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Quirk’s Marketing Research Review CONTENTS December 2019 • Vol. XXXIII No. 9 DEPARTMENTS 6 Click With Quirk's page 38 8 In Case You Missed It... 11 Ask The Expert For marketingmarketing research and insiinsightsghts pprofessionalsrofessionals page 12 Survey Monitor 32 18 Product and Service Update 64 16 Top Physicians Research PROCEED WITH page Companies CAUTION RISK AND SAFETY IN THE MR FIELD 46 70 Names of Note 72 Research Industry News PLUS Best practices for key driver analysis page Disrupters vs. Traditionalists - who’s right? 74 Calendar of Events 2019 MR regulatory recap 54 75 2020 Focus Group

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ADVERTISING SECTION Quirk’s Marketing Research Review Publisher • Steve Quirk December 2019 16 Top Physicians Research Volume XXXIII Number 9 [email protected] | x202 Companies www.quirks.com Editor • Joseph Rydholm [email protected] | x204 Digital Content Editor • Emily Koenig ON THE COVER 54 A (data) gathering storm? [email protected] | x210 38 Fielding risks An update on legislation and News Editor • Sarah Freske [email protected] | x212 Strategies for ensuring regulation impacting the insights researcher safety industry in 2019 Audience Development • Ralene Miller By Howard Fienberg [email protected] | x201 By Sam Evans and Kinsey Gimbel Production Manager • James Quirk 60 Like humans, only smarter [email protected] | x206 Thoughts on the origins of Directory Sales • Ilana Benusa TECHNIQUES artifi cial intelligence and machine [email protected] | x213 learning V.P. Sales • Evan Tweed 42 Hear, here [email protected] | x205 Listening well for great research By Jerry Thomas Sales • Tammy Job stories [email protected] | x211 By Julia Eisenberg COLUMNS European Sales • Stewart Tippler [email protected] | +44(0)7989-422937 46 There are no absolutes 10 Trade Talk As they argue the health and Case study captures focus groups ••• moving? make sure viability of MR, those pushing new at their fi nest Quirk’s comes with you! approaches and those resisting By Joseph Rydholm them need to take a long look at Send change of address information to [email protected] their positions. Both are commonly 28 By the Numbers using fl awed logic. A solution to the NPS conundrum Download the Quirk’s iPad, iPhone By Ron Sellers By Paul Abel and Kelsey Goings or Android app to view this issue.

50 Get ’em talking 32 Data Use An interactive downloadable PDF of Storytelling as an input, not just Best practices for implementing this magazine is available at www. quirks.com/pdf/201912_quirks.pdf. an output key driver analysis By Susan Fader By Michael Garver Follow us on Twitter @QuirksMR.

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••• events Quirk's Blog Smart badges at Quirk’s! Retail therapy? Study reveals female clothes buying behaviors n 2019 we https://bit.ly/34kijW5 Ipartnered with Klik to introduce interactive badges Mascot matchup: The most to the Quirk’s memorable brands Event, providing https://bit.ly/34pS68z an easy and fast way for attendees to network. At- Eco-friendly packaging in tendees in close Europe proximity quickly https://bit.ly/2NyxYKK exchanged information by simply both pressing and holding down the bottom of the badge. The smart badge technology allowed Quirk’s to track the total number of unique contacts made during our 2019 events, equaling more than 76,000! Research Industry Voices We are excited to announce that Quirk’s will be using the smart badges again in 2020! Using the smart badge and event app, attendees will again be Tips for localizing your global able to request meetings with vendors or other attendees, view profiles of e-commerce strategy exhibiting firms, keep track of all personal events, store connections, receive https://bit.ly/36oeyAN content from speaking sessions and more. The smart badge puts you in charge of the content you receive and connections you make! A brand perspective: Mattel To learn more or register for the events, visit www.TheQuirksEvent.com. releases gender-neutral doll https://bit.ly/2pyLA0v

Kohl’s fi ghts to remain relevant with new strategies https://bit.ly/2q9OfxK // E-newsworthy Research Careers Blog

Alexa, what’s the state of voice Recovering from interview shopping in 2019? failure: a guide quirks.com/articles/2019/20191025-3.aspx https://bit.ly/36mVoLK

Integrating data through mixed Losing the right candidate to and multi-method research the wrong questions quirks.com/articles/2019/20191025-1.aspx https://bit.ly/2BYX00n

The importance of race and socioeconomic status to The dark side of consulting (and LATAM sample what it takes to power through) quirks.com/articles/2019/20191026-1.aspx https://bit.ly/337937J

6 Quirk’s Marketing Research Review //December 2019 www.quirks.com

In Case You Missed It news and notes on marketing and research

••• consumer psychology I’ll have what she’s having

e conform with our peers on numbers-based aspects of food orders but Wnot quality-based aspects, such as flavor, in order to prevent social dis- ••• employee research comfort, according to research by Kelly Haws, Vanderbilt professor of marketing at the Owen Graduate School of Management. Are hot desks a Haws and her colleagues conducted an experiment to explore the phenom- enon of selective peer pressure on our food choices, aiming to tackle questions hot mess? about how we eat when we’re with others and how our choices are impacted by what others do. he concept of “hot-desking” – a kind The research found that con- Tof offi ce design in which workers sumers are more likely to are not assigned to a regular cubicle or adjust their own choices desk but rather are encouraged to sit in to match others’ if diff erent locations each day at work – the options can isn’t super popular. And, it might not be be ranked. For a good idea for employers. example, Why? Employees experience it as single-scoop a bit abnormal, says Trevor Foulk, and double- assistant professor of management scoop ice and organization at the University of creams Maryland’s Robert H. Smith School differ in of Business, and research has shown ice cream that employees who consider their quantity, work settings to be abnormal are more so they likely to view their organizations as can be less trustworthy. “It makes you start ranked. to think, ‘Well, what other weird stuff These is this organization doing that maybe qualities are I can’t see?’” Foulk says. And that can called ordinal lead employees to become less engaged, attributes; other unwilling to go the extra mile at work. examples include For teams that consist primarily quantitative values of Millennials, hot-desking might not like price or calorie feel so out of the norm and might not count. However, consumers be quick to provoke those pangs of will less often match others’ choices on abnormality leading to a sense of un- attributes that cannot be ranked, such as flavor. These qualities are called trustworthiness. “This is how Millen- nominal attributes. nials went to college. They had a laptop According to the study, the reason that a consumer might choose to match or a tablet and they just sat wherever their peers on ordinal attributes is not and worked,” Foulk says. “The idea necessarily because a certain choice is that there would just be some beanbags better but rather to minimize social and a foosball table and you would just discomfort, such as to avoid seeming kind of sit and work, that probably too indulgent by ordering too much ice wouldn’t seem abnormal to them. But cream or not indulgent enough if the of course, it also really depends on the www.quirks.com/articles/2019/20191201.aspx mood is more celebratory. nature of the work, as well.”

8 Quirk’s Marketing Research Review //December 2019 www.quirks.com

Trade Talk By Joseph Rydholm, Quirk’s Editor

Case study captures focus groups at their finest

s researcher Ron Sellers touches especially those that are revolution- A on in his article elsewhere in this ary. Nor are respondents immune to issue, predictions of the demise of wanting to present an idealized version the focus group are a constant in our of themselves for the consumption of industry. To be sure, focus groups are the moderator or the other respondents not perfect – no technique is – but, in the room with them, as focus group to cite Sellers again, bad groups are critics like to point out. often not the fault of the focus group But, as the BMC Women’s Health approach itself but rather of the mod- case study shows, at their best, focus ©Clare Pix Photography www.clarepix.com Joe Rydholm can be reached erator and others involved. groups (and other types of qualitative) at [email protected] When they work, they work very can provide a level of color and detail well, as I was reminded while read- that is unmatched. For their article, ing an article from the peer-reviewed “‘A secret club’: focus groups about language, the emotions, the barriers journal BMC Women’s Health on how women’s toileting behaviors,” authors (and successes) – that focus groups are focus groups were used to investigate Mary H. Palmer, Jennifer M. Wu, Ce- so good at uncovering, especially when women’s attitudes toward their blad- line S. Marquez, Betty Rupp, Mitchell the topic is something potentially dif- der health. (Before you ask, I have a M. Conover and Diane K. Newman fi cult or embarrassing to talk about. range of Google e-mail alerts set up recruited 24 women in Pennsylvania “[The women] were frank and un- for mentions of a host of marketing and North Carolina with some level abashed in discussing personal experi- research-related terms, including of urinary incontinence (UI) and/or ences of being incontinent, about wear- “focus group,” so a link to the article overactive bladder (OAB) status to par- ing pads or panty liners, and having landed in my in-box a while back.) ticipate with trained female modera- urinary urgency or uterine or bladder In our survey of client-side re- tors to gather information to develop prolapses with a group of women they searchers earlier this summer, when we public health messaging and interven- just met. Some women used humor asked an open-end about research-relat- tions to raise awareness about UI, OAB when talking about their bladders. ed changes their organization planned and bladder health, with the goal of During most focus groups, there was to make in the coming year we saw encouraging women to seek help when laughter and talking over each other as many comments about wanting to rely symptoms are present. women volunteered personal informa- more on consumers’ actual behavior (by In the intimacy and safe space of tion about near or actual episodes of analyzing purchase data or other irre- the focus group setting, surrounded by urine loss,” the authors write. futable forms of evidence) rather than other women dealing with the same Technology has been a boon to the stated intentions or expressions of issues, the respondents opened up, research, especially qualitative, giv- interest in buying a product or service often with humor, to talk about the ing rise to all kinds of mobile-driven that might come out in a focus group. diffi culties of fi nding clean restrooms, ethnographic approaches and making I agree that people often don’t truly of planning travel, of dealing with the it possible for far-fl ung respondents know or are unable to represent their opinions of friends or loved ones who to fi re up their webcams and comput- real responses to products or services, wonder why they are taking so long ers for a conversation. But it’s hard in the bathroom. In addition to the to match the impact of a successful emotional aspects of UI and OAB, the in-person gathering. Take a roomful participants also provided the research- of understanding peers, add a skilled ers with a host of terms and phrases moderator armed with a good discus- surrounding bladder issues. sion guide and you’ve got the potential www.quirks.com/articles/2019/20191202.aspx It’s these kinds of things – the for something unique.

10 Quirk’s Marketing Research Review //December 2019 www.quirks.com SPONSORED CONTENT ••• advice for researchers ASK THE EXPERT Expert answers to important research questions.

Today’s marketing world is I’m always on, are you? Con- ever-changing – how prepared sumers are always on. Think with are you for these new realities Google reports that 84% of Ameri- and consumer expectations? cans are shopping for something at any moment in up to six different categories. In nearly a quarter of mall is big. Today’s consumers shopping occasions, people say they Slove smaller brands that they turn to their smartphone first – for feel they can really know and trust. research, for recommendations, for They associate “small” with attri- location and to purchase. Always-on butes like “authentic,” “specialty,” means consumers want it now – “healthier,” “environmentally Amazon has made two-hour deliv- conscious.” Think Halo Ice Cream, ery a reality. Direct-to-consumer Rx Bar and Beyond Meat. Another means we can buy anytime, any- way “small” is coming into the main- where. This means your brand must stream is with “solo” consumers who be always-on as well. demand smaller sizes, single serv- Sustainability is an expecta- ings and custom sizes and products tion. Really. In the past, if a brand to fit their smaller households. Even had a sustainability message or the largest companies must think recyclable packaging, it could be about how they can deliver “small.” a tiebreaking choice at the shelf. It’s personal and it’s a seg- This is no longer the case – sustain- Cindi Jones ment of one. Our digital world ability is an expectation that really Senior Solutions Consultant Heart+Mind Strategies has changed personalization from matters. Consumers are looking for [email protected] a want to an expectation. Consum- products that are “healthy for me ers expect closer, more personal and healthy for the planet.” Ac- relationships with the brands they cording to a 2018 Nielsen study, 48% choose. One way to do this is by of U.S. consumers said they would creating relevant, “personal-like” change their consumption habits to experiences – re-framed benefits reduce their impact on the environ- that address specific needs like skin ment. And sustainable products are or health concerns or messaging growing faster than those without a create new connections throughout that guides to the “right” solu- sustainability commitment. How can the consumer journey. Brands like tion. “Hyperpersonalized” takes it you connect with consumers through Sephora, Jack Daniel’s and Bud- even further with products created sustainability efforts? weiser leverage these tools to tell for “segments of one at scale” like AI, AR, VR. It’s all here. Now. engaging brand stories and make Tito’s Vodka customized celebratory Artificial intelligence, augmented personalized recommendations. bottles and Ollie’s dog food specially reality and virtual reality take Don’t shy away from this new world blended for your dog’s specific nu- personalization to another level. – understand how both your brand tritional needs. How can your brand They bring experiences that help and consumers can benefit from AI, get more personal? consumers make decisions. They AR and VR experiences.

Have a question you’d like to have answered? Submit it to [email protected]. Want your ﬁ rm to be featured as an expert? Contact [email protected] for more information.www.quirks.com/articles/2019/20191255.aspx www.quirks.com December 2019 // Quirk’s Marketing Research Review 11 ••• a digest of survey fi ndings and new tools for IN FOCUS researchers // Survey Monitor

bad investment. Similarly, Millennials are more likely than older generations to believe cryptocurrencies will become widely accepted as a means of transactions for legal purchases within 10 years. Four in 10 (40%) Americans familiar with at least one form of cryptocurrency believe cryptocurrencies will become very or somewhat widely accepted for legal transactions before 2030. A majority (55%) of Millennials believe this, along with 41% of Gen Xers and 29% of Baby Boomers. But even as most Americans believe cryptocurrency will become more widely accepted, there are still some reservations about it. A majority (56%) of those familiar with cryptocurrency say they are not at all interested in the idea of the United States converting to primarily using ••• fi nancial services research cryptocurrency instead of U.S. dollars. Even Millennials, who tend to Something Millennials aren’t killing: be more familiar with and confident about cryptocurrencies, tend to say Bitcoin they would be not at all interested (39%) in converting primarily to using The cohort takes the lead in adopting cryptocurrency cryptocurrency. Another 19% say they would be “not very interested.” ccording to a study by researcher one kind of cryptocurrency, 18% say The study was conducted by YouGov and AYouGov, Americans’ familiarity they’ve purchased cryptocurrency in included a total sample of 1,262 U.S. adults, with cryptocurrency is on the rise. the last year. But among Millennials including 1,035 who are familiar with at Most Americans (81%) have heard of at familiar with cryptocurrency, this least one type of cryptocurrency. least one kind of cryptocurrency, al- number nearly doubles – 35% have though Bitcoin is by far the most well- bought at least one type of cryptocur- known – 75% of U.S. adults say they’ve rency within the past year. heard of it, as opposed to Bitcoin Cash Millennials are more hopeful (24%) or Ethereum (17%). about cryptocurrency in general than When it comes to actually buying their Gen X and Baby Boomer coun- cryptocurrency, Millennials have the terparts. More than one-third (35%) other generations beat. Among all U.S. of Millennials familiar with crypto- adults who are familiar with at least currency say they believe it is a good investment; whereas, only 21% of Gen Xers and 10% of Baby Boomers with the same familiarity level say the same. On the other end of the spectrum, 44% of Baby Boomers believe www.quirks.com/articles/2019/20191203.aspx cryptocurrency is a somewhat or very

12 Quirk’s Marketing Research Review //December 2019 www.quirks.com We’ve Rebranded IN FOCUS // Survey Monitor

personal experience. platforms – are also the biggest spend- However, younger generations also ers via social media ads. In the last six take the lead in reducing social media months, 36% of all respondents made due to privacy concerns. Fifty-two per- a purchase through an ad on social cent of Gen Z respondents have reduced media, while Gen Z and Millennials did social media, followed by Millennials so at 47% and 48% respectively. Mil- (48%), Gen X (39%) and Boomers (28%). lennials were the most likely to have The same trend continues for those who future purchases infl uenced by social quit social media altogether, with Gen media ads at 54%, followed by Gen Z Z and Millennials tied in the lead (43%) (53%), Gen X (38%) and Boomers (22%). followed by Gen X (39%) and Boomers Just under half (42%) of respondents ••• consumer privacy (28%). Facebook took a 20-percentage- found social media ads “somewhat an- point lead as the top social media plat- noying,” while 23% remained neutral Alexa-9000? form abandoned across generations. and another 23% found the ads to be When it came to brands proactively useful or informative. A minority (12%) The battle between privacy targeting consumers based on what responded that ads were the “worst and personalization they believe they would be interested thing about social media.” in purchasing, consumers held mixed Consumers expect brands to be esults from a study by Selligent feelings. When there was a precedent attentive to their needs, with 96% of Runcovered the fi ne line between for a brand interacting with a con- respondents expecting brands to re- creepy and helpful when it comes to sumer, such as a previous purchase, spond within 24 hours of a fl agged issue voice-enabled devices and brands’ use of favorited social media post or product and 90% expecting a resolution within consumers’ social media information. search, consumers tended to view the 24 hours. The most common reason As it turns out, consumers increasingly brand’s actions as more helpful than customers contact customer service is to want a customer experience that is creepy (although not by a wide mar- ask a question about a service or prod- highly personalized, yet they also face gin). However, when brands targeted uct (40%). About a quarter (26%) re- concerns about privacy and how their ads to consumers based on what they spondents said they contacted customer data is being used. Survey respondents said around their voice assistant, service to fi le a complaint, 21% to make look for a customer experience tailored prompted and unprompted, consumers a return and 14% to follow up on an to them and believe that this sort of found this behavior creepy rather than order or check an item’s shipping sta- customized experience is central to cus- helpful. Essentially, consumers like to tus. Customer service is the preferred tomer service – 71% stated that person- make the fi rst move and when brands method to resolve issues across genera- alization is “very important.” Fifty-one off er unsolicited suggestions its often tions, although Gen Z is much more percent said they are willing to share viewed as overreaching. likely than other generations to simply personal data for more a personalized As social media has increasingly be- fi nd information online or troubleshoot customer experience and 71% expect come a platform for brands to advertise an issue on their own. customer service to know their story to potential customers and customers Forty-three percent of consumers after fi rst contact. have begun to use social media more worldwide prefer to speak to customer Conversely, 74% of respondents said judiciously, brands may need to re- support on the phone as opposed to less that privacy is more important than think how they are using social media personal routes such as email, social online experience and 51% worry that platforms to interact with consumers, media or texting, and 74% of consum- their voice assistants are listening who have come to establish specifi c ers do not trust brand that don’t reply without consent. Forty-fi ve percent of online/offl ine purchasing behavior. to customer service or social media respondents use voice assistants and Seventy-eight percent of respondents complaints. When an initial eff ort to 69% fi nd it creepy when they receive reported that they are more infl uenced resolve an issue fails, 58% of consum- ads from voice assistants based on by their own research than information ers prefer to escalate their eff orts by unprompted cues. About four in 10 provided by a brand and 64% research speaking to an agent on the phone (41%) of respondents reduced social online before purchasing a product – notably, respondents from North media usage due to privacy concerns. in-store. Another 61% do their research America showed a 52-percentage point The concerns and behaviors surround- and purchasing both online, while just preference for speaking on the phone ing privacy vary between generations; half (50%) of consumers want to hear as opposed to email, whereas European younger generations, although more recommendations and make their pur- respondents showed only a 17-point wary of how their data is being used, chases in-store. preference. At the point where an issue are also most interested in having their Again, the youngest generations has escalated, 71% of consumers expect personal details used to provide a more – those most wary of social media companies to know all of their infor-

14 Quirk’s Marketing Research Review //December 2019 www.quirks.com Survey Monitor // IN FOCUS

mation rather than ask them to repeat enable them to make better use of loy- levels of allegiance to banks and credit their story or complaint – and brands alty reward points. card companies (87%), restaurants/ have a slim margin to correct their cus- No demographic is more accepting fast food/coff ee shops (86%), electron- tomer’s experience. Fifty-four percent of tokenization than Generation Z, 83% ics companies (81%) and media/telecom of respondents said they abandon a of whom identify themselves as being companies (79%). brand after a few negative experiences. interested in the future of tokens. Tokenization can enhance existing Another 22% turn their back on a brand Perhaps more surprisingly, over half businesses and it’s not an endeavor after only one bad experience. of older Americans ages 65 and up say limited to big-name brands. Sixty The balance between respecting they are also interested in the future of percent of Americans are more likely privacy and delivering a highly person- tokens. to use tokens to make payments to alized, responsive experience is what Loyalty programs are already being small businesses and 64% see the value Selligent refers to as a value exchange. redefi ned by tokenization and repre- in tokens for any kind of e-commerce Ultimately, consumers want their data sent an ideal platform for businesses transaction. used to better their experience, on their to introduce tokenization. Eighty-two The survey was conducted by Ketchum terms, enabling consumer to feel that percent of consumers are willing to Analytics on behalf of KPMG and polled 1,000 their interactions with a brand are part use tokens as part of membership in an Americans aged 18 and older. of a partnership. existing loyalty program and 81% would The study was conducted by Selligent and trust the use of tokens more readily polled 5,000 respondents from North America if they are already a part of a com- and Europe aged 18-75. pany’s loyalty program. Thus, program enhancements driven by tokenization could further cement a brand’s engagement with loyalty members. Tokenization enables organizations to seperate consumer data from their specifi c personal information, off ering increased security for consumers. That’s important, as 45% of consumers with high familiarity with tokens are ••• entertainment research concerned about fraud-related issues. Companies with token programs who Maybe the cord address the security advantages of ••• loyalty research tokens are likely to gain a competitive was better? edge among customers worried about I’ll buy that privacy and security – 78% of Ameri- Study explores streaming- cans are more willing to use tokens subscription fatigue Survey explores consumer with companies they already buy from, attitudes toward tokens off ering brands an opportunity to in- Variety article by Todd Spangler crease trust and customer loyalty. Arecently called attention to the he use of tokens is on the rise, Still, some consumers are unsure downside of having a few too many op- Toff ering new opportunities to of tokens – if tokens are proven to be tions when it comes to video streaming strengthen brand loyalty and enhance simple to use, 79% of Americans would services. The article, which reported customer experience, and according to be more willing to use them. And fi ndings from Deloitte’s annual Digital a recent survey of American consum- tokenization is not necessarily evenly Media Trends survey, explores the “par- ers commissioned by KPMG, consumers accepted across industries. While 42% adox of choice,” in which consumers are becoming more open to the idea of Americans believe tokens are useful are now compelled to stitch multiple of using tokens as they become more in gaming and 38% see their benefi ts streaming services together in order to familiar with how this digital currency in e-commerce, other industries and continue watching the same content. can be used. While just one-third of sectors lag farther behind. However, The result is subscription fatigue survey respondents are highly familiar industries where consumers already among consumers, who are now faced with the modern-day, blockchain-based express high levels of loyalty are prime with an array of subscription stream- defi nition of tokens, the majority of for tokenization. For instance, when ing services that includes Netfl ix, Hulu, that group (63%) appreciate the advan- asked how loyal they are as purchasers Amazon Prime Video, HBO, CBS All tages of tokens as a form of payment. of products or services across indus- Access, Showtime, YouTube Premium, Fifty-fi ve percent believe tokens will tries, survey respondents reported high Apple, Disney, WarnerMedia, NBCU- www.quirks.com December 2019 // Quirk’s Marketing Research Review 15 niversal and others still looming on would drive them to stop watching When asked what three issues are the horizon. There’s a big downside to but eight minutes of ads per hour most important to them at this point so many options – 47% of U.S. con- was a reasonable limit. in their lives, respondents listed edu- sumers say they’re frustrated by the Video streaming services have begun cation as the most pressing concern, ever-expanding list of subscriptions to dip their toes into streaming video followed by preserving the planet and required to watch what they want. games as well, which might hold ap- sexual and domestic violence. Gen Z More than half (57%) say they are peal to the 41% of U.S. consumers who girls lack confi dence in the world’s tired of content disappearing because play video games at least weekly. This ability to tackle these issues, however the rights for a particular streaming transition would be relatively seamless – 18.9% of respondents cited preserv- service have expired. for many consumers who already use ing the planet as the issue they are There are more than 300 over- gaming consoles as an entertainment least optimistic about being resolved, the-top video options in the U.S. On hub to stream shows and movies (46%), selected from a list of 20 options. average, U.S. consumers subscribe to watch online content (42%), browse the Gen Z girls see room for improve- three video streaming services and internet (34%), stream music (25%) and ment when it comes to social and 43% subscribe to both pay-TV and stream e-sports (11%). legal equity. Forty-one percent of streaming services. Most consumers While subscription streaming ser- respondents feel that their rights are are forming their own entertainment vices ought to be aware of the negative as protected as those of their male- bundles from multiple providers impact choice overload can have on presenting peers, though they still but the constant shift of content to consumer sentiment, these platforms felt that gender identity aff ected different platforms presents a real still hold a massive advantage in the their right to equal treatment under frustration to consumers. highly personalized, on-demand experi- the law – race topped this category at There’s another layer to this ence that many of these services off er. 20%, followed by gender identity (18%) paradox of choice, however. More than Within this mass of options lies an op- and sexual orientation (15%). Seventy- half (49%) of consumers report feeling portunity for platforms to reaggregate six percent of Gen Z girls are at least overwhelmed by the amount of choices these services into more manageable somewhat concerned about losing available in just one platform. Respon- choices, all the while off ering new ways their reproductive rights and 11% are dents say they know what they want to engage with streaming like video not concerned at all. to watch 69% of the time but 48% say games and e-sports. In a generation raised amid the content is hard to fi nd across multiple The 13th edition of Deloitte’s Digital Media Brock Turner trial and the #MeToo services. The breadth of both content Trends survey was collected from an online movement, it’s not surprising that and services can be an immediate deter- survey of 2,003 U.S. consumers fi elded from this cohort feels strongly about rent to some consumers, as 49% report December 2018 to February 2019. consent and raising awareness about giving up on searching for content if sexual violence – while 94% of re- they can’t fi nd it in a few minutes. spondents feel that they understand While consumers are increasingly the concept of asking for and giving subscription-fatigued, video stream- consent, only 65% feel that their peers ing services still show strong growth, understand the idea. And girls lack with 69% of households now sub- confi dence that sex ed programs are scribing to one or more. Notably that doing their job – just 36% of respon- number is on par with the 65% of U.S. dents feels that their school’s sex ed households that subscribe to cable, program does an eff ective or very ef- satellite or telco TV. fective job of teaching consent, while One thing that consumers don’t the remaining 64% rate their school’s seem to tire of is original content, program anywhere from not eff ective as seen in the sweeping success of ••• gen z research to very ineff ective. shows like The Handmaid’s Tale and Sixty-four percent of respondents Stranger Things. In fact, 57% of U.S. Tackling the big are very or extremely anxious about streaming consumers say that origi- the state of the planet and another nal content is why they subscribe to issues 64% are very or extremely concerned streaming video services and that that their hometown will be harder to number jumps to 71% for Millennials. Gen Z girls concerned about live in 50 years from now. The major- Consumers, particularly younger the world they live in ity of Gen Z girls are making changes audiences, have become more and in their personal lives in response to more ad-avoidant. The majority (75%) ollfish got to the heart of what these concerns – 65% of respondents of consumers say they would be more PGen Z girls are thinking about in said they are taking steps to address satisfied with pay-TV services if there a recent study, which revealed that climate change. Eighty-three percent were fewer ads and 77% said ads on this cohort feels very strongly about have not changed their diet because pay TV should be under 10 seconds. changing their world for the better of climate change and those that have Respondents indicated that 16 min- but could use some backup – from (17%) reported eff orts such as limiting utes or more of commercials per hour their peers and lawmakers alike. meat consumption, reducing purchase

16 Quirk’s Marketing Research Review //December 2019 www.quirks.com of packaged products, using recycled expect to spend $637 on holiday shop- responsible, shoppers are looking to and organic products, buying local ping this year, on average, with ap- eat healthier and are adjusting their and reducing waste. Many respon- proximately six in seven respondents shopping habits accordingly. Respon- dents say they are trending toward planning to spend either the same dents said they expect to spend more vegetarianism or veganism to battle (57%) or more (28%) than they did last this year on fruits, plant-based foods these concerns. year. On average, men expect to spend and organic and vegan foods while The majority of respondents (72%) approximately 15% more than women spending less on cakes, desserts, reported that their shopping habits – $685 versus $588. Gift cards and sweet treats and soda. have not changed but those who said clothing or footwear topped the list of Fashion retailers with a rental they have changed the way they shop planned purchases. service could be set to gain this holi- (28%) cite efforts similar to those Consumers are approaching this day season. Nearly a quarter (24%) who have made changes to their holiday shopping season with a level of all respondents and one-third diets, including buying responsibly of caution, however, as the percentage (34%) of older Millennials said they sourced products, using reusable of those who anticipate spending less would be likely or extremely likely shopping bags, reducing plastic use, rose slightly year on year, from 11% to rent clothes for holiday parties. buying in bulk, avoiding fast fashion to 15%. The two leading factors that With mounting awareness of fashion and working toward being waste-free. respondents cited as aff ecting their waste, vintage is in vogue, as nearly Others responded that they would holiday shopping are rising food bills half (48%) of respondents said they change their habits more if they (32%) and the desire to limit their would consider giving secondhand could afford to do so. credit card debt (31%). clothing as gifts and even more – 56% The study was conducted by Pollfish on Despite talk of the demise of physi- – said they would welcome gifts of behalf of Girls’ Bill of Rights and surveyed cal stores, on average respondents say this kind for themselves. 2,000 women and feminine-presenting they expect to do half of their holiday Shoppers are aware of the rising respondents ages 14-22. shopping this year in a store or mall. trend in package theft and are tak- Many consumers hope to gain gift ing steps to combat “porch piracy.” inspiration in-store, and consumers Almost one-third (29%) said they use were signifi cantly more likely to say delivery tracking and notification that, after seeing an item in a store, apps and schedule deliveries for dates they would purchase the item in the and times when someone is home. store rather than searching online for One-fifth (21%) are moving entirely a better price and purchasing online. away from home delivery and picking Perhaps not surprising, 82% of respon- up in-store instead. dents cited lower prices as the top fac- Shoppers want greater trans- tor that would tempt them to make an parency and commitment when it in-store purchase, followed by special comes to pricing and personal data off ers and discounts (77%). security – more than half (52%) of ••• shopper insights Consumers are showing a greater consumers think that a retailer’s re- interest in purchasing sustainable sponsibility for price-matching guar- Gift-giving with a and eco-friendly products. Respon- antees increases during the holidays. dents want clear labelling that In addition, they want retailers to conscience products are made in sustainable or make a greater commitment over the ethical ways, to be shown the origin holiday period to keep their personal Consumers look to of materials and ingredients and data safe and secure when making offered the option of packaging-free online purchases. companies to uphold their products and deliveries. Consum- Many respondents say they’re less values ers are aware of the environmental inclined to shop on Black Friday or impacts of shopping and ordering Thanksgiving than they were a few he vast majority of U.S. consum- online and are increasingly opting years ago – 55% for Black Friday and Ters plan to spend at least as much to ship items together rather than 58% for Thanksgiving, as compared this year on holiday gifts as they separate and choose ground shipping to 50% and 51% previously. Respon- did last year and will be turning to methods or in-store pickup. dents cited battling crowds, missing stores for holiday gift inspiration, Shoppers aren’t stopping at envi- out on family time and the ability according to results of the 13th An- ronmental issues, however. Almost to find equally good discounts on nual Holiday Shopping Survey from half (45%) of respondents said they are other days as deterrents for shopping Accenture. The study also found more likely to do their holiday shop- during this time. a growing trend of “responsible ping with retailers that address wider The Accenture Holiday Shopping study retail,” with shoppers increasingly social issues through their business surveyed 1,500 U.S. consumers online. Re- concerned about the environmental practices and working conditions. spondents were split evenly between gender and social impact of their purchases. In addition to buying products and by age group. The study found that Americans that are eco-friendly and socially www.quirks.com December 2019 // Quirk’s Marketing Research Review 17 categories were chosen based on the platform, including the ability to IN FOCUS most popular sponsorship areas for upload a Microsoft Word question- brands that feature women and girls. naire straight into Decipher. Teams Product and ana.net can create and collaborate on their questionnaire in Word, then upload the document to Decipher without Service Update ••• entertainment any additional formatting or specialized syntax. Once the Word document Comscore is uploaded, Decipher’s AI-driven technology suggests the right ques- upgrades theater tion types and format to deliver the ••• advertising research best results from survey questions. management Also included are new survey tem- ANA measures plates in common areas such as NPS, system employee satisfaction and brand and female celebrities’ the addition of Sample Marketplace Adds automations, hosting within Decipher. role-model options focusvision.com potential omscore has launched the next Cgeneration of its theater manage- ••• shopper insights Looking for a good infl uence(r) ment system software, Comscore Cin- ema Auditorium Control Engine (ACE). Path-to-purchase eeHer, the Association of National Cinema ACE, a part of Comscore’s SAdvertisers’ initiative for gender Hollywood Software suite of solutions, as story equality in advertising and media, is designed to help exhibitors connect has launched GEM Influencer, which auditoriums, centralize content man- Method tracks consumers’ enables brands to quantify how well agement and automate the transfer decision journeys female celebrities perform as role of features, trailers and encryption models for women and girls. It mar- keys. Cinema ACE features a more-user ealityCheck Consulting has ries its Gender Equality Measure, friendly interface, new automations Rlaunched HXi or Human Expe- which identifies the level of gender to expedite weekly task completion rience Insights, which uses story bias in ads and programming, with and a simplifi ed web browser-based elicitation techniques to explore MVP-GEM index, an algorithm created user interface. The upgraded solution consumer experience with brands, by SeeHer’s research partner MVPin- also features more fl exible hosting track decision journeys and under- dex that identifies “role model” options for circuits of all sizes as well stand touchpoints. Story arcs map the celebrities. These are women who as an SQL database that can be hosted emotional flow of stories, tracing the have high social media influence and on-site in the projection booth or action from opening scene to climax speak positively about women, girls from the cloud, with full data encryp- to resolution. Mapping – and aggre- and women’s issues on social media. tion at rest and in transit. gating – different story arcs across The GEM Influencer rankings from comscore.com different consumer segments reveals MVPindex measure the top 100 influ- that, for human beings, the path to encers in 12 categories: internet con- purchase is not just a clearly delineat- tent creators (general influencers), ••• research software ed set of steps from trigger to explora- TV hosts, TV personalities/reality tion, consideration, purchase and so TV stars, musicians, actors, models, Decipher gets on. It is a mash-up of experience, ex- athletes (active and former/retired), pectations, emotions, beliefs and tennis players, soccer, WNBA, Winter enhanced values expressed in story form. The Olympics and Summer Olympics. The company says the HXi method is most Upload questionnaires from commonly used for customer experi- Word ence initiatives, shopper experience exploration and home use testing. urvey and insights software realitycheckinc.com Scompany FocusVision has added www.quirks.com/articles/2019/20191204.aspx enhancements to its Decipher survey

18 Quirk’s Marketing Research Review //December 2019 www.quirks.com upgraded governance controls, con- selection, survey programming, data ••• Briefl y joint analysis and others. All exist- visualization and reporting. Addition- ing Research Core customers will be ally, the platform allows connectivity n PRS IN VIVO, a researcher based automatically transitioned onto the to clients’ data or third-party data in Teaneck, N.J., has expanded its new solution. assets; can be used holistically or pro- Luxury Practice and has introduced qualtrics.com grammatically; and can be connected Happiness Science. The Luxury Prac- to existing in-house tools. tice serves luxury brands and retail- n Kantar has expanded its audience dynata.com ers in fashion, jewelry, cosmetics, activation offer. The restructured of- fragrances and spirits. fer is designed to enable marketers to n Media monitoring firm Burrelles is prs-invivo.com identify and engage target consumers relaunching as a tech company with and deliver better ROI for data-driven new digital products and services. n Marketing software company Af- advertising campaigns. Clients will Along with an updated visual identity finio launched its product ATON, be able to access audiences across key and corporate brand, Burrelles has an augmented analytics platform verticals with additional specialty announced new product offerings designed to analyze data across an categories such as beverage and B2B such as analytical research, data ser- enterprise’s first-party infrastructure, launching shortly. vices and custom reporting, in addi- including website data, purchase kantar.com tion to its media monitoring services. transactions, data lakes and other burrelles.com data sources. n Bazaarvoice Inc., a company affinio.com specializing in product reviews and user-generated content solutions, has n SugarCRM has launched Sugar launched its Insights and Reports Discover, an analytics solution ac- applications. These solutions are quired from Corvana, a CRM analytics designed to help brands utilize cus- Note to readers technology provider. The solution will tomer feedback drawn from customer Moving forward, Product and Service be available within the SugarCRM ratings, reviews and questions. Update will no longer appear in the platform. bazaarvoice.com magazine. To keep up with the latest sugarcrm.com new products and services, subscribe n Dynata, a first-party data provider, to the Daily News Queue e-mail blast n Insights firm Maru/Matchbox has has launched its Insights Platform, at https://bit.ly/2qWeXKB. launched Brand Emotion, a visual which offers tools for audience semiotics tool built on its Maru/HUB platform. Brand Emotion is designed to analyze images to understand the emotions that brands evoke in con- WE SPECIALIZE IN FIELDING FOCUS STUDIES sumers. marumatchbox.com IN REMOTE LOCATIONS - EVEN IN THE MIDDLE OF... n TripAdvisor has launched TripAdvi- sor Connect on Facebook and Insta- gram. The solution uses traveler and diner data to enable advertisers to reach audiences beyond TripAdvisor’s website and app. tripadvisor.com FOCUS ON THE RESEARCH. WE’LL DO THE REST. n Qualtrics has launched CoreXM, which includes the capabilities previously found in Qualtrics Research Core with additional functions for experience management professionals such as data quality checks, the ability to customize XM workflows, www.ﬁ eldwork.com • 800-863-4353 www.quirks.com December 2019 // Quirk’s Marketing Research Review 19 FOR MARKETING RESEARCH AND INSIGHTS PROFESSIONALS

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Unearthing the unexpected: The Thought leadership research: A labor of love power of machine learning Kerry Sette, Vice President, Consumer Insights and Research, Voya Financial Keri Hughes, Senior Research Analyst, Voya Financial Carmel Dibner, Principal, Applied Marketing Andrew Chizever, Senior Vice President, General Manager, Science LRW Kristyn Corrigan, Principal and Innovation Practice Lead, Applied Marketing Science Interested in hearing learnings from our recent Big data and artifi cial intelligence Voya Financial (VoyaCares) thought leadership are transforming market research. study along with best practices in designing this Researchers can now collect truly research and how to best partner with internal new, game-changing insights and a clients? Our research partner, LRW, will also share comprehensive list of customer needs their experiences (especially targeting low-incidence faster and less expensively than ever populations and whitepaper development). Content will include specifi cs in before. determining “white space,” developing the story arc/dream headlines, the research process, ingredients for a successful working-session of the results Learn how anyone can make use of and development of the fi nal whitepaper. convolutional neural networks to unearth important unmet customer needs. This powerful new approach was piloted by AMS and developed in collaboration with MIT researchers. The method identifi es “pearls” of insight Give me more Dolly Parton! Country music and documentary that common market research methods may miss. fi lm: A PBS love story Eliza Jacobs, Associate Director, Consumer Insights and Analysis, PBS The Culinary Knowledge Graph In September 2019, fi lmmakers Ken Burns and Greg Spagna, CEO and Chairman of the Board, Dayton Duncan premiered an 8-episode, 16.5- Target Research Group hour documentary fi lm, “Country Music,” on PBS. The challenges PBS faced centered around The Culinary Knowledge Graph: What it promoting a multi-episode fi lm on a limited budget, is and how it can aid food scientists and as well as determining the best way to appeal to its core audience chefs with rapid prototyping and gold- and simultaneously fi nding new consumers in a very crowded media standard recipe creation. marketplace. Come hear how PBS addressed these questions through a year-long, multi-pronged research agenda. Decoding signal vs. noise: How Microsoft uses proactive insights to stay ahead of the curve Develop decisive insights with One app instead of the lab: Tanya Pinto, Director, Customer and Market Research, Microsoft behavioral science Measuring CX + UX on mobile at Marc Goulet, Vice President, Russell Research Anders Bengtsson, CEO, Protobrand scale is a new reality In a constantly changing world, the In an industry that has experienced Dmitry Gaiduk, CEO, UXReality by CoolTool identifi cation and understanding of massive amounts of forward-thinking Mobile apps have become an integral cultural and societal trends has become change, innovation plays a vital role part of the human’s day. Bad mobile increasingly diffi cult. The ability to see in conducting market research. While experience leads to losing mobile patterns before a trend emerges can much of the dialogue between research users. By 2020, customer experience provide a powerful and immediate buyers and suppliers centers around (CX) will be more important than price business advantage. what’s new and innovative, little time and product. CX on mobile infl uences This presentation will cover how is spent exploring how innovative e-business the most. I’ll show how our Microsoft has developed a repeatable ideas are leveraged in strategic AI-powered UXReality app helps you to framework for decoding signals vs. decision-making. Anders Bengtsson, check how exciting the user experience noise and how it’s used throughout the CEO of Protobrand, will demonstrate quality you deliver is and what to do in organization to be at the forefront of how innovative behavioral-science order to boost your mobile CX. emerging trends. methodologies can be leveraged to develop decisive insights that improve business decision-making.

www.TheQuirksEvent.com Sessions as of November 17, 2019; additional sessions online Macro meets micro: Driving collaboration through market Worth more than 1,000 research words: Using consumer- Katie Solovieva, Vice President, AlphaWise Primary Research, Morgan Stanley generated video This presentation will showcase an example of a Stacy Shaleen, Market Insights collaborative, high-impact project to emphasize Manager, Cargill how market research can bring insights on both How do you the macro and micro level. We’ll start with a quick conduct intro of AlphaWise and how the team adds value to research workfl ow ethnographies before discussing a large scale case study on the Gen Y and Z Youth Boom and gather – we’ll talk about the methodology and why it was a differentiated piece of in-use insights when you have research; key fi ndings, insights and challenges; how research was used by limited time and budget? Let multiple teams within the department; and the importance of marketing as consumers take you into their well as generation of follow-up ideas. world with their phones. In today’s smartphone-run world, everybody can provide a high- quality view into their buying Purdue University Masterbrand: Counterintuitive thinking: decisions and usage habits. Finding the essence Reframing research baseline Like traditional ethnographies, the learning goes well beyond David Moore, Market Research Consultant, assumptions Purdue University the questions asked. Without Susan Fader, Insight Navigator, Fader & Keri Downs, Consultant, Brandtrust a bunch of strangers in Associates Ethan Braden, VP of Marketing and Media, their barn, consumers were Purdue University Accepting irrational behavior goes comfortable showing all their Purdue University set out to more against our instincts...but could it routines and challenges. deeply understand the common make you a better researcher? And emotional connections of its many could it help uncover new business constituents to Purdue in order to opportunities? strategically craft a masterbrand that Counterintuitive thinking challenges Regionality, fragmentation and captured both Purdue’s central essence the baseline assumptions that you may the power of hyper-local insights as well as the uniqueness of its many be using to decide what the strategic for brands to win schools. objectives of the research should be, Ruth Ingram, SVP Research and Strategy, Insight who should take the lead in developing Strategy Group Un-Photoshopped DIY: What the research approach and what Laura Saeva, Sr. Manager Consumer Insights and Analytics, North American Beverages, PepsiCo client-side DIY research really demographics you should include in your exploration. It helps highlight looks like In an increasingly complex and when what you are doing may be fragmented landscape, PepsiCo Loretta Hudelot, Manager, Consumer Insights, counterintuitive. recognized the power of going deep Verizon with hyper-local audiences to build “Agile market research” is an infl uencer Working together: NPR’s research richer insights and stronger, more term in today’s world. But how do you authentic connections. Focusing on and digital analytics teams build a make DIY work in reality? This talk Mexican-American consumers in the profi les how Verizon set up their in- survey dashboard western region of the U.S., PepsiCo house agency, how it actually runs and Claire Rogers, Senior Digital Analyst, NPR and Insight Strategy Group uncovered how they deal with the dynamic and Alex Bargiacchi, Senior Analyst, NPR critical local nuances to inform more fast pace of the company. NPR’s audience insights department tailored marketing activities with each houses two sub-teams – research and community. This presentation will share Managing online communities to digital analytics. Our work provides a the deep qualitative and ethnographic approach used to connect with mass achieve ROI look into how our audience consumes and engages with our content, driving audiences at a micro level and the John Voda, Senior Market Research and Analysis activations guided by this insight. Manager, AT&T audience-centered decisions. Like many multifaceted teams, collaboration is Learn best practices for managing an aspiration for the department. As an online research community to two newer members, one in research develop topics for weekly research and the other in digital analytics, we and to ensure you don’t drown in work decided to take one step toward (since it never ends). Most importantly, bringing together our skills to produce learn how to make sure results are one product – a dashboard. noticed by management to ensure your community achieves an ROI (and maintains funding).

Sessions as of November 17, 2019; additional sessions online www.TheQuirksEvent.com Be more than a forgotten footnote: Improve the activation of Do you know your research and insights in your organization chickens? A case study Vanessa Roddam, Manager, Shopper Insights and Analytics, Constellation Brands in online panel Sometimes large research projects create fantastic development looking reports and powerpoint slides but they Ron Pocs, Regional Market Research see disproportionately small adoption within an Manager, CNH Industrial organization. And outputs from robust research As a large sometimes get overshadowed by one or two statistics manufacturing from the research instead of illuminating actionable organization, insight. How can we better connect insights to action? the idea of And how can even the most complex projects deliver salient, actionable creating an solutions? Keep the research methods robust and make the deliverables online panel of B2B customers more embraceable. to effi ciently and cost- effectively conduct market research seemed a bit far- fetched. When I fi rst broached Choosing from a feast of options: the idea among others within How to integrate qualitative tech the organization, I was told The marriage of MRX & for maximum impact that I don’t know my chickens UX: The power couple (i.e., this will never happen). Kelley Styring, Principal, InsightFarm Jason Horine, Vice President Client Solutions, Jessica Irwin, Director, CMI, Verizon Today, the panel has been Schlesinger Group successfully running for over Currently, 3 years with 900+ members. Technology has transformed qualitative most research How did it happen? learning, making it more powerful companies and far-reaching than ever before. and How do we sort through this feast of departments options, make the most of it and not have user research and market AI for automated insight feel pressure to simply “chase the shiny research operating separately. object?” The problem is that the generation This presentation demonstrates how stakeholders are only getting Suresh Kumar, Head of AI Solutions, Palo Alto Research Center to take your learning to the next level half of the insights story at any with technology-enabled qualitative by given time. This presentation While surveys are effective in choosing the right tools and using them will suggest that these two generating insights, a vast ocean of in the right way to drive your success. disciplines work together to existing data has only been minimally drive more holistic insights. explored for insights. For example, if The payoff is holistic problem you are a consumer package goods The power of System 1 thinking solving, aligned cross- brand, there are readily available online functional teams and better reviews about your product, customer Bruce Gillman, Partner, Lieberman customer experience that support logs, online discussions in Allison Lodato, Vice President, Lieberman leads to higher returns. forums such as Reddit, and other Passion – an untapped dimension – such options with wealth of data. This adds great insights and predictability data is being only minimally mined from survey collections. In a new, with tools like sentiment analysis. This talk is going to be about how to use innovative technique, quick decisions Viewer disrupted: The psychology recent advances in AI to go beyond uncover extraordinary actionable of media engagement results. sentiments and be able to generate Mark Doherty, Vice President, Practice Leader, insights that you care the most about. Tournament is a mobile-friendly survey Chadwick Martin Bailey I will discuss how you can use AI to technology that takes consumers Amid an ever-fragmenting media dynamically extract insights across away from scaled responses and market and the looming streaming any aspects by effectively having the features a series of choices that are wars, the battle for viewers and the ability to ask any question of your data. fast and intuitive, expediently weeding billions of dollars they bring rages. In I will also discuss how the AI approach out elements with minimal appeal this session, CMB’s Mark Doherty shares to market research complements upfront to more quickly uncover highly results and insights from a self-funded traditional market research practices. regarded ones. Capture Passion study of the emotional, social and – a key, unique element – that can identity benefi ts driving and deterring provide four times more sales and media engagement. market predictability than measuring preference alone. Tournament doesn’t just pre-screen for winners, it cuts costs, fi elding periods and sample sizes for your bigger planning and testing phases. www.TheQuirksEvent.com Sessions as of November 17, 2019; additional sessions online LONDON BROOKLYN CHICAGO Building, positioning and launching insight-led propositions for SMEs Tom Byrd, Head of Commerical Insight, B2B, British Telecom (BT) Broadband is the life-blood of modern business and the threat of possible broadband outage carries signifi cant risk. BT The role of analytics wanted to offer business customers a wireless failover option for if and when their broadband ever dropped, and teamed tools in modernizing up with Populus to test SMEs’ attitudes to price points and competitive insights product perceptions to inform product development and Chris Chute, Vice President, Global positioning. Field Insights, SAP The Corporate CI function must modernize Using hybrid methods to Truly understanding moments to be more impactful across the business. supercharge your qual research Richard Heath, Managing Director, Blue Yonder Research Analytics tools help CI staff Hannah Rogers, Client Lead, Blue Yonder touch more of the business Ray Fischer, Founder and CEO, Aha! Strategic Research more frequently and in ways Online Qual Platform We have known for years that most traditional CI research does Online qual and face-to-face go brand decisions are made instinctively, not. together like peanut butter and jelly. using System 1. However, neuroscience This presentation demonstrates how is unable to get out into the real world. a hybrid of the two methodologies can work in a complementary fashion This case study, co-created with IFF, How to win hearts and minds shows how wearable tech can predict to produce more robust insights than among newly socially conscious achievable by themselves, including sales. Clickscape takes us beyond digital ethnography followed by “overall liking” and into sensory consumers a webcam IDI; a combination of moments, as they happen. Clémence Le Goupil, Consumer Insights Specialist, Johnson & Johnson pre-IDI, online study and post-IDI; Beyond fragrance, the implications are Sophie Archambot-Corbiére, Head of Beauty webcam concept testing; webcam huge. Wearable tech can be layered on Division, Strategir and projective exercises; and online top of bio-data to help decision makers Neutrogena is a brand of the Johnson homework preceding live in-person understand the moments that matter. & Johnson family of consumer focus groups to name just a few. companies. When it comes to offering Changing the subject consumers sustainable facial wipes, How to get more ad attention in Kevin Cowan, Insight Manager, BBC World the challenge is that consumers a world of dwindling attention Service want a great product experience, an environmentally friendly product and a spans Learn how research that has grown from reasonable price. In this context, using Annett Pecher, Director, Emotional Logic qualitative roots has led to a digital both implicit and explicit data helps to transformation and revolutionized the Human attention spans are dwindling go deeper in the optimal mix defi nition. way we do journalism at the BBC. – consumers have more things to focus on than ever before. We will be using real-life examples to show why attention matters for ad effectiveness and what brands can do to increase the levels of attention their ads receive. We will be showcasing new methodologies for ad optimization that measure explicit and implicit effects to maximize campaign impact.

Sessions as of November 17, 2019; additional sessions online www.TheQuirksEvent.com AN ACTIVE EXPO, WITH EXPERIENCES

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MARKET RESEARCH INSTITUTE INTERNATIONAL THAT DRIVE YOUR MARKETING RESEARCH FORWARD // by the numbers A solution to the NPS conundrum | By Paul Abel and Kelsey Goings

snapshot he popularity of Net Promoter Score face many challenges: T(NPS) has skyrocketed since its introduction. How a simple The metric is currently being used by over • Processes are often well-established to a third (34%) of large corporations to assess monitor and manage resources based on adjustment to and manage customer sentiment. NPS is often NPS values. NPS can make tied to executive compensation and, as re- • Changing to an entirely new metric reported by the Wall Street Journal, the metric quires significant efforts to align a multi- the metric is becoming a mainstay that is now touted in tude of stakeholders. much more earnings calls (alongside earnings per share • Options that are “better than NPS,” easy to and corporate growth). measure and simple to understand appear representative However, NPS has no shortage of critics. to be lacking. of customer Many consider the metric to be inappropriate, unreliable and unsubstantiated. This conundrum leaves two choices for sentiment. For example: business leaders: continue with the status quo, even though NPS values may not be • The concept is based on dot-com data from meaningful (and NPS targets may not be companies that no longer exist (e.g., Earth- achievable) or adopt a new metric of custom- Link, TWA). er sentiment and attempt to change internal • The approach for capturing and analyzing perceptions about a well-entrenched tool. results is faulty (e.g., the scale is unipolar/ In this article we provide a third choice: does not directly measure brand critics). increase the validity of this management tool. • The original assertion that higher NPS val- We conducted a carefully designed survey ues correlate with higher corporate growth completed by a representative sample of over is unsubstantiated. 1,000 U.S. consumers. The results reported below use data that were focused on con- Not surprisingly, many executives find sumer perceptions and opinions about health NPS values extremely difficult to change or insurance companies. This study was con- can often change independently of the success ducted blind with subjects screened to ensure (or failure) of customer-focused initiatives. they are not industry insiders. All of the data Unfortunately, organizations using NPS collected were carefully scrutinized to ensure that may want to adopt a more appropriate only valid data were analyzed. and reliable metric of customer sentiment What did we find? 1. NPS values are a poor indicator of customer intentions. www.quirks.com/articles/2019/20191205.aspxw In the U.S. health insurance market, we found the 2019 NPS benchmark value is 21;

28 Quirk’s Marketing Research Review //December 2019 www.quirks.com

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kjtgroup.com | [email protected] | 888.623.8050 // by the numbers

insurance company, 63% report they would recommend their health insurance brand and 4% report they would discourage others from choosing their brand (Figure 2). 2. NPS values are a poor indicator of actual customer behavior. Although 46% are categorized by NPS as Promoters, in fact, 59% of consumers have advocated for their brand. Moreover, while 25% are categorized by NPS as Detractors, only 6% have actually said something negative about it (Figure 3). 3. A critical error in NPS is placing a score of 8 in the wrong category. An individual providing a rating of 8 in the “likelihood to recommend” scale is categorized as a Passive and ignored when deriving an NPS value. However, when those same individuals are asked explicitly whether they will recommend the brand, the wide majority (72%) admit to being a brand advocate (Figure 4). 4. To increase validity of using the “likelihood to recommend” scale, individuals must be categorized correctly. Given that the wide majority of those providing an 8 rating on the “likelihood to recommend” scale admit they will advocate for the brand, those individuals are best grouped with other advocates. Combined with those who report a rating of 9 or 10, the total percent of brand advocates from the data above is 64%. As shown above, that value closely matches stated intentions, where 63% admit they will recommend their brand. Thus, those individuals rating an 8, 9 or 10 are best categorized as advocates. The combined percent of those rating a 3, 4, 5, 6 or 7 is 32%. This value is identical to those that state they are indifferent in what they would do (32%) and comparable to the percent that state they have overall, 46% are Promoters and 25% resent brand advocates and over- neither said something positive nor are Detractors of their health insur- represent brand critics. When asked negative about their brand (34%). ance plan (Figure 1). However, NPS explicitly if they would recommend Those individuals are best catego- categories significantly underrep- or deter others from their health rized as potential advocates.

