Quirks PDF

For marketing research and insights professionals
CHICAGO
APRIL 2-3, 2019
PREVIEW
INSIDE!
THE
MECHANICS
OF MEMORY
ITS ROLE IN BRAND IDENTITY
AND CONSUMER BEHAVIOR
PLUS A hybrid approach to ad testing

Why ad research needs a rethink
Moving beyond standard error
ADVERTISING SECTION Quirk’s Marketing Research Review

March 2019
31 Top CX/UX Research Volume XXXIII Number 3
Companies www.quirks.com
WHAT SETS US APART?
An unparalleled understanding of quality drivers

World-class experts in panel, sample, and recruitment
A collaborative and consultative approach
Global and hybrid solutions at our fingertips
Discover the full value of our quantitative advantage at

SchlesingerGroup.com.
CONTENTS Quirk’s Marketing Research Review
March 2019 • Vol. XXXIII No. 3
DEPARTMENTS
6 Click With Quirk's
8 In Case You Missed It...

page
For marketing research and insights professionals
65 11 Ask The Expert
12 Survey Monitor
page
CHICAGO
APRIL 2-3, 2019
24 16 Product and Service Update
46 31 Top CX/UX Research Companies

PREVIEW page
58 Names of Note
INSIDE!
34 60 Research Industry News
THE
MECHANICS page 64 Calendar of Events
OF MEMORY
ITS ROLE IN BRAND IDENTITY
42 120 Index of Advertisers
AND CONSUMER BEHAVIOR
PLUS A hybrid approach to ad testing page 122 Before You Go…

Why ad research needs a rethink
20 Quirk's Marketing Research Review
4662 Slater Road | Eagan, MN 55122
page 651-379-6200 | www.quirks.com
ADVERTISING SECTION
31 Top CX/UX Research

Quirk’s Marketing Research Review
March 2019
Volume XXXIII Number 3
46 Publisher • Steve Quirk
steve@quirks.com | x202
Companies www.quirks.com
Editor • Joseph Rydholm

joe@quirks.com | x204
Digital Content Editor • Emily Koenig
ON THE COVER emilyk@quirks.com | x210
News Editor • Sara Cady
24 Create a lasting impression sara@quirks.com | x212
Marketing: the memory-
Audience Development • Ralene Miller
making business ralene@quirks.com | x201
By Amy Shea and Emily Higgins
Production Manager • James Quirk
jim@quirks.com | x206
Directory Sales • Ilana Benusa
ilana@quirks.com | x213
TECHNIQUES 42 More than clicks
V.P. Sales • Evan Tweed
The importance of understanding evan@quirks.com | x205
30 Playing catch-up advertising in different Sales • Lance Streff
Our methods aren’t keeping pace environments lance@quirks.com | x211
with consumers’ advertising By Jon Brand European Sales • Stewart Tippler
experiences stewart@quirks.com | +44(0)7989-422937
By Jeri Smith
COLUMNS
34 More data, less hassle ••• moving? make sure
A hybrid approach to ad testing 10 Trade Talk Quirk’s comes with you!
It's a learning process Send change of address information
By Julia Eisenberg and Isaac Rogers to subscribe@quirks.com
By Joseph Rydholm
38 Don’t think, just buy
20 Data Use Download the Quirk’s iPad, iPhone
The role of emotions in the or Android app to view this issue.
purchase decision
By Jerry Thomas
By Anne Beall An interactive downloadable PDF of
this magazine is available at www.
quirks.com/pdf/201903_quirks.pdf.
Follow us on Twitter @QuirksMR.
4 Quirk’s Marketing Research Review //March 2019 www.quirks.com

CLICK WITH ••• online, e-newsletter
and blog highlights
// Noted Posts
••• research events Quirk's Blog
Introducing the Insights Leadership and Visiting the Joseph School in
Haiti
Talent Summit https://bit.ly/2DhOTMn
B rought to you by the producers of TMRE and The Quirk’s Event, the Insights
Leadership and Talent Summit is a two-day event designed for end-client
insights leaders. Attendees will explore the most pressing marketing research
Gillette’s dive into brand
activism
leadership and talent issues https://bit.ly/2RPJCWH
through keynotes, hot topic
presentations, peer roundta-
bles and panel discussions. To Forming alliances to lead
encourage camaraderie, this through disruption
event is open to end-client/ https://bit.ly/2SN01bd
corporate researchers only!
No matter the topic, the goal of the event is to challenge thinking, expand
knowledge and tangibly strengthen the power and presence of the insights function
within a company. The event will be held at the Radisson Blu Aqua, Chicago, July Research Industry Voices
15-16. To learn more visit marketing.knect365.com/consumer-insights/.
Lessons from a terrible survey
Looking to attend research events this year? https://bit.ly/2RvH0ID
Quirk’s works hard to provide you with the most complete list of marketing
research-related events. We highlight a number of events in each issue of Quirk’s Americans moving to streaming-
(pg. 64 in this issue), as well as in Quirk’s twice-monthly e-newsletter. In addition, only services
our online event database is searchable by multiple criteria to help you find the https://bit.ly/2DP7LE4
event to meet your goals. Check it out at quirks.com/events!
Challenging ingredients:
Managing a marketing
research project
https://bit.ly/2COVyOf
// E-newsworthy
Research Careers Blog
AI’s impact on the market Surviving a week unplugged
research industry https://bit.ly/2RCUhzR
quirks.com/articles/2019/20190126-3.aspx
7 steps for harnessing

