Qualitative Research Issue
> Planning qualitative Planningqualitative > Writingexecutive-ready > Finding quality > issue research Qualitative Hispanic consumers research with reports qualitative Moderator Directory Moderator Focus Group 2006
MAY 2006
Quirk’s Marketing Research Review
2006 Volume XX Number 5 May
departments 8 In Case You Missed It... contents 10 Survey Monitor 12 Names of Note 14 Product and Service Update techniques 70 Drawing creativity from chaos How one company found 16 Research Industry News 24 Language is only one factor ways to innovate in the 16 Calendar of Events A guide to planning qualitative midst of reorganization research among Hispanic By Katie Steffy, 101 2006 Focus Group consumers Cara Woodland Moderator Directory By Martha C. Rivera and Andrea Birkett 188 Index of Advertisers 34 Keep the quality in 74 The metamorphosis of a 189 Classified Ads qualitative research qualitative researcher How clients can recognize Part II: Rock star moderating and get great work - be inspired, find a manager, By Judith Langer take the stage and Carol Stuckhardt By Kelly Heatly 34 40 So, you don’t like focus groups anymore? columns Try getting more involved 20 Qualitatively Speaking in the process What do the Grateful Dead
By Stephen H.Turner and moderating have in Illustration by Jennifer Coppersmith common? 48 Mixing art with science By Michael Carlon A guide to executive-ready reporting 190 Trade Talk By Carla Penel Study finds Boomers are and Will Leskin not all created equal By Joseph Rydholm 52 Be encouraging but firm Publisher Emeritus Tom Quirk Tips on moderating focus groups with children Associate Publisher Evan Tweed By Tyler J. Walker Editor 58 A fuller picture Joseph Rydholm Use online ethnography to Production Manager learn from respondents’ James Quirk words and their actions Directory Manager By Jerry W.Thomas Steve Quirk Directory Assistant 64 Toward a broader definition Shawn Hardie Is expressive a better term Marketing Manager than projective? Dan Quirk By Peter J. DePaulo Advertising Sales Evan Tweed 952-224-1919 Lane E. Weiss 415-461-1404
4 | Quirk’s Marketing Research Review | May 2006 Copyright 2006 by Quirk’s Marketing Research Review JANUARY THROUGH DECEMBER 2006
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.ATIONAL /PINION 2ESEARCH 3ERVICES &RAMINGHAM 0HILADELPHIA $OWNTOWN 0LUS /VER )NTERNATIONAL &ACILITIES in case you missed it... news and notes on marketing and research
Want to sell wine? Stick a critter on the label. Kangaroos, penguins and crocodiles are just some of the animals popping up on wine labels these days. With the introduction of hundreds of new wine brands every year,wine marketers realize the need for attention-grabbing labels that make an impression on consumers. Many are utilizing what is affectionately known as the “critter label.” Perhaps trying to mimic the success of the Yellow Tail brand, this new wine segment has become increasingly important. Of the 438 new table wine brands with sustained consumer sales introduced in the past three years, 77 - or 18 percent - featured a critter on the label. Combined with existing critter labels, sales of critter-branded wine have reached more than $600 million. “Critter-labeled wines are on the rise, quickly gaining share in the table wine category,” said Danny Brager,vice president of ACNielsen’s Beverage Alcohol team. “The sales generated by new brands featuring a critter outperform other new table wines by more than two to one.” The label is just one aspect of a critter brand’s image, however.In comparison to other table wines, critter-labeled wines tend to be priced at a slight premium compared to the overall bottled table wine category, but tend to be sold more on promotion, and in particular displays, compared to the category average. Of course, many factors contribute to the overall success of wine, such as price, shelf space, quality, retail and consumer support. “While placing a critter on a label doesn’t guarantee success, it is important that wine makers realize that there is a segment of consumers who don’t want to have to take wine too seriously,” said Brager.“Not only are they willing to have fun with wine, they may just feel good about an animal label presentation.” The ACNielsen study looked at three consecutive annual periods of food channel data, with 2005 data ending December 17, 2005.The study included table wine brands introduced since January 2003 with sustained consumer sales - sales greater than $20,000 in 2005.
Take two for Hershey’s Take 5 Hispanics didn’t have a In a March 10 AdAge.com article, writer Stephanie Thompson detailed how Hershey Corp. is ball with this ad largely bypassing TV in relaunching its Take 5 candy bar. Unlike the brand’s 2005 launch, which Volkswagen made news in March focused $17 million on traditional TV, the new effort includes 69,000 buzz-marketing evangel- after its use of a well-known slang term ists and a Web game that plays off Take 5’s TV ads. got it into trouble. A billboard ad for its The campaign is part of a concerted effort to “understand who our consumers are and reach GTI model targeting the Hispanic mar- them in more relevant, compelling ways, not just one platform,” said Jay Cooper, vice president, ket used the word cojones, which, literal- U.S. chocolate at Hershey. ly translated, means testicles. Take 5 was Hershey’s top new candy brand last year, and Cooper said the marketing invest- The ad showed a photo of the car with the words “Turbo-Cojones.” VW ment this year shows Hershey believes it can grow sales of the bar well beyond the $28 million was attempting to use the word collo- it garnered last year in food, drug and mass outlets (excluding Wal-Mart), according to quially to mean bold and daring, but the Information Resources Inc., Chicago. effort backfired, especially among Research showed the initial launch campaign from Omnicom Group’s DDB, New York, which Cuban-Americans in Miami. “In English, focused on the bar’s five ingredients (pretzels, chocolate, peanuts, peanut butter and caramel), Turbo-Balls might not sound so offen- was too complex for consumers, who were far more impressed with the bar’s taste. “We know sive,” said Luis Perez Tolon, an instruc- from research that there is a lot of passion around the brand and we want to reach consumers tor at Miami-Dade College who super- at those different passion points, whether on the Web, in movie theaters or with PR programs vises a writing program for the Spanish- and contests,” said Misha Jenkins, marketing manager for Take 5 at Hershey. language network Telemundo. “But in The new approach is designed to further the momentum on the bar’s good initial trial num- the Spanish-speaking community, it will bers and build on the passion of its loyal consumers through “a more aggressive, focused and always have a vulgar connotation.” targeted effort rather than just an ad campaign,” said John Staffen, executive creative director, The billboards were taken down in Miami and other cities after the com- at ad agency Arnold, New York. plaints poured in. Hershey, together with Arnold, brought in BzzAgent, Boston, to get roughly 69,000 brand VW’s intent was to pitch the sporty, evangelists to deliver samples into the hands of prospective buyers in the 18-to-34-year-old fast car to young, bilingual Hispanics range based on the premise Arnold developed that Take 5 is “the greatest candy bar ever.” In whose first language is English but who addition, Hershey will use its own Web site, thegreatestcandybarever.com, to enlist consumers to retain ties to their Latino heritage. “We sign up to become evangelists, offering those who sign up samples to give to friends and family. wanted something that broke out of the These approaches will work in concert with a TV campaign featuring six 15-second spots mold and carried the connotation of humorously depicting how far consumers might go to get a Take 5 bar. Ads will also run exten- being strong and gutsy,” said Daniel sively on AOL, tickle.com and espn.com, as well as in movie theaters, where Hershey plans to do Marrero, creative director for the extensive sampling. A consumer promotion April 17 through July 31 offers Take 5 fans the Miami-based ad agency that created the chance to submit their own 60-second commercials explaining why Take 5 is the greatest candy ad. “This is a word adapted in the American vernacular.We never thought bar ever. Consumers will be able to vote on the final five submissions online. it would be an issue.” “Hershey Lurches Away From TV Ads,” AdAge.com, March 10, 2006
8 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Next Focus Group, Ask for VideoMarker CD Recording Instead of Videotape.
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“Video sites have successfully Two-thirds of active U.S. Web population tapped into the use of viral cam- using broadband paigns, capitalizing on consumers’ impulse to share funny clips with The number of active broadband few years, reaching 74 percent at their friends,” says Gibs.“Among users from home increased 28 per- home in February 2006. these sites, it is not uncommon to cent year-over-year, from 74.3 mil- As broadband penetration increas- see dramatic spikes in weekly Web lion in February 2005 to 95.5 mil- es, so does the average PC time traffic due to a popular online video lion in February 2006, according to spent per person.With fast connec- that has been sent from person to research from Nielsen//NetRatings, tions to Web sites for online photos, person.Television networks should New York.Broadband composition audio and video files, online visitors be looking to embrace, rather than among the U.S. active online popu- are devoting more time to their pull away from, these sites, in order computers. Since February 2003, to generate buzz for their broadcast the average PC time per person programming.” For more informa- among active Web users has tion visit www.nielsen- increased approximately five hours netratings.com/. from 25.5 hours a month to 30.5 hours a month. Broadcast news still a “The correlated growth in aver- age PC time per person is the result valued source of broadband users’ greater satisfac- While there seem to be more out- tion with their online experience,” lets than ever for U.S. adults to get says Jon Gibs, senior director of news, a Harris Poll shows that media, Nielsen//NetRatings.“The majorities choose to get their news ‘always on’ nature of a broadband most frequently from broadcast connection allows the Internet to mediums. Specifically, three-quarters become more entrenched in con- (77 percent) of adults say they sumers’ lives. In broadband con- watch local broadcast news, and 71 sumers’ minds, activities such as percent say they watch network checking account balances, down- broadcast or cable news several loading music, watching streaming times a week or daily. On the other video and checking e-mail become hand, one in five (19 percent) U.S. just another application of the PC adults say they listen to satellite rather than a separate activity that news programming or read a lation has seen vigorous growth happens when they log on to the national newspaper (18 percent) during the past three years, increas- Internet.” several times a week or daily.These ing at least 10 percentage points With increased broadband pene- are the results of a nationwide annually and hitting an all-time tration, a growing trend is the Harris Poll of 2,985 U.S. adults sur- high of 68 percent for active accessing of streaming media online veyed online between January 12 Internet users in February 2006. at video sharing sites. MSN Video and 17, 2006 by Harris Interactive, From February 2003 to February garnered 9.3 million unique visitors Rochester, N.Y. 2004, broadband composition grew in February 2006, growing 44 per- While broadcast television news 12 percentage points, from 33 per- cent over the previous year. appears to be the most popular cent to 45 percent. In February YouTube and Google Video grew medium sought, many adults also 2005, it increased another 10 per- from relative obscurity in February get their news several times a week centage points to 55 percent.This 2005 to substantial players in or daily by going online to get year, February saw broadband com- February 2006, drawing 9.0 million news (64 percent), reading a local position reach an all-time high of and 6.2 million unique visitors, daily newspaper (63 percent), listen- 68 percent, increasing an impressive respectively. IFilm and Yahoo’s video ing to radio news broadcasts (54 13 percentage points over the previ- search saw triple digit year-over- percent), listening to talk-radio sta- ous February. year growth in their visitation, tions (37 percent), listening to satel- Overall Internet penetration in drawing 4.3 million and 3.8 million the U.S. has stabilized over the past unique visitors, respectively. continued on page 80
10 | Quirk’s Marketing Research Review | May 2006 www.quirks.com FocusVision Has Added A Face and Voice To Online Focus Groups.
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Imagine the power of true two-way interviewing, where participants and moderator For a free demo and more see and hear each other over the Internet from their home or office. FocusVision makes information about FocusVision online qualitative interviewing a reality—and easy to do: InterVu, call 203-961-1715 opt.6, § Participants and moderator use a video camera mounted to their computer, enabling email [email protected], everyone to see each other during the interview or visit www.focusvision.com § Clients view, unseen, from a virtual “back room” on their PC § Moderator can present stimuli, conduct polling, and receive chat messages from client § FocusVision organizes and reliably transmits the entire event, so you can focus on your interview § Recruit from high quality focus facilities in the FocusVision network TM Online qualitative research has finally arrived—and it’s no surprise who again is leading the way: FocusVision. Chicago • London • Los Angeles • Stamford names of note
to the senior management team. cer to his current responsibilities. Robert H. McGuckin III, Jan H. Hofmeyr has been director of economic research at Baltimore Research, Inc. has formed appointed global head of insights the Conference Board since 1996, a non-partisan public affairs-voter for Synovate Brand & former chief of the Center for research division and named Communications, the company’s Economic Studies at the U.S. Gerry R. Patnode, Jr. as direc- newest practice. He will continue Census Bureau, and a pioneer in tor. to be based in South Africa. economic research on U.S. job Synovate also named Gavin creation and destruction and pro- London-based Synovate Healthcare Pommernelle global HR direc- ductivity trends, died on March has named Peter Goldberg senior tor. 12 at his home in Alexandria,Va. research director. He was 63.The cause of death Stamford, Conn., research firm was neuroendocrine cancer. InsightExpress has promoted Karen McGuckin established one of the Edinger to marketing research first international databases pro- manager and appointed Dana viding country-by-country com- Haddox-Wright as senior mar- parisons of productivity growth keting science analyst.The firm and living standards in more than also named Erica DesRoches 100 countries and oversaw the director of market research. development of the U.S. Census Bureau/National Science Nielsen Entertainment, Los Angeles, Goldberg Freedman Foundation Research Data has promoted Kathy Benjamin Center network. He was an FocusVision Worldwide, Stamford, and David Gilison to oversee expert on worldwide productivi- Conn., has named Jack Campisi Nielsen NRG’s home entertain- ty trends and their impact on liv- product manager,VideoMarker and ment and interactive units, respec- ing standards. Ruth Freedman senior account tively. director, research partnerships. TNS Media Research, New York, Farmington Hills, Mich., research has named Bud Breheney senior Bellomy Research, Inc., Winston- firm MORPACE International, Inc. vice president, sales and affiliate Salem, N.C., has named Steven has named Marianne Scullin vice relations. Trussell research manager and president - business development.
Forrester Research, Inc., Cambridge, Mass., has named Dennis van Lingen president, EMEA. In this role, he will be responsible for leading the company’s business in Europe, the Middle East, and Africa.Van Lingen succeeds Robert W. Davidson, who will leave Forrester on June 30, 2006. Trussell Parker Scullin Mantel Larry Goldberger has joined Rebecca Parker research asso- She is based in Birdsboro, Pa. Adelphi Research by Design in ciate. Jason Mantel has been named Doylestown, Pa., as chief method- research director on the automo- ologist to head the expansion of Synovate has named Evelyn tive team, based in Farmington the advanced methods group. Jabiles managing director of its Hills. new office in Mexico City. G & S Research, Carmel, Ind., has Robert Philpott, CEO for Global Market Insite, Inc., Seattle, named Terri Lutz analysis and Synovate Americas, has added the report coordinator. Jill Gray has post of global chief operating offi- been named administrative assistant continued on page 98
12 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Atlanta Focus Contact: Marianne Polk Druid Chase Office Park, Suite 250 Take the search 2801 Buford Highway Atlanta, GA, USA 30329 Tel: 1 (404) 636-9054 Fax: 1 (404) 636-8927 out of your research Email: [email protected] Chicago Focus Contact: Karey Stiefer Look no further than The Focus Network for your next research project. 222 Merchandise Mart Plaza, Suite 240 We’re where you want to be, providing you and Chicago, IL, USA 60654 Tel: 1 (312) 755-0720 your clients with comfortable facilities, Fax: 1 (312) 755-0721 Email: [email protected] state-of-the-art technology, Dallas Focus top-notch catering and Contact: Robin McClure expert recruiting. 511 E. Carpenter Freeway, Suite 100 Irving, TX, USA 75062 Tel: 1 (972) 869-2366 Fax: 1 (972) 869-9174 Email: [email protected] London Focus Contact: June Cooper Colet Court, 100 Hammersmith Road London, England, UK W67JP Tel: 011 44 (208) 563-7117 Fax: 011 44 (208) 563-1486 Email: [email protected] Mexico City Focus Contact: Rony Jerusalmi Bosque de Duraznos No. 75-205 Col. Bosques de las Lomas C.P. 11700 México, D.F. MEXICO Tel: 011 (525) 55-596-4040 Fax: 011 (525) 55-596-4040 Email: [email protected] Wherever your research takes you, we’ll make you feel right at home. New York Focus Every one of our facilities provides a comprehensive range of high-quality Contact: Nancy Opoczynski 317 Madison Avenue, 20th Floor marketing research services and state-of-the-art equipment in a comfort- New York, NY, USA 10017 able environment. Each facility is staffed by experienced, knowledgeable, Tel: 1 (212) 867-6700 Fax: 1 (212) 867-9643 energetic people providing the expertise, reliability and personal service Email: [email protected] you demand. We strive to understand your specific needs and objectives. San Jose Focus Then we customize our services to suit, and proceed with your project to Contact: Heidi Flores 3032 Bunker Hill Lane, Suite 105 completion – as planned and expected. Santa Clara, CA, USA 95054 Tel: 1 (408) 988-4800 Fax: 1 (408) 988-4866 Email: [email protected] Toronto Focus Contact: Jeff McFarlane 4950 Yonge Street, Suite 306 Toronto, ON, Canada M2N 6K1 Tel: 1 (416) 221-9450 Fax: 1 (416) 221-7441 Email: [email protected] Corporate HQ Contact: Sarah Bertucci 4950 Yonge Street, Suite 600 Toronto, ON, Canada M2N 6K1 Tel: 1 (416) 250-3621 Toll free: 1 (800) 394-1348 To contact any of The Focus Network locations, call 1-800-394-1348 Fax: 1 (630) 799-4805 or visit www.thefocusnetwork.com for more information. Email: [email protected] product and service update
FocusVision offers free privacy Service uses employee surveys Audio file transcriptions from agreements; enhances to measure corporate health ASDE videostreaming service Invoke Solutions, a Waltham, Ma., Quebec-based ASDE Survey Sampler, In response to increasing concerns research firm, and EMERGE Inc. is now offering an audio file tran- about privacy compliance and a lack International, a Cave Creek,Ariz., scription service.The firm built a net- of clear guidelines, Stamford, Conn., consulting firm, have partnered to work of independent freelance tran- research firm FocusVision Worldwide deliver a new assessment tool to help scriptionists and offers the service in created three sample privacy agree- a business measure the health of its English, French and Spanish.Audio ments and is offering them to the organizational culture.The product, files are received either as e-mail market research community through called CHI LIVE, uses Invoke’s real- attachments or through a download its Web site at www.focusvision.com time researching platform and from the client’s site. Each project is (click on the Web Services tab).The EMERGE International’s Cultural managed through software which agreements include: respondent partic- Health Indicator (CHI) methodology allows ASDE to: register and manage ipation (an agreement to be signed by to deliver insights about an organiza- all the files of a project; send out the respondents before participating in tion’s cultural health.The CHI meas- audio files one by one to each mem- any interview; lists respondent rights ures seven dimensions of organiza- ber of the network of transcriptionists, and responsibilities when participating tional culture and evaluates issues who transcribe the audio into text in in a focus group); intent of use related to employee engagement, satis- a telework setting; verify the results to (describes conditions upon which one faction and motivation levels. Its ensure quality control during the tran- party is transferring confidential infor- methodology allows senior manage- scription process (a second verification mation to another party - examples ment to assess their organizational cul- is conducted immediately before include video or audio recordings, ture, formulate action plans and delivery); return to the client an respondent information and docu- implement changes needed to support actionable file containing each audio ments); non-disclosure (should be their strategic goals. Using Invoke’s file’s name with the attendant tran- signed by employees or any other per- research platform, employees are scribed text. For more information sons who may be exposed to or pos- engaged anonymously in live feedback visit www.surveysampler.com. sess confidential information). sessions with a CHI LIVE moderator Separately, FocusVision has during which they provide quantita- New packaging research launched 2-Channel Audio, a new tive and qualitative responses in an service from AcuPOLL feature of its videostreaming service to interactive environment. Because the Cincinnati research firm AcuPOLL is be used on projects that involve a sessions are live, management teams now offering Packaging Optimizer, translator.Viewers can choose between can also participate by watching results which provides a holistic view of hearing the translator’s voice or the as they unfold and inserting additional packaging options and is designed to native language by selecting their pref- questions in real time if unforeseen help clients understand the total erence.Available upon request, 2- topics and/or issues arise. For more appeal of their packaging options Channel Audio is offered at no addi- information visit including breakthrough potential, tional cost. www.invoke.com/chilive. equity impact, benefit and feature communication and emotional con- nection. Packaging Optimizer can be used to screen packaging graphics, structure design, names, logos, brand identity and shelf sets.AcuPOLL pro- vides companies with recommenda- tions based on the data presented from each study. For more information visit www.acupoll.com.
continued on page 87
14 | Quirk’s Marketing Research Review | May 2006 www.quirks.com The Focus Network welcomes you to Chicago’s newest and most advanced focus facility
Visit our new Chicago Focus facility at the prestigious Merchandise Mart. We have the professional services, state-of-the-art technology and well-designed space that you need to do your best work. We have the first-class furnishings and amenities that will relax your clients and respondents – and that will relax you. Before you book your next project, let us show you around. Call us and we’ll arrange a personal tour.
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News notes name to Guideline. economies of China, India and Ciao, the European data collection Brazil.TNS CEO David Lowden subsidiary of Greenfield Online Symmetrics, the loyalty practice has placed control of the greater Inc., has completed a reorganiza- of research firm Synovate, has been ALM region with the current Asia- tion of its client service depart- rebranded as Synovate Loyalty. Pacific regional management board ment.The reorganization, which led by James Hall. started in the summer of 2005, has In response to the growth poten- resulted in a 30 percent increase in tial of the emerging markets out- New York-based Return Path, operations headcount, including side of Central Europe and North Inc., has changed the name of its expanded project management, sur- America, London-based TNS has market research solutions division, vey scripting, data processing, trans- aligned its business across the Survey Direct, to Authentic lations and quality assurance teams. Middle East, Africa and Latin Response. Operations will be centered in America with the high-growth Munich and Timisoara, Romania, markets of Asia-Pacific.The new In early March, Netherlands- with project managers also located region, which makes up the rest of based VNU N.V. and Valcon in London, Paris and Amsterdam. the world, will use the acronym Acquisition B.V., a holding com- ALM for Asia-Pacific, Latin pany newly incorporated in the New York research firm America, the Middle East and FIND/SVP, Inc. has changed its Africa and includes the three continued on page 92
Calendar of Events May-September
ESOMAR will hold a conference on global Sawtooth Technologies will hold introducto- The Conference Board will hold its annual diversity on May 8-10 at the Eden Roc ry-level seminars on conjoint/choice analysis marketing research conference on June Renaissance Resort and Spa in Miami. and perceptual mapping on May 22-25 at 22-23 at the Hyatt Regency McCormick For more information visit the Hilton Gardens Hotel in Evanston, Ill. Place in Chicago. For more information www.esomar.org. For more information visit visit www.conference-board.org. www.sawtooth.com. ESOMAR will hold Innovate 2006, a con- IIR will hold its SCOPE (segmentation, ference on research innovation, techniques Canada’s Marketing Research and clustering, optimization, profiling, efficien- and technology, on May 10-12 at the Intelligence Association will hold its annual cy) conference, themed “Customizing the Eden Roc Renaissance Resort and Spa in conference on May 31-June 2 at the Westin Customer Experience Through Miami. For more information visit Hotel, Calgary. For more information visit Segmentation,” on June 26-28 at the www.mria-arim.ca. www.esomar.org. Courtyard By Marriott Chicago Downtown. For more information visit ESOMAR will hold WM3, a conference on Research software firm Pulse Train will www.iirusa.com/scope/. worldwide multimedia measurement, on June hold its annual users conference on May 4-7 in Shanghai. For more information visit The American Marketing Association will 10-12 at the Hilton Diagonal Mar Hotel www.esomar.org. in Barcelona. For more information visit hold its annual marketing research confer- ence on September 10-13 in Chicago. For www.pulsetrain.com/PTC2006. Salford Systems will hold a conference on more information visit www.marketing- data mining on June 7-8 in Sydney, Research firm Anderson, Niebuhr & Australia. For more information visit power.com. Associates will hold a workshop on ques- www.salforddatamining.com. tionnaire design and use on May 11-12 in ESOMAR will hold its annual congress on Orlando, Fla. For more information visit The American Marketing Association will September 17-20 at the Queen Elizabeth www.ana-inc.com. hold its annual Advanced Research II Conference Centre in London. For more Techniques forum on June 11-14 at the information visit www.esomar.org. U.K.-based B2B research association the Marriott Monterey, Monterey, Calif. For more Business and Industrial Group will hold information visit www.marketingpower.com. The Qualitative Research Consultants its annual BIG conference, themed Association will hold its annual confer- “Business Research Means Business,” on The Marketing Research Association will ence on September 27-30 at the May 17-19 at the Marriott St. Pierre hold its annual conference on June 14-16 at Intercontinental Hotel - Buckhead, Hotel, Chepstow, England. For more infor- the JW Marriott Hotel in Washington, D.C. Atlanta. For more information visit mation visit www.bigconference.org. For more information visit www.mra-net.org. www.qrca.com.
16 | Quirk’s Marketing Research Review | May 2006 www.quirks.com
> qualitatively speaking By Michael Carlon
What do the Grateful Dead and moderating have in common?
I recently purchased a Sirius satel- there is one thing you can be sure Editor’s note: Michael Carlon is manager lite radio (yes because of Howard of with regard to the music:You of brand building insights at Unilever, Stern - but getting other channels will never hear the same song Greenwich, Conn. He can be reached at such as Radio Margaritaville and played the same way twice (i.e., 203-625-1897 or at Hair Nation didn’t hurt either). As don’t go to a Phish show and [email protected]. I was getting to know my new expect to hear a note-by-note toy, I came across a station entitled rendition of the album version). still sounds good (i.e., that fans get Jam_ON, which plays a collection The Dead specifically pride them- what they came for) is a hallmark of songs from some of the great selves on their improvisational of a great band. I Great moderators have also mas- jam bands (the Grateful Dead, skills.To successfully improvise Phish, etc.). It got me to thinking musically, band members have to tered the art of improvisation. If about similarities between the master the art of non-verbal com- you think of the moderator as the improvisational style of successful munication, teamwork and most of bandleader, the group participants jam bands and the characteristics all trust in their fellow musicians. as additional musicians, and the of talented moderators. Taking the Dead as an example, moderator’s guide as the sheet There are three primary charac- during the course of a song, the music that is to be played, one can teristics that jam bands and great lead guitar player may veer off on start to see a parallel between moderators share in common: a tangent. It is up to the rest of moderating and jamming. • use and mastery of improvisa- the band whether or not to follow For instance, the moderator tion; his lead and trust where he is introduces a topic. In keeping • constant practicing and honing going with the melody or to stay with our theme, it’s the benefits of of skills; on course. All communication satellite radio. On the discussion • ability to cope with life on the between members at this point is guide the moderator knows to road. non-verbal - you might just see probe into some specific areas if some nods of the head (or nod- they do not come up in the Use and mastery of ding the head of an instrument course of conversation. During improvisation towards another band member). this portion of the conversation a If you have ever been to multiple Taking a song in a new direction respondent strays a bit from the Grateful Dead or Phish concerts, musically and doing it so that it topic and starts talking about sug-
20 | Quirk’s Marketing Research Review | May 2006 www.quirks.com gested programming improvements Good moderators can recognize sation does require a band to (something the moderator was incongruence between words and come together as a team and trust planning on covering later in the behavior and challenge partici- each other, before that can hap- session). Other participants start to pants to talk about their true feel- pen, each band member must join in. At this point the modera- ings. achieve technical mastery of his or tor could end this part of the con- Non-verbal communication is a her instrument.This requires versation and inform the group two-way street.While participants’ hours of daily practice over the that she will cover this topic later non-verbal behavior allows the course of many years. on, or she can go with it and see moderator to understand what is Mastering moderating is similar where it takes her. Great modera- going on in a group, the modera- to mastering an instrument. It tors will almost always choose the tor’s own non-verbal communica- requires a lot of practice to build latter course of action so as not to tion can impact how willing a up the confidence to run a group. kill the momentum of the session. group will be to open up to the Additionally, some moderators get Great moderators have also mas- moderator. A moderator who formal instruction (i.e., through tered the art of understanding slouches in his chair, who does RIVA) while others evolve into non-verbal communication, which not lean in when addressing par- the role with the wisdom of expe- is as critical or more critical to ticipants, and who avoids eye con- rience behind them. understanding how participants tact with participants will have a Formal training aside, every suc- feel about a certain topic than its hard time building the necessary cessful moderator learns from oth- verbal counterpart.The way a par- rapport. Successful moderators ers in the field, just as a successful ticipant sits in her chair or uses have learned how to use non-ver- musician does. I personally have eye contact can convey how inter- bal cues to increase the likelihood borrowed many techniques that I ested she is in a topic area. of a “good group.” have learned from people such as Additionally, non-verbal reactions Susanne Heincke, Frank Kennedy, to stimuli can either support or Constant practicing and Paul Jacobson, Cate Cleary, Siri betray the words used to describe honing of skills Lynn, Robin Falkoff and countless a participant’s feelings towards it. While successful musical improvi- others.While all these great mod- erators are influencers of mine, I managed to develop my own moderating style, just as a guitarist emulating Aerosmith’s Joe Perry eventually develops his own style of playing. As moderating requires a good deal of mentoring, it is fortunate that good moderators tend to be good teachers. Organizations such as the QRCA have been built as a support network basically for competitors to help each other out. I believe part of the reason successful moderators tend to be natural teachers has to do with a specific personality characteristic: unconditional positive regard (UPR) for others.This encompass- es group participants as well clients, coworkers, etc.When a moderator exhibits UPR, partici- pants tend to open up more, clients call more frequently and success follows.
Ability to cope with life on the road Tours are required to be successful
22 | Quirk’s Marketing Research Review | May 2006 www.quirks.com in the music business. Bands have a fan base that wants to see them perform live and live performanc- es are the backbone of a jam band. As a result, jam bands are con- stantly on the road. But life on the road is filled with challenges and temptations and certain coping mechanisms are required to get through the trials of constantly being away from home. It is not uncommon for megabands to take years off between tours to regain some normalcy in their lives (nor- malcy of course being a relative term). Likewise, successful moderators rarely find themselves in their home city for extended periods of time. No single market meets all requirements of a research study. The road becomes the moderator’s office and certain tools are required in order to manage busi- ness on the road (cellphones, PDAs, laptops, etc.). Additionally, on the human side of things, fami- lies are left behind.This is perhaps the hardest part of the job. It caus- es stress in marriages and parent- child relationships do suffer. As a result, moderators tend to be more flexible in their schedules when they are home. Instead of going into the office (if there is one out- side of the home) they might write a topline from home and then attend a child’s mid-after- noon soccer game (while other parents are still at work).When it comes to taking vacation, it is not uncommon for some of the better moderators to take a month off at a time.
Love of their work Successful moderators, jam bands and most other achievers share two additional characteristics: a love of their work and the ability to have fun while performing their job. Perhaps these elements supersede all the others in impor- tance. For when you do what you love and have fun doing it, success will surely follow. |Q www.quirks.com May 2006 | Quirk’s Marketing Research Review | 23 > By Martha C. Rivera Language is only one factor
elieve it or not, not everybody knows that a large
portion of the Hispanic consumers living in the
qualitative research qualitative U.S. only speak Spanish. I recently received a
request for a research proposal to evaluate some
TV commercials. Upon asking the caller (a fel- Blow research professional) what language the ads were made in, she sounded somewhat surprised and responded that she assumed they
were in English. She was further surprised when I explained that the
language used in the ads would be the key to determining the lan-
guage to use in the research. She excitedly responded,“It never
occurred to me that it was so impor-
tant. Let me check with my client!”
A guide to planning qualitative Unfortunately this is not an isolated or research among Hispanic uncommon incident, but rather a consumers reflection of the confusion generated by the huge increase in interest in the
Hispanic consumer market since 2001,
when some startling figures, such as the fact that there were 36 mil-
lion Hispanics living in the U.S., started being revealed.There are
now an estimated 41 million Hispanics, and they will account for $1
Editor’s note: Martha C. Rivera is trillion in buying power by the year 2010! As a result, virtually every senior research associate - Hispanic research at Doyle Research Associates, major U.S. company is advertising products to Hispanics, is develop- Chicago. She can be reached at 312- 863-7614 or at ing new products for them, or is looking for niche markets within [email protected]. the Hispanic community.
24 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Hence, it has become imperative for mented according to key demo- Hence, the decision of interviewing U.S. marketers to learn more about graphic and product usage criteria, the husband, the wife, or both, may and increase the volume of research e.g., gender, age, household income, follow rules that are quite different among Hispanic consumers. It has etc. However, additional critical cri- from those used among U.S. general- also become increasingly complicat- teria must be factored into the market consumers. ed, because Hispanic consumer study’s design. Age:The difference in average age research needs to be designed and Household composition and gen- between first- and second-generation conducted using significantly differ- der roles:While the percentage of Hispanic consumers is significant2. ent criteria than those used for Hispanic households in the U.S. con- While the largest percentage of first- American general-market research. sisting of husband, wife and children generation Hispanics falls within the American consumer companies and under age 18 is greater than the 25-to-55-year age range, the largest research suppliers need to educate national average1 - 39.4 percent ver- percentage of second-generation and immerse themselves in the sus 23.4 percent - some patterns Hispanics is from 0 to 35 years. Hispanic culture and learn how to related to who does what within the However, while the first generation navigate through the confusing mix Hispanic home, and who is the main represents a larger percentage of the of misinformation and myths sur- user or purchase decision maker, can U.S. Hispanic market than does the rounding the Hispanic consumer. In be totally unexpected. For instance, second generation (40 percent versus this article I discuss some of the most we have found that first-generation 28 percent, respectively3), its buying relevant factors involved in planning Hispanic wives are the primary deci- power is significantly lower ($350 Hispanic qualitative research studies. sion makers and shoppers for food median weekly wage for first-genera- and groceries, while their husbands tion vs. $450 for second-generation4). Segmentation will compare prices in the store and Another key variable in looking at Just as in research conducted within often will have the final say on pur- Hispanics’ ages and their relation to the general market, Hispanic respon- chase decisions related to some buying power is their school dropout dents need to be recruited and seg- household products such as cleaners. rate.While these rates are higher for
www.quirks.com May 2006 | Quirk’s Marketing Research Review | 25 Hispanics than for any other U.S. Household income:This is another versus second-generation” and can consumer group, research has sug- key variable that requires special be concisely expressed by the ques- gested that this is because Hispanic consideration when researching tion: At what point can I expect a teenagers start holding full-time jobs Hispanic consumers. Due to the fact particular Hispanic group to follow earlier than most other U.S. teens, that Hispanic teens and young adults the consumption patterns (prefer- thus acquiring buying power at a tend to live at home longer and ences, habits, etc.) of the general younger age.These statistics under- often start earning regular incomes market versus the Hispanic market? score the fact that U.S. companies earlier, and because, unlike other Acculturated consumers are those must view the age of Hispanic con- ethnic groups, several generations of who predominantly reflect general- sumers much differently than the Hispanic families tend to live under market consumption patterns, the general market when conducting the same roof sharing collective unacculturated reflect mostly research and in identifying viable expenses, annual household income Hispanic patterns, while bicultural targets for their brands. has to be viewed differently from consumers reflect both. It is that of most other American house- acknowledged that acculturated and holds, i.e., greater percentage of col- unacculturated are the ends of a lective versus individual income. For continuum, while infinite types of instance, an annual household bicultural consumers can be found in income of $40,000 earned by only between. Over the years, segmenta- one person living in a general-mar- tion of participants in a research ket home suggests a living standard study according to their level of and a level of buying power that dif- acculturation has followed one of fers greatly from the living standard two dominant trends: and buying power of a Hispanic 1. Until some years ago, the mar- family with the same annual income keting initiatives focusing on but with three or more people con- Hispanics were almost exclusively tributing to it. restricted to the production of ad Product or brand consumption: campaigns in Spanish.Thus, the pre- Properly defining product consump- ferred spoken language and the tion criteria and identifying a brand’s amount of time in contact with main competitors may be a difficult Spanish media became the critical task, because of the differences in variables for discriminating between consumption patterns between unacculturated (Spanish-speaking) Hispanics and general-market con- and acculturated (English-speaking) sumers. As an example, I’ve found consumers. that most general-market customers 2. More recently, it has been rec- regularly want to specifically eat ognized that these criteria oversim- chicken when they visit chicken plify the issue of acculturation and restaurants. Hispanic customers are are not a sufficient determinant to more often motivated by searching discriminate between acculturated for nutritional substitutes of the and unacculturated Hispanic respon- homemade family meal, and conse- dents. Hence the questions of where quently consider pizza and Chinese the Hispanic person was born, and, if food as valid options. Hence, chicken foreign-born, how long he/she has restaurants are natural competitors lived in the U.S., have lately been for general-market customers, while included as a third valid criteria. pizza and Chinese restaurants should More specifically, first-, second-, and be considered as valid competitors third-generation Hispanics are within the Hispanic marketplace. defined as follows: Acculturation level: Acculturation • A first-generation Hispanic is one of the more difficult aspects to (unacculturated) consumer is the first grasp while segmenting Hispanic member of any family to come to consumers. It determines at what the U.S. He/she exhibits preferences point any consumer of Hispanic ori- and habits that reflect the “pure” cul- gin can be validly considered as the ture of his/her original country, correct target for either Hispanic or therefore communicating predomi- non-Hispanic marketing initiatives. nantly in Spanish, and being the pri- Today, this problem is called “first- mary consumer of products “calling”
26 | Quirk’s Marketing Research Review | May 2006 www.quirks.com to his/her Hispanic culture. Some ucts marketed to the Spanish-speak- include third-generation Hispanics as types of research studies that should ing culture, and for others targeting participants in Hispanic research include first-generation Hispanics the English-speaking culture. studies. are: Different levels of bilingual ability Original country:The question as — evaluation of Spanish-language are also found among second-gener- to which is the original country of advertising; ation Hispanics.While most of them an Hispanic consumer (his or her — evaluation of ethnic food prod- clearly understand Spanish, their aca- country or that of his or her ances- ucts; demic (reading and writing) and tors) plays a role in segmentation — immersion into Hispanic con- conversational skills are stronger in decisions related to some types of sumption for virtually any type of English. Some types of research stud- studies while it is irrelevant for some product; ies that should include second-gen- others.To begin with, the question is — identification of niche markets eration Hispanic consumers are: critical for: for products originally targeted to — evaluation of products or serv- • Food-related studies: Food habits general-market consumers; ices targeted to a more “modern,” and taste preferences are some of the — non-profit research studies; and likely better-educated, Hispanic more impervious cultural traits, — when answering the key ques- consumer, such as technology and along with language and traditions. tion: Do I really need to develop a financial services; While merging with different cul- specific Hispanic strategy for my — evaluation of products or serv- tures, immigrants can be easily product? ices that originally were targeted to impacted by some of the expressions • Second-generation Hispanic Hispanic consumers but are looking of the new culture, such as daily rou- (bicultural) consumers are the chil- for niche markets within the general tines and attitudes. However, enjoy- dren of first-generation immigrants. market or vice versa; ment of some tastes, textures, ingre- They were born in the U.S. and — whenever the key question is: dients, etc., remains intact and is were raised within both cultures. Do I really need to develop a specif- unknowingly transmitted across sev- Some researchers include in this ic Hispanic strategy for my product? eral generations. Since the U.S. group foreign-born individuals who • Third-generation Hispanic Hispanic population includes indi- have lived in the U.S. for more than (acculturated) consumers are the viduals coming from different Latin 20 years.Yet no significant studies grandchildren of first-generation American countries5, satisfying inter- have been conducted that explore immigrants.They were born and country food preferences is an cultural differences among Hispanics educated in the U.S. and fully reflect objective that requires consumer living in the U.S. for 20 or more its culture, thus they are considered research studies be as discriminative years. It is accepted that second-gen- general-market consumers. Unless a as possible. In addition, learning each eration Hispanic consumers reflect specific sociological comparison is particular food habit may lead to the the best of each culture, thus becom- intended, or the product is very spe- identification of new and unexpect- ing the ideal target for some prod- cific, there are no viable reasons to ed opportunities even for U.S. gen- eral-market consumers. For example, spinach quesadillas, which are well- accepted in U.S. markets these days, were never an original Mexican recipe, but the result of U.S. Mexican housewives’ efforts to replace epalote (a special Mexican herb that is sel- dom found in U.S. supermarkets) with an ingredient that was available in the U.S., and produced an appear- ance and taste similar to that of the original herb. • Spanish-language ads: Segmentation of Hispanic respon- dents (to evaluate ads, usage instruc- tions, and all other types of commu- nications in the Spanish language) must include participants from vari- ous Spanish-speaking countries of origin. It will prevent issues associat- ed with: — Differences in language usage
28 | Quirk’s Marketing Research Review | May 2006 www.quirks.com
the targeted respondents may seem to be the obvious choice, language selection should never be assumed. For example, some Hispanic respon- dents, both first- and second-genera- tion, are bilingual yet show varied levels of competence in either lan- guage. Others may have a dominant language for some situations and a different one for others (e.g., home versus work), and some first-genera- tion individuals are not able to com- municate in English at all.The fol- lowing general guidelines will help in addressing this question: • Spanish language: First-genera- tion Hispanics may show different levels of ability to communicate in English, ranging from “not a single word” to “English is my second lan- guage.” However, Spanish is the first- generation consumer’s native lan- guage and consequently they are most comfortable with it. In addi- tion, Spanish is a much richer lan- guage than English, and by asking first-generation Hispanic respondents to communicate in English, their ability to express their deepest thoughts and feelings can be chal- lenged, perhaps leading to the loss of invaluable marketing insights and learning about cultural traits under- lying their consumption preferences. Therefore, Spanish is always the best option when interviewing first-gen- among Hispanics coming from dif- Markets eration Hispanic respondents. ferent original countries, because Some types of products are only • English language: Research stud- colloquial expressions commonly accepted by Hispanics coming from ies involving second-generation used by some Hispanic consumers specific Latin American countries, Hispanics should be conducted can seem unintelligible, have differ- while others are accepted equally either in their preferred language ent connotations or may even be well among all Hispanic consumers. (generally English), or in the lan- insulting to others. In addition, specific cities can offer guage that represents the most cost- — Accent: Hispanic audiences dis- bigger business opportunities for effective solution. Client companies like listening to ads with an accent some Hispanic marketing initiatives might prefer that this segment speak or poor diction, just as English- than for others, due to household English because translation services speaking audiences do. English- size (CGP,for instance) or growth can represent a significant added speaking advertisers and client com- rates of the Hispanic population. In expense, and many marketing execu- panies are regularly able to detect addition, some markets are more tives feel more comfortable if they pitfalls in English but not in Spanish. cost-effective for cross-cultural stud- can listen to respondents speak in Some expressions, accentuations and ies involving both Hispanic and their own tongue without an inter- cadences of the Spanish language, as non-Hispanic populations.Tables 1-4 preter. Consequently, using English it is spoken in some Latin American may help in making decisions related for research studies including sec- countries, identify social classes and to markets when planning qualitative ond-generation Hispanics seems to educational levels, while others are Hispanic research studies. be the most reasonable decision. neutral and well-accepted by most However, the fact that language is Hispanic audiences. Language not only a means to communicate, Although the dominant language of
30 | Quirk’s Marketing Research Review | May 2006 www.quirks.com now in full-scale multicutltural manhattan market research
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Manhattan • Bronx • Queens • Jersey City Tel: 877.501.3220 [email protected] Washington DC • Atlanta • Miami www.ebonymktg.com but also the expression of the cul- es and thinks in Spanish, thus past, there was a trend to conduct ture, challenges this view. I have Spanish cannot be automatically dis- bilingual focus groups, where both heard second-generation respondents regarded. A careful analysis of each English-speaking and Spanish-speak- expressing very different values and particular situation should support ing respondents would meet. motivations when speaking in decisions on the language to be Although this practice may represent English versus in Spanish about the used, while screening questionnaires budgeting advantages, it introduces same product. In addition, it seems play a critical role when determining serious biases impacting the research logical to think that when U.S. com- a second-generation respondent’s real findings. Among others, it compro- panies conduct research targeted to fluency and comfort while partici- mises the ability of the respondents Hispanic consumers, they expect to pating in research studies in either to speak to each other, which oppos- hear the Hispanic voice of the language. es the intrinsic nature of focus respondent, i.e., the one that express- • Bilingual focus groups: In the groups. Focus groups have never been meant to encompass a series of questions to which each participant should respond individually, but a dynamic exchange of experiences and opinions regarding a selected Top Rated topic.The exchanges and interactions Phoenix among respondents, as facilitated by the moderator, should produce syn- ergistic insights, i.e., insights that are more productive and richer than the FOCUS simple sum of each individual’s con- SHINES tributions. Leading consumers to “say more” about their own motivations and behaviors as triggered by other Top Rated respondents’ comments is the essence Minneapolis of the focus group that is blocked when participants cannot freely speak to each other due to language barriers. Focus Market Research is the #1 Star Method for Qualitative Research As with general-market research, decisions related to methodologies or techniques for a Hispanic research study depend primarily upon its objectives. Other key factors include Conscientious Staff Consistent Quality target demographics, timing, budget Courteous Service Commitment and availability of the materials to be evaluated. There are, however, two method- ologies that I always consider as the Let Focus make YOU the Star first choice for U.S. client compa- nies: ethnographic research and face- on your next project! to-face focus groups.These methods offer the following advantages for MaMarketrket better understanding the Hispanic FOCUSResearch consumer: FOCUS Research INC. INC. • Ethnographic (observational) MINNEAPOLIS • PHOENIX research (visiting Hispanic consumers in their homes, accompanying them MINNEAPOLIS PHOENIX on shopping trips, watching them p: 612.869.8181 f: 612.869.8109 p: 480.874.2714 f: 480.874.1714 cook, etc.) immerses the client in the [email protected] [email protected] real life of the Hispanic consumer. www.focusmarketresearch.com Firsthand learning of how, where, with which tools, etc., the Hispanic
32 | Quirk’s Marketing Research Review | May 2006 www.quirks.com person buys or consumes a product will help him/her accurately inter- ly applied. Many large companies will help develop understanding of pret research findings. that have learned of criteria unique the culture that is otherwise unat- Both of these methods also repre- to the Hispanic marketplace from tainable. Also, taking pictures of actu- sent a unique opportunity for U.S. making costly errors can say today al Hispanic environments enriches client-company executives to that extra analyses and considera- the imagery of the communication become comfortable with thinking tions, due to the lack of familiarity targeted to Hispanics. Marketing and about the Hispanic consumer.The with the Hispanic consumer, are communication ideas resulting from Hispanic individual will no longer always in order. |Q immersion into the Hispanic world be represented by a series of statistics will surely reflect what has been sub- and figures but will have acquired an References 1U.S. Census Bureau, estimates in 2004. consciously learned while interacting emotional meaning (through voices, 2U.S. Census Bureau, estimates in 2004. with them in their real, daily lives. faces, names, emotions) that will lead 3The Pew Hispanic Center: “The Rise of • Focus groups: Clients attending to progressive proficiency in the Second Generation,” October, 2003. face-to-face focus groups will understanding of Hispanic consump- 4U.S. Census Bureau: “Hispanics: A People in Motion,” June, 2005. observe real, live Hispanic con- tion patterns. Knowledge about 5At least three regional Hispanic subgroups can sumers, and will monitor the interac- them will accumulate, thus making be identified: Mexicans, accounting for 63 per- tions that take place when they are both methods very cost-effective in cent of the U.S. Hispanic population, Caribbean, mainly Puerto Rican, Cuban and discussing critical issues related to the long run. Dominican (24 percent), and South American their products and business, thus (13 percent). Depending on the type of food, obtaining consumer insights that are Careful consideration some producers may want to concentrate main- richer than what is attained by read- Ultimately, planning Hispanic ly on the Mexican Hispanic group, while for some others a wider range would work better. ing written reports or analyzing sec- research is a process that requires 6Scarborough USA, DMA, 2004, cited by ondhand impressions.The observer careful consideration of each particu- Arbitron’s “Hispanic Consumer Buying will be able to listen for himself/her- lar circumstance and research objec- Power.” 7 self to all verbatims and observe all tive. Just like in any general-market U.S. Census Bureau 2000, basic counting. 8U.S. Census Bureau 2000, basic counting. non-verbal clues to develop a famil- research project, there are no univer- 9Source: Scarborough USA, DMA, September iarity with the Hispanic culture that sal formulas that can be automatical- 27, 2005.
www.quirks.com May 2006 | Quirk’s Marketing Research Review | 33 Keep the quality in qualitative research
ere’s a statement that virtually all (maybe all) qualitative research practitioners and clients would easily agree with: the By Judith Langer Hqualitative research consultant (QRC) is a critical element in and Carol Stuckhardt the success of a study. If this seems obvious, it is surprising that QRCs are often thought of and treated as a commodity, and that substandard qualitative research qualitative work is often tolerated by clients. Over the years, we have seen or heard of many examples of work that ranges from the merely mediocre to the truly bad. (And, happily, many other examples of excellent work.) What accounts for clients accepting substandard work? Some clients, we believe, simply do not have enough research expertise overall or enough familiarity with qualitative research specifically to effectively evaluate QRCs.As a result, they: • do not realize that they should demand a higher level of work; • have unreasonable expectations about QRCs, confusing skill with showmanship; • buy (almost totally) on the basis of price, thinking QRCs are pretty much the same; • focus on qualitative “techniques” and forget about the critical role that the QRC plays, regardless of method. How much does this matter? For argument’s sake, if clients accept or at least tolerate so-so quality, maybe it’s okay - especially if they get their work at bargain prices. The problem is that it does matter. When the research is done poorly, it may not yield insights that help the How clients can client and a good deal of money goes to waste. From a broader recognize and get research industry perspective, the focus group - and by extension all great work qualitative research - gets a bad name as shallow or false. What clients should expect of a QRC starts with their view of the Editor’s note:Judith Langer is senior vice researcher’s role.“Moderator” is a common term, one we often use president, qualitative practice, at GfK ourselves, but it refers just to the interviewing portion of the job. In NOP,a New York research firm. She the case of focus groups, which U.S. clients typically observe from can be reached at [email protected]. behind a one-way mirror, the interviewing is the most visible part of Carol Stuckhardt is director of custom the job, of course. For the qualitative research process to be successful, research, Hearst Magazines, New York. however, a QRC needs to be a true researcher involved in all three She can be reached at stages of a project: [email protected]. Phase 1: Pre-interview - designing the research sample and method,
34 | Quirk’s Marketing Research Review | May 2006 www.quirks.com preparing the materials for recruiting in this article refers to in-person QRCs we have talked with, as well as (screener) and interviewing/observ- group discussions. However, we our own observations.While some of ing (topic guide), supervising the believe that our recommendations are the instances cited may seem fieldwork. equally true for other qualitative extreme, we promise that every one Phase 2: Interview/observation - research methodologies, including in- is true! engaging participants/respondents depth interviews, observational inter- At each point in the qualitative through questioning and observation. views and online bulletin boards. research process, you know there are Phase 3: Post-interview - figuring To learn what not to accept, we problems if a QRC does any of the out the meaning and implications of gathered some real-life examples of following: what the researcher saw/heard, low-quality or problematic qualitative reporting/presenting it to the client. research practices.All the instances Phase 1: Pre-interview problems For ease of reading,“focus groups” cited come from other clients and Beware the QRC who: 1.Announces he/she “only moder- ates,” and does not manage the proj- ect process or write reports. 2. Proposes novel methods that seem strange, cringe-inducing or superficial - defeating the purpose of qualitative research. (Does a hall of 100 respondents speaking out talk show-style sound in-depth to you?) 3. Has a solution that is “always” (or even almost always) used rather than a customized approach to the client’s problem. 4.Takes your RFP or topic guide draft without asking detailed ques- tions about the study’s purpose, goals and background. 5. Suggests (or agrees to) an overly ambitious agenda with too much material, too many issues/questions/exercises/visuals. With 30 concept statements, for example, respondents can only do a quick thumbs-up/thumbs-down, not discuss their feelings about the ideas. 6. Ignores fieldwork, assuming it will “take care of itself” without close supervision. 7. Does not inform the client about recruiting problems until the last minute, if at all. 8) Makes changes in fieldwork without obtaining client approval or even informing the client (e.g., respondent specifications, raising incentives, telling respondents who the study sponsor is).
Phase 2: Interview/observation problems During the introduction/warm-up, beware the QRC who: 1. Is long-winded, giving an overly detailed explanation of the process and ground rules; wastes precious time; is boring; is off-putting. (Do
36 | Quirk’s Marketing Research Review | May 2006 www.quirks.com respondents really need to know how 2. Dwells on “interesting” subjects rude, from a research perspective, this many observers are in the backroom irrelevant to the study purpose. demonstrates a lack of respect for the and what they are eating? Do they 3. Ignores timing - starts the inter- respondent and damages group rap- really need to be told that if they view late without informing respon- port. need to go to the restroom, they dents; keeps respondents beyond the 9. Embarrasses respondents through should do this one at a time?) promised end time without asking personal or inappropriate 2. Offers a “too much informa- their permission.This shows a lack of questions/exercises. (If asking respon- tion” introduction of him/herself respect for participants, breaks the dents to act like their dogs at meal- (marital status, number of kids, moderator’s implicit contract with time makes respondents squirm, it upbringing, hobbies, etc.).The best them, and risks harming rapport and probably isn’t a good idea. moderator is usually a neutral party. good participation. 10. Lacks energy; speaks rarely or A good moderator establishes rap- 4. Does not invite quiet respon- in a soft monotone.This, in turn, port without divulging his/her dents to enter the conversation; or lowers the energy level of the group. biography. puts them on the spot. (“George, you 11. Is a passive non-leader - lets 3.Asks respondents their names but haven’t said anything yet” is not a the group get out of hand by allow- does not give his/hers.While person- good way to draw out a quiet per- ing respondents to talk endlessly, al details should be avoided, some son.) simultaneously or on tangents, with information helps establish a relation- 5. Repeatedly calls on the same no attempt to bring them back on ship - and introducing oneself is sim- respondents, ignoring the others. (We track. ply good manners. have seen male moderators who only 12. Does not deal with difficult 4. Uses deceptive warm-up tac- ask/allow the men to speak.) respondents who talk over others or tics/tricks (e.g., pretends a respondent 6. Deceives respondents by doing are argumentative/hypercritical/hos- did not show up and asks the group things like planting a ringer to stimu- tile, etc. to describe him, then announces this late discussion or, worse, to sell the 13. Marches through the topic person never did exist).This makes client’s product. Such practices are guide - reading it verbatim to respondents feel fooled/tricked, and just plain unethical. respondents (staring at the paper, undermines trust. 7.Acts like the star of the show, rather than making eye contact), During the course of a focus talking more than the respondents, moving on to the next question group, beware the QRC who: playing stand-up comedian by telling rather than following up on respon- 1. Does serial depth interviews in a canned jokes.The respondents - not dent comments. focus group, circling around the table the moderator - should be the center 14. Does little probing. repeatedly, calling on respondents one of attention. • Does not follow up on key issues by one.This prevents or squashes 8.Talks to respondents in a (e.g., asking why a respondent would interaction, a key reason to conduct demeaning or sarcastic way, shuts “never” use the client’s brand). One focus groups in the first place. them off harshly.Aside from being moderator told his client that he asks the questions on the guide and thinks about what the answers mean afterwards. • Uses only basic, boring probes (“What do you mean?”“Anything else?”) rather than delving deeper. • Asks the same question the same way over and over until respondents protest or lose interest. 15. Uses a focus group as a data- gathering venue (e.g., announcing in the session that “Seventy-five percent of the room thinks x,” which implies that the group is a mini-survey). 16. Dresses inappropriately for the particular respondents in level of for- mality, hipness/sophistication, sexi- ness. Looking strange or superior to respondents can prevent rapport- building. 17. Shortens the length of depth interviews over the course of the day,
38 | Quirk’s Marketing Research Review | May 2006 www.quirks.com thereby shortchanging the client. • Hire seasoned professionals you ble for the entire project - working 18.Acts in a weird/distracting way trust, are comfortable with and/or with you at all stages. (e.g., using the moderator chair like a who are recommended by people • Expect the QRC to be focused scooter to roll around the room). whose judgment you trust. throughout on the true objectives of • Choose QRCs who are skilled at the research, tailoring all materials Phase 3: Post-interview qualitative research and understand and the interviewing approach to During the post-interview phase, marketing issues. those goals. be wary of the QRC who: • Don’t overpay, but recognize • Choose good thinking over nov- 1. Leaves out or fails to address the qualitative research is not a commod- elty for its own sake - try new tech- client’s objectives in the final ity, that QRCs are not all equally niques only if they make sense for report/presentation of findings, and good. the objectives and you are willing to just writes about whatever interests • Expect the QRC to be responsi- take the risk. |Q him/her. 2. Submits a poorly written report that: • is boring/dry, ungrammatical, unproofed, etc.; • is semi-quantitative in style or shows tables/numbers (“three respondents,”“25 percent said”) - this is qualitative research, not numbers- counting; • presents only what respondents said without interpretation and analysis (what does it really mean?); • relies on verbatims to tell the story, is quote-heavy with little text to report/explain; • lacks analysis of marketing impli- cations; • recommends naïve, impractical and/or extremely expensive ideas that conflict with the client’s business realities.
Talent and training Based on the examples cited, we hope you will agree that high-quality qualitative research takes talent and training. Like many things in life, good qualitative research may (and perhaps should) look easy, but that doesn’t mean it is.And, no, not everyone who “enjoys talking with people” can do it; analytical abilities are needed throughout the process. The best qualitative research is truly exploratory, taking advantage of serendipity, and is not mechanical or rigid. How should a client find and select the right QRC? The choice of the QRC is the critical first step in the process. For clients who do not already have a researcher they have worked with successfully in the past, here are some suggestions:
www.quirks.com May 2006 | Quirk’s Marketing Research Review | 39 So, you don’t like focus groups anymore?
n the spring of 2005, Malcolm Gladwell delivered the keynote speech to American Association of Advertising Agencies, much of By Stephen H.Turner Iwhich was based on his research and thinking as found in several New Yorker articles and elegantly detailed in his book Blink.As was widely reported since, he criticized focus groups for delivering infor- qualitative research qualitative mation so misleading as to be counterproductive. In a Newsweek article (November 14, 2005), Cammie Dunway of Yahoo, Inc. said that she is abandoning traditional focus groups in favor of “immersion groups,” which she believes will be less likely to pro- duce “false positive” responses. In this context it is valuable to attend carefully to Gladwell’s closing remarks from his speech: “Market research, when it is observational or when it is interpreta- tive, is profoundly useful. But those are two critical things.They require the intervention of the person conducting the research.They require the findings that are gathered are considered, and thought about, and processed and interpreted. Back in the 1950s, most of the major adver- tising agencies on Madison Avenue employed Freudian psychoanalysts for this precise reason, and you don’t see that anymore. I think that’s a big mistake.” As a focus group moderator with 40 some years of practice, I would be the last person to suggest that respondents in a focus group environ- ment are forever disposed to expressing empirical or behavioral “truth.” I’ve done too many groups with TV addicts who, with straight Try getting more faces, avow a deep distaste for mind- less programs and the advertising involved in the they are sandwiched between only to have them follow their diatribes process with comprehensive and entertain- ing descriptions of both. I have lis- tened endlessly to folks railing about the nutritional depravities of fast food minutes after observing them depositing crumpled McDonald’s bags into the trash as they filed into the room. I have attended count- less sessions where group participants expressed righteous affinity for products they neither needed nor wanted. Editor’s note: Stephen H.Turner is But I contend that my clients are rarely fooled and almost always president of Chicago research firm enriched by these apparent anomalies.They, and I, have come to fieldwork, Inc. He can be reached at understand that such empirically false expressions have social meaning - [email protected]. they carry important messages regarding what people hope to project
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HEADQUARTERS 1012 Kanawha Boulevard, East Charleston, West Virginia 25301 (304) 343-9650 / (800) 969-9235 www.mcmillionresearch.com [email protected] about themselves in social settings. expressing an aspirational truth that as being untrue.They aren’t, in their They may be false in terms of their happens to be empirically false (and minds anyway, lying.They’re telling behavioral components but they can may always be).We may not have others in the group what sort of per- be extraordinarily valuable in terms codified the phenomenon with a son they think of themselves as being of social import. word as the Japanese have but we and wish to be thought of as being understand and we don’t think of it (whether they are is another matter). Not misleading as misleading - simply an expression They are projecting an inner image In Blink, Gladwell talks about two of a different type of truth. and public persona. Japanese words that we don’t have Indeed, I have found over the years (but may need) in English - one for that most people hold tight to at least Attentive to discrepancies something that people profess to be two sets of truths about themselves In my years as a focus group modera- true even though they understand and their lives and they are quite tor, I have patterned my interviewing that it is, in actuality, false; the other capable of espousing both in the and analytic style to emulate mentors for something that people assure each same breath even if they appear to be who were sensitive and attentive to other is hoo-hah even though it’s logically inconsistent. One is based apparent discrepancies between social “known” to be true. on a set of generalizations regarding and empirical “truth.” Indeed, a good My sense is that much of what is one’s social persona (what kind of deal of the time I spend in groups “misleading” in focus groups isn’t (or person I am).The other has to do involves winnowing out those dis- at least shouldn’t be) misleading at with one’s literal behavior that at any crepancies and calling respondents’ all. It’s part of the urban myth syn- point in time may or may not be in attention to them. drome so aptly captured by those two concert with one’s projected social The results can be very revealing. Japanese words - people expressing self (what I do). When does behavioral reality follow things they want others to hear them When people in focus groups and when does it fly in the face of expressing because it says something describe themselves in terms of social social reality and why? What are the about them socially.The truth is, truths, even though they may stray a valences that people ascribe to differ- almost everyone in the group, and good distance from empirical reality ent levels of “truth” - in bringing a certainly a seasoned moderator, in their lives they don’t generally product to market how much weight knows implicitly that the speaker is think of those wayward descriptions should be given social and empirical
42 | Quirk’s Marketing Research Review | May 2006 www.quirks.com
issues? And, what might be done to don’t have to be misleading. In fact, position the concept so that it doesn’t though I may be ambushed by my offend the social ideal? colleagues for this blasphemy, I have Most people tend to veer toward been convinced over the years that if social (projective) truth when they a quantitative study and a qualitative are talking about the indefinite past. one fundamentally disagree over a Ask someone about his or her given finding, it’s usually the quanti- “usual” or “typical” behavior and tative work that’s at fault.This is you’re very likely to get a summary largely because focus groups sacrifice that has little to do with empirical reliability in favor of validity while truth. People simply aren’t very good quantitative work sacrifices validity about developing a precise measure for reliability.And, when you have a of their own central tendencies so problem with quantitative findings it’s they fill in their ideal ones. usually a validity issue. This is even more problematic I concur with Gladwell’s con- when people speculate about their tention that marketing research future behavior. Such projections are, becomes profoundly useful when it by necessity, based on one’s sense of incorporates a strong interpretive what’s typical or usual, so empirical component and can be counterpro- precision is even more remote. Most ductive when that component is people tend to tint their expectations missing. Good qualitative research, in with a brush full of idealistic color. my mind, becomes useful only when Accordingly, the primary value of it’s accompanied by careful interpre- focus groups should not rest on tive thinking. respondents’ ability to predict the I fear that dismay at the results in success of a product as it is presented the absence of interpretive thinking in the group.They are great for is the primary reason behind this lat- exploring the underpinnings of est cycle of focus group bashing.All acceptance or rejection; for suggest- too often researchers and clients alike ing different ways to design, position are taking responses in focus groups or communicate about the product literally without regard to what types so that the specific elements that add of truths are being portrayed. I find to or detract from the concept are this amazing.Are there any other sit- optimized to give it its best shot. uations in which intelligent people They are excellent at finding a fatal expect to be able to take the word of flaw or a heretofore unanticipated strangers at face value? goldmine in the basic idea or the way that idea is presented. Lazy clients This having been said, a host of And now I’m really going to rev up observations can be parsed from a the lynch mob. I contend that the focus group response that will get problem is as much or more the fault you very close to empirical, behav- of lazy clients as it is of mediocre ioral truth.The energy with which a moderators.Years ago, when concept is greeted is one example. “Freudian psychoanalysts” were the The ease with which people lace the qualitative practitioners of choice, concept into the context of their clients were interested in tracking the actual behavior is another.While the logic by which qualitative “findings” evaluative component of group dis- were revealed.They demanded cussions can be quite misleading, the strong, narrative reports that built a logic people use to support their case and they actually read them. evaluations can be most helpful. It is They wanted interpretation, digested attentiveness to phenomena such as it, and were prepared to evaluate its these that allows a truly proficient worth. analyst to connect “social” and Today that sort of client/analyst “behavioral” truths, thereby making relationship is a rarity. Most focus qualitative research actionable. group studies culminate in a topline The point is that focus groups set of observations summarized in a
44 | Quirk’s Marketing Research Review | May 2006 www.quirks.com few PowerPoint bullets delivered a day (or less) after the last group. Clients want answers unfiltered by FREE! anyone - moderator, psychoanalyst or marketing consultant.They want Live webcasts on respondents to do something that’s qualitative research topics. t archives at www.QRCA.org. impossible: accurately report and pre- Register for the next Qcasts or dict their own empirical behavior view pas and attitudes.And when that fails, they say that there’s something wrong with focus groups! What better way to assure that erroneous observations make it to the boardroom and to be condemned later because they were patently wrong? If you’re in a hurry to sum- marize hours of loose conversation, if CallingCalling AllAll you have a client who doesn’t want to be bothered with wading through the logic, you’re going to regurgitate ResearchResearch BuyersBuyers literal rather than interpreted obser- vations - you’re going to report social truths as if they were empirical Are you looking for a highly qualified truths. qualitative research consultant or moderator? Pressed for answers rather than rea- soning, most moderators simply can- Do you need a qualitative researcher with not afford to take the time to build the logic necessary to support a rea- a specific kind of expertise? sonable prognosis.You’re simply going to “take their word for it.” QRCA Can Help Of course, moderators aren’t free of culpability either. Go to www.QRCA.org and click on Find a Consultant. It’s an easy business to get into. Access 900 independent qualitative research consultants. All you need is a glib tongue, a • Search by geography kitchen table and no job.There’s no licensing, no certification and damn • Search by specialty few courses in how to do it better. • Search by technique Way too much training emphasis is • on the moderation rather than Search by industry experience analysis. So we’ve got thousands of non- interpretative focus group moderators out there servicing tens of thousands of clients who don’t much care for interpretation perhaps because they’ve never experienced any other Leading the Way way to go about things. No wonder in Qualitative some people see focus groups as being flimsy research at best. Research
Shore up the techniques But is it the form that should be faulted or the practices by which that Qualitative Research Consultants form is being implemented? Are Association, Inc. there ways to shore up focus group techniques so that they aren’t as mis- P.O. Box 967 • Camden, TN 38320 Qualitative Research (888) 674-7722 toll free leading as people like Yahoo!’s Consultants Association (731) 584-8080 • (731) 584-7882 fax
www.quirks.com May 2006 | Quirk’s Marketing Research Review | 45 Dunway have come to expect? be different than the first. perspective from which to evaluate It has been my experience that that individual’s point of view. focus group clients can mitigate the 2. Be patient with the interviewing likelihood of being misled by taking process. 3. Encourage meaningful analysis. a number of steps in developing a In order to parse out what is Clients who provide moderators qualitative research approach. Here empirical and what is social truth with the wherewithal (time, patience are three thoughts: you have to hear people talk about and funding) and who let it be both.And then you have to confront known that they expect to follow the 1. Participate actively in the them with the discrepancies. moderator’s analytic logic are likely research process. I can’t tell you how many times to get reports that parse out what is Roll up your sleeves and work clients have asked me to hurry social truth and what is behavioral with your moderator in developing a through the “background” explo- truth.They are, accordingly, less likely real understanding of the consumers ration with respondents.“We’ve to be misled. you expect to target.A briefing at the heard that stuff a million times” is the Tell your moderator/analyst that: beginning of a project is never usual argument. But while you may • You expect and need a report that enough, no matter how thorough it have heard that stuff before, you goes well beyond summarizing what is. haven’t heard it from these particular happened in the group - you require Although I understand the need respondents.And listening to them analyses that offer interpretations of for it, I regret the decline in back tell their story allows one to under- what those things mean. room viewers brought about by tele- stand how that person’s empirical life A good moderator should be an conferencing and the like. Don’t for- strays from what they tell you when expert in translating consumerese get that the folks in the back room they are disposed to spouting social into corporate language.“This is know much more about the topic truth.And that, in turn, allows the what people say and this is what you than the moderator ever does.When moderator to confront people about should take away from that” should I travel with clients I always find out those differences. be part of what a moderator gives something critical about the project So, getting background informa- you. that no one would ever think to tell tion from people isn’t a warm-up Don’t let some hoo-hah about me in a briefing. Listening to the exercise so much as a foray into subjectivity deter you. If you choose conversation in the back room after a empirical truths about the people to to believe what the consumer says group (or at dinner later) almost whom you are speaking. literally, that’s your prerogative. But I always adds savvy to the analysis. It’s natural to want to get to the suspect your moderator will be closer Listen, argue, suggest and explore heart of the exercise of course, but to objectivity than you. all the way through the process. it’s important to get a feel for who • You expect and need a report that Good qualitative is an iterative these people are first so that when makes recommendations about how process; the last group should always you get there you have an empirical to use this information. A seasoned moderator has worked with lots of concepts similar in some ways to what you’ve got. He or she has internal norms that have been built over years of seeing his or her recommendations succeed or fail. He or she is going to be much better at predicting future behavior than peo- ple are themselves. If the moderator’s recommenda- tions are impractical, it’s a good sign that the concept isn’t that good any- way. If his or her recommendations are foolish it means you are operating with information he or she doesn’t have and needs to be better informed for the next study. • You need to follow the logic of what he or she has to say. A good analyst tells you how they arrived at their translation of con- sumer-speak. He or she shouldn’t just
46 | Quirk’s Marketing Research Review | May 2006 www.quirks.com give another point of view - he or takes place only when people are when potential customers roll their she needs to build a ramp of under- face-to-face with the subject matter, eyes just before they tell you what a standing that you can follow to the where they can read micro-expres- grand idea you’ve got. same place. If the moderator doesn’t sions, smell the flop sweat on the liar As we move toward all-digital (or does so badly), challenge him or in front of them, feel their own BS research, good focus group research is her on that. detector tingle. I am confident we are more important than ever. It’s essen- • You intend to read the report and much less likely to blink effectively at tial so that you aren’t blindly assured talk it over in detail with him or her arm’s length. that the beautiful bell-shaped curve well before it is presented to manage- When it comes to collecting spit out by the quant jock downstairs ment.Then make that happen. knowledge, I tend to at least partially has you on a well-laid track down- Working with a moderator on a agree with Marshall McLuhan’s con- town when your train’s on a shunt to report forces him or her to codify tention that the medium is the mes- the coal yard. It’s essential because it his or her thoughts before the work sage.As marketing research turns gives you and your team an opportu- is over and allows you to buy into more and more to the efficiency of nity to hear how real people, in a real his or her logic (or not) before it is the Internet and other modern com- social environment (more so than a set in concrete at a management munication systems to generate reams “virtual environment” at least), think presentation. Incidentally, research is of data in the name of reliability, the and talk about your ideas before you most valuable on the day it is pre- issue of validity must not be over- retool your production and distribu- sented - it loses weight from that looked. tion systems. point on. This is the worst of times to walk When you do this, retain a moder- away from focus groups and other ator who is an analyst as well as a Subtle clues interactive, face-to-face explorations facilitator and then work with him or One last thing:The entire concept of with the people you want to buy her to parse out social and empirical Blink, it seems to me, is based on your concept. More than ever, indus- realities. Use them to understand people’s ability to make use of the try needs the richness of new obser- what’s good and not so good about subtle clues our brains attend to even vations and serendipitous insights that your concept, how to optimize it in when, at high levels of consciousness, take place when you sit across from terms of those realities and what the we don’t recognize the process. But it people and talk.You need to be there likely response will be. |Q
www.quirks.com May 2006 | Quirk’s Marketing Research Review | 47 Mixing art with science
eventy-two depth-interviews, 45 minutes each, in three cities, with four different respondent cells, and at least four primary By Carla Penel Sobjectives. How do you report these findings in a meaningful and Will Leskin way that is detailed enough to include all of the key information, yet is succinct enough that it will actually be read? qualitative research qualitative Finding the correct balance between concise reporting and infor- mation overload is as much an art as it is a science. Include too much information and the key findings are lost; include too little and the words are meaningless and the findings unsubstantiated. This is a particularly difficult balance to strike in qualitative report writing. Unlike quantitative reports, where the data tables are gener- ally the star of the page, a qualitative report starts with a blank can- vas.The amount of detail and the structure of the report are com- pletely up to the report writer. Mastering this delicate balance often means the difference between writing a good report and a great one. In the past, it seemed that the longer and more detailed a report was, the more it was appreciated. Market research managers and ana- lysts wanted all the details.The report from the market research pro- fessional served the critical purpose of providing the analyst with all of the information necessary to write his or her own report or pres- entation for senior management. However, times have changed. As a result of mergers and layoffs, our direct clients have experienced an increase in their workload and responsibilities, leaving them little time to do their own reporting. A guide to They look to the market research supplier to provide a report deliv- executive-ready erable that is executive-ready. In a world of Blackberries and reporting instant messaging, our direct clients expect to have answers provided to them quickly, powerfully and in an easy-to-comprehend format. Executive-ready reporting is a style that simplifies the end product Editor’s note: Carla Penel is research for the reader. It takes reporting beyond shelf research and into an manager, qualitative services, and Will integral part of the decision-making process.The report becomes an Leskin is vice president, qualitative interactive tool as well as a thorough documentation of all findings services, at the Greensboro, N.C., relevant to a specific market research study. It can be used and offices of M/A/R/C Research.They understood by everyone in the company, based on its simplicity, can be reached at accessibility and multiple levels of information. [email protected] and However, in the move from the traditional narrative format to a [email protected].