30 Quirk’s Marketing Research Review //December 2019 www.quirks.com by the numbers //

derived by subtracting the percent of non-advocates from advocates categorized using the numerical ratings from the “likelihood to recommend” scale (see Figure 5).

A simple adjustment Given its broad use and strategic importance, the validity of NPS values is critical for business leaders. By making a simple adjustment in how respondents are categorized, this study demonstrated how a “single score” can be derived that better represents true customer sentiment. Using this brand advocacy measurement enables organizations to increase their understanding of and influence on customer behavior, while leveraging the existing NPS-based “likelihood to recommend” infrastructure and framework that have already become widely adopted.

Paul Abel is a managing partner at Blue Research in the firm’s San Diego office. He can be reached at paul.abel@ blue-research.com. Kelsey Goings is senior market research manager at Blue Research’s Portland, Ore., office. She can be reached at [email protected].

Finally, the 4% of individuals who provide a numerical rating of 0, 1 or 2 on the “likelihood to recommend” NO MATTER WHERE YOUR CLIENT WANTS A FOCUS GROUP, scale is identical in value to the YOU’LL THANK HEAVEN FOR OUR ANYWHERE TEAM. percent that say they would discourage someone from choosing their brand. This value is also comparable to the 6% of individuals who admit that they have in fact said something negative about their brand. Those individuals are best classified as non- advocates. 5. Using the appropriate categories, a more reliable measure of FOCUS ON THE RESEARCH. WE’LL DO THE REST. customer sentiment is obtained. When asked directly, 63% admit they will recommend their brand and 4% report they will discourage someone from choosing their brand, resulting in a diff erence of 59% (63% - 4%). A comparable value (60%) is www.ﬁ eldwork.com • 800-863-4353 www.quirks.com December 2019 // Quirk’s Marketing Research Review 31 // data use Best practices for implementing key driver analysis | By Michael Garver

snapshot and valid KDA results. Then, a multistep KDA dentifying attribute importance is a approach designed to overcome the problems Michael Icritical objective of customer experience (CX) of attribute redundancy is introduced, along research, and key driver analysis (KDA) is with a KDA process to incorporate multiple Garver looks often conducted to achieve this objective. To dependent variables. Finally, the importance at key driver implement KDA, researchers statistically of segmentation in the KDA process is ad- infer the importance of product and service dressed. analysis for CX attributes that “drive” overall customer satis- researchers and faction. KDA results help prioritize the most The CX model important attributes to customers, which Typically, CX research objectives are to how to overcome will influence strategic plans and the prior- identify attribute importance, satisfaction problems such as ity of improvement efforts. If KDA results are and improvement opportunities. To fulfill biased, then practitioners may invest scarce these objectives, most CX surveys start by multicollinearity resources to strategically leverage or improve asking survey respondents for their overall and attribute the wrong attribute. satisfaction or loyalty, followed by a section There are a number of KDA research issues of questions asking for customer satisfaction redundancy. and limitations that can bias KDA results, ratings on a number of product and service yet many CX researchers ignore them or are attributes. Attributes are the characteris- simply not aware of their existence. The tics, features or components of a product or purpose of this article is to put forth KDA best service. Product and service attributes may practices to help CX researchers obtain more include evaluations of software, technical accurate and valid KDA results. support and training. A CX model hypothe- To accomplish this, key aspects of defin- sizes that attribute satisfaction (independent ing a CX model are put forth, which includes variable) leads to or causes overall satisfac- defining attributes at different levels of tion (dependent variable). Properly specify- abstraction as well as identifying unique and ing a CX model is the foundation for obtain- relevant dependent variables for KDA. Then, ing accurate and valid KDA results. recommended statistical techniques (i.e., relative weight analysis, dominance analysis CX model attributes and correlated components regression) are When developing a CX model, it is critical introduced that overcome the problems of to develop a complete and comprehensive multicollinearity and deliver more accurate understanding of the CX attributes, meaning that researchers identify all of the important key drivers of the customers’ experience. If www.quirks.com/articles/2019/20191288.aspxw important attributes are not included in the

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CX model, then omitted variable bias customer service in the industry. Are ness with” or low customer effort as occurs, which can severely bias the these attributes aligned with the CX opposed to loyalty. For different types KDA results. Because KDA statistical model? Are these attributes measured of customers, overall value might be a techniques typically have a relative on the firm’s CX survey? Aligning CX more appropriate end state. nature to their results (i.e., impor- model attributes with strategic plans The key point is that CX research- tance scores), omitted attributes from and objectives will help CX research ers need to select the most appro- KDA can bias the results. results gain more visibility and priate dependent variables for KDA Once identified, CX attributes traction with top management and that are aligned with the desired need to be defined and grouped ac- produce more actionable results. end-states of the customer experience. cording to their level of abstraction Given the current survey environ- Too many times, CX researchers go on (i.e., overall category, dimension and ment, there are significant con- autopilot and select overall customer subdimension). At the highest level straints surrounding the number of satisfaction as the dependent variable of abstraction, CX attributes would attributes that can be included on a for KDA, when more meaningful de- be defined at the overall category CX survey. If researchers are limited pendent variables are more relevant level, typically worded to portray an in this way, then it is recommended to their customers. overall evaluation of the attribute. to only use overall category-level When selecting dependent vari- For example, participants rate overall attributes. If CX researchers can ables for KDA, it is critical to align “software” or “technical support.” include more attributes, then we rec- the CX model with the company’s Overall category-level attributes ommend using dimension-level attri- strategic plans and objectives. If represent what academic research- butes of the most complex and most practitioners have strategic goals of ers define as a theoretical construct. important constructs in addition to creating satisfied customers who are The next level of abstraction would the overall category-level attributes. perceived as trustworthy partners include dimension-level attributes, Subdimension-level attributes are that deliver an excellent overall where these attributes are under the the most specific and are typically value, then the dependent variables umbrella of the overall category-level the most actionable attribute, yet for KDA should also represent these attribute. Dimension-level attributes subdimension attributes can greatly goals. In this example, the dependent represent more concrete and more increase survey length. variables for KDA should represent specific dimensions of the overall the following constructs: overall cus- category-level attribute. For example, CX model desired end-states tomer satisfaction, trust and overall software speed, software ease of use Selecting the most appropriate de- value. Given the typical complexity and software functionality would pendent variables for KDA is impor- of the customer experience as well represent more specific dimensions of tant because employing different as strategic goals of a company, it is the overall category attribute, overall dependent variables for KDA will common that CX researchers should software. Taking this logic even fur- likely result in significantly differ- implement multiple dependent vari- ther, dimension-level attributes may ent attribute importance scores. The ables for KDA. have subdimension attributes. For Net Promoter Score and the American example, software functionality may Customer Satisfaction Index are com- Implementing qualitative research have subdimension-level attributes monly used dependent variables for to develop the CX model such as printing, reporting and filter- KDA but are these the best dependent Developing a sound CX model is ing. All of these different levels of variables for every company? the foundation for an accurate and attributes represent the construct of What are the desired end-states valid KDA. All CX models should be software and they accomplish this of the customer experience? What do grounded in reality by implement- goal at different levels of abstraction. customers need or want to achieve ing qualitative research with target To obtain accurate and valid KDA re- from their interaction with your customers. By conducting in-depth in- sults, it is critical that CX attributes product or service? This can be very terviews and focus groups, qualitative are defined and grouped by their different for different types of cus- researchers can discover customers’ hierarchy of abstraction. tomers purchasing different types of desired end-states as well as differ- While it is important to under- products and services. For services ent paths and types of interactions stand the CX model from the custom- that are hard to evaluate, the desired customers experience to achieve their ers’ perspective, it is also necessary to end-states of customers may focus desired end-states. An important goal align the CX model with the com- more on trust or strength of relation- for qualitative research is to learn pany’s strategic plans and objectives. ship as opposed to satisfaction. For what attributes (at varying levels of For example, strategic plans often products or services that are complex, abstraction) are essential to reaching suggest that a firm wants to have the desired end-states of customers the customers’ desired end-states. the fastest response time or the best may focus more on “easy to do busi- How do you choose the best statis-

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tical tool for KDA? Historically, many analysis or dominance analysis are important within the construct. If CX researchers have used multiple recommended as the best statistical subdimension-level attributes are regression to implement KDA, yet this tool to conduct KDA. However, cor- employed, an additional third step statistical technique has signifi cant related components regression may would be added to this KDA process. research limitations when conducting be chosen in certain situations as To illustrate the multistep KDA pro- KDA with CX data. Multicollinearity, the primary statistical tool or as a cess, a simple KDA model will be used or high correlation among the attri- complementary technique when se- as an example. For this KDA model, butes, is the most signifi cant limita- lecting CX attributes for the analysis. let’s assume it contains three overall tion of multiple regression for KDA, Describing dominance analysis, rela- constructs: software, technical support and academic research has demon- tive weight analysis and correlated and training. The attribute of software strated that the sign, size and signifi - components regression in detail is be- is represented by an overall category- cance of standardized beta coeffi cients yond the scope of this article. Instead, level attribute, software, as well as (i.e., importance scores) from multiple the purpose here is to inform readers three dimension-level attributes that regression can be severely biased and that these statistical tools represent include software speed, software ease skewed when multicollinearity is best practice for conducting KDA. For of use and software functionality. The present. CX data is often plagued by more information about how to use constructs of technical support and high levels of multicollinearity. For these statistical techniques for KDA, training are solely represented by this reason, multiple regression is not please refer to Garver and Williams overall category-level attributes. recommended to conduct KDA. (2019) for an overview of relative The multistep KDA process begins by To effectively deal with mul- weight analysis; Garver and Williams running KDA at the construct or overall ticollinearity for KDA, academic (2017) for an overview of correlated category attribute level of abstraction. researchers have created a number components regression; and Brusco, To accomplish this task, researchers of alternative statistical techniques, Cradit and Brudvig (2018) for an over- would either use overall category at- yet relative weight analysis (John- view of dominance analysis. tributes or form a composite variable son 2000) and dominance analysis for each construct. To form a composite (Budescu 1993) are recognized as two A multistep KDA process to solve variable, attributes at diff erent levels of of the best KDA statistical methods. attribute redundancy abstraction are combined to represent Simulation research studies have In practice, it is common that CX re- the construct. For example, to form a demonstrated that relative weight searchers would enter all of the CX at- composite variable for the construct analysis and dominance analysis are tributes (overall category, dimension software, the overall category attribute the best KDA statistical techniques and subdimension attributes) into of software would be combined with and that they produce very similar a KDA and interpret the attribute dimension-level attributes including results (Zhao, Mahboobi and Bagheri results across the different levels of software speed, software ease of use 2017). In these same studies, multiple abstraction. This process will often and software functionality. Because regression performed very poorly. lead to attribute redundancy in the technical support and training are Correlated components regression KDA model, which can severely bias the only attributes representing their (CCR) is a relatively new technique KDA results. Attribute redundancy respective constructs and they are that can be used for KDA. While cor- occurs when two or more attributes already at the overall category level related components regression has represent the same construct or over- of abstraction, these attributes can be not been compared to relative weight all category and these attributes are entered individually into the fi rst step analysis and dominance analysis, entered individually into KDA. of the KDA process. this technique has certain advantag- To overcome the problem of at- Implementing the first step of es. Correlated component regression tribute redundancy, a multistep KDA the KDA process, importance scores was developed to more effectively process is recommended. Implement- are acquired for the constructs or handle high levels of multicollinear- ing this process, importance scores overall category-level attributes and ity and overfit regression models, are first acquired for the constructs constructs are identified as most and specifically with high dimensional or the overall category-level attri- least important. For example, assume data where the number of indepen- butes. In the second step, importance that the software construct (compos- dent variables may be higher than scores are acquired for dimension- ite variable) received 60% of the total the sample size. While the above sta- level attributes within a construct importance while technical support tistical techniques assume that the or overall category-level attribute. (overall category-level attribute) correct attributes have been already Following this KDA process, CX received 30% of the total importance selected, CCR excels at identifying researchers will first identify which and training (overall category-level the appropriate attributes through a constructs are most and least impor- attribute) received 10% of the total cross-validation process. tant, followed by which dimension- importance. Interpretations from In most situations, relative weight level attributes are most and least this KDA are that software is much

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more important than either techni- researchers know that software is the software construct. Thus, the KDA cal support or training. Technical the most important construct (from results may include the following: support is the second most important the first step of the process) and construct and training is the least that software ease of use is the most - Technical support (overall category important construct. important software dimension-level attribute) = 30% of the importance In the second step, the research- attribute, with speed being the least - Software (overall category attri- ers would then run KDA on the important software dimension-level bute) = 20% of the importance dimension-level attributes of a given attribute. If subdimension-level attri- - Software ease of use (dimension at- construct versus the same dependent butes are employed, then a third step tribute) = 20% of the importance variable. For example, software speed, would be implemented by running - Software functionality (dimension software ease of use and software KDA with subdimension-level at- attribute) = 15% of the importance functionality are three dimension- tributes of a given dimension against - Training (overall category attribute) level attributes that represent the the same dependent variable. = 10% of the importance software construct. In this step, these To illustrate the problem of at- - Software speed (dimension attri- three attributes only would then be tribute redundancy, now assume that bute) = 5% of the importance run in the KDA against the same de- the multistep process is not followed pendent variable. Because technical and that all of these attributes are Interpreting these KDA results, support and training attributes are at entered individually into the KDA. In management might perceive that the overall category level, these con- this situation, the problem of attri- technical support (30% of total impor- structs are not analyzed in the second bute redundancy can severely bias tance) is the most important attri- step. Assume that in the second step, the KDA results. For example, the bute. Software and related attributes software ease of use received 50% of software attributes (overall category would likely be perceived as second the importance, software functional- and dimension-level attributes) are most important, followed by train- ity received 30% and software speed redundant and would likely share 60% ing (10% of total importance). Due received 20%. From this analysis, of the total importance obtained by to attribute redundancy in this KDA

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model, the above results are biased component in developing strategic customers belong to each KDA segment. and may mislead management on plans. The logic is simple: customers Then, the chosen KDA statistical tool what is most important to customers. have different needs and research- is used to refi ne the attribute impor- To prevent this problem from occur- ers should group together customers tance scores for each KDA segment. ring, the multistep KDA process is with similar needs (i.e., segments) While a detailed description of this strongly recommended. and then tailor their offering to process is beyond the scope of this meet the needs of targeted segments. article, the interested reader can ref- KDA with multiple dependent Best (2013) argues that many firms erence Garver, Divine and Nieto (2017) variables fall into the demographic trap when for more on this topic. Employing diff erent dependent vari- segmenting customers, which means ables for KDA may result in signifi - that they rely too much on demo- More accurate results cantly diff erent attribute importance graphic segments that may not have Obtaining accurate and valid attri- scores. Thus, selecting the most appro- different needs. Researchers suggest bute importance scores is critical for priate dependent variables for KDA is that firms should first form need- strategic planning and prioritizing critical. Given the typical complexity based segments (i.e., segments based improvement eff orts. While there of the customer experience along with on attribute importance scores) and are a number of research issues and a company’s strategic goals, it is likely then describe these segments with limitations that can bias KDA results, that multiple dependent variables relevant demographic variables. following the best practices put forth should be employed for KDA. What is This advice is critical for CX re- in this article can help CX researchers the KDA process when using multiple searchers. If CX researchers believe obtain more accurate KDA results. dependent variables? that customers may have different If researchers are implementing needs, then they should use statisti- Michael S. Garver is a market research multiple dependent variables for cal techniques designed to uncover consultant and professor of marketing at Central Michigan University, Mt. Pleasant, Mich. KDA, it is recommended that market and identify different KDA segments. He can be reached at [email protected]. researchers implement KDA with a To accomplish this goal, latent class multivariate dependent variable fi rst, regression analysis can be run as a REFERENCES which will provide researchers with complementary analysis with the Best, R. (2013). “Market-Based Management: a more holistic understanding of KDA chosen KDA statistical technique Strategies for Growing Customer Value and Profi tability” (sixth edition) Pearson. results. To run KDA with a multivari- (relative weight analysis, dominance ate dependent variable, researchers analysis or correlated components Brusco, M.J., Cradit, D.J., and Brudvig, S. (2018). “An integrated dominance analysis and will need to create a composite vari- regression). Similar to other KDA sta- dynamic programing approach for measuring able consisting of all the relevant tistical tools, latent class regression predictor importance for customer satisfaction.” dependent variables. If relative weight analysis uses independent variables Communications” in Statistics - Theory and analysis is the chosen statistical tech- to predict a dependent variable. How- Methods. nique for conducting KDA, then this ever, latent class regression analysis Budescu, D.V. (1993). “Dominance analysis: a new approach to the problem of relative technique is designed to be run with a creates a unique KDA model for each importance of predictors in multiple regression.” multivariate dependent variable and customer and then segments those Psychological Bulletin, 114(3), 542-551. researchers will not need to create a customers who have similar KDA re- Garver, M.S., Nieto, D., and Divine, R. L. (2017) composite dependent variable. sults. The end result of latent class re- “A new approach to key driver analysis for CX Then, it is recommended that mar- gression analysis is that CX researchresearch.” Quirk’s Marketing Research Review ket researchers implement KDA with ers can identify the number of KDA (October). each relevant dependent variable so segments as well as which customers Garver, M.S., and Williams, Z. (2018) “Improving that researchers can understand the belong to each KDA segment. the validity of theory testing in logistics research using correlated components regression.” unique relationships between the at- Latent class regression analysis is a International Journal of Logistics Research and tributes and each dependent variable. powerful statistical tool, yet multicol- Applications, 21:4, 363-377. If three dependent variables were linearity is also a key research limita- Garver, M.S., and Williams, Z. (2019). “Utilizing selected, then the researchers would tion and weakness. Thus, it is critical relative weight analysis in customer satisfac- run three separate KDA. To keep the to use latent class regression analysis tion research.” International Journal of Market results palatable for management, it in conjunction with a statistical tool Research (June). is important to focus on how attribute (i.e., relative weight analysis, domi- Johnson, J.W. (2000). “A heuristic method importance scores change with diff er- nance analysis or correlated compo- for estimating the relative weight of predictor variables in multiple regression.” Multivariate ent dependent variables. nents regression) that is designed to Behavioral Research, 35:1, 1-19. overcome multicollinearity. In short, Zhao, K., Mahboobi, S., and Bagheri, S. (2018). KDA segments: Customers are latent class regression analysis is run Revenue-Based Attribution Modeling for Online different! fi rst to identify the number of KDA Advertising. International Journal of Market Market segmentation is an important segments and then to identify which Research (May).

36 Quirk’s Marketing Research Review //December 2019 www.quirks.com Will You Join Our Cause? They have.

Catherine & Don Marek

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OUR MISSION To unify, inspire and activate the marketing research community to focus its collective resources to educate children and youth worldwide. ••• qualitative research Fielding risks Strategies for ensuring researcher safety

| By Sam Evans and Kinsey Gimbel

In qualitative research, a lot of emphasis is placed on the mitigation snapshot of risk for and the protection of our participants. That’s as it should be. But, as researchers, how much thought do you give to your risk and Qualitative research is a well-planned safety in the field? activity but don’t forget to also plan for Interpersonal interactions with strangers are the lifeblood of our work but sometimes they put us in uncomfortable and even potentially unwanted or unexpected situations that threatening situations. Much like in the real world, interactions in a Iresearch environment can be unpredictable and can place us at risk of may arise. both physical and psychological harm. For example, in a recent study using in-depth interviews (IDIs), one of our participants made racist and sexist comments toward our moderator during the session. In another study, a participant made inappropriate and flirtatious remarks toward our moderator as well as the on-site receptionist. In these moments, our moderators and our research staff were forced out of their research roles and into tense situations. Although instances like these are rare during data collection and most participants will pose no threat, researchers may encounter participants who exhibit malicious behaviors, such as verbal abuse, threats of violence, sexually inappropriate speech or behavior and discriminatory or otherwise off ensive speech or behavior. Outside of work, you may have a plan in place for how to navigate these types of situations but have you thought about what you would do if it happened during an interview or focus group?

Social lines can shift When in the fi eld, we are not acting on our own behalf but rather on the behalf of the study, our employer or our client. As a result, social lines that we would normally draw with strangers can shift in the name of data collection. What’s personally deemed unacceptable behavior or language out- www.quirks.com/articles/2019/20191206.aspx side of the offi ce may be endured while on the job for the sake of the study at hand. Although our instincts may tell us that a situation is escalating,

38 Quirk’s Marketing Research Review //December 2019 www.quirks.com to empower their staff to take action in the face of potentially dangerous or threatening participants. Establishing an organizational policy or plan of action will provide you and other researchers with not only a framework for the actions you can take but also permission to take those actions. Perhaps in your organization this simply means defi ning who has the authority to end a session. Having a protocol in place that encourages employees to use their best judgement will alleviate corporate pressures to remain in threatening situations. Step 3: Set team guidelines. Once you have a general awareness of your limits as a researcher, it will become easier to talk with your team or your client regarding personal risks. When you start a project, allow your- other factors, such as project costs, deadlines, client relationships and the self and other researchers the time to think pressure of completing that last interview, may keep us from ending the through difficult situations before they arise. session or dismissing the participant. As appropriate, talk through scenarios to- Further, qualitative data collection requires a bit of self-removal in gether from various angles and create a safety order to remain objective. Our role is to be an impartial ear and that plan as a team. Coming to a team consensus on can lead us into situations where we are conducting discussions on sen- how to handle risky situations creates support sitive subjects, having awkward conversations about personal decisions within the team and can make de-escalation or pursuing an in-depth understanding of a view that may be much decisions less intimidating. different from our own. Step 4: Research in numbers. If possible, In our experience, researchers can be so focused on the goal of our particularly with ethnographies or other fi eld research and the humanity of our participants that we forget that re- research that may send you into participants’ search studies can impact us too. So where do we draw the line between homes, make sure you are not in the fi eld alone. enduring for the data and protecting ourselves? When is it okay to put There is safety in numbers. Your data collection your needs above the research? team could include other researchers in your Here are four steps to preventing and mitigating risk. company, your clients or even research staff at Step 1: Introspection. Connect with yourself to define your bound- subcontracted facilities. Make sure that others aries and to evaluate your tolerance for difficult situations. Knowing outside of the data collection team know exactly where you stand will help you more confidently decide when a partici- where you are and how long you are planning pant has crossed the line. This is a personal and ever-changing process, to be there. Plan daily check-ins with team dependent upon circumstances and evolving with time and experience, members who did not travel with you to ensure so we suggest setting broader guidelines for yourself that give you constant communication with those who are not permission to take action but allow you the flexibility to adapt and with you in the fi eld. develop your boundaries in the moment. For example, you may decide that you are generally comfortable pushing past sexist remarks during Right moment to take action a session. In an IDI, you are able to brush such comments aside with It can be diffi cult to know when it is the right little impact to yourself. However, in a focus group setting you notice moment to take action, let alone which action such remarks are making you feel tense and some of your participants to take. Addressing risky situations can take seem uncomfortable too. Ultimately you decide if these comments have many forms, including modifying the guide become disruptive to the group and you need to take action. between sessions to rephrase or even remove a Step 2: Empower action through policy. It is important for employers question, modifying the screener for future ef- www.quirks.com December 2019 // Quirk’s Marketing Research Review 39 forts and even dismissing the partici- ticipant at sign-in that the study was back), let these individuals know and pant from the study entirely. In the cancelled, that all quotas were full or alert the authorities. instance where the participant made that they are otherwise not needed Once the interaction with the both racist and sexist remarks, our for the study today. In a focus group, potentially threatening participant is moderator felt uncomfortable continu- expectations of group respect should over, document the event – even with ing the interview, so the team decided be set at the beginning of the session quick notes – as soon as possible. These to terminate the session early and and enforced throughout the ses- notes may help you process what hap- replace the participant. sion by the moderator. Violations of pened and can be used as a reference Dismissing a participant has diff er- respect during the group should be when recounting the situation. Touch ent implications depending upon your openly addressed by the moderator. base with your research team, which study method. In an IDI, dismissing Warn participants that continued may include your clients, to ensure the participant ends the session. This disrespect will result in dismissal that everyone is okay and to debrief could result in the need for additional from the group and be prepared to about the situation. Discuss how the recruits. In a focus group, however, enforce that rule. As an additional event occurred, what actions the team dismissing a participant comes with de-escalation tool, assure dismissed took in the moment and what actions the added complexity of continuing participants that they will still be the team can take moving forward to the session and resetting the group paid for their participation. mitigate the risk of this happening dynamic and the tone of the room. Keep other involved parties (e.g., again. Discussing distressful situations This may seem like a larger hurdle to recruiters or the subcontracted facil- is a powerful tool that will help you jump when dealing with a disruptive ity) informed on the interaction and make sense of what happened. If any or potentially threatening partici- your decisions for how to handle the staff members need to talk further pant but bear in mind that if you are situation to ensure they are aware of about what happened, get in touch uncomfortable, chances are your other the issue and can take appropriate ac- with your HR department or other participants are as well. Removing tion. Facilities want to know if some- qualitative researchers in your com- this person from the group may help thing sketchy happened, so be sure to munity. They will be well equipped protect the health of your group, your tell them! In the instance where our to lend you an ear. If necessary, seek moderator and your data. participant made inappropriate and resources to help you through any last- Once you have decided to dismiss a fl irtatious remarks, the moderator ing psychological distress. participant, it can be even harder to decided that the session could con- figure out how to do it without esca- tinue. However, we were able to work Overlook the risks lating the situation. In the example with the facility to prevent this from Fortunately, the incidences described above, our moderator simply told the reoccurring by removing that par- above are rare during data collection participant that the interview was ticipant from the recruitment panel. but they do happen. And although complete. Establishing an explanation When appropriate, participants can be qualitative data collections are built for ending the session ahead of time fl agged to protect the safety of future upon a foundation of thorough plan- can help you de-escalate the situation research staff . If you believe further ning and precaution, this is often and ensure the safety of all involved. security measures may be needed (e.g., aimed to protect the humanity of our This could include telling the par- if a participant has threatened to come participants alone and we tend to overlook the risks to ourselves. The best tool we have to combat these situations is preparation. We encourage researchers to include themselves when planning for risk-mitigation and to have parameters in place to safeguard themselves as well as their participants. Each researcher has a diff erent capacity for handling diffi cult situations and this capacity can change over time, so it is okay if your tolerance is diff erent from someone else’s. Know your personal limits as a researcher and be prepared to draw fi rm lines.

Sam Evans is senior researcher at Fors Marsh Group, an Arlington, Va., research firm. He can be reached at sevans1@ forsmarshgroup.com. Kinsey Gimbel is the firm’s director of qualitative methods. She can be reached at kgimbel@ forsmarshgroup.com.

40 Quirk’s Marketing Research Review //December 2019 www.quirks.com Nima Gohil Lynzie Riebling Manager VP Insights & Strategy L'OREAL USA REVOLT

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Paul Hudson Marcus Jimenez FLEXMR BREEFLY ••• qualitative research Hear, here Listening well for great research stories

| By Julia Eisenberg

“When people talk, listen completely. Don’t be thinking what you’re going to say. snapshot Most people never listen. Nor do they observe. You should be able to go into a room and when you come out, know everything that you saw there and not only that. If that To get the most from your qualitative, room gave you any feeling you should know exactly what it was that gave you that tune out the daily distractions and tune feeling. Try that for practice.” — Ernest Hemingway into what your respondents are telling you. While Hemingway intended this advice for aspiring writers, the notion has direct applications for researchers as well – particularly when it comes to qualitative. After all, the ability to listen and observe more completely leads to the type of compelling consumer narratives that evoke emotion, persuade others and earn the right to be shared. To get there, though, one needs the right research method to facilitate productive listening, coupled with best practices for taking in information in Wthe fi eld and a thorough understanding of how to translate the fi ndings into impactful and contagious stories. How we listen is critically important. With so many options at our disposal, selecting the right research method can be daunting. That’s why listening must start the earliest stages of an engagement; listening to stakeholders and to yourself matters even before the research begins. Tuning in with intention at pre-research stages helps ensure participants can share via the medium that gives the best chance of inspiring complete openness. At this stage it is important to ask some key questions. Do we want subjects to contemplate, remember and open up in a comfortable setting at a comfortable time or do we seek gut reactions – quick and instinctive replies? Essentially, do we want to give our subjects time to think about it or should we keep them moving through the exercise without much time to ponder? www.quirks.com/articles/2019/20191208.aspx To answer these questions, I fi nd it useful to think about how you might like to feel if joining your study as a participant and to begin

42 Quirk’s Marketing Research Review //December 2019 www.quirks.com off ers a quiet and “on their own turf” atmosphere to allow for deeply exploratory listening and learning. On the fl ip side, when I want quick, punchy gut reactions, I love to utilize a group discussion board or qualitative community, live webcam interviews, in-person IDIs or text-based chats. With these methods the goal is still to listen, observe and react but the conversation moves faster. I prefer grouped methods (discussions, communities) when I want to observe how participants explain, debate and disagree about things among themselves. Here I’m an acutely attuned observer-listener, probing where I naturally want to ask for more details but letting the conversation unfold organi- cally. I prefer 1:1 methods or chats when I want your method selection process with that in mind. I might delight in to have a lot of control about each individual’s sharing every detail about my favorite television shows with a group reaction to specifi c stimuli or creative or of friends and acquaintances but in that same setting I most certainly prompts. For both approaches here, the stimu- would not feel as comfortable telling the story of what it was like to lating, staccato eff ect of question and answer, have a new baby. While the sensitivity of the topic is important to reaction and reply still requires listening well consider, I encourage researchers to also consider how the method will but the listening is more focused and tactical. impact the way you will listen to and interact with respondents. Considering the impact our research meth- Many researchers overlook the impact of the quality of listening on ods have on one’s ability to listen well makes it what the respondent shares. Instead of investing time and energy here, easier to select the setup best matched to objec- we tend to focus on the respondent or the guide or the moderator. If the tives. In turn, I fi nd having high standards responses (or questions) are perceived as going poorly, it’s easy to blame for the quality of listening environment and the actors (respondent, participant, stimuli, etc.). It’s impossible to method provides an incredibly solid founda- quantify but if a listening setup is off or mismatched to the topic or re- tion for building a strong story from fi ndings, spondent, the moderator might overcompensate, the participant might insights and recommendations. clam up. And so it is not the actors but rather the setup and our listening framework that have failed. Hardly ever have I heard “disappointing Things that distract us from listening research” diagnosed with a bad listening setup but I believe that’s the Once a method is selected and we’re ready to fi rst symptom we should examine if things don’t go as planned. start gathering feedback, we must be honest And so to ensure we set up a productive listening environment, I about the things that distract us from listen- always return to defi ning how I want subjects to feel when they share. ing well. Our lives are full of distractions. A When I want to facilitate contemplation, refl ection, remembering and text message. A tweet. Soccer practice resched- projection, I prefer an online journal or in-home ethnographies. The uled. Snow boots outgrown. A new urgent journal is nice because it removes geographic barriers and travel costs request that needs attention now. The hard and also because it gives participants a safe and familiar space – set up truth is that being distracted isn’t an excep- just for them – to share their experience. The moderator can respond tion, it’s the rule. We’re allowed to multitask to and probe certain parts of the story but the pressure for participants – it’s a sign of productivity. Constant busyness to respond in real time is removed. The therapeutic associations that is normal, expected, acceptable. journaling about an experience off ers can expose a depth of understand- We are good at multitasking and dividing ing not possible with other methods. Similarly, the intimacy of joining our attention but is that good? When it comes someone in their home to learn about a process, product or experience to successful qualitative research, no. Divided www.quirks.com December 2019 // Quirk’s Marketing Research Review 43 attention means diluted absorption. your respondents wholly. distractions – large and small – that You’re not getting it all because you About actors, the late Alan Rick- keep us from deploying intentional, are not present. This is true for digi- man once said he cared most about present listening is a key step in open- tal and in-person research, and these the “accuracy and intensity of their ing up better channels to the great small splinters – the slight division listening,” because our response to consumer stories we seek. of attention while listening during a what someone says is most authentic project – destabilize insight expo- when we’ve truly listened. Think Evokes stronger emotions nentially as the project culminates. of your most recent studies – how When listening well is prioritized in We know that stories, experiences accurately did you listen? How qualitative research, it evokes stron- and emotions are more than 20 times intensely? Were you present or was ger emotions – in both respondent more memorable than facts alone. your mind racing forward to what to and researcher. The more attention This is an incredible, tremendous and say next, and what to say after that, we pay to the places where we listened frightening impact to allow into any and oh we’re out of milk and I forgot well and really felt something as a study. It is much easier to take the to drop off that package. Shutting result is the surest path to telling a time to plan for effective listening out the noise is hard! compelling story others will want to before a study commences than to try Listening well takes practice and hear and brands will want to act on. to save something later on. discipline that can feel like a burden While we never want anecdotes to Children these days practice but there is also incredible freedom be the only path to our conclusions, “whole body listening” – which in carving out that space. When is the there is a reason we remember these means you listen with your eyes and last time you only had to think about moments the most. This is where we ears and quiet your whole body. To be one thing? The last time you only had felt something. This is where our present in our research, we need to to do one thing? Be great at one thing? participants felt comfortable enough practice this too. There are ways to While our cultural preference for mul- sharing and where we listened ac- do this digitally if you are not meet- titasking won’t be defeated overnight curately enough to see a memorable ing your participants in person. Shut by the concept of better listening, give moment come to life. down your e-mail. Snooze notifica- yourself permission to start small and Listening well helps us tune in tions. Take away the temptation of to explore the impact that disciplined, to what is interesting, controversial Google and the infinite universe of focused listening can have on one proj- and memorable in our research. What internet distractions and show up for ect or one experience. Identifying the is compelling enough to earn our attention is material that will mean something to our stakeholders. And, if we’ve selected the right method, these emotional moments will also tie closely to our objectives and have great impact on the business. Show- casing the emotions we picked up on while listening well has the pleasant eff ect of making our audience want to know more. Emotions like curiosity, skepticism, surprise and interest are sharpened by attentive listening and these emotions are clear signals that something is important. For example, we recently tested a new bike rack prototype in the fi eld. It’s a product meant to cater to serious cyclists (which means their bikes are usually quite expensive and the cyclists want to know they’re protected while in transit). Our respondents were savvy and this was not their fi rst time using a bike rack. As we moved through the study, we observed that most of the participants initially put the rack on their car upside down. The majority made this mistake and then after a bit of trial and error real- ized it was upside down and corrected the issue. We watched this happen several times, asking what they were

44 Quirk’s Marketing Research Review //December 2019 www.quirks.com doing and working hard to listen not just a fluke), the memorable story qualitative research study. I don’t be- only to their explanation but to the was the one I heard retold again and lieve this is entirely true. It is too of- running monologue most provided again. “We wanted to see what would ten implied that qualitative research while both making the mistake and happen but we had to intervene! = great listening and I think we can righting it. We were learning a lot and Imagine if we’d let his bike fall off do better. The good news is the effort gathering some compelling feedback the rack and on to the road! This guy to perfect listening in a professional to take back to the product engineers. was almost a pro – if he made this research setting is relatively low. A It wasn’t until we got to one of our mistake, everyone will. WE HAVE TO few small changes in practice and most seasoned, experienced cyclists CHANGE IT!” The emotion is what point of view can have meaningful that we were faced with a real “lis- everyone remembers most about that impact. Selecting the method based tening dilemma.” Like others before research to this day (and, by the way, on the environment best suited him, this participant put the rack on the prototype was adjusted). for listening to these respondents upside down. Unlike the others, he As researchers, we know that a discuss this topic; removing distrac- didn’t realize his mistake. Or correct well-told story is compelling and tions and paying focused attention to it. As we’d asked, he put his bike on persuasive. Stories help people where we experience; and remember- the rack, locked it down and started understand a concept and enhance ing emotions are tools we can use as to get into the car to drive a bit and broad appreciation for insights and additions (not replacements) to our finish the test. We waited until the ideas. Stories are such a powerful tool current practices. last possible moment (but not too for researchers and it all starts with In what ways can you enhance long!) to stop him, because a couple listening well. When good listening the quality of listening in your of feet of acceleration and his beloved provides a compelling story, that story research to lead to the type of com- bike would have fallen right off the gets shared. It leaves the room – or pelling consumer narratives that rack and onto the road. A BIG deal for the phone call – with your audience impact our business most? Think these respondents – and our clients! and lives on long after the project or about it and give it a try. I can’t wait That moment of panic got hearts presentation concludes. to hear how it goes! racing for our researchers, our client and the participant. And while the We can do better Julia Eisenberg is vice president, product team understood the majority It is easy to assume that intentional, insights at 20|20 Research, Nashville, Tenn. She can be reached at julia. had made this mistake (and it wasn’t attentive listening happens in every [email protected]. Human research requires humans

Even as technology marches forward, we never forget that it’s human beings we serve and rely on.

Respondents are more than just data points. Qualitative research provides depth and helps put the voice of the customer in findings.

Call us with your next research project. “Y = mx + b” “ This one feels right” We’ve got the human touch.

206-241-6050 Seattle ▼ Portland ▼ Las Vegas [email protected]

Qualitative Quantitative Recruiting Facilities Field Services www.quirks.com December 2019 // Quirk’s Marketing Research Review 45 ••• the business of research There are no absolutes As they argue the health and viability of MR, those pushing new approaches and those resisting them need to take a long look at their positions. Both are commonly using fl awed logic.

| By Ron Sellers

The debate over the future of the consumer insights industry continues snapshot in full swing. On one side, we have the Disrupters – people who project that surveys will be gone in a few short years, that next-generation In the battle of marketing research approaches such as big data analysis, AI and biometrics will entirely Disrupters vs. Traditionalists, the truth replace primary research, etc. On the other side, we have the Tradition- alists – people who doubt the veracity or usefulness of many of the new lies somewhere in the middle. approaches, who believe primary qualitative and quantitative research Twill always be needed, etc. Not everyone falls cleanly into one camp or the other but there are clearly lots of members in each and things are sometimes pretty ugly between the two. For many Traditionalists, the Disrupters are often unrealistic dream- ers who latch onto something largely because it’s shiny and new, not because it’s proven to be eff ective. For many Disrupters, Traditionalists are afraid of the future, unprepared for inevitable change and too busy sticking their heads in the sand to see where things are going. Unfortunately, both sides have some signifi cant gaps in the logic of their typical arguments. In order to off end as many people as possible, let’s look at some of those logic gaps. Failing to look at history (or only looking selectively at it). Disrupters often conveniently gloss over all the failed predictions of the past. Focus groups will be extinct within a couple of years, huh? We’ve heard that prediction for at least the last 20 years – certainly since the advent of online qualitative. No one will do surveys in the very near future? Yep, heard that one too, for quite a while now. Hydrogen-powered cars … the paperless offi ce … supersonic travel … the shorter work week … all of these things were “inevitable” according to many pundits. I’m still waiting. Could some of the new insights techniques end up being just as “inevitable”? Which next-gen techniques will www.quirks.com/articles/2019/20191299.aspx end up as the equivalent of Google Glass? Traditionalists do this too. They tend to ignore companies like Kodak,

46 Quirk’s Marketing Research Review //December 2019 www.quirks.com promote text analytics. But so many of the comments from both sides pretty obviously originate from what the commenter desires rather than a dispassionate evaluation of what’s actually happening. For Traditionalists, it’s pretty scary to hear comments such as, “There won’t be any surveys in fi ve years.” If that’s what your business is built on, what do you do if that prediction actually comes true? It’s only natural to attack statements like that. At the same time, the accusation many Tra- ditionalists level at Disrupters is that they’re primarily trying to promote their own services. And quite often, this is true – people are writing articles and presenting webinars claiming that whatever they’re selling is the approach Borders and Blockbuster that failed to adapt to change. They argue that that’s going to change the industry (and why mail surveys and mall intercepts are still used, even though their demise all the competing methods are rubbish). was predicted long ago. Yes, they’re still used, but how often? How much Even on the supposedly neutral client money is spent on mail surveys today, compared to other methodologies? side, agendas are a reality of business. If the Certainly not as much as in 1990 or 1970. research director has convinced management Preaching to (and receiving approbation from) the choir. It’s hu- to sink a bunch of money into big data, that man nature to congregate with other people like ourselves. That’s why we person is naturally going to promote big data have Steelers bars, ethnic churches and 55+ communities. But when you as the wave of the future. If the corporate cul- spend a lot of time with other Disrupters, you can easily think everyone ture tends to punish risk takers, the research is a Disrupter and those who aren’t are simply out of the loop. director is naturally going to be more support- Since it’s also human nature to seek confirmation of your own ive of the status quo. beliefs and perspectives, like-minded people tend to offer this to each Assuming what corporations do is right. other, further confirming that the “others” are simply wrong. Everyone Both sides have pointed to what major corpora- I know understands what I’m saying, so why can’t you? Maybe it’s be- tions do as evidence that they’re right. Com- cause “everyone I know” really means “all the people of like mind with pany A cut its primary research budget in order whom I surround myself.” to invest in big data. Company B increased its Using anecdotal information as if it proves the point. As re- traditional qualitative research budget. Com- searchers, we get exasperated when the client contradicts all of the pany C no longer holds in-person focus groups. information we have with comments like, “But those two women in All of these actions are thrown out there as the qual study were ready to buy the product right now!” At the same examples to “prove” a particular point. time, many of us are ready to turn around and predict the future of our First, mentioning these individual compa- whole industry based on the fact that our own client still does a lot of nies or researchers one-by-one is just more an- focus groups or that the research director for MegaCorporation is prais- ecdotal evidence. Second, the companies cited ing the value of eye-tracking. Fine – and your personal experience, as a are usually the ones with gigantic research sample of one, proves exactly what? budgets. Naturally a comment from the re- I can fi nd anecdotal examples to support virtually any position. That search director with a $50 million budget will doesn’t mean they’re actually relevant, any more than two people in a get more attention than a comment from the qual study who loved the product concept means it’s going to be a success. person with a $500,000 budget – but there are Promoting certain positions because this is what we want to thousands of smaller companies and organiza- happen. If your company does text analytics, of course you want to tions out there doing research that are rarely www.quirks.com December 2019 // Quirk’s Marketing Research Review 47 represented in these discussions of the Phonographs were supposed to kill live outdated machine almost no one future of the industry. Third, remem- music. TV was supposed to kill movies. uses (although most business cards I ber that corporate America, for all Cable was supposed to kill the big three receive still have a fax number – but its successes, is also what brought us networks. Satellite radio was supposed that’s another article). New Coke, the McDLT and the Pontiac to kill broadcast radio. Making claims of when things will Aztek. There are too many arguments I’ve been hearing for well over a happen is dangerous to both sides. of, “The consumer insights manager decade that online qualitative and so- You predicted online qual would re- from Giant Corporation said…” I’m cial media monitoring would wipe out place in-person qual within five years left to wonder whether that consumer focus groups. A recent industry study and it didn’t happen. Guess what? insights manager may have bought showed the top qualitative methodol- You just discredited the other things Radio Shack stock, too. ogy was – wait for it – in-person focus Disrupters have to say and gave lots Failing to be evenhanded. So groups. This is a top-three qualitative of ammunition to the Traditionalists many arguments by both sides point method for 58% of all researchers. who can now point out that in-person out only the negatives or positives of Methods that were supposed to replace qual is still being done despite your any given approach. Yes, big data can this? Webcam focus groups were at claims. But since your prediction fi nd correlations you would never fi nd 10%; chat-based focus groups were at is wrong, you’ve also tacitly given through surveys. But can it tell you 8%. Yep, looks like the death of the in- Traditionalists permission to ignore why? And are the correlations rel- person focus group to me. the fact that reliance on in-person evant? Spurious Correlations (http:// Putting arbitrary timelines on qualitative is decreasing – again, tylervigen.com/spurious-correlations), things. Even when Traditionalists dangerous to both sides. a website with the work of Tyler Vigen, and Disrupters agree on the general If you’re a Traditionalist, maybe it’s demonstrates extremely strong correla- direction something is taking, they’ll time to ask yourself some tough questions between the per capita consump- often argue about just how quickly tions. Am I simply afraid of change? tion of cheese and the number of peo- it will come about. Increasingly, Dis- Am I just confused by things such as ple who died by becoming tangled in rupters are making predictions that automation or eye-tracking? Have I their bedsheets; between U.S. crude oil major changes are coming in the next explored these things and given them imports from Norway and the number five years … in the next three years a fair, open-minded evaluation or just of drivers who died in a collision with … in the next year. rejected them through fear, ignorance a train; and between precipitation To listen to some Disrupters, by or stubbornness? Would I have been levels in Pennsylvania and the money this time in 2021 there won’t be a focus one of those people in 1903 laughing people spend on movie tickets. Build a group or a telephone survey to be derisively at the Oldsmobile stuck in business case on any of those. found. To listen to some Traditionalists, the mud and yelling “Get a horse!”? Virtually every methodology has ad- these things aren’t likely to happen If you’re a Disrupter, maybe it’s vantages and disadvantages. To either before we colonize Mars, if not later. also time for some hard questions. hold fast to a traditional methodology Unfortunately, rarely does either side Can I actually make a link between because “it’s always worked in the past” provide much justifi cation or evidence these new methods and business or discard it simply because there is for their timeline other than their own improvement? Is there really hard something new and shiny to replace it beliefs, anecdotal evidence or often evidence that where someone looks are equally shortsighted perspectives. simply a desire to be provocative and first on a grocery store shelf deter- This leads to the next logic gap. get lots of comments on their blog post. mines which brand they buy or that Blaming the methodology for Why in the world do some people that sales will rise if facial coding poor execution. A perfect example think companies, which tend to determines respondents show happi- of this is focus groups. I’ve heard for change direction much less quickly ness when watching a commercial? many years how focus groups are use- than consumers and which often have Have I discarded traditional meth- less because one strong personality signifi cant investment in how they do ods because there are demonstrably hijacks the group or because they de- things today, will suddenly make radi- better approaches or just because it’s volve into group-think. That’s not bad cal changes in how they do everything not cool or progressive to suggest a methodology – that’s bad execution. A in consumer insights within the space set of in-person IDIs? Would I have good moderator simply does not allow of one to three years? been one of those people in 1958 try- that to happen by skillfully interact- At the same time, when we look ing to determine whether I would ing with and probing the respondents. at how much the business world has live on the moon colony or the Mars So the next time you hear a meth- changed just during our own careers, colony by 1962? odology criticized, consider carefully why in the world do other people Disruption and tradition both whether the critic really has valid seem to think the consumer insights have important roles in our industry points about the method itself or is world will remain largely as it is right but usually, the real truth lies some- unhappy because it was poorly done. now throughout the coming decades? where in the middle. Assuming that the advent of a During my own career (and I’m not new approach naturally means the exactly a senior citizen), I’ve watched Ron Sellers is president of Grey Matter death of another. Mobile banking the fax machine go from radical new Research and Consulting, Phoenix. He can be reached at [email protected]. was supposed to kill bank branches. technology to a commodity to a largely

48 Quirk’s Marketing Research Review //December 2019 www.quirks.com

Get ’em talking Storytelling as an input, not just an output

| By Susan Fader

snapshot Who doesn’t love a good story? A well-constructed story entertains, is memorable and delivers a message. Fairy tales are rife with all the reasons why children should behave themselves and listen to their parents; hero stories provide a foundation for what values Susan Fader explores we should aspire to; and myths try to explain the unknown and/or rationalize behavior. the value of narrative In the world of market research, storytelling plays an important role but how it is used tends to be narrowly focused. Market research storytelling generally falls into economics for wtwo different categories – stories as output and stories as input. Currently most mar- marketing research ket researchers focus on using stories as output, as part of the deliverable function of distilling and sharing what was learned during the research process. If research partici- and what we can pants are asked to share stories, a primary lens of evaluation and interpretation of the learn from the stories story’s value is whether that story can be featured as part of the reporting as a way to help “sell” a message. The focus is on creating or selecting stories from research based on respondents tell. what will best convey the research insights, and many of those stories are consciously curated to convey specific messages. Narrative economics provides a very different and enlightening way for market researchers to think about and utilize stories as a way to better understand how different demographics think about things and why they make the decisions they do. For the market researcher, narrative economics can build on behavioral economics. Classical economic theory is based on the assumption that people make rational decisions. Behavioral economics identified that people make irrational decisions that are not always in their best interests. For the market researcher, narrative economics may begin to put a different spin on how behavioral economics is viewed and the role storytelling plays in research methodology. Robert Shiller, the Nobel Prize-winning economist and father of narrative economics, recognizes that a decision may appear irrational if you don’t contextualize the events

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For More Information, Please Contact: Jim O’Hara 972.910.8990 [email protected] www.marcresearch.com happening around it. In other words, tions of what these demographics Flu – also began and in three waves in the world of market research, I see as the realities of the world through 1920 killed between 50-100 believe behavioral economics rep- where they live. Insights can also be million people worldwide. What made resents an outsider’s (the market provided even when an outsider tells the magnitude of these deaths even researcher’s) perspective on whether the story, such as Anne Fadiman’s more terrifying was that influenza the person being studied is making a “The Spirit Catches You and You Fall outbreaks usually kill the very young rational choice or decision, whereas Down – A Hmong Child, Her Ameri- or the very old, but with the Spanish narrative economics is the insider’s can Doctors and the Collision of Two Flu the mortality rate was dispropor- (the person who is being studied) Cultures,” which is now required tionately high for young adults. perspective on whether the choice or reading in many medical schools The Roaring ‘20s began with decision is rational to them. because it showed that a vastly dif- U.S. women getting the right to The narratives or stories of those ferent cultural approach that clashes vote, followed quickly by hemlines being studied, the people with whom with American medical practices can retreating, corsets being discarded they associate and events within sometimes be more effective. You and what to traditionalists felt like their circle of peers can provide don’t have to just read – you can also the movement toward loose morals insight into behavior, perspectives, listen to podcasts, which are a great and an overthrow of societal norms. decision-making and personal choice. source for getting the worldview of Shiller uncovered that starting Stories in the world of narrative eco- almost any specific demographics you around this time the “establishment” nomics do not have to be masterfully may be interested in. – people holding political, economic told. Shiller explains that narrative The market researcher should and religious power – did not want economics is “the study of the spread also go to the sources that are shap- change and warned against this shift, and dynamics of popular narratives, ing their demographics’ worldview. described the need to revert to prior the stories, particularly those of hu- For example, if your target includes social norms and cautioned that if man interest and emotion, and how many Trump voters and you person- people continued on this path more these change through time, to under- ally get your news from NPR and bad things would happen. stand economic fluctuations.” social media sources that only agree In other words, when the stock with your perspective of reality and market crash of 1929 happened, many Context and background don’t also watch Fox commentators people in power initially thought this Narrative economics uses narratives or follow Trump supporters on social was a good thing in that it “proved” to provide context and background. media, you will see Trump voters’ that they had been right about soci- The narratives can be tied to a spe- behavior as irrational, versus their ety needing to reform. Therefore, to cific event, they can be short justi- view of their behavior being rational show that what they had been saying fications for an action or belief and per a narrative economics frame- and warning about was right, many they also can be a long story describ- work. You don’t have to agree with in power initially talked about the ing many things over a long period of someone else’s perspective but as a crash in positive terms and did little time. market researcher you need to try to to mitigate the beginning of the For Shiller the definition of sto- see and understand the world in the economic crash, which then allowed ries or narratives is broad. Some are way that others may see it. the economic downturn to snowball. stories that give an insider view of A template for a market research Thus while their behavior was ir- the target demographics. Others are application of narrative economics rational in terms of how they should stories that capture outside events is Shiller’s example of how using have behaved when the crash began, that are impacting those demograph- narrative economics helped answer narrative economics explains why it ics’ worldview. the question of why the stock mar- was a “rational” choice for them to You can get insight into your spe- ket crash of 1929 snowballed into the make at the time. cific demographics through stories Great Depression, especially in light or snippets of information that the of other (even more serious) economic Understand a person’s people you are researching share downturns that did not cause such perspective with you during the research study. cascading economic problems over So how can a market researcher use Another way to get this insight is to such a long period of time. the lessons of narrative economics read personal narratives by people Shiller turned to historical nar- during the actual research study, who are in your target groups but ratives – newspaper articles, diaries, with the focus on eliciting stories who may not be participants in your stories, books, newsreels – about what as input to provide a better way to research study – e.g., poor/lower people were thinking and saying the understand a person’s perspective ver- middle-class Rust Belt whites in the decade or so prior to the crash. 1918 sus trying to gather stories that can world of J.D. Vance’s book “Hillbilly was a very traumatic year. It was the be used in the final reporting? Also, Elegy” or Ta-Nehisi Coates’ “Between end of World War I, which killed mil- how can research methodologies be the World and Me,” where Coates as a lions, overthrew century old mon- designed to encourage narratives and black father is preparing his teenage archies, redrew the map of Europe stories during the research process? son for the world in which he lives. and created countless refugees. In A challenge to gathering these Both books provide personal percep- 1918 a global pandemic – the Spanish stories as input during the research

52 Quirk’s Marketing Research Review //December 2019 www.quirks.com study is that many people, especially nicate. For example, in a hernia objectives might be off. For a study in the age of short attention spans, mesh study with general surgeons on contraceptives – this one was are not natural storytellers and don’t who did a minimum of eight dif- an implantable one – the client even know how to tell a story. In ferent types of surgery, including a thought they had an efficacy mes- addition, in order to design market minimum number of hernia surger- saging problem and commissioned research studies we have to make ies, the client had been viewing a positioning study where various baseline assumptions. But what if this general surgeon demographic positioning/benefit statements would our baseline assumptions are wrong? as homogeneous, but through quick be explored. Using the storytell- Well, narrative economics also helps storytelling exercise, we found that ing exercise upfront also reinforced to double-check that. there were two demographics who why it is important to sometimes do To help people tell a story, even needed radically different messaging in-person studies and also resist the if it is really short, you have to give – those who liked surgeries that were urge to say, “We already know that, people a framework and a little time rote and mechanical with a specific so let’s not waste time and ask,” when (generally just a couple of minutes) repetitive way to do it and those asking people to share stories. Prior to think and gather their thoughts. who preferred surgeries that allowed to showing them positioning state- While participant storytelling them to be creative. So how did we do ments, I asked each physician – who throughout the research study is it? Very simple. We gave them a sheet was a prescriber of the implantable important, it plays a key role upfront, of paper with a little red heart in contraceptive – to share with me usually right after the introductory the middle and asked them, without what they say to patients about each part of the study, before anything else discussion, to write down all the of the contraceptive options they is discussed or introduced. surgeries they performed, with the offer. We discovered that rather than Storytelling as input can help relationship to the heart reflecting a problem with efficacious messag- transport the research participant to how much they liked or did not like ing, the company had a problem with the state of mind you need them to be them. Then they circled the three implanting. When talking about in. Seeking to identify how a client they liked best and the three they implanting, most physicians never should revamp a reward offering of liked least and identified what each said where they implanted but the a specific retail card, we conducted group had in common. The exercise body language of some of them, who a study with elite users of the card. elicited a number of comments such motioned toward their rear-ends, People in the focus group were given as “OMG, so that is why I hate hernia uncovered that many didn’t know it a sheet of paper with seven thought surgery,” as well as “Wow, I never re- needed to be implanted in the arm to bubbles on it and told that they had ally thought about why I liked some be most efficacious. Talking about the to go that store because they had to surgeries more than others.” difficulty of implanting uncovered buy an outfit for an event for the Sometimes, what they leave out that some physicians were implanting following weekend. The participants of a story is incredibly insightful. into the muscle instead of subcutane- were instructed to write down seven In a study with heavy users of fabric ously. So what was needed was actu- distinctly different things that were softener, instead of asking them to ally specific implanting messaging. going through their head based on tell us a story about what they liked this. Very quickly, as people were and did not like about fabric softener, Get insight writing, without even talking, I could we asked them to quickly, without In ancient Greece, a newcomer to a differentiate through body language discussion, write down the three meal, as part of the invitation, was ex- those who liked shopping (smiling) things they liked best about doing pected to share a story. The story was and those who didn’t (grimacing, laundry (the world where laundry meant to entertain but more impor- even beginning to perspire!). When resides) and the three things they tantly it was meant to help the host it came time for each person to tell liked least. Amazingly, when telling get insight into who this newcomer his or her story, I asked them to turn their stories, a number of these heavy was – their beliefs and perspectives. the sheet to the blank side and just users of fabric softener did not bring Market researchers should model this talk. The exercise had organized their up using fabric softener as something idea with an understanding of narra- thoughts and helped each to tell a they liked about doing laundry (or tive economics and begin to see partic- story and the stories matched what even didn’t like). If we had not used ipants in a research study as newcom- I had observed and also uncovered storytelling as input immediately af- ers, allowing them the opportunity to many pain points that a rewards ter the introduction and instead had share stories at the beginning of the program could mitigate. All this begun asking them about their views research process, even when these before we even showed them a list of on fabric softener, we would have stories may never be shared as deliver- possible rewards. had a very different discussion and ables in the fi nal reporting. Storytelling upfront, as an input takeaway from the research. exercise, can also help the person Susan Fader is qualitative researcher, participating in the research better Assumptions might be off strategist and moderator at Fader and Associates, a New York research firm. understand his or her own behavior Allowing participant storytelling She can be reached at susanfader@ while helping the market researcher as input can also uncover that your faderfocus.com. better understand how to commu- baseline assumptions and research www.quirks.com December 2019 // Quirk’s Marketing Research Review 53 ••• the business of research A (data) gathering storm? An update on legislation and regulation impacting the insights industry in 2019

| By Howard Fienberg

It has been a big year for marketing research and data analytics in the government aff airs snapshot arena, with wins, losses and new challenges in pharma, the census, telephone research, independent contractor status of insights participants, and privacy and data security.