Making customized research a employee potential
priority https://bit.ly/2SBS0FI
The advantages of an age-

A consumer-centric approach will drive media diverse workforce
industry success https://bit.ly/2ANnUIw

Greenlight the right
idea in 24-48 hours!
New Idea Evaluation

grounded in
M/A/R/C®’s
ASSESSOR®
methodology
M/A/R/C® Rapid Results

Powered by Zappi
“Validated &
Robust – no
compromise
insight!”
“And so,
so fast!”
Full Global Reach
1000+ Concepts
Across 50+ Brands
For More Information, Please Contact:

Jim O’Hara 972.910.8990
Jim.OHara@MARCresearch.com
www.marcresearch.com
In Case You Missed It
news and notes on marketing and research
••• artificial intelligence

Canadians trust AI but worry about
marketers’ use of it
••• sensory research
W hile Canadians feel positive about artificial intelligence (AI) in the cus-
tomer service space and 59 percent would feel comfortable with AI provid-
ing recommendations on what to More whiffs = no
purchase, they don’t blindly
trust brands to respect their lifetime on the hips?
privacy and maintain
security, according
to research from
B eing surrounded by the scent of a
burger or pizza for two minutes is
enough to banish your cravings for junk
the second annual food, new research claims. Smelling
Canadian Artifi- the aroma for less than 30 seconds will
cial Intelligence tantalize you and drive you to give in
Tracker con- to temptation. But 90 seconds more will
ducted by Sklar satisfy your senses, according to find-
Wilton & Associ- ings from a new study.
ates, a Toronto- In the study, participants were ex-
based research posed to the scent of either cookies and
firm. strawberries or pizza and apples. Those
People under- who sniffed the unhealthy options for
stand and want the less than 30 seconds were more likely
benefits of artificial to want them. But if the exposure
intelligence in their lasted more than two minutes, they
personal and work lives stopped finding them desirable and
but they need marketers instead craved the fruit.
to implement it in a way that The findings, published in the
respects their privacy and maintains Journal of Marketing Research, may lead
their security. In fact, 31 percent of people worry that companies might misuse AI to food-scented air fresheners and
to their own advantage and 41 percent believe companies using AI are focused on room sprays encouraging people to eat
reducing costs at the expense of people. more healthily. “Ambient scent can
Marketers must understand and clarify the role that AI can play in market- be a powerful tool to resist cravings
ing. They need to understand consumer needs, unmet needs and pain points and for indulgent foods,” says lead author
communicate the company’s brand purpose and mission. Clarity around these Dipayan Biswas, marketing professor at
areas will guide strategic briefs and subsequent development efforts. Marketers the University of South Florida College
must understand the audience, focusing on early adopters who are aware of and of Business. “In fact, subtle sensory
experimenting with AI tools today. stimuli like scents can be more effective
This group will ultimately determine in influencing children’s and adults’
the success or failure of AI initia- food choices than restrictive policies.”
tives. Brands that earn the trust and Thus, ambient scent could be a key to
advocacy of early adopters will create combatting the worldwide obesity epi-
a smooth path for laggards who will demic because banning or taxing fatty
www.quirks.com/articles/2019/20190301.aspx
eventually follow. and sugary treats is unlikely to work.
Trade Talk
By Joseph Rydholm, Quirk’s Editor
It’s a learning
process
©Clare Pix Photography www.clarepix.com