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Office Locations: Amsterdam • London • Madrid • Munich • Paris • Timisoara • Toronto • Wilton • San Francisco • Encino • Durham NASDAQ: SRVY more condensed, bullet-point style, first to give context and meaning to major findings and leaves out the some report writers have fallen prey the conclusions.This is how we minor ones. A concise report does to oversimplification. In some cases, were typically taught to write com- not try to reduce the number of the need to provide quick and easy- positions in schools and how most slides in a PowerPoint presentation to-read findings has led to thin and books and movies are written.Who by cramming too much information hard-to-support reporting. Many of wants to know how the movie will onto a few slides. these market research reports are end before seeing the beginning? Concise is simply the elimination scarcely more than a few slides of Well, marketing executives do. In of all unnecessary or repetitive unsubstantiated bullet points with a order to be a good executive-ready words. Similar to headlines on a quote or two thrown in for good report writer, you have to conceive newspaper, all headlines and sub- measure. In diluting the context to your entire analytical story and then headlines use sparse wording to make the relevant points fit on a write it backwards in a cohesive, communicate the key findings as slide, the report writer has essential- succinct manner.This makes the simply and pointedly as possible. ly diminished the quality of the report-writing process particularly This allows the reader to immedi- report, detracting from its ability to challenging, but very rewarding to ately grasp the key points of the inform executive-level decisions. the reader. slide. The report writer has created a The concept behind an execu- The advantage of a concise report report that is not executive-ready. tive-ready report relies on four basic is that it spotlights the essential principles: conciseness, adaptability, information and ties it together in a How do you make a report readability and balance. spatially relevant way so that it is executive-ready? 1.What is a concise report? To easy to identify and retain key find- An executive-ready report differs understand what a concise report is, ings. from a traditional narrative in both it is first necessary to understand 2.What is an adaptable report? A its format and its analytical what a concise report is not. A con- great report provides value to differ- approach. A narrative report is what cise report is not one that simply ent types of readers at different lev- can be considered a “bottom up” relies on short phrases and liberal els within an organization. By skim- approach in that the foundation use of abbreviations. A concise ming the headlines only, the busy leading up to the conclusion is laid report is not one that hits on the executive can understand all the key findings from a study. By reading the executive summary only, the CEO has all the strategic recom- mendations needed to execute the next step. By reading every word on every page, the diligent market researcher can obtain all the impor- tant information, including the sec- ondary findings.The breadth of the report is also such that, months from now, a new product manager can quickly understand the context of the research and its results. Adaptability not only means that the report can be read in different ways, but it can also be used in dif- ferent ways. It used to be that reports and presentations were two separate entities, but now these lines have blurred with the shift from Word to PowerPoint as the applica- tion of choice. An executive-ready report should be a visually stimulat- ing presentation that is also easy to read as a report.This offers the end user a multitude of choices on how to use the report to best suit his or her needs.The entire report can be presented, the executive summary
50 | Quirk’s Marketing Research Review | May 2006 www.quirks.com alone can be used as a quick debrief word in an executive-ready report Pieces fit together of the key findings, or the report is important. It must be evident How do you know if you have suc- can be circulated as a stand-alone what the key findings are and ceeded in making your report execu- documentation of the entire proj- minority opinions should not tive-ready? It takes hours of labor to ect. appear more important than they create a top-notch, executive-ready The advantage of an adaptable were in the research. report. But in the end, if all the report is that it can be used for dif- The advantage of a balanced pieces of the puzzle fit together, if all ferent purposes by people at vari- report is that all the information is of the dots have been connected, if ous levels within the organization. placed in the proper context, the report is simple and easy to read 3.What is a readable report? The allowing everyone who reads it to yet is deeply insightful, you know findings from every market have a similar comprehension of | research study have a story to tell. the key findings. you have achieved your goal. Q The key is to make that story as interesting as possible by making one point flow effortlessly into the next.To do this, all the relevant information must be woven together in a tight package - not only verbally but spatially as well. The reader does not have to think about how one fact is related to another or flip from one section of a report to another - the report writer has already connected the dots. A readable report is also visu- ally appealing.Visually interesting elements are more effective in cap- turing a reader’s interest than a laundry list of bullet points. The key advantage of a readable report is that the report is read. The value of any report is in its utility and a report that lacks inter- est is rarely thoroughly read, fully comprehended or properly utilized. 4.What is a balanced report? Creating a balanced report is one of the most important cornerstones of executive-ready reporting and is among the most difficult things to accomplish. Balance encompasses a couple different aspects. First, a good report strikes the appropriate 315,000 US Physicians. balance between visual interest and professional presentation.While visual images aid in the compre- On call. Every day. hension of a report, including too many, or inappropriate ones, detracts from the report’s integrity. . For example, while cartoon images We give you the power to do more may have a place in highlighting certain points, too many of them takes emphasis off the key findings and undermines the credibility of Call Jeff Histand or Susan Phillippe the report. Next, balance must be at (215) 822-6220 or email achieved in the findings them- them at [email protected]. selves.With sparse wording, every www.quirks.com May 2006 | Quirk’s Marketing Research Review | 51 Be encouraging but firm
f all the moderating I do, the groups with kids are defi- nitely the most fun. I often tell my clients that kids are By Tyler J. Walker Obrutally honest consumers; and this often means that they will get valuable feedback without having to read between the lines - like you often have to with adult consumer groups. qualitative research qualitative First of all, you only want a maximum of eight children in a group. Larger group sizes tend to shut down the quiet ones and add fuel to the class clown. It is important to establish immediately that you are the one in control. I like to ask kids about a teacher they may have in school (or some other authority figure) and then tell them that my job is similar - only we get to have more fun! Keep the groups between 60-75 minutes in length. Anything over that threshold and you run the risk of the children starting to get rest- less. Much like a group with adults, lay the groundwork early to estab- lish rules: no talking out of turn; feel free to jump into the conver- sation once someone has finished speaking; I’m interested in every- one’s opinion, not just those of a few of you. Also, alert the shy ones that you will be calling on them. Important: Make sure you enforce your rules at the first opportu- nity because then it gets easier for them to catch themselves. Rewarding children with phrases like,“Thank you, Jimmy,”“Nice job,Tanya,” etc., leads to good dis- cussion and good behavior. Tips on moderating Game plan Having a game plan to deal with focus groups with an easily-excitable youth is also important. Children will often fol- children low the lead of the loudest person in the room. It is important to continue to stress how important everyone’s opinion is, and make sure that you call on individuals after questions so that you get response from everyone in the room. In my experience, more often than not, it will be a boy who acts out. Once, while interviewing kids about board games, a particularly Editor’s note:Tyler J.Walker is rowdy nine-year-old was starting to get out of hand. I had a couple executive moderator at Johnston, of colleagues available at the ready, and I took the little boy and two Zabor, McManus, Inc., a Durham, other youths out to work on a “special project” with one of my co- N.C.-based research company. He can workers. After about five minutes, I brought the other two back in be reached at [email protected].
52 | Quirk’s Marketing Research Review | May 2006 www.quirks.com and had my colleague do an infor- then assign one of the kids to count tions run long. Give each child a mal one-on-one interview with the and report for you. Stressing the chance to introduce themselves, talk disruptive youth while cutting and importance of this job allows the a little bit about their family (par- pasting together a “game board.” child the chance to concentrate on ents, siblings, pets) and ask some- This got the child out of the room the issues at hand so that they are thing that is easy for them to talk without causing alarm and got the ready when you call on them. about, such as their favorite sport, group back on track. If you can establish who the shy team, or subject at school. In addition, assigning “jobs” to ones might be during the introduc- Listening skills are key with chil- the more outspoken children allows tion process, call on them early to dren. Just like a salesperson who you more control of a group.When get them engaged in the group needs to be quiet and listen to the seeking an agree/disagree response, right away. For purposes of a chil- client’s needs, the moderator needs to have the group raise their hands, dren’s group, it is okay if introduc- wait for the child to form thoughts after a question is presented to them. Kids who participate in groups are often excited to do so, but they also need to take time to digest the ques- tion and form their response. One instance in particular reminds me why children are so much fun and such good intervie- wees.While conducting taste-tests with children between 6-12 years old, a common theme continued to emerge.Time after time, the chil- dren did not like the food they tast- ed. Consistently, sad or indifferent faces were being circled while test- ing the product. Some kids went so far as to spit the food back out. Then a little eight-year-old boy came in. He thought the product was fantastic.“This stuff is great,” were the first words out of his mouth. Curious, I probed to find out more about why he liked it. Finally, the child answered,“Really, my mom isn’t that great of a cook. My dad doesn’t even like her cook- ing, but he says we have to always tell her it’s good.” Laughter erupted from the back room. Stifling a chuckle myself, I thanked the boy for his honest answer. In a miserable day for the client - no one likes to hear their product is terrible - this burst of honesty synthesized what we were trying to discover.
Clear and simple Questions need to be clear and simple. Make sure you address only one topic/issue/question at a time. Kids are really good at telling you things in their own words - “So (child’s name), tell me what you do when you go to playschool...you walk in the door and then…”
54 | Quirk’s Marketing Research Review | May 2006 www.quirks.com
Simple prompts - “Who do you Children are also very good at spot a fake. Just do it enough to see?”“What is the first thing that choosing and prioritizing but only show you understand their lan- happens?” - are good ways to get a up to about seven items. Make sure guage. It’s better to have them child talking. the sort cards are stiff/sturdy and explain things in more generalized I like giving kids exercises either large enough for the kids to easily terms, so Chamberlain likes to tell before they come in or at some handle. them,“You know, I’m an old fogey. point during the group for the fol- Sharon Chamberlain, owner of Can you explain to me what [slang lowing reasons: Madison,Wis.-based Chamberlain term] means?” 1. It gives them time to reener- Research Consultants, is a seasoned If kids respond to something in gize themselves during the group. moderator. She finds her previous an offensive or derogatory way such Kids will tend to get very restless career as a schoolteacher invaluable as,“That is so gay…” don’t be sitting in one place over the course experience when moderating with afraid to let them know that type of 90 minutes. kids.“I like to let each of them of comment is not acceptable in 2. Giving them something to do know that I will find them and call this setting.Then get them to tell and then talking about it works on them from time to time.This you what they mean by the state- very well in jump-starting the con- lets them know that they cannot ment. Issues/things that elicit pow- versation. hide,” she says. erful responses like that often have 3. Children are very creative crea- Chamberlain finds it helpful to a meaning behind them. tures, and often, in this atmosphere, start the conversation rolling with Chamberlain insists that as you they tend to be extremely creative. some easy questions that children change from talking from one issue For example, I have had the most are interested in.“For example, one to another, make sure that you enlightening conversations with project involved focus groups for specify the transition. For example, children who have to take medica- tourism.We asked the kids,‘Do you “Okay, so you were all telling me tions, for example, by having them ever ask your parents to go some- about your first reactions, and now cut out and paste magazine pictures where? Where did you ask to go? I want to talk about how you on a board to show me the impor- How did you get the idea to ask to explored the place…and now I tance of their medicine to them. go to [location]?’Then we would want to talk about if you met other 4. It can give the moderator a ask,‘What did your mom/dad say kids and how you did that...and chance to discuss strategies with when you said let’s go to [loca- now let’s talk about places to eat at clients in the back room for the tion]? Did you have to ask them this resort - did you have a favorite remainder of the group. more times? Who decided? Did you place? No? A favorite food?”Those If you want to know how chil- plan together what you would do cues are important to children (as dren feel about something, display on that trip? Was there one thing well as adults). the “something” - whether it’s a you really wanted to do? What hap- sign, picture, words, a drawing on pened when you got there?’ Lots of praise board - and ask them to put a feel- Starting with the simple questions No matter what situation arises, ing sticker (smiley face, frowning, can get you to the harder questions always remember to reward (verbal- laughing, crying, etc.) or Post-it in a much easier fashion.” ly) the behavior and the discussion Note that describes their reaction Use words the kids use in every- you want from them. Give lots of to it. Have them post their reaction day speech but don’t try to mimic praise. If you want them to go and then tell the group why they their words and phrases, deeper, talk about feelings and put that sticker on the visual. Chamberlain says.They can easily bring out the visuals for feelings. If you want to get at memories, ask what they would take pictures of to show friends when they get home. Get all your truckers In some ways, when moderating groups with kids you have to be a in one waffle house. parent. So be very patient, very encouraging and very interested in what they are saying. Hang on (Our online qualitative methods let you hear every word - but be very specific from your customers wherever they are.) about what you are wanting and very specific about what reactions www.sotech.com you want from the other kids. In the end, the reward is a fun, very informative group for you and SOCRATIC 1-800-5-SOCRATIC [email protected] TECHNOLOGIES your clients. |Q
56 | Quirk’s Marketing Research Review | May 2006 www.quirks.com
A fuller picture
t has been said countless times that a picture is worth a thou- sand words.The truth of this old saying is part of the under- By Jerry W.Thomas Ipinnings of ethnography (or observational research), and sug- gests that “seeing” reveals what words alone cannot describe. Traditional ethnography, as applied to marketing research, involves qualitative research qualitative the analyst spending time observing the consumer in her natural lair, so to speak, as she goes about buying and using a product or service. But ethnography doesn’t stop there.The observation of tar- get consumers is almost always accompanied by depth interviews, during or after the observation phase. So ethnography is actually a combination of a traditional qualitative technique (depth inter- views) with a new twist (some type of observation). In traditional ethnography, the observation might be done in- person (that is, a real live human being spends hours or days with the respondent observing and studying his behavior) or via some type of installed video camera. A camera crew, for example, might install a video camera in a subject’s kitchen or laundry room so every action in that room is recorded. As the analyst observes the respondent’s behavior, he notes and records unexpected (as well as expected) behavior, then reviews this behavior with the respon- dents in a depth interview. So again, it is the merging of actual behavior with the participant’s explanation of that behavior that forms the raw data that serves as the foundation of analysis. The advantages of traditional Use online ethnography are well-known. It is a powerful way to study and ethnography to explain human behavior. However, it also has serious disadvantages: It learn from is slow and labor-intensive. Projects often can take months to respondents’ words complete.The observer’s physical presence might cause the subject and their actions to behave in atypical or abnormal ways. It is very expensive to per- sonally visit people in their homes Editor’s note: Jerry W.Thomas is or workplaces, especially if the observational period is more than a president and CEO of Decision few hours or the distance from respondent to respondent is great. Analyst Inc., an Arlington,Texas, Because of the intrusiveness of personal observation, many people research firm. He can be reached at are reluctant to participate, and this makes it difficult to recruit a 800-262-5974 or at representative sample of consumers.The cost of personal visits also [email protected].
58 | Quirk’s Marketing Research Review | May 2006 www.quirks.com SEE it to BELIEVE it.
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Seattle Atlanta Boston Budapest Chicago Cincinnati Denver London Los Angeles Madrid Minneapolis Moscow Munich New York Oslo Paris Pittsburgh Sa˜o Paulo Shanghai 's Hertogenbosch Singapore Sofia Stockholm Sydney Toronto Tokyo Vancouver Microsoft, PowerPoint, Excel, and Outlook are registered trademarks of Microsoft Corporation in the U.S. and other countries. tends to restrict the geographic feel comfortable expressing their general rule, some or all of the fol- areas sampled to no more than two feelings.With guidance from expe- lowing steps are involved: or three major urban areas (with rienced moderators, respondents • Respondents might be asked to good airport service). can explore and describe all the keep diaries (either online or A new approach that overcomes behaviors, routines, thoughts, feel- offline) to record their behaviors, some of the disadvantages of tradi- ings and experiences they believe routines, thoughts and observations tional ethnography is online are most relevant to their purchas- related to the purposes of the ethnography. ing decisions. study. First, a sample that is representa- The respondents’ normal routines • Participants might be asked to tive of the target market is pulled, are not disrupted.They can provide take digital pictures related to the typically from an online panel. One their detailed responses at a time of focus of the study (it could be of the advantages here is that panel their convenience and over a span photos of their refrigerators, members are accustomed to surveys of several days (or sometimes pantries, backyards or bedrooms). and therefore are more likely to weeks).This expanse of time also And with the spread of digital participate than the average con- gives the respondents an opportu- cameras (even cell phones now sumer. Also, since no one is visiting nity to reflect on the questions have digital cameras), digital photos their home or office, a higher share posed and give detailed descrip- are relatively easy for most people of potential subjects will agree to tions of their thoughts, feelings and to take and send (with the modera- participate, which creates a more experiences. tor subsequently uploading the pic- representative sample. tures for discussion). Beyond the sampling advantages, How does it work? • One member of the household another benefit of this approach is So how does online ethnography could be asked to take photos or that the online environment pro- work? How is it conducted? The videos of other members of the motes a sense of anonymity and exact design of the project and its household at certain times or to safety, which encourages a high execution depends upon the prod- record specific behaviors, events, level of self-disclosure. In the uct or service category and the etc. online environment, participants objectives of the research. As a • Participants’ stories or explana-
60 | Quirk’s Marketing Research Review | May 2006 www.quirks.com tions typically accompany the pho- • They were asked to provide ries and interview transcripts are tos, telling us what is in the pic- detailed descriptions of their expe- finished, the next step is the ture, who is in it, what is happen- riences from a regular shopping analysis, which is the most time- ing and perhaps even what it occasion for health and beauty consuming and brain-intensive means to the respondent. products. part of the process. There are no • Projective techniques can be • Respondents also kept a log of shortcuts. The analyst must comb employed as well (for example, advertising they noticed related to and re-comb through all of the respondents might search and select health and beauty. raw data (photos, videos, diaries, online photos or be instructed to • Follow-up depth interviews transcripts) and try to understand take photos that represent the per- focused on the following types of what it all means. Certainly some sonality of a brand, or bring to questions: How do you define understanding of cultural anthro- mind memories of the brand). beauty? What motivates your inter- pology is helpful to the analyst, Typically, the digital photos or est in skin beauty? How would you as is some knowledge of psychol- videos are sent via e-mail to the feel if your favorite skin care lotion ogy, sociology, economics, histo- moderator for review and upload- should vanish from the market- ry, etc.The most important back- ing to the online depth interview. place? How much time do you ground, however, is knowledge of The diaries and photos are studied spend daily caring for your skin? the target industry, the product by the analyst and then used as What are your favorite brands, and category and previous experience stimulus in conducting the follow- why? with marketing and marketing up online depth interviews.These Some comments that accompa- research related to the product or are typically described as “time- nied pictures from one participant, service. If all of these knowledge extended” depth interviews since Sally, in Chicago: sets can be integrated, the analy- the project unfolds over a period of • “Obviously my medicine cabi- sis is apt to be much better than several days (five to 10 days, but net is filled with a variety of prod- an analysis based on a single aca- longer time periods are possible). ucts at various price points. I admit demic discipline. In fact, the term time-extended that I like to try the high-end How does the analyst process should be used to describe the brands but I’m on a budget and the raw data, reach sound con- whole online ethnography process. also take advantage of the less clusions and make insightful mar- Indeed, this is one of the major pricey products one finds at drug- keting recommendations? First, advantages of the method:The stores and stores like Body Shop. she has to pretend she just respondent’s concentration on a So that’s why Creme de la Mer is arrived on Earth from a distant topic for a period of several days elbowing for room with Olay, and galaxy so she can see everything sensitizes her to the subject and her Kinerase is cheek-and-jowl with through the fresh, unbiased eyes own feelings and motives related to Ponds.” of a total stranger. She must the topic. • “Once a day first thing in the search for the obvious, and very morning, I feel it is necessary to often this is the most difficult to An example of an online remove excess oil from my face perceive. Our culture is the ethnography project with either water or soap and ocean in which we live, and just An online ethnographic project water. If I use only water, I usually as fish are not aware of the was conducted by Decision Analyst do not use moisturizer. If I use ocean, we are often blind to the on health and beauty products soap, my cheeks and the area most obvious aspects of our own among women and men from the around my mouth feel very dry, so culture.The analyst, then, must U.S., U.K. and France. All partici- I need to use a little moisturiser in see the obvious, document it and pants were medium to heavy users the morning only. During the day incorporate it into the final of skin care products. I have to dab my face with a nap- analysis. Second, the analyst must • Respondents were asked to kin (I find the Starbucks brown search for the invisible.What is take digital pictures of their skin napkins work best) usually because missing? What was not shown? care products and other health and it soaks up the excess oils better What was not talked about? What beauty products at their normal than a tissue. If I don’t dab my face was avoided or dodged? Why was storage place.They were asked to several times a day starting at about the “missing” overlooked or accompany the pictures with sto- 11 a.m., by the end of the day I avoided? Answers to these ques- ries of “what’s in the pictures.” feel like I have enough oil on my tions can be very revealing. • Participants were instructed to face to fry an egg!” In addition, what words were record daily diary entries of their used to describe the product or morning/evening routines when No shortcuts experience of using the product? using health and beauty products. Once all of the photos, diaries, sto- Words are revealing if you see
62 | Quirk’s Marketing Research Review | May 2006 www.quirks.com them with fresh eyes and think keting strategies. The words tell Online ethnography provides a about them deeply.Why does our us much, but the pictures speak snapshot of respondents’ real-life culture say “fall in love” instead to us at a deeper level. experiences in order to truly of “get in love?” The words “fall Combining words with images understand not just what they in love” tell us something about provides insight into what report they do but what they are our culture’s beliefs about love respondents actually do and how actually doing and how that (that it is sudden, that it is that behavior drives their deci- behavior drives their decisions. In unplanned, that it is accidental, sions. What is included in the the case of online ethnography, a that one is likely to lose control). picture and why? What are the picture is worth more than a What do the digital photos tell respondents’ thoughts and feel- thousand words: It is the basis of us? Are the pictures consistent ings about the picture and the insight and understanding into with the stated behavior and rea- products contained within it? the consumer’s mind. | Q sons? If pictures and words tell a different story, why is this and what does it reveal? Are the results consistent with other research? If not, why? What could possibly explain the differ- ences? What metaphors, associations and images are linked to the cat- egory and to brands within the category? For example, our cul- ture often uses “chick” or “chick- en” or “hen” as a metaphor for women. Why is this? What does the chicken metaphor tell us about women? Or, perhaps, what does it reveal about men? The most important part of the analysis, however, is incorporat- ing the business, marketing and competitive issues into the inves- tigation. This is why the market- ing and research background is so important for the analyst. How are the different brands per- ceived, and what imagery is asso- ciated with each brand? What motives drive the product cate- gory, and what underlying moti- vations drive each brand in the category? How do the products in the category compare, and what role does pricing play? Given all of this, what are the positioning options for the brand, the key advertising themes, and the critical market- ing variables to achieve success?
Dig deeply Online ethnography offers an economical and practical way to dig deeply into the DNA of a brand and identify potential mar-
www.quirks.com May 2006 | Quirk’s Marketing Research Review | 63 Toward a broader definition
n a TV commercial for a car repair service, an interviewer (Comedy Central’s Stephen Colbert) asks a technician,“If Mr. By Peter J. DePaulo IGoodwrench were a tool, which one would he be?”The mechan- ic answers, in consternation,“A wrench?”The interviewer retorts that this seemingly obvious answer is wrong and was supposed to be qualitative research qualitative “miter saw.”While this joke relies on a misunderstanding of projec- tive analogies (as if there are right and wrong answers), it suggests that they are ubiquitous enough to be worth incorporating in mass-mar- ket advertising. Nevertheless, I believe projective techniques actually are underuti- lized. Many researchers and clients may not realize the variety of ways in which such techniques work.The name “projective” may imply that the methods only work one way, i.e., through projection. Though projection is indeed a powerful process for revealing con- sumer motivations and perceptions, most of the techniques we call projective help respondents express themselves through other psycho- logical processes in addition to projection.Thus, I am proposing a broader adjective - “expressive” - to refer to such techniques.
Classic projection Why is projection important? Consumers (or doctors, voters, man- agers, or whomever we are studying) may not tell us everything that influences them.Three obstacles stand in the way: 1. Respondents may be uncon- scious or unaware of a particular Is expressive a influence. 2.They may be aware of an influ- better term than ence, but feel it is too personal or socially undesirable to admit, e.g., projective? prestige image or racial bias. 3.They may be aware that they perceive a product a particular way, but may not bother to mention this because, in their view, it is not a logical, rational reason for buying or not buying the product. Some doctors, for example, are adamant that what they prescribe has nothing to do with the sound of a drug’s Editor’s note: Peter J. DePaulo is an name or the attractiveness of the manufacturer’s logo, and is based independent research consultant based solely on decision-making factors such as research findings, clinical in Chalfont, Pa. He can be reached at experience and patient compliance. 215-822-7413 or at By allowing respondents to project their motivations and percep- [email protected]. tions onto someone else or onto some ambiguous or innocuous stim-
64 | Quirk’s Marketing Research Review | May 2006 www.quirks.com ulus or task, they may reveal motiva- expressing all kinds of thoughts, respondents to admit. Nonetheless, tions that they might not realize or feelings, and motivations - including the respondents may not have admit directly about themselves. ones that are neither unconscious thought of using the words “full of The simplest projective technique nor embarrassing. Hence, I am sug- holes like Swiss cheese” if they had is the third-party question, e.g., gesting that we call these techniques not looked through the magazines “Why do other consumers [or con- “expressive,” and note that they for ideas.This is an example of how sumers in general] buy Brand X?” work through projection as well as a projective technique can work One variation of this technique is other processes. through a non-projective process. described by Naomi Henderson (in Now let’s look at the non-projec- I hasten to add that collages DO Marketing Research magazine, fall tive ways in which many projective help reveal unconscious or embar- 2005): Ask what “people in your techniques work. rassing motives.The point is that ZIP code” would do in response to collages help respondents express all a particular terrorist attack. Other expressive processes: kinds of perceptions and motiva- Third-party questions, like other suggesting different words, tions, including conscious and projective inquiries, can be called pictures, objects, etc. innocuous ones. indirect questions because we may Most respondents are neither poets Another example is the Livingston learn something about consumers nor professional writers. Even when Group’s Obstacle Course technique that they might not have revealed they are willing to tell how us how (thank you, Sharon Livingston). It about themselves if we directly asked they feel, they cannot describe all can be used, for instance, in research them,“Why do you buy Brand X?” the nuances of their feelings and on why patients might not complete The theory is that in their answers perceptions without help. In many or seek treatment for a particular to a third-party question, research projective procedures, respondents disease. A collection of Lego blocks respondents may let their guard look at a variety of stimuli, such as and various office and household down and (unconsciously) project magazines, photographs, sketches or doodads - paper clips, staplers, their motivations onto the person or Lego blocks. Respondents may even white-out, flashlights, pens, erasers, people to which the question refers. be presented with non-visual stimuli etc. - is spread in front of the In fact, there are hard data sug- such as scents and sounds.These patient. She is asked to select or gesting that third-party indirect stimuli elicit new thinking by the construct items representing the questioning really can work as theo- respondent and suggest possibly suit- obstacles that she overcame, or will rized. In a clever experiment by able words, pictures (worth a thou- need to overcome, along the path Robert Fisher (reported in the sand words, an apt cliché), objects, from the diagnosis of her disease to September 1993 Journal of Consumer etc., for expressing the respondent’s the completion of (hopefully) suc- Research), third-party questions evi- mindset.When perusing these stim- cessful treatment.The doodads stim- dently circumvented respondents’ uli, the respondent has an “aha” ulate the respondent’s thinking and tendency to claim only their social- experience, as she realizes that, yes, help her come up with words to ly-desirable purchase motivations. this word, picture or whatever tells describe her feelings. Most important, Fisher’s analysis how I feel. A very simple psychological prin- revealed that data from indirect For example, in medical marketing ciple is at work here: to elicit a wide questions were better than data from research, patients may be instructed range of behavior/ideas, present a direct questions in predicting pur- to construct collages that represent wide variety of stimuli. chase intentions. their perceptions of their medical Interestingly, verbal analogies Although the third-party indirect conditions or treatments.Typically, (a.k.a. metaphors) such as “What question is a simple example of a the respondents look through maga- car/animal/celebrity would this projective technique, it is exception- zines, from which they cut and paste brand be?” also help elicit new ideas, al in that projection may be the only pictures and headlines into their col- even without the use of physical way it works. I use it here as a pure lages.The pictures stimulate the stimuli. Simply by thinking of vari- example of the process of projec- respondents’ thinking and provide ous cars (or animals, celebrities, tion. Other projective techniques ideas for new words and phrases. In etc.), respondents “look at” these work in a variety of ways, not just an osteoporosis study, for instance, a various stimuli in their imaginations. through projection. few respondents used pictures of Those mental images serve the same Basically, projective techniques are Swiss cheese to convey their view of purpose as physical stimuli in help- indirect approaches that help or their bones as laced with holes and ing the respondent come up with allow respondents to express what not sufficiently solid to provide sup- apt words to express their percep- they consciously or unconsciously port. tions of the product, service, disease think and feel. Most of these meth- This perception of their bones or whatever is being studied. In ods release respondents’ inhibitions probably was neither unconscious other words, the stimuli are self-gen- and/or stimulate their creativity in nor too embarrassing for most erated by respondents in their
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The Fine Art of Marketing Research minds. such as collages and analogies allow Furthermore, as the respondent One versatile approach is to ask the respondent to communicate places obstacles along the path, she the respondent to relate competing through symbols.When asked to is organizing her thoughts on the brands to the residents in a hypo- analogize tumors in terms of ani- matter. Seeing and rearranging the thetical neighborhood. (I thank mals, one doctor referred to a par- pattern of obstacles already on the Cathy Boyd at TNS Healthcare for ticular type of cancer as a snake, course helps stimulate creative new introducing this technique to me.) explaining that it quietly sneaks up thoughts about additional obstacles. For example, what kinds of neigh- on the patient and fatally bites. Collage-making also results in bors are the Brand X folks? Are they Beyond the verbal explanation, the thought organization and stimula- helpful and friendly, or do they keep depiction of this particular cancer as tion. Pictures and icons pasted onto to themselves? What does their a snake conjures additional mean- the collage serve as the mental house/yard look like, how do they ings. In collages and the Obstacle placeholders, and their relative posi- maintain it, what kind of car do Course approach, particular colors tions on the poster board convey they drive, who is in the household often communicate symbolically, as their symbolic and logical organiza- (single person, a couple, without or when a patient chooses a yellow tion. without kids), how do they dress, object to represent the hope that a how do they act at the block party, new treatment would be a cure. Raising the energy level what other neighbors (e.g., the Again, symbols help consumers Moderators and clients are under- Brand Y’s or Brand Z’s) do they communicate all kinds of motives standably uncomfortable with socialize with, would they be missed and perceptions, not just uncon- “dead” groups that say little. if they moved out of the neighbor- scious or embarrassing ones. Conversely, they are delighted when hood, etc.This variety of probes can the energy level of the respondents stimulate respondents’ creativity and Thought organization and is high. Some projective/expressive help uncover multifaceted motives placeholders techniques can be quite fun and and perceptions that would not be In the Obstacle Course, each object engaging, raising respondents’ ener- evident if we merely asked respon- that the respondent places along the gy.The greater the energy level, the dents why they buy Brand X,Y or course serves as a mental placehold- greater the number and variety of Z. er to remind her of what is already insights that respondents give us. on record. She does not need to One technique that works partic- Communicating through ask herself,“Did I say X already?” ularly well in brainstorming new symbols because she can look down on the ideas is to ask respondents to tell us In addition to helping the respon- course and see her prior thoughts the worst ideas they can think of. (I dent come up with better words and represented by obstacles.This frees thank Glenn and Sharon Livingston images for describing their percep- her mind to concentrate on think- for a demonstration of this tions and experiences, techniques ing of other obstacles. method.) For example, in research intended to come up with a unique name for a new product, consumers may be asked for stinker names. Now, this technique can work through projection as respondents may reveal their unconscious or personally sensitive motivations and perceptions in their ideas of bad names. My point here is that it also The Custom Market Research and works simply by raising respon- Sensory Analysis Company dents’ energy level. As the respon- dents shout out what they think are For over 30 years, we have helped businesses like yours meet product outlandish names, they typically get development and marketing challenges by combining our expertise with giddy and worked up. Some of the ideas, though intended by respon- integrated qualitative and quantitative tools. dents to be bad ones, actually are We can help you too. quite good - or, at least they pro- vide insights that lead to a good name.The point is that boosting respondents’ energy results in more ideas of all kinds being put on the Call 800-841-1177 visit www.tragon.com table, not just those resulting from
68 | Quirk’s Marketing Research Review | May 2006 www.quirks.com projection. Second, outline the other (non- tures or nonverbal symbols to repre- projective) ways that the particular sent their thoughts and feelings; Low inhibition in a playful techniques under consideration may • help respondents organize their mood help generate new insights of all thoughts and come up with new Many projective techniques, such as kinds, conscious and unconscious. ideas by arranging objects/symbols collages and “worst ideas,” are fun. Depending on the method, an physically. Respondents get a chance to play. expressive technique may: Thus, by describing projective When in a playful mood, respon- • release consumers’ inhibitions by techniques more broadly as dents let their guard down.The enabling them to play and have fun; “expressive,” researchers may result is that respondents open up • stimulate respondents’ creativity broaden the range of projects in and disclose perceptions and moti- through high-energy interaction, or which these techniques are pro- vations about themselves that they by suggesting different words, pic- ductively applied. |Q otherwise might be uneasy about revealing. However, they are not necessarily projecting anything (though they often are).Their inhi- bitions simply are released.
Aftereffects - facilitation of subsequent discussion There often is an afterglow follow- ing a successful projective/expres- sive exercise. Now that respondents have let their guard down and opened up, responses to subsequent direct questions may be enhanced. The effect is evident in more unin- hibited, spontaneous and lively con- versation though the rest of the ses- sion.
Explaining expressive techniques to clients How can researchers overcome the reluctance of some clients to employ projective techniques? I rec- ommend two approaches. First, describe their projective action in non-technical terms, e.g.: • They circumvent consumers’ lack of awareness of - or reluctance to talk about - particular motiva- tions or perceptions relevant to their attitudes toward the product, company, concept or whatever is the subject at hand. • They provide indirect ways for respondents to talk about motives and perceptions that they might otherwise find illogical, embarrass- ing or too personal.This is because respondents talk about “other peo- ple” rather than themselves, or end up revealing their otherwise unspo- ken motivations and perceptions in their analogies, collages or whatever responses are involved.
www.quirks.com May 2006 | Quirk’s Marketing Research Review | 69 Drawing creativity from chaos
ven with the most skilled individuals and teams, creating innovative new products can be a daunting task.Add to the mix the stress and By Katie Steffy, Econfusion of a company reorganization, and innovation seems Cara Woodland nearly impossible. Changes in teams, strategies and management can leave and Andrea Birkett employees with an unsettled feeling.As a result, a team’s focus turns qualitative research qualitative inward with concerns of possible job loss, relocation and new manage- ment. Once the dust settles, new leaders arise with a desire to blaze their own trail.When this happens, old but potentially good ideas can be lost with yesterday’s team. One company not only overcame the obstacle of reorganization but was able to excel in developing innovative new products in the midst of change.A major manufacturer of snack foods chartered a cross-functional and domestically dispersed innovation team to create new and distinct product concepts for quickly growing brands. During the beginning stages of the project, the company announced its plans to reorganize.All teams would be moved to one centralized location. Employees had two weeks to decide whether to relocate themselves and their families, or find jobs elsewhere. To alleviate the stress of making a major life decision while also focusing on the task at hand, the innovation team hired outside consultants to design and facilitate a process to meet their charter goals.A three-stage process was developed which would involve both current and emerging teams.The goal was to quickly drive the team to success before reorganization struck and the members dispersed.
Energy levels up The first stage was a three-day, off-site How one company brainstorming session.The session was designed to keep the team’s energy Editor’s note: Katie Steffy is a former found ways to levels up through the use of immer- project manager at Innovation Focus, a sion field trips, homework and cre- Lancaster, Pa., research firm. She can innovate in the midst ativity exercises.An off-site location be reached at [email protected]. was used to physically remove the Cara Woodland, formerly with of reorganization team from the constant reminder of Innovation Focus, is division team reorganization in the office. Choosing leader in the customer behavior and a new environment alleviates stress insight division at Psyma associated with the place of work and can also help to stimulate fresh International Inc., a King of Prussia, ideas. It was apparent that relocating the team for the brainstorming ses- Pa., research firm. She can be reached sion was a plus as soon as the session started; the team was energized and at [email protected]. ready for innovation. Andrea Birkett is project After the initial brainstorming session, the team participated in an manager/innovation analyst at immersion excursion.Teams of two to three people went on an idea Innovation Focus. She can be reached hunt.Team members traveled to nearby locations, including Starbucks, at [email protected].
70 | Quirk’s Marketing Research Review | May 2006 www.quirks.com
ven with the most skilled indi- Employees had two weeks to decide soon as the session started; the team viduals and teams, creating whether to relocate themselves and was energized and ready for innova- Einnovative new products can be their families, or find jobs elsewhere. tion. a daunting task.Add to the mix the To alleviate the stress of making a After the initial brainstorming ses- stress and confusion of a company major life decision while also focusing sion, the team participated in an reorganization, and innovation seems on the task at hand, the innovation immersion excursion.Teams of two to nearly impossible. Changes in teams, team hired outside consultants to design three people went on an idea hunt. strategies and management can leave and facilitate a process to meet their Team members traveled to nearby employees with an unsettled feeling.As charter goals.A three-stage process was locations, including Starbucks,Whole a result, a team’s focus turns inward developed which would involve both Foods, Barnes & Noble, a local with concerns of possible job loss, current and emerging teams.The goal spa/gym, and local restaurants offering relocation and new management. was to quickly drive the team to success either healthful or unhealthy fare.Team Once the dust settles, new leaders arise before reorganization struck and the members were instructed to interact with a desire to blaze their own trail. members dispersed. with patrons of the various facilities, When this happens, old but potentially order food and/or beverages, and good ideas can be lost with yesterday’s Energy levels up immerse themselves in the scenario to team. The first stage was a three-day, off-site derive information from consumers One company not only overcame brainstorming session.The session was about likes and dislikes. Each team the obstacle of reorganization but was designed to keep the team’s energy member generated two to three prod- able to excel in developing innovative levels up through the use of immer- uct concept ideas based upon this new products in the midst of change. sion field trips, homework and creativ- experience. A major manufacturer of snack foods ity exercises.An off-site location was The immersion excursion, in addi- chartered a cross-functional and used to physically remove the team tion to providing an opportunity for domestically dispersed innovation team from the constant reminder of reor- product development staff to make to create new and distinct product ganization in the office. Choosing a interesting connections with target concepts for quickly growing brands. new environment alleviates stress asso- consumers, also reinvigorated the During the beginning stages of the ciated with the place of work and can brainstorming and product develop- project, the company announced its also help to stimulate fresh ideas. It was ment process. By removing the team plans to reorganize.All teams would be apparent that relocating the team for from the meeting session location, they moved to one centralized location. the brainstorming session was a plus as experienced holistically and firsthand
72 | Quirk’s Marketing Research Review | May 2006 www.quirks.com the marketplace in which they are try- The following week, Instant room observation point enabling them ing to position their products. Response, a hybrid quantitative and to quickly understand how large (or Because each team hunted for ideas qualitative research technique, was used small) an idea was. For the second at a different location, it was impera- to gauge consumer reaction to the (qualitative) piece, a select number of tive that they not only glean insight revised concepts.The research was consumers were asked to stay and par- from their unique field site, but that divided into two parts.The first (quanti- ticipate in a 45-60-minute focus group they also report key learnings to the tative) piece brought 40-50 consumers which used the quantitative results as whole group upon their return.As to a central location where the concepts fodder for discussion.The team was such, excursion teams return to the were presented. Consumers scored the able to obtain qualitative feedback, meeting session with a slew of insights, concepts, based upon purchase intent, giving them insight into why an idea ideas and developing concepts, as well uniqueness and believability,using hand- was liked or disliked.The process was as with samples brought from their held punch pads.The team was able to then repeated using multiple target field site location. For the excursion view real-time results from a back consumer groups until statistically sig- teams, samples included competitors’ products (cereal bars, crackers) as well as previously unconsidered product opportunities (squeezable marmalade, powdered drink mixes). Outside strategic resources also par- ticipated in the brainstorming session; they brought new perspectives to the chartered task.The outside resources offered new product development and/or marketing insight from non- competing companies. By using care- fully selected individuals who were the right fit, the session gained huge momentum from their naiveté to the subject. It guided the course of the brainstorming in new and unique directions.The team discovered that if chosen correctly, outside resources can be invaluable to both the process and content of a session.
Evaluating ideas During the first two days over 550 seed ideas and 182 concepts were developed.The innovation team spent the final day evaluating all ideas based on criteria such as uniqueness of prod- uct, fit with brand, meeting consumer needs, feasibility and size of opportuni- ty.The session ended with approxi- mately 59 high-ranking concepts mapped onto a portfolio matrix of time and impact to the market. Following the brainstorming session, approximately 24 concepts from the portfolio were written into rough, consumer-friendly descriptions for developmental work with consumers. Within a week, those concepts were qualitatively tested with a small group of consumers and revised to use the consumer language garnered through the research.The polished concepts were then given rough images to illus- trate the words.
www.quirks.com May 2006 | Quirk’s Marketing Research Review | 73 The metamorphosis of a qualitative researcher
rom a small West Texas town, rock band Los Lonely Boys reached national fame by blending multiple rock influences into their own By Kelly Heatly Fdistinctive style and selling it to audiences across the country. Los Lonely Boys offer fans a fresh, unique and innovative sound all their own, yet one can hear in their songs the unmistakable influences of rock qualitative research qualitative pioneers Stevie Ray Vaughn, Ritchie Valens, Chuck Berry and Carlos Santana. In an interview posted on the band’s Web site, guitarist Henry Garza described their sound this way:“I call it my music burrito theory. What we’ve done is made like our own tortilla, with all the knowledge of all the greats that are out there…we put ’em inside the tortilla, fold it up in there, we make our own burrito and we’re sellin’ it to the world.” Are moderators like rock stars? Yes,to the extent that there is an artistic element to what we do, a natural talent, and we build upon this talent through inspiration from others - in our case, fellow moderators.There are further similarities: successful rock stars have good managers, success- ful moderators have good mentors. Rock stars reach fame by constantly taking the stage, rehearsing and performing, until they produce a sound that sells out concerts. Moderators hone their skills one focus group at a time, until they build a reputation for delivering actionable, strategic qualitative information.
Be inspired As a burgeoning qualitative researcher, I realize the value of optimizing my moderating style by drawing from the techniques of other mod- erators. I prefer to follow the Part II: Rock star approach taken by Los Lonely Boys: recognize your innate strengths, moderating - be draw from multiple artistic influ- ences, and blend into a unique style inspired, find a that accomplishes the end goal - pleasing the audience. In the case of manager, take Los Lonely Boys, they took their Editor’s note: Kelly Heatly is research Tejano music roots, mixed in rock manager, M/A/R/C Research, the stage influences and created a new sound Irving,Texas. She can be reached at altogether.While the purpose of the 972-983-0452 or at [email protected] is “performance” is quite different, the second installment of a three-part moderators and rock stars both need to offer fans/clients something series tracking Heatly’s progress as she fresh, effective and fulfilling to keep them coming back. enters the world of qualitative research. Since moving into an exclusively qualitative role six months ago, I The first article appeared in the have been strongly influenced by veteran moderators at M/A/R/C as December 2005 issue. well as by excellent RIVA Training Institute instructors.Thus, I have
74 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Does your marketing research support your strategy? It should.
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olsonresearchgroup.com blended specific techniques and time-saving means to obtain unbiased and centers control in the room. approaches I learned from these great responses from participants. • From Sandra Kluttz, RIVA moderators into my own style. Here • From Joan Treistman, M/A/R/C instructor: her ability to keep the are a few examples of my moderating Research: her ability to be assertive energy flowing through the room by influences: and direct with respondents to obtain throwing out bits of humor and wit • From Will Leskin, M/A/R/C key information without appearing while expertly fading into the back- Research: his patient approach and assertive or direct, a difficult skill to ground once respondents open up. I interview timing and pacing, which master but vital to the task at hand. also value her effective use of short, put respondents at ease, thereby elic- • From Vivian Thonger, RIVA simple questions to extract clear and iting rich information. I have also instructor: her vibrant presence com- detailed answers from participants. picked up on Will’s creative use of bined with smooth politeness livens I interviewed Kluttz to find out worksheets during focus groups as a up respondents, earns their respect more about her inspirations and influences during her 18 years of moderating. She was drawn to mod- erating by the creativity it demands. Early exposure to other moderators made her realize that some tech- niques would work for her and some wouldn’t.“It’s like fashion-magazine shopping.You look at things and think,‘That’s beautiful, but there’s no way it would ever look good on me.’ It’s the same with moderating.You can try it, adapt it, and make it your own.That’s being the authentic you,” she says.The ultimate benefit of using your own style? The more authentic you are with respondents, the more authentic their responses will be.
Find a mentor While rock stars find managers who can guide the band to stardom through lucrative record label con- tracts, concert bookings and promo- tions, moderators need mentors who can guide, listen, advise and teach best practices. Mentors are also likely to be those who have the strongest influence on your moderating style. Training and development expert and author Chip Bell (1996) describes the best mentors as “facili- tators and catalysts in a process of discovery and insight” who “practice their skills with a combination of never-ending compassion, crystal- clear communication, and a sincere joy in the role of being a helper along a journey toward mastery.” (p. 8) I find Bell’s definition of a mentor complete in the context of qualitative research, and I am fortunate to have a mentor who fits the bill perfectly. My primary mentor and supervisor,Will Leskin, is not only an influence on my personal moderating style but
76 | Quirk’s Marketing Research Review | May 2006 www.quirks.com also a facilitator, a helper, and a guide information obtained. are simply by having talent and a to me during my metamorphosis unique style.They take the stage and into a qualitative researcher. Uses a Socratic style of teaching. master their sound and style one per- For those new to a qualitative Two of Henderson’s early influ- formance at a time, rehearsing with research career, I recommend find- encers and mentors, NLP founders the band and improving upon each ing a good mentor to help you John Grinder and Richard Bandler, live performance.This is how Los master the art of moderating. I use a Socratic method of teaching, Lonely Boys reached amazing fame turned to Leskin and RIVA founder where the instructor asks the class from their humble roots.“Our dad and mentor extraordinaire Naomi the question, and lets the class fig- told us the sky was the limit so we Henderson to describe the key ure it out. Henderson explains the would just listen and listen and listen characteristics of a good mentor. In application to moderating:“Try it and kept playin’ and learnin’ and summary, a good mentor does the out and see if it works. Not know- practicin’ through our whole child- following: ing is the best way to learn new hood, never stopping,” Garza said. Takes a parent-child approach ini- information.” Consequently, she Moderators are no different. Until tially; serves as a resource later. models her approach to RIVA I have established a loyal following, I The parent-child approach describes training after this method, a “do it, can hone my moderating skills by the mentor’s desire to satisfy the and we’ll coach you to excellence, taking the stage in a variety of ways: protégé’s initial curiosity and eager- not tell you how to do it” approach. • Conduct mock focus groups with ness to learn, ultimately helping the A mentor must also be a good lis- employees and friends prior to con- protégé grow, reach potential and tener, engaging in what she calls ducting live groups. Mock groups succeed as a unique individual, just interstitial listening (listening to serve a dual purpose: developing your as a parent does a child. Leskin con- what is not said as well as what is moderating abilities and optimizing siders his mentor role to evolve from said), probing for the underlying, the information drawn from the live an interdependent relationship into a subliminal question or issue, thereby groups, since you will have practiced passive, available resource once the helping the protégé on a much the mechanics of the discussion guide. protégé has gained a foundation of deeper level. • Conduct pro bono focus groups for expertise:“Initially, there is a par- Each of these mentor qualities a community,charitable cause or com- ent/child dynamic to the relation- supports the aforementioned con- pany or organization on a shoestring ship. I am lending my experience to cept that successful moderating budget. No one will turn you down! the person I am mentoring because stems from blending outside influ- • Be your company’s resident in- almost every situation is new, and ences into your own style to opti- house moderator for internal initia- there are problems/issues that mize the authenticity of the moder- tives such as designing new work they’ve never encountered before. ating technique and, ultimately, the processes and products. Eventually, my role evolves into authenticity of the information being one of the resource wells that obtained. Assuming your mentor is Be a star the person dips their cup into from a fellow moderator, here are tactical So, with a mentor to guide me, I time to time when they run dry.” ways to use your mentorship as a continue to listen, observe and means to achieve moderating suc- learn new techniques via other Marries your skills to new insight. cess: moderators to enhance my own Henderson believes good mentors • Observe your mentor moderating style, with the aim of offering a add new insight to the protégé’s as often as possible via in-person or fresh, effective approach to drawing existing skills and abilities so you whichever technology works best out consumer thoughts and behav- “come out on the other side with a with your schedule (i.e.,Webcast, ior.The more I perform my art better product,” thus fostering the CDs, audiotapes). before actual respondents and aforementioned concept of using • Ask your mentor to view your clients, the more unique and valu- outside influences to optimize your interviews and offer constructive able I’ll become as a moderator. personal style.This is not a “do criticism. Then perhaps one day clients will what I do and you’ll be fine” • Collaborate with your mentor on describe my moderating in the way approach, she says.This doesn’t qualitative research design, discussion fans describe Los Lonely Boys’ account for gender, age, culture, guides, reporting and reporting. music:“rife with engaging hooks, reference and personality differ- • Most important: welcome the expressive lyrics and melodic sump- ences. Rather, a mentor should advice, hear it, then make it your tuousness.”A lofty aim, perhaps, but encourage a protégé to model the own! I’ll strive to ensure that I meet “excellence” of the mentor, not clients’ research objectives, help copy the mentor.This ensures the Take the stage: practice, practice, them achieve their business objec- authenticity of moderating style practice tives and inspire them to call me and the ultimate authenticity of Rock stars do not become who they back for another performance. |Q
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Northpoint Shopping Center • 304 E. Rand Rd. • Arlington Height, IL 60004 Tel: 847/394-9411 • Fax: 847/394-0001 [email protected] Survey Monitor daily newspapers (66 percent) and manager and the entire company as continued from page 10 listen to radio newscasts (64 per- a whole, according to a study from cent) and talk radio (40 percent). BIGresearch, Columbus, Ohio, of lite news programming (19 percent) Boomers and Gen Xers (those 28 to over 7,000 consumers. More than and reading a national newspaper 39 years of age) are most likely to half (53.4 percent) of consumers felt (18 percent). go online for news (68 percent and that a bad experience with an A key indicator of media usage is 70 percent, respectively). employee not only reflected poorly age. Specifically: • Generation Xers are most likely on him/her as an individual but • Matures (those 59 years of age to get their news several times a reflected poorly on the manager and and older) are most likely to rely on week or daily from local broadcast the entire company as a whole. more traditional media outlets for stations (69 percent) or online “When you receive bad customer information, with at least eight in sources (68 percent). service or are treated rudely by a 10 matures saying they watch local • Echo Boomers (those 18 to 27 store employee, who do you feel it broadcast news (88 percent), watch years of age) are the least-frequent reflects the most poorly upon?”: the network broadcast or cable news users of media, with only about half store employee - 14.1 percent; the (88 percent) or read a local daily or less getting information several store manager - 8 percent; the store newspaper (80 percent) several times a week or daily from each of (the whole company) - 24.6 per- times a week or daily. the media types measured. For more cent; all of the above - 53.4 percent. • Baby Boomers (those 40 to 58 information visit www.harrisinter- The majority of customers that years of age) use the most varied active.com. have a bad experience with an types of media, with at least one in employee think it’s a poor reflection five Boomers using each medium on the entire company, from the top examined several times a week or Poor customer service on down.“It’s a mistake I see time daily.Along with matures, Baby devalues brand and time again: employers dismiss- Boomers are most likely to watch Customers who experience a less- ing poor customer interaction on a both local and broadcast or cable than-friendly employee are likely to singular level with their employees - television newscasts (83 percent and have a bad impression of not only ‘They’re just having a bad day’ - as 74 percent, respectively), read local that employee but also the store if there is ever a good time to have
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80 | Quirk’s Marketing Research Review | May 2006 www.quirks.com a bad experience with a customer,” search.com. Catherine’s and Fashion Bug) con- says Mike Thomson of It’s All About tinuing to expand their plus-size- Character, a Dublin, Ohio, organiza- $32 billion plus-size clothing focused empires, department stores tion. market flourishes have also decided to raise the bar on Additionally the survey reports American women have gotten larg- their clothing offerings for this cat- over 85 percent of consumers feel er, and plus-size clothing manufac- egory. Kohl’s has extended two of that customer service is staying the turers have stepped up marketing its private-label lines, apt. 9 and same or getting worse, not better - efforts in the last five years. Daisy Fuentes, to include extended and 42 percent of customers feel it’s According to a report from Chicago sizes. the one thing that businesses need research firm Mintel, the plus-size “The increased availability of to improve upon the most.“Overall, clothing market reached close to fashion options has really impacted do you think customer service is $32 billion last year. In five years, the plus-size category,” says Kat Fay, getting better or worse?”: a lot bet- the segment has posted close to 50 analyst for Mintel.“For years, plus- ter - 2.2 percent; a little better - percent revenue growth. A study of size women had to shop from limit- 12.4 percent; same - 35 percent; a the years 1999-2002 by the Centers ed selections.They were also forced little worse - 30.6 percent; much for Disease Control and Prevention to shop from catalogs or online worse - 19.8 percent. found that over 62 percent of because many plus-sizes were not “I think there’s a real sense of women were likely to be over- stocked in the stores. Easier access growing impatience among con- weight or obese, and this trend is to purchasing clothing, coupled sumers when it comes to customer being reflected in the sharp sales with more flattering styles and service,” says Gary Drenik, president increase in this clothing category. wider distribution, specifically of BIGresearch.“With all the head- Mintel’s consumer research reveals through mass-merchandisers, plays a lines regarding corruption in busi- that more than half of female strong part in driving increased ness and politics, the consumer is respondents over 18 years old pur- sales.” reacting far more strongly to poor chase plus-size clothing.With cloth- Celebrities have also helped to customer service as just one more ing chains like Torrid (sister compa- champion the growth of the plus- symptom in a greater problem.” For ny of Hot Topic) and Charming sized clothing movement. more information visit www.bigre- Shoppes (owners of Lane Bryant, Rapper/actress Queen Latifah,
82 | Quirk’s Marketing Research Review | May 2006 www.quirks.com i/PX * IBWF NPSF UJNF UP EP XIBU * EP CFTU 5IBOL ZPVw
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XXXEFDJQIFSJODDPN ] supermodel Emme and television areas. For more information visit ducted more than 552 million personality Oprah have all presented www.mintel.com. searches in the categories analyzed more positive images of full-figured using one or more of the 24 leading fashion in the media. Comedian Online search impacts offline search engines. Mo’Nique even launched the first- buying “The study confirms the impor- ever nationally-televised plus-size A research study from comScore tant role of search in influencing beauty pageant last year. Networks, Reston,Va., confirms consumers’ purchase behavior both “The population has gotten larger the importance of online search in online and offline,” says James and manufacturers are now realizing influencing offline buying.The Lamberti, vice president of the value of catering to this previ- results show that 25 percent of comScore Search Marketing ously overlooked segment of searchers purchased an item direct- Solutions.“Importantly, it’s clear women,” Fay says.“More stores are ly related to their query, and of from this study that the influence of launching plus-size lines, and there those buyers, 37 percent completed search on offline buying can often is still additional room for growth their purchase online. An even be responsible for the major portion and development within the mar- greater 63 percent completed a of the overall financial return from ket. Clearly these women have the purchase offline following their investments in search marketing.” money and the desire to look as search activity. “We find that many multichannel fashionable as regular-size women.” The study, sponsored by Google, retailers already understand that Mintel estimates that the plus-size entitled “The Role of Search in search has tremendous impact on market will grow more than 10 per- Consumer Buying,” examined the both online and offline purchases,” cent in the next five years. In addi- impact of Web search (excluding says John McAteer, head of retail, tion, more stores will look at offer- comparison shopping sites) on con- Google.“This research helps quanti- ing more extended-size options for sumers’ holiday-related purchases fy exactly how influential search consumers.There continues to be a completed online and offline during really is for the overall buying great growth opportunity in the November and December 2005, process.” plus-size catalog and Internet sec- across 11 product categories.The The magnitude of offline buyer tors, and companies have a chance study reflects the searching behavior conversion varied by category, with to increase their revenue in these of 83 million Americans who con- the highest levels occurring in cate-
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5ISPVHI B QSPKFDUCBTFE $MJFOU 7PJDFT RVFTUJPOOBJSF BOE BO BOOVBM 1BSUOFSTIJQ 3FWJFX XF SPVUJOFMZ TVSWFZ DMJFOUT UP EFUFSNJOF PVS TUSFOHUIT BOE PQQPSUVOJUJFT GPS JNQSPWFNFOU *O TVSWFZT DPOEVDUFE BNPOH PVS DMJFOUT JO ° PG PVS DMJFOUT SFQPSUFE UIFZ XFSF FJUIFS DPNQMFUFMZ PS WFSZ TBUJT¾FE XJUI ."3$ ° TBJE UIFZ XPVME SFDPNNFOE ."3$ ."3$3FTFBSDI ° TBJE UIFZ XPVME DPOTJEFS ."3$ BHBJO 8F.BLF3FTFBSDI1PXFSGVM gories such as consumer electronics, times the number of searches to use search the next time they toys and hobbies, video games and compared to non-buyers. intended to purchase a gift. Search consoles, and music/movies/videos, Additionally, the study indicates ranked closely with online retail where more than 80 percent of that 60 percent of all searchers stores as well as friends and family conversions occurred offline. started their search process before on each of these attributes, and In order to understand the latent November 15, 2005.This is likely only physical stores exceeded search impact of search on holiday buying, due to the aggressive pricing and on each of these attributes. comScore analyzed the time lag marketing programs that were Some methodology details: popu- between consumers’ initial searches implemented in 2005 by many lation - U.S. Internet users search- and subsequent purchases made in retailers prior to Thanksgiving, ing in one or more of 11 holiday- the same categories during which apparently caused con- related product categories; time November and December of 2005. sumers to begin their shopping period - searches and related pur- Consistent with previous comScore process earlier than normal. For chases occurring between research, this study found that more search advertisers, these statistics November 1 and December 31, than half (56 percent) of con- imply that holiday-season advertis- 2005; definition of Web search - sumers’ online holiday buying actu- ing budgets should be sufficiently search activity on 24 major search ally happened in subsequent large and applied early enough to engines including Google,Yahoo!, Internet sessions, clearly demon- cover for the aggressive search MSN, AOL, and Ask Jeeves; product strating the strong latent impact of behavior of buyers. categories analyzed - consumer search. Holiday searchers lauded the electronics, computers/peripher- Among the 83 million consumers merits of search in helping them als/PDAs, computer software, books who searched in one or more of make their gift purchase decisions. and magazines, music/movies/ the 11 product categories analyzed More than 80 percent viewed videos, toys and hobbies, video during the holiday season, the 8.6 search as helpful for purchasing games and consoles, jewelry and million who subsequently bought gifts, seven in 10 claimed search watches, apparel and accessories, online were much more intense was influential in helping to find flowers and greetings and home and users of search across all product gifts and more than three out of garden. For more information visit categories, performing nearly 10 five indicated they would be likely www.comscore.com.
86 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Product and Service Update survey participation rates as well as the provides customers with tools, techni- continued from page 14 quality of employee feedback.The cal resources and survey examples and Zoomerang Services Team,acting as a can be found at www.employeesur- E-Tabs, Pulse Train third party, sends out employee sur- veyresource.com. collaborate on Web-based veys, thereby allowing for anonymous survey tool feedback. SurveyGold 7.0 from Golden U.K.-based research firms E-Tabs and Zoomerang offers employee survey Hills Software Pulse Train have integrated their prod- templates, programming and transla- Golden Hills Software, Inc., Colorado ucts the E-Tabs Reader and Pulsar tion services, providing best practices Springs, Colo., has released Web. Pulsar Web is a Web-based sur- in creating effective and comprehen- SurveyGold version 7.0, an upgrade of vey analysis tool.The forthcoming sive employee surveys. Zoomerang’s its Windows-based survey application. release of Pulsar Web (version 3.16) Employee Survey Resource Center The firm is also offering SurveyGold incorporates full support for the E- Tabs suite of reporting products with no intervening import/export or reformatting steps required. The E-Tabs Professional Reader is a productivity tool for researchers (both supplier and client-side) designed to maximize their use of and access to quantitative research tables. By replac- ing traditional tabs with a flexible electronic E-Tabs version, researchers can disseminate research analysis among clients and colleagues, check tables for accuracy, collaborate and directly transfer key data into their Excel,Word or PowerPoint reports and presentations. The integration of Pulsar Web and the E-Tabs Reader allows for instant charting and reporting with E-Tabs’s Enterprise solution. Users may take their previously-created tables, gener- ated in Pulsar Web, and with a couple of clicks, see their preferred PowerPoint presentation updated with the correct figures.The E-Tabs Lite reader is a free download; the Professional version offers advanced capabilities. For more information visit www.e-tabs.com or www.pulsetrain.com/solutions/appli- cation/pulsar_web.htm.