The Insights Pharma Association’s Howard The Insights Association’s (IA) pharmaceutical insights advocacy concern for more than Ia decade has been the restriction or prohibition of incentives for medical professionals Fienberg details participating in pharmaceutical and medical device marketing research. IA’s 2019 efforts Maine finally delved into rule-writing this summer for the state’s 2017 ban1 on gifts from pharmaceutical companies to physicians. That 2017 law turned Maine into a no-go to safeguard the state for pharma MR with doctors, like it was prior to our successful repeal of an old industry’s ability to Sunshine-style law in 2011,2 because pharmaceutical companies treat it as a de facto ban on respondent incentives for health care practitioners participating in marketing re- collect data. search sponsored by pharmaceutical companies. The Insights Association made our case for exempting marketing research incentives but while the Board of Pharmacy fleshed out a few aspects of the law, our concerns were left unaddressed.3 The city of Philadelphia got in the game recently as well.4 Absent a specific carveout or clarification, the city ordinance would likely have banned incentives for health care practitioners participating in marketing research studies sponsored by pharmaceutical companies, even though such studies are generally conducted by independent research companies and the sponsoring manufacturers are not typically aware of which practitioners participated. Howard Schlesinger (Schlesinger Associates), Roni DasGupta (M3 Global Research) and Ileen Branderbit (Focus Pointe Global) joined the Insights Associa- tion for meetings in Philadelphia seeking to either amend the ordinance to carve out respondent incentives or reject it. These efforts helped convince the City Council to vote down the ordinance on February 7.5

www.quirks.com/articles/2019/20191210.aspx

54 Quirk’s Marketing Research Review //December 2019 www.quirks.com ,16,*+70$1$*(0(17$&$'(0< 53"/4'03. :063 */4*()5 5&". */

Membership options to suit all Insight teams

The IMA is the world’s leading Advice and authority on transforming corporate mentoring Insight teams. available for We provide our members with all corporate inspiration and guidance through Insight conversations, benchmarking, leaders training, consultancy and publications. insight-management.org We also helped to keep legislation Census Project coalition partners hope nizations conducting the research. in New York6 at bay this year, mod- to get the funding finalized before This can bring responsibility for eled on the federal Physician Pay- the end of 2019 at sufficient levels. unemployment insurance payments, ments Sunshine Act, but without any other taxes and fees, minimum wage, marketing research carveout. We’ve Telephone overtime pay, extra recordkeeping faced it down multiple times before Research via telephone is under and sometimes lawsuits and penalties and this specific bill will carry over threat on two fronts at the national for misclassification. While it might to the 2020 legislative session. U.S. level: the Telephone Consumer appear silly, defending against these Protection Act (TCPA), which prohib- challenges and the uncertainty they The census its the use of an autodialer to call a create can be quite costly. It is a big year for the decennial cen- mobile device;15 and the blocking or And legislation is advancing that sus. While most people care about the mislabeling of calls by mobile apps would make it harder to classify a re- 2020 census’ impact on the drawing and telecom providers. Despite IA’s spondent as an independent contractor. of congressional districts7 or guiding dogged efforts, the Federal Commu- At the federal level, the main federal funding,8 the census is our nications Commission (FCC) hasn’t concern is the PRO Act,23 legisla- industry’s statistical benchmark and issued new rules reforming the TCPA tion supported by most of the House backstop. Anything less than a full, since our 2018 circuit court win16 that Democratic Caucus and Democrat fair and accurate decennial head- rejected the agency’s 2015 regulations presidential candidates that would count would jeopardize the accuracy that deemed most anything except a broadly expand the power of labor of every representative survey in the rotary dial phone to be an autodialer. unions but, more importantly for our U.S. for the next decade. The House and Senate are nearing industry’s purposes, make it harder to A key impediment to an accurate compromise on dueling bills (S. 15117 classify someone as an independent census was the Trump administra- and H.R. 337518) that would make TCPA contractor. The bill would add an ABC tion’s proposal to add a question on enforcement even more punitive. The test to National Labor Relations Act citizenship, which concerned the FCC has also resisted requiring the (NLRA), making it more likely that marketing research and data analyt- whitelisting of legitimate business respondents may be classified as em- ics industry because it had not been callers, which would prevent their ployees and thus subject to organizing sufficiently tested and its inclusion arbitrary blocking or being labeled as into a union. The ABC test is usually would likely decrease response rates spam or telemarketing, but IA con- stated in three paragraphs, all three among predominantly-Latino immi- tinues to work with a broad group of of which must be satisfied in order grant households (both legal and il- telecoms and dialers in the Communi- for an individual to be treated as an legal) and native tribes. The Insights cation Protection Coalition to come up independent contractor. A respondent Association joined an amicus brief9 with private sector compromises.19 will generally fail the part of the test against the citizenship question in At the state level, it has been more about being a respondent as their a case that went before the U.S. Su- of a mixed bag. IA helped to defeat Or- trade/profession, since no insights preme Court. The high court heeded egon S.B. 472 this year,20 which would organization would want a profes- IA’s and others’ concerns and struck have prohibited the purchase or sale sional respondent or cheater-repeater down the citizenship question this of a list of telephone numbers to be skewing the results of their studies. summer,10 forcing the White House to used for unsolicited calls, including Unfortunately, the House Education withdraw its proposal.11 calls for research. Unfortunately, we and Labor Committee24 paid no heed, Our other big battle has been for failed to improve California S.B. 208 passing the bill on September 25 and funding to conduct the count. IA before it was signed into law;21 it tasks it will likely pass the full House be- helped secure a billion-dollar increase the state attorney general and Public fore the end of 2019. in fiscal year 2019 funding for decen- Utilities Commission with pursuit of Despite media coverage focused nial preparations, finally approved in TCPA enforcement actions. IA also on the gig economy, new California February,12 but we’ve been advocating aims to either amend or defeat the law A.B. 5, signed by the governor in for a much greater increase needed New York Robocall Prevention Act,22 September, has a much broader scope for fiscal year 2020, when the head- which would essentially implement and potentially imperils independent count must happen. IA even testified a state version of the 2015 TCPA rules contractor status for respondents at a congressional committee hearing for calls to any New York phone, in- receiving marketing research incen- in May.13 We succeeded in getting the cluding residential lines. tives in the state.25 It codified the 2018 House of Representatives to provide Dynamex court decision,26 requiring $7.5 billion for the 2020 census in Independent contractor status of an ABC test for determining a Cali- legislation they approved on June 25 research participants fornian’s employment status. In the and getting all sides to make it easier Government agencies sometimes months to come, IA will likely have to to get to a reasonable final funding claim that respondents receiv- pursue a clarification from the state number by setting aside several bil- ing incentives for participation in labor authorities that respondents are lion dollars in the most recent budget marketing research studies should be independent contractors but in the agreement for the census.14 IA and our treated as employees of the orga- meantime, the law does allow some

56 Quirk’s Marketing Research Review //December 2019 www.quirks.com avenues for defense in court for in- AG starts enforcing the law). effect on January 1, 2019.40 Congress,41 sights companies ensnared by A.B. 5. The Insights Association has a CCPA as well as legislators in Washington42 By comparison, IA notched wins in portal to centralize compliance and and Illinois,43 considered the same Arkansas, Oklahoma and Tennessee,27 related information at https://www. this year and will likely try again helping to pass laws in each state to insightsassociation.org/ccpa-portal. in 2020. More importantly, CCPA replace their problematic ABC tests CCPA inspired other states this amendments signed into law this fall for employment status with common year: in California also included A.B. 1202, law tests. modeled on Vermont’ data broker IA is also supporting federal legis- • Nevada approved a new data pri- registration and information submis- lation, the Modern Worker Empower- vacy law. The state now requires sion requirements, which comes into ment Act,28 which would harmonize companies to offer consumers the effect on January 1, 2020, at the same federal labor laws around the “com- right to opt out of the sale of their time as CCPA. mon law” test, reducing the current personal data.32 It expanded upon a Multiple states passed amend- patchwork of different tests. While 2017 law that required data access ments to their data security breach the bill won’t pass in this Congress, and correction rights and notice notification regulations in 2019 but we’re building towards the future. about data collection and collection New York’s SHIELD Act44 was the by third parties.33 most impactful. It broadly expanded Data privacy and security • New York is considering a data pri- notification requirements but also The convoluted California Consumer vacy bill with a much bigger scope adds new requirements for companies Privacy Act (CCPA), which comes into and reach than CCPA and with to maintain a comprehensive data se- eff ect on January 1, 2020, dominated which it might be nearly impos- curity program, partially modeled on the data privacy and data security dis- sible for a marketing research and those of Massachusetts, which come cussion this year, prompting copycats data analytics company to comply. into effect in 2020.45 across the country and jumpstarting It would include hugely damaging This ever-growing patchwork of debate on a federal privacy law. private lawsuits.34 conflicting state data privacy and Thankfully, California approved • Texas35 and Connecticut36 aban- security laws forces us to seek a pre- a handful of changes to the law in doned expansive data privacy bills emptive but comprehensive solution September. IA’s advocacy campaign (temporarily) in favor of task forces at the federal level. However, just with the California Chamber of to further develop the legislation. any federal law won’t do the trick Commerce and a broad coalition of • Washington state debated compre- for the marketing research and data businesses and organizations headed hensive data privacy legislation37 analytics industry. A recent ITIF off some bills that would have made more closely following the EU study found that a federal privacy law the law much worse and help to pass General Data Protection Regulation modeled on GDPR or CCPA “could cost some legislation improving the law (GDPR) but couldn’t complete it the U.S. economy approximately $122 a little and making compliance more before the session ended. billion, or $483 per U.S. adult, per achievable: A.B. 25, A.B. 874, A.B. 1355, • Massachusetts is considering a bill year, which is more than 50 percent and A.B. 1564.29 Unfortunately, the bil- modeled on CCPA but adding class- of what Americans spend on their lionaire backer of the original ballot action lawsuits for any violation electric bills each year.”46 initiative that spawned CCPA is back (regardless of actual harm),38 as That is why the Insights As- with another one for the fall 2020 well as a bill restricting the collec- sociation is a founding member of ballot, proposing to further broaden tion and use of data from children the Privacy for America coalition,47 CCPA and make it more punitive and and tweens.39 which is working with Congress to harder for the legislature to change.30 • And Hawaii, Illinois, Louisiana, support enactment of groundbreaking CCPA will require extensive Maryland, Minnesota, New Jersey, comprehensive federal consumer data disclosure about data collection, use New Mexico, North Dakota, Penn- privacy and security legislation. and sharing, and consumer rights sylvania and Rhode Island all con- Congress toyed with many differ- to data access, deletion and opt-out sidered a variety of CCPA-inspired ent data privacy proposals this year (from data sharing/sale). It will also data privacy bills this year. but none are what we’re seeking. further expand penalties for data The well-known model from GDPR, security breaches, punishable by Vermont also caused a 2019 ripple CCPA and other laws and regulations private lawsuits. Attorney General effect. Marketing research and data here and abroad is based on the long- Xavier Becerra will have wide latitude analytics companies that collect and standing model of consumer “notice to enforce the law, which becomes sell/license data on a Vermont resi- and consent.” Technical compliance enforceable either July 1, 2020 or six dent with whom they have no direct with these laws and regulations months after the attorney general business relationship are subject to is often difficult and often liter- publishes the final regulations,31 the state’s data broker registration, ally impossible. The notice in this whichever is earlier (although viola- data security program and informa- model often doesn’t genuinely inform tions in the interregnum might be tion submission requirements, plus consumers and the cursory consent retroactively prosecutable once the fees, thanks to a law that came into (even with opt-in) doesn’t neces- www.quirks.com December 2019 // Quirk’s Marketing Research Review 57 sarily prevent or punish harm or 6 New York Legislation Could Impair Pharma traced-act-passes-senate MR with Doctors – A.B. 5378 February 25, 18 Bipartisan H.R.3375 Would Tighten the protect consumers. The new model 2019 https://www.insightsassociation.org/ TCPA Enforcement Screws But Might Help put forward by Privacy for America article/new-york-legislation-could-impair- Telephone Research in Other Ways. June 21, pharma-mr-doctors-–-ab-5378 is instead designed to “prevent and 2019. https://www.insightsassociation.org/ punish consumer harm.” It allows 7 States Expected to Gain or Lose article/bipartisan-hr3375-would-tighten- for many data sources and dynamic Congressional Seats After the 2020 Census tcpa-enforcement-screws-might-help-tele- use of data, with various controls (Updated). February 21, 2019. https://www. phone-research-other insightsassociation.org/article/states- 19 Mitigating Problems with Call Blocking and to protect consumers and business expected-gain-or-lose-congressional-seats- Labeling: Developing Best Practices in the innovation. The Privacy for America after-2020-census-updated Private Sector. October 26, 2018. https:// model emphasizes reasonable and 8 Census Experts Commend Updated Study www.insightsassociation.org/article/miti- beneficial uses of personally identifi- Showing Almost $9 Trillion Next Decade from gating-problems-call-blocking-and-labeling- able information and punishment for Feds to States Depends on 2020 Census. developing-best-practices-private-sector The Census Project. March 8, 2019. https:// its exploitation. 20 Oregon S.B. 472 Fails - Would Have thecensusproject.org/2019/03/08/census- Prohibited Selling or Purchasing Telephone The new Privacy for America experts-commend-updated-study-showing- Research Sample. July 10, 2019. https://www. model includes launching a Bureau almost-9-trillion-next-decade-from-feds-to- insightsassociation.org/article/oregon-sb- states-depends-on-2020-census/ of Data Protection within the Federal 472-fails-would-have-prohibited-selling-or- Trade Commission to regulate U.S. 9 Supreme Court Amicus Brief Argues purchasing-telephone-research-sample Citizenship Question Would Harm Businesses data privacy and authorizing strict 21 California Consumer Call Protection Act of Reliant on Census Data. April 2, 2019. penalties for people that engage in 2019 Now Law. October 4, 2019. https://www. https://www.insightsassociation.org/ insightsassociation.org/article/california- prohibited privacy practices, to sub- article/supreme-court-amicus-brief-argues- consumer-call-protection-act-2019-now-law stantially increase privacy oversight citizenship-question-would-harm-businesses- and enforcement. It also will have reliant-census 22 New York Robocall Prevention Act of 2019 Passes State Senate. September 13, 2019. significant restrictions on data use 10 SCOTUS Blocks Citizenship Question https://www.insightsassociation.org/article/ from 2020 Census - For Now. June 27, 2019. for advertising and require strong new-york-robocall-prevention-act-2019-pass- https://www.insightsassociation.org/article/ data security protections to guard es-state-senate scotus-blocks-citizenship-question-2020-cen- against data breaches. sus-now 23 Protecting the Right to Organize Act - H.R. IA is working with Privacy for 2474 and S. 664 - Could Allow Unionization of 11 Trump Administration Drops Citizenship Research Participants. September 10, 2019. America and a broad range of stake- Question from 2020 Census Following Supreme https://www.insightsassociation.org/article/ holders to build consensus for enact- Court Defeat. July 2, 2019. https://www. protecting-right-organize-act-hr-2474-and- insightsassociation.org/article/trump- ment of this helpful framework into s-664 law, as soon as possible. administration-drops-citizenship-question- 2020-census-following-supreme-court-defeat 24 Opposing the PRO Act - H.R. 2474 - Unless Amended to Protect Research. September 24, 12 Census Bureau Gets $1 Billion Increase in Howard Fienberg is chief lobbyist 2019. https://www.insightsassociation.org/ Final FY2019 Funding Law. February 15, 2019. and vice president, advocacy for article/opposing-pro-act-hr-2474-unless- https://www.insightsassociation.org/article/ the Insights Association. He can amended-protect-research census-bureau-gets-1-billion-increase-final- be reached at howard.fienberg@ fy2019-funding-law 25 California A.B. 5 Now Law – Research insightsassociation.org. Participants More Likely to Be Deemed 13 Determining the Fate of American Business Employees Now. October 4, 2019. https:// for the Next Decade: Insights Association REFERENCES www.insightsassociation.org/article/califor- Testifies in Congress About 2020 Census. May 1 Pharmaceutical Marketing Research in Maine nia-ab-5-now-law-–-research-participants- 24, 2019. https://www.insightsassociation. Gets Cut Off. July 20, 2017. https://www. more-likely-be-deemed-employees-now insightsassociation.org/article/pharmaceuti- org/article/determining-fate-american- cal-marketing-research-maine-gets-cut business-next-decade-insights-association- 26 California Court Decision in Dynamex Case testifies-congress Threatens Independent Contractor Status. 2 Pharma MR wins in Maine and DC but loses December 14, 2018. https://www.insightsas- 14 FY20 Funding for Census Nears Crunch in Vermont. August 28, 2011. https://www. sociation.org/article/california-court-deci- Time. July 30, 2019. https://www.insightsas- insightsassociation.org/article/pharma-mr- sion-dynamex-case-threatens-independent- sociation.org/article/fy20-funding-census- wins-maine-and-dc-loses-vermont contractor-status nears-crunch-time 3 Maine Pharma MR Incentive Ban Still In 27 Three States Improve Independent 15 New U.S. Restrictions on Telephone Place Despite New Regulations. August 12, Contractor Status Protection with New Laws. Research Prompt Risk Management Debate: 2019. https://www.insightsassociation.org/ October 4, 2019. https://www.insightsas- Do the new TCPA rules mean you should junk article/maine-pharma-mr-incentive-ban-still- sociation.org/article/three-states-improve- your autodialer? August 3, 2015. https:// place-despite-new-regulations independent-contractor-status-protection- www.insightsassociation.org/article/new-us- new-laws 4 Pharma MR Incentive Ban Proposed in restrictions-telephone-research-prompt-risk- Philadelphia. November 26, 2018. https:// management-debate-do-new-tcpa-rules-mean 28 Modern Worker Empowerment Act - H.R. www.insightsassociation.org/article/pharma- 4069 - Would Reduce Federal Legal Challenges 16 Analysis: Circuit Court Rejects FCC’s TCPA mr-incentive-ban-proposed-philadelphia for Respondent Incentives. August 29, 2019. Regulations on Autodialer Definition and Calls https://www.insightsassociation.org/ar- 5 Philadelphia Rejects Bill That Would Have to Reassigned Cell Phone Numbers. March 21, ticle/modern-worker-empowerment-act-hr- Banned Pharmaceutical Marketing Research 2018. https://www.insightsassociation.org/ 4069-would-reduce-federal-legal-challenges- with Healthcare Professionals. February 8, article/analysis-circuit-court-rejects-fccs- respondent 2019. https://www.insightsassociation.org/ tcpa-regulations-autodialer-definition-and- article/philadelphia-rejects-bill-would-have- calls 29 CCPA Wins: Amendments Head to Governor banned-pharmaceutical-marketing-research- for Signature. September 20, 2019. https:// 17 TRACED Act Passes Senate. May 24, 2019. healthcare www.insightsassociation.org/article/ccpa- https://www.insightsassociation.org/article/ wins-amendments-head-governor-signature

58 Quirk’s Marketing Research Review //December 2019 www.quirks.com 30 New Ballot Initiative to Trump CCPA - The and H.B. 1854. April 15, 2019. https://www. sassociation.org/article/new-york-has-new- California Privacy Enforcement Act. September insightsassociation.org/article/washington- data-security-and-breach-notification-rules- 25, 2019. https://www.insightsassociation. privacy-act-2019-–-sb-5376-and-hb-1854 starting-fall-2019 org/article/new-ballot-initiative-trump-ccpa- 38 Massachusetts S. 120 - Comprehensive 45 Massachusetts Data Security Obligations california-privacy-enforcement-act Data Privacy Legislation. October 2, 2019. and Breach Notification Requirements. 31 Regulations Implementing CCPA Promised https://www.insightsassociation.org/article/ January 13, 2015. https://www.insightsas- Soon. October 4, 2019. https://www.insight- massachusetts-s-120-comprehensive-data- sociation.org/legal-article/massachusetts- sassociation.org/article/regulations-imple- privacy-legislation data-security-obligations-and-breach-notifi- menting-ccpa-promised-soon cation-requirements 39 Massachusetts H.B. 350 - Minors Privacy 32 Nevada Consumer Data Privacy Law in Legislation. October 4, 2019. https://www.in- 46 The Potential Cost of a Bad U.S. Privacy Effect This Fall. July 8, 2019. https://www. sightsassociation.org/article/massachusetts- Law. September 6, 2019. https://www.insight- insightsassociation.org/article/nevada-con- hb-350-minors-privacy-legislation sassociation.org/article/potential-cost-bad- sumer-data-privacy-law-effect-fall us-privacy-law 40 Vermont Adds Data Security and Regulatory 33 New Nevada Online Privacy Law Aimed Out- Burden for Sample Providers. August 10, 2018. 47 Privacy for America Coalition Pursues of-State. September 27, 2017. https://www. https://www.insightsassociation.org/article/ Strong Data Privacy Protections for All insightsassociation.org/article/new-nevada- vermont-adds-data-security-and-regulatory- Americans. April 9, 2019. https://www. online-privacy-law-aimed-out-state burden-sample-providers insightsassociation.org/article/privacy-america-coalition-pursues-strong-data-privacy- 34 New York Privacy Act - S. 5642. June 14, 41 Sen. Peters Data Broker List Act of 2019 protections-all-americans 2019. https://www.insightsassociation.org/ – S. 2342. August 19, 2019. https://www. article/new-york-privacy-act-s-6542 insightsassociation.org/article/sen-peters- data-broker-list-act-2019-–-s-2342 35 Texas Tightens Data Security Law and Considers Broader Consumer Data Privacy 42 Washington State Proposes Data Broker Changes. July 9, 2019. https://www.insight- Regulations – H.B. 1503. February 27, 2019. sassociation.org/article/texas-tightens-data- https://www.insightsassociation.org/article/ security-law-and-considers-broader-consum- washington-state-proposes-data-broker- er-data-privacy-changes regulations-–-hb-1503 36 Connecticut Law Launches Task Force to 43 Illinois Data Broker Registration Act – H.B. Prepare Consumer Data Privacy Legislation 2871. March 15, 2019. https://www.insight- - S.B. 1108. July 8, 2019. https://www. sassociation.org/article/illinois-data-broker- insightsassociation.org/article/connecticut- registration-act-–-hb-2871 law-launches-task-force-prepare-consumer- 44 New York Has New Data Security and Breach data-privacy-legislation-sb-1108 Notification Rules Starting in Fall 2019. 37 Washington Privacy Act of 2019 – S.B. 5376 September. 11, 2019. https://www.insight-

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To learn more, email [email protected], or visit http://marketing.broad.msu.edu/mr/ www.quirks.com December 2019 // Quirk’s Marketing Research Review 59 •••research technology Like humans, only smarter Thoughts on the origins of artifi cial intelligence and machine learning

| By Jerry Thomas

snapshot The business news outlets are cluttered with stories about artificial intelligence (AI) and machine learning (ML) startups. Major corporations are rushing to set up internal teams and divisions to exploit AI and machine learning. Graduate schools are turning out data Artificial intelligence scientists and business analysts with training in the two areas. and machine learning The big technology companies are creating AI software and systems. Marketing executives are anxious to apply AI and ML to optimize marketing and advertising processes hold promise for Tand programs. It’s as though the gods have descended from the heavens to share ultimate marketing research truth with we humans. But what is artificial intelligence and how does it relate to machine learning? What and for business in do these terms mean? general, says author Intelligence, whatever it is, is presumed to reside inside of biological creatures (cells, bacteria, plants, animals, insects, humans). We don’t think of intelligence as something Jerry Thomas. possessed by a rock or a mineral or other non-living substances. All biological creatures can make decisions or choices that increase their chances of survival. Let’s define intelligence, then, as an ability to make a decision, to choose among alternative paths or possibilities in order to achieve some objective. Artificial, in this context, means non-living or non-biological. So AI is an ability of some non-biological entity (machine, computer, software, system, algorithm) to make choices or trigger actions that help solve a problem or achieve an objective. We’ll come to “machine learning” later. The beginning of modern artificial intelligence, as it is now commonly thought of, traces its origins to the development of computers during and following World War II and the possibilities spawned by those machines. The arrival of these powerful machines gave rise to much thinking about what intelligence is and whether machines might be able to “think like humans think.”

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Quirk’s Talent is offered in partnership with Trusted Talent, LLC. of a chair. Regardless of the type of dependent variable(s), we must have some way to determine if the dependent-variable prediction is better (or correct) during each iteration of the model derived by machine learning. Machine learning also requires a substantial and relevant database of independent variables that might predict or explain the dependent variable(s). The better the independent database in terms of complete- ness, relevance and accuracy, the greater the chances that machine learning will be able to build a good mathematical model. In the response-rate prediction example, the independent variables could include things like household demographics, weather data, mail- delivery days and times, economic data, marketing research data and historical details about the various Virtually all computer languages Great promise and hope mail pieces (claims, type of graphics, and programs, with their ability to Machine learning is closely related colors, length of copy, type font, etc.) compare variables and values and to AI and the two terms are often used in the past and the resulting change the fl ow of logic to achieve used as synonyms. With machine response rates. some objective or trigger certain out- learning, computers can “teach The bulk of the work and most of puts meet the above defi nition of AI. themselves” how to simulate pro- the costs related to machine learning These programs are non-biological and cesses and decisions. It is the arrival revolve around creating a high-quali- make “decisions” to achieve objectives. and development of machine learn- ty database of independent variables The definition of AI, however, ing that offers such great promise with data for each variable over a continues to evolve and expand. The and hope. If computers can program substantial number of cases or over current definition and understand- themselves or create solutions them- a substantial period of time. In some ing tends to mean machines (broadly selves, then AI can be applied to an instances this is weeks or months defined) that simulate or mirror array of problems and processes very but in other cases years or decades. human thinking. The simulation of economically and very quickly. Ma- Once this database is assembled human thinking is a much higher chine learning is the linchpin tech- and cleaned, we have a dependent standard for what AI is or could be. nology that could open up many new variable (response rate), an objec- The recognition and translation of applications and allow AI to spread tive (maximize response rate) and human speech into text is a good rapidly. So what is machine learning a database of potential explanatory example of AI-derived models that and how does it work? (independent) variables with exten- closely simulate a human’s mental Machine learning requires some sive and clean historical data for each capability. Image and pattern recogni- goal or objective; that is, a depen- variable including past results. But, tion are, likewise, human feats that dent variable (or multiple dependent we are not yet ready to push the “go” AI can increasingly derive models to variables). The more narrow and spe- button on the computer. mimic. Voice-to-text translation and cific the dependent variable(s), the Machine learning also requires a image recognition, however, are only greater the chance(s) that machine computational strategy. Computers the tips of the iceberg. learning can derive a formula, equa- are dumb and thoughtless. Without AI is, or will be, applied to de- tion or mathematical algorithm that a strategy, computers could easily veloping and improving models to helps optimize (or maximize) the grind away on a dataset for thou- perform medical diagnoses, conduct dependent variable(s). sands of years without achieving legal research, do data mining and The dependent variable could be anything. There are many possible predictive analytics, analyze business something as simple as the response models that might be employed as processes, detect fraud, predict mar- rate to a direct mail promotional the machine-learning algorithm, ket trends, forecast sales and so on. offer. Or, the dependent variable including: regression analyses; deci- The possibilities are endless. could be classifying photos into two sion trees; support vector networks; groups: those containing an image of ensemble models; gradient boosting a chair and those without an image methods; neural networks; Bayesian

62 Quirk’s Marketing Research Review //December 2019 www.quirks.com networks and deep learning. One other point: During the early mine which photos contained chairs The computational algorithm stages of model development, how in the training data set and human could be one of these statistical tech- can the accuracy of the new machine judgment would determine which niques or it could be combinations of learning model be tested? Back when photos in the validation data set pic- these techniques (i.e., hybrid models) the original database of dependent tured chairs. The machine-learning or it could be completely different variable(s) and independent variables model(s) would be judged, ultimately, techniques but the human mind has was created, you were very clever and by how well each model identified to give the machine-learning system randomly chose a holdout dataset photos with images of chairs. some type of strategy. There are easily (also called a validation dataset), a more than 100 existing statistical rou- random subset of the original data- Not magical solutions tines or techniques that might form base. The holdout dataset allows you There you have it. Now you can this computational strategy – and to test your new machine-learning pretend to be an expert on AI and thousands more to be created in the model to see how well it works. machine learning. As is evident, future, no doubt. The actual response rate for this artificial intelligence and machine Now it’s time to put the machine holdout data set is known, so you learning offer promise for the future learning to work. The computer have a benchmark, a measuring but they are not magical solutions to begins to run calculations following stick, to determine how good your all the world’s questions and prob- the assigned strategy or strategies. In new machine-learning model is at lems. We must wait a while longer each iteration the model estimates predicting the actual response rate. for the gods to reveal the ultimate the response rate (or other out- In the other example – classifying truth to those of us in the long-suf- comes), compares the predicted out- photos into those with a picture and fering human race. comes to actual outcomes and tweaks those without – the same process the model to improve its predictive would be followed. The original set of Jerry Thomas is president and chief accuracy. This iterative process of photos would be divided into a train- executive of Arlington, Texas-based research firm Decision Analyst Inc. model improvement is continuous so ing data set and a holdout or valida- He can be reached at jthomas@ that the predictive model becomes tion data set and a huge database of decisionanalyst.com. better and better over time. Figure possible predictive or explanatory 1 shows a simplified diagram of a variables would be created. machine-learning system. Human judgment would deter-

www.quirks.com December 2019 // Quirk’s Marketing Research Review 63 16 Top Physicians Research Companies SPECIAL ADVERTISING SECTION

••• special advertising section 16 TOP PHYSICIANS RESEARCH COMPANIES

While research into any target category comes with its own quirks and diffi culties, physicians are a particularly elusive group to research and like many areas of the health care industry, physician marketing research can delve into sensitive and complicated areas. Answers & Insights Marketing research companies that specialize in physician (TruXchange®) research employ an array of techniques from focus groups and Founded 2002 | 22 employees, 4 moderators Jeff Shelton, CEO mock trials to surveys and personas to meet research needs and

provide access to this often very busy group of people. Whether As a full-service your research seeks to understand physician pain points or market researcher with the complicated relationship between physicians and patients, more than 30 consider these companies for your physician research needs. years of health care experience, Answers & Insights delivers deep knowledge through its proprietary research tools. TruXchange® captures recordings of actual exams which allows clients to know exactly how information is exchanged between their targeted physicians and their quirks.com/articles/2019/20191233.aspx patients. With PatientGEO® GPS (geo

64 Quirk’s Marketing Research Review //December 2019 www.quirks.com 16 Top Physicians Research Companies SPECIAL ADVERTISING SECTION

Creative Consumer Research Founded 1976 | 13 full-time; 70 part-time (83) Patricia Pratt, CEO

Creative Consumer Research (CCR) is the most fencing) patient location, clients have care comes from respected the ability to research patients in loca- nearly 30 years public opinion tions of interest – MD office, phar- of providing resource, provid- macy, lab, etc., and WebSiteTRAKKER® sults-driven, ac- ing accurate provides mapping of patients’ entire tionable insights and actionable digital journey across all technologies to the world’s information – computer, tablet and smartphone. best-known to develop RarePATIENT® allows clients access to 4 companies. Our strategic solutions. Using proven tech- million households – we can find any experience spans niques, we collect high-quality data for patient in the U.S. Need it Tomorrow, medical devices, a variety of industries including B2B, Call us TODAY!! diagnostics, life sciences, pharmaceu- health care, consumer goods and more. ticals and health care delivery across Phone +1 888-815-9901 x 112 If your business requires bilingual answersandinsights.com nearly all clinical specialties. Clients research, we proudly staff a team of trust us to execute high-quality market experienced market researchers flu- research to inform global product strat- ent in spoken and written English, egy, design and marketing, leading to Spanish, Vietnamese, Chinese, Farsi improved patient outcomes, more satis- and more. Whether your focus is on fied physicians and better financial the United States or abroad, CCR can returns. Partner with AMS to create program and host your surveys online, innovative products and distinctive whether you need pre-screeners or even Applied Marketing patient and clinician experiences. a combination of telephone and web Science (AMS) Phone +1 781-250-6300 interviewing. Our resources allow us ams-insights.com/insights-for-healthcare-markets/ Founded 1989 | 34 employees to thoroughly conduct studies quickly John Mitchell, CCXP and inexpensively – no matter what the size. Maximize your business with the CCR market research and consumer Applied Marketing Science (AMS) is a insights team. boutique market research consulting Phone +1 281-240-9646 firm located in Waltham, Mass. With ccrsurveys.com roots in the MIT Sloan School, our expertise in medical products and health

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Holden Healthcare Founded 2006 | 50 employees Jeffrey Kelsch, Managing Partner Facts ‘n Figures Founded 1969 | 53 employees Steve Escoe, CEO; Bonnie Ponaman, RN, COO Holden Healthcare is a full-service Dynata primary and secondary market Founded 1977 Gary S. Laben, Chief Executive Offi cer research and data collection company with Dynata is the local offices in world’s largest Shanghai and first-party data Tokyo and extensive research capabilities in all the and insights Twenty-four-year medical industry pro- platform. With major markets of Asia. Our teams on fessional Bonnie Ponaman, RN, leads the ground provide localized insight a reach that industry icon Facts ‘n Figures’ award- encompasses based on over a decade of experience winning service and support team in the health care area. We work with more than 60 for the physician research industry. million people our clients at any stage of the research FNF’s state-of-the-art, 12,000-square- process including project management, globally and an foot facility is located in one of the extensive library of individual profile recruitment, moderation and analysis/ most diverse DMAs in the world, Los research reporting. Holden provides attributes collected through surveys, Angeles. FNF supports a full range of Dynata is the cornerstone for precise, clients with insights from physicians, qualitative and quantitative research nurses, caregivers and patients. We do trustworthy quality data. The company methodologies and supports projects has built innovative data services and this through our extensive network using methods such as focus groups, of health care professionals and KOLs solutions around its core first-party IDIs, intercepts, product testing, e- data offering to bring the voice of the along with our 300,000-strong HCP surveys, mobile and mock trials in the physician panel. All of these resources customer to the entire marketing con- physician research sector. tinuum, from strategy, to innovation, serve our clients with deep and insight- Phone +1 818-986-6600 ful access to Asia’s health care stake- to branding, advertising, measure- factsnfi guresinc.com ment and optimization. Dynata serves holders. Holden is your Interface to the nearly 6,000 market research, media Asian Medical Community! and advertising agencies; consulting Phone +1 208-809-7117, U.S. and investment firms; and health care +86 135-6409-4904, China holdendata.com/ and corporate customers in North America, South America, Europe and Asia-Pacific. For more information, go to www.dynata.com. Phone +1 214-365-5000 dynata.com

66 Quirk’s Marketing Research Review //December 2019 www.quirks.com 16 Top Physicians Research Companies SPECIAL ADVERTISING SECTION

Olson Research Group Inc. KJT Group Founded 1995 | 60+ employees Charles Olson, CEO Founded 2007 | 50 employees Dr. Kenneth J. Tomaszewski, President and CEO M3 Global Research KJT Group is an Founded 2006 | 400 employees evidence-based Anton Richter, CEO | Roni Das Gupt a, CRO consulting firm. Through co- creative partnerships with our life sciences clients, we capture actionable insights that Olson Research offers a full spectrum enhance strate- of qualitative and quantitative market gic and tactical research services with deep access to decision-making. Our clients often a robust proprietary database of 2.4 have the same fundamental problem: million U.S. health care professionals they need evidence to make better busi- M3 Global Research, part of M3 Inc., throughout the life sciences sector, ness decisions. These decisions span provides market research recruitment, including 960,000 active physicians. the product/service lifecycle with vary- data collection and support services, Precise targeting is available with up ing information needs. To gather this reaching respondents in 248 markets to 75 unique profiling fields. We are evidence, we employ experts in many across 70 countries worldwide with best known for: ACCESS – our unique different qualitative and quantitative a strong emphasis on the health care and thorough reach to all facets of techniques. We customize our approach space. Working in highly regulated the U.S. health care decision maker based on our clients’ business objec- industries, M3 maintains ISO 26362 population; EXPERIENCE – our team of tives. Leveraging design-thinking prin- and 27001 certifications, providing data seasoned PMs with more than 10 years ciples, Insight by Design is our solution collection and project management of industry experience on average; to ensure highly effective communica- capabilities covering a broad spectrum and APPROACH – our flexible and col- tion, robust project management and of quantitative and qualitative tech- laborative approach to project design, consistency throughout the engage- niques. M3 operates in the Americas, fielding and final deliverables. ment, leading to best-in-class insights Asia and Europe with physician, pa- Phone +1 267-487-5500 that inform decision-making. tient and caregiver panels. olsonresearchgroup.com Phone +1 888-623-8050 Phone +1 844-M3-QUANT, Quantitative kjtgroup.com +1 844-M3-VIEWS, Qualitative m3globalresearch.com

www.quirks.com December 2019 // Quirk’s Marketing Research Review 67 16 Top Physicians Research Companies SPECIAL ADVERTISING SECTION

Reckner Healthcare Precision Research Founded 1991 | 225 employees David Reckner, President Founded 1959 | 25-49 employees Scott Adleman, President Plaza Research Reckner Recruiting Healthcare pro- Founded 1982 | 150+ employees vides complete Laura Kibala, VP of Operations medical professionals and fieldwork solu- patients is among tions for health Precision’s core and life sciences competencies. market research Unlike compa- projects. From nies that are physicians and al- limited to people lied health profes- in their database, sionals to hospital admin and decision we go beyond our database of friendly makers, we are the industry’s most doctors, nurses and consumers with trusted health care fieldwork company, identified health issues. We sample- delivering the best respondents for source, cold-call and continually create nearly 30 years. With our Respondent Plaza Research was founded in 1982 SM relationships to find the right people to First philosophy, we inspire participa- and is recognized as one of the nation’s tion of the most insightful, knowledge- top marketing research facilities. We make your research a success. Yes, we recruit nationally. Our 12,000-square- able health care professionals. Our offer multi-city project coordination, SM foot research center in Chicago features Experience Reckner approach deliv- competitive pricing, excellent customer ers a collaborative research process service and innovative recruitment pro- four large suites and has been used to research X-ray equipment, hospital unparalleled in the industry. With cedures. With more than 150 dedicated SM beds, physician’s furniture and many Experience Reckner and Respondent employees working nationwide, we SM medical devices. First , your data quality is higher, your pride ourselves on having an extensive respondents more engaged and your medical professional and physician Phone +1 847-256-0827 preres.com insights more meaningful. Services database in both tier one and tier include agile research, panel access, two markets throughout the country. qualitative, quantitative and program- Medical recruitment is our strength ming. here at Plaza Research, with our ability Phone +1 215-822-6220 to recruit for different types of research recknerhealthcare.com scenarios utilizing our vast database of specialists, nurses, administrative staff, patients and caregivers. We offer our clients the convenience of reaching an array of medical professionals in order to obtain valuable research for various projects. Phone +1 800-654-8002 plazaresearch.com

68 Quirk’s Marketing Research Review //December 2019 www.quirks.com 16 Top Physicians Research Companies SPECIAL ADVERTISING SECTION

agencies, including 50 of the Fortune 100, in 70 countries. Our work regularly appears in top-tier media. Our staff includes classically trained market researchers and professionals from the worlds of marketing, public relations Toluna and media. Though we have dozens of offerings, research among low-inci- Founded 2000 | 1400 employees dence medical professionals and patient Steve Orlick, VP of Health Care Schlesinger Group populations is a core capability. With Founded 1966 | 1000 employees fast turnaround times; guaranteed Steve Schlesinger, CEO Toluna pro- budgets and timing; and professional, vides consumer full-service consulting on study design, insights designed questionnaires and analysis, we are the Schlesinger is to empower suc- ideal partner for your next initiative. a leading data cess in today’s Phone +1 888-527-9253 collection com- on-demand, wakefi eldresearch.com pany special- global economy. izing in health Powered by the care market- perfect fusion ing research of technology, and offering expertise and the largest global com- a broad range munity of influencers at the ready, of qualitative Toluna delivers rich, reliable, real-time and quantita- insights to individuals and companies tive research solutions. Our top-rated of all sizes. Our automated consumer xsperient | Segmedica facilities are located in key markets insights platform, TolunaInsights™ Founded 2004 | 24 employees across the U.S. and the EU. Working underpins everything we do. Clients Peter Simpson, Principal in partnership with you, we provide can access the platform directly, lever- outstanding recruitment of physicians age Toluna’s managed services or create and project management for any meth- fully customized digital consumer xsperient | odology. Advisors by Schlesinger con- insights programs via our engineered Segmedica delivers nects knowledge seekers with health services. full-service global care thought leaders and the toughest Phone +1 203-722-0143 health, wellness health care recruits. Schlesinger Global toluna-group.com and lifestyle Solutions supports your worldwide custom market health care studies with a dedicated research and expert contact. The Wall by Schlesinger consulting using is a breakthrough solution to qualita- advanced tech- tive engagement and post-research Wakefi eld Research niques in qualita- synthesis. Founded 2008 | 50 employees tive, quantitative and ethnographic Phone +1 617-542-5500 Paul Bragan/Nathan Richter, Managing Partners studies. Serving pharma, devices, SchlesingerGroup.com providers, payers, food and beverage, food service, hospitality and retail. A leader in psychology, anthropology, sociology, neuroscience and linguistics, we have developed PersonaSmart™, a set of personality-based predictive models of health care decision processes for patients and HCPs. Our online research suite includes these powerful personas and a proprietary online community platform. Contact us for an online or Wakefield Research (www.wakefiel- in-person demo. dresearch.com) is a leading provider Phone +1 716-799-8217 of quantitative, qualitative and hybrid xsperient.com market research and market intelligence. Wakefield Research supports the world’s most prominent brands and

www.quirks.com December 2019 // Quirk’s Marketing Research Review 69 added Marni Hirschorn to the Americas president, data team as vice president of account man- intelligence. Names of Note agement. Joining Hirschorn in New York is recent addition Gregory Spears, n B2B market- who joins the commercial team. Ad- ing communica- ditionally, Savanta’s Toronto offi ce has tions agency Fifth added Amit Sahni as senior consultant; Ring has made In Memoriam… Mohamed Hasoun as senior project several new ap- n Beta Research Inc. and Erdos & Mor- manager; and Ankur Jain as project pointments. Four Wolf gan announced the passing of Beta manager. staff have joined Research Chief Operating Offi cer the Aberdeen, Jason Gorelkin. Gorelkin joined Beta n TickPick, a Scotland, head- Research in 1996 as vice president secondary ticket quarters: Andy of operations and assumed day-to- marketplace, has Groundwater as day management from late founder hired Vincent head of PR; Stevie Jerry Kossoff in 2003. As COO, he David as chief data Brown as business worked to transform methodologies offi cer. manager; and Amy and harness new technologies and in Davys and Claire 2016 oversaw development of Beta’s n SiriusXM an- Smith as senior new headquarters. CEO Amy Kossoff - nounced that David business executive. Colello Gorelkin, who has been with the fi rm Denise Karkos has Additionally, Fifth since 1995, will now also take on COO joined the company as chief marketing Ring’s Houston of- responsibilities. offi cer. Karkos will be responsible for fi ce has appointed brand and digital Chris Wolf as marketing of both business develop- n Cognitiv, a neural network platform the SiriusXM and ment manager and for marketers, has named Frank Guz- Pandora brands. Steph Colello as zardo as its senior vice president of account executive. sales. n Paris-headquar- Jolyn Lim joins as tered MindSpark account executive Lim n MetrixLab, a Research Interna- in the company’s Netherlands- tional added two Singapore offi ce. based market new research Dornadic researcher, has colleagues; Alicia n Advertising and brand research fi rm appointed Vin- Dornadic joins the Phoenix Marketing International has added cent Blaney as company as design Caryn Brouwer as senior vice president, managing direc- anthropologist and client services. tor of its Sydney, Elvin Tuygan joins Australia, offi ce. Blaney as senior design n The Canadian Re- anthropologist. search Insights Council n London-based has added Margaret researcher Verve has appointed Sarah n Chicago-head- Brigley and Rob Penny as talent manager. quartered Reach3 Berger to its board Insights appointed Tuygan of directors. n Research and data fi rm Savanta has Diego Rodriguez as senior vice president, media and n Data-driven Berger entertainment. marketing agency Marketsmith Inc. has expanded its digital n Irvine, Calif.-headquartered Rauxa and client performance teams, tapping www.quirks.comarticles/2019/20191214.aspx has hired Alberto Botero as senior vice Jo Maggiore as creative director; Sa-

70 Quirk’s Marketing Research Review //December 2019 www.quirks.com mantha Foy as senior director, digital Carlin as EVP, global media and enter- and Jean Nickels as vice president of media; and Rachel Schulties as vice tainment. qualitative research. president, client performance. n London- n adMarketplace, a consumer search headquartered technology company, has named Jeff research consul- Ratner as senior vice president of tancy Firefish has agency partnerships. promoted Daniel Rose to managing n Market director, U.K. research consul- Rose Note to readers tancy Alter Agents n Researcher Mar- Moving forward, Names of Note will has added Devora ketVision has added no longer appear in the magazine and Rogers as chief Zach Meyer as a research associate on its will instead be compiled and posted strategy offi cer. online communities team. Additionally, monthly in an online-only digest at the company announced the promo- www.quirks.com. To keep up with the n Magid has tion of several team members: Kelsey latest new hires and promotions, sub- tapped former Rogers Amerson, Aaron Baker, Melissa Barford scribe to the Daily News Queue e-mail HBO Domestic and Deborah Nell as research associate; blast at https://bit.ly/2qWeXKB. Television Distribution President Scott Janice Gennaria as research manager;

www.quirks.com December 2019 // Quirk’s Marketing Research Review 71 Research Decidedly, an insights consultancy pany PlaceIQ announced results of a based in London. partnership with response marketing Industry News agency Media Horizons and brand re- n TV Time, which off ers user-reported searcher Colangelo. The partnership, data about TV and movie engagement, which was designed to help CPG client has acquired computer software com- Filippo Berio deliver targeted ads to pany Mediamorph. visitors at Walmart locations that Acquisitions/transactions carry Filippo Berio products, delivered n Information tech company Accen- a 4.09x lift over the control group. n Gaming analytics firm deltaDNA ture has acquired Happen, a manage- has been acquired by Unity Technolo- ment consultancy headquartered in n AURA, a U.K.-based community of gies, a video game software develop- London. client-side insight professionals, and ment company. Quirk’s Media have entered into a Alliances/strategic partnerships partnership under which AURA will n Research consultancy Grail Insights curate sessions for the 2020 Quirk’s acquired ConStat, a research fi rm spe- n Nielsen announced that Audio- Event in London. Additionally, AURA’s cializing in business technology. boom has subscribed to Nielsen’s membership of more than 740 client- Podcast Listener Buying Power Service, side researchers will be attending the n App Annie, a mobile market data which allows clients to profi le shows London gathering, to be held on Febru- and analytics fi rm, has acquired mo- using program titles collected from ary 11-12 at the InterContinental O2. bile analytics company Libring. subscribers in order to connect specifi c types of listeners with particular ad- n Nielsen and CBD company Char- n Marketing services company LRW vertisers and program-level insights. lotte’s Web Holdings Inc. have Group has acquired Salt Branding, a Bay announced an analytic relationship Area brand consultancy, which will op- n Marketing software company Mo- intended to provide insight into erate under LRW Group’s action division. bivity Holdings Corp. announced that trends, highlighting segments, brands drive-thru restaurant chain Check- and products that are resonating with n LiiV, a research company based in ers & Rally’s has selected Mobivity to consumers in the CBD market. This New York, has acquired media insights power its mobile customer engagement alliance will also explore consumer company Telmar. programs at its U.S. locations. The attitudes, product preferences, use programs will utilize Mobivity’s Reach occasions and future intent tied to n Information technology company to send mobile off ers to Checkers & consumer interaction points within Accenture has agreed to acquire French Rally’s customers via text messaging. CPG categories. digital consulting fi rm Sutter Mills. n Nielsen and the University of Ox- n Location marketing company Gim- n SurveyHealthcare has acquired ford are collaborating to use artifi cial bal and TapClicks, a San Jose, Calif.- OMR Globus, an independent panel intelligence to identify and classify based marketing tech company, an- of health care professionals. Survey- consumer packaged goods products on nounced a partnership that introduces Healthcare will integrate OMR Globus’ shelves in retail stores. metrics such as impressions, clicks team of 15 project managers into its and campaign fl ight overviews. existing operations. OMR Globus’ n GfK and insight fi rm BrandTotal founding partner, Damir Fazlic, will have partnered to track “dark” market- n CCam focus, a unit of Civicom Mar- remain with the fi rm. ing, targeted campaigns not visible to keting Research Services, has entered the general public. The partnership is into a partnership with Raleigh, N.C.- n Research fi rm Populus has acquired intended to allow marketers to track based L&E Research to enable users of social campaigns like dark marketing, L&E Research facilities to use CCam benchmark target activities, compare technology. interactions and eff ectiveness and address sentiment changes to campaigns. n Service Management Group, a www.quirks.com/articles/2019/20191215.aspx patient and employee experience man- n Location data and insights com- agement company, has announced a

72 Quirk’s Marketing Research Review //December 2019 www.quirks.com new customer experience management that have made a diff erence in the big Tower, a downtown Seattle offi ce tower program with the Fresh Market. data community this year. that will house the new Qualtrics co- headquarters beginning summer 2020. n Market intelligence company Public New accounts/projects Democracy and San Francisco-based n David Butler, former Service Man- LiveRamp have announced a partner- n SproutLoud, a company in the agement Group VP of health care, has ship that brings Public Democracy’s through-channel marketing automation launched Birch Healthcare Insights, a Values Data to market via the LiveR- industry, was awarded a patent from health care research consultancy based amp Data Store. The partnership un- the U.S. Patent and Trademark Offi ce out of Brentwood, Tenn. derscores LiveRamp’s “Data for Good” for its distributed marketing platform, initiative, which helps to address hu- which enables local marketers to use n Market researcher Adept Field manitarian issues like poverty, health, an online portal to access marketing Solutions has established its new education and the environment. resources of one or more major brands. translation agency, Language Phar- macy, which specializes in health n Data-driven marketing platform n Sydney-based Conjoint.ly has care marketing research translations, LAVA has launched, announcing its launched an ecological initiative to transcriptions and interpreting. partnership with STAPLES Center, off set carbon emissions with every Microsoft Theater and L.A. LIVE to use automated service provided to its n MetrixLab, a market researcher real-time fan experience and analytics clients. Clients receive a carbon off set- headquartered in the Netherlands, has in order to improve guest experience. ting confi rmation on the Conjoint.ly opened an offi ce in Sydney, Australia. platform. Carbon off setting is actioned Association/organization news through the purchase of renewable n Market research fi rm B2B Inter- energy certifi cates (RECs) issued by national has opened its new offi ce in n The QRCA has chosen three fi nal- wind farms and other off set producers. downtown Boston. ists for its QRCA Award for Excellence The details of RECs will be available to in Qualitative Research – the Qually clients through a confi rmation e-mail. Research company earnings/ Award. These fi nalists will face off with fi nancial news live 15-minute presentations on Jan. 30 n Behavioral research fi rm Insights- at the QRCA 2020 annual conference. Now released its report on the clean- n Comscore Inc. has fi nalized a settle- The Qually Award honors qualitative label movement exploring perceptions ment with the Securities and Exchange research consultants who best demon- of ingredients, claims and brands in Commission, resolving an investigation strate creative problem-solving. the plant-based meat patty category. into fi nancial accounting and disclosure The Clean Label Research Community practices between February 2014 and n The ESOMAR Foundation, in coop- Behavior Report covers ingredients to February 2016. The terms of the settle- eration with non-profi t Women in Re- include and avoid in formulations for ment include paying a civil monetary search and Unilever, funded a scholar- plant-based burgers. penalty of $5 million. As a result of the ship benefi ting a student entering investigation, Serge Matta, the com- into a market research-related fi eld n Claritas, PRX and Market Engi- pany’s former CEO, has agreed to pay a of study in Sri Lanka. The scholarship nuity have released a whitepaper clawback to Comscore of $2.1 million. has been awarded to recipient Chamari titled The Podcast Listener, which is Jeewanthi, a third-year student of the centered around understanding the n Language understanding platform B.Sc. Marketing Management degree podcasting audience. Relative Insight has completed its off ered by the Department of Market- Series A, securing a $5 million investing Management Faculty of Manage- n Following the acquisition of ment from Maven Capital Partners, a ment Studies and Commerce, Univer- Direction First by InSites Consult- private equity and alternative asset sity of Sri Jayewardenepura. ing in November 2017, the Australian manager in the U.K. With the funding, research alliance has rebranded to Relative Insight will open its fi rst U.S. n The Canadian Research Insights InSites Consulting Australia. offi ce in New York. Council has partnered with PROLINK to off er insurance solutions to its New companies/new division/ Note to readers members. relocations/expansions Moving forward, Research Indus- try News will no longer appear in Awards/rankings n Marketing software and services the magazine and will instead be company UE.co has moved to a new compiled and posted monthly in an n Data fi rm Dremio has been recog- San Diego headquarters location. online-only digest at www.quirks. nized in the fourth annual Datanami com. To keep up with the latest com- Readers’ and Editors’ Choice Awards n Information technology company Ac- pany news, subscribe to the Daily with the honor of Editors’ Choice: Best centure has opened an offi ce in Mumbai. News Queue e-mail blast at https:// Big Data Startup. The awards recognize bit.ly/2qWeXKB. the companies, products and projects n Qualtrics has announced Qualtrics www.quirks.com December 2019 // Quirk’s Marketing Research Review 73 CALENDAR OF EVENTS ••• can’t-miss activities

IQPC will hold its Chief hosting the London Quirk’s its Qual360 NA event on March Boston. Visit bit.ly/2vpiqRB. Data and Analytics Officer Networking Party on February 24-25 in Washington, D.C. Exchange on January 26-28 11 at the All Bar One O2 in Visit na.qual360.com. AAPOR will hold its 2020 at the Hyatt Regency in London. Visit bit.ly/2mzJNXb. Annual Conference on May Phoenix. Visit bit.ly/2kGrfEg. KNect365 will hold its 14-17 at the Hilton in Atlanta. The American Marketing Marketing Analytics and Visit bit.ly/2ouuwVL. KNect365 (IIR) will hold its Association will hold its 2020 Data Science – West event on Media Insights and Engagement Winter Academic Conference March 31 - April 2 at Hotel LIMRA will hold its 2020 Conference on January 27-29 on February 14-16 at the Kabuki in San Francisco. Visit Marketing Conference on at the Royal Sonesta in New Hilton Austin in San Diego. bit.ly/2hpc3E6. May 27-29 at Caesars Palace Orleans. Visit bit.ly/2eyPzmx. Visit bit.ly/2mFj9wg. in Las Vegas, Nev. Visit bit. NMSBA will hold the 2020 ly/2quzGSv. IQPC will hold its Customer The Merlien Institute will Neuromarketing World Forum Contact Week event on hold its Qual360 EU event on on April 1-3 in Los Angeles. The American Statistical January 28-31 at the JW February 18-19 in Berlin. Visit Visit bit.ly/2HnGcm3. Association will hold its Marriott in Nashville, Tenn. eu.qual360.com. Symposium on Data Science Visit https://bit.ly/2orjPq3. Quirk’s will hold its 2020 and Statistics on June 3-6 Worldwide Business Research Quirk’s Event – Chicago at the Westin Pittsburgh in QRCA will hold its 2020 will hold its eTail West 2020 on April 6-7 at Sheraton Pittsburgh, Pa. Visit bit. Annual Conference on January event on February 24-27 at the Grand in Chicago. Visit ly/2HutJN2. 29-31 in Austin, Texas. Visit JW Marriott in Palm Springs, thequirksevent.com. bit.ly/2vKUrfc. Calif. Visit bit.ly/2h7gbOR. we.CONECT Global Leaders The Advertising Research GmbH will hold its CiMi.CON Corinium Global Intelligence IQPC will hold its Customer Foundation will hold its Evolution EU event on June 15- will hold its Chief Customer Contact Week Australia event on AUDIENCExSCIENCE 2020 16 at the Maritim proArte Hotel Offi cers and Infl uencers, USA February 25-28 in Queensland, conference on April 19-22 at in Berlin. Visit competitive- event on February 3-4 in Australia. Visit bit.ly/2m9NbrR. the Hyatt Regency in Jersey market-intelligence.com. Atlanta. Visit bit.ly/2Q5KKAE. City, N.J. Visit bit.ly/2kY3EiE. IQPC will hold its Customer SampleCon 2020 will be Contact Week Asia event on IQPC will hold its CX Exchange To submit informa- held on February 3-5 at the March 3-4 in Singapore. Visit for Retail event on April 21-22 Ritz-Carlton in Atlanta. Visit bit.ly/2l7wRrj. in London. Visit bit.ly/2l7EE8o. tion on your upcoming samplecon.com. Quirk’s will hold the 2020 The Population Association conference or event for 2020 Pharma Market Research Quirk’s Event – New York on of America will hold its 2020 possible inclusion in our Conference USA will be held on March 3-4 at the Marriott Annual Meeting on April February 5-6 in Newark, N.J. Brooklyn Bridge in Brooklyn, 22-25 in Austin, Texas. Visit print and online calendar, Visit bit.ly/1Sh6Yhi. N.Y. Visit thequirksevent.com. bit.ly/25wns9T. e-mail [email protected]. Quirk’s will hold the 2020 IQPC will hold its Customer Intellus Worldwide will hold Quirk’s Event – London Contact Week Executive its 2020 summit on April 29 - For a more complete list on February 11-12 at the Exchange event on March 22- May 1. Visit bit.ly/2RDXQov. Intercontinental O2 in London. 24 in Miami Beach, Fla. Visit of upcoming events visit Visit thequirksevent.com. bit.ly/2kyNbku. KNect365 will hold its FUSE 2020 event on May 4-6 at www.quirks.com/events. The Research Club will be The Merlien Institute will hold the Encore Boston Harbor in

74 Quirk’s Marketing Research Review //December 2019 www.quirks.com 2020 Focus Group Facility Directory

Welcome to our annual directory of focus group facilities. Conducting focus groups at a quality research facility gives you the convenience of having a designated location, trained and professional researchers and the latest research technology all in one place. Here is a list of nearly 300 facilities worldwide.