O ur inaugural Quirk’s Event Lon-
don has just wrapped a few days
before this writing and I’m happy
photos with Scooby-Doo or other ex-
hibit-hall experiences because they
thought there was a charge. Perhaps
to report that it exceeded all of our the Brits are simply more polite
expectations. We were shooting for than the bulk of the attendees at our
Joe Rydholm can be reached
between 600-750 attendees and our Brooklyn Quirk’s Event, who are not at joe@quirks.com
final registration count was over shy about availing themselves of the
1,200! Conference-goers were pleased freebies on offer (and demanding
with the quality of the speakers, more when the supply runs out!). some kind of virtual reality simula-
giving them an average rating of • Getting to the event at 9 a.m. was tion, give people a reason to stop by.
4.2 out of 5. And our hybrid model hard for many. London is, well, Lon- And if you can’t swing any of those
of part conference, part exhibition don – a major metropolis with leg- things, then an upturned, smiling
also seems to have been a hit: One endary traffic. Attendance at some face always helps. We saw and heard
attendee kindly offered that we of the first sessions of each of the about a few too many exhibitor
had “put the fun back in marketing two days was good but it could have heads tilted down reading e-mails,
research events in the U.K.,” which been better. We also learned that even during the busiest times of the
might be one of the best compliments attendees will stay late, something conference day. Nothing says “I’m
we’ve ever received. we weren’t sure of given that many not interested in talking to you”
As with any endeavor of this size, conference-goers were locals who more loudly than that.
it’s a learning process and we want had families to head home to rather • That the phrase “ambient packaged
to get better. What did we learn this than a hotel room. In fact, some of cake” exists. Despite my love of
time around? the late-day sessions drew the big- ambient packaged cakes, aka those
gest crowds. So for next year we will tasty pastries and other desserts
• U.K. researchers, just like their U.S. start later in the morning and keep that are sold in supermarket bread
counterparts, want an event that is the event going a bit later. aisles rather than bakeries, I had
both full of quality content and also • Exhibitors who spend some time never heard them called that before
fun to attend. Marketing research is and money thinking about how to attending a London session. That’s
serious business but there’s no rea- engage attendees fare far better one of my favorite parts of confer-
son we can’t have fun doing it. than those who simply stand at ence presentations: you get glimps-
• We need to educate attendees that their booth waiting for a prospect to es into all the different business
once you’re in the door, everything approach. We heard some anecdotal niches and their attendant lingos
at our events is free. We often heard comments that the London client- and acronyms.
people turn down snacks, drinks, side attendees were “more reserved”
than those at our U.S.-based events If you joined us in London and
and were harder to engage in sales- have feedback on how things went,
related discussions. We stress repeat- please let me know at joe@quirks.com.
edly to exhibitors to make their If you didn’t, we will be back in Febru-
booths inviting, interesting and fun. ary 2020, again at the Intercontinental
Whether it’s a unique tchotchke or O2. Hope to see you there!
SPONSORED CONTENT
••• advice for researchers
ASK THE EXPERT

Expert answers to important research questions.
break through and are relevant

When public debate seems to the conflicting social currents
to focus mainly on those coursing through our country.
who shout loudest, how can As marketers thread that needle,
marketers be sure they’re the results can sometimes further
hearing the voices of all polarize those to whom communi-
consumers, not just the most cations are meant to appeal (e.g.,
vocal few? Nike’s Colin Kaepernick campaign,
Gillette’s recent “Toxic Masculin-
W e agree with the basic prem-

ise of this question. The last
two years have been full of “shock-
ity” advertising). While this polar-
ization might benefit the brand,
strengthening ties to the intended
ing” political, societal and cultural target, that potential impact must
changes. But were these outcomes be carefully calculated.
and trends so unpredictable or just As a company with an unusual
initially unnoticed by a society that heritage that stretches across politi-
increasingly insulates itself from cal, nonprofit and corporate worlds,
non-like-minded people? we’re deeply familiar with these
The advice from experts who challenges. Many of our clients
predict widespread trends in their come to us because we understand
infancy is simple and clear: make how these complex cross-currents
it a habit to talk to people from a can affect their business.
broad swath of places, perspectives Erin Norman
Senior Solutions Consultant, Public Policy
and backgrounds. In a world where How we hear less-heard voices Heart+Mind Strategies
we increasingly “bubble” off our enorman@heartandmindstrategies.com
We have begun studying the people 571-926-8852 x321
social groups and media consump- who largely keep their opinions
tion, that can be a challenge and to themselves but still make daily
a catastrophic oversight for those decisions about where to shop, what
who are tasked with understanding to buy and who to support. As any qualitative and more projective
where our society is heading from researcher knows, this is not an quantitative data; and
inside the boardroom or statehouse. easy charge because people who are
This broader perspective is par- less engaged in political discourse • carefully structuring the research
ticularly important for CMOs and are also less likely to participate in engagement to ensure partici-
CCOs whose job it is to understand research. Some of the characteris- pants feel comfortable expressing
the lay of the land as part of any tics of this effort include: their own views, even if they run
outreach on behalf of a corporation,
counter to the mainstream.
product or issue. It’s critical to hear • specifically targeting those whose
all voices – not just the loudest – to opinions are not normally heard; With input from these voices,
create effective strategies.
we are able to more carefully cali-
This need has increased in • using multimodal approaches to brate the marketing advice we pro-
the current noisy communications reaching and engaging people vide to clients, ensuring they chart
environment. It is difficult to who are not normally inter- a path knowing the full picture of
develop marketing strategies that viewed and including both deep their marketing landscape.
Have a question you’d like to have answered? Submit it to info@quirks.com.

