The Birth of the Focus Group Radio Research and the ‘Focused Interview’

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THE BIRTH OF THE FOCUS GROUP RADIO RESEARCH AND THE ‘FOCUSED INTERVIEW’

PLUS Using improv to spice up your qual How to win with creative research design Fix that troublesome segmentation 2018 Focus Group Moderator Directory

ADVERTISING SECTION Quirk’s Marketing Research Review May 2018 13 Top Full-Service Research Volume XXXII Number 5 Companies www.quirks.com WHAT SETS US APART?

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Quirk’s Marketing Research Review CONTENTS May 2018 • Vol. XXXIII No. 5 DEPARTMENTS 6 Click With Quirk's 8 In Case You Missed It... page 11 Ask the Expert For marketing research and insights professionals 24 12 Survey Monitor 16 Product and Service Update page 28 42 13 Top Full-Service THE BIRTH OF Research Companies THE FOCUS GROUP 48 Names of Note RADIO RESEARCH AND THE ‘FOCUSED INTERVIEW’ page 50 Research Industry News PLUS Using improv to spice up your qual 34 How to win with creative research design 54 Calendar of Events Fix that troublesome segmentation page 55 2018 Focus Group 2018 Focus Group Moderator Directory 18 Moderator Directory 73 Index of Advertisers page 74 Before You Go…

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Quirk’s Marketing Research Review ADVERTISING SECTION 42 Publisher • Steve Quirk May 2018 13 Top Full-Service Research Volume XXXII Number 5 [email protected] | x202 Companies www.quirks.com Editor • Joseph Rydholm [email protected] | x204 Digital Content Editor • Emily Koenig ON THE COVER [email protected] | x210 24 The birth of the focus group News Editor • Sara Cady [email protected] | x212 Lazarsfeld, Merton and Audience Development • Ralene Miller the Nazis [email protected] | x201 By Liza Featherstone Production Manager • James Quirk [email protected] | x206 Directory Sales • Ilana Benusa [email protected] | x213 TECHNIQUES COLUMNS V.P. Sales • Evan Tweed [email protected] | x205 10 Trade Talk 28 ‘Yes, and...’ Sales • Lance Streff Building synergy in focus groups Book reviews: Boost your critical [email protected] | x211 with applied improvisation thinking and trend-spotting European Sales • Stewart Tippler By Michelle Lenzen By Joseph Rydholm [email protected] | +44(0)7989-422937

34 Let the research deﬁ ne the 18 Data Use method Retrofi tting your segmentation- ••• moving? make sure How to win with creative research typing tool Quirk’s comes with you! By Mark Travers Send change of address information designs to [email protected] By Julia Eisenberg 20 Qualitatively Speaking One moderator’s confession: What I Download the Quirk’s iPad, iPhone 38 A rewarding experience or Android app to view this issue. The building blocks of a successful get out of every project By Paul Tuchman panel loyalty program An interactive downloadable PDF of By Kathryn Felke this magazine is available at www. quirks.com/pdf/201805_quirks.pdf.

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••• gaming research Roblox gaining on Minecraft inecraft is the juggernaut of kid gaming, backed by Microsoft and boasting Mnearly 144 million lifetime sales. A study by research fi rm Interpret confi rms that while Minecraft is still the most-played game among kids in the ••• social media U.S., currently being played by over a quarter of gamers age 6-12, the title seems to have lost some steam. Taking a break GameByte – an annual study of kids’ gaming habits and preferences from the ‘Gram? – has tracked Minecraft n a December 2017 survey by ad playership since 2012 Iagency Hill Holliday, conducted by and the results of its in-house research division Origin, this year’s study more than half of young adults ages show the fi rst 18 to 24 said they’re “seeking relief drops in active from social media.” playership ever. Some have deleted their social Minecraft’s accounts entirely – 34 percent of share of young adults surveyed said they’d all gaming done so – and roughly two-thirds time by kids said they’d taken a break from social age 6-12 has platforms. dropped 5 The reasons vary but for many, percent since it’s worries about wasting time, last year, while others think there’s a lot although it still of negativity on social platforms. commands a hefty Disinterest in content and platform 13 percent of total commercialization were also cited as game time. motivations for quitting social media. One possible Facebook, for example, checks explanation for the dip is many boxes named by young the recent rise of Roblox, a mod- adults as reasons to take a social friendly title that borrows Minecraft’s ethos sabbatical. Many users said they of building and playing anything. Roblox still lags behind Minecraft (the study were dissatisfied with the social ranks it as the No. 2 kids game in the U.S. by active playership) but its gains over media giant because of negative the past 12 months are signifi cant. Since last year’s study, Roblox’s active kid interactions with other users, playership has more than doubled on both PC and console. irrelevant content due to News One thing that Minecraft and Roblox share is their ability to monopolize play Feed updates and a sense that time. Over one-third of Roblox and the platform is inundated with Minecraft players report playing other promotional ad space. And it wasn’t games less because of these titles. This just Facebook. Young adults were “one-game” phenomenon aff ects toys more likely to take a break from or as well, causing a similar proportion delete their Instagram, Snapchat or of Roblox and Minecraft to play less Twitter accounts than their Tinder, www.quirks.com/articles/2018/20180501.aspx with physical toys. Pinterest or LinkedIn ones.

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ggregating and analyzing absorb. In fact, if your team has some Ainformation are two skills newer members who you’d like to that are often cited as essential for work with on developing their critical researchers who want to graduate thinking, there are exercises in the www.clarepix.com Pix Photography ©Clare Joe Rydholm can be reached from (or rise above) the order-taker book that could be quite helpful for at [email protected] role that insights professionals are launching discussions. often relegated to. Some people are Now, the world of naturally gifted critical thinkers marketing research is future but insights pros (and, if you’re a researcher, it’s pretty certainly no bastion of are often seen as the hard to advance without some skill logical, non-emotional oracles of consumer in that area) but for those who need decision-making, not behavior within their to rethink their when executives insist organizations, thanks thinking or want on acting on gut feel to their close proximity a crash course in rather than on what the to customers. With How how to develop research data in front to Research Trends (BIS and hone their of them shows. Where Publishers; $34.95), Els analysis skills, Chatfi eld’s book may Dragt has put together a Tom Chatfi eld’s come in most handy guide aimed at anyone new book Critical is in helping readers who wants to burnish Thinking (SAGE learn how to develop arguments that their future-predicting abilities, Publishing; $27) refute the hunch-based assertions of whether they are a budding trend is well worth internal clients, especially in sections guru or a product manager. picking up. such as “Reasoning with Observation What I like most about it, as its It feels like and Uncertainty,” “Developing title suggests, is its practical, no-non- it’s written for a younger, college- Explanations and Theories” and sense approach. Trend-watching by its age audience and some experienced “Seeing Through Faulty Reasoning.” nature can be a very squishy endeavor, businesspeople will be able to skim Though of course, proceed with full of vague predictions about future some of the sections but by no means caution on that front, as contradicting happenings that may or may not, is it simplistic. On the contrary, the a higher-up, no matter how wrong well, happen. Dragt gives you tools engaging workbook-style layout helps they are, may be hazardous to your and question-checklists, for example, keep the information being imparted professional health. (And, a later to defi ne and make concrete your as- consistently interesting and fun to section on overcoming bias in yourself sessments, with the aim of increasing and others is useful as well, for their actionability and strategic value. researchers may be subject to their She clearly realizes that the more leg- own types of bias!) work and analysis the trend-watcher Another skill researchers are puts into his or her pronouncements, supposed to be good at is predicting the more likely they are to actually www.quirks.com/articles/2018/20180502.aspx the future. OK, not the actual come to pass.

10 Quirk’s Marketing Research Review // May 2018 www.quirks.com SPONSORED CONTENT ••• advice for researchers ASK THE EXPERT Expert answers to important research questions.

I need answers right now, how quickly can you turn a project around?

tracking study and you’ve been running that study for three years. Sometimes you might need to gather instant insights to new questions because you need those answers to Steven Struhl Owner, Converge Analytic make new decisions right now. 847-624-2268 At Critical Mix, we often see Convergeanalytic.com companies turning to instant insights to make decisions at the speed of business. We developed a specific product, called kNOW Instant Insights, precisely for that reason: to help clients When will useful artificial quickly generate insights and make fast intelligence get here? decisions – within 24 hours. Walker Lewis Two days before the Super he surprising answer is that it Senior Director, Customer Success, Critical Mix Bowl, we helped a client determine [email protected] Thas been here for many years, 415-203-7976 whether people would watch the but not in the form of generalized game; whether they would watch intelligence like a robot that from their home, a friend or relative’s does your job for you. Rather, it home or a restaurant or bar; whether is more like a very bright point people predicted New England or of light that zeros in on solving Philadelphia would win; and whether a specific problem. For instance, people found commercials to be an classification trees – CHAID, CART, The on-demand economy, as important part of the Super Bowl etc. – make many sophisticated epitomized by companies such experience. We delivered instant judgements in dividing a sample as Instacart, TaskRabbit, Uber, insights from a census-balanced, into subgroups and testing these Hotel Tonight and OpenTable, is nationally-representative sample of groups for significant differences. revolutionizing commercial behavior U.S. adults exactly when our client This method dates back to 1990. precisely by focusing on the “right needed those answers. Similarly, Bayes nets learn complex now.” They align with consumers’ Use cases for micro-surveys and patterns in data and make sensitive growing demand for convenience, quick insights have always existed readings of effects – and have for speed and simplicity. but it was difficult to support those over 20 years. You can find dozens of On-demand shrinks the gap “instant” needs. That’s no longer the problem-solving methods presented between what we have already and case. When you need answers to make at conferences on AI, even in free what we need right now. I own a car important business decisions right programs like Weka and R. You just but sometimes I order an Uber because now, statistically significant results need to know what to look for and I’m downtown and I need a ride right are available within 24 hours. where to look. now. Maybe you already run a monthly

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/2018/20180555.aspx. www.quirks.com May 2018 // Quirk’s Marketing Research Review 11 ••• a digest of survey ﬁ ndings and new tools IN FOCUS for researchers // Survey Monitor

Safavi, who leads Accenture’s health practice globally. “By harnessing digital technologies in this way, health care will increasingly tap digital technologies to empower human judgment, free up clinician time and personalize care services to put control in the patients’ hands.” The survey results also show that consumers are increasingly using a variety of digital self-service tools for managing their health. Use of mobile and tablet health apps has tripled over the past four years, from 16 percent in 2014 to 48 percent today. For example, more than four in 10 respondents (44 percent) said they have accessed their electronic health records (EHRs) over the past year via patient portals, primarily to get information on lab and blood-test results (cited by 67 percent of respondents who accessed ••• health care research their EHRs this past year), view physician notes regarding medical The virtual doctor will see you now visits (55 percent) and view their prescription history (41 percent). Growing comfort with digital health care Similarly, the use of wearable devices by consumers has nearly quadrupled in the past four years, from just 9 percent in 2014 to 33 rowing consumer demand for diagnostics – having a signifi cantly percent today. Roughly three- Gdigital-based health services is greater role in their overall medical fourths of health consumers view ushering in a new model for care in care. For example, one in fi ve wearables – such as those that which patients and machines are respondents (19 percent) said they have monitor glucose, heart rate, physical joining doctors as part of the health already used AI-powered health care activity and sleep – as beneficial care delivery team, according to results services and most said they are likely to understanding their health of a survey from Accenture. to use AI-enabled clinical services, condition (75 percent), engaging The survey of 2,301 U.S. respondents such as home-based diagnostics (cited with their health (73 percent) and suggests that consumers are becoming by 66 percent of respondents), virtual monitoring the health of a loved one more accepting of machines – ranging health assistants (61 percent) and (73 percent). “The more accustomed from artifi cial intelligence (AI) to virtual nurses that monitor health health care consumers become to virtual clinicians and home-based conditions, medications and vital using wearables and other smart signs at home (55 percent). technologies, the more open they are “Driven by experiences outside of to sharing the personal health data health care, consumers increasingly these tools collect,” Safavi says. expect to use digital technologies to For instance, 90 percent of survey control when, where and how they participants said they are willing to www.quirks.com/articles/2018/20180503.aspx receive care services,” says Kaveh share personal data with their doctor

12 Quirk’s Marketing Research Review // May 2018 www.quirks.com Survey Monitor // IN FOCUS and 88 percent said they are willing 14 percent are participating in remote care for taking a class on a specifi c to share personal data with a nurse monitoring, up from 9 percent in 2016. medical condition and two-thirds (65 or other health care professional. Three-quarters (74 percent) percent) said they would use virtual Additionally, the percentage of of respondents said they were care for a follow-up appointment consumers willing to share with satisfied with the virtual care they after seeing a health professional in their insurance carrier personal data have received, with nearly half (47 person. Most respondents said they collected from their wearable devices percent) of those respondents saying would also use virtual care for a range has increased over the past year, from that, given a choice, they would of additional services, including 63 percent in 2016 to 72 percent today. prefer a more immediate virtual discussing specifi c health concerns They also are more willing to share medical appointment over a delayed with medical professionals (cited by such data and with online communities in-person appointment. 73 percent of respondents), in-home or other app users – 47 percent today, More than half (54 percent) of follow-up after a hospital stay (62 compared with 38 percent in 2016. survey respondents said they believe percent), participating in a family Fewer are willing to share data with that virtual care reduces medical member’s medical appointment (59 their employer (38 percent) or a costs to patients and 43 percent said percent) and being examined for a government agency (41 percent). they like the timely care that virtual non-emergency condition (57 percent). The survey also found that technology provides. The fi ndings cited here relate to the consumers are taking greater The majority of health care U.S. portion of a seven-country survey that advantage of virtual services. One- consumers said they would use virtual Accenture commissioned as part of its 2018 quarter (25 percent) of respondents care for a variety of activities, from Consumer Survey on Digital Health report. The said they had received virtual care e-medical visits to medical diagnosis purpose of the survey – of 7,905 consumers services in the previous year, up from and group therapy. For instance, ages 18 and older, including 2,301 from the 21 percent in last year’s survey. In nearly three-quarters (73 percent) U.S. – was to assess consumer attitudes addition, one in six (16 percent) of of respondents said they would use toward health care technology, modernization those consumers said they are taking virtual care for after-hours (nights and service innovation. The survey was part in remote health consultations, and weekend) appointments, 71 conducted by Longitude on behalf of Accenture compared with 12 percent in 2016, and percent said they would use virtual between October 2017 and January 2018.

••• demographic research Motherhood coming later Pew tracks fertility trends

he share of U.S. women at the end of their Tchildbearing years who have ever given birth was higher in 2016 than it had been 10 years earlier, according to a 2018 report by Gretchen Livingston of Pew Research. Some 86 percent of women ages 40 to 44 are mothers, compared with 80 percent in 2006, based on a Pew Research Center analysis of U.S. Census Bureau data. The share of women in this age group who are mothers is similar to what it was in the early 1990s. Not only are women more likely to be mothers than in the past but they are having more children. Overall, women have 2.07 children during their lives on average – up from 1.86 in 2006, the lowest number on record. And among those who are mothers, family size has also ticked up. In 2016, mothers at the end of their childbearing years had had about 2.42 children, compared with a low of 2.31 in 2008. The recent rise in motherhood and fertility might seem to run counter to the notion that the U.S. is experiencing a post-recession “Baby Bust.” However, each trend is based on a different type of measurement. The analysis here is based on a cumulative measure of lifetime fertility, the number of births a woman has ever had; reports of declining U.S. fertility are based on annual rates, which capture fertility at one point in time. One factor driving down annual fertility rates is that women are becoming mothers later in life: The median age at which women become mothers in the U.S. is 26, compared with 23 in 1994. This change has been driven in part by declines in births www.quirks.com May 2018 // Quirk’s Marketing Research Review 13 IN FOCUS // Survey Monitor to teens. In the mid-1990s, about one- cable and broadcast television, courts of Disney Channel (54 percent). in-fi ve women in their early 40s (22 law, newspapers and social media. Eighty-eight percent of parents with percent) had had a child prior to age Nearly eight in 10 respondents (78 kids under 18 agreed that PBS KIDS is “a 20; in 2014, that share had dropped to percent) agreed that local PBS member trusted and safe source for children to 13 percent. And delays in childbearing stations provide an excellent value to watch television, or play digital games have continued among women in their their communities. In addition, PBS and mobile apps.” The brand outranked 20s: While slightly more than half (53 and member stations rank second only other choices such as Disney Jr. (77 percent) of women in their early 40s in to the country’s military defense in percent), Disney Channel (77 percent) 1994 had become mothers by age 24, this terms of value for taxpayer dollars, and Universal Kids (72 percent). share was 39 percent among those who with 65 percent of respondents calling The survey was developed by PBS and were in this age group in 2014. it a “good” or “excellent” value. The conducted online within the U.S. by Marketing The Great Recession intensifi ed this vast majority of federal funding & Research Resources Inc. on behalf of PBS shift toward later motherhood, which for public media, amounting to from January 4-9, 2018, among 1,025 adults has been driven in the longer term by approximately $1.35 per citizen, goes ages 18 and older. The sample included 495 increases in educational attainment directly to local stations. men and 530 women. Survey results are and women’s labor force participation, Parents rated PBS KIDS the No. 1 weighted to be nationally representative of the as well as delays in marriage. Given educational media brand for children, U.S. adult population. these social and cultural shifts, it with the brand signifi cantly outscoring seems likely that the postponement of cable and commercial broadcast childbearing will continue. But will the television networks. Parents also recent annual declines in fertility lead said PBS KIDS was the top provider of U.S. women to have smaller families content that helps prepare children for in the future? It is diffi cult to know, success in school and models positive but comparing the lifetime fertility of social and emotional behaviors. In women who just recently completed addition, PBS KIDS outperformed other their childbearing years with those 20 providers as “a trusted and safe source” years earlier suggests that postponing for children to watch television or play births does not necessarily equate with digital games and mobile apps, with lower lifetime fertility. content that is grounded in educational objectives. These fi ndings closely follow ••• automotive research the one-year anniversary of the launch of the 24/7 PBS KIDS channel and live Online auto stream, which is provided by member stations and now available to more shoppers worth than 95 percent of U.S. TV households. In addition, 42 percent of targeting respondents said it is “very important” for PBS to be available to every Tech-savvy and tech-ready ••• television research American, compared to those who said the same for commercial broadcast ccording to Nielsen Scarborough, Americans give television (36 percent) and commercial Aalmost 22 million Americans took cable television (21 percent). to the Web during the past 12 months PBS high marks Sixty-nine percent of parents to research and shop for a vehicle. with kids age 18 and under named For automotive manufacturers and Public money well-spent PBS KIDS the most educational media dealers, a strong digital strategy is brand, outscoring the second-most no longer a “nice to have” – now, it’s or 15 consecutive years, Americans highly rated kids brand, Disney a necessity. To create that strategy, Fhave named PBS and its member Channel, which was considered most they must understand the online stations No. 1 in public trust among educational by 6 percent. auto researcher audience and create nationally known institutions, Eighty-seven percent of parents content that will engage them. according to a nationwide survey. PBS with kids under 18 agreed that PBS To get a glimpse under the led other sectors of the media and KIDS helps prepare children for success hood, Scarborough examined the government in the annual ranking, in school, ahead of Universal Kids (68 demographics and behaviors of online including digital platforms, commercial percent), Disney Jr. (66 percent) and auto researchers, adults 18 and older

14 Quirk’s Marketing Research Review // May 2018 www.quirks.com Survey Monitor // IN FOCUS who meet two key criteria: they say percent more likely to own a foreign information (29 percent say they use they research and compare as many luxury vehicle and 34 percent more dealership sites/apps; 22 percent say vehicles as possible before making a likely to own a domestic and/or they use manufacturer sites/apps). fi nal purchase decision and they say foreign subcompact car. Synchronizing Dealership messaging should stress they’ve shopped for a vehicle on the dealership and manufacturer off erings selection of vehicles, price/value, Internet in the past 12 months. will reap benefi ts, as online auto fi nancing and warranties. What is the makeup of an online researchers use both manufacturer These insights were derived from Nielsen auto researcher? Generationally, and dealership sites/apps to gather Scarborough USA+, Release 1, 2017. they cover the spectrum: 34 percent are Millennials, 29 percent are Gen Xers, 27 percent are Baby Boomers. They’re 27 percent more likely to be male and have household incomes that are $17,000 higher than the average U.S. adult. Online auto researchers span the U.S., but penetration varies with higher concentrations in Austin, Texas; Albuquerque, N.M.; Columbus, Ohio; Salt Lake City and Greensboro, N.C. This diversity will require content creators to step away from a one- size-fi ts-all strategy. But the extra eff ort should pay off , as online auto researchers are a lucrative consumer group. They plan to spend $4,700 more than the average adult on their next vehicle purchase and 30 percent have purchased a vehicle on the Internet during the past 12 months. Knowing the makeup of this group is a start but developing digital content to engage and motivate them to purchase is where the rubber hits the road. To start, engage researchers with content about technology and the environment. Three-quarters (73 percent) agree they look forward to technological advances in new vehicles. They already have and expect features like back-up cameras, GPS, Blu-ray players, satellite radio, subscription safety services and wireless access. Additionally, half consider themselves more environmentally conscious than most and they’re 41 percent more likely than the average adult to own or lease a hybrid vehicle. When it comes to motivating these consumers, feature the types of vehicles they prefer and the perks that come with them. Online auto researchers are 18 percent more likely to plan to purchase a new SUV, 58 www.quirks.com May 2018 // Quirk’s Marketing Research Review 15 technology start-ups to service providers enterprise brands can monitor regional IN FOCUS to large tech incumbents – to fi nd variants and support an array of logos innovative ways to engage consumers, to protect brand reputation. Product and explore new business models and create The platform can monitor for objects, new revenue streams in the home. memes, scenes and faces. The tool will Service Update The report discusses how also identify emotions of the photograph, the convergence of smart-home enabling users to understand the context value propositions provides new and where, when and how consumers are opportunities for stakeholders to using a brand’s products. introduce innovative digital health NetBase tracks photos from campaigns solutions to bring effi ciencies and and allows brands to leverage user- ••• health care research enhancements to a traditional market. generated content (UGC) to create ideas It also provides recommendations on for new UGC campaigns. Insights from Report looks at IoT how players in the smart-home and customer use can lead to more engaging health industries can address the campaigns and drive content ideation. and health care smart-home lifestyle and seize digital It can also help identify companion health market opportunity while there products for potential partnership and Opportunities for marketers is momentum. An executive summary co-branding opportunities. of the report is available for free www.netbase.com new report from Navigant download at the fi rm’s Web site. AResearch, Capitalizing on the www.navigantresearch.com Nexus of IoT and Home Healthcare, ••• new product research examines the emerging digital health industry, with a focus on how the ••• brand research Trade-off tool from Internet of Things (IoT) is disrupting health care and moving it to the home. NetBase offers Harris Interactive As global demand and cost for health care continue to rise, providers and visual analysis Choice Express looks at patients are looking to technology for product/service preferences cost-eff ective solutions. A variety of service smart home technologies that leverage igital research agency Harris the IoT are helping to lower costs and Uses AI to analyze social D Interactive, London, has launched improve patient care by engaging media mentions Choice Express, a research tool that asks consumers with real-time information consumers to review a range of options through web portals and mobile apps, anta Clara, Calif.-based NetBase is and make trade-off s on their product/ as well as other innovations. Snow applying artifi cial intelligence service preferences. The key deliverable “The nexus of IoT and health to image analysis of social media posts is a simulator that enables clients to test ultimately puts power in the hands on Instagram and other visual channels what-if scenarios, for example, to see the of consumers and enables self care,” to identify brand logos and keywords to impact of a new introduction, how much says Paige Leuschner, research analyst give a view of a brand’s performance. consumers will pay for a new feature with Navigant Research. “This has The platform is designed to classify and which features are necessary vs. the potential to revolutionize the images by facial emotions, common desired. The time from setup to launch health care industry and contribute scenery and everyday objects to and delivery is around one week, for to the emergence of health care as a enable social and customer experience a general-population/high-integrated value proposition for the smart home, professionals to understand a brand’s research audience, accessed via Toluna’s creating opportunities for a range of conversation by tracking an infl uencer’s community of people worldwide. The stakeholders to capitalize on.” product placement, event sponsorship insights allow companies to use a According to the report, now is signage reach and fan-created content. combination of product and service the time for industry players – from NetBase can identify a logo if it is features, benefi ts and price to drive partially hidden, rotated or modifi ed. stronger purchase levels. Choice If a logo is changed into inappropriate Express is the latest addition to Harris content or a trademark is infringed, Interactive’s suite of NPD products NetBase’s AI-based search will fl ag it and runs on QuickSurveys, part of the so the brand can be notifi ed, fi nd the TolunaInsights platform. www.quirks.com/articles/2018/20180504.aspx source and take action. Additionally, www.harris-interactive.com

16 Quirk’s Marketing Research Review // May 2018 www.quirks.com ••• segmentation research insights from senior citizens. Each business days of original airing. wave will represent 1,500 U.S. seniors 55 www.nielsen.com New programmatic years and older, balanced by gender, age and region, to the most current Census n London-based online research fi rm activation solution results. The off ering includes access to Further has launched Tandem, a mobile results in a data visualization tool. ethnography platform that engages Simmons Research, Acxiom www.criticalmix.com people via smartphones and connected partner www.issans.net devices, providing online researchers with insight into their target audiences. immons Research, New York, has n Amsterdam-based health technology www.go-further.co Slaunched Simmons Activate, a company Royal Philips has launched programmatic activation solution powered HealthSuite Insights to support the n Conway, Ark., technology and services by a partnership with technology and adoption of analytics and artifi cial company Acxiom has introduced its services company Acxiom. Simmons intelligence (AI) in key health care Patients Insights Package, a new data Activate is designed to allow marketers to domains. The platform gives data off ering that provides patient insights to convert consumer insights into targetable scientists, software developers, clinicians providers and payers. An addition to the segments across digital and addressable TV. and health care providers access to company’s Healthcare Solutions portfolio, Through the partnership, 140 analytic capabilities to curate and analyze the Patients Insights Package includes Simmons-branded segments are available health care data, providing tools and over 100 attributes and provides health- within Acxiom Audience Cloud and the technologies to build, maintain, deploy related insights like lifestyle behavioral LiveRamp Data Store. The Simmons and scale AI-based solutions. insights, demographics and health consumer audience segments are www.philips.com indicators on the patient community. developed using Acxiom’s omnichannel www.acxiom.com identity resolution and built on the n Netherlands-based research company predictive capabilities of InfoBase data, Nebu has integrated its data collection n London-based mobile data company with the aim of delivering actionable software Dub InterViewer with Ogury has launched Active Insights, an audiences at scale. Marketers and their EcoMatcher, a technology platform that app ecosystem intelligence solution for agencies can run campaigns targeting helps businesses increase customer and app publishers. Active Insights is powered these segments on their platform of employee engagement on sustainability by Ogury’s fi rst-party data, leveraging choice, including hundreds of DMPs, through tree planting. The integration user behavior to provide ownership and DSPs and publishers. Simmons Activate will allow Nebu clients to off er engagement metrics. Publishers can use is also designed to help marketers create respondents a newly-planted tree as a the solution to identify competitors, proprietary segments using a combination reward for completing a survey. monitor performance and track audience of Simmons data and/or proprietary www.nebu.com engagement and retention via an surveys in partnership with InfoBase data understanding of the churn factors that to enable digital targeting and analytics. n Dentsu Aegis Network has announced lead users to delete, download or re- www.simmonsresearch.com that its M1 people-based insights platform download apps. will link the consumer packaged goods that www.ogury.com people buy to the media platforms they ••• Brieﬂ y utilize with Chicago-based research fi rm n Research-based communications n Newton, Mass., research software IRI. With this partnership, M1 will allow consultancy Engagious, based in Portland, fi rm MarketSight has launched custom audience creation using IRI Verifi ed Ore., has launched the Engagious Dashboard Design Studio, a portfolio of Audiences and/or IRI ProScores audiences Podcast series, hosted by Co-Founder dashboard solutions, including do-it- linked to fi rst- and third-party data. and CEO David Paull. The series includes yourself and custom solutions. www.dentsuaegisnetwork.com conversations on branding, content www.marketsight.com www.iriworldwide.com creation, storytelling and market research. The podcast launched with n Research companies Critical Mix and n Nielsen, New York, has announced six episodes immediately available for Issues & Answers have partnered to the commercial availability of Nielsen listeners on iTunes, Google Play, Stitcher launch kNOW Seniors, an on-demand National TV Out-of-Home Preliminary or the Engagious Web site. insights service to access opinions Reporting, an extension of Nielsen www.engagious.com among U.S. seniors ages 55 years and National TV Out-of-Home Service. older. The partnership will leverage The new report expedites delivery of E-mail your press releases to [email protected] Issues & Answers’ knowledge in the insights of out-of-home audiences, to be included in our Names of Note, Product and Service Update or Research Industry News senior market with Critical Mix’s online allowing subscribers to receive sections so we can share the information with survey tools and technology to create individual telecast data within four our audience of 60,000 subscribers! www.quirks.com May 2018 // Quirk’s Marketing Research Review 17 // data use Retrofitting your segmentation-typing tool | By Mark Travers

snapshot aise your hand if this situation tool fl awed? Or worse, perhaps the whole Rsounds familiar: segmentation is somehow miscalculated? You Mark Travers You contract with a quality market research contact your supplier to ask them to double-check supplier for a new segmentation project. With the numbers in the typing tool. They assure you offers a plan the help of your supplier, you write a great that it is working fi ne and that it is normal for for saving a questionnaire that captures all facets of the there to be some error in the predictions. consumer decision-making journey. You fi eld You relay this information to your qualitative troublesome your survey to include the most relevant lead – but they push back, saying they are still segmentation. consumers. You then work with your supplier having a diffi cult time constructing segment- to identify the segmentation solution that most specifi c focus groups based on the output of the closely aligns with your marketing objectives. typing tool. You create segment personas to share with other What should you do? Can you salvage the business units in your organization. Finally, you typing tool or not? Is this indicative of a deeper receive a typing tool that allows the segmentation problem with the segmentation? to live on, aiding in qualitative recruitment and in future quantitative studies. More common than you think So far, everything looks great. Your Believe it or not, this situation is more common stakeholders are happy. You give yourself a big than you think. The good news is that there pat on the back for your expert stewardship of a is a fi x for it – and it’s something that can be high-profi le and important research project. retrofi tted into any existing typing tool to Then, just when you think the project is in improve its classifi cation accuracy. the books, your qualitative lead e-mails you to say To explain why this problem is a common one, they are having some issues with the typing tool. and how to address it, let’s add some context to Specifi cally, they are worried about its validity in the example provided above. Imagine you are an assigning qualitative recruits to the appropriate insights manager at a large clothing manufacturer consumer segment. and your segmentation was performed on blue- The fi rst thing you do is go back to the typing jeans wearers. With your segmentation research, tool and peruse it for any potential problems. You you have identifi ed four distinct blue-jeans take the assessment. Based on all that you have consumer segments: Rough and Relaxed, Hip and learned about the segments, you’re almost certain Trendy, Casual Professional and Value-Seeking. that the typing tool will identify you as Segment As stated earlier, your segment personas were X. Instead, it types you as Segment Y. well-received by your stakeholders. The problem Now you are starting to panic. Is the typing is that the typing tool is lacking in face validity. For instance, knowing what you know about the www.quirks.com/articles/2018/20180515.aspxw consumer segments, you would expect yourself to fall into the Casual Professional segment. The