Zoomerang offers employee survey resources San Francisco-based Zoomerang announced new Employee Survey Services and an Employee Survey Resource Center designed to help companies and organizations develop, distribute and manage employee sur- veys globally.The new Employee Survey Services include confidential survey distribution to help organiza- tions survey employees and increase
www.quirks.com May 2006 | Quirk’s Marketing Research Review | 87 7.0 Professional Edition, a collabora- tionships between responses. For more ing firm Davie-Brown Entertainment, tive surveying solution that allows sur- information visit the Davie-Brown Index (DBI) is veys and results to be shared amongst www.surveygold.com. compiled and managed by i.think inc. a geographically distributed commu- based on quarterly surveys from its nity of interest. Monitor Software updates online research panel. More than Surveys authored with SurveyGold MarketSight 1,500 celebrities are included in the Pro can be exported and subsequently Monitor Software, Cambridge, Mass., index. It evaluates celebrities based on imported by any other SurveyGold has released MarketSight 5.0, a eight attributes: appeal, notice, trend- user, allowing surveys to be authored research data analysis application that setting, influence, trust, endorsement, centrally and distributed remotely. enables business users and market aspiration and awareness. DBI scores SurveyGold Pro surveys are distrib- researchers to analyze research data on any of the 1,500 celebrities in the utable to any other SurveyGold Pro and find insights needed to make pool are immediately available via 7.0 or SurveyGold 7.0 user. Survey business decisions. MarketSight offers online access. In addition, celebrities results collected by SurveyGold Pro a collaborative,Web-based interface not part of the 1,500 pool can be users can be exported and shared with and self-service approach that allows indexed within 48 hours via i.think other Pro users, allowing results from users to analyze quantitative research inc.’s online research capabilities remotely-conducted surveys to be and iteratively explore data as new through an add-on service called DBI centrally gathered for reporting and questions and hypotheses emerge. In Express.All data is nationally balanced analysis purposes. addition to usability enhancements, based on census demographics with Other new 7.0 features include a other new capabilities include: interac- an error range of ± 3 percentage compact user interface with a full-fea- tive banner runs; support for tracking points. For more information contact tured spell-checker that supports 12 studies; statistical test automation and Kerry Stover at languages, support for ranking ques- optimization; an automated variable [email protected] or visit tions, improved Web survey form and creation process for “top box” and www.dbireport.com or www.ithink- confirmation style consistency, and other common groupings; expanded inc.com. other enhancements and usability export capabilities and homepage and improvements. navigation improvements. For more BuzzBack approach measures SurveyGold also provides custom information visit www.monitorsoft- reactions to non-verbal stimuli Web formatting of colors and fonts, ware.com. BuzzBack Market Research, New Web survey responses submitted using York, has released Imagic Response, secure socket layers (SSL), and New Asian online panel an online consumer research technol- enhancements when filtering survey London-based media firm MindShare ogy platform developed to enable results.Additionally, this version lets and Pulse Group, an Australia-based product developers, brand managers users publish Web results in a browser research process outsourcing company, and others to tap a consumer’s sub- and offers enhanced filtering of results have joined forces to design mPulse, a conscious to better understand their and improved processing of Web sur- pan-Asian online research panel study. attitudes, emotions and what moti- vey responses. SurveyGold supports MPulse will track consumer media vates their buying behaviors. Using printed and telephone surveys as well trends, habits, perceptions and attitudes the platform, survey participants react as surveys on the Internet. Users can toward a variety of time-sensitive to a new product, brand design or create an unlimited number of ques- issues, both quantitatively and qualita- concept theme through non-verbal tions, responses and respondents for tively. It will also produce both longi- stimuli including images, sounds and each survey. tudinal and latitudinal insights utiliz- video. For users who are printing and dis- ing Pulse Group’s proprietary online One survey tool using the Imagic tributing a questionnaire, it can be panels, Planet Pulse, as well as using Response platform is BuzzBack’s imported into Microsoft Word or any qualitative vehicles such as Pulse eCollage.With eCollage, participants word processor for customization and Blogs. For more information visit create a multimedia collage of how a printing. In addition to supporting www.pulse-group.com or www.mind- new product, concept or brand makes printed questionnaire forms and tele- shareworld.com. them feel, how it inspires and ener- phone surveys, SurveyGold supports gizes them.These multimedia collages creating and implementing surveys on act as a catalyst to reveal personal feel- the Internet. Measure celebrity influence on purchase intent ings, memories and emotions which The software lets users view survey respondents can then describe in Dallas research firm i.think inc. is now results in full-color 3-D pie, bar and words through personal, associative offering a celebrity evaluation index line charts. Data can be mined by meaning. Follow-up questions on why for brand marketers and ad agencies drilling down on the charts to exam- the participants selected a certain that determines a celebrity’s ability to ine the results in more detail. image or arranged them in a particu- influence consumer purchase intent. SurveyGold’s filtering capabilities let lar way can help reveal further associa- users segment data and discover rela- Created in partnership with consult-
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In addition, information visit abilities in automated knowledge dis- reporting includes key quantitative www.questionpro.com/the-ultimate- covery to analyze both structured and data, such as: how many images are question/. unstructured data.The platform is an selected by respondents, the most fre- end-to-end analytical solution - from quent images used, locations of images Qualview uses Webcam data importing, cleaning, manipulation in the overall collage, etc.These can be interface and visualization to modeling, scoring crosstabulated and further analyzed 20/20 Research, Inc., a Nashville, and reporting. For more information with other survey data, such as demo- Tenn.,marketing research firm, is visit www.megaputer.com. graphics or purchase behavior. For now offering Qualview, an online more information visit program that lets researchers interact Seattle research firm Global Market www.buzzback.com. with consumers over the Internet in Insite, Inc. has launched Research real time. Qualview uses a Webcam Analyzer, a desktop analysis, reporting New version of virtual focus interface for virtual interviewing of and publishing tool.Without any group environment respondents, who participate on their scripting knowledge, market Artafact, a Fremont, Calif., research own computers from home.This researchers as well as marketing man- firm, has released a new version of its interface provides researchers with agers can import very large datasets virtual focus group environment. The visual cues such as facial expressions, from various sources, generate com- new release includes improvements to movement and gestures, in addition plex crosstabs with up to two million the software’s built-in drawing tools, to the convenience of online partici- respondent records, and publish real- which allow participants to show pation.The software allows time, presentation-ready reports using researchers what they mean in addi- researchers to show images of adver- Research Analyzer’s drag-and-drop tion to telling them. It also provides tisements,Web sites and PowerPoint feature. For more information visit improved ease of use, enhanced secu- presentations during the interview.A www.researchanalyzer.com. rity features and toll-free international “white board” can be offered, allow- calling for Artafact tele-Web sessions. ing participants and moderators to Orem, Utah-based data collection The new client portal is now a per- “draw” on the stimuli. Clients can firm Western Wats has debuted its sonal, branded meeting room - monitor the entire interview and Opinion Outpost Internet panel. For Artafact clients can bring research communicate with the moderator more information visit www.opinio- participants into a session by way of a during the interview without the noutpost.com. page that features their logo and participant’s knowledge.The entire hyperlinks to the corporate Web site. interview is saved on a secure server The U.K.-based Independent For Artafact clients that are research for clients, allowing access for refer- Consultants Group (ICG) is now firms, this integrates with the rest of ring to the interview at a later time. offering a search tool on its the firm’s offerings. For more infor- For more information visit www.indepconsultants.org site called mation visit www.artafact.com. www.2020research.com. Find A Consultant which helps buy- ers of market research locate ICG Briefly members - research consultants based Measure loyalty by asking one mostly in the U.K. - in a variety of The Results Network, Inc., question niche industries. QuestionPro, a Seattle research firm, Harrisburg, Pa., has opened a new qualitative research facility featuring announced a new feature designed to New York-based research firm an in-house Webcasting system. enable businesses to calculate cus- Ipsos is offering the Ipsos Minute Housed in a 100,000-square-foot tomer loyalty.The feature is based on on its Web site, which features one- building with a new concept called a a methodology discussed in the book minute streaming videos and two- communications mall, the facility The Ultimate Question by loyalty page Q&A sessions with practice offers clients access to services such as expert Fred Reichheld, which postu- leaders and subject matter experts production, graphics, management lates that knowing a customer’s from Ipsos member companies in consulting, marketing communica- answer to the question “Would you North America.The first Ipsos tions and PR - all located in one recommend us to a friend?” can help Minute is titled “New place. For more information contact companies determine whether they Technologies:The Move Toward Lori Aulenbach at 717-526-4601 or are heading in the right direction. Radical Personalization” and deals visit www.theresultsnetwork.com. QuestionPro has introduced a feature with the increasing control people that automatically creates this type of want to have over their media con- India-based data processing firm methodology and incorporates tent. For more information visit Dexterity and U.S.-based Megaputer answers into a report that shows users www.ipsosinsight.com/IpsosMinute Intelligence Inc. have partnered to what percentages of customers are /default.aspx. 90 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Research Industry News announced that its Nielsen rent location with its existing staff. continued from page 16 Media Research will pursue Netherlands, announced that they multiple options to measure tele- Alliances/strategic partnerships have agreed to a public offer for vision and, as a consequence, will Synovate has signed a licensing VNU that values the company’s decline to enter into a joint ven- agreement to market U.S.-based equity at EUR 7.5 billion, or EUR ture with Arbitron Inc. to com- KDPaine & Partners’ public 28.75 per common share.The mercially deploy its Portable relations measurement software, expectation that VNU would reach People Meter (PPM) as the pri- known as DIY Dashboard, an agreement on the intended pub- mary measurement tool for media throughout Asia. lic offer for all of the company’s ratings.This decision will have no issued common shares and 7 per- impact on Nielsen’s plan to pro- Chicago researcher cent preferred shares was realized ceed with Arbitron for Project Technomic, Inc. will collaborate after a meeting of the company’s Apollo, the market research joint with Seattle research firm the supervisory board. Following the venture among VNU’s Nielsen Hartman Group to develop meeting,VNU and Valcon entered Media Research and ACNielsen business-building tools for food- into a merger protocol for the units and Arbitron in which the service organizations and their purchase of the company.Valcon is three businesses will collaborate suppliers. controlled by a private-equity on a national marketing research group consisting of affiliated service which would collect mul- Norway-based research software funds of AlpInvest Partners N.V., timedia and purchase information maker FIRM and the NPD the Blackstone Group L.P., the from a common sample of con- Group, Port Washington, N.Y., will Carlyle Group, Hellman & sumers. develop a new panel management Friedman LLC, Kohlberg Kravis Nielsen, in a separate press and sample selection platform. Roberts & Co. L.P. and Thomas release, said it will communicate H. Lee Partners, L.P. within 90 days a detailed plan for Association/organization news The supervisory and executive expanding electronic measurement G & S Research is among the boards of VNU unanimously sup- across all television platforms. newest affiliate members of the port the offer and concluded that Taking advantage of recent Pharmaceutical Business it is in the best interests of share- advances in engineering, software Intelligence and Research holders and all other stakeholders and metering technology, Nielsen Group (PBIRG). PBIRG is a not- of VNU.The offer will be an all- will pursue a portfolio strategy for-profit industry association dedi- cash offer for all of the issued and that will meet the needs and cated to the advancement of global outstanding common shares and financial abilities of the television health care marketing research, all of the issued and outstanding 7 markets it serves. Nielsen said that business intelligence and strategic percent preferred shares of VNU the quality threshold required for planning in theory and practice.To N.V. Based on the offer price of market research is very different qualify for membership, applicants EUR 28.75 per common share, from the thresholds demanded of a must demonstrate accomplishment the value of the offer for the com- television “currency” service, and in the field of pharmaceutical mar- mon shares is approximately EUR that it believes the PPM offers ket research on the global level. 7.5 billion. Based on the offer potential for market research Applicants must also be approved price of EUR 13.00 per 7 percent applications. by at least two-thirds of elected preferred share, the value of the officers. offer for the 7 percent preferred Acquisitions/transactions shares is approximately EUR 2 Boulder, Colo.-based Market The Council for Marketing million. Launch of the offer is Force Information Inc., has and Opinion Research (CMOR) subject to completion of prepara- acquired Shop’n Chek Inc., an has named Michael Mermelstein of tions and customary conditions. Atlanta mystery shopping firm. Evans McDonough Company, Inc. Rob van den Bergh, chief execu- as the new co-chair of the organi- tive officer of VNU, had previous- Milwaukee marketing research zation’s government affairs commit- ly announced that he would step company Market Probe Inc. has tee. CMOR has also named Patrick down as chief executive officer. acquired Maywood, N.J.-based Glaser as its new director of This is now anticipated to happen pharmaceutical marketing research respondent cooperation. upon the closing of the transac- firm Rowin Group Inc.Terms tion. were not disclosed. Market Probe Awards/rankings Separately, on March 1 VNU will operate Rowin from its cur- Harris Interactive, Rochester, 92 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Need Better, Faster and Cheaper — all at the same time? Despite the old platitude, it is possible to have all three at the same time. BETTER FASTER • First and only researchPredictive dialer • Productivity boosts in excess of 24%, optimized by researchers for survey up to a reported 320% environments • Installed, trained and operating quickly • Global leader in research seats • New interviewers reach peak • Industry-leading technical support productivity rapidly • Flexible — integrates with most CATI CHEAPER PRO ΨTΨS® Telephony Systems systems and telephony configurations • Quick return on investment; pays for Leadership Through Innovation including analog, digital and even VoIP itself in less than 6 months • Modular — options include remote/ 800.336.7674 at-home interviewing, digital recording/ playback, remote monitoring, etc. www.pro-t-s.com • Helps improve interviewer job satisfaction Philadelphia, PA | Lincoln, NE | Research Triangle, NC | Los Angeles, CA N.Y., and UBS have been awarded was cited as one of the top 50 arti- Organization has been selected the John and Mary Goodyear cles by Emerald Management by the European Commission (EC) Award for best international Reviews of Emerald Group to manage polls for the next four research paper by an ESOMAR Publishing, Ltd., a publisher of aca- years.The commission selected international jury.Titled “Building demic and professional literature in Gallup to lead the consortium the Corporate Brand - Beyond the fields of management and running the EC’s Flash Individual Loyalties,” the paper library and information services. Eurobarometer opinion polls. As elaborates on the values-based The paper, “The Brand-Customer traditional telephone sampling research approach designed by Connection,” originally appeared continues to decline, Gallup will Harris Interactive that assists organ- in the July/August 2005 issue of lead Flash Eurobarometer with a izations such as UBS with the the American Marketing mixture of mobile and traditional development of their global corpo- Association’s Marketing Management telephone interviewing, combined rate brand positioning. Patricia journal and can be found at with face-to-face interviewing, to Kidd, vice president of the Harris- www.ipsosloyalty.com/knowledge- provide complete coverage. A total Wirthlin Brand and Strategy center/whitepaper.cfm#.The of 34 countries will be involved, Consulting Practice at Harris paper, by authors Timothy L. including EU member states, can- Interactive, and Oliver Loch, UBS Keiningham, Lerzan Aksoy,Tiffany didate countries and other global head of brand research, co- Perkins-Munn and Terry G.Vavra, European nations. Gallup’s authored the paper, which was sub- received the Citation of Hungary office will coordinate the mitted in 2005. ESOMAR will Excellence, the highest accolade survey work using centrally-con- publish the award-winning paper that Emerald Management trolled remote interviewers located and the nominee papers in the Reviews awards to authors. in countries covered by the surveys ESOMAR Yearbook titled Another paper from Keiningham, and linked through secure Internet “Excellence in International entitled, “Does Customer connections.The survey software Research 2006.”The paper can also Satisfaction Lead to Profitability? will be webCATI, from San be purchased on ESOMAR’s Web The Mediating Role of Share of Francisco research software compa- site at www.esomar.org/web/ Wallet,” was selected as a finalist for ny CfMC. show/id=43300/pubid=1029. best paper by the International Journal of Managing Service Quality. Research firm TNS announced In a ranking by the International This paper was co-authored with a five-year contract with the Association of Outsourcing Perkins-Munn, Aksoy, and Demitry Kazakhstan television Joint Professionals, India-based research Estrin. It, too, can be found at Industry Committee (JIC) to outsourcing firm Cross-Tab www.ipsosloyalty.com/knowledge- provide trading currency televi- Marketing Services was ranked as center/whitepaper.cfm#. sion audience measurement using one of the top 100 outsourcing the Arbitron Portable People companies in the world.The list of New accounts/projects Meter (PPM) system. Installation the Global Outsourcing 100 was Greenfield Online Inc.,Wilton, of the PPM panel will begin in published in a special advertising Conn., reported that two market- Almaty and the surrounding feature in the April 3 issue of ing research clients - Guideline regions, with a rollout to other Fortune magazine. Inc. (formerly Find/SVP Inc.) and areas of Kazakhstan planned for Hall & Partners L.L.C. - renewed January 2007. The move to the Golden, Colo.-based ingather their client/partnership agreements PPM system from the current research was selected from a for the company’s survey sample diary-based television audience group of local business finalists to and programming solutions. measurement service will signify receive the 2006 CEBA Ethics in an increase in the number of Business Award.This award is spon- San Diego-based marketing and households covered across sored by the Colorado Ethics in information firm Claritas Inc. Kazakhstan, from 600 to 715, Business Alliance. Christine Farber- has signed a multi-year agreement making a panel of 2,000 individ- Cook, president of ingather with OfficeMax to provide a uals. It will also mean an increase research, accepted the award. national business-to-business mar- in the number of urban centers keting database in support of covered, from seven to 13. A paper co-authored last year by OfficeMax’s acquisition and cus- two Ipsos researchers examining tomer intelligence initiatives. Los Angeles research firm the benefits of uniting brand and PhaseOne is completing a brand customer relationship management A consortium led by the Gallup communications audit for Blue 94 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Shield of California.The audit audience estimates.The agreement ment for PPM audience measure- includes more than 200 pieces of covers the U.S.-based radio plan- ment services when deployed in communication aimed at four dis- ning and buying activities of New York, Los Angeles, Chicago, tinct audiences: consumer/mem- OMD and PHD, both part of the San Francisco and Miami.These ber, producer/agent, employer and Omnicom Media Group. Arbitron five mainland U.S. markets are internal.The objective of the audit will start the rollout of the PPM served by nine Spanish is to understand where the Blue system as its radio ratings service Broadcasting System stations. In Shield brand stands in terms of in the top 50 markets, beginning addition, 23 broadcasters in the current communications, what with Houston in July 2006. Québec Franco market have cho- personality and attributes have Separately, Horizon Media has sen to increase the Portable People been conveyed, the likely brand signed a commitment to use radio Meter panel to 800 households. impression that has been commu- audience estimates for Houston nicated and to identify the gap and Philadelphia based on the New companies/new between where the communica- PPM when Arbitron deploys it in divisions/ relocations/ tion is and where the client want- those markets. In addition, adver- expansions ed it to be. In addition, PhaseOne tising agency J.L. Media has London-based TNS has expanded has worked with the brand team to signed an agreement for the PPM its Asia-Pacific network to include develop messaging guidelines, ratings service when deployed in New Caledonia and French designed to help them bridge the the Houston and Philadelphia Polynesia.The addition of the two gap when creating new communi- markets. Fast-food firm Wendy’s new offices in Noumea and cations. has entered into a multi-year Papeete are the result of the exten- agreement for the PPM service sion of an existing relationship OMD and PHD, two media when it begins commercial between TNS and SARL MBA services agencies, have signed a deployment in the U.S. radio mar- Consultants.While the two compa- contract for the use of New York- ketplace. Spanish Broadcasting nies’ Asia-Pacific operations did not based Arbitron Inc.’s Portable System Inc., has entered into a previously have any formalized People Meter (PPM)-based radio multi-year, multi-market agree- :PV BTLFE GPS XPSLJOH XPNFO #BMUJNPSFT 3FDSVJUJOH 4QFDJBMJTUT t 5XP FMFHBOU UFDIGSJFOEMZ GPDVT HSPVQ TVJUFT t .VMUJQMFTFUUJOH DPOGFSFODF SPPNT t 1SFDJTF SFDSVJUJOH EBUBCBTF GSFTI SFTQPOEFOUT t "DUJWF (SPVQ 'PDVT 7JTJPO t 8BML UP FWFSZUIJOH IPUFMT SFTUBVSBOUT TIPQT t 0OMZ GPDVT HSPVQ GBDJMJUZ JO EPXOUPXO #BMUJNPSF &YQFSJFODFE3FDSVJUJOH.BLFT"MMUIF%JGGFSFODF 8FTU 1SBUU 4USFFU 4VJUF #BMUJNPSF .% XXXPCTFSWBUJPOCBMUJNPSFDPN www.quirks.com May 2006 | Quirk’s Marketing Research Review | 95 relationship,TNS Australia and sions for potential tax exposures. scope of consolidation as of June SARL MBA Consultants have col- Reported 2005 earnings also ben- 1, 2005, GfK revised its guidance laborated on projects several times efited from a gain on the disposi- to expected sales of around EUR in the years since their European tion of businesses (EUR 0.04), a 900 million and an EBIT margin counterparts signed an agreement gain associated with the change after income from participations in 1999 (SARL MBA Consultants in pension and post-retirement and including highlighted items was a franchise of Louis Harris, obligations in the Netherlands of at least 12.5 percent. GfK will which belongs to TNS). (EUR 0.03) and revised provi- exceed this guidance by around 4 sions associated with discontinued percent for sales and around 10 Seattle research firm Global operations (EUR 0.02).The net percent for EBIT after income Market Insite Inc. has opened a positive impact of these items, in from participations including new office in Los Angeles, support- total, more than offset the nega- highlighted items.The EBIT mar- ed by the appointment of Thyra tive impact of one-time transac- gin will stand at 13.7 instead of Lees-Smith as sales director for the tion costs associated with the the expected minimum of 12.5 L.A. area.The Los Angeles office is IMS merger and costs related to percent. located at CNN Tower, 6430 the settlement of the IRI Sunset Boulevard, Suite 415, Los antitrust litigation (combined For the quarter ended Angeles, Calif., 90028. Phone 323- negative impact of EUR - 0.20 December 31, 2005, 825-2641. Fax 323-960-9162. E- per share). Jupitermedia Corporation, mail [email protected]. VNU continued to deliver top- New York, reported revenues of line growth, with most businesses $36.1 million compared to rev- Marketing and research firm performing well, particularly enues of $18.1 million for the Hilty Moore & Associates LLC, VNU Media Measurement & same period last year, an increase Chagrin Falls, Ohio, has opened an Information, which grew organic of 99 percent. Operating income office at 92 Murphy’s Crossing Dr., revenues 11 percent. Overall, for the fourth quarter of 2005 Powell, Ohio, 43065. Phone 614- organic revenue growth was just was $9.0 million compared to 323-3292. over 5 percent, at the low end of operating income of $4.9 million the previous guidance, due pri- for the same period last year. Market research company marily to difficult economic con- Income before income taxes for Synovate has opened a new office ditions in Europe that affected the fourth quarter of 2005 was in Mexico City and named Evelyn both ACNielsen and VNU’s trade $6.6 million compared to $5.0 Jabiles as managing director of magazines, particularly its IT million for the same period last Synovate in Mexico. titles. Reported revenues, at EUR year.The provision for income 3,457 million, were up 4 percent taxes for the fourth quarter of Baltimore Research Inc. has from the prior year. 2005 increased to $1.4 million formed a non-partisan public Organic EBITDA, excluding from $143,000 for the same peri- affairs-voter research division and one-time items, rose 11 percent, od last year. Net income for the named political analyst and con- surpassing the previous estimate fourth quarter of 2005 was $5.4 sultant Gerry R. Patnode Jr. as of high single-digit growth. million, or $0.15 per diluted director. Reported EBITDA of EUR 587 share, compared to net income of million was up 2 percent, reflect- $5.5 million, or $0.16 per diluted Company earnings reports ing the negative impact of IMS share, for the same period last Netherlands-based VNU reported Health merger costs (EUR -30 year. Highlights for the year 2005 2005 earnings per share of EUR million) and IRI settlement costs include: revenues grew 101 per- 1.00, exceeding the company’s (EUR -47 million) in 2005, and cent to $124.6 million; operating earlier guidance of EUR 0.85 to restructuring provisions (EUR - income before depreciation and EUR 0.90 per share. Reported 38 million) and a real estate gain amortization grew 120 percent to EPS of EUR 1.00 was driven by (EUR 14 million) in 2004. $38.1 million; overall gross profit better-than-expected business margins were 66 percent; overall results, along with a positive In financial year 2005, operating margins grew to 25 impact of EUR 0.22 per share Germany-based GfK Group percent; net income was $78.4 related to a lower effective tax exceeded its guidance for sales million, or $2.15 per diluted rate resulting primarily from the and income announced in early share. Net income for 2005 closing of several tax audits and 2005. Following the acquisition included a gain of $29.1 million, the associated release of provi- of NOP World and the extended net of income taxes, related to 96 | Quirk’s Marketing Research Review | May 2006 www.quirks.com the sale of Jupitermedia’s Search interest on subordinated debt income of $144,000 in the prior Engine Strategies events and issued in July, 2005, offset in part year’s fourth quarter.The results ClickZ.com Network, as well as a with interest savings from the in 2005 included a loss from the $23.5 million benefit from the 2005 refinancing and debt repay- disposition of the discontinued reversal of a valuation allowance ments. operations in the fourth quarter related to deferred income tax The loss from discontinued and a goodwill impairment assets. operations was $6.2 million in charge in the third quarter that 2005 versus income of $911,000 impacted income by $1.1 million In financial results for the in 2004.The loss from discontin- and $3.6 million respectively. fourth quarter and the year ued operations was $1.6 million Both of these items relate to the ended December 31, 2005, in the fourth quarter versus teleservices segment. Opinion Research Corporation, Princeton, N.J., reported revenues for the full year 2005 of $190 million, an increase of 6 percent from $179 million in 2004. Income from Top Rated continuing operations was $1.6 Phoenix million, as compared to $1.5 mil- lion in 2004. Social research rev- enues in 2005 were $138 million, increasing 7 percent from $128 FOCUS million in 2004. Market research SHINES revenues totaled $52 million as compared to $51 million in 2004, an increase of 3 percent. Top Rated Minneapolis Revenues for the last quarter of 2005 were $48.4 million, increas- ing 6 percent from $45.6 million in the prior year’s fourth quarter. Social research revenues were Focus Market Research is the #1 Star $33.7 million, an increase of 4 for Qualitative Research percent, as compared to $32.3 million in last year’s fourth quar- ter. Market research revenues totaled $14.7 million, increasing 11 percent from $13.3 million in the prior year’s fourth quarter. Conscientious Staff Consistent Quality Income from continuing opera- Courteous Service Commitment tions was $1.6 million in 2005 as compared to $1.5 million in 2004. Income from continuing Let Focus make YOU the Star operations in both years was reduced by refinancing related on your next project! loan fee write-offs and in 2005 by the write-off of the costs of MaMarketrket an abandoned equity offering, FOCUSResearch FOCUS Research INC. which together totaled $1.6 mil- INC. lion in both years. Income from MINNEAPOLIS • PHOENIX continuing operations was $266,000 for the fourth quarter MINNEAPOLIS PHOENIX as compared to $580,000 in the p: 612.869.8181 f: 612.869.8109 p: 480.874.2714 f: 480.874.1714 [email protected] [email protected] prior year’s fourth quarter. A principal reason for the lower www.focusmarketresearch.com results in the quarter was the www.quirks.com May 2006 | Quirk’s Marketing Research Review | 97 Names of Note has appointed Tony Jarvis as its dent marketing for its Sheraton continued from page 12 first global research chief. Hotels and Resorts unit. has named Barry Morsillo sales director for the southeast region of Survey Sampling International, Ted Hong has been promoted to the U.S. He is based in Atlanta. Fairfield, Conn., has named Peter vice president of marketing and Milla chief information officer product development at Los Research International has named and tapped Michael Newman as Angeles-based ticketing service Kathy Lubner client service vice president, business develop- Fandango. account executive, Chicago. ment. St. Louis online brokerage Scottrade At U.K.-based research firm ABI Research, Oyster Bay, N.Y., has has named Chris X. Moloney as Millward Brown, Nigel Hollis,pre- named Clint Wheelock vice pres- chief marketing officer. Marketing viously executive vice president, ident of research. research will be among his respon- global development, has been sibilities. named executive vice president, Giant Food Stores, LLC, Carlisle, chief global analyst. Pa., has promoted Sharon London-based TNS has named Eiswert to director of consumer John Abraham head of strategic Richard E. Cavanagh is stepping research, and Jerry Griffin to development and marketing. aside as president and CEO of the director of customer relationship Conference Board. He expects to marketing. Toni Holloway has joined serve until the end of this year Atlanta-based Polaris Marketing pending the appointment of his Chicago-based Tampico Beverages Research as a marketing research successor. has appointed Richard M. Ross project manager. vice president of marketing. King of Prussia, Pa., research firm Evansville, Ind., research firm the Psyma International, Inc. has named R. L. Polk & Co., Southfield, ARS Group (rsc) has promoted Cara L. Woodland and Daila Mich., has named Walter Jeffrey K. Cox to chief operating Boufford to its customer behavior Rothschild vice president, global officer. and insight division as division marketing and product strategy. team leader and senior project Boston research firm Chadwick manager, respectively. New York-based Starwood Hotels Martin Bailey has named Jessica and Resorts Worldwide has named Templin director of qualitative Clear Channel Outdoor, Phoenix, Chad Waetzig senior vice presi- research. New York-based online media analysis firms BuzzMetrics and Intelliseek announced the appoint- ment of key executive managers now that BuzzMetrics, Inc. has completed its acquisition of Intelliseek. New company officers include: Pete Blackshaw, chief marketing officer; Ori Levy,pres- ident of Israel operations; Richard Nelson, executive vice president, corporate strategy and general counsel; Jay Stockwell, senior vice president, sales; Jerry Needel, senior vice president, client servic- es; Karthik Iyer, senior vice pres- ident, business development. In addition, Sundar Kadayam has been appointed chief technology officer and will lead a technology team including: Braxton 98 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Real People. Real Results. 25% speak Spanish at home. 50% drive a foreign car. 75% spend two hours a week shopping online. 100% love the color pink. Carbonview’s Authenticated Panel™ delivers hard-to-reach respondents. Carbonview’s Authenticated Panel™ is built by screening respondents face to face at retail centers nationwide. We focus on hard-to-reach demographics such as African Americans, Hispanics and young adult males. And better yet, 100% of the recruitment is verified. We make sure your field management consultation and online community management is customized to fit your specifications. Need it fast? Carbonview can meet even the toughest deadline. Find out how you can rely on Carbonview to provide the most trusted online research intelligence available. For more information, call us at 866.340.7204, e-mail [email protected] or visit our Web site at www.carbonview.com. Find Your Niche www.carbonview.com © 2006 Carbonview. All rights reserved. Carbonview is a division of the MVL Group. Robbason, chief product officer; tion, Nick Polk has been named development for automotive fore- Jonathan Schler, vice president director of marketing research casting. of research and development; strategy and Jill Rogers has been Matthew Hurst, head of science named director of marketing Research firm JRA, J. Reckner and innovation; and Chris research service. Associates, Inc., has announced staff Connaughton, vice president of additions. Meredith Falvo has technology services. New York media firm Ziff Davis been named manager of its White has promoted Chris Stetson to Plains, N.Y., product testing and Ryan Tew has joined AllPoints vice president research and market focus group facility. Marianne Research, Inc.,Winston-Salem, intelligence. Brooks, market research analyst N.C., as research analyst. In addi- and Melissa Andersch, modera- U.K.-based research firm ESA has tor, have joined JRA’s full-service promoted Anne Broome to field division in Montgomeryville, Pa. executive and Rachel Crowe to human resources executive. Arlington,Va., customer research firm TARP Worldwide, has named Robert “Cab” Callaway has George Harmon senior vice joined Los Angeles research firm president. PhaseOne Communications as vice president operations. Joel Lowell Calgary-based Ipsos announced a has joined the firm as senior number of new hires and promo- research manager. tions in its western business unit. Steve Mossop (Vancouver office) Hilty Moore & Associates, LLC,a has been promoted to president, Chagrin Falls, Ohio, strategic mar- market research Canada west. Tim keting and research firm, has Olafson (Calgary office) has been named Nicholas A. Stephanadis promoted to president, Ipsos project manager and Janice A. Observer. Majid Khoury Lindstrom partner. (Vancouver office) has been pro- moted to senior vice president, Lightspeed Research has named Ipsos ASI. Tim Moro (Calgary David Day European chief execu- office) has taken over the responsi- tive officer. bilities of managing Ipsos’ market research business in Alberta, in Janet Hunt, special projects man- addition to his current role as sen- ager at ingather research, Golden, ior vice president, energy practice. Colo., has received Professional Paul Lauzon (Calgary office) has Research Certification from the been promoted to senior vice pres- Marketing Research Association. She ident and managing director, lot- received certification at the expert tery and gaming practice. Dave skill level. Pierzchala (Vancouver office) has been promoted to vice president, Tim Wragg has been appointed as travel and tourism practice. the new U.K. head of client serv- Jennifer Fleming (Calgary office) ice for Millward Brown. has been promoted to senior research manager, lottery and gam- Los Angeles-based Virgin ing practice. Catherine Gunther Entertainment Group, North America (Vancouver office) has been pro- has promoted Dee McLaughlin moted to senior research manager, to director of brand marketing and Ipsos Public Affairs. named Wayne Scholes director of strategic marketing. Harris Interactive, Rochester, N.Y., has added Howard Lax as vice Volker Kruger has joined J.D. president, senior consultant in its Power and Associates, Frankfurt, customer loyalty management Germany, as director of business research practice. 100 | Quirk’s Marketing Research Review | May 2006 www.quirks.com 2006 Focus Group Moderator Directory >>> Welcome to the second annual Focus Group Moderator Directory.This directory was compiled by mailing, e-mailing and faxing listing forms to companies that we identified as having on-staff focus group moderators. Each firm was given a free basic listing including one on-staff modera- tor and also had the option to purchase a write-up, company logo insertion and industry and market cross-reference categories. We list nearly 1,100 moderators at over 900 firms. The directory has four sections.The first section lists all the firms alphabetically and includes their contact information along with the names of the moderators they have on staff.The second section cross-references firms by the industries and markets they specialize in.The third section is a personnel cross-reference of the moderators and the fourth is a cross-reference by geo- graphic location (metropolitan area). For your convenience, this directory is also available online at www.quirks.com. Focus Group Moderator Directory Table of Contents Company Alphabetic (main directory) p. 102 Industries & Markets Cross-Reference p.161 Personnel Cross-Reference p. 173 Geographic Cross-Reference p. 181 Is your firm not listed? Go to the online Focus Group Moderator Directory and download a listing form to be included in the online version of the directory. Copyright 2006 Quirk’s Marketing Research Review www.quirks.com May 2006 | Quirk’s Marketing Research Review | 101 A & K Research, Inc. ACCE Inc. AD consulting 22312 Garrison St., Suite 3 Consumer Guidance Research 33, Fluierului Street, Sector 2 Dearborn, MI 48124 2575B Dunwin Dr. Bucharest 021434 Ph. 313-406-2590 Mississauga, ON L5L 3N9 Romania [email protected] Canada Ph. 40-21-252-1864 or 40-742-007-124 www.ankresearch.com Ph. 905-828-0493 ext. 218 or 800-608-2223 [email protected] Allan Benedict [email protected] www.adconsulting.ro 1200+ sessions since 1984 www.acceintl.com Dana Ciobotaru Levitchi Directory Elizabeth O’Neil 1000+ sessions since 1998 A Total Resource Group 300+ sessions since 1985 936 E. 12th Ave. Ad Hoc Research Denver, CO 80218 ACCE, located in Mississauga, is a full-serv- 1250 Guy, 9th Fl. Ph. 303-813-0009 ice consumer guidance research company that Montreal (Quebec), PQ H3H 2T4 [email protected] manages multi-centered projects providing Canada Allan Hoffenberg sensory, quantitative and qualitative research Ph. 514-937-4040 (ext. 175) or 877-937-4040 100+ sessions since 1986 insights. Our focus is on determining how [email protected] clients can leverage the product drivers of www.adhoc-research.com A Z G Research consumer acceptance to maximize profits Michel Berne 325 E. Wooster St. across all major food and beverage cate- 1800 sessions since 1984 Bowling Green, OH 43402 gories. Ph. 800-837-4300 Adrian Information Strategies (AIS) [email protected] Acertiva 15305 Dallas Parkway, Suite 300 www.azgresearch.com Av. Insurgentes Sur 800 Piso 8 Addison,TX 75001 Jonathan A. Augustine Col. Del Valle Ph. 972-862-2582 475 sessions since 1986 Mexico City, DF 03100 [email protected] Stephanie Gries Mexico www.adrianreyesconsulting.com 140 sessions since 1991 Ph. 52-55-5448-4915 Adrian Reyes Focus Group Moderator Focus [email protected] 250 sessions since 1992 AZG Research offers moderation services by www.acertiva.com our experienced professional moderators for Victor Manuel Solis, Ph.D. Advance Insight, LLC advertising agencies: advertising concept, 100+ sessions since 1999 6406 Yaupon Dr. message evaluation; health care industry: hos- Austin,TX 78759 2006 pitals, patient satisfaction, health care adver- Ph. 512-340-0123 or 888-633-0123 tising concept, message evaluation using our [email protected] health care consumer database for partici- www.advanceinsight.com pant recruitment; higher education; and sec- Olivia Wakeman ondary education: community needs, image ActionableCustomerInsights N/A sessions since N/A and levy qualitative research. (formerly N.B.S. Consulting) 2501 Clearwood Dr. ADVANTIS Research & Consulting, Inc. Abbott Research & Consulting Arlington,TX 76014 2600 Eagan Woods Dr., Suite 130 18 Banff Road Ph. 888-440-NO BS (6627) St. Paul, MN 55121 Toronto, ON M4S 2V5 [email protected] Ph. 651-452-8632 Canada www.actionablecustomerinsights.com [email protected] Ph. 416-481-7409 Andrey Osiatynski www.advantisresearch.com [email protected] 1500+ sessions since 1979 Paul Habegger www.abbottresearch.com 300+ sessions since 1983 Susan Abbott 25+ years of international experience: moder- N/A sessions since 2001 ating, account planning and managing quali- Akerson Marketing Research, Inc. tative department for a research supplier. 9641 W. 170th St. Able Associates Research Group Innovative methodologies - including: “show Lakeville, MN 55044 21021 Devonshire St., Suite 206 and tell” online ethnography, “Qualitative Ph. 612-599-6946 Chatsworth, CA 91311 Zoom-ins” - using online (bulletin board) [email protected] Ph. 818-998-0255 IDI’s for insights on the “meanings” behind Steven D. Akerson [email protected] quantitative responses of selected online sur- 500 sessions since 1984 www.aaresearchgroup.com vey participants. Qualitative Web site usability Carole Bowers research. “Creative-Customer-Interaction” - 100+ sessions since 1989 fine-tuning creative and new product concepts through repeated online (BB) qualitative ABM Research, Ltd. input from the same target audience respon- 2 Bloor St. E., Suite 2222 dents. Salespeople/distribution qualitative. Toronto, ON M4W 1A8 Canada Active Focus Ph. 416-961-5511 3832 Mintwood [email protected] Pittsburgh, PA 15201 www.abm-research.com Ph. 412-414-1103 Dr. Charles Leech [email protected] 2500+ sessions since 2000 www.activefocus.com Carole J. Robbins N/A sessions since 1990 102 | Quirk’s Marketing Research Review | May 2006 www.quirks.com The Angell Research Group, Inc. Applied Behavioral Dynamics 1500 South Lakeside Drive 7 Monterey Court Bannockburn, IL 60015-1234 Holmdel, NJ 07733 Ph. 847-940-8889 Ph. 732-946-1616 [email protected] Alternate Routes, Inc. joeadler@@angellrg.com www.AppliedBehavioralDynamics.com 531 Main St., #100 www.angellrg.com Hal Sokolow El Segundo, CA 90245-3060 Joseph S. Adler 1000+ sessions since 1968 1600+ sessions since 1984 Directory Ph. 310-333-0800 or 310-938-5035 [email protected] ARC Research www.alt-routes.com Answers, Inc. 109 Eighth St. 14 Commerce Dr. Lance Bustrum Cranford, NJ 07016 1500+ sessions since 1992 Augusta, GA 30901 Ph. 706-724-2679 Ph. 908-276-6300 Mike Zarneke [email protected] 1500+ sessions since 1992 [email protected] www.answersincresearch.com www.arcresearch.com Mark Alison Mindy Miraglia Use Alternate Routes to get more out of your 350 sessions since 1998 qualitative research.Traditional qualitative 150 sessions since 1990 research doesn’t go deep enough. It is often Argentieri Marketing Research just a question and answer session with AnswerSearch, Inc. 8745 Belter Dr. 285 Yorkminster Rd. respondents, ultimately yielding little more West Chester, PA 19382-1815 Orlando, FL 32817 than surface reactions. We conduct qualitative Ph. 610-918-9922 Ph. 407-677-5939 research differently, engaging consumers in [email protected] [email protected] new ways to get deeper insight and under- Mia Argentieri www.answersearchinc.com standing that goes beyond what typical quali- 200+ sessions since 1984 tative methods yield. You’ll see a difference in Catherine Giordano 350 sessions since 1990 our analysis as well. As a research and strate- Arizona Market Research Services (Br.) gy company, we are skilled in making Div. of Ruth Nelson Research Services Focus Group Moderator Focus research meaningful and actionable. Get off Any Small Town Market Research 10220 N. 31st. Ave., Suite 122 the beaten path, take Alternate Routes (Formerly Klein Market Test/small town mar- Phoenix, AZ 85051-9562 instead. ket research) Ph. 602-944-8001 or 303-758-6424 12726 Overbrook Rd. [email protected] Leawood, KS 66209 2006 Analytic Insight, Inc. www.ruthnelsonresearchsvcs.com 903 E. Brookwood Dr. Ph. 913-338-3001 Roxanne Lenny Arlington Heights, IL 60004 [email protected] 200+ sessions since 1998 Ph. 847-255-5511 Ann Klein [email protected] 2000+ sessions since 1980 ARPO Research Consultants Gary Thrane Caidos de la Division Azul, 1 1000+ sessions since 1982 Any Small Town Market Research specializes Portal Oficinas in setting up focus groups in “small towns” 28016 Madrid Anderson Analytics, LLC where there is no local field facility. Services: Spain 154 Cold Spring Rd., Suite 80 professional recruitment, two hotel meeting Ph. 34-91-350-52-32 Stamford, CT 06905 rooms connected with closed-circuit TV and [email protected] Ph. 203-912-7175 hostess - just like a one-way mirror facility. www.arpo.es [email protected] Will cover any state. Mystery shops. Silvia Artinano www.andersonanalytics.com Telephone surveys. One-on-ones. 2000 sessions since 1990 Dr.Anna Song, Ph.D. 50 sessions since 2002 Appel Research, LLC Arundel Street Consulting, Inc. Marketing & Public Opinion Survey 175 Arundel St. Jeff Anderson Consulting, Inc. 2452 Hilltop Rd. St. Paul, MN 55102 Ph. 800-750-4077 or 651-222-6782 P.O.Box 1744 Niskayuna, NY 12309 [email protected] La Jolla, CA 92038-1744 Ph. 518-372-3200 www.arundelstreet.com Ph. 858-456-4898 or 877-682-7300 [email protected] Tom Eckstein [email protected] www.appelresearch.com 1000+ sessions since 1985 www.jeffandersonconsulting.com Steve Appel, PRC Jeff Anderson 500 sessions since 1983 Asia Link Consulting Group 3580 sessions since 1987 Experienced moderator with arsenal of inves- 10 W. 66th St. New York, NY 10023 Anderson Marketing Research tigative tools for in-depth strategy uncovering and usable analysis - beyond merely surface- Ph. 212-721-5825 3412 Irving Ave. S. www.aslinkny.com Minneapolis, MN 55408 scratching. Focus groups; IDI’s; Perception Analyzer™ dial panels for video testing, mock Wanla Cheng Ph. 612-822-1822 800+ sessions since 1992 [email protected] trials and trade-off decision-making; Web site usability studies. Categories include health Al Anderson Ask For Research 1500 sessions since 1976 and public policy. QRCA member and work- shop presenter. 4 Sweet Apple Tree Wistanswick Anderson Qualitative Research, Inc. Market Drayton, Shropshire TF9 2AY 812 Carlston Ave United Kingdom Oakland, CA 94610 Ph. 44-1630-639759 Ph. 510-663-5311 [email protected] [email protected] www.askforresearch.co.uk Katie Anderson Angie Lowe 1000+ sessions since 1998 75 sessions since 1993 104 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Ask Miami Research AutoPacific, Inc. Cris Bain-Borrego Bilingual Consultant 2006 2121 Ponce De Leon Blvd., 2nd Floor 2991 Dow Ave. 5248 Nagle Ave. Miami, FL 33134 Tustin, CA 92780-7219 Sherman Oaks, CA 91401 Ph. 800-282-2771 or 305-448-7769 Ph. 714-838-4234 Ph. 818-784-7235 [email protected] [email protected] [email protected] Focus Group Moderator www.askmiami.com www.autopacific.com Cris A. Bain-Borrego Robert Ladner George Peterson 500 sessions since 1997 900+ sessions since 1980 2500 sessions since 1985 Began in the “back room” and learned essen- Athena Research Group Avista Consulting Ltd. tial skills, creative techniques and approaches 6700 Indiana Ave., Suite 270 Derwent House, 91 Byng Road to success as a moderator. Bilingual and Riverside, CA 92506 Barnet, Hertfordshire EN5 4NP bicultural, I offer a consistent solution for Ph. 951-369-0800 United Kingdom studies involving general-market and/or [email protected] Ph. 44-20-8364-9291 Hispanic research. My category experience www.athenamarketresearch.com [email protected] runs the gamut. Integrity and flexibility are Lynn Diamantopoulos www.avistaconsulting.co.uk my standards. 200+ sessions since 1994 Charles Jennings 500 sessions since 1990 Atkins Research Group, Inc. 4929 Wilshire Blvd., Suite 102 Myril Axelrod Marketing Directions Ascts., 15 Stuyvesant Oval, 12B Los Angeles, CA 90010 New York, NY 10009 Ph. 323-933-3816 Ph. 212-533-1545 [email protected] [email protected] www.atkinsresearchinc.com Myril Axelrod Directory David Atkins 1000+ sessions since 1970 60 sessions since 2002 (See advertisement on this page) The Axiom Group, Inc. 10156 Gristmill Rd. Atlantic Research & Consulting, Inc. Eden Prairie, MN 55347 109 State St. Ph. 952-941-8101 Boston, MA 02109 www.axiom-group.com Ph. 617-720-0174 Mark Niederluecke [email protected] 500+ sessions since 1989 www.atlantic-research.net Peter Hooper B & B Research Services, Inc. 200 sessions since 1978 8833 Chapel Square Lane Cincinnati, OH 45249 Audience Impact Research Ph. 513-583-4660 8415 Skiff Lane [email protected] Cincinnati, OH 45039-9527 Mike Stewart Ph. 513-583-5704 800+ sessions since 1989 [email protected] www.audienceimpact.com B. Champion Associates, Ltd. Barbara Rugen, Ph.D. 210 E. Pearson St., #8-d 1000+ sessions since 1996 Chicago, IL 60611 Ph. 312-951-9630 Automotive Insight, Inc. [email protected] Sports Insight, Inc. Barbara Champion 27761 Marina Pointe 2000+ sessions since 1985 Bonita Springs, FL 34134 Ph. 239-949-5950 Formed in 1990, B. Champion Associates spe- [email protected] cializes in qualitative methodologies including www.automotiveinsightinc.com focus groups, in-depth interviews, en situ Arlene Brunner observation, and ethnography among con- 300 sessions since 1986 sumer, B2B, executive and health care tar- Douglas J. Brunner gets. Experience spans diverse industry 200 sessions since 1990 groups, pharmaceutical/health care, CPG, Jessie Boo financial, retail, personal grooming. Our focus 50 sessions since 1999 is on innovative study design and experienced -based analytics to maximize the marketing Full-service marketing research firm. Under and communications outcomes of clients corporate umbrella of Automotive Insights seeking actionable results. Inc., other divisions include Sports Insight, Insight21 and Brunner Design. Conducted William M. Bailey, Ph.D. proprietary consumer research in automotive, WMB & Associates, Statistical Services sports equipment, sporting events, technology, 4310 Citrus Blvd., Suite 100 even marketing, finance, building design, Cocoa, FL 32926-2822 Ph. 321-637-0777 employee satisfaction, business to business, [email protected] community development, brand loyalty, mys- www.home.earthlink.net/~statmanz tery shopping, new product design, car clinics, William M. Bailey ride and drives. A minority (female) owned 400+ sessions since 1990 firm. www.quirks.com May 2006 | Quirk’s Marketing Research Review | 105 Gemma C. Baker Research The Bartlett Group, Inc. BenchMarketing Associates, Inc. 45 Bushy Hill Rd. 3690 Vartan Way 120 W. LaSalle, Suite 605 Granby, CT 06035-2903 Harrisburg, PA 17110 South Bend, IN 46601 Ph. 860-653-5241 Ph. 717-540-9900 or 800-555-9590 Ph. 219-233-1566 [email protected] [email protected] [email protected] Gemma C. Baker www.bartlettresearch.com www.benchmarketing.com 150 sessions since 1994 Jeff Bartlett Wayne A. Kramer 200 sessions since 1986 250+ sessions since 1990 Directory Balaban Market Research Consulting (BMRC) Bate Facilitation Services Berenhaus Research Solutions, LLC 3133 E. Calaveros Dr. 38 Gilman Lane 37 Jamie Court, 2nd floor Phoenix, AZ 85028 North Andover, MA 01845 Bloomfield, NJ 07003 Ph. 602-765-2172 Ph. 978-689-4349 Ph. 973-566-0095 or 973-495-9411 [email protected] [email protected] [email protected] www.bmrc-research.com Doug Bate www.berenhaus.com Caryn Balaban 500+ sessions since 1987 Ira Berenhaus 100+ sessions since 1999 50 sessions since 2001 Baxter Strategies Incorporated Balboa Consulting 26 Fairbanks Blvd. BERENT Deutschland GmbH 4018 W. 175th St. Woodbury, NY 11797 Carl-Ludwig-Str 10 Torrance, CA 90504 Ph. 516-367-1783 37213 Witzenhausen Ph. 310-542-5191 [email protected] Germany [email protected] www.baxterstrategies.com Ph. 49-5542-911-901 Isabel C. Balboa Steven Kane [email protected] 2000+ sessions since 1992 483 sessions since 1988 www.berent.de Markus Fiebelkorn BALCH ASSOCIATES Bay Area Research N/A sessions since N/A Focus Group Moderator Focus 635 S. Kenilworth Ave. 9936 Liberty Rd. Oak Park, IL 60304-1129 Randallstown, MD 21133 C. Berger Group, Inc. Ph. 708-383-5570 Ph. 410-922-6600 327 E. Gundersen Dr. [email protected] [email protected] Carol Stream, IL 60188-2402 George I. Balch, Ph.D. www.bayareamarketingresearch.com Ph. 630-653-1115 2006 N/A sessions since N/A Dr.Arlene Malech [email protected] 200+ sessions since 1979 www.cberger.com Phil Balducci & Associates, Inc. Joel Patrick Berger 918 River Basin Court, Suite 202 Stephanie L. Becker Consulting 0 sessions since 2006 Bradenton, FL 34212 444 E. 86th St., Suite 30H Ph. 941-748-5053 New York, NY 10028 Bernstein Research Group, Inc. [email protected] Ph. 212-744-4429 4 Old Woods Dr. Phil Balducci [email protected] Harrison, NY 10528 2000+ sessions since 1988 Stephanie Becker Ph. 914-698-5141 300 sessions since 1997 Betsy Bernstein Baltimore Research 4500 sessions since 1982 8320 Bellona Ave., Suite 220 Becker Research Baltimore, MD 21204 1415 Evergreen Terrace Berry Marketing Research Ph. 410-583-9991 Glenview, IL 60025 4871 Vista Dr., #3 [email protected] Ph. 773-549-8203 Huntington Beach, CA 92649 www.baltimoreresearch.com [email protected] Ph. 714-849-1981 Ted Donnelly, Ph.D. Liz Becker [email protected] 200+ sessions since 2000 325 sessions since 2001 Doris Berry (See advertisement on p. 3) 1000+ sessions since 1987 Behavioristics, Inc. Barbuto & Associates 520 Washington Blvd., #179 Ken Berwitz Marketing Research 16 Carol Dr. Marina Del Rey, CA 90292 78 School Rd. West Englewood Cliffs, NJ 07632 Ph. 310-823-6543 Marlboro, NJ 07746 Ph. 201-871-2075 [email protected] Ph. 732-536-4346 [email protected] www.behavioristics.com [email protected] Lorraine Barbuto Heather Desurvire Ken Berwitz 2000+ sessions since 1986 1500 sessions since 1989 100+ sessions since 1970 Rosalia Barnes Associates Bell Associates Marketing Rsch. & 23 Manor Rd. Consulting Old Greenwich, CT 06870 P.O. Box 9504 Ph. 203-637-7388 The Woodlands,TX 77387-9504 [email protected] Ph. 936-321-6269 www.rosaliabarnes.com [email protected] Rosalia A. Barnes Darla Bell 2000 sessions since 1990 2000 sessions since 1986 106 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Bethart Bilingual Research Bingle Research Group, Inc. bob’s your uncle 2006 7600 S.W. 117 St. 819 E. 64th St., Suite D-5 Winshesters House, 259-269 Old Marylebone Rd. Miami, FL 33156 Indianapolis, IN 46220 London NW1 5RA Ph. 305-255-2170 or 305-588-9007 Ph. 317-255-5561 or 317-925-0010 United Kingdom [email protected] [email protected] Ph. 44-20-7170-4395 Focus Group Moderator Marta Bethart www.bingleresearchgroup.com [email protected] 2500+ sessions since 1981 Fred Bingle www.bobsyouruncleresearch.com 400 sessions since 1989 Matt Kirby One of the leading U.S. Hispanic moderators. 1500+ sessions since 1992 Establishes excellent rapport with both BioVid Dee Chalmers respondents and clients. Excellent ability to 5 Vaughn Dr., Suite 111 1500+ sessions since 1989 make respondents feel comfortable. Princeton, NJ 08540 Responsive to client needs. Strategic thinker Ph. 609-750-1400 We’re a qualitative research and planning with excellent writing skills. Fully bilingual. [email protected] consultancy. We do qualitative research, Experienced in a vast array of product cate- Eric Cohen ethnography and planning consultancy, and gories and age groups including children and N/A sessions since N/A are equally at home with domestic and global teens. projects. We’ve managed companies in the Bisno Associates UK and USA, and are experts in projects with Beyond, Inc. 114 W. Hunter Dr. a transatlantic dimension. bob’s your uncle - 2934 W. Whitman Court Nixa, MO 65714 smart thinking, clear vision. Anthem, AZ 85086 Ph. 417-860-2056 Ph. 623-551-1235 [email protected] Boomer Groups [email protected] Larry Bisno (a Division of Ray Research, Inc.) Marjorie Schaeter 2500 sessions since 1984 975 Vernon Ave 3000 sessions since 1977 Winnetka, IL 60093 Directory Blake Qualitative Research Services Ph. 847-501-5665 Bierer Research Group 3697 River Rd. [email protected] 7226 Jardiniere Court Lumberville, PA 18933 www.boomergroups.com Charlotte, NC 28226 Ph. 215-297-8225 Sharon Ray Alt Ph. 704-575-1990 [email protected] N/A sessions since 1979 [email protected] Pamela J. Blake Jeffrey Bierer 1000+ sessions since 1994 Boston Innovation Group (B.I.G.) 577 sessions since 1981 96 Julian Rd. Blass Communications Harwich Port, MA 02646 Bilingual Moderator 17 Drowne Road Ph. 508-430-1244 (formerly Utilis Hispanic) Old Chatam, NY 12136 [email protected] 1001 Avenue of the Americas, 12th Floor Ph. 518-766-2222 www.bostoninnovationgroup.com New York, NY 10018 [email protected] Jim Ferry Ph. 212-939-0077 www.blasscom.com N/A sessions since 1988 [email protected] Kathy Weiss Raul Perez, Ph.D. 700 sessions since 1996 Boulder Focus Center 450 sessions since 2000 RRC Associates, Inc. Blue Hill Consulting 4940 Pearl East Cir., #103 Dr. Perez adapts his clinical psychology back- 27 Vose Hill Road Boulder, CO 80301 ground to copy tests, concept evaluations, and Milton, MA 02186 Ph. 303-449-6558 product trials. He has completed projects for Ph. 617-910-9410 [email protected] beer brewers, food marketers, pharmaceutical [email protected] www.boulderfocuscenter.com companies, and telecommunication providers, Kathy Butler Chris Cares among others. With a specialty in Spanish- 1000+ sessions since 1993 425 sessions since 1980 language research, he conducts focus groups, individual interviews, and online bulletin Blue Sky Strategies Bowe Marketing Research Consultants boards. 