In our online version (available at www.quirks.com), you can search multiple metropolitan areas, as well as map a single location or all locations.

A searchable version of this directory is available on our Web site at www.quirks.com www.quirks.com DecemberDecember 20192019 //// Quirk’sQuirk’s MarketingMarketing ResearchResearch ReviewReview 7575 2020 Focus Group Facility Directory

Codes ensure your next project is a success. With data collection locations nationwide, we are the largest Location: Office bldg., Freestanding bldg., Shopping mall privately owned and operated market research company in the U.S. C&C has remained a leader in CL - Client Lounge CUL-Computer Usability Lab today’s marketplace through hard work, ingenuity 1/1 - One-on-One Room PUL-Product Usability Lab Plaza Research-Phoenix and a dedication to quality that is second to none. 1/1OR - One-on-One Obs. VC - Video Conferencing 2575 E.Camelback Road, Suite 800 (See advertisement on inside back cover) TK - Test Kitchen WC - Web Conferencing Phoenix, AZ 85016 TKO - Test Kitchen Obs. AU - Auditorium Ph. 602-381-6900 [email protected] Conference - Conference-Style Room www.plazaresearch.com Living - Living Room-Style Room Krista McTernan, Director Multiple - Various Setups Location: Office building Room dimensions, when stated, are shown in feet. Fieldwork Phoenix Distance from airport: 10 minutes 2394 E. Camelback Road, Suite 325 CL, CUL, 1/1, 1/1O, TK, TKO, WC Phoenix, AZ 85016 15x20 15 Conference Arizona Ph. 602-438-2800 14x19 10 Conference [email protected] 16x23 15 Multiple Phoenix www.fieldwork.com/us-research-venues/phoenix Clay Turner, President The nation’s premier network of focus group Location: Office building facilities! Plaza Research offers multi-city project Distance from airport: 5 miles, 10 minutes coordination in 14 locations with an extensive CL, CUL, 1/1, 1/1O, WC nationwide database. One experienced project 27x19 20 Conference manager will be your sole contact for the duration 27x16 15 Conference of your project at any of our markets. Our focus C&C Market Research - Phoenix Metro/ 24x20 24 Conference group suites are designed with tiered seating, Desert Sky 24x24 11 Conference volume controls, private phone booths, simultane- Desert Sky Mall 27x35 25 Conference ous in-depth interview rooms and client-viewable 7611 W. Thomas Road, Suite 118 test kitchens. Free high-speed Internet access in Phoenix, AZ 85033 Brand new facility! Be the first to experience all client suites, conference rooms and lounges. Ph. 479-785-5637 or 877-530-9688 Fieldwork Phoenix’s premier space. Four focus Streamline and Viewpoint are our in-house video- [email protected] suites plus a large Un-Focus Room and a large streaming options. www.ccmarketresearch.com patio. Ultra-flexible rooms vary in size to accom- Location: Shopping mall modate everything from one-on-ones to theater Distance from airport: 15 miles, 20 minutes seating for up to 50. All rooms equipped with HD CL, 1/1, 1/1O, PTL, TK, VC, WC recording and streaming options. Same experi- 5x7 2 Conference enced local staff and extensive database covering the entire region means you will get the Fieldwork- Schlesinger Group Phoenix C&C Market Research, an industry leader for over quality service you expect. With a convenient 2355 E. Camelback Road, Suite 800 25 years, is the complete answer to all of your location to downtown, airport and world-class Phoenix, AZ 85016 market research needs. Our highly trained data resorts, you will want to extend your stay. See Ph. 602-366-1100 collection specialists and beautifully designed field www.fieldwork.com for photos. [email protected] locations, combined with our state-of-the-art pro- (See advertisement on pp. 19, 31 and back cover) gramming and data transmission capabilities, will www.schlesingergroup.com/en ensure your next project is a success. With data Tim Sauer, SVP, Client Solutions collection locations nationwide, we are the largest Location: Office building privately owned and operated market research Distance from airport: 6 miles, 15 minutes company in the U.S. C&C has remained a leader in CL, 1/1, 1/1O, PTL, VC, WC today’s marketplace through hard work, ingenuity 20x15 12 Multiple and a dedication to quality that is second to none. Focus Pointe Global - Phoenix 24x17 10 Multiple (See advertisement on inside back cover) 1225 W. Washington, Suite 113 Tempe, AZ 85281 A leading data collection and research services Ph. 602-914-1950 or 888-873-6287 company with 24 high-specification focus group [email protected] facilities across the U.S. and Europe and a global www.focuspointeglobal.com solutions team providing a worldwide reach. We Shiela Mezulis, Facility Director deliver high-quality, intelligent recruitment for Location: Office building consumer, heath care and B2B markets for any C&C Market Research- Tempe Distance from airport: 7 miles, 5 minutes methodology: qual; focus groups; IDIs; online focus Arizona Mills Mall CL, CUL, TK, VC, WC groups; telephone interviews; online communities; 5000 Arizona Mills Circle, Suite T-546 21x20 14 Multiple ethnographic research; usability labs; neurosci- Tempe, AZ 85282 18x21 12 Multiple ence labs. HYBRID: We seamlessly combine online Ph. 479-785-5637 or 877-530-9688 21x17 18 Multiple surveys or online qual with traditional methods. [email protected] Technology: The Wall by Schlesinger, HD recording www.ccmarketresearch.com Focus Pointe Global is proud to now be a part of and FV360 LIVE. Location: Shopping mall Schlesinger Group. FPG is an industry leader for (See advertisement on inside front cover) Distance from airport: 8 miles, 15 minutes qualitative and quantitative marketing research CL, 1/1, 1/1O, PTL, TK, VC, WC data collection services, including focus groups, 15x15 6 Conference taste tests, jury studies, product placements, 15x15 6 Conference webcam interviews, online communities, video capture and mobile and app-based research. FPG C&C Market Research, an industry leader for over has locations nationwide including Atlanta, Boston; 25 years, is the complete answer to all of your Chicago; Chicago-Oakbrook; Columbus; Dallas; market research needs. Our highly trained data Kansas City; Los Angeles; Minneapolis; New York; collection specialists and beautifully designed field Philadelphia; Phoenix; St. Louis; San Francisco; and locations, combined with our state-of-the-art pro- Teaneck, N.J. gramming and data transmission capabilities, will (See advertisement on p. 3)

76 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

Little Rock

WestGroup Research C&C Market Research - Fort Smith 3033 N. 44th St., Suite 150 Essex Mall Phoenix, AZ 85018 1115 S. Waldron Road, Suite 207 ShareView Research Ph. 602-707-0050 or 800-999-1200 Fort Smith, AR 72903 301 N. Shackleford Road, Suite E2 [email protected] Ph. 479-785-5637 or 877-530-9688 Little Rock, AR 72211 www.westgroupresearch.com [email protected] Ph. 501-225-9959 or 501-666-2281 Carol Watson www.ccmarketresearch.com [email protected] Location: Free standing facility Location: Shopping mall www.shareviewresearch.com Distance from airport: 5 miles, 10 minutes Distance from airport: 3 miles, 10 minutes Anne Smith AU, CL, 1/1, 1/1O, WC CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC Location: Office building 20x17 12 Conference 4 Conference Distance from airport: 15 miles, 20 minutes 20x17 15 Multiple 16x20 10 Conference 1/1, VC 24x44 20 Multiple 17x17 12 Multiple C&C Market Research, an industry leader for over We offer exceptional focus suites with one mega- 25 years, is the complete answer to all of your ShareView Research is Little Rock’s largest full- group room (24x45), convenient to Sky Harbor market research needs. Our highly trained data service focus group facility. We are affiliated Airport, Scottsdale, AZ and surrounding cities. Our collection specialists and beautifully designed field with Field Management Specialists, Inc., a market facility offers dedicated lounges with closed-circuit locations, combined with our state-of-the-art pro- research company equipped with a veteran team TV for viewing, client restrooms and wireless gramming and data transmission capabilities, will skilled in recruiting, interviewing and research Internet access. Stationary recordings are com- ensure your next project is a success. With data methodologies that has been operating for more plimentary. Spanish language is a specialty and collection locations nationwide, we are the largest than 20 years. Our respondent database is the includes recruiting, on-site translator and host- privately owned and operated market research largest in the Little Rock area. Field Management esses. Our interviewing center has 50 stations, company in the U.S. C&C has remained a leader in Specialists, Inc. can help you meet your market remote monitoring and bilingual interviewers. today’s marketplace through hard work, ingenuity research needs by providing off-site focus groups Benefit from our expertise in executing web-based and a dedication to quality that is second to none. anywhere in the state, multi-city facility coordina- and multi-method studies. We are full-service with (See advertisement on inside back cover) tion, facility services, field management and more. staff moderators.

California Arkansas C&C Market Research - Northwest Los Angeles Arkansas Fort Smith (See also Orange County) Northwest Arkansas Mall 4201 N. Shiloh Drive, Suite 1820 Fayetteville, AR 72703 Ph. 479-785-5637 or 877-530-9688 [email protected] www.ccmarketresearch.com C&C Market Research - Fort Smith Location: Shopping mall Adler Weiner Research Los Angeles, Inc. Central Mall Distance from airport: 25 miles, 30 minutes 10960 Wilshire Blvd., Suite 1250 5111 Rogers Ave., Suite 40C CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC Los Angeles, CA 90024 Fort Smith, AR 72903 20x15 6 Conference Ph. 310-440-2330 Ph. 479-785-5637 or 877-530-9688 [email protected] [email protected] C&C Market Research, an industry leader for over www.adlerweiner.com www.ccmarketresearch.com 25 years, is the complete answer to all of your Michael Willens, Managing Director Location: Shopping mall market research needs. Our highly trained data Location: Office building Distance from airport: 3 miles, 10 minutes collection specialists and beautifully designed field Distance from airport: 11 miles, 20 minutes CL, CUL, 1/1, PTL, TK, VC, WC locations, combined with our state-of-the-art pro- CL, CUL, VC 4 Conference gramming and data transmission capabilities, will 14x15 10 Conference ensure your next project is a success. With data 18x18 15 Conference C&C Market Research, an industry leader for over collection locations nationwide, we are the largest 18x18 15 Conference 25 years, is the complete answer to all of your privately owned and operated market research 16x20 15 Conference market research needs. Our highly trained data company in the U.S. C&C has remained a leader in collection specialists and beautifully designed field today’s marketplace through hard work, ingenuity Adler Weiner Research Los Angeles is located locations, combined with our state-of-the-art pro- and a dedication to quality that is second to none. in the heart of Westwood near UCLA. A beauti- gramming and data transmission capabilities, will (See advertisement on inside back cover) ful new facility built in 2011, it has four stunning ensure your next project is a success. With data conference rooms with mirrored viewing, lounges, collection locations nationwide, we are the largest a fully equipped kitchen and state-of-the-art AV privately owned and operated market research components. There is also a non-viewed IDI space company in the U.S. C&C has remained a leader in available and two of the rooms open into a double- today’s marketplace through hard work, ingenuity viewed focus room perfect for larger studies. and a dedication to quality that is second to none. Executive, professional, medical, hi-tech and all (See advertisement on inside back cover) phases of consumer recruiting are performed by a fully trained staff of in-house recruiters. Also available: in-house videostreaming, customized usability lab and foreign language translation system.

www.quirks.com December 2019 // Quirk’s Marketing Research Review 77 2020 Focus Group Facility Directory

Codes privately owned and operated market research company in the U.S. C&C has remained a leader in Location: Office bldg., Freestanding bldg., Shopping mall today’s marketplace through hard work, ingenuity and a dedication to quality that is second to none. CL - Client Lounge CUL-Computer Usability Lab (See advertisement on inside back cover) 1/1 - One-on-One Room PUL-Product Usability Lab Focus & Testing, An Insights Center Facility 1/1OR - One-on-One Obs. VC - Video Conferencing 5016 Parkway Calabasas, Suite 101 TK - Test Kitchen WC - Web Conferencing Calabasas, CA 91302 TKO - Test Kitchen Obs. AU - Auditorium Ph. 818-577-4022 [email protected] Conference - Conference-Style Room www.focusandtesting.com Living - Living Room-Style Room C&C Market Research -LA Palmdale Spence Bilkiss, President Multiple - Various Setups Antelope Valley Mall Location: Office building Room dimensions, when stated, are shown in feet. 1233 Rancho Vista Boulevard, Suite 505 Distance from airport: 15 miles, 20 minutes Palmdale, CA 93551 CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC Ph. 479-785-5637 or 877-530-9688 35x24 15 Multiple [email protected] 22x20 15 Conference www.ccmarketresearch.com 22x20 15 Conference Location: Shopping mall 20x18 12 Conference Atkins Research Global, Inc. Distance from airport: 10 miles, 20 minutes 4929 Wilshire Boulevard, Suite 102 CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC Built in 2010, this 12,500-sq.-ft. premier taste test Los Angeles, CA 90010 12x14 4 Conference and focus group facility is designed with your com- Ph. 323-933-3816 fort and research needs in mind. With three large [email protected] C&C Market Research, an industry leader for over focus suites, a 1,250-sq.-ft. commercial test kitchen, www.atkinsresearch.com 25 years, is the complete answer to all of your residential kitchen, CLT room that seats up to 50 Kim Atkins, President market research needs. Our highly trained data with dividers and three separate waiting areas to Location: Office building collection specialists and beautifully designed field prohibit respondent mingling, this facility is plush, Distance from airport: 11 miles, 45 minutes locations, combined with our state-of-the-art pro- accommodating, contemporary and affordable. An AU, CL, CUL, 1/1, 1/1O, PTL, VC, WC gramming and data transmission capabilities, will extensive database representative of LA County 20x32 15 Multiple ensure your next project is a success. With data allows for bilingual, B2B and medical and thorough 15x21 15 Multiple collection locations nationwide, we are the largest follow-up reduces the risk of no-shows and helps 18x17 18 Multiple privately owned and operated market research deliver qualified respondents. company in the U.S. C&C has remained a leader in Modern, independent, owner-operated facility in today’s marketplace through hard work, ingenuity central Los Angeles with new, state-of-the-art and a dedication to quality that is second to none. digital AV. Top-rated qualitative research firm with (See advertisement on inside back cover) excellent full-service partners for moderation, production of research instruments and report Focus Pointe Global - Los Angeles writing. Ground-floor facility with expansive multi- 400 Corporate Pointe, Suite 855 purpose room is ideal for mock trials and CLTs, Culver City, CA 90230 with street-level loading ramp for oversized display Ph. 310-260-8889 or 888-873-6287 items. Newly remodeled facility has boutique vibe Facts ‘n Figures [email protected] and service and a traditional floor plan: three suites 15301 Ventura Boulevard, Building B, Suite 500 www.focuspointeglobal.com with spacious viewing and luxurious private client Sherman Oaks, CA 91403 Donna Flynn, Executive Director lounges. An expansive database and meticulous Ph. 818-986-6600 Location: Office building recruiting ensures qualified participants across [email protected] Distance from airport: 8 miles, 25 minutes all demographics. Fiber-optic high-speed Wi-Fi www.factsnfiguresinc.com CL, CUL, 1/1, 1/1O, TK, VC, WC throughout, 60”+ HDTVs, living room setup, web- Steve Escoe, CEO 22x24 20 Multiple casting. Woman-owned, WBE and SBE certified. Steve Escoe, Vice President 20x22 20 Multiple Location: Office building 20x22 20 Multiple Distance from airport: 17 miles, 35 minutes CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC Focus Pointe Global is proud to now be a part of 27x24 15 Multiple Schlesinger Group. FPG is an industry leader for 18x24 15 Multiple qualitative and quantitative marketing research C&C Market Research - Los Angeles - 15x17 15 Multiple data collection services, including focus groups, Northridge taste tests, jury studies, product placements, Northridge Fashion Center Celebrating 50 years of market research excellence webcam interviews, online communities, video 9301 Tampa Ave., Suite 69A in Los Angeles. We are your data collection part- capture and mobile and app-based research. FPG Northridge, CA 91324 ners, supporting your market research needs fully has locations nationwide including Atlanta, Boston; Ph. 479-785-5637 or 877-530-9688 in-house. Our facility has three fully equipped focus Chicago; Chicago-Oakbrook; Columbus; Dallas; [email protected] groups suites, including a central location testing Kansas City; Los Angeles; Minneapolis; New York; www.ccmarketresearch.com eoom with an adjoining commercial test kitchen Philadelphia; Phoenix; St. Louis; San Francisco; and Location: Shopping mall and the latest AV technologies to ensure success- Teaneck, N.J. Distance from airport: 28 miles, 60 minutes ful qualitative and quantitative projects. Focus (See advertisement on p. 3) CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC groups, food and beverage, medical, Hispanic 6 Conference (English and Spanish) and entertainment. We also coordinate and manage projects in multiple cities. C&C Market Research, an industry leader for over 25 years, is the complete answer to all of your market research needs. Our highly trained data collection specialists and beautifully designed field locations, combined with our state-of-the-art programming and data transmission capabilities, will ensure your next project is a success. With data collection locations nationwide, we are the largest

78 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

House of Marketing Research Jackson Adept Research Encino/Los Plaza Research-Los Angeles 2555 E. Colorado Blvd., Suite 205 Angeles 6053 W. Century Blvd., Suite 100 Pasadena, CA 91107 16130 Ventura Blvd., Suite 200 Los Angeles, CA 90045 Ph. 626-486-1400 Encino, CA 91436 Ph. 310-645-1700 [email protected] Ph. 310-279-4600 or 818-325-3200 [email protected] www.hmr-research.com [email protected] www.plazaresearch.com Amy Siadak, President www.jacksonadept.com Amy Haley, Director Location: Office building Angela Lorinchak, President Location: Office building Distance from airport: 20 miles, 30 minutes Location: Office building Distance from airport: 1 minutes CL, CUL, 1/1, VC, WC Distance from airport: 11 miles, 20 minutes CL, CUL, 1/1, 1/1O, TK, TKO, VC, WC 20x20 30 Multiple CL, 1/1, 1/1O, TK, VC, WC 16x22 20 Conference 12.5x11.5 7 Conference 34x32 25 Conference 16x18 20 Conference 21x20 20 Conference 16x19 12 Conference Where do you go when you’re looking for a lead- 20x16 18 Conference ing focus group facility in Los Angeles? House of 20x16 12 Conference The nation’s premier network of focus group Marketing Research is LA’s premier focus group facilities! Plaza Research offers multi-city project facility. Our multifarious database, recruiting Jackson Adept’s Encino facility, in the heart of coordination in 14 locations with an extensive staff and expert moderators bridge a wide range the Valley, offers clients the same luxury and nationwide database. One experienced project of “languages” to effectively communicate with flexibility as our Beverly Hills facility with a more manager will be your sole contact for the dura- your target market. From Cantonese to consumer traditional feel. Four rooms, each with spacious tion of your project at any of our markets. Our products ... Hispanic to high-tech ... Mandarin viewing rooms capable of seating up to 20 clients, focus group suites are designed with tiered to medical ... we talk your customer’s language. are equipped with Instant Update technology, high seating, volume controls, private phone booths, HMR’s superlative facility combines modern with speed internet access, heavy electrical outlets simultaneous in-depth interview rooms and client- comfort. We are your research partner not just and rooms that can accommodate up to 50 people viewable test kitchens. We provide complimentary a supplier. Begin your research at www.hmr- at once. Private hostess stations allow clients high-speed Internet access in all client suites, research.com. the access to their Assistant, while the central conference rooms and lounges. Streamline and check-in area offers tight security and control over Viewpoint are our in-house videostreaming options. participants. Plaza Research Los Angeles is the premier office for all of your english and spanish recruiting and focus group needs plus just one minute from LAX!

Jackson Adept Research - Beverly Hills 345 N. Maple Drive, Suite 325 Beverly Hills, CA 90210 Open House Lofts Los Angeles Ph. 310-279-4600 546 Rose Ave., Unit 3 [email protected] Venice, CA 90291 Schlesinger Group Los Angeles www.adeptresearch.com Ph. 310-396-2111 10880 Wilshire Blvd. Angela Lorinchak, President [email protected] Los Angeles, CA 90024 Location: Office building www.openhouselofts.com Ph. 310-295-3040 Distance from airport: 13 miles, 25 minutes Teddy Liouliakis, Partner [email protected] CL, 1/1, 1/1O, TK, VC, WC Location: Free standing facility www.schlesingergroup.com/en/locations/united- 18x17 12 Conference Distance from airport: 6 miles, 15 minutes states/los-angeles 18x17 12 Living CL, 1/1, 1/1O, TK, WC Tim Sauer, SVP, Client Solutions 19x16 10 Conference Location: Office building 19x16 12 Living Founded in 1999, Open House Lofts are creative Distance from airport: 12 miles, 20 minutes 42x22 72 Multiple spaces customized to host focus groups, one- CL, 1/1, 1/1O, PTL, VC, WC 14x22 12 Conference on-one interviews and ideation sessions. They 21x18 14 Multiple 28x22 50 Conference are the brainchild of a researcher and modera- 20x19 14 Multiple 28x22 16 Conference tor who had become disillusioned with lab-like 20x19 14 Multiple focus group facilities and traditional recruiting. As 24x18 16 Multiple Our four spacious suites (available in eight con- researchers first, Open House was born out of a 18x18 Conference figurations) a few blocks from Rodeo Drive with need to facilitate research in a better way and in 10x18 Conference tiered seating ( for up to 25 clients) sets Jackson an environment more conducive to inspiring real Adept apart in the Los Angeles market. Our Beverly consumer insights. Clients and respondents enjoy A leading data collection and research services Hills facility is a “star” and has been meticulously a uniquely refined boutique experience but with all company with 24 high-specification focus group designed with comfort and flexibility in mind, the standard services of a traditional focus group facilities across the U.S. and Europe and a global accommodating every type of research project. facility. High-quality recruiting is also a key part of solutions team providing a worldwide reach. We With rooms able to seat up to 75, this facility the full-service offering. Open House has spaces in deliver high-quality, intelligent recruitment for has high speed internet, private parking, Instant New York, Los Angeles and Chicago. consumer, heath care and B2B markets for any Update™ and Instant Access™ technology and inter- methodology: qual; focus groups; IDIs; online focus nal/external streaming. Our database of 200,000+ groups; telephone interviews; online communities; “Angelenos” reflects the city’s unqiueness and ethnographic research; usability labs; neurosci- diversity offering clients local, regional and national ence labs. HYBRID: We seamlessly combine online reach. surveys or online qual with traditional methods. Technology: The Wall by Schlesinger, HD recording and FV360 LIVE. (See advertisement on inside front cover)

www.quirks.com December 2019 // Quirk’s Marketing Research Review 79 2020 Focus Group Facility Directory

Codes open into a single double-viewed focus room perfect UX lab. Our Large multipurpose rooms are ideal for for larger studies. Executive, professional, medical, dial sessions, mock jury research, central location Location: Office bldg., Freestanding bldg., Shopping mall high-tech and all phases of consumer recruiting are tests and more. Fully equipped test kitchen for performed by a fully trained staff of in-house recruit- sensory testing. Most importantly, our recruiting CL - Client Lounge CUL-Computer Usability Lab ers in our Los Angeles location. Also available: is impeccable and our personal service is unprec- 1/1 - One-on-One Room PUL-Product Usability Lab 1/1OR - One-on-One Obs. VC - Video Conferencing in-house videostreaming, customized usability lab edented! TK - Test Kitchen WC - Web Conferencing and foreign language translation system. TKO - Test Kitchen Obs. AU - Auditorium

Conference - Conference-Style Room Living - Living Room-Style Room Multiple - Various Setups Research America Inc. Room dimensions, when stated, are shown in feet. Fieldwork L.A. - Orange County 1232 Q St., Suite 100 2030 Main St., Suite 300 Sacramento, CA 95811 Irvine, CA 92614 Ph. 916-443-4722 Ph. 949-252-8180 [email protected] [email protected] https://researchamericainc.com www.fieldwork.com/us-research-venues/la- Kandis Demeo, Director Location: Office building Test America, a division of CRG Global - orange-county Distance from airport: 11 miles, 20 minutes Los Angeles Kami Celano, President CL, CUL, 1/1, 1/1O, PTL, VC, WC Westfield Santa Anita Mall Location: Office building 16 Multiple 400 S. Baldwin Ave., Suite 104-L Distance from airport: 1 miles, 5 minutes Arcadia, CA 91007 CL, CUL, 1/1, 1/1O, TK, WC RAI Sacramento is a convenient focus group Ph. 800-831-1718 9x23 8 Conference and product testing facility, perfect for large [email protected] 22x32 40 Conference scale studies, as well as more intimate research www.crgtestamerica.com 24x22 20 Conference engagements. Located in the central downtown Jennifer Schwartz, Director of Field Operations 26x24 12 Conference business district of California’s capital city, this Location: Shopping mall 17x23 15 Conference location offers a unique suite of amenities: focus Distance from airport: 34 miles, 40 minutes group space with multiple configurations, CLT and CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC Fieldwork OC is located in Irvine, California, just five minutes from the Orange County Airport. taste testing space, well-appointed client viewing lounge, separate respondent lounge and prep Test America, the data collection division of CRG Commitment to quality is our number one priority. kitchen. In-house recruiting, translation, transcrip- Global, offers consumer testing facilities that are Our facility offers five spacious research suites tion and live streaming services are also available. characterized by the highest in quality standards ready for setup in any configuration. Large view- RAI Sacramento is part of the Research America and are positioned in high traffic retail locations ing rooms have comfortable tiered seating with family of 14 locations across the country, making throughout the U.S., providing virtually unlimited attached lounges. All rooms are equipped with a RAI an ideal choice for multi-market studies. From access to the consumer. Specifically designed for variety of recording and streaming options. After a consulting and analytics to field and facility, RAI conducting product level research, our sites are long day of research, you have quick access to fine truly does it all. equipped to conduct the most complex tests. We restaurants, shopping, the beach and Disneyland. specialize in CLTs, HUTs, focus groups, mobile (See advertisement on pp. 19, 31 and back cover) research and more. Select facilities include sen- San Diego sory booths, fragrance evaluation rooms, test Sacramento kitchens, laundry rooms and focus and viewing rooms.

Orange County (See also Los Angeles) Flagship Research Elliott Benson 1011 Camino Del Rio S., Suite 405 1226 H St. San Diego, CA 92108 Sacramento, CA 95814 Ph. 619-849-1111 or 619-814-0473 Ph. 916-325-1670 [email protected] [email protected] www.flagshipresearch.com www.elliottbenson.com Russell Duong Adler Weiner Research Orange County, Inc. Alexandria (Zana) Miller, Executive Coordinator Location: Office building 3121 Michelson Drive, Suite 100 Location: Free standing facility Distance from airport: 6 miles, 12 minutes Irvine, CA 92612 Distance from airport: 10 miles, 20 minutes 25x20 16 Multiple Ph. 949-870-4200 AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC 20x18 18 Conference [email protected] 25x18 14 Multiple 20x16 16 Conference www.adlerweiner.com 20x18 9 Multiple Kristen Verdoia, Facility Director 30x20 20 Multiple It’s all about quality recruiting. Flagship records Location: Office building 18x20 Multiple every recruiting call. A full-time staff member lis- Distance from airport: 2 miles, 10 minutes tens to and archives each recording as validation CL, CUL, VC Nationwide recruiting and field management of the recruit. These recordings are available to you 17x19 15 Multiple services. Exceeding industry standards for over at any time, before and after your groups and you 17x21 15 Multiple 24 years. Comprehensive nationwide recruiting are welcome to share them with your client. This 17x21 15 Multiple offers clients one source for multi-market and/or can be very helpful when clients are concerned 17x15 10 Multiple online projects. Spacious, modern facility with open about the qualifications of a respondent or when a floor plan allows for numerous room configura- respondent from a client list has complained about Adler-Weiner Research Orange County is located tions and seating – conference, living room, UX the recruiting call. In addition to our San Diego in Irvine, Calif. This tranquil and spa-like facility has lab, VR gaming, etc. Amenities include 100 Mbps area facility and recruiting, we also manage and four large conference rooms with viewing; lounges fiber speed for VR and video, new HD cameras and recruit projects nationwide, with an emphasis on with full work stations; a fully-equipped prep and Elliott Benson direct livestreaming. We also offer medical recruiting. We are between a Hilton Hotel service kitchen with a modern home design; and 360-degree panoramic livestreaming and in-house (3 doors away) and a Sheraton Hotel (6 doors the state-of-the-art AV components. Two of our rooms other side). Much bigger conference room and

80 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

double the parking. And still close to the airport. targets, we have you covered! With one of the – within an arm’s reach of world-class hotels and We’ve installed a much larger kitchen for CLT taste most professional, modern and adaptable research restaurants. Our location affords us beautiful views test projects, with four microwaves on independent facilities in the nation, we help respondents and of Mission Bay, Yerba Buena Gardens and the roll- circuits and commercial grade refrigeration, com- clients feel at ease, allowing for more free-flowing ing hills beyond the city. Inside are four beautifully mercial freezer and reverse osmosis system. Also, and productive conversations. Our research facility modern research suites with a variety of recording we have installed a UX system at our San Diego consists of four expertly designed research suites, and streaming options. Our respondent database office, since health care clients often test products each with their own discussion/interview room, reflects the rich diversity of this beautiful city by in human factors settings. We have two labs, each observation room and client lounge. In addition, our the bay. Come see why Fieldwork San Francisco equipped with five Ultra HD cameras, production CLT room consist of 33 testing stations and our test offers the best research by the Bay. (TV studio) level recording systems and superior kitchen can accommodate almost any need. Our (See advertisement on pp. 19, 31 and back cover) display and streaming capabilities. over-sized room is one of the largest in SoCal and can accommodate large scale tests, mock trials and dial test. Let us show you why the industry has counted on us for more than 60 years.

San Francisco Bay/San Jose Focus Pointe Global - San Francisco Plaza Research-San Diego 450 Sansome St., Eight Floor 9339 Genesee Ave., Suite 100 San Francisco, CA 94111 San Diego, CA 92121 Ph. 415-392-6000 or 888-873-6287 Ph. 858-200-3000 or 800-654-8002 [email protected] [email protected] www.focuspointeglobal.com www.plazaresearch.com Eurofins Sensory, Consumer and Product Reka Kunos, Area Director Sasha Kaplan, Director Research Location: Office building Location: Office building 365 N. Canyons Parkway, Suite 201 Distance from airport: 15 miles, 35 minutes Distance from airport: 11 miles, 20 minutes Livermore, CA 94551 AU, CUL, 1/1, 1/1O, TK, VC, WC CL, CUL, 1/1, 1/1O, TK, TKO, WC Ph. 763-553-7787 or 763-354-2770 18x18 12 Multiple 15x20 15 Conference [email protected] 19x20 15 Multiple 15x20 15 Conference www.covancefoodsolutions.com 17x21 6 Multiple 16x22 15 Multiple Location: Office building 17x21 6 Multiple Distance from airport: 38 miles, 60 minutes 19x20 12 Multiple The nation’s premier network of focus group AU, CL, PTL, TK, TKO, VC facilities! Plaza Research offers multi-city project 35x22 25 Multiple Focus Pointe Global is proud to now be a part of coordination in 14 locations with an extensive 16x20 12 Multiple Schlesinger Group. FPG is an industry leader for nationwide database. One experienced project 17x25 Multiple qualitative and quantitative marketing research manager will be your sole contact for the dura- 17x25 Multiple data collection services, including focus groups, tion of your project at any of our markets. Our taste tests, jury studies, product placements, newly renovated (late 2017) focus group suites are We help our clients develop products consum- webcam interviews, online communities, video designed with tiered seating, volumes controls, ers love. Our facilities in San Francisco and capture and mobile and app-based research. FPG private phone booths, simultaneous in-depth inter- Minneapolis collectively feature three commercial has locations nationwide including Atlanta, Boston; view rooms and client-viewable test kitchens. We kitchens, three focus group rooms, large flexible Chicago; Chicago-Oakbrook; Columbus; Dallas; provide complimentary high-speed Internet access CLT rooms and walk-in refrigerators and freezers. Kansas City; Los Angeles; Minneapolis; New York; in all client suites, conference rooms and lounges. We offer national mail-fulfillment IHUT and field Philadelphia; Phoenix; St. Louis; San Francisco; and Streamline and Viewpoint are our in-house video- CLTs across the U.S. and Globally. Eurofins Food Teaneck, N.J. streaming options. Integrity and Innovation is the new name for the (See advertisement on p. 3) former Covance Food Solutions, National Food Lab and Food Perspectives. Our research solutions include: idea discovery through early concept and prototype exploration; product optimization through consumer guidance and trained panel evaluation Taylor Research, Inc. and validation of launch readiness through national Intact Qualitative Research 6602 Convoy Court, Suite 210 confirmation testing. 599 Third St., Suite 104 San Diego, CA 92111 San Francisco, CA 94107 Ph. 858-810-8400 or 858-810-8420 Ph. 415-400-5945 [email protected] [email protected] www.taylorresearch.com www.iqrsf.com Kris Arcediano, Vice President of Operations Richard Ngo, Partner Location: Free standing facility Fieldwork San Francisco Location: Free standing facility Distance from airport: 12 miles, 15 minutes 201 Third St., Suite 1000 Distance from airport: 13 miles, 15 minutes CL, CUL, 1/1, 1/1O, VC San Francisco, CA 94103 CL, CUL, PTL, TK, TKO, VC, WC 20x13 8 Conference Ph. 415-268-8686 18x14 10 Conference [email protected] Intact Qualitative Research is a full-service, bou- 24x19 12 Multiple www.fieldwork.com/us-research-venues/san- tique consumer and B2B market research firm 29x23 18 Multiple francisco located in the heart of SOMA in San Francisco. In Denise Ambrose, President addition to designing a research facility with your Since 1957, Taylor Research has prided itself in Location: Office building needs in mind, we offer a full array of services in delivering a level of expertise, professionalism Distance from airport: 13 miles, 20 minutes qualitative recruitment and project management and quality that is unrivaled. We understand that CL, CUL, 1/1, 1/1O, WC for the Bay Area and all other major U.S. markets. quality respondents are essential to the success of 19x21 17 Conference We are committed to delivering the highest level of your project. That’s why, with over 60 years in the 18x21 11 Conference quality in finding the right people for every project, industry, Taylor Research has the unique exper- 20x22 18 Conference taking the conversation beyond the phone screener tise, attention to detail and holistic approach, that 21x27 9 Conference and understanding each person we place into allows us to deliver quality results that will exceed research sessions. your expectations every time. From consumer Fieldwork San Francisco is ideally located down- and medical recruiting to B2B and low-incidence town in the vibrant South of Market (SOMA) district www.quirks.com December 2019 // Quirk’s Marketing Research Review 81 2020 Focus Group Facility Directory

Codes ence labs. HYBRID: We seamlessly combine online Denver surveys or online qual with traditional methods. Location: Office bldg., Freestanding bldg., Shopping mall Technology: The Wall by Schlesinger, HD recording and FV360 LIVE. CL - Client Lounge CUL-Computer Usability Lab (See advertisement on inside front cover) 1/1 - One-on-One Room PUL-Product Usability Lab 1/1OR - One-on-One Obs. VC - Video Conferencing TK - Test Kitchen WC - Web Conferencing Fieldwork Denver TKO - Test Kitchen Obs. AU - Auditorium Wells Fargo Center 1700 Lincoln St., Suite 3050 Conference - Conference-Style Room Living - Living Room-Style Room Denver, CO 80203 VuPoint Research - San Francisco Ph. 303-825-7788 Multiple - Various Setups 395 Oyster Point Boulevard, Suite 209 Room dimensions, when stated, are shown in feet. [email protected] South San Francisco, CA 94080 www.fieldwork.com/us-research-venues/denver Ph. 650-238-3683 Nikki Darré, President [email protected] Location: Office building www.vupointresearch.com Distance from airport: 20 miles, 30 minutes Jack Dunigan, Facility Manager AU, CL, CUL, 1/1, 1/1O, TK, TKO, WC Location: Office building 16X20 10 Conference L&E Research Distance from airport: 5 miles, 10 minutes 16X20 10 Conference 925 Ygnacio Valley Road, Suite 201 AU, CL, 1/1, 1/1O, PTL, TK, WC 23x20 18 Conference Walnut Creek, CA 94596 20x38 14 Multiple 18x25 15 Conference Ph. 877-344-1574 16x25 8 Multiple 19x21 15 Conference [email protected] 11x13 12 Multiple 24X25 15 Conference www.leresearch.com Lisa McGary, Senior Strategic Accounts Manager Top Rated focus group facilities 15+ years. On the Fieldwork Denver is the ideal location for your Location: Office building bay in South San Francisco (heart of the biotech/ mile-high market research needs. Our more than Distance from airport: 25 miles, 30 minutes pharma industry), sweeping views of Oyster Point 10,000-square-foot facility is conveniently located AU, CL, CUL, 1/1, 1/1O, VC, WC Marina, only seven minutes from SF Airport— in the heart of downtown Denver. Our consistently 25x18 18 Multiple easy-in, easy-out. Largest focus group room in growing database allows access to thousands of 20x17 18 Multiple the Bay Area and only facility with free parking diverse respondents from the Denver metro area (respondents/clients). Spacious view rooms with and beyond. All six of our versatile conference L&E’s East Bay Area facility is located just a viewer-controlled audio, FocusVision, closed circuit rooms have generous, well-planned viewing rooms 45-minute drive from San Francisco International TV. We work closely with our sister companies and attached lounges. All are equipped with HD Airport (SFO) and 30 minutes from the Oakland VuPoint–Portland (focus group facility), MDC recording and streaming options. Our dedicated International Airport (OAK) in the beautiful city of Research (full-service primary market research) and experienced staff is sure to make your next Walnut Creek. This suburb offers the perfect blend and VuPoint Research in New Mexico (108-seat project in the Rockies a success. of ethnic and lifestyle diversity for which the San quantitative call center). (See advertisement on pp. 19, 31 and back cover) Francisco Bay Area is so well known. This facility has two luxury suites, which include the following amenities: A custom focus group conference table Colorado that comfortably seats 10 to 12 recruits and can breakaway for custom set up. A large viewing room with stadium seating for up to 18 clients behind a Colorado Springs L&E Research 16 x 4 two-way mirror and a private workroom. 1614 15th St., Suite 100 Denver, CO 80202 Ph. 877-344-1574 [email protected] www.leresearch.com Elevated Insights Location: Free standing facility Schlesinger Group San Francisco 525 N. Tejon St. Distance from airport: 25 miles, 40 minutes 150 California St., Suite 800 Colorado Springs, CO 80903 AU, CL, CUL, 1/1, 1/1O, TK, TKO, VC, WC San Francisco, CA 94111 Ph. 719-590-9999 63x20 15 Multiple Ph. 415-781-2600 [email protected] 30x17 15 Multiple [email protected] www.elevatedinsights.com 20x12 10 Multiple www.schlesingergroup.com/en/locations/united- Cailee Schade, Dir. of Qualitative Research & Fieldwork 20x12 10 Multiple states/san-francisco Location: Free standing facility Tim Sauer, SVP, Client Solutions Distance from airport: 13 miles, 20 minutes L&E’s Denver facility a 40-minute drive from Denver Location: Office building CL, 1/1, 1/1O, VC, WC International Airport (DIA) located in downtown Distance from airport: 15 miles, 20 minutes 21x21 30 Multiple Denver. This facility has three suites, a sensory CL, 1/1, 1/1O, PTL, VC, WC 11x21 25 Multiple room and test kitchen, which include the follow- 20x15 16 Multiple 12x8 23 Multiple ing amenities: - A sensory and testing facility for 22x17 16 Multiple traditional taste tests and CLT’s - Equipped with 20x16 10 Multiple Elevated Insights’ modern-industrial research facil- both consumer and commercial kitchens as well as 20x16 10 Multiple ity located in downtown Colorado Springs has three break-out focus group rooms, it’s the ideal space spacious research rooms that inspire creativity for testing both qual and quant. - All the leading A leading data collection and research services with a warm and rustic feel combined with high- video conferencing, web streaming and digital company with 24 high-specification focus group tech AV, a gated parking lot and an outside patio. recording technologies, including L&E HD Video facilities across the U.S. and Europe and a global This flexible space is ideal for focus groups, IDIs, Streaming and FocusVision. solutions team providing a worldwide reach. We usability testing, automotive research, co-creation, deliver high-quality, intelligent recruitment for mock juries and more. Colorado Springs is home consumer, heath care and B2B markets for any to a diverse mix of audiences including: military methodology: qual; focus groups; IDIs; online focus personnel, outdoor enthusiasts, politically minded groups; telephone interviews; online communities; movable middle individuals, cannabis consumers, ethnographic research; usability labs; neurosci- suburban families and a highly creative community.

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Danbury Stamford

Plaza Research-Denver 1200 17th St., Suite 800 Denver, CO 80202 Advanced Focus – The Facility, Danbury RazorFocus Ph. 303-572-6900 26 Mill Plain Road, Second Floor 1351 Washington Blvd., Suite 600 [email protected] Danbury, CT 06811 Stamford, CT 06902 www.plazaresearch.com Ph. 203-791-1644 or 212-217-2000 Ph. 203-504-3240 or 203-504-3241 Kris Lamb, Director [email protected] [email protected] Location: Office building www.advancedfocus.com www.RazorFocus.com Distance from airport: 45 minutes Location: Office building Leny Jacobson, Co-Owner and CFO CL, CUL, 1/1, 1/1O, TK, TKO, VC, WC Distance from airport: 8 miles, 15 minutes Location: Office building 15x20 20 Conference 17x24 15 Multiple Distance from airport: 32 miles, 40 minutes 15x20 20 Conference 19x14 12 Multiple CL, CUL, 1/1, 1/1O, TK, VC, WC 15x20 20 Multiple 18x16 10 Multiple 15x20 20 Conference Advanced Focus Danbury (formerly Marketview 18x21 12 Multiple Research) offers a microcosm of the country, 23x14 20 Multiple The nation’s premier network of focus group honest to goodness Middle America, an hour 14x10 6 Conference facilities! Plaza Research offers multi-city project outside of N.Y.C. Offering two spacious suites coordination in 14 locations with an extensive with oversized lounges (undergoing renovations RazorFocus is a boutique facility with three large nationwide database. One experienced project in 2017/2018) and easy access to major highways, FV-ready suites. Our Stamford, Conn., location, manager will be your sole contact for the duration trains and hotels this location can accommodate all an invigorating alternative to northern N.J. and of your project at any of our markets. Our focus of your research needs. Visit our other traditional Westchester County, is under an hour from area group suites are designed with tiered seating, facilities in N.Y.C and Westchester, N.Y. or our non- airports and from Manhattan, by car or train. volume controls, private phone booths, simultane- traditional Loft space also located in N.Y.C. Exceptional recruiting, via our 21,000+ B2C and ous in-depth interview rooms and client-viewable B2B database and separate medical database, is test kitchens. Free high-speed Internet access in Hartford our top priority and key POD. Our recruiting area all client suites, conference rooms and lounges. of Fairfield County, Conn. and Upper Westchester Streamline and Viewpoint are our in-house video- County, N.Y. yields diverse socioeconomic groups, streaming options. life stages, ethnicities and cultures. High impulse ratings and 90%+ repeat rate are proof!

Connecticut Connecticut Connection - Hartford Research District Of Columbia (See New York City) 17 Talcott Notch Road Farmington, CT 06032 Ph. 860-677-2877 Washington Bridgeport [email protected] www.connecticutconnection.com/services-2 Marsha Myers, Research Director Location: Office building Distance from airport: 15 miles, 25 minutes AU, CL, CUL, 1/1, 1/1O, TK, TKO, WC Area Wide Market Research, Inc. C&C Market Research - Milford, CT Metro 21x21 30 Conference 16017 Comprint Circle Connecticut Post Mall 16x19 20 Conference Gaithersburg, MD 20877 1201 Boston Post Road, Suite 2067 14x18 15 Conference Ph. 301-590-1160 Milford, CT 06460 [email protected] Ph. 479-785-5637 or 877-530-9688 Connecticut’s top rated focus facility and recruiting www.areawidemarketresearch.com [email protected] service expanded beyond Connecticut into western Ann Weinstein, President www.ccmarketresearch.com Massachusetts. Includes recruiting respondents Location: Office building Location: Shopping mall in New Haven, Waterbury and Springfield areas. Distance from airport: 20 miles, 35 minutes Distance from airport: 60 miles, 65 minutes Respondent database refined by over 35 years of AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC CL, 1/1, PTL, TK, VC, WC research. Expert in supporting high completion 14x17 10 Conference 4 Multiple rates in mobile video, online bulletin boards and 14x17 10 Conference online focus groups. Use Connecticut Connection C&C Market Research, an industry leader for over for health care, finance, insurance, mock jury Area Wide Market Research consistently delivers 25 years, is the complete answer to all of your and usability studies, shop-alongs and C-Suite even the hardest-to-find respondents. We offer market research needs. Our highly trained data interviews. Our director and staff are committed to over 30 years of marketing research experience. collection specialists and beautifully designed field recruiting precisely the right respondents for your Located in the heart of Montgomery County, we locations, combined with our state-of-the-art pro- study, people motivated to express their opinions, recruit from all over the metro D.C. area. We offer gramming and data transmission capabilities, will whether they are post-graduates, respondents two focus group rooms, test kitchen with four ensure your next project is a success. With data with less than a high school education, or respon- ovens, in-house recruiting and an experienced, collection locations nationwide, we are the largest dents with their sole language as Spanish. We professional, friendly staff. We focus on service. privately owned and operated market research welcome you to our focus group facility, a facility For fieldwork, we have the largest field staff in the company in the U.S. C&C has remained a leader in that includes a 50 seat amphitheater and mirrored Washington, D.C., area, covering D.C., Maryland today’s marketplace through hard work, ingenuity breakout rooms. and Virginia. and a dedication to quality that is second to none. (See advertisement on inside back cover)

www.quirks.com December 2019 // Quirk’s Marketing Research Review 83 2020 Focus Group Facility Directory

Codes hummus trays and our famous cookie presentations 72 respondents theater-style. Our range of loca- are just part of our commitment to make our guests tions allows you to reach everything from suburban Location: Office bldg., Freestanding bldg., Shopping mall feel welcome and comfortable. We offer a comfort- consumers to the most influential opinion leaders able atmosphere where snacks, bottled water and in the country. CL - Client Lounge CUL-Computer Usability Lab soft drinks are always available. Our wine bar is 1/1 - One-on-One Room PUL-Product Usability Lab 1/1OR - One-on-One Obs. VC - Video Conferencing also available as an added convenience and menu TK - Test Kitchen WC - Web Conferencing catering is available upon request. In addition, our Florida TKO - Test Kitchen Obs. AU - Auditorium facility has redundant broadband connections and we offer wireless access to keep our observers Conference - Conference-Style Room connected to home and office. Daytona Beach Living - Living Room-Style Room Multiple - Various Setups Room dimensions, when stated, are shown in feet.