18 Quirk’s Marketing Research Review // May 2018 www.quirks.com data use //

typing tool, however, identifi ed you as than were used to create the original integral part of their work attire. So a Rough and Relaxed segment member. segmentation. Fewer questions mean it’s not all that surprising that the Your qualitative lead is experiencing less information and less information tool might misidentify some people similar issues, which is making focus reduces prediction accuracy even further. in these segments. However, it is the group recruitment diffi cult. The standard approach to maximize demographic and behavioral data that Why might this be happening? prediction accuracy while keeping the can be used to break the tie, so to speak. First, let’s make the assumption that typing tool as short as possible is to Had your typing tool utilized both this segmentation was an attitudinal identify a subset of questions that are attitudinal and demographic data when segmentation. This means that people’s most predictive of segment membership. making its prediction, odds are it would attitudes towards blue jeans served as We then plug those questions into have correctly identifi ed you as a Casual the basis for clustering. For example, the our typing tool and use the tool as a Professional instead of a Rough and Rough and Relaxed consumer segment short-form version to make segment Relaxed segment member. might hold the belief that blue jeans assignments in the future. But here’s Using behavioral and/or are primarily meant to be durable, the rub: Because our segmentation was demographic data as a second prediction comfortable and versatile. The Casual an attitudinal segmentation, it is the algorithm is especially important for Professional segment, on the other attitudinal questions that are most likely your qualitative recruitment sessions. hand, may be more likely to agree with to be predictive of segment membership For instance, when you are recruiting statements such as, “I view blue jeans as and thus included in the typing tool. But, for, say, the Rough and Relaxed an alternative to dressy work attire.” having attitudinal questions alone in a consumer segment, you don’t want to Attitudinal segmentations can typing tool, though it maximizes accuracy, recruit people who are on the fringe of be contrasted with behavioral and may fall short in telling the whole story the segment because they can dilute the demographic segmentations. As (by ignoring important demographic and opinions of the segment. Rather, you the name implies, a behavioral or behavioral information). want to put together a group of people demographic segmentation uses Luckily, there is a solution: append who exist at the center of that segment – behavioral or demographic markers as a second prediction algorithm to an people who can be thought of as segment the basis for clustering. For instance, a existing typing tool based solely on archetypes and can speak to the core behavioral segmentation might split the behavioral and/or demographic complexion of the segment. blue-jeans wearers into low-, medium- information. Working together, these and high-frequency purchasers. Or, a two prediction algorithms will provide Save you some headaches demographic segmentation might split exactly the information you need to By deploying this second prediction segments into Millennials, Gen Xers increase a typing tool’s face validity. algorithm to work in tandem with the and Boomers based on a person’s age. To see why this is the case, let’s existing algorithm, you can be sure that In these cases, there is no need for a return to the blue-jeans example. you are identifying consumers who typing tool – you can assign people to Naturally, in the case of any attitudinal match attitudinally and demographically/ their segment with 100 percent accuracy segmentation, there tend to be some behaviorally to their assigned segment. simply by knowing how often they behavioral and demographic diff erences In the end, you have a typing tool that is purchase blue jeans or their age. that emerge between the segments. For more face-valid – which might save you The attitudinal segmentation, instance, it is likely that the Rough and some headaches as you share results with however, is a common approach in Relaxed segment tends to skew a bit others in your organization. segmentation research. Often, it is more male, blue-collar and older while Segmentation is as complex a re- preferable to alternatives because it the Casual Professional skews a bit more search problem as it is important. And can add a deeper layer of consumer female, white-collar and younger. These there are many right (and wrong) ways understanding. However, it makes the aren’t hard and fast rules; they’re more to tackle it. The scope of this article fo- typing tool creation a delicate task. No like broad-stroke trends. Importantly, cuses specifi cally on cases where typing longer are we dealing with 100 percent they’re probably trends you’ve used to tools lack face validity after an attitudi- classifi cation accuracy; rather, we are bring your segment personas to life. nal segmentation is complete. Adopting inferring people’s segment membership So, when you’re a female with a job best practices from start to fi nish can from their responses to attitudinal in marketing research and the typing help avoid this situation altogether and questions. And we know from a litany tool fl ags you as a Rough and Relaxed can ensure a successful segmentation of basic psychological research just how segment member instead of a Casual research project that lives throughout fl uid people’s attitudes can be. Professional, this might raise a red fl ag. your organization. To muddy the waters even further, The truth is that there is probably not only are we inferring people’s a fair amount of attitudinal overlap Mark Travers is an account executive at segment membership based on their between the Rough and Relaxed and Burke, Inc., a Cincinnati-based research firm. He can be reached at mark.travers@ responses to attitudinal questions, we Casual Professional segments, given burke.com. are doing this using fewer questions that both view blue jeans as an www.quirks.com May 2018 // Quirk’s Marketing Research Review 19 // qualitatively speaking

One moderator’s confession: What I get out of every project | By Paul Tuchman

he entire team is in sync on the interactions in a focus group. Properly snapshot Tobjectives. The screener is working well and moderated, the group becomes so much more finding the right participants. Everyone has than a collection of individuals; it evolves Veteran weighed in on the discussion guide and the into a cohort that shares, builds and creates final version is ready. together, reinforcing the truth that we can moderator Now comes the fun part: the insights and do more and we can become more when we Paul Tuchman learning that will make a difference for a work together. brand or product or service or company. People want to interact and share on a explores the If I’m honest, there’s actually one more real level, not just on social media.There’s connecting power experience to look forward to: the personal something powerful about talking directly satisfaction and strength I gain from each with others, when they hear your voice of the qualitative group or interview. As I think about 27 years and you see and sense their reactions. In process. of moderating – 27 years of asking questions, one project, when men and women talked pausing as thoughts sink in and gel, listening about their struggles to lose weight and the with an active mind and inquisitive happier, healthier future they imagined for spirit, encouraging feedback with sincere themselves, seeing others face-to-face – and eye contact and a gentle smile – I have to recognizing themselves in their seatmates – confess that I get much from each consumer brought the conversation to life. Looking into encounter that has nothing to do with my a person’s eyes can be so much more powerful client or the topic we’re researching. and long-lasting than interacting with a Qualitative research – the process of computer screen or smartphone. engaging others in thought, opinion and Support and encouragement are repaid action – also helps restore my faith in my a thousand times over. I will never forget fellow human beings. Especially in these the middle-aged woman studying at long divisive and polarized times, I find comfort last for the undergraduate degree that she and strength in the basic lessons I relearn had abandoned decades before. Her hopes about women and men every time I facilitate and dreams and pride flowed spontaneously a project. because she sensed that the whole room was Humans are not solitary beings; we pulling for her. need others to reach our full potential. Smiles and laughter can be more While IDIs are sometimes the right powerful than words. It’s not always what methodology, more often there’s amazing you ask, it’s how you ask it. What’s the tone insight and understanding from the social behind your words? What’s the unspoken message you send? Smiles and laughter in particular can make a difference: they relax www.quirks.com/articles/2018/20180505.aspxw everyone and light up the room and the mood

20 Quirk’s Marketing Research Review // May 2018 www.quirks.com

// qualitatively speaking

they create helps move people to a three young children who ignored into the feelings and emotions and place where thoughts and feelings her own serious medical needs experiences that inform our every because she needed move, is where the real fun lies and the money to feed where powerful things can happen. Looking into a person’s her kids. It took some I have learned and continue to time and there were learn a lot about human behavior uncomfortable moments that is directly valuable to my eyes can be so much more for both of us but clients but as I have matured in my eventually my patience profession, I find myself marveling and empathy yielded more and more at what I am also one of the most “real” learning about the complexity and powerful and long-lasting than conversations I’ve ever strength and resiliency of my fellow had. It was eye-opening human beings. for me and cathartic for “What a piece of work” we are, interacting with a computer her. wrote Shakespeare. That is the truth I uncover every day, the truth that Powerful things can opens my eyes wider each morning, happen the truth that brings a smile to my screen or smartphone. I became a qualitative face and gives me renewed hope that, research consultant despite all the challenges that face because I thrive on our nation and our world, we will emerge more easily and more inquisitiveness and inquiry; I without a doubt be okay in the end. spontaneously. have always wanted to know and Patience will be rewarded. I understand the “why” behind the Paul Tuchman is president of Outsmart remember interviewing a mother of “what.” Getting beneath the surface, Marketing, Minneapolis. He can be reached at [email protected]. Better than toast

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FEBRUARY 12-13, 2019 MARCH 5-6, 2019 APRIL 2-3, 2019 ••• qualitative research The birth of the focus group Lazarsfeld, Merton and the Nazis

| By Liza Featherstone

Editor’s note: This is an edited excerpt from a chapter in the new book Divining snapshot Desire: Focus Groups and the Culture of Consultation by Liza Featherstone. The author’s footnotes and citations have been removed for this usage. For more In an excerpt from her new book, information about the book visit https://goo.gl/KxaWjT. author Liza Featherstone recounts how The story of the focus group does not begin in a political campaign war room, nor over a boozy Mad Men-era lunch on Madison Avenue. It begins Robert Merton and Paul Lazarsfeld used in a far more staid – but perhaps even more socially complex – context: a new approach, the focused interview, an academic dinner party. Sociologist Robert K. Merton arrived with his wife, Suzanne, at to test reactions to anti-Nazi radio the Manhattan home of Paul F. Lazarsfeld and his wife, Herta Herzog broadcasts. (significant in focus group history in her own right, but here, like Tmany women of mid-century, relegated to the domestic sphere). It was November 1941 and both Merton and Lazarsfeld were the two newly hired sociologists at Columbia. The men hadn’t socialized with one another before this evening and it’s likely that both couples anticipated the dinner with some trepidation; after all, the men had very different sociological approaches and had, as Lazarsfeld would summarize it years later, been “appointed to perpetuate the feud” between statisti- cians and theoreticians in the department. Lazarsfeld was a specialist in quantitative social research and the department needed to have such a person in order to compete with other sociology departments; quantitative sociology was still young and its methodologies were gradually taking shape. But data and statistics had their skeptics in the department among the social theorists, so Merton, a celebrated big-ideas man, was hired as well. Years later, Merton would be hailed in the New Yorker magazine as the world’s most famous sociologist, particularly well-known for his studies on how people influence one another. He popularized concepts that are still www.quirks.com/articles/2018/20180506.aspx widely understood, such as “unintended consequences,” “role model”

24 Quirk’s Marketing Research Review // May 2018 www.quirks.com Research, a run-down old building on 59th Street – where a test audience was listening to This Is War. Conceived by the U.S. Offi ce of Facts and Figures – the year before it became the Offi ce of War Information – this series, broadcast on all four commercial (radio) networks, was America’s fi rst attempt to counter Nazi propaganda by explaining the war to Americans. The broadcast (as it ultimately aired) reads as an earnest meditation on reason, facts and the role of media – even state-funded media – in a democracy. Archibald MacLeish, prominent poet, Librarian of Congress and director of the War Department of Facts and Figures – read a sober letter from President Roosevelt. “The diffi culty the American people and the “self-fulfilling prophecy.” have in following and understanding this war The two men’s social backgrounds were even more distant than has been constantly on my mind of late,” the their academic orientations. While Lazarsfeld had been raised by president mused in his letter. “This challenge middle-class socialists in Vienna, Merton, born Meyer Robert Schkol- to understanding, like the war itself, is a nick, was a child of immigrants raised in a Philadelphia slum. His challenge we can meet successfully.” adolescence had included a brief career as a party magician – hence Though framed with childish simplicity, his invented name, adopted because it sounded a little like Merlin – as the series was nonetheless explicitly cast as well as periodic gang membership. rational, to distinguish it from Nazi-style Merton and Lazarsfeld regarded one another somewhat warily at appeals to primitive urges, as MacLeish fi rst. After all, like birds shipped in for a cockfi ght, it was not their job to emphasized that This Is War would “meet the become the best of friends. Axis strategies of lies with the United People’s Lazarsfeld, the older of the two – and by nature a political opera- strategy of truth.” tor – thought it would be gentlemanly to invite Merton to dinner. But In the premiere, which was broadcast on when the appointed evening rolled around, an awkward conflict arose. February 14, 1942, a voiceover promised to Lazarsfeld’s Bureau of Applied Social Research had a contract to test counter fascist “lies with facts.” There was propaganda for the Office of War Information (OWI) (then called the an implicit message here: the Allies can beat Office of Facts and Figures), using technology Lazarsfeld had developed fascism because of, not despite, democracy’s with his colleague Frank Stanton when testing radio programs for CBS. appeals to the mind. As historian James Although it was a Saturday, his government bosses called letting him Spiller has pointed out, the series was indeed know they needed him, on very short notice, to test a new program propaganda, a sharp departure from radio that night – when the Mertons were due to come to dinner. “It was networks’ previous neutrality on the war, extremely embarrassing,” Lazarsfeld would recall years later, “because slandering any dissenters as Axis stooges. the whole situation was rigged for Merton and me not to get along any- Still, the Allies’ side was framed as how.” Cancelling seemed out of the question. intelligent, intended for thinking citizens. Instead, when the Mertons arrived, Lazarsfeld told Robert Merton not This was in keeping with the program’s to take off his coat, that he had something to show him at his studio that portrayal of Axis masculinity as defined by would interest him. “We left the ladies here,” Lazarsfeld remembered. depraved sex and violence, in contrast with “What they did with the dinner, I don’t know.” the “manly self-control” of American men, The two rival sociologists hurried downtown to the Office of Radio who were domesticated for the greater good, defending the “house of civilization.” Narra- www.quirks.com May 2018 // Quirk’s Marketing Research Review 25 tor Robert Montgomery taunted Axis or that greet us if we are part of a test night, one that signifi cantly shaped leaders with a measured confidence, audience for a Hollywood movie. the fi eld of sociology. More importantly no sneer or tough-guy bluster, only Such technologies are common- to contemporary culture, politics and quiet contempt: “Hear that, Adolf? place in political and entertainment everyday life, their friendship and Hear that, Benito?” The rhetoric research today, but Lazarsfeld and partnership gave us the method that used in this program would serve as his colleagues had only just devel- we now call the “focus group.” a model for U.S. government radio oped them, so the sight was startling Merton – who would, remember, rhetoric throughout World War II, to the uninitiated. Merton, in a later become famous for coining the and it was shaped in crucial ways by talk years later, would recall it as a term “role model” – jumped into the tests conducted by Lazarsfeld and “strange spectacle,” asking his 1987 Lazarsfeld’s project wholeheartedly, his team at Columbia. audience to “try to see it through my embracing the older man’s obsession Americans during this period were then-naive eyes and remember that with methodology. Merton explained, not eager to go to war, either to engage your present sophistication is the six months later, in a letter to his in bloody confl ict or to make the nec- legacy of almost half a century of friend Kingsley Davis, another promi- essary sacrifi ces. In fact, though FDR evolving inquiry.” Poor Merton was nent sociologist, that he was spending is now remembered as a popular presi- not only confronting the unfamiliar, six to eight hours a day on the This Is dent, during the war he faced consid- he was also hungry and restless; this War research and was happy to do so, erable opposition to his policies and wasn’t how he would have chosen to partly out of patriotism but also be- began putting particular emphasis on spend a Saturday night. According to cause the evolving methodology was public opinion research. Lazarsfeld’s the 1961 New Yorker profile of the emi- exciting, allowing the researchers to project was one of many examples of nent professor, he “found the whole test listeners’ reactions to material how FDR’s administration used social thing a bore and thought regretfully “on the spot” and, even more signifi- science methods to fi gure out how to of the gulasch and patlatschinken that cantly, to be able to test “preliminary communicate with the public. he was missing.” analysis and hunches … by direct ob- Though Spiller is correct that Then a young colleague of La- servation of human beings in action.” these efforts were propagandistic, zarsfeld’s interviewed the audience, He sometimes chafed at some of the they also offer a window on an trying to probe why they pressed the government’s rigid requirements. He elite rather different from the one buttons they pressed – not just “did wrote letters to his War Department that would rule the nation in later they like it,” but why. Merton got in- supervisor complaining that the Army decades. Roosevelt and MacLeish terested. He began to observe the in- was pressuring his research team to seem confident that the American terview keenly and to send Lazarsfeld deliver quantity over quality: people are rational and capable of notes – why doesn’t the interviewer “Now it is true that with some inar- democracy; they see themselves as pick up on what the interviewee is ticulate groups 12 or 15 minutes is quite helping to inform and lead a body saying? Why hasn’t he followed up enough because there is little to be gotten politic that could rise to the chal- on this point? (Notes from meddling in any case. But with groups who really lenges of political engagement. It’s observers – usually clients – are now open up, 30 minutes for the interview difficult to disagree with the central an omnipresent feature of the focus itself is a dead minimum. Working on our persuasive project of this political group.) Why is the interviewer guid- present schedule I found it necessary time class: urging the masses to fight fas- ing the respondents’ answers? and again to cut off interviews long before cism and make democracy work. The If he thought he could do so much they were fully exploited in order to race focus group was created as a tool in better, Lazarsfeld asked Merton, why back to the preview room to instruct the this elite’s arsenal. not try it himself? “As I was to learn next victim on the technique of pushing In the shabby studio on 59th Street, over the years, this was altogether buttons. It seems a shame to devote so there was no one-way mirror enabling typical of [Lazarsfeld],” Merton much loving care and attention to the en- observers to watch the discussion would later explain. “He promptly co- tire set up and then have it go awry simply unseen, as there would be in a focus opts me … That was not a defensive- because we think ourselves compelled to group situation today, so Merton and aggressive question, as you might operate on a group-per-hour basis.” Lazarsfeld had to fi nd spots at the edge mistakenly suppose it was.” Merton Merton felt the research would be of the room to watch the action as did take a turn interviewing and stronger if they interviewed half as unobtrusively as possible. the older man was thrilled with his many groups and spent more time with A group of listeners – a little over approach. The two men telephoned them. But he was resigned to the fact a dozen – pressed buttons to indicate their wives at the Lazarsfelds’ place, that he wouldn’t be heard, writing, its “likes” and “dislikes,” which were to let them know they were still “But then you’ve heard all this before then recorded by an early version of working, then “unchivalrously” – as and I suppose we’ll have to bow to the a computer. This was a contraption the New Yorker writer editorialized dictates of the U.S. Army …” called the Lazarsfeld-Stanton Program – retired to the Russian Bear, ate Because of this work, and the Analyzer, an early precursor of the caviar, drank champagne and talked effort he made to explain it to other programs that now allow us to see the into the morning. researchers, Merton would be widely feelings of Frank Luntz’s focus groups A lifelong collaboration between hailed as the “father of the focus graphed live on national television – the two social scientists was born that group.” (Although he would also dis-

26 Quirk’s Marketing Research Review // May 2018 www.quirks.com tance himself from the method, coyly no one had considered: portraying allowing the researchers to focus remarking in 1987 that “there can’t the Nazis in very scary terms was a on specifi c approaches, rather than be many people in the field of social mistake, because then the American discuss issues open-endedly, as in a science and certainly none in the re- audience wanted nothing to do with town meeting. lated field of marketing research who fi ghting them and was actually too FDR’s propagandists saw Nazi know less about focus groups than frightened to support the war eff ort. propaganda as emotional and manipu- I,” he would also acknowledge the Instead, American propaganda would lative but saw their own as a form many continuities between his own emphasize our superior values: of rational persuasion. The massive work and the modern focus group.) democracy and rationality. propaganda eff ort conducted by the He would later clarify the principles To defend democracy, then, the Roosevelt administration during this he developed while working on these Roosevelt administration had to fi rst period signaled a mistrust of the OWI projects in an article – later a fi gure out what was going on with that people on the one hand – the sense booklet – called “The Focused Inter- mysterious demos. And that was the that they wouldn’t come to the right view,” the article from which the challenge out of which the focused conclusions just by reading the news – “focus group” – a term not used until interview – and later the focus group but on the other hand, a faith in their much later – would derive its name. – emerged. Focus groups grew out of rationality. (This faith in objectivity, The idea, as Merton outlined it, was a unique moment in world history, in even as they developed methodologies that the interview would find out which democracy seemed threatened to explore people’s highly subjective what people thought by focusing on by enemies, yet full of potential. It was and emotional reactions to everything a particular thing – a written text, one in which leaders were beginning to from radio jingles to racism, was a broadcast, a product they had just grasp the gap between themselves and critical to mid-century liberals.) This tried, an experience they have had the masses, yet these same elites had administration was confi dent in the – rather than conducting a wider- great faith in the power of persuasion. idea that soft persuasion was better ranging exploration of their views. They knew the people did not always than force: no one was forced to save Hence, rather than asking people agree with them but were confi dent or buy bonds and there was no labor how they felt about Nazis, ask them they could be convinced. draft. The public was convinced – to listen to a specific radio program The World War II liberals didn’t see rather than forced or manipulated – to about Nazis and answer specific ques- themselves as sinister propagandists cooperate in the war eff ort. tions about the program. in the mold of Leni Riefenstahl, but Today focus groups embody the The focused interview made neither did they want their actual status quo – what is a more contemptu- Lazarsfeld’s war propaganda research policies to be shaped by public opinion. ous political dismissal than to describe so much more revealing, because it They drew a sharp distinction between a position as having come from a focus allowed the team not only to collate themselves – the experts – and the group? But at its birth, the focus group and analyze yeses and nos but to general public. These technocrats emerged from left-leaning thought, ask why people reacted as they did. wanted to convince the public that from a liberal intelligentsia and Lazarsfeld and Merton went on to do their ideas and values were the correct elected leadership class, both of which many more studies for the government ones. The focus group was a fi tting sought to gain the masses’ consent for on war propaganda and listeners’ listening strategy for such an elite, bold, ambitious plans. reactions. And what they found out about listeners’ reactions to the war propaganda was often surprising and QUALITATIVE AND QUANTITATIVE. could never have been revealed by SIMULTANEOUSLY. button-pushing alone. At times the propaganda had the opposite eff ect on the audience than We have the ability to host, recruit and its creators intended. For instance, moderate projects all over the world, utilizing the programs, to convince Americans the newest technology available. RECRUITING of the importance of fi ghting the Nazis, initially presented the Nazis as unusually bloodthirsty and brutal, Our call center recruits for qualitative and inclined to treat civilians with cruelty YDOLGDWHGTXDQWLWDWLYHUHVHDUFKÀQGLQJWKHULJKW TECHNOLOGY and sadism. But this did not make audience. We host teams all across the US in a Americans want to go to war with variety of focus group facility locations. the Nazis – quite the contrary. If the FIELD audience had simply been pushing MANAGEMENT buttons, this would have been a mystifying fi nding – why not try to stop these horrible monsters? But With locations all over the United States check us out online. the focused interview allowed the researchers to discover something www.murrayhillnational.com www.quirks.com May 2018 // Quirk’s Marketing Research Review 27 snapshot

Use these improv-based games to loosen up your next focus group.

••• qualitative research One by one, people in dress pants shuffle in with timid smiles and quiet hellos. They grab seats and sit in silence, hunched over their phones. We’re hosting a focus ‘Yes, and...’ group for IT professionals today and the energy in the room is low. But what if I told you that in five minutes Building synergy in focus groups with applied Oflat, every grown man and woman at the table would be improvisation up out of their seats, making bold eye contact and belly- laughing out loud? Welcome to the magical world of applied improvisa- | By Michelle Lenzen tion. It starts with “Yes, and” and ends with collaboration, creativity and connection. For qualitative researchers, improvisation can be an invaluable tool in building synergy among research participants. To understand how you can use applied improvisation in your next focus group, let’s start with the background on improv and how it works. Developed to enhance empathy, improvisation is a spontaneous and creative process to accomplish an objective in a new way (Vera and Crossen 2005). It consists of

28 Quirk’s Marketing Research Review // May 2018 www.quirks.com www.quirks.com/articles/2018/20180507.aspxw

deeply human exercises and games done without prepa- Sometimes extraordinary cooperation arises during ration. While many people associate improv with jazz, these tasks – egos diminish and people sync up – a theatre or comedy, i.e., Whose Line Is It Anyway?, the basic phenomenon known as “group mind” (Halpern et al., principles of improv can be applied to other fields like re- 1994). Feeling in sync during improvisation exercises search, consulting or facilitating via an approach known builds both camaraderie and respect among participants. as applied improvisation. For market researchers, applied As one study found, improv can be an integral part of improvisation can be a quick, low-stakes way to bring teamwork, one that leads to creativity and creative participants together. outputs (Hains-Wesson, Pollard and Campbell 2017). For example, the mission of an improv game can be as If you open a focus group with applied improv simple as: “I have an imaginary red ball in my hands that exercises, the feelings of human connection will carry I’m going to throw to you. Catch it!” Or, it can be more over when you shift to the topic of discussion. You’ll complex and require dynamic problem-solving: “Here’s a find sitting and talking together feels intuitive and challenge for the group. Can you make a large rabbit with effortless after the adrenaline pump of an improv game. all of your bodies in 10 seconds or less?” Participants will acknowledge each other by name, make Thanks to their fast-paced style, improv games rely on eye contact and organically build off of the shared ideas. reflexes and leave no time for overthinking. They are an excellent catalyst to heighten everyone’s awareness in the Driving innovative discussions present moment. Improv can also be a catalyst for driving innovative When people are focused on collaborating to discussions. Thanks to the golden rule of improvisation accomplish a mission, something intriguing happens: – the idea of “Yes, and…,” under which an improviser barriers break down, eyes meet eyes and people connect builds on an idea of his or her partner by saying “Yes, without thinking. Researchers have been studying the and…” rather than shooting it down – improvisation effects of improv on groups of people for years and the exercises help foster a positive and non-threatening findings are worth noting. environment where people feel safe to take risks, share their opinions and make collective decisions (Kirsten Gaining traction and du Preez 2010). In recent years, the study of improv’s application in “Yes, and…” means supporting each other to the nth the business world has been gaining traction. Second degree. For example, instead of saying, “No, I think that’s City, the birthplace of modern improvisational comedy, a terrible idea,” the guiding principle of improv helps recently teamed up with the University of Chicago’s people flip the script with positive framing: “Yes, and Booth School of Business’s Center for Decision Research to what if we added this too?…” explore the intersection between behavioral science and Practicing positive language during warm-up exercises improvisation in the workplace. helps focus group participants build each other up. While their clinical research is ongoing, there is Nothing shuts down group morale like an overpowering significant existing academic research pointing to the “No.” If you can give people the language to recognize vast and plentiful benefits of improv. Study after study is each other’s ideas and add their own contributions, you uncovering the remarkable ways applied improv exercises help set the stage for productive conversation. can enhance group dynamics, foster a supportive and in- Along with creating a positive environment, improv novative environment and encourage divergent thinking. exercises can also be used to encourage sharing wild and Applied improv is a direct way to build synergy, abstract ideas. Improvisation has been found to be an which is one of the key advantages of using focus groups effective tool for giving people the freedom and space in qualitative research. Each improv exercise focuses to break away from set patterns of thinking (Lewis and on a mission that requires participants to connect Lovatt 2013). and communicate in order to accomplish an objective. Certain exercises, like Shout the Wrong Name (ex- Tasks within games may include learning the other plained at the end of this article), can be extremely participants’ names, making eye contact and working as valuable before starting brainstorm discussions in focus a team to accomplish a goal. While simple, each of these groups. Try using an improv game before open-ended ques- tasks encourages people to see and acknowledge each tions and watch how it impacts the discussion. other as human. With over two-thirds of all qualitative research dollars www.quirks.com May 2018 // Quirk’s Marketing Research Review 29 going to focus groups (ESOMAR Global Don’t think too much. Introduction game – Cross the Circle Market Research Report 2015), market Improv games are designed to be fast- Goal: This game is a fast-paced, low- researchers are faced with a huge op- paced and imperfect, so say the first stakes way for everyone to learn each portunity and challenge: How might thing that comes to your mind and other’s names. we cultivate synergy among small don’t think too much. Benefi ts: Cut tension, build synergy and groups of research participants to get everyone in the group warmed up create the optimal environment for It’s also important to tell and ready to open up and collaborate. trust, creativity and innovation? participants why they are doing When to play: Immediately after you While there is no singular these improv exercises. Here’s an give the introduction and start the formula for success, applied example script: focus group. improvisation looks like a promising “Today, we’re going to warm up with Time needed: 5-7 minutes. route to building the ideal dynamics a quick improvisation game called Cross Instructions: Find a space big enough for a focus group. Of course, focus the Circle. This game is going to help us for everyone to stand in a circle. You groups have their own limitations, connect, learn each other’s names and may need to step into a hallway or i.e., a focus group is only as strong as build some synergy before we get started. rearrange furniture. Once in a circle, the moderator. Fortunately, improv There are only three rules: ‘Yes, and’ each person will go around and say exercises are easy to learn, simple to (support each other), focus on the mission their name while standing still. Have implement and only take about five and don’t think too much.” participants imagine their feet are minutes to execute. As long as you introduce stuck in quicksand and they can only the purpose and guidelines of move when they say someone’s name. A few rules to learn improvisation to the group, the The game starts with one person, A, Ready to use improv exercises to magic should unfold organically. calling someone else’s name, B. Once build synergy during your next focus As you plan your next focus A calls a name, her feet are released group? The art of improvisation only group, consider adding one of the from the quicksand and she starts has a few hard and fast rules to learn following three games to the agenda. walking towards the person she called before you begin. I’ve tested each of these games with (B). But before A gets to B, B needs a variety of focus group audiences, to call a different name. He cannot Yes, and… from students and entrepreneurs to move until he calls a name. The goal Support each other, build on each plumbers and IT professionals. The is to think quick so that each person other’s ideas and avoid denying more confident you are when leading can move before the person walking another person. these exercises, the more supported towards them reaches them. the group will feel. See it in action: www.humansatheart. Focus on the mission. Take a look at each game ex- com/crossthecircle Each game has a goal or mission plained below and see each exercise – stay in the present moment to in action at www.humansatheart. Energy-builder – Who Started the work with the people around you to com/resources. Movement? achieve it. Goal: Mirror each other’s movements to laugh and connect with the other participants. Benefi ts: Build synergy, get participants moving, laughing and alert. When to play: Use this game to energize a group midway through. Time needed: 5-7 minutes. Instructions: Have all participants stand in a large circle. Ask for a volunteer to stand in the center of the circle and close their eyes. With a silent gesture, select a leader from around the circle. This person is going to start doing a movement, i.e., tapping her feet. Once she starts, everyone mirrors the movement. Instruct the person in the center to open their eyes and try to guess who’s starting the movement. The leader can continue changing her movement while the person in the center turns around to guess who’s starting it. The group will continue