Want your firm to be featured as an expert? Contact sales@quirks.com for more information.www.quirks.com/articles/2019/20190355.aspx
www.quirks.com March 2019 // Quirk’s Marketing Research Review 11
IN FOCUS ••• a digest of survey
findings and new tools for
researchers
// Survey Monitor
group (known as Gen Z). This suggests
that live events could grow in impor-
tance in the future and that in-store
happenings could attract more young
customers today.
Shoppers are often happier dealing
with technology over people, even
in physical stores. For example, 85
percent of shoppers would rather use
price scanners than ask a store associ-
ate for pricing information.
In general, 17 percent of shoppers
indicated it was important to have
sales associates help with personal
product selections in stores, although
the desire for assistance varied by
product category. More than half (52
percent) of tech product shoppers felt
it was important to have knowledge-
able in-store personnel help them make
the final selection, as compared to 40
percent of respondents who would wel-
••• shopper insights come help when shopping for clothing
or personal care/beauty items.
You can help by not helping me Some technical innovations that
are popping up within retail stores,
Study looks at shoppers’ in-store wants such as augmented reality (AR) fea-
tures within apparel store dressing
rooms, received lukewarm reactions;
W ith growing e-commerce

penetration, omnichannel
retailers are looking to differentiate
vast majority – 95 percent – of shop-
pers, based on the 3,000 U.S. and Cana-
dian consumers surveyed. Respondents
less than one in five shoppers (17
percent) felt such enhancements were
important. Similarly, only 6 percent of
the physical retail shopping experi- reported that they would prefer to be respondents ranked customized light-
ence by leveraging their staffs and left alone while shopping unless they ing in dressing rooms as important
enhancing their customer interac- need assistance from an associate. when shopping for apparel and shoes.
tions. However, as reported by Marie The survey also revealed a dis- However, consumers generally had
Griffin of online publishing network connect between what retailers and a positive reaction to retailers’ efforts
Retail TouchPoints, a survey from consumers think about in-store events. to reduce friction between online and
HRC Retail Advisory indicates that While retailers with physical stores physical stores. “Buy online pickup
shoppers aren’t generally looking for are hosting more in-store events to at- in-store” was important to 62 percent
more human help. tract and engage customers and build of respondents overall but that feature
The appeal of personal assistance a community of fans for the retail is even more important to technology
in a store no longer resonates with the brand, only a minority of consumers product buyers (69 percent) and ap-
(19 percent) who participated in the parel shoppers (65 percent).
HRC study expressed interest. The ability to reserve apparel
On the bright side, the idea of online and try it on in a store before
community-building events appealed purchasing was important for 42
to almost one-quarter (24 percent) of percent of Millennials and 38 percent
respondents in the 10-to-17-year-old age of Generation Z respondents. This
Survey Monitor // IN FOCUS
compares to 30 percent of respondents tant to be able to pay a sales associate higher for Gen Z (68 percent).
overall. from anywhere in the store through In-store Wi-Fi powers the social
When it comes to paying for a mobile POS. media sharing that is so important to
purchase in a store, consumers gave Free in-store Wi-Fi was ranked younger consumers. Approximately
mixed messages. Just 8 percent of as important by 30 percent of shop- 70 percent of Gen Z and 63 percent of
respondents said having the option to pers overall but the rate was one- Millennial respondents said they turn
pay via a mobile app was important third higher among Millennials (40 to social media to share pictures and
but 30 percent indicated it was impor- percent) and a whopping 127 percent gather opinions from their friends
••• mobile research

Mobile phone users welcome arrival of 5G
4G’s too slow, unreliable
A s carriers worldwide continue the race to 5G, Saratoga,