Shugoll Research CRG Global, Inc. 1800 Diagonal Road, Suite 300 3 Signal Ave., Suite A Alexandria, VA 22314 Ormond Beach, FL 32174 EurekaFacts, LLC Ph. 301-656-0310 Ph. 800-831-1718 51 Monroe St., Suite Plaza East 10 [email protected] [email protected] Rockville, MD 20850 www.ShugollResearch.com www.crgglobalinc.com Ph. 240-403-4800 Rick Seale, Executive Vice President Jennifer Schwartz, Director of Field Operations [email protected] Location: Office building Location: Free standing facility www.eurekafacts.com Distance from airport: 3 miles, 10 minutes Distance from airport: 14 miles, 21 minutes Thomas Passarelli CL, CUL, WC CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC Location: Office building 20x46 15 Conference 30x18 12 Conference Distance from airport: 27 miles, 35 minutes 20x26 15 Conference CL, CUL, 1/1, 1/1O, VC, WC 20x20 11 Conference CRG Global is a vertically integrated company that 40x21 30 Multiple 20x20 10 Conference offers extensive capabilities, unequaled savings 21x24 20 Multiple and advanced technologies to support your busi- 21x16 20 Multiple Shugoll Research is the premier qualitative ness initiatives. We provide full service research 8x13 5 Conference research facility in the Washington, D.C. area. solutions worldwide with our 18 U.S. facilities, 8x13 5 Conference We are committed to providing our clients the online panel of 400k+ members and long-term highest-quality recruiting, a beautiful high-tech global partnerships. We offer advanced tech- EurekaFacts offers a well-appointed client lounge, facility with all-digital audio/video recording and nologies including eye-tracking, QualTopics IDI a multipurpose focus group suite and four IDI staff who are dedicated to anticipating your needs software and 300+ laptops/tablets for large ses- rooms with observation rooms. Equipped with and going beyond expectations. We have two sion and offsite testing. With experience in most the latest technology and professional hosting beautiful facilities in the D.C. area and the only research methods, CRG Global has the resources staff, our facility is conveniently connected to 920-sq.-ft. super-room in the market, seating up to necessary to execute even the most complex of Washington, D.C. via the Rockville Metro-Bus- 72 respondents theater-style. Our range of loca- testing protocols. MARC train hub. Our multilingual call center tions allows you to reach everything from suburban specializes in hard-to-reach recruitment, mul- consumers to the most influential opinion leaders tilingual moderators, interviewers, coders and in the country. note-takers. We conduct studies using single and multimode methodologies. EurekaFacts is certified to ISO 20252, the international standard for market, CSS/datatelligence, a division of CRG opinion and social research. Global 3 Signal Ave., Suite B Shugoll Research Ormond Beach, FL 32174 7475 Wisconsin Ave., Suite 200 Ph. 866-209-2553 Bethesda, MD 20814 [email protected] Ph. 301-656-0310 www.cssdatatelligence.com Mediabarn Research [email protected] Jennifer Schwartz, Director of Field Operations 2200 Clarendon Blvd., Suite 1200 www.ShugollResearch.com Location: Free standing facility Arlington, VA 22201 Rick Seale, Executive Vice President Distance from airport: 14 miles, 21 minutes Ph. 703-964-0440 Location: Office building CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC [email protected] Distance from airport: 12 miles, 35 minutes 30x18 12 Conference www.mediabarnresearch.com CL, CUL, 1/1, 1/1O, VC, WC Location: Office building 16x21 10 Conference CSS/datatelligence, a division of CRG Global, Distance from airport: 4 miles, 8 minutes 17x16 11 Conference offers capabilities across most methodologies, CUL, 1/1, 1/1O, PTL, VC, WC 16x26 20 Conference unequaled savings and the benefit of working with 16x20 15 Conference 16x21 10 Conference one supplier for your research needs. CSS offers 15x14 15 Multiple 10x13 8 Conference everything from initial test design to data collec- 22x14 8 Conference tion, processing, analysis and recommendations. Shugoll Research is the premier qualitative We specialize in CLTs, HUTs, focus groups, eye- Modern beautiful facility just minutes from down- research facility in the Washington, D.C. area. tracking and facial coding. Our U.S. capabilities town DC, directly on the metro, easy access for We are committed to providing our clients the combined with long-term international partners professional and suburban recruits. Our space highest-quality recruiting, a beautiful high-tech gives us a worldwide reach to conduct projects was designed to be modern yet comfortable, for facility with all-digital audio/video recording and across the globe in a wide range of categories both study participants and observers and house staff who are dedicated to anticipating your needs including fragrance, health and beauty, food and the latest technology and the most up-to-date and going beyond expectations. We have two beverage and more. products with today’s users. Complementary wel- beautiful facilities in the D.C. area and the only come snacks like cheese and crackers, veggie and 920-sq.-ft. super-room in the market, seating up to

84 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

Fort Lauderdale Miami (See also Miami) (See also Fort Lauderdale)

WAC of Fort Lauderdale 1475 W. Cypress Creek Road, Suite 203 Ft. Lauderdale, FL 33309 Ph. 954-772-5101 Mars Research Ask Miami [email protected] 550 W. Cypress Creek Road, Suite 310 www.wacresearch.com 2121 Ponce De Leon Blvd., Suite 230 Ft. Lauderdale, FL 33309 Gary Altschul, Partner Miami, FL 33134 Ph. 954-654-7888 or 954-771-7725 Location: Office building Ph. 305-448-7769 [email protected] Distance from airport: 8 miles, 15 minutes [email protected] www.marsresearch.com CL, CUL, TK, VC www.askmiami.com Andrew Teblum, Project Director 25x26 20 Conference Adrian Ladner, President Location: Office building 26x20 15 Conference Location: Office building Distance from airport: 12 miles, 15 minutes 19x20 12 Conference Distance from airport: 3 miles, 10 minutes AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC CL, CUL, 1/1, 1/1O, TK, VC, WC 25x20 14 Multiple WAC Research has been a leading market 22x18 12 Multiple 22.5x12 6 Multiple research firm since its inception in 1972. Our 18x15 8 Multiple 18x12 Conference research capabilities range from the more technical on-line, mobile and usability research to the Ask Miami is the premier facility and recruiting Mars Research offers a comprehensive range more traditional focus groups, legal studies , medi- service provider in Miami! A member of First of services that encompass all aspects of the cal studies, product and taste tests and in-person Choice Facilities, Ask Miami is owner-managed and research process. We offer custom solutions for or telephone interviews with all demographic consistently provides moderators with the highest- all your qualitative and quantitative research needs groups. WAC owns two of the top rated focus quality facility and recruiting services available. including custom research design, data collection, group facilities in the country and has the capabil- Ten minutes from Miami International Airport, recruitment, statistical analysis and reporting. Mars ity and experience to field manage your projects we’re centrally located and easily accessible from Research is conveniently located just off I-95 next placing them in cities all over this country as well every corner of Miami-Dade County. Whether your to the Tri-Rail Station and only 15 minutes from as South America and Europe. next study requires general consumers, physicians, Fort Lauderdale Airport. In addition to a full-service seniors, teens or tweens, we will provide you with focus group facility, we offer a full usability lab, the highest level of recruiting. For the highest-qual- product and taste testing and curate among the Jacksonville ity facility and recruiting services, Ask Miami! largest panel of South Florida residents.

Concepts In Focus (aka RDTeam-South) C&C Market Research - Miami Plaza Research-Fort Lauderdale 1329 Kingsley Ave., Suite A Broward Mall 4000 Hollywood Boulevard, Suite 200N Jacksonville, FL 32073 8000 W. Broward Boulevard, Suite 1124 Hollywood, FL 33021 Ph. 904-264-5578 Plantation, FL 33388 Ph. 954-963-7600 [email protected] Ph. 479-785-5637 or 877-530-9688 [email protected] www.conceptsinfocus.com [email protected] www.plazaresearch.com Kathy Hayman, Research Director www.ccmarketresearch.com Lindsay Price Location: Free standing facility Location: Shopping mall Location: Office building Distance from airport: 30 miles, 35 minutes Distance from airport: 11 miles, 20 minutes Distance from airport: 15 minutes CL, CUL, 1/1, 1/1O, TK, VC, WC CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC CL, CUL, 1/1, 1/1O, TK, TKO, VC, WC 22x16 6 Conference 17x15 3 Conference 15x20 20 Conference 20x20 12 Conference 15x20 20 Conference C&C Market Research, an industry leader for over 16x22 20 Multiple Jacksonville and north Florida’s “Top Rated” facil- 25 years, is the complete answer to all of your 16x21 20 Conference ity by Impulse! Two focus group suites designed market research needs. Our highly trained data with your comfort and needs in mind. Outstanding collection specialists and beautifully designed field The nation’s premier network of focus group recruiting with high show rates of qualified locations, combined with our state-of-the-art pro- facilities! Plaza Research offers multi-city project participants. Large remodeled kitchen for taste gramming and data transmission capabilities, will coordination in 14 locations with an extensive tests. Privately owned and operated. Designed by ensure your next project is a success. With data nationwide database. One experienced project moderators for moderators. Attention to detail with collection locations nationwide, we are the largest manager will be your sole contact for the duration an emphasis on quality. True Southern hospitality privately owned and operated market research of your project at any of our markets. Our focus focusing on your needs so you can focus on your company in the U.S. C&C has remained a leader in group suites are designed with tiered seating, clients’ needs. today’s marketplace through hard work, ingenuity volume controls, private phone booths, simultane- and a dedication to quality that is second to none. ous in-depth interview rooms and client-viewable (See advertisement on inside back cover) test kitchens. Free high-speed Internet access in all client suites, conference rooms and lounges. Streamline and Viewpoint are our in-house videostreaming options.

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Codes ity and experience to field manage your projects with closed-circuit viewing. We have in-house staff placing them in cities all over this country as well to recruit only qualified respondents to your speci- Location: Office bldg., Freestanding bldg., Shopping mall as South America and Europe. fications. We will complete every project on time and within budget with a management team ready CL - Client Lounge CUL-Computer Usability Lab to give 110%. Doesn’t your next project deserve 1/1 - One-on-One Room PUL-Product Usability Lab Orlando 1/1OR - One-on-One Obs. VC - Video Conferencing the best? TK - Test Kitchen WC - Web Conferencing TKO - Test Kitchen Obs. AU - Auditorium

Conference - Conference-Style Room Living - Living Room-Style Room Multiple - Various Setups C3RLabs Product Insights, Inc. Room dimensions, when stated, are shown in feet. 7560 Red Bug Lake Road 365 Wekiva Springs Road, Suite 201 Oviedo, FL 32765 Longwood, FL 32779 Ph. 407-542-7751 Ph. 407-774-6165 [email protected] [email protected] www.c3rlabs.com www.productinsights.com Location: Office building Sandra Clear, Founder Distance from airport: 20 miles, 20 minutes Location: Office building 20|20 Research - Miami CL, CUL, 1/1, 1/1O, VC, WC Distance from airport: 20 miles, 45 minutes 8350 N.W. 52nd Terrace, Suite 420 19x19 12 Conference CL, CUL, 1/1, 1/1O, PTL Doral, FL 33166 18x15 10 Multiple 18x20 14 Multiple Ph. 866-960-8269 or 786-594-3740 28x24 8 Conference 15x16 7 Multiple [email protected] 10x12 4 Multiple www.2020research.com/miami Located in sunny Orlando, FL, C3RLabs is a Natalie Ogando, Facility Director 6,000-sq.-ft. state-of-the-art focus group facility A full-service market research and consulting Location: Office building offering full service recruiting and moderation. firm that does things a little different – resulting in Distance from airport: 8 miles, 20 minutes Our location houses multiple focus group rooms of precise recruiting and spectacular show rates with CL, CUL, VC, WC varying sizes to fit your research needs. For larger personalized and unique approaches. Always utiliz- 19x20 10 Conference or specialty studies, a 24-seat group / computer ing the latest technologies for both quant and qual 22x28 12 Conference usability lab is available with setup capabilities research. Specializing in product development and 19x21 9 Conference for mock juries as well as mock retail stores. home-use testing. Not sure what to do? We know With access to our modern research suites and where to start! Multiple viewable focus group Miami is a lively, multi-cultural city and thriving spacious client lounges, it has never been easier rooms can be set up to provide a traditional or non- international business hub. Fully renovated in to get the research you need. C3RLabs provides traditional, cozier environment. Here to provide as 2016, the facility boasts three modern rooms and the most innovative yet easy to use technologies much or as little support as you need. Experienced is located in downtown Doral, 20 minutes from the in research: ranging from virtual reality devices researchers on-site. airport. Miami’s accessible by direct flight from to biometric equipment, eye-tracking software over 40 cities. Serving the industry since 1986, 20|20 and much more. For more traditional studies, our is your trusted, highly rated fieldwork partner in real time tablet communication and interactive Miami with quality metrics and top-notch amenities projectors make it easy to get the most from your to back it. From cutting edge-technology to high- sessions. With crisp audio/visual data capture and end hospitality services, bi-lingual support and one webcasting available to those off-site, C3RLabs is of the most experienced teams in the industry, we the ideal location for your next project. An experi- Research America Inc. Orlando have everything you’d want in a facility. enced member of C3RLabs will be there to guide 718 Northlake Boulevard, Suite 1000 you and client confidentiality is always maintained. Altamonte Springs, FL 32701 We make research affordable and fast for any size Ph. 407-862-1174 ext. 2221 or 407-862-6319 company, so come to C3RLabs to find your solution [email protected] today! www.researchamericainc.com Maddie Sutphin, Director of Product Testing Location: Office building WAC of Miami Distance from airport: 21 miles, 45 minutes 8300 N.W. 53rd St., Suite 403 PTL, Test Kitchen Miami, FL 33166 300 sq. ft. 12 Conference Ph. 786-364-2272 400 sq. ft. 14 Conference [email protected] ClearView Research - Orlando, Inc. 1000 sq. ft. 40 Multiple www.wacresearch.com 5450 Lake Howell Road Mayling Young, Field Director Winter Park, FL 32792 RAI Orlando is a state-of-the-art CLT and product Location: Office building Ph. 407-671-3344 test facility, perfect for large-scale studies as well Distance from airport: 10 miles, 20 minutes [email protected] as more intimate research engagements. This CL, CUL, TK, VC www.clearviewresearch.com location offers a full test kitchen with customizable 27x26 20 Conference Jeni Marsh, Managing Director setup and adjoining prep space; multiple testing 22x20 15 Conference Location: Office building rooms, each with adjoining client viewing lounges; 18x20 12 Conference Distance from airport: 14 miles, 20 minutes dedicated spaces for focus groups, IDIs and 11x15 5 Conference AU, CL, 1/1, 1/1O, TK, VC, WC product viewing. RAI Orlando also has a unique, 23x22 20 Multiple specialized laundry testing room equipped with WAC Research has been a leading market 18x26 20 Multiple 10 W/Ds. The separate respondent entrance, exit research firm since its inception in 1972. Our and waiting area ensures complete confidentiality. research capabilities range from the more techni- ClearView Research- Orlando is Central Florida’s In-house recruiting, translating and moderating cal on-line, mobile and usability research to the Top Rated qualitative facility, giving clients the services are also available. RAI Orlando is part of more traditional focus groups, legal studies , medi- highest level of service has been our goal since the Research America family of 14 locations across cal studies, product and taste tests and in-person 1996. In response our clients have consistently the country, 300 expert researchers with varying or telephone interviews with all demographic rated ClearView Research-Orlando #1 in Central disciplines and the best equipment. From consult- groups. WAC owns two of the top rated focus Florida. We are newly renovated, adding two spa- ing and analytics to field and facility, RAI truly does group facilities in the country and has the capabil- cious client lounges and test kitchen all equipped it all.

86 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

Tampa/St. Petersburg

Schlesinger Group Orlando L&E Research Maitland Green II 5110 Sunforest Drive, Suite 300 2290 Lucien Way, Suite 180 C&C Market Research - Tampa Metro Tampa, FL 33634 Maitland, FL 32751 Westfield Countryside Mall Ph. 877-344-1574 Ph. 407-660-1808 270010 US Hwy 19 N., Suite 1001 [email protected] [email protected] Clearwater, FL 33761 www.leresearch.com www.schlesingergroup.com/en/locations/united- Ph. 479-785-5637 or 877-530-9688 Lisa McGary, Client Relationship Manager states/orlando [email protected] Distance from airport: 5 miles, 10 minutes Stephenie Gordon, Vice President www.ccmarketresearch.com AU, CL, CUL, 1/1, 1/1O, VC, WC Location: Office building Location: Shopping mall 32x22 20 Multiple Distance from airport: 21 miles, 25 minutes Distance from airport: 18 miles, 30 minutes 20x17 14 Multiple CL, 1/1, 1/1O, PTL, VC, WC CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC 19x17 8 Multiple 16x20 12 Multiple 5 Conference 16x20 12 Multiple Tampa, Florida bills itself as “The Next Great C&C Market Research, an industry leader for over American City” and L&E’s Tampa facility is way A leading data collection and research services 25 years, is the complete answer to all of your ahead of it. We offer a first-class experience in company with 24 high-specification focus group market research needs. Our highly trained data the heart of a major metropolitan city and yet only facilities across the U.S. and Europe and a Global collection specialists and beautifully designed field 10 minutes away from Tampa International Airport solutions team providing a worldwide reach. We locations, combined with our state-of-the-art pro- (TPA.). From the facility space to the nearby food deliver high-quality, intelligent recruitment for gramming and data transmission capabilities, will options, you can be sure you will have a top notch consumer, heath care and B2B markets for any ensure your next project is a success. With data experience. L&E Tampa offers three spacious methodology: qual; focus groups; IDIs; online focus collection locations nationwide, we are the largest suites, large conference rooms and a staging area. groups; telephone interviews; online communities; privately owned and operated market research With our sunny Tampa hospitality, L&E will put your ethnographic research; usability labs; neurosci- company in the U.S. C&C has remained a leader in mind at ease, expertly manage your project and ence labs. HYBRID: We seamlessly combine online today’s marketplace through hard work, ingenuity help you focus on clients. surveys or online qual with traditional methods. and a dedication to quality that is second to none. Technology: The Wall by Schlesinger, HD recording (See advertisement on inside back cover) and FV360 LIVE. (See advertisement on inside front cover)

Tallahassee Plaza Research-Tampa 4301 Anchor Plaza Parkway, Suite 150 Herron Associates, Inc. Tampa, FL 33634 600 N. Westshore Blvd., Suite 702 Ph. 813-769-2900 Tampa, FL 33609 [email protected] Ph. 800-392-3828 or 813-282-0866 www.plazaresearch.com [email protected] Lindsay Price, Director C&C Market Research - Tallahassee www.herron-research.com Location: Office building Governor’s Square Mall Sue McAdams, President Distance from airport: 5 minutes 1500 Apalachee Parkway, Suite 1005 Location: Office building CL, CUL, 1/1, 1/1O, TK, TKO, VC, WC Tallahassee, FL 32301 Distance from airport: 3 miles, 5 minutes 15x20 20 Conference Ph. 479-785-5637 or 877-530-9688 15x20 12 Multiple 15x20 20 Conference [email protected] 15x20 12 Multiple 16x22 20 Multiple www.ccmarketresearch.com 24x28 14 Multiple Location: Shopping mall 18x19 12 Multiple The nation’s premier network of focus group Distance from airport: 8 miles, 20 minutes 10x13 2 Conference facilities! Plaza Research offers multi-city project CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC coordination in 14 locations with an extensive 4 Conference Experienced and reliable. Herron Associates is nationwide database. One experienced project focused on qualitative, quantitative and mixed manager will be your sole contact for the duration C&C Market Research, an industry leader for over methods research in our Indianapolis and Tampa of your project at any of our markets. Our focus 25 years, is the complete answer to all of your locations or any market your research takes you. group suites are designed with tiered seating, market research needs. Our highly trained data Trust a team with a proven record and expertise to volume controls, private phone booths, simultane- collection specialists and beautifully designed field deliver services ranging from data collection to full- ous in-depth interview rooms and client-viewable locations, combined with our state-of-the-art pro- service research and design. Best-in-class service test kitchens. Free high-speed Internet access in gramming and data transmission capabilities, will and premium amenities in Tampa with oversized all client suites, conference rooms and lounges. ensure your next project is a success. With data well-appointed suites, large viewable CLT and a Streamline and Viewpoint are our in-house video- collection locations nationwide, we are the largest test kitchen along with Hispanic/Latino capabili- streaming options. privately owned and operated market research ties. Let Herron simplify your project and become company in the U.S. C&C has remained a leader in an extension of your team. We believe that “only today’s marketplace through hard work, ingenuity the best will do” and that our clients should never and a dedication to quality that is second to none. settle for “good enough." (See advertisement on inside back cover)

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Codes gramming and data transmission capabilities, will ensure your next project is a success. With data Location: Office bldg., Freestanding bldg., Shopping mall collection locations nationwide, we are the largest privately owned and operated market research CL - Client Lounge CUL-Computer Usability Lab company in the U.S. C&C has remained a leader in 1/1 - One-on-One Room PUL-Product Usability Lab Focus Pointe Global - Atlanta (Buckhead) today’s marketplace through hard work, ingenuity 1/1OR - One-on-One Obs. VC - Video Conferencing Monarch Plaza and a dedication to quality that is second to none. TK - Test Kitchen WC - Web Conferencing 3414 Peachtree Road N.E., Suite 800 (See advertisement on inside back cover) TKO - Test Kitchen Obs. AU - Auditorium Atlanta, GA 30326 Ph. 678-298-9222 or 888-873-6287 Conference - Conference-Style Room [email protected] Living - Living Room-Style Room www.focuspointeglobal.com Multiple - Various Setups Ron Livers, Area Director Room dimensions, when stated, are shown in feet. Location: Office building Compass Marketing Research Distance from airport: 18 miles, 23 minutes 3725 DaVinci Court, Suite 100 CL, CUL, 1/1, 1/1O, TK, VC, WC Norcross, GA 30092 24x16 18 Multiple Ph. 770-448-0754 24x16 18 Multiple [email protected] 14x16 21 Multiple Test America a division of CRG Global - Tampa www.compassmarketingresearch.com 33x19 25 Multiple WestShore Plaza Steven Wyatt, Vice President 256 WestShore Plaza, Suite WW8 Location: Free standing facility Focus Pointe Global is proud to now be a part of Tampa, FL 33609 Distance from airport: 30 miles, 45 minutes Schlesinger Group. FPG is an industry leader for Ph. 800-831-1718 CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC qualitative and quantitative marketing research [email protected] 16x24 12 Conference data collection services, including focus groups, www.crgtestamerica.com 16x20 12 Conference taste tests, jury studies, product placements, Jennifer Schwartz, Director of Field Operations webcam interviews, online communities, video Location: Shopping mall Confidently place your research project with capture and mobile and app-based research. FPG Distance from airport: 14 miles, 20 minutes Compass, client-centric and flexible research facilities has locations nationwide including Atlanta, Boston; 1/1, 1/1O, TK, VC for your qualitative and quantitative studies. Best- Chicago; Chicago-Oakbrook; Columbus; Dallas; 30x18 15 Conference rated recruiting with excellent show rates. Renown Kansas City; Los Angeles; Minneapolis; New York; 24x12 12 Conference for our strong competency with food and beverage Philadelphia; Phoenix; St. Louis; San Francisco; and research, including a complete commercial test Teaneck, N.J. Test America, the data collection division of CRG kitchen. Strategically located in North Atlanta with (See advertisement on p. 3) Global, offers consumer testing facilities that are easy access and central to diverse demographics. characterized by the highest in quality standards Excellent Hispanic/Latino research services. Genuine and are positioned in high traffic retail locations hospitality and professional support services. Top- throughout the U.S., providing virtually unlimited rated value in the market place. Multimarket facility access to the consumer. Specifically designed for relationships. Reputable since 1981. conducting product level research, our sites are Focus Pointe Global - Atlanta (Clairmont) equipped to conduct the most complex tests. We 2970 Clairmont Road, Suite 500 specialize in CLTs, HUTs, focus groups, mobile Atlanta, GA 30329 research and more. Select facilities include sen- Ph. 404-321-0468 or 888-873-6287 sory booths, fragrance evaluation rooms, test [email protected] kitchens, laundry rooms and focus and viewing Fieldwork Atlanta www.focuspointeglobal.com rooms. 200 Galleria Parkway, Suite 1600 Ron Livers, Area Director Atlanta, GA 30339 Location: Office building Ph. 770-988-0330 Distance from airport: 20 miles, 25 minutes [email protected] CL, CUL, TK, VC, WC Georgia www.fieldwork.com/us-research-venues/atlanta 22x18 20 Multiple Kate Krohn, President 21x17 20 Multiple Atlanta Location: Office building 16x24 20 Multiple Distance from airport: 20 miles, 25 minutes CL, CUL, 1/1, 1/1O, WC Focus Pointe Global is proud to now be a part of 20x32 15 Conference Schlesinger Group. FPG is an industry leader for 22x24 18 Conference qualitative and quantitative marketing research 29x19 16 Conference data collection services, including focus groups, 29x19 25 Conference taste tests, jury studies, product placements, C&C Market Research - Atlanta 25x20 12 Conference webcam interviews, online communities, video Perimeter Mall 53x19 37 Conference capture and mobile and app-based research. FPG 4400 Ashford Dunwoody Road, Suite 2670 has locations nationwide including Atlanta, Boston; Atlanta, GA 30346 Atlanta boasts world-class businesses and attrac- Chicago; Chicago-Oakbrook; Columbus; Dallas; Ph. 479-785-5637 or 877-530-9688 tions. As part of this growing metropolis, Fieldwork Kansas City; Los Angeles; Minneapolis; New York; [email protected] Atlanta provides sophisticated services for Philadelphia; Phoenix; St. Louis; San Francisco; and www.ccmarketresearch.com research of any kind. This newly remodeled facility Teaneck, N.J. Location: Shopping mall features five spacious conference rooms, including (See advertisement on p. 3) Distance from airport: 30 miles, 40 minutes a large room that can seat up to 80 respondents CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC and rooms equipped with HD recording and 14x19 8 Conference streaming options. Fieldwork Atlanta’s expansive database covers a wide region with urban, subur- C&C Market Research, an industry leader for over ban and rural consumers and professionals. Come 25 years, is the complete answer to all of your experience our unique balance of southern hospi- market research needs. Our highly trained data tality and modern efficiency. collection specialists and beautifully designed field (See advertisement on pp. 19, 31 and back cover) locations, combined with our state-of-the-art pro-

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Jackson Associates Research Plaza Research-Atlanta Schlesinger Group Atlanta 1180 Peachtree St., Suite J One Atlanta Plaza 5909 Peachtree Dunwoody Road Atlanta, GA 30309 950 E. Paces Ferry Road N.E., Suite 800 The Palisades Complex, Suite 950 Ph. 770-394-8700 Atlanta, GA 30326 Atlanta, GA 30328 [email protected] Ph. 770-432-1400 or 800-654-8002 Ph. 770-396-8700 www.jacksonassociates.com [email protected] [email protected] Marisa Pope, President www.plazaresearch.com www.schlesingergroup.com/en/locations/united- Location: Office building Maria Debboli states/atlanta Distance from airport: 12 miles, 15 minutes Location: Office building Stephenie Gordon, VP, Client Solutions CL, 1/1, 1/1O, VC, WC Distance from airport: 15 minutes Location: Office building 20x20 10 Multiple AU, CL, CUL, 1/1, 1/1O, TK, TKO, VC, WC Distance from airport: 25 miles, 30 minutes 17x19 8 Multiple 15x20 20 Conference CL, 1/1, 1/1O, PTL, VC, WC 17x19 8 Multiple 15x20 20 Conference 16x20 12 Multiple 15x20 20 Conference 16x20 12 Multiple Located in the heart of midtown Atlanta, this facil- 15x20 20 Multiple 20x18 15 Multiple ity consists of three trendy, sophisticated studios 20x30 25 Conference 25x16 10 Multiple boasting the latest technology, including our Instant Update™ and Instant Access™ tablets that The nation’s premier network of focus group A leading data collection and research services automatically connect clients with copies, coffee facilities! Plaza Research offers multi-city project company with 24 high-specification focus group and more. Studios are professionally decorated coordination in 14 locations with an extensive facilities across the U.S. and Europe and a Global and boast digital whiteboards in each focus room. nationwide database. One experienced project solutions team providing a worldwide reach. We Private second-floor access and 12-ft. ceilings manager will be your sole contact for the dura- deliver high-quality, intelligent recruitment for make this the perfect choice for high-profile proj- tion of your project at any of our markets. Plaza consumer, heath care and B2B markets for any ects. Intimate and warm, this sophisticated space Research Atlanta is your go-to for national recruit- methodology: qual; focus groups; IDIs; online focus is 12 miles from the airport and is surrounded by ing and/or Atlanta metro area. Consumers, Medical, groups; telephone interviews; online communities; four- and five-star restaurants, hotels and the arts. B2B, etc. ethnographic research; usability labs; neuroscience labs. HYBRID: We seamlessly combine online surveys or online qual with traditional methods. Technology: The Wall by Schlesinger, HD recording and FV360 LIVE. (See advertisement on inside front cover) Jackson Associates Research PVR Research, Inc. 6105 Peachtree Dunwoody Road, Suite D-135 11445 Johns Creek Parkway Sandy Springs, GA 30328 Johns Creek, GA 30097 Hawaii Ph. 770-394-8700 Ph. 770-813-4916 or 770-232-0344 [email protected] [email protected] www.jacksonassociates.com www.pvr-research.com Honolulu Marisa L. Pope, President Carlos Guimbarda, Business Development Manager Location: Free standing facility Location: Office building Distance from airport: 20 miles, 30 minutes Distance from airport: 35 miles, 45 minutes AU, CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC AU, CL, CUL, 1/1, 1/1O, TK, TKO, VC, WC 25x16 15 Multiple 800 sq. ft. 8 Multiple 825 sq. ft. 10 Multiple 22x22 12 Multiple Ward Research, Inc. 1150 sq. ft. 12 Multiple 22x22 12 Multiple 828 Fort Street Mall, Suite 210 1050 sq ft 10 Conference 22x54 24 Conference Honolulu, HI 96813 120 sq. ft. 4 Multiple 14x15 10 Conference Ph. 808-522-5123 360 sq. ft. 8 Multiple 16x18 12 Multiple [email protected] 420 sq. ft. 12 Multiple www.wardresearch.com 5 Multiple Five luxurious focus suites including 1,200-sq.-ft. Denise Charles, Vice President/General Manager auditorium with viewing, ramp for vehicles and Location: Office building Atlanta’s premier quantitative and qualitative large displays. Largest commercial test kitchen in Distance from airport: 5 miles, 15 minutes field research provider, with two locations for Atlanta. Walk-in and upright coolers and freezers, 1/1, 1/1O added capacity and convenience. Three well- heavy electrical, holding cabinets, heat lamps, 14x24 15 Conference commercial and residential ovens, fryers, micro- appointed focus group rooms and three large CLT rooms (seating up to 75) with client viewing. waves and five quick connect gas lines. 240,000+ With 40 years of experience in the Hawaii market, a Two large commercial test kitchens with hoods, consumer, medical B2B database. Multiple CLT database of over 12,000 respondents statewide and ample power supply and walk-ins. Both have open labs with laptops and wireless, private entrances our reputation for quality recruiting and top-notch designs allowing for any client setup. Offering and reception seating 25+. Tiered viewing rooms customer service, we will work closely with you to electronic data collection, in-house recruiting with seat 12-15; six to 10 in adjacent lounges. Internet, recruit the respondents you need. We also have ™ ™ 100,000 respondents in database providing best CC viewing, Instant Update and Instant Access one of Hawaii’s premier moderators on staff and recruits (consumer, B2B, Hispanic and medical). (that automatically connect clients with copies, offer one of the most spacious facilities in Hawaii. coffee and more) workstations, conference tables Client-centered focus exceeding expectations and Wi-Fi. On-site IT and A/V techs. Streaming with professional results. We have an additional available. location in Chamblee, Ga., which includes rooms for CLT testing, focus groups and a commercial kitchen. Please see our website for additional information!

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Codes Illinois Location: Office bldg., Freestanding bldg., Shopping mall CL - Client Lounge CUL-Computer Usability Lab Chicago 1/1 - One-on-One Room PUL-Product Usability Lab C&C Market Research - Chicago 1/1OR - One-on-One Obs. VC - Video Conferencing North Riverside Mall TK - Test Kitchen WC - Web Conferencing 7501 W. Cermak Road, Suite M-15A TKO - Test Kitchen Obs. AU - Auditorium North Riverside, IL 60546 Ph. 479-785-5637 or 877-530-9688 Conference - Conference-Style Room [email protected] Living - Living Room-Style Room Adler Weiner Research Chicago, Inc. www.ccmarketresearch.com Multiple - Various Setups 875 N. Michigan Ave. Location: Shopping mall Room dimensions, when stated, are shown in feet. John Hancock Center, Suite 3260 Chicago, IL 60611 Distance from airport: 18 miles, 30 minutes Ph. 312-944-2555 CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC Idaho [email protected] 12x12 6 Conference www.adlerweiner.com Andrea Weiner, Managing Director C&C Market Research, an industry leader for over Boise Location: Office building 25 years, is the complete answer to all of your Distance from airport: 15 miles, 45 minutes market research needs. Our highly trained data CL, CUL, VC collection specialists and beautifully designed field 17x15 15 Conference locations, combined with our state-of-the-art pro- 24x16 15 Conference gramming and data transmission capabilities, will 19x17 12 Conference ensure your next project is a success. With data collection locations nationwide, we are the largest Focus on Idaho LLC 20x17 15 Conference 19x17 12 Conference privately owned and operated market research 2132 N Cole Road company in the U.S. C&C has remained a leader in Boise, ID 83704 today’s marketplace through hard work, ingenuity Ph. 208-810-4414 Adler Weiner Research Chicago is located on the 32nd floor of the John Hancock Center on the and a dedication to quality that is second to none. [email protected] (See advertisement on inside back cover) www.focusonidaho.com fabulous Magnificent Mile downtown. This luxuri- Aubree Miller, Owner/Operator ous urban facility has five large conference rooms Location: Office building with mirrored viewing, lounges, a fully equipped Distance from airport: 6 miles, 10 minutes kitchen and state-of-the-art AV components. With CL, CUL, 1/1, 1/1O, VC, WC gorgeous views of the city and Lake Michigan, 23x11 12 Conference this is the ideal Chicago market research location, 14x11 7 Multiple accommodating every client need and delivering Catalyst Ranch 23x10 6 Multiple an amazing experience for your focus group. Also 656 W. Randolph St., Suite 3W 18x17 15 Multiple available: in-house videostreaming, customized Chicago, IL 60637 usability lab and foreign language translation Ph. 312-207-1710 Focus on Idaho is designed with your qualitative system. [email protected] research needs in mind. Located in beautiful Boise, www.catalystranch.com/focus-group-facility Idaho, only 10 minutes from the Boise airport, we Kira Lynch-Karras, Client Services Manager cater to professionals seeking a better under- Location: Office building standing of their products and services for their Distance from airport: 15 miles, 45 minutes end-users. The meeting space, services and per- CL, 1/1, 1/1O, VC, WC sonable staff have been established to specifically Adler Weiner Research Lincolnwood, Inc. 1100 sq. ft. 12 Multiple reduce our client’s burden of hosting and facilitat- 6500 N. Lincoln Ave. 2500 sq. ft. Multiple ing qualitative research for focus groups, in-depth Lincolnwood, IL 60712 interviews, facilitation and usability testing, to Ph. 847-675-5011 Catalyst Ranch is the preferred choice of innova- name a few. For additional services or updates to [email protected] tive market researchers. Our rooms are designed to our facility, visit our website. www.adlerweiner.com help you and your team to think differently, develop Amber Nikkel, Project Director new insights, identify new opportunities and be Location: Free standing facility more productive. Respondents will relax in an envi- Distance from airport: 15 miles, 30 minutes ronment that has been uniquely designed to reduce CL, CUL, VC inhibitions- comfy couches, armchairs, coffee 24x23 25 Conference tables, colorfully painted walls. Our variety of large 21x23 25 Conference spaces allows clients to be right in the room with the consumers or in their own private and comfort- Adler Weiner Lincolnwood is located just north of able viewing room, watching through mirrors and Chicago, perfectly juxtaposed between downtown on monitors. Wi-Fi, AV, meeting supplies, tech sup- and O’Hare Airport. This suburban location features port, snack service and unlimited beverages are two oversized conference rooms with mirrored included in price. Videoconferencing, recording, viewing and the capacity to comfortably seat hosting and transcribing services at additional cost. 35 people in either theater-style or a classroom arrangement. Additionally, Lincolnwood features two breakout client rooms and the largest kitchen of any of the Adler Weiner facilities. Also available: in-house videostreaming, customized usability lab and foreign language translation system.

90 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

ClearView Research, Inc. Fieldwork Chicago-O’Hare Fieldwork Flex 10600 W. Higgins, Suite 100 8420 W. Bryn Mawr Ave., Suite 200 111 E. Wacker Drive, Suite 220 Rosemont, IL 60018 Chicago, IL 60631 Chicago, IL 60601 Ph. 847-827-9840 or 877-286-8439 Ph. 773-714-8700 Ph. 312-285-2060 [email protected] [email protected] [email protected] www.clearviewresearch.com www.fieldwork.com/us-research-venues/chicago- www.fieldwork.com/us-research-venues/chicago- Betty Holm, Vice President ohare flex Location: Office building Kate Albert, President Aryn O’donnell, Director of Corporate Services Distance from airport: 1 mile, 5 minutes Location: Office building Location: Office building AU, CL, VC, WC Distance from airport: 3 miles, 5 minutes Distance from airport: 18 miles 15x16 10 Multiple CL, CUL, 1/1, 1/1O, WC 29x29 Multiple 19x16 15 Multiple 25x16 25 Conference 21x16 Conference 18x26 20 Multiple 24x17 12 Conference 21x13 Conference 28x19 35 Conference 16x14 Multiple Established in 1996, ClearView Research Inc. 20x18 16 Conference 11x16 Multiple started as a small recruiting company and in 1999 20x18 18 Conference grew into a three focus group room facility. Our Fieldwork Flex, a brand new creative research largest focus group room is spacious enough Fieldwork Chicago-O’Hare is 12,000 square feet space in downtown Chicago, was designed to be to seat 50 respondents theatre style. ClearView of elegantly modern research space, nestled in an inspirational place for researchers and par- Research Inc. has an experienced staff on-hand between Chicago and surrounding suburbs. Our ticipants. Flex provides an atmosphere that elicits to recruit only qualified respondents to your speci- facility is just three miles from O’Hare International insights and creativity with a large, open, versatile fications. Our in-house recruiting is of the highest Airport, 10 miles from downtown and is conve- room and four spacious breakout rooms with flex- quality for both consumer and business recruiting. niently located adjacent to public transportation ible setups. It is located in the heart of downtown, We believe in keeping our clients updated through- and major expressways. Our five-room facility convenient for respondents and clients. You can out the process and will provide you with a current includes a number of amenities like spacious also expect Fieldwork-quality hosting, recruiting respondent summary every morning. lounges, a large kitchen and a beautiful multi-pur- and project management services. pose space and patio. All rooms are equipped with (See advertisement on pp. 19, 31 and back cover) a variety of recording and streaming options. Come to Chicago-O’Hare for luxury and convenience. (See advertisement on pp. 19, 31 and back cover)

Fieldwork Chicago-Downtown 111 E. Wacker Drive, Suite 200 Focus Centre of Chicago, Inc. Chicago, IL 60601 211 E. Ontario, Suite 400 Ph. 312-565-1866 Chicago, IL 60611 [email protected] Fieldwork Chicago-Schaumburg Ph. 312-628-7171 www.fieldwork.com/us-research-venues/chicago- 425 N. Martingale Road, Suite 2000 [email protected] downtown Schaumburg, IL 60173 www.focuscentre-chicago.com Megan Pollard, President Ph. 847-413-9040 Darcy Jesser, President Location: Office building [email protected] Location: Office building Distance from airport: 18 miles, 30 minutes www.fieldwork.com/us-research-venues/chicago- Distance from airport: 25 miles, 45 minutes CL, CUL, TK, TKO, WC schaumburg CL, VC, WC 21x24 12 Conference Karyn Picchiotti, President 23x30 18 Multiple 21x29 20 Conference Location: Office building 18x30 18 Multiple 23x25 12 Conference Distance from airport: 10 miles, 20 minutes 18x30 18 Multiple 20x27 22 Conference CL, CUL, 1/1, 1/1O, TK, WC 18x15 12 Multiple 16x19 8 Conference 20x25 6 Conference 22x19 6 Conference Prestigious facility in downtown Chicago just steps Fieldwork Chicago-Downtown is located in the 25x20 20 Conference from North Michigan Ave. Four luxurious suites heart of the city, featuring spectacular views of 17x20 15 Conference with spacious group rooms, tiered observation Michigan Avenue and the Chicago River. You will 20x20 15 Conference rooms with floor-to-ceiling mirrors, luxurious client love the easy access to hotels, restaurants and lounges, massage chairs, zoned temperature/ shopping. In addition to top-notch recruiting and Fieldwork Chicago-Schaumburg offers five premier volume controls and closed-circuit viewing. Large customer service, all rooms are equipped with HD conference suites, seating anywhere from 12 to all-purpose room for juries, or any audience or recording and streaming options. Our five confer- 40 respondents with viewing for up to 20. All are classroom set-up needs. Expert recruiting for busi- ence suites vary in size for your convenience and complimented by views of the Chicago skyline, ness, medical and consumer studies. Experienced each comes with ample viewing area and separate lakes and woods. Our in-house recruiting team project management to meet all your research private lounges. Come see why Chicago is your boasts a large database and our client services needs. kind of town and Fieldwork Chicago-Downtown is and management team has over 50 years of com- your kind of facility! bined experience. All rooms are equipped with a (See advertisement on pp. 19, 31 and back cover) variety of recording and streaming options. We are located less than 30 minutes from O’Hare and one block from shopping/restaurants. Come see why Fieldwork Chicago-Schaumburg is the Midwest at its best. (See advertisement on pp. 19, 31 and back cover)

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Codes Kansas City; Los Angeles; Minneapolis; New York; Philadelphia; Phoenix; St. Louis; San Francisco; and Location: Office bldg., Freestanding bldg., Shopping mall Teaneck, N.J. (See advertisement on p. 3) CL - Client Lounge CUL-Computer Usability Lab 1/1 - One-on-One Room PUL-Product Usability Lab Open House Lofts Chicago 1/1OR - One-on-One Obs. VC - Video Conferencing 110 N. Peoria St., Suite 102 TK - Test Kitchen WC - Web Conferencing Chicago, IL 60607 TKO - Test Kitchen Obs. AU - Auditorium Ph. 312-754-0110 [email protected] Conference - Conference-Style Room FOCUSCOPE, Inc. www.openhouselofts.com Living - Living Room-Style Room 515 N. State St., Suite 2640 Teddy Liouliakis, Partner Multiple - Various Setups Chicago, IL 60654 Location: Office building Room dimensions, when stated, are shown in feet. Ph. 708-386-5086 Distance from airport: 16 miles, 30 minutes [email protected] CL, 1/1, 1/1O, TK, WC www.focuscope.com Kevin M. Rooney, President Founded in 1999, Open House Lofts are creative Location: Office building spaces customized to host focus groups, one- Distance from airport: 12 miles, 25 minutes on-one interviews and ideation sessions. They Focus Pointe Global - Chicago CL, CUL, 1/1, 1/1O, VC, WC are the brainchild of a researcher and modera- 645 N. Michigan Ave., Suite 600 22x20 16 Multiple tor who had become disillusioned with lab-like Chicago, IL 60611 24x18 12 Multiple focus group facilities and traditional recruiting. As Ph. 312-924-0114 or 888-873-6287 34x19 20 Multiple researchers first, Open House was born out of a [email protected] need to facilitate research in a better way and in www.focuspointeglobal.com Our brand new state-of-the-art facility opened in an environment more conducive to inspiring real Samir Ali, Area Director September 2019. Two conference rooms and one consumer insights. Clients and respondents enjoy Location: Office building multipurpose room that can seat 50 respondents. a uniquely refined boutique experience but with all Distance from airport: 10 miles, 30 minutes Extra large doorways can easily accommodate the standard services of a traditional focus group CL, CUL, 1/1, 1/1O, TK, VC, WC large durable goods, etc. All suites equipped with facility. High-quality recruiting is also a key part of 16x22 15 Multiple HD video recording, standing desks, white board the full-service offering. Open House has spaces in 18x22 15 Multiple walls and private lounges. We have the industry’s New York, Los Angeles and Chicago. 16x22 15 Multiple most complete database worked by our experi- 16x21 15 Multiple enced, well-supervised recruiting team. Precise 20x28 15 Multiple quality control; attentive, proactive service at every level; superb cuisine options; and every available Focus Pointe Global is proud to now be a part of technological resource. Capabilities include: online community platforms, panel development, field Schlesinger Group. FPG is an industry leader for Plaza Research-Chicago management, central location testing, online sur- qualitative and quantitative marketing research 8725 W. Higgins Road, Suite 150 veys, usability testing, ethnographies, shop-a-longs, data collection services, including focus groups, Chicago, IL 60631 ethnic recruiting, online community recruiting, taste tests, jury studies, product placements, Ph. 773-714-9600 mock juries. webcam interviews, online communities, video [email protected] (See advertisement on p. 93) capture and mobile and app-based research. FPG www.plazaresearch.com has locations nationwide including Atlanta, Boston; Susan Trace, Director Chicago; Chicago-Oakbrook; Columbus; Dallas; Location: Office building Kansas City; Los Angeles; Minneapolis; New York; Distance from airport: 5 minutes Philadelphia; Phoenix; St. Louis; San Francisco; and AU, CL, CUL, 1/1, 1/1O, TK, TKO, VC, WC Teaneck, N.J. 18x33 17 Multiple (See advertisement on p. 3) FOCUSCOPE, Inc. (Br.) 16x24 17 Conference One Oakbrook Terrace, Suite 320 16x22 17 Multiple Oakbrook Terrace, IL 60181 17x24 25 Multiple Ph. 708-386-5086 [email protected] The nation’s premier network of focus group www.focuscope.com facilities! Plaza Research offers multi-city project Focus Pointe Global - Chicago (Oak Brook) Kevin Rooney, President coordination in 14 locations with an extensive 2311 W. 22nd St., Suite 100 Location: Office building nationwide database. One experienced project Oak Brook, IL 60523 Distance from airport: 15 miles, 30 minutes manager will be your sole contact for the duration Ph. 630-990-8300 or 888-873-6287 CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC of your project at any of our markets. Our focus [email protected] 29x14 12 Conference group suites are designed with tiered seating, www.focuspointeglobal.com 21x23 12 Conference volume controls, private phone booths, simultane- Jill Tagas, Facility Director 21x23 12 Conference ous in-depth interview rooms and client-viewable Location: Office building test kitchens. Five minutes to Rivers Casino or Distance from airport: 15 miles, 25 minutes Newly remodeled in 2019, our Oak Brook facility Fashion Outlets of Chicago in Rosemont. We pro- CL, CUL, TK, VC, WC offers three spacious conference rooms that can vide complimentary high-speed Internet access in 18x30 20 Multiple accommodate up to 30 respondents. Extra large all client suites, conference rooms and lounges. 20x18 10 Multiple door ways that can easily accommodate large Streamline and Viewpoint are our in-house video- durable goods, etc. All suites equipped with digital streaming options. Renovated in 2018. Focus Pointe Global is proud to now be a part of and HD video recording. Pulling from the rapidly Schlesinger Group. FPG is an industry leader for growing and popular western suburbs, Oak Brook qualitative and quantitative marketing research is located 20 miles directly west of downtown data collection services, including focus groups, Chicago. Located just 15 miles from O’Hare and 20 taste tests, jury studies, product placements, miles from Midway it is conveniently located for webcam interviews, online communities, video you and your clients to easily reach. Convenient capture and mobile and app-based research. FPG parking feet from the entrance. has locations nationwide including Atlanta, Boston; (See advertisement on p. 93) Chicago; Chicago-Oakbrook; Columbus; Dallas;

92 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

Indiana Indianapolis Precision Research, Inc. Schlesinger Group Chicago 999 E. Touhy Ave., Suite 100 625 N. Michigan Ave., Suite 2600 Des Plaines, IL 60018 Chicago, IL 60611 Ph. 847-390-8666 Ph. 312-587-8100 [email protected] [email protected] www.schlesingergroup.com/en/locations/united- www.preres.com Herron Associates, Inc. states/chicago Scott Adleman, President The Idea Center® Susan Stanicek, VP Client Solutions Location: Office building 6049 Lakeside Blvd. Gina Jaeger, Account Director Distance from airport: 2 miles, 10 minutes Indianapolis, IN 46278 Location: Office building AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC Ph. 317-882-3800 or 800-392-3828 Distance from airport: 20 miles, 30 minutes 26x29 25 Conference [email protected] CL, 1/1, 1/1O, PTL, VC, WC 15x26 16 Conference www.herron-research.com 19x19 12 Multiple 15x26 16 Conference Sue McAdams, President 21x19 12 Multiple 24x36 12 Conference Location: Office building 19x19 12 Multiple 26x64 26 Conference Distance from airport: 12 miles, 20 minutes 19x19 12 Multiple AU, CL, 1/1, 1/1O, PTL, TK, TKO, VC, WC 21x19 12 Multiple Advanced recruiting system yields richer results 21x24 15 Multiple 19x19 12 Multiple and nationwide capabilities. True B2B specialists. 20x23 15 Multiple We are hunters. We don’t simply rely on what is 16x20 8 Multiple A leading data collection and research services in our database today. Chicago research center 34x39 14 Multiple features: auto showroom for up to four cars; company with 24 high-specification focus group facilities across the U.S. and Europe and a Global commercial test kitchen; seating for 70-person Experienced and reliable. Herron Associates is solutions team providing a worldwide reach. We studies and space for large displays (appliances, focused on qualitative, quantitative and mixed deliver high-quality, intelligent recruitment for shopping isles, etc.). Our advanced recruiting methods research in our Indianapolis and Tampa consumer, heath care and B2B markets for any system prevents cheaters and affordably identifies locations or any market your research takes you. methodology: qual; focus groups; IDIs; online focus low incidence respondents. Recruiting is audio Trust a team with a proven record and expertise to groups; telephone interviews; online communities; recorded and validated to ensure accuracy. We deliver services ranging from data collection to full- ethnographic research; usability labs; neurosci- recruit via our proprietary panel or client lists. service research and design. Best-in-class service ence labs. HYBRID: We seamlessly combine online and premium amenities in Indianapolis with over- surveys or online qual with traditional methods. sized well-appointed suites, large viewable CLT Technology: The Wall by Schlesinger, HD recording and a 960 square foot commercial test kitchen. Let and FV360 LIVE. Herron simplify your project and become an exten- (See advertisement on inside front cover) sion of your team. We believe that “only the best R5 Research will do” and that our clients should never settle for 1046 W. Kinzie, Second Floor “good enough." Chicago, IL 60642 Ph. 312-327-1709 [email protected] www.r5chicago.com Rebecca Spooner, Research Manager Location: Office building Distance from airport: 17 miles, 25 minutes CL, 1/1, VC 24x20 15 Multiple 12x12 15 Multiple 12x8 15 Multiple

Located in Chicago’s West Loop and just five minutes from downtown, R5’s facility consists of flexible and versatile spaces. Our research suite consists of a customizable three-in-one focus group room with breakout spaces and a spacious observation room that comfortably seats 20. In addition to our research suite, we also house a 3500-square-foot gallery - a flexible space, perfect for co-creation, ideation sessions after consumer learning or building out your unique research project. Our gallery space can be used for a variety of functions including events, workshops or meetings.

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Codes directed lighting, adjacent kitchen and separate client entrance; free on-site parking; access to Location: Office bldg., Freestanding bldg., Shopping mall larger/multiple rooms; help with pre-focus group surveys, diaries, etc. CL - Client Lounge CUL-Computer Usability Lab 1/1 - One-on-One Room PUL-Product Usability Lab Revelations Research Solutions 1/1OR - One-on-One Obs. VC - Video Conferencing Des Moines 501 S.W. Seventh St., Suite M TK - Test Kitchen WC - Web Conferencing Des Moines, IA 50309 TKO - Test Kitchen Obs. AU - Auditorium Ph. 515-243-0785 or 877-800-0785 [email protected] Conference - Conference-Style Room www.revelationsresearchsolutions.com Living - Living Room-Style Room Teresa Grantham, President Multiple - Various Setups Location: Office building Room dimensions, when stated, are shown in feet. Essman Research, a Division of SPPG, LLC Distance from airport: 4 miles, 10 minutes 2910 Westown Parkway, Suite 302 AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC West Des Moines, IA 50266 28x18 12 Conference Ph. 515-237-0324 28x18 12 Multiple [email protected] www.essmanresearch.com Full-service marketing research facility offering Deborah Stearns, Marketing Research Director quantitative and qualitative expertise. Revelations IndyFocus, Inc. Location: Office building is the Midwest’s premier facility for on-site and 1314 N. Meridian St., Suite 100 Distance from airport: 10 miles, 12 minutes web-based focus group interviewing and research Indianapolis, IN 46202 1/1 design. Revelations offers two state-of-the-art Ph. 317-644-5300 25x19 15 Conference [email protected] focus group suites, with floor-to-ceiling glass, three cameras, client lounges, in-depth interviewing www.indyfocus.com For nearly 40 years, Essman Research has provided facilities, video-streaming and a state-of-the-art Beth Brown full-service custom-designed qualitative and quan- test kitchen. Revelations also offers a full comple- Location: Office building titative research services. On May 1, 2017, State ment of quantitative analysis, offering survey and Distance from airport: 12 miles, 20 minutes Public Policy Group (SPPG), located in West Des research design and development, advanced sta- CL, VC Moines, Iowa, acquired Essman Research. Our tistical techniques, analysis and online surveying. 23x21 12 Multiple new state-of-the-art focus facility, now located in 17x17 12 Multiple West Des Moines, Iowa, offers digital audio and 11x11 12 Multiple video recording, FocusVision, tiered seating for 15 observers, in-house moderators and a professional Kansas Centrally headquartered in Indianapolis with part- and responsive research staff. Our experienced ner facilities in top U.S. markets New York, Los moderators conduct focus groups at our facility in Angeles, Chicago, Dallas, Atlanta, southern Florida West Des Moines, in rural communities and metro- Kansas City and Phoenix. IndyFocus can quickly and effectively politan areas across the country. (See Kansas City, MO) coordinate research with a single phone call. Our in-house, global recruiting and fielding for hard- to-find respondents ensures the respondents you Wichita need to gather meaningful data even on complex, tight-timeline projects. Mid-Iowa Interviewing, Inc. 1239 73rd St., Ste. B Iowa Des Moines, IA 50324 Ph. 515-225-6232 or 888-425-6232 The Research Partnership at Wichita State [email protected] University Cedar Rapids www.midiowainterviewing.com 1845 Fairmount Box 31 Doug Brown, President/Owner Wichita, KS 67260-0031 Location: Office building Ph. 316-978-5465 Distance from airport: 10 miles, 15 minutes [email protected] 1/1, 1/1O www.trp-ict.com 20x13 7 Conference Robin Mishler, Research Director Location: Office building Vernon Research Group Distance from airport: 12 miles, 15 minutes 1962 First Ave. N.E., Suite A MII, Inc is a locally owned and managed field CL, 1/1, 1/1O Cedar Rapids, IA 52402 service since 1971. Focus facility, recruiting, one- 26x27 14 Multiple Ph. 319-364-7278 on-one interviewing, CAPI, store audits,on-site [email protected] interviewing, off-site test kitchen and project man- The Research Partnership at Wichita State www.vernonresearch.com agement throughout the state. University includes a spacious focus group facil- Andrew Juhl, Director Qualitative Research ity with projection screen, HDMI hook ups and a Location: Office building cable pass through for dial testing. The viewing Distance from airport: 10 miles, 15 minutes room will accommodate up to 14. Our staff includes AU, 1/1, 1/1O, TK, VC, WC professionally trained interviewers for mystery 18.6x18.4 12 Multiple shopping, intercepts, telephone surveys and focus group recruitment. Additional rooms are available Vernon Research Group has provided superior for recording with closed circuit television for live research services since 1987. Clients routinely viewing. All methodologies are utilized including compliment our communication process and abil- telephone/online surveys, focus groups, mystery ity to deliver the right participants who actively shopping, jury studies, intercepts and music stud- engage. You can count on a 98% show rate; expe- ies. rienced host staff; built-in AV with DVD player, wireless laptop, large screen monitor; 4K wide- angle camera with zoom; conference, living room or classroom style setup; viewing room with Wi-Fi,

94 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

data collection tools. Recruitment is done by a Louisiana Maine highly experienced team. We also have moderators on staff who provide value-added insight to the Baton Rouge Portland research findings.