30 Quirk’s Marketing Research Review // May 2018 www.quirks.com mirroring the leader. shake things up. Halpern C., Close D., Johnson K.H. 1994. Truth in Comedy. Colorado Springs, CO: See it in action: www.humansatheart. See it in action: www.humansatheart. Meriwether. com/whostartedthemovement com/shout Hains-Wesson, R., and Pollard, V., and Campbell, A. 2017. “A three-stage process Brainstorm warm-up – Shout the Changes the energy of improvisation for teamwork: Action Wrong Name Whichever improv exercise you choose, research.” Issues in Educational Research. 27. Goal: Walk about the space, think trust in the process. Let yourself take a 82-98. Available at: https://www.research- gate.net/publication/312461652_A_three- quickly and speak out loud freely. risk to play a game with your partici- stage_process_of_improvisation_for_team- Benefits: Break away from set patterns pants and watch how it changes the work_Action_research (Accessed March 1, of thinking. energy in the room. I think you’ll be 2018) When to play: Before a creative pleasantly surprised to see how quickly Kirsten, B., and du Preez, R. 2010. brainstorm session; in the middle of a you can go from awkward silence to “Improvisational theatre as team develop- focus group if the energy starts to fade. authentic human connection. Yes, all it ment intervention for climate for work group innovation.” SA Journal of Industrial Time needed: 4 minutes. takes is fi ve minutes – and a little bit of Psychology, 36(1), 9 pages. Available at: Instructions: Have participants stand confi dence. https://doi.org/10.4102/sajip.v36i1.862 up and walk about the room. For (Accessed March 1, 2018) Michelle Lenzen is founder of Humans at the first round, instruct everyone Lewis, C., and Lovatt, P. 2013. “Breaking to point to a random object in the Heart, a Houston research firm. She can be away from set patterns of thinking: room and shout the name of the reached at [email protected]. Improvisation and divergent thinking.” Thinking Skills and Creativity, Volume 9, object. For example, “Lamp! Chair! Pages 46-58, ISSN 1871-1871. Available Light! Paper! Desk!” After everyone REFERENCES at: http://www.sciencedirect.com/science/ gets the hang of it, change up the Bermant, G. 2013. “Working with(out) a article/pii/S1871187113000151 (Accessed rules. Now participants will point to net: improvisational theater and enhanced March 1, 2018) well-being.” Frontiers in Psychology, 4, Second City Works. 2018. “Insights and ap- an object and say the wrong name. 929. Available at: http://doi.org/10.3389/ plied improvisation: The science behind ‘Yes, They can call it anything except the fpsyg.2013.00929 (Accessed March 1, 2018). and.’” Available at: http://secondcityworks. object’s real name. It might sound Crossan, M., and Vera, D. 2005. com/offerings/insights-and-applied-improvi- like this: “Caterpillar! Grandpa! “Improvisation and innovative perfor- sation/ (Accessed March 1, 2018) Milkshake! Magazine!” This turns mance in teams.” Available at: https:// out to be a funny, low-stakes game to doi.org/10.1287/orsc.1050.0126 (Accessed March 1, 2018)

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www.MRGivesBack.org ••• the business of research Let the research define the method How to win with creative research design

| By Julia Eisenberg

snapshot According to the 2017 Q Report, quality data is the most important factor in choosing a new research methodology. Given that reliable data is non-negotiable, this can mean it’s easy to stick with what we know out of fear or complacency. Why challenge or change the approaches we trust, Julia Eisenberg argues the ones that always deliver what we need? It often seems easier to wedge the research into the that being flexible and method or product we know instead of letting the research defi ne our approach. Easy isn’t bad, it’s just not always best. Especially when ease becomes a substitute for thinking critically about creative during the Athe right solution for our research questions. This article will explore how to reap the benefi ts of research design phase creatively matching design to research objectives. can pay off in better Absence of barriers outcomes and more One of the most signifi cant advantages of creative research design over templated design for custom market research is the absence of barriers. Instead of starting with a strictly defi ned actionable results. approach and trying to solve for what the template can’t do, we get to start with a clean slate. This does require two things – the researcher must have a confi dent, well-informed perspective on research tools and methodologies and they must be a great critical thinker. There is a time and place for systemic, prescriptive research design but not when stakeholders need your expertise to explore new territory. Insisting on creative, tailored project design isn’t always the path of least resistance. Stepping away from dependable, in-the-box approaches can be uncomfortable and overwhelming. Staying current on tools and services can be time-consuming. But if stakeholders have taken time to ask for help solving a unique business issue, shouldn’t we take the time to prepare an informed, robust and thoughtful response? I’m not saying abandon your tried-and-true approaches completely. Rather, expand them so that instead of a couple of rigid boxes, you have a diverse number of tools at your disposal. What I love most about this shift in thinking is that it can elevate our status from “research order-taker” to “smart person who will have good ideas about what we should do.” Of course, OF COURSE we’re all the latter – but the more we reinforce it to teams, colleagues and cross-functional partners, the better.

www.quirks.com/articles/2018/20180508.aspxw

34 Quirk’s Marketing Research Review // May 2018 www.quirks.com

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' % ! + . ! +6 7 We recently had the opportunity unearthed defi nition of success. And you Digital solutions: a reliable platform to answer a request for proposal for know what? We won the work. for qualitative discussion boards, ideal for a large body of research. We worked The client later shared that our short- or long-term things like journals, hard, internally and with the client, willingness to work with them, to listen deep-dives and community engagements; to recommend a winning design. That and to admit we’d all missed the mark a high-quality way to conduct individual design was elegant (if I do say so myself) a bit in our fi rst pass helped them feel and group video interviews, great and we were thrilled to be able to like they understood what it would for capturing non-verbals and group present it to the client and their team. be like to work with us. We’d listened, dynamics; an easy way to collect text- During the discussion, a paradox arose. understood, course-corrected and based qualitative interviews, suited The client loved the design and agreed ultimately succeeded as a result. Selecting for sensitive topics or paired with a it would get the job done but while our methodological approach based on quant survey for a context companion; praising our approach, they were also the research needs, the business needs, a quantitative suite that can address subtly asking for things the proposed instead of trying to wedge the research quick, simple requests and also provide solution did not address. into what we wanted to sell was the right more complex data as a companion to “I know the report will be a quan- choice in this case (and I believe it’s the qualitative work. titative summary of results but I right choice in all cases where custom want to be sure we really get a sense research is required). In-person solutions: a network of of the ‘why’ and the feelings behind reliable facilities and moderators when the numbers,” one client mentioned. Take the creative road face-to-face is a must. RED FLAG. And wouldn’t it be lovely if we could sit “I know our audience for phase around all day, musing about the very International solutions: resources two will be small but we really want to best combination of tools in our toolbox that can easily fi t into each of the understand signifi cance and correlation, to apply to custom research objectives? I methods above to help scale to global even if it’s just anecdotal.” RED FLAG. know the need for speed and effi ciency learnings. We’d run into some material is not diminished when a custom request departures from the original scope. Even arises, so here are some tips and structure You may be lucky enough to have though the client felt happy overall I fi nd helpful when working to take the access to these tools within your and was ready to move forward with creative road over the familiar/safe one organization, or you may need to seek the design as written, they were almost when designing research. partners to help you. Regardless, make unconsciously signaling that a successful sure you stay up to date (and make outcome was diff erent than what the Tools requests for) enhancements and updates research would address as designed. It Do you have a reliable set of tools that to get the most out of the tools you use. broke my heart to do it but I paused the are fl exible enough to meet a number meeting and suggested we rethink our of diff erent needs? If so, do you work to Active listening design. The meeting continued, with a keep it fresh and up to date? If not, it’s The act of responding to a request for productive discussion on how to achieve time to build. Here is how my toolbox custom research can be quite linear if we success, and I scrapped the original looks today: don’t work to actively listen and actively proposal to better address the freshly question ourselves and our clients or stakeholders. What I wanted most when I was a client, internal or external, was to feel a connection, to feel like the person on the other end of the line understood what I needed, wanted to help and had the chops to be able to. Feeling seen and heard was always more compelling than a perfectly composed proposal or research plan quietly waiting in my in-box. Without being a nuisance, work to fi nd relevant points in the process of answering a request for custom research. It usually takes a couple of quick chats to start to get to the good stuff – Why Specializing in this research question? Why now? How does the client or stakeholder feel about TELEPHONE MARKET RESEARCH the research? What are their hopes for it? How will the results be used to help inform business decisions? Listen and DIAL this! use what you learn thoughtfully as you 1-800-743-6443 MARKET RESEARCH craft a solution.

36 Quirk’s Marketing Research Review // May 2018 www.quirks.com Flexibility creatively sourced, sound approaches as much as an advantage as thorough The beauty of getting comfortable becomes almost as compelling as the understanding of the business objective, applying creativity when it comes to research solution itself. The stakeholder competitive pricing and experience. custom research design is that it opens wants and values your point of view, your up a wide world of fl exibility. Free of the voice, your support – not just your list of Push to be better constraints of in-the-box approaches, we three ways to put research results into By defi nition, there should really never can recommend and execute solutions their hands. They start to envision you a be a one-size-fi ts-all design when we fortifi ed with resilience. Instead of with them on this journey – a helpful are asked to answer a research question presenting one approach that, if rejected, sidekick, a supportive Sherpa – and that that is unique and custom to the state of basically amounts to a wrong answer, we is how custom research ends up adding the business at this point in time. By fi rst can present options. Or, if not options, value to businesses again and again. considering the true research objectives the reassurance that options exist. I fi nd of our stakeholders, then evaluating all it rare that a request for custom research Humility tools available, it’s easy to customize just ever exactly mirrors the approach The idea of course-correcting has as much the right mix of methodologies. If we work selected in the end. That’s why yes, a to do with being a savvy researcher as it harder to keep our tools fresh, listen with sound approach and reliable method that does with self-awareness. We take pride humility and infuse a sense of fl exibility produces reliable data is critical. in our work and the act of proposing into our work, we push our industry to be But in research (as in life) there can anything forces us to put ourselves out better and give our clients and stakehold- be many paths to success. Expressing the there. It makes us vulnerable. It takes ers more value, deeper insight and a tan- option of options through a proposed a swallowing of pride to admit fi rst gible way to drive growth. By approaching solution is more art than science. thoughts and drafts may not always be research design this way, insights teams It’s important your stakeholder is our best. It’s an uncomfortable place but can build in learning stages, move from confi dent they are getting our best it’s an honest one. While confi dence is broad baseline knowledge to answering recommendation, but something key (and we all work to present ourselves more specifi c questions and much more – interesting happens when we’re able as the smartest researcher in the room), ensuring better outcomes and more action- to assert that it’s not our way or the humility is critical when it comes to able results. highway. If we’ve done our job listening recommending research solutions. This and creating a connection, fl exibility, trait does not come naturally and I’ve Julia Eisenberg is VP, insights at Nashville- resilience and the ability to adapt with found working to hone it can create based 20|20 Research. She can be reached at [email protected].

* www.quirks.com May 2018 // Quirk’s Marketing Research Review 37 ••• panel research A rewarding experience The building blocks of a successful panel loyalty program

| By Kathryn Felke

snapshot Panel loyalty programs are the foundation for increasing your research firm’s profitabil- ity and revenue by increasing panelist retention, survey frequency and panelist acquisition programs. Panel incentive programs, when done correctly, build brand advocacy Kathryn Felke explores and increase the lifetime value of the panelists. But to get to this point, you will need to strategies to help have panelists to enroll and you will need your program to be able to capture all the necessary data because getting the critical insight into your panelist for your clients is what research companies Psets the stage for the goldmine of information needed for future panel projects. keep their panelists Let’s look at four basic building blocks of creating a great panel loyalty program strategy: objectives, gaining program support of key stakeholders, rewarding the participants happy. and measuring the program.

Objectives Before anything else, take a step back. Devote time to planning and deciding what you want to get out of your panel loyalty program so you have a clear value proposition in mind. Do you want to improve panelist acquisition? Decrease panelist turnover? In- crease the number of surveys undertaken? One of the first steps in developing a panel loyalty incentive program is deciding who your audience is. Are you addressing consumers with surveys they are qualified for? Perhaps it’s a particular segment of the panel and you want to incentivize them to participate in a new client product survey or to encourage dormant panelists to update their core profiles. If the primary goal of your panel loyalty program is retention, you may want to rethink what you are currently doing and be honest with yourself about what isn’t working and make sure you don’t include any stale promotions. Obtaining new panelists can cost up to 10 times more than retaining current ones so this gives even more reason for focusing your program on current clients and their loyalty. In the end, it doesn’t matter which track you

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WWW.FOCUSCROSSROADS.COM One Meadowlands Plaza, Ste 1001, East Rutherford, NJ 07073 | Greg Caruncho, General Manager | 201.528.0220 decide to pursue but there is one a loyalty program isn’t enough. You or off er the wrong reward and create thing you should never forget: Your need to be sure it is valuable to the unhappy panelists. program should be about making your key stakeholders. The cash option is desirable in panelists happy and keeping them Who exactly has a piece of the many cases because it can meet “your” panelists. pie when it comes to your loyalty corporate objectives effi ciently and is Every consumer has diff erent needs program? If you get the buy-in of other deliverable worldwide via checks, pre- to keep them faithful to your brand. departments early on you’ll get that paid cards, PayPal and digital reward Implementing a loyalty incentive much more support during the life of cards. PayPal is entirely digital and program will work wonders to keep the program. Seeking input from not mobile and can deliver in multiple panelists as advocates but you must only a loyalty provider but executives currencies. Using checks as incentive deliver on your promises to reward in marketing, fi nance, operations and payouts is helpful when there are no them for surveys. Today’s panelists IT will make your program a success. other options but doing so can create tweet and post their survey experiences You must be sure that you address all the mind-set of a paycheck and may all over social media and in many concerns at the outset. By not bringing not necessarily build loyalty. Digital cases refer friends. If you keep them in the other divisions you will certainly prepaid rewards delivered via e-mail happy they will let others know, fl ounder if not fail altogether. reduce card inventories on hand and thus extending the lifetime value Of course, we can’t predict the streamline fulfi llment. And while and contributing to your panelist future but with a viable plan in a prepaid reward put the burden of acquisition. It’s a win/win scenario. place with a clear fi nancial objective, redemption on the user, it also gives Regardless of how you develop you’ll help management understand them instant gratifi cation with the your loyalty incentive program – and quantify the risks and rewards sense of having cash in hand. based on currency or softer benefits associated with your program and You can also recognize and reward such as special games, exclusive continue to warrant their support. your top panelists with more rewards tiered benefits, and offers – you must Collaborate with fi nance folks early in through tiers. Reward tiers may add make sure there is continuous align- the program design phase and be sure an extra layer of cost to your program ment between your panelist and the to show information in their language. but this approach shows your survey program. You must have the program Always take into consideration complex community you care and that you’re support the experience of the panelist variables like technology needs, booked willing to thank them with, for and not the other way around. liability and reward costs. example, double points since they You will also want to understand are often your most loyal panelists. Gaining support of key stakeholders and communicate the likely sources Panelists who regularly complete When preparing for a panel incentive of incremental income, including the surveys are your VIPs but how much do initiative, panel managers are often program’s ability to drive more survey you know about them? Is this segment greatly frustrated by roadblocks in completions, referrals, enrollment of panelists engaged in a way that lets the approval phase of their proposal. opportunities from more visits and them understand they are special? Upper management always drills other benefi cial behaviors. Be realistic They are staunch advocates of your down on the potential costs and about the possible return and whether brand and by them delivering surveys returns of any marketing proposal it is driven by softer behaviors such as on a consistent basis you are meeting brought to them. The program review social interactions and “likes” on social your client project initiatives, so it’s is part of the fiduciary responsibility media. Develop and explain a range of important to keep these panelists of their respective positions and it’s scenarios to test using your model; a engaged and satisfi ed. no different with loyalty programs well-constructed model should provide If you are a small panel, consider because of the serious investments insight into a wide range of possible hosting focus events a few times a year they require. For this reason, you actions and likely outcomes. that are only for your VIPs. Inviting must be prepared to show them a your “regulars” to provide valuable sound business case which includes Rewarding the participants input is an excellent way to show them measurable and accurate metrics. Be sure to implement the correct how much you appreciate them. This In developing a panel loyalty loyalty solution for your incentive personalized treatment adds stickiness program, you need to follow a sequence. payouts and include the right reward to their life cycle and will also in- There are too many loyalty program mix. There are several types of incen- crease the satisfaction of your loyalty designers who don’t want to take the tives to select from, including cash program participants. time to plan properly and instead payments, PayPal, digital rewards, The points-based reward program take shortcuts and jump to platform merchandise, experiential rewards model is a panelist favorite. They selection or program execution before and games. Carefully consider each understand the approach and how doing the basics. type when making your selections to it works. If leveraged correctly by All across the globe research ensure that your audience is moti- your company, this type of loyalty companies are starting to grasp how vated by the incentive you off er – and program can provide signifi cant important loyalty incentive programs that it fi ts into your budget. The savings versus the cash-based incentive are in cultivating and rewarding re- last thing you want is your reward model. A points program allows a peat panelists. However, just starting management technology to hit a snag panelist to self-select their preferred

40 Quirk’s Marketing Research Review // May 2018 www.quirks.com incentive using the concept of reverse possible. Without creating measurable preference. By conveniently off ering goals with due dates, you will not be the featured incentive (check, PayPal) able to stay on track. For example, you to reward the panelist, along with a may have a goal to decrease panelist wide variety of other high perceived turnover by 20 percent in the next 18 rewards, a percentage of the panelists months. You should attach a project will naturally self-select a diff erent time frame to each desired goal to make reward type based on their interests. sure that you complete all steps in the The reward for this purpose should manner you planned. be chosen carefully and aimed at Having the right loyalty program motivating the demographics that you software solution can help you gather want to engage. You should consider and use much of the information incentives such as digital rewards, you need all in one place. In today’s Visa prepaid rewards, brand name world of remote employees, it is more merchandise, gift cards and instant-win important than ever to consolidate games in your marketplace. Applying costs and remove duplication of ef- the concept of reverse preference forts by streamlining productivity. To provides a loyalty program with 18+ take advantage of emerging low-cost percent in savings off your incentive technologies and microservices, you cash spend. Companies like this type of will want to implement a SaaS reward loyalty program because it can easily be management technology, which designed with customized specifi cations includes agile APIs, allowing all your and, when combined with proper existing system assets to connect planning, will allow for real-time effectively and efficiently. Instant ac- changes, reporting and analytics and cess to the analytics helps you adjust promotion overlays. Points-based to real-time information that contrib- reward programs also allow for more utes to decisions on what is working diverse demographics to be addressed and adjustments you may need to and considered. make related to the quantifiable data that you gather. Measuring the program The system selected should con- To gauge a program’s success, you nect your panelists to an off ering of must consider your ROI measurement incentive reward products for instant goals. Even if you’ve just assembled engagement and let you change the your program outline, it’s never too reward mix as needed. You should be early to start thinking about your able to run multiple panel projects and ROI goals and benchmarks. The best programs with diff erent demographics practice is to begin the build-out simultaneously, each with its incentive of your loyalty reward technology scheme tailored to your needs. with measurable goals in mind and structure it to be ROI-positive at the Drive more completions outset. It’s here that a loyalty man- So, the essence of creating a success- agement software program comes into ful loyalty program is this: Will it play to provide the data for the major make our customers happy? Whether performance metrics. it is the technology used, event-pro- Understanding, and agreeing cessing strategies, rewards offered or on, how the loyalty program will be notifications issued, when creating measured and evaluated is critical; your loyalty program, if you make achieve alignment from all the key them happy, loyal panelists will stakeholders on metrics in advance. drive more survey completions, word- Getting alignment early in the de- of-mouth and social boosts to your sign process can help avoid surprises brand. Additionally, your current or misunderstandings. Articulate panelists can help you turn valuable the program’s key point indicators prospects into loyal members of your and lay out expectations, complete panel community. with anticipated milestones on the road to success. Kathryn Felke is founder and CEO of All You will want to answer any Digital Rewards, a Scottsdale, Ariz.-based incentive firm. She can be reached at questions that arise with solutions [email protected]. that are as measurable and accurate as www.quirks.com May 2018 // Quirk’s Marketing Research Review 41 13 Top Full-Service Research Companies SPECIAL ADVERTISING SECTION

••• special advertising section 13 TOP FULL-SERVICE RESEARCH COMPANIES

When it comes to conducting a research project, there are many different things you need to consider. You may be asking yourself: What techniques and methodologies will work best to achieve Ameritest my research goals? How can I get the most out of my insights? Founded 1990 | 40 employees Arguably the most diffi cult task is trying to fi nd a research Charles Young, CEO company that can help you with all aspects of your project. That’s where full-service research fi rms come in.

Full-service market research fi rms can offer many different tools, techniques and resources to help you accomplish all of your research needs. From start to fi nish, full-service fi rms offer customized solutions for your project and help you carry out all At the core of Ameritest system is our aspects of your research to ensure you receive the most relevant approach to communications research and useful insights. Whether it’s qualitative or quantitative, in- and understanding of long-term memory. person or online research, full-service fi rms offer many different Every interaction and experience with techniques and methods to help you determine what works best for your brand writes another page in your your research project. Many full-service fi rms also have the ability brand’s story. Our goal is to help you tell your story in the best way possible. We to conduct research on a wide variety of industries, from health help you uncover the messages that hold care to food and beverage, entertainment to fi nancial services. the most potential to shift perceptions So if you need a research fi rm that can do it all, check out these and drive future behavior, understand the companies that offer full-service research. power of your current creative and track how your campaigns are performing in market. And if your message isn’t working the way you intended, we provide actionable next steps and solutions. www.quirks.com/articles/2018/20180533.aspxw Phone 505-856-0763 www.ameritest.com

42 Quirk’s Marketing Research Review // May 2018 www.quirks.com 13 Top Full-Service Research Companies SPECIAL ADVERTISING SECTION

Blueberry Founded 2001 | 30 employees Kristen Robeson, Director Lisa McGurk, Director

A full-service market research consul- Washington, D.C., area and 12 offices tancy, Blueberry combines expertise in around the world, we are conducting marketing research, product research more than 50,000 evaluations and sensory science. We excel at explor- or audits across more than 150 ing the consumer usage experience countries for our clients in any given across the product’s sensory elements month. Our customer experience to understand the emotional connec- research solutions can help you tions that reveal aspirations and true see your business through your motivators for product purchases. With BARE International a portfolio of quantitative, qualitative, Founded 1987 | 500,000+ ﬁ eld force, 350 customers’ eyes, providing insights that can impact your bottom line. sensory and proprietary techniques, employees worldwide we work across the product innova- Dale Bare, CEO Phone 800-296-6699 www.bareinternational.com tion pipeline from concept development through commercialization. Our research helps you explore customer insights; understand your market; guide your strategy; develop superior products and services; and create engaging customer experiences with your brands. Let’s talk about your innovation landscape. Phone 267-954-0440 BARE International sets the industry www.blue-berry.com standard as a leading provider of customer experience research, data and analytics for companies worldwide. We provide customized research solutions for your unique business needs. Founded in 1987, BARE International is a family-owned business with global capabilities. With headquarters in the

www.quirks.com May 2018 // Quirk’s Marketing Research Review 43 13 Top Full-Service Research Companies SPECIAL ADVERTISING SECTION

Creative Consumer Civicom® Marketing Customer Lifecycle LLC Research Founded 2008 | 16 employees Karin A. Ferenz, CEO Research Services Founded 1976 | 16 full-time employees; 60 Founded 2000 | 450 employees worldwide part-time employees Rebecca West, Global VP, Marketing Research Patricia Pratt, CEO Services In today’s challenging marketplace, we at Customer Lifecycle help organiza- For over 40 years tions do more with less. We are a global CCR’s mission market research consultancy working has been to with B2B/B2C com- provide clients panies to plan and with accurate conduct research and actionable to accurately iden- information to tify and measure develop strategic requirements for solutions. This customer acquisi- includes having tion, satisfaction, an expertise in telephone and Web- loyalty, share-of- Civicom® is a leading service provider based quantitative research as well wallet growth and for insight professionals worldwide. We as focus groups, one-on-ones, mystery retention. With work closely with clients in developing shops, on-site interviewing, in-store reach to about 3 million individuals in solutions for transforming ideas into intercepts and store audits on a local, 160+ countries, we conduct strategic well-executed strategies, deploying ef- regional or national level. Our in-house qualitative and quantitative research fective tools and solutions that hold no staff can handle every aspect of any in multiple localized languages on project too large, no locale too far and research project. CCR’s capabilities a worldwide basis. We specialize in no respondent too difficult to reach. encompass superior data collection and advanced quantitative analytic tech- Our wide range of qualitative research extend to precise data cleaning, in- niques. We help companies avoid costly tools and services include facilitating sightful analysis and professional pre- mistakes by focusing on thorough phone and Web-enabled IDIs and focus sentation. CCR has partnered within a front-end planning, appropriate sup- groups; asynchronous research capa- variety of industries including health port for research execution and action bilities with our online bulletin board care, transportation, restaurant, implementation at the back-end. platform solution; collecting rich, entertainment, education, municipal- Phone 630-412-8989 in-the-moment insights through our ity, automotive and consumer goods. www.customerlifecycle.us mobile insights app, mobile usability So if you’re looking for an experienced testing, respondent recruitment, trans- research partner, contact CCR. lation and transcription services; and Phone 281-240-9646 project management tools for analytic www.ccrsurveys.com and reporting needs. Phone 203-413-2423 www.CivicomMRS.com

44 Quirk’s Marketing Research Review // May 2018 www.quirks.com 13 Top Full-Service Research Companies SPECIAL ADVERTISING SECTION

Decision Analyst Founded 1978 | 150 employees Jerry W. Thomas, President and CEO

Decision Analyst is a global research and analytical consulting firm that specializes in multinational studies on market segmentation and brand strategy; new product development, concept testing and volumetric forecasting; shopper insights and path-to-purchase analyses; advertising testing and tracking; and usability and Web site optimization. Decision Analyst integrates sophis- research, recruiting and a focus group ticated qualitative investigations, facility, for both general-market and survey-based research, secondary data pharmaceutical clients alike. Since from multiple sources and advanced 2003, co-Founders Mike and Helen analytics to solve marketing problems Karchner have delivered high-qual- and identify strategic marketing oppor- ity artisan research to over 100 cli- tunities. ents. Our success is value-driven. We Phone 817-640-6166 are conversant and knowledgeable in www.decisionanalyst.com Karchner Marketing multiple topics and therapeutic areas, adept at numerous methodologies and Research, LLC successful in creating an environment Founded 2014 where respondents enjoy speaking Helen Karchner, CEO/Co-Founder with us. We engage respondents in unique activities which illuminate Karchner and effervesce their innermost drivers Marketing of choice, opinion and action. The Research, key is knowing how to communi- LLC, located cate! You’ve tried the rest, now try the just outside of best by experiencing the difference. Philadelphia, Come and partner with KMR! is truly a full- Phone 610-564-9624 service market www.KMRResearchStudio.com research firm offering qualitative and quantitative customized

www.quirks.com May 2018 // Quirk’s Marketing Research Review 45 13 Top Full-Service Research Companies SPECIAL ADVERTISING SECTION

The Martec Research Rabin Research Center Murray Hill National Founded 1984 – Green Bay ofﬁ ce opened 2003 | Company Founded 2013 | 22 employees 35 employees Susan Owens, COO Founded 1963 | 20 employees Linda Segersin, Director Michelle Elster, President