902 Grove Dr. P.O. Box 42 Louisville, CO 80027 San Dimas, CA 91773 David Binder Research Ph. 303-666-1360 Ph. 909-592-5776 44 Page St., #404 [email protected] [email protected] San Francisco, CA 94102 Steve Costello www.bmrc-usa.com Ph. 415-621-7655 2500+ sessions since 1988 Mike Bowe [email protected] 500+ sessions since 1974 www.db-research.com Blumenthal Qualitative Research David Binder 8828 Oakham St. Boyut Marketing Research & Consultancy Ltd. N/A sessions since 1987 Huntersville, NC 28078 Buyukdere cad. Will Gudelunas Ph. 704-947-5490 Emlak bank Bloklary C1/7 1.Levent N/A sessions since 1998 [email protected] Istanbul 80620 www.bqresearch.com Turkey David Binder Research has been a source of Michelle Blumenthal Ph. 90-212-282-80-82 innovative research for over 23 years. We 500+ sessions since 1992 [email protected] develop a customized research strategy for Petek Dalyan each project using unique, often proprietary, 2678 sessions since 1987 methodologies based on traditional research techniques. We provide clear insights to the data and work as a strategic partner to help implement action. www.quirks.com May 2006 | Quirk’s Marketing Research Review | 107 Brain - Brand Investigation S.A. de C.V. Bressan Research Associates, Inc. BRX Global Research Services Presidente Masarik #191, 4th Floor 30514 Forest Dr. 110 Marina Dr. Col. Chapultepec Morales, Burlington, WI 53105 Rochester, NY 14626 Mexico, DF 11570 Ph. 262-763-8980 Ph. 585-453-8388 Mexico [email protected] [email protected] Ph. 52-55-5282-1382 or 52-55-5262-1700 www.bressanresearch.com www.brxresearch.com [email protected] Louis P. Bressan Jeff Gutenberg www.brain-research.com 300 sessions since 1985 80 sessions since 1999 Directory Luisa Zocchi Pozzi 3000 sessions since N/A Irwin Broh & Associates Buffalo Qualitative Research 1011 E.Touhy Ave., Suite 450 11005 Riverview Rd. Brand-Aid Consulting Des Plaines, IL 60018 Fort Washington, MD 20744-5832 89 Williams St. Ph. 847-297-7515 Ph. 301-292-3275 Wrentham, MA 02093 [email protected] [email protected] Ph. 508-384-2075 www.irwinbroh.com Donita Buffalo Allan Hoffenberg Melissa DeLuca 300+ sessions since 1995 200+ sessions since 1986 175 sessions since 1996 Buffalo Survey & Research, Inc. Bravo Bi-lingual Services Brooks Adams Research 1249 Eggert Rd. P.O.Box 221013 207 W. Franklin St. Buffalo, NY 14226 Charlotte, NC 28222 Richmond, VA 23220 Ph. 716-833-6639 Ph. 704-365-2685 Ph. 804-649-3704 [email protected] [email protected] [email protected] Lee Grunert www.cross-cultural.net www.researching.com 5000+ sessions since 1975 Natan Feldman Robert T.Adams 58 sessions since 2000 100+ sessions since 1990 Bunofsky Research Group, Inc. 43 N. Gannon Ave. Focus Group Moderator Focus BRC Field & Focus Services Brooks Rose Marketing Research, Inc. Staten Island, NY 10314 1101 N. First St. 515 Madison Ave., 40th Floor Ph. 718-477-0425 P.O.Box 13178 New York, NY 10022 [email protected] Phoenix, AZ 85002-3178 Ph. 212-829-0888 www.bunofskyresearchgroup.com Ph. 602-258-4554 or 800-279-1212 [email protected] Terri Bunofsky 2006 [email protected] www.brooks-rose.com 100+ sessions since 1995 www.brc-field.com Mitchell Brooks Jim Haynes 1500 sessions since 1994 Burke, Incorporated 200+ sessions since 1995 805 Central Ave. Rhonda Carrillo Brophy Research Cincinnati, OH 45202 200+ sessions since 1992 221 E. 94th St., 2N Ph. 800-688-2674 New York, NY 10128 [email protected] Our focus and moderating services include: Ph. 212-348-1041 www.burke.com ethical recruiting, difficult recruits, centrally- [email protected] Trenton Haack located facility. Specialties: Hispanic - com- David Brophy 2000 sessions since 1995 plete bilingual services including hosting and 1000+ sessions since 1990 (See advertisement on p. 67) moderators; other - executive B2B, medically at-risk populations, Native Americans, low- Jerome Brown Communications Burr Research incidence groups; national project coordina- Convention Research Studies 1130 40th St. tion. Skilled moderators with experience han- 1333A North Ave., #702 Bellingham, WA 98229-3118 dling highly sensitive topics or general con- New Rochelle, NY 10804 Ph. 360-671-7813 sumer issues. Ph. 914-525-8251 [email protected] [email protected] Robert Burr Bread & Butter Research & Planning www.jeromebrowncomm.com 4000 sessions since 1966 2 Ridge Street Jerome Brown North Sydney, NSW 2089 1000+ sessions since 1968 Business Communication Consultants, Inc. Australia 2822 Third Ave. N., Suite 211 Ph. 61-2-9963-4600 Nancy S. Brown Marketing Research Billings, MT 59101 [email protected] 2625 Salem Ave. S. Ph. 406-248-4404 www.bread-and-butter.com.au Minneapolis, MN 55416 [email protected] Rob Mason Ph. 952-922-5947 Chuck Tooley 1500+ sessions since 1985 [email protected] 78 sessions since 1992 Nancy Brown Brennen Consultants, Inc. 1000 sessions since 1982 Business Research Group 3529 Hanover Court 1030 Stratford Place South Bend, IN 46614-2331 Brugaletta & Associates Bloomfield Hills, MI 48304 Ph. 574-299-1700 1430 N. Astor St., Suite 7B Ph. 248-642-6400 [email protected] Chicago, IL 60610 [email protected] www.brennen-consultants.com Ph. 312-943-9666 Dr. Jeannette Saquet William E. Brennen [email protected] 2500 sessions since 1980 120+ sessions since 1985 Yolanda Brugaletta 2000 sessions since 1970 108 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Business Research Group C.H. Souweine Associates University of Dayton 8630 S. Fairway Point, Suite 127 300 College Park Victoria, MN 55386 Dayton, OH 45469-2110 Ph. 952-443-2323 or 612-308-3080 Ph. 937-229-2453 or 888-483-2237 C&R Research Services, Inc. [email protected] [email protected] Creative & Response Research Services, Inc. Candace H. Souweine www.udayton.edu/~brg 500 N. Michigan Ave., Suite 1200 500+ sessions since 1995 Richard Stock Directory Chicago, IL 60611 75 sessions since 1993 Ph. 312-828-9200 C.L. Gailey Research [email protected] 347 La Mesa Ave. Business Research Services, Inc. www.crresearch.com Encinitas, CA 92024 26600 Renaissance Parkway, Suite 150 Sharon Seidler Ph. 760-436-1462 Cleveland, OH 44128 3000 sessions since 1974 [email protected] Ph. 216-831-5200 or 888-831-5200 Robert J. Relihan www.clgaileyresearch.com [email protected] 3000+ sessions since 1982 Carol Gailey www.MarketingResearch.com Mary McIlrath 1000+ sessions since 1980 Ron Mayher 600 sessions since 2001 100 sessions since 1990 Christine Holt C.L. Gailey Research is a full-service market- 300 sessions since 2003 ing research company specializing in custom C R Market Surveys Liria Barbosa research solutions. Our solid marketing 9510 S. Constance, Suite C-6 1100+ sessions since 1998 research expertise in combination with strate- Universal City Professional Bldg. Raluca Usery gic marketing experience enables us to pro- Chicago, IL 60617-4734 1100+ sessions since 1997 duce actionable information so that our Ph. 773-933-0548 ext. 1 Casey Sloan clients can make the best business decisions [email protected] 800+ sessions since 1999 possible. www.crmarketsurveys.com Cherlyn Robinson C&R Research is a full-service market Focus Group Moderator Focus 76 sessions since 1997 research company with over 40 years of expe- Dr. Luis Salces rience providing custom research solutions 100+ sessions since 1994 within the B2C and B2B arenas. C&R has seven experienced moderators with diverse Cambridge Associates, Ltd. Energetic moderator, marketing professional, 2006 backgrounds including liberal arts, law, busi- 2315 Fairway Lane and qualitative consultant with highly success- ness, social services and academia. In addi- Greeley, CO 80634 ful experience researching products and serv- tion to general consumers, C&R’s moderators Ph. 800-934-8125 ices within following industries: health care, specialize in conducting research among kids, [email protected] food, education, beauty care, alcoholic bever- teens, Boomers and the Hispanic segments. www.focusgroupguru.com ages, and financial services.Target markets Specialty divisions of C&R include Walter Kendall include African American and general mar- KidzEyes™,TeensEyes™, BoomerEyes™ and 1000+ sessions since 1976 ket, with field management capabilities. LatinoEyes™. C&R also offers a wide range Lynn Kendall Associate moderator is Dr. Luis Salces, of custom quantitative services including 200+ sessions since 2000 Hispanic market specialist. strategic studies, brand imagery, positioning studies, customer satisfaction research, con- Telephone, online and traditional focus cept and advertising testing. groups; conjoint analysis; in-depth interviews (See advertisement on p. 109) (telephone/in-person); surveys. Call to discov- er the difference. C.A.Walker Research Solutions, Inc. 3800 Barham Blvd., Suite 410 Cambridge Research, Inc. Los Angeles, CA 90068 3521 W. 24th St. Ph. 323-850-6820 Minneapolis, MN 55416 [email protected] Ph. 612-929-8450 www.cawalker.com [email protected] Kevin Gentry, Ph.D. www.cambridgeresearch.com 200+ sessions since 1990 Dale Longfellow 3500+ sessions since 1969 Campbell Rinker 25600 Rye Canyon Rd., Suite 202 Valencia, CA 91355 Ph. 888-722-6723 or 661-775-5925 [email protected] www.campbellrinker.com We make finding the right C. Dirk Rinker moderator easy 40 sessions since 1999 The quirks.com Web site has a fully searchable version of the moderator directory available at no charge. ! 110 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Campos Market Research, Inc. Capture Research, LLC 2006 D/B/A Campos, Inc. 73 Whitcomb 216 Boulevard of the Allies Boston, MA 02130 Pittsburgh, PA 15222-1619 Ph. 203-788-4850 Ph. 412-471-8484 ext. 309 [email protected] Chamberlain Research Consultants, Inc. Focus Group Moderator [email protected] www.captureresearch.com www.campos.com 710 John Nolen Dr. Jan Blevaert Madison, WI 53713-1422 Yvonne Campos 100 sessions since 1986 2600 sessions since 1990 Ph. 800-246-9779 Renae Geraci [email protected] Camille Carlin Qualitative Research, Inc. N/A sessions since N/A www.chamberlainresearch.com 36 Palmer Ave. Sharon Chamberlain Yvonne Campos is president of Campos Inc., Sleepy Hollow, NY 10591-1614 1500 sessions since 1988 a market research and business consulting Ph. 914-332-8647 Teri L. Fulton firm founded in 1986. She has over 20 years [email protected] 50 sessions since 2003 of experience designing and implementing Camille Carlin Laura Ehmann market research for a variety of corporations 5000 sessions since 1987 250 sessions since 1986 and non-profits. With a background in quali- Jon Harrington tative research, Yvonne is a nationally known Susan Carter Focus Research 300 sessions since 1991 moderator with group dynamic skills that P.O. Box 2218 extend from one-on-one interviews to focus Westport, CT 06880 At Chamberlain we specialize in getting past groups. Ph. 203-853-7949 casual, top-of-mind responses through a mix of [email protected] scientific techniques and years of experience. Campos Research & Analysis Susan Carter Our innovative approaches to qualitative 6921 E. Nichols Pl. 10000+ sessions since 1981 research get participants to brainstorm produc- Centennial, CO 80112-3131 tively and reveal their true views and opinions, Directory Ph. 303-267-0453 Carter Market Research Services while simultaneously exploring trade-offs, alter- [email protected] 3907 Jenica Way natives, expectations and unconscious motiva- www.cr-a.com Louisville, KY 40241-1530 tors. As a full-service marketing research firm Rusty Campos Ph. 502-339-8735 our moderators come from a variety of back- 400 sessions since 1978 grounds and bring specific industry knowledge [email protected] to the table, so you can be sure that you’ll Linda Carter The Caney Group LLC always be working with someone who speaks 22 sessions since 2002 731 Main St. your “language.” At Chamberlain our mission Monroe, CT 06468 is simple: take the risk out of business by help- Castillo & Associates, Inc. Ph. 800-666-9550 or 203-445-1880 ing companies make informed decisions that [email protected] 2400 Fifth Ave., Suite 128 drive profitability, differentiation, and growth. www.caneygroup.com San Diego, CA 92101 Philip Harriau Ph. 619-683-3898 Charles, Charles & Associates Inc. 300+ sessions since 1994 [email protected] 8377 S. Mountain Air Lane www.c-asoc.com Gold Canyon, AZ 85218 Rebeca Cantu Helmstetler Enrique F.Castillo Ph. 480-983-8833 P.O.Box 760 1000+ sessions since 1998 [email protected] South Fork, CO 81154 www.charlescharles.com Ph. 719-873-5240 or 719-850-8996 Center for Concept Development Charles H. Ptacek [email protected] P.O. Box 677 250+ sessions since 1975 Rebeca Cantu Helmstetler Sonoita, AZ 85637 500 sessions since 1998 Ph. 520-455-0100 CIBA Research & Consulting, LLC [email protected] 4610 Tiger Lily Way Bilingual (Spanish) qualitative research con- sultant. Of Mexican heritage. Dr. Eugene Cafarcelli Marietta, GA 30067 Experienced in Hispanic culture. Conducted 2000+ sessions since 1980 Ph. 770-565-0882 or 678-463-4289 numerous groups and depth interviews in [email protected] English and Spanish. Clients in health care, Central Focus www.gociba.com financial services, travel and tourism and 819 Washington St. Elvenyia Gibson more. Skilled facilitator, evocative communi- Wilmington, DE 19801 500+ sessions since 1999 cator, empathetic interviewer, insightful Ph. 302-655-3665 researcher, conscientious project manager, [email protected] Focus groups, in-depth interviewing, online experienced traveler, straight shooter, www.abcfocus.com focus groups, ethnography,. We use many marathon runner. Dick Dahn techniques to gain consumer insight. 350 sessions since 1998 Specialties include communication research, Capitol Research Services, Inc. positioning, new product development, pack- 2940 Lake Lansing Rd. Chadwick Martin Bailey, Inc. aging, and brand identity development for product and service companies. Expect clear, East Lansing, MI 48823 179 South St. actionable reports and strategic recommenda- Ph. 517-333-3388 Boston, MA 02111 tions from a moderator with significant con- [email protected] Ph. 617-350-8922 www.capitolresearchservices.com sumer marketing and research experience. [email protected] Rachelle S. Neal www.ChadwickMartinBailey.com 1000 sessions since 1986 Dorene Ciletti Consultant Mark Doherty Duquesne University C.A. Cappel Associates 750+ sessions since 1994 458 Rockwell Hall 5081 Rollman Estates Dr. Pittsburgh, PA 15282 Cincinnati, OH 45236 Ph. 412-396-4875 Ph. 513-793-4167 [email protected] [email protected] www.bus.duq.edu/faculty/ciletti Catherine Cappel Dorene Ciletti 5700 sessions since 1986 10 sessions since 2004 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 111 Clarion Research Concept Catalysts, Inc. 1776 Broadway, Suite 1000 1655 Spinnaker Dr., Suite 42 New York, NY 10019-2002 Alpharetta, GA 30005 Ph. 212-664-1100 Ph. 404-432-6605 [email protected] CMI [email protected] www.clarionresearch.com 2299 Perimeter Park Drive www.conceptcats.com Steve Crane Atlanta, GA 30341 Karen Falkenberg 500+ sessions since 1994 N/A sessions since 2001 Directory Ph. 678-805-4000 or 888-311-0936 [email protected] Clarity www.cmiresearch.com Concepts In Focus 14021 E. Coyote Rd. Laura Johnson A Div. of Ulrich Research Scottsdale, AZ 85259 350+ sessions since 2000 1329 Kingsley Ave., Suite A Ph. 480-661-5453 Hannah Baker-Hitzhusen Jacksonville, FL 32073 [email protected] 350+ sessions since 2000 Ph. 904-264-5578 Alison Miller [email protected] 100+ sessions since 1995 CMI offers qualitative research as a stand- www.conceptsinfocus.com alone tool or in conjunction with quantitative Nancy Ulrich Clayton Reed Associates methods in both the consumer and B2B seg- 1000+ sessions since 1982 3rd Floor, 46 Hatton Garden ments. With their broad experience base, London EC1N 8EX CMI’s moderators are expert advisors, skilled ConStat, Inc. United Kingdom in a variety of techniques (e.g., voice of the 70 Washington St., Suite 225 Ph. 44-20-7405-7445 customer, laddering, small groups, ice break- Oakland, CA 94607 [email protected] ers, pre-group tasks, projective) and method- Ph. 510-267-3100 www.clayreed.co.uk ologies (e.g, in-person and telephone focus [email protected] Mike Reed groups, dyads/triads, IDI’s, case studies). www.constat.com 800 sessions since 1989 Other expertise includes facilitation, Web William Deaton, Ph.D. usability, and ethnographic research. 2500 sessions since 1986 Focus Group Moderator Focus Clear Concepts 1329 Federal Ave., Suite 6 Saul Cohen & Associates, Inc. Consumer & Professional Research, Inc. (CPR) Los Angeles, CA 90025 30 Eliot Lane, Suite 102 435 N. LaSalle St., Suite 210 Ph. 310-473-5453 Stamford, CT 06903 Chicago, IL 60610-0884 Karen Kleiner Ph. 203-322-0083 Ph. 312-832-7744 2006 40 sessions since 1995 [email protected] [email protected] www.saulcohenassociates.com www.cprchicago.com Clear View Brand Insight & Strategy Saul Cohen Don Morich 2300 Lincoln Park W., #1109 4000+ sessions since 1982 100 sessions since 1978 Chicago, IL 60614 Ph. 773-805-4831 Colburn & Associates, Ltd. Consumer Connection, Inc. [email protected] Research Triangle Park 9055 S.W. 166 Ave. www.clearviewbrand.com 1908 Mountain High Rd. Miami, FL 33196 Gloria Quigley Wake Forest, NC 27587 Ph. 786-522-3534 100+ sessions since 1995 Ph. 919-570-7900 [email protected] [email protected] www.consumerconnectionresearch.com The Clowes Partnership www.colburnresearch.com Elba Valle 373 Saybrook Rd. Paul L. Colburn 500+ sessions since 1993 Higganum, CT 06441-4110 500+ sessions since 1986 Ph. 860-345-4570 Consumer Connection is a marketing research [email protected] COMPASS Consulting Group, Inc. and consulting company that specializes in Rusty Clowes 38 Transit St. diversity segments. We provide services that 1000+ sessions since 1989 Providence, RI 02903 help businesses and brands connect to diversi- Ph. 401-521-9050 ty in the marketplace: qualitative, quantita- Cluff, Inc. Market Research [email protected] tive, ethnography, online, brand-building work- Strategic Market Research www.compasscg.com shops, marketing opportunity analyses, and 1634 S. Rock Hill Rd. Bob Powers market immersion tours. St. Louis, MO 63119 100 sessions since 1986 Ph. 314-961-5211 Consumer Focus LLC [email protected] Compass Qualitative Research, Inc. 6505 W. Park Blvd., Suite 306 - 368 www.cluff-inc.com #7 Waterbury Court Plano,TX 75093 Cynthia Cluff Little Rock, AR 72223 Ph. 214-542-8787 N/A sessions since 1990 Ph. 501-367-0003 [email protected] [email protected] www.consumerfocusco.com www.compassqualitativeresearch.com Sue Stewart Christy Olson 50+ sessions since 2001 100+ sessions since 1994 Specializing in the customer relationship Competitive Edge management, financial services, insurance and 309 Calle Neblina direct marketing categories. Providing both San Clemente, CA 92672 qualitative and quantitative research services. Ph. 949-498-0122 Experienced moderator, plus over 15 years of [email protected] senior-level experience in: marketing research, www.CompetitiveEdge.com marketing strategy, marketing communica- Sheila Kessler, Ph.D. tions, customer relationship management, and 1000+ sessions since 1987 product development. 112 | Quirk’s Marketing Research Review | May 2006 www.quirks.com The Consumer Network, Inc. Consumer Pulse of Charlotte (Br.) Consumer Pulse of Los Angeles (Br.) 2006 2401 Pennsylvania Ave., Suite 2A4 Eastridge Mall South Bay Galleria, #269 Philadelphia, PA 19130 246 N. New Hope Rd., #120 1815 Hawthorne Blvd. Ph. 215-235-2400 Gastonia, NC 28054 Redondo Beach, CA 90278 [email protected] Ph. 800-336-0159 or 704-854-8320 Ph. 800-336-0159 or 310-371-5578 Focus Group Moderator www.consumernetwork.org [email protected] [email protected] Mona Doyle www.consumerpulse.com www.consumerpulse.com 250 sessions since 1980 Richard Miller Richard Miller 500+ sessions since 1972 500+ sessions since 1972 Consumer Opinion Services, Inc. 12825 First Ave. S. Consumer Pulse of Chicago (Br.) Consumer Pulse of Milwaukee (Br.) Seattle, WA 98168 Stratford Square Mall #D24 The Grand Avenue Mall, #2004A Ph. 206-241-6050 424 Stratford Square 275 W. Wisconsin Ave. [email protected] Bloomingdale, IL 60108 Milwaukee, WI 53203 www.cosvc.com Ph. 800-336-0159 or 630-894-9103 Ph. 800-336-0159 or 414-274-6060 Greg Carter [email protected] [email protected] 200 sessions since 1995 www.consumerpulse.com www.consumerpulse.com (See advertisement on this page) Richard Miller Richard Miller 500+ sessions since 1972 500+ sessions since 1972 Consumer Opinion Services, Inc. (Br.) 10829 N.E. 68th St., Bldg. B Consumer Pulse of Detroit (Br.) Consumer Pulse of New York (Br.) Kirkland, WA 98033 725 S. Adams Rd., Suite 265 Garden State Plaza, #1170 Ph. 425-827-3188 or 206-241-6050 for bids Birmingham, MI 48009 Paramus, NJ 07652 [email protected] Ph. 800-336-0159 or 248-540-5330 Ph. 800-336-0159 or 201-909-0144 www.cosvc.com [email protected] [email protected] Directory Greg Carter www.consumerpulse.com www.consumerpulse.com 200 sessions since 1995 Richard Milller Richard Miller (See advertisement on this page) 500+ sessions since 1972 500+ sessions since 1972 Consumer Opinion Services, Inc. (Br.) Lloyd Focus & Videoconference Center 2225 Lloyd Center Portland, OR 97232 Ph. 503-493-2870 or 206-241-6050 for bids [email protected] www.cosvc.com Jim Weaver 150 sessions since 2003 (See advertisement on this page) $PODFQU /BNF 'SBHSBODF 5FTUT EPOF '"45 Consumer Opinion Services, Inc. (Br.) Northtown Mall 4750 N. Division St. Spokane, WA 99207 Ph. 509-487-6173 or 206-241-6050 for bids [email protected] www.cosvc.com Greg Carter 200 sessions since 1995 'MBTI5FTU (See advertisement on this page) Consumer Opinion Services, Inc. (Br.) City Focus )PXGBTUEPZPVOFFEUPLOPXJGBDPODFQU OBNFPSGSBHSBODFUFTUTXFMM 2101 North 34th St. )PXBCPVUUPIPVST Northpoint Offices, Suite 110 Seattle, WA 98103 8FDBOmFMEBUFTUBTGBTUPSGBTUFSUIBOBOZPOFJOUIF Ph. 206-632-7859 or 206-241-6050 for bids SFTFBSDIJOEVTUSZBOECBDLJUVQXJUIPWFSZFBST [email protected] PGQSPGFTTJPOBMFYQFSJFODF www.cosvc.com Greg Carter 200 sessions since 1995 5PMFBSONPSFPSCPPLBUFTUXJUISFTVMUTJOBnBTI (See advertisement on this page) DBMM Consumer Pulse of Baltimore (Br.) 1232 Race Rd. Baltimore, MD 21237 Ph. 800-336-0159 or 410-687-3400 #ONSUMER /PINION 3ERVICES [email protected] +NOWLEDGE IS POWER www.consumerpulse.com Richard Miller ST !VENUE 3OUTH 3EATTLE 7! 500+ sessions since 1972 WWWCOSVCCOM )NFO COSVCCOM 3EATTLE U 3POKANE U "OISE U 0ORTLAND U 3ALT ,AKE #ITY U #HICAGO www.quirks.com May 2006 | Quirk’s Marketing Research Review | 113 Consumer Pulse of Philadelphia (Br.) Contemporary Research Centre - Montreal Corey, Canapary & Galanis One Plymouth Meeting Office Center & 1250 Guy St., Suite 802 447 Sutter St., Penthouse N. Plymouth Meeting Mall Montreal, PQ H3H 2T4 San Francisco, CA 94108 Plymouth Meeting, PA 19462 Canada Ph. 415-397-1200 Ph. 610-825-6636 or 800-336-0159 Ph. 800-932-7511 [email protected] [email protected] [email protected] www.ccgreseach.com www.consumerpulse.com www.crcdata.com Jon Canapary Richard Miller Kathleen Deslauriers 137 sessions since 1996 Directory 500+ sessions since 1972 1000+ sessions since 1990 Aline Gabriel Cornerstone Research & Marketing, Inc. Consumer Pulse of Washington (Br.) 250+ sessions since 2000 84 Sweeney St. 8310 C Old Courthouse Rd. Christiane Ballant N.Tonawanda, NY 14120 Vienna, VA 22182 120 sessions since 2003 Ph. 716-743-1988 Ph. 800-336-0159 or 703-442-0960 [email protected] [email protected] CRC provides a complete range of qualitative www.cornerstoneresearch.net www.consumerpulse.com research services in both French and English, Rhonda Ried Richard Miller including moderating, analysis and reporting. 250 sessions since 1983 500+ sessions since 1972 CRC has moderators in-house who cover a wide range of industries and topics such as Corporate Research Center, Inc. Consumer Pulse, Inc. the health care sector, consumer goods and 106 Fairidge Court 725 S. Adams Rd., Suite 265 services, information technology, financial Jamestown, NC 27282 Birmingham, MI 48009 services as well as automotive. At CRC, we Ph. 336-812-3500 Ph. 800-336-0159 or 248-540-5330 relate to people. Let CRC be your Canadian [email protected] [email protected] research partner. www.corporateresearch.org www.consumerpulse.com John Deuterman Richard Miller Continental Research Associates, Inc. 300 sessions since 1984 500+ sessions since 1972 4500 Colley Ave. Focus Group Moderator Focus Norfolk, VA 23508 Creative Focus, Inc. Consumer Research Centre Ltd. Ph. 757-489-4887 1120 Hope Rd., Suite 150 1398 West 7th Avenue www.continentalresearch.biz Atlanta, GA 30350 Vancouver, BC V6H 3W5 Nanci A. Glassman Ph. 404-256-7000 Canada 1500 sessions since 1974 [email protected] 2006 Ph. 604-714-5900 or 866-455-9311 www.creativefocus.net [email protected] Conundrum Qualitative Research Harry Vardis www.consumerresearch.ca 7422 Rosewood Circle 1000+ sessions since 1980 Ed Gibson Prairie Village, KS 66208 650 sessions since 1994 Ph. 816-729-7858 Creative Marketing Solutions, Inc. [email protected] P.O. Box 487 Ed has moderated across the spectrum from Teresa Nichols Lahaska, PA 18931 apparel and automotive to telecom and 100+ sessions since 1994 Ph. 215-794-9277 tourism. His specialty is health care and phar- [email protected] maceuticals, where he has built a reputation Cook Research & Consulting, Inc. Larry Schwarz for his ability to relate to physicians. His own 6600 France Ave. S., Suite 214 1000 sessions since 1986 respected recruiting team can be relied on to Minneapolis, MN 55435 source the specialist needed for the study. Ph. 952-920-6251 Creative Research Services, Inc. (Br.) [email protected] 9518 Brentgate Dr. Consumer Truth® Ltd www.cookresearch.com Dallas,TX 75238 802 Bittersweet Lane Harold W. Cook Ph. 214-340-3725 Hinsdale, IL 60521 2000+ sessions since 1975 [email protected] Ph. 630-325-4660 or 630-325-6902 www.creativeresearch.com [email protected] Copley Focus Centers Frank McGinn www.consumertruth.com 20 Park Plaza 1000+ sessions since 1984 Isabelle Albanese Boston, MA 02116 900 sessions since 1997 Ph. 617-421-4444 Creative Waves [email protected] Innovations in Qualitative Research Consumer Voice www.copleysquarefocus.com 20 Wilton Rd. 9 Story Book Lane Ron Kornokovich Pleasantville, NY 10570 Lincolnshire, IL 60069 600 sessions since 1975 Ph. 914-747-8086 Ph. 847-405-0808 [email protected] [email protected] Core Research www.creativewavesresearch.com www.consumervoice.biz 2161 N.W. Military Hwy., Suite 202 Mary Beth Keller Laurie Richter San Antonio,TX 78213 500+ sessions since 1987 1000 sessions since 1993 Ph. 210-366-4210 [email protected] Cross-Tab Marketing Services Pvt. Ltd. ConsumerSpeak www.coreresearch.biz 171-B, Mittal Tower, 210 Nariman Point 4565 Lanercost Way Dr. Susan Korbel Mumbai 400021 Columbus, OH 43220 75 sessions since 1987 India Ph. 614-326-2107 Ph. 91-22-22022043 [email protected] [email protected] Kathy Popp www.cross-tab.com 1000+ sessions since 1998 Bharati Eligar 300+ sessions since 1998 114 | Quirk’s Marketing Research Review | May 2006 www.quirks.com CSK Marketing Inc. D. Kom Market Assessment Ltd. Frances Darpino Consulting 2006 5620 River Hills Rd. 338 City Rd. 103 Earlington Rd. Racine, WI 53402 London EC1V 2PY Havertown, PA 19083 Ph. 262-681-7355 United Kingdom Ph. 610-449-7382 [email protected] Ph. 44-(20-7239-8278 [email protected] Focus Group Moderator www.cskmarketing.com [email protected] Frances Darpino Christine Shields Kann Doug Komilaides 1000+ sessions since 1982 N/A sessions since 1997 500+ sessions since 1984 Data & Management Counsel, Inc. Cultural Access Group I have over twenty years of moderating expe- 428 Exton Commons 445 South Figueroa St., Suite 2350 rience, handling NPD, customer service and Exton, PA 19341 Los Angeles, CA 90071 communications issues mainly in the technol- Ph. 610-524-7900 Ph. 213-228-0309 ogy sectors but also in retail, entertainment [email protected] [email protected] and finance.This includes B2B and consumer Bill Ziff-Levine Iris Yim research for agencies and clients from North 1000 sessions since 1985 62 sessions since 2003 America, Europe and beyond. I also provide qualitative research training. Davidson-Peterson Associates Cultural Horizons Inc. A Division of Digital Research, Inc. 11824 Central St. D/R Added Value 201 Lafayette Center Kansas City, MO 64114-5536 7474 N. Figueroa St. Kennebunk, ME 04043-1853 Ph. 816-941-7000 Los Angeles, CA 90041 Ph. 207-985-1790 [email protected] Ph. 323-254-4326 [email protected] www.cultural-horizons.com [email protected] www.dpaonline.com Nancy Huaco Lang www.dr-added-value.com Karen Peterson 100+ sessions since 1994 Eric Villain 1000 sessions since 1974 Directory 1000+ sessions since 1984 Jane Mount Cunningham Research Associates 150 sessions since 1990 500 Ashwood Lane D/R/S HealthCare Consultants Fairview,TX 75069 121 Greenwich Rd., Suite 209 Davidson-Peterson Associates (DPA) has Ph. 972-529-4965 Charlotte, NC 28211 been providing direction in travel and tourism [email protected] Ph. 704-362-5211 since 1974. Both Ms. Peterson and Ms. www.craresearch.com [email protected] Mount have conducted focus groups in the Mark Cunningham www.drmsimon.com areas of attractions development, advertising 1500 sessions since 1986 Dr. Murray Simon message development, and establishing travel 7500+ sessions since 1982 destination imagery. DPA also provides a full Customer Connections range of quantitative research services. 6509 - 246th Ave. D/R/S HealthCare Consultants specializes in Salem, WI 53168 qualitative market research with health care Lin Davis & Associates Ph. 262-843-4400 professionals, patients and administrators.The 225 E. 73rd St. [email protected] company was established in 1982 by Dr. New York, NY 10021-3654 www.custcon.net Murray Simon, a former health care provider Ph. 212-737-1388 Cheryl Raith who believes that research with health care [email protected] 2000 sessions since 1980 professionals is more comprehensive and pro- Linden Davis ductive when personally conducted by some- 150 sessions since 1994 Customer Insights Research, Inc. one who understands the complex 515A Fitzsimmons St. patient/provider interaction through having M Davis & Co., Inc. Hendersonville, NC 28792 experienced it. 1520 Locust St., 3rd Floor Ph. 828-692-3763 Philadelphia, PA 19102-4403 [email protected] Ph. 215-790-8900 or 800-842-4836 Robert S. Rutter, Ph.D. [email protected] 500 sessions since 1995 www.mdavisco.com Ron Campbell Customer Strategy Consulting Daniel Research Group 100+ sessions since 1989 P.O.Box 10178 49 Hill Rd., Suite 4 Beverly Hills, CA 90213 Belmont, MA 02478 Decision Analysis Ph. 310-659-8536 Ph. 617-484-6225 12400 Wilshire Blvd., Suite 1455 [email protected] [email protected] Los Angeles, CA 90025 www.yourcustomer.com Steve Daniel Ph. 310-979-0999 George Sloan 1000 sessions since 1985 [email protected] N/A sessions since 1984 www.decision-analysis.com Daniel Research Group, a full-service market Richard Gabriel research firm designing and executing studies 475 sessions since 1988 among users and buyers of information tech- nology products and services worldwide. Focus group studies employ our FOCUS/IT methodology based on 20 years of experience in designing and conducting high-technology focus group in technical, commercial and con- sumer segments. Our Model Enabled Consulting Services apply sophisticated quan- titative forecasting metholologies to aid in making strategic and tactical design, develop- ment, marketing and sales decisions. www.quirks.com May 2006 | Quirk’s Marketing Research Review | 115 Dialogue Resource, Inc. Direct Feedback, Inc. 1506 Post Rd. Four Station Square, Suite 545 Fairfield, CT 06824 Pittsburgh, PA 15219 Ph. 203-256-9211 Ph. 412-394-3676 or 800-519-2739 Decision Analyst, Inc. [email protected] [email protected] 604 Avenue H East www.dialogueresource.com www.dfresearch.com Arlington,TX 76011-3100 Nino DeNicola Tara Conroy 10000 sessions since 1982 267 sessions since 1990 Directory Ph. 817-640-6166 or 800-262-5974 [email protected] www.decisionanalyst.com Ruth Diamond Market Research Services Direct Marketing Research Associates Jerry W.Thomas Boulevard Mall 1731 Embarcadero Rd., Suite 200 5000 sessions since 1969 770 Alberta Dr. Palo Alto, CA 94303 Melanie Lobo Buffalo, NY 14226 Ph. 650-856-9988 450 sessions since 1998 Ph. 716-836-1110 or 716-836-1111 [email protected] Roger Wallace [email protected] www.dmrainc.com 50+ sessions since 2001 www.ruthdiamond.com Michael Green Harvey Podolsky 1000+ sessions since 1982 From in-person focus groups and depth inter- 300+ sessions since 1980 views to ethnography and laddering tech- Directions Research Corp. niques, Decision Analyst delivers highly ana- Bette Dickinson Research, Inc. P.O. Box 1731 lytical and decision-oriented insights. Decision 7468 Mariner Dr. N. Mason City, IA 50401 Analyst offers both in-person and online qual- Maple Grove, MN 55311-2611 Ph. 641-423-0275 itative research services. In-person services Ph. 763-420-4385 [email protected] include: focus groups, sensitized groups, Bette Dickinson Tom Thul dyadic and triadic interviews and depth moti- 1000+ sessions since 1968 1500 sessions since 1980 vational studies. Decision Analyst is a world leader in online qualitative research: time- The Dieringer Research Group, Inc. Discovery - National Qualitative Network Focus Group Moderator Focus extended online focus groups, time-extended 3064 N. 78th St. Corporate Office depth interviews, online ethnography and Milwaukee, WI 53222-5025 1061 E. Indiantown Rd., Suite 204 online pseudo-depth interviews. Ph. 414-449-4545 or 800-489-4540 Jupiter, FL 33477 (See advertisement on p. 37) [email protected] Ph. 561-748-0931 or 888-331-7779 www.thedrg.com/quirks [email protected] 2006 DecisionTrack Robert Fichtner www.quicktest.com 5 Penny Lane 175 sessions since 1991 Shannon Kannenberg Lititz, PA 17543 20 sessions since 1995 Ph. 717-625-3632 Digital Research, Inc. [email protected] 201 Lafayette Center Discovery Research www.decisiontrack.net Kennebunk, ME 04043-1853 726 Las Trampas Rd. Dan F.Duda Ph. 207-985-7660 Lafayette, CA 94549 100+ sessions since 1986 [email protected] Ph. 925-283-8216 www.digitalresearch.com [email protected] DeLevie Group Research Karen Peterson Judith Coleman Cohen 41 Amherst Dr. 1000 sessions since 1974 400 sessions since 1985 Hastings-on-Hudson, NY 10706 Bob Cuzner Ph. 914-478-5126 600 sessions since 1985 Discovery Works, Inc. [email protected] Jane Mount 12025 Paul Meadows Dr. Sharon DeLevie 150 sessions since 1990 Cincinnati, OH 45249 1000+ sessions since 1987 Ph. 513-489-1887 Digital Research has been providing unique [email protected] DeNance & Associates perspectives in marketing research since www.discoveryworks.net 625 N. 137th St. 1992. DRI offers three moderators who focus John Riester Seattle, WA 98133 on the youth and family markets, as well as 1500+ sessions since 1991 Ph. 206-417-1538 consumer products and services. Our profes- [email protected] sionals serve the qualitative research needs Disher Strategic Research, LLC Andrew DeNance of a national client base. DRI also provides a 873 Fenchurch Court 1000+ sessions since 1995 full range of quantitative research services Cincinnati, OH 45230 and is a two-time EXPLOR Award winner. Ph. 513-226-4385 or 888-9-DISHER Development II, inc. [email protected] 107 Middle Quarter Mall Direct Dialogue www.disher.com P.O.Box 992 Willow House Dave Disher Woodbury, CT 06798 Fressingfield Eye, Suffolk IP21 5PE 350 sessions since 1999 Ph. 203-263-0580 United Kingdom [email protected] Ph. 44-137-958-6850 Distinctive Marketing, Inc. www.development2.com [email protected] 516 Bloomfield Ave. Steve Lewis www.directdialogue.net Montclair, NJ 07042 500+ sessions since 1980 David Spenser Ph. 973-746-9114 3000+ sessions since 1980 [email protected] www.distinctivemktg.com Diane Spencer 100+ sessions since 1990 116 | Quirk’s Marketing Research Review | May 2006 www.quirks.com DMS Research DRW Research 2006 840 Larrabee St., Suite 4209 26968 N. Monroe Drive Los Angeles, CA 90069 Southfield, MI 48034 Ph. 888-214-2853 or 310-659-8732 Ph. 248-350-0056 [email protected] [email protected] Doyle Research Associates, Inc. Focus Group Moderator Dr. Darlene Williamson www.dmsresearch.com 400 N. Michigan Ave, Suite 800 100+ sessions since 1985 John Draper Chicago, IL 60611-4148 200+ sessions since 2000 Ph. 312-863-7600 [email protected] Dr. Darlene Williamson is a psychologist with DO Research www.doyleresearch.com over 18 years experience conducting research 505 E. 79th St. Susan Sweet with consumers of different demographic pro- New York, NY 10021 500+ sessions since 1995 files, business owners, executives, managers, Ph. 212-734-4544 Martha Rivera and employees. Dr. Darlene Williamson has [email protected] 400+ sessions since 1997 personally directed and implemented qualita- Diane Okrent Tom McGee tive and quantitative studies with multicultural 1500+ sessions since 1976 1000+ sessions since 1985 segments across industries.Topics: corporate Carole Schmidt and brand image, ad concept testing, product Doane Marketing Research, Inc. 750+ sessions since 1990 development, taste tests, car clinics, sponsor- 1807 Park 270 Dr., Suite 300 Christine Efken ship evaluation, diversity and inclusion issues. P.O.Box 46904 750+ sessions since 1990 Ebel Marketing Group St. Louis, MO 63146 Nan Burgess-Whitman 6039 Beverly Hills Rd. Ph. 216-491-9515 ext. 211 500+ sessions since 1997 Coopersburg, PA 18036-1827 [email protected] Ph. 610-282-9978 www.doanemr.com Doyle Research Associates is an innovative [email protected] Directory Louis Chavez qualitative research firm specializing in focus www.ebelmarketing.com 20 sessions since 2002 groups, in-depth interviews, observational research, and online research with both the gen- Christopher J. Ebel 150 sessions since 1986 Dodge Business Research Consulting eral population and Hispanic markets. We also 3109 W. 50th St., #311 provide ideation services among consumers (kids, teens and adults), professionals and inter- Blanka Eckstein Qualitative Research Minneapolis, MN 55410 nal teams. Category experience includes food 251 Lexington Ave. Ph. 800-685-7934 and beverage, food service, personal and home New York, NY 10016 [email protected] care, pharmaceutical, telecommunications, toys Ph. 212-685-1635 www.dodgeresearch.com and games, publishing, non-profit/social issues, [email protected] Tony Dodge media and entertainment, and durable goods. Blanka Eckstein 1000+ sessions since 1983 (See advertisement on this page) 600 sessions since 1980 Dolobowsky Qualitative Services, Inc. 94 Lincoln St. Waltham, MA 02451 Ph. 781-647-0872 [email protected] www.doloqual.com Reva Dolobowsky 2000+ sessions since 1975 Dominion Focus Group, Inc. Dominion Marketing Research, Inc. Commerce Plaza I 2809 Emerywood Pkwy., Suite 100 Richmond, VA 23294 Ph. 804-672-0500 or 804-672-1417 [email protected] www.dominionfocusgroup.com Bana Bhagchandani 80 sessions since 1998 Jack R. Doub Co. 3512 Honeybrook Ave. Dayton, OH 45415-1545 Ph. 937-898-0128 [email protected] Jack Doub 30 sessions since 1974 Melanie Dowe Marketing Group, LLC 145 Tyee Dr., #1129 Point Roberts, WA 98281 Ph. 360-945-3693 [email protected] www.dowemarketing.com Melanie Dowe 1000 sessions since 1987 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 117 Bonnie W. Eisenfeld Epp Consulting Evolve Research 2031 Locust St., #402 2 Candle Terrace S.W. P.O. Box 60835 Philadelphia, PA 19103 Calgary, AB T2W 6G7 Oklahoma City, OK 73146 Ph. 215-567-1635 Canada Ph. 405-209-8456 [email protected] Ph. 403-201-2583 [email protected] Bonnie Eisenfeld [email protected] Kevin Mark Jessop N/A sessions since 1980 Lois Epp 20+ sessions since 1999 N/A sessions since 1989 Directory Eliant, Inc. The Exploration Station, Ltd. 15635 Alton Parkway, Suite 200 eQualitativeResearch.com P.O. Box 4375 Irvine, CA 92618 5499 N. Federal Highway, Suite P Rivonia Sandton 2128 Ph. 949-753-1077 or 800-814-9595 Boca Raton, FL 33487 South Africa [email protected] Ph. 561-988-7099 Ph. 27-11-783-1573 www.eliant.com [email protected] [email protected] Robert Mirman www.eqrinc.com Sue Lerena 100 sessions since 1984 Renee H. Frengut, Ph.D. 1000+ sessions since 1976 2500+ sessions since 1978 Ellison Research Explorations 14804 N. Cave Creek Rd. EquiBrand Consulting 2207 W. Addison St. Phoenix, AZ 85032 1100 Moraga Way, 1st fl Chicago, IL 60618-6026 Ph. 602-493-3500 ext. 130 Moraga, CA 94556 Ph. 773-472-3710 [email protected] Ph. 925-247-1400 [email protected] www.ellisonresearch.com [email protected] Sue Gartzman Ron Sellers www.equibrandconsulting.com 300+ sessions since 1994 950 sessions since 1988 Tim Koelzer 100+ sessions since 1990 EyeTracking, Inc. Abby Ellison Research 6475 Alvarado Rd., Suite 132 Focus Group Moderator Focus Div. Of EQR, Inc. Eshelman & Townsend, Ltd. San Diego, CA 92120 936 Fifth Ave., Suite 7-A 313 Maple Ave. Ph. 619-594-0370 New York, NY 10021 Wyncote, PA 19095 [email protected] Ph. 212-452-2938 or 917-576-2458 Ph. 215-884-9060 www.eyetracking.com [email protected] [email protected] Sylvia Knust 2006 Abby Ellison Kanarek MaryAnne Eshelman, Ph.D. 700+ sessions since 1999 25,000 sessions since 1969 2500 sessions since 1980 FacFind, Inc. ENERGISTICS Essential Resources, LLC 6230 Fairview Rd., Suite 108 109 Sonoma Way 45 Park Place S., Suite 330 Charlotte, NC 28210-3253 Chapel Hill, NC 27516 Morristown, NJ 07960 Ph. 704-365-8474 or 888-590-8073 Ph. 919-933-0614 Ph. 908-832-6979 [email protected] [email protected] [email protected] www.facfindresearch.com www.energistics.com Lucy Mundo Sandra Barritt Susan Nassar 100 sessions since 1996 1000+ sessions since 1985 3000 sessions since 1987 Essman/Research Facts ‘n Figures National focus group moderator and creative 100 E. Grand Ave., Suite 340 15301 Ventura Blvd. idea/name generation facilitator. Extensive Des Moines, IA 50309-1800 Garden Office Bldg. B, Suite 500 corporate/strategic/quantitative experience; Ph. 515-282-7145 Sherman Oaks, CA 91403 marketing mix/positioning or corporate/orga- [email protected] Ph. 818-986-6600 nizational issues. Very versatile - all regions www.essmanresearch.com [email protected] and socioeconomic levels; big projects or Denise Essman www.factsnfiguresinc.com small; general market or African-American. 100+ sessions since 1981 Bonnie Ponaman Fluent French for groups or interacting with 500+ sessions since 1998 Francophone clients.Thorough, customized Eureka Facts, LLC reports. 17 W. Jefferson St., Suite 5 Fader & Associates Rockville, MD 20850-4201 372 Central Park W., Suite 7N Energy Infuser Ph. 866-693-2287 or 301-610-0590 New York, NY 10025 1123 W. Washington [email protected] Ph. 212-749-3986 Chicago, IL 60607 www.eurekafacts.com [email protected] Ph. 312-733-2639 Jorge Restrepo www.faderfocus.com www.energyannex.com 100 sessions since 1994 Susan Fader Kay Allison 2500+ sessions since 1988 1200 sessions since 1999 Evans/McDonough Co., Inc. 315 1st Ave. S., Suite 400 Falk Research Associates, Inc. Envision Marketing Research Seattle, WA 98104 1177 Louisiana Ave., Suite 214 31 Honey Line, R.R. #5 Ph. 206-652-2454 Winter Park, FL 32789 Warkworth, ON K0K 3K0 [email protected] Ph. 407-647-3333 Canada www.evansmcdonough.com [email protected] Ph. 705-924-1570 Don McDonough www.falkresearch.com [email protected] 200 sessions since 1989 Thor Falk Elizabeth Heon 1000+ sessions since 1989 1000+ sessions since 1979 118 | Quirk’s Marketing Research Review | May 2006 www.quirks.com The Family Research Group Andrew Fletcher Consulting Ltd. 2006 300 W. Pratt St., Suite 250 25 Ngarimu Grove NGAIO Baltimore, MD 21201 Wellington Ph. 410-332-0400 New Zealand [email protected] First Insights Ph. 64-4-479-3783 Focus Group Moderator www.observationbaltimore.com 350 Seventh Ave., Suite 1503 [email protected] Barbara Gassaway New York, NY 10001 www.fletcher.co.nz 1000+ sessions since 1986 Ph. 212-926-3700 Andrew Fletcher [email protected] 600 sessions since 1994 Fearless Branding www.firstinsights.com 2677 Larkin St., Suite 301 Lon Taylor Flynn Consulting San Francisco, CA 94109 500+ sessions since 1999 322 Longview Blvd. Ph. 415-292-5100 St. Louis, MO 63122 [email protected] First Insights specializes in usability testing, Ph. 314-822-4634 www.fearlessbranding.com ethnographic studies, contextual interviews, [email protected] Robert Friedman focus groups and heuristic analysis. We’ve Mike Flynn 25 sessions since 2004 conducted research projects in a variety of 2500 sessions since 1980 industries and can offer complete project Feldman Research Lab management to include: facility selection, Focal Research 119 Cherry Lane screener development, creation of a modera- 7071 Bayers Rd., Suite 326 Teaneck, NJ 07666 tor’s guide and moderation in one-on-one Halifax, NS B3L 2C2 Ph. 201-833-9607 group, phone or online settings. Our team pays Canada [email protected] careful attention to understanding your busi- Ph. 902-454-8856 www.researchlab.tv [email protected] ness, marketing or IT objectives and we Directory Richard Feldman always deliver an easy to understand summa- www.focalresearch.com 250 sessions since 1985 ry report. Heather Marriott 100+ sessions since 1985 Field & Tab, Inc. First Research ™ 32 Broadway, Suite 1114 1915 Drexel Rd. Focus Inn New York, NY 10038 P.O. Box 21146 1093 Greenwood Lake Turnpike Ph. 212-566-2400 Greensboro, NC 27420 Ringwood, NJ 07456 [email protected] Ph. 336-691-8100 Ph. 973-728-0643 www.fieldandtab.com [email protected] [email protected] Carolyn Broullon www.firstrsh.com www.focusinn.com 18 sessions since 2005 Gratia Wright Adele Schwartz 2500+ sessions since 1987 100 sessions since 1994 FieldHouse Marketing Research 6677 N. Lincoln Ave., Suite 110 Fischer Research Assoc. Inc. Lincolnwood, IL 60712 6100 Hidden Valley Dr. Ph. 847-410-0707 or 847-751-0707 Doylestown, PA 18901-9473 [email protected] Ph. 215-794-2665 www.fhmr.com [email protected] Focus Latino Jonathan Dimbert Karen I. Fischer, Ph.D. 1617 Cabinwood Cove 300 sessions since 1995 2000 sessions since 1982 Austin,TX 78746 Ph. 512-306-7393 FieldHouse Marketing Research Flake-Wilkerson Market Insights, LLC [email protected] 7220 W. 98th Terrace 333 Executive Court, Suite 100 Guy C. Antonioli Overland Park, KS 66212 Little Rock, AR 72205 1357 sessions since 1996 Ph. 913-341-4245 Ph. 501-221-3303 or 800-327-8831 Beatriz Noriega [email protected] [email protected] 1528 sessions since 1978 www.fhmr.com www.fw-mi.com Guy C. Antonioli II Ron Dimbert Karen Flake 138 sessions since 2002 2000+ sessions since 1970 90 sessions since 1988 Established 1996. Hispanic and general mar- Anne Flanz Custom Marketing Research ket qualitative consumer research and ethnog- 343 Maple Ave. raphy. Bilingual and bicultural, we moderate Glen Ellyn, IL 60137 in Spanish or English. Beatriz - a psycholo- Ph. 630-469-1092 gist; Guy - a seasoned marketing, advertising [email protected] and research professional, both have extensive Anne Flanz experience working in USA, Mexico and Latin 10000+ sessions since 1978 America; and Guy II - a 2002 communica- tions graduate from the University of Texas, I have been providing customized qualitative has proven most valuable conducting projects marketing research solutions for more than with younger target audiences. Our combined 20 years for both direct-to-consumer and areas of expertise and option of female or business-to-business clients across a broad male moderators enable us to better uncover and varied range of industries. My moderating consumer insights and provide value-added skills are informed and supported by 10 years recommendations; and offer clients cost and as a clinical psychologist. Areas of specializa- time efficiencies when conducting projects tion include but are not limited to: new prod- among various ethnic segments. ucts, communications/advertising, strategic positioning and brand imagery. www.quirks.com May 2006 | Quirk’s Marketing Research Review | 119 Focus Suites of Philadelphia Fox Management One Bala Plaza, Suite 622 Center 21107 Jonathan Dr. Bala Cynwyd, PA 19004 Stronesville, OH 44149 Ph. 610-667-1110 Ph. 440-572-1334 Focus on Food [email protected] [email protected] 6679 Peachtree Industrial Blvd., Suite M www.focussuites.com Jill Bernaciak Norcross, GA 30092 Ellen Kozac 100 sessions since 1983 500+ sessions since 1997 Directory Ph. 770-300-0168 or 888-300-0467 [email protected] John Fox Marketing Consulting www.focusonfood.com Focused Marketing 800 Compton Rd., Unit 37A Mark Michelson 91 Riverview Terrace, #108 Cincinnati, OH 45231 2000+ sessions since 1984 Benicia, CA 94510 Ph. 513-771-3699 Ph. 707-746-7737 [email protected] For consumer driven concept development, [email protected] www.johnfoxmktg.com Focus On Food is the food and beverage Chuck White John Fox research specialist serving the national chain 1000+ sessions since 1970 300 sessions since 1984 restaurant and food and beverage manufac- turing industries with qualitative and quanti- FOCUSED Marketing Research, Inc. Franklin Communications tative projects. Outstanding commercial and P.O. Box 70 53 Stickle Ave residential-style kitchens. Focus On Food pro- Wales, WI 53183 Rockaway, NJ 07866 vides complete or component services as your Ph. 262-646-5553 Ph. 973-625-8811 needs dictate including project design, moder- [email protected] [email protected] ation, execution, data tab and analysis. www.focusedmr.com www.fc4research.com Product/menu development, positioning Vern Dougherty Michael Franklin strategies, marketing campaigns, packaging 1000+ sessions since 1998 500+ sessions since 1982 concepts. Multi-market project management through the Focus On Food National Focused Research Specialists in health care market research. Focus Group Moderator Focus Network. 8247 Valley Dr. Clients include major pharmaceutical and Chagrin Falls, OH 44023 equipment manufacturers, advertising agen- Focus One Research, LLC Ph. 440-543-5258 cies, professional medical, nursing and phar- 110 Jones Lane, Suite C [email protected] macy publications, medical and nursing soci- Susan Ray Stone eties. Rx, OTC and DTC experience. 2006 Flowood, MS 39232 Ph. 601-932-8281 100+ sessions since 1983 [email protected] JD Franz Research, Inc. www.focus1research.com Focused Solutions 550 Bercut Dr., Suite H Linda Harmon 907 Monument Park Cir. Sacramento, CA 95814 500+ sessions since 1985 Salt Lake City, UT 84108 Ph. 916-440-8777 Ph. 801-582-9917 [email protected] Focus Portland [email protected] www.jdfranz.com 4915 S.W. Griffith Dr., Suite 210 www.focusedsolutions.net Jennifer Franz Beaverton, OR 97005 Bill Sartain 200+ sessions since 1985 Ph. 503-350-4829 3000+ sessions since 1968 [email protected] Frieden Qualitative Services www.focusportland.com Foley Research, Inc. 14802 Addison St. Steve Boespflug 8535 S.E. Willock Rd. Sherman Oaks, CA 91403 200+ sessions since 1993 Olalla, WA 98359 Ph. 818-789-6894 Ph. 253-858-8074 [email protected] Focus Research [email protected] Gary Frieden, Ph.D. 31662 W. Nine Dr. www.foleyresearch.com 15000+ sessions since 1984 Laguna Niguel, CA 92677-2955 Carol D. Foley, Ph.D. Ph. 949-369-0226 375 sessions since 1999 Full Measure Research, Inc. [email protected] 413 Cottage Ave. Jeanne Harris Foresight Research Glen Ellyn, IL 60137 1000+ sessions since 1985 640 W. University Dr. Ph. 630-858-2309 Rochester, MI 48307 [email protected] Focus Research & Marketing Ph. 248-608-1870 www.fullmeasureresearch.com P.O.Box 356 [email protected] William Dawe Boys Town, NE 68010 www.foresightresearch.com N/A sessions since 2003 Ph. 402-491-0408 Steven Bruyn [email protected] 200 sessions since 1983 John Lee 1000+ sessions since 1990 4C Research & Consulting 55 Freshet Rd. Focus Research, Inc. Madbury, NH 03823 5001 E. Hwy. 190 Service Rd., Suite B-5 Ph. 603-740-0077 New Orleans, LA 70433 [email protected] Ph. 985-867-9494 or 985-867-9437 www.fourcresearch.com [email protected] Anne R. Hooper www.focusresearchinc.com 100+ sessions since 1995 Kirsty D. Nunez 1750+ sessions since 1990 120 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Furst Analytic Center, Inc. Gadbois Research 2006 3 Washington Square Village 1013 Floral Ave. S.E. New York, NY 10012 Grand Rapids, MI 49506-3432 Ph. 212-228-1388 or 212-674-1072 Ph. 616-243-2737 Fundamental Research Group, Inc. [email protected] [email protected] Focus Group Moderator 720 Second St. Pike, Suite 201 Sidney C. Furst www.gadboisresearch.com Southampton, PA 18966 14000+ sessions since 1962 Mary Gadbois Ph. 866-953-7655 1000 sessions since 1998 [email protected] Fyffe and Co. www.funresearch.com P.O. Box 6380 Galli Research Services Donna Siegfried Napa, CA 94581 3742 Bernard St. 2500+ sessions since 1977 Ph. 707-864-9550 or 415-378-7980 Chicago, IL 60618 [email protected] Ph. 773-4-SURVEY Fundamental Research Group is a certified Pamela Fyffe [email protected] Woman Owned Business (WBENC) offering 200 sessions since 1985 Joan Marks full-service marketing research without the 2000+ sessions since 1980 consultative pricing. Specialists in behavioral G2 Marketing and statistical analytics, we are best known 3270 Cold Spring Rd. Galloway Research Services for our 24/7 hours of operation, immediate Charlottesville, VA 22903 4751 Hamilton Wolfe Rd., Suite 100 responsiveness, flexibility, integrity and Ph. 434-293-5544 San Antonio,TX 78229 involvement of the principals of the company. [email protected] Ph. 210-734-4346 Areas of expertise include C-level executive www.g2marketing.net [email protected] interviewing, unique online interviewing tech- Gretchen Gehrett www.gallowayresearch.com niques with personally recruited respondents, 350+ sessions since 1995 J. Patrick Galloway qual-quants, resourceful sampling for B2B 125+ sessions since 1998 Directory and consumer segments, expedited customized Harris Gabel Associates, Inc. reporting techniques. Proprietary process - 520 Washington Blvd, #412 Garcia Fontana Research ™ S.T.A.T. . Marina del Rey, CA 90292 36 Ventura St. Ph. 310-477-7330 Half Moon Bay, CA 94019 Furmansky Associates Martha Baker Ph. 415-516-4528 3200 Madison Ave., Suite B36 300+ sessions since 1991 [email protected] Bridgeport, CT 06606 Rose Marie Garcia Fontana, Ph.D. Ph. 203-374-3720 700 sessions since 1992 [email protected] Howard Furmansky 300 sessions since 1993 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 121 Garner Insight GfK Turkey 1410 St. Paul St. IBS Marketing Research Services Denver, CO 80206 Siracevizler Cad. Esen Sok., Saruhan Plaza Ph. 303-321-7636 No:6 Kat:5 34381 [email protected] Sisli, Istanbul Turkey Global Research Initiatives Jennifer Garner P.O. Box 4445 300+ sessions since 1998 Ph. 90-212-368-0700 or 90-212-368-0790 [email protected] Topeka, KS 66604-0445 Directory www.gfkturkiye.com Ph. 785-554-4498 The Gediman Research Group, Inc. [email protected] 1 Valley View Dr. Burcak Gokbayrak 650+ sessions since 1999 Terry Kaufman Stamford, CT 06903 250 sessions since 1985 Ph. 203-321-1913 GfK-NOP [email protected] Customer Management Center of Excellence Global Research Initiatives, your connection Lewis M. Gediman One Belmont Ave. to the worldwide marketplace, offers consult- 3000+ sessions since 1975 Bala Cynwyd, PA 19004 ing/full-service research including quantitative Ph. 610-667-1649 (online and traditional methods), qualitative Gendel Marketing Research Co. [email protected] (in-person, phone, online groups, depth, 1-on- 14 Clinton Lane www.gfkamerica.com 1’s) on all continents: Europe; North, South, Jericho, NY 11753 Judith Langer and Central America; Mid-East; Africa; Ph. 516-938-2695 6000 sessions since 1971 China/Asia; Japan. Sectors include consumer [email protected] packaged goods, auto, bio-medical, high-tech, Dr. Howard Gendel D.L. Gigler Marketing Research financial, retail, for B2C, B2B and profession- 5000 sessions since 1970 955 Heberton St. al services. Research expertise: segmentation, Pittsburgh, PA 15206 new product development, customer satisfac- Ph. 412-361-3694 Genesis Marketing and Research, Inc. tion, brand/image positioning/equity, advertis- [email protected] 1239 73rd St., Suite E ing, pricing, packaging, retail and market Dianne L. Gigler Des Moines, IA 50311 tests. Skip the learning curve. GRI will apply Focus Group Moderator Focus 25 sessions since 1990 Ph. 515-457-7484 the right research solutions for your global [email protected] research challenges immediately. www.genesismarketingandresearch.com Gingold Research 253 Willoughby Way West Dale W. Engelken GMA Research Corp. 225 sessions since 1990 Minnetonka, MN 55305 2006 Ph. 952-544-6693 11808 Northrup Way, Suite 270 Bellevue, WA 98005 Genesis Research Associates [email protected] Elaine Gingold Ph. 425-827-1251 10190 Oak Grove Dr. 1000+ sessions since 1990 [email protected] Descanso, CA 91916 Don Morgan Ph. 619-659-1177 Allison Glackin Market Research 2000+ sessions since 1975 [email protected] 320 Pleasant Hill Dr. www.genesisresearch.net Cincinnati, OH 45215 Sharon Godfrey Jeni Sall Ph. 513-761-1875 3 Wildwood Road 2000+ sessions since 1978 [email protected] London NW11 6UL Allison Glackin United Kingdom Gentleman Associates 1800 sessions since 1989 Ph. 44-20-8209-1898 8141 Sycamore Rd. [email protected] Indianapolis, IN 46240 Sharon Godfrey Ph. 317-251-3453 2000+ sessions since 1966 [email protected] Karen Gentleman Mindy Goldberg Associates, Inc. 800 sessions since 1978 Global Research Initiatives 13 Hidden Acres Dr. 4370 La Jolla Village Dr. Voorhees, NJ 08043 Geo Strategy Partners San Diego, CA 92122 Ph. 856-772-9005 1010 Huntcliff, Suite 1350 Ph. 785-554-4498 [email protected] Atlanta, GA 30350 [email protected] Mindy Goldberg, Ph.D. Ph. 770-642-4959 Terry Kaufman 5000 sessions since 1980 [email protected] 250 sessions since 1985 www.geostrategypartners.com Michael Goldberg Research Consultant Mark Towery Global Research Initiatives, your connection 172 Mills Street 50 sessions since 1992 to the worldwide marketplace, offers consult- Morristown, NJ 07960 ing/full-service research including quantitative Ph. 973-656-9541 GfK Custom Research Inc. (online and traditional methods), qualitative [email protected] 8401 Golden Valley Rd. (in-person, phone, online groups, depth, 1-on- Michael Goldberg P.O.Box 27900 1’s) on all continents: Europe; North, South, 100 sessions since 1983 Minneapolis, MN 55427-0900 and Central America; Mid-East; Africa; Ph. 763-542-0800 China/Asia; Japan. Sectors include consumer The Golden Door [email protected] packaged goods, auto, bio-medical, high-tech, 200 W. 20th St., #1208 www.gfkcustomresearch.com financial, retail, for B2C, B2B and profession- New York, NY 10011 Jaonne Kaplan al services. Research expertise: segmentation, Ph. 212-647-9181 500+ sessions since 1990 new product development, customer satisfac- [email protected] tion, brand/image positioning/equity, advertis- www.goldendoor.net ing, pricing, packaging, retail and market Eleanore Wells tests. Skip the learning curve. GRI will apply 100+ sessions since 1990 the right research solutions for your global research challenges immediately. 