Calif.-based technology firm MATRIXX Software connected
with over 4,000 mobile users across the U.S. and the U.K. to
find out just how much value they place on the next-generation
network. Survey results followed similar patterns on both sides
of the pond, with mobile users looking toward 5G as a means to
solving their current connectivity problems. More importantly,
for the mobile ecosystem looking to profit from the launch of
5G, respondents revealed a willingness to open their wallets if
5G delivers an enhanced connectivity experience.
Survey respondents were quick to share how current 4G
services are wearing out their welcome, with nearly 70 percent of
mobile users surveyed across both continents complaining that
4G connectivity is too slow, isn’t available everywhere and is not
reliable in heavy traffic areas. While consumers are well aware of the promises touted by operators around pending 5G technol-
ogy, half of respondents are unsure if 5G will deliver on its potential.
Underscoring the importance for operators to properly communicate the value of 5G, the survey highlighted that consum-
ers are willing to increase their spending for 5G benefits when they buy into the promise of the technology. Specifically, of the
33 percent of consumers who expressed confidence that 5G will be the answer to their connectivity issues: 87 percent plan to
upgrade their phones to a 5G-enabled device; 78 percent are willing to pay more for those 5G-enabled mobile devices; 88 percent
are willing to pay more for 5G network access; and 76 percent say they will switch carriers to get 5G connectivity.
This aligns with recent research from PwC that found consumers are willing to pay a price premium of as much as 16
percent for quality customer experiences. “The feedback from consumers paints a very clear picture for operators: ‘Deliv-
er a 5G experience worth the attention and we’ll gladly pay for the privilege of using it,’” says Dave Labuda, founder, CEO
and CTO of MATRIXX Software. “In an industry fighting to keep customers amidst consolidation and competition from
digital MVNOs and OTT players, 5G presents a real opportunity to deliver a powerful value-add to the consumer. Speed-to-
network isn’t the whole battle. The operator who wins the 5G race will be the one to deliver an entirely new experience
that trumps what is available to consumers today.”
While only 16 percent of consumers said they do not believe 5G will solve their current frustrations with their mobile
service, not surprisingly, these respondents would not pay more for 5G. However, when taking a closer look at the reasons
why, only 19 percent said the potential benefits didn’t justify the added cost. Instead, these consumers were more apt to
respond: their current service was good enough (32 percent); that carriers will eventually provide 5G anyway (24 percent);
and they simply couldn’t afford to pay more (25 percent).
These findings confirm that delivering value from 5G will prove far more critical in its adoption than price sensitivity.
Additional research into 5G adoption has highlighted similar concerns, demonstrating that operators will see little return for
network superiority if not tied directly to enhanced consumer experiences (Strategy Analytics).
MATRIXX Software surveyed 4,048 mobile users across the U.S. and U.K. between the ages of 18-65. Respondents were evenly split be-
tween Apple and Android-based devices.
IN FOCUS // Survey Monitor
and family before they buy, particu- their smartphone/mobile device when cent of Millennials check the TV and 36
larly in apparel. near that location, with this percent- percent use mobile and online sources.
The HRC survey also indicated that age rising among parents (57 percent) Apps also present a ripe channel for
consumers are more open to receiv- and Millennials (54 percent). brands to promote deals and loyalty
ing marketing messages on their “When it comes to restaurants, programs, because more than half of
personal smartphones than they were consumers often revisit their tried- deal-savvy diners have at least one food
a few years ago. Nearly one-third (34 and-true spots but our research also and dining app on their smartphone.
percent) of respondents were inter- finds that these individuals can be
ested in receiving promotional and readily persuaded to visit new loca-
sales information directly on their tions through relevant and timely of-
smartphones as soon as they enter a fers,” says Valassis CMO Curtis Tingle.
store. An even higher 76 percent of “Restaurants can leverage flash sales,
all respondents indicated that they quick-turn digital media and location-
would like an in-store app that would based promotions to engage and acti-
provide personal recommendations. vate these audiences. Consumers are
increasingly dynamic and understand-
ing which tactics activate specific
audiences helps marketers develop
more personalized offers, resulting in
a greater return on ad spend.”
Additional takeaways from the
study include: ••• shopper insights
Local restaurants can compete
with national chains through lo- Rich in influence
cation-based promotions and deals.
Fifty percent of consumers prefer to as well
dine at local restaurants versus na-
tional chains, with this number rising The habits of the global
among parents to 59 percent. affluent
••• restaurant research A diverse recipe of offers and
Dash and dine

promotions entices switchers’ res-
taurant selection. For repeat restau-
rant visits, value/dollar menus and
T he Global Affluencer is a global
affluent consumer who has more
disposable income, travels more and
Offers can entice new everyday low prices activate the most spends more on goods and services
restaurant visits switchers (58 percent), with buy one, than other people. He or she is also
get one (BOGO) offers being almost the first to try new products and
A lthough the majority of consum-