Extraordinary. Murray Hill National is International and domestic B2C and Intelligence. The B2B marketing research services for a Martec Research your market research service variety of industries: health care/phar- Center, a Martec maceuticals, packaged goods, food, fi- Group company, provider. Our expertise is in nancial, services, insurance, enter- is a full-service tainment, new technologies and many marketing re- field management, recruit- more. Service search company principles: high- celebrating 15 ing, moderator choice, screener quality work, years of market- on-time delivery, ing research excellence. Research is design/development and creative study conducted in a vast array of industries, designs, strategic technologies and market segments sample solutions. Through various collaborations and partners, we can insights, com- including automotive/transportation, petitive prices health care/life sciences, building provide any service or request you have in relation to your marketing research and exceeding construction, financial services, energy, expectations. food/nutrition and children/baby needs! We have U.S. Class A facility options, as well as a 40-station call center Study types: concepts, segmentation, products. Supported by our in-house product use/sensory, names, packages, databases, The Martec Research Center with the ability to recruit all methodologies, moderator services worldwide product design, advertising, customer can customize your research to meet satisfaction, awareness/attitude/usage, your exact needs. Whether that be via and verified sample resources. We excel in our recruiting operations which tracking, pricing, problem detection, phone or online interviews; in-home or promotions, positionings and promises. field studies; or in our state-of-the-art include consumer, health care and B2B audiences. Call us today! Data collection techniques: online/mo- focus group suite, our goal is to deliver bile, telephone, central locations, mail the data you need to make reliable busi- Phone 972-707-7645 www.murrayhillnational.com and in-person. Qualitative and quanti- ness decisions. tative methodologies. Phone 888-811-5755 Phone 312-527-5009 www.martecresearchcenter.com www.rabinresearch.com

46 Quirk’s Marketing Research Review // May 2018 www.quirks.com 13 Top Full-Service Research Companies SPECIAL ADVERTISING SECTION

Research America Founded 1985 | 300 employees Robert Porter, CEO

Research America is a nimble, value-based, full-service and field market research firm. We provide organizations with the consumer insight needed to enhance products and services for their customer base. We leverage our senior- level research marketers to provide insight, using tools that inform and inspire ideas, development, marketing and advertising. Your unique needs direct what our consultants do: we only recommend activities and methodologies that enable clients to achieve their business goals. With 300 researchers, 14 offices and one team, we provide quantitative and qualitative services research to end-user companies around the world. We are experts in strategic consulting, customer experience, brand research, data collection and recruiting. Our focus groups and facilities include biometrics, CLT, HUT and full kitchen testing. Phone 610-356-1800 clients have counted on us to connect www.ResearchAmericaInc.com the dots, tell the story and influence action. We are an AMA Gold Top 50 company and a Connecticut Top Workplace. RTi Research Clients come to RTi seeking higher-level involvement, more insightful thinking Founded 1979 | 55 employees and extraordinarily attentive service; David Rothstein, CEO they stay because we deliver – we support their success. Contact RTi Research RTi turns data today and find out what it all means. into meaning. We Phone 203-324-2420 are an innova- www.rtiresearch.com tive, global, full- service market research and brand strategy agency and for more than three decades, our

www.quirks.com May 2018 // Quirk’s Marketing Research Review 47 data officer at Warren, N.J., research operating officer. firm Lightspeed. Names of Note n Steve Flavin has rejoined Port n Oslo, Norway-based researcher Washington, N.Y., research firm Confirmit has promoted Claire The NPD Group as president of the Sporton to SVP, customer experience company’s automotive aftermarket innovation, a newly-created position. practice. Also, David Meer has joined n Chipotle Mexican Grill, Denver, the firm’s analytic solutions group as has hired Chris Brandt as chief n In London, SVP, analytic solutions research and marketing officer. health care development. survey n In Memphis, Tenn., Thomas Yun solutions firm n New York- has joined the marketing/research SurveyHealthcare based marketing and development team of restaurant has appointed analytics firm chain Perkins & Marie Callender’s LLC as Antonio Tropea Analytic Partners vice president of food innovation and as managing has added Terri culinary. Yun will oversee Perkins’ director of Sage as chief culinary team as well as culinary EU business Tropea technology research and food innovation at development. officer. Sage Marie Callender’s. n Digital research agency Harris n The Forte n London-based consumer Interactive, London, has appointed Research Group, New York, has insights platform ZappiStore has Vijay Mistry as head of employee appointed Mary Lee as finance appointed Tristan Findlay as VP of research. director. partnerships. n Palo Alto, Calif., firm Aragon n Canada- n Cincinnati research firm Burke, Research has appointed Julie Dorey as based research Inc. has promoted Ken Strunk to vice president of Americas sales. firm Leger has senior vice president, data collection. appointed Bich Separately, Danielle Blugrind has n Phil Tran as director joined the firm as senior account Underwood has of analytics. executive in client services. joined New York research firm n MFour Mobile Tran n Jenessa Hunter has joined Smarty Pants as a Research, Irvine, Emeryville, Calif., research senior director Calif., has added consultancy Greenberg Strategy as leading custom two new operations team members: vice president, strategic planning, research for Jin Hong as a fielding expert and while Kim Lundgren has joined the several of the Taylor Manning as research manager. company as managing director. company’s toy, Underwood food and beverage n New York-based research n Seattle-based researcher Discuss.io and retail clients. technology company Remesh has hired has added Jason Dyer as global sales Julian Zammit as director of sales, director. n In Paris, mobile marketing EMEA, based in London, and Tim platform FollowAnalytics has appointed Adams as senior software engineer. n Marc Ryan has been named chief Pascal Laik as CEO and a member of the board of directors. n Chicago-based research marketplace Collaborata has hired Scott Rencher n Toronto-based marketing agency as vice president of sales and business Abacus has appointed Rebecca development. www.quirks.comarticles/2018/20180513.aspx Brown as chief revenue officer and has promoted Ian Martins to chief n In London, marketing agency

48 Quirk’s Marketing Research Review // May 2018 www.quirks.com Merkle has appointed Margaret appointed Erik Brue as chief data company’s clientele throughout Wagner as executive vice president, officer. California. growth officer for EMEA. n Research firm DVJ Insights has hired n Alpharetta, Ga., sample provider n London-based online research Marieke van Echtelt as managing P2Sample has added LaMont Lambert and technology company Further has director of DVJ Insights and Novio as vice president of business appointed Heather Williams as Research in the Netherlands. development. business development director and has promoted Rhiannon James to n Directions Research, Cincinnati, n Durham, N.C., managing director. has promoted Tim Laake to chief research firm marketing officer. W5 has hired n The National Retail Federation (NRF), Kathy Justice as Washington, D.C., has named NRF n Media company a senior practice Foundation Executive Director Ellen Condé Nast, New consultant. Davis as president of the foundation. York, has named She will continue serving as NRF’s Karthic Bala as n Henry senior vice president for research and the company’s Gonzalez has Justice strategic initiatives. first chief data been named chief officer. marketing officer of Miami-based n U.K. research ornamental plant grower Costa Farms. company Join the n U.K. agency Gonzalez will oversee the company’s Laake Dots has promoted Prophecy Unlimited marketing, research and category Talent Strategy has added James management teams. Director Aimee Caig to its executive board as head of Welsh to its strategy. Caig will lead strategic teams n Great Neck, N.Y., research leadership team. across planning, insight, analytics companies Lieberman and FRC have The company and digital performance. appointed Raul Lopez as senior has added vice president of the newly-created seven new team Welsh n Germany-based multicultural market research members since agricultural practice. the beginning of the year, including research firm Research Director Ellie Osborne and Kleffmann Group n Chicago-based sports and Research Manager Lauren Hall. The has appointed entertainment research firm Navigate company has also taken on a fifth Prima Cruz as Research has named Jeff Nelson as wave of recruits for its MRS-approved team manager for president. graduate development program. Kleffmann Group Australia. Cruz n Dave Habiger has been named the n New York-based marketing new president and CEO of Costa Mesa, analytics firm Analytic Partners has n Digital Calif., research fi rm J.D. Power. Habiger hired Lucien van der Hoeven as automotive marketplace Cars.com, succeeds former President and CEO general manager, client engagement Chicago, has added Sachin Gadhvi to Finbarr O’Neill, who announced his and business development for EMEA. its marketing leadership team as vice retirement in Oct. 2017. president of growth marketing. n Measurement company Verto Analytics, San Francisco, has n Brand and marketing insights appointed Patrick Brennan to company Shapiro+Raj, Chicago, has president of the company in the U.S. hired Gwen Costa as senior vice president to lead its West Coast n Bridg, a Los Angeles-based expansion. Costa will be responsible marketing software company for for establishing the company’s West restaurant and retail brands, has Coast operations and serving the www.quirks.com May 2018 // Quirk’s Marketing Research Review 49 lead the global consulting practice of Vision Critical, including Aida Founder the combined fi rm and serve on the Jenny Yang, who will lead data science Research board of directors. initiatives for Vision Critical.

Industry News n Beaverton, Ore., researcher Alliances/strategic partnerships Dialsmith and research-based communications consultancy n Data science fi rm Civis Analytics Presentation Testing have announced has expanded its partnership with a merger. The companies have also Reston, Va., fi rm comScore by News notes launched Engagious, a new business extending its licensing of comScore venture that is a rebrand and viewership data. Civis uses the n As reported by the Insights expansion of the Presentation Testing data to create custom audiences to Association, total funding for the research consultancy. Rich Thau, provide its commercial, political and Census Bureau for fi scal year 2018 now former president and co-founder of nonprofi t clients with better targeting amounts to $2.814 billion following Presentation Testing, will take on capabilities for their TV advertising legislation that passed in the House the role of president of Engagious. campaigns. ComScore viewership data and has yet to pass in the Senate, $1.344 Dialsmith will remain its own distinct also allows Civis’ Media Optimizer billion above the fi scal year 2017 level. group. Engagious has offi ces in New clients to analyze TV engagement The association says $2.544 billion York City, Portland, Ore., and a location of custom audiences on a more of this funding is for the Periodic in London. granular level and optimize their total Censuses and Programs account advertising spend. (including the 2020 Census, American n Schmiedl Marktforschung, a Community Survey and Economic German research marketing services n New York-based data and technology Census) and $270 million is for the fi rm and a Schlesinger company, has company PlaceIQ has expanded its Current Surveys and Programs account. acquired Hamburg, Germany, focus partnership with omnichannel identity group facility and data collection resolution fi rm LiveRamp. PlaceIQ n Jeff Anderson Consulting/AH! company Active Research. Active will off er its location-based audiences Advertising, a La Quinta, Calif.- Research will rebrand as Schmiedl through LiveRamp’s IdentityLink Data based research and advertising fi rm, Marktforschung Hamburg, A Store feature, which off ers people-based celebrated its 31-year anniversary in Schlesinger Company and will continue audience data. This integration gives February. under the leadership of Managing Data Store buyers access to PlaceIQ’s Director Thomas Oellrich. audience library. Acquisitions/transactions n London-based customer experience n Cincinnati-based text analytics n Information and advisory services solutions fi rm Sabio has acquired solutions fi rm Ascribe has formed a fi rm Frontier Strategy Group (FSG) customer service data and analysis partnership with Los Angeles-based has acquired business-to-business company Bright UK Limited. The fi rm PopResearch (Pop) to provide research and consulting fi rm Ducker acquisition follows Lyceum Capital’s marketers and advertisers with Worldwide. In the short term, each strategic investment in Sabio and is insights from consumer feedback. Pop company will continue to operate under part of an acquisition plan to broaden will provide an automated consumer its own brand. A holding company, the company’s solution portfolio. testing platform to collect feedback Ducker FSG Holdings, has been formed and Ascribe’s text analytics software to manage the combined fi rms. It is n Canada-based customer intelligence will provide insights by automatically headquartered in Washington, D.C., and software fi rm Vision Critical has analyzing verbatim comments and led by Richard Leggett as CEO. Joanne acquired certain assets of Vancouver- linking the emotions with associated Ulnick, CEO of Ducker Worldwide, will based artifi cial intelligence start-up topics to reveal themes and opinions. Aida Software Corp. The acquisition is expected to accelerate the development n Warren, N.J., research fi rm and integration of machine learning Lightspeed is modernizing how it and AI-based applications for Vision buys and manages data. The company’s Critical’s Sparq 3 customer intelligence modernization program includes a new www.quirks.com/articles/2018/20180514.aspx platform. As part of the acquisition, licensing partnership with Stockholm- the Aida data science team will join based technology provider Cint. Cint’s

50 Quirk’s Marketing Research Review // May 2018 www.quirks.com sample procurement tool Access Pro Awards/rankings part of its work with the Louisville- will replace Lightspeed’s existing Southern Indiana Ohio River Bridges technology platform. Lightspeed will n U.K. consumer insight agency Join Project have been recognized as also leverage Cint Engage to manage the Dots has received the AURA national best practices by the its proprietary double-opt-in panels Insight Communication Award, given Transportation Research Board, a and Cint’s private network capabilities by AURA, a networking forum for program of the National Academies of to onboard and consolidate existing client-side insight professionals. The Sciences, Engineering and Medicine. sources in direct private-pricing deals. Communication Award is given for The company was recognized for its communication that creates a “wow work designing and implementing Association/organization news factor.” engagement strategies to reach low- income and minority residents and n The QRCA, St. Paul, Minn., has n Liz Granahan, CEO of Ambler, Pa., leaders. The feedback from these broadened its membership criteria, language services fi rm SyncScript, has populations informed the design of removing the restrictions on qualitative been nominated for The Leukemia the Ohio River Bridges Project tolling researchers who work in-house & Lymphoma Society’s (LLS) 2018 policy. and those who work at ad agencies. Woman of the Year. The LLS’s Man Professionals who design, conduct, & Woman of the Year program is a New accounts/projects analyze or support the conduct of philanthropic competition to support primary qualitative research are now blood cancer research. n Nielsen, New York, has formed eligible to join the QRCA, no matter a data and technology agreement where they work. n Two research strategies developed with IPG Mediabrands, the media by IQS Research, Louisville, Ky., as management and data arm of

www.quirks.com May 2018 // Quirk’s Marketing Research Review 51 marketing solutions fi rm Interpublic division that will help marketers create Research company earnings/ Group. The integration will match content for their target audience. ﬁ nancial news IPG Mediabrands’ consumer IDs with David Matthews will serve as managing Nielsen’s TV viewing and purchase director of WBR Insights. n Cincinnati-based customer experience behavior insights, including purchase- outsourcing company Convergys based audience data from a set of n Arlington, Va., research company Fors Corporation reported revenues of anonymized frequent shopper cards in Marsh Group has launched a customer approximately $2.8 billion for full-year the U.S. from Nielsen Catalina Solutions, experience (CX) division to address 2017, a 4 percent decrease compared with as well as Nielsen Buyer Insights’ industry demand for improving customer approximately $2.9 billion in 2016. transaction data from U.S. credit cards. experiences with products, Web sites and services. The CX division gives clients n Wilton, Conn., consumer insights n Maritz Motivation Solutions, St. insight into how their customers use fi rm Toluna reported year-over-year Louis, has used its artifi cial intelligence their services and will provide clients double-digit revenue growth driven (AI) algorithm to predict the with solutions to improve the experience by more than 40 percent revenue redemption of loyalty program rewards and measure their impact. growth from its automated consumer associated with banking and fi nancial insights platform and the acquisition services fi rm HSBC’s new suite of credit n Research company Q-insights has of KuRunData by parent company ITWP cards. Maritz’s AI algorithm predicts opened a new location in Marina Del in January 2018, increasing its global the rewards a loyalty program member Rey, Calif. The research facility will be panel size by nearly 40 percent. is likely to redeem over the next year used for focus groups, product testing then suggests a redemption category to and appliance research and includes n Research company Ipsos has agreed promote to each member, calculating two standard focus group rooms with to invest approximately £3 million the percentage of clients likely to two-way mirrors for client viewing and in London-based visual content redeem in diff erent categories. a multipurpose room for quantitative management company Big Sofa. IDIs, usability, shelf testing or The investment will allow Big Sofa New companies/new divisions/ appliance research. to enhance its sales and marketing relocations/expansions functions and further invest in n Research agency Market Probe its video analytics platform and n Charlotte, N.C.-based researcher AOC Europe recently joined the Kynetec technology infrastructure. Laurence Marketing Research has rebranded Group, a U.K. animal health and Stoclet, deputy CEO, group CFO and with a new facility design, logo, tag agriculture research fi rm, and will now support functions director at Ipsos, will line and Web site. be known as Kynetec b2. be appointed to the board of directors of Big Sofa as a non-executive director. n Iselin, N.J., researcher Schlesinger n KJT Group Research Panel, the Group has opened a new New York health care panel for Honeoye Falls, n Separately, Ipsos has reported City research space in Manhattan to N.Y., research and consulting fi rm revenue of approximately €1.78 billion coincide with the company’s rebrand. KJT Group, has been renamed the and an organic growth rate of 2.4 The space includes a research room, ClinicalVoice Community. percent for 2017. private briefi ng rooms and client offi ces, dual receptions, a terrace, The Wall by n Columbia, Md.-based marketing agency n U.K.-based cross-media measurement Schlesinger, as well as seven focus group Merkle has launched in Australia. Dentsu fi rm RealityMine has received a follow- suites and additional client work spaces. Aegis Network’s Australia-based agency on-investment from existing investors Columbus will become Columbus, a Kennet Partners in conjunction with n Marketing consultancy The B2B Merkle Company and be led by current other shareholders to accelerate Marketing Lab has opened its new Columbus CEO Rebecca Tos. product development and geographic central London offi ce following a period expansion. The company has also of business growth and expansion. n Jersey City, N.J., location data appointed Chris Havemann as CEO. technology company SITO has formed n New York-based marketing analytics the SITO Institute for Consumer n U.K. consumer insight agency Join company Truesight Consulting has Behavior and Location Sciences, a the Dots has reported revenue of £12.3 launched a new offi ce in Delhi, India, thought leadership and membership million for end-of-year 2017. The agency serving as the company’s main offi ce for initiative that aims to educate and has also named Pauline Reeves as chief India and its regional hub for greater advocate for the advancement of fi nancial offi cer. Asia. Nitesh Sahay has been appointed location data intelligence as a core managing director and associate partner. component of modern marketing organizations. The institute will E-mail your press releases to news@ quirks.com to be included in our Names n In New York, conference company convene an advisory board of marketers of Note, Product and Service Update or Worldwide Business Research (WBR) and academics who will set the Research Industry News sections so we can has launched WBR Insights, its research research and publishing agenda for the share the information with our audience and custom marketing solutions institute and its members. of 60,000 subscribers!

52 Quirk’s Marketing Research Review // May 2018 www.quirks.com Pankaj Khushani Anup Pradhan Conrad Mendoza Jr Anamika Sirohi Google Uber India HP Hindware

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Darwin Gosal CryoWerx

Kate Richards Priyanka Bhargav Hari Shankar Arnab Ganguly Lightspeed Myntra Havas APAC Kanmo Retail Group CALENDAR OF EVENTS ••• can’t-miss activities

Intellus Worldwide will hold Southeast Insights MRIA will hold its 2018 International Conference on its 2018 Summit on May 6-8 Association will hold its Annual Conference on June 26-28 in Miami. Visit at the Philadelphia Marriott Spring Event on May 16- June 10-12 in Vancouver, bit.ly/2gBfk5l. Downtown in Philadelphia. 17 in Atlanta. Visit www. British Columbia. Visit bit. Visit bit.ly/2ovHaEd. iasespringevent.com. ly/2ygCoAp. EphMRA will hold its 2018 Conference on June 26-28 Worldwide Business Research ESOMAR will hold its Semiotics The 2018 Pharma Market at the Congress Centre in will hold the B2B Online 2018 Bootcamp on May 16-17 in Research Conference Bay Basel, Switzerland. Visit www. event on May 7-9 in Chicago. Bangkok. Visit www.esomar.org. Area will be held on June 12- ephmra.org. Visit bit.ly/2DdSg64. 13 in San Francisco. Visit bit. AQR and QRCA will hold the ly/2cFMjWV. Merlien Institute will hold KNect365 (IIR) will hold its 2018 Worldwide Conference on its MRMW Asia-Paciﬁ c event TMRE in Focus event on May Qualitative Research on May KNect365 (IIR) will hold its on June 27-28 in Singapore. 7-9 at the Kimpton Gray Hotel 16-18 in Valencia, Spain. OmniShopper event on June Visit apac.mrmw.net. in Chicago. Visit bit.ly/2ggsCpT. Visit www.qrca.org. 13-15 at the Westin Chicago River North in Chicago. Visit WAPOR will hold its Annual featured New England Insights bit.ly/2eI8KbF. Conference on June 27-30 in Association will hold its 2018 Marrakesh, Morocco. Visit bit. Heart+Mind Strategies Spring Conference on May 22 Worldwide Business Research ly/2HRLMwc. will hold a complimentary in Waltham, Mass. Visit www. will hold its eTail Europe Webinar, “Trends You newenglandia.org/conf. event on June 19-21 at the NMSBA will hold its Shopper Need to Know: At the Queen Elizabeth II Conference Brain Conference - South Intersection of Human CX Talks will hold its Customer Centre in London. Visit bit. America event on August Understanding and Market Experience Summit on May 22 ly/2FZoAfb. 30-31 in Rio de Janeiro. Visit Dynamics” on May 10 at 1 at Tower at Cityplace in Dallas. bit.ly/2j3FGR1. p.m. ET. Visit https://goo. AMA will hold its 2018 gl/D2KPx3. LIMRA will hold The Marketing Advanced Research Techniques Conference on May 30 - June 1 (ART) Forum on June 21-22 To submit information on at the Hyatt Regency Baltimore in at Ohio State University on ESOMAR will hold its Asia Paciﬁ c Baltimore. Visit www.limra.com. Columbus, Ohio. Visit bit. your upcoming confer- 2018 event on May 13-15 in ly/1FxoXbk. Bangkok. Visit www.esomar.org. ESOMAR will hold its Summer ence or event for possible Academy 2018 event on June Strategy Institute will hold ASA will hold its Symposium 4-7 in Amsterdam. Visit www. the Customer Success Summit inclusion in our print and on Data Science and Statistics esomar.org. Canada event on June 26-27 on May 16-19 at the Hyatt at the Old Mill Inn in Toronto. online calendar, e-mail Regency Reston in Reston, Va. NMSBA will hold its Shopper Visit bit.ly/2FAJ3GR. Visit bit.ly/2g8o1TW. Brain Conference - USA event [email protected]. For a on June 7-8 in New York. UXPA will hold its 2018 AAPOR will hold its Annual Visit bit.ly/2gGCVAZ. International Conference on more complete list of up- Conference on May 16-19 at June 26-28 in Rio Mar, Puerto the Sheraton Denver Downtown KNect365 (IIR) will hold its Rico. Visit uxpa2018.org. coming events visit www. Hotel in Denver. Visit bit. Mavericks of Media event on ly/2ouuwVL. June 8 at J. Walter Thompson in Travel and Tourism Research New York. Visit bit.ly/2FQQf0u Association will hold its 2018 quirks.com/events.

54 Quirk’s Marketing Research Review // May 2018 www.quirks.com 2018 Focus Group Moderator Directory

Following is a list of over 210 moderators at 115 fi rms. These fi rms have paid to be included in the magazine version of the directory. The directory has three sections. The fi rst section lists all the fi rms alphabetically and includes their contact information along with the names of the moderators they have on staff . The second section cross-references fi rms by the industries and markets they specialize in and the third section is a personnel cross-reference of the moderators. For your convenience, this directory is also available at www.quirks.com. (The online version lists 1,000 moderators at nearly 900 fi rms.)

Focus Group Moderator Directory Table of Contents Company Alphabetic ...... p. 56

Industries & Markets Cross-Reference ...... p. 64

Personnel Cross-Reference ...... p...... p. 7700

A searchable version of this directory is available at www.quirks.com

www.quirks.com MayMay 20182018 //// Quirk’sQuirk’s MarketingMarketing ResearchResearch ReviewReview 5555

C.L. Gailey Research 3540 Madison St., Unit A Carlsbad, CA 92008 Ph. 760-729-1809 [email protected] Adelman Research Group-A SurveyService Company ARPO Research Consultants www.clgaileyresearch.com 1911 Sheridan Drive C/ Claudio Coello 22, 1º A Carol Gailey Buffalo, NY 14223 Madrid, MD 28001 Spain Ph. 800-507-7969 or 716-876-6450 Ph. 34-91-350-52-32 C.L. Gailey Research is a full-service marketing research [email protected] [email protected] company specializing in custom research solutions. Our www.adelmanresearchgroup.com www.arpo.es solid marketing research expertise in combination with Susan Adelman 2,000 sessions since 1980 Oscar Artiñano Pocheville 2,000 sessions since 1994 strategic marketing experience enables us to produce James R. Bachwitz 500 sessions since 1986 Silvia Artiñano Pocheville 2,500 sessions since 1990 actionable information so that our clients can make the best business decisions possible. ARG, a SurveyService company, specializes in Qual and quant in consumer, pharmaceutical and understanding behavior, attitudes and decision- B2B. Spanish/English bilingual staff and moderators. making, utilizing custom-designed research solutions A comfortable, modern and cozy viewing facility to drive growth, innovation and change. With with several large one-way mirrors, unique state- exceptional research, analytics, and creative problem of-the-art technology and a superb client catering. solving abilities, we are the link to the voice of the Located right in the center of Madrid in a classic customer and the market, and deliver meaningful and fashionable area, only 20 minutes away from the C+R Research insights via well thought out and actionable airport. FocusVision available. Excellent simultaneous 500 N. Michigan Ave., Suite 1100 deliverables. We specialize in health care and translators trained for specific research sectors. Chicago, IL 60611 wellness, consumer goods, customer satisfaction, and Ph. 312-828-9200 market assessments. [email protected] www.crresearch.com Ashley Agbay 600 sessions since 2007 Nancy Baum 1,000 sessions since 2009 Shaili Bhatt 800 sessions since 2004 Baltimore Research Darren Breese 1,000+ sessions since 2007 8320 Bellona Ave., Suite 210 Lisa Dubina 100 sessions since 2014 Alternate Routes, Inc. Baltimore, MD 21204 Kat Figatner 1,200 sessions since 2005 531 Main St., Suite 100 Ph. 410-583-9991 Matthew Finocchio 125 sessions since 2017 El Segundo, CA 90245-3060 [email protected] Jorge Martinez 1,000 sessions since 2002 Ph. 310-333-0800 www.baltimoreresearch.com Linda McGivern 2,000 sessions since 1997

2018 Focus Group Moderator Directory [email protected] Ted Donnelly, Ph.D., PRC since 2000 Mary McIlrath 1,500 sessions since 2001 www.alt-routes.com Jeff Henn since 2004 Emily Prozeller 500 sessions since 2007 Lance Bustrum since 1992 Gretchen Riskind 1,000+ sessions since 2003 Mike Zarneke since 1992 Baltimore Research is an innovation-driven full-service Brooke Seder 500 sessions since 2011 marketing research firm and focus facility offering a Casey Sloan 1,200 sessions since 1999 Use Alternate Routes to get more out of your broad portfolio of online and offline data collection Ashleigh Williams 500 sessions since 2010 qualitative research. Traditional qualitative research research services, including focus groups, depth doesn’t go deep enough. It’s often a question-and- interviews, consumer surveys, ethnography, usability At C+R Research, a full-service marketing insights answer session with respondents, ultimately yielding tests, CLTs and mock trials to a wide variety of agency, we’ve been helping brands grow for over 50 little more than surface reactions. We conduct industries. Our moderators are seasoned consultants who years by delivering great research, deep perspective research differently, engaging consumers in new ways focus on delivering actionable research insights to drive and committed client service. We’re known for to get deeper insight and understanding that goes real-world decision-making. They are expert researchers designing innovative custom methodologies for beyond what typical qualitative methods yield. You’ll with specializations in health care, utilities, education, answering complex marketing questions, high- also see a difference in our analysis. As a research financial services, Latino and Millennial audiences. quality analytical insights and delivering senior-level and strategy company, we are skilled in making attention throughout every phase of our clients’ research meaningful and actionable. Get off the Blass Research projects. We embrace a “whatever-it-takes” philosophy beaten path, take Alternate Routes instead. 12715 Elkhorn Drive on every client engagement and flexibly adapt to Charlotte, NC 28278 our clients’ needs, however challenging they may Ph. 704-765-2118 become. We offer an array of effective, customizable [email protected] techniques for traditional and online qualitative, www.blassresearch.com quantitative, mobile and community-based research Kathy Blass Weiss since 1987 both in the U.S. and globally. We also offer focused areas of knowledge and consultative expertise in Amplify Research Partners, LLC Blass Research develops research methodologies to gain youth and family, Latino and multicultural consumers 7901 Stoneridge Drive, Suite 100 actionable insight. In-person, phone, IDIs, usability and shopper insights. Our goal is to equip our clients Pleasanton, CA 94588 studies, executive interviews, trends research, concept with the insights they need to confidently develop Ph. 925-236-9700 testing. Broad experience from teens and college successful brand strategies and grow their businesses. [email protected] students, millennials to seniors. Our B2B expertise www.amplifyresearch.com covers all industry sectors from manufacturing to Katherine Horrocks since 2008 engineering, chemicals to construction.

Amplify Research is a full-service qualitative Blass Research consulting firm focused on enhancing the research Old Chatham, NY process for its clients. With methodologies devised to Ph. 518-312-7603 Campbell-Communications, Inc. fully engage respondents, Amplify delivers actionable [email protected] 140 Debs Place, 17th Floor findings and inspiring insights. As a qualitative www.blassresearch.com New York, NY 10475 consultant, Katherine Horrocks has listened to Kathy Blass Weiss 1,000+ sessions since 1987 Ph. 718-671-6989 thousands of consumers on topics from banking, [email protected] real estate, and technology to grocery shopping, C R Market Surveys, Inc. www.campbell-communications.com food, and pet products; her keen interpretation of 11 W. 26th St., South Loop Hotel Ron Campbell 2,000+ sessions since 1989 the consumer voice allows her to guide brands to a Chicago, IL 60616-1200 deeper understanding of customer needs and to hone Ph. 312-583-7960 x 70 or 800-882-1983 Our mission is to professionally deliver research marketing strategies and product positioning. [email protected] insights and strategies to guide decisions www.crmarketsurveys.com and choices. Our services include moderating, Cherlyn Robinson since 1997 ethnography, storytelling, on-premise/environmental interviews, plus IDIs and executive interviews. Our For over 20 years, Cherlyn Robinson has implemented services also include strategy development and qualitative research initiatives for corporate, nonprofit evaluating: new products, concepts and messaging. and government entities. She has key expertise in We identify new opportunities and provide actionable delivering authentic, response-rich insights for African- recommendations that distinguish Campbell- American, female and urban target audiences. Communications.