122 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Goldfarb Consultants Mexico Gray Area Research Group EFO Limited 2006 Bosque de Duraznos 75-205 155 Lafayette Ave., Box 4-B 8324 Midnight Pass Bosques de las Lomas Brooklyn, NY 11238 Sarasota, FL 34242 Mexico City, DF 11700 Ph. 718-935-9385 Ph. 941-349-7774 Mexico [email protected] [email protected] Focus Group Moderator Ph. 52-555-596-4040 or 52-555-596-4050 Tom Grayman www.groupefo.com [email protected] 200 sessions since 1999 Edward F.Ogiba www.goldfarbmexico.com 800 sessions since 1990 Mario Martinez Azuara Harriet Grayson & Associates 1100 sessions since 1995 1304 Midland Ave., B34 Group Works Yonkers, NY 10704 861 San Ramon Way Warren Goldman Associates, Inc. Ph. 914-325-5404 Sacramento, CA 95864 804 Arcadia Place [email protected] Ph. 916-974-0555 River Vale, NJ 07675-6103 Harriet Grayson [email protected] Ph. 201-391-0988 100+ sessions since 1984 www.groupworksonline.com [email protected] Ellen V. Schaefer Warren Goldman Great Lakes Marketing Associates N/A sessions since 1988 1000+ sessions since 1972 3103 Executive Pkwy., Suite 106 Toledo, OH 43606 Groups Plus, Inc. Goldstein/Krall Marketing Resources, Inc. Ph. 419-534-4700 or 419-534-4710 23 Hubbard Rd. P.O.Box 3321, Ridgeway Station [email protected] Wilton, CT 06897 25 Third St. www.greatlakesmarketing.com Ph. 203-834-1126 Stamford, CT 06905 Lori M. Dixon, Ph.D. [email protected] Ph. 203-359-2820 600 sessions since 1990 www.groupsplus.com [email protected] Tom Greenbaum Directory www.goldkrall.com Lynn Greenberg Associates 3500 sessions since 1980 Fred Goldstein 32 Berrybush Lane 5500 sessions since 1975 Hastings on Hudson, NY 10706 GTR Consulting Ph. 914-478-1296 128 King St., 3rd Floor Good Karma Consulting, Inc. [email protected] San Francisco, CA 94107 116 Forest Knoll Dr. www.lynngreenberg.com Ph. 415-713-7852 Elkton, MD 21921 Lynn Greenberg [email protected] Ph. 410-392-4429 5000+ sessions since 1979 www.gtrconsulting.com [email protected] Gary Rudman www.goodkarmaconsulting.com Greenfield Consulting Group (Br.) 1000+ sessions since 1991 Carey Rellis A Millward Brown Company 750 sessions since 1998 274 Riverside Ave. Guangzhou Consumer Search Ltd. Westport, CT 06880-4807 22/F,Sunshine Plaza Gorelick & Associates, Inc. Ph. 203-221-0411 353 Lockhart Rd. 113 E. Evans St. [email protected] Wanshai, Hong Kong West Chester, PA 19380-2600 www.greenfieldgroup.com China Ph. 610-436-9778 Andrew Greenfield Ph. 852-2891-6687 [email protected] 1000+ sessions since 1983 [email protected] Dick Gorelick www.cshk.com 150 sessions since 1980 GRF Marketing, Ltd. Larry Wong 680 N. Lake Shore Dr. 200+ sessions since 1988 Graff Group Chicago, IL 60611-4402 10178 Phaeton Dr. Ph. 312-915-0095 Guide Post Research Eden Prairie, MN 55347 [email protected] 21 Yost Blvd., Suite 202 Ph. 952-829-4640 www.seniorsessions.com Pittsburgh, PA 15221-5283 [email protected] Gail Fudemberg Ph. 412-823-8444 www.graffgroup.com 1000 sessions since 1985 [email protected] Carol Graff Jay P. LaMond 200+ sessions since 1992 GRFI, Ltd. 1000+ sessions since 1972 400 E. Randolph Dr., Suite 700 Graham & Associates, Inc. Chicago, IL 60601 Guidepath Research 3000 Riverchase Galleria, Suite 310 Ph. 312-856-1444 2896 Highland Blvd. Birmingham, AL 35244 [email protected] Minneapolis, MN 55364 Ph. 205-443-5399 www.grfiltd.com Ph. 952-472-8116 [email protected] Howard L. Gordon [email protected] www.grahammktres.com 825+ sessions since 1980 www.guidepathresearch.com Jim Jager Jim Champley 1000 sessions since 1997 Grieco Research Group, Inc. 1294 sessions since 1978 7462 N. Figueroa St., #200 Grant & Associates, Inc. Los Angeles, CA 90041 The Guild Group, Inc. 4100 Todd Blvd. Ph. 323-254-1991 8015 Shoal Blvd., Suite 122 Mobile, AL 36619 [email protected] Austin,TX 78757 Ph. 251-443-5879 or 877-879-5879 www.griecoresearch.com Ph. 512-328-6492 or 888-225-2399 [email protected] Joe Grieco [email protected] Bernadette Grant, Ph.D. 7000+ sessions since 1970 www.gldgrp.com 400 sessions since 1983 William Guild 1000+ sessions since 1982 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 123 Gulf View Research, LLC Harris Interactive® HDR Group 4426 Veterans Blvd. 101 Merritt 7 Corporate Park 635 Mallard Rd. New Orleans, LA 70006 Norwalk, CT 06851 Wayne, PA 19087-2346 Ph. 800-357-8842 or 863-676-3676 Ph. 877-919-4765 Ph. 610-964-8555 [email protected] [email protected] [email protected] Timothy Villar www.harrisinteractive.com Herb Rassbach 581 sessions since 1996 Erin Morris 400 sessions since 1988 25+ sessions since 1999 Directory Gulf View Research, LLC Head Research, Inc. Eagle Ridge Mall Harris Interactive® 1610 Sainte-Catherine W., Suite410 433 Eagle Ridge Dr., Suite 211 Corporate Headquarters Montreal, PQ H3H 2S2 Lake Wales, FL 33859 135 Corporate Woods Canada Ph. 800-357-8842 or 863-676-3676 Rochester, NY 14623 Ph. 514-938-4323 [email protected] Ph. 877-919-4765 [email protected] Timothy Villar [email protected] www.head.ca 581 sessions since 1996 www.harrisinteractive.com Melinda Head Ben Werzinger 1000+ sessions since 1996 Dr.Audrey Guskey, Research Consultant 200+ sessions since 1999 Duquesne University Health Care Testing, Inc. School of Business Administration Harris Marketing & Opinion Research 15301 Ventura Blvd. Pittsburgh, PA 15282 32 Cushing St. Garden Office Bldg. Suite 500 Ph. 412-396-5842 Providence, RI 02906 Sherman Oaks, CA 91403 [email protected] Ph. 401-421-8008 Ph. 818-986-9640 www.bus.duq.edu/faculty/guskey [email protected] [email protected] Dr.Audrey Guskey Robert Harris www.factsnfiguresinc.com 30 sessions since 1982 1000+ sessions since 1980 Bonnie Ponaman 500+ sessions since 1998 Focus Group Moderator Focus Robert Hale & Associates M.L. Harrison & Co. 5405 Morehouse Dr., Suite 327 2928 Vista Court Healthcare Performance Consulting, Inc. San Diego, CA 92121 Villa Hills, KY 41017 2321 Stockton Dr. Ph. 858-404-0200 Ph. 859-341-0217 or 859-802-6289 Green Cove Springs, FL 32043 [email protected] Margaret Harrison-Wolfe Ph. 904-529-6571 2006 www.roberthaleassociates.com 900+ sessions since 1985 [email protected] Robert Hale www.changingperformance.com 50 sessions since 1995 Harwood-Qualitative, LLC Tom Mckeithen 869 Seafarer Way 300+ sessions since 1995 Hannah & Associates, Inc. Charleston, SC 29412 P.O.Box 615 Ph. 843-795-8423 Hebert Research, Inc. Blue Hill, ME 04614 [email protected] 13629 N.E. Bellevue-Redmond Rd. Bellevue, WA 98005 Ph. 860-779-8925 Kay Harwood Ph. 425-643-1337 Maggie Hannah 500+ sessions since 1996 [email protected] 6200 sessions since 1975 www.hebertresearch.com Hase/Schannen Research Associates, Inc. Jim Hebert Hardwick Research (HSR) 2240 sessions since 1978 8720 S.E. 45th St. 231 Clarksville Rd. Mercer Island, WA 98040 P.O. Box 2061 Herrera Communications Ph. 206-232-9400 Princeton, NJ 08543 28751 Rancho California Rd., Suite 201 [email protected] Ph. 609-799-3939 Temecula, CA 92590 www.hardwickresearch.com [email protected] Ph. 951-676-2088 or 877-676-2088 Nancy Hardwick www.hsra.com [email protected] 400+ sessions since 1990 Elliot Schwartz www.herrera-communications.com 400 sessions since 1988 Enrique Herrera Harker Research 250+ sessions since 1984 1616 E. Millbrook Rd., Suite 230 Hawkins & Associates Raleigh, NC 27609 1234 Hudson Ave. Proven achievement in educational and mar- Ph. 919-954-8300 St. Helena, CA 94574 keting research based on quantitative and [email protected] Ph. 707-968-9712 qualitative assessment methodologies. Major www.harkerresearch.com [email protected] focus on cross-cultural communication with Glenda Shrader Bos John C. Hawkins emphasis on - but not limited to - the 500+ sessions since 1992 80+ sessions since 1999 Hispanic population in the United States, Latin America and the Caribbean.The HARPER Haysmar, Inc. methodologies we apply include focus groups, 9880 Westpoint Dr., Suite 100 157 Apollo Cir. opinion surveys and in-depth interviews. Indianapolis, IN 46256-3360 Jupiter, FL 33477 Ph. 317-594-1500 Ph. 561-747-9915 Heskes & Partners Qualitative Research [email protected] [email protected] Wittgensteinlaan 109 www.morefromus.com Robert D. Hays, Ph.D. 1062 KC Amsterdam Allan Julian 145 sessions since 1990 Netherlands N/A sessions since 2001 Ph. 31-20-617-90-97 [email protected] www.heskesresearch.com Sjoerd Heskes N/A sessions since 1985 124 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Hilker Research & Consulting, Inc. Holleran Consulting 2006 395 Providence Oaks Circle 313 D Primrose Lane Alpharetta, GA 30004 Mountville, PA 17554 Ph. 678-339-0440 Ph. 800-941-2168 [email protected] [email protected] Wayne Howard & Associates Focus Group Moderator www.hilkerresearch.com www.holleranconsult.com 415 W. Foothill Blvd., Suite 115 Walt Hilker Lisa Lehman Claremont, CA 91711 3500 sessions since 1987 200+ sessions since 1998 Ph. 909-624-5713 or 800-803-7296 [email protected] Hispanic Focus Unlimited Leonard M. Homer, Ph.D. www.waynehoward.com 303 W. Park Ave. 1116 Bering Dr., Suite 8 Wayne Howard Pharr,TX 78577 Houston,TX 77057 300 sessions since 1984 Ph. 956-797-4211 Ph. 336-253-4668 [email protected] [email protected] More than 20 years of experience in qualita- www.hispanicfocusunltd.com Leonard M. Homer, Ph.D. tive research and specialization in the health Ruben Cuellar 2000+ sessions since 1980 care industry enables Wayne Howard and 1000+ sessions since 1998 Associates to provide the highest quality focus Horizon Research International group moderating and IDI research for hospi- Hispanic Perspectives Lakeview Suite 200 tals, health plans, pharmaceutical firms, med- 64 Digital Dr. 100 Mallard Creek Rd. ical device suppliers and ad agencies/public Novato, CA 94949 Louisville, KY 40207 relations firms serving the health care indus- Ph. 415-883-1188 Ph. 502-454-0008 try. Respondent categories include physicians, [email protected] [email protected] medical directors, pharmacists, nurses, other www.qar.com www.horizonresearchint.com health care professionals and various cate- Directory Warren Pino Jim Wilhelm gories of consumers and employer decision- 200 sessions since 1990 1000+ sessions since 1985 makers. Hispanic Research Inc. Housecalls, Inc. The Howell Research Group 1 Springfield Rd. 200 E. 84th St., Suite 12-F 1758 Blake St. East Brunswick, NJ 08816 New York, NY 10028-2906 Denver, CO 80202 Ph. 732-613-0060 Ph. 212-517-9039 Ph. 303-296-8000 [email protected] [email protected] [email protected] www.hispanic-research.com www.housecallsobserve.com David Howell Ricardo A. Lopez Patricia Kirmayer 1000 sessions since 1982 2000+ sessions since 1986 2000+ sessions since 1975 Otto J. Rodriguez Kathryn Barash The HSM Group, Ltd. 500 sessions since 1999 80+ sessions since 1996 8777 E. Via de Ventura, Suite 188 Bill Abrams Scottsdale, AZ 85258 Hispanic Research Inc. is a marketing con- N/A sessions since N/A Ph. 480-947-8078 sulting firm that specializes in the U.S. [email protected] Hispanic market. It provides consulting serv- Housecalls moderators are skilled, highly- www.hsmgroup.com ices to businesses that intend to market their experienced ethnographers who perform Sheryl Bronkesh products and/or services to the U.S. Latino videotaped, on-site observation and depth 2000+ sessions since 1984 community.The company specializes in provid- interviews to develop actionable marketing, Dawn Hunter ing actionable research information and mar- advertising and strategic insights. Findings, 100+ sessions since 2000 keting guidance. recommendations presented in documentary format. Clients include many Fortune 500 Known for thoughtful design, insightful analy- Hollander Cohen & McBride companies. Housecalls has been dedicated to sis, and outstanding reports. HSM is focused 22 West Rd., Suite 301 ethnography/observational research since on the health care industry; extensive experi- Baltimore, MD 21204 1983. President, Bill Abrams, is the author of ence with focus groups and IDIs of physi- Ph. 410-337-2121 The Observational Research Handbook. cians, MCO executives, audiologists, dentists, [email protected] hospital execs, brokers, employers, and con- www.hcmresearch.com sumers. We use innovative tools and proven Scott McBride qualitative and quantitative techniques to pro- 500+ sessions since 1985 duce actionable results. Betty Sherbs 300+ sessions since 1990 Multiple highly experienced moderators on staff with expertise in many diverse industries including telecommunications, financial serv- ices, health care, real estate development, Search, select and sit back malls and shopping centers and on many diverse topics including branding, product The moderator directory on development, log development, product poten- quirks.com allows you to conduct tial and advertising effectiveness using in-per- son focus groups, telephone/Internet focus advanced searches to locate just the goups and IDI’s. right moderator for your project. Once you’ve identified them, take a moment to send them a quote request and then watch the bids come rolling in. ! www.quirks.com May 2006 | Quirk’s Marketing Research Review | 125 Huberty Marketing Research Improdir Marketing Research & Consulting 1924 Jefferson Ave. 100 Congress Ave., Suite 2000 St. Paul, MN 55105 Austin,TX 78701 Ph. 651-698-9395 Ph. 512-261-0234 [email protected] [email protected] In-Depth Research Tim Huberty www.improdir.com 2090 Vistazo East 1000+ sessions since 1985 Cristian Mendez-Sabre Tiburon, CA 94920 500+ sessions since 1998 Directory Ph. 415-789-1042 Hudson Media Research [email protected] 8119 W. Eastman Place, Suite 6-205 IMR Research Group, Inc. www.in-depthresearch.com Denver, CO 80227 2108 South Blvd., Suite 201 Jacob Brown Ph. 303-763-4949 Charlotte, NC 28203 1000+ sessions since 1990 [email protected] Ph. 704-374-1333 www.hudsonmediaresearch.com [email protected] In-Depth Research specializes in technology Matt Hudson www.imrgroupinc.com market research. We understand technology, 400+ sessions since 1993 Riley Kirby whether it’s talking with IT managers about 200+ sessions since 1980 application servers, doctors about diagnostic Hunterdon Research & Consulting Sarah Monks equipment or consumers about buying online. 511 Standish Pl. 75+ sessions since 2002 We use market research and strategic plan- Stewartsville, NJ 08886 Erin Gallagher ning to help our clients understand their tar- Ph. 908-763-3339 100+ sessions since 1991 get, develop new products and answer the [email protected] marketing questions that lie at the core of the Deborah Pasquarelli IMR’s team of focus group moderators and technology purchase decision. Offering focus 500+ sessions since 1981 ideation facilitators use traditional and cut- groups, in-depth interviews, online surveys, ting-edge techniques to unearth innovative Web site usabilities and more. Full interna- The Hunter-Miller Group solutions to business challenges. Areas of tional capabilities. 1525 E. 53rd St., Suite 605 expertise include branding and advertising Focus Group Moderator Focus Chicago, IL 60615 and product concepting. We utilize methods Indiana Research Service, Inc. Ph. 773-363-7420 proven to encourage participation and achieve 5130 Potomac Dr. [email protected] breakthrough thinking. Whether you want tra- Fort Wayne, IN 46835 www.huntermillergroup.com ditional focus groups or innovative ideas, IMR Ph. 260-485-2442 Pepper Miller will design a compelling session for you. 2006 [email protected] 2000+ sessions since 1985 www.indianaresearch.com IMR-Innovative Media Research Chris Cage Hygeia Marketing Associates, Inc. 2 Hudson Place, 3rd Floor 72 sessions since 1998 147 Columbia Turnpike, Suite 304 Hoboken, NJ 07030 Florham Park, NJ 07932 Ph. 201-356-1900 Industrial Research Center Ph. 973-410-1076 [email protected] 628 Brooke Lane, Suite 201 [email protected] www.imresearch.com Glen Mills, PA 19342 www.hygeiamarketing.com Frances Slater Young Ph. 610-459-4707 Marianne Bange 250 sessions since 1998 [email protected] 500+ sessions since 1987 www.industrialresearchcenter.com In Focus Consulting Don Heilala ICM Inc. - Intercontinental Mrkting 2327 Blueridge Ave. 800 sessions since 1984 Investigations Menlo Park, CA 94025-6709 7069 Via Del Charro Ph. 650-854-8462 InFocus Strategic Research Rancho Santa Fe, CA 92067 [email protected] 880 Chestnut Lake Dr. Ph. 858-756-1765 Elena Chardon-Pietri, Ph.D. Marietta, GA 30068 [email protected] N/A sessions since N/A Ph. 770-565-6760 www.imiresearch.com [email protected] Dr. Martin Buncher Gary A. Dreyer 6,000 sessions since N/A 4000 sessions since 1985 IFOP-North America Informa Research Services, Inc. 2 Bloor St. W., Suite 401 INA Research 26565 Agoura Rd., Suite 300 Toronto, ON M4W 3E2 13 Wilderness Way Calabasas, CA 91302 Canada Chadds Ford, PA 19317 Ph. 800-848-0218 Ph. 416-964-9222 Ph. 610-459-5681 [email protected] [email protected] [email protected] www.informars.com www.ifop.com Ina Mier y Teran Sheppard Tony Roscelli Doreen Wolpert 1500+ sessions since 1992 135 sessions since 1995 4000 sessions since 1980 Qualitative analyst/moderator from Mexico. Information Matters, LLC iModerate Over 13 years experience and more than 17 Chalstrom Dr. 3773 Cherry Creek N. Dr., Suite 927 East 1500 groups conducted, covering a wide array New Orleans, LA 70123 Denver, CO 80209 of industries with the U.S. Hispanic and gen- Ph. 504-738-0070 Ph. 303-333-7880 eral market segments. Well-versed in a variety [email protected] [email protected] of projective techniques and research method- www.info-matters.com www.imoderate.com ologies: focus groups, in-depth interviews, Pamela A.Wegman Sonya Kapoor Turner ethnography, kids and teens, consumers, and 22 sessions since 1997 100+ sessions since 2002 business-to-business. 126 | Quirk’s Marketing Research Review | May 2006 www.quirks.com InforMedix Marketing Research, Inc. Insight Research & Training Insite Media Research 2006 477 E. Butterfield Rd. 87 Francis St., #6 31510 Anacapa View Dr. Lombard, IL 60148 Brookline, MA 02446 Malibu, CA 90265 Ph. 630-241-2200 Ph. 617-566-6725 Ph. 310-589-0223 [email protected] [email protected] [email protected] Focus Group Moderator www.InforMedixMR.com www.insightrt.com www.tvsurveys.com Steven J. Fuller Wendy Dodek Scott Tallal 500+ sessions since 1990 400 sessions since 1991 500+ sessions since 1980 InfoTek Research Group, Inc. InSighting Ideas Intelligent Horizons, Inc. 4915 S.W. Griffith Dr., Suite 210 966 San Simeon Dr. 1523 Horseshoe Trail Beaverton, OR 97005 Concord, CA 94518 Chester Springs, PA 19425 Ph. 503-644-0644 Ph. 925-288-9293 Ph. 610-827-4084 [email protected] [email protected] [email protected] www.infotekresearch.com www.insighting-ideas.com www.intelligenthorizons.com Steve Beospflug Wayne Cerullo Thomas Lutz 200+ sessions since 1993 200+ sessions since 1979 100+ sessions since 1988 Innovation Focus Insights & Innovations, LLC InterActive Solutions 111 E. Chestnut St. P.O. Box 232 2153 Wealthy St. S.E., #340 Lancaster, PA 17602 West Chester, OH 45071-0232 East Grand Rapids, MI 49506 Ph. 717-394-2500 Ph. 513-315-0339 Ph. 616-241-2056 [email protected] [email protected] [email protected] www.innovationfocus.com Claire Gardner www.observationalresearch.com Tina Pragoff 75 sessions since 1995 Rod Vanderlaan Directory 100+ sessions since 2001 100+ sessions since 1994 Insights Marketing Group, Inc. innovation Management 2512 Swanson Ave., Suite 1A Intercontinental Marketing Investigations 125 Timberhill Place Miami, FL 33133 P.O. Box 2147 Chapel Hill, NC 27514 Ph. 305-854-2121 Rancho Santa Fe, CA 92067 Ph. 919-933-4676 [email protected] Ph. 858-756-1765 [email protected] www.insights-marketing.com [email protected] www.innovationmanagement.com Belkist E. Padilla www.imiresearch.com Kevin Leibel 1500 sessions since 1990 Martin M. Buncher 1000+ sessions since 1992 Gloria Cantens-Purchon 5000+ sessions since 1964 700 sessions since 1997 Inquire Market Research, Inc. Inter-National Consulting Group, LLC 1801 E. Edinger Ave., Suite 205 InnotativeSM research from IMG combines 31 Berkeley Square Santa Ana, CA 92705-4734 innovation and qualitative research to further Berkeley Heights, NJ 07922-2473 Ph. 800-995-8020 your investment. In addition to traditional and Ph. 908-322-9726 [email protected] non-traditional qualitative research offerings, [email protected] www.inquireresearch.com IMG works with you to combine consumer Hal Daume, Ph.D. Don Minchow insights with creative marketing solutions. 5800 sessions since 1980 350 sessions since 1985 Our multicultural solutions include: InsightsMaxSM, a backroom process for InTouch Resource Group, Inc. Insight Casino Research, LLC clients, InsightsPropelSM, a 30-minute post- Six Blossom Rd. (formerly Fine Insight) group facilitated debrief, and InsightsLabSM,a Airmont, NY 10901 60 Wilder’s Pass full-day facilitated strategic planning session. Ph. 845-357-5205 Canton, CT 06019 [email protected] Ph. 860-693-0578 Insights Worldwide Research www.InTouchRG.com [email protected] 25341 Commercentre Dr., Suite 150 Eve Zukergood www.insightcasinoresearch.com Lake Forest, CA 92630 1800+ sessions since 1986 Jeff Fine Ph. 949-833-9337 or 877-544-4672 486 sessions since 1986 [email protected] Results oriented, high ROI qualitative market www.insightsworldwide.com research, strategic marketing company. Jeff Fine, president of Insight Casino Barbara Foster Optimize your power to help brand strategies, Research, has extensive experience moderat- 1250 sessions since 1993 new concepts - what works, what doesn’t. Use ing focus groups and conducting in-depth cutting-edge technologies including word of interviews with casino players, lottery players Insights, Inc. mouth and decision research, immediate tools and others associated with the gaming indus- 546 Adelaide St. N. for expedient research applications.Thirty- try. He has worked for some of the leading London, ON N6B 3J5 minute free consult to review your goals. casinos and lottery operations in the U.S. Canada Ph. 519-679-0110 Inward Strategic Consulting The Insight Group Inc. [email protected] 100 Wells Ave., Suite 203 2105 E. Vaughn St. Terry Green Newton, MA 02459 Tempe, AZ 85283-3343 1500+ sessions since 1982 Ph. 617-558-9770 Ph. 480-491-9900 [email protected] [email protected] www.inwardconsulting.com Christopher J. Herbert Allan Steinmetz 2000 sessions since 1985 1500+ sessions since 1978 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 127 industries including alcoholic beverages, JFK Market Research apparel, consumer durables, food, pharmaceu- 6705 Halstead Ave. ticals, and telecommunications just to name a Mound, MN 55364 few. Ph. 952-472-3036 Diane Iseman & Associates [email protected] 1118 Pendleton St., Suite 400 Isurus Market Research www.jfkmarketresearch.com Cincinnati, OH 45202 38 Cameron Ave., Suite 250 Jean Fasching Cambridge, MA 02140 200 sessions since 1990 Directory Ph. 513-421-2333 [email protected] Ph. 617-547-2400 www.dianeiseman.com [email protected] jgmrc Ltd. Diane Iseman www.isurusmrc.com 79 Coldharbour Road 5000+ sessions since 1991 John M. Cole Westbury Park, Bristol BS6 7LU 800 sessions since 1993 United Kingdom Diane Iseman & Associates has been provid- Ph. 44-117-914-4921 ing qualitative research insights and new J.L. Roth & Associates, Inc. (Br.) [email protected] product ideation for over 15 years, partnering Jay L. Roth & Associates, Inc. Janice Guy with major corporations, advertising agencies Tampa/St. Petersburg, FL 100+ sessions since 1988 and the premier consulting firms in the coun- Ph. 727-593-3898 try. Our unique Magic Wand Approach™ sets [email protected] JL Market Research consumers at ease, gets their creative juices www.jlrothassoc.com P.O. Box 80845 flowing and gets them talking! Our toolbox of Jay Roth Billings, MT 59108 proprietary techniques delivers insights that 400+ sessions since 1996 Ph. 406-670-5090 are guaranteed to be rich and deep like you’ve [email protected] never heard before. Focus groups, ethnograph- The Jackson Organization Jo Lamey ic studies, in-depth interviews, new product Westridge Corporate Center 300 sessions since 1992 ideation, concept writing…every project is 6996 Columbia Gateway Dr., Suite 202 customized to client needs and research Columbia, MD 21046 Johanek & Associates Focus Group Moderator Focus objectives. Diane Iseman & Ph. 410-884-0084 62 Morwood Lane Associates…actionable consumer insights, [email protected] St. Louis, MO 63141 innovative solutions and business-building new www.jacksonorganization.com Ph. 314-567-7968 ideas. Nicole Caruso [email protected] N/A sessions since 1997 Carol Johanek 2006 ISM Global Dynamics N/A sessions since N/A Frankfurter Strasse 21/23 Jacobs Jenner & Kent 61476 Kronberg/im Taunus Harborplace Tower B.W. Johnson Marketing Research, Inc. Germany 111 S. Calvert, 23rd fl. 471 S. 1840 W. Ph. 49-6173-92480 Baltimore, MD 21202 Cedar City, UT 84720 [email protected] Ph. 410-256-2206 or 410-256-5297 Ph. 435-586-8177 www.globdyn.com [email protected] [email protected] Mr.Wulf Schlund www.jjkresearch.com Bruce W. Johnson 240 sessions since 1970 Wayne Jacobs 1000 sessions since 1986 4000 sessions since 1980 Wayne Jacobs is the CEO and director of research for Jacobs, Jenner & Kent, an inter- national marketing research company. Jacobs has industry expertise in high technology, Dan Jones & Associates, Inc. Issues and Answers Network, Inc. trade shows, hospitality, advertising/public Global Marketing Research 515 S. 700 E., Suite 3H relations, association management, real Salt Lake City, UT 84102 5151 Bonney Rd., Suite 100 estate, health care and new product develop- Virginia Beach, VA 23462 Ph. 801-322-5722 ment. Jacobs moderates approximately 200 [email protected] Ph. 757-456-1100 or 800-23-ISSUE focus groups per year. [email protected] www.djasurvey.com www.issans.com Patricia Jones Jefferson & Associates, Inc. 2500 sessions since 1980 Peter McGwiness 2000 Sycamore Street, 4th Floor 400 sessions since 1990 Cleveland, OH 44113 25 years as a full-service research leader in Carla Lindemann Ph. 216-589-0991 200 sessions since 2000 Utah and the Intermountain West. [email protected] Specializing in telephone interviews, focus Peggy Moulton-Abbott www.jjefferson.com 150 sessions since 2000 groups, face-to-face interviewing, intercepts, John Jefferson product feasibility testing, mock juries, longi- Tom Rein 100 sessions since 1971 50 sessions since 2004 tudinal studies, accurate reporting, statistical analysis, and more. Close to the airport, Jerry Hardwich & Associates, Inc. downtown, hotels, and freeways. Professional Issues and Answers Network, Inc., a global 15827 Acorn Circle marketing research firm providing cutting- office building with free covered parking. On- Tavares, FL 32778-9448 site CATI data collection center. Full-service edge quantitative, qualitative, and hybrid Ph. 352-343-9200 methodologies - everything from survey and focus group facility including: separate client [email protected] and respondent entrances, skilled recruiting, sampling design, in-house data collection, www.jerryhardwich.com project management, to data analysis if need- and an experienced moderator. Facility rental Jerry Hardwich available. ed. Four professionally certified moderators 800 sessions since 1979 will manage all aspects of qualitative projects – a sampling of experience includes focus groups, one-on-one interviews, dyads, triads, and mini-groups – all conducted in multiple 128 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Doug Jones Research Kangs & Associates (Singapore) Pte. Ltd. 2006 2363 Wilderness Way, Suite 100 No. 6 Battery16 Collyer Quay, #06-02 Marietta, GA 30066-5753 Hitachi Tower Ph. 770-977-7531 Singapore 049318 [email protected] Singapore Focus Group Moderator www.djresearch.org Ph. 65-6533-0790 Doug Jones Just The Facts, Inc. [email protected] 1500 sessions since 1977 P.O. Box 365 Mt. Prospect, IL 60056 www.kangs.com The Jordan Group Ph. 847-506-0033 Hazel Park 275 Saint George St. [email protected] 800+ sessions since 1990 Durbury, MA 02332 www.justthefacts.com Ph. 781-934-7499 ext. 113 Bruce Tincknell Ivar Kangur [email protected] N/A sessions since 1984 283 Earlscourt Ave. Beth Jordon Toronto, ON M6E 4B9 500 sessions since 1985 Just The Facts, Inc. is a highly experienced Canada qualitative research firm. We uncover insights, Ph. 416-652-2323 JPK Research, Inc. perceptions, richness of information and [email protected] 1761 22nd St. N. strategic solutions clients need in guiding Ivar Kangur Arlington, VA 22209 N/A sessions since 1992 Ph. 703-516-4447 their businesses. JTF achieves results and [email protected] stays on track while identifying critical infor- www.jpkresearch.com mation through our skilled focus group mod- John P. Katosh eration techniques. Creative methods we use 1500 sessions since 1990 provide unique insights valuable in each assignment. Clients are notably complimenta- Directory Directory JRA, J. Reckner Associates, Inc. ry of our ability to get the results they need, Karchner Marketing Research, LLC 587 Bethlehem Pike, Suite 800 when they need them. JTF works in a wide 202 Paperbirch Drive Montgomeryville, PA 18936 variety of industries and categories: consumer, Collegeville, PA 19426 Ph. 215-822-6220 B2B, industrial/manufacturing, services, Ph. 610-489-0509 [email protected] industrial, services, manufacturing www.reckner.com [email protected] doctors/nurses-health care, education, and Kristen Robeson www.kmrinsights.com advertising are just a few examples. Call for 400 sessions since 2002 Mike Karchner Beth Anne Keir further details. 1100 sessions since 1998 500 sessions since 2004 Helen Karchner Melissa Andersch Kaagan Research Associates, Inc. 120 sessions since 2000 400 sessions since 2005 200 W. 57th St. New York, NY 10019 KMR delivers qualitative marketing research JRA, J. Reckner Associates brings you closer Ph. 212-246-3551 that is on target, on budget, and on time with to your consumers through focus groups, [email protected] an anticipative, contributory, thinking partner depth interviews, observational and online www.kaagan.com who understands the challenges facing mar- qualitative tools. We provide you with deep Lawrence Kaagan keters today. We guarantee your satisfaction insights and actionable recommendations. 400+ sessions since 1985 Target audience expertise includes children, by optimizing study design and execution to teens, adults, physicians and business profes- ensure the greatest possible contribution to Kahle Research Solutions Inc. sionals. Industry experience includes food and learning, and the highest and best use of your beverage, packaged goods, consumer durables, 15025 First Rd. marketing research dollar. KMR strives for a health care, nonprofit, banking and more. P.O. Box 129 seamless experience by maintaining flexibility Full-time field management department. Lakeside, MI 49116 and adapting to the pace of your world. (See advertisement on p. 51) Ph. 269-469-0110 [email protected] Karlamar Associates, LLC JRH Marketing Services, Inc. www.kahleresearch.com P.O. Box 458 29-27 41st Ave., Penthouse Bob Kahle, Ph.D. Mendon, NY 14506 New York, NY 11101 2000+ sessions since 1983 Ph. 585-582-1929 Ph. 718-786-9640 [email protected] [email protected] Established 1994. Seasoned moderator with a www.karlamar.com J. Robert Harris variety of tools (telephone, face-to-face, 3500+ sessions since 1975 Karla Kuzawinski BBFG, tele-depths) and techniques provides Lloyd J. Harris 100+ sessions since 1988 2500+ sessions since 1980 fundamentally sound, actionable information every time. Broad network allows for com- R.H. Katz Consulting Our firm has been providing high-quality qual- pleting multi-moderator, complex studies 94 Tara Dr. itative and quantitative research and consult- quickly. Receive meaningful reports with prac- East Hills, NY 11576-2724 ing services since 1975. We are reliable, expe- tical recommendations.Tough recruits, sensi- Ph. 516-626-3790 rienced, active in industry associations, and tive topics, difficult situations, demanding [email protected] nice people to work with. Our experience is clients welcomed. Rita Katz both of domestic and international. Whether N/A sessions since 1987 it’s focus groups, IDI’s, or any other qualita- Kangs & Associates (Asia Pacific)Ltd. tive service, you can rely on us. Check out the Unit 2301, 23rd Floor, Asia Pacific Centre rest but use the best! Kaufman Associates No. 8 Wyndham Street 6 Fennwood Dr. JRS Consulting, Inc. Hong Kong Atherton, CA 94027-3111 1316 Gregory Ave. Ph. 852-2174-0790 Ph. 650-323-3970 Wilmette, IL 60091-3234 [email protected] [email protected] Ph. 847-920-1701 www.kangs.com Julie Kaufman [email protected] Andrew Hung 1000+ sessions since 1984 www.jrsconsulting.net 80+ sessions since 2002 Jenny Schade 3000 sessions since 1990 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 129 KCI Partners Keystone Research, LLC Kirk Research Services, Inc. 2662 Oakmont 2300 Brookwood Dr. 3829 Atlantic Blvd. Weston, FL 33332 Fort Collins, CO 80525 Jacksonville, FL 32207 Ph. 954-659-8353 Ph. 970-416-0796 Ph. 904-858-3200 [email protected] [email protected] [email protected] www.kcipartners.com www.keystone-research.com www.kirkresearch.com Richard Klass Kathy Miner Paul A.Warner 20 sessions since 2001 54 sessions since 2001 2625 sessions since 1970 Directory Kids Brands Europe Kiyomura-Ishimoto Associates Hitcham Vale, Parliament Lane 1906 18th Ave. Burnham, Buckinghamshire SL1 8NT San Francisco, CA 94116-1246 United Kingdom Ph. 415-566-3603 Kendall Gay Consulting Ph. 44-1628-604-705 [email protected] 741 Shorecrest Drive [email protected] www.kiassociates.com Sarasota, FL 34232-2489 www.kids-brands.com Norman P. Ishimoto Ph. 800-861-7261 or 941-377-8620 Judy Bartkowiak 200 sessions since 1986 [email protected] 500+ sessions since 1982 www.kgc-qualitative.com Howard Bartkowiak KL Communications, Inc. Kendall Gay 100 sessions since 1997 46 English Plaza, Suite 6 1439 sessions since 1992 Red Bank, NJ 07701 Eric Swatek Qualitative and quantitative consumer Ph. 732-224-9991 468 sessions since 1999 insight/market research/marketing consultan- [email protected] Michele Swatek cy - babies/children/teens/parents and careers www.klcom.com 241 sessions since 2000 across Europe, markets - food and drink, toys Sean Holbert and games, retail,TV and film, licensed prod- 75 sessions since 1999 Kendall Gay Consulting is a U.S.-based glob- uct, publishing, sport, music, candy, advertis- Kevin Lonnie Focus Group Moderator Focus al qualitative marketing research firm special- ing, electronic etc. 300+ sessions since 1986 izing in health care. Our mission is to provide high-quality insights to help clients make The Kiemle Company KL Communications provides professional more informed marketing decisions for com- P.O. Box 25814 moderating for both online and in-person Greenville, SC 29616 focus groups. We are a full-service firm that 2006 petitive advantages. We conduct qualitative research with exceptional skill based upon Ph. 864-877-5119 can coordinate and moderate groups, as well years of experience. We blend creativity, prac- Fred W. Kiemle as provide complete written transcripts with a ticality and market knowledge for cutting 150+ sessions since 1980 full report and analysis. In addition, we can vision into the minds, habits and values of enhance the findings with a DVD or CD your customers. We are involved from the Broad marketing research experience helps us report, adding the voice of the customer to project’s start to provide your brand team an choose the best approach for all qualitative your presentation. effective, appropriate methodological design and quantitative assignments. Our clients tell and actionable results. us we are skilled at asking the right questions Kohlman Atlee and guiding them in “what to do with the 6380 Elm Street, Suite 201 The Kensington Group, Inc. information.” Ask us for a proposal. Clients McLean, VA 22101 911 E. 86th St., Suite 55 choose us 85% of the time after reviewing Ph. 703-917-4040 Indianapolis, IN 46240 our proposals. [email protected] Ph. 317-252-5744 www.kohlmanatlee.com Chris Everett Kristine Kohlman N/A sessions since 1975 100+ sessions since 1995 Kerr & Downs Research Kollman Research Services 2992 Habersham Dr. Kinzey & Day Qual. Market Research 1116 Ferdon Tallahassee, FL 32309 1913 Huguenot Rd., Suite 301 Ann Arbor, MI 48104 Ph. 800-564-3182 or 850-906-3111 Richmond, VA 23235 Ph. 734-994-0898 [email protected] Ph. 804-378-2060 [email protected] www.kerr-downs.com [email protected] Colleen Dowd Kollman Phillip Downs, Ph.D www.kinzeyandday.com 100 sessions since 1994 1000+ sessions since 1983 Reyn Kinzey 1500 sessions since 1990 KPC Research The most critical element of a focus group is Rebecca Day 600 S.Tryon St. the moderator. Downs knows how to: 1) dig 3000 sessions since 1980 Charlotte, NC 28202 for strategic value, 2) get below the surface, Ph. 704-358-5757 or 800-852-2794 3) focus on issues with strategic value, and 4) Kinzey & Day is a proven qualitative research [email protected] summarize it all in a brief, actionable topline firm.The two principals have over 40 years of www.kpcresearch.com report. He’s one of the best. combined experience in all aspects of qualita- Gregory Chase tive market research.They have conducted 100+ sessions since 2001 Kerr Marketing Consulting thousands of focus groups, triads, dyads, one- 1032 Arden Dr. on-one interviews and ethnographic studies Kramer Research, LLC Villa Hills, KY 41017 throughout the country.The principals person- 68 Southgate Rd. Ph. 859-341-3984 ally design, manage and conduct all phases of Mount Laurel, NJ 08054 [email protected] each project, from research design through Ph. 856-722-1942 Carol D. Kerr the final presentation of findings, conclusions, [email protected] 2100 sessions since 1990 and recommendations. www.dalekramer.com Dale A. Kramer 400+ sessions since 1980 130 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Kress & Associates Ladd Research Group Lawrence Rubin Associates, Inc. 2006 129 Randlett Park 6950 Turpin View Dr. 9800D Topanga Canyon Blvd. #337 West Newton, MA 02465 Cincinnati, OH 45244 Chatsworth, CA 91311 Ph. 617-558-1959 Ph. 513-233-9780 Ph. 818-592-6256 [email protected] [email protected] [email protected] Focus Group Moderator Charleen E. Kress www.laddresearchgroup.com Larry Rubin 300 sessions since 1991 Cherly Ladd 1000+ sessions since 1988 3000 sessions since 1998 Kress & Associates is a consulting firm for The Lazar Group qualitative research which specializes in new Lamberts Consulting 660 La Salle Place, Suite 203 products/ideas/strategies for consumers, pro- Trautenwolfstrasse 1 Highland Park, IL 60035-3505 fessionals and business-to-business. 80802 Munich Ph. 847-926-9000 Capabilities: focus groups, depth interviews, Germany [email protected] telephone interviews, specialized techniques, Ph. 49-89-3886-9337 www.lazargroup.com online groups/interviews, observational [email protected] Susan Lazar research, usability research, perceptual test- www.lamberts-consulting.com 1700 sessions since 1985 ing. Elizabeth Lamberts 400 sessions since 2001 Leduc Marketing, Strategy & Research Inc. Louise Kroot Associates 26 Avenue Dobie 4219 Matilija Ave. Lana Porter Group Mont-Royal, PQ H3P 1R8 Sherman Oaks, CA 91423 Main Floor, 1177 Hornby St. Canada Ph. 818-788-8383 Vancouver, BC V6Z 2E9 Ph. 514-342-1113 [email protected] Canada [email protected] Louise Kroot Ph. 604-689-7300 www.leduc-marketing.com 3000+ sessions since 1975 [email protected] Louise Leduc Directory www.lanaportergroup.com 2000+ sessions since 1980 Gene Kroupa & Associates, Inc. Dr. Lana E. Porter P.O.Box 5258 2000+ sessions since 1995 Leferman Associates, Inc. 502 N. Eau Claire Ave. 143 Hoyt St., #7N Madison, WI 53705 Lancaster Consulting Group Stamford, CT 06905 Ph. 608-231-2250 3521 Central Park Blvd., 2nd Floor Ph. 203-327-1128 [email protected] Louisville,TN 37777 [email protected] www.genekroupa.com Ph. 865-379-7650 or 800-758-8071 www.lefermanassociates.com Gene Kroupa [email protected] Norm Leferman 800 sessions since 1979 Christopher Wise 2000+ sessions since 1970 Ellyn Sistrunk 1000+ sessions since 1991 200 sessions since 1990 Hal Lefkowitz & Company Carol Landers, LLC 606 Solana Glen Court Clients frequently tell us that we “bring a lot 11602 Manor House Lane Solana Beach, CA 92075-1420 to the table.”They value our comfortable, Houston,TX 77082 Ph. 858-259-2800 intelligent moderating style that reveals true Ph. 281-759-4104 [email protected] feelings and behaviors. Many of our referrals [email protected] Hal Lefowitz come from other moderators who have used Carol Landers 125+ sessions since 1980 our recruiting and hosting services for their N/A sessions since 1989 groups. We do B2B and B2C projects. Legendre Lubawin Marketing, Inc. The Langhorne Group, Inc. 1172 St. Mathieu Kubba Consultants, Inc. 4241 Saratoga Rd. Montreal, PQ H3H 2H5 801 Glendale Rd. Richmond, VA 23235-1251 Canada Glenview, IL 60025 Ph. 804-677-9556 Ph. 514-937-2079 Ph. 847-729-0051 [email protected] [email protected] [email protected] Deirdre Langhorne Pierre Legendre www.kubbainc.com 3000 sessions since 1995 3600 sessions since 1974 Ed Kubba 100+ sessions since 1990 Lauer Research, Inc. Leger Marketing 1604 17th St., N.W.. 2nd Floor 507 Place D’Armes, Suite 700 Richard Kurtz & Associates Washington, DC 20009 Montreal, PQ H2Y 2W8 116 W. 23rd St., Suite 500 Ph. 202-387-3494 Canada New York, NY 10011 [email protected] Ph. 514-982-2464 Ph. 212-386-7615 or 917-301-8387 Jennifer Johnson [email protected] [email protected] 40 sessions since 1998 www.legermarketing.com www.ifm-network.com Daniel Meloche Richard Kurtz Lawrence Research Associates 250 sessions since 2002 1000+ sessions since 1985 P.O. Box 3681 South Pasadena, CA 91031-6681 L & J Research Ph. 626-441-2777 2101 Cumberland [email protected] Glendora, CA 91741 Larry Riesenbach Ph. 310-968-4806 300 sessions since 1996 [email protected] Lou Jacobs 225 sessions since 1982 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 131 Leichliter Associates, LLC Liebling Associates Corp. Joel W. Lipson, Ph.D. Market Research / Idea Development 225 E. 57th St. 3264 11th Ave. W. P.O.Box 788 FDR Station New York, NY 10022 Seattle, WA 98119 New York, NY 10150-0788 Ph. 212-688-1981 Ph. 206-283-8561 Ph. 212-753-2099 [email protected] [email protected] [email protected] www.lieblingassociates.com Joel Lipson, Ph.D. www.leichliter.com Barry A. Liebling 1000+ sessions since 1977 Betsy Leichliter 1000+ sessions since 1974 Directory 5000+ sessions since 1990 LitBrains - Igniting Ideas Lighthouse Research and Development 4721 Bryant Ave S. Judith Lerner, Ph.D., Consumer Insights 1277 W. 12600 South, Suite 301 Minneapolis, MN 55419 for Mktg. Salt Lake City, UT 84065 Ph. 612-824-1053 16 W. 16th St., Suite 14N-S Ph. 801-446-4000 [email protected] New York, NY 10011 [email protected] www.litbrains.com Ph. 212-989-8912 www.go-lighthouse.com Pam Goldfarb [email protected] Shannon Fletcher 100+ sessions since 2001 Judith Lerner, Ph.D. 400 sessions since 2002 2000+ sessions since 1981 LK Research, Inc. Lightshed Group 4920 Lincoln Ave. Levin and Associates 4037 24th St., Suite A Evansville, IN 47715 1802 Timbermead Rd. San Francisco, CA 94114 Ph. 812-485-2160 Richmond, VA 23238 Ph. 415-640-7795 [email protected] Ph. 804-754-3426 [email protected] www.lkresearch.net [email protected] www.lightshedgroup.com James Knuff Bob Levin Roberto Lartigue 100+ sessions since 1981 200+ sessions since 1996 400 sessions since 1996 Lohs Research Group Focus Group Moderator Focus Maya Levinson, Ph.D. LIMRA International 2170 W. Freeman Rd. 3219 Coolidge Ave. 300 Day Hill Rd. Palatine, IL 60067-4518 Los Angeles, CA 90066 Windsor, CT 06095 Ph. 847-359-0606 Ph. 310-398-6344 or 310-890-2356 Ph. 860-285-7861 [email protected] [email protected] [email protected] Jan Lohs 2006 Maya Levinson Pete Jacques, Ph.D. N/A sessions since 1987 150 sessions since 2000 N/A sessions since 1994 Highly resourceful, flexible, likeable, exacting, Independent moderator, specializing in kid Gerald Linda & Associates and ethical. Solid experience in providing research. I conduct focus groups and in-home 2100 Fir St., Suite 3000 guidance for profitable business decisions. and in-store observations and interviews. Glenview, IL 60025 Well grounded in traditional qualitative Clients include Mattel, MGA,Tomy, Ph. 847-729-3403 research methods, and current with new ComChoice, DIC, Konami, Upper Deck,Taco [email protected] approaches. Committed to 1) thoroughly Bell and others. I have worked in-house at a www.gla-mktg.com understanding the business situation that toy company and ad agency, and am familiar Gerry Linda prompts the research, 2) eliciting deeper lev- with their needs. 500+ sessions since 1978 els of understanding, and 3) generating criti- cal insights. Lewis Consulting Inc. LinguiSearch, Inc. P.O.Box 91211 315 New Street, Suite 301 Lollipop Research Raleigh, NC 27675 Philadelphia, PA 19106 P.O. Box 28 Ph. 919-518-0549 Ph. 215-923-5287 Schooley’s Mountain, NJ 07870 [email protected] [email protected] Ph. 908-850-9057 James Lewis David Schellenberg [email protected] 1500 sessions since 1979 1000+ sessions since 1984 Keith Murphy Susan Denton 500+ sessions since 1983 LG Research, LLC 1000 sessions since 1990 6 Rickland Dr. Amy Nelson The Looking Glass Group Randolph, NJ 07869 750 sessions since 1995 1111 N. Northshore Dr., Suite N-400 Ph. 973-361-4382 Knoxville,TN 37919 [email protected] Qualitative experts specializing in pharmaceu- Ph. 865-558-9400 Lila Goldstein tical, health care, financial, and consumer [email protected] 50 sessions since N/A industries. Skilled in semiotic and linguistic www.lookingglassgroup.net analysis of language. Superior moderating Dick Nye Lieberman Research Worldwide and listening techniques. Extensive experience 1000+ sessions since 1990 1900 Avenue of the Stars, 15th Floor in traditional and innovative project design Los Angeles, CA 90067 and qualitative research methodologies. Loran Marketing Group Ph. 310-553-0550 Actionable recommendations. Expertise 505 N. LaSalle, Suite 575 [email protected] includes decision-making, positioning, messag- Chicago, IL 60610 www.lrwonline.com ing, wargaming, sales-force research, as well Ph. 312-464-6996 Grant Robb as concept, journal ad testing, and sales aid [email protected] 100+ sessions since 1990 testing and refinement. www.loran.net Robyn Vanek 1000 sessions since 1997 132 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Loretta Marketing Group Maestra Executive Research Services Frank N. Magid Associates, Inc. 2006 13935 S.W. 102 Court 5828 Forestway Lane One Research Center Miami, FL 33176 Cincinnati, OH 45230 Marion, IA 52302 Ph. 305-232-5002 Ph. 877-624-6242 or 513-624-6242 Ph. 319-377-7345 [email protected] [email protected] [email protected] Focus Group Moderator www.lorettagroup.com www.maestraservices.com www.magid.com Jim Loretta Shari Lauter, M.Ed. Bo Brock 3000 sessions since 1985 280+ sessions since 2000 100 sessions since 2000 LT Inc. Masterful moderating among medical pro- Maitland Goodman Consultancy Ltd. 610 Garland Place fessionals. Extensive knowledge of medical 43-45 High St. St. Louis, MO 63122 terminology, technical jargon and anatomy. Weybridge KT13 8BB Ph. 314-994-0777 Excellent rapport with doctors, nurses, aca- United Kingdom [email protected] demicians and executives. Skillful probing Ph. 44-33-5-34-52-0394 www.ltconsultants.com and thorough exploration of topics. Full- [email protected] Sharon Tettenhorst service fielding at select U.S. and Jennie Maitland 1000 sessions since 1983 International facilities. Research design, 3500+ sessions since 1984 reporting. Twenty-year quantitative experi- Lund & Associates, Inc. ence prior to moderating. Full-service or Majestic MRSS Ltd. 2124 St. James Ave. moderate-only assignments accepted. Raghuvanshi Mills Compound, 11-13 Cincinnati, OH 45206 Senapati Bapat Marg Ph. 513-961-2124 MAFOS GmbH Lower Parel, [email protected] Institut fuer Systemische Marktforschung Bombay, Maharashtra 400 013 Sally Lund Waehringer Strasse 18/Berggasse 1 India 3500 sessions since 1986 1090 Vienna Ph. 91-22-56604151 or 91-9322-105830 Directory Austria [email protected] Edna Luther & Associates, Inc. Ph. 43-1-4790-2110 www.mslindia.com P.O.Box 285 [email protected] Mr. Raj Sharma Lexington, MA 02420-0003 www.mafos.at 500+ sessions since 2000 Ph. 781-861-2011 Werner Weissmann, MBA Dr. [email protected] 400 sessions since 1995 Edna Luther 50+ sessions since 1979 Frank Lynn & Associates, Inc. 150 S. Wacker Dr., Suite 1700 Chicago, IL 60606 Ph. 312-263-7888 [email protected] www.franklynn.com Roxanne Lenny 100+ sessions since 1990 Joy Lynn Inc. 1685 Misty River Run Roswell, GA 30076-4475 Ph. 770-998-9771 [email protected] www.joylynn.com Joy Lynn Fields 3000 sessions since 1989 M G Z Research 5715 Silent Brook Lane Rolling Meadows, IL 60008 Ph. 847-397-1513 [email protected] Martha Garma Zipper 2300+ sessions since 1983 Grace E. Maddox Associates Inc. 62 Douglas Ave. Toronto, ON M5M 1G5 Canada Ph. 416-482-8645 [email protected] Grace Maddox 2000+ sessions since 1992 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 133 Management Insight Technologies 150+ employees, we conduct full-service Market Insights 30 Turnpike Rd., Suite 9 qualitative and quantitative research, both 218 Old Sudbury Rd. Southborough, MA 01772 nationally and internationally. Our focus is on Sudbury, MA 01776-1843 Ph. 508-485-2100 or 877-875-0500 project integrity, meeting tight deadlines, and Ph. 978-443-5255 [email protected] creative approaches that deliver value. [email protected] www.mgtinsight.com Experience? We’ve completed over 10,000 www.mkt-insights.com Jack Mandelbaum custom projects. Learn more about MDC’s Candace Mandel 1000+ sessions since 1979 High Touch Solutions: www.mdcresearch.com. 1500+ sessions since 1991 Directory Marcy & Partners Market Decisions, LLC Market Perceptions, Inc. (Consumer Insights) 85 E St. Health Care Research, Inc. 695 11th St. South Portland, ME 04106 733 E. 8th Ave. Boulder, CO 80302 Ph. 207-767-6440 Denver, CO 80203 Ph. 303-443-1489 or 303-859-7133 [email protected] Ph. 303-323-1900 [email protected] www.marketdecisions.com [email protected] www.marcyandpartners.com Curtis Mildner www.marketperceptions.com Cindy Marcy 200+ sessions since 1998 Karl W.Weiss 3000+ sessions since 1990 Amy Flowers 500 sessions since 1990 100+ sessions since 1997 Margaret Ann’s Research Market Probe International, Inc. 4521 Reva Crt. RIVA Institute-trained. Active QRCA member. 114 E. 32nd St., Suite 1603 Marietta, GA 30066 I get more out of goups by using advanced New York, NY 10016-5506 Ph. 770-516-9960 methods including free associations, story Ph. 212-725-7676 [email protected] telling, perceptual mapping and projective [email protected] J. Scott Rogers techniques. If you are looking for break- www.marketprobeint.com 3 sessions since 2004 through insights into behaviors and motiva- Alan Appelbaum tions give me a call. Medical, health care, 100+ sessions since 1990 Focus Group Moderator Focus Mari Hispanic Research & Field Services pharmaceutical, B2B and consumer are spe- 2030 E. Fourth St., Suite 254 cialities. Market Quest Research Group Inc. Santa Ana, CA 92705 3 Job Street Ph. 714-667-8282 Market Dynamics Research Group, Inc. P.O. Box 13305 [email protected] 3112 Canal St. St. John’s, NF A1B 4B7 2006 www.marihispanic.com New Orleans, LA 70119 Canada Mari Lindeman Ph. 504-821-1910 ext. 202 Ph. 709-753-5172 or 709-753-1251 300 sessions since 1989 [email protected] [email protected] www.mdrginc.com www.marketquest.ca Market Analysis Brasil Sondray Brown Carolyn O’Keefe R.Felix Kleis 23, Santa Monica 1100 sessions since 1989 300 sessions since 2002 88035-330 Florianopolis/SC Brazil Market Force, Inc. Market Research Bureau, LLC Ph. 55-48-234-5853 109 N. Boylan Ave. 1831 Monroe St. N.W. [email protected] Raleigh, NC 27603 Washington, DC 20010 www.marketanalysis.com.br Ph. 919-828-7887 Ph. 202-789-2110 Kendra Seyer www.theforce.com [email protected] 200+ sessions since 1998 Laverne Clayton Maria Ivancin 150 sessions since 1980 1000+ sessions since 1984 Market Connections, Inc. 13135 Lee Jackson Memorial Hwy., Suite Market Inquiry LLC Market Research Unlimited, Inc. 380 5825 Creek Rd. 40 Atlantic Place Fairfax, VA 22033 Cincinnati, OH 45242 South Portland, ME 04106 Ph. 703-378-2025 Ph. 513-794-1088 Ph. 207-775-7249 [email protected] [email protected] [email protected] www.marketconnectinc.com www.marketinquiry.com Ron Bognore Lisa Dezzutti Amy Burbrink 1000+ sessions since 1985 500+ sessions since 1990 2100+ sessions since 1991 Market Decisions Corporation Market Insight 8959 S.W. Barbur Blvd., Suite 204 4370 S.Tamiami Trail, Suite 301 Portland, OR 97219 Sarasota, FL 34231 Ph. 503-245-4479 Ph. 941-924-5414 Market Resource Associates, Inc. [email protected] [email protected] 15 S. Fifth St., 8th Floor www.mdcresearch.com Kathy Jacobs-Houk Minneapolis, MN 55402 Mike Oilar 1000 sessions since 1980 Ph. 800-795-3056 or 612-334-3056 1000+ sessions since 1990 [email protected] Bob Beaulaurier Market Insight www.mraonline.com 200+ sessions since 1994 Eastside Professional Court John Cashmore Doug Verigin 4501 Old Spartanburg Rd. 900 sessions since 1994 200+ sessions since 1992 Taylors, SC 29687 Bert Lybrand Ph. 864-292-5187 or 800-493-8037 Recognized building materials, lawn and gar- 100+ sessions since 2002 [email protected] den expert with consumers and professionals. www.marketinsightinc.com All qualitative methods including ethnogra- Founded in 1978, Market Decisions’ clients Barbara Hendley phies, one-on-ones, focus groups. Assists include: Starbucks, HP,Microsoft, Cisco, 350 sessions since 1989 clients with new product development and Nautilus, HSBC, and Scottish Power.With 134 | Quirk’s Marketing Research Review | May 2006 www.quirks.com feasibility, brand and/or product positioning, Marketing Endeavors Marketing Solutions Corporation 2006 competitive assessment, packaging and more. 620 S.Third St., Suite 204 2 Ridgedale Ave., Suite 216 From project design and management, moder- Louisville, KY 40202 Cedar Knolls, NJ 07927 ating/observing/interviewing through conclu- Ph. 866-445-9117 Ph. 973-540-9133 or 800-326-3565 sions and recommendations, MRA is full-serv- [email protected] [email protected] Focus Group Moderator ice, including next-stage quantitative projects. www.marketingendeavors.biz www.marketingsolutionscorp.com Call 800-795-3056 for your next qualitative, Jessica Zubric Jean Kelly quantitative or secondary research project. 75+ sessions since 2000 2000+ sessions since 1985 Member QRCA, MRA. Market Trends Pacific, Inc. 1136 Union Mall, Suite 405 Honolulu, HI 96813 Ph. 808-532-0733 Marketing Leverage, Inc. The Marketing Workshop, Inc. [email protected] 180 Glastonbury Blvd. 3725 Da Vinci Court www.markettrendspacific.com Glastonbury, CT 06033 Norcross, GA 30092 Wanda Kakugawa Ph. 800-633-1422 Ph. 770-449-6767 or 770-449-6197 N/A sessions since 1992 [email protected] [email protected] www.marketingleverage.com www.mwshop.com Market Trends Research, Inc. Lynn C. Kelly Tom Eiden 3475 Tarpon Woods Blvd. 100+ sessions since 1988 2000+ sessions since 1985 Palm Harbor, FL 34685-2127 Jack Ward Jo-Ann Goodchild Ph. 727-784-0967 100+ sessions since 1996 1400+ sessions since 1990 [email protected] Jim Scanlon Janelle Polito Directory www.markettrendsresearch.com 100+ sessions since 1991 1150+ sessions since 1995 Peter Dominowski 500+ sessions since 1985 Problem solving, program development, and The Marketing Workshop has three full-time marketing and customer retention strategies moderators all of whom are experienced in Market Voice Consulting developed with Guided InformationSM. Both both business-to-consumer as well as business 445 N. Pennsylvania St., Suite 900 qualitative and quantitative research meth- -to-business qualitative research.They design Indianapolis, IN 46204 ods. Qualitative includes focus groups, in- and conduct studies on numerous products Ph. 317-635-9640 or 877-635-9640 depth interviews - in person, by telephone, and and services within many industries.They also [email protected] on the Web. Large-group facilitation for employ a variety of qualitative research www.market-voice.com strategic planning and problem solving. B2B methodologies — in-person, telephone and Amy Davidoff top executive interviews a specialty. Known online focus group and one-on-one in-depth 200 sessions since 1991 for thoughtful design, insightful analysis, and interviews; ideation sessions; ethnographic good communications throughout a project. studies; and usability labs — as well as a MARKET[SOURCE] Research & QRCA and CASRO member. wide range of qualitative techniques. Consulting 743 W. Battlefield Rd. Marketing Matrix International, Inc. MarketLink, Inc. Springfield, MO 65807 2612 S. Sepulveda Blvd. P.O. Box 2534 Ph. 417-877-7808 ext. 206 Los Angeles, CA 90064 Thomasville, GA 31799 [email protected] Ph. 310-312-1717 Ph. 229-228-1224 www.msresearchinc.com [email protected] [email protected] Jan Bemarkt www.markmatrix.com www.marketlinkresearch.com 100+ sessions since 1990 Marcia Selz, Ph.D. Michael Bixler 6100 sessions since 1975 1000+ sessions since 1989 MarkeTec P.O.Box 9058 Marcia Selz is an expert in financial services: Marketrends, Inc. Reno, NV 89507 banking, investments (mutual funds, 529, 103 Charles River Landing Rd. Ph. 775-333-1221 annuities, retirement, 401K, institutional and Williamsburg, VA 23185-5001 [email protected] more). Marketing Matrix has worked with Ph. 757-229-3065 or 800-296-4447 www.marketecinc.com over 60 financial firms, domestic and interna- [email protected] tional; sales literature, product service, adver- Katherine Cole www.marketrends.com tisiing, branding, positioning. Web sites and 100+ sessions since 1972 Nancy Fuller more. 50 sessions since 1989 Marketecture Marketing Mechanics PMB 359 Markets in Motion 5 Cobblers Lane 12460 Crabapple Rd., Suite 202 215 Eagles Circle Armonk, NY 10504 Alpharetta, GA 30004 Alpharetta, GA 30004 Ph. 914-273-5007 Ph. 770-740-0807 Ph. 678-908-1913 [email protected] [email protected] [email protected] Ron Tobias Greg Rathjen www.marketsinmotion.net 2300+ sessions since 1976 3500 sessions since 1982 Sally Markham 150+ sessions since 1989 Marketing & Research Counsel Marketing Solutions Corporation 175 W. Butternut Rd. 1960 N. Parkway, Suite 1206 Marketscape Research & Consulting Memphis,TN 38112 Hellertown, PA 18055 Ph. 800-326-3565 3752 James St. Ph. 901-725-1728 San Diego, CA 92106 [email protected] [email protected] www.marketingsolutionscorp.com Ph. 619-299-4028 Jackie Nerren [email protected] 1000 sessions since 1980 Diane Surovcik 1000+ sessions since 1990 Barb Nagle 2000+ sessions since 1987 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 135 MarketVibes, Inc. Matousek & Associates MBC Research Center 3000 West Boulevard 1270 Main St. 270 Madison Ave., 18th Floor Kokomo, IN 46902 Green Bay, WI 54302 New York, NY 10016 Ph. 765-459-9440 Ph. 920-436-4647 Ph. 212-679-4100 [email protected] [email protected] [email protected] www.market-vibes.com Terri Matousers www.mbcresearch.com Lisa Pflueger 1500 sessions since 1985 Mary Baroutakis 200+ sessions since 1994 1000+ sessions since 1990 Directory The Matrix Group, Inc. Nancy Wong MarketWise, Inc. 501 Darby Creek Rd., #25 N/A sessions since N/A 831 E. Morehead St., Suite 150 Lexington, KY 40509 Mila Plesser Charlotte, NC 28202 Ph. 859-263-8177 or 800-558-6941 N/A sessions since N/A Ph. 704-332-8433 or 800-849-5924 [email protected] Nora Choi Lee [email protected] www.tmgresearch.com N/A sessions since N/A www.marketwise-usa.com Martha L. DeReamer Beverly B. Kothe 550 sessions since 1987 Mary Baroutakis is MBC’s lead moderator 1500+ sessions since 1980 for the general and Hispanic markets. Clients Matrix Research, Inc. have described Mary as “the best in the busi- Mar-Quest Research, Inc. 5639 N. Kolmar Ave. ness.” In addition, MBC has over 20 other 1315 Evamar Dr. Chicago, IL 60646 moderators specializing in specific targets, Midland, MI 48640 Ph. 888-269-7316 ethnic markets and industries. MBC works Ph. 989-631-3900 [email protected] throughout the U.S. and abroad. In New [email protected] www.matrixresearchrecruiting.com York, we have our own brand new, state-of- Roger Jennings Robert Brown the-art facility with an interpreter’s booth for 2000 sessions since 1983 2500+ sessions since 1995 in-language projects. The Martec Group - Green Bay Mature Marketing MEADOWLANDS CONSUMER CENTER INC. Focus Group Moderator Focus 1445 North Rd., Suite 1 232 Cedarhurst Ave. The Plaza at the Meadows Green Bay, WI 54313 Cedarhurst, NY 11516 100 Plaza Dr., 1st Floor Ph. 920-494-1812 or 888-811-5755 Ph. 516-569-5903 Secaucus, NJ 07094 [email protected] Howard Willens Ph. 201-865-4900 or 800-998-4777 www.martecgreenbay.com 800 sessions since 1978 [email protected] 2006 Linda Segersin www.meadowcc.com 50 sessions since 1999 Mature Marketing and Research Andrea Schrager 1009 Garrison Ave. 2500+ sessions since 1984 Martin + Stowe, Inc. Teaneck, NJ 07666 Manny Schrager P.O.Box 25391 Ph. 201-836-7486 2500+ sessions since 1985 San Mateo, CA 94402-5391 [email protected] Ph. 650-342-8875 www.maturemarketing.com Unlocking the inner voice of the [email protected] Dr. Leslie M. Harris consumer…takes innovative techniques, skill, www.martin-stowe.com 180 sessions since 1978 experience and keen attention to detail…but Marshall Stowe produces truly actionable results. MCC is a 1000+ sessions since 1991 Dr. Harris founded Mature Marketing & dynamic qualitative research company that Research in January 2000. MMR is the only customizes each study to unlock that inner Maryland Marketing Source, Inc. market reearch consultancy that specializes in voice, using the right combination of focus 9936 Liberty Road understanding the 50-plus market and in how groups, IDI’s and ethnographic observations. Randallstown, MD 21133 to effectively communicate with this market. (See advertisement on opposite page) Ph. 410-922-6600 Dr. Harris is considered the leading source of [email protected] how Boomers and Matures are thinking, doing Media-Screen www.mdmarketingsource.com and buying. 