ers say they “usually visit the
same restaurant,” diners are still
equally influential (57 percent). When
spurring new restaurant visits, BOGO
and new/limited-time offers reign
then tell their networks about them,
according to the Ipsos 2018 Global Af-
fluent Study.
willing to switch destinations based supreme (54 percent each). The study polls more than 82,000
on promotions and coupons, according Different media types satisfy high-income consumers in 47 coun-
to research by Livonia, Mich., media different objectives. If a restaurant tries. Some key findings from the
delivery company Valassis. wants to share offers, promotions and study include:
The firm’s Tempting the Dynamic relevant information and drive traffic, The affluent lead the world in
Restaurant Customer study found that mail is ideal. Fifty-five percent of con- early adoption. Thirty-five percent of
30 percent of consumers are switch- sumers prefer to receive these types of those surveyed are always among the
ing their fast-food and casual-dining messages from direct mail sources and first to try technologically innovative
choices due to savings, with 25 percent 25 percent favor TV. With Millennials, products (this is highest in the Middle
doing so for fast, casual and pizza direct mail and mobile channels are East with 70 percent wanting to pur-
places. Interestingly, only about 10 preferred (44 percent and 40 percent, chase the very latest tech products).
percent say they switch based on the respectively). If promoting a grand The U.S. rules the world when
lowest prices. opening, restaurants should consider it comes to ownership of wearable
Additionally, 34 percent of mail, mobile and TV: 43 percent of all tech: 65 percent of the American af-
consumers are influenced to visit a consumers utilize mail and TV sources fluent now personally own either a
restaurant if they receive an offer on to learn about new restaurants; 50 per- smartwatch or smart glasses, followed
Survey Monitor // IN FOCUS
by 49 percent in the Middle East. highs in customer satisfaction last ness are key. Insurance carriers must
Globally the affluent are respon- year, Livonia, Mich.-based media de- know when consumers are in-market
sible for taking more than 330 mil- livery firm Valassis’ newest Dynamic – and deliver relevant communica-
lion return international air flights Shopper research found that about 15 tions to influence their decision.”
a year. The most frequent internation- percent of respondents are currently To attract as well as retain cus-
al travelers are from the Middle East, in-market for home, auto and life tomers, insurance providers should
with 30 percent taking five or more insurance. With this in mind, insur- keep the following additional data
international return air trips every ance providers can capitalize on these points in mind:
year. Globally over a fifth of affluent potential switchers by understanding When researching personal insur-
consumers surveyed stay for more what they value in an agency and ance coverage options, consumers
than 21 nights a year in hotels. How- coverage plan. find the following most valuable:
ever, the Europeans are most likely to Based on data from more than family and friends (40 percent);
be filling hotel rooms, with 43 percent 1,700 respondents, Valassis found ap- online articles and reviews (38
spending 21+ nights in a hotel. proximately 30 percent of auto and percent); mail (21 percent); online
They are heavy international homeowner insurance holders haven’t advertisements (20 percent); and
media consumers. Nearly 80 per- reviewed their policies in many years television ads (20 percent).
cent of the global affluent population and 32 percent typically review or A cross-channel media and person-
watch one of 43 international televi- reconsider their plans annually. Ad- alization strategy is key for today’s
sion networks in an average month, ditionally, about 10 percent indicated insurance providers: 66 percent of
while over a quarter read at least one they are prompted to reconsider their consumers feel more loyal to compa-
of 37 internationally distributed news- personal insurance needs by an in- nies that reward with personalized
papers or magazines. Just under half teresting ad (and this number is even discounts and offers. However, these
access the Web sites of any of these higher among parents and Millennial personalization efforts should not be
media brands in an average week. parents). One of the biggest barriers invasive, with RetailMeNot recently
The Ipsos Affluent Study is conducted to switching is the perception that identifying which types of informa-
across Europe, the Middle East, Africa, it will be difficult to do so. Valassis tion today’s consumers are and are
Asia-Pacific and the U.S. and examines the found that 25 percent of customers not willing to share: 63 percent like
characteristics of affluent categories such remain with an insurance company to receive insurance information in
as finance, automotive, travel and more. It they aren’t happy with because it print to review and save; 32 percent
provides insights into demographics, a num- seems too complicated to switch (this need to see multiple ad messages in
ber of psychographic statements, product number rises to 41 percent among both print and digital media to con-
usage, lifestyle/leisure and media usage. parents and 36 percent for Millenni- sider switching insurance providers.
als). Still, insurance providers have The Valassis Awareness-to-Activation
a viable opportunity to entice these Study is an ongoing study fielded in con-
consumers to switch by making the junction with researcher The NPD Group
process seamless and convenient. Inc. The sample was derived via an online
When selecting an insurance survey and all participants were at least 18
provider, customers look for the years of age and living in the contiguous
lowest price (56 percent); fast and U.S. Approximately 10,000 respondents
easy claim settlement (49 percent); are surveyed annually. The specific data
relevant service offerings (49 per- included in this report is from the research
cent); and protection of personal data wave fielded July 27, 2018 to September 28,
(47 percent). For those who changed 2018 to more than 1,700 respondents and is
providers within the last year, it was balanced by age and gender to U.S. Census
••• insurance research a relatively quick decision – while demographic profiles.
91 percent researched their choice
Caught me at the before switching, 45 percent spent a
week or less doing so.
right time Insurance carriers that can
make the transition to a new pro-
Messaging critical to vider effortless while also offering
interest insurance switchers wallet-friendly, personalized deals
can entice on-the-fence consumers
D espite automotive and homeown-

ers insurance reaching record
to switch,” says Curtis Tingle, CMO,
Valassis. “Ease, savings and timeli-
IN FOCUS stock-outs and overstocks. ••• data analysis
The platform also lets retailers and
New release of
Product and brands hear from those who may not
be shopping their stores or Web site.
Wholesalers can listen to the custom- WinCross
Service Update ers of each of their retail channels and
global retailers can gain insight from WinQuery also updated
consumers in each of their targeted
countries. This is made possible by First
Insight’s integration with third-party
panels, enabling access to panel respon-
S cottsdale, Ariz., researcher The Ana-
lytical Group has released WinCross
v19, its statistical crosstabulation and data
••• retailing research dents directly from within the system. analysis software. WinCross 19 includes
This capability is designed to accelerate NPS statistical testing, calculation of
First Insight the speed of testing and simplify the outliers, advanced sample balancing and
process while reducing the overall cost quicker processing time. The company
expands of panel respondents. has also released WinQuery and Query-
www.firstinsight.com Web v19. WinQuery is a phone and tablet
merchandising interviewing platform and QueryWeb
provides Internet-based surveying capa-
platform ••• qualitative research bilities. WinQuery 19 includes new digital
survey recording in MP3 format, caller ID
Incorporates more customer QualBoard 4.0 display control, a sample tool to automati-
feedback cally remove duplicate phone numbers
debuts and a combine data option to include only
W arrendale, Pa., technology