56 Quirk’s Marketing Research Review // May 2018 www.quirks.com 2018 Focus Group Moderator Directory Specialties: customer relationships, direct marketing, recognize and recommend brand strategy based on financial services and insurance. a brand’s pivotal asset - its consumer’s truth. We’re retained repeatedly for our smart solutions and honest, cut-to-the-chase style. Our Video Truth! Revue™, a summary of consumer insight, is a unique, CASA Demographics dynamic way to tell the brand’s story of insight. Definining Cultural Insights Excellence 207 E. Ohio St., Suite 205 Chicago, IL 60611 Consumer Opinion Services, Inc. Ph. 888-680-1931 12825 First Ave. S. [email protected] Seattle, WA 98168 www.casademographics.com/experience Ph. 206-241-6050 Creative Consumer Research – Houston Alina Salgado [email protected] www.consumeropinionservices.com 3945 Greenbriar Drive Stafford, TX 77477 CASA Demographics leverages a team of 7 highly Greg Carter 4,000 sessions since 1995 Ph. 281-240-9646 or 281-804-8171 experienced bilingual moderators with over 4500 [email protected] in-person sessions (focus groups, IDIs, ethnos) and over Greg Carter is Senior Vice President at Consumer www.ccrsurveys.com 900 online studies (virtual groups, online communities) Opinion Services Inc. He has been with the company Kristi Koleck 40 sessions in both Spanish and English. Extensive experience for more than 30 years, is a principle/owner and is Patricia Pratt 1,500 sessions since 1987 in the automotive, CPG, financial services, food and their lead qualitative research consultant. beverage, healthcare, public affairs, TV/radio and tech (See advertisement p. 22) The main office located in Houston offers complete fields among others. CASA Demographics also has the field services and conducts studies nationwide. Large largest national panel of Hispanics built and curated conference-style focus group rooms with one-way specifically for qual, allowing our research experts to mirrors and large client viewing rooms. Conducting both recommend and execute the best study design for market research for 40 years, we offer taste tests, your consumer target, budget and timeline. Our capacity telephone interviewing, executive surveys, mall to generate deep insights from consumers and report Consumer Opinion Services, Inc. (Br.) intercepts, door-to-door interviewing, mystery shops, those actionably and visually has made us the go-to firm 1860 Pama Lane, Suite 200 store audits and bilingual interviewing. Computer for a host of leading brand and advertising partners. Las Vegas, NV 89119 capabilities, moderators and translators are available. Ph. 702-644-9330 CCR also offers project management for multiple-city [email protected] projects. Hispanic and Asian moderators available www.ConsumerOpinionServices.com upon request. Greg Carter 4,000 sessions since 1995 (See advertisement p. 31) (See advertisement p. 22) Clarion Research Inc. 1776 Broadway, Suite 1410 New York, NY 10019-2002 Ph. 212-664-1100 [email protected] www.clarionresearch.com Consumer Opinion Services, Inc. (Br.) CRG Global, Inc. Steve Crane since 1990 U.S. Bank Centre, Suite 525 Jamie Stenziano since 2006 3 Signal Ave., Suite A 1420 Fifth Ave. Ormond Beach, FL 32174 Seattle, WA 98101 Ph. 866-209-2553 Clarion offers a complete portfolio of innovative and Ph. 206-838-7951 or 206-241-6050 for estimates [email protected] trusted qualitative solutions. Our qual team is a group [email protected] www.crgglobalinc.com of highly skilled strategic thinkers equipped with www.ConsumerOpinionServices.com Courtney Coomer 250+ sessions since 2010 the analytical and communication skills essential to Greg Carter 4,000 sessions since 1995 understanding and interpreting key insights. Clarion’s (See advertisement p. 22) CSS/datatelligence, a division of CRG Global, is a qual toolbox includes in-person, phone and virtual full service market research company that provides focus groups, triads/dyads, in-depth interviews, online advanced test design and technologies to support communities, online bulletin boards, ethnographies your business initiatives. We offer a worldwide reach and Street Sessions intercepts. When complex research with 20+ U.S. facilities, a panel of 400k+ members, designs call for both qualitative and quantitative, and established international partnerships. We are Clarion is uniquely qualified to apply its experience experts in CLTs, HUTs, focus groups, eye tracking, in both methodologies. For more on Clarion, visit our Consumer Opinion Services, Inc. (Br.) facial coding, and more. website and follow us on Twitter. 2225 Lloyd Center Portland, OR 97232 Complete Research Connection Ph. 503-493-2870 2323 W. Fifth Ave., Suite 150 [email protected] Columbus, OH 43204 www.ConsumerOpinionServices.com Ph. 614-220-4120 Greg Carter 4,000 sessions since 1995 [email protected] (See advertisement p. 22) Dan Jones & Associates www.crcmr.com 35 N. Rio Grande St. Chelle Precht since 1985 Salt Lake City, UT 84101 Ph. 801-456-6700 With over 30 years of marketing research experience, [email protected] CRC brings fun and energy to each and every project! www.djasurvey.com We specialize in getting respondents to share their Patricia Jones 2,600 sessions since 1980 ® thoughts (especially on difficult topics). Whether Consumer Truth Ltd Randy Shumway 1,200 sessions since 1996 business or consumer, no topic is too difficult. We 1909 W. Diversey Pkwy., Suite 502 offer detail-oriented moderating, consulting, auditing, Chicago, IL 60614 Dan Jones & Associates, a Cicero Group company, is project management and more. Ph. 630-643-3430 or 630-204-5270 a full-service market research and public opinion firm [email protected] located in the heart of Salt Lake City. Our 30-plus- Consumer Focus LLC www.consumertruth.com year leadership has made us the premier brand for 7024 Judi St. Isabelle Albanese since 1997 market research in Utah. Our focus group facilities Dallas, TX 75252 Ken Quaas since 2002 offer state-of-the-art technology. Our professional Ph. 214-542-8787 staff includes moderators that are PRC-, ORI-, RIVA- [email protected] Consumer Truth is a highly experienced marketing/ and QRCA-certified. We also offer unrivaled recruiting www.consumerfocusco.com research consulting company focused on consumer and call center services. Sue Stewart since 2001 insight. Our unique brand of Truth Discovery®, honed over 19 years and built on a collective Custom qualitative and quantitative research. Over 25+ years in the advertising business, has built 15 years of experience. Focus groups, in-depth successful marketing and communication platforms interviews, brainstorming, ideation sessions. for star brands in diverse categories spanning three continents. We’re sought for our ability to elicit, www.quirks.com May 2018 // Quirk’s Marketing Research Review 57

Daniel Research Group Doyle Research Associates, Inc. First Insights 49 Hill Road, Suite 4 150 N. Michigan Ave., Suite 2800 41 Madison Ave., 31st Floor Belmont, MA 2478 Chicago, IL 60601 New York, NY 10010 Ph. 617-484-6225 Ph. 312-863-7600 Ph. 212-926-3700 [email protected] [email protected] [email protected] www.danielresearchgroup.com www.doyleresearch.com www.firstinsights.com Steve Daniel 1,000 sessions since 1984 Laura Duguid 1,000 sessions since 1995 Domenica de Fazio 500+ sessions since 1999 Jo-Ann Ryan 1,000 sessions since 1998 Cole McBride 500+ sessions since 1999 Helping clients understand the future. We are a full- Carole Schmidt 1,000 sessions since 1990 Julie Rabin 500+ sessions since 1999 service market research firm designing and executing Lon Taylor 500+ sessions since 1999 studies among users and buyers of information Qualitative research specialists: innovative, strategic technology products and services worldwide. Focus and experienced. We work throughout the product First Insights specializes in usability testing, group studies employ our focus/IT methodology lifecycle, with particular expertise in concept focus groups, ethnographic studies and contextual based on 25 years of experience in designing and development, communications/messaging, segment interviews. We’ve conducted research projects on conducting technology focus groups in technical, deep dives and the consumer journey. We have a Web sites, mobile apps and dozens of new product commercial and consumer segments. Our model- toolbox of proven methods that allow for custom and concepts via in-person and remote interview methods. enabled consulting services apply sophisticated mixed-method approaches, including in-person, online, Our team has deep experience across a variety of quantitative forecasting methodologies to aid mobile, ethnographic and social media. Specialty industries and can offer complete project management in making strategic and tactical business and products include Geo-Stories (real-time geo-validated solutions. From facility selection, screener marketing decisions. phone interviews), IHUTnographies (qualitative development, creation of a moderator’s guide, expert IHUTs), QuickQual (48-72 hours) and MineSights moderation and report development, we deliver (qualitative meta analysis). actionable recommendations. Visit our Web site for moderator bios and details on our services.

Decision Analyst, Inc. 604 Avenue H E. Arlington, TX 76011-3100 Engel Research Partners Ph. 817-640-6166 or 800-262-5974 1001 Bayhill Drive, Suite 200 First Insights

2018 Focus Group Moderator Directory [email protected] San Bruno, CA 94066 401 N. Michigan Ave., Suite 1200 www.decisionanalyst.com Ph. 415-867-3014 Chicago, IL 60611 Bruce Crandall 500 sessions since 2005 [email protected] Ph. 312-455-0088 Clay Delthoff 2,500 sessions since 1990 www.1marcengel.com [email protected] Jerry W. Thomas 5,000 sessions since 1969 Marc Engel 1,500+ sessions since 2002 www.firstinsights.com Roger Wallace 350 sessions since 2004 Cole McBride 500+ sessions since 1999 Full-service firm led by moderator/interviewer/ Julie Rabin 500+ sessions since 1999 From in-person focus groups and depth interviews facilitator with unique background in law, copywriting Lon Taylor 500+ sessions since 1999 to ethnography and laddering techniques, Decision and comedy. Partners with creative agencies, other Analyst delivers highly analytical and decision- researchers and marketers to help create more First Insights specializes in usability testing, oriented insights. Decision Analyst offers both distinctive and socially responsible brands, remarkable focus groups, ethnographic studies and contextual in-person and online qualitative research services. products/experiences, compelling communications, interviews. We’ve conducted research projects on In-person services include: focus groups, sensitized attractive packaging and engaged customers. Has Web sites, mobile apps and dozens of new product groups, dyadic and triadic interviews and depth performed standup and presented around the world concepts via in-person and remote interview methods. motivational studies. Decision Analyst is a world on breaking rules in wine marketing, the virtue of Our team has deep experience across a variety of leader in online qualitative research: time- improvisation, and storytelling in research. Developed industries and can offer complete project management extended online focus groups, time-extended depth co-creation approach to innovation using applied solutions. From facility selection, screener interviews, online ethnography and online pseudo- improvisation called, “Out of Focus Groups®.” development, creation of a moderator’s guide, expert depth interviews. moderation and report development, we deliver actionable recommendations. Visit our Web site for moderator bios and details on our services.

EurekaFacts, LLC DLG Research & Marketing Solutions 51 Monroe St. 1346 Westwick Forest Lane Suite Plaza East 10 Houston, TX 77043 Rockville, MD 20850 Focus Latino Ph. 713-795-5503 or 281-589-8360 Ph. 240-403-4800 or 301-610-0590 720 Barton Creek Blvd. [email protected] [email protected] Austin, TX 78746 www.dlgresearch.com www.eurekafacts.com Ph. 512-306-7393 Edgardo de la Garza 1,000+ sessions since 1997 Angela Ferreira since 2010 [email protected] Elvia de la Garza-Morales 1,000+ sessions since Jorge Restrepo since 1994 www.focuslatino.com 2000 Lani Steffens since 2007 Guy C. Antonioli 4,200 sessions since 1996 Alison Wurzel since 2006 Beatriz Noriega 4,800 sessions since 1983 Bilingual and bicultural moderators whose professional backgrounds encompass experience EurekaFacts is a full service research firm. We have Established in 1996. Specializing in Hispanic from all sides of the business: agency, client and experienced, professionally trained, English and qualitative consumer research - Focus Groups, IDIs and supplier. This grants a richer understanding of the Spanish bilingual moderators, on-site recruitment and Ethnography (in-homes and shop-alongs). Bilingual client’s position - strengthening the approach to each focus group facilities easily accessible by subway/bus. and bicultural, moderate in Spanish or English. Beatriz project, identifying and tending opportunities and Expertise includes focus group moderation, cognitive is a psychologist. Guy is a seasoned marketing, intuiting and delivering against clients’ stated and and in-depth interviewing, usability testing. Audiences advertising and research professional. Extensive unstated needs. served: physicians and health professionals; Latinos, experience working in the USA, Caribbean, Mexico, Hispanics; consumers; B2B; government; employees; hard Central and South America as well as Spain. Our to reach populations; educators/school administrators; combined areas of expertise and option of female or multicultural audiences; children, teens, parents and male moderator enable us to better uncover consumer seniors. Areas and fields served: concept and ad testing, insights and provide value-added recommendations. consumer, social marketing, nonprofit, customer We provide clients with consistency in analysis as well satisfaction, transportation, impact assessments, as both cost and time efficiencies when conducting telecommunications, healthcare/pharmaceuticals, Health projects among multicultural target audiences. IT. For a facility tour, click the YouTube icon.

58 Quirk’s Marketing Research Review // May 2018 www.quirks.com 2018 Focus Group Moderator Directory through people - what they think, how they feel, what they want, what they do and their ideas. We manage your entire project, from exploring your research needs to reporting the results and helping you use those results to grow your business. Frieden Qualitative Services Insights in Marketing 14802 Addison St. GTR Consulting 630 Dundee Road, Suite 300 Sherman Oaks, CA 91403 265 Miller Ave., Suite 100 Northbrook, IL 60062 Ph. 818-789-6894 Mill Valley, CA 94941 Ph. 847-853-0500 [email protected] Ph. 415 713-7852 [email protected] www.garyfrieden.com [email protected] www.insightsinmarketing.com Gary Frieden, Ph.D. since 1984 www.gtrconsulting.com Brian Fletcher 8,500+ sessions since 2000 Gary Rudman since 1991 Ron Raskin 20,000+ sessions since 1995 Experience insightful focus groups (in-person as Jessica Ritzo 200+ sessions since 2006 well as online Webcam) from a style I’ve developed For over 20 years, Gary Rudman of GTR Consulting Mary Beth Shriver 200+ sessions since 2010 over 20 years! With a Ph.D. in psychology, I uncover has specialized in custom qualitative market research underlying motivational reactions and “get the ‘real’ among kids, teens, gatekeeper parents and young Insights in Marketing (IIM) is a marketing research stuff.” Respondents and clients enjoy my high-energy adults (ages 21-35). We also offer our gTrend macro- firm that delivers in-depth and actionable sessions, creating involvement. Specialties: packaged trend syndicated studies on teens and young adults. insights so you can have every confidence your goods, advertising, new concept development, decisions are inspired by the consumer voice. Our positioning. Seniors are a strong specialty! Medical, Hardwick Research professionally-certified moderators have years of general consumers, Web sites, banking, wireless, 8720 S.E. 45th St. client and supplier side experience across many automotive, beverages, fast food, customer service Mercer Island, WA 98040 industries and consumer segments, including CPG, and more. I’ve been the invited speaker at many Ph. 206-232-9400 durables, beauty, technology, spirits, financial qualitative conferences. QRCA and MRA member and [email protected] services, retail, travel and entertainment. Due to our certified PRC, presenting my unique approach to focus www.hardwickresearch.com strengths in emphatic and discriminative listening, group moderating. Benefit from our collaboration! Nancy Hardwick 1,000+ sessions since 1990 our moderators always knows exactly where to go Contact Gary Frieden. and what questions to ask to elicit the learning Nancy is an experienced moderator, skilled listener you need. IIM’s research approaches are custom and effective communicator. She incorporates both designed for your company, addressing key issues qualitative and quantitative techniques to uncover and delivering the most impactful results. We aren’t growing consumer trends, define target markets and just your research firm, we’re your partner. provide insight into marketing challenges.

GKS Consulting LLC 900 Chicago Ave., Suite 313 Evanston, IL 60202 Ph. 847-571-3445 [email protected] Issues and Answers Network, Inc. www.gksconsulting.com Horowitz Research 5151 Bonney Road, Suite 100 Gail Straus 2,100 sessions since 1995 270 North Ave., Suite 805 Virginia Beach, VA 23462 New Rochelle, NY 10801 Ph. 757-456-1100 or 800-23-ISSUE GKS Consulting provides trusted moderation, Ph. 914-834-5999 [email protected] facilitation and interviewing services for organizations [email protected] www.issans.com across industry segments and categories. We have www.horowitzresearch.com Michael Griffin experience serving nonprofit institutions and other Mariela Cufre 400 sessions since 2009 Kayte Hamilton service-providing organizations, business to business Howard Horowitz 1,500 sessions since 1983 Carla Lindemann providers and consumer groups. With more than 40 Nicole Ogando 100 sessions since 2013 Peter McGuinness years of institution- and agency-based experience, we Nuria Riera 100 sessions since 1999 work closely with clients to understand objectives, Adriana Waterston 1,000 sessions since 2001 Issues and Answers Network Inc. is a Full Service challenges and opportunities and then listen carefully Matt Zuckerman 100 sessions since 2010 International Marketing Research Firm. Our focus to find the insights and perspectives that take group facility, located in our corporate office strategy to the next level. As one client says: “Gail For over 30 years Horowitz has delivered full- in Virginia Beach, VA is the only focus facility brings a keen, rational research process paired with service and a la carte research domestically and on the Southside of Coastal Virginia. Our robust extensive marketing experience. Her moderation skills internationally. Our approach to research design/ data base includes everything from stay at home are exceptional whether group or one-on-one.” analysis ensures you get not only answers to moms to Active Duty military. Our four in-house questions but findings contextualized to inform professionally-certified moderators will manage all GOGO Insights and Results strategic business decisions. Our moderators develop aspects of your qualitative projects, including: focus 3743 N. Plainfield Ave. rapport with subjects on a range of topics: TV groups, one-on-one interviews, dyads, triads and Chicago, IL 60634-1920 programming, sports, advertising, new technology, mini-groups, conducted in person, by telephone or Ph. 347-948-7104 travel and social/political issues. Qualitative B2B on the web. Our Senior Quantitative Management [email protected] and B2C services include focus groups/online focus Team will manage all facets of your project, www.resolutionresearch.com/focus-group-facilities groups, one-on-one/dyads/triads, ethnography, including survey and sampling design, in-house data Elan Ticar since 2001 videography and online community research. We’re collection, data analysis, reporting and presentation. known for our expertise among Latino, multicultural These projects can be done domestically or Moderating is as much an art as a science. It takes and international consumers. Our bilingual (English/ internationally – In person, by phone, web, or mail. experience and careful planning. Using a professional Spanish) moderators include Adriana Waterston, saves time and money and gets you the insights and Mariela Cufre, Nuria Riera and Nicole Ogando. Isurus Market Research and Consulting results you need to GoGo! 1500 District Ave. Ingenium Research Boutique Burlington, MA 1803 8057 Solitaire Court Ph. 617-844-1344 Orlando, FL 32836-6044 [email protected] Ph. 914-621-1745 www.isurusmrc.com [email protected] Jeana McNeil 300 sessions since 2005 www.ingeniumresearch.com Joe Radwich 350 sessions since 2006 Great Questions, LLC Maria Parra 1,500 sessions since 1998 P.O. Box 303 Isurus delivers insights to clients in B2B/consumer St. Louis, MO 63022 Ingenium Research Boutique is a one-stop shop for markets. We help clients understand their markets Ph. 636-399-7746 your Total Market research projects. We conduct focus (customer journey/personas, segmentation), explore [email protected] groups, in-depth interviews, ethnographic interviews opportunities (market sizing, product dev., pricing), www.GreatQuestionsCompany.com and shop-along interviews. We have the capacity to evaluate competitors (competitive intelligence, win/ Krista Knuffman 750 sessions since 1995 do it in-person and/or online. We have experience loss analysis), manage brands and messages (brand conducting research in the U.S. and Latin America positioning, message/value proposition dev.) and Great research begins with Great Questions! We help (including Brazil). improve the customer experience (NPS/VOC.) you discover the answers you need to move forward with confidence. Everything we do involves discovery www.quirks.com May 2018 // Quirk’s Marketing Research Review 59

Just Qual+ Bradenton, FL Ph. 941-882-0204 [email protected] www.justqual.com Eric Swatek 19,000 sessions since 1998 KMR Research Studio LitBrains - Igniting Ideas 3956 Ridge Pike 5017 Thomas Ave. S. Just Qual+ LLC is a boutique qualitative and Collegeville, PA 19426 Minneapolis, MN 55410 quantitative health care marketing research firm Ph. 610-564-9624 Ph. 612-929-2165 or 612-723-0523 with extensive live, global and online capabilities. [email protected] [email protected] Eric Swatek is a PRC-certified Expert Consultant who www.kmrresearchstudio.com www.litbrains.com has been serving both pharmaceutical and medical Helen Karchner 2,500+ sessions since 1988 Pam Goldfarb Liss 300+ sessions since 2001 device clients since 1998. We have conversations with Michael Karchner 3,000+ sessions since 1989 professionals, patients, consumers and caregivers in Looking for creative approaches to traditional the U.S. and around the world. From Patients to Consumers, B2Bs to HCPs, The qualitative research? Want a moderator who knows KMR Research Studio delivers premium quality how to work with children, teens and their parents? economically, inclusive of desired amenities and Pam Goldfarb Liss has more than 25 years of accoutrements. Designed from client and respondent experience moderating with kids, teens and their input, this facility offers a relaxing oasis, uniquely parents here in USA and abroad. Pam creates the best satisfying their vision, while eliminating their approach for your project objectives and budget. Call pet peeves! The Studio is aesthetically pleasing her today for your qualitative research needs! Just The Facts, Inc. internally/externally alike. It accommodates both a 120 W. Eastman, Suite 308 small client caucus, viewing from a sun-lit backroom Lohs Research Group Arlington Heights, IL 60004 on chocolaty couches with a fireplace; or large, 2170 W. Freeman Road Ph. 847-506-0033 extended client teams, viewing from the conference Inverness, IL 60067-4518 [email protected] room, also with a fireplace. Nestled in the true Ph. 847-359-0606 www.jtfacts.com suburbs of Philly, respondents are fresh, interested, [email protected] Bruce Tincknell and available from over 300 zip codes within a www.lohsresearch.com 40mi radius. Respondents are relaxed and more Jan Lohs since 1987 Just The Facts Research Inc., strategic marketing forthcoming, allowing them to share more deeply, qualitative experts, over 30 years, highly experienced more openly, more authentically. The differentiator Jan Lohs is known for qualitative research that brings in a range of industries, topics and subject matters: setting The KMR Research Studio apart from other depth of insight and understanding of consumers, B2C, B2B, services and more. Choose traditional, facilities is the recruiting insight co-founders and B2B and employees. She is skilled at drawing out the in-person qual or cutting-edge online/Web groups moderators Mike and Helen Karchner contribute, to personal stories that bring to light the unconscious and interviews. JTF handles all setup, recruiting, ensure recruiting success every time! Each of the drivers of attitudes and behavior. Insatiably curious ™ 2018 Focus Group Moderator Directory moderating, even Webcams! Our unique Qual-Quant 4 Rental Options includes complimentary concierge and committed to excellence on every project, methods yield insights through specialized unaided service, meals/beverages. Value has its prominence! whether domestic or international, Jan is passionate techniques. Innovative Web methods access our Remember Our Mantra: 1-Client 1-Project 1-Price. about qualitative research! Virtual Pod Room for groups/IDIs using cloud technologies. Clients no longer need to travel but KNow Research M G Z Research can watch and listen from anywhere with their own 75 Broadway 5715 Silent Brook Lane PC. JTF also recruits respondents across the U.S. or San Francisco, CA 94111 Rolling Meadows, IL 60008 globally. Clients value our ability to bring out the Ph. 415-450-7084 Ph. 847-397-1513 best in group dynamics, uncovering business insights [email protected] [email protected] and opportunities with significant growth/ROI. www.KNowresearch.com www.mgzresearch.com Katrina Noelle since 2003 Martha Garma Zipper since 1983

KNow Research is a full service qualitative consultancy, Premier bilingual Latina moderator with over 20 years providing our clients a wide range of qualitative of experience: moderating, IDIs and ethnography. options including group discussions, interviews, Works in U.S., Puerto Rico and Mexico. Knows Latino intercepts, shop-alongs, online communities, etc. population and degrees of acculturation. Expertise: ad Karchner Marketing Research, LLC Regardless of the methodology, our goal is to uncover testing, health care, retail, food products, consumer 3956 Ridge Pike insights by digging deep to keep our clients In the goods. Collegeville, PA 19426 KNow throughout ideation, moderating, analysis and Ph. 610-564-9624 project management services. [email protected] www.KMRResearchStudio.com Helen Karchner since 1988 Mike Karchner since 1989 Market Probe International, Inc. As a strategic business partner, Karchner Marketing 805 Third Ave., 11th Floor Research, LLC satisfies unmet business needs Listen Research, Inc. New York, NY 10022 through Qualitative and Quantitative opinion, 1 Joliet Drive Ph. 212-725-7676 consumer, and market research to meet client Trabuco Canyon, CA 92679 [email protected] objectives. Our expertise spans across 84 industries, Ph. 949-216-9161 www.marketprobeint.com and specialize in pharmaceutical, medical devices [email protected] Alan Appelbaum 100+ sessions since 1990 and insurance, across over 125 therapeutic areas. www.listenresearch.com Terri Bunofsky 100+ sessions since 2012 We uniquely provide small boutique personal service Kimberlie Harmon since 1997 Neal Sandin 100+ sessions since 2009 while offering large global style strategic support. Nikos Tsakalakos 100+ sessions since 2010 Helen Karchner is an Expert Communicator and Listen Research is an experienced team of RIVA-trained moderator who personally collaborates professionals that grew up in corporations and Market Probe International has a dedicated team of with clients to manage business relationships, RFPs, large research firms. We provide qual and quant moderators and qual managers. We offer traditional and custom design research. Michael Karchner is a research services to a diverse portfolio of clients. Our qual research as well as hybrid and virtual/online Master RIVA moderator, 1 of only 30 in the US, who moderators have experience leading discussions with focus groups, IDIs and bulletin boards in the U.S. implements specific techniques and methodologies people from all walks of life, from business-to-business and worldwide. Excellent quality, timely performance while interviewing. interviews with doctors and executives to friendship- and expertise derived from our 50 years of business pair groups with kids, teens/tweens and young adults. operation. 20-plus-country international network with We provide outstanding analysis with results-oriented English-speaking moderators. implications, enabling clients to hear what people think and make smarter marketing, advertising and product development decisions.

