5800 Tennyson Parkway

Suite 600
Offices also located in Matawan, New Jersey and

Westerville, Ohio.
2014profiles
Sawtooth Software
1457 E 840 N
Orem, UT 84097
PHONE: (801) 477-4700
FAX: (801) 434-5493
EMAIL: info@ sawtoothsoftware.com
WEB: www.sawtoothsoftware.com
CONTACT: Brian McEwan
Sawtooth Software creates tools for computer/
Internet interviewing, conjoint/choice analysis,
MaxDiff scaling, cluster ensemble analysis, and
hierarchical Bayes analysis. Our web-based
interviewing system is powerful and flexible,
accommodating all standard question types,
including complex skips, data piping, loops, and
constructed lists. It also includes the ability to
incorporate optional conjoint modules. We are
best known for our choice-based conjoint
software, including CBC and Adaptive CBC
(ACBC). Consulting and web hosting for
surveys also available.
SIS International Research

11 East 22nd Street, 2nd Floor
New York, NY 10010
PHONE: (212) 505-6805
FAX: (212) 505-0284
WEB: www.sismarketresearch.com
CONTACT: Ruth Stanat, President
ADDITIONAL LOCATIONS:
EMEA: 10 Adam Street, The Strand
London WC2N 6AA
+(44) 20 7520 9026
Asia Pacific: 333 Huai Hai Zhong Road,
12th Floor A06, Shanghai 200021, China
+(86) 21 5116 - 0734
SIS International Research is a leading full-service
market research and market intelligence firm,
established in 1984. We conduct fieldwork, data
collection, recruiting, strategic market intelligence
and global growth marketing consulting solutions.
Key regional offices include New York, London,
Berlin, Shanghai and Manila.
SIS provides the recognized expertise, integrated
methods and global resources to provide full insight
into the entire business landscapecustomers,
competitors, supply chain and global market >>>

103
5/23/14 2:42 PM
2014profiles
MARKETING RESEARCH
intelligence. Our coverage is global, including

nationwide US, Europe, Latin America, Asia,
Canada, Africa and the Middle East.
We conduct consumer, B2B, healthcare, industrial,
automotive, low incidence and strategic research.
Key solutions include customer insights, market
opportunity research, satisfaction & loyalty, usage
& attitude, branding, product testing, car clinics,
channel intelligence, pricing research, competitive
intelligence, emerging markets research, C-Level &
key opinion leader research, market entry/sizing
and other solutions.
Some of our qualitative and quantitative methods
include CATI, focus groups, online research,
ethnography, intercepts, car clinics, secondary
research and analytics. SIS also provides focus
group and testing facilities in key cities worldwide.

In addition to the study designs, methodologies and

analytical techniques you are familiar with,
StrataMarks EyeMark eye tracking solutions
combine full-service research capabilities with
behavioral science expertise and state-of-the-art
biometric technology. EyeMark will enhance
your insight investment for website usability,
advertising and packaging assessment, and in-store
and full scale virtual shopper insights.
Voxco is a global provider of survey technology

solutions that enable enterprise clients, market
research firms, governments and institutions to
make better decisions by providing them the
necessary tools to collect and analyze data from
their environments, customers and employees.
Other innovative learning tools include

WebALIVE, StrataMarks proprietary online
platform. We field a quantitative survey among a
large respondent sample AND a follow-up, in-depth
focus group integrated in the same research session
with real-time results delivered via dashboard.
Our expertise is in stand-alone or multichannel data

collection tools: CATI, IVR, Predictive dialer,
Face to Face (CAPI), Web and Mobile.
StrataMark has been providing clients with quality

data and actionable insights since 1978.
With over 20 years of experience, offices in

Canada, USA, France, Germany and Australia, we
service over 350 clients across thirty countries.
We also offer Professional Services: survey

scripting, statistical analysis, SQL programming,
email management, data view creation and call
center optimization consulting.
WorldOne
SSI
University of Georgia
6 Research Drive
Shelton, CT 06484
PHONE: (203) 567-7200
WEB: www.surveysampling.com
CONTACT: Tom Johnson
Center for Continuing Education

1197 S. Lumpkin St. Suite 192D
Athens GA 30602-3603 USA
PHONE: (706) 542-3537
EMAIL: pam.bracken@
georgiacenter.uga.edu
WEB: www.principlesofmarketresearch.org
CONTACT: Pam Bracken
SSI is the premier global provider of sampling, data

collection and data analytic solutions for consumer
and business-to-business survey research, reaching
respondents in 86 countries via Internet, telephone,
mobile/wireless and mixed-access offerings. SSI
staff operates from 25 offices in 18 countries,
offering CATI, questionnaire design consultation,
programming and hosting, online custom reporting
and data processing. SSIs 3,300 employees serve
more than 3,000 clients worldwide. Visit SSI at
www.surveysampling.com.
The Principles of Market Research and the