company First Insight Inc. has Expanded group discussion
the last dialing based on a key field.
www.analyticalgroup.com
expanded its merchandising platform capabilities
to include: capabilities that allow re-
••• trend research
tailers and brands to create assortment
plans for new products by incorporat-
ing real-time customer feedback; a new
N ashville, Tenn., company 20|20
Research has added expanded
capabilities for group discussions, long- Applied consumer
mobile app; integration with third- term communities and more within
party panels; global capabilities, with its QualBoard version 4.0. The group trends model now
the company’s solution now operating discussions are designed with a stream-
in 30 countries; visual dashboards; and lined interface and are more dynamic, available
compliance with GDPR and SOC-2. with options for more question types
First Insight’s patent-pending and enhanced logic and skip patterns, UP for the U.K.
InsightPlanning application enhances including those based on key words in
assortment decisions by combining
real-time consumer data and histori-
cal data with analytics to deliver unit
open-ended text. Discussions can also
be managed on any device without the
need to download a mobile app. The sys-
U .K. consumer insight agency Join
the Dots has launched UP Trends, an
applied consumer trends model aimed at
recommendations that allow merchants tem also features real-time e-mail that U.K. businesses. The 14 trends are under-
and planners to accurately weight buys. allows participants to respond to probes pinned by positive psychology and rooted
The resulting solution is one that is and follow-ups via the e-mail mes- in consumer needs that tap into universal
influenced by consumer preferences sage without logging into the system, human drivers that provide happiness
on items for upcoming seasons. Plans as well as real-time video chats that and well-being. Each trend has been iden-
can be optimized for various metrics allow further exploration with select tified and quantified through a combina-
including units, margin or sales to meet respondents. And the platform’s analyt- tion of the company’s online communi-
financial targets, thereby reducing ics engine lets researchers use concept, ties and a representative survey of 2,000
keyword and sentiment extraction, as people, which measured how developed
well as image analysis, to save time and each trend was amongst the sample set of
assist with reporting. target consumers. UP Trends will allow
www.2020research.com the company to apply trends at a local,
human and actionable level.
www.jointhedotsmr.com
•••Briefly facilities, a panel of more than 1.6 million cussion hosted on an AI-powered digital
consumers and trained moderators. platform. Powered by Remesh, the discus-
n Research and analytics company M Sci- www.marketforce.com sion platform’s AI technology allows users
ence has launched auto retail data on its M to analyze the feedback of large groups of
Data Viz platform. The offering leverages n Online research platform Discuss.io, Seat- respondents in real-time.
vehicle registration data to provide cus- tle, has launched its Pulse program, which www.metrixlab.com
tomizable analyses into the new, used and enables live video conversations directly
late-model used vehicle market. Clients between consumers and marketers to help n Chicago-based researcher IRI has intro-
can filter the nine dashboards to obtain build and strengthen consumer empathy. duced Campaign Conversion Feed, a solu-
granular data like the vehicle make, finan- www.discuss.io tion that links demand-side platforms with
cier, financing type and fleet mix. IRI’s purchase-based audience data assets
www.mscience.com n Irvine, Calif., company MFour Mobile to allow CPG manufacturers and retailers
Research has introduced digital brand to optimize their programmatic advertis-
n Market researcher Paul Hague has studies, providing ad effectiveness ing campaigns while they are in-flight.
launched The Business Models Handbook, a measurement for digital advertising. www.iriworldwide.com
book that features 50 of the most popular The studies obtain survey feedback from
strategy models such as SWOT, Porter’s mobile consumers, allowing brands and n London-based researcher Kantar has
five forces, customer value propositions, agencies to assess lift, awareness and announced Kantar Marketplace, an on-
customer journey mapping, Maslow’s intent to buy using deterministic data. demand research and insights store. Kan-
hierarchy of needs and the 4Ps. mfour.com tar Marketplace will combine validated
www.b2bframeworks.com sample reach to 80 million consumers
n London-based research firm MESH worldwide with self-serve custom sur-
n Flemington, N.J., company HCD Experience has released its league table veys, insights solutions and consulting.
Research has launched HCD Brand Har- of retail banks in the U.K., based on its www.kantar.com
mony, a tool that integrates the brand, subscription retail bank study evaluat-
marketing and product experience to cre- ing over 25 retail banks. The ranking n Stamford, Conn., technology research
ate cohesive consumer experiences. The shows how each brand performs on three and advisory firm Information Services
tool uses a combination of psychological, metrics: share of experience; experience Group has launched ISG InformX, a
neuroscience and traditional research positivity; and brand consideration. data-as-a-service solution that leverages
methods to help marketing and product www.meshexperience.com a validated IT data repository to provide
development teams ensure that their intelligence on how an enterprise is per-
“product and promise” are consistent. n ROI Factory, a Northern California-based forming against its peers.
www.hcdi.net marketing analytics agency, has launched www.isg-one.com
new analytics services. The company offers
n U.K. consumer insight agency Join the consulting and executional services includ- n Civicom Marketing Research Ser-
Dots has launched Insight Ecosystem, ing analytics audits, general analytics vices, Greenwich, Conn., has launched
which the company says is intended to strategy and insight, reporting and more. a streamlined interface for requesting
pre-empt the transformation of online roifactory.com human transcriptions for Glide Central,
communities. It was designed and devel- its qualitative content curation and man-
oped by the company’s innovation team n San Francisco-based customer success agement solution.
and uses a range of research approaches platform Salesforce has announced new ad- www.civicommrs.com
including question tools, social intelli- ditions across its Commerce Cloud platform.
gence capabilities and ethnography apps. With the expanded platform, companies n Auckland, New Zealand, research
www.jointhedotsmr.com will be able to extend Einstein AI-powered solutions firm Infotools and research
commerce and image search; activate agency MDI Global have released a paper
n Customer experience management inventory in real-time across channels; and covering a new model for mobile-first
company Market Force Information innovate commerce experiences. consumer data collection and processing.
has expanded its offerings to include www.salesforce.com The case study covers how a suite of MDI
in-person and online focus groups, allow- Global mobile apps and Web-based inter-
ing clients to obtain qualitative insights n Digital research agency MetrixLab has faces provided a platform for collecting
about their customers and prospects. launched Immerse, a digital qualitative data for an Australian dairy company.
The company is deploying the services research solution that allows clients to Infotools Harmoni was used to manage
through a partnership with data collec- engage consumers in the early stages of the data sets and provide insights.
tion firm Focus Pointe Global, giving Mar- the creative development process. The www.infotools.com
ket Force clients access to 20 focus group solution features a live online group dis- www.mdi-global.com
B-TO-B INSIGHTS
AND PANEL
• BUILDING ENVELOPE
• ARCHITECTURE
• PLUMBING
• HVAC
• ENGINEERING
• ROOFING
• FOOD & BEVERAGE
• GAMING
• MANUFACTURING
• PACKAGING
• SECURITY
• DISTRIBUTION/LOGISTICS
TRUST IN RESEARCH
Strategic, full-service market research solutions focused on measuring...
• BRAND POSITION
attitudes, awareness, usage, image
• PRODUCT DEVELOPMENT
concept testing, product needs identification, nomenclature, pricing, marketing
• CUSTOMER EXPERIENCE (B-TO-B #CX)