60 Quirk’s Marketing Research Review // May 2018 www.quirks.com whole story. That’s where the value of Qualitative 2018 Focus Group Moderator Directory comes in. Qualitative research captures the story behind the numbers by listening to consumers talk about your brand. These conversations take place in person or online; individually or in a group. We Market Research Answers, Inc. The Martec Research Center - Green Bay identify the personal experiences that drive the 1431 Greenway Drive, Suite 700 1445 North Road, Suite 1 perceptions of your target market and we turn Irving, TX 75038 Green Bay, WI 54313 those insights into actionable solutions. Then you Ph. 972-756-1858 or 855-619-7300 (Toll Free) Ph. 888-811-5755 or 920-494-1812 confidently know what moves to make next. Please [email protected] [email protected] contact us to find the right method and the right www.marketresearchanswers.com www.martecresearchcenter.com moderator for your next project. Harold Gross 1,000 sessions since 1997 Chuck Bean 1,275 sessions since 1987 William Mitchell 1,000 sessions since 1992 Ken Donaven 1,025 sessions since 2000 Nichols Research - Fremont/East Bay Area 39141 Civic Center Drive, Suite 425 Market Research Answers is a full-service market For over 30 years, The Martec Group has provided Fremont, CA 94538 research consultancy providing qualitative, survey and business-to-business and business-to-consumer Ph. 510-794-2990 statistical analysis services to B2B and B2C clients research solutions supported by a range of [email protected] across many industries and product categories. MRA qualitative and quantitative intelligence offerings to www.nicholsresearch.com moderators are seasoned professionals who have suit your strategic needs. Martec offices are located Amy Shields, PRC 1,000+ sessions since 2004 conducted hundreds of focus groups and in-depth in Chicago, Detroit, Green Bay, Wis., Frankfurt, interviews with a wide range of business and Germany, and Shanghai. Martec-Green Bay is a full- Nichols Research is a full-service marketing research consumer respondent profiles for small, medium and service marketing research office featuring a focus firm specializing in major and emerging industry Fortune 500 companies. We have deep experience group suite, a 25-CATI station phone center and a methodologies, consulting/moderating, national/ interviewing health care professionals/specialists data processing-analytical department. This office international field management and data collection and C-suite senior executives in the aerospace, food is located just 1.5 miles from the airport and has with four research facilities in Northern and Central service, health care and hospitality industries. Our hosted a multitude of groups including political, California. Our in-house moderators conduct research clients value our in-depth reporting and ability to health care, energy, food and consumer products. locally, domestically and abroad. To learn more, mine insights which can be transformed into action please visit our Web site. items to improve the bottom line. Maybe… Market Research & Strategy 29 Henderson Ave. Nichols Research - Fresno/Central California Port Washington, NY 11050 600 W. Shaw Ave., Suite 350 Ph. 516-459-3659 Fresno, CA 93704 [email protected] Ph. 559-226-3100 www.maybemarketresearch.com [email protected] Jennifer Larsen www.nicholsresearch.com The Martec Group - Chicago Amy Shields, PRC 1,000+ sessions since 2004 105 W. Adams St., Suite 2900 Maybe… Market Research & Strategy combines nearly Chicago, IL 60603-4109 20 years of cross-category experience in qualitative Nichols Research is a full-service marketing research Ph. 888-811-5755 research with an eye toward innovation and firm specializing in major and emerging industry [email protected] creativity. The principal, Jennifer Larsen personally methodologies, consulting/moderating, national/ www.martecgroup.com manages every project, combining large company international field management and data collection Jim Durkin 1,301 sessions since 1984 experience with small company care. She also has a with four research facilities in Northern and Central graduate degree in Psychology and is a Riva-trained California. Our in-house moderators conduct research The Martec Group, with offices in Chicago, Detroit, Master Moderator. locally, domestically and abroad. To learn more, Green Bay, Wis., Frankfurt, Germany, Beijing and please visit our Web site. Shanghai, is a partnership of business-to-business and Millennium Research, Inc. consumer market research professionals offering a full 5 W. 33rd St. Nichols Research - San Francisco toolbox of qualitative and quantitative methodologies Minneapolis, MN 55408 350 Sansome St., Suite 510 that have been developed to best meet our clients’ Ph. 612-724-8687 San Francisco, CA 94104 needs. With a commitment to client relationships, [email protected] Ph. 415-986-0500 Martec serves market segments that include, but www.millenniumresearchinc.com [email protected] are not limited to: automotive, chemical, children, Jan Johnson 600 sessions since 1994 www.nicholsresearch.com medical/health care, building industries, utilities/ Create exciting new products that fly out of Michael Mermelstein since 2005 energy, sensory/foods, financial/investment/banks showrooms and display lots. Make sure that your Amy Shields, PRC 1,000+ sessions since 2004 and executives/management. products and services target the killer attributes that customers pay more for. We converse, we question, Nichols Research is a full-service marketing research we probe, we understand, we harvest insights to grow firm specializing in major and emerging industry your business. When your market is smart people methodologies, consulting/moderating, national/ who work outside, we are the qualitative experts. international field management and data collection Agriculture, construction, forestry, golf, turf. with four research facilities in Northern and Central California. Our in-house moderators conduct research The Martec Group - Detroit locally, domestically and abroad. To learn more, 27777 Franklin Road, Suite 1600 please visit our Web site. Southfield, MI 48034-8266 Ph. 888-811-5755 Nichols Research - San Jose/Silicon Valley [email protected] 333 W. El Camino Real, Suite 130 www.martecgroup.com Morpace Inc. Sunnyvale, CA 94087 Chuck Bean 1,275 sessions since 1984 31700 Middlebelt Road Ph. 408-773-8200 Ken Donaven 1,025 sessions since 2000 Farmington Hills, MI 48334 [email protected] Ph. 248-737-5300 or 800-878-7223 www.nicholsresearch.com The Martec Group, with offices in Chicago, Detroit, [email protected] Amy Shields, PRC 1,000+ sessions since 2004 Green Bay, Wis., Frankfurt, Germany, Beijing and www.morpace.com Shanghai, is a partnership of business-to-business and Mark Carpenter Nichols Research is a full-service marketing research consumer market research professionals offering a full Cheri Jamieson firm specializing in major and emerging industry toolbox of qualitative and quantitative methodologies David Johnston methodologies, consulting/moderating, national/ that have been developed to best meet our clients’ Chris Leiman international field management and data collection needs. With a commitment to client relationships, Jason Mantel with four research facilities in Northern and Central Martec serves market segments that include, but Kara Moylan California. Our in-house moderators conduct research are not limited to: automotive, chemical, children, Erica Ruyle locally, domestically and abroad. To learn more, medical/health care, building industries, utilities/ Susan Semack please visit our Web site. energy, sensory/foods, financial/investment/banks Gregory Skinner and executives/management. Tim Taylor Kea Wheeler

People love numbers, and so do we! But in market research, a number without context doesn’t tell the www.quirks.com May 2018 // Quirk’s Marketing Research Review 61

O’Donnell Consulting collaboration leading to meaningful design, skilled Havertown, PA execution, in-depth analysis, and actionable results. Ph. 610-410-8979 Margaret is also the lead author of Applied Qualitative [email protected] Research Design, a graduate-level text, as well as the William J. O’Donnell Psy.D. since 2000 creator of the blog Research Design Review: www. QualCore.com Inc. researchdesignreview.com. No junior researchers, no Bill spent seven years as a cell biologist and team 17 Washburn Ave. S. ghostwriters. U.S. and international. facilitator/trainer at SmithKline Beecham, and four Minneapolis, MN 55405 years at pharmaceutical market research firms Curtis Ph. 612-377-3439 Analytic Partners and V2 GfK before establishing [email protected] O’Donnell Consulting in 2004. His experience includes www.qualcore.com over 2000 in-person depth interviews and more Jeff Walkowski 4,000+ sessions since 1989 than 200 focus groups with healthcare professionals and consumers in the US, Europe and Asia. Bill has Seasoned research consultant. Enjoys all qualitative SFA Research & Strategy conducted professional seminars on psychology in the research methods: in-person, phone and online 5311 Foxboro Court US, Brazil and UK. He is a member of the Qualitative - IDIs and groups. Offers creative yet practical Alexandria, VA 22315 Research Consultants Association and is a licensed research designs and flexible reporting options. Ph. 703-971-4027 or 703-395-2118 psychologist in Pennsylvania. Pioneer and recognized expert in the use of online [email protected] qualitative methods. Trains traditional moderators to www.linkedin.com/in/sarah-fulton-9662b912 Outsmart Marketing adapt their skills to the online environment (www. Sarah Fulton 400+ sessions since 2000 2840 Xenwood Ave. onlinemoderator.com). Member QRCA, Insights Minneapolis, MN 55416 Association (PRC certified) and AMA. Sarah Fulton is a highly-experienced moderator, Ph. 952-924-0053 executive interviewer and large group facilitator, who [email protected] Research Explorers™, Inc. has conducted hundreds of face to face focus groups www.outsmartmarketing.com 1111 New Trier Court and in-depth interviews, as well as online discussion Paul Tuchman since 1990 Wilmette, IL 60091 boards. Extremely skilled at providing insights and Ph. 847-853-0237 or 847-275-9502 (mobile) strategic imperatives that will impact your business We specialize in face-to-face research, establishing [email protected] or organization. Extensive qualitative experience with a rapport that gets us past the easy answers to real www.researchexplorers.com all types of physicians, C-Suite, academics, nurse learning. We’ve worked in a broad range of categories and Lisa McDonald 1,200 sessions since 1994 practitioners, nurses, dentists, nutritionists and industries, so you get the experience and perspective that consumers for projects in the pharmaceutical, health brings a fresh approach to every project while tapping Research Explorers Inc.™, est. 1994, provides care, biotech, medical device, and nutrition industries. into years of expertise. With every project, you get a actionable solutions through in-person/online focus career’s worth of learning about what makes people tick. groups, in-depth interviews and ethnographies. Expertise: African-Americans, financial services, health

2018 Focus Group Moderator Directory care, arts and culture and social issues.

RIVA Market Research 1700 Rockville Pike, Suite 260 Shugoll Research Rockville, MD 20852 7475 Wisconsin Ave., Suite 200 Palma Companies Ph. 301-770-6456 Bethesda, MD 20814 Insights & Ideas [email protected] Ph. 301-656-0310 22 Estaban Drive www.rivainc.com [email protected] Camarillo, CA 93010 Jo Ann Hairston 4,000 sessions since 1981 www.ShugollResearch.com Ph. 805-484-9090 Naomi R. Henderson 6,000 sessions since 1978 Cara Shugoll 1,000 sessions since 2010 [email protected] Mark Shugoll 2,500 sessions since 1990 www.palmaco.com RIVA, the premier source for Qualitative Market Research Merrill Shugoll 5,000 sessions since 1977 Christina Broat 500+ sessions and Training. Services suit project requests; we conduct Teri Palma 2,000+ sessions since 1978 insightful research clients rely on for decision-making. a.Shugoll Research is a full-service market research Our Moderator Training division offers training in company specializing in custom-designed quantitative We’re smart, easy-to-work-with qualitative qualitative research techniques. RIVA Training Institute and qualitative studies. We have two locations in the specialists. We’ve partnered with outstanding has an international reputation for experiential curricula D.C. metro area – Bethesda, Md., and Alexandria, Va. clients and agencies in a wide array of industries in fundamental through advanced qualitative courses. – for a total of eight state-of-the-art room suites and - restaurants / foodservice and packaged food (See advertisement p. 30) an IDI room. On-site recruiting. Convenient to three and beverages (including sensory evaluations for airports, several major hotels and adjacent to two product development), travel and tourism, toys/ RMS Communications and Research, Inc. metro subway stations. Super room available to seat entertainment, banking and more. We’ll help you 20205 Still Wind Drive up to 72 respondents theater-style. Ideal for large meet your objectives for actionable insights with Tampa, FL 33647 dial tests and mock juries. CLT sensory labs available. efficient and cost-effective research designs – Ph. 813-803-7790 Respondent database includes D.C., Maryland and utilizing F2F and digital platforms. We bring a [email protected] Virginia. Videostreaming available. rich heritage of qualitative experience and fresh Rhonda Scott since 1992 perspectives on today’s opportunities. Rhonda Scott has moderated, coordinated and Pranses Research Services managed general, multi-ethnic and African-American 730 Park Ave. marketing research projects from inception to Hoboken, NJ 07030-4006 final presentation, with topics from advertising, SIGMA: Research Management Group Ph. 201-659-2475 communications, product testing, politics, health care 5721 Dragon Way, Suite 304 [email protected] and public policy issues. Cincinnati, OH 45227 www.pransesresearch.com Ph. 513-979-2162 Terry Pranses 950+ sessions since 1992 [email protected] www.sigmaresearch.com We provide actionable findings to our clients in Ward Lamphere since 2005 Education, Food and Beverage, Healthcare and the April Poch since 2016 Non-Profit sector. We assess competition, core Foster Winter since 1981 strengths, unmet needs, prototype communications Roller Research and branding alternatives. Our popular tools are focus P.O. Drawer 2436 Sigma Research Management Group is proud to be groups, in-depth interviews and online surveys. Call Gloucester, VA 23061 celebrating over 30 years as marketing research with your “need to know” priorities and we’ll work Ph. 804-693-3208 providers and consultants. Our research has influenced together for the customized program you need. [email protected] www.rollerresearch.com marketing decisions of clients on three continents. Margaret R. Roller 2,600+ sessions since 1976 Sigma is an online pioneer, entering the field in 1998. We continue to expand our tool kit with focus groups, The core of Roller Research is built on Margaret Roller’s bulletin boards, social media platforms, webcam 40 years of professional moderating and interviewing, interviews, online insight communities. We provide her graduate training in research design, and her innovative methodologies, workshop idea generation focused attention to each study. The emphasis is on and reporting. We listen between the lines.

62 Quirk’s Marketing Research Review // May 2018 www.quirks.com experts seasoned in online, in-person and telephone 2018 Focus Group Moderator Directory research across a range of industries will help you understand why people make the decisions they do and how you can best influence those decisions. Contact us today and turn our insights into your success. Smarty Pants® The StarPoint Consulting Group 14 Dove Tree Lane 1341 W. Fullerton, Suite 256 Jonesborough, TN 37659 Chicago, IL 60614 Ph. 203-847-5766 Ph. 773-342-5660 [email protected] [email protected] www.asksmartypants.com www.StarPointGroup.com 361 Degrees Consulting, Inc. Stephanie Retblatt since 1995 Jerry Cole since 1986 Alisha Snow since 1998 711 Los Olivos Drive San Gabriel, CA 91775 Wynne Tyree since 1998 Qualitative research is central to our program and we Ph. 626-309-0532 Barbara Zamolsky since 2005 make a point of keeping it interesting and making [email protected] it actionable. We keep it interesting by employing www.361degrees.net Smarty Pants is a premier youth and family research engaging respondent tasks and original interviewing Lawrence Yeung 350 sessions since 2002 and strategy firm dedicated to helping clients protocols regardless of format: in-person, online, understand and connect with kids, tweens, teens, on-site or in-store. We keep it actionable on the Full-service market research and strategic consulting moms, dads and grandparents. We provide primary back end by focusing on the key insights and how firm that specializes in understanding and reaching research and strategic consulting to domestic and they should guide your next steps. As experts in multicultural segments, especially the African- international giants in the toy, tech, food/bev, video consumer perception and decision-making we can American, Asian (Southeast Asian, Chinese, Filipino, game, apparel, retail, media, restaurant, travel, CPG help you substantially improve your product design Japanese, Korean, Thai and Vietnamese), Caucasian categories. Our moderators, quant researchers and efforts, marketing communications, brand portfolio and Hispanic segments. In addition to the U.S., we brand strategists, conduct research in schools, stores, management, and shopper experience. are capable of conducting research in Asia as well restaurants, homes and online, and publish annual as Latin America. Our services include design and syndicated reports. U.S. offices: NYC, Boston, San Strategic Focus Research and Consultancy Ltd. development of qualitative and quantitative research, Diego, Myrtle Beach, Johnson City, TN. 9/F, King’s Commercial Centre, recruitment, moderation, interpretation and strategic 25 King’s Road analysis. Hong Kong, SAR, Hong Kong Ph. 852-2832-7861 Turtle Bay Institute, Inc. [email protected] 174 Nassau St. www.strategicfocus.net David Hui since 1992 Princeton, NJ 8542 SofoS Market Research Consulting Ph. 609-688-9640 [email protected] 663 N. 75th St. Established in 1996, we are a full-service market Kathleen Murphy 5,000 sessions since 1985 Milwaukee, WI 53213 research company that conducts both qualitative and Ph. 414-258-7601 quantitative studies in Greater China and other regions Qualitative and quantitative research. Focus groups, [email protected] within Asia with multinational clients, leading ad individual interviews, idea generation for developing www.sofosmarketresearch.com agencies and international market research consultants. Lisa Hermanson since 1993 new products and concepts, repositioning existing Kelly Wahl since 2005 brands, advertising and brand imagery. Creative workshops with consumers to generate new product SofoS is Greek for wise. Research is often thought of ideas. Perceptual mapping of attribute importance and as gaining facts. But without an understanding of satisfaction. Affiliations: AMA, MRA, QRCA. how they’re applicable to your needs, knowing facts is a dead end. With thousands of hours of research Talking Business, LLC experience both in front of and behind the glass, 620 Newport Center Drive, Suite 1100 we creatively design qualitative consumer studies Newport Beach, CA 92660 focusing on your business objectives, your categories, Ph. 949-721-4160 your consumers and the different stages of your [email protected] V & L Research & Consulting, Inc. development processes. Our reports focus on relevant www.talkingbusiness.net 3340 Peachtree Road N.E., Suite 1800 implications for your business needs. We separate Holly M. O’Neill since 1997 Atlanta, GA 30326 what’s actionable from what’s not so you get clear, Ph. 404-218-7584 or 404-218-8413 useful information. We call it... Wisdom. Talking Business delivers the truth behind brands and [email protected] what motivates purchase behavior - vital insights www.vlresearch.com decision makers need to drive marketing solutions. Delphyne Lomax Taylor since 1982 Offering much more than focus group moderating, Dydra Virgil, MBA since 1991 we specialize in innovative qualitative research (including online communities, online focus groups Our moderators average 25 years of experience across and ethnographies), strategic brand development and all ethnic, age and racial groups. Besides focus groups, Springboard Marketing Research & Consulting creative ideation facilitation. Our category expertise they are experienced in IDIs and ethnographies. 2250 Virginia St. includes consumer packaged goods, financial services, They can assist with creative development, strategic Berkeley, CA 94709 natural/organic products, hospitality, technology, planning and R&D, as well as analysis, report-writing Ph. 310-454-6842 pharmaceuticals and B2B with clients such as and formal presentations. Their training includes an [email protected] GlaxoSmithKline, Princess Cruises and Experian. MBA and the Burke Institute. www.springboardmr.com Exceeding client expectations for 20 years, Talking Joyce Ng 1,000 sessions since 1990 Business connects with target audiences to better Vincent McCabe, Inc. understand brands - loud and clear. Springboard uniquely combines research smarts with P.O. Box 150 client-side marketing experience. Our hands-on 7 Fennell St. experience in Fortune 500 product management, Skaneateles, NY 13152 new product development and marketing strategy/ Ph. 315-685-7227 communications enables us to design and conduct [email protected] research that produces game-changing insights and www.vincentmccabe.com ideas. Our work spans a wide variety of commercial Targoz Strategic Marketing Jean G. Vincent 900 sessions since 1985 and not-for-profit endeavors and our clients include 331 22nd Ave. N., Suite 2 Matthew Vincent 35 sessions since 2012 Fortune 500 firms, not-for-profits, new ventures and Nashville, TN 37203 global research/consulting firms. Specialties include Ph. 615-410-4553 Looking to study people of wealth, executives, kids/teens/young adults, B2B, Asian-Americans, not- [email protected] engineers, contractors or clinicians? Vincent McCabe for-profit, education. www.targoz.com Inc., a full service research company, specializes in Randy Ellison 500+ sessions since 2003 focus group moderation and studies with difficult audiences working with serious topics. With our Targoz Strategic Marketing is a full-service market methods for projection and analysis, you get rapid research company specializing in qualitative and ramp-up and insightful reporting. When you can’t quantitative research. Professionally-certified industry afford not to know, call Vincent McCabe, Inc. www.quirks.com May 2018 // Quirk’s Marketing Research Review 63

Psychology and Behavioral Economics. See Cathy’s insights that create impactful marketing strategies AMAZING techniques / videos on her website: www. for its clients. We design and execute world- visionsresearch.com/qual class qualitative research that is laser-focused on addressing critical business issues while building deep relationships with our clients’ cross-functional Vision Strategy and Insights teams. We are passionate about innovation and brand 14431 Ventura Boulevard, Suite 545 communications, with particular interest in semiotics Sherman Oaks, CA 91423-2607 and its commercial applications to drive competitive Ph. 818-261-8340 or 410-521-2147 advantage. In addition to strong moderating, we [email protected] Voccii, LLC stand apart in our ability to deliver memorable, www.visionstrategyandinsights.com 15105-D John J. Delaney Drive, Suite 325 story-driven, visually engaging deliverables that are Michele Cordoba since 2005 Charlotte, NC 28277 highly strategic and action-oriented. Also, we manage Ana Fernandez since 2012 Ph. 704-451-4706 global qualitative studies in addition to U.S. focused- Sue-Mi J. Jones since 2003 [email protected] projects. Brenda Lee since 2001 www.voccii.com Joann Barnard since 2000 Vision Strategy and Insights is a full-service Gayle Ireland 500 sessions since 1999 multicultural research and strategy firm with unique Mary Johnson since 2005 expertise in moderating focus groups among Hispanic, African-American, Asian and multicultural millennial Exceptional qualitative research from senior consumers. We match our diverse group of moderators practitioners. Voccii is a market research and Zebra Strategies with the cultural and language requirements of each insights consultancy combining the best of research 421 Seventh Ave., Suite 1100 study, allowing us to conduct effective in-culture, and strategic expertise. We bring over 50 years of New York, NY 10001 in-language research that truly connects with moderating and qualitative research experience and Ph. 212-244-3960 multicultural respondents. VSI moderators conduct leverage our depth from many industries, regional to [email protected] focus groups, intercepts, ethnographies and other global in scope, B2B and B2C. We provide exceptional www.zstrategies.net one-on-one interactions in multiple languages in a and strategic insights from a variety of qualitative Denene Jonielle 822 sessions since 1992 wide variety of categories, including CPG, healthcare/ research techniques—focus groups, online groups, pharmaceutical, automotive, financial services, shop-alongs, in-depth interviews and executive Zebra Strategies is a full service market research telecommunications, retail, media/entertainment, interviews. Voccii brings the voice of the customer company that takes pride in working with underserved social causes/nonprofit and political. through unparalleled research results. and marginalized communities. In combination, Zebra’s moderators have facilitated thousands of Visions Research focus groups on topics varying from health and P.O. Box 1257 mental hygiene to social media and advertisement Solana Beach, CA 92075 testing. Zebra’s dynamic range, has encompassed

2018 Focus Group Moderator Directory Ph. 800-309-1622 multi-cultural and multi lingual groups, including: [email protected] English, Spanish, Chinese, and Russian in traditional Wyckoff Partners www.visionsresearch.com focus group locations, as well as In depth Interviews 1425 N. Detroit St., Suite 205 Cathy Fitzgerald 1,000+ sessions since 1991 (IDI’s), Dyads, Triads and online groups. Los Angeles, CA 90046 Ph. 310-844-7728 Extremely experienced – B2B/B2C – Computer/ [email protected] Technology/Cloud Services/Telecom – Executives/C- www.wyckoffpartners.com level – IDIs’/Focus Groups/Web-based. Utilizes Phil Wyckoff 1,500+ sessions since 2012 projective techniques to understand non-conscious influences on behavior – developed creative Wyckoff Partners is a forward-thinking qualitative techniques – unique style based on Cognitive research consultancy with a track record of uncovering

Advertising Agencies Affluent/Wealthy Just The Facts, Inc., (IL) p. 60 Market Research Answers, Inc., (TX) p. 61 Baltimore Research, (MD) p. 56 Alternate Routes, Inc., (CA) p. 56 Wyckoff Partners, (CA) p. 64 C R Market Surveys, Inc., (IL) p. 56 CASA Demographics, (IL) p. 57 Campbell-Communications, Inc., (NY) p. 56 First Insights, (IL) p. 58 CASA Demographics, (IL) p. 57 First Insights, (NY) p. 58 Airlines Clarion Research Inc., (NY) p. 57 Focus Latino, (TX) p. 59 Frieden Qualitative Services, (CA) p. 59 Complete Research Connection, (OH) p. 57 Insights in Marketing, (IL) p. 59 Just The Facts, Inc., (IL) p. 60 Consumer Opinion Services, Inc., (WA) p. 57 Just The Facts, Inc., (IL) p. 60 Market Research Answers, Inc., (TX) p. 61 Consumer Opinion Services, Inc. (Br.), (NV) p. 57 Nichols Research - San Francisco, (CA) p. 62 Morpace Inc., (MI) p. 61 Consumer Opinion Services, Inc. (Br.), (OR) p. 57 Springboard Marketing Research & Consulting, (CA) p. 63 Palma Companies, (CA) p. 62 Consumer Opinion Services, Inc. (Br.), (WA) p. 57 Strategic Focus Research and Consultancy Ltd., () p. 63 Wyckoff Partners, (CA) p. 64 Creative Consumer Research – Houston, (TX) p. 57 361 Degrees Consulting, Inc., (CA) p. 64 Decision Analyst, Inc., (TX) p. 58 Wyckoff Partners, (CA) p. 64 DLG Research & Marketing Solutions, (TX) p. 58 Apparel/Accessories/Textiles Engel Research Partners, (CA) p. 58 African-American CASA Demographics, (IL) p. 57 EurekaFacts, LLC, (MD) p. 58 Focus Latino, (TX) p. 59 Focus Latino, (TX) p. 59 C R Market Surveys, Inc., (IL) p. 56 Insights in Marketing, (IL) p. 59 Horowitz Research, (NY) p. 59 Campbell-Communications, Inc., (NY) p. 56 Issues and Answers Network, Inc., (VA) p. 60 Insights in Marketing, (IL) p. 59 CASA Demographics, (IL) p. 57 Springboard Marketing Research & Consulting, (CA) p. 63 Just The Facts, Inc., (IL) p. 60 Creative Consumer Research – Houston, (TX) p. 57 Vision Strategy and Insights, (CA) p. 64 KMR Research Studio, (PA) p. 60 Focus Latino, (TX) p. 59 Wyckoff Partners, (CA) p. 64 Market Probe International, Inc., (NY) p. 61 Horowitz Research, (NY) p. 59 Market Research Answers, Inc., (TX) p. 61 Research Explorers™, Inc., (IL) p. 62 The Martec Research Center - Green Bay, (WI) p. 61 RMS and Research, Inc., (FL) p. 62 Arts and Culture Palma Companies, (CA) p. 62 361 Degrees Consulting, Inc., (CA) p. 64 GKS Consulting LLC, (IL) p. 59 Shugoll Research, (MD) p. 63 V & L Research & Consulting, Inc., (GA) p. 64 GOGO Insights and Results, (IL) p. 59 SofoS Market Research Consulting, (WI) p. 63 Vision Strategy and Insights, (CA) p. 64 Horowitz Research, (NY) p. 59 Talking Business, LLC, (CA) p. 63 Zebra Strategies, (NY) p. 64 Lohs Research Group, (IL) p. 60 Targoz Strategic Marketing, (TN) p. 63 Research Explorers™, Inc., (IL) p. 62 361 Degrees Consulting, Inc., (CA) p. 64 Agriculture/Agribusiness Shugoll Research, (MD) p. 63 V & L Research & Consulting, Inc., (GA) p. 64 SofoS Market Research Consulting, (WI) p. 63 Wyckoff Partners, (CA) p. 64 Just The Facts, Inc., (IL) p. 60 Zebra Strategies, (NY) p. 64 Millennium Research, Inc., (MN) p. 61 Morpace Inc., (MI) p. 61 Asians Aerospace CASA Demographics, (IL) p. 57 Air Travelers Horowitz Research, (NY) p. 59 Market Research Answers, Inc., (TX) p. 61 Springboard Marketing Research & Consulting, (CA) p. 63 CASA Demographics, (IL) p. 57 361 Degrees Consulting, Inc., (CA) p. 64 Frieden Qualitative Services, (CA) p. 59 Vision Strategy and Insights, (CA) p. 64