Observation Baltimore S C I Critical Insights 5520 Research Park Drive 4511 Jamestown Ave. a division of Digital Research Inc. Six minutes to BWI Airport Baton Rouge, LA 70808 172 Commercial St. Baltimore, MD 21228 Ph. 800-695-0221 or 225-928-0220 Portland, ME 04101 Ph. 410-332-0400 [email protected] Ph. 207-985-7660 [email protected] www.surveycommunications.com/tour [email protected] www.observationbaltimore.com John S. Boston www.digitalresearch.com/critical-insights Pete Denman, Facility & Client Services Associate Location: Free standing facility Location: Free standing facility Location: Office building Distance from airport: 6 miles, 15 minutes Distance from airport: 5 miles, 15 minutes Distance from airport: 5 miles, 6 minutes CL, 1/1, 1/1O, VC, WC 1/1, 1/1O, VC, WC AU, CL, CUL, 1/1, 1/1O, PTL, VC, WC 23x14 14 Conference 25x15 8 Multiple 19x21 12 Multiple 21x12 14 Multiple 20x21 12 Multiple 28x25 14 Multiple Critical Insights, a division of Digital Research Inc., has served Northern New England since 1992. 23x25 15 Multiple 32x35 50 Multiple SCI is the largest focus-jury group facility from Our state-of-the-art qualitative research suite is Houston, TX to Jacksonville, Fla. with three meeting conveniently located on the waterfront in down- Observation Baltimore’s recruiting team is our core rooms (60 participants) and a 14-person observa- town Portland, ME. The focus room comfortably strength. As the premier focus group facility in tion room. We recruit for: ad/concept testing, mock seats up to 14 participants, with ample work space Maryland, we offer precise recruiting of consum- juror trial arguments and attorney appeal rating, for respondents. The adjacent, two-tiered client ers, physicians, health care professionals and customer/employee satisfaction and attitude/usage viewing area comfortably seats eight. The facil- business professionals. Observation Baltimore’s studies. SCI occupies a free-standing, two-story ity features amenities that include wall-mounted rigorous recruitment practices are conducted building with well-lit parking at the geographic cameras and hidden microphones for unobtrusive utilizing current industry technology, supported center of Baton Rouge. From our central observa- video and audio-taping and a dedicated client by traditional telephone procedures. Observation tion room, clients can monitor all participants from lounge. Critical Insights has two trained moderators Baltimore staff are in compliance with NIH Human behind a one-way glass or view five video screens on staff. Research Protection and DOD PII and PHI certifica- (wireless audio headsets). FocusVision available. tions. Just six minutes from BWI Airport and with free on-site parking, our Baltimore facility is a great New Orleans Maryland location. Baltimore Massachusetts

New Orleans Perspectives Boston 1340 Poydras St., Suite 1440 New Orleans, LA 70112 Baltimore Research, A Schlesinger Company Ph. 504-291-1844 or 504-291-1845 8320 Bellona Ave., Suite 210 [email protected] Baltimore, MD 21204 www.neworleansperspectives.com Ph. 410-583-9991 Location: Office building [email protected] AnswerQuest, an Insights Center Facility Distance from airport: 14 miles, 16 minutes www.schlesingergroup.com/en/company/our- 110 Cummings Park Drive CL, 1/1, 1/1O brands/baltimore-research Woburn, MA 01801 18x44 30 Conference Heather Collins, PRC, Director of Operations Ph. 781-897-1822 18x22 15 Multiple Location: Office building [email protected] 18x22 15 Multiple Distance from airport: 21 miles, 30 minutes www.answerquestresearch.com 12x18 9 Living AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC Location: Free standing facility 17x20 18 Multiple Distance from airport: 9 miles, 15 minutes New Orleans Perspectives is a full-service recruit- 17x21 18 Multiple CUL, TK, TKO, VC, WC ing and focus group facility servicing Louisiana and 24x15 14 Multiple the Gulf Coast. We understand the nuances associ- 20x40 20 Multiple Our 9,000 -sq-ft office was built with flexibility and ated with each recruit and work with the client to 20x40 15 Multiple comfort in mind. Largest commercial test kitchen make sure the recruiting process is optimized for 12x7 Conference in the NE (900 square feet) includes ventilation, our unique region. With expertise in marketing, law walk-in cooler and freezer, commercial gas ovens, and economics, New Orleans Perspectives was Baltimore Research features five studios plus adjustable electrical and plenty of stainless prep. founded from a passion for social science. Services SmartSuite virtual room, chic client lounges, two The adjacent computerized CLT lab can seat up include, but are not limited to: focus group recruit- test kitchens, private bathrooms, onsite catering to 50 and offers viewing for up to 15 clients. Our ing, fieldwork and conventions, qualitative and and free parking. Suites have the latest technol- oversized focus room also offers viewing for 15 quantitative reports and more. Our new 4,100 sq. ft ogy to deliver high-quality research: FocusVision and quali-quant clients can watch both at once. A facility opened in October 2018. HD, proprietary 360° SmartSuite streaming and second residential kitchen, CLT lab that seats up digital recording, content-on-demand playback, to 35 and full sized focus room with viewing for 12 fiberoptic Wi-Fi, usability lab with eye-tracking make AnswerQuest the most adaptable facility in technology, perception analyzer dials and mobile Boston. Wi-Fi, streaming (in-house and industry) Instant Update™ and Access™. www.quirks.com December 2019 // Quirk’s Marketing Research Review 95 2020 Focus Group Facility Directory

Codes number one priority. We offer six spacious conference rooms, including the largest conference room Location: Office bldg., Freestanding bldg., Shopping mall in the Boston area, all with adjacent viewing and separate client lounges. All rooms are equipped CL - Client Lounge CUL-Computer Usability Lab with a variety of recording and streaming options. 1/1 - One-on-One Room PUL-Product Usability Lab Focus Pointe Global - Boston Staffed with fully trained professionals, you’ll get 1/1OR - One-on-One Obs. VC - Video Conferencing 18 Tremont St., Floor 11 the efficiency, attention to detail and commitment TK - Test Kitchen WC - Web Conferencing Boston, MA 02108 to quality you expect. TKO - Test Kitchen Obs. AU - Auditorium Ph. 617-573-0808 or 888-873-6287 (See advertisement on pp. 19, 31 and back cover) [email protected] Conference - Conference-Style Room www.focuspointeglobal.com Living - Living Room-Style Room Aurora Choi, Facility Director Multiple - Various Setups Distance from airport: 2 miles, 15 minutes Room dimensions, when stated, are shown in feet. CL, CUL, 1/1, 1/1O, TK, VC, WC

Focus On Boston - Suburban Focus Pointe Global is proud to now be a part of 10 Forbes Road Schlesinger Group. FPG is an industry leader for Braintree, MA 02184 qualitative and quantitative marketing research data Ph. 800-699-2770 collection services, including focus groups, taste Copley Focus Centers [email protected] tests, jury studies, product placements, webcam 20 Park Plaza, Suite 620 www.focusonboston.com interviews, online communities, video capture and Boston, MA 02116 Larry Jenkins mobile and app-based research. FPG has locations Ph. 617-421-4444 Location: Office building nationwide including Atlanta, Boston; Chicago; [email protected] Distance from airport: 8 miles, 20 minutes Chicago-Oakbrook; Columbus; Dallas; Kansas City; www.copleyfocus.com AU, CL, TK, VC Los Angeles; Minneapolis; New York; Philadelphia; Frank Amelia, Partner 20x20 16 Multiple Phoenix; St. Louis; San Francisco; and Teaneck, N.J. Location: Office building 20x20 16 Multiple (See advertisement on p. 3) Distance from airport: 4 miles, 10 minutes CL, CUL, 1/1, 1/1O, VC, WC Located in the heart of Boston’s suburbs, our National Field & Focus, Inc. 33x17 12 Multiple Braintree-suburban facility is ideally situated at 205 Newbury St., Suite 301 17x17 8 Multiple the crossroads of three major highways and just Framingham, MA 01701 17x17 10 Multiple eight miles from downtown Boston. Braintree is Ph. 508-370-7788 16x23 16 Multiple extremely accessible and convenient for both [email protected] clients and respondents from the suburbs or the www.nff-inc.com Copley Focus Centers offers a unique experi- city. We offer two spacious conference rooms with Location: Office building ence. We never wanted to be a “typical” market luxurious client lounges and provide unmatched Distance from airport: 18 miles, 35 minutes research company. By focusing on strong recruit- recruiting in the Northeast with an extensive, CL, 1/1, 1/1O, TK, VC ing and nurturing our relationships with our clients, diverse database. Our show rates are among the 32x18 15 Conference we have continued to grow to be largest facility in best in the industry! 19x15 15 Conference downtown Boston. We have recently undergone 24x15 15 Conference our 4th expansion and renovation and are thrilled 24x15 15 Multiple to offer a super-sized room that is 16 X 32’, perfect for mock trials. Copley Focus is staffed with true, local Bostonians. We understand the Boston marketplace and are committed to enhancing Focus On Boston - Waterfront the Boston research experience. We continually 30 Rowes Wharf manage to recruit the best consumers, business to (Adjacent to Boston Harbor Hotel) Schlesinger Group Boston business professionals and medical executives in Boston, MA 02110 31 Saint James Ave., Suite 930 our market. Ph. 800-699-2770 Boston, MA 02116 [email protected] Ph. 617-542-5500 www.focusonboston.com [email protected] Larry Jenkins www.schlesingergroup.com/en/locations/united- Location: Office building states/boston Distance from airport: 5 miles, 10 minutes Terri-Lyn Hawley, VP, Client Solutions Fieldwork Boston AU, CL, 1/1, 1/1O, TK, VC, WC Location: Office building 880 Winter St., Suite 330 20x20 14 Conference Distance from airport: 4 miles, 15 minutes Waltham, MA 02451 20x22 15 Conference CL, 1/1, 1/1O, PTL, VC, WC Ph. 781-899-3660 20x20 20 Conference 16x20 15 Multiple [email protected] 12x08 8 Conference 16x20 15 Multiple www.fieldwork.com/us-research-venues/boston 16x20 15 Multiple Christine Lally, President Located on Boston’s beautiful waterfront, Focus 14x16 12 Multiple Location: Office building On Boston offers three spacious conference Distance from airport: 15 miles, 20 minutes rooms with luxurious client lounges as well as an A leading data collection and research services com- CL, CUL, 1/1, 1/1O, WC IDI suite. We provide unmatched recruiting in the pany with 24 high-specification focus group facilities 28x24 24 Conference Northeast with an extensive and diverse database across the U.S. and Europe and a Global solutions 25x30 16 Conference that is continually updated and expanded. We have team providing a worldwide reach. We deliver 23x20 16 Conference state-of-the-art audio/visual equipment and are high-quality, intelligent recruitment for consumer, 19x21 8 Conference proud to be a member of the FocusVision Network. heath care and B2B markets for any methodology: 20x19 12 Conference Our Boston location is adjacent to the four-star qual; focus groups; IDIs; online focus groups; tele- 15x18 6 Conference Boston Harbor Hotel with special rates. Our show phone interviews; online communities; ethnographic rates are among the best in the industry! research; usability labs; neuroscience labs. HYBRID: Fieldwork Boston was planned and designed with We seamlessly combine online surveys or online qual the client in mind. Your special requests are always with traditional methods. Technology: The Wall by handled courteously and quality recruiting is our Schlesinger, HD recording and FV360 LIVE. (See advertisement on inside front cover)

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Michigan Detroit Cypher Research Michigan Market Research 13975 Farmington Road 23800 W. Ten Mile, Suite 102 Livonia, MI 48154 Southfield, MI 48033 Ph. 734-397-3400 Ph. 248-569-7095 or 734-516-9314 [email protected] [email protected] www.cypherresearch.com C&C Market Research - Detroit www.mimarketresearch.com Robert Sullivan, CEO Laurel Park Place Mall Roxanne Naszradi, President Location: Free standing facility 37700 W. Six Mile Road, Suite 690A Location: Free standing facility Distance from airport: 11 miles, 20 minutes Livonia, MI 48152 Distance from airport: 20 miles, 30 minutes AU, CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC Ph. 479-785-5637 or 877-530-9688 AU, CL, CUL, 1/1, PTL, TKO, VC, WC 25x20 15 Conference [email protected] 25x21 Multiple 25x20 15 Conference www.ccmarketresearch.com 20x20 18 Conference 12x15 20 Conference Location: Shopping mall 66x30 6 Multiple Distance from airport: 22 miles, 30 minutes Brand new focus facility May 2015! Michigan CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC Market Research is centrally located in the Detroit Established in 2006, new facility built in 2019. 4 Conference Metro area, making it easy to reach affluent, blue Three spacious focus suites, one IDI suite and collar and urban respondents. Two spacious focus large showroom space with observation and C&C Market Research, an industry leader for over suites with additional third breakout area available overhead door for indoor, climate-controlled car 25 years, is the complete answer to all of your (viewing by CCTV) for mock trials. Oversized view- clinics, large equipment, etc. Each focus suite market research needs. Our highly trained data ing areas for comfort. Large test kitchen, 25’x21, has its own climate zone with thermostat in client collection specialists and beautifully designed field with 220V service for sensory studies. With over 30 area. Configurable for CLT, mock trials, theater, locations, combined with our state-of-the-art pro- years’ experience, our staff pays close attention classroom, living room and focus group. Recruiting gramming and data transmission capabilities, will to detail while understanding the urgency of each on- and off-site for all of Michigan and U.S., ensure your next project is a success. With data project. In-house web streaming and FocusVison primary recruiting area includes Ann Arbor and collection locations nationwide, we are the largest available. Formerly known as Crimmins and Detroit. We also regularly recruit Grand Rapids, privately owned and operated market research Forman. Kalamazoo, Jackson and Flint. Nationwide 200K company in the U.S. C&C has remained a leader in panelists and 118K in Michigan, all opt-in with over today’s marketplace through hard work, ingenuity 100 data points per panelists, including automo- and a dedication to quality that is second to none. biles. Every member of our senior staff has over 25 (See advertisement on inside back cover) years experience fielding research projects. C&F Market Research Shifrin-Hayworth 24301 Telegraph Road, Suite 100 26400 Lahser Road, Suite 100 Southfield, MI 48033 Southfield, MI 48033 Ph. 248-352-0434 Ph. 248-223-0020 [email protected] [email protected] www.candfmarketresearch.com Emicity www.shifrin-hayworth.com Melissa Brodsky, President 5455 Corporate Drive, Suite 120 Arlene Hayworth-Speiser, President Location: Office building Troy, MI 48098 Location: Office building Distance from airport: 25 miles, 30 minutes Ph. 866-952-1600 Distance from airport: 22 miles, 25 minutes CL, CUL, 1/1, PTL, TK, VC, WC [email protected] CL, CUL, 1/1, 1/1O, PTL, TK, WC 30x20 12 Multiple www.emi.city 22x16 15 Multiple 20x16 8 Conference Melanie Imbrunnone, Project Manager 20x14 15 Multiple Location: Office building 23x16 15 Multiple We have “creative” out of the box problem-solving Distance from airport: 25 miles, 45 minutes skills. We are “Focused” on our client needs. Our Client Lounge Top focus group facility. We have a brand new dedicated staff is well trained, experienced and will 20x14 10 Conference facility as of 2019 only 20 minutes from the heart exceed all expectations. Newly renovated facil- of the flourishing new Detroit. Our facility includes ity (Oct 2017) is modern and elegant. Large 20x30 A moderator-designed, upscale, single-suite facil- two focus suites with client lounges, viewing rooms focus room and second 20x16 focus room both with ity. Focus group room features leather swivel with mirrors, access to private offices and another client observation (seats 6-12) and lounge attached. seating, elevated chair rails and two-tiered light- group room viewed on CCTV. We recruit consum- Our facility has a private entrance, Wi-Fi, free digi- ing. Expanded viewing room and lounge with ers, professionals, kids to seniors for any type of tal video and audio, Focus Vision, private restrooms widescreen LCD monitor, Wi-Fi and separate research from counties that drive the Motor City, and large (25x17) test kitchen. We complete both HVAC. A 65” LCD TV enables video, computer and including Wayne, Oakland, Macomb and beyond. qualitative and quantitative research: business- web-based content to be wirelessly controlled via Respondents are recruited by people, in-house, to-business, medical, legal, political, product Client’s laptop. Digital recording via flash drive or who will go above and beyond to deliver exactly placement, CLT’s, taste tests, dial tests, sensory FTP. web based video-streaming available. Located what you need. Features include high-speed Wi-Fi tests, usability labs, on-site interviewing, audits, in the heart of northern Oakland County - within and color printing, FocusVision or Shifrin-Hayworth radio tests, telephone interviewing and on-line an upscale area, near the blue-collar workforce of video streaming and digital audio/video recordings, interviewing. We are centrally located to pull from Macomb County and the corporate and technical which can be e-mailed to you using a secure link across the metro area. An extensive database with ranks of Automation Alley. immediately after the research. Come experience 20,000+ households. the D!

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Codes

Location: Office bldg., Freestanding bldg., Shopping mall

CL - Client Lounge CUL-Computer Usability Lab 1/1 - One-on-One Room PUL-Product Usability Lab Eurofins Sensory, Consumer and Product Focus Pointe Global - Minneapolis 1/1OR - One-on-One Obs. VC - Video Conferencing Research 7300 Metro Blvd., Suite 250 TK - Test Kitchen WC - Web Conferencing 13755 First Ave. N., Suite 500 Minneapolis, MN 55439 TKO - Test Kitchen Obs. AU - Auditorium Plymouth, MN 55441-5473 Ph. 952-858-1550 or 888-873-6287 Ph. 763-553-7787 [email protected] Conference - Conference-Style Room [email protected] www.focuspointeglobal.com Living - Living Room-Style Room www.foodperspectives.com Chris Tucker, Regional VP Multiple - Various Setups Location: Office building Room dimensions, when stated, are shown in feet. Joyce Lizzi, Sr. Director Consumer & Sensory Research Distance from airport: 10 miles, 15 minutes Location: Office building CL, TK, VC, WC Distance from airport: 22 miles, 30 minutes 22x22 10 Multiple Minnesota AU, CL, 1/1, 1/1O, PTL, TK, TKO, VC 42x21 16 Multiple 53x25 40 Multiple Minneapolis/St. Paul 28x19 40 Multiple Focus Pointe Global is proud to now be a part of 23x22 12 Multiple Schlesinger Group. FPG is an industry leader for 24x34 40 Multiple qualitative and quantitative marketing research 17x25 Multiple data collection services, including focus groups, 8x7 12 Conference taste tests, jury studies, product placements, 8x7 12 Conference webcam interviews, online communities, video 8x7 12 Conference capture and mobile and app-based research. FPG Ascendancy Research - Your Inner Circle 8x7 12 Conference has locations nationwide including Atlanta, Boston; Partner Chicago; Chicago-Oakbrook; Columbus; Dallas; 5775 Wayzata Blvd. We help our clients develop products consumers Kansas City; Los Angeles; Minneapolis; New York; Minneapolis, MN 55416 love. Our facilities in San Francisco and Minneapolis Philadelphia; Phoenix; St. Louis; San Francisco; and Ph. 952-544-6334 collectively feature three commercial kitchens, three Teaneck, N.J. [email protected] focus group rooms, large flexible CLT rooms and (See advertisement on p. 3) www.ascendresearch.com walk-in refrigerators and freezers. We offer national LynMarie Winninger, President mail-fulfillment IHUT and field CLTs across the U.S. Location: Office building and Globally. Eurofins Food Integrity and Innovation Distance from airport: 15 miles, 21 minutes is the new name for the former Covance Food CL, CUL, 1/1, 1/1O, TK, VC, WC Solutions, National Food Lab and Food Perspectives. 24x21 16 Conference Our research solutions include: idea discovery L&E Research 20x14 10 Conference through early concept and prototype exploration; 23x15 10 Conference Two Meridian Crossings, Suite 430 product optimization through consumer guidance Minneapolis, MN 55423 and trained panel evaluation and validation of launch Ph. 877-344-1574 Ascendancy Research is the premier provider readiness through national confirmation testing. of national recruiting and qualitative research [email protected] environments to companies who want to take www.leresearch.com customer insights to the decision makers – online, Lisa McGary, Client Relationship Manager onsite, infield. The highest multi-rated facility in Location: Office building Minneapolis/St. Paul, we are known for providing Distance from airport: 8 miles, 15 minutes fast, fresh and on-the-mark local, regional and AU, CL, CUL, 1/1, 1/1O, VC, WC national recruiting, concierge-level client services Fieldwork Minneapolis 21x27 20 Multiple and delightful food offerings. Your choice of three 7650 Edinborough Way, Suite 700 20x20 16 Conference spacious viewing rooms with interchangeable Edina, MN 55435 20x20 16 Conference conference rooms. Technologies include video Ph. 952-837-8300 streaming, MobiLab, DVD and digital (MP3) record- [email protected] L&E’s Minneapolis facility offers a first class expe- ing/archiving. www.fieldwork.com/us-research-venues/min- rience in the greater Twin Cities area. From the neapolis facility space to the nearby hotel options, you can Denice Duncan-Foldery, President be sure you will have a top notch experience. The Location: Office building Minneapolis- St. Paul International Airport (MSP) Distance from airport: 7 miles, 15 minutes is conveniently located only 15 minutes away from CL, CUL, 1/1, 1/1O, TK, TKO, WC our facility. L&E Minneapolis offers three focus 29x25 20 Conference group rooms with comfortably furnished viewing 18x22 25 Conference rooms/lounges, the latest technological equipment 25x20 25 Conference and modular tables to enable custom configura- 23x21 25 Conference tions. Put your mind at ease and let L&E expertly 22x19 10 Conference manage your project and help you focus on your 24x23 7 Living clients.

Fieldwork Minneapolis offers 8,000 square feet of premier space just seven miles from the Minneapolis-St. Paul International Airport. Our five research suites will accommodate multiple set-ups and group sizes. Our new viewable test kitchen is the only one of its kind in the area. All rooms are equipped with a variety of recording and streaming options. Fieldwork Minneapolis is located in the heart of shopping bliss; we are five miles from the Mall of America and walking distance to two other shopping areas plus numerous hotels and restaurants. (See advertisement on pp. 19, 31 and back cover) 98 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

Springfi eld

Leede Research Focus Pointe Global - Kansas City 5401 Gamble Drive, Suite 100 9233 Ward Parkway, Suite 150 Minneapolis, MN 55416 Kansas City, MO 64114 H2R Market Research Ph. 612-314-4402 Ph. 816-361-0345 or 888-873-6287 4650 S. National Ave, Suite C1 [email protected] [email protected] Springfield, MO 65810 www.leedemn.com www.focuspointeglobal.com Ph. 417-877-7808 Deborah Seim, Vice President Jim Finke, Facility Director [email protected] Location: Office building Location: Office building www.h2rmarketresearch.com/contact-focus- Distance from airport: 20 miles, 25 minutes Distance from airport: 30 miles, 40 minutes groups CL, CUL, 1/1, 1/1O, PTL, VC, WC CL, CUL, TK, VC, WC Melanie Bemarkt, Operations Manager 22x28 14 Multiple 20x19 18 Multiple Location: Office building 16x15 12 Multiple 21x21 10 Multiple Distance from airport: 15 miles, 18 minutes CL, VC, WC A new beautifully designed focus group and a Focus Pointe Global is proud to now be a part of built-in HD usability lab conveniently located in the Schlesinger Group. FPG is an industry leader for Our facility features live, closed-circuit viewing for West End area of St. Louis Park. We are located qualitative and quantitative marketing research up to eight observers and separate entrances for minutes from downtown Minneapolis and within data collection services, including focus groups, focus group participants and observers. Recordings 20 minutes of the airport. Leede Research provides taste tests, jury studies, product placements, of the focus groups are available as well as profes- outstanding recruitment for any qualitative and webcam interviews, online communities, video sional moderation and professional recruitment. quantitative methodology. We are a full service capture and mobile and app-based research. FPG H2R also offers online focus groups with the same market research firm with extensive experience has locations nationwide including Atlanta, Boston; professional moderation, recruitment and viewing with usability testing, qualitative research and eth- Chicago; Chicago-Oakbrook; Columbus; Dallas; from anywhere with high-speed internet. nographic research. Kansas City; Los Angeles; Minneapolis; New York; Philadelphia; Phoenix; St. Louis; San Francisco; and Teaneck, N.J. St. Louis (See advertisement on p. 3) Missouri Kansas City

C&C Market Research - St. Louis L&E Research St. Louis Galleria 4638 J C Nichols Parkway 1155 St. Louis Galleria, Suite 1133 Kansas City, MO 64112 Richmond Heights, MO 63117 Ph. 877-344-1574 Ph. 479-785-5637 or 877-530-9688 C&C Market Research - Kansas City [email protected] [email protected] Independence Mall www.leresearch.com www.ccmarketresearch.com 18813 E. 39th St. S., Suite 1026 Lisa McGary, Senior Strategic Accounts Manager Location: Shopping mall Independence, MO 64507 Location: Office building Distance from airport: 8 miles, 15 minutes Ph. 479-785-5637 or 877-530-9688 Distance from airport: 26 miles, 30 minutes CL, CUL, 1/1, 1/1O, PTL, VC, WC [email protected] AU, CL, CUL, 1/1, 1/1O, VC, WC 4 Conference www.ccmarketresearch.com 24x17 24 Multiple Distance from airport: 40 miles, 35 minutes 24x17 18 Multiple C&C Market Research, an industry leader for over CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC 25 years, is the complete answer to all of your 6 Conference Located just 30 minutes south of Kansas City market research needs. Our highly trained data International Airport (KCI), L&E is the only facility collection specialists and beautifully designed field C&C Market Research, an industry leader for over on the Plaza, with access to wonderful restaurants locations, combined with our state-of-the-art pro- 25 years, is the complete answer to all of your and shopping. We like to think of it as “the other gramming and data transmission capabilities, will market research needs. Our highly trained data Chicago,” only with easy in-and-out airport access ensure your next project is a success. With data collection specialists and beautifully designed field and no traffic. This facility has two luxury suites collection locations nationwide, we are the largest locations, combined with our state-of-the-art pro- and an oversized area great for large audience privately owned and operated market research gramming and data transmission capabilities, will research, such as mock trials. Additional features company in the U.S. C&C has remained a leader in ensure your next project is a success. With data include: A large conference table that comfort- today’s marketplace through hard work, ingenuity collection locations nationwide, we are the largest ably seats 10 to 12 recruits and can breakaway and a dedication to quality that is second to none. privately owned and operated market research for custom set up. A private workroom and a test (See advertisement on inside back cover) company in the U.S. C&C has remained a leader in kitchen with four ovens, two stove tops, several today’s marketplace through hard work, ingenuity microwaves and ample refrigeration. and a dedication to quality that is second to none. (See advertisement on inside back cover)

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Codes messaging and creative studies in either an IDI, dyad or triad setting. The lab can test all types of Location: Office bldg., Freestanding bldg., Shopping mall digital stimuli on any device. (See advertisement on inside front cover) CL - Client Lounge CUL-Computer Usability Lab 1/1 - One-on-One Room PUL-Product Usability Lab Peters Marketing Research, Inc. 1/1OR - One-on-One Obs. VC - Video Conferencing 12400 Olive Boulevard, Suite 225 TK - Test Kitchen WC - Web Conferencing St. Louis, MO 63141 TKO - Test Kitchen Obs. AU - Auditorium Ph. 314-469-9022 [email protected] Conference - Conference-Style Room L&E Research www.petersmktg.com Living - Living Room-Style Room 10403 Clayton Road, Suite 115 Jennifer Peters Scott, VP Operations Multiple - Various Setups St. Louis, MO 63131 Location: Office building Room dimensions, when stated, are shown in feet. Ph. 877-344-1574 Distance from airport: 9 miles, 12 minutes [email protected] CL, CUL, 1/1, 1/1O, PTL, VC, WC www.leresearch.com 20x16 14 Multiple Lisa McGary, Client Relationship Manager 18x16 12 Multiple Location: Office building 20x12 10 Multiple Distance from airport: 15 miles, 20 minutes 21x28 Multiple Focus Pointe Global - St. Louis AU, CL, CUL, 1/1, 1/1O, VC, WC 1650 Des Peres Road, Suite 110 26x20 8 Multiple We offer the latest technology and amenities for St. Louis, MO 63131 17x16 5 Multiple qualitative/quantitative studies! For 60+ years., Ph. 314-966-6595 or 888-873-6287 we’ve been one of the best research services in [email protected] It’s only appropriate that L&E has a facility in the town! Qualitative facility has three suites with three www.focuspointeglobal.com “Show Me” state and we are eager to show you rooms. Conference room: HD cameras and HD Taylor Hart, Facility Director why. In our St. Louis facility, high technology meets FocusVision, display ledges and need-based set- Location: Office building historic charm in the lovely Le Chateau Village in tings. Viewing room: well-lit desks, one-way mirror Distance from airport: 15 miles, 20 minutes the Frontenac district. Just steps away from local and two-tier seating. Lounge: 48” SmartTV, broad CL, CUL, 1/1, 1/1O, TK, VC, WC restaurants, accommodations and upscale shop- food service and natural light! Quantitative testing 18x22 14 Multiple ping - and only 15 minutes from Lambert-St. Louis center: 28 x 14 area, computer stations and soft- 19x22 14 Multiple International Airport (STL) our facility provides ware-guided surveys for CLTs! Free, easy parking! 20x23 23 Multiple two focus group rooms totaling 1500 square feet. Project mgmt., interviewers, hosts, secure Wi-Fi, Catering is available in all rooms and the kitchen audio/video service and copy/ print service! Focus Pointe Global is proud to now be a part of provides ample space for storage and food prepa- Schlesinger Group. FPG is an industry leader for ration. qualitative and quantitative marketing research Nebraska data collection services, including focus groups, taste tests, jury studies, product placements, webcam interviews, online communities, video Omaha capture and mobile and app-based research. FPG has locations nationwide including Atlanta, Boston; Lucas Market Research, LLC The MSR Group Chicago; Chicago-Oakbrook; Columbus; Dallas; 4101 Rider Trail N., Suite 100 1121 N. 102nd Court, Suite 100 Kansas City; Los Angeles; Minneapolis; New York; St. Louis, MO 63045 Omaha, NE 68114-1947 Philadelphia; Phoenix; St. Louis; San Francisco; and Ph. 314-344-0803 or 888-978-4101 Ph. 402-392-0755 Teaneck, N.J. [email protected] [email protected] (See advertisement on p. 3) www.lucasresearch.net www.themsrgroup.com Suzanne Lucas Echelmeyer, Vice President Tammy Mathews, Qualitative Research Division Location: Free standing facility Location: Office building Distance from airport: 7 miles, 15 minutes Distance from airport: 15 miles, 20 minutes AU, CL, 1/1, 1/1O, TK, VC, WC CL, 1/1, 1/1O, WC 22x18 12 Conference 26x16 20 Multiple The Insight Lab 22x16 12 Conference 14x10 20 Conference In Affiliation With Schlesinger 40x25 12 Multiple 36x18 40 Conference 900 Spruce St., Fourth Floor 20x12 12 Conference St. Louis, MO 63102 Ph. 314-269-1560 Lucas Market Research LLC. Family OwnedClient [email protected] FocusedService Driven. Consistently rated #1 in St. www.schlesingergroup.com/en/locations/man- Louis for Best Value/Quality Service. Guaranteed aged-labs/the-insight-lab to exceed your expectations with quality recruit- Tim Sauer, SVP, Client Solutions ing, experienced staff, 98% show rates. The Location: Office building comprehensive design includes three spacious/ Distance from airport: 17 miles, 20 minutes contemporary client suites, private entry/restrooms, CL, 1/1, 1/1O, PTL, VC, WC tiered viewing, closed-circuit, high-speed wireless 19x15 8 Multiple Internet, FV and in-house streaming, DVD record- 19x23 15 Multiple ing, flat screens/ VGA/HDMI access throughout, test kitchen, on-site recruiting, ideal space for Schlesinger is the exclusive facility and recruiting CLTs, legal studies, mock trials, 50 classroom/ partner for The Insight Lab. This ultra-contempo- theater style. rary space within a historic building provides truly sophisticated comfort. The Soulard Room inspires creativity as a spacious, contemporary focus group studio. The Clarke Room offers cutting edge usability and eye-tracking equipment that provides digital viewing via dual-screen capture of both the participant and the media. It is ideal for real time usability,

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Nevada New Jersey Las Vegas Northern New Jersey Test America, a division of CRG Global - (See New York City) Las Vegas Miracle Mile Shops at Planet Hollywood 3663 Las Vegas Blvd. S., Suite 185 Las Vegas, NV 89109 Ph. 800-831-1718 Consumer Opinion Services, Inc. (Br.) [email protected] 1860 Pama Lane, Suite 200 www.crgtestamerica.com CEC Research Las Vegas, NV 89119 Jennifer Schwartz, Director of Field Operations 16 Commerce Drive Ph. 702-644-9330 Location: Shopping mall Cranford, NJ 07016 [email protected] Distance from airport: 3 miles, 11 minutes Ph. 908-967-6790 www.ConsumerOpinionServices.com CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC [email protected] Tom Champion, Vice President & General Manager 16x27 15 Conference www.cecresearch.com Location: Free standing facility 17x19 15 Multiple Location: Free standing facility Distance from airport: 2 miles, 5 minutes 17x27 20 Multiple Distance from airport: 12 miles, 20 minutes AU, CL, CUL, PTL, TK, VC, WC CL, CUL, 1/1, 1/1O, PTL, TK, TKO 18x20 12 Multiple Test America, the data collection division of CRG 22x25 15 Multiple Global, offers consumer testing facilities that are Located in Central N.J. within the N.Y. Metro area, 22x25 15 Multiple characterized by the highest in quality standards CEC Research is a premier partner in the research 45x25 30 Multiple and are positioned in high traffic retail locations and development process, delivering proven throughout the U.S., providing virtually unlimited research methodologies and impeccable study Consumer Opinion Services provides compre- access to the consumer. Specifically designed for execution. CEC provides personalized solutions for hensive qualitative services: complete projects, conducting product level research, our sites are product testing to meet our clients’ diverse needs. facility rentals, recruitment, on-location work, equipped to conduct the most complex tests. We CEC’s contemporary facility includes a customiz- design, moderation, reporting, videostreaming and specialize in CLTs, HUTs, focus groups, mobile able kitchen, fully-equipped focus group facilities transcriptions. Seattle, Portland and Las Vegas are research and more. Select facilities include sen- with A/V capabilities, concealed microphones and home to our top-rated focus facilities, featuring sory booths, fragrance evaluation rooms, test one-way observation mirrors as well as adaptable classroom space to accommodate large sessions. kitchens, laundry rooms and focus and viewing testing rooms with laptops. Newly added features Living room-style setups are available for a more rooms. to our center include a laundry facility and sink informal setting. We offer conventional conference stations. style rooms as well. Numerous client amenities, a professional hosting staff and state-of-the-art audio/visual services give you a turnkey home away from home. (See advertisement on p. 45) VegasFocus 101 Convention Center Drive, Plaza 125 Fieldwork Fort Lee, NJ Las Vegas, NV 89109 2 Executive Drive, Suite 200 Ph. 702-483-4090 or 702-483-4000 Fort Lee, NJ 07024 [email protected] Ph. 201-585-8200 www.vegasfocus.com [email protected] Las Vegas Field and Focus, LLC Location: Office building www.fieldwork.com 2080 E. Flamingo Road, Suite 309 Distance from airport: 3 miles, 30 minutes Becky Harrison, President Las Vegas, NV 89119 AU, CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC Location: Office building Ph. 702-650-5500 or 800-797-9877 369 sq. ft. 20 Conference Distance from airport: 15 miles, 35 minutes [email protected] 374 sq. ft. 20 Conference AU, CL, CUL, 1/1, 1/1O, TK, WC www.lvff.vegas 309 sq. ft. 20 Conference 20x21 20 Conference Eric Souza, President/Owner 484 sq. ft. 19 Conference 23x21 20 Conference Location: Office building 482 sq. ft. 10 Living 23x19 11 Conference Distance from airport: 5 miles, 10 minutes 23x18 11 Conference AU, CL, CUL, 1/1, 1/1O, PTL, VC, WC VegasFocus, a division of Precision Opinion, is 17x20 12 Conference 33x23 20 Multiple an award-winning focus group facility and highly 37x23 25 Conference 17x22 15 Conference experienced market research professional team 17x22 15 Conference based out of Las Vegas, Nev. Our facilities, which Coming soon: brand new facility! Be the first to include a 48-seat movie theatre, a commercial experience Fieldwork Fort Lee’s premier space. Cutting-edge research center located in the heart grade kitchen and Vegas-style lounges are located Five focus suites with private lounges. Two can of Las Vegas features state-of-the-art equipment, 100 yards off the Las Vegas Strip and 50 yards from be combined to create a “great” room, for theater highly-supervised recruiting with uncompromising the Las Vegas Convention Center. Our experience, seating up to 60 or creative setups. All rooms integrity, professional field work and over 10,000 location, services and access to respondents from equipped with HD recording and streaming options. square feet of facility space. We offer three luxuri- all areas of the world have made us the go-to firm Same experienced local staff and extensive data- ous focus group suites served with broadband for qualitative market research in industry. Contact base covering the entire region means you will and wireless Internet access and relaxed client us today to give your research the Vegas-style get the Fieldwork-quality service you expect. With lounges. Now offering full-service design and treatment. a convenient location at the foot of the George analysis with the addition of a highly-experienced Washington Bridge, you will have access to all that moderator. We pride ourselves on strong, long- Metro New York has to offer. See photos at www. term client relationships. fieldwork.com. (See advertisement on pp. 19, 31 and back cover)

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Codes Kansas City; Los Angeles; Minneapolis; New York; Philadelphia; Phoenix; St. Louis; San Francisco; and New York Location: Office bldg., Freestanding bldg., Shopping mall Teaneck, N.J. (See advertisement on p. 3) CL - Client Lounge CUL-Computer Usability Lab Buffalo 1/1 - One-on-One Room PUL-Product Usability Lab 1/1OR - One-on-One Obs. VC - Video Conferencing TK - Test Kitchen WC - Web Conferencing TKO - Test Kitchen Obs. AU - Auditorium

Conference - Conference-Style Room Schlesinger Group New Jersey Adelman Research Group-A SurveyService Living - Living Room-Style Room 101 Wood Ave. S., Suite 501 Company Multiple - Various Setups Iselin, NJ 08830 Room dimensions, when stated, are shown in feet. 1911 Sheridan Drive Ph. 732-906-1122 Buffalo, N.Y. 14223 [email protected] Ph. 800-507-7969 or 716-876-6450 www.schlesingergroup.com/en/locations/united- [email protected] states/new-jersey www.argsurveyservice.com AJ Shaw, SVP, Client Solutions Susan Adelman, President Location: Office building Location: Free standing facility Distance from airport: 15 miles, 20 minutes Focus Crossroads Distance from airport: 10 miles, 20 minutes CL, 1/1, 1/1O, PTL, VC, WC One Meadowlands Plaza, Suite 1001 AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC 20x20 14 Multiple East Rutherford, NJ 07073 19x23 20 Multiple 21x19 12 Multiple Ph. 201-528-0220 14x27 15 Multiple [email protected] 25x19 16 Multiple 20x16 11 Multiple www.focuscrossroads.com ARG SurveyService is a leading provider of qualita- 18x18 10 Multiple Greg Caruncho tive and quantitative research solutions for clients Location: Office building who expect high standards of excellence within A leading data collection and research services Distance from airport: 10 miles, 15 minutes the healthcare and wellness, consumer goods, company with 24 high-specification focus group CL, CUL, VC, WC financial and industrial/manufacturing sectors. facilities across the U.S. and Europe and a Global 24x19 14 Conference The ARG InsightCenter™ includes focus group, test solutions team providing a worldwide reach. We 18x18 10 Conference kitchen, sensory and usability testing facilities. We deliver high-quality, intelligent recruitment for 17x15 10 Living are proficient in assuring that studies are recruited consumer, heath care and B2B markets for any and conducted exactly according to specifications methodology: qual; focus groups; IDIs; online focus Focus Crossroads, one of Northern N.J.’s top-rated with exceptional show rates and attention to detail. groups; telephone interviews; online communities; facilities, is located in East Rutherford, N.J. in the ARG also provides global respondent recruitment ethnographic research; usability labs; neurosci- N.Y. Metro Area. Access to consumer, B2B and and field management services for focus groups, ence labs. HYBRID: We seamlessly combine online medical audiences to match any target. Our three bulletin boards, IDI’s and proprietary panel devel- surveys or online qual with traditional methods. suites (over-sized conference room, traditional con- opment. Our extensive experience and outstanding Technology: The Wall by Schlesinger, HD recording ference room and living room) provide comfortable staff provide the elements required of a trusted and FV360 LIVE. viewing rooms as well as dedicated lounges with insights and research partner. additional viewing capabilities. A full range of ser- (See advertisement on inside front cover) vices which include global and national recruiting (B2B Specialty), field management, screener devel- New York City opment, moderation and more. Focus Crossroads (See also Northern New Jersey and is committed to the compliance of best practices Connecticut) in research standards and is one of only a few U.S. research firms to be ISO-20252:2012 certified. Test America, a division of CRG Global - Freehold Freehold Raceway Mall 3710 Route 9, Suite 238A Freehold, NJ 07728 Advanced Focus – The Facility, N.Y.C Ph. 800-831-1718 373 Park Ave. S., Eighth Floor [email protected] Focus Pointe Global - New Jersey New York, N.Y. 10016 www.crgtestamerica.com 20 E. Puffin Way, Second Floor Ph. 212-217-2000 Jennifer Schwartz, Director of Field Operations Teaneck, NJ 07666 [email protected] Location: Shopping mall Ph. 201-928-1888 or 888-873-6287 www.advancedfocus.com Distance from airport: 36 miles, 50 minutes [email protected] Todd Biederman, Founder and CEO CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC www.focuspointeglobal.com Location: Office building 14x21 12 Conference Janis Fallows, Facility Director Distance from airport: 15 miles, 20 minutes 23x18 18 Conference Location: Office building 27x20 20 Multiple Distance from airport: 15 miles, 30 minutes 18x14 12 Multiple Test America, the data collection division of CRG CL, CUL, 1/1, 1/1O, TK, VC, WC 21x15 14 Multiple Global, offers consumer testing facilities that are 18x18 25 Multiple 18x16 18 Multiple 18x20 18 Multiple characterized by the highest in quality standards and are positioned in high traffic retail locations 16x25 18 Multiple Advanced focus is a full-service marketing throughout the U.S., providing virtually unlimited research company that was built on relationships access to the consumer. Specifically designed for Focus Pointe Global is proud to now be a part of and innovation. Our “state-of-the-art” facility is conducting product level research, our sites are Schlesinger Group. FPG is an industry leader for centrally located in Midtown Manhattan; each equipped to conduct the most complex tests. We qualitative and quantitative marketing research of our four suites are designed to maximize the specialize in CLTs, HUTs, focus groups, mobile data collection services, including focus groups, creative process and include embedded technol- research and more. Select facilities include sen- taste tests, jury studies, product placements, ogy and highly dedicated staff. The largest room sory booths, fragrance evaluation rooms, test webcam interviews, online communities, video can seat 50 respondents or can be configured for kitchens, laundry rooms and focus and viewing capture and mobile and app-based research. FPG a multitude of research needs. In addition to our rooms. has locations nationwide including Atlanta, Boston; regional recruiting services (all conducted and Chicago; Chicago-Oakbrook; Columbus; Dallas; managed in-house) we also recruit nationwide

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and offer field management services. Also visit our traditional facilities in Westchester and Danbury Conn. or our non-traditional Loft space in N.Y.C.

Beta Research Corporation C&C Market Research - Long Island 485 Underhill Blvd., Suite 200 Broadway Mall Syosset, N.Y. 11791 362 Broadway Mall, Suite 884 Ph. 516-935-3800 Ext. 222 Hicksville, N.Y. 11801 Advanced Focus – The Facility, [email protected] Ph. 479-785-5637 or 877-530-9688 Westchester www.betaresearch.com [email protected] 520 White Plains Road, First Floor Gail Disimile, Executive VP www.ccmarketresearch.com Tarrytown, N.Y. 10591 Location: Office building Location: Shopping mall Ph. 914-631-0796 Distance from airport: 20 miles, 30 minutes Distance from airport: 25 miles, 45 minutes [email protected] CL, CUL, 1/1, PTL, TK, VC, WC CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC www.advancedfocus.com 24x14 15 Multiple Todd Biederman, CEO C&C Market Research, an industry leader for over Location: Office building For nearly 50 years, Beta Research has been help- 25 years, is the complete answer to all of your Distance from airport: 8 miles, 15 minutes ing their clients make strategic choices. Located market research needs. Our highly trained data AU, CUL, 1/1, 1/1O, WC less than 30 miles east of New York City and easily collection specialists and beautifully designed field 17.6 x 24.5 15 Multiple accessible from all major airports, Beta Research locations, combined with our state-of-the-art pro- 19.4 x 14.1 12 Multiple operates Long Island’s premier state-of-the-art gramming and data transmission capabilities, will focus group facility. The facility features three- ensure your next project is a success. With data Advanced Focus Westchester (formerly tiered stadium seating in the viewing room, an collection locations nationwide, we are the largest Marketview Westchester) is conveniently located adjacent client lounge, the largest continuous privately owned and operated market research just outside of Manhattan and accessible by two-way mirror commercially available and free company in the U.S. C&C has remained a leader in multiple airports, train and major highways. Our parking. Beta Research also provides profes- today’s marketplace through hard work, ingenuity two spacious suites (renovated in 2017) can be sionally trained and seasoned moderators with and a dedication to quality that is second to none. configured for IDIs all the way up to groups of 35 decades of experience in all facets of qualitative (See advertisement on inside back cover) (or anything in between). Our in-house recruiting research. enables us to reach the unique and specialized audience that Westchester has to offer. In addition to our regional recruiting we also recruit nationwide and offer field management services. Visit our other traditional facilities in N.Y.C and Danbury C&C Market Research - New York Metro Conn. or our non-traditional Loft space also located C&C Market Research - Bronx Palisades Center in N.Y.C. Parkchester 4711 Palisades Center Drive, Suite C 402, Fourth 1454 East Ave. Floor Bronx, N.Y. 10462 West Nyack, N.Y. 10994 Ph. 479-785-5637 or 877-530-9688 Ph. 479-785-5637 or 877-530-9688 [email protected] [email protected] www.ccmarketresearch.com www.ccmarketresearch.com Advanced Focus - The Loft Location: Shopping mall Location: Shopping mall 15 W. 39th St., Floor 14 Distance from airport: 10 miles, 30 minutes Distance from airport: 35 miles, 60 minutes New York, N.Y. 10018 CL, CUL, 1/1, 1/1O, PTL, VC, WC CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC Ph. 212-944-9000 6 Conference [email protected] C&C Market Research, an industry leader for over www.advancedfocus.com C&C Market Research, an industry leader for over 25 years, is the complete answer to all of your Todd Biederman, CEO 25 years, is the complete answer to all of your market research needs. Our highly trained data Location: Office building market research needs. Our highly trained data collection specialists and beautifully designed field Distance from airport: 15 miles, 20 minutes collection specialists and beautifully designed field locations, combined with our state-of-the-art pro- AU, CL, CUL, PTL, WC locations, combined with our state-of-the-art programming and data transmission capabilities, will 37x27 20 Multiple gramming and data transmission capabilities, will ensure your next project is a success. With data ensure your next project is a success. With data collection locations nationwide, we are the largest The Loft is a cool, hip, alternative location designed collection locations nationwide, we are the largest privately owned and operated market research to enhance the creative process. The respondent privately owned and operated market research company in the U.S. C&C has remained a leader in studio offers both a living room set up and a con- company in the U.S. C&C has remained a leader in today’s marketplace through hard work, ingenuity ference table simultaneously allowing you to move today’s marketplace through hard work, ingenuity and a dedication to quality that is second to none. back and forth between the two areas without and a dedication to quality that is second to none. (See advertisement on inside back cover) the need to reconfigure the room. For viewers, (See advertisement on inside back cover) in place of the mirror and dark viewing room we offer a bright, open and airy room with windows that look out on the impressive N.Y.C skyline. On top of all that we offer exclusivity; one client…one project! Also visit our traditional facilities in N.Y.C, Westchester and Danbury Conn.

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Codes has locations nationwide including Atlanta, Boston; based research, ethnographies and intercepts. Chicago; Chicago-Oakbrook; Columbus; Dallas; Moderation, translation and usability labs make Location: Office bldg., Freestanding bldg., Shopping mall Kansas City; Los Angeles; Minneapolis; New York; your research project a success. Philadelphia; Phoenix; St. Louis; San Francisco; and CL - Client Lounge CUL-Computer Usability Lab Teaneck, N.J. 1/1 - One-on-One Room PUL-Product Usability Lab 1/1OR - One-on-One Obs. VC - Video Conferencing (See advertisement on p. 3) TK - Test Kitchen WC - Web Conferencing TKO - Test Kitchen Obs. AU - Auditorium Insight Loft Conference - Conference-Style Room 270 North Ave., Suite 807 Living - Living Room-Style Room New Rochelle, N.Y. 10801 Multiple - Various Setups The Focus Room Ph. 914-214-2424 Room dimensions, when stated, are shown in feet. 693 Fifth Ave., Floor 10 [email protected] New York, N.Y. 10022 www.insightloft.com Ph. 212-935-6820 Location: Office building [email protected] Distance from airport: 18 miles, 35 minutes www.focusroom.com CL, CUL, 1/1, 1/1O, VC, WC Andrew Junggren Insight Loft is a brand new focus group facility Fieldwork New York City Location: Office building that offers full-service focus group management, 462 Seventh Ave., Floor 18 Distance from airport: 7 miles, 35 minutes including facility rental and recruitment, in a flex- New York, N.Y. 10018 CL, CUL, 1/1, 1/1O, PTL, VC, WC ible, modern space. We are located in Westchester Ph. 201-585-8200 13x18 11 Multiple County, one of the most diverse counties in the [email protected] 16x16 10 Multiple country. Our team offers the best in qualitative www.fieldwork.com/nyc 15x20 14 Multiple research with online/in-person focus groups and Becky Harrison, President in-depth interviews, taste tests, CLTs, product Location: Office building The Focus Room East, a New York City boutique placement, usability labs, eye-tracking, online bul- Distance from airport: 9 miles studio, has been a top Manhattan-based qualita- letin boards and more. Our recruitment services CL, 1/1, 1/1O, WC tive facility for 30 years. Designed to optimize your include consumers, multicultural (in-language 20x25 16 Conference research, our studio features state-of-the-art tech- Spanish), moms, teens/children, B2B and medical. 14x20 8 Conference nology, three modern suites, flexible layouts, stylish 14x21 12 Conference furnishings and an expert management team. The 35x44 30 Multiple Focus Room collaborates with our clients to execute consumer, including targeting some of New Located in the heart of N.Y.C and just steps York’s most difficult to recruit luxury and low inci- away from Penn Station, Times Square, Madison dence consumers, business-to-business and health Square Garden and Bryant Park, Fieldwork New care qualitative research projects. As an industry Open House Lofts New York York offers the recruiting and resources to help pioneer, the Focus Room offers unique insight into 75 Greene St., Fifth Floor you take full advantage of the Metro New York the intricacies of the New York market, provid- New York, N.Y. 10012 market. Our recently remodeled facility boasts ing expert knowledge to satisfy clients’ research Ph. 212-473-6000 three conference suites with the capacity to seat objectives and exceed expectations. [email protected] up to 50 respondents and can accommodate any www.openhouselofts.com methodology or setup. In addition, Fieldwork N.Y.C Teddy Liouliakis, Partner offers a large creative space, with floor to ceiling Location: Office building windows – the ideal solution if a viewing room Distance from airport: 13 miles, 30 minutes is not needed. Rooms include HD recording and CL, 1/1, 1/1O, WC streaming options. Focus Suites of New York (See advertisement on pp. 19, 31 and back cover) 355 Lexington Ave. Founded in 1999, Open House Lofts are creative Floor 13 (40th and Lexington) spaces customized to host focus groups, one- New York, N.Y. 10017 on-one interviews and ideation sessions. They Ph. 212-867-7373 are the brainchild of a researcher and modera- [email protected] tor who had become disillusioned with lab-like www.focussuites.com focus group facilities and traditional recruiting. As researchers first, Open House was born out of a Focus Pointe Global - New York Julia Cosel, Vice President need to facilitate research in a better way and in 333 Seventh Ave., Thrid Floor Location: Office building an environment more conducive to inspiring real New York, N.Y. 10001 Distance from airport: 30 minutes consumer insights. Clients and respondents enjoy Ph. 212-682-0220 or 888-873-6287 CL, CUL, 1/1O, VC, WC a uniquely refined boutique experience but with all [email protected] 19x38 30 Multiple the standard services of a traditional focus group www.focuspointeglobal.com 19x19 15 Conference facility. High-quality recruiting is also a key part of Julie Ali, Facility Director 19x19 15 Conference the full-service offering. Open House has spaces in Location: Office building 19x19 15 Conference New York, Los Angeles and Chicago. Distance from airport: 9 miles, 20 minutes 16x20 15 Conference CL, CUL, 1/1, 1/1O, TK, VC, WC 19x19 15 Conference 17x16 12 Multiple 19x12 12 Multiple Focus Suites of New York allows you to take 21x14 12 Multiple advantage of the diverse cultures of New York City 25x22 18 Multiple offering unparalleled recruiting and resources. Located in midtown Manhattan, it has been Focus Pointe Global is proud to now be a part of voted one of the top rated focus group facilities. Schlesinger Group. FPG is an industry leader for Multipurpose conference room holds up to 60 qualitative and quantitative marketing research participants for projects such as jury, music and data collection services, including focus groups, dial tests. We provide recruitment and project taste tests, jury studies, product placements, management for focus groups, in-depth interviews, webcam interviews, online communities, video user research, TDI’s, mock trials, CLT’s, web- capture and mobile and app-based research. FPG

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Optima Research Group Reckner Facilities: Westchester RRU Research - Fusion Focus 266A Duffy Ave. 450 Mamaroneck Ave., Suite 410 373 Park Ave. S., 10th Floor Hicksville (Long Island), N.Y. 11801 Harrison, N.Y. 10528 New York, N.Y. 10016 Ph. 516-755-7640 x1002 Ph. 914-696-5150 or 215-822-6220 Ph. 212-889-4777 or 718-222-5600 [email protected] [email protected] [email protected] www.optimarg.com www.reckner.com/facilities/harrison www.rruresearch.com Scott Sycoff, CEO Peter Grubb, Executive Director Location: Office building Location: Free standing facility Location: Office building Distance from airport: 9 miles, 23 minutes Distance from airport: 15 miles, 20 minutes Distance from airport: 20 miles, 30 minutes CL, CUL, 1/1, 1/1O, VC, WC CL, 1/1, 1/1O, WC CL, PTL, TK, VC, WC 19x15 15 Conference 23x18 14 Conference 23 x 36 15 Multiple 20x16 13 Multiple 16 x 21 Conference 20x16 13 Living Top Rated Facility on Long Island. Our team of in- 20x15 10 Multiple house recruitment professionals has the resources The region’s premier product testing facility – 20 16x15 10 Multiple and expertise to quickly assemble excellent, quali- miles northeast of Manhattan! New facility with 12 fied focus groups. Project managers with over sink booths, 23 product testing booths, commercial RRU Research/Fusion Focus was established in 25 years’ experience each. From recruitment to test kitchen, focus group room, multi-purpose 1975 and has long held a reputation as one of the results, our focus is making the entire process easy room and spacious client lounge. State-of-the-art industry’s qualitative recruiting powerhouses. We and effective, on both sides of the mirror. Facility product testing booths include touch computers are professionally staffed with highly experienced includes: tiered-viewing room overlooking focus with camera, mic and speakers; overhead and project managers and recruiters. Fusion Focus is group room arranged to give you (up to 13 others) sconce lighting; color masking; large serving doors our four-room, state-of-the-art and fully renovated a view of all participants. Plus a client lounge that to product prep area; all washable surfaces; and research facility located on Park Ave South in can hold an additional 10 viewers that can watch programmable HVAC system. midtown Manhattan. Our extensive respondent the groups via closed circuit TV. database and professional screening expertise can accommodate any specifications.