customer journey, B-to-B brand touchpoints, digital environment
To know what we know, please contact us at 248-786-1683 or info@clearseasresearch.com
CENTRAL LOCATION TESTING B-TO-B EVENTS | EXECUTIVE INTERVIEWS | FOCUS GROUPS | SURVEYS | AI ASSISTED OPEN-END CODING
“This exceeded my expectations. The quality of responses
was unusually high. Thanks for your help.” —B-to-B Market Research Manager
www.clearseasresearch.com
MULTIMODAL DATA COLLECTION CAPABILITIES : IN-PERSON, INTERNET, VIRTUAL REALITY, MAIL, MOBILE, TELEPHONE
// data use
Moving beyond
standard error
| By Jerry Thomas
snapshot
Jerry Thomas
T he world is awash in data from surveys
of all types. The rise of low-cost, do-it-yourself
survey tools has added to the flood of survey data.
We can scarcely buy a toothpick without a follow-
only the tip of the iceberg. Many other types of
survey error lie in wait for the innocent and the
inexperienced.
explores a host of on survey to measure how happy we are with it. Universe definition error
survey errors and All of these surveys and the data they gener- If a mistake is made in defining the universe
ate – often based on relatively large samples – for a survey, the results can be very inaccurate.
offers tips on how tend to create a false sense of accuracy, based on For example, if the universe for a liquor survey
to avoid them. the calculated standard error. is defined as males aged 21 to 29, based on a
The standard error is a widely accepted mea- belief that young adult males account for the
sure of sampling error and it is typically the basis bulk of liquor sales, the survey results could be
for the “accuracy of this survey is 5 percentage completely misleading. The truth is that people
points, plus or minus, at a 95 percent level of con- aged 50-plus account for a large share of liquor
fidence” footnote in research reports or survey sales. This is a good example of a potential
results in newspapers, magazines or Web sites. universe definition error.
The standard error is the basis for significance Another example of a universe definition
testing. The standard error assumes that: error is what happens in a typical customer
satisfaction tracking survey. People who are
-- A sample is chosen by purely random meth- unhappy with a company’s services or prod-
ods from among all