64 Quirk’s Marketing Research Review // May 2018 www.quirks.com 2018 Focus Group Moderator Directory Associations The Martec Group - Chicago, (IL) p. 61 Computer-Hardware The Martec Group - Detroit, (MI) p. 61 Clarion Research Inc., (NY) p. 57 The Martec Research Center - Green Bay, (WI) p. 61 Clarion Research Inc., (NY) p. 57 Creative Consumer Research – Houston, (TX) p. 57 Nichols Research - Fremont/East Bay Area, (CA) p. 61 Daniel Research Group, (MA) p. 58 EurekaFacts, LLC, (MD) p. 58 Nichols Research - Fresno/Central California, (CA) p. 62 Decision Analyst, Inc., (TX) p. 58 GKS Consulting LLC, (IL) p. 59 Nichols Research - San Francisco, (CA) p. 62 Frieden Qualitative Services, (CA) p. 59 GOGO Insights and Results, (IL) p. 59 Nichols Research - San Jose/Silicon Valley, (CA) p. 62 QualCore.com Inc., (MN) p. 62 Horowitz Research, (NY) p. 59 QualCore.com Inc., (MN) p. 62 Just The Facts, Inc., (IL) p. 60 Roller Research, (VA) p. 62 Computers The Martec Group - Chicago, (IL) p. 61 SFA Research & Strategy, (VA) p. 62 Targoz Strategic Marketing, (TN) p. 63 SIGMA: Research Management Group, (OH) p. 63 Clarion Research Inc., (NY) p. 57 The StarPoint Consulting Group, (IL) p. 63 Daniel Research Group, (MA) p. 58 Talking Business, LLC, (CA) p. 63 Just The Facts, Inc., (IL) p. 60 Automotive Targoz Strategic Marketing, (TN) p. 63 SIGMA: Research Management Group, (OH) p. 63 Alternate Routes, Inc., (CA) p. 56 V & L Research & Consulting, Inc., (GA) p. 64 C+R Research, (IL) p. 56 Vincent McCabe, Inc., (NY) p. 64 Computer-Software CASA Demographics, (IL) p. 57 Visions Research, (CA) p. 64 Doyle Research Associates, Inc., (IL) p. 58 Voccii, LLC, (NC) p. 64 Clarion Research Inc., (NY) p. 57 First Insights, (IL) p. 58 Wyckoff Partners, (CA) p. 64 Daniel Research Group, (MA) p. 58 First Insights, (NY) p. 58 Zebra Strategies, (NY) p. 64 Decision Analyst, Inc., (TX) p. 58 Focus Latino, (TX) p. 59 Listen Research, Inc., (CA) p. 60 Frieden Qualitative Services, (CA) p. 59 Candy/Confectionery QualCore.com Inc., (MN) p. 62 Just The Facts, Inc., (IL) p. 60 Market Probe International, Inc., (NY) p. 61 C+R Research, (IL) p. 56 Construction Industry The Martec Group - Detroit, (MI) p. 61 CRG Global, Inc., (FL) p. 57 Morpace Inc., (MI) p. 61 Decision Analyst, Inc., (TX) p. 58 Creative Consumer Research – Houston, (TX) p. 57 SIGMA: Research Management Group, (OH) p. 63 Frieden Qualitative Services, (CA) p. 59 Focus Latino, (TX) p. 59 The StarPoint Consulting Group, (IL) p. 63 Just The Facts, Inc., (IL) p. 60 Just The Facts, Inc., (IL) p. 60 361 Degrees Consulting, Inc., (CA) p. 64 SofoS Market Research Consulting, (WI) p. 63 The Martec Group - Detroit, (MI) p. 61 Vision Strategy and Insights, (CA) p. 64 Wyckoff Partners, (CA) p. 64 Millennium Research, Inc., (MN) p. 61 Wyckoff Partners, (CA) p. 64 Cereals Construction-Residential Automotive Aftermarket C+R Research, (IL) p. 56 Creative Consumer Research – Houston, (TX) p. 57 Focus Latino, (TX) p. 59 CRG Global, Inc., (FL) p. 57 Market Research Answers, Inc., (TX) p. 61 Just The Facts, Inc., (IL) p. 60 Frieden Qualitative Services, (CA) p. 59 The Martec Group - Detroit, (MI) p. 61 Just The Facts, Inc., (IL) p. 60 SofoS Market Research Consulting, (WI) p. 63 Consumer Durables Beverage C+R Research, (IL) p. 56 Chemical Industry Daniel Research Group, (MA) p. 58 Alternate Routes, Inc., (CA) p. 56 Doyle Research Associates, Inc., (IL) p. 58 ARPO Research Consultants, (MD) p. 56 The Martec Group - Detroit, (MI) p. 61 Focus Latino, (TX) p. 59 C+R Research, (IL) p. 56 Frieden Qualitative Services, (CA) p. 59 Campbell-Communications, Inc., (NY) p. 56 Children Insights in Marketing, (IL) p. 59 CASA Demographics, (IL) p. 57 Issues and Answers Network, Inc., (VA) p. 60 CRG Global, Inc., (FL) p. 57 C+R Research, (IL) p. 56 Just The Facts, Inc., (IL) p. 60 Decision Analyst, Inc., (TX) p. 58 Creative Consumer Research – Houston, (TX) p. 57 Market Research Answers, Inc., (TX) p. 61 Doyle Research Associates, Inc., (IL) p. 58 Focus Latino, (TX) p. 59 SofoS Market Research Consulting, (WI) p. 63 Focus Latino, (TX) p. 59 GTR Consulting, (CA) p. 59 Wyckoff Partners, (CA) p. 64 Frieden Qualitative Services, (CA) p. 59 Horowitz Research, (NY) p. 59 Insights in Marketing, (IL) p. 59 Just The Facts, Inc., (IL) p. 60 Consumer Services Issues and Answers Network, Inc., (VA) p. 60 Listen Research, Inc., (CA) p. 60 Just The Facts, Inc., (IL) p. 60 LitBrains - Igniting Ideas, (MN) p. 60 Amplify Research Partners, LLC, (CA) p. 56 Karchner Marketing Research, LLC, (PA) p. 60 The Martec Research Center - Green Bay, (WI) p. 61 C+R Research, (IL) p. 56 Market Research Answers, Inc., (TX) p. 61 Smarty Pants®, (TN) p. 63 Creative Consumer Research – Houston, (TX) p. 57 Morpace Inc., (MI) p. 61 SofoS Market Research Consulting, (WI) p. 63 Daniel Research Group, (MA) p. 58 Outsmart Marketing, (MN) p. 62 Springboard Marketing Research & Consulting, (CA) p. 63 Frieden Qualitative Services, (CA) p. 59 SofoS Market Research Consulting, (WI) p. 63 Horowitz Research, (NY) p. 59 Wyckoff Partners, (CA) p. 64 College Students Just The Facts, Inc., (IL) p. 60 Karchner Marketing Research, LLC, (PA) p. 60 Bio-Technology C+R Research, (IL) p. 56 Market Research Answers, Inc., (TX) p. 61 CASA Demographics, (IL) p. 57 Wyckoff Partners, (CA) p. 64 Karchner Marketing Research, LLC, (PA) p. 60 Clarion Research Inc., (NY) p. 57 Zebra Strategies, (NY) p. 64 O’Donnell Consulting, (PA) p. 62 CRG Global, Inc., (FL) p. 57 GTR Consulting, (CA) p. 59 Consumers Building Materials/Products Horowitz Research, (NY) p. 59 Just The Facts, Inc., (IL) p. 60 Amplify Research Partners, LLC, (CA) p. 56 Just The Facts, Inc., (IL) p. 60 Karchner Marketing Research, LLC, (PA) p. 60 ARPO Research Consultants, (MD) p. 56 Market Research Answers, Inc., (TX) p. 61 Smarty Pants®, (TN) p. 63 Blass Research, (NC) p. 56 The Martec Group - Detroit, (MI) p. 61 SofoS Market Research Consulting, (WI) p. 63 C.L. Gailey Research, (CA) p. 56 Springboard Marketing Research & Consulting, (CA) p. 63 C+R Research, (IL) p. 56 Business-To-Business Campbell-Communications, Inc., (NY) p. 56 Communications Clarion Research Inc., (NY) p. 57 Adelman Research Group-A SurveyService Company, (NY) p. 56 Complete Research Connection, (OH) p. 57 ARPO Research Consultants, (MD) p. 56 Clarion Research Inc., (NY) p. 57 Consumer Focus LLC, (TX) p. 57 Blass Research, (NC) p. 56 Consumer Truth® Ltd, (IL) p. 57 Dan Jones & Associates, (UT) p. 58 C+R Research, (IL) p. 56 Daniel Research Group, (MA) p. 58 Daniel Research Group, (MA) p. 58 CASA Demographics, (IL) p. 57 Engel Research Partners, (CA) p. 58 DLG Research & Marketing Solutions, (TX) p. 58 Clarion Research Inc., (NY) p. 57 EurekaFacts, LLC, (MD) p. 58 Engel Research Partners, (CA) p. 58 Creative Consumer Research – Houston, (TX) p. 57 Focus Latino, (TX) p. 59 EurekaFacts, LLC, (MD) p. 58 Daniel Research Group, (MA) p. 58 Frieden Qualitative Services, (CA) p. 59 Frieden Qualitative Services, (CA) p. 59 Doyle Research Associates, Inc., (IL) p. 58 Horowitz Research, (NY) p. 59 Great Questions, LLC, (MO) p. 59 Focus Latino, (TX) p. 59 Insights in Marketing, (IL) p. 59 Hardwick Research, (WA) p. 59 GKS Consulting LLC, (IL) p. 59 Issues and Answers Network, Inc., (VA) p. 60 Insights in Marketing, (IL) p. 59 Great Questions, LLC, (MO) p. 59 Karchner Marketing Research, LLC, (PA) p. 60 Issues and Answers Network, Inc., (VA) p. 60 Horowitz Research, (NY) p. 59 RMS and Research, Inc., (FL) p. 62 Just The Facts, Inc., (IL) p. 60 Isurus Market Research and Consulting, (MA) p. 60 Roller Research, (VA) p. 62 Lohs Research Group, (IL) p. 60 Just The Facts, Inc., (IL) p. 60 SFA Research & Strategy, (VA) p. 62 M G Z Research, (IL) p. 61 KMR Research Studio, (PA) p. 60 Shugoll Research, (MD) p. 63 Market Research Answers, Inc., (TX) p. 61 Lohs Research Group, (IL) p. 60 Wyckoff Partners, (CA) p. 64 The Martec Research Center - Green Bay, (WI) p. 61 Market Research Answers, Inc., (TX) p. 61 Maybe… Market Research & Strategy, (NY) p. 61 www.quirks.com May 2018 // Quirk’s Marketing Research Review 65

Nichols Research - Fremont/East Bay Area, (CA) p. 61 Employees Frieden Qualitative Services, (CA) p. 59 Nichols Research - Fresno/Central California, (CA) p. 62 Ingenium Research Boutique, (FL) p. 59 Nichols Research - San Francisco, (CA) p. 62 Clarion Research Inc., (NY) p. 57 Just The Facts, Inc., (IL) p. 60 Nichols Research - San Jose/Silicon Valley, (CA) p. 62 Creative Consumer Research – Houston, (TX) p. 57 Karchner Marketing Research, LLC, (PA) p. 60 QualCore.com Inc., (MN) p. 62 Frieden Qualitative Services, (CA) p. 59 KMR Research Studio, (PA) p. 60 RIVA Market Research, (MD) p. 62 Great Questions, LLC, (MO) p. 59 KNow Research, (CA) p. 60 Roller Research, (VA) p. 62 Horowitz Research, (NY) p. 59 Market Research Answers, Inc., (TX) p. 61 SofoS Market Research Consulting, (WI) p. 63 Just The Facts, Inc., (IL) p. 60 The Martec Group - Chicago, (IL) p. 61 Springboard Marketing Research & Consulting, (CA) p. 63 Market Research Answers, Inc., (TX) p. 61 Morpace Inc., (MI) p. 61 The StarPoint Consulting Group, (IL) p. 63 Roller Research, (VA) p. 62 QualCore.com Inc., (MN) p. 62 Strategic Focus Research and Consultancy Ltd., () p. 63 Springboard Marketing Research & Consulting, (CA) p. 63 Roller Research, (VA) p. 62 Talking Business, LLC, (CA) p. 63 SIGMA: Research Management Group, (OH) p. 63 Turtle Bay Institute, Inc., (NJ) p. 64 Entertainment Talking Business, LLC, (CA) p. 63 V & L Research & Consulting, Inc., (GA) p. 64 Vincent McCabe, Inc., (NY) p. 64 Voccii, LLC, (NC) p. 64 C+R Research, (IL) p. 56 Wyckoff Partners, (CA) p. 64 Zebra Strategies, (NY) p. 64 Clarion Research Inc., (NY) p. 57 First Insights, (IL) p. 58 Foods/Nutrition Cosmetics First Insights, (NY) p. 58 Frieden Qualitative Services, (CA) p. 59 Alternate Routes, Inc., (CA) p. 56 C+R Research, (IL) p. 56 Horowitz Research, (NY) p. 59 ARPO Research Consultants, (MD) p. 56 CASA Demographics, (IL) p. 57 Just The Facts, Inc., (IL) p. 60 C+R Research, (IL) p. 56 Consumer Truth® Ltd, (IL) p. 57 Karchner Marketing Research, LLC, (PA) p. 60 CASA Demographics, (IL) p. 57 CRG Global, Inc., (FL) p. 57 Listen Research, Inc., (CA) p. 60 Consumer Truth® Ltd, (IL) p. 57 Decision Analyst, Inc., (TX) p. 58 Smarty Pants®, (TN) p. 63 Creative Consumer Research – Houston, (TX) p. 57 First Insights, (IL) p. 58 CRG Global, Inc., (FL) p. 57 First Insights, (NY) p. 58 Entrepreneurs/Small Business Decision Analyst, Inc., (TX) p. 58 Focus Latino, (TX) p. 59 Frieden Qualitative Services, (CA) p. 59 Insights in Marketing, (IL) p. 59 CASA Demographics, (IL) p. 57 Just The Facts, Inc., (IL) p. 60 Market Probe International, Inc., (NY) p. 61 Creative Consumer Research – Houston, (TX) p. 57 Listen Research, Inc., (CA) p. 60 SofoS Market Research Consulting, (WI) p. 63 Daniel Research Group, (MA) p. 58 Market Research Answers, Inc., (TX) p. 61 Just The Facts, Inc., (IL) p. 60 The Martec Group - Detroit, (MI) p. 61 CPAs/Financial Advisors Karchner Marketing Research, LLC, (PA) p. 60 The Martec Research Center - Green Bay, (WI) p. 61 KMR Research Studio, (PA) p. 60 Maybe… Market Research & Strategy, (NY) p. 61 The Martec Group - Chicago, (IL) p. 61 Springboard Marketing Research & Consulting, (CA) p. 63 Morpace Inc., (MI) p. 61 Targoz Strategic Marketing, (TN) p. 63 Outsmart Marketing, (MN) p. 62 Zebra Strategies, (NY) p. 64 Pranses Research Services, (NJ) p. 62 Defense Shugoll Research, (MD) p. 63 ®

2018 Focus Group Moderator Directory Market Research Answers, Inc., (TX) p. 61 Smarty Pants , (TN) p. 63 Environmental SofoS Market Research Consulting, (WI) p. 63 Shugoll Research, (MD) p. 63 Springboard Marketing Research & Consulting, (CA) p. 63 Dentists SofoS Market Research Consulting, (WI) p. 63 Talking Business, LLC, (CA) p. 63 Just The Facts, Inc., (IL) p. 60 Karchner Marketing Research, LLC, (PA) p. 60 Executives/Management Gaming/Casinos Blass Research, (NC) p. 56 C+R Research, (IL) p. 56 Direct Marketing/Direct Response Clarion Research Inc., (NY) p. 57 Consumer Opinion Services, Inc., (WA) p. 57 C+R Research, (IL) p. 56 Creative Consumer Research – Houston, (TX) p. 57 Consumer Opinion Services, Inc. (Br.), (NV) p. 57 Consumer Focus LLC, (TX) p. 57 Engel Research Partners, (CA) p. 58 Consumer Opinion Services, Inc. (Br.), (OR) p. 57 Frieden Qualitative Services, (CA) p. 59 Horowitz Research, (NY) p. 59 Consumer Opinion Services, Inc. (Br.), (WA) p. 57 Just The Facts, Inc., (IL) p. 60 Insights in Marketing, (IL) p. 59 Market Research Answers, Inc., (TX) p. 61 Karchner Marketing Research, LLC, (PA) p. 60 Education The Martec Group - Chicago, (IL) p. 61 Listen Research, Inc., (CA) p. 60 Baltimore Research, (MD) p. 56 Nichols Research - San Francisco, (CA) p. 62 C+R Research, (IL) p. 56 QualCore.com Inc., (MN) p. 62 Gay & Lesbian/LGBTQ Clarion Research Inc., (NY) p. 57 Shugoll Research, (MD) p. 63 Creative Consumer Research – Houston, (TX) p. 57 Springboard Marketing Research & Consulting, (CA) p. 63 C+R Research, (IL) p. 56 Dan Jones & Associates, (UT) p. 58 Visions Research, (CA) p. 64 CASA Demographics, (IL) p. 57 EurekaFacts, LLC, (MD) p. 58 Creative Consumer Research – Houston, (TX) p. 57 First Insights, (IL) p. 58 Fast-Food Industry Horowitz Research, (NY) p. 59 First Insights, (NY) p. 58 Insights in Marketing, (IL) p. 59 Focus Latino, (TX) p. 59 Alternate Routes, Inc., (CA) p. 56 QualCore.com Inc., (MN) p. 62 GKS Consulting LLC, (IL) p. 59 C+R Research, (IL) p. 56 SofoS Market Research Consulting, (WI) p. 63 Hardwick Research, (WA) p. 59 CASA Demographics, (IL) p. 57 Wyckoff Partners, (CA) p. 64 Horowitz Research, (NY) p. 59 Consumer Truth® Ltd, (IL) p. 57 Zebra Strategies, (NY) p. 64 Just The Facts, Inc., (IL) p. 60 Creative Consumer Research – Houston, (TX) p. 57 Karchner Marketing Research, LLC, (PA) p. 60 Decision Analyst, Inc., (TX) p. 58 Generation X Listen Research, Inc., (CA) p. 60 Focus Latino, (TX) p. 59 Pranses Research Services, (NJ) p. 62 Frieden Qualitative Services, (CA) p. 59 C+R Research, (IL) p. 56 QualCore.com Inc., (MN) p. 62 Just The Facts, Inc., (IL) p. 60 Horowitz Research, (NY) p. 59 Shugoll Research, (MD) p. 63 Market Research Answers, Inc., (TX) p. 61 Insights in Marketing, (IL) p. 59 SofoS Market Research Consulting, (WI) p. 63 Morpace Inc., (MI) p. 61 SofoS Market Research Consulting, (WI) p. 63 Springboard Marketing Research & Consulting, (CA) p. 63 Palma Companies, (CA) p. 62 Talking Business, LLC, (CA) p. 63 Vision Strategy and Insights, (CA) p. 64 SofoS Market Research Consulting, (WI) p. 63 Wyckoff Partners, (CA) p. 64 Wyckoff Partners, (CA) p. 64 Educators (Schools/Teachers) Generation Y / Millennials Film/Movie Clarion Research Inc., (NY) p. 57 Clarion Research Inc., (NY) p. 57 Creative Consumer Research – Houston, (TX) p. 57 ARPO Research Consultants, (MD) p. 56 Consumer Truth® Ltd, (IL) p. 57 GKS Consulting LLC, (IL) p. 59 Clarion Research Inc., (NY) p. 57 Horowitz Research, (NY) p. 59 Horowitz Research, (NY) p. 59 Generation Z Just The Facts, Inc., (IL) p. 60 Karchner Marketing Research, LLC, (PA) p. 60 Financial/Investment/Banks LitBrains - Igniting Ideas, (MN) p. 60 Springboard Marketing Research & Consulting, (CA) p. 63 C+R Research, (IL) p. 56 Government CASA Demographics, (IL) p. 57 Electronics Creative Consumer Research – Houston, (TX) p. 57 Clarion Research Inc., (NY) p. 57 Alternate Routes, Inc., (CA) p. 56 DLG Research & Marketing Solutions, (TX) p. 58 Creative Consumer Research – Houston, (TX) p. 57 Clarion Research Inc., (NY) p. 57 Doyle Research Associates, Inc., (IL) p. 58 EurekaFacts, LLC, (MD) p. 58 Daniel Research Group, (MA) p. 58 First Insights, (IL) p. 58 Just The Facts, Inc., (IL) p. 60 First Insights, (NY) p. 58 QualCore.com Inc., (MN) p. 62 Focus Latino, (TX) p. 59

66 Quirk’s Marketing Research Review // May 2018 www.quirks.com 2018 Focus Group Moderator Directory Grocery/Supermarkets Talking Business, LLC, (CA) p. 63 Focus Latino, (TX) p. 59 Wyckoff Partners, (CA) p. 64 Insights in Marketing, (IL) p. 59 Adelman Research Group-A SurveyService Company, (NY) p. 56 Issues and Answers Network, Inc., (VA) p. 60 Amplify Research Partners, LLC, (CA) p. 56 Just The Facts, Inc., (IL) p. 60 C+R Research, (IL) p. 56 Higher Education Market Probe International, Inc., (NY) p. 61 CASA Demographics, (IL) p. 57 Clarion Research Inc., (NY) p. 57 Market Research Answers, Inc., (TX) p. 61 Focus Latino, (TX) p. 59 Creative Consumer Research – Houston, (TX) p. 57 The Martec Research Center - Green Bay, (WI) p. 61 Insights in Marketing, (IL) p. 59 Doyle Research Associates, Inc., (IL) p. 58 Morpace Inc., (MI) p. 61 Just The Facts, Inc., (IL) p. 60 Focus Latino, (TX) p. 59 SofoS Market Research Consulting, (WI) p. 63 The Martec Research Center - Green Bay, (WI) p. 61 GKS Consulting LLC, (IL) p. 59 Talking Business, LLC, (CA) p. 63 Shugoll Research, (MD) p. 63 Just The Facts, Inc., (IL) p. 60 Voccii, LLC, (NC) p. 64 SofoS Market Research Consulting, (WI) p. 63 Karchner Marketing Research, LLC, (PA) p. 60 Wyckoff Partners, (CA) p. 64 Springboard Marketing Research & Consulting, (CA) p. 63 Shugoll Research, (MD) p. 63 Vision Strategy and Insights, (CA) p. 64 Springboard Marketing Research & Consulting, (CA) p. 63 Human Resources/Organizational Wyckoff Partners, (CA) p. 64 Zebra Strategies, (NY) p. 64 Dev. Health & Beauty Aids High-Tech Creative Consumer Research – Houston, (TX) p. 57 Frieden Qualitative Services, (CA) p. 59 C R Market Surveys, Inc., (IL) p. 56 Alternate Routes, Inc., (CA) p. 56 Lohs Research Group, (IL) p. 60 C+R Research, (IL) p. 56 CASA Demographics, (IL) p. 57 Market Research Answers, Inc., (TX) p. 61 Campbell-Communications, Inc., (NY) p. 56 Clarion Research Inc., (NY) p. 57 Consumer Opinion Services, Inc., (WA) p. 57 Daniel Research Group, (MA) p. 58 Consumer Opinion Services, Inc. (Br.), (NV) p. 57 EurekaFacts, LLC, (MD) p. 58 Information Technology (IT) Consumer Opinion Services, Inc. (Br.), (OR) p. 57 Horowitz Research, (NY) p. 59 Clarion Research Inc., (NY) p. 57 Consumer Opinion Services, Inc. (Br.), (WA) p. 57 Just The Facts, Inc., (IL) p. 60 ® Daniel Research Group, (MA) p. 58 Consumer Truth Ltd, (IL) p. 57 QualCore.com Inc., (MN) p. 62 CRG Global, Inc., (FL) p. 57 Isurus Market Research and Consulting, (MA) p. 60 The StarPoint Consulting Group, (IL) p. 63 Morpace Inc., (MI) p. 61 Decision Analyst, Inc., (TX) p. 58 Wyckoff Partners, (CA) p. 64 Focus Latino, (TX) p. 59 Nichols Research - Fremont/East Bay Area, (CA) p. 61 Horowitz Research, (NY) p. 59 Nichols Research - Fresno/Central California, (CA) p. 62 Insights in Marketing, (IL) p. 59 Hispanic Nichols Research - San Francisco, (CA) p. 62 Just The Facts, Inc., (IL) p. 60 Nichols Research - San Jose/Silicon Valley, (CA) p. 62 Baltimore Research, (MD) p. 56 QualCore.com Inc., (MN) p. 62 KMR Research Studio, (PA) p. 60 C+R Research, (IL) p. 56 Maybe… Market Research & Strategy, (NY) p. 61 SIGMA: Research Management Group, (OH) p. 63 CASA Demographics, (IL) p. 57 Talking Business, LLC, (CA) p. 63 SofoS Market Research Consulting, (WI) p. 63 Creative Consumer Research – Houston, (TX) p. 57 Springboard Marketing Research & Consulting, (CA) p. 63 Visions Research, (CA) p. 64 DLG Research & Marketing Solutions, (TX) p. 58 Talking Business, LLC, (CA) p. 63 Focus Latino, (TX) p. 59 Vision Strategy and Insights, (CA) p. 64 Horowitz Research, (NY) p. 59 Insurance Wyckoff Partners, (CA) p. 64 Ingenium Research Boutique, (FL) p. 59 C+R Research, (IL) p. 56 Just The Facts, Inc., (IL) p. 60 CASA Demographics, (IL) p. 57 Health Care M G Z Research, (IL) p. 61 Consumer Focus LLC, (TX) p. 57 361 Degrees Consulting, Inc., (CA) p. 64 Doyle Research Associates, Inc., (IL) p. 58 Adelman Research Group-A SurveyService Company, (NY) p. 56 V & L Research & Consulting, Inc., (GA) p. 64 Baltimore Research, (MD) p. 56 Focus Latino, (TX) p. 59 Vision Strategy and Insights, (CA) p. 64 Insights in Marketing, (IL) p. 59 C.L. Gailey Research, (CA) p. 56 Zebra Strategies, (NY) p. 64 C+R Research, (IL) p. 56 Just The Facts, Inc., (IL) p. 60 Campbell-Communications, Inc., (NY) p. 56 Karchner Marketing Research, LLC, (PA) p. 60 Consumer Opinion Services, Inc., (WA) p. 57 Home Improvement/DIY QualCore.com Inc., (MN) p. 62 Consumer Opinion Services, Inc. (Br.), (NV) p. 57 Doyle Research Associates, Inc., (IL) p. 58 Consumer Opinion Services, Inc. (Br.), (OR) p. 57 Focus Latino, (TX) p. 59 International Firms Consumer Opinion Services, Inc. (Br.), (WA) p. 57 Just The Facts, Inc., (IL) p. 60 Just The Facts, Inc., (IL) p. 60 Creative Consumer Research – Houston, (TX) p. 57 Karchner Marketing Research, LLC, (PA) p. 60 Doyle Research Associates, Inc., (IL) p. 58 Market Probe International, Inc., (NY) p. 61 Market Research Answers, Inc., (TX) p. 61 The Martec Group - Chicago, (IL) p. 61 EurekaFacts, LLC, (MD) p. 58 SIGMA: Research Management Group, (OH) p. 63 First Insights, (IL) p. 58 O’Donnell Consulting, (PA) p. 62 Voccii, LLC, (NC) p. 64 Outsmart Marketing, (MN) p. 62 First Insights, (NY) p. 58 Wyckoff Partners, (CA) p. 64 Focus Latino, (TX) p. 59 361 Degrees Consulting, Inc., (CA) p. 64 Frieden Qualitative Services, (CA) p. 59 Wyckoff Partners, (CA) p. 64 Hardwick Research, (WA) p. 59 Hospitality Industry Issues and Answers Network, Inc., (VA) p. 60 C+R Research, (IL) p. 56 Internet/Web Isurus Market Research and Consulting, (MA) p. 60 Consumer Opinion Services, Inc., (WA) p. 57 Just Qual+, (FL) p. 60 ARPO Research Consultants, (MD) p. 56 Consumer Opinion Services, Inc. (Br.), (NV) p. 57 Just The Facts, Inc., (IL) p. 60 C+R Research, (IL) p. 56 Consumer Opinion Services, Inc. (Br.), (OR) p. 57 Karchner Marketing Research, LLC, (PA) p. 60 Clarion Research Inc., (NY) p. 57 Consumer Opinion Services, Inc. (Br.), (WA) p. 57 KMR Research Studio, (PA) p. 60 Daniel Research Group, (MA) p. 58 Consumer Truth® Ltd, (IL) p. 57 Listen Research, Inc., (CA) p. 60 EurekaFacts, LLC, (MD) p. 58 Doyle Research Associates, Inc., (IL) p. 58 M G Z Research, (IL) p. 61 First Insights, (IL) p. 58 Just The Facts, Inc., (IL) p. 60 Market Probe International, Inc., (NY) p. 61 First Insights, (NY) p. 58 Market Research Answers, Inc., (TX) p. 61 Market Research Answers, Inc., (TX) p. 61 Frieden Qualitative Services, (CA) p. 59 Wyckoff Partners, (CA) p. 64 The Martec Group - Chicago, (IL) p. 61 Horowitz Research, (NY) p. 59 Morpace Inc., (MI) p. 61 Just The Facts, Inc., (IL) p. 60 O’Donnell Consulting, (PA) p. 62 Hospitals KNow Research, (CA) p. 60 Pranses Research Services, (NJ) p. 62 The StarPoint Consulting Group, (IL) p. 63 QualCore.com Inc., (MN) p. 62 Consumer Opinion Services, Inc., (WA) p. 57 Talking Business, LLC, (CA) p. 63 Research Explorers™, Inc., (IL) p. 62 Consumer Opinion Services, Inc. (Br.), (NV) p. 57 Wyckoff Partners, (CA) p. 64 RIVA Market Research, (MD) p. 62 Consumer Opinion Services, Inc. (Br.), (OR) p. 57 RMS and Research, Inc., (FL) p. 62 Consumer Opinion Services, Inc. (Br.), (WA) p. 57 Lawn & Garden SFA Research & Strategy, (VA) p. 62 Creative Consumer Research – Houston, (TX) p. 57 SIGMA: Research Management Group, (OH) p. 63 Focus Latino, (TX) p. 59 C+R Research, (IL) p. 56 SofoS Market Research Consulting, (WI) p. 63 Just The Facts, Inc., (IL) p. 60 Just The Facts, Inc., (IL) p. 60 Turtle Bay Institute, Inc., (NJ) p. 64 Market Research Answers, Inc., (TX) p. 61 Karchner Marketing Research, LLC, (PA) p. 60 V & L Research & Consulting, Inc., (GA) p. 64 The Martec Group - Chicago, (IL) p. 61 SofoS Market Research Consulting, (WI) p. 63 Vision Strategy and Insights, (CA) p. 64 QualCore.com Inc., (MN) p. 62 Wyckoff Partners, (CA) p. 64 Shugoll Research, (MD) p. 63 Lawyers Zebra Strategies, (NY) p. 64 361 Degrees Consulting, Inc., (CA) p. 64 Creative Consumer Research – Houston, (TX) p. 57 Health Care Products-Natural Household Products/Services Just The Facts, Inc., (IL) p. 60 C+R Research, (IL) p. 56 Amplify Research Partners, LLC, (CA) p. 56 Just The Facts, Inc., (IL) p. 60 C+R Research, (IL) p. 56 SofoS Market Research Consulting, (WI) p. 63 CASA Demographics, (IL) p. 57 Springboard Marketing Research & Consulting, (CA) p. 63 Doyle Research Associates, Inc., (IL) p. 58

www.quirks.com May 2018 // Quirk’s Marketing Research Review 67

LitBrains - Igniting Ideas, (MN) p. 60 Paper & Related Products Legal Smarty Pants®, (TN) p. 63 Just The Facts, Inc., (IL) p. 60 SofoS Market Research Consulting, (WI) p. 63 Just The Facts, Inc., (IL) p. 60 KMR Research Studio, (PA) p. 60 Springboard Marketing Research & Consulting, (CA) p. 63 Karchner Marketing Research, LLC, (PA) p. 60 Wyckoff Partners, (CA) p. 64 Leisure Mothers-Expectant Parents C+R Research, (IL) p. 56 C+R Research, (IL) p. 56 Just The Facts, Inc., (IL) p. 60 Insights in Marketing, (IL) p. 59 C+R Research, (IL) p. 56 SofoS Market Research Consulting, (WI) p. 63 SofoS Market Research Consulting, (WI) p. 63 Clarion Research Inc., (NY) p. 57 Springboard Marketing Research & Consulting, (CA) p. 63 Creative Consumer Research – Houston, (TX) p. 57 Wyckoff Partners, (CA) p. 64 Native American Just The Facts, Inc., (IL) p. 60 Karchner Marketing Research, LLC, (PA) p. 60 The Martec Research Center - Green Bay, (WI) p. 61 Palma Companies, (CA) p. 62 Managed Care 361 Degrees Consulting, Inc., (CA) p. 64 Smarty Pants®, (TN) p. 63 C+R Research, (IL) p. 56 SofoS Market Research Consulting, (WI) p. 63 EurekaFacts, LLC, (MD) p. 58 Springboard Marketing Research & Consulting, (CA) p. 63 Frieden Qualitative Services, (CA) p. 59 Newspapers/Magazines Voccii, LLC, (NC) p. 64 Issues and Answers Network, Inc., (VA) p. 60 Clarion Research Inc., (NY) p. 57 Karchner Marketing Research, LLC, (PA) p. 60 Horowitz Research, (NY) p. 59 Market Research Answers, Inc., (TX) p. 61 Patients Non-Profit/Fund Raising O’Donnell Consulting, (PA) p. 62 Manufacturing CASA Demographics, (IL) p. 57 Pet Foods/Supplies Adelman Research Group-A SurveyService Company, (NY) p. 56 Clarion Research Inc., (NY) p. 57 Insights in Marketing, (IL) p. 59 GKS Consulting LLC, (IL) p. 59 CASA Demographics, (IL) p. 57 Just The Facts, Inc., (IL) p. 60 Horowitz Research, (NY) p. 59 CRG Global, Inc., (FL) p. 57 Market Research Answers, Inc., (TX) p. 61 Just The Facts, Inc., (IL) p. 60 Decision Analyst, Inc., (TX) p. 58 Nichols Research - San Francisco, (CA) p. 62 Pranses Research Services, (NJ) p. 62 Just The Facts, Inc., (IL) p. 60 Vincent McCabe, Inc., (NY) p. 64 Shugoll Research, (MD) p. 63 Karchner Marketing Research, LLC, (PA) p. 60 SofoS Market Research Consulting, (WI) p. 63 Springboard Marketing Research & Consulting, (CA) p. 63 Springboard Marketing Research & Consulting, (CA) p. 63 Talking Business, LLC, (CA) p. 63 Mass Merchandisers Targoz Strategic Marketing, (TN) p. 63 Wyckoff Partners, (CA) p. 64 C+R Research, (IL) p. 56 Vision Strategy and Insights, (CA) p. 64 CASA Demographics, (IL) p. 57 Pet Owners Focus Latino, (TX) p. 59 Nurses Just The Facts, Inc., (IL) p. 60 Amplify Research Partners, LLC, (CA) p. 56