322 Cortland Ave. Michelle Bridge San Francisco, CA 94110 50 sessions since 2004 Maui Strategic Marketing Ph. 415-647-1007 32 Hoku Pl [email protected] Michelle is an enthusiastic moderator, eager Paia (Maui), HI 96779 www.media-screen.com to expand and excited to travel to different Ph. 808-579-9212 Cate Riegner markets. She has experience conducting both [email protected] 100+ sessions since 1991 consumer and business-to-business focus Valerie Meguire groups. Having received specialized moderat- 10 sessions since 1999 MedProbe Inc. ing training from RIVA Training Institute, 13911 Ridgedale Dr., Suite 400 Michelle has also earned both her MA and Marcia Mazanec Consulting Minneapolis, MN 55305 BS in communication studies. 14385 N. Oldfield Rd. Ph. 952-540-0718 Stillwater, MN 55082 [email protected] Michelle Massie Marketing, Inc. Ph. 651-439-9439 www.medproberesearch.com 1830 des Eaux Paisibles [email protected] Asta Gersovitz, Pharm. D. L’Orignal, ON K0B 1K0 Marcia Mazanec N/A sessions since 1986 Canada 500+ sessions since 1990 Ph. 416-482-0120 [email protected] www.mmassie.com Michelle Massie 1658 sessions since 1983 136 | Quirk’s Marketing Research Review | May 2006 www.quirks.com MedQuest Facilities and Recruiting MG Business Research Services Mid-America Research 2006 850 W. Jackson Blvd., Suite 430 Corcega 366 Principal 1 Administrative Offices Chicago, IL 60607 08037 Barcelona 999 N. Elmhurst Rd., Suite 17 Ph. 312-666-8863 Spain Mt. Prospect, IL 60056 Ph. 34-93-459-24-69 [email protected] Ph. 847-392-0800 or 847-870-6262 Focus Group Moderator www.medquest-chicago.com [email protected] [email protected] www.mgsolutions.es Chris Lee www.midamr.com Anibal Marron Menendez Marshall Ottenfeld 325 sessions since 1999 600+ sessions since 1995 4000+ sessions since 1962 MEH Market Research Michelson Marketing Solutions 2340 N. 81st St. 5232 Forest Brook Parkway Scottsdale, AZ 85257-2312 Marietta, GA 30068 Ph. 480-946-0870 Ph. 770-642-2223 [email protected] [email protected] Marcia Hamilton www.michelson.com 200+ sessions since 1990 Mark L. Michelson 2000+ sessions since 1984 The Mellman Group 1023 31st N.W., 5th Floor Washington, DC 20007-3835 Ph. 202-625-0370 [email protected] www.mellmangroup.com Michael Bloomfield 100+ sessions since 1999 Directory Doug Usher 100+ sessions since 1999 The Mellman Group has provided sophisticat- ed opinion research and strategic advice to a wide variety of clients for over 20 years. Our moderators are experienced in all phases of focus group and qualitative research and analysis. They also bring extensive survey experience to fully integrate a quantitative dimension, as well. Meneses Research & Associates 1996 Frankfort St. San Diego, CA 92110 Ph. 619-276-5335 [email protected] www.menesesresearch.com Walter E. Meneses 500+ sessions since 1988 Message Science Inc. 336 Meadowlark Dr. Ballston Spa, NY 12020 Ph. 518-258-7848 [email protected] www.messagescience.com Dr. Evan Stark, Ph.D. 50+ sessions since 1997 Metro Research Ltd. 50 Westminister Br. Rd. London SE1 7QY United Kingdom Ph. 44-870-241-2401 or 44-870-241-2431 [email protected] www.metroresearch.com Jeremy Rix N/A sessions since 1995 Metroline Research Group, Inc. 7 Duke St. W., Suite 301 Kitchener, ON N2H 6N7 Canada Ph. 800-827-0676 or 519-584-7700 [email protected] www.metroline.ca Dave Kains 475 sessions since 1990 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 137 Mid-America Research (Br.) Minkus & Associates Moderators Etc. Randhurst Center 100 Chetwynd Dr., Suite 200 601 Cheetah Lane 999 N. Elmhurst Rd., Suite 210 Rosemont, PA 19010 Kissimmee, FL 34759 Mt. Prospect, IL 60056 Ph. 610-525-6769 Ph. 863-427-4434 Ph. 847-392-9770 or 847-392-0800 [email protected] [email protected] [email protected] www.brandcatalysts.com Anna Riveria www.midamr.com Karen King 2000 sessions since 1987 Dr. Donald Bernstein, Ph.D. 2000+ sessions since 1991 Directory 3700+ sessions since 1970 Moderators Etc. (Br.) Minnesota Opinion Research 1915 Drexel Rd. Midwest Marketing Research Three Paramount Plaza Greensboro, NC 27405 7831 Glenroy Rd., Suite 450 108 N. Main St., Suite 720 Ph. 336-691-8100 Minneapolis, MN 55439 South Bend, IN 46601-1617 [email protected] Ph. 952-835-3050 Ph. 574-287-2700 Gratia Grant Wright [email protected] [email protected] 3000 sessions since 1987 www.moriresearch.com Alan L. Kniola Ronald Mulder 150 sessions since 2000 100+ sessions since 1982 Moderators Etc. (Br.) 3717 E.Thousand Oaks Blvd., Suite 210 ® Milestone Minter & Reid Westlake Village, CA 91362 P.O.Box 630 550 S. Wadsworth Blvd., Suite 401 Ph. 805-413-1045 Dedham, MA 02027 Denver, CO 80226 [email protected] Ph. 781-467-1200 Ph. 303-904-0120 Greg Spaulding [email protected] [email protected] 875 sessions since 1995 www.milestoneideas.com www.minterandreid.com Robert Taraschi Michael Reid Molloy Marketing Services N/A sessions since N/A N/A sessions since N/A 8601 Castlebar Way Montgomery Village, MD 20886 Millennium Research, Inc. Mirador Research, LLC Ph. 301-926-4103 Focus Group Moderator Focus 7493 W. 147th St., Suite 201 10803 Wadsworth Rd., #110 [email protected] Apple Valley, MN 55124 Woodstock, MD 21163-1412 Peggy Molloy Ph. 952-431-6320 or 952-431-6764 Ph. 410-313-8848 50 sessions since 1996 [email protected] [email protected] www.millenniumresearchinc.com Jenna Wexler Momentum Market Intelligence 2006 Jan Johnson N/A sessions since 1994 220 N.W. 2nd Ave., #600 500 sessions since 1994 Portland, OR 97209 Miriam Alexander Marketing Research Ph. 503-445-4892 Respondents tell us more than they knew they 11129 Ophir Drive [email protected] had to say. Experts in new product concept Los Angeles, CA 90024 www.mointel.com development, communications testing, product Ph. 310-472-9364 John Jessen positioning and segmentation research. [email protected] 500+ sessions since 1982 Specialists in hard-to-reach audiences, with www.miriamalexander.com tele-group capabilities, executive in-depth Miriam Alexander Monalco, Inc. interviews, mini and full focus groups. Fast 1000+ sessions since 1983 3219 W. McKinley Blvd. turnaround, excellent insight, complete analy- Milwaukee, WI 53208 sis and reporting. Complete project capabili- Miskovic Research & Consulting Ph. 414-273-0180 or 877-666-2526 ties, international network. 522 Bonnie Brae [email protected] River Forest, IL 60305 www.monalcoinc.com MindSearch Ph. 708-771-8969 Alan Balkema 272 Whipple Rd. [email protected] 25 sessions since 2001 Tewksbury, MA 01876-3540 Darlene K. Miskovic Ph. 978-640-9607 5000+ sessions since 1978 Moore & Symons, Inc. [email protected] 114 Sloan St. www.mind-search.com MJD Qualitative Research Roswell, GA 30075 Julie Shaylor 19 Taunton Court Ph. 404-266-8396 100+ sessions since 1990 Princeton Jct., NJ 08550 [email protected] Ph. 609-799-3210 www.mooresymons.com [email protected] Mindset Creative Planning, Inc. Ginger Strong-Tidmon Mary Jo DiSciullo 39 Addington Ave. 100+ sessions since 1977 1500+ sessions since 1995 Toronto, ON M2N 2L1 Moore Research Services, Inc. Canada MLN Research Ltd. 2675 West 12th St. Ph. 416-590-0471 10632 Tredwood Dr. Erie, PA 16505 [email protected] Raleigh, NC 27614 www.mindsetcreative.com Ph. 919-870-8500 Ph. 814-835-4100 Dennis Bruce [email protected] [email protected] 1800+ sessions since 1985 David Nerz www.moore-research.com 2000 sessions since 1988 Colleen Mezler MindWave Research, Inc. 150 sessions since 1990 511 W. 7th St. Moder Research & Communications, Inc. Austin,TX 78701 3105 Freeman St. Alice Morgan Qualitative Services Ph. 512-469-7998 San Diego, CA 92106-1408 558 Glenmoore Dr. [email protected] Ph. 619-523-2006 Ann Arbor, MI 48103 www.mindwaveresearch.com [email protected] Ph. 734-996-2744 Jonathan Hilland www.moderresearch.com [email protected] 800+ sessions since 1998 Michael J. Moder Alice Morgan 1000+ sessions since 1987 150 sessions since 1996 138 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Analyzers™, timecoding, remote audio/video MotorBrains, Inc. 2006 recording on VHS, DVD, or CD. Member 920 W. Sheridan Rd. FocusVision™, ActiveGroup™, and Chicago, IL 60613 GroupNet™ providing videoconferencing, Ph. 773-883-0884 or 773-467-1804 videostreaming, VideoMarker™, and VIC CD. MORPACE International, Inc. [email protected] Focus Group Moderator Recruiting through our 150 CATI-equipped Field Services www.motorbrains.com interviewing stations. Respondent participa- 31700 Middlebelt Rd., Suite 200 Jim Fischer tion verified using SIGMA VALidATION. Farmington Hills, MI 48334 1500 sessions since 1990 Ph. 248-737-5300 or 800-878-7223 Daniel Jay Morrison & Associates, Inc. [email protected] MRCGroup Research Institute 11 Maple Ave. www.morpace.com dba MRCFocus Demarest, NJ 07627 Jim Leiman 101 Convention Center Dr., Plaza 125 Ph. 201-784-8486 500+ sessions since 1986 Las Vegas, NV 89109 [email protected] Michael Dawkins Ph. 702-734-7511 www.senior-consulting.com 3000+ sessions since 1987 [email protected] Dan Morrison Keith Woods www.mrcgroup.com 2000+ sessions since 1980 500+ sessions since 1987 Lisabeth Clawson Donna Taglione 75 sessions since 2002 Morrison & Morrison, Ltd. 800+ sessions since 1989 116 Tanglewood Trail (See advertisement on this page) Duncan Lawrence Louisville, KY 40223 600+ sessions since 1990 Ph. 502-426-9600 MRK, Inc. Tim Taylor [email protected] Mid City Mall 750+ sessions since 1990 Richena Morrison 1250 Bardstown Rd. Craig Porter 5000+ sessions since 1980 Louisville, KY 40204 500+ sessions since 1993 Ph. 502-458-4159 Directory MOTIVACTION INTERNATIONAL [email protected] Newly remodeled qualitative research facility Research and Strategy www.mrkresearch.com offers three focus group studios, large CLT Postbus 15262 Mary Lea Quick studio, one-on-one interviewing room, and 1001 MG Amsterdam 100+ sessions since 1995 full-service kitchen with 220V outlets. A sep- Netherlands arate suite is fully-secured for total confiden- Ph. 31-20-589-83-83 tiality. Viewing rooms combine tiered seating [email protected] and writing tables with living-room comfort; www.motivaction.nl floor-to-ceiling observation mirrors, wet bar, Pieter Paul Verheggen refrigerator, and private office. Other features 500+ sessions since 1990 include cable TV access,T-1 Internet connec- tion, LCD data projectors, Perception THE PREMIER FOCUS GROUP FACILITY IN LAS VEGAS Accurate, unbiased research gleaned from the fastest growing city in the U.S. Located in the heart of the Vegas strip in a modern 35,000 square foot research facility, each of our three focus rooms include a private suite, private client office, streaming and video conferencing. Plus MRCFocus has the a 48-Seat media testing center that is perfect for larger groups such as music tests, concept tests, product tests, TV tests and mock jury trials. Don Hein, A Division of MRCGroup, LLC Director of MRCFocus 800.820.0166 • mrcgroup.com www.quirks.com May 2006 | Quirk’s Marketing Research Review | 139 MRSI (Marketing Research Services, Inc.) Murphy Moderating, LLC market research for residential construction. 720 East Pete Rose Way, Suite 200 321 Stanaford Rd. Dedicated to promoting innovation in housing Cincinnati, OH 45202 Winston-Salem, NC 237104 technology for improved quality, durability, Ph. 513-579-1555 or 800-SAY-MRSI Ph. 336-765-8407 and affordability, we guide public and private [email protected] [email protected] clients through product development, usage www.mrsi.com Bernadette Murphy tracking, and competitive analysis. Miguel Martinez-Baco 12+ sessions since 2003 1500 sessions since 1994 National Jury Project Midwest Directory Murphy Moderating is a consulting company 126 N. 3rd. St., Suite 515 MRSI’s skilled Hispanic and general-market with RIVA-trained moderators. Our staff has Minneapolis, MN 55401 moderators conduct research across the U.S. extensive experience in facilitating groups in Ph. 612-338-2244 through arrangements with focus group facili- fields such as consumer products, health care, [email protected] ties nationwide. We utilize a variety of and trial preparation. We use both qualitative Susan Macpherson methodologies and specialized techniques to and quantitative research methods to meet 300+ sessions since 1976 gain insightful results. Experienced in cate- our clients’ needs to help them make better Diane Wiley gories such as apparel, automotive, B2B, bev- business decisions. 300+ sessions since 1976 erage, consumer packaged goods, electronics, financial services, food, insurance, and Murphy Research Services National Jury Project has conducted and telecommunications. 4018 Zenith Ave. S. analyzed focus groups on all types of litiga- (See advertisement on p. 26) Minneapolis, MN 55410 tion for the past 30 years. Experience in all Ph. 612-871-2597 50 states and we maintain national database Mueller Market Insight [email protected] with three regional offices. Visit our Web site: (Formerly Mueller Goldfarb Consultants) Tom Murphy UJP.com for vitae and complete description Grosse Elbestrasse 135 500+ sessions since 1984 of services. 22767 Hamburg Germany Brenda F.Murphy and Assoicates, Inc. National Market Measures, Inc. Ph. 49-40-306888-0 3658 Woodcliff Dr. 30405 Solon Rd. Focus Group Moderator Focus [email protected] Kalmazoo, MI 49008 Cleveland, OH 44139 www.marketinsight.de Ph. 269-598-2808 Ph. 440-542-2450 Frank Mueller [email protected] [email protected] 1000 sessions since 1985 Brenda Murphy www.nmminc.com 100+ sessions since 1986 Kurt Steigerwald 2006 Multi Reso 300+ sessions since 1998 630 Sherbrooke W. Bur., #220 Muse Consulting, Inc. Montreal, PQ H3A 1E4 3911 Merrill Ave. National Service Research Canada Riverside, CA 92506 6300 Ridglea Pl., #1011 Ph. 514-285-6446 Ph. 951-784-6873 or 800-266-6873 Fort Worth,TX 76116-5730 [email protected] [email protected] Ph. 817-731-3493 Francois Gohier www.musesurveys.com [email protected] 1500 sessions since 1988 Laurie Maguire www.nsr.cc 200+ sessions since 1983 Andrea Thomas Multicultural Solutions, Inc. 200+ sessions since 1987 22902 Adolph Ave. MWM Marketing Research and Consulting Torrance, CA 90505 711 Nichols Rd. Nelson Research, Inc. Ph. 310-378-2388 Arlington Heights, IL 60004 427 Bedford Rd., Suite 210 [email protected] Ph. 847-259-6096 or 847-489-2754 Pleasantville, NY 10570 www.multicultural-solutions.com [email protected] Ph. 914-741-0301 Huafu Jiang www.mwmresearch.com [email protected] 450 sessions since 1993 Maxine Marder www.nelsonreseach.com 1000+ sessions since 1977 Ronald G. Nelson Huafu Jiang is one of the most experienced 100+ sessions since 1970 Asian moderators in the United States. He N2 Qualitative Marketing Research started to moderate in 1993. He received for- 119 MacIntyre Lane New Directions Consulting, Inc. mal fundamental and advanced moderator Allendale, NJ 07401 27 Twin Pond Lane training at RIVA Moderator Training School Ph. 201-934-0074 White Plains, NY 10607 and took the marketing research course at [email protected] Ph. 914-347-6672 UCLA. He is a member of QRCA. www.n2qualitative.com [email protected] Nancy Norton www.new-directions-inc.com J.P. Murphy & Company 10000 sessions since 1980 Jane Goldwasser P.O.Box 80484 N/A sessions since 1969 Valley Forge, PA 80484 NAHB Research Center Ph. 610-408-8800 400 Prince George’s Blvd. New England Trial Consulting [email protected] Upper Marlboro, MD 20774 86 Locust Street www.jpmurphy.com Ph. 800-638-8556 or 301-430-6297 Dover, NH 03820 James P. Murphy, Ph.D. [email protected] Ph. 603-781-5839 1000+ sessions since 1980 www.nahbrc.org [email protected] Kathy Flament www.juryhelp.com 1000 sessions since 1989 Diane Y.Levesque Heather Rancourt 100+ sessions since 1986 50 sessions since 2003 The NAHB Research Center, an independent subsidiary of the National Association of Home Builders, is the international leader of 140 | Quirk’s Marketing Research Review | May 2006 www.quirks.com The New Marketing Network, Inc. Nichols Research - GroupNet Northern CA Noetix Group 2006 405 N. Wabash Ave., 48th Floor 39141 Civic Center Drive 1625 Glen Valley Chicago, IL 60611 Fremont, CA 94538 Irving,TX 75061-2311 Ph. 312-670-0096 Ph. 510-794-2990 Ph. 972-554-8898 or 817-395-3245 [email protected] [email protected] [email protected] Focus Group Moderator www.newmarketingnetwork.com www.nicholsresearch.com www.noetixgroup.com Priscilla Wallace Mimi Nichols Francesca Funk 1000+ sessions since 1992 200+ sessions since 1998 1000+ sessions since 1994 New South Research Nichols Research - GroupNet Northern Norris Consulting 3000 Riverchase Galleria, Suite 630 California 17111 161st Ave. N.E. Birmingham, AL 35244 44 Montgomery St., Suite 1550 Woodinville, WA 98072 Ph. 205-443-5350 or 800-289-7335 San Francisco, CA 94104 Ph. 425-486-1924 [email protected] Ph. 415-986-0500 [email protected] www.newsouthresearch.com [email protected] Peter Norris Jim Jager www.nicholsresearch.com 1000+ sessions since 1985 1000+ sessions since 1997 Mimi Nichols 200+ sessions since 1998 North Coast Behavioral Research Group Mr. Jager has a depth of experience in a wide (Wyse Research) range of industries. His strength is the ability Nichols Research, Inc. 25 Prospect Ave. W., Suite 1700 to build a rapport with almost any audience GroupNet Northern California Cleveland, OH 44115 and then delve into the topic to provide 2300 Clayton Rd., Suite 1370 Ph. 216-696-2424 insight, depth and build to a level of under- Concord, CA 94520 [email protected] standing that aids in strategic decision mak- Ph. 925-687-9755 www.ncbrg.com ing. [email protected] Cindy Wargo Directory www.nicholsresearch.com 100+ sessions since 2000 The Newman Group, Ltd. Mimi Nichols 916 Jackling Dr. 200+ sessions since 1998 The NorthMark Group Burlingame, CA 94010 214 S. Main St. Ph. 650-579-5590 Nick Marketing Research Concord, NH 03301 [email protected] 3326 Glenhurst Ave. S., Ph. 603-226-2260 or 800-639-7803 Jan Newman Minneapolis, MN 55416 [email protected] 3000 sessions since 1977 Ph. 952-920-8812 www.northmarkgroup.com [email protected] Stephen Thurston Newman Marketing Research Mary Nick 100+ sessions since 1986 11 Stoney Brook Blvd. N/A sessions since 1990 Newtown Square, PA 19073 Northstar Research Partners Ph. 610-325-4337 Nitta Research Group One Penn Plaza, Suite 1932 [email protected] 4900 N. Portland Ave., Suite 150 New York, NY 10119 www.newmanmarketingresearch.com Oklahoma City, OK 73112 Ph. 212-986-4077 x225 Felicia Newman Ph. 405-525-3517 [email protected] 1000+ sessions since 1992 [email protected] www.nsresearch.com Clyde Nitta Jim Neuwirth Next Level Research 1000 sessions since 1990 350+ sessions since 1994 P.O.Box 888625 Atlanta, GA 30356 Noble Insight, Inc. Northwest Research Associates Ph. 770-609-5500 5555 Glenridge Connector, Suite 200 1208 W. 4th Street [email protected] Atlanta, GA 30342 New Richmond, WI 54017 www.nextlevelresearch.com Ph. 770-309-2395 or 770-239-1655 Ph. 715-246-4668 Joel Reish [email protected] [email protected] 2000+ sessions since 1984 www.nobleinsight.com William Hannaford La Detra White 50 sessions since 1980 Nichols Research - GroupNet Central CA 200+ sessions since 2000 600 W. Shaw Ave., Suite 350 Northwest Research Group, Inc. Fresno, CA 93704 Extensive moderator/research experience 400 108th Ave. N.E., Suite 200 Ph. 559-226-3100 among targeted markets, especially African- Bellevue, WA 98004 [email protected] Americans. Clients include Fortune 100, non- Ph. 425-635-7481 www.nicholsresearch.com profits and special interest. Moderator has [email protected] Mimi Nichols Harvard MBA and has worked as a leading www.nwrg.com 200+ sessions since 1998 marketing strategist for companies including Jeff Etherton P&G, Nabisco and Holiday Inn. Leading 250 sessions since 1994 Nichols Research - GroupNet Northern CA clients are consumer products, financial serv- 333 W. El Camino Real, Suite 180 ices and government. www.nobleinsight.com. Novak Marketing, Inc. Sunnyvale, CA 94087 29 Brandon Dr. Ph. 408-773-8200 Noedel Marketing Research Mt. Kisco, NY 10549 [email protected] 8452 Hansen Rd. N.E. Ph. 914-241-1900 www.nicholsresearch.com Bainbridge Island, WA 98110 [email protected] Mimi Nichols Ph. 206-842-0965 www.novakmarketing.com 200+ sessions since 1998 [email protected] Greg Novak Larry Noedel 150+ sessions since 1979 500+ sessions since 1965 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 141 NRG Research Group OneBrand Opinion Studies 1380 - 1100 Melville St. 311 N. Robertson Blvd. 485 1530 Monterey St., Suite C Vancouver, BC V6E 4A6 Beverly Hills, CA 90211 San Luis Obispo, CA 93401 Canada Ph. 310-382-6589 Ph. 805-549-0367 Ph. 604-681-0381 [email protected] [email protected] [email protected] Patricia Pena www.opinionstudies.com www.nrgresearchgroup.com 580+ sessions since 1995 Robyn Letters Adam Di Paula 750 sessions since 1970 Directory 50 sessions since 2004 The Opinion Suites NRG Research Group 7202 Glen Forest Dr., Suite 204 1800 250 6th Ave. S.W. Richmond, VA 23226 Calgary, AB T2P 3H7 O’Neil Associates, Inc. Ph. 804-484-4800 Canada 412 E. Southern Ave. [email protected] Ph. 403-539-6206 Tempe, AZ 85282 www.opinionsuites.com [email protected] Ph. 888-967-4441 or 480-967-4441 Dave Disher www.nrgresearchgroup.com [email protected] 350 sessions since 1999 Derek Blair www.oneilresearch.com 100+ sessions since 2000 Michael J. O’Neil, Ph.D. OPINIONation 1000+ sessions since 1980 4301 Ridge Rd. NRG Research Group Cleveland, OH 44144 1910 - 360 Main Street There are hundreds of experienced facilitators Ph. 216-351-4644 Winnipeg, MB R3C 3Z3 in the directory. Most took a weekend course [email protected] Canada in “How to do Focus Groups”. Dr. O’Neil www.opinionation.com Ph. 204-989-8999 spent years studying the underlying social sci- Ron Kornokovich [email protected] ence principles in graduate and postdoctoral 600 sessions since 1975 www.nrgresearchgroup.com work in cultural anthropology, qualitative Focus Group Moderator Focus Brian A. Owen sociology/participant observation, and Oppenheim Research 500+ sessions since 1985 research methods. And he did so at the 1640 Metropolitan Circle world’s leading graduate institutions for Tallahassee, FL 32308 NuStats Partners, L.P. social science research. All of the “tech- Ph. 850-201-0480 3006 Bee Caves Rd., Suite A300 [email protected] 2006 niques” of focus group research are based on Austin,TX 78746 these. For simple low-stake projects, you www.oppenheimresearch.com Ph. 512-306-9065 might hire someone who took one of those Anneliese Oppenheim [email protected] weekend courses. If your project is vital, you 75+ sessions since 1990 www.nustats.com could hire someone likely to know more than Carlos Arce, Ph.D. the instructor who taught that course. Opus Moderandi 1000+ sessions since 1975 Viktor Maier-Str. 8 O’Neill Marketing Insights 63768 Hosbach Observant, LLC 8 Bridge Lane Germany 800 South St., Suite 170 Edina, MN 55424 Ph. 49-0-6021-581-2741 Waltham, MA 02453 Ph. 952-239-6817 [email protected] Ph. 781-642-0644 [email protected] www.opus-moderandi.com [email protected] Patty O’Neil Dr. Christian Rossnagel www.observant.biz 100 sessions since 1987 520 sessions since 2000 Mike Feehan, Ph.D. ® 100+ sessions since 1987 Opinion Research of California Orman Guidance Research , Inc. 444 W. Ocean Blvd., Suite 800 5001 W. American Blvd, Suite 715 O’Connor Research Long Beach, CA 90802 Bloomington, MN 55437-1106 2A Kingsbury Dr. Ph. 562-432-0474 Ph. 800-605-7313 or 952-831-4911 Medfield, MA 02052 [email protected] [email protected] Ph. 508-359-7785 www.openpoll.com www.ormanguidance.com [email protected] Bill Treadwell Rosemary Sundin Barbara Duperreault O’Connor 30+ sessions since 1985 400 sessions since 1990 1350 sessions since 1996 Opinion Research Taiwan Orsino Marketing Research Stanford H. Odesky and Associates Minsheng East Road, Section 2, #149, 11F 2902 Calle Grande Vista 6833 Ridgewood Trail Taipei San Clemente, CA 92672 Toledo, OH 43617 Taiwan Ph. 949-201-5320 Ph. 419-841-5923 Ph. 886-2-2509-6438 [email protected] [email protected] [email protected] www.orsino.net Stan Odesky www.opinionresearchtaiwan.com Don Orsino 50+ sessions since 1990 Daphne Hsieh 6000 sessions since 1970 150 sessions since 2003 M.Q. Olsen Marketing Research Otivo, Inc. 180 Grandview Ave. 451 Hayes St., Floor 3 Glen Ellyn, IL 60137-5812 San Francisco, CA 94102 Ph. 630-469-4420 Ph. 415-626-2604 or 415-626-9939 [email protected] [email protected] Maureen Quinn Olsen www.otivo.com 3000 sessions since 1979 Leanne Waldal 1500 sessions since 1996 142 | Quirk’s Marketing Research Review | May 2006 www.quirks.com OTX (Online Testing Exchange) Parker Marketing Research, LLC Perception Research Services, Inc. 2006 10567 Jefferson Blvd. 5405 DuPont Circle One Executive Drive Culver City, CA 90232 Milford, OH 45150 Fort Lee, NJ 07024 Ph. 310-736-3400 Ph. 513-248-8100 Ph. 201-346-1600 [email protected] [email protected] [email protected] Focus Group Moderator www.otxresearch.com www.parkerresearch.com www.prsresearch.com Kevin Goetz Todd Napier Joseph Schurtz 2500+ sessions since 1988 1000+ sessions since 1995 1000+ sessions since 1990 Outside In Strategies, Inc. Passenger & Shipping Institute Perceptions… and Realities®, Inc. 1641 3rd Ave., Suite 15A 7734 S.W. 146th Court 70 W. Red Oak Lane New York, NY 10128 Miami, FL 33183 White Plains, NY 10604 Ph. 212-828-8899 Ph. 305-385-1542 Ph. 914-697-4949 [email protected] [email protected] [email protected] www.outsideinstrategies.com J.J. Lewis Mike Bass Katie Sweeney 300 sessions since 1976 200 sessions since 1993 1000+ sessions since 2000 Patricia M. Kirmayer Qualitative Market Perceptive Market Research, Inc. Outsmart Marketing Research 2306 S.W. 13th St., Suite 807 2840 Xenwood Ave. 116 Fairfield Beach Rd. Gainesville, FL 32608 Minneapolis, MN 55416 Fairfield, CT 06824 Ph. 800-749-6760 ext. 4012 or 352-336- Ph. 952-924-0053 Ph. 203-259-6403 or 203-209-8806 6760 Paul Tuchman [email protected] [email protected] 2000+ sessions since 1990 Patricia M. Kirmayer www.pmrresearch.com 2500+ sessions since 1975 Elaine M. Lyons Directory P & L Research, Inc. 100+ sessions since 1980 8622 E. Grand Ave. Payne & Partners, Inc. Denver, CO 80237-2921 1120 N. Lake Shore Dr. Percy & Company Research Ph. 303-770-1589 Chicago, IL 60611 7384 Highland Rd., Suite A [email protected] Ph. 312-443-9666 Baton Rouge, LA 70808 www.plresearch.net [email protected] Ph. 225-346-0115 Philip Jolas Melanie Payne [email protected] N/A sessions since 1984 3000+ sessions since 1975 www.percyandcompany.com Adrian E. Percy MBA with 25 years of client and supplier side Pennhaven Research, Inc. 275 sessions since 1982 experience doing B2B research (both focus 77 East Andrews Dr. N.W., Suite 315 groups and executive interviews) with auto- Atlanta, GA 30385 PereaSearch motive, financial, construction, small business, Ph. 512-517-2446 450 Edge Hill Dr. distributors, etc. Gain subtle findings using my [email protected] Canyon Lake,TX 78133 in-depth business knowledge and appropriate www.pennhavenresearch.com Ph. 830-899-4108 projective techniques for new products, com- Eddy Hodgson [email protected] petition, usability testing, voice of the cus- 500+ sessions since 1998 Patricia Perea tomer, etc. 1000+ sessions since 1992 PeopleTalk Palma Companies 20 Parson’s Hill Road Personal Opinion, Inc. 2310 Ponderosa Dr., Suite 2 Wenham, MA 01984 999 Breckenridge Lane Camarillo, CA 93010 Ph. 978-927-2610 Louisville, KY 40207 Ph. 805-484-9090 [email protected] Ph. 502-899-2400 [email protected] www.peopletalkresearch.com [email protected] www.palmaco.com Allison Cohen www.personalopinion.org Terri Palma 2000+ sessions since 1992 Rebecca Davis 1000+ sessions since 1978 100 sessions since 1994 Panel Opinions 24 Ray Ave. Burlington, MA 01803-4760 Ph. 781-229-6226 [email protected] www.panelopinions.com Eileen Doyle 100+ sessions since 1992 Need a moderating quote? Parker Jones Marketing Research 30 Almaden Court San Francisco, CA 94118 Only quirks.com helps users send a Ph. 415-751-0613 quote request to multiple moderators [email protected] www.parkerjonesresearch.com at the same time. Best of all, you get Judi Jones to choose the moderators that see 2100 sessions since 1991 your request, so you can select only those that meet your needs. ! www.quirks.com May 2006 | Quirk’s Marketing Research Review | 143 Perspectives Marketing Research Plunkett Communications, Inc. pology, cultural analysis and ethnography, Zig Zag Studios, East Melbury 525 Brunswick Ave., Suite 101 technology markets, business-to-business/exec- Shaftesbury, Dorset SP7 0DW Toronto, ON M5R 2Z6 utive interviewing, worldwide research, corpo- United Kingdom Canada rate culture, semiotic analysis. Our methods Ph. 44-1747-858455 Ph. 416-971-7455 include: small to full-sized groups, ethnogra- [email protected] [email protected] phies, in-person and phone interviews. Direct Linda Maby www.plunkettinc.com interviewing and projective techniques, home- 400 sessions since 1992 Marion Plunkett work assignments, tape diaries, observation Directory 3000+ sessions since 1989 and Web-assisted interviews. Quick, high qual- The Petrullo Consultants Natasha Schleich ity reports, including custom edited video 9817 Countryshire Pl. 50 sessions since 2004 reports, as needed. St. Louis, MO 63141-7913 Ph. 314-991-2264 PCI is a full-service marketing research bou- [email protected] tique offering qualitative/ethnographic and JoAnn Petrullo quantitative research solutions for its clients 2500+ sessions since 1986 in Canada, the U.S., and Europe. PCI is also part of The Network (www.thenetworkthink- Practical Imagination Enterprises PharmaNexus, Inc. ing.com), an alliance of senior international 18 Losey Road 5 Ridge Dr. research professionals who provide a global Ringoes, NJ 08551 Montville, NJ 07045-9469 perspective through well-crafted qualitative Ph. 908-237-2246 Ph. 862-812-0698 or 973-334-3223 research and commentary on topics of inter- [email protected] [email protected] est. www.practical-imagination.com www.pharmanexus.net Laurie Tema-Lyn Lawrence D.Tobias Pope Qualitative Research, Inc. 1500 sessions since 1986 300 sessions since 1997 2407 W. 21st St. Minneapolis, MN 55405 Laurie Tema-Lyn, founder of Practical Pioneer Marketing Research Ph. 612-623-7972 Imagination Enterprises helps clients create Focus Group Moderator Focus 3323 Chamblee - Dunwoody Rd. [email protected] consumer-compelling “ideas with muscle, wing Atlanta, GA 30341 Louise O. Pope and heart.”® She has 25 years of experience Ph. 770-455-0114 3000+ sessions since 1980 designing and applying innovative tools to [email protected] grapple with tough business challenges and www.pioneer.bz The Portnoy Group 2006 uncover breakthrough opportunities. Laurie Charles L. Montgomery, Ph.D. P.O. Box 1005 and her colleagues guide client/consumer 500+ sessions since 1980 Windermere, FL 34786 teams on qualitative explorations to develop Ph. 407-876-7900 robust consumer insights, product ideas and [email protected] strategies in diverse industries including: www.theportnoygroup.com foods, financial services, consumer products, Eli Portnoy pharmaceuticals, and others. 300+ sessions since 1993 Planet Latino Market Intelligence, Inc. Pragmatic Research, Inc. 8362 S.W. 110th Street Power Marketing 200 S. Hanley, Suite 420 Miami, FL 33156 1935 Pauline Blvd., Suite 200 St. Louis, MO 63105 Ph. 305-271-8030 Ann Arbor, MI 48103 Ph. 314-863-2800 or 877-772-4628 [email protected] Ph. 800-324-3216 or 734-741-1134 [email protected] www.marketplanetlatino.com [email protected] www.pragmatic-research.com Horacio Segal www.getmarketingpower.com John Voda 2400 sessions since 1994 Debra Power 105 sessions since 1995 75+ sessions since 1999 At Planet Latino Market Intelligence, all we Pranses Research Services do is qualitative research; listening and learn- 730 Park Ave. ing from consumers face to face, while sur- Hoboken, NJ 07030-4006 passing cultural barriers. We have years of Ph. 201-659-2475 experience conducting focus groups, one-on- [email protected] one interviews, and ethnographic studies with Practica Group, LLC Terrence J. Pranses consumers of all ages and various ethnic 207 E. Ohio, #370 400 sessions since 1992 backgrounds. We are bilingual and bicultural Chicago, IL 60611 moderators with years of experience in all Ph. 219-922-9560 Bringing over 25 years of marketing and com- categories, industries and markets, specializ- [email protected] munications insights. Our custom programs ing in the Hispanic experience in the U.S. and www.practicagroup.com include focus groups, in-depth interviews and Latin America, as well as the general market. Rita Denny, Ph.D. quantitative surveys. Primary areas of At Planet Latino Market Intelligence, Inc., we 2500 sessions since 1990 involvement: B2B (manufacturing and servic- offer strategic consulting, delivering action- Ed Bovich, Ph.D. es), food and beverage, health care institu- able results from multicultural insights. 3000 sessions since 1990 tions, non-profits (fundraising and member- Patti Sunderland, Ph.D. ship). We apply research within the larger 1200 sessions since 1990 cycle of product development, positioning and George Hunt, Ph.D. communications. 2000 sessions since 1997 Mike Donovan, Ph.D. 1000 sessions since 1997 Every project is custom designed to meet your business/research needs. Our specialties include branding and communications, anthro- 144 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Profile Marketing Research, Inc. Q & A Research, Inc. 2006 4020 S. 57th Ave., Suite 101 64 Digital Dr. Lake Worth, FL 33463 Novato, CA 94949 Ph. 561-965-8300 Ph. 415-883-1188 Primary Insights, Inc. [email protected] [email protected] Focus Group Moderator 650 Warrenville Rd., Suite 301 www.profile-mktg-res.com www.qar.com Lisle, IL 60532 Judy Hoffman Warren Pino Ph. 630-963-8700 1000+ sessions since 1983 200 sessions since 1990 [email protected] Charlotte Jensen www.primaryinsights.com Project Essentials, Inc. 30 sessions since 1999 Elaine Parkerson P.O. Box 25938 Diana Layseca 4000 sessions since 1985 Colorado Springs, CO 80936 35 sessions since 1999 Linda Binder Ph. 719-651-7731 or 719-684-9257 Shannon Weisberg 3400 sessions since 1989 [email protected] 15 sessions since 2004 Patt Karubus Patty Vaughan 2000 sessions since 1996 1000+ sessions since 1982 Q & A Research has several moderators avail- Trish Lenahan Louisa Young-Borgen able to assist you: male and female, and of 40 sessions since 2004 100+ sessions since 1989 different ages and ethnicities. Our collective experience is across a broad array of indus- Primary Insights®, Inc. specializes in helping Research specialists for 20 years! Focus tries including, but not limited to: health care, marketers and product developers resolve the groups, usability testing, in-person in-depth insurance, financial services, foods, and video issues that keep them awake at night. interviews, telephone interviews. Specially gaming. Our Hispanic Perspectives division is Experienced moderator-consultants concen- trained, highly skilled moderators on staff. proud to have one of the top bilingual moder- Specializing in customer satisfaction, con- ators in the country. trate on the challenges to be addressed by Directory qualitative research and work toward tangible sumers, health care, retail, and catalog mar- results that provide real value to clients. We keting and sales. Q Research Solutions, Inc. (Br.) focus on outcome, not on process or tech- 2393 Indigo Harbour Lane niques—using, adapting, and creating meth- Project X New York League City,TX 77573 ods that will address our clients’ strategic 36 Hamilton Ave, Suite 6J Ph. 281-538-8131 or 732-952-0000 objectives. Our team approach ensures quality Staten Island, NY 10301 [email protected] and consistency throughout each project. Ph. 212-217-0596 www.qresearchsolutions.com [email protected] Lisa Christina Beck Prince Market Research Elizabeth DiPilli 100+ sessions since 2002 200 31st Ave. N., Suite 200 1500 sessions since 1991 Nashville,TN 37203 Q2 Market Research Ph. 615-292-4860 or 800-788-7728 PRYBYL Group, Inc. 484 Franklin Circle [email protected] 2349 N. Lafayette St., Suite 1200 Yardley, PA 19067 www.PMResearch.com Arlington Heights, IL 60004-2905 Ph. 215-750-0802 Dan Prince Ph. 847-670-9602 [email protected] 500 sessions since 1989 [email protected] Carole Couzens www.prybylgroup.com 800 sessions since 1985 Probe Market Research, Inc. Marilyn Richards 166 E. 63rd St., Suite 2A 3000+ sessions since 1982 Q2 Marketing Research, LLC New York, NY 10021 621 Wooster Pike Ph. 212-754-4258 or 800-961-1992 PS:Research! Terrace Park, OH 45174 [email protected] 100 S. Sunrise Way, Suite 448 Ph. 513-576-1892 www.probemarketresearch.com Palm Springs, CA 92262 [email protected] Lynette Eberhart Ph. 888-400-7344 www.q2mr.com 200 sessions since 2001 [email protected] Bruce Ferguson www.ps-research.com 1000+ sessions since 1992 Product Acceptance & Research (PAR) Kirk Bridgman 9845 Hedden Rd. 500+ sessions since 1991 Qessential Medical Market Research, LLC Evansville, IN 47725-8905 24 Front Street Ph. 812-867-8600 PSD Marketing Services Exeter, NH 03833 [email protected] 10226 Democracy Lane Ph. 800-932-4249 or 603-775-9200 www.par-research.com Potomac, MD 20854 [email protected] Forrest A. (Woody) Youngs Ph. 301-365-2308 www.qmmr.net 375 sessions since 1980 [email protected] Philip Dean Phyllis Dreyfuss 250 sessions since 1997 Product Evaluations, Inc. 200 sessions since 1996 19 S. La Grange Rd., Suite 200 QMark Research & Polling La Grange, IL 60525 PSY:COM American Savings Bank Tower, 19th Ph. 708-482-7750 Gebeschusstr, 41 1001 Bishop St. www.productevaluations.com Frankfurt, Hessen Honolulu, HI 96813 Sara Tucker Germany Ph. 808-524-5194 or 808-544-3020 125 sessions since 1998 Ph. 49-69-133-78-170 [email protected] [email protected] www.starrseigle.com www.psycom.biz Barbara Ankersmit Peter W.Wrobel 1000+ sessions since 1972 2000 sessions since 1990 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 145 QMark Research & Polling (Br.) The Qualitative Difference Inc R T S Marketing & Research Services 626 Pale San Vitores Road 757 Owl Court 1 Union Square W., Suite 303 Royal Orchid Hotel-Suite 4A Louisville, CO 80027-2732 New York, NY 10003 Tamuning 96913 Ph. 303-448-9100 or 303-589-2653 Ph. 917-606-0740 Guam [email protected] [email protected] Ph. 671-649-7629 or 671-649-7231 www.qualitativedifference.com Stephen Rhodes [email protected] Daniel Oromaner 1000+ sessions since 1985 www.starrtech.com 1000 sessions since 1982 Directory Bonnie Lee Rabid Research & Strategic Planning 50 sessions since 1999 Qualitative Insights 160 Oak St., Suite G-1 15060 Ventura Blvd., Suite 125 Glastonbury, CT 06033 QSA Research & Strategy Sherman Oaks, CA 91403 Ph. 860-657-9827 4920 John Ticer Dr. Ph. 818-988-5411 [email protected] Alexandria, VA 22304 [email protected] www.rabidresearch.com Ph. 703-567-7655 www.q-insights.com Lilli Rodriguez [email protected] Linda Giniewicz 2000 sessions since 1985 www.qsaresearch.com 100 sessions since 1998 Rebecca Quarles, Ph.D. (See advertisement on opposite page) Radley Resources, Inc. 1000+ sessions since 1982 P.O. Box 132 Qualitative Intelligence Cliffside Park, NJ 07010-0132 16011 4th St. E. Ph. 212-750-3366 Redington Beach, FL 33708 [email protected] Ph. 727-393-7991 www.radleyresources.com [email protected] Alan Zimmerman QualCore.com Inc. www.qualitativeintelligence.com 1000+ sessions since 1982 17 Washburn Ave. S. Tina Brogdon Minneapolis, MN 55405 500+ sessions since 1992 Fiona Rait Focus Group Moderator Focus Ph. 612-377-3439 177/4 Canangate, Royal Mile [email protected] Qualitative Research Edinburgh, Scottland EH8 8BN www.qualcore.com 4408 Murietta Ave., Suite 3 United Kingdom Jeff Walkowski Sherman Oaks, CA 91423 Ph. 07909-99-3310 Ph. 818-784-4480 [email protected] 2006 1500+ sessions since 1989 [email protected] Fiona Rait Seasoned research consultant. Enjoys all Melissa Casey 50 sessions since 2001 qualitative research methods: in-person, 300+ sessions since 1995 phone, and online … IDIs and groups. Offers Rand Research Corporation creative yet practical research designs and Qualitative Research Services 77 Elm Ridge Dr. flexible reporting options. Pioneer and recog- 12531 Cottage Hill Dr. N. Toronto, ON M6B 1A2 nized expert in the use of online qualitative Jacksonville, FL 32225 Canada methods.Trains traditional moderators to Ph. 904-220-0746 Ph. 416-250-9616 ext.1 adapt their skills to the online enviroment. [email protected] [email protected] Member QRCA, MRA, and AMA. www.qualitativeresearchservices.com www.randresearch.ca Elaine K. Anwander Lee Rand QualiData Research, Inc. 300+ sessions since 1990 N/A sessions since N/A 170 Garfield Pl., Suite 250 Brooklyn, NY 11215-2106 Qualitative Solutions, Inc. Emanuel Rappaport & Associates Ph. 917-705-5252 Soluciones Cualitativas, S.C. 12529 Avenida Tineo [email protected] Homero 1425 Desp. 901Y 902 San Diego, CA 92128-3139 www.qualidataresearch.com Mexico City, DF 11510 Ph. 858-673-7558 Sharon Wolf Mexico [email protected] 1000+ sessions since 1990 Ph. 52-55-5395-6050 or 52-55-5395-8838 Emanuel Rappaport [email protected] 1060 sessions since 1956 The Qualis Company www.solucionesq.com.mx 4540 McPherson Ellen Lerek Rapsessions, Inc. St. Louis, MO 63108-2103 3600 sessions since 1993 1558 Country Lane Ph. 314-367-0696 Deerfield, IL 60015 [email protected] QualiVision, Inc. Ph. 847-914-0250 or 847-914-0601 http://home.swbell.net/qualis 1415 W. Roscoe, Suite 2 [email protected] Joseph A Koerner Chicago, IL 60657 www.rapsessionsinc.com 800+ sessions since 1980 Ph. 773-330-8675 Gail Rapoport [email protected] 3000 sessions since 1984 Qualitative & Quantitative Research Nicole Ferrin Cox 3056-D Via Serena South 150+ sessions since 2002 RDA Group Laguna Woods, CA 92637 450 Enterprise Court Ph. 800-646-4041 or 949-770-2900 Quesst Qualitative Research Bloomfield Hills, MI 48302 [email protected] 38 Berkeley Pl. Ph. 248-332-5000 www.hypnosisfocusgroups.com Brooklyn, NY 11217-3511 [email protected] Hal Goldberg Ph. 718-783-3237 www.rdagroup.com 1000+ sessions since 1963 [email protected] Sanford Stallard www.focusgroupsonline.com 3000 sessions since 1982 Casey Sweet N/A sessions since 1993 146 | Quirk’s Marketing Research Review | May 2006 www.quirks.com REALeResearch Reiman O’Donnell Limited Research Consulting Group, LLC 2006 1027 Adeline St. Third Floor, 196-199 Tottenham Court Rd. 416 Landon Drive Oakland, CA 94607 London W1T 7PJ Nashville,TN 37220 Ph. 510-832-6484 United Kingdom Ph. 615-469-7429 [email protected] Ph. 44-20-7691-0604 [email protected] Focus Group Moderator www.realeresearch.com [email protected] www.researchconsultinggroup.com Susan Reale Tom O’Donnell Greg Fuson 1000+ sessions since 1985 1200 sessions since 1986 150+ sessions since 2001 Redmond Browne Research The Research & Planning Group Research Data Services, Inc. 225 Crossroads Blvd., Suite 225 1750 S. Brentwood Blvd., Suite 306 405 N. Reo St., Suite 100 Carmel, CA 93923 St. Louis, MO 63144 Tampa, FL 33609 Ph. 831-659-5515 Ph. 314-962-0083 Ph. 813-254-2975 [email protected] David Rich [email protected] www.redmondbrowne.com 1500+ sessions since 1981 www.klagesgroup.com Sarah Browne Claire Klages 1000+ sessions since 1984 Research Boston Corp. 500 sessions since 1987 24 Smith St. Reich Research Group Newburyport, MA 01950 The Research Department 13213 Wye Oak Dr. Ph. 978-225-8030 220 E. 73rd St., Suite 7D Darnestown, MD 20878 [email protected] New York, NY 10021 Ph. 301-670-4249 www.researchboston.com Ph. 212-717-6087 [email protected] Paul Teplitz [email protected] www.reichresearch.com 30 sessions since 1988 Alexa Smith Christine Reich 3000 sessions since 1978 Directory 200+ sessions since 1990 Research by Design 4121 Wolf Berry Court The Research Edge Reilly Group Lake Oswego, OR 97035 1821 University Ave. W., Suite N177 15 Old Beach Rd. Ph. 503-675-8113 St. Paul, MN 55104 Newport, RI 02840 [email protected] Ph. 651-644-6006 Ph. 401-841-8889 Julie M. Johnson [email protected] [email protected] 100+ sessions since 1985 www.theresearchedge.com www.reillygroup.com Cheryl Powers Sheila Reilly N/A sessions since N/A 1000+ sessions since 1995 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 147 Research International 222 Merchandise Mart Plaza, Suite 275 Research Technologies, LLC Chicago, IL 60654-1003 813 Whittier Rd. Ph. 312-787-4060 Derby Line, VT 05830-9009 Ph. 802-895-4803 or 866-784-4803 Research Explorers [email protected] www.research-int.com [email protected] 1111 New Trier Court www.research-tech.com Wilmette, IL 60091 Marla Commons 1000+ sessions since 1999 Lester Greenberg Directory Ph. 847-853-0237 200 sessions since 2000 [email protected] Research International is the world’s largest www.researchexplorers.com Research Texas Lisa Gaines McDonald qualitative consultancy and at its disposal a wide choice of techniques designed to produce 9023 Gaylord St., Suite 106 1000+ sessions since 1994 sophisticated solutions to research problems Houston,TX 77024 Loran Gaines McDonald and harvest the richest possible insights. In Ph. 713-572-5338 10 sessions since 2004 addition to standard research methodologies [email protected] (one-on-one interviews, focus groups, in-store Tom Clark Research Explorers™ provides actionable solu- interviews, ethnographic research), we offer a 200+ sessions since 1991 tions through focus groups, dyads/triads, in- number of proprietary branded techniques tai- depth interviews, bulletin boards and/or lored to each client’s requirements. Response Research ethnographies. We collaborate to help revive, 6868 N. 7th Ave., Suite 110 redefine or reposition your product, service or Research International Canada Phoenix, AZ 85013-1150 communication. Our primary focus is the 789 Don Mills Rd., Suite 614 Ph. 602-277-2526 African-American, women and teen markets. Toronto, ON M3C 1T5 [email protected] We have worked on consumer goods, Canada Michael Engelhart durables, health care, automotive, public poli- Ph. 416-467-7101 1000+ sessions since 1985 cy and social issues. Lisa McDonald has over [email protected] 25 years of research, marketing and strategic www.research-int.com The Results Network, Inc. planning experience. Focus Group Moderator Focus Jim King (Susquehanna Surveys Field & Focus Div.) 100+ sessions since 1975 113 Willow Rd. Research For Management, Inc. Harrisburg, PA 17110 1138 Collegeville Rd Research Plus, Inc. Ph. 717-526-4601 or 800-465-3128 P.O.Box 375 18-2 E. Dundee Rd., Suite 101 [email protected] 2006 Skippack Village, PA 19474 Barrington, IL 60010 www.theresultsnetwork.com Ph. 610-213-9569 Ph. 847-381-5655 Lori T.Ailenbach [email protected] [email protected] 475 sessions since 1993 www.jamespartner.us www.researchplusinc.com James Partner Carolyn Heimbach Reyes Research N/A sessions since 1990 400+ sessions since 1989 1013 Colina Vista Ventura, CA 93003 Research In Marketing, Inc. Research Solutions, Inc. Ph. 805-278-1444 508 Central Ave. 13720 Acreview Dr. [email protected] Highland Park, IL 60035 Brookfield, WI 53005 www.reyesresearch.com Ph. 847-433-8383 Ph. 262-790-6737 Richard Barth [email protected] [email protected] 30 sessions since 1995 Ruth Campbell www.research-solutions.net 700+ sessions since 1970 Karen Munson Richmark Research Services 300+ sessions since 1997 39 S. LaSalle, 5th Floor Research Inc. Chicago, IL 60603 211 Century Dr., Suite 102-D Research Strategies, Inc. Ph. 312-368-0800 Greenville, SC 29607 P.O. Box 190666 [email protected] Ph. 864-232-2314 or 770-619-9837 (Hq.) Mobile, AL 36619-0666 www.richmark.com [email protected] Ph. 251-660-2910 or 504-522-2115 Dick Kerndt www.researchincorporated.com [email protected] 150 sessions since 1999 Debbie McNamara Gene Talbott 100 sessions since 1995 200+ sessions since 1986 Rickman Research & Communications 2403 Hayden Dr. Research Inc. Research Strategy Group Inc. Silver Spring, MD 20902 3050 Royal Blvd., S., Suite 120 250 Bloor St. E., Suite 1530 Ph. 301-649-7073 Alpharetta, GA 30022 Toronto, ON M4W 1E6 [email protected] Ph. 770-619-9837 Canada Leonard Rickman [email protected] Ph. 416-928-0678 1000 sessions since 1991 www.researchincorporated.com [email protected] Debbie McNamara www.rsginc.ca Rieger Research Inc. 100 sessions since 1995 Liz Jaye 885 Rosecrans St. 1000+ sessions since 1995 San Diego, CA 92106-3014 Ph. 619-225-0030 Research Technika, LLC [email protected] 1350 Beverly Rd., Suite 115-143 Liliana C. Rieger McLean, VA 22101 3500 sessions since 1992 Ph. 703-485-9480 [email protected] www.researchtechnika.com Renuka Chander 1,000+ sessions since 1965 148 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Rife Market Research, Inc. 2006 1111 Parkcentre Blvd., Suite 111 Miami, FL 33169 Ph. 305-620-4244 [email protected] Focus Group Moderator www.rifemarketresearch.com Mary Rife 220 sessions since 1957 Right Hand Research 13 Autumn Rd. Medway, MA 02053 Ph. 508-533-9186 [email protected] Suanne Zakarin 100 sessions since 1998 Rigney & Associates 2795 Clay St. San Francisco, CA 94115-1711 Ph. 415-771-9357 [email protected] www.rigneyassoc.com John Rigney 1000+ sessions since 1974 Directory Riley Research Associates 9900 S.W. Wilshire, Suite 250 Portland, OR 97225 Ph. 503-222-4179 or 877-527-4179 [email protected] www.rileyresearch.com Mike Riley 500+ sessions since 1980 Rincon & Associates 6500 Greenville Ave., Suite 510 Dallas,TX 75206 Ph. 214-750-0102 [email protected] www.rinconassoc.com Dr. Edward T. Rincon 800 sessions since 1984 Rincon & Associates offers 30 years of expe- rience in conducting qualitative studies of multicultural consumers, especially Hispanics. We provide high quality recruitment, moderat- ing reports and consultation on marketing strategy. Our industry experience covers food and beverages, health care, media, advertis- ing, entertainment, politics, high technology, non-profits, and others. Sally Ringo Research 75 14th St., Unit 4820 Atlanta, GA 30309 Ph. 404-982-9585 [email protected] Sally Ringo 1500 sessions since 1982 RIVA Market Research Qualitative Research Services 1700 Rockville Pike, Suite 260 Rockville, MD 20852 Ph. 301-770-6456 [email protected] www.RIVAinc.com Naomi R. Henderson 5000 sessions since 1978 (See advertisement on this page) www.quirks.com May 2006 | Quirk’s Marketing Research Review | 149 RJ Research Elissa Rosenthal Marketing Research and RQ - Ricerche Qualitative 6948 Eagle Ridge Rd. Strategy Piazza Cola Di Rienzo, 80 Penngrove, CA 94951 19 Winchester St., Suite 901 00192 Rome Ph. 707-795-3780 Brookline, MA 02446 Italy [email protected] Ph. 617-734-1129 Ph. 39-6-360-94-61 www.sonic.net/rjresearch [email protected] [email protected] Bob Pellegrini Elissa Rosenthal www.rqresearchgroup.it 2000+ sessions since 1981 200 sessions since 1985 Ms. Federica Santucci Directory 1000 sessions since 1996 RMS Communications and Research Inc. Rosenthal Qualitative Research 12229 Crewe St. 2945 38th St. N.W. RULLI RESEARCH, LLC North Hollywood, CA 91605 Washington, DC 20016 6815 Beechlands Dr. Ph. 818-503-7721 Ph. 202-333-0855 Cincinnati, OH 45237 [email protected] [email protected] Ph. 513-396-6139 Rhonda Scott Barbara Rosenthal [email protected] 650 sessions since 1992 5000+ sessions since 1978 James P. Rulli 1000+ sessions since 1990 Specializing in qualitative research, Rhonda Scott has moderated, coordinated and man- Russell Marketing Research, Inc. aged general, multi-ethnic, and African- 1775 Broadway, Suite 630 American marketing research projects from New York, NY 10019 inception to final presentation. A highly Jay L. Roth & Associates, Inc. Ph. 212-246-4343 respected focus group moderator, Rhonda has J.L. Roth & Associates, Inc. [email protected] worked with topics ranging from communica- 57 Ira Rd., #382 Eric Hunter tions and product concept testing to health Syosset, NY 11791-2504 600 sessions since 1991 care to public policy issues. Ph. 516-921-3311 [email protected] S F I, Ltd. Focus Group Moderator Focus Roadmap Market Research www.jlrothassoc.com 80 Sequoia P.O.Box 2247 Jay Roth Deerfield, IL 60015 Farmington Hills, MI 48333 400+ sessions since 1996 Ph. 847-374-0108 Ph. 313-203-7179 [email protected] [email protected] Emilu Chardell 2006 Our expertise helps you succeed in the com- www.roadmapresearch.com petitive marketplace. 25+ years of marketing 1000 sessions since 1990 Pam Cooper and research experience helping leading con- N/A sessions since 1998 sumer and b-to-b companies make strategic Jill Cicero and tactical decisions. A moderating “natu- N/A sessions since 2005 ral,” Jay helps people feel comfortable openly Jeannee Kirkaldy discussing opinions, behaviors and feelings. N/A sessions since 2005 You will receive superb group facilitation and S I S International Research, Inc. Greg Pawlowski in-depth interviewing plus expert guidance Worldwide Headquarters N/A sessions since 2006 through insightful, actionable reports and 7 East 20th St., 4th Floor consultations. We deliver what we promise. New York, NY 10003 Full-service research. RIVA-trained modera- You will enjoy peace of mind knowing your Ph. 212-505-6805 tors. We specialize in hard-to-recruit respon- project will be completed on schedule, while [email protected] dents. Excellent report-writing capabilities. getting the information you need to succeed. www.sisinternational.com Visit our Web site or call us, so you make bet- Ruth Stanat Roberts & Kay, Inc. ter decisions through top-quality research. 3500 sessions since 1984 250 Campise Place Leigh Benatar Lexington, KY 40508 Round Table Research BV 2000 sessions since 1990 Ph. 859-231-8308 Herengracht 122 Sam Perkins [email protected] 1015 BT Amsterdam 1800 sessions since 1998 www.robertsandkay.com Netherlands Melanie Oggranu Rona Roberts Ph. 31-6531-81002 10 sessions since 2005 189 sessions since 1985 [email protected] www.roundtable-research.nl Ruth Stanat, president and CEO, SIS Robinson Research Hugo van Veen International Research, is one of the most P.O.Box 6425 500+ sessions since 1997 experienced moderators in the world. She Spokane, WA 99205 moderates medical and pharmaceutical, B2B, Ph. 509-489-4361 RPM Consulting consumer and industrial and technical groups. [email protected] (Retail Profit Management) SIS International is building a staff of five www.robinson-researchinc.com 17130 Devonshire St., Suite 205 experienced moderators who have trained Bill Robinson Northridge, CA 91325 under Ruth Stanat. N/A sessions since 1979 Ph. 818-831-7607 (See advertisement on opposite page) [email protected] Roller Marketing Research www.rpmconsulting.com P.O.Drawer 2436 Steve Lackow Gloucester,VA 23061 1000+ sessions since 1980 Ph. 804-693-3208 [email protected] www.rollerresearch.com Margaret R. Roller 1500 sessions since 1976 150 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Sandia Market Research ment and exploratories, need GAP analysis, 2201 San Pedro N.E., Bldg. 1, Suite 230 idea generation, concept screening, position- Albuquerque, NM 87110 ing, packaging, naming, storyboard develop- Ph. 800-950-4148 or 505-883-5512 ment, ad communications (print and broad- Sabena Qualitative Research Services [email protected] cast), branding, equity.Topics: medications 11 Bradley St. www.sandiamarketresearch.com (Rx and OTC), HBA products, image-driven Westport, CT 06880 Ed Bergo fragrances/cosmetics, household products, vet- 110 sessions since 1980 erinary, pet care, travel, communications Directory Ph. 203-454-1225 [email protected] (phone, Web sites, multimedia,) foods/bever- www.qual.com Sando and Associates ages/confection, restaurants, industrial sup- Patricia Sabena 2122 California St. N.W., Suite 353 plies, flooring, corporate image, and more. 7500 sessions since 1965 Washington, DC 20008 Nicole Sabena Feagin Ph. 202-232-7801 Schorr Creative Solutions, Inc. 600 sessions since 2000 [email protected] 4738 Noble Ave. www.sando-associates.com Sherman Oaks, CA 91403 We gather and interpret strategic insights Ruth Sando Ph. 818-981-6972 or 818-515-5087 from health care professionals, executives, 100+ sessions since 2003 [email protected] patients and consumers. Our methods include www.schorrsolutions.com in-person focus groups, quads, triads, IDI’s, Ruth Sando, Ph.D., of Sando and Associates, Doug Schorr and online bulletin board and chat groups. specializes in ethnography (in-home and in- 800+ sessions since 1998 We’ve pioneered qualitative research tech- depth interviews) and focus groups for a wide niques involving joint-decision making, percep- variety of clients across many industries, par- Schroeter Research Services tual mapping, team collage, psychodrawings, ticularly financial services. Dr. Sando has a 158 Lyons Plains Rd. category management, storytelling, and con- Ph.D. in anthropology, and is a member of the Weston, CT 06883 temporizing brand equity. Pat is a leading AMA, QRCA and the Society for Applied Ph. 203-226-3750 speaker at conferences, teaches qualitative Anthropology. Meta L. Schroeter research workshops worldwide, and was past 1000+ sessions since 1984 Focus Group Moderator Focus president of QRCA (1995-1998). Nicole is Saperstein Associates, Inc. well trained and highly experienced. 4555 N. High St. Schulman, Ronca & Bucuvalas, Inc. (Br.) Columbus, OH 43214 7431 College Pkwy. Ph. 614-261-0065 Fort Myers, FL 33907 [email protected] Ph. 239-278-4044 2006 www.sapersteinassociates.com [email protected] Martin D. Saperstein, Ph.D. www.srbi.com 2000+ sessions since 1980 Carla Jackson Sachs Insights 300+ sessions since 1995 200 Varick St., Suite 910 & 500 Saurage Research, Inc. Dr. John Boyle New York, NY 10014 5090 Richmond Ave., #144 500+ sessions since 1985 Ph. 212-924-1600 ext. 105 Houston,TX 77056 [email protected] Ph. 800-828-2943 Founded in 1981 and noted for its research www.sachsinsights.com [email protected] quality, SRBI conducts custom qualitative Tammy Sachs www.SaurageResearch.com research projects for clients in a variety of 100+ sessions since 1987 Susan Saurage-Altenloh industries. We also have 370 CATI stations Paris Patton 1106 sessions since 1987 for quantitative research. Offices in New 100+ sessions since 1999 York, New Jersey, Maryland, Florida, West Mark Safire Susan Saurage-Altenloh’s 20+ years of Virginia, Georgia, Kentucky,Tennessee, and 100+ sessions since 1999 research experience includes facilitating more Arizona. Todd Toler than 1,100 focus groups and conducting hun- 100+ sessions since 2003 dreds of in-depth interviews. Her firm, Bernard Schwartz & Associates Jeff Freedman Saurage Research Inc., has won several 6353 Militia Court 100+ sessions since 2003 national and regional awards for its creative Bensalem, PA 19020-1912 Domenica de Fazio research approaches. Her diverse experience Ph. 215-752-0965 or 215-913-9424 100+ sessions since 2003 includes advertising, health care, [email protected] industrial/manufacturing, B2B, C-level execu- Bernard Schwartz An industry leader in user experience research tives and sensitive issues. 1500+ sessions since 1988 and innovation and design research, Sachs Insights custom designs studies to engage your target audience in the process of discov- ery. We present actionable recommendations in compelling video-presentations to energize stakeholders, so that they can launch prod- ucts, services, Web sites and marketing com- Paul Schneller Qualitative LLC munications that are true to the aspirations 300 Bleecker St. and needs of the real world. Methodologies New York, NY 10014 include ethnographic video documentaries, Ph. 212-675-1631 usability interviews, affinity groups, ethno- www.gis.net/~answers blogs, longitudinal ethnography and contextu- Paul Schneller al inquiry. 