Research America Inc – Totowa Plaza Research - New York 100 A Commerce Way 120 Route 17 N., Suite 201 Totowa, NJ 07512 Schlesinger Group New York City Paramus, NJ 07652 Ph. 973-686-1300 711 Third Ave., Ninth Floor Ph. 201-265-7500 or 800-654-8002 x11 [email protected] New York, N.Y. 10017 [email protected] www.researchamericainc.com Ph. 212-730-6400 www.plazaresearch.com Nicole Tsimpedes, Client Relations [email protected] Bethany Farms, Director Location: Office building www.schlesingergroup.com/en/locations/united- Location: Office building Distance from airport: 20 miles, 35 minutes states/new-york Distance from airport: 30 minutes CL, 1/1, 1/1O, PTL, Test Kitchen AJ Shaw, SVP, Client Solutions CL, CUL, 1/1, 1/1O, TK, TKO, WC Location: Office building 15x24 20 Conference RAI Totowa is a state-of-the-art CLT and product Distance from airport: 10 miles, 25 minutes 15x24 20 Conference test facility, perfect for large scale studies as well CL, 1/1, 1/1O, PTL, VC, WC 15x20 20 Conference as more intimate research engagements. Serving 16x16 10 Multiple 15x20 20 Conference the N.Y.C and N.J. markets, RAI Totowa offers a full 22x14 6 Multiple 15x20 20 Multiple test kitchen with customizable setup and adjoin- 14x14 8 Multiple ing prep space; multiple testing rooms, each with 16x15 10 Multiple The nation’s premier network of focus group adjoining client viewing lounges; and dedicated 19x20 16 Multiple facilities! Plaza Research offers multi-city project spaces for focus groups, IDIs and triads. Separate 20x18 12 Multiple coordination in 14 locations with an extensive respondent entrance, exit and lounge ensure com- 20x13 8 Multiple nationwide database. One experienced project plete confidentiality. In-house recruiting, translating 16x12 Conference manager will be your sole contact for the duration and live streaming services are also available. RAI 19x33 16 Multiple of your project at any of our markets. Our focus Totowa is part of the Research America family of 14 group suites are designed with tiered seating, locations across the country, making RAI an ideal A leading data collection and research services volume controls, private phone booths and client- choice for multi-market studies. From consulting company with 24 high-specification focus group viewable test kitchens. We provide complimentary and analytics to field and facility, RAI truly does facilities across the U.S. and Europe and a Global high-speed Internet access in all client suites, con- it all. solutions team providing a worldwide reach. We ference rooms and lounges. We offer FocusVision, deliver high-quality, intelligent recruitment for Streamline and Viewpoint. Fully renovated in 2018. consumer, heath care and B2B markets for any If using a GPS to locate this office, please input 2 methodology: qual; focus groups; IDIs; online focus East Century Road instead of 120 Route 17 North. groups; telephone interviews; online communities; There is a large “120” on our building. ethnographic research; usability labs; neuroscience labs. HYBRID: We seamlessly combine online surveys or online qual with traditional methods. Technology: The Wall by Schlesinger, HD recording and FV360 LIVE. (See advertisement on inside front cover)

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Codes group rooms, Banker’s, Racing and Blue Ridge. All North Carolina rooms are equipped with ceiling height windows Location: Office bldg., Freestanding bldg., Shopping mall that can be covered or opened and well-appointed lounges and attached viewing rooms conceived for CL - Client Lounge CUL-Computer Usability Lab Charlotte client comfort. Customize table configurations with 1/1 - One-on-One Room PUL-Product Usability Lab 1/1OR - One-on-One Obs. VC - Video Conferencing our modular tables and utilize 750 square feet in TK - Test Kitchen WC - Web Conferencing the Banker’s conference room for any type of study TKO - Test Kitchen Obs. AU - Auditorium including mock trials and large groups.

Conference - Conference-Style Room Living - Living Room-Style Room AOC Marketing Research Multiple - Various Setups 10100 Park Cedar Drive, Suite 100 Room dimensions, when stated, are shown in feet. Charlotte, NC 28210 Ph. 704-341-0232 20|20 Research - Charlotte [email protected] 2102 Cambridge Beltway Drive, Suite B Syracuse www.aocresearch.com Charlotte, NC 28273 Cathleen Christopher, President Ph. 704-494-7873 or 704-587-0028 Courtney Shanklin, Director of Marketing & Client [email protected] Solutions www.2020research.com/charlotte Location: Free standing facility Susan Brelewski, Facility Director Distance from airport: 15 miles, 20 minutes Location: Office building CL, 1/1, 1/1O, TK, WC Drive Research Distance from airport: 10 miles, 15 minutes 30x31 20 Multiple 6702 Buckley Road, Suite 110B CL, CUL, VC, WC 17x16 10 Multiple Syracuse, N.Y. 13212 20x20 12 Conference 22x20 20 Multiple Ph. 315-303-2040 or 888-725-DATA 20x20 12 Conference 18x15 10 Multiple [email protected] 20x20 12 Conference 25x21 10 Multiple www.driveresearch.com 20x30 16 Conference George Kuhn, Facility Manager 19x14 6 Conference Location: Office building Professional, uncomplicated, effortless. Respondents who are exactly on spec. These are a Distance from airport: 4 miles, 8 minutes Charlotte, a well-established market and national few of the things we promise at AOC. Our specialty CL, CUL, 1/1, 1/1O, PTL, VC, WC hub for banking and finance, boasts a population is recruiting and implementing focus groups, in- 29x14 10 Conference representative of the regional south and broader depth interviews, large quota taste tests, central country. Easily accessible by direct flight from over location tests and other research in our Charlotte, The Drive Research focus group facility is located in 60 cities, the facility is just 15 minutes from the air- North Carolina facility. Designed for comfort, Syracuse, N.Y. Our facility is centrally located in the port. Serving the industry since 1986, 20|20 is your privacy and productivity, each of our four suites Syracuse region offering easy access to the airport, trusted fieldwork partner in Charlotte with quality include a private client lounge with an office and downtown Syracuse and two major highways in metrics and top-notch amenities to prove it. From restroom, a private client entry/exit outside and Upstate New York. The facility offers qualitative cutting edge-technology to high-end hospitality separate HVAC controls for client and respondent recruitment services, ample and free on-site park- services and one of the most experienced teams areas. AOC has a fully-equipped test kitchen with ing and 11 hotels within one mile of our location. in the industry, we have everything you’d want in an experienced, professional staff and the latest in Drive Research offers state-of-the-art audio and a facility. video capabilities on-site. This includes high-speed technology including 40 notebook computers with internet, digital HD recording, 360-degree audio 14 tablet PCs, wireless internet with backup, digital recording and playback and an 82-inch UHD TV audio and video and video streaming. Convenient Greensboro/Winston-Salem which wirelessly connects to your device. and accessible, AOC is in a one-story professional office park and a 20-minute drive from our international airport. We have ample free parking and are only minutes from several hotels and award- winning restaurants. View our website to find out what researchers are saying about AOC and why Eastcoast Research our clients consider us their preferred research Research & Marketing Strategies, Inc. 1118 Grecade St., Suite 103 partner. 15 E. Genesee St., Suite 210 Greensboro, NC 27408 Baldwinsville, N.Y. 13027 Ph. 336-285-5195 Ph. 315-635-9802 or 866-567-5422 [email protected] [email protected] www.eastcoastresearch.com www.RMSresults.com Mike Johnson, CEO Lauren Krell, Director of QualiSight Operations Location: Free standing facility Location: Office building L&E Research Distance from airport: 10 miles, 20 minutes Distance from airport: 15 miles, 22 minutes 4824 Parkway Plaza Blvd., Suite 110 1/1, 1/1O, VC CL, CUL, 1/1, 1/1O, VC, WC Charlotte, NC 28217 22x16 8 Conference 21x14 10 Conference Ph. 877-344-1574 [email protected] Exceptional recruiting is our number one priority. Research & Marketing Strategies, Inc. (RMS) is a www.leresearch.com Our professional team is committed to excellence full service market research and consulting firm Lisa McGary, Client Relationship Manager in recruiting, client satisfaction and developing located in central New York. Since 2002, RMS has Location: Office building long-lasting relationships. We specialize in focus been a leader in multiple modalities associated Distance from airport: 6 miles, 10 minutes group recruiting across all of North Carolina with with quantitative and qualitative research. RMS AU, CL, CUL, 1/1, 1/1O, VC, WC high show rates and articulate respondents. Our offers an independent means to conduct telephone, 33x23 12 Conference state-of-the-art facility in North Carolina is cen- online and mail surveys, in-depth interviews, 20x20 10 Conference trally located in Greensboro and includes wireless mystery shopping, market analysis, intercepts, 20x17 8 Conference Internet, web conferencing and digital recording observational studies and participant recruitment. technologies. Eastcoast Research will find the RMS is also home to QualiSight, a premier focus The Queen City’s new slogan, “Charlotte’s Got A respondents you need! group, recruiting and interview research facility Lot” also applies to L&E’s Charlotte facility. It is and RMS ViewPoint, a prime consumer research a quick 10 minute drive from Charlotte Douglas panel in one of the nation’s top test markets. International Airport (CLT) and has three focus

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Raleigh/Durham Wilmington

Synergy Marketing Strategy and Research, Inc. First In Focus Research Eastcoast Research 3634 W. Market St., Suite 104 4009 Barrett Drive, Suite 101 5919 Oleander Drive, Suite 117 Akron / Fairlawn, OH 44333 Raleigh, NC 27609 Wilmington, NC 28403 Ph. 216-431-0008 or 330-576-6784 Ph. 919-510-0445 x25 Ph. 910-763-3260 [email protected] [email protected] [email protected] www.synergyloyalty.com www.firstinfocus.com www.eastcoastresearch.com Crystal Ogden, Project Manager Karan Bunn, Owner & General Manager Mike Johnson, CEO Location: Office building Location: Office building Location: Office building Distance from airport: 20 miles, 25 minutes Distance from airport: 14 miles, 20 minutes Distance from airport: 5 miles, 15 minutes CL, 1/1, 1/1O, VC, WC CL, 1/1, 1/1O, PTL, TK, VC 1/1, 1/1O, VC 12x15 15 Multiple 18x19 12 Multiple 30x25 15 Multiple 17x13 15 Multiple 18x18 12 Multiple Exceptional recruiting is our number one priority. Synergy offers full service marketing research “Top Rated” focus group facility in the Raleigh- Our professional team is committed to excellence at our beautiful, spacious research facilities in Durham area since opening in 2005. Qualitative and in recruiting, client satisfaction and developing Northeast Ohio, ideal for focus groups, IDIs and quantitative research staff on site. Online survey long-lasting relationships. We specialize in focus mock jury trials. Each of our research facilities – in development and implementation. Trustworthy and group recruiting across all of North Carolina with Akron and in downtown Cleveland – features video- targeted recruiting for focus groups, one-on-ones, high show rates and articulate respondents. Our conferencing, online focus groups and comfortable usability studies, jury research, taste tests, product state-of-the-art facility in North Carolina is located viewing areas. We also conduct focus groups testing, home utilization tests, music studies, eth- in Wilmington and includes wireless Internet, web in the Youngstown area. In addition to our facili- nographies and more. Database includes metro and conferencing and digital recording technologies. ties, we provide our clients with tailored services small-town residents. State-of-the-art technology, Eastcoast Research will find the respondents you including qualitative, quantitative and secondary closed-circuit TV, video-streaming and high-speed need! research, stakeholder relationship management, Internet access, including wireless, digital sound, brand strategy and executive coaching and devel- FocusVision partner, ViewPoint Streaming partner, opment. etc. Ohio Cincinnati Akron

L&E Research 5505 Creedmoor Road, Suite 200 L&E Research Raleigh, NC 27612 9908 Carver Road Ph. 877-344-1574 Decisionpoint Consulting Cincinnati, OH 45242 [email protected] 4320 Dressler Road N.W. Ph. 877-344-1574 www.leresearch.com Canton, OH 44718 [email protected] Lisa McGary, Client Relationship Manager Ph. 440-263-5362 330-936-6867 www.leresearch.com Location: Office building [email protected] Lisa McGary, Client Relationship Manager Distance from airport: 10 miles, 15 minutes www.decisionpointconsulting.com Location: Free standing facility AU, CL, CUL, 1/1, 1/1O, VC, WC Amy E. Boren, President Distance from airport: 25 miles, 40 minutes 27x27 14 Conference Location: Office building AU, CL, CUL, 1/1, 1/1O, VC, WC 17x21 15 Conference Distance from airport: 6 miles, 6 minutes 22x18 15 Multiple 20x16 10 Conference 18x12.5 10 Living 24x20 25 Multiple 15x20 12 Conference 12x18.5 10 Multiple 19x21 15 Multiple 24x24 25 Multiple L&E’s Raleigh facility is our headquarters, 15 min. Decisionpoint Consulting is a full-service marketing from Raleigh-Durham International Airport (RDU). research firm based in Canton, Ohio. Our team of Like Charlotte, Cincinnati also claims “The Queen The city’s slogan, “You can see the whole state marketing research business consultants merge City” as its nickname, but to avoid confusion we from here!” reflects our ability to give the perspec- into your project and use social media, virtual prefer “The Queen City of the West.” L&E’s unique tive you need for your project. This facility has technology and highly skilled, trained recruiters facility is indeed fit for a queen, with more than a 700 sq ft multi-purpose room and three large to tackle your most difficult recruiting challenge, 10,000 square feet of state-of-the-art space that focus group rooms, which have modular tables anywhere in the country. We have online tools for provide our clients and research respondents with for custom configuration, well-appointed client conducting virtual focus groups and expertise to every comfort and professional advantage. L&E lounges and comfortable viewing rooms, plenty of execute online surveys on demand. Our national Cincinnati offers three spacious focus group suites ledge and corkboard space and the leading video qualitative panel can be validated. Twenty years and a large creative space, the Envisage Studio, for conferencing, web streaming and digital recording of traditional experience + technology to expedite consumer directs, team meetings or ideation ses- technologies, including FocusVision and L&E video difficult algorithms, rural areas or low incidence sions. We offer the latest video conferencing, web streaming. RFP’s. streaming and digital recording technologies.

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Codes Cleveland Location: Office bldg., Freestanding bldg., Shopping mall

CL - Client Lounge CUL-Computer Usability Lab 1/1 - One-on-One Room PUL-Product Usability Lab RRD Marketing Solutions 1/1OR - One-on-One Obs. VC - Video Conferencing 905 Corporate Way TK - Test Kitchen WC - Web Conferencing C&C Market Research - Cleveland, OH Westlake, OH 44145 TKO - Test Kitchen Obs. AU - Auditorium Metro Ph. 877-332-9222 Westfield Great Northern Mall [email protected] Conference - Conference-Style Room www.rrdonnelley.com/marketing-solutions/ser- Living - Living Room-Style Room 106 Great Northern Boulevard vices/research-and-customer-experience Multiple - Various Setups North Olmstead, OH 44070 Cathleen Zapata, Chief Experience Officer Room dimensions, when stated, are shown in feet. Ph. 479-785-5637 or 877-530-9688 [email protected] Location: Office building www.ccmarketresearch.com Distance from airport: 7 miles, 17 minutes Location: Shopping mall CL, CUL, 1/1, 1/1O, PTL, VC, WC Distance from airport: 6 miles, 15 minutes 17x14 20 Multiple CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC 6 Conference RRD Marketing Solutions offers a full-service RDI Sightline usability lab and market research facility combining 503 W. Sixth St. C&C Market Research, an industry leader for over state-of-the art technology with an idea-inspiring Covington, KY 41011 25 years, is the complete answer to all of your environment. As one of the only facilities in the Ph. 859-757-2350 market research needs. Our highly trained data U.S. with a full solution of in-lab, mobile and field [email protected] collection specialists and beautifully designed field eye-tracking capabilities, we offer an unparalleled www.rdicorp.com/sirs locations, combined with our state-of-the-art pro- first look into the customer decision-making pro- Bruce Ferguson, Vice President gramming and data transmission capabilities, will cess and behavioral patterns. Our lab can be used Location: Free standing facility ensure your next project is a success. With data for traditional market research projects, as well Distance from airport: 15 miles, 20 minutes collection locations nationwide, we are the largest as plannogram, product, website, e-mail, mobile, CL, 1/1 privately owned and operated market research tablet, commercials, direct mail, in-store product 15x13 10 Multiple company in the U.S. C&C has remained a leader in display testing and more. today’s marketplace through hard work, ingenuity Our free standing facility is located in the and a dedication to quality that is second to none. Columbus Mainstrasse Village section of Covington, Ky. Just (See advertisement on inside back cover) 15 minutes from the airport and five minutes from downtown Cincinnati makes it an excellent location for your consumer and professional research studies. Our recruiters have years of experience finding the right respondents for each study. Focus Pointe Global - Columbus Focus Groups of Cleveland, Inc. 7634 Crosswoods Drive 2 Summit Park Drive, Suite 225 Columbus, OH 43235 Independence, OH 44131 Ph. 614-781-5590 or 888-873-6287 Ph. 216-901-8075 [email protected] [email protected] www.focuspointeglobal.com Various Views Research www.focusgroupsofcleveland.com Stephanie Wolf, Facility Director 11353 Reed Hartman Highway, Suite 101 April Morris, President and Owner Location: Office building Cincinnati, OH 45241 Distance from airport: 8 miles, 12 minutes Distance from airport: 15 miles, 15 minutes Ph. 513-489-9000 or 513-387-2205 AU, CL, 1/1, 1/1O, TK, TKO, VC, WC CL, CUL, TK, VC, WC [email protected] 16x20 20 Multiple 16x32 5 Multiple www.variousviews.com 12x16 12 Multiple 24x20 15 Multiple Kevin Vaselakes, V.P. Project Services 25x25 20 Multiple 21x18 16 Multiple Location: Office building 18x18 15 Multiple Distance from airport: 30 miles, 35 minutes In business 50+ years, we are top rated in the 21x16 30 Multiple CL, 1/1, 1/1O, VC Impulse Survey! Featured three times on a national 24 x 20 20 Multiple morning show and Northern Ohio’s largest focus Focus Pointe Global is proud to now be a part of 22 x 19 15 Multiple group facility. We specialize in on-site recruiting Schlesinger Group. FPG is an industry leader for 27x17 10 Multiple for consumer, litigation, executive and medical qualitative and quantitative marketing research interviews, providing over 6,000-sq.-ft. of comfort data collection services, including focus groups, Various Views Research’s capabilities include all and technology for focus groups, IDIs, taste tests, taste tests, jury studies, product placements, the important blocking and tackling components pre-recruits and entire project management in a webcam interviews, online communities, video required to conduct successful qualitative proj- high-end environment. We’re conveniently located capture and mobile and app-based research. FPG ects. Whether your needs include standard focus only 10 minutes from Cleveland Hopkins Airport has locations nationwide including Atlanta, Boston; groups, IDIs, or ethnographic research, VVR is your and downtown Cleveland, surrounded by excel- Chicago; Chicago-Oakbrook; Columbus; Dallas; go-to research facility in Cincinnati. All recruiting lent hotels, dining and other amenities. Pricing is Kansas City; Los Angeles; Minneapolis; New York; is done in-house by a fully trained staff, using one competitive! Philadelphia; Phoenix; St. Louis; San Francisco; and of the largest databases in the metro area. We pro- Teaneck, N.J. vide video-streaming and recording and free Wi-Fi. (See advertisement on p. 3) Clients can view sessions behind a one-way mirror in spacious rooms with tiered seating. Private client restrooms and lounges are also provided.

108 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

Oregon Portland L&E Research LextantLabs One Easton Oval, Suite 300 250 S. High St., Sixth Floor Columbus, OH 43219 Columbus, OH 43215 Ph. 877-344-1574 Ph. 614-228-9711 [email protected] [email protected] www.lextant.com/labs www.leresearch.com Consumer Opinion Services, Inc. (Br.) Susie Kloeb, Director, Labs & Environments Lisa McGary, Client Relationship Manager 2225 Lloyd Center Location: Office building Location: Office building Portland, OR 97232 Distance from airport: 8 miles, 15 minutes Distance from airport: 3 miles, 5 minutes Ph. 503-493-2870 CL, CUL, 1/1, 1/1O, PTL, VC, WC AU, CL, CUL, 1/1, 1/1O, VC, WC [email protected] 29x18 15 Multiple 20x29 13 Multiple www.ConsumerOpinionServices.com 23x19 9 Conference 15x20 10 Multiple Melissa Bledsoe, General Manager 17x25 13 Multiple Location: Shopping mall When we talk about the human experience, we Distance from airport: 8 miles, 15 minutes don’t just mean for consumers. Using our industry At one time, Columbus, Ohio embraced the nick- CL, 1/1, TK, VC, WC experience in generative and evaluative research, name “America’s Test Market.” So it’s no wonder 27x16 14 Multiple we designed our Labs to fit our clients’ wide- we embraced Columbus as one of our premier 14x22 12 Multiple ranging needs and provide two of the most unique research locations, as well. L&E’s facility is located 20x30 15 Multiple in the metropolitan community of Easton, a 1300- and unconventional facilities in the Midwest. Our spacious facilities can accommodate nearly any acre mixed-use development, home to young Consumer Opinion Services provides comprehen- setup, including focus groups, IDI’s, usability test- professionals and families. Located in the heart of a sive qualitative services: complete projects, facility ing, automotive/large format product testing and top-tier retail market and the dominant destination rentals, recruitment, on-location work, design, mod- retail/health care environment simulation. You’ll for shopping, dining and entertainment in Central eration, reporting, videostreaming and transcriptions. get the highest quality recruit from an extensive Ohio, our facility offers three focus group rooms. Seattle, Portland and Las Vegas are home to our local database, standard business amenities, top-rated focus facilities, featuring classroom space restaurant-style catering, dedicated hosting, seam- to accommodate large sessions. Living room-style less technology and complimentary Wi-Fi. Our team setups are available for a more informal setting. We of professionals is known for service that goes offer conventional conference style rooms as well. above and beyond and their ability to anticipate Numerous client amenities, a professional hosting your every need. Finally a research experience staff and state-of-the-art audio/visual services give LextantLabs with you in mind. 1322 Manning Parkway you a turnkey home away from home. Powell, OH 43065 (See advertisement on p. 45) Ph. 614-228-9711 [email protected] Oklahoma www.lextant.com Susie Kloeb, Director, Labs & Environments Location: Free standing facility Tulsa Distance from airport: 18 miles, 25 minutes IdeaSuite CUL, 1/1, 1/1O, PTL 1600 S.E. Bybee Blvd., Suite 202 39x19 10 Multiple Portland, OR 97202 58x35 12 Multiple Ph. 855-322-0992 19x26 8 Multiple [email protected] 19x26 8 Multiple Consumer Logic Research www.idea-suite.com 19x26 8 Multiple 4500 S. 129th E., Suite 112 Location: Office building Tulsa, OK 74134 Distance from airport: 13 miles, 25 minutes When we talk about the human experience, we Ph. 918-665-3311 or 800-544-1494 CL, CUL, 1/1, 1/1O, VC, WC don’t just mean for consumers. Using our industry [email protected] 16x20 12 Multiple experience in generative and evaluative research, www.consumerlogicresearch.com we designed our labs to fit our clients’ wide- Heather Mackay, VP, General Manager Portland’s premiere research facility for focus ranging needs and provide two of the most unique Location: Office building groups, usability studies, corporate meetings and and unconventional facilities in the Midwest. Our Distance from airport: 11 miles, 20 minutes ideation sessions. Our space is light-filled, relaxed spacious facilities can accommodate nearly any AU, CL, 1/1, 1/1O, VC, WC and modern. Configurations include boardroom, setup, including Focus Groups, IDI’s, Usability 15x21 10 Multiple living room, usability testing/IDI and classroom Testing, Automotive/Large Format Product Testing 25x40 10 Multiple setups. IdeaSuite hosts one client at a time, guar- and Retail/Healthcare Environment Simulation. anteeing the utmost in confidentiality and attention. You’ll get the highest quality recruit from an exten- Since 1977, Consumer Logic has been the premier We provide on-site tech support, two Wi-Fi net- sive local database, standard business amenities, provider of heartland market research from our works, HD video room monitoring and streaming, restaurant-style catering, dedicated hosting, seam- home base in Tulsa, Oklahoma. We are known Herman Miller Aeron chairs for observers and a less technology and complimentary WIFI. Our team by Fortune 500 and regional companies alike as private client lounge. Moderating and participant of professionals is known for service that goes America’s ideal test market. This is due to our cen- recruiting are also available. above and beyond and their ability to anticipate tral location and residents who reflect average of your every need. Finally, a research experience the average on total U.S. demographics (on parity with you in mind. for income, age, marital status, education, household composition, etc.) and core cultural values. In addition to our propriety Tell Us Your Opinion™ consumer panel, we offer a fully equipped focus group facility and full-service qualitative and quantitative project support options to meet a range of primary and syndicated research needs. www.quirks.com December 2019 // Quirk’s Marketing Research Review 109 2020 Focus Group Facility Directory

Codes and music evaluations, mock trials with breakouts privately owned and operated market research and now professional meetings and receptions. company in the U.S. C&C has remained a leader in Location: Office bldg., Freestanding bldg., Shopping mall With a pristine interior bathed in history and an today’s marketplace through hard work, ingenuity uncluttered think-tank design to encourage col- and a dedication to quality that is second to none. CL - Client Lounge CUL-Computer Usability Lab laboration and innovation, FieldGoals at The Event (See advertisement on inside back cover) 1/1 - One-on-One Room PUL-Product Usability Lab 1/1OR - One-on-One Obs. VC - Video Conferencing Café services the Harrisburg, York and Lancaster, TK - Test Kitchen WC - Web Conferencing Pennsylvania markets. Farmers, small business TKO - Test Kitchen Obs. AU - Auditorium owners and physicians - along with consumers from urban, suburban and rural backgrounds can Conference - Conference-Style Room gather, break bread and speak freely in a calm and Living - Living Room-Style Room inviting environment. A 12-foot, one-way mirror Focus Pointe Global - Philadelphia Multiple - Various Setups invites your team to observe and reflect in the Two Logan Square, Suite 500 Room dimensions, when stated, are shown in feet. Capitol Observation Suite, while the elegant Griffin 18th and Arch Streets Boardroom seats up to 20 focus group respondents, Philadelphia, PA 19103 with a spectacular, custom wood ceiling, sound- Ph. 215-701-1500 or 888-873-6287 proof wallboard and dual robotic cameras with [email protected] remote operation by our in-house A/V technician. www.focuspointeglobal.com Jamie Katzenstein, Area Director Location: Office building VuPoint Research - Portland Lancaster Distance from airport: 6 miles, 20 minutes 8959 S.W. Barbur Blvd., Suite 100 CL, CUL, 1/1, 1/1O, TK, VC, WC Portland, OR 97219 20x24 16 Multiple Ph. 503-977-6752 24x16 16 Multiple [email protected] 24x16 16 Multiple www.vupointresearch.com 24x16 16 Multiple Tobi Stark, Account Executive Central Focus 34x24 20 Multiple Location: Office building 180 W. Airport Road Distance from airport: 17 miles, 25 minutes Lititz, PA 17543 Focus Pointe Global is proud to now be a part of AU, CL, CUL, 1/1, 1/1O, PTL, TK, WC Ph. 717-560-7842 Schlesinger Group. FPG is an industry leader for 18x20 12 Multiple [email protected] qualitative and quantitative marketing research 18x20 12 Multiple www.centralfocus.net data collection services, including focus groups, 16x18 12 Multiple Matt London, Facility Manager taste tests, jury studies, product placements, Location: Office building webcam interviews, online communities, video In Southwest Portland, walking distance to Distance from airport: 1 mile, 2 minutes capture and mobile and app-based research. FPG Multnomah Village (restaurants, bars and shops), CL, 1/1, 1/1O, TK, WC has locations nationwide including Atlanta, Boston; with three fully-equipped focus group rooms and test 26x16 45 Conference Chicago; Chicago-Oakbrook; Columbus; Dallas; kitchen. Featuring spacious view rooms with wire- Kansas City; Los Angeles; Minneapolis; New York; less Internet, viewer-controlled audio, closed circuit Conveniently located in central Pennsylvania’s Philadelphia; Phoenix; St. Louis; San Francisco; and TV, fully-stocked refrigerators, fresh-baked cookies, Lancaster county, we are close to Harrisburg Teaneck, N.J. Northwest microbrews and local wines. We work International Airport and an easy drive from (See advertisement on p. 3) closely with our sister companies VuPoint Research Baltimore, Philadelphia, Harrisburg, Reading and – San Francisco (focus group facility), MDC York. Central Focus features a direct viewing room Research (full-service primary market research) and as well as a second viewing room to accommodate VuPoint Research (108-seat quantitative call center). additional observers. A full complement of research We support projects of all types and sizes. services is available to help ensure the successful completion of your project. Centrally located. Focused on results. Group Dynamics in Focus, Inc. 555 City Ave., Sixth Floor Pennsylvania Bala Cynwyd, PA 19004 Philadelphia/Southern NJ Ph. 866-221-2038 or 610-668-8535 Harrisburg [email protected] www.groupdynamics.com Robin Kaplan, President Location: Office building Distance from airport: 12 miles, 30 minutes C&C Market Research - Philadelphia AU, CL, CUL, 1/1, 1/1O, TK, VC, WC Philadelphia Mills 28x20 18 Multiple FieldGoals.US 1749 Franklin Mills Circle, Suite 159 16x24 12 Conference FieldGoals at The Event Café Philadelphia, PA 19154 206 Third St. Ph. 479-785-5637 or 877-530-9688 Group Dynamics In Focus is celebrating 39 years New Cumberland, PA 17070 [email protected] as a qualitative research company located in sub- Ph. 717-963-8638 or 877-469-6631 www.ccmarketresearch.com urban Philadelphia. Our facility features a new high [email protected] Location: Shopping mall specification audio visual system. Rely on us for www.fieldgoals.us Distance from airport: 30 miles, 60 minutes expert recruiting for health care, B2B and consum- Kathryn Paradise, VP Research CL, 1/1, 1/1O, PTL, TK, VC, WC ers. We recruit locally and nationally for all medical Location: Free standing facility 15x11 5 Conference professionals, both for phone and in-person Distance from airport: 5 miles, 10 minutes research. Our central location facility includes a AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC C&C Market Research, an industry leader for over 600 sq. ft. multipurpose room which is ideal for 26x16 20 Multiple 25 years, is the complete answer to all of your shopping displays and classroom seating for up to 27x24 20 Multiple market research needs. Our highly trained data 50 people. Trust our experienced and professional collection specialists and beautifully designed field staff for field management and competitive bids. Our magnificent focus group facility, FieldGoals at locations, combined with our state-of-the-art pro- Proudly honored by the Philadelphia Inquirer with The Event Café, provides a spacious, sophisticated, gramming and data transmission capabilities, will the 2019 Family-Owned Business Award as well industrial-chic venue for large and small focus ensure your next project is a success. With data as the Philadelphia Business Journal as a Top groups, one-on-one interviews, auditorium studies collection locations nationwide, we are the largest Women-Owned Business.

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M3 Global Research Philadelphia Studios Reckner Facilities: Philadelphia MSA Schlesinger Group Philadelphia Bala One Liberty Place 1600 Manor Drive Cynwyd 1650 Market St., Suite 3030 Chalfont, PA 18914 50 Monument Road, Suite 200 Philadelphia, PA 19103 Ph. 215-822-6220 Bala Cynwyd, PA 19004 Ph. 215-525-6191 [email protected] Ph. 610-538-1900 [email protected] www.reckner.com/facilities/philadelphia [email protected] www.m3globalresearch.com Peter Grubb, Executive Director www.schlesingergroup.com/en/locations/united- Lindita Mezani, VP - Market Research Location: Office building states/philadelphia-bala-cynwyd Location: Office building Distance from airport: 41 miles AJ Shaw, SVP, Client Solutions Distance from airport: 9 miles, 20 minutes CL, TK, VC, WC Location: Office building CL, CUL, VC, WC 13.5x27 12 Conference Distance from airport: 14 miles, 25 minutes 25x18 12 Multiple CL, 1/1, 1/1O, PTL, VC, WC 19x20 10 Multiple New modern facility serving northeast Philadelphia 24x17 15 Multiple 20x21 7 Multiple MSA. Less than an hour from PHL Airport in historic 20x17 10 Multiple 44x20 20 Multiple Bucks County. Flexible product testing space that includes a residential kitchen, large multipurpose A leading data collection and research services M3 Philadelphia Studios is located in one of the room, focus group room with seating for 12 and a company with 24 high-specification focus group best buildings in Philadelphia, One Liberty Place. spacious client lounge. facilities across the U.S. and Europe and a Global Our location on the 30th floor will provide you solutions team providing a worldwide reach. We with great views of the city. The Liberty Place deliver high-quality, intelligent recruitment for Complex contains a 150,000 square foot retail consumer, heath care and B2B markets for any center, a Westin Hotel, new observation deck and methodology: qual; focus groups; IDIs; online focus an underground parking garage. We offer Wi-Fi groups; telephone interviews; online communities; throughout the studio, HD streaming in every suite Schlesinger Group Philadelphia ethnographic research; usability labs; neurosci- and state-of-the-art AV technology. By combining 1650 Arch St., Suite 2701 ence labs. HYBRID: We seamlessly combine online two of our rooms, we have the largest conference Philadelphia, PA 19103 surveys or online qual with traditional methods. room in the market that is suitable for mock trials Ph. 215-564-7300 Technology: The Wall by Schlesinger, HD recording and taste tests. [email protected] and FV360 LIVE. www.schlesingergroup.com/en/locations/united- (See advertisement on inside front cover) states/philadelphia AJ Shaw, SVP, Client Solutions Pittsburgh Location: Office building Distance from airport: 10 miles, 30 minutes Campos CL, 1/1, 1/1O, PTL, VC, WC Plaza Research - Philadelphia 960 Penn Ave. 14x17 12 Multiple 9000 E. Lincoln Drive, Suite 100 Pittsburgh, PA 15222 22x17 14 Multiple Marlton, NJ 08053 Ph. 412-471-8484 x309 24x17 10 Multiple Ph. 856-596-7777 [email protected] 19x17 10 Multiple [email protected] www.campos.com 17x20 14 Multiple www.plazaresearch.com Kelli Best, Director Field and Fulfillment Bethany Farms, Director Location: Office building A leading data collection and research services Location: Office building Distance from airport: 17 miles, 30 minutes company with 24 high-specification focus group Distance from airport: 30 minutes CL, CUL, 1/1, 1/1O, TK, VC, WC facilities across the U.S. and Europe and a Global CL, CUL, 1/1, 1/1O, TK, TKO, WC 22x25 8 Multiple solutions team providing a worldwide reach. We 18x20 15 Conference 15x30 8 Multiple 15x20 15 Conference deliver high-quality, intelligent recruitment for 15x20 15 Multiple consumer, heath care and B2B markets for any methodology: qual; focus groups; IDIs; online focus The nation’s premier network of focus group groups; telephone interviews; online communities; facilities! Plaza Research offers multi-city project ethnographic research; usability labs; neurosci- coordination in 14 locations with an extensive ence labs. HYBRID: We seamlessly combine online nationwide database. One experienced project surveys or online qual with traditional methods. manager will be your sole contact for the duration Technology: The Wall by Schlesinger, HD recording of your project at any of our markets. Our focus and FV360 LIVE. group suites are designed with tiered seating, (See advertisement on inside front cover) volume controls, private phone booths, simultaneous in-depth interview rooms and client-viewable test kitchens. We provide free high-speed Internet access in all client suites, conference rooms and lounges. We offer Viewpoint Video Streaming and HD Digital Video. This location was completely remodeled in 2019.

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Codes assistance staff. Spacious discussion and observa- on-site and one-on-one surveys and a host of other tion rooms with many amenities. Facility includes a services. With our longevity and experience, we Location: Office bldg., Freestanding bldg., Shopping mall usability lab and eye-tracking equipment, with on- are ahead of our competitors. We take pride in our site technical support. Recruiting and coordination growth, which has been consistently steady in the CL - Client Lounge CUL-Computer Usability Lab of ethnographic studies, intercepts, shop-alongs last thirty plus years. Our long tenured staff knows 1/1 - One-on-One Room PUL-Product Usability Lab 1/1OR - One-on-One Obs. VC - Video Conferencing and other off-site projects also available. how to take care of customers with a “small firm” TK - Test Kitchen WC - Web Conferencing mentality, but with our current volume of data col- TKO - Test Kitchen Obs. AU - Auditorium lection we are considered a large firm capable of handling any size data collection project. Conference - Conference-Style Room South Carolina Living - Living Room-Style Room Memphis Multiple - Various Setups Greenville/Spartanburg Room dimensions, when stated, are shown in feet.

Access Insights Greenville Focus 5100 Poplar Ave., Suite 3216 FCP Research Services, LLC 2854 Wade Hampton Boulevard, Suite D Memphis, TN 38137 102 Broadway St., Suite 302 Taylors, SC 29687 Ph. 901-766-0111 Carnegie, PA 15106 Ph. 864-350-0939 [email protected] Ph. 412-279-5900 [email protected] www.accessinsights.us [email protected] www.greenvillefocus.com Susan Brody, Director www.fcpresearch.com Mike Shuck, President Location: Office building Leanne Rosenberger, Facility Manager Location: Office building Distance from airport: 7 miles, 11 minutes Location: Office building Distance from airport: 12 miles, 20 minutes AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC Distance from airport: 17 miles, 20 minutes VC 15x20 14 Conference 1/1, 1/1O, PTL, VC, WC 18x20 10 Conference 15x20 8 Conference 15x40 20 Multiple National recruiter with newest facility in Pittsburgh Ownership of Greenville Focus (previously Market 15x20 12 Multiple (2020)! FCP Research is the nation’s leader in Insight) has operated a focus group facility in recruitment using social media marketing. In Greenville, S.C. for over 30 years. Our goal is to put “Not just people, the right people!” sums up our addition to traditional landline dialing, FCP uses this experience to work for our clients to insure promise of quality recruiting, big city professional- an arsenal of innovative recruiting approaches they have the quality respondents they need. Our ism and southern hospitality. Our adept team is that includes aggressive social media marketing owner started his career as a corporate market- committed to seamless execution, total client sup- through targeted channels, both conventional and ing research analyst which helps us see projects port and an unprecedented level of service. Our unconventional. These are tools uniquely employed from our client’s point of view more easily. We flexible group spaces are ideal for focus groups, by FCP. These tools allow us to deliver flexibility can recruit from our own internal database, from mock juries, taste tests, one-on-one’s, CLT’s, eth- to meet your unique needs and faster recruitment client supplied lists, or at on-site locations. We also nographies, usability testing and ideation studies. than ever before. Accessing “impossible” low recruit in more remote areas in SC/NC/GA that do We invite you to collaborate with an expert man- incidence respondents becomes very do-able. not have focus group facilities. Call us today! agement team to fulfill your research objectives Unlike “traditional” recruitment firms, we don’t give assuring a rewarding outcome! You deserve the up on your project! If desired, obtain new insights Best we provide the Best. through the use of nontraditional/small markets. Put your market research failures behind you and see Tennessee how FCP Research is the future. Chattanooga

Rhode Island Axiom Research 6060 Primacy Parkway, Suite 401 Memphis, TN 38119 Providence Ph. 901-821-7333 or 877-757-4333 Wilkins Research Services, LLC [email protected] 1730 Gunbarrel Road www.axiom-mr.com Chattanooga, TN 37421 Michael Rollosson, President Ph. 423-894-9478 Location: Office building [email protected] Distance from airport: 10 miles, 20 minutes New England Opinion www.wilkinsresearch.net CL, CUL, 1/1, 1/1O, TK, WC 475 Park E. Drive, Suite 2 Lisa Wilkins, Executive Director 27x25 16 Conference Woonsocket, RI 02895 Location: Free standing facility 23x18 10 Multiple Ph. 401-533-5360 Distance from airport: 6 miles, 12 minutes 22x17 8 Conference [email protected] CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC www.neopinion.com 23x17 18 Conference Memphis’ favorite full-service facility. In the last Amy Lacroix, Facility Director 69x49 32 Conference year of publication, the Impulse Survey reported Location: Free standing facility 23x17 14 Conference that our clients awarded us the highest score of Distance from airport: 21 miles, 25 minutes 23x15 Conference any high-volume facility in the world. Attention to CUL, 1/1, 1/1O, PTL, VC, WC detail, accurate recruiting, anticipation of client 17x26 15 Multiple As a market research company that has been in needs and a beautiful facility are just a few of the the business since 1971, we understand the need of frequent comments we receive from clients. Our State-of-the-art facility 20 minutes from Providence, gathering opinions for companies that desire a true location, in the high-end office corridor that forms R.I. and 35 minutes from Worcester, Mass. connection with their customers. We offer a wide the center of the MSA, enables us to success- Managed by experienced research professionals, range of services including: focus groups, tele- fully recruit from all demographics. Our facility our signature client support combines impeccable phone surveys, on-line surveys, recruiting Services, is beautiful, spacious, flexible and comfortable. participant recruiting with a top-notch qualitative Free live streaming included with recordings. Our 112 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

professional, experienced recruiters are highly skilled listeners. All projects begin with an in-depth, Texas management-led briefing. Senior management monitors and manages all recruiting. Austin C&C Market Research - Arlington Nashville The Parks at Arlington 3811 S. Cooper, Suite 2053 Arlington, TX 76015 Ph. 479-785-5637 or 877-530-9688 L&E Research [email protected] 210 Barton Springs Road. Suite 515 www.ccmarketresearch.com Location: Shopping mall Nashville Research Group Austin, TX 78704 Distance from airport: 21 miles, 30 minutes 230 Great Circle Road, Suite 226 Ph. 877-344-1574 CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC Nashville, TN 37228 [email protected] 13x8 6 Conference Ph. 615-399-7727 www.leresearch.com 13x8 4 Conference [email protected] Location: Office building www.nashvilleresearch.com Distance from airport: 7 miles, 20 minutes C&C Market Research, an industry leader for over Megan Napier, CEO & Owner AU, CL, CUL, 1/1, 1/1O, VC, WC 25 years, is the complete answer to all of your Location: Free standing facility 27x20 14 Multiple market research needs. Our highly trained data Distance from airport: 11 miles, 15 minutes 22x17 8 Multiple collection specialists and beautifully designed field CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC 24x19 8 Multiple locations, combined with our state-of-the-art pro- 20x16 15 Conference gramming and data transmission capabilities, will 43x16 15 Conference L&E’s newest facility is located in downtown ensure your next project is a success. With data 10x10 4 Conference Austin, a 20 minute drive from Austin-Bergstrom International Airport. Our facility offers three collection locations nationwide, we are the largest privately owned and operated market research Nashville Research Group is Nashville’s largest focus group suites, including the 540 square-foot company in the U.S. C&C has remained a leader in research facility with a test kitchen, specializing in Austintatious focus room. Each room has attached today’s marketplace through hard work, ingenuity recruiting. An established market research facil- client viewing areas with tiered seating and is and a dedication to quality that is second to none. ity for over 35 years, NRG can handle a variety of equipped with the latest videoconferencing, web (See advertisement on inside back cover) setup options and accommodate any industry type streaming and digital recording technologies, and focus group size. Nashville Research Group’s including FocusVision and L&E Video Streaming. services include spacious focus group rooms with large client viewing suites, CLT room for seating 30, Dallas/Fort Worth product placements, shop along studies, IDIs, in- home interviews and mock juries. NRG prides itself on client satisfaction by an exceptional show rate Dallas By Definition and using local recruiters. 511 E. John W. Carpenter Freeway, Suite 100 Irving, TX 75062 Ph. 972-869-2366 or 800-336-1417 C&C Market Research - Fort Worth [email protected] Hulen Mall www.dallasbydefinition.com 4800 S. Hulen St., Suite 1350 Stacy Scott, President Fort Worth, TX 76132 Location: Office building 20|20 Research - Nashville Ph. 479-785-5637 or 877-530-9688 Distance from airport: 10 miles, 15 minutes 161 Rosa L. Parks Blvd. [email protected] CL, CUL, 1/1, 1/1O, VC, WC Nashville, TN 37203 www.ccmarketresearch.com 24x16 15 Multiple Ph. 704-494-7873 or 615-885-2020 Location: Shopping mall 23x15 12 Conference [email protected] Distance from airport: 40 miles, 56 minutes 18x22 12 Conference www.2020research.com/nashville CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC 18x22 15 Conference Susan Brewleski, Facility Director 4 Conference 15x20 15 Conference Location: Office building 25x20 25 Multiple Distance from airport: 10 miles, 15 minutes C&C Market Research, an industry leader for over CL, CUL, VC, WC 25 years, is the complete answer to all of your Dallas by Definition provides customized, high- 18x26 14 Conference market research needs. Our highly trained data quality qualitative research field services to a wide 18x25 10 Conference collection specialists and beautifully designed field variety of clients. We offer five spacious focus 18x31 12 Conference locations, combined with our state-of-the-art pro- group rooms with floor-to-ceiling mirrors for easy gramming and data transmission capabilities, will viewing, over-sized tiered viewing rooms and one Fresh, modern facility in the heart of Nashville, The ensure your next project is a success. With data additional mini-group room is available providing South’s Red-Hot town according to Time Magazine. collection locations nationwide, we are the largest a smaller setting for dyads, triads and mini group This fast-growing market was named the most privately owned and operated market research projects also with floor-to-ceiling mirrors. We “American” city by USA Today, thanks to the 85+ company in the U.S. C&C has remained a leader in also offer living room set up, two kitchens with people moving here daily. Nashville is accessible today’s marketplace through hard work, ingenuity refrigerator / freezers, shelving and class room by direct flight from over 40 cities. Serving the and a dedication to quality that is second to none. style settings. Quality recruitment services with industry since 1986, 20|20 is your trusted, highly (See advertisement on inside back cover) experienced staff. Focus Vision and Streamline rated fieldwork partner with quality metrics and Universal services are available in all rooms. We top-notch amenities to back it. From innovative are just a quick 10 minute drive from both Dallas/Ft. technology to high-end hospitality services and Worth airports. one of the most experienced teams in the industry, we’ve got everything you’d want in a facility.

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Codes recording and streaming options. Visit us in Dallas and experience our commitment to exceeding your Location: Office bldg., Freestanding bldg., Shopping mall expectations. (See advertisement on pp. 19, 31 and back cover) CL - Client Lounge CUL-Computer Usability Lab 1/1 - One-on-One Room PUL-Product Usability Lab Murray Hill National Dallas 1/1OR - One-on-One Obs. VC - Video Conferencing 8390 LBJ Freeway, Suite 540 TK - Test Kitchen WC - Web Conferencing Dallas, TX 75243 TKO - Test Kitchen Obs. AU - Auditorium Ph. 972-707-7645 or 469-385-1200 [email protected] Conference - Conference-Style Room Focus Pointe Global - Dallas www.murrayhillnational.com Living - Living Room-Style Room 5400 LBJ Freeway Susan Owens, COO/Managing Partner Multiple - Various Setups One Lincoln Centre, Suite 400 Location: Office building Room dimensions, when stated, are shown in feet. Dallas, TX 75240 Distance from airport: 18 miles, 30 minutes Ph. 214-420-6400 or 888-873-6287 CL, CUL, TK, VC, WC [email protected] 18x17 15 Conference www.focuspointeglobal.com 20x17 16 Conference Marsha Fugitt, VP Facility Operations 14x19 10 Conference Location: Office building 20x16 15 Conference Fieldwork Dallas Distance from airport: 18 miles, 20 minutes 19x17 15 Conference 15305 Dallas Parkway, Suite 850 AU, CL, CUL, 1/1, 1/1O, VC, WC 38x17 30 Conference Addison, TX 75001-4637 24x20 24 Multiple Ph. 972-866-5800 24x20 12 Multiple Murray Hill National is waiting to host and recruit [email protected] 20x21 12 Multiple your next project. Our headquarters in Dallas, www.fieldwork.com/us-research-venues/dallas 24x46 36 Multiple Texas where we have a newly built (2017) focus Jessica Josset, President group facility and research center. Dallas is home Location: Office building Focus Pointe Global is proud to now be a part of to our 40 station call center. We have a multitude of Distance from airport: 15 miles, 20 minutes Schlesinger Group. FPG is an industry leader for partners we collaborate with who can provide all AU, CL, CUL, 1/1, 1/1O, WC qualitative and quantitative marketing research marketing research services needed to host your 25x22 18 Multiple data collection services, including focus groups, project. Including qualitative, quantitative, online, 25x20 14 Multiple taste tests, jury studies, product placements, recruiting within all audiences and methodologies, 25x24 25 Multiple webcam interviews, online communities, video moderation and questionnaire design. CATI, CAPI, 13x15 10 Conference capture and mobile and app-based research. FPG PAPI and phone to web interviewing available. We 20x18 12 Multiple has locations nationwide including Atlanta, Boston; can host your research in any U.S. market or mul- 25x18 12 Multiple Chicago; Chicago-Oakbrook; Columbus; Dallas; tiple markets. Delivering on specification, on time Kansas City; Los Angeles; Minneapolis; New York; and with one invoice. Contact us today! Fieldwork Dallas is strategically located to be Philadelphia; Phoenix; St. Louis; San Francisco; and (See advertisement on p. 114) convenient for both clients and respondents and Teaneck, N.J. boasts a large, diverse respondent database. Our (See advertisement on p. 3) newly updated facility features six conference suites with the ability to accommodate various methodologies and setups, including a large room that can seat up to 50. Viewing rooms are spacious Plaza Research-Dallas with adjacent client lounges for maximum comfort 14160 Dallas Parkway, Suite 602 and convenience. All rooms are equipped with HD Dallas, TX 75254 Ph. 972-392-0100 [email protected] www.plazaresearch.com Susan Trace, Director Location: Office building Distance from airport: 20 minutes CL, CUL, 1/1, 1/1O, TK, VC, WC Your FIELD experts! 15x20 15 Conference Home of BEST OPINIONS 15x20 15 Conference 15x20 15 Conference National recruiting— 20x40 15 Multiple

• 375,000 HCP The nation’s premier network of focus group facilities! Plaza Research offers multi-city project coordination in 14 locations with an extensive • 250,000 Executives and Professionals nationwide database. One experienced project manager will be your sole contact for the dura- • 3 Million Consumers tion of your project at any of our markets. Our focus group suites are designed with tiered seating, volume controls, private phone booths, simultaneous in-depth interview rooms and client- viewable test kitchens. We provide complimentary high-speed Internet access in all client suites, conference rooms and lounges. Streamline and Viewpoint are our in-house videostreaming options. All of your needs: Call us: 972.707.7645 Focus Groups, Telephone, CATI, CAPI, Phone [email protected] to Web, Mystery Shopping, Video Interviews, Dallas | NYC | Chicago | Los Angeles | Miami all methodologies 40 + US Markets

114 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

El Paso Houston

Schlesinger Group Dallas JP Morgan International Plaza III 14241 Dallas Parkway, Suite 500 Merkadoteknia Research & Consulting ConneXion Research and Strategy Dallas, TX 75254 4141 Pinnacle, Suite 220 1770 Saint James Place, Suite 400 Ph. 972-503-3100 El Paso, TX 79902 Houston, TX 77056 [email protected] Ph. 915-317-9264 Ph. 281-815-4940 www.schlesingergroup.com/en/locations/united- [email protected] [email protected] states/dallas www.merkaconsulting.com www.connexionresearch.com John Simon, VP - Qualitative Solutions Norma A. Mendoza, Ph.D, President & CEO, Location: Office building Location: Office building Marketing Mgr Distance from airport: 40 miles, 30 minutes Distance from airport: 15 miles, 25 minutes Location: Office building VC, WC CL, 1/1, 1/1O, PTL, VC, WC Distance from airport: 11 miles, 17 minutes 18.4x12.4 10 Multiple 15x20 12 Multiple CL, 1/1, 1/1O, VC, WC 19.8x17.11 12 Multiple 17x24 15 Multiple 11x20 8 Conference 17x22 14 Multiple 11x14 8 Living Modern-style facility that provides clients with cus- 16x20 14 Multiple 14x15 8 Conference tomized service and attention. It includes a unique and trendy design that helps promote an environ- A leading data collection and research services com- MKT empowers advertising agencies and national ment of openness and creativity. Equipped with pany with 24 high-specification focus group facilities brands tapping into the Hispanic market. Our state-of-the-art technologies including a smart- across the U.S. and Europe and a Global solutions full service research agency in El Paso offers board, big screen, HD monitors, HD videostreaming, team providing a worldwide reach. We deliver interpreter/translation services and equipment, translation equipment, multiple cameras, overhead high-quality, intelligent recruitment for consumer, nationwide and cross border recruiting, video microphones and more. The client room is designed heath care and B2B markets for any methodology: streaming and closed circuit viewing. Don’t work for ultimate privacy and comfort. It’s centrally qual; focus groups; IDIs; online focus groups; tele- in the dark! Bilingual moderators/interviewers are located in the upscale Houston Galleria area, close phone interviews; online communities; ethnographic experienced in qualitative techniques effective with to major highways, excellent restaurants, vari- research; usability labs; neuroscience labs. HYBRID: Hispanics of various nationalities, language abilities ous priced hotels and great shops. We are also We seamlessly combine online surveys or online qual and acculturation levels. A truly ethnic experience, a full-service research firm – general market and with traditional methods. Technology: The Wall by the border town of El Paso has ranked as the safest Hispanic research. Should you need services from Schlesinger, HD recording and FV360 LIVE. U.S. city four times in a row in the past six years. recruiting and fielding to moderation and interview- (See advertisement on inside front cover) ing and reporting and analysis, we are here to help!