2018 Focus Group Moderator Directory Frieden Qualitative Services, (CA) p. 59 CASA Demographics, (IL) p. 57 Just The Facts, Inc., (IL) p. 60 CRG Global, Inc., (FL) p. 57 Meat Industry Karchner Marketing Research, LLC, (PA) p. 60 Insights in Marketing, (IL) p. 59 Just The Facts, Inc., (IL) p. 60 Market Research Answers, Inc., (TX) p. 61 Karchner Marketing Research, LLC, (PA) p. 60 SofoS Market Research Consulting, (WI) p. 63 The Martec Group - Chicago, (IL) p. 61 Wyckoff Partners, (CA) p. 64 O’Donnell Consulting, (PA) p. 62 Media Petroleum Products Nursing Homes Clarion Research Inc., (NY) p. 57 Focus Latino, (TX) p. 59 Consumer Opinion Services, Inc., (WA) p. 57 Just The Facts, Inc., (IL) p. 60 Just The Facts, Inc., (IL) p. 60 Consumer Opinion Services, Inc. (Br.), (NV) p. 57 Market Research Answers, Inc., (TX) p. 61 Karchner Marketing Research, LLC, (PA) p. 60 Consumer Opinion Services, Inc. (Br.), (OR) p. 57 Consumer Opinion Services, Inc. (Br.), (WA) p. 57 Horowitz Research, (NY) p. 59 Office Products Pharmaceutical Products Issues and Answers Network, Inc., (VA) p. 60 Daniel Research Group, (MA) p. 58 ARPO Research Consultants, (MD) p. 56 Targoz Strategic Marketing, (TN) p. 63 Insights in Marketing, (IL) p. 59 Campbell-Communications, Inc., (NY) p. 56 Zebra Strategies, (NY) p. 64 Just The Facts, Inc., (IL) p. 60 Decision Analyst, Inc., (TX) p. 58 Karchner Marketing Research, LLC, (PA) p. 60 DLG Research & Marketing Solutions, (TX) p. 58 EurekaFacts, LLC, (MD) p. 58 Medical First Insights, (IL) p. 58 CASA Demographics, (IL) p. 57 Packaged Goods First Insights, (NY) p. 58 Creative Consumer Research – Houston, (TX) p. 57 Adelman Research Group-A SurveyService Company, (NY) p. 56 Focus Latino, (TX) p. 59 EurekaFacts, LLC, (MD) p. 58 Amplify Research Partners, LLC, (CA) p. 56 Frieden Qualitative Services, (CA) p. 59 Frieden Qualitative Services, (CA) p. 59 C+R Research, (IL) p. 56 Issues and Answers Network, Inc., (VA) p. 60 Issues and Answers Network, Inc., (VA) p. 60 Complete Research Connection, (OH) p. 57 Just Qual+, (FL) p. 60 Just The Facts, Inc., (IL) p. 60 Consumer Truth® Ltd, (IL) p. 57 Just The Facts, Inc., (IL) p. 60 Karchner Marketing Research, LLC, (PA) p. 60 Creative Consumer Research – Houston, (TX) p. 57 Karchner Marketing Research, LLC, (PA) p. 60 KMR Research Studio, (PA) p. 60 Decision Analyst, Inc., (TX) p. 58 KMR Research Studio, (PA) p. 60 Market Research Answers, Inc., (TX) p. 61 DLG Research & Marketing Solutions, (TX) p. 58 O’Donnell Consulting, (PA) p. 62 O’Donnell Consulting, (PA) p. 62 Doyle Research Associates, Inc., (IL) p. 58 Shugoll Research, (MD) p. 63 361 Degrees Consulting, Inc., (CA) p. 64 Engel Research Partners, (CA) p. 58 Talking Business, LLC, (CA) p. 63 First Insights, (IL) p. 58 First Insights, (NY) p. 58 Pharmacies/Drug Stores Medical/Surgical Products Focus Latino, (TX) p. 59 Adelman Research Group-A SurveyService Company, (NY) p. 56 Frieden Qualitative Services, (CA) p. 59 Focus Latino, (TX) p. 59 Decision Analyst, Inc., (TX) p. 58 Ingenium Research Boutique, (FL) p. 59 Just The Facts, Inc., (IL) p. 60 Frieden Qualitative Services, (CA) p. 59 Just The Facts, Inc., (IL) p. 60 O’Donnell Consulting, (PA) p. 62 Issues and Answers Network, Inc., (VA) p. 60 Karchner Marketing Research, LLC, (PA) p. 60 Zebra Strategies, (NY) p. 64 Just The Facts, Inc., (IL) p. 60 KMR Research Studio, (PA) p. 60 Karchner Marketing Research, LLC, (PA) p. 60 Listen Research, Inc., (CA) p. 60 Pharmacists The Martec Group - Chicago, (IL) p. 61 Market Research Answers, Inc., (TX) p. 61 O’Donnell Consulting, (PA) p. 62 The Martec Research Center - Green Bay, (WI) p. 61 Just The Facts, Inc., (IL) p. 60 Morpace Inc., (MI) p. 61 Karchner Marketing Research, LLC, (PA) p. 60 QualCore.com Inc., (MN) p. 62 Middle-Eastern RIVA Market Research, (MD) p. 62 ® Physicians Horowitz Research, (NY) p. 59 Smarty Pants , (TN) p. 63 SofoS Market Research Consulting, (WI) p. 63 CASA Demographics, (IL) p. 57 Strategic Focus Research and Consultancy Ltd., () p. 63 Decision Analyst, Inc., (TX) p. 58 Mothers Talking Business, LLC, (CA) p. 63 EurekaFacts, LLC, (MD) p. 58 Alternate Routes, Inc., (CA) p. 56 Turtle Bay Institute, Inc., (NJ) p. 64 First Insights, (IL) p. 58 C+R Research, (IL) p. 56 Vision Strategy and Insights, (CA) p. 64 First Insights, (NY) p. 58 Focus Latino, (TX) p. 59 Voccii, LLC, (NC) p. 64 Frieden Qualitative Services, (CA) p. 59 Insights in Marketing, (IL) p. 59 Wyckoff Partners, (CA) p. 64 Issues and Answers Network, Inc., (VA) p. 60 Just The Facts, Inc., (IL) p. 60 Just Qual+, (FL) p. 60

68 Quirk’s Marketing Research Review // May 2018 www.quirks.com 2018 Focus Group Moderator Directory Just The Facts, Inc., (IL) p. 60 Seniors/Mature Theme Parks Karchner Marketing Research, LLC, (PA) p. 60 Market Research Answers, Inc., (TX) p. 61 ARPO Research Consultants, (MD) p. 56 C+R Research, (IL) p. 56 The Martec Group - Chicago, (IL) p. 61 C+R Research, (IL) p. 56 Clarion Research Inc., (NY) p. 57 O’Donnell Consulting, (PA) p. 62 Campbell-Communications, Inc., (NY) p. 56 Insights in Marketing, (IL) p. 59 Shugoll Research, (MD) p. 63 Creative Consumer Research – Houston, (TX) p. 57 Palma Companies, (CA) p. 62 Zebra Strategies, (NY) p. 64 Dan Jones & Associates, (UT) p. 58 Focus Latino, (TX) p. 59 Tourism Frieden Qualitative Services, (CA) p. 59 Public Affairs Horowitz Research, (NY) p. 59 C+R Research, (IL) p. 56 CASA Demographics, (IL) p. 57 Insights in Marketing, (IL) p. 59 Campbell-Communications, Inc., (NY) p. 56 Consumer Opinion Services, Inc., (WA) p. 57 Just The Facts, Inc., (IL) p. 60 Consumer Opinion Services, Inc., (WA) p. 57 Consumer Opinion Services, Inc. (Br.), (NV) p. 57 SIGMA: Research Management Group, (OH) p. 63 Consumer Opinion Services, Inc. (Br.), (NV) p. 57 Consumer Opinion Services, Inc. (Br.), (OR) p. 57 SofoS Market Research Consulting, (WI) p. 63 Consumer Opinion Services, Inc. (Br.), (OR) p. 57 Consumer Opinion Services, Inc. (Br.), (WA) p. 57 Consumer Opinion Services, Inc. (Br.), (WA) p. 57 Engel Research Partners, (CA) p. 58 Shopping Centers Dan Jones & Associates, (UT) p. 58 GKS Consulting LLC, (IL) p. 59 Focus Latino, (TX) p. 59 Horowitz Research, (NY) p. 59 Dan Jones & Associates, (UT) p. 58 Frieden Qualitative Services, (CA) p. 59 Springboard Marketing Research & Consulting, (CA) p. 63 Insights in Marketing, (IL) p. 59 Targoz Strategic Marketing, (TN) p. 63 Just The Facts, Inc., (IL) p. 60 Toys Zebra Strategies, (NY) p. 64 Sporting Goods C+R Research, (IL) p. 56 Public Relations Just The Facts, Inc., (IL) p. 60 Consumer Opinion Services, Inc., (WA) p. 57 Listen Research, Inc., (CA) p. 60 EurekaFacts, LLC, (MD) p. 58 Consumer Opinion Services, Inc. (Br.), (NV) p. 57 The Martec Research Center - Green Bay, (WI) p. 61 ® Just The Facts, Inc., (IL) p. 60 Consumer Opinion Services, Inc. (Br.), (OR) p. 57 Smarty Pants , (TN) p. 63 Targoz Strategic Marketing, (TN) p. 63 Consumer Opinion Services, Inc. (Br.), (WA) p. 57 Springboard Marketing Research & Consulting, (CA) p. 63 Insights in Marketing, (IL) p. 59 Just The Facts, Inc., (IL) p. 60 Trade Show/Conventions Publishing SofoS Market Research Consulting, (WI) p. 63 Clarion Research Inc., (NY) p. 57 Dan Jones & Associates, (UT) p. 58 GOGO Insights and Results, (IL) p. 59 Sports Just The Facts, Inc., (IL) p. 60 Targoz Strategic Marketing, (TN) p. 63 Clarion Research Inc., (NY) p. 57 Transportation Focus Latino, (TX) p. 59 Radio Insights in Marketing, (IL) p. 59 C R Market Surveys, Inc., (IL) p. 56 Clarion Research Inc., (NY) p. 57 Just The Facts, Inc., (IL) p. 60 Clarion Research Inc., (NY) p. 57 Horowitz Research, (NY) p. 59 Springboard Marketing Research & Consulting, (CA) p. 63 Creative Consumer Research – Houston, (TX) p. 57 EurekaFacts, LLC, (MD) p. 58 Frieden Qualitative Services, (CA) p. 59 Real Estate/Development Teens Market Research Answers, Inc., (TX) p. 61 CASA Demographics, (IL) p. 57 ARPO Research Consultants, (MD) p. 56 The Martec Group - Detroit, (MI) p. 61 Creative Consumer Research – Houston, (TX) p. 57 C+R Research, (IL) p. 56 Shugoll Research, (MD) p. 63 Frieden Qualitative Services, (CA) p. 59 Clarion Research Inc., (NY) p. 57 Just The Facts, Inc., (IL) p. 60 Creative Consumer Research – Houston, (TX) p. 57 Travel Market Research Answers, Inc., (TX) p. 61 CRG Global, Inc., (FL) p. 57 Focus Latino, (TX) p. 59 ARPO Research Consultants, (MD) p. 56 GTR Consulting, (CA) p. 59 Campbell-Communications, Inc., (NY) p. 56 Religion/Churches Horowitz Research, (NY) p. 59 CASA Demographics, (IL) p. 57 Just The Facts, Inc., (IL) p. 60 Insights in Marketing, (IL) p. 59 First Insights, (IL) p. 58 KMR Research Studio, (PA) p. 60 Just The Facts, Inc., (IL) p. 60 First Insights, (NY) p. 58 Listen Research, Inc., (CA) p. 60 Frieden Qualitative Services, (CA) p. 59 LitBrains - Igniting Ideas, (MN) p. 60 Horowitz Research, (NY) p. 59 Restaurants/Food Service Smarty Pants®, (TN) p. 63 Issues and Answers Network, Inc., (VA) p. 60 Just The Facts, Inc., (IL) p. 60 Alternate Routes, Inc., (CA) p. 56 SofoS Market Research Consulting, (WI) p. 63 Market Research Answers, Inc., (TX) p. 61 C.L. Gailey Research, (CA) p. 56 Springboard Marketing Research & Consulting, (CA) p. 63 SofoS Market Research Consulting, (WI) p. 63 C+R Research, (IL) p. 56 Wyckoff Partners, (CA) p. 64 CASA Demographics, (IL) p. 57 Telecommunications Consumer Truth® Ltd, (IL) p. 57 Creative Consumer Research – Houston, (TX) p. 57 Alternate Routes, Inc., (CA) p. 56 Utilities/Energy Decision Analyst, Inc., (TX) p. 58 Clarion Research Inc., (NY) p. 57 Baltimore Research, (MD) p. 56 Doyle Research Associates, Inc., (IL) p. 58 Daniel Research Group, (MA) p. 58 CASA Demographics, (IL) p. 57 Frieden Qualitative Services, (CA) p. 59 EurekaFacts, LLC, (MD) p. 58 Issues and Answers Network, Inc., (VA) p. 60 Focus Latino, (TX) p. 59 Creative Consumer Research – Houston, (TX) p. 57 Just The Facts, Inc., (IL) p. 60 Horowitz Research, (NY) p. 59 Focus Latino, (TX) p. 59 Karchner Marketing Research, LLC, (PA) p. 60 SIGMA: Research Management Group, (OH) p. 63 Just The Facts, Inc., (IL) p. 60 KMR Research Studio, (PA) p. 60 Karchner Marketing Research, LLC, (PA) p. 60 Market Research Answers, Inc., (TX) p. 61 Television KMR Research Studio, (PA) p. 60 The Martec Group - Detroit, (MI) p. 61 The Martec Research Center - Green Bay, (WI) p. 61 Palma Companies, (CA) p. 62 C+R Research, (IL) p. 56 Roller Research, (VA) p. 62 SofoS Market Research Consulting, (WI) p. 63 CASA Demographics, (IL) p. 57 Shugoll Research, (MD) p. 63 Talking Business, LLC, (CA) p. 63 Clarion Research Inc., (NY) p. 57 SIGMA: Research Management Group, (OH) p. 63 Vision Strategy and Insights, (CA) p. 64 Frieden Qualitative Services, (CA) p. 59 Targoz Strategic Marketing, (TN) p. 63 Wyckoff Partners, (CA) p. 64 Horowitz Research, (NY) p. 59 Zebra Strategies, (NY) p. 64 Just The Facts, Inc., (IL) p. 60 Veterinary Medicine Smarty Pants®, (TN) p. 63 Vision Strategy and Insights, (CA) p. 64 Karchner Marketing Research, LLC, (PA) p. 60 Retailing KMR Research Studio, (PA) p. 60 C+R Research, (IL) p. 56 Television-Cable/Satellite Millennium Research, Inc., (MN) p. 61 Consumer Truth® Ltd, (IL) p. 57 Focus Latino, (TX) p. 59 C+R Research, (IL) p. 56 Insights in Marketing, (IL) p. 59 CASA Demographics, (IL) p. 57 Just The Facts, Inc., (IL) p. 60 Clarion Research Inc., (NY) p. 57 Karchner Marketing Research, LLC, (PA) p. 60 Creative Consumer Research – Houston, (TX) p. 57 KMR Research Studio, (PA) p. 60 Daniel Research Group, (MA) p. 58 KNow Research, (CA) p. 60 Focus Latino, (TX) p. 59 The StarPoint Consulting Group, (IL) p. 63 Frieden Qualitative Services, (CA) p. 59 Vision Strategy and Insights, (CA) p. 64 Horowitz Research, (NY) p. 59 Wyckoff Partners, (CA) p. 64

www.quirks.com May 2018 // Quirk’s Marketing Research Review 69

A I Adelman, Susan, Adelman Research Group-A SurveyService Company, p. 56 Ireland, Gayle, Voccii, LLC, p. 64 Agbay, Ashley, C+R Research, p. 56 Albanese, Isabelle, Consumer Truth® Ltd, p. 57 Antonioli, Guy C., Focus Latino, p. 59 J Appelbaum, Alan, Market Probe International, Inc., p. 61 Jamieson, Cheri, Morpace Inc., p. 61 Artiñano Pocheville, Oscar, ARPO Research Consultants, p. 56 Johnson, Jan, Millennium Research, Inc., p. 61 Artiñano Pocheville, Silvia, ARPO Research Consultants, p. 56 Johnson, Mary, Voccii, LLC, p. 64 Johnston, David, Morpace Inc., p. 61 B Jones, Patricia, Dan Jones & Associates, p. 58 Jones, Sue-Mi J., Vision Strategy and Insights, p. 64 Bachwitz, James R., Adelman Research Group-A SurveyService Company, p. 56 Jonielle, Denene, Zebra Strategies, p. 64 Barnard, Joann, Voccii, LLC, p. 64 Baum, Nancy, C+R Research, p. 56 Bean, Chuck, The Martec Group - Detroit, p. 61 K Bean, Chuck, The Martec Research Center - Green Bay, p. 61 Karchner, Helen, Karchner Marketing Research, LLC, p. 60 Bhatt, Shaili, C+R Research, p. 56 Karchner, Helen, KMR Research Studio, p. 60 Blass Weiss, Kathy, Blass Research, p. 56 Karchner, Michael, KMR Research Studio, p. 60 Breese, Darren, C+R Research, p. 56 Karchner, Mike, Karchner Marketing Research, LLC, p. 60 Broat, Christina, Palma Companies, p. 62 Knuffman, Krista, Great Questions, LLC, p. 59 Bunofsky, Terri, Market Probe International, Inc., p. 61 Koleck, Kristi, Creative Consumer Research – Houston, p. 57 Bustrum, Lance, Alternate Routes, Inc., p. 56 L C Lamphere, Ward, SIGMA: Research Management Group, p. 63 Campbell, Ron, Campbell-Communications, Inc., p. 56 Larsen, Jennifer, Maybe… Market Research & Strategy, p. 61 Carpenter, Mark, Morpace Inc., p. 61 Lee, Brenda, Vision Strategy and Insights, p. 64 Carter, Greg, Consumer Opinion Services, Inc., p. 57 Leiman, Chris, Morpace Inc., p. 61 Carter, Greg, Consumer Opinion Services, Inc. (Br.), p. 57 Lindemann, Carla, Issues and Answers Network, Inc., p. 60 Carter, Greg, Consumer Opinion Services, Inc. (Br.), p. 57 Lohs, Jan, Lohs Research Group, p. 60 Carter, Greg, Consumer Opinion Services, Inc. (Br.), p. 57 Lomax Taylor, Delphyne, V & L Research & Consulting, Inc., p. 64 Cole, Jerry, The StarPoint Consulting Group, p. 63 Coomer, Courtney, CRG Global, Inc., p. 57 Cordoba, Michele, Vision Strategy and Insights, p. 64 M Crandall, Bruce, Decision Analyst, Inc., p. 58 Mantel, Jason, Morpace Inc., p. 61 Crane, Steve, Clarion Research Inc., p. 57 Martinez, Jorge, C+R Research, p. 56

2018 Focus Group Moderator Directory Cufre, Mariela, Horowitz Research, p. 59 McBride, Cole, First Insights, p. 58 McDonald, Lisa, Research Explorers™, Inc., p. 62 D McGivern, Linda, C+R Research, p. 56 McGuinness, Peter, Issues and Answers Network, Inc., p. 60 Daniel, Steve, Daniel Research Group, p. 58 McIlrath, Mary, C+R Research, p. 56 de la Garza, Edgardo, DLG Research & Marketing Solutions, p. 58 McNeil, Jeana, Isurus Market Research and Consulting, p. 60 de la Garza-Morales, Elvia, DLG Research & Marketing Solutions, p. 58 Mermelstein, Michael, Nichols Research - San Francisco, p. 62 deFazio, Domenica, First Insights, p. 58 Mitchell, William, Market Research Answers, Inc., p. 61 Delthoff, Clay, Decision Analyst, Inc., p. 58 Moylan, Kara, Morpace Inc., p. 61 Donaven, Ken, The Martec Group - Detroit, p. 61 Murphy, Kathleen, Turtle Bay Institute, Inc., p. 64 Donaven, Ken, The Martec Research Center - Green Bay, p. 61 Donnelly, Ph.D., PRC, Ted, Baltimore Research, p. 56 Dubina, Lisa, C+R Research, p. 56 N Duguid, Laura, Doyle Research Associates, Inc., p. 58 Ng, Joyce, Springboard Marketing Research & Consulting, p. 63 Durkin, Jim, The Martec Group - Chicago, p. 61 Noelle, Katrina, KNow Research, p. 60 Noriega, Beatriz, Focus Latino, p. 59 E Ellison, Randy, Targoz Strategic Marketing, p. 63 O Engel, Marc, Engel Research Partners, p. 58 O’Donnell Psy.D., William J., O’Donnell Consulting, p. 62 Ogando, Nicole, Horowitz Research, p. 59 F O’Neill, Holly M., Talking Business, LLC, p. 63 Fernandez, Ana, Vision Strategy and Insights, p. 64 Ferreira, Angela, EurekaFacts, LLC, p. 58 P Figatner, Kat, C+R Research, p. 56 Palma, Teri, Palma Companies, p. 62 Finocchio, Matthew, C+R Research, p. 56 Parra, Maria, Ingenium Research Boutique, p. 59 Fitzgerald, Cathy, Visions Research, p. 64 Poch, April, SIGMA: Research Management Group, p. 63 Fletcher, Brian, Insights in Marketing, p. 59 Pranses, Terry, Pranses Research Services, p. 62 Frieden, Ph.D., Gary, Frieden Qualitative Services, p. 59 Pratt, Patricia, Creative Consumer Research – Houston, p. 57 Fulton, Sarah, SFA Research & Strategy, p. 62 Precht, Chelle, Complete Research Connection, p. 57 Prozeller, Emily, C+R Research, p. 56 G Gailey, Carol, C.L. Gailey Research, p. 56 Q Garma Zipper, Martha, M G Z Research, p. 61 Quaas, Ken, Consumer Truth® Ltd, p. 57 Goldfarb Liss, Pam, LitBrains - Igniting Ideas, p. 60 Griffin, Michael, Issues and Answers Network, Inc., p. 60 Gross, Harold, Market Research Answers, Inc., p. 61 R Rabin, Julie, First Insights, p. 58 H Radwich, Joe, Isurus Market Research and Consulting, p. 60 Raskin, Ron, Insights in Marketing, p. 59 Hairston, Jo Ann, RIVA Market Research, p. 62 Restrepo, Jorge, EurekaFacts, LLC, p. 58 Hamilton, Kayte, Issues and Answers Network, Inc., p. 60 Retblatt, Stephanie, Smarty Pants®, p. 63 Hardwick, Nancy, Hardwick Research, p. 59 Riera, Nuria, Horowitz Research, p. 59 Harmon, Kimberlie, Listen Research, Inc., p. 60 Riskind, Gretchen, C+R Research, p. 56 Henderson, Naomi R., RIVA Market Research, p. 62 Ritzo, Jessica, Insights in Marketing, p. 59 Henn, Jeff, Baltimore Research, p. 56 Robinson, Cherlyn, C R Market Surveys, Inc., p. 56 Hermanson, Lisa, SofoS Market Research Consulting, p. 63 Roller, Margaret R., Roller Research, p. 62 Horowitz, Howard, Horowitz Research, p. 59 Rudman, Gary, GTR Consulting, p. 59 Horrocks, Katherine, Amplify Research Partners, LLC, p. 56 Ruyle, Erica, Morpace Inc., p. 61 Hui, David, Strategic Focus Research and Consultancy Ltd., p. 63 Ryan, Jo-Ann, Doyle Research Associates, Inc., p. 58

70 Quirk’s Marketing Research Review // May 2018 www.quirks.com 2018 Focus Group Moderator Directory S V Salgado, Alina, CASA Demographics, p. 57 Vincent, Jean G., Vincent McCabe, Inc., p. 64 Sandin, Neal, Market Probe International, Inc., p. 61 Vincent, Matthew, Vincent McCabe, Inc., p. 64 Schmidt, Carole, Doyle Research Associates, Inc., p. 58 Virgil, MBA, Dydra, V & L Research & Consulting, Inc., p. 64 Scott, Rhonda, RMS Communications and Research, Inc., p. 62 Seder, Brooke, C+R Research, p. 56 Semack, Susan, Morpace Inc., p. 61 W Shields, PRC, Amy, Nichols Research - Fremont/East Bay Area, p. 61 Wahl, Kelly, SofoS Market Research Consulting, p. 63 Shields, PRC, Amy, Nichols Research - Fresno/Central California, p. 62 Walkowski, Jeff, QualCore.com Inc., p. 62 Shields, PRC, Amy, Nichols Research - San Francisco, p. 62 Wallace, Roger, Decision Analyst, Inc., p. 58 Shields, PRC, Amy, Nichols Research - San Jose/Silicon Valley, p. 62 Waterston, Adriana, Horowitz Research, p. 59 Shriver, Mary Beth, Insights in Marketing, p. 59 Wheeler, Kea, Morpace Inc., p. 61 Shugoll, Cara, Shugoll Research, p. 63 Williams, Ashleigh, C+R Research, p. 56 Shugoll, Mark, Shugoll Research, p. 63 Winter, Foster, SIGMA: Research Management Group, p. 63 Shugoll, Merrill, Shugoll Research, p. 63 Wurzel, Alison, EurekaFacts, LLC, p. 58 Shumway, Randy, Dan Jones & Associates, p. 58 Wyckoff, Phil, Wyckoff Partners, p. 64 Skinner, Gregory, Morpace Inc., p. 61 Sloan, Casey, C+R Research, p. 56 Snow, Alisha, Smarty Pants®, p. 63 Y Steffens, Lani, EurekaFacts, LLC, p. 58 Yeung, Lawrence, 361 Degrees Consulting, Inc., p. 64 Stenziano, Jamie, Clarion Research Inc., p. 57 Stewart, Sue, Consumer Focus LLC, p. 57 Straus, Gail, GKS Consulting LLC, p. 59 Z Swatek, Eric, Just Qual+, p. 60 Zamolsky, Barbara, Smarty Pants®, p. 63 Zarneke, Mike, Alternate Routes, Inc., p. 56 T Zuckerman, Matt, Horowitz Research, p. 59 Taylor, Lon, First Insights, p. 58 Taylor, Tim, Morpace Inc., p. 61 Thomas, Jerry W., Decision Analyst, Inc., p. 58 Ticar, Elan, GOGO Insights and Results, p. 59 Tincknell, Bruce, Just The Facts, Inc., p. 60 Tsakalakos, Nikos, Market Probe International, Inc., p. 61 Tuchman, Paul, Outsmart Marketing, p. 62 Tyree, Wynne, Smarty Pants®, p. 63

www.quirks.com May 2018 // Quirk’s Marketing Research Review 71 ESSENTIAL READING FOR RESEARCH PROFESSIONALS

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www.quirks.com May 2018 // Quirk’s Marketing Research Review 73 ••• Conversations with BEFORE YOU GO corporate researchers

10 minutes with... Carolyn Brooks Senior Manager of Consumer Insight, Disney

How did you fi rst become interested in consumer research? When taking a marketing research class in college I was always looking forward to the next lecture and assignment because I was genuinely curious to learn more about the consumers, products or services that comprised our case study each week and enjoyed analyzing data to uncover those insights. A year later I took a consumer behavior course which further supported my passion in the area while helping s k o narrow my interest to really understanding consumers and how they make decisions. ro B yn ol Does your love of live events infl uence your work as a researcher? ar C Absolutely! Live events – whether it’s a baseball game or concert – are like mini case studies for me to observe people and try to understand their motivations for attending as well as how the experience could be improved. It also works the other way in that my research skills allow me to cultivate my love “Participants are hearing of live events by frequently fi nding new ones to attend! What tips do you have for researchers looking to use in-depth interviews for the fi rst time? these questions for the It’s pretty common advice but so important that I have to say it fi rst – avoid directly asking “why” as much as possible. While understanding the why is a key research objective, it can make consumers very defensive about their answers and first time so make sure ultimately hurts the tone of the entire conversation. A second tip for in-depth interviews is don’t be afraid of silence. Participants are hearing these questions for the moderator allows the fi rst time so make sure the moderator allows them time to process and doesn’t try to fi ll the silence, which can distract or lead them to a diff erent response. them time to process Describe the best part about conducting end-to-end journey mapping for the Walt Disney World guest vacation experience. Disney is a very emotional brand, and it was incredible to see and hear the and doesn’t try to fill powerful feelings that guests experience throughout their Walt Disney World vacation. Sharing what the trip personally means to families plus allowing us to tag the silence, which can along and experience it with them at times was both touching and insightful. What is one of the most unexpected fi nding to come out of consumer research you have conducted at Disney? distract or lead them to a It’s no surprise that guests see Disney vacations as a chance to bond with their families, but it was really interesting to learn they also enjoy and seek out opportunities to connect with others who are vacationing in the same place simply different response.” because they now have that experience in common.

Read the full interview at www.quirks.com/articles/2018/20180522.aspx.

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