Principles of Pharmaceutical Market Research
are online certificate courses administered by the
University of Georgia and are designed to teach the
Market Research Core Body of Knowledge
MRCBOK. Over 7,000 practitioners have enrolled
in the programs from 98 countries. A New Online
Certificate Course: Principles of Mobile Market
Research: Practices & Applications. This new
self-paced course explores emerging mobile
technologies and how they can be applied to
marketing research.
StrataMark Dynamic
Solutions
4350 Glendale-Milford Rd., Suite 250
PHONE: (513) 338-1124
WEB: www.stratamarkds.com
CONTACT: Joan Schimmel
At StrataMark Dynamic Solutions, we help clients
gain enhanced marketplace understanding through
full-service, custom research solutions.
104
Voxco
1440 St. Catherine, Suite 900
Montreal, Quebec
Canada H3G 1R8
PHONE: (514) 861-9255
WEB: www.voxco.com
CONTACT: Vincent Auger
200 Park Avenue South, Suite 1310

New York, NY 10003
PHONE: (212) 358-0800
WEB: www.worldone.com
CONTACT: Stephane Malka
WorldOne, the leading global healthcare insights
and intelligence company, offers clients in over 80
countries online and offline access to healthcare
professionals; supporting the full range of
quantitative market research services. Providing
accurate, timely, and cost-efficient data collection
with access to millions of fully verified physicians
and allied health professionals, WorldOne can tailor
any project to meet a clients specific needs.
YouGov
111 West 24th Street
New York, NY 10011
PHONE: (646) 537-9835
WEB: yougov.com
CONTACT: Tim Kane
Founded in London in 2000, YouGov has grown
to be one of the worlds top research and data
companies, with offices in the UK, USA, Europe,
the Middle East, Africa and Asia. Considered a
pioneer in online research, we offer our clients a
suite of proprietary products like BrandIndex and
YouGov Omnibus, plus the full spectrum of custom
quantitative and qualitative research solutions.
5/23/14 2:45 PM
5/23/14 2:49 PM

The AMA Gold Top 50 Report

Uploaded by

Copyright:

Available Formats

The AMA Gold Top 50 Report

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

The AMA Gold Top 50 Report

Uploaded by

Copyright:

Available Formats

How did the US market research industry perform in 2013?

How did the US market research industry perform in 2013?

What were the revenue figures for the Top 50 firms and remaining CASRO firms?

What were the revenue figures for the Top 50 firms and remaining CASRO firms?

D

MARKETING NEWS | JUNE 2014

MN June 2014 GOLD 28-96-edit-5-22-14.indd 28

The U.S. market research industrys

JUNE 2014 | MARKETING NEWS

MN June 2014 GOLD 28-96-edit-5-22-14.indd 29

REVENUE UPS AND DOWNS

Formerly titled the HONOMICHL REPORT, the

INDUSTRY GROWTH HIGHER THAN GDP BUT CONTINUES TO NARROW

MARKETING NEWS | JUNE 2014

MN June 2014 GOLD 28-96-edit-5-22-14.indd 30

PRODUCTIVITY RESUMED GROWTH IN 2013

CHANGES IN THE LIST

JUNE 2014 | MARKETING NEWS

MN June 2014 GOLD 28-96-edit-5-22-14.indd 31

BESIDES NIELSENS ARBITRON ACQUISITION, ONLY

REPORT AND ADVISORY SERVICES

MARKETING NEWS | JUNE 2014

MN June 2014 GOLD 28-96-edit-5-22-14.indd 32

REVENUE DECLINES RECEDE

which now host their own recent startup in-house

LAURENCE N. GOLD is editor and publisher of Inside Research, a trade newsletter

MARKETING NEWS | JUNE 2014

MN June 2014 GOLD 28-96-edit-5-22-14.indd 34

A LOOK AT THE RESEARCH INDUSTRYS

Sawtooth Software Inc.

TITLE: President and CEO

EDUCATION: B.B.A., BI Norwegian Business School, Oslo, and B.S.,

EDUCATION: MBA, University of Texas at Austin

MN June 2014 GOLD 28-96-edit-5-22-14.indd 35

Survey Sampling International

TITLE: President and CEO

TITLE: President and CEO

EDUCATION: B.A., Harvard University

EDUCATION: MBA, University of Chicago

SurveyMonkey, based in Palo Alto, Calif., was founded in 1999 and is

Law, and M.P.P., Kennedy School of Government,

MARKETING NEWS | JUNE 2014

MN June 2014 GOLD 28-96-edit-5-22-14.indd 36

Top 50 U.S. Market Research Organizations

Nielsen Holdings N.V.

New York & Netherlands

Nielsen Holdings N.V.

New York & Netherlands

London & Fairfield, Conn.

IMS Health Inc.

Information Resources Inc.

The NPD Group Inc.

Port Washington, N.Y.

Symphony Health Solutions

J.D. Power and Associates*

Westlake Village, Calif.

ICF International Inc.

Abt SRBI Inc.

Decision Resources Group

Harris Interactive Inc.