With more than 40 years of experience in The most trusted name a wide range of industries, Creative in qualitative research Consumer Research has the expertise for all your market research and consumer insight needs.

Our multi-purpose facility can accommodate your participants for:

• Focus Groups • One-on-One Interviews • Taste Tests • Mock Jury Panels And More

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Codes cious suites including 32’x30’ mega-suite. Blazing surveys or online qual with traditional methods. fast 100mb dedicated fiber optic internet, HD Technology: The Wall by Schlesinger, HD recording Location: Office bldg., Freestanding bldg., Shopping mall recording, 1080p HiDef cameras. In-house IT and and FV360 LIVE. A/V specialist. Loading dock, over-sized elevator, (See advertisement on inside front cover) CL - Client Lounge CUL-Computer Usability Lab wide doors. Specialties: legal/mock jury, health 1/1 - One-on-One Room PUL-Product Usability Lab care/medical/patient, CLT, usability labs, Hispanic/ 1/1OR - One-on-One Obs. VC - Video Conferencing San Antonio TK - Test Kitchen WC - Web Conferencing Spanish-speaking. Anndel is a QRCA member and TKO - Test Kitchen Obs. AU - Auditorium past president of MRA. Woman Owned / Texas HUB Certified. Est. 1995. We are Texans who know Texas! Conference - Conference-Style Room Living - Living Room-Style Room Multiple - Various Setups Room dimensions, when stated, are shown in feet. Galloway Research Service 4751 Hamilton Wolfe Road, Suite 100 Plaza Research-Houston San Antonio, TX 78229 Ph. 210-734-4346 5333 Westheimer, Suite 500 [email protected] Houston, TX 77056 www.gallowayresearch.com Ph. 713-840-9500 David D. Galloway, VP of Client Services [email protected] Location: Free standing facility www.plazaresearch.com Creative Consumer Research – Houston Distance from airport: 5 miles, 15 minutes Kris Lamb, Director 3945 Greenbriar Drive CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC Location: Office building Stafford, TX 77477 18x20 18 Conference Distance from airport: 45 minutes Ph. 281-240-9646 or 281-804-8171 19x18 18 Conference CL, CUL, 1/1, 1/1O, TK, TKO, WC [email protected] 18x21 18 Conference 15x20 20 Conference www.ccrsurveys.com 40x40 18 Multiple BJ Gerjes, Data Collection Manager 15x20 20 Conference 15x20 20 Multiple Location: Free standing facility Three focus group suites, each with its own spa- Distance from airport: 38 miles, 30 minutes cious waiting area, spacious conference room, The nation’s premier network of focus group CL, 1/1, 1/1O, Test Kitchen tiered viewing area, equipped client office, client facilities! Plaza Research offers multi-city project 20x20 12 Conference lounge with monitor, audio-visual/translator room coordination in 14 locations with an extensive 24x26 12 Conference and each with a full bath/shower. Technologically nationwide database. One experienced project 20x20 12 Conference state-of-the-art with T1 connections throughout the manager will be your sole contact for the duration 24x24 12 Conference facility and videostreaming capabilities. Large CLT of your project at any of our markets. Our focus 49x35 12 Multiple with custom test kitchen - seats 100. group suites are designed with tiered seating, CCR conducts research for clients nationally, state- volume controls, private phone booths, simultane- wide, regionally and locally. We have the largest ous in-depth interview rooms and client-viewable Hispanic research department in the state of Texas test kitchens. Free high-speed internet access in Utah and offer a variety of research methodologies to all client suites, conference rooms and lounges. interview both acculturated and non-acculturated We offer Viewpoint Streaming and Digital Video. Hispanics/Latinos. Our Houston office offers large Renovated Fall 2017. Salt Lake City conference-style focus groups rooms with one-way mirrors and large client viewing rooms. We offer a large conference space for 100+ groups as well as easy access for equipment, vehicle, appliances and large products, focus groups and one-on-ones. Contact Patricia Pratt, [email protected]. Dan Jones & Associates (See advertisement on p. 115) Schlesinger Group Houston 35 N. Rio Grande St. 1455 W. Loop S., Suite 700 Salt Lake City, UT 84101 Houston, TX 77027 Ph. 801-456-6700 Ph. 713-353-0388 [email protected] [email protected] www.djasurvey.com www.schlesingergroup.com/en/locations/united- Kathryn Quist Opinions Unlimited - Houston states/houston Location: Office building Three Riverway, Suite 250 John Simon, Managing Director Distance from airport: 7 miles, 13 minutes Houston, TX 77056 Location: Office building 1/1, 1/1O, PTL, TK, VC, WC Ph. 713-888-0202 or 800-604-4247 Distance from airport: 16 miles, 30 minutes 20x30 20 Multiple [email protected] CL, 1/1, 1/1O, PTL, VC, WC www.opinions-unlimited.com 21x17 12 Multiple Dan Jones & Associates, a Cicero Group company, Anndel Martin 17x24 12 Multiple is a full-service market research and public opin- Location: Office building 17x24 12 Multiple ion firm located in the heart of Salt Lake City. Our Distance from airport: 19 miles, 30 minutes 26x18 14 Multiple 30-plus-year leadership has made us the premier CL, CUL, 1/1, 1/1O, VC, WC brand for market research in Utah. Our focus group 32x30 24 Multiple A leading data collection and research services facilities offer state-of-the-art technology. Our pro- 20x18 15 Conference company with 24 high-specification focus group fessional staff includes moderators that are PRC-, 20x22 15 Conference facilities across the U.S. and Europe and a Global ORI-, RIVA- and QRCA-certified. solutions team providing a worldwide reach. We Moderator-designed and managed focus group deliver high-quality, intelligent recruitment for facility. Consistently Impulse Top Rated. Houston’s consumer, heath care and B2B markets for any trusted experts for qualitative project manage- methodology: qual; focus groups; IDIs; online focus ment, meticulous recruiting and exceptional facility groups; telephone interviews; online communities; services. Centrally located near The Galleria, next ethnographic research; usability labs; neurosci- to Four-Diamond hotel. Remodeled 2017. Three spa- ence labs. HYBRID: We seamlessly combine online

116 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

Virginia Washington Newport News/Norfolk/Virginia Seattle/Tacoma Lighthouse Research Focus Center - Salt Beach Lake City Downtown 375 E. 500 S. Salt Lake City, UT 84065 Ph. 801-446-4000 [email protected] Consumer Opinion Services, Inc. www.go-lighthouse.com Issues and Answers Network, Inc. 12825 First Ave. S. Joe Anderson, President Seattle, WA 98168 Location: Free standing facility 5151 Bonney Road, Suite 100 Virginia Beach, VA 23462 Ph. 206-241-6050 AU, CL, CUL, 1/1, 1/1O, PTL [email protected] 28x20 17 Multiple Ph. 757-456-1100 or 800-23-ISSUE [email protected] www.consumeropinionservices.com 25x15 8 Multiple Jerry Carter, President/CEO 22x25 14 Multiple www.issans.net Carla Lindemann, Chief Operating Officer Location: Free standing facility 22x25 23 Multiple Distance from airport: 5 miles, 10 minutes 16x21 18 Conference Distance from airport: 10 miles, 15 minutes VC, WC TK, TKO 15x20 10 Conference Only 8 minutes from the Salt Lake City airport! Our 21x24 10 Conference newest facility features four focus group rooms Main administrative office for the company. with direct viewing and is operated by the same Issues & Answers is the only permanent focus group facility in Southside Hampton Roads (Norfolk, Consumer Opinion Services provides compre- staff as our suburb facility. We provide complete hensive qualitative services: complete projects, quantitative and qualitative services with com- Va. Beach, Portsmouth, Chesapeake and Suffolk.) Our facility features a tiered viewing room accom- facility rentals, recruitment, on-location work, petitive pricing, comprehensive reporting, fast design, moderation, reporting, videostreaming and turnaround, in-house data collection, state-of-the- modating up to 12 clients, DVD/MP3 recordings and transcripts. Ranking 36th in the nation, the Virginia transcriptions. Seattle, Portland and Las Vegas are art A/V recording, spacious client lounges, certified home to our top-rated focus facilities, featuring moderating and hosting and FocusVision capabili- Beach/Norfolk/Newport News MSA will provide an abundance of demographics for all research needs. classroom space to accommodate large sessions. ties. All phone surveys and recruiting are digitally Living room-style setups are available for a more recorded. Home to the world’s largest Naval Base and bases for the other armed services, our population pro- informal setting. We offer conventional conference vides a melting pot of all demographic backgrounds style rooms as well. Numerous client amenities, – both military and non-military households. We a professional hosting staff and state-of-the-art also recruit from industries including but not limited audio/visual services give you a turnkey home to health care, contracting, financial services and away from home. tourism. (See advertisement on p. 45) Lighthouse Research & Development, Inc. - Salt Lake Suburban Location 1292 W. 12700 S. Richmond Seattle/Tacoma Salt Lake City, UT 84065 Ph. 801-446-4000 [email protected] www.go-lighthouse.com Joe Anderson, PRC, Director Business Development Alan Newman Research Consumer Opinion Services, Inc. (Br.) Location: Free standing facility Richmond Focus Group Center Southcenter Corporate Square Distance from airport: 18 miles, 20 minutes 1025 Boulders Parkway, Suite 401 555 Andover Park W., Suite 101 AU, CL, CUL, 1/1, 1/1O, PTL, VC, WC Richmond, VA 23225 Seattle, WA 98188 21x21 16 Conference Ph. 804-272-6100 or 804-272-6100 ext. 226 Ph. 253-277-1617 or 206-241-6050 for estimates 18x13 7 Conference [email protected] [email protected] 49x20 Multiple www.anr.com www.ConsumerOpinionServices.com Terry Brisbane, Vice President Jerry Carter, President & CEO Top rated facility for 7 years! Looking for direc- Location: Office building Location: Free standing facility tion? Lighthouse Research is a full-service, custom Distance from airport: 15 miles, 20 minutes Distance from airport: 4 miles, 8 minutes research firm comprised of skilled professionals Client Lounge since 1992. The benefit of working with Lighthouse 27x18 15 Conference Suburban Seattle CLT and focus group facility. Research is our ability to customize the measure- Consumer Opinion Services provides compre- ment and management process to match your ANR’s Richmond Focus Group Center is a spacious, hensive qualitative services: complete projects, unique needs and budget considerations. We offer modern facility for conducting qualitative research. facility rentals, recruitment, on-location work, two redesigned focus suites and one mega-group Completely renovated in 2019, it is located in a design, moderation, reporting, videostreaming and room convenient to the Salt Lake City airport. We suburban office park neighboring both business transcriptions. Seattle, Portland and Las Vegas are offer all amenities including private client entrance and suburban populations. The facility is 20 minutes home to our top-rated focus facilities, featuring and restrooms, spacious viewing rooms and lounge (15 miles) from the airport and 10 minutes from classroom space to accommodate large sessions. with Internet access. downtown. The viewing room has tiered seating, Living room-style setups are available for a more writing surfaces with electricity for laptop use, informal setting. We offer conventional conference wireless internet access and a client lounge/office. style rooms as well. Numerous client amenities, Expert recruiting is conducted on site and reaches a professional hosting staff and state-of-the-art the entire Richmond MSA. Professional moderators audio/visual services give you a turnkey home available and the facility is FocusVision equipped. away from home (See advertisement on p. 45)

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Codes city. Watch the ferries and container ships roll by Spokane as we provide excellent service, recruiting and Location: Office bldg., Freestanding bldg., Shopping mall all the amenities you have come to expect from Fieldwork. Rooms are equipped with HD recording CL - Client Lounge CUL-Computer Usability Lab and streaming options. Hotels, shopping, nationally- 1/1 - One-on-One Room PUL-Product Usability Lab 1/1OR - One-on-One Obs. VC - Video Conferencing renowned restaurants, sights and museums are TK - Test Kitchen WC - Web Conferencing just steps from the facility. (See advertisement on pp. 19, 31 and back cover) Strategic Research Associates Spokane TKO - Test Kitchen Obs. AU - Auditorium 29 W. Pacific Ave. Spokane, WA 99201 Conference - Conference-Style Room Living - Living Room-Style Room Ph. 509-324-6960 or 888-554-6960 Multiple - Various Setups [email protected] Room dimensions, when stated, are shown in feet. www.strategicresearch.net Joanne Vega, Director GMA Research Corp. Location: Office building 40 Lake Bellevue Drive, Suite 100 Distance from airport: 8 miles, 15 minutes Bellevue, WA 98005 VC, WC Ph. 206-919-2377 24x20 10 Multiple [email protected] 21x16 10 Conference Consumer Opinion Services, Inc. (Br.) www.gmaresearch.com U.S. Bank Centre, Suite 525 Don Morgan, Managing Director New Location for 2019! Featuring the only full-ser- 1420 Fifth Ave. Location: Office building vice focus group facility in Spokane! We specialize Seattle, WA 98101 Distance from airport: 15 miles, 20 minutes in conducting focus groups in remote markets and Ph. 206-838-7951 or 206-241-6050 for estimates CL, CUL, 1/1, 1/1O, PTL, Test Kitchen can assist you with not only recruiting and hosting [email protected] 20x40 12 Multiple in Spokane, but recruiting, hosting and moderation www.ConsumerOpinionServices.com in markets throughout the U.S. using local or hotel Jerry Carter, President Founded in 1970, we are one of the most estab- facilities. Our in-house support team provides A/V, Location: Office building lished, experienced research firms in the Pacific hosting, moderating, reporting and recruiting sup- Distance from airport: 15 miles, 20 minutes Northwest and one of the leading independent port throughout the U.S., supported by our database CL, CUL, VC, WC companies in the USA. We offer superior data of over 10,000 research participants throughout 20x16 12 Multiple collection, analysis and interpretation using state- Washington, Idaho, Oregon and Montana. 20x16 15 Multiple of-the-art technology. Our Bellevue/Eastside focus group facility includes two focus group rooms; the Downtown Seattle Focus Group Facility. Consumer board room style room can comfortably seat 8-12; West Virginia Opinion Services provides comprehensive qualita- the class room style room can be configured for tive services: complete projects, facility rentals, classroom, free form or boardroom style groups. recruitment, on-location work, design, modera- Viewing rooms feature flat screen monitors driven Charleston tion, reporting, videostreaming and transcriptions. by high definition video camera recording Seattle, Portland and Las Vegas are home to our top-rated focus facilities, featuring classroom space to accommodate large sessions. Living room-style setups are available for a more informal setting. We offer conventional conference style Mindfield – Tech Innovation and Audience rooms as well. Numerous client amenities, a pro- Strategic Research Associates Seattle/ Insights fessional hosting staff and state-of-the-art audio/ Tacoma 1012 Kanawha Blvd. E., Suite 301 visual services give you a turnkey home away from 500 S. 336th St., Suite 103 Charleston, WV 25301-2809 home. Federal Way, WA 98003 Ph. 304-343-9650 (See advertisement on p. 45) Ph. 509-324-6960 x203 or 888-554-6960 x203 [email protected] [email protected] www.mindfieldtech.com www.strategicresearch.net Jay Mace, Sr. Vice President Joanne Vega, Director Location: Office building Location: Office building Distance from airport: 3 miles, 10 minutes Distance from airport: 20 miles, 25 minutes 1/1, 1/1O, PTL Fieldwork Seattle AU, CUL, 1/1, 1/1O, PTL, VC, WC 18x14 12 Conference 520 Pike St., Suite 2610 27x22 15 Multiple Seattle, WA 98101 24x15 15 Multiple Wheeling Ph. 206-493-3300 22x13 15 Multiple [email protected] 15x10 Conference www.fieldwork.com/us-research-venues/seattle Ryker Lammers, President Featuring the only full-service focus group facility Location: Office building in Federal Way, South King County and Tacoma! We also specialize in conducting focus groups and Distance from airport: 15 miles, 20 minutes C&C Market Research - Pittsburgh Metro can assist you with not only recruiting and hosting CL, CUL, WC Ohio Valley Mall in Pierce and King Counties, but recruiting, host- 18x20 16 Conference 67800 Mall Ring Road, Suite 280 ing and moderation in markets throughout the U.S. 16x20 15 Conference St. Clairsville, OH 43950 Our in-house support team provides A/V, hosting, 16x24 14 Conference Ph. 479-785-5637 or 877-530-9688 moderating, reporting and recruiting supported 18x19 14 Conference [email protected] by our database of over 20,000 research database 19x30 22 Conference www.ccmarketresearch.com participants throughout Washington, Idaho, Oregon 18x23 16 Conference Location: Shopping mall and Montana and our dedication to a continued Distance from airport: 58 miles, 66 minutes RDD recruiting effort. With its rapidly growing population, Seattle CL, 1/1, 1/1O, PTL, TK, VC, WC is a must for companies doing research. This 4 Conference recently expanded and remodeled facility boasts six research suites with breathtaking views of C&C Market Research, an industry leader for over Puget Sound, the Olympic Mountains and the 25 years, is the complete answer to all of your

118 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

market research needs. Our highly trained data offer recruiting, moderating and session-recording collection specialists and beautifully designed field services. Our facilities include large multipurpose locations, combined with our state-of-the-art pro- rooms with seating for up to 20 participants, multi- gramming and data transmission capabilities, will room client suite with adjacent work area/meeting ensure your next project is a success. With data room and a full test kitchen with viewing capa- Reckner Facilities: Milwaukee collection locations nationwide, we are the largest bilities. Take a virtual tour of our facilities on our 9833 S. 13th St. privately owned and operated market research website www.cityresearchsolutions.com. Oak Creek, WI 53154 company in the U.S. C&C has remained a leader in Ph. 414-768-6040 or 215-822-6220 today’s marketplace through hard work, ingenuity Milwaukee [email protected] and a dedication to quality that is second to none. www.reckner.com/facilities/milwaukee (See advertisement on inside back cover) Peter Grubb, Executive Director Location: Office building Distance from airport: 5 miles, 10 minutes Wisconsin CL, PTL, TK, VC, WC The Dieringer Research Group, Inc. 20x18 15 Multiple 200 Bishops Way 38x22 Multiple Green Bay/Appleton Brookfield, WI 53005 8x10 4 Multiple Ph. 262-432-5200 or 888-432-5220 [email protected] The region’s premier product testing facility! Just www.thedrg.com 10 miles from Milwaukee. Commercial kitchen, Dan Salbreiter, Senior Manager, Research focus group and multipurpose space plus seven Operations product testing rooms with washable surfaces, Consumer Connections Research, LLC. Location: Office building washer/dryer, sink, counter, outlet, mirror, toilet 1496 Bellevue St., Suite 502 Distance from airport: 17 miles, 25 minutes and high volume HVAC. Green Bay, WI 54311 CL, 1/1, 1/1O, VC, WC Ph. 920-494-1812 or 888-811-5771 27x17 15 Conference [email protected] 25x12 6 Conference www.consumerconnectionsresearch.com 10x9 4 Conference Simone Hollin, President Location: Free standing facility The DRG Focus Center features two spacious US Research Recruiting & Facilities, LLC Distance from airport: 1 mile, 5 minutes focus suites plus a one-on-one interviewing suite, W166N8450 Dardis Ave. CL, 1/1, TK, VC, WC offering clients flexibility, versatility, comfort and Menomonee Falls, WI 53051 14 x 17 9 Multiple convenience. Our facility offers state-of-the-art Ph. 414-405-3756 13 x 16 18 Multiple technology for high-definition digital recordings, [email protected] streaming live discussions and conducting interac- www.usrrf.com Consumer Connections Research is a full-service tive polls with participants. As a full-service market Kevin Wahlgren, President market research company committed to research research firm, we also provide in-house recruiting, Location: Office building excellence. We reach a vast array of industries moderating and reporting services, all from our Distance from airport: 15 miles, 15 minutes and market segments including auto/transportation, convenient location in the Milwaukee suburbs. AU, CL, CUL, 1/1, 1/1O, PTL, VC, WC health care, construction, financial, energy, food/ beverage and children’s products. Supported by our USRRF is a nationwide qualitative recruiting in-house database, we can customize your research company. We have a state-of-the-art research to meet your exact needs. Our professional staff has facility located in Milwaukee County, Wis. in one of 40+ years of experience in product innovation, phone/ trendiest and most trafficked parts of the city. Just online interviews, in-home or field studies and focus Mazur/Zachow, Inc. 15-minutes from the airport (and two minutes from groups. Consumer Connections Research should be 720 Thomas Lane the freeway). Our three focus rooms offer a pent- your go to facility for all your testing needs. Brookfield, WI 53005 house view of a Milwaukee area golf course. Each Ph. 262-938-9244 has one-way viewing along with HD video and high Madison [email protected] quality audio recording. Ample free parking. Huge www.mazurzachow.com database of over 70,000 individual households. We Karen Munson, President can recruit participants throughout Wisconsin and Location: Free standing facility nationwide. We also do in-home product tests. Distance from airport: 15 miles, 15 minutes CL, TK, WC 24x20 18 Conference City Research Solutions 24x20 18 Conference 8383 Greenway Blvd., Suite 600 22x20 18 Conference Middleton, WI 53562 Ph. 608-826-7345 Mazur/Zachow has a reputation for quality recruit- [email protected] ing from all segments and an outstanding show www.cityresearchsolutions.com rate. We specialize in recruiting for ethnographic Kristie Groh, Facilities Manager studies, large audience testing and product place- Location: Office building ments. Extensive database for child research. Our Distance from airport: 40 miles, 40 minutes facility has three spacious focus suites that can CL, 1/1, 1/1O, PTL, TK, TKO accommodate multiple configurations. We offer 40x23 30 Multiple wireless high-speed Internet access and video 20x15 30 Multiple streaming through Focus Vision. Conveniently 15x10 8 Multiple located with nearby interstate access. 12x8 30 Living

City Research world-class facilities allow our clients to gain fresh insights in a unique midsize Midwestern metro area while enjoying the com- forts of a state-of-the-art research facility. We www.quirks.com December 2019 // Quirk’s Marketing Research Review 119 2020 Focus Group Facility Directory

Codes Ontario France Location: Office bldg., Freestanding bldg., Shopping mall CL - Client Lounge CUL-Computer Usability Lab Toronto 1/1 - One-on-One Room PUL-Product Usability Lab 1/1OR - One-on-One Obs. VC - Video Conferencing TK - Test Kitchen WC - Web Conferencing TKO - Test Kitchen Obs. AU - Auditorium La Maison du Test 142 rue Montmartre Conference - Conference-Style Room Paris France 75002 Living - Living Room-Style Room Contract Testing Ph. 33-1-4039-1110 Multiple - Various Setups 119 West Drive [email protected] Room dimensions, when stated, are shown in feet. Brampton (Toronto), ON L6T 2J6 Canada www.lamaisondutest.com Ph. 905-456-0783 x233 or 800-342-1825 René-Paul Feltrin [email protected] Location: Free standing facility Brazil www.contracttesting.com Distance from airport: 25 miles, 60 minutes Andrew Scholes, Director CL, CUL, 1/1, 1/1O, TK, TKO, VC ABACO Marketing Research – ABACO-LAB Location: Free standing facility 21x17 12 Multiple QUAL CENTER Distance from airport: 10 miles, 20 minutes 21x17 12 Multiple Avenida Paulista 1499, Floor 13 CL, CUL, 1/1, PTL, TK 21x17 12 Multiple São Paulo Brazil 01311-200 20x22 12 Conference Ph. 55-11-3262-3300 or 203-971-8532 (USA) In an historical setting, a 260 square meters space [email protected] We offer complimentary wireless Internet, light with three group rooms all fitted with two-mirrors www.AbacoResearch.com snacks, coffee, tea and a mini-fridge stocked with with Wi-Fi access. A fully-equipped kitchen (fridge, Alan Grabowsky, President various refreshments, all while sitting comfortably deep freezer and microwave oven) and cooking Location: Office building in the viewing room. Audio and video recording space. A spacious client back room that can wel- Distance from airport: 12 miles, 30 minutes along with remote online viewing is also available. come up to 12 people. Digital video recording and AU, CL, CUL, 1/1, 1/1O, TK, VC The discussion room comfortably seats up to 12 available on a secure website. Video streaming 26x14 12 Multiple participants and is set up to enable moderators to service. 40x30 20 Conference easily integrate visual aids, flip charts and story 14x10 16 Conference boards into the discussion. A full sensory taste-test 14x9 6 Conference kitchen and additional adjoining test kitchen to the 20x14 6 Multiple discussion room is also available.

Made In Studios Canada Quebec by MIS Group 37, rue de Caumartin Paris France 75009 Montreal Ph. 33-1-48-78-00-55 British Columbia [email protected] Ad Hoc Research www.madeinstudios.com/paris 400 de Maisonneuve Blvd. W., Suite 1200 Cathleen Charry, Facility Manager Vancouver Montreal, QC H3A 1L4 Canada Location: Office building Ph. 514-937-4040 Distance from airport: 15 miles, 45 minutes [email protected] CL, CUL, 1/1, 1/1O, PTL, VC, WC www.adhoc-research.com/en/home 24x16.5 10 Multiple Rosa Paccione, Focus Group Coordinator 17x16.5 6 Multiple Location: Office building 10x26.5 4 Multiple Vancouver Focus® Distance from airport: 13 miles, 25 minutes 1080 Howe St., Suite 503 AU, CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC Made in Studios is a facility like no other. Arrive in Vancouver, BC V6Z2T1 Canada 23x15 11 Multiple Paris Centre to find our offices next to the Galerie Ph. 604-682-4292 or 604 689-5511 12x15 11 Multiple Lafayette and the Opera Garnier, a few minutes [email protected] 37x19 12 Multiple away from public transports. As you enter our stu- www.vancouverfocus.com 25x19 12 Multiple dios with state-of-the-art technology and modern Douglas Amundaray, Director 22x14 9 Multiple luxuries, discover features built to stimulate Location: Office building thought and relaxation. Enjoy flexible room formats Distance from airport: 9 miles, 30 minutes and more: our team. From live streaming to recruit- CL, 1/1, 1/1O, TK, WC ment, our experts create packages to suit your 17x20 12 Multiple needs. We always go above and beyond for the 14x20 8 Multiple success of your project. You can leave our studios with peace of mind and change to spare – enquire Vancouver Focus® is a well-established focus today! group facility located in downtown Vancouver. Our new, stylish mid-century modern space offers two focus group rooms, featuring live web streaming, wireless Internet access, FocusVision, and high definition digital MP4 and MP3 recording. Close proximity to public transit and ample parking makes Vancouver Focus® the most conveniently-located facility in town. Surrounded by plenty of major hotels and trendy restaurants, Vancouver Focus® is the preferred facility for many out-of-town clients. We also offer the most meticulous recruiting in the region.

120 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

Germany

Made In Studios Passerelles, A Schlesinger Company by MIS Group 1, rue d’Uzès (corner of rue St Fiacre) 7bis, rue des Augustins Paris France 75002 Lille France 59000 Ph. 33-1-44-88-25-11 Krämer Marktforschung GmbH Ph. 33-3-20-42-09-36 [email protected] Geleitsstrasse 14 [email protected] www.schlesingergroup.com/en/company/our- Frankfurt am Main Germany 60599 www.madeinstudios.com/lille brands/passerelles Ph. 49-69-3487597-12 Anne-Laure de Braeckelaer, Facility Manager Eric Nalpas, Managing Director [email protected] Location: Office building Location: Office building www.kraemer-germany.com/en Distance from airport: 6 miles, 30 minutes Distance from airport: 11 miles, 40 minutes Christoph Rogl, Managing Director CL, CUL, 1/1, 1/1O, PTL, VC, WC CL, 1/1, 1/1O, PTL, VC, WC Location: Office building 23x16 8 Multiple 29 sq. meters 12 Conference Distance from airport: 8 miles, 25 minutes 23x13 6 Multiple 27 sq. meters 18 Conference AU, CL, 1/1, 1/1O, VC, WC 23x16 410 Multiple 24 sq. meters 10 Conference 20x19 10 Conference 24 sq. meters 10 Conference 11x19 6 Conference Made in Studios is a facility like no other. From Lille 29 sq. meters 12 Conference 14x19 10 Living Centre train station, the studios are a mere three 13 sq. meters 10 Conference 7x19 Multiple mins walk away! As you enter our studios with 12 sq. meters Conference 7x19 Multiple state-of-the-art technology and modern luxuries, discover features built to stimulate thought and Our Passerelles Atelier facility features high- Krämer Marktforschung GmbH is your global and relaxation. Enjoy flexible room formats and more: specification research space in the center of Paris independent partner for qualitative and quantita- our team. From live streaming to recruitment, our by the bustling Grands Boulevards. Our charming, tive field work. Our experienced management team experts create packages to suit your needs. We bilingual team understands international needs provides a smooth and in time delivery of complex always go above and beyond for the success of and expectations, and has an uncompromising projects. Thanks to our international Cido Research your project. You can leave our studios with peace commitment to your study success. Spacious, well- facilities in Europe, Asia and Canada, we are able of mind and change to spare – enquire today! appointed suites are designed with flexibility for a to conduct qualitative and quantitative studies range of group sizes, methods and technologies. worldwide. In Germany we have got specialized Some studios include special features such as interviewing and recruiting teams for difficult target integrated shelves, dividing walls, dual perspec- groups, large CATI-facilities and own studios in tive viewing, and a client lounge. Quant rooms and Frankfurt, Munich, Hamburg, Berlin and Muenster. briefing rooms are available on request. Krämer – The most trusted partner in MR data col- (See advertisement on inside front cover) lection. Made In Studios by MIS Group 83 rue de la République Lyon France 69002 Ph. 33-4-78-05-00-50 [email protected] www.madeinstudios.com/lyon Puzzle Krämer Marktforschung GmbH Tess Gorsen, Facility Manager 23 Boulevard Des Capucines Neuhauser Straße 15 Location: Office building Paris France 75002 Munich Germany 80331 CL, CUL, 1/1, 1/1O, PTL, VC, WC Ph. 33-1-42-68-12-26 Ph. 49-89-232360-12 23x16 8 Multiple [email protected] [email protected] 23x13 6 Multiple www.puzzleparis.com www.kraemer-germany.com/en 23x16 410 Multiple Distance from airport: 75 miles, 25 minutes Christoph Rogl, Managing Director AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC Location: Shopping mall Made in Studios is a facility like no other. Situated Distance from airport: 23 miles, 40 minutes in Lyon’s beautiful historical center, our studios Puzzle is a premier market research service pro- AU, CL, 1/1, 1/1O, VC, WC are vibrant with the spirit of the city. As you enter vider based in the heart of Paris. With 20+ years 18x15 10 Conference our studios with state-of-the-art technology and of experience, Puzzle has a reputation as Paris’s 13x19 10 Conference modern luxuries, discover features built to stimu- premier viewing facility since it opened, and con- 14x14 10 Living late thought and relaxation. Enjoy flexible room tinues to cultivate its leadership role today. Our 31x35 20 Multiple formats and more: our team. From live streaming team of 15 in-house recruiters, and our extensive to recruitment, our experts create packages to network of off-site recruiters in 50+ other loca- Krämer Marktforschung GmbH is your global and suit your needs. We always go above and beyond tions throughout France, is world-renowned for its independent partner for qualitative and quantita- for the success of your project. You can leave our efficiency, thoroughness and ability to handle all tive field work. Our experienced management team studios with peace of mind and change to spare – challenges. We work tirelessly to ensure that only provides a smooth and in time delivery of complex enquire today! the best moderators, interviewers and translators projects. Thanks to our international Cido Research are in our network. facilities in Europe, Asia and Canada, we are able to conduct qualitative and quantitative studies worldwide. In Germany we have got specialized interviewing and recruiting teams for difficult target groups, large CATI-facilities and own studios in Frankfurt, Munich, Hamburg, Berlin and Muenster. Krämer – The most trusted partner in MR data collection.

www.quirks.com December 2019 // Quirk’s Marketing Research Review 121 2020 Focus Group Facility Directory

Codes tive studies. Features include spacious suites and is home to our high-specification facility in Munich. enhanced technology, including FV360 LIVE immer- The space has been given a completely new layout Location: Office bldg., Freestanding bldg., Shopping mall sive video. Between research sessions, nearby and interiors to offer a fresh and contemporary envi- Römerberg is the central and most beautiful square ronment. Features include spacious suites, private CL - Client Lounge CUL-Computer Usability Lab in Frankfurt’s Old Town. Or in just a few minutes, Ziel, simultaneous interpretation booths, high quality 1/1 - One-on-One Room PUL-Product Usability Lab 1/1OR - One-on-One Obs. VC - Video Conferencing with department stores and specialty shops lures our cinema seating, and FV360 LIVE. TK - Test Kitchen WC - Web Conferencing clients to a pleasurable shopping experience beneath (See advertisement on inside front cover) TKO - Test Kitchen Obs. AU - Auditorium sycamore trees. Our bilingual team understands international needs and expectations, and has an Conference - Conference-Style Room uncompromising commitment to your study success. Italy Living - Living Room-Style Room (See advertisement on inside front cover) Multiple - Various Setups Room dimensions, when stated, are shown in feet.

Fieldinitaly - Brerapoint Schmiedl Marktforschung Hamburg Viale Elvezia 10/A A Schlesinger Company Milan Italy 20154 ABC-Straße 1 Ph. 39-02-9287-5821 Schmiedl Marktforschung Berlin Hamburg Germany 20354 [email protected] A Schlesinger Company Ph. 49-40-3551110 www.brerapoint.com Tauentzienstraße 3 [email protected] Luca Notari, Partner Berlin Germany 10789 www.schlesingergroup.com/en/company/our- Location: Office building Ph. 49-30-235096-0 brands/schmiedl-marktforschung Distance from airport: 6 miles, 30 minutes [email protected] Thomas Oellrich CL, CUL, 1/1, 1/1O, PTL, TK, VC, WC www.schlesingergroup.com/en/company/our- Location: Office building 26x16 10 Multiple brands/schmiedl-marktforschung Distance from airport: 7 miles, 30 minutes 16x13 6 Multiple Stephan Lange, Managing Director CL, 1/1, 1/1O, PTL, VC, WC 23x10 Multiple Location: Office building 18x16 12 Multiple 16x8 Multiple Distance from airport: 5 miles, 20 minutes 18x16 12 Multiple CL, 1/1, 1/1O, PTL, VC, WC 16x10 Conference Brerapoint is a contemporary viewing facility 24x17 14 Multiple 11x10 Conference located in the very heart of Milan, just in front 20x15 10 Multiple of Arena in Sempione park, one of the trendiest 17x14 9 Multiple Active Research has joined the Schmiedl and lively areas of the city. Brerapoint is a brand 17x9 12 Multiple Marktforschung family and provides access to a of Fieldinitaly, a fieldwork company specialised 17x17 9 Multiple diverse recruitment market within the city center in providing services to international research- 21x17 9 Multiple population of 1.8 million people and a metropolitan ers wanting to conduct market research in 35x17 9 Multiple region with over five million. We offer a contempo- Italy. Among services there are quantitative and rary space for qualitative and quantitative studies. qualitative fieldwork and access to viewing facil- With an internationally populated urban belt, Berlin Features include two spacious conference suites ity services in more than 10 Italian main cities. provides a diverse recruitment market for consum- with natural light, flexible set ups, high quality Industries covered: FMCGs, Appliances, IT, Bank, ers, business people, and healthcare professionals cinema seating, and FocusVision. Our facility is Fashion, Media, Health care, Pet Food, Pharma, alike. Our facility is located in the heart of West located in a stunning period building on the famous Usability tests. Berlin opposite the famous KaDeWe department ABC-Strasse in the ‘Neustadt’ quarter, packed with store. We offer seven high-specification focus landmarks and cultural heritage. group suites, designed with all your needs and (See advertisement on inside front cover) comfort in mind. Ask about our 6th floor suites Japan with client lounge terraces. Our quantitative space and multi-disciplinary and multi-lingual staff make conducting product tests at our facility easy to combine with groups or telephone interviews. (See advertisement on inside front cover) Schmiedl Marktforschung Munich CarterJMRN KK A Schlesinger Company VORT Nogizaka 1, 4F, 7-2-29 Roppongi Neuhauser Str. 27 Minato-ku, Tokyo-to Japan 106-0032 Munich Germany 80331 Ph. 81-3-6434-0520 Ph. 49-89-231810-100 [email protected] [email protected] Schmiedl Marktforschung Frankfurt www.carterjmrn.com www.schlesingergroup.com/en/company/our- A Schlesinger Company Location: Office building brands/schmiedl-marktforschung Schillerstr. 5 Distance from airport: 14 miles, 60 minutes Stephan Schmid, Managing Director Frankfurt Germany 60313 AU, CUL, 1/1, 1/1O, PTL, TK, VC, WC Location: Office building Ph. 49-69-21-976-87-0 20x18 Conference Distance from airport: 24 miles, 40 minutes [email protected] 10x8 Conference CL, 1/1, 1/1O, PTL, VC, WC www.schlesingergroup.com/en/company/our- 10x8 Conference 13x17 10 Multiple brands/schmiedl-marktforschung 18x14 Conference 15x15 10 Multiple Bianka Kreiter, Facility Director 10.5x10 Conference 17x9 7 Multiple Location: Office building 27x13 10 Multiple Distance from airport: 11 miles, 30 minutes CarterJMRN (Japan Market Resource Network) CL, 1/1, 1/1O, PTL, VC, WC is a full-service marketing research and strategic Our Munich office is located in a vibrant pedestrian 19x17 12 Multiple consultancy with offices in Tokyo and Osaka. Our zone in Central Munich, perfect for intercept recruit- 18x14 10 Multiple goal is to help our clients “unmask” Japan. Our ing and central location tests, and accessible for 19x16 12 Multiple multicultural, fully bi-lingual team of 100 researchers focus groups. Our Munich team also delivers high and support staff delivers market research solutions quality surveys, CATI studies, and online qualitative We have remodeled our facility to offer a fresh, adapted for the Japanese market and mind. We solutions. An impressive historic Bavarian building contemporary space for qualitative and quantita- cover both B2C and B2B, and we conduct projects

122 Quirk’s Marketing Research Review // December 2019 www.quirks.com 2020 Focus Group Facility Directory

throughout Japan and in other Asian markets. Since make conducting product tests at our facility easy 1989, we have worked across a variety of industries to combine with groups or telephone interviews. Sweden and offer the full host of research approaches Should you require full-service qualitative support, designed to provide insights and inform strategy in bi-lingual Spanish-English moderators and analysts the Japanese market and beyond. Our work includes and can be briefed directly by you. advertising, branding, customer and market entry (See advertisement on inside front cover) assignments, with a particular focus on qualitative, ethnographic and experiential studies. Nordic Viewpoint Prästgårdsgatan 24 Mölndal (Gothenburg) Sweden 431 44 Ph. 46-31-7872599 Puerto Rico BDI Research Madrid ben@nordic-viewpoint.com a Schlesinger Company www.nordic-viewpoint.com Velázquez 30, First Floor, Left Door Ben Lepez, Managing Director Madrid Spain 28010 Location: Office building Ph. 34-914-458-877 or 34-934-155-228 Distance from airport: 15 miles, 15 minutes [email protected] CL, CUL, 1/1, 1/1O, PTL, VC, WC Gaither International, Inc. www.schlesingergroup.com/en/company/our- 20x10 10 Conference Calle Jordan 703 brands/bdi-research San Juan Puerto Rico 00909 Rosa Dalet, Managing Director We are an independent research agency spe- Ph. 787-728-5757 Location: Office building cializing in qualitative and quantitative fieldwork [email protected] Distance from airport: 12 miles, 30 minutes services with a focus on consumer and B2B www.gaitherinternational.com CL, 1/1, 1/1O, PTL, VC, WC research in the Nordics. We know the field and Sandra Jimenez, COO 248 sq ft 10 Multiple know how to find your target group. Our moderates Location: Office building 150 sq ft 12 Multiple can help you understand local insights and collect Distance from airport: 7 miles, 15 minutes 75 sq ft 4 Multiple the data you need. In Gothenburg and Stockholm, CL, 1/1, 1/1O, TK, VC, WC we can offer you our comfortable and modern 13x10 10 Conference BDI Research, formerly Block de Ideas, helps you viewing facilities with one-way mirror and with our access Madrid’s metropolitan area population mobile equipment, setting up viewing facility equiv- Gaither International is a market research firm of 6.5 million. We also cover Spain in its entirety. alent projects are possible throughout the Nordics. serving Puerto Rico since 1971. Gaither is the only Our multi-lingual team understands international Let us take care of your projects in the Nordics. true full-service research company in the Island, needs and is supported by a pool of experienced possessing a diverse selection of qualitative facili- interviewers who are native speakers of numerous ties and services. We have a three-station test European languages. Should you require full-ser- kitchen, three Gesell style focus group rooms, a vice qualitative support, local language moderators United Kingdom complete 30 foot test bar, an indoor air-conditioned and analysts and can be briefed directly by you. automobile showroom and theater. At Gaither there Our new facility is located in the heart of Madrid in is no hassle finding where to park your car. Over 50 the Salamanca district offering elegant studios for parking spaces available to our clients and visitors. focus group and IDIs. Contact us and give us the opportunity to be of ser- (See advertisement on inside front cover) vice! Get addicted to knowledge! Holborn Focus Kingsbourne House 229-231 High Holborn London United Kingdom WC1V 7DA Spain Ph. 44-207-427-2400 or 44-207-490-5944 SO22 [email protected] C/ Claudio Coello 22, 1ºA www.holbornfocus.com Madrid Spain 28001 Jade On, Business Development Director Ph. 34-912-191-375 Location: Office building [email protected] Distance from airport: 60 minutes BDI Research Barcelona www.so22.com CL, CUL, PTL, VC, WC a Schlesinger Company Jessica de León, Facility Manager 12x15 8 Multiple Diputació 180, Planta 4 Location: Office building 18x16 10 Multiple Barcelona Spain 08011 Distance from airport: 15 miles, 15 minutes 13x16 10 Multiple Ph. 34-934-155-228 AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC 14x16 10 Multiple [email protected] 24m x 24m 14 Conference www.schlesingergroup.com/en/company/our- 14m x 14m 16 Conference High quality viewing facilities in the heart of London brands/bdi-research 55m x 55m 30 Conference makes Holborn Focus easy to reach for clients and Rosa Dalet, Managing Director 10m x 10m Conference respondents. Only three doors down from Holborn Location: Office building 12m x 12m Conference station and close to mainline train stations… King’s Distance from airport: 9 miles, 25 minutes Cross St. Pancras and Euston. The area has a CL, 1/1, 1/1O, PTL, VC, WC Premier viewing facility in Spain. Five state-of- selection of great restaurants that have been incor- 323 sq ft 12 Multiple the-art custom-designed studios to create the porated into our catering options. Clients can also 194 sq ft 4 Multiple right workspace for clients, moderators and enjoy London shopping as we are only two tube 215 sq ft 7 Multiple respondents. SO22 encourages creative thought stops away from Oxford Circus and three stops 215 sq ft 7 Multiple and discussion in a relaxed, comfortable and effi- from Bond street. Enjoy a hassle free service; our 480 sq ft Multiple cient environment. Customer-focused approach concierge service lets you concentrate on the job to develop bespoke market research solutions, in hand rather than worrying about booking taxis or BDI Research, formerly Block de Ideas, helps you qual and quant. Dedicated, skilled, bilingual team. arranging last minute accommodation. access Barcelona’s urban area with a population Privacy and confidentiality assured. Our attention of around 4.7 million and our multi-lingual team to detail and outstanding customer service makes understands your international research needs. your research experience more productive and Our facility offers four focus group studios and an enjoyable. SO22 offers hospitality, support and IDI room. Ask about our studio with client terrace. technology. Give us a call! Our quantitative space and multi-disciplinary staff www.quirks.com December 2019 // Quirk’s Marketing Research Review 123 2019 Focus Group Facility Directory

Codes

Location: Office bldg., Freestanding bldg., Shopping mall

CL - Client Lounge CUL-Computer Usability Lab 1/1 - One-on-One Room PUL-Product Usability Lab M3 Global Research and Studios London The Research House, A Schlesinger 1/1OR - One-on-One Obs. VC - Video Conferencing Galena House Company TK - Test Kitchen WC - Web Conferencing 8-30 Galena Road 124 Wigmore St. TKO - Test Kitchen Obs. AU - Auditorium Hammersmith, London United Kingdom W6 0LT London United Kingdom W1U 3RY Ph. 44-20-8741-6200 Ph. 44-20-7935-4979 Conference - Conference-Style Room [email protected] [email protected] Living - Living Room-Style Room www.m3researchstudios.com www.schlesingergroup.com/en/locations/united- Multiple - Various Setups kingdom/london Room dimensions, when stated, are shown in feet. Laura Haxton-Wilde, Head of EU Qualitative Research Hanna Assouline, Managing Director Location: Office building Location: Free standing facility Distance from airport: 12 miles, 30 minutes Distance from airport: 16 miles, 40 minutes CL, CUL, 1/1, 1/1O, VC, WC CL, 1/1, 1/1O, PTL, VC, WC 21x11 10 Multiple 12x15 14 Conference 25x19 10 Multiple 21x15 14 Multiple i-view 19x14 14 Multiple London Leeds Warsaw M3 Global Research Studio in West London is the 18x13 14 Multiple Wellington House, 125-130 Strand ideal viewing facility for all your market research 15x13 8 Living London United Kingdom WC2R 0AP focus group and studio needs, conveniently located Ph. 44-203-004-6890 in the heart of Hammersmith’s shopping/entertain- Ideally situated in central London, our high-speci- [email protected] ment district. Our facility offers two suites where fication facilities and unrivaled client service have www.i-viewlondon.com setup is tailored to your methodologies. Easily led us to be repeatedly rated among the best view- Sam Grey, Operations Director accessible to clients and respondents traveling from ing facilities in the world, including ‘Best Viewing Location: Office building all areas. We can provide experienced moderators, Facility’ at the MRS Awards. As a Schlesinger Distance from airport: 14 miles, 50 minutes translators and respondent recruitment services. Our company, we provide recruitment and full project AU, CL, CUL, 1/1, 1/1O, PTL, TK, TKO, VC, WC facility offers the ideal qualitative project experience management to the UK, Europe and the rest of 12x19 8 Multiple and our professional and client-focused studio team the world. Qualitative services: focus groups; in- 13x21 20 Multiple will surpass your expectations. depth interviews; online communities, webcam 14x18 20 Multiple focus groups; tele-depth interviews; ethnographic 15x16 16 Multiple research; usability; eye tracking. New: HD record- 15x20 16 Multiple ing and 306° HD recording. (See advertisement on inside front cover) i-view is an award-winning viewing facility brand offering the highest level of service in London, Made In Studios - Birmingham Leeds and Warsaw. We are custom-built as a con- by MIS Group temporary hub for researchers. i-view facilities are 85-89 Colmore Row located in the heart of each city and offer techno- Birmingham United Kingdom B3 2BB logically advanced studios with full-length mirrors Ph. 44-121-679-0105 The Research House Wimbledon over one spacious fully accessible floor. We’re [email protected] Ridgway Mews, 18-20 Ridgway committed to being the best-in-class and offering www.madeinstudios.com/birmingham Wimbledon Village clients a premier experience that exceeds expecta- Alexandra Coleman, Field and Site Manager London United Kingdom SW19 4QN tions. i-view are ideal for conducting all types of Location: Office building Ph. 44-20-8971-1250 studies including eye-tracking, dial testing, user Distance from airport: 15 miles, 25 minutes [email protected] experience, neuromarketing and test kitchen. CL, CUL, 1/1, PTL, VC, WC www.schlesingergroup.com/en/locations/united- 16x29 13 Multiple kingdom/london 16x29 8 Multiple Hanna Assouline, Managing Director 13x16 Living Location: Free standing facility Distance from airport: 12 miles, 40 minutes Made in Studios is a facility like no other. Arrive in CL, 1/1, 1/1O, PTL, VC, WC Birmingham Centre to find a grand building designed 16x15 9 Multiple by Yeoville Thomason - but don’t let the history fool 16x12 12 Multiple you! As you enter our vast space with state-of- the-art technology and modern luxuries, discover We connect you with the important suburban features built to stimulate thought/relaxation. Enjoy market of South West London. The facility is easily flexible room formats with the icing on the cake: our accessible for consumers, business people, and team. From live streaming to recruitment, our experts physicians alike, with good connections to our create packages to suit your needs. We always go Central London facility and major transport links. above and beyond for the success of your project. Our purpose-built facility is located in the beautiful You can leave our studios with peace of mind and ‘London Village’, famous for its tennis. Our superbly change to spare - enquire today! styled ground floor studios offers formal and informal room styles, including a studio dedicated to children’s groups. Disabled access, baby changing facilities, and moderator parking make this facility an inclusive, safe, and quiet research space. (See advertisement on inside front cover)

124 Quirk’s Marketing Research Review // December 2019 www.quirks.com ••• This issue of Quirk’s is made possible by our valued advertisers. Their ongoing support - along with that of INDEX OF the other companies and organizations that market themselves on our Web site, e-newsletter and related outlets - helps us bring you Quirk’s and all of its ADVERTISERS associated resources. When you contact the organizations listed below, let them know you saw their ad in Quirk’s!

C&C Market Research, Inc.Inside Back Cover Consumer Opinion Services, Inc...... p. 45 Creative Consumer Research ...... p. 115 479-785-5637 | www.ccmarketresearch.com 206-241-6050 | www.consumeropinionservices.com 281-240-9646 | www.ccrsurveys.com

Fieldwork Inc ...... pp. 19, 31, Back Cover Focus Pointe Global ...... p. 3 Focuscope, Inc...... p. 93 800-TO-FIELD | www.ﬁ eldwork.com 888-873-6287 | www.focuspointeglobal.com 708-386-5086 | www.Focuscope.com

Forza Insights Group ...... p. 35 Global Survey ...... p. 63 Heart + Mind Strategies ...... p. 11 714-795-3805 | https://forzainsights.com 91-740322-0322 | www.globalsurvey.gs 571-926-8852 | www.heartandmindstrategies.com

Insight Management Academy ...... p. 55 IVP Research Labs ...... p. 13 J. S. Martin Transcription Resources . . . p. 44 44-7982-245807 | www.insight-management.org 732-970-9446 | www.interactivevideo.com 818-691-0177 | www.jsmartintranscription.com

KJT Group ...... p. 29 M/A/R/C Research ...... p. 51 Marketing Research Education Foundation . . p. 37 888-623-8050 | https://kjtgroup.com 800-884-MARC | www.marcresearch.com 903-484-MREF | www.MRGivesBack.org

Michigan State University ...... p. 59 Murray Hill National ...... p. 114 Olson Research Group, Inc...... p. 9 517-432-6389 | www.broad.msu.edu/msmr 972-707-7645 | http://murrayhillnational.com 267-487-5500 | www.olsonresearchgroup.com

The Quirk’s Event ...... pp. 20-27 Quirk’s Talent ...... p. 61 Red Centre Software ...... p. 7 651-379-6200 | www.TheQuirksEvent.com 651-379-6200 | www.QuirksTalent.com 61-4-1930-9158 | www.redcentresoftware.com

RIVA Training Institute ...... p. 40 Schlesinger Group ...... Inside Front Cover Toluna ...... p. 5 301-770-6456 | www.RIVAinc.com 866-549-3500 | www.schlesingergroup.com 866-296-3049 | www.tolunainsights.com

Quirk’s Marketing Research Review, (ISSN 08937451) Subscription Information: U.S. annual rate (12 POSTMASTER: is published monthly by Quirk Enterprises Inc., 4662 issues) $70; Canada and Mexico rate $120 (U.S. Please send change of address to Slater Road, Eagan, MN 55122. Mailing address: P.O. funds); international rate $120 (U.S. funds). U.S. Quirk’s Marketing Research Review Box 22268, St. Paul, MN 55122. Tel.: 651-379-6200; single-copy price $10. Change of address notices P.O. Box 22268, St. Paul, MN 55122. Fax: 651-379-6205; E-mail: [email protected]. Web should be sent promptly; provide old mailing label © 2019 Quirk Enterprises Inc. All rights reserved. address: www.quirks.com. Periodicals postage paid as well as new address; include ZIP code or postal Quirk’s Marketing Research Review is not at St. Paul, MN and additional mailing ofﬁ ces. code. Allow 4-6 weeks for change. responsible for claims made in advertisements. www.quirks.com December 2019 // Quirk’s Marketing Research Review 125 ••• Conversations with BEFORE YOU GO corporate researchers

10 minutes with... La Sridhar Global Director, Global Insights and Consumer Excellence, Molson Coors

Do you have any tips for client-side insight professionals looking to develop a strategic partnership with internal stakeholders? Focus on the tangible outputs and the value created vs. the inputs or data insights into the marketing/business process. It’s a fi ne balance of doing both. We tend to execute the research and provide insights to answer the direct brand/category question. While that is important, pay attention to how it has enhanced the broader business question and enabled thought leadership in changing behaviors. This will demonstrate

r active engagement and build partnerships to jointly drive value in your organization. a h Build empathy for your internal stakeholders as you may not see their pressures be- d ri yond your interactions. Understand their remit, and what their leadership is asking of S La them. This will open up your ability to deliver value-add insights, thinking and impact. Finally, on a personal level, always be curious and be a continuous learner, scanning your external environment for ways to bring new thinking on your consumer and customer to the table. What is the biggest challenge for the marketing research and insights industry? "My push to my Overall – but especially in the CPG industry – shifting consumer needs and behaviors. The pressure of businesses to deliver cost-effi cient, fast and smart solu- vendor partners is to tions to capture consumer interest and engagement is high. That has led to tremendous pressure on marketing and insights teams to be #smarterfasterdeeper – and cheaper – in delivering value to the organization. understand the broader As Wayne Gretzky said, “Skate to where the puck is going to be, not to where it has been.” It’s critical for insights teams to be ahead in their thinking and predicting where the consumer is going. Being the stewards of these shifts will add value picture and bring to the organization. Additionally, the challenge is to be smart and innovative in spending your limited insights dollars to help lead the conversations to future- solutions to help clients proof the organization vs. executing reactive and tactical research. This also has an impact on the industry professionals helping their clients deliver on the smarter, deeper, faster expectations. My push to my vendor partners deliver on their specific is to understand the broader picture and bring solutions to help clients deliver on their specifi c internal needs. internal needs." What new methodology do you see yourself leveraging in the next year? Tools on my radar run the gamut from techniques leveraging mobile technology for agile and contextual insights to behavioral-science driven tools; social listening for anticipating signals of potential behavioral shifts; and leveraging observational and ethnographic insights vs. System 2 responses. With the online consumer digital footprint, I see a trove of unfi ltered, honest consumer interactions that I want to continue to mine via AI/machine learning techniques. This will help teams with immediate brand insights but also provide signals to create hypotheses and new sparks that we can unpack and understand for the business. Read the full interview at www.quirks.com/articles/2019/20191222.aspx.

126 Quirk’s Marketing Research Review //December 2019 www.quirks.com Taste. Touch. Feel. SMELL. Unmatched Sensory Testing!

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