1000+ sessions since 1992 Full range of qualitative techniques to deliver actionable insights. Formats: focus groups, IDI’s, real people testimonials. Segments: B- to-B, consumers, medical professionals. Strategic objectives: new product develop- 152 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Seiler Associates ShowIntell Trade Show & Conf. Research 2006 225 E. 57th St. 5232 Forest Brook Parkway New York, NY 10022 Marietta, GA 30068 Ph. 212-753-0018 Ph. 770-642-2223 Schwartz Consulting Partners, Inc. [email protected] [email protected] Focus Group Moderator Laurel Oaks Marilyn Seiler, Ph.D. www.showintell.com 5027 W. Laurel St. 1000 sessions since 1985 Mark Michelson Tampa, FL 33607 2000+ sessions since 1984 Ph. 813-207-0332 Selya Associates [email protected] 306 Spruce Rd. Gary Siegel Organization, Inc. www.scpmarketresearch.com Flourtown, PA 19031 6232 N. Pulaski Rd., Suite 301 Rodney Kayton Ph. 215-836-2312 or 215-233-3055 Chicago, IL 60646-5130 560 sessions since 1998 Paul S. Selya Ph. 773-286-6500 Rob Iles 350+ sessions since 1985 [email protected] 2000 sessions since 1991 www.gsoresearch.com Shirley Marte Seratti Group Gary Siegel 400 sessions since 1995 172 Dorchester Way 120 sessions since 1981 San Francisco, CA 94127 Schwartz Consulting Partners, Inc., is target- Ph. 415-681-5802 Sierra Market Research ing change and setting a higher standard for [email protected] (A Square.One Company) what you expect from your research partner. www.serattigroup.com 3150 Wedgewood Ct We understand your changing needs require Karen Seratti, Ph.D. Reno, NV 89509 higher levels of insight, accountability and 100+ sessions since 1995 Ph. 916-320-8590 or 916-914-9000 [email protected] innovation. Schwartz Consulting Partners, Directory Inc., possesses a unique combination of mar- Irwin P. Sharpe & Associates www.square1-inc.com ket research expertise and technical prowess 50 Greenwood Ave. Carl Bergemann to meet your changing needs. Over 30 years of West Orange, NJ 07052 750 sessions since 1988 experience and the ability to recognize and Ph. 973-731-7800 implement change has positioned Schwartz [email protected] SIGMA: Research Management Group Consulting Partners Inc., as a trusted www.sharpeassociates.com 2651 Observatory Ave. research firm. Our objective is to provide real Irwin P. Sharpe Cincinnati, OH 45208 value, justifying your research investment. 100 sessions since 1985 Ph. 513-979-2160 With this, we deliver insights, solutions and Peter A. Sharpe [email protected] tools to turn your business challenges into 120 sessions since 1985 www.sigmaresearch.com opportunities. Building upon our foundation of Foster Winter superior service, innovative techniques, quality Moderating for industrial, business-to-busi- 2000+ sessions since 1981 execution, and unparalleled honesty and ness (B2B) and high-tech products and serv- Thom Mariner integrity, Schwartz Consulting Partners, Inc., ices - including new product, services and ad 600 sessions since 1991 continuously evolves our research capabilities evaluations, customer satisfaction and corpo- and the value provided to meet our clients’ rate image studies. Clients include manufac- Celebrating our 25th anniversary, Sigma needs. turing, commercial, financial, R & D and serv- brings a breadth of cross-industry experience ice organizations, professional and industry to each qualitative project. Based in Seal Rock Research associations, universities, advertising and PR Cincinnati we serve clients locally as well as 3755 Balboa St., Suite 202 agencies. internationally. In addition to innovative “face San Francisco, CA 94121-2628 to face” techniques, Sigma has unique expert- Ph. 415-666-3060 Shaw Strategic Marketing ise in the use of online qualitative methodolo- [email protected] 1033 Third Ave. S.W., Suite 103 gies, having entered the field in 1998. We www.sealrock.com Carmel, IN 46032 maintain affiliations with QRCA, MRA and Julie Burns Ph. 317-818-0400 AMA. 1500+ sessions since 1994 [email protected] www.shawmarketing.com SIL Group James M. Sears Associates Ron Shaw 413 N.E.Third St. 207-07 Comer Dr. 1700 sessions since 1991 Delray Beach, FL 33483 Chapel Hill, NC 27574 Ph. 561-526-3200 Ph. 201-921-2996 SSM’s moderating and team facilitation skills [email protected] James M. Sears help companies discover and deploy customer www.silgroup.net N/A sessions since 1986 insights for sustained competitive advantage. Timm Sweeney Through qualitative research and consulting 1000 sessions since 1983 SEEK, Inc. across a broad range of categories, we deliver 10999 Reed Hartman Highway, Suite 201 deep insights and big ideas. Ron Shaw, MBA, Silver Strategies Cincinnati, OH 45242 a 33-year marketing veteran, is Burke 853 Coalport Ph. 513-521-111 or 513-290-5197 Institute-certified with 15 years of moderat- St. Louis, MO 63141-6040 [email protected] ing experience, and PDMA-certified as a Ph. 314-469-2117 www.seekingfirst.com “New Product Development Professional.” [email protected] Jackie Lake www.silver-strategies.net 300 sessions since 1988 Shen Research Organization Robert M. Silver 3 Melrose St. 1000 sessions since 1978 Boston, MA 02116 Ph. 617-426-8382 [email protected] Ty Shen 500 sessions since 1975 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 153 Diane Sims Page Sophisticated Market Research Spectrum Research 1732 Knox Ave. S. 10 Hilltop Dr. 14 Equestrian Lane Minneapolis, MN 55403 North Salem, NY 10560 Cherry Hill, NJ 08003-5161 Ph. 612-377-4048 Ph. 914-669-6705 Ph. 856-795-7990 www.leapfrogassociates.com [email protected] [email protected] Diane Sims Page www.sophisticatedmarketresearch.com Peter Mokover N/A sessions since 1975 Alan Kornheiser 1500 sessions since 1982 100+ sessions since 1990 Directory Sion Research Assoc. Inc. We specialize in custom qualitative research 7019 Trask Ave Southeast Research, Inc. for telecommunications, high tech, computers, Playa Del Rey, CA 90293 P.O. Box 241271 Internet/online, cable and media. We pride Ph. 310-827-8656 Montgomery, AL 36124 ourselves in well designed and executed [email protected] Ph. 334-260-9124 or 800-546-2969 research studies that help our clients maxi- www.sionresearch.com [email protected] mize the value to their investment. Cherie Sion www.southeastresearch.com 1000+ sessions since 1978 Jerry Ingram Spier Research Group 155 sessions since 1975 1 Lookout Circle Small Insights, Inc. Larchmont, NY 10538 35 S. Salem Ave. Southern Solutions Ph. 914-834-3972 Arlington Heights, IL 60005 10608 Flickenger Lane, Suite 102 [email protected] Ph. 847-253-8195 Knoxville,TN 37922 Daisy Spier [email protected] Ph. 865-560-3228 or 866-764-7342 1800 sessions since 1988 Liz Small [email protected] 1000+ sessions since 1992 www.southernsolutionstn.com Spradley & Associates, Inc. Jenny Hill 11267 Lodgeview Court Small Planet Research 100+ sessions since 1979 Cincinnati, OH 45240-2207 P.O.Box 638 Ph. 513-851-8806 Focus Group Moderator Focus Goldens Bridge, NY 10526 Make those important decisions based on Deborah R. Spradley Ph. 914-232-8732 clear, concise customer input. 25+ years of 2000+ sessions since 1990 [email protected] experience in all phases of research. Lowell Drutman 900 sessions since 1983 Southwest Planning & Marketing 2006 3600 Cerrillos Rd., Suite 107 Smith Market Research Santa Fe, NM 87507 200 S. Hanover Ph. 505-989-8500 or 800-989-9275 Springboard Marketing Research & Lexington, KY 40502 [email protected] Consulting Ph. 859-269-9224 www.swpm.biz 848 Radcliffe Ave. [email protected] Bruce Poster Pacific Palisades, CA 90272 Larry Smith 400 sessions since 1989 Ph. 310-454-6842 150+ sessions since 1987 [email protected] Sovereign Marketing Research www.springboardmarket.com Snell Associates, Inc. 303 Fifth Ave. Joyce Ng 5601 Inverness Ave. New York, NY 10016 1000 sessions since 1990 Santa Rosa, CA 95404 Ph. 212-447-9777 Ph. 707-585-6333 [email protected] Springboard was established in 1990 by [email protected] www.sovereignmarketing.com Joyce Ng (pronounced, “Ing”), a qualitative Joyce Snell Douglas Brautigam research specialist. Joyce previously worked in 1000+ sessions since 1982 100+ sessions since 1986 marketing and product development for Quaker Oats, Mattel, and Reebok SNG Research Corporation James Spanier Research International. In addition to conducting gen- 6301 Bandel Rd. N.W., Suite 101 120 E. 75th St. eral market studies spanning many industries Rochester, MN 55901 New York, NY 10021 (see Web site), Joyce has a special interest in Ph. 507-285-1026 Ph. 212-472-3766 education, health and fitness, public policy, [email protected] [email protected] and other not-for-profit endeavors. Joyce has www.sngresearch.com Jim Spanier a special expertise in working with children, Holly Hess 1000+ sessions since 1981 teens and young adults; Asian-Americans; and 50 sessions since 1998 professionals/business executives. Joyce is Spaulding & Associates noted for her creativity in research design and SOM, inc. 3717 E.Thousand Oaks Blvd., Suite 210 presentation; collaborative skills, and keen 2136, Sainte-Foy Rd., #200 Westlake Village, CA 91362 insights that help transform research into pos- Ste.-Foy, PQ G1V 1R8 Ph. 805-413-1045 itive results. Canada [email protected] Ph. 418-687-8025 www.marketing-methodology.com/moderat- [email protected] ing.html www.som.ca Greg Spaulding Vincent Bouchard N/A sessions since N/A 250 sessions since 1995 154 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Square One Research Sterling Communications Strategic Business Solutions, Inc. 2006 800 Village Square Crossing, Suite 214 1427 Margaret Close 804 Lochtyn Ridge Palm Beach, FL 33410 Murfreesboro,TN 37130 Wales, WI 53183 Ph. 404-660-9400 Ph. 615-848-6852 Ph. 262-968-2070 [email protected] [email protected] [email protected] Focus Group Moderator www.squareoneresearch.com Terri H. Sterling, APR www.myresearchpartner.com Jonathan Schneider 2500 sessions since 1996 Brian Klink 500+ sessions since 2000 100 sessions since 1985 Karen Rodriguez Stonybrook Research Support 500+ sessions since 2005 1746 E. McMillan St. Cincinnati, OH 45206-2131 Square One Research is a qualitative research Ph. 513-961-3404 firm with a focus on technology and online [email protected] research. We were one of the first firms to Lauren Woodiwiss Strategic Directions Group, Inc. work on such technologies as wireless 500+ sessions since 1991 66 E. Ninth St., Suite 1407 Internet access, smart phones, and plasma St. Paul, MN 55101 TV’s. We offer in-person and online method- Storybrand Consulting Ph. 651-228-7250 ologies and conduct studies in English and P.O. Box 1917 [email protected] Spanish. Santa Monica, CA 90406-1917 www.boomersandtheirelders.com Ph. 310-395-2324 Doran J. Levy, Ph.D. SRH Group [email protected] 350 sessions since 1979 3650 Los Feliz Blvd. #51 www.storybrandconsulting.com Los Angeles, CA 90027 Tom Neveril Doran J. Levy, Ph.D., combines considerable Ph. 213-804-7992 500 sessions since 1995 experience in consumer and business-to-busi- [email protected] ness focus groups with a strategic marketing Directory www.srhgroup.net Strata Research mindset. With an intensive background in seg- Susan Hill 8593 Aero Drive mentation and motivational research he can 200+ sessions since 1999 San Diego, CA 92123 use proprietary techniques to prioritize Ph. 800-797-5507 responses, making it easy to see what is of Stackpole & Associates Inc. [email protected] critical importance. He has particular expert- One Harvard St. www.strataresearch.com ise in new products and the Boomers and Brookline, MA 02445 Gretchen Ponts their elders market. He is the co-author of Ph. 617-739-5900 250 sessions since 2001 Marketing to the Mindset of Boomers and [email protected] Their Elders (Attitudebase). www.stackpoleassociates.com Strategic Action, Inc. Irving Stackpole 11 Redway Rd. Strategic Eye, Inc. 100+ sessions since 1985 Ossining, NY 10562 1709 Tenby Dr. Ph. 914-762-8763 or 914-584-7230 Hershey, PA 17033 Stancombe Research & Planning [email protected] Ph. 717-520-9013 or 610-491-9663 18 Glenmore Road Karen Gershowitz [email protected] Paddington, NSW 2021 2000 sessions since 1985 Christy M. Stover Australia N/A sessions since 1991 Ph. 61-2-9331-1044 Strategic Advantage [email protected] 1418 Gray Bluff Trl. Strategic Focus Consulting, Inc. www.stancombe.com.au Chapel Hill, NC 27517 103 Drayton Dr. Michael Combley Ph. 919-969-1112 Summerville, SC 29483 100+ sessions since 1995 Frank McBride Ph. 843-875-0779 100+ sessions since 1997 [email protected] Stander Research Associates, Inc. Elizabeth M. Berry 26701 Harper Ave. Strategic Business Research, Inc. 1000+ sessions since 1990 St. Clair Shores, MI 48081 420 Dresher Road Ph. 586-778-8910 Horsham, PA 19044 [email protected] Ph. 267-781-7444 www.standerresearch.com [email protected] David Stander www.sbr-inc.com 6000+ sessions since 1970 Greg Johnson 100+ sessions since 1992 StarWorks, Inc. 3980 E. Loch Alpine Ann Arbor, MI 48103 Ph. 734-426-9270 [email protected] Marty Mayo 125+ sessions since 1999 Did you know? Stellar Strategic Services, Inc. 522 Pottawatomie Trail Quirk’s offers every moderator a Batavia, IL 60510 free directory listing - so you’re Ph. 630-482-3944 or 630-452-4034 [email protected] sure to locate the one that meets Cheryl A. Dalisay 1000+ sessions since 1989 the needs of your project. ! www.quirks.com May 2006 | Quirk’s Marketing Research Review | 155 Strategic Focus, Inc. Strategic Research Associates research objectives. Design, implementation 6456 N. Magnolia Ave. 426 W. Boone Ave. and analysis of concept and copy testing, Chicago, IL 60626 Spokane, WA 99201 brand image and new product development in Ph. 773-973-7573 Ph. 509-324-6960 or 888-554-6960 business-to-business, industrial, and consumer [email protected] [email protected] research with unique experience in automotive Dona Vitale Dean Moorehouse aftermarket, color and architectural finishes. 2000 sessions since 1987 93 sessions since 1997 Members of QRCA, MRA and AMA. (See advertisement on opposite page) Directory Specializing in consumer insights techniques Strategic Solutions Surveys & Forecasts, LLC to aid creative development and strategy 425 Mechem Dr. planning. Offering traditional focus Ruidoso, NM 88345 2323 North St. groups/IDI’s, on-site/in-home interviews and Ph. 505-336-2362 Fairfield, CT 06824-1732 Strategic Innovation Workshops™ for con- [email protected] Ph. 203-255-0505 sumer-based ideation/new product develop- Kati Hanna [email protected] ment. Expert in dealing with overseas clients 180 sessions since 1993 www.surveys-forecasts.com doing U.S. research. Experience in most con- Robert Walker sumer categories, special expertise in arts and Suburban Associates 100+ sessions since 1994 culture, public policy and transportation. 579 Franklin Turnpike Ridgewood, NJ 07450 Synergy International Limited, Inc. Strategic Intelligence, Inc. Ph. 201-447-5100 1761 E. 30th St., Suite 115 3956 E. Aspen Hill Court [email protected] Cleveland, OH 44114 Boise, ID 83706-5780 www.subassoc.com Ph. 216-431-0008 Ph. 208-343-0629 Bill Bartlett [email protected] [email protected] 500 sessions since 1985 www.synergylimited.net www.strategic-iq.com Rachel Daniel Valerie J. Steffen, Ph.D. Sundel Research, Inc. 20+ sessions since 1998 800 sessions since 1993 1616 Glen Bar Dr. Lakewood, CO 80215 Synovate Focus Group Moderator Focus Strategic Learning & Knowledge, Inc. Ph. 303-232-8475 1200 McGill College, Suite 1660 637 Wyckoff Ave., Suite 207 [email protected] Montreal, PQ H3B 4G7 Wyckoff, NJ 07481 Harvey H. Sundel, Ph.D. Canada Ph. 201-493-8851 200+ sessions since 1984 Ph. 514-875-7570 2006 [email protected] [email protected] SunResearch www.slkfocus.com www.synovate.com 34 Cranbury Rd. Sandra L. Kluttz May Tse Westport, CT 06880 1000+ sessions since 1988 N/A sessions since N/A Ph. 203-454-9939 [email protected] Synovate Strategic Marketing Group, Inc. www.suninsights.com 555 W. 12th Ave. P.O.Box 3340 Ava Lindberg City Square East Tower, Suite 600 Littleton, CO 80161 6000+ sessions since 1978 Ph. 800-733-1530 Vancouver, BC V5Z 3X7 [email protected] Survey Center Focus, LLC Canada David Franzblau 455 E. Illinois St., Suite 660 Ph. 604-664-2400 58 sessions since 1990 Chicago, IL 60611 [email protected] Ph. 312-321-8101 www.synovate.com Strategic Marketing Resources [email protected] Manpreet Guttman 1415 Byron St. www.surveycenterllc.com N/A sessions since N/A Palo Alto, CA 94301 Daryl Gilbert Ph. 650-325-9050 3000 sessions since 1977 Synovate Qualitative [email protected] Theresa Schreiber 360 Park Ave. S., 5th Floor Andrea Werboff 2000 sessions since 1985 New York, NY 10010 N/A sessions since 1990 Ph. 212-293-6100 Daryl Gilbert and Theresa Schreiber head our [email protected] Strategic Marketing Services qualitative team with extensive experience in www.synovate.com A Div. of Pan Atlantic Consultants, Inc. moderating focus groups and one-on-one Steve Wolf 5 Milk St. interviews with consumers and professionals, N/A sessions since N/A Portland, ME 04101 including C-level executives.Their work Ph. 207-774-6738 or 207-871-8622 includes a broad spectrum of methods includ- Systems Research Corp. [email protected] ing exploratory, evaluative, ethnography as 151 W. Passaic St. www.panatlantic.net well as integrating qualitative findings with Rochelle Park, NJ 07662 Patrick O. Murphy quantitative research on national and interna- Ph. 201-909-3755 1000+ sessions since 1985 tional projects. [email protected] www.systemsresearch.com Strategic Performance Group, LLC Survey Service, Inc. Dan Sklaire 1911 Sheridan Dr. 11120 Eagle Ridge Court 1,900 sessions since 1991 Buffalo, NY 14223 Chisago City, MN 55013-7342 Ph. 800-507-7969 or 716-876-6450 Ph. 866-599-0663 or 651-257-2130 T.I.P Research, Inc. [email protected] [email protected] 1219 Silverthorne Rd. www.surveyservice.com Baltimore, MD 21239 www.spg-consulting.com Susan R. Adelman Ph. 816-679-7073 Jim Sauer 500+ sessions since 1980 1250 sessions since 1979 [email protected] www.tipresearch.com Full-service qualitative research company with over 25 years of experience working with Gerry Cain our clients as a partner to accomplish their 360 sessions since 1994 156 | Quirk’s Marketing Research Review | May 2006 www.quirks.com The Livingston Group Towers Research Services 22 Grandview Rd. 1806 Belles St., Suite 8B Windham, NH 03087 San Francisco, CA 94129 Ph. 603-537-0775 Ph. 415-812-2544 [email protected] [email protected] Talking Business www.executive-solutions.com www.towersresearch.com 620 Newport Center Dr., Suite 1100 Dr. Sharon Livingston Matthew Towers 6000+ sessions since 1984 300 sessions since 1996 Directory Newport Beach, CA 92660 Ph. 949-721-4160 [email protected] THE MARKETING WORKS Tracy & Co Market Research & Idea www.talkingbusiness.net 55 Murray St., Suite 108 Generation Holly M. O’Neill Ottawa, ON K1N 5M3 931 N. Marion St. 250+ sessions since 1997 Canada Oak Park, IL 60302 Ph. 613-241-4167 Ph. 708-386-8447 Talking Business delivers the truth behind [email protected] [email protected] brands and what motivates purchase behavior www.the-marketing-works.com www.tracy-and-co.com – the vital insights decision makers need to Robert Woyzbun Tracy Teweles drive competitive marketing solutions. 40 sessions since 1995 500+ sessions since 1988 Offering much more than just focus group moderating, we specialize in innovative mar- H.I.Thomas Consulting Group Communication checks, product evaluation, keting research and strategic brand develop- 2831 Stonefence Drive IDI’s and group interviews, ideation, archetyp- ment. Our category expertise includes: con- Perrysburg, OH 43551 ing and ethnographies. sumer packaged goods, financial services, Ph. 419-931-4406 Internet/technology, restaurant/ hospitality. [email protected] Travel and Tourism Research Exceeding client expectations for over nine www.hithomas.com Peter Hodgson & Associates years,Talking Business connects with target Helen I.Thomas 4 Cochrane House, Admirals Way audiences to better understand brands, loud 1000+ sessions since 1983 London E14 9UD Focus Group Moderator Focus and clear. United Kingdom Thompson Information Services Ph. 44-20-8853-1903 Talley Research Group 12408 Braxted Dr. [email protected] 277 Cascade Dr. Orlando, FL 32837 Peter Hodgson Ph. 407-438-0103 1000 sessions since 1978 2006 Mill Valley, CA 94941 Ph. 415-383-2209 [email protected] [email protected] www.thompsoninfo.com Trenholm Research www.TalleyResearch.com Terrence N.Thompson 6400 Williams Ridge Rick Talley 2000+ sessions since 1972 Austin,TX 78731 3000 sessions since 1975 Ph. 512-346-1981 Thornhill Associates [email protected] The TCI Group 824 First St. Linda Trenholm 4301 Lyndale Ave. S. Hermosa Beach, CA 90254 N/A sessions since 1982 Minneapolis, MN 55409 Ph. 310-318-2600 Ph. 612-823-6214 [email protected] Trotta Associates [email protected] Susan J.Thornhill 13160 Mindanao Way, Suite 100 www.theTCIGroup.com 300+ sessions since 1999 Marina del Rey, CA 90292 Beth Fischer Ph. 310-306-6866 100+ sessions since 1982 361 Degrees Consulting, Inc. [email protected] 8902 Greenwood Ave. www.trotta.net San Gabriel, CA 91775 Diane Trotta Ph. 626-309-0532 or 626-274-6002 7500 sessions since 1970 [email protected] www.361degrees.net Turner Research Network Lawrence Yeung 4060 Peachtree Rd. NE, Suite D430 Ten People Talking 350 sessions since 2002 Atlanta, GA 30319-3020 P.O.Box 99388 Ph. 770-604-9980 or 866-216-4TRN Seattle, WA 98139-0388 Full-service marketing research and strategic [email protected] Ph. 800-916-0775 consulting company that specializes in under- www.turnerresearch.com [email protected] standing and reaching multicultural segments, John W.Turner www.tenpeopletalking.com especially the Asian-Indian, African-American, 600 sessions since 1988 Regina Szyszkiewicz Caucasian, Filipino, Hispanic, Japanese, Korean 1000+ sessions since 1992 and Vietnamese segments. Services include TWENTYSOMETHING™ INC. design and development of qualitative and 630 Freedom Business Center Dr., Suite 300 It begins with “ten people talking.”Through quantitative research, recruitment, moderation, King of Prussia, PA 19406-1331 focus groups and other qualitative research interpretation, and strategic analysis. Ph. 610-940-5860 methods,Ten People Talking delivers insights [email protected] for better decision-making.Ten People Talking TNS www.twentysomething.com customizes project design for each client’s Ashford Green, Suite 250 David A. Morrison unique needs, and uses proven and creative 4170 Ashford-Dunwoody Rd. 3000 sessions since 1987 qualitative research approaches to maximize Atlanta, GA 30319 insights. Plus,Ten People Talking offers a full Ph. 404-236-7509 TWENTYSOMETHING™ Inc. is a global pio- range of qualitative methods and services to info-usctns-global.com neer in young adult research and consulting address your research objectives. Contact Ten www.tns-global.com (15-34-year-olds). Surveys, focus groups, People Talking today to get the insights your Anita Watkins ethnographic, panels, diaries, online. Blending business needs. 800 sessions since 1996 innovative and traditional techniques for max- imum ROI. Gain a competitive advantage by 158 | Quirk’s Marketing Research Review | May 2006 www.quirks.com leveraging our firm’s unparalleled experience, Viewpower, Inc. The Wedewer Group 2006 credentials, innovation, and market insights. P.O. Box 20941 P.O. Box 1651 Celebrating our 16th year! Columbus Circle Prince Frederick, MD 20678 New York, NY 10023 Ph. 410-414-5718 Ulrich Research Ph. 212-581-8113 [email protected] Focus Group Moderator 1329 Kingsley Ave., Suite A [email protected] www.wedewergroup.com Jacksonville, FL 32073 www.viewpower.net Robin Wedewer Ph. 904-264-3282 Joel Raphael 200 sessions since 1998 [email protected] 500+ sessions since 1993 www.ulrichresearch.com Our full-service research capabilities are Nancy Ulrich Vincent McCabe, Inc. backed by our blend of expertise and experi- 1000+ sessions since 1982 P.O. Box 150 ence in marketing and strategic thinking. We 7 Fennell St. also offer extensive online capabilities for Uncommon Insights, LLC Skaneateles, NY 13152 qualitative and quantitative research. We spe- 4201 Wilson Blvd. #110-101 Ph. 315-685-7227 cialize in associations, hospitals, veterinary Arlington, VA 22203 [email protected] medicine/pet products and financial services. Ph. 703-254-6515 www.vincentmccabe.com Veterinarian and dental professional panels [email protected] Jean G. Vincent are available. www.uncommoninsights.com 300 sessions since 1985 Christine Brittle Weinman/Schnee, Inc. 30 sessions since 2003 Vision Research ® 1775 Broadway, Suite 419 350 Sparks Street, Suite 405 New York, NY 10019 V & L Research & Consulting, Inc. Ottawa, ON K1R 7S8 Ph. 212-906-1900 5295 Highway 78, Suite D324 Canada [email protected] Stone Mountain, GA 30087 Ph. 613-594-8282 www.weinmanschnee.com Directory Ph. 770-908-0003 [email protected] Abbe Fabian [email protected] www.visionresearch.ca 500+ sessions since 1995 www.vlresearch.com Candace Fedoruk Delphyne Lomax 100+ sessions since 1990 Wendell Qualitative Research 1000+ sessions since 1991 931 Windwhisper Lane Walker Information Annapolis, MD 21403 Vedanta Research 3939 Priority Way South Dr. Ph. 410-268-5567 23 Tanyard Place Indianapolis, IN 46240 Barbara Wendell Chapel Hill, NC 27517 Ph. 800-334-3939 or 317-843-3939 1000+ sessions since 1989 Ph. 919-933-9217 [email protected] [email protected] www.walkerinfo.com West Consulting Services, Inc. www.vedantaresearch.com Barb Miller 12450 Woodhall Way Michael L. Reed, Ph.D. 200 sessions since 1998 Tustin, CA 92782 300 sessions since 1998 Ph. 714-731-0766 Timothy Pluta, MD. A privately-owned, Indianapolis-based compa- [email protected] 650 sessions since 1995 ny with offices in the U.S. and Canada, www.westconsultingservices.com Walker Information is the worldwide leader in Dawn West Dr. Michael Reed founded Vedanta Research customer loyalty management (CLM). 500+ sessions since 1982 in 2000 following 20+years of research and Walker also offers a wide variety of tradition- health care consulting work. Experience al market research services including call cen- Dan Wiese Marketing Research includes graduate studies in psychology and ter facilities, field and tab services, and meas- 2108 Greenwood Dr. S.E. statistics, teaching, research, 12 years at urement capabilities. Cedar Rapids, IA 52403 major pharmaceutical companies. He has sev- Ph. 319-364-2866 or 319-389-5436 eral publications and moderating experience Ward Research, Inc. [email protected] in many therapeutic areas addressing a vari- 828 Fort Street Mall, Suite 210 http://home.mchsi.com/~danwiese ety of business/marketing issues. Honolulu, HI 96813 Dan Wiese Ph. 808-522-5123 90 sessions since 1986 Venture Research Corporation [email protected] 681 Baeten Rd. www.wardresearch.com Wiese Research Associates, Inc. Green Bay, WI 54304 Rebecca S.Ward 9375 Burt St., Suite 100 Ph. 920-496-1960 or 800-842-8956 3500 sessions since 1978 Omaha, NE 68114 [email protected] Ph. 402-391-7734 www.venturegb.com Weaver Marketing Research [email protected] Larry Kostroski Suite 268, 100-1039 17th Ave. SW www.wraresearch.com 100 sessions since 1990 Calgary, AB T2T 0B2 Tom Wiese Canada 200+ sessions since 1975 View-Finders Market Research Ph. 403-244-2410 11 Sandra Lane [email protected] Wiggins Consulting, Inc. Pearl River, NY 10965 www.weavermarketingresearch.com 449 Briar Hill Ave. Ph. 845-735-7022 ext. 10 Sheila Weaver Toronto, ON M5N 1M8 [email protected] 200+ sessions since 1995 Canada www.view-finders.com Ph. 416-485-9875 Janet Gaines [email protected] 100+ sessions since 1995 www.wigginsconsulting.com Ian Wiggins 1000+ sessions since 1989 www.quirks.com May 2006 | Quirk’s Marketing Research Review | 159 L.C.Williams & Associates, Inc. Wolfson Strategic Consulting D.A. Zeskind & Associates 150 N. Michigan Ave., Suite 3800 67 Newcomb St. 160 Hanscom Dr., Suite 1 Chicago, IL 60601 Arlington, MA 02474 P.O. Box 890 Ph. 800-837-7123 Ph. 781-641-0754 Bedford, MA 01730-0890 [email protected] [email protected] Ph. 781-274-9940 www.lcwa.com www.wolfsonstrategic.com [email protected] Gregory L. Gordon Pam Wolfson www.zeskind.com 200+ sessions since 1994 150 sessions since 1990 Dale Zeskind Directory 900 sessions since 1980 Williams Research WSC helps you make smart marketing deci- P.O.Box 50444 sions. We analyze customers’ needs and iden- Ziment Associates, Inc. Eugene, OR 97405 tify promising business opportunities for 162 Fifth Ave., 11th Floor Ph. 541-343-6027 national clients. Since 1990, our services New York, NY 10010 [email protected] have included: focus groups, interviews, and Ph. 212-647-7200 Jane E.Williams observation assessments. We collaborate with [email protected] 200 sessions since 1985 you to create innovative product/services and www.ziment.com successful business partnerships. Our special- Mark Nissenfeld, Ph.D. Wilson & Associates ties: health care, technology, retail. 4186 sessions since 1989 6490 Ellenview Ave. West Hills, CA 91307 Wooldridge Associates, Inc. Zimmerman Associates Ph. 818-340-6201 1717 W. Rascher Ave. 903 Hagysford Rd. [email protected] Chicago, IL 60640 Penn Valley, PA 19072-1419 Earl Wilson Ph. 773-769-0993 Ph. 610-668-8160 3000 sessions since 1960 [email protected] [email protected] www.wastrategy.com Karen Zimmerman Wimmer & Associates Patrice Woolridge N/A sessions since 1976 30 Main St., Suite 12E 100+ sessions since 1978 Focus Group Moderator Focus Brooklyn, NY 11201 Paul Zuckerman Qualitative Research Ph. 212-989-6535 Wortham Research 46 W. 96th St., #4W [email protected] P.O. Box 840 New York, NY 10025-6524 Karen R.Wimmer Franklin, KY 42135-0840 Ph. 212-749-8855 1000+ sessions since 1996 Ph. 270-598-0237 [email protected] 2006 Charles Wortham www.paulzuckerman.com Windy City 1150 sessions since 1972 Paul Zuckerman Rua Sabara, 402/Cj. 92 5000 sessions since 1980 Sao Paulo, SP 01239-010 YanHaas Brazil Avenida 39 #14-92 Zwillinger Research Ph. 55-11-3255-7702 Bogota 4414 Petit Ave. [email protected] Colombia Encino, CA 91436-3212 Jack Steven Kravitz Ph. 57-1-232-8666 or 57-1-288-7027 Ph. 818-906-7562 3000 sessions since 1987 [email protected] [email protected] www.yanhaas.com www.zrglobal.com Frank Winter Associates Dora Maria Gomez Michele Zwillinger Ravensway, White Rose Lane 1000+ sessions since 1996 1000+ sessions since 1982 Woking, Surrey GU22 7JY United Kingdom Youthography Inc. We provide marketing research management Ph. 44-1483-831331 205 Richmond St. W., Suite 500 and consulting to enhance business profitabili- [email protected] Toronto, ON M5V 1V3 ty, based on our expertise, versatility, and over Frank Winter Canada 20 years of experience. Known for cost effec- 500 sessions since 1970 Ph. 416-204-1256 tive quantitative and qualitative research [email protected] designed to aid in the development and mar- Wisconsin Research, Inc. www.youthography.com keting of new products and services, our 1270 Main St. Mike Farrell strengths extend beyond that, as we identify Green Bay, WI 54302 100+ sessions since 1994 successful solutions to a variety of business Ph. 920-436-4646 challenges. [email protected] Zebra Strategies www.matousekandassociates.com 2565 Broadway, #393 Terri Matousek New York, NY 10025 2500 sessions since 1980 Ph. 212-244-3960 [email protected] WJ Schroer Company www.zstrategies.net Two W. Michigan Ave. Denene Tonielle Battle Creek, MI 49017 180 sessions since 1994 Ph. 269-963-4874 or 269-963-4844 [email protected] www.socialmarketing.org Williams J. Schroer 200+ sessions since 1987 160 | Quirk’s Marketing Research Review | May 2006 www.quirks.com 2006 Advertising Agencies Agriculture/Agribusiness A Z G Research (OH) p. 102 Any Small Town Market Research (KS) p. 104 ActionableCustomerInsights (TX) p. 102 Cambridge Associates, Ltd. (CO) p. 110 Alternate Routes, Inc. (CA) p. 104 Millennium Research, Inc. (MN) p. 138 Focus Group Moderator B. Champion Associates, Ltd. (IL) p. 105 Bethart Bilingual Research (FL) p. 107 Air Travelers bob’s your uncle (U.K.) p. 107 C&R Research Services, Inc. (IL) p. 110 Issues and Answers Network, Inc. (VA) p. 128 Cambridge Associates, Ltd. (CO) p. 110 O’Neil Associates, Inc. (AZ) p. 142 Campos Market Research, Inc. (PA) p. 111 CMI (GA) p. 112 Airlines Decision Analyst, Inc. 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Roth & Associates, Inc. (NY) p. 150 Talking Business (CA) p. 158 Sachs Insights (NY) p. 152 Schwartz Consulting Partners, Inc. (FL) p. 153 SIGMA: Research Management Group (OH) p. 153 Bio-Technology Spectrum Research (NJ) p. 154 Daniel Research Group (MA) p. 115 Global Research Initiatives (CA) p. 122 Candy/Confectionery Global Research Initiatives (KS) p. 122 In-Depth Research (CA) p. 126 C&R Research Services, Inc. (IL) p. 110 Karchner Marketing Research, LLC (PA) p. 129 Decision Analyst, Inc. (TX) p. 116 Kendall Gay Consulting (FL) p. 130 Doyle Research Associates, Inc. (IL) p. 117 Industries and Markets Index Millennium Research, Inc. (MN) p. 138 Focus Latino (TX) p. 119 Wolfson Strategic Consulting (MA) p. 160 Focus on Food (GA) p. 120 JRA, J. Reckner Associates, Inc. (PA) p. 129 Just The Facts, Inc. (IL) p. 129 Building Materials/Products Planet Latino Market Intelligence, Inc. (FL) p. 144 The Kiemle Company (SC) p. 130 Practica Group, LLC (IL) p. 144 Market Resource Associates, Inc. (MN) p. 134 Practical Imagination Enterprises (NJ) p. 144 MORPACE International, Inc. (MI) p. 139 Jay L. Roth & Associates, Inc. (NY) p. 150 Schwartz Consulting Partners, Inc. (FL) p. 153 162 | Quirk’s Marketing Research Review | May 2006 www.quirks.com 2006 Focus Group Moderator Directory Industries and Markets Index 163 Consumer Services Routes,Alternate Inc. (CA) p. 104 C&R Research Services, Inc. (IL) p. 110 Consultants, Research Chamberlain Inc. (WI) p. 111 CMI (GA) p. 112 (TX) p. LLC Focus Consumer 112 (MA) p. Group Research Daniel 115 Focus Latino (TX) p. Latino Focus 119 The Just Facts, Inc. (IL) p. 129 (FL) p. Gay Consulting Kendall 130 Associates, Resource Market Inc. (MN) p. 134 Research,Millennium Inc. (MN) p. 138 International,MORPACE Inc. (MI) p. 139 P & L Research, Inc. (CO) p. 143 L.Jay Roth & Associates, Inc. (NY) p. 150 Schwartz Partners, Consulting Inc. (FL) p. 153 Construction-Residential (FL) p. Gay Consulting Kendall 130 Kiemle Company (SC) p.The 130 Associates, Resource Market Inc. (MN) p. 134 (MD) p. Center NAHB Research 140 Consumer Durables p. (TX) ActionableCustomerInsights 102 Routes,Alternate Inc. (CA) p. 104 C&R Research Services, Inc. (IL) p. 110 Consultants, Research Chamberlain Inc. (WI) p. 111 Connection,Consumer Inc. (FL) p. 112 Associates, Research Doyle Inc. (IL) p. 117 Group,IMR Research Inc. (NC) p. 126 (OH) p.Diane Iseman & Associates 128 Network,Issues and Answers Inc. p. (VA) 128 The Just Facts, Inc. (IL) p. 129 Associates, Resource Market Inc. (MN) p. 134 Insight,Noble Inc. (GA) p. 141 Insights,Primary Inc. (IL) p. 145 (IN) p. Marketing Shaw Strategic 153 Computer-Hardware (MA) p. Group Research Daniel 115 Decision Analyst, Inc. (TX) p. 116 p. (CA) In-Depth Research 126 Inc.QualCore.com (MN) p. 146 Computers Routes,Alternate Inc. (CA) p. 104 (MA) p.Group Research Daniel 115 (CA) p.In-Depth Research 126 (OH) p.Diane Iseman & Associates 128 Intelligence, Market Planet Latino Inc. (FL) p. 144 QualCore.com Inc. (MN) p. 146 L.Jay Roth & Associates, Inc. (NY) p. 150 SIGMA: (OH) p. Management Group Research 153 Spectrum (NJ) p. Research 154 Computer-Software (MA) p.Group Research Daniel 115 Decision Analyst, Inc. (TX) p. 116 Associates, Research Doyle Inc. (IL) p. 117 (CA) p.In-Depth Research 126 QualCore.com Inc. (MN) p. 146 L.Jay Roth & Associates, Inc. (NY) p. 150 Schwartz Partners, Consulting Inc. (FL) p. 153 Construction Industry INC. p. (PA) 158 ™ www.quirks.com | Review Research Marketing May 2006 | Quirk’s Communications Routes,Alternate Inc. (CA) p. 104 Insight,Automotive Inc. p. (FL) 105 Consultant (CA) p. Bilingual Bain-Borrego Cris 105 (CA) p. Research Binder David 107 C&R Research Services, Inc. (IL) p. 110 Associates,Cambridge Ltd. (CO) p. 110 & Consulting,CIBA Research (GA) p. LLC 111 CMI (GA) p. 112 (TX) p. LLC Focus Consumer 112 (MA) p. Group Research Daniel 115 (TX) p. Latino Focus 119 Group, Marketing Insights Inc. (FL) p. 127 (OH) p.Diane Iseman & Associates 128 Network,Issues and Answers Inc. p. (VA) 128 & Associates,Dan Jones Inc. (UT) p. 128 Research, Marketing p.Karchner (PA) LLC 129 & Day Qual.Kinzey p. (VA) Research Market 130 Workshop, Inc. Marketing The (GA) p. 135 Associates,O’Neil Inc. (AZ) p. 142 Intelligence, Market Planet Latino Inc. (FL) p. 144 (IL) p. International Research 148 Inc. and Research RMS Communications p. (CA) 150 L.Jay Roth & Associates, Inc. (NY) p. 150 Schwartz Partners, Consulting Inc. (FL) p. 153 (CA) p. & Consulting Research Marketing Springboard 154 College Students Routes,Alternate Inc. (CA) p. 104 p. (TX) Latino Focus 119 Group, Resource InTouch Inc. (NY) p. 127 (OH) p.Diane Iseman & Associates 128 & Day Qual.Kinzey p. (VA) Research Market 130 Associates,O’Neil Inc. (AZ) p. 142 S I S International Research, Inc. (NY) p. 150 Schwartz Partners, Consulting Inc. (FL) p. 153 (CA) p. & Consulting Research Marketing Springboard 154 TWENTYSOMETHING Chemical Industry Research, Marketing p. Karchner (PA) LLC 129 Children C&R Research Services, Inc. (IL) p. 110 Consultants, Research Chamberlain Inc. (WI) p. 111 & Consulting,CIBA Research (GA) p. LLC 111 Research,Digital Inc. (ME) p. 116 Associates, Research Doyle Inc. p. (IL) 117 (TX) p. Latino Focus 119 JRA, J. Reckner Associates, Inc. p. (PA) 129 Facts,The Just Inc. (IL) p. 129 (U.K.) p. Europe Brands Kids 130 Levinson,Maya Ph.D. p. (CA) 132 International,MORPACE Inc. (MI) p. 139 Insights,Primary Inc. (IL) p. 145 Schwartz Partners, Consulting Inc. (FL) p. 153 (TN) p. Solutions Southern 154 (CA) p. & Consulting Research Marketing Springboard 154 Cereals Services,C&R Research Inc. (IL) p. 110 (TX) p. Latino Focus 119 (GA) p. on Food Focus 120 Housecalls, Inc. (NY) p. 125 p. (PA) INA Research 126 International,MORPACE Inc. p. (MI) 139 (NJ) p. Enterprises Practical Imagination 144 IMR Research Group, Inc. (NC) p. 126 Cosmetics Diane Iseman & Associates (OH) p. 128 Dan Jones & Associates, Inc. (UT) p. 128 Decision Analyst, Inc. (TX) p. 116 Just The Facts, Inc. (IL) p. 129 Focus Latino (TX) p. 119 Karchner Marketing Research, LLC (PA) p. 129 Research Explorers (IL) p. 148 Gene Kroupa & Associates, Inc. (WI) p. 131 Market Resource Associates, Inc. (MN) p. 134 CPA’s/Financial Advisors Directory MRSI (Marketing Research Services, Inc.) (OH) p. 140 Practical Imagination Enterprises (NJ) p. 144 Marketing Matrix International, Inc. (CA) p. 135 Q & A Research, Inc. (CA) p. 145 O’Neil Associates, Inc. (AZ) p. 142 Research Explorers (IL) p. 148 Jay L. Roth & Associates, Inc. (NY) p. 150 Research International (IL) p. 148 Schwartz Consulting Partners, Inc. (FL) p. 153 Defense Springboard Marketing Research & Consulting (CA) p. 154 Survey Service, Inc. (NY) p. 156 LinguiSearch, Inc. (PA) p. 132 Talking Business (CA) p. 158 Ten People Talking (WA) p. 158 Dentists Walker Information (IN) p. 159 Just The Facts, Inc. (IL) p. 129 Kendall Gay Consulting (FL) p. 130 Consumers MORPACE International, Inc. (MI) p. 139 Alternate Routes, Inc. (CA) p. 104 O’Neil Associates, Inc. (AZ) p. 142 B. Champion Associates, Ltd. (IL) p. 105 Sabena Qualitative Research Services (CT) p. 152 Cris Bain-Borrego Bilingual Consultant (CA) p. 105 Bethart Bilingual Research (FL) p. 107 Direct Marketing/Direct Response bob’s your uncle (U.K.) p. 107 C&R Research Services, Inc. (IL) p. 110 Consumer Focus LLC (TX) p. 112 Focus Group Moderator Focus C.L. Gailey Research (CA) p. 110 Dan Jones & Associates, Inc. (UT) p. 128 Campos Market Research, Inc. (PA) p. 111 Karchner Marketing Research, LLC (PA) p. 129 Chamberlain Research Consultants, Inc. (WI) p. 111 Jay L. Roth & Associates, Inc. (NY) p. 150 CIBA Research & Consulting, LLC (GA) p. 111 Strategic Focus, Inc. (IL) p. 156 2006 CMI (GA) p. 112 Consumer Focus LLC (TX) p. 112 Education Daniel Research Group (MA) p. 115 Digital Research, Inc. (ME) p. 116 BRC Field & Focus Services (AZ) p. 108 Anne Flanz Custom Marketing Research (IL) p. 119 Chamberlain Research Consultants, Inc. (WI) p. 111 Focus on Food (GA) p. 120 Focus Latino (TX) p. 119 Fundamental Research Group, Inc. (PA) p. 121 Fundamental Research Group, Inc. (PA) p. 121 Global Research Initiatives (KS) p. 122 Dan Jones & Associates, Inc. (UT) p. 128 Global Research Initiatives (CA) p. 122 Just The Facts, Inc. (IL) p. 129 Housecalls, Inc. (NY) p. 125 KL Communications, Inc. (NJ) p. 130 Wayne Howard & Associates (CA) p. 125 MORPACE International, Inc. (MI) p. 139 Diane Iseman & Associates (OH) p. 128 O’Neil Associates, Inc. (AZ) p. 142 Issues and Answers Network, Inc. (VA) p. 128 QualCore.com Inc. (MN) p. 146 JRH Marketing Services, Inc. (NY) p. 129 Springboard Marketing Research & Consulting (CA) p. 154 Just The Facts, Inc. (IL) p. 129 Karchner Marketing Research, LLC (PA) p. 129 Kinzey & Day Qual. Market Research (VA) p. 130 Educators Kress & Associates (MA) p. 131 Chamberlain Research Consultants, Inc. (WI) p. 111 LinguiSearch, Inc. (PA) p. 132 Just The Facts, Inc. (IL) p. 129 Market Decisions Corporation (OR) p. 134 MORPACE International, Inc. (MI) p. 139 Market Resource Associates, Inc. (MN) p. 134 O’Neil Associates, Inc. (AZ) p. 142 Maryland Marketing Source, Inc. (MD) p. 136 Sabena Qualitative Research Services (CT) p. 152 MORPACE International, Inc. (MI) p. 139 Springboard Marketing Research & Consulting (CA) p. 154 O’Neil Associates, Inc. (AZ) p. 142 Planet Latino Market Intelligence, Inc. (FL) p. 144 Plunkett Communications, Inc. (ON) p. 144 Electronics Primary Insights, Inc. (IL) p. 145 Alternate Routes, Inc. (CA) p. 104 QualCore.com Inc. (MN) p. 146 Daniel Research Group (MA) p. 115 Research Explorers (IL) p. 148 In-Depth Research (CA) p. 126 Research International (IL) p. 148 Karchner Marketing Research, LLC (PA) p. 129 Rincon & Associates (TX) p. 149 KL Communications, Inc. (NJ) p. 130 Industries and Markets Index Jay L. Roth & Associates, Inc. (NY) p. 150 Q & A Research, Inc. (CA) p. 145 S I S International Research, Inc. (NY) p. 150 QualCore.com Inc. (MN) p. 146 Sachs Insights (NY) p. 152 Research International (IL) p. 148 Sando and Associates (DC) p. 152 Paul Schneller Qualitative LLC (NY) p. 152 Springboard Marketing Research & Consulting (CA) p. 154 Employees Strategic Directions Group, Inc. (MN) p. 155 C&R Research Services, Inc. (IL) p. 110 Talking Business (CA) p. 158 Chamberlain Research Consultants, Inc. (WI) p. 111 Ten People Talking (WA) p. 158 CMI (GA) p. 112 Walker Information (IN) p. 159 Consumer Focus LLC (TX) p. 112 Fundamental Research Group, Inc. (PA) p. 121 164 | Quirk’s Marketing Research Review | May 2006 www.quirks.com 2006 Focus Group Moderator Directory Industries and Markets Index 165 Food Chains/Supermarkets Food C&R Research Services, Inc. (IL) p. 110 Research,Digital Inc. (ME) p. 116 (TX) p. Latino Focus 119 (GA) p. on Food Focus 120 p. (PA) INA Research 126 Group, Marketing Insights Inc. (FL) p. 127 (OH) p.Diane Iseman & Associates 128 The Just Facts, Inc. (IL) p. 129 Research, Marketing p.Karchner (PA) LLC 129 New South (AL) p. Research 141 Intelligence, Market Planet Latino Inc. (FL) p. 144 Financial/Investment/Banks (TX) p.ActionableCustomerInsights 102 Routes,Alternate Inc. (CA) p. 104 C&R Research Services, Inc. (IL) p. 110 Associates,Cambridge Ltd. (CO) p. 110 Consultants, Research Chamberlain Inc. (WI) p. 111 CMI (GA) p. 112 (TX) p. LLC Focus Consumer 112 Centre - Montreal (PQ) p. Contemporary Research 114 p. (NY) First Insights 119 (TX) p. Latino Focus 119 (MD) p.& McBride Cohen Hollander 125 Housecalls, Inc. p. (NY) 125 Group,IMR Research Inc. (NC) p. 126 p. (PA) INA Research 126 Group, Marketing Insights Inc. (FL) p. 127 (OH) p.Diane Iseman & Associates 128 The Just Facts, Inc. (IL) p. 129 Research, Marketing p.Karchner (PA) LLC 129 (MA) p.Kress & Associates 131 LinguiSearch, Inc. p. (PA) 132 (OR) p. Corporation Decisions Market 134 Leverage,Marketing Inc. (CT) p. 135 International, Matrix Marketing Inc. (CA) p. 135 Workshop, Inc. Marketing The (GA) p. 135 (NJ) p. and Research Mature Marketing 136 CONSUMER CENTER INC.MEADOWLANDS (NJ) p. 136 International,MORPACE Inc. (MI) p. 139 Insight,Noble Inc. (GA) p. 141 Associates,O’Neil Inc. (AZ) p. 142 Practica Group, (IL) p. LLC 144 L.Jay Roth & Associates, Inc. (NY) p. 150 (NY) p.Sachs Insights 152 (DC) p.Sando and Associates 152 Schwartz Partners, Consulting Inc. (FL) p. 153 (IN) p. Marketing Shaw Strategic 153 SIGMA: (OH) p. Management Group Research 153 Group, Directions Strategic Inc. (MN) p. 155 (CA) p. Business Talking 158 Consulting,361 Degrees Inc. (CA) p. 158 (IL) p. & Idea Research Generation & Co Market 158 Tracy (MD) p. Group Wedewer The 159 Focus on Food (GA) p. on Food Focus 120 p. (PA) INA Research 126 (OH) p.Diane Iseman & Associates 128 Associates, & Dan Jones Inc. (UT) p. 128 The Just Facts, Inc. (IL) p. 129 International,MORPACE Inc. (MI) p. 139 Intelligence, Market Planet Latino Inc. (FL) p. 144 Practica Group, (IL) p. LLC 144 (NJ) p. Enterprises Practical Imagination 144 (IL) p. Explorers Research 148 L.Jay Roth & Associates, Inc. (NY) p. 150 S I S International Research, Inc. (NY) p. 150 Schwartz Partners, Consulting Inc. (FL) p. 153 (TN) p. Solutions Southern 154 www.quirks.com | Review Research Marketing May 2006 | Quirk’s Fast-Food Industry Fast-Food Routes,Alternate Inc. (CA) p. 104 C&R Research Services, Inc. (IL) p. 110 Decision Analyst, Inc. (TX) p. 116 (TX) p. Latino Focus 119 Executives/Management p. (TX) ActionableCustomerInsights 102 Routes,Alternate Inc. (CA) p. 104 B. Associates, Champion Ltd. (IL) p. 105 C&R Research Services, Inc. (IL) p. 110 Consultants, Research Chamberlain Inc. (WI) p. 111 (TX) p. LLC Focus Consumer 112 (MA) p. Group Research Daniel 115 Group,Fundamental Research Inc. p. (PA) 121 Group, Resource InTouch Inc. (NY) p. 127 Facts,The Just Inc. (IL) p. 129 Research, Marketing p.Karchner (PA) LLC 129 (OR) p. Corporation Decisions Market 134 Associates, Resource Market Inc. (MN) p. 134 Leverage,Marketing Inc. (CT) p. 135 Workshop, Inc. Marketing The (GA) p. 135 (NY) p. Center MBC Research 136 Associates,O’Neil Inc. (AZ) p. 142 Practica Group, (IL) p. LLC 144 (NJ) p. Enterprises Practical Imagination 144 Insights,Primary Inc. (IL) p. 145 QualCore.com Inc. (MN) p. 146 L.Jay Roth & Associates, Inc. (NY) p. 150 (NY) p. LLC Qualitative Schneller Paul 152 (NY) p. LLC Qualitative Schneller Paul 152 Schwartz Partners, Consulting Inc. (FL) p. 153 (CA) p. & Consulting Research Marketing Springboard 154 Group, Directions Strategic Inc. (MN) p. 155 (CA) p. Business Talking 158 Environmental Focus,Strategic Inc. (IL) p. 156 Entrepreneurs/Small Business Routes,Alternate Inc. (CA) p. 104 B. Associates, Champion Ltd. (IL) p. 105 Consultants, Research Chamberlain Inc. (WI) p. 111 (KS) p. Initiatives Global Research 122 (CA) p. Initiatives Global Research 122 Research, Marketing p.Karchner (PA) LLC 129 Leverage,Marketing Inc. (CT) p. 135 Associates,O’Neil Inc. (AZ) p. 142 L.Jay Roth & Associates, Inc. (NY) p. 150 Schwartz Partners, Consulting Inc. (FL) p. 153 (CA) p. & Consulting Research Marketing Springboard 154 C&R Research Services, Inc. (IL) p. 110 Group,Fundamental Research Inc. p. (PA) 121 KL Communications, Inc. (NJ) p. 130 Q & A Research, Inc. (CA) p. 145 (NY) p.Sachs Insights 152 (CA) p. & Consulting Research Marketing Springboard 154 (CA) p. Research Zwillinger 160 Entertainment Wayne Howard & Associates (CA) p. (CA) & Associates Howard Wayne 125 (IL) p. Group Lohs Research 132 Associates,O’Neil Inc. (AZ) p. 142 L.Jay Roth & Associates, Inc. (NY) p. 150 Schwartz Partners, Consulting Inc. (FL) p. 153 (CA) p. & Consulting Research Marketing Springboard 154 S I S International Research, Inc. (NY) p. 150 Health & Beauty Aids Schwartz Consulting Partners, Inc. (FL) p. 153 Springboard Marketing Research & Consulting (CA) p. 154 C R Market Surveys (IL) p. 110 Survey Center Focus, LLC (IL) p. 156 C&R Research Services, Inc. (IL) p. 110 Decision Analyst, Inc. (TX) p. 116 Doyle Research Associates, Inc. (IL) p. 117 Foods/Nutrition Focus Latino (TX) p. 119 Housecalls, Inc. (NY) p. 125 Directory ACCE Inc. (ON) p. 102 Bilingual Moderator (NY) p. 107 Diane Iseman & Associates (OH) p. 128 C&R Research Services, Inc. (IL) p. 110 Dan Jones & Associates, Inc. (UT) p. 128 Cambridge Associates, Ltd. (CO) p. 110 Just The Facts, Inc. (IL) p. 129 Contemporary Research Centre - Montreal (PQ) p. 114 Kendall Gay Consulting (FL) p. 130 Decision Analyst, Inc. (TX) p. 116 Practical Imagination Enterprises (NJ) p. 144 Focus on Food (GA) p. 120 Primary Insights, Inc. (IL) p. 145 Global Research Initiatives (CA) p. 122 Sabena Qualitative Research Services (CT) p. 152 Global Research Initiatives (KS) p. 122 Paul Schneller Qualitative LLC (NY) p. 152 Diane Iseman & Associates (OH) p. 128 Schwartz Consulting Partners, Inc. (FL) p. 153 Dan Jones & Associates, Inc. (UT) p. 128 Springboard Marketing Research & Consulting (CA) p. 154 Just The Facts, Inc. (IL) p. 129 Talking Business (CA) p. 158 Practica Group, LLC (IL) p. 144 Ten People Talking (WA) p. 158 Practical Imagination Enterprises (NJ) p. 144 Walker Information (IN) p. 159 Pranses Research Services (NJ) p. 144 Research Explorers (IL) p. 148 Health Care Jay L. Roth & Associates, Inc. (NY) p. 150 Sachs Insights (NY) p. 152 A Z G Research (OH) p. 102 Paul Schneller Qualitative LLC (NY) p. 152 ActionableCustomerInsights (TX) p. 102 Alternate Routes, Inc. (CA) p. 104 Focus Group Moderator Focus Schwartz Consulting Partners, Inc. (FL) p. 153 Springboard Marketing Research & Consulting (CA) p. 154 Any Small Town Market Research (KS) p. 104 Strategic Directions Group, Inc. (MN) p. 155 Appel Research, LLC (NY) p. 104 Talking Business (CA) p. 158 B. Champion Associates, Ltd. (IL) p. 105 BRC Field & Focus Services (AZ) p. 108 2006 C.L. Gailey Research (CA) p. 110 Forest Industries Cambridge Associates, Ltd. (CO) p. 110 Market Resource Associates, Inc. (MN) p. 134 Rebeca Cantu Helmstetler (CO) p. 111 Chamberlain Research Consultants, Inc. (WI) p. 111 CMI (GA) p. 112 Gaming/Casinos Consumer Research Centre Ltd. (BC) p. 114 Alternate Routes, Inc. (CA) p. 104 Contemporary Research Centre - Montreal (PQ) p. 114 Chamberlain Research Consultants, Inc. (WI) p. 111 D/R/S HealthCare Consultants (NC) p. 115 Daniel Research Group (MA) p. 115 DRW Research (MI) p. 117 DRW Research (MI) p. 117 Anne Flanz Custom Marketing Research (IL) p. 119 Insight Casino Research, LLC (CT) p. 127 Focus Latino (TX) p. 119 Dan Jones & Associates, Inc. (UT) p. 128 Fundamental Research Group, Inc. (PA) p. 121 MORPACE International, Inc. (MI) p. 139 Herrera Communications (CA) p. 124 O’Neil Associates, Inc. (AZ) p. 142 Hispanic Research Inc. (NJ) p. 125 Wayne Howard & Associates (CA) p. 125 The HSM Group, Ltd. (AZ) p. 125 Gay & Lesbian IMR Research Group, Inc. (NC) p. 126 JRH Marketing Services, Inc. (NY) p. 129 In-Depth Research (CA) p. 126 QualCore.com Inc. (MN) p. 146 Diane Iseman & Associates (OH) p. 128 Issues and Answers Network, Inc. (VA) p. 128 JRA, J. Reckner Associates, Inc. (PA) p. 129 Generation X JRH Marketing Services, Inc. (NY) p. 129 Focus Latino (TX) p. 119 Just The Facts, Inc. (IL) p. 129 Diane Iseman & Associates (OH) p. 128 Karchner Marketing Research, LLC (PA) p. 129 Practical Imagination Enterprises (NJ) p. 144 Kendall Gay Consulting (FL) p. 130 Sabena Qualitative Research Services (CT) p. 152 Kinzey & Day Qual. Market Research (VA) p. 130 Sachs Insights (NY) p. 152 Gene Kroupa & Associates, Inc. (WI) p. 131 Talking Business (CA) p. 158 Maestra Executive Research Services (OH) p. 133 TWENTYSOMETHING™ INC. (PA) p. 158 Market Decisions Corporation (OR) p. 134 Market Decisions, LLC (ME) p. 134 Industries and Markets Index Government Marketing Leverage, Inc. (CT) p. 135 The Marketing Workshop, Inc. (GA) p. 135 Appel Research, LLC (NY) p. 104 MORPACE International, Inc. (MI) p. 139 Dan Jones & Associates, Inc. (UT) p. 128 New South Research (AL) p. 141 JRH Marketing Services, Inc. (NY) p. 129 O’Neil Associates, Inc. (AZ) p. 142 Kerr & Downs Research (FL) p. 130 Planet Latino Market Intelligence, Inc. (FL) p. 144 Marketing Matrix International, Inc. (CA) p. 135 Practica Group, LLC (IL) p. 144 The Mellman Group (DC) p. 137 Practical Imagination Enterprises (NJ) p. 144 MORPACE International, Inc. (MI) p. 139 Project Essentials, Inc. (CO) p. 145 Schulman, Ronca & Bucuvalas, Inc. (Br.) (FL) p. 152 Research Explorers (IL) p. 148 Springboard Marketing Research & Consulting (CA) p. 154 Research International (IL) p. 148 166 | Quirk’s Marketing Research Review | May 2006 www.quirks.com 2006 Focus Group Moderator Directory Industries and Markets Index 167 Hospitals Consultants, Research Chamberlain Inc. (WI) p. 111 D/R/S HealthCare Consultants (NC) p. 115 (CA) p. & Associates Howard Wayne 125 HSM Group,The Ltd. (AZ) p. 125 The Just Facts, Inc. (IL) p. 129 Research, Marketing p.Karchner (PA) LLC 129 (FL) p. Gay Consulting Kendall 130 & Day Qual.Kinzey p. (VA) Research Market 130 Leverage,Marketing Inc. (CT) p. 135 Associates,O’Neil Inc. (AZ) p. 142 Schwartz Partners, Consulting Inc. (FL) p. 153 p. (WA) Talking 158 People Ten Household Products/Services Routes,Alternate Inc. (CA) p. 104 C&R Research Services, Inc. (IL) p. 110 Consultants, Research Chamberlain Inc. (WI) p. 111 Associates, Research Doyle Inc. (IL) p. 117 (IL) p. Research Anne Flanz Custom Marketing 119 (TX) p. Latino Focus 119 Housecalls, Inc. (NY) p. 125 Group, Marketing Insights Inc. (FL) p. 127 (OH) p.Diane Iseman & Associates 128 Network,Issues and Answers Inc. p. (VA) 128 & Associates,Dan Jones Inc. (UT) p. 128 Services, JRH Marketing Inc. (NY) p. 129 The Just Facts, Inc. (IL) p. 129 Associates, Resource Market Inc. (MN) p. 134 Source,Maryland Marketing Inc. (MD) p. 136 International,MORPACE Inc. (MI) p. 139 Intelligence, Market Planet Latino Inc. (FL) p. 144 Insights,Primary Inc. (IL) p. 145 L.Jay Roth & Associates, Inc. (NY) p. 150 (DC) p.Sando and Associates 152 (NY) p. LLC Qualitative Schneller Paul 152 (IN) p. Marketing Shaw Strategic 153 Group, Directions Strategic Inc. (MN) p. 155 (CA) p. Business Talking 158 Home Improvement/DIY (SC) p. Kiemle Company The 130 Associates, Resource Market Inc. (MN) p. 134 International,MORPACE Inc. (MI) p. 139 Intelligence, Market Planet Latino Inc. (FL) p. 144 Practica Group, (IL) p. LLC 144 Hospitality Industry Associates,Cambridge Ltd. (CO) p. 110 Consultants, Research Chamberlain Inc. (WI) p. 111 CMI (GA) p. 112 p. (ME) Associates Davidson-Peterson 115 Research, Casino Insight p. (CT) LLC 127 (MD) p. & Kent Jenner Jacobs 128 & Associates,Dan Jones Inc. (UT) p. 128 The Just Facts, Inc. (IL) p. 129 (FL) p. Research & Downs Kerr 130 & Day Qual.Kinzey p. (VA) Research Market 130 Workshop, Inc. Marketing The (GA) p. 135 Associates,O’Neil Inc. (AZ) p. 142 L.Jay Roth & Associates, Inc. (NY) p. 150 Schwartz Partners, Consulting Inc. (FL) p. 153 Rincon & Associates (TX) p. (TX) Associates & Rincon 149 Schwartz Partners, Consulting Inc. (FL) p. 153 p. (FL) Square One Research 155 Consulting,361 Degrees Inc. (CA) p. 158 www.quirks.com | Review Research Marketing May 2006 | Quirk’s Cris Bain-Borrego Bilingual Consultant (CA) p. Bilingual Bain-Borrego Cris 105 (FL) p. Research Bethart Bilingual 107 (NY) p. Moderator Bilingual 107 (AZ) p. Services & Focus BRC Field 108 Surveys (IL) p.C R Market 110 C&R Research Services, Inc. (IL) p. 110 (CO) p.Rebeca Cantu Helmstetler 111 Connection,Consumer Inc. (FL) p. 112 Associates, Research Doyle Inc. (IL) p. 117 (TX) p. Latino Focus 119 (CA) p. Communications Herrera 124 Inc. Research Hispanic (NJ) p. 125 p. (PA) INA Research 126 Group, Marketing Insights Inc. (FL) p. 127 Research, Marketing p.Karchner (PA) LLC 129 (NY) p. Center MBC Research 136 MRSI (Marketing Research Services, Inc.) (OH) p. 140 Intelligence, Market Planet Latino Inc. (FL) p. 144 Q & A Research, Inc. (CA) p. 145 Hispanic Alternate Routes,Alternate Inc. (CA) p. 104 Consultants, Research Chamberlain Inc. (WI) p. 111 (MA) p. Group Research Daniel 115 p. (NY) First Insights 119 (KS) p. Initiatives Global Research 122 (CA) p. Initiatives Global Research 122 (CA) p.In-Depth Research 126 (IL) p. Group Lohs Research 132 (OR) p. Corporation Decisions Market 134 Associates,O’Neil Inc. (AZ) p. 142 Practica Group, (IL) p. LLC 144 QualCore.com Inc. (MN) p. 146 L.Jay Roth & Associates, Inc. (NY) p. 150 P.SharpeIrwin (NJ) p. & Associates 153 High-Tech Higher Education (OH) p.A Z G Research 102 p. (TX) ActionableCustomerInsights 102 Research,Campos Market Inc. p. (PA) 111 Consultants, Research Chamberlain Inc. (WI) p. 111 p. (TX) Latino Focus 119 & Associates,Dan Jones Inc. (UT) p. 128 Facts,The Just Inc. (IL) p. 129 & Day Qual.Kinzey p. (VA) Research Market 130 Associates,O’Neil Inc. (AZ) p. 142 (CA) p. & Consulting Research Marketing Springboard 154 Health Care Products-Natural (KS) p. Initiatives Global Research 122 (CA) p. Initiatives Global Research 122 (CA) p. & Associates Howard Wayne 125 (FL) p. Gay Consulting Kendall 130 (CA) p. & Consulting Research Marketing Springboard 154 (CA) p. Business Talking 158 p. (WA) Talking 158 People Ten RMS Communications and Research Inc.and Research RMS Communications (CA) p. 150 (CT) p.Services Research Sabena Qualitative 152 Research,Saurage Inc. (TX) p. 152 Schwartz Partners, Consulting Inc. (FL) p. 153 SIGMA: (OH) p. Group Management Research 153 Group, Directions Strategic Inc. (MN) p. 155 Survey Focus, Center (IL) p. LLC 156 p. (WA) Talking 158 People Ten (NC) p. Research Vedanta 159 (MA) p. Consulting Strategic Wolfson 160 Industries and Markets Index 2006 Focus Group Moderator Directory is nihs(Y .119 InsightsFirst (NY)p. 116 (ME)p. Inc. Digital Research, 115 Daniel Research Group (MA) p. 115 (U.K.)p. Kom Market Ltd. Assessment D. 114 ResearchContemporary Centre-Montreal(PQ)p. 110 (IL)p. Inc. C&R ResearchServices, 104 (CA)p. Inc. Alternate Routes, Internet/Web 150 (NY)p. Inc. S IInternationalResearch, 148 Research International (IL)p. 138 (MN)p. Inc. Millennium Research, 129 (IL) p. Inc. Just The Facts, 126 In-Depth Research (CA)p. 122 Global Research Initiatives (KS)p. 122 Global Research Initiatives (CA)p. Firms International Ten People 158 Talking (WA) p. 152 Sachs Insights (NY)p. 145 (CA)p. Inc. Q &AResearch, 144 (FL)p. Inc. Planet Latino Market Intelligence, 139 (MI)p. Inc. MORPACE International, 135 (GA)p. The Marketing Inc. Workshop, 135 (CT)p. Inc. Marketing Leverage, 129 LLC (PA)Karchner p. Marketing Research, 129 (IL)p. Inc. Just The Facts, 128 &AssociatesDiane Iseman (OH)p. 125 Wayne Howard &Associates (CA)p. 119 InsightsFirst (NY)p. 117 DRW Research (MI)p. 116 (ME)p. Inc. Digital Research, 114 ResearchContemporary Centre-Montreal(PQ)p. 112 Consumer Focus LLC (TX)p. 112 CMI (GA)p. 111 (WI)p. Inc. Chamberlain Research Consultants, 104 (CA)p. Inc. Alternate Routes, Insurance 153 Research ManagementGroup (OH)p. SIGMA: 153 Shaw Strategic Marketing (IN)p. 150 (NY)p. Inc. Roth&Associates, Jay L. 146 (MN)p. QualCore.com Inc. 144 LLC (IL)p. Group, Practica 139 (MI)p. Inc. MORPACE International, 135 (GA)p. The Marketing Inc. Workshop, 135 (CT)p. Inc. Marketing Leverage, 129 LLC (PA)Karchner p. Marketing Research, 122 Global Research Initiatives (CA)p. 122 Global Research Initiatives (KS)p. 121 (PA) p. Inc. Fundamental Research Group, 115 Daniel Research Group (MA)p. 115 (U.K.)p. Kom Market Ltd. Assessment D. 112 CMI (GA)p. 104 (CA)p. Inc. Alternate Routes, Information Technology(IT) 153 (FL)p. Inc. Consulting Partners, Schwartz 150 (NY) p. Inc. Roth&Associates, Jay L. 145 (IL)p. Inc. Primary Insights, 129 LLC (PA)Karchner p. Marketing Research, 111 (WI)p. Inc. Chamberlain Research Consultants, 102 ActionableCustomerInsights (TX)p. Dev. Resources/Organizational Human 154 Springboard Marketing Research &Consulting (CA)p. 153 (FL)p. Inc. Consulting Partners, Schwartz 134 (MN)p. Inc. Market Resource Associates, Housing 168 QiksMreigRsac eiw|My20 www.quirks.com | Quirk’s Marketing Research Review |May2006 akn uies(A .158 Talking Business (CA)p. 153 (FL)p. Inc. Consulting Partners, Schwartz 152 Sachs Insights (NY)p. 150 (NY) p. Inc. Roth&Associates, Jay L. 146 (MN)p. QualCore.com Inc. 136 MBC Research Center (NY)p. 126 In-Depth Research (CA)p. 122 Global Research Initiatives (CA)p. 122 Global Research Initiatives (KS)p. ’elAscae,Ic A)p 142 (AZ)p. Inc. O’Neil Associates, 140 National Jury (MN)p. Midwest Project 140 LLC (NC)p. Murphy Moderating, 139 (MI)p. Inc. MORPACE International, 134 Market Decisions Corporation (OR)p. Legal 155 (MN)p. Inc. Strategic Directions Group, 142 (AZ) p. Inc. O’Neil Associates, 140 National Jury (MN)p. Midwest Project 130 Kendall GayConsulting (FL) p. 129 p. (IL) Inc. Facts, Just The Lawyers 153 (FL)p. Inc. Consulting Partners, Schwartz 138 (MN)p. Inc. Millennium Research, 134 (MN)p. Inc. Market Resource Associates, 130 Kendall GayConsulting (FL) p. 129 p. (IL) Inc. Facts, Just The 128 &AssociatesDiane Iseman (OH)p. Lawn &Garden akn uies(A .158 Talking Business (CA)p. 120 Focus onFood (GA)p. Meat Industry 150 (NY)p. Inc. S IInternationalResearch, 129 p. (IL) Inc. Facts, Just The 119 Focus Latino (TX)p. Mass Merchandisers 153 (FL)p. Inc. Consulting Partners, Schwartz 139 (MI) p. Inc. MORPACE International, 129 p. (IL) Inc. Facts, Just The 126 (NC)p. Inc. IMR Research Group, 120 Focus onFood (GA) p. 111 (WI)p. Inc. Chamberlain Research Consultants, Manufacturing Ten People 158 Talking (WA) p. 148 Research Explorers (IL)p. 142 (AZ)p. Inc. O’Neil Associates, 135 (CT)p. Inc. Marketing Leverage, 130 Kendall GayConsulting (FL)p. 129 LLC (PA)Karchner p. Marketing Research, 128 (VA) p. Inc. Issues andAnswers Network, 125 Wayne Howard &Associates (CA)p. 112 CMI (GA)p. Care Managed 154 Springboard Marketing Research &Consulting (CA)p. 129 p. (IL) Inc. Facts, Just The 128 (UT)p. Inc. Dan Jones &Associates, 111 (WI)p. Inc. Chamberlain Research Consultants, 105 (FL)p. Inc. Automotive Insight, Leisure 2006 Focus Group Moderator Directory Industries and Markets Index 169 Nurses D/R/S HealthCare Consultants (NC) p. 115 (KS) p. Initiatives Global Research 122 (CA) p. Initiatives Global Research 122 The Just Facts, Inc. (IL) p. 129 Research, Marketing p.Karchner (PA) LLC 129 (FL) p. Gay Consulting Kendall 130 International,MORPACE Inc. (MI) p. 139 Associates,O’Neil Inc. (AZ) p. 142 Nursing Homes (NJ) p. Services Research Pranses 144 Products Office p. (NY) First Insights 119 (OH) p.Diane Iseman & Associates 128 Research, Marketing p.Karchner (PA) LLC 129 Intelligence, Market Planet Latino Inc. (FL) p. 144 L.Jay Roth & Associates, Inc. (NY) p. 150 Packaged Goods (TX) p.ActionableCustomerInsights 102 Routes,Alternate Inc. (CA) p. 104 (KS) p. Research Market Town 104 Any Small uncle (U.K.) p.bob’s your 107 C&R Research Services, Inc. (IL) p. 110 Research,Campos Market Inc. p. (PA) 111 Centre - Montreal (PQ) p.Contemporary Research 114 Decision Analyst, Inc. (TX) p. 116 Research,Digital Inc. (ME) p. 116 Associates, Research Doyle Inc. (IL) p. 117 (MI) p.DRW Research 117 (NY) p.First Insights 119 (IL) p. Research Anne Flanz Custom Marketing 119 (TX) p. Latino Focus 119 (GA) p. on Food Focus 120 Mothers-Expectant Insights,Primary Inc. (IL) p. 145 (CA) p. & Consulting Research Marketing Springboard 154 Newspapers/Magazines Research,Digital Inc. (ME) p. 116 Associates, Research Doyle Inc. (IL) p. 117 (TX) p.Latino Focus 119 Associates,O’Neil Inc. (AZ) p. 142 Intelligence, Market Planet Latino Inc. (FL) p. 144 (CA) p. & Consulting Research Marketing Springboard 154 Raising Non-Profit/Fund p. (TX) ActionableCustomerInsights 102 Routes,Alternate Inc. (CA) p. 104 Consultants, Research Chamberlain Inc. (WI) p. 111 JRA, J. Associates, Reckner Inc. p. (PA) 129 (DC) p. Group Mellman The 137 (IL) p. Explorers Research 148 (MI) p. Research Roadmap Market 150 L.Jay Roth & Associates, Inc. (NY) p. 150 (CA) p. & Consulting Research Marketing Springboard 154 Focus,Strategic Inc. (IL) p. 156 Focus on Food (GA) p. on Food Focus 120 (OH) p.Diane Iseman & Associates 128 Associates, & Dan Jones Inc. (UT) p. 128 p. (U.K.) Europe Brands Kids 130 Insights,Primary Inc. (IL) p. 145 (IL) p. Explorers Research 148 p. (CA) & Consulting Research Marketing Springboard 154 www.quirks.com | Review Research Marketing May 2006 | Quirk’s C&R Research Services, Inc. (IL) p. 110 Consultants, Research Chamberlain Inc. (WI) p. 111 (TX) p. Latino Focus 119 Global Research Initiatives (KS) p. Initiatives Global Research 122 (CA) p. Initiatives Global Research 122 Military (TX) p. Latino Focus 119 Mothers Middle-Eastern D/R/S HealthCare Consultants (NC) p. 115 Decision Analyst, Inc. (TX) p. 116 (KS) p. Initiatives Global Research 122 (CA) p. Initiatives Global Research 122 (CA) p. & Associates Howard Wayne 125 HSM Group,The Ltd. (AZ) p. 125 (CA) p.In-Depth Research 126 Network,Issues and Answers Inc. p. (VA) 128 & Associates,Dan Jones Inc. (UT) p. 128 Research, Marketing p.Karchner (PA) LLC 129 (FL) p. Gay Consulting Kendall 130 LinguiSearch, Inc. p. (PA) 132 (OH) p. Services Research Maestra Executive 133 Schwartz Partners, Consulting Inc. (FL) p. 153 Medical/Surgical Products Medical Associates,Cambridge Ltd. (CO) p. 110 Research,Campos Market Inc. p. (PA) 111 Consultants, Research Chamberlain Inc. (WI) p. 111 (NC) p.D/R/S HealthCare Consultants 115 (NJ) p. Communications Franklin 120 (CA) p. & Associates Howard Wayne 125 (CA) p.In-Depth Research 126 (OH) p.Diane Iseman & Associates 128 Network,Issues and Answers Inc. p. (VA) 128 JRA, J. Associates, Reckner Inc. p. (PA) 129 Facts,The Just Inc. (IL) p. 129 Research, Marketing p.Karchner (PA) LLC 129 (FL) p. Gay Consulting Kendall 130 & Day Qual.Kinzey p. (VA) Research Market 130 LinguiSearch, Inc. p. (PA) 132 Decisions,Market p. (ME) LLC 134 Leverage,Marketing Inc. (CT) p. 135 Workshop, Inc. Marketing The (GA) p. 135 International,MORPACE Inc. (MI) p. 139 Associates,O’Neil Inc. (AZ) p. 142 Q & A Research, Inc. p. (CA) 145 (IL) p. Explorers Research 148 S I S International Research, Inc. (NY) p. 150 (NY) p.Sachs Insights 152 (NY) p. LLC Qualitative Schneller Paul 152 p. (WA) Talking 158 People Ten (NC) p. Research Vedanta 159 Media Routes,Alternate Inc. (CA) p. 104 (CA) p. Communications Herrera 124 p. (PA) INA Research 126 Network,Issues and Answers Inc. p. (VA) 128 (TX) p. & Associates Rincon 149 p. (MI) Research Roadmap Market 150 L.Jay Roth & Associates, Inc. (NY) p. 150 S I S International Research, Inc. (NY) p. 150 (NY) p.Sachs Insights 152 Global Research Initiatives (KS) p. 122 Consumer Research Centre Ltd. (BC) p. 114 Global Research Initiatives (CA) p. 122 Contemporary Research Centre - Montreal (PQ) p. 114 Housecalls, Inc. (NY) p. 125 D/R/S HealthCare Consultants (NC) p. 115 INA Research (PA) p. 126 Decision Analyst, Inc. (TX) p. 116 Insights Marketing Group, Inc. (FL) p. 127 Doyle Research Associates, Inc. (IL) p. 117 Diane Iseman & Associates (OH) p. 128 DRW Research (MI) p. 117 Dan Jones & Associates, Inc. (UT) p. 128 First Insights (NY) p. 119 JRA, J. Reckner Associates, Inc. (PA) p. 129 Focus Latino (TX) p. 119 Directory JRH Marketing Services, Inc. (NY) p. 129 Franklin Communications (NJ) p. 120 Just The Facts, Inc. (IL) p. 129 Wayne Howard & Associates (CA) p. 125 Karchner Marketing Research, LLC (PA) p. 129 In-Depth Research (CA) p. 126 MBC Research Center (NY) p. 136 InTouch Resource Group, Inc. (NY) p. 127 MORPACE International, Inc. (MI) p. 139 Diane Iseman & Associates (OH) p. 128 MRSI (Marketing Research Services, Inc.) (OH) p. 140 Issues and Answers Network, Inc. (VA) p. 128 Murphy Moderating, LLC (NC) p. 140 JRA, J. Reckner Associates, Inc. (PA) p. 129 Planet Latino Market Intelligence, Inc. (FL) p. 144 Karchner Marketing Research, LLC (PA) p. 129 Primary Insights, Inc. (IL) p. 145 Kendall Gay Consulting (FL) p. 130 QualCore.com Inc. (MN) p. 146 Kinzey & Day Qual. Market Research (VA) p. 130 Jay L. Roth & Associates, Inc. (NY) p. 150 Kress & Associates (MA) p. 131 Paul Schneller Qualitative LLC (NY) p. 152 LinguiSearch, Inc. (PA) p. 132 Shaw Strategic Marketing (IN) p. 153 Lohs Research Group (IL) p. 132 Square One Research (FL) p. 155 Maestra Executive Research Services (OH) p. 133 Talking Business (CA) p. 158 Market Decisions, LLC (ME) p. 134 Tracy & Co Market Research & Idea Generation (IL) p. 158 MBC Research Center (NY) p. 136 Zwillinger Research (CA) p. 160 MEADOWLANDS CONSUMER CENTER INC. (NJ) p. 136 Practica Group, LLC (IL) p. 144 Paper & Related Products Practical Imagination Enterprises (NJ) p. 144 Focus Group Moderator Focus Research Explorers (IL) p. 148 Focus Latino (TX) p. 119 Research International (IL) p. 148 Diane Iseman & Associates (OH) p. 128 S I S International Research, Inc. (NY) p. 150 The Marketing Workshop, Inc. (GA) p. 135 Sabena Qualitative Research Services (CT) p. 152 Sachs Insights (NY) p. 152 2006 Parents Paul Schneller Qualitative LLC (NY) p. 152 Schwartz Consulting Partners, Inc. (FL) p. 153 Alternate Routes, Inc. (CA) p. 104 Strategic Directions Group, Inc. (MN) p. 155 C&R Research Services, Inc. (IL) p. 110 Ten People Talking (WA) p. 158 Chamberlain Research Consultants, Inc. (WI) p. 111 361 Degrees Consulting, Inc. (CA) p. 158 Focus on Food (GA) p. 120 Tracy & Co Market Research & Idea Generation (IL) p. 158 Diane Iseman & Associates (OH) p. 128 Vedanta Research (NC) p. 159 Dan Jones & Associates, Inc. (UT) p. 128 JRA, J. Reckner Associates, Inc. (PA) p. 129 Just The Facts, Inc. (IL) p. 129 Pharmacies/Drug Stores Planet Latino Market Intelligence, Inc. (FL) p. 144 Focus Latino (TX) p. 119 Primary Insights, Inc. (IL) p. 145 Karchner Marketing Research, LLC (PA) p. 129 Springboard Marketing Research & Consulting (CA) p. 154 Kendall Gay Consulting (FL) p. 130 Paul Schneller Qualitative LLC (NY) p. 152 Pet Foods/Supplies ActionableCustomerInsights (TX) p. 102 Pharmacists Decision Analyst, Inc. (TX) p. 116 D/R/S HealthCare Consultants (NC) p. 115 Anne Flanz Custom Marketing Research (IL) p. 119 Wayne Howard & Associates (CA) p. 125 Housecalls, Inc. (NY) p. 125 Just The Facts, Inc. (IL) p. 129 Diane Iseman & Associates (OH) p. 128 Karchner Marketing Research, LLC (PA) p. 129 Millennium Research, Inc. (MN) p. 138 Kendall Gay Consulting (FL) p. 130 MORPACE International, Inc. (MI) p. 139 LinguiSearch, Inc. (PA) p. 132 Practica Group, LLC (IL) p. 144 MORPACE International, Inc. (MI) p. 139 Paul Schneller Qualitative LLC (NY) p. 152 Shaw Strategic Marketing (IN) p. 153 Springboard Marketing Research & Consulting (CA) p. 154 Physicians Ten People Talking (WA) p. 158 ActionableCustomerInsights (TX) p. 102 Cambridge Associates, Ltd. (CO) p. 110 Petroleum Products Consumer Research Centre Ltd. (BC) p. 114 Industries and Markets Index Focus Latino (TX) p. 119 D/R/S HealthCare Consultants (NC) p. 115 Karchner Marketing Research, LLC (PA) p. 129 Decision Analyst, Inc. (TX) p. 116 Doyle Research Associates, Inc. (IL) p. 117 First Insights (NY) p. 119 Pharmaceutical Products Franklin Communications (NJ) p. 120 ACCE Inc. (ON) p. 102 Wayne Howard & Associates (CA) p. 125 ActionableCustomerInsights (TX) p. 102 The HSM Group, Ltd. (AZ) p. 125 B. Champion Associates, Ltd. (IL) p. 105 Diane Iseman & Associates (OH) p. 128 Bilingual Moderator (NY) p. 107 Issues and Answers Network, Inc. (VA) p. 128 Cambridge Associates, Ltd. (CO) p. 110 Just The Facts, Inc. (IL) p. 129 Chamberlain Research Consultants, Inc. (WI) p. 111 Karchner Marketing Research, LLC (PA) p. 129 CMI (GA) p. 112 Kendall Gay Consulting (FL) p. 130 170 | Quirk’s Marketing Research Review | May 2006 www.quirks.com 2006 Focus Group Moderator Directory Industries and Markets Index 171 Teens Routes,Alternate Inc. (CA) p. 104 C&R Research Services, Inc. (IL) p. 110 (TX) p. Latino Focus 119 (GA) p. on Food Focus 120 Shopping Centers Routes,Alternate Inc. (CA) p. 104 (MD) p.& McBride Cohen Hollander 125 & Associates,Dan Jones Inc. (UT) p. 128 Sporting Goods (OH) p.Diane Iseman & Associates 128 & Associates,Dan Jones Inc. (UT) p. 128 The Just Facts, Inc. (IL) p. 129 International,MORPACE Inc. (MI) p. 139 Intelligence, Market Planet Latino Inc. (FL) p. 144 (CA) p. & Consulting Research Marketing Springboard 154 Sports Insight,Automotive Inc. (FL) p. 105 Group,Fundamental Research Inc. p. (PA) 121 KL Communications, Inc. (NJ) p. 130 Intelligence, Market Planet Latino Inc. (FL) p. 144 (CA) p. & Consulting Research Marketing Springboard 154 Retailing Routes,Alternate Inc. (CA) p. 104 Research,Campos Market Inc. p. (PA) 111 Consultants, Research Chamberlain Inc. (WI) p. 111 (TX) p.Latino Focus 119 Group,IMR Research Inc. (NC) p. 126 (OH) p.Diane Iseman & Associates 128 & Associates,Dan Jones Inc. (UT) p. 128 The Just Facts, Inc. (IL) p. 129 Research, Marketing p. Karchner (PA) LLC 129 International,MORPACE Inc. (MI) p. 139 Insights,Primary Inc. (IL) p. 145 Project Essentials, Inc. (CO) p. 145 S I S International Research, Inc. (NY) p. 150 Survey Focus, Center p. (IL) LLC 156 (MA) p. Consulting Strategic Wolfson 160 Seniors/Mature Insight,Automotive Inc. p. (FL) 105 B. Associates, Champion Ltd. (IL) p. 105 C&R Research Services, Inc. (IL) p. 110 (IL) p. Research Anne Flanz Custom Marketing 119 Group, Resource InTouch Inc. (NY) p. 127 & Associates,Dan Jones Inc. (UT) p. 128 Services,JRH Marketing Inc. (NY) p. 129 The Just Facts, Inc. (IL) p. 129 & Associates,Gene Kroupa Inc. (WI) p. 131 Workshop, Inc. Marketing The (GA) p. 135 (NJ) p. and Research Mature Marketing 136 Insights,Primary Inc. (IL) p. 145 L.Jay Roth & Associates, Inc. (NY) p. 150 Schwartz Partners, Consulting Inc. (FL) p. 153 SIGMA: (OH) p. Management Group Research 153 Group, Directions Strategic Inc. (MN) p. 155 p. (WA) Talking 158 People Ten Kinzey & Day Qual. & Day Kinzey p. (VA) Research Market 130 (OR) p. Corporation Decisions Market 134 Workshop, Inc. Marketing The (GA) p. 135 L.Jay Roth & Associates, Inc. (NY) p. 150 Schwartz Partners, Consulting Inc. (FL) p. 153 (CA) p. Business Talking 158 www.quirks.com | Review Research Marketing May 2006 | Quirk’s Just The Facts,The Just Inc. (IL) p. 129 Service Restaurants/Food ACCE Inc. (ON) p. 102 Routes,Alternate Inc. (CA) p. 104 C&R Research Services, Inc. (IL) p. 110 C.L. (CA) p. Research Gailey 110 Associates,Cambridge Ltd. (CO) p. 110 Consultants, Research Chamberlain Inc. (WI) p. 111 Decision Analyst, Inc. (TX) p. 116 Associates, Research Doyle Inc. (IL) p. 117 (IL) p. Research Anne Flanz Custom Marketing 119 (GA) p. on Food Focus 120 (CA) p. Initiatives Global Research 122 (KS) p. Initiatives Global Research 122 (OH) p.Diane Iseman & Associates 128 Network,Issues and Answers Inc. p. (VA) 128 & Associates,Dan Jones Inc. (UT) p. 128 Facts,The Just Inc. (IL) p. 129 Religion/Churches Real Estate/Development Insight,Automotive Inc. p. (FL) 105 Consultants, Research Chamberlain Inc. (WI) p. 111 Group,Fundamental Research Inc. p. (PA) 121 Facts,The Just Inc. (IL) p. 129 & Day Qual.Kinzey p. (VA) Research Market 130 Leverage,Marketing Inc. (CT) p. 135 (MD) p. Center NAHB Research 140 (MI) p. Research Roadmap Market 150 Schwartz Partners, Consulting Inc. (FL) p. 153 (CA) p. & Consulting Research Marketing Springboard 154 Group, Directions Strategic Inc. (MN) p. 155 B. Associates, Champion Ltd. (IL) p. 105 & Day Qual.Kinzey p. (VA) Research Market 130 Associates,O’Neil Inc. (AZ) p. 142 (MI) p. Research Roadmap Market 150 Publishing KL Communications, Inc. (NJ) p. 130 L.Jay Roth & Associates, Inc. (NY) p. 150 (CT) p. Services Research Sabena Qualitative 152 Public Relations Printing p. (NY) LLC Qualitative Schneller Paul 152 Public Affairs Research,Appel (NY) p. LLC 104 (CA) p. Research Binder David 107 (DC) p. Group Mellman The 137 Associates,O’Neil Inc. (AZ) p. 142 (MI) p. Research Roadmap Market 150 (CA) p. & Consulting Research Marketing Springboard 154 Focus,Strategic Inc. (IL) p. 156 Kinzey & Day Qual. & Day Kinzey p. (VA) Research Market 130 LinguiSearch, Inc. p. (PA) 132 p. (NY) Center MBC Research 136 International,MORPACE Inc. p. (MI) 139 Associates,O’Neil Inc. (AZ) p. 142 Intelligence, Market Planet Latino Inc. (FL) p. 144 (CT) p.Services Research Sabena Qualitative 152 (NY) p.Sachs Insights 152 (NY) p. LLC Qualitative Schneller Paul 152 Group, Directions Strategic Inc. p. (MN) 155 p. 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(MI) p. 129 Karchner Marketing Research, LLC (PA) p. 129 Travel KL Communications, Inc. (NJ) p. 130 Alternate Routes, Inc. (CA) p. 104 The Marketing Workshop, Inc. (GA) p. 135 Automotive Insight, Inc. (FL) p. 105 2006 MORPACE International, Inc. (MI) p. 139 Davidson-Peterson Associates (ME) p. 115 Practical Imagination Enterprises (NJ) p. 144 First Insights (NY) p. 119 Jay L. Roth & Associates, Inc. (NY) p. 150 Issues and Answers Network, Inc. (VA) p. 128 S I S International Research, Inc. (NY) p. 150 Dan Jones & Associates, Inc. (UT) p. 128 Schwartz Consulting Partners, Inc. (FL) p. 153 MORPACE International, Inc. (MI) p. 139 Shaw Strategic Marketing (IN) p. 153 Planet Latino Market Intelligence, Inc. (FL) p. 144 Spectrum Research (NJ) p. 154 S I S International Research, Inc. (NY) p. 150 361 Degrees Consulting, Inc. (CA) p. 158 Schwartz Consulting Partners, Inc. (FL) p. 153 Strategic Directions Group, Inc. (MN) p. 155 Television C&R Research Services, Inc. (IL) p. 110 Utilities/Energy O’Neil Associates, Inc. (AZ) p. 142 C&R Research Services, Inc. (IL) p. 110 Planet Latino Market Intelligence, Inc. (FL) p. 144 Cambridge Associates, Ltd. (CO) p. 110 Jay L. Roth & Associates, Inc. (NY) p. 150 Chamberlain Research Consultants, Inc. (WI) p. 111 CMI (GA) p. 112 Theme Parks Focus Latino (TX) p. 119 Diane Iseman & Associates (OH) p. 128 C&R Research Services, Inc. (IL) p. 110 Dan Jones & Associates, Inc. (UT) p. 128 Just The Facts, Inc. (IL) p. 129 Tourism Karchner Marketing Research, LLC (PA) p. 129 Market Decisions Corporation (OR) p. 134 Rebeca Cantu Helmstetler (CO) p. 111 MORPACE International, Inc. (MI) p. 139 Chamberlain Research Consultants, Inc. (WI) p. 111 O’Neil Associates, Inc. (AZ) p. 142 Davidson-Peterson Associates (ME) p. 115 Jay L. Roth & Associates, Inc. (NY) p. 150 Dan Jones & Associates, Inc. (UT) p. 128 Schulman, Ronca & Bucuvalas, Inc. (Br.) (FL) p. 152 Just The Facts, Inc. 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(FL) p. 144 Maya Levinson, Ph.D. (CA) p. 132 172 | Quirk’s Marketing Research Review | May 2006 www.quirks.com 2006 Focus Group Moderator Directory Personnel Index 173 C Cafarcelli, Dr.Eugene, Concept Development, for Center (AZ) p. 111 Cage, Chris, Service, Research Indiana Inc., (IN) p. 126 Cain, Research, Gerry,T.I.P Inc., (MD) p. 156 Campbell, Ron, & Co., M Davis Inc., p. (PA) 115 Campbell, Ruth, In Marketing, Research Inc., (IL) p. 148 Campos, Rusty, & Analysis, Campos Research (CO) p. 111 Campos,Yvonne, Research, Campos Market Inc., p. (PA) 111 Bernaciak, Jill, Management, Fox (OH) p. 120 Berne, Michel, Research, Ad Hoc (PQ) p. 102 Bernstein, Betsy, Group, Research Bernstein Inc., (NY) p. 106 Bernstein, Ph.D., Dr.Donald, (Br.),(IL) Research p. Mid-America 138 Berry, Doris, Research, Marketing Berry (CA) p. 106 Berry, M., Elizabeth Consulting, Focus Strategic Inc., (SC) p. 155 Berwitz, Ken, Research, Marketing Berwitz Ken (NJ) p. 106 Bethart, Marta, Research, Bethart Bilingual p. (FL) 107 Bhagchandani, Bana,Group, Focus Inc., Dominion p. (VA) 117 Bierer,Jeffrey, Group, Research Bierer (NC) p. 107 Binder,David, Research, Binder David (CA) p. 107 Binder,Linda, Insights, Primary Inc., p. (IL) 145 Bingle, Fred, Group, Research Bingle Inc., (IN) p. 107 Bisno, Larry, Bisno Associates, (MO) p. 107 Bixler,Michael, MarketLink, Inc., p. (GA) 135 Blair,Derek, Group, NRG Research p. 142 Blake, J., Pamela Services, Research Qualitative Blake p. (PA) 107 Blevaert, Jan, Capture Research, LLC, p. 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(WA) 108 Bustrum, Lance, Routes, Alternate Inc., (CA) p. 104 Butler,Kathy, Consulting, Blue Hill (MA) p. 107 (NV) p. 153 B A erra Market Research, www.quirks.com | Review Research Marketing May 2006 | Quirk’s Bailey,William M.,William M.Bailey,William Bailey, Ph.D., (FL) p. 105 Bain-Borrego, A., Consultant, Cris Bilingual Bain-Borrego Cris (CA) p. 105 Baker,Gemma C., Gemma C. Research, Baker (CT) p. 106 Baker,Martha, Associates, Gabel Harris Inc., (CA) p. 121 Baker-Hitzhusen, Hannah, CMI, (GA) p. 112 Balaban, Caryn, (BMRC), Consulting Research Balaban Market (AZ) p. 106 Balboa, C., Isabel Balboa Consulting, (CA) p. 106 Balch, Ph.D., George I., BALCH ASSOCIATES,p. 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(PA) 106 Bass, Mike, and Realities®, Perceptions… Inc., (NY) p. 143 Bate, Doug, Services, Bate Facilitation (MA) p. 106 Beaulaurier,Bob, Corporation, Decisions Market (OR) p. 134 Beck, Lisa Christina, Solutions, Q Research Inc. (Br.),(TX) p. 145 Becker,Liz, Research, Becker (IL) p. 106 Becker,Stephanie, L. Stephanie Consulting, Becker (NY) p. 106 Bell, Darla, Rsch. Marketing Associates Bell & Consulting, (TX) p. 106 Bemarkt, Jan, & Consulting, Research MARKET[SOURCE] (MO) p. 135 Benatar,Leigh, Research, S International S I Inc., (NY) p. 150 Benedict, Allan, A & K Research, Inc., (MI) p. 102 Beospflug, Steve, Group, Research Inc., InfoTek (OR) p. 127 Berenhaus, Ira, Solutions, Research Berenhaus LLC, (NJ) p. 106 Bergemann, Carl, Si Berger,Joel Patrick,Berger,Joel C. Group, Berger Inc., (IL) p. 106 Bergo, Ed, Research, Market Sandia (NM) p. 152 Abbott, Susan, & Consulting, Research Abbott p. (ON) 102 Abrams, Bill, Housecalls, Inc., (NY) p. 125 Adams,T., Adams Research, Brooks Robert p. 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(NY) 104 Appelbaum, Alan, International, Probe Market Inc., (NY) p. 134 Arce, Ph.D., Carlos, NuStats Partners, L.P.,(TX) p. 142 Argentieri, Mia, Research, Marketing p. Argentieri (PA) 104 Artinano, Silvia, Consultants, ARPO Research p. (Spain) 104 Atkins, David, Group, Research Atkins Inc., p. (CA) 105 Augustine, A., Jonathan A Z G Research, (OH) p. 102 Axelrod, Ascts., Directions Myril, Marketing Axelrod Myril Inc., p. (NY) 105 Azuara, Martinez, Mario Consultants, Goldfarb p. (Mexico) 123 Canapary, Jon, Corey, Canapary & Galanis, (CA) p. 114 de Fazio, Domenica, Sachs Insights, (NY) p. 152 Cantens-Purchon, Gloria, Insights Marketing Group, Inc., (FL) p. 127 Dean, Philip, Qessential Medical Market Research, LLC, (NH) p. 145 Cantu Helmstetler,Rebeca, Rebeca Cantu Helmstetler,(CO) p. 111 Deaton, Ph.D.,William, ConStat, Inc., (CA) p. 112 Cappel, Catherine, C.A. 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Eisenfeld, (PA) p. 118 Eligar,Bharati, Cross-Tab Marketing Services Pvt. Ltd., (India) p. 114 Engelhart, Michael, Response Research, (AZ) p. 148 D Engelken, Dale W., Genesis Marketing and Research, Inc., (IA) p. 122 Dahn, Dick, Central Focus, (DE) p. 111 Epp, Lois, Epp Consulting, (AB) p. 118 Dalisay, Cheryl A., Stellar Strategic Services, Inc., (IL) p. 155 Eshelman, Ph.D., MaryAnne, Eshelman & Townsend, Ltd., (PA) p. 118 Personnel Index Personnel Dalyan, Petek, Boyut Mktg. Rsch. & Consultancy, (Turkey) p. 107 Essman, Denise, Essman/Research, (IA) p. 118 Daniel, Rachel, Synergy International Limited, Inc., (OH) p. 156 Etherton, Jeff, Northwest Research Group, Inc., (WA) p. 141 Daniel, Steve, Daniel Research Group, (MA) p. 115 Everett, Chris,The Kensington Group, Inc., (IN) p. 130 Darpino, Frances, Frances Darpino Consulting, (PA) p. 115 Daume, Ph.D., Hal, Inter-National Consulting Group, (NJ) p. 127 F Davidoff, Amy, Market Voice Consulting, (IN) p. 135 Davis, Linden, Lin Davis & Associates, (NY) p. 115 Fabian, Abbe,Weinman/Schnee, Inc., (NY) p. 159 Davis, Rebecca, Personal Opinion, Inc., (KY) p. 143 Fader,Susan, Fader & Associates, (NY) p. 118 Dawe,William, Full Measure Research, Inc., (IL) p. 120 Falk,Thor,Falk Research Associates, Inc., (FL) p. 118 Dawkins, Michael, MORPACE International, Inc., (MI) p. 139 Falkenberg, Karen, Concept Catalysts, Inc., (GA) p. 112 Day, Rebecca, Kinzey & Day Qual. Market Research, (VA) p. 130 Farrell, Mike,Youthography Inc., (ON) p. 160 174 | Quirk’s Marketing Research Review | May 2006 www.quirks.com 2006 Focus Group Moderator Directory Personnel Index 175 H Haack,Trenton, Burke, Incorporated, (OH) p. 108 Habegger,Paul, & Consulting, Research ADVANTIS Inc., (MN) p. 102 Hale, Robert, Robert Associates, Hale & (CA) p. 124 Hamilton, Marcia, Research, MEH Market (AZ) p. 137 Hanna, Kati, Solutions, Strategic (NM) p. 156 Hannaford,William, Northwest Associates, Research (WI) p. 141 Hannah, Maggie, Hannah & Associates, Inc., (ME) p. 124 Hardwich, Jerry, Hardwich & Associates, Jerry Inc., (FL) p. 128 Hardwick, Nancy, Hardwick Research, p. (WA) 124 Harmon, Linda, One Research, Focus LLC, (MS) p. 120 Harriau, LLC, Caney Group Philip,The (CT) p. 111 Harrington, Jon, Consultants, Research Chamberlain Inc., (WI) p. 111 Harris, Dr.Leslie M., and Research, Mature Marketing (NJ) p. 136 Harris, J. Robert, Services, JRH Marketing Inc., (NY) p. 129 Harris, Jeanne, Research, Focus (CA) p. 120 Harris, Lloyd J., Services, JRH Marketing Inc., (NY) p. 129 Harris, Robert, Research, & Opinion Marketing (RI) p. Harris 124 Harrison-Wolfe, Margaret, M.L. & Co., Harrison (KY) p. 124 Harwood, Kay, Harwood-Qualitative, LLC, (SC) p. 124 Hawkins, C., John & Associates, Hawkins (CA) p. 124 Haynes, Jim, Services, & Focus BRC Field (AZ) p. 108 Hays, Ph.D., Robert D., Haysmar,Inc., p. (FL) 124 Head, Melinda, Head Research, Inc., (PQ) p. 124 Hebert, Jim, Hebert Research, Inc., p. (WA) 124 Heilala, Don, p. Center,(PA) Industrial Research 126 Heimbach, Carolyn, Plus, Research Inc., (IL) p. 148 Gingold, Elaine, Research, Gingold (MN) p. 122 Giniewicz, Linda, Insights, Qualitative (CA) p. 146 Giordano, Catherine, AnswerSearch, Inc., (FL) p. 104 Glackin, Allison, Research, Market Glackin Allison (OH) p. 122 Glassman, A., Nanci Associates, Research Continental Inc., p. (VA) 114 Godfrey, Sharon, Godfrey, Sharon (U.K.) p. 122 Exchange),Goetz,Testing (CA) p. Kevin, (Online OTX 143 Gohier,Francois, Multi Reso, (PQ) p. 140 Gokbayrak, Burcak,p. (Turkey) GfK Turkey, 122 Goldberg, Hal, Research,Quantitative & Qualitative (CA) p. 146 Goldberg, Michael, Consultant, Research Goldberg Michael (NJ) p. 122 Goldberg, Ph.D., Mindy, Associates, Goldberg Mindy Inc., (NJ) p. 122 Goldfarb, Pam, Ideas, - Igniting LitBrains (MN) p. 132 Goldman,Warren,Warren Associates, Goldman Inc., (NJ) p. 123 Goldstein, Fred, Resources, Marketing Goldstein/Krall Inc., p. (CT) 123 Goldstein, Lila, LG Research, LLC, (NJ) p. 132 Goldwasser,Jane, Consulting, New Directions Inc., (NY) p. 140 Gomez, Maria,YanHaas, Dora (Colombia) p. 160 Goodchild,Workshop, Inc., Jo-Ann,The Marketing (GA) p. 135 Gordon, Gregory L., L.C.Williams & Associates, Inc., (IL) p. 160 Gordon, L., Howard GRFI, Ltd., (IL) p. 123 Gorelick, Dick, Associates, & Gorelick Inc., p. 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(PA) 124 Gutenberg, Jeff, Services, BRX Global Research (NY) p. 108 Guttman, Manpreet, Synovate, (BC) p. 156 Guy, Janice, Ltd., jgmrc (U.K.) p. 128 G Feldman Research Lab, Research Feldman (NJ) p. 119 www.quirks.com | Review Research Marketing May 2006 | Quirk’s Gabriel, Aline, Centre - Montreal, Contemporary Research (PQ) p. 114 Gabriel, Richard, Analysis, Decision (CA) p. 115 Gadbois, Mary, Research, Gadbois (MI) p. 121 Gailey, Carol, C.L. Research, Gailey (CA) p. 110 Gaines, Research, Market Janet,View-Finders (NY) p. 159 McDonald,Gaines Lisa, Explorers, Research (IL) p. 148 McDonald,Gaines Loran, Explorers, Research (IL) p. 148 Gallagher,Erin, Group, IMR Research Inc., (NC) p. 126 Galloway, J. 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(VA) 135 Fuller,Steven J., Research, Marketing InforMedix Inc., (IL) p. 127 L.,Fulton,Teri Consultants, Research Chamberlain Inc., (WI) p. 111 Funk, Francesca, Noetix Group, (TX) p. 141 Furmansky, Howard, Associates, Furmansky (CT) p. 121 Furst, C., Sidney Furst Center,Inc., Analytic (NY) p. 121 Fuson, Greg, Group, Consulting Research LLC, (TN) p. 147 Fyffe, Pamela, Fyffe and Co., (CA) p. 121 Henderson, Naomi R., RIVA Market Research, (MD) p. 149 K Hendley, Barbara, Market Insight, (SC) p. 134 Kaagan, Lawrence, Kaagan Research Associates, Inc., (NY) p. 129 Heon, Elizabeth, Envision Marketing Research, (ON) p. 118 Kahle, Ph.D., Bob, Kahle Research Solutions Inc., (MI) p. 129 Herbert, Christopher J.,The Insight Group Inc., (AZ) p. 127 Kains, Dave, Metroline Research Group, Inc., (ON) p. 137 Herrera, Enrique, Herrera Communications, (CA) p. 124 Kakugawa,Wanda, Market Trends Pacific, Inc., (HI) p. 135 Heskes, Sjoerd, Heskes & Partners Qual. Rsch., (Netherlands) p. 124 Kanarek, Abby Ellison, Abby Ellison Research, (NY) p. 118 Hess, Holly, SNG Research Corporation, (MN) p. 154 Kane, Steven, Baxter Strategies Incorporated, (NY) p. 106 Directory Hilker,Walt, Hilker Research & Consulting, Inc., (GA) p. 125 Kangur,Ivar,Ivar Kangur,(ON) p. 129 Hill, Jenny, Southern Solutions, (TN) p. 154 Kannenberg, Shannon, Discovery - National Qual. Network, (FL) p. 116 Hill, Susan, SRH Group, (CA) p. 155 Kaplan, Jaonne, GfK Custom Research Inc., (MN) p. 122 Hilland, Jonathan, MindWave Research, Inc., (TX) p. 138 Kapoor Turner,Sonya, iModerate, (CO) p. 126 Hodgson, Eddy, Pennhaven Research, Inc., (GA) p. 143 Karchner,Helen, Karchner Marketing Research, LLC, (PA) p. 129 Hodgson, Peter,Travel and Tourism Research, (U.K.) p. 158 Karchner,Mike, Karchner Marketing Research, LLC, (PA) p. 129 Hoffenberg, Allan, A Total Resource Group, (CO) p. 102 Karubus, Patt, Primary Insights, Inc., (IL) p. 145 Hoffenberg, Allan, Brand-Aid Consulting, (MA) p. 108 Katosh, John P., JPK Research, Inc., (VA) p. 129 Hoffman, Judy, Profile Marketing Research, Inc., (FL) p. 145 Katz, Rita, R.H. Katz Consulting, (NY) p. 129 Holbert, Sean, KL Communications, Inc., (NJ) p. 130 Kaufman, Julie, Kaufman Associates, (CA) p. 129 Holt, Christine, C&R Research Services, Inc., (IL) p. 110 Kaufman,Terry, Global Research Initiatives, (KS) p. 122 Homer,Ph.D., Leonard M., Leonard M. Homer,Ph.D., (TX) p. 125 Kaufman,Terry, Global Research Initiatives, (CA) p. 122 Hooper,Anne R., 4C Research & Consulting, (NH) p. 120 Kayton, Rodney, Schwartz Consulting Partners, Inc., (FL) p. 153 Hooper,Peter,Atlantic Research & Consulting, Inc., (MA) p. 105 Keir,Beth Anne, JRA, J. Reckner Associates, Inc., (PA) p. 129 Howard,Wayne,Wayne Howard & Associates, (CA) p. 125 Keller,Mary Beth, Creative Waves, (NY) p. 114 Howell, David,The Howell Research Group, (CO) p. 125 Kelly, Jean, Marketing Solutions Corporation, (NJ) p. 135 Hsieh, Daphne, Opinion Research Taiwan, (Taiwan) p. 142 Kelly, Lynn C., Marketing Leverage, Inc., (CT) p. 135 Huaco Lang, Nancy, Cultural Horizons Inc., (MO) p. 115 Kendall, Lynn, Cambridge Associates, Ltd., (CO) p. 110 Huberty,Tim, Huberty Marketing Research, (MN) p. 126 Kendall,Walter,Cambridge Associates, Ltd., (CO) p. 110 Focus Group Moderator Focus Hudson, Matt, Hudson Media Research, (CO) p. 126 Kerndt, Dick, Richmark Research Services, (IL) p. 148 Hung, Andrew, Kangs & Associates (Asia Pacific)Ltd., (Hong Kong) p. 129 Kerr,Carol D., Kerr Marketing Consulting, (KY) p. 130 Hunt, Ph.D., George, Practica Group, LLC, (IL) p. 144 Kessler,Ph.D., Sheila, Competitive Edge, (CA) p. 112 Hunter,Dawn,The HSM Group, Ltd., (AZ) p. 125 Kiemle, Fred W.,The Kiemle Company, (SC) p. 130 2006 Hunter,Eric, Russell Marketing Research, Inc., (NY) p. 150 King, Jim, Research International Canada, (ON) p. 148 King, Karen, Minkus & Associates, (PA) p. 138 I Kinzey, Reyn, Kinzey & Day Qual. Market Research, (VA) p. 130 Kirby, Matt, bob’s your uncle, (U.K.) p. 107 Iles, Rob, Schwartz Consulting Partners, Inc., (FL) p. 153 Kirby, Riley, IMR Research Group, Inc., (NC) p. 126 Ingram, Jerry, Southeast Research, Inc., (AL) p. 154 Kirkaldy, Jeannee, Roadmap Market Research, (MI) p. 150 Iseman, Diane, Diane Iseman & Associates, (OH) p. 128 Kirmayer,Patricia, Housecalls, Inc., (NY) p. 125 Ishimoto, Norman P., Kiyomura-Ishimoto Associates, (CA) p. 130 Kirmayer,Patricia M., Patricia M. Kirmayer Market Research, (CT) p. 143 Ivancin, Maria, Market Research Bureau, LLC, (DC) p. 134 Klages, Claire, Research Data Services, Inc., (FL) p. 147 Klass, Richard, KCI Partners, (FL) p. 130 J Klein, Ann, Any Small Town Market Research, (KS) p. 104 Kleiner,Karen, Clear Concepts, (CA) p. 112 Jackson, Carla, Schulman, Ronca & Bucuvalas, Inc. (Br.),(FL) p. 152 Klink, Brian, Strategic Business Solutions, Inc., (WI) p. 155 Jacobs, Lou, L & J Research, (CA) p. 131 Kluttz, Sandra L., Strategic Learning & Knowledge, Inc., (NJ) p. 156 Jacobs,Wayne, Jacobs Jenner & Kent, (MD) p. 128 Kniola, Alan L., Midwest Marketing Research, (IN) p. 138 Jacobs-Houk, Kathy, Market Insight, (FL) p. 134 Knuff, James, LK Research, Inc., (IN) p. 132 Jacques, Ph.D., Pete, LIMRA International, (CT) p. 132 Knust, Sylvia, EyeTracking, Inc., (CA) p. 118 Jager,Jim, Graham & Associates, Inc., (AL) p. 123 Koelzer,Tim, EquiBrand Consulting, (CA) p. 118 Jager,Jim, New South Research, (AL) p. 141 Koerner,Joseph A,The Qualis Company, (MO) p. 146 Jaye, Liz, Research Strategy Group Inc., (ON) p. 148 Kohlman, Kristine, Kohlman Atlee, (VA) p. 130 Jefferson, John, Jefferson & Associates, Inc., (OH) p. 128 Komilaides, Doug, D. Kom Market Assessment Ltd., (U.K.) p. 115 Jennings, Charles, Avista Consulting Ltd., (U.K.) p. 105 Korbel, Dr.Susan, Core Research, (TX) p. 114 Jennings, Roger,Mar-Quest Research, Inc., (MI) p. 136 Kornheiser,Alan, Sophisticated Market Research, (NY) p. 154 Jensen, Charlotte, Q & A Research, Inc., (CA) p. 145 Kornokovich, Ron, Copley Focus Centers, (MA) p. 114 Jessen, John, Momentum Market Intelligence, (OR) p. 138 Kornokovich, Ron, OPINIONation, (OH) p. 142 Jiang, Huafu, Multicultural Solutions, Inc., (CA) p. 140 Kostroski, Larry,Venture Research Corporation, (WI) p. 159 Johanek, Carol, Johanek & Associates, (MO) p. 128 Kothe, Beverly B., MarketWise, Inc., (NC) p. 136 Johnson, Bruce W., B.W. Johnson Marketing Research, Inc., (UT) p. 128 Kozac, Ellen, Focus Suites of Philadelphia, (PA) p. 120 Johnson, Greg, Strategic Business Research, Inc., (PA) p. 155 Kramer,Dale A., Kramer Research, LLC, (NJ) p. 130 Johnson, Jan, Millennium Research, Inc., (MN) p. 138 Kramer,Wayne A., BenchMarketing Associates, Inc., (IN) p. 106 Personnel Index Personnel Johnson, Jennifer,Lauer Research, Inc., (DC) p. 131 Kravitz, Jack Steven,Windy City, (Brazil) p. 160 Johnson, Julie M., Research by Design, (OR) p. 147 Kress, Charleen E., Kress & Associates, (MA) p. 131 Johnson, Laura, CMI, (GA) p. 112 Kroot, Louise, Louise Kroot Associates, (CA) p. 131 Jolas, Philip, P & L Research, Inc., (CO) p. 143 Kroupa, Gene, Gene Kroupa & Associates, Inc., (WI) p. 131 Jones, Doug, Doug Jones Research, (GA) p. 129 Kubba, Ed, Kubba Consultants, Inc., (IL) p. 131 Jones, Judi, Parker Jones Marketing Research, (CA) p. 143 Kurtz, Richard, Richard Kurtz & Associates, (NY) p. 131 Jones, Patricia, Dan Jones & Associates, Inc., (UT) p. 128 Kuzawinski, Karla, Karlamar Associates, LLC, (NY) p. 129 Jordon, Beth,The Jordan Group, (MA) p. 129 Julian, Allan, HARPER, (IN) p. 124 176 | Quirk’s Marketing Research Review | May 2006 www.quirks.com 2006 Focus Group Moderator Directory Personnel Index 177 Maitland, Jennie, Ltd.,Goodman Consultancy Maitland (U.K.) p. 133 Malech, Dr.Arlene, Research, Bay Area (MD) p. 106 Mandel, Candace, Insights, Market p. (MA) 134 Mandelbaum, Jack,Technologies, (MA) p. Insight Management 134 Solis,Manuel Ph.D.,Victor,Acertiva, p. (Mexico) 102 Marcy, Cindy, & Partners, Marcy (CO) p. 134 Marder,Maxine, and Consulting, Research Marketing MWM p. (IL) 140 Mariner,Thom, SIGMA: Management Group, Research (OH) p. 153 Jessop,Mark Kevin, Research, Evolve p. (OK) 118 Markham, Sally, Motion, in Markets (GA) p. 135 Marks, Joan, Services, Research Galli (IL) p. 121 Marriott, Research, Heather,Focal (NS) p. 119 Menendez,Marron Anibal, Svcs., Research MG Business p. (Spain) 137 Marte, Shirley, Schwartz Partners, Consulting Inc., p. (FL) 153 Martinez-Baco, Miguel, Rsch. MRSI (Marketing Svcs., Inc.), p. (OH) 140 Mason, Rob, & Planning, Bread & Butter Research p. (Australia) 108 Massie, Michelle, Massie Marketing, Michelle Inc., (ON) p. 136 Matousek,Terri,Wisconsin Research, Inc., (WI) p. 160 Matousers,Terri, Matousek & Associates, (WI) p. 136 Mayher,Ron, Services, Research Business Inc., (OH) p. 110 Mayo, Marty, StarWorks, Inc., (MI) p. 155 Mazanec, Marcia, Mazanec Consulting, Marcia (MN) p. 136 McBride, Frank, Advantage, Strategic (NC) p. 155 McBride, Scott, Cohen & McBride, Hollander (MD) p. 125 McDonough, Don, Co., Evans/McDonough Inc., p. (WA) 118 McGee,Tom, Associates, Doyle Research Inc., (IL) p. 117 McGinn, Frank, Services, Research Creative Inc. (Br.),(TX) p. 114 McGwiness, Network, and Answers Peter,Issues Inc., p. (VA) 128 McIlrath, Mary, Services, C&R Research Inc., (IL) p. 110 Mckeithen,Tom, Consulting, Healthcare Performance Inc., (FL) p. 124 McNamara, Debbie, Inc., Research (SC) p. 148 McNamara, Debbie, Inc., Research (GA) p. 148 Meguire,Valerie, Marketing, Strategic Maui (HI) p. 136 Meloche, Daniel, Marketing, Leger (PQ) p. 131 Mendez-Sabre, Cristian, Mktg. Improdir Rsch. & Consulting, p. (TX) 126 Meneses,Walter E., Meneses & Associates, Research (CA) p. 137 Mezler,Colleen, Services, Moore Research Inc., p. (PA) 138 Michelson, Mark, on Food, Focus (GA) p. 120 Michelson, Rsch., & Conference Show Mark,Trade (GA) p. ShowIntell 153 Michelson, L., Mark Solutions, Marketing Michelson (GA) p. 137 Sheppard,Teran Ina, y Mier INA Research, p. (PA) 126 Mildner,Curtis, Decisions, Market LLC, (ME) p. 134 Miller,Alison, Clarity, (AZ)p. 112 Information,Miller,Barb,Walker (IN) p. 159 Group, Hunter-Miller (IL) p.Miller,Pepper,The 126 (Br.),(NJ)Miller,Richard, p.York Pulse of New Consumer 113 Miller,Richard, (Br.),(IL) Pulse of Chicago Consumer p. 113 Miller,Richard, (Br.),(NC) Pulse of Charlotte Consumer p. 113 Miller,Richard, (Br.),(CA) Pulse of Los Angeles Consumer p. 113 Miller,Richard, (Br.),(WI) p. Pulse of Milwaukee Consumer 113 Miller,Richard, (Br.),(MD) Pulse of Baltimore Consumer p. 113 p. (Br.),(VA) Miller,Richard,Washington 114 Pulse of Consumer Miller,Richard, p. (Br.),(PA) Pulse of Philadelphia Consumer 114 Miller,Richard, Pulse, Consumer Inc., (MI) p. 114 Milller,Richard, (Br.),(MI) Pulse of Detroit Consumer p. 113 Minchow, Don, Research, Inquire Market Inc., (CA) p. 127 Miner,Kathy, Research, Keystone LLC, (CO) p. 130 Miraglia, Mindy, ARC Research, (NJ) p. 104 Mirman, Robert, Eliant, Inc., (CA) p. 118 Miskovic, K., Darlene & Consulting, Research Miskovic (IL) p. 138 Moder,Michael J., & Communications, Research Moder Inc., (CA) p. 138 Research,Mokover,Peter,Spectrum (NJ) p. 154 Molloy, Services, Peggy, Molloy Marketing (MD) p. 138 Monks, Sarah, Group, IMR Research Inc., (NC) p. 126 Montgomery, Ph.D., L., Charles Research, Marketing Pioneer (GA) p. 144 Moorehouse, Dean, Associates, Research Strategic p. (WA) 156 Morgan, Alice, Services, Qualitative Morgan Alice (MI) p. 138 Morgan, Don, Corp., GMA Research p. (WA) 122 Morich, Don, Research, and Professional Consumer Inc. (CPR), (IL) p. 112 Morris, Erin, Interactive®, Harris (CT) p. 124 Morrison, Dan, & Associates, Morrison Jay Daniel Inc., (NJ) p. 139 L M www.quirks.com | Review Research Marketing May 2006 | Quirk’s Maby, Linda, Research, Marketing Perspectives (U.K.) p. 144 Macpherson, Susan, Project Midwest, Jury National (MN) p. 140 Maddox, Grace, E. Grace Inc., Associates Maddox (ON) p. 133 Maguire, Laurie, Muse Consulting, Inc., (CA) p. 140 Lackow, Steve, Consulting, RPM (CA) p. 150 Ladd, Cherly, Group, Research Ladd (OH) p. 131 Ladner,Robert, Research, Ask Miami p. (FL) 105 Lake, Jackie, SEEK, Inc., p. (OH) 153 Lamberts, Elizabeth, Lamberts Consulting, p. (Germany) 131 Lamey, Jo, Research, JL Market p. (MT) 128 LaMond, Research, P., Post Guide Jay p. (PA) 123 Landers, Carol, Landers, Carol LLC, (TX) p. 131 Langer,Judith, p. GfK-NOP,(PA) 122 Langhorne, Group, Deirdre,The Langhorne Inc., p. (VA) 131 Lartigue, Roberto, Group, Lightshed (CA) p. 132 Lauter,M.Ed., Shari, Rsch. Maestra Executive Svcs., (OH) p. 133 Lawrence, Duncan, International, MORPACE Inc., (MI) p. 139 Layseca, Diana, Q & A Research, Inc., (CA) p. 145 Lazar,Susan,The Lazar Group, (IL) p. 131 Leduc, Louise, Leduc Marketing, & Research, Strategy (PQ) p. 131 Lee, (Br.),(Guam) Bonnie, p. & Polling Research QMark 146 Lee, Chris, and Recruiting, MedQuest Facilities (IL) p. 137 Lee, John, & Marketing, Research Focus p. (NE) 120 Lee, Choi, Nora Center,(NY) MBC Research p. 136 Leech, Dr.Charles, ABM Research, Ltd., (ON) p. 102 Leferman, Norm, Associates, Leferman Inc., (CT) p. 131 Lefowitz, Hal, & Company, Hal Lefkowitz (CA) p. 131 Legendre, Pierre, Marketing, Lubawin Legendre Inc., (PQ) p. 131 Lehman, Lisa, Consulting, Holleran p. (PA) 125 Leibel, Kevin, Management, innovation (NC) p. 127 Leichliter,Betsy, Associates, Leichliter LLC, (NY) p. 132 Leiman, Jim, International, MORPACE Inc., (MI) p. 139 Lenahan,Trish, Insights, Primary Inc., (IL) p. 145 Lenny, Roxanne, Services, Research Market Arizona p. (AZ) 104 Lenny, Roxanne, & Associates, Lynn Frank Inc., (IL) p. 133 Lerek, Ellen, Solutions, Qualitative Inc., p. (Mexico) 146 Lerena, Station, Sue,The Exploration Ltd., (S. p. Africa) 118 Lerner,Ph.D., Judith, Mktg., for Insights Lerner,Consumer (NY) p. 132 Letters, Robyn, Studies, Opinion (CA) p. 142 Consulting,Levesque,Trial Y., (NH) p. Diane New England 140 Levin, Bob, and Associates, Levin p. (VA) 132 Levinson, Maya, Levinson, Maya Ph.D., (CA) p. 132 Levy, Ph.D., J., Doran Group, Directions Strategic Inc., (MN) p. 155 Lewis, J.J., Institute, & Shipping Passenger (FL) p. 143 Lewis, James, Inc., Lewis Consulting (NC) p. 132 Lewis, Steve, II, Development inc., (CT) p. 116 Liebling, Barry A., Corp., Associates Liebling p. (NY) 132 Linda, Gerry, & Associates, Linda Gerald (IL) p. 132 Lindberg, Ava, SunResearch, (CT) p. 156 Lindeman, Mari, Services, Field & Research Hispanic Mari (CA) p. 134 Lindemann, Carla, Network, Issues and Answers Inc., p. (VA) 128 Lipson, Ph.D., Joel, W. Joel Lipson, Ph.D., (WA) p. 132 Livingston, Dr.Sharon,The Group, Livingston (NH) p. 158 Lobo, Melanie, Analyst, Decision Inc., (TX) p. 116 Lohs, Jan, Group, Lohs Research (IL) p. 132 Lomax, Delphyne,V & Consulting, & L Research Inc., (GA) p. 159 Longfellow, Dale, Research, Cambridge Inc., (MN) p. 110 Lonnie, Kevin, KL Communications, Inc., (NJ) p. 130 Lopez, Ricardo A., Inc., Research Hispanic (NJ) p. 125 Loretta, Jim, Group, Loretta Marketing (FL) p. 133 Lowe, Angie, Research, Ask For (U.K.) p. 104 Lund, Sally, Lund & Associates, Inc., p. (OH) 133 Luther,Edna, Edna Luther & Associates, Inc., (MA) p. 133 Lutz,Thomas, Horizons, Intelligent Inc., p. (PA) 127 Lybrand, Bert, Corporation, Decisions Market (OR) p. 134 Lyons, M., Elaine Research, Market Perceptive Inc., (FL) p. 143 Morrison, David A.,TWENTYSOMETHING™ INC., (PA) p. 158 P Morrison, Richena, Morrison & Morrison, Ltd., (KY) p. 139 Moulton-Abbott, Peggy, Issues and Answers Network, Inc., (VA) p. 128 Padilla, Belkist E., Insights Marketing Group, Inc., (FL) p. 127 Mount, Jane, Davidson-Peterson Associates, (ME) p. 115 Palma,Terri, Palma Companies, (CA) p. 143 Mount, Jane, Digital Research, Inc., (ME) p. 116 Park, Hazel, Kangs & Associates (Singapore) Pte., (Singapore) p. 129 Mueller,Frank, Mueller Market Insight, (Germany) p. 140 Parkerson, Elaine, Primary Insights, Inc., (IL) p. 145 Mulder,Ronald, Minnesota Opinion Research, (MN) p. 138 Partner,James, Research For Management, Inc., (PA) p. 148 Pasquarelli, Deborah, Hunterdon Research & Consulting, (NJ) p. 126 Directory Mundo, Lucy, Essential Resources, LLC, (NJ) p. 118 Munson, Karen, Research Solutions, Inc., (WI) p. 148 Patton, Paris, Sachs Insights, (NY) p. 152 Paul Verheggen, Pieter,MOTIVACTION INT’L, (Netherlands) p. 139 Murphy, Bernadette, Murphy Moderating, LLC, (NC) p. 140 Pawlowski, Greg, Roadmap Market Research, (MI) p. 150 Murphy, Brenda, Brenda F.Murphy and Assoicates, Inc., (MI) p. 140 Payne, Melanie, Payne & Partners, Inc., (IL) p. 143 Murphy, Keith, Lollipop Research, (NJ) p. 132 Pellegrini, Bob, RJ Research, (CA) p. 150 Murphy, Patrick O., Strategic Marketing Services, (ME) p. 156 Pena, Patricia, OneBrand, (CA) p. 142 Murphy,Tom, Murphy Research Services, (MN) p. 140 Percy, Adrian E., Percy & Company Research, (LA) p. 143 Murphy, Ph.D., James P., J.P.Murphy & Company, (PA) p. 140 Perea, Patricia, PereaSearch, (TX) p. 143 Perez, Ph.D., Raul, Bilingual Moderator,(NY) p. 107 N Perkins, Sam, S I S International Research, Inc., (NY) p. 150 Peterson, George, AutoPacific, Inc., (CA) p. 105 Nagle, Barb, Marketscape Research & Consulting, (CA) p. 135 Peterson, Karen, Davidson-Peterson Associates, (ME) p. 115 Napier,Todd, Parker Marketing Research, LLC, (OH) p. 143 Peterson, Karen, Digital Research, Inc., (ME) p. 116 Nassar,Susan, ENERGISTICS, (NC) p. 118 Petrullo, JoAnn,The Petrullo Consultants, (MO) p. 144 Neal, Rachelle S., Capitol Research Services, Inc., (MI) p. 111 Pflueger,Lisa, MarketVibes, Inc., (IN) p. 136 Nelson, Amy, LinguiSearch, Inc., (PA) p. 132 Pino,Warren, Hispanic Perspectives, (CA) p. 125 Nelson, Ronald G., Nelson Research, Inc., (NY) p. 140 Pino,Warren, Q & A Research, Inc., (CA) p. 145 Nerren, Jackie, Marketing & Research Counsel, (TN) p. 135 Plesser,Mila, MBC Research Center,(NY) p. 136 Nerz, David, MLN Research Ltd., (NC) p. 138 Plunkett, Marion, Plunkett Communications, Inc., (ON) p. 144 Focus Group Moderator Focus Neuwirth, Jim, Northstar Research Partners, (NY) p. 141 Pluta, MD.,Timothy,Vedanta Research, (NC) p. 159 Neveril,Tom, Storybrand Consulting, (CA) p. 155 Podolsky, Harvey, Ruth Diamond Market Rsch. Svcs., (NY) p. 116 Newman, Felicia, Newman Marketing Research, (PA) p. 141 Polito, Janelle,The Marketing Workshop, Inc., (GA) p. 135 Newman, Jan,The Newman Group, Ltd., (CA) p. 141 Ponaman, Bonnie, Facts ‘n Figures, (CA) p. 118 2006 Ng, Joyce, Springboard Marketing Research & Consulting, (CA) p. 154 Ponaman, Bonnie, Health Care Testing, Inc., (CA) p. 124 Nichols, Mimi, Nichols Research - GroupNet Northern CA, (CA) p. 141 Ponts, Gretchen, Strata Research, (CA) p. 155 Nichols, Mimi, Nichols Research - GroupNet Central CA, (CA) p. 141 Pope, Louise O., Pope Qualitative Research, Inc., (MN) p. 144 Nichols, Mimi, Nichols Research - GroupNet Northern CA, (CA) p. 141 Popp, Kathy, ConsumerSpeak, (OH) p. 114 Nichols, Mimi, Nichols Research, Inc., (CA) p. 141 Porter,Craig, MORPACE International, Inc., (MI) p. 139 Nichols, Mimi, Nichols Research - GroupNet Northern CA, (CA) p. 141 Porter,Dr.Lana E., Lana Porter Group, (BC) p. 131 Nichols,Teresa, Conundrum Qualitative Research, (KS) p. 114 Portnoy, Eli,The Portnoy Group, (FL) p. 144 Nick, Mary, Nick Marketing Research, (MN) p. 141 Poster,Bruce, Southwest Planning & Marketing, (NM) p. 154 Niederluecke, Mark,The Axiom Group, Inc., (MN) p. 105 Power,Debra, Power Marketing, (MI) p. 144 Nissenfeld, Ph.D., Mark, Ziment Associates, Inc., (NY) p. 160 Powers, Bob, COMPASS Consulting Group, Inc., (RI) p. 112 Nitta, Clyde, Nitta Research Group, (OK) p. 141 Powers, Cheryl,The Research Edge, (MN) p. 147 Noedel, Larry, Noedel Marketing Research, (WA) p. 141 Pragoff,Tina, Innovation Focus, (PA) p. 127 Noriega, Beatriz, Focus Latino, (TX) p. 119 Pranses,Terrence J., Pranses Research Services, (NJ) p. 144 Norris, Peter,Norris Consulting, (WA) p. 141 Prince, Dan, Prince Market Research, (TN) p. 145 Norton, Nancy, N2 Qualitative Marketing Research, (NJ) p. 140 Ptacek, Charles H., Charles, Charles & Associates Inc., (AZ) p. 111 Novak, Greg, Novak Marketing, Inc., (NY) p. 141 Nunez, Kirsty D., Focus Research, Inc., (LA) p. 120 Q Nye, Dick,The Looking Glass Group, (TN) p. 132 Quarles, Ph.D., Rebecca, QSA Research & Strategy, (VA) p. 146 Quick, Mary Lea, MRK, Inc., (KY) p. 139 O Quigley, Gloria, Clear View Brand Insight & Strategy, (IL) p. 112 Odesky, Stan, Stanford H. Odesky and Associates, (OH) p. 142 Quinn Olsen, Maureen, M.Q. Olsen Marketing Research, (IL) p. 142 O’Donnell,Tom, Reiman O’Donnell Limited, (U.K.) p. 147 Oggranu, Melanie, S I S International Research, Inc., (NY) p. 150 R Ogiba, Edward F., Group EFO Limited, (FL) p. 123 Oilar,Mike, Market Decisions Corporation, (OR) p. 134 Rait, Fiona, Fiona Rait, (U.K.) p. 146 O’Keefe, Carolyn, Market Quest Research Group Inc., (NF) p. 134 Raith, Cheryl, Customer Connections, (WI) p. 115 Okrent, Diane, DO Research, (NY) p. 117 Rancourt, Heather,NAHB Research Center,(MD) p. 140 Olson, Christy, Compass Qualitative Research, Inc., (AR) p. 112 Rand, Lee, Rand Research Corporation, (ON) p. 146 O’Neil, Elizabeth, ACCE Inc., (ON) p. 102 Raphael, Joel,Viewpower,Inc., (NY) p. 159 Personnel Index Personnel O’Neil, Patty, O’Neill Marketing Insights, (MN) p. 142 Rapoport, Gail, Rapsessions, Inc., (IL) p. 146 O’Neil, Ph.D., Michael J., O’Neil Associates, Inc., (AZ) p. 142 Rappaport, Emanuel, Emanuel Rappaport & Associates, (CA) p. 146 O’Neill, Holly M.,Talking Business, (CA) p. 158 Rassbach, Herb, HDR Group, (PA) p. 124 Oppenheim, Anneliese, Oppenheim Research, (FL) p. 142 Rathjen, Greg, Marketecture, (GA) p. 135 Oromaner,Daniel,The Qualitative Difference Inc, (CO) p. 146 Ray Alt, Sharon, Boomer Groups, (IL) p. 107 Orsino, Don, Orsino Marketing Research, (CA) p. 142 Reale, Susan, REALeResearch, (CA) p. 147 Osiatynski, Andrey, ActionableCustomerInsights, (TX) p. 102 Reed, Mike, Clayton Reed Associates, (U.K.) p. 112 Ottenfeld, Marshall, Mid-America Research, (IL) p. 137 Reed, Ph.D., Michael L.,Vedanta Research, (NC) p. 159 Reich, Christine, Reich Research Group, (MD) p. 147 Owen, Brian A., NRG Research Group, (MB) p. 142 Reid, Michael, Minter & Reid, (CO) p. 138 Reilly, Sheila, Reilly Group, (RI) p. 147 178 | Quirk’s Marketing Research Review | May 2006 www.quirks.com 2006 Focus Group Moderator Directory Personnel Index 179 Schneller,Paul, Paul Schneller Qualitative LLC,Schneller,Paul, Qualitative Schneller Paul (NY) p. 152 Schorr,Doug, Solutions, Creative Schorr Inc., p. 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Michelle Massie Marketing, Inc., p. 136 Reprints: For information on article reprints, please contact FosteReprints at 866-879-9144 or at Metroline Research Group, Inc., p. 137 [email protected] or visit www.fostereprints.com. www.quirks.com May 2006 | Quirk’s Marketing Research Review | 187 index of advertisers 20/20 Research ...... 77 Fleetwood Group, Inc...... 22 MRCGroup Research Institute ...... 139 Ph. 800-737-2020 | www.2020research.com Ph. 888-820-8285 | www.replysystems.com Ph. 800-820-0166 | www.mrcgroup.com AccuData Market Research, Inc...... 69 Fleischman Field Research ...... 54 MRSI (Marketing Research Services, Inc.) . . .26 Ph. 800-831-7744 | www.accudata.net Ph. 800-277-3200 | www.ffrsf.com Ph. 800-SAY-MRSI | www.mrsi.com ActiveGroup ...... 65 Focus Centre of Chicago, Inc...... 121 The NameStormers ...... 14 Ph. 800-793-3126 | www.activegroup.net Ph. 312-628-7171 | www.focuscentre-chicago.com Ph. 512-267-1814 | www.namestormers.com Advanced Focus ...... 89 Focus Forward ...... 46 Observation Baltimore ...... 95 Ph. 212-217-2000 | www.advancedfocus.com Ph. 610-279-8900 | www.focusfwd.com Ph. 410-332-0400 | www.observationbaltimore.com Affordable Samples, Inc...... 44 Focus Groups of Cleveland ...... 98 The Olson Research Group, Inc...... 75 Ph. 800-784-8016 | [email protected] Ph. 800-950-9010 | www.focusgroupsofcleveland.com Ph. 609-882-9888 | www.olsonresearchgroup.com AIM Research ...... 39 Focus Market Research, Inc...... 32, 97 On-Line Communications, Inc...... 42, 84 Ph. 915-591-4777 | www.aimresearch.com Ph. 612-869-8181 | www.focusmarketresearch.com Ph. 800-765-3200 | www.on-linecom.com Assistance In Marketing ...... 60 The Focus Network ...... 13, 15 Ph. 888-4AIMFIRE | www.AIM-Cincinnati.com Ph. 800-394-1348 | www.thefocusnetwork.com Opinion Search Inc...... Inside Back Cover Ph. 800-363-4229 | www.opinionsearch.com Atkins Research Group, Inc...... 105 Focus Pointe Global ...... 103 Ph. 323-933-3816 | www.atkinsresearchinc.com Ph. 888-US-FOCUS | www.focuspointe.net Opinions of Sacramento ...... 28 Ph. 916-568-1226 | www.opinionsofsac.com Baltimore Research ...... 3 Focuscope, Inc...... 86 Ph. 410-583-9991 | www.baltimoreresearch.com Ph. 708-386-5086 | www.focuscope.com Opinions Unlimited, Inc...... 73 Ph. 800-604-4247 | www.opinions-unlimited.com Behavioral Insights, LLC ...... 17 FocusVision Worldwide ...... 6-7, 9, 11 Ph. 212-551-1411 | www.behavioralinsights.com Ph. 203-961-1715 opt. 6 | www.focusvision.com PRO-T-S Telephony Systems ...... 93 Ph. 800-336-7674 | www.pro-t-s.com Burke Institute ...... 5 GMI (Global Market Insite, Inc) ...... 59 Ph. 800-543-8635 | www.BurkeInstitute.com Ph. 206-315-9300 | www.gmi-mr.com QRCA, Inc...... 45 Ph. 888-674-7722 | www.qrca.org Burke, Incorporated ...... 67 Greenfield Online ...... 49 Ph. 800-267-8052 | www.burke.com Ph. 866-899-1013 | www.greenfield.com Qualitative Insights ...... 147 Ph. 818-988-5411 | www.q-insights.com C&R Research Services, Inc...... 109 Group Dynamics in Focus, Inc...... 72 Ph. 312-828-9200 | www.crresearch.com Ph. 866-221-2038 | www.groupdynamics.com Readex Research - The Mail Research Center . .50 Ph. 800-873-2339 | www.b2bmrc.com Carbon View ...... 99 GroupNet ...... 21 Ph. 561-745-3602 | www.MVLgroup.com Ph. 800-288-8226 | www.group-net.com ReRez ...... 76 Ph. 214-239-3939 | www.ReRez.com Common Knowledge Research Services . . .18-19 House Market Research, Inc...... 61 Ph. 800-710-9147 | www.commonknowledge.com Ph. 800-773-5516 | www.housemarketresearch.com The Research House Ltd...... 57 Consumer Opinion Services, Inc...... 113 i.think inc...... 29 Ph. [44] (20) 7935-4979 | www.meeting-house.co.uk Ph. 206-241-6050 | www.cosvc.com Ph. 214-855-3777 | www.ithinkinc.com Research Now ...... 87 Consumer Surveys Co...... 79 I/H/R Research Group ...... 82 Ph. [44] (20) 7091-7818 | www.researchnow.co.uk Ph. 847-394-9411 | [email protected] Ph. 800-254-0076 | www.ihr-research.com RIVA Training Institute ...... 149 Decipher, Inc...... 83 Incheck, LLC ...... 100 Ph. 301-770-6456 | www.RIVAinc.com Ph. 800-923-5523 | www.decipherinc.com Ph. 303-296-9593 | www.incheckonline.com S I S International Research, Inc...... 151 Decision Analyst, Inc...... 37 ingather research-denver ...... 53 Ph. 941-955-5744 | www.sisinternational.com Ph. 817-640-6166 | www.decisionanalyst.com Ph. 303-980-1909 | www.ingatherresearch.com Savitz Field and Focus ...... 80 Delixus, Inc...... 47 InterClipper ...... 36 Ph. 972-386-4050 | www.savitzfieldandfocus.com Ph. 925-672-2623 | www.delixus.com Ph. 973-733-3434 | www.vicCD.com Schlesinger Associates, Inc. . .Inside Front Cover, 57 Delve ...... 55 IRWIN ...... 71 Ph. 866-549-3500 | www.schlesingerassociates.com Ph. 800-325-3338 | www.delve.com Ph. 904-731-1811 | www.irwin-jx.com Scientific Telephone Samples ...... 91 Doyle Research Associates, Inc...... 117 JRA, J. Reckner Associates, Inc...... 51 Ph. 800-944-4STS | www.stssamples.com Ph. 312-863-7600 | www.doyleresearch.com Ph. 215-822-6220 | www.reckner.com Socratic Technologies, Inc...... 56 Ebony Marketing Research, Inc...... 31 Kinesis Survey Technologies LLC ...... 33 Ph. 800-5-SOCRATIC | www.sotech.com Ph. 718-320-3220 | www.ebonymktg.com Ph. 512-342-2330 | www.kinesissurvey.com Survey Sampling International ...... 81 e-Rewards Inc./ERI Research ...... 43 LW Research Group ...... 133 Ph. 203-255-4200 | www.surveysampling.com Ph. 888-203-6254 | www.e-rewards.com Ph. 818-501-4794 | www.LWresearchgroup.com Survey Service, Inc...... 157 Esearch.com, Inc...... 38 M/A/R/C® Research ...... 85 Ph. 310-265-4608 | www.esearch.com Ph. 800-884-MARC | www.marcresearch.com Ph. 800-507-7969 | www.surveyservice.com Field Facts Worldwide ...... 35 Maritz Research ...... 27 Taylor Research, Inc...... 63 Ph. 508-872-8840 | www.fieldfacts.com Ph. 887-4-MARITZ | www.maritzresearch.com Ph. 800-922-1545 | www.taylorresearch.com Fieldwork Network ...... Back Cover McMillion Research Service ...... 41 Tragon ...... 68 Ph. 800-TO-FIELD | www.fieldwork.com Ph. 800-969-9235 | www.mcmillionresearch.com Ph. 800-841-1177 | www.tragon.com First Choice Facilities ...... 23 MEADOWLANDS CONSUMER CENTER INC. .137 Your2Cents Online Opinion Panel ...... 18-19 Ph. 888-FCF-BIDS | www.FirstChoiceFacilities.net Ph. 201-865-4900 | www.meadowcc.com Ph. 800-710-9147 | www.your2cents.com/info 188 | Quirk’s Marketing Research Review | May 2006 www.quirks.com Trade Talk • Less than half (48 percent) exercise gy. continued from page 190 once or more a week. • Accept change as part of life. More • Not style-conscious - only 3 percent than half (54 percent) like to try new segments (more likely to be 46-50 care about style and trends. things. years old). • Are low-tech and nostalgic: 76 per- • Don’t worry about the future, job • Lowest income of all segments. cent are comfortable with things they security or financial security. • Only group not happy about where are familiar with. • Unlike other segments, they are not they are today, which makes them dif- • Think best years are behind them (61 searching for convenient solutions or ferent from the other three segments. percent). ways to do things faster. • Not comfortable with their age. • Less than half think they are in • Are the least comfortable with tech- • Not in control of their lives. Only 8 charge of their own destiny (45 per- nology. Only 30 percent say technolo- percent feel they are in control and 45 cent). gy is important. percent feel alone. • Not the first to purchase a new prod- • Worry about financial security (85 At Ease uct (5 percent) and are not style-driv- percent) and the future (71 percent). • Represent 35 percent of the total en. They don’t feel like they budget wisely. Boomer population. • Enjoy travel (68 percent). • Are the least-active segment: 40 per- • Index slightly higher on the 51-55- • Are least likely to work for as long as cent say they don’t lead an active and year-old age group. they can - only 44 percent plan to do busy lifestyle. • Have average household income. so. • Health is a concern: 65 percent are • Have average debt and below-average • Engage in exercise and physical activ- tired and lack energy. retirement savings. ity once or more a week (64 percent). • Don’t eat well.Three-quarters say • At peace with themselves, are very • Feel the best years of life are the years they know they should watch what well-adjusted and have plenty of ener- they are in now (50 percent). |Q they eat more than they do. Need to understand the markets in Europe... • The potential classified ads • The competitive situation • Attitudes to your propositions, products or services • Decision-making and buying • Attitudes to your marketing communications, company and brand • The sales channels/partners etc 2Europe marketing research services and experience can provide the understanding and insight you require Email: [email protected] www.2europesolutions.co.uk www.quirks.com May 2006 | Quirk’s Marketing Research Review | 189 By Joseph Rydholm trade talk Quirk’s editor Study finds Boomers are not all created equal ooming large as they do on the • Worry about financial security (78 most importantly, feel that they are in marketing and social landscape, percent), the future (68 percent), job control of their lives (83 percent). LBoomers are often talked about as security (43 percent) and financing • Budget money wisely (56 percent) one big group.They are a big group - 78 education for their children (41 per- and as a result are not concerned about million - with big bucks to spend: one cent). their financial security or worried estimate puts annual expenditures by • Most often say they will work for as about job security. consumers 45 and older at $2.3 trillion. long as they can (66 percent). • Are not worried about the future But all those Boomers are people, • Devote the most time of any segment (only 10 percent say so). with individual tastes and habits.To get to work (74 percent). • Health-conscious (59 percent): only 7 a better handle on Boomers, and per- • Don’t spend as much time with their percent feel tired and don’t have much haps make them less daunting to mar- family as they would like (57 percent). energy. keters, BoomerEyes, a division of • Are strong advocates of technology. In • Travel is one of their favorite pastimes Chicago-based C&R Research, con- fact, 77 percent say they are comfort- (93 percent say so). ducted its Boomer Heartbeat study. able with technology and 62 percent • 93 percent like to try new things. The online survey involved 1,100 say new technology plays an important • Technologically-savvy: 91 percent say interviews completed in August 2005. role in their lives. they are comfortable with technology. From the survey results, BoomerEyes • Convenience is key (82 percent). In addition, new technology plays an identified four segments, with attributes • Nearly all (91 percent) are driven to important role in their lives (77 per- that define Boomers by their attitudes find ways to do things faster and more cent). and behaviors rather than merely their efficiently. • Convenience and searching for ways age.The segments, as detailed below • Early adaptors to new products and to do things faster (83 percent each) are from a BoomerEyes press release, services - 92 percent say they like to important. include: Looking for Balance Boomers, try new things. • Early adaptors - 32 percent like to be Confident & Living Well Boomers,At • Eating right is important (88 per- the first to purchase a new product or Ease Boomers and Overwhelmed cent). Nearly half (47 percent) have service. Boomers. changed their diet for health reasons. • Family-centric.They devote more • Say best years are still ahead (50 per- time than any other segment to spend- Looking for Balance cent). ing time with family (72 percent). • Represent 20 percent of all Boomers. • Believe they are in charge of their • Skew slightly younger than other seg- Confident & Living Well own destiny (85 percent). ments. • Represent 23 percent of all Boomers. • Active and busy but also feel inundat- • Skew slightly older than the other Overwhelmed ed by all they have to do. segments and are the segment most • Represent 22 percent of Boomers. • Most likely to have kids living at comfortable with their age. • Index slightly younger than other home. • Highest income of all segments. • Have average household income. • Most active of the Boomers and, continued on page 189 190 | Quirk’s Marketing Research Review | May 2006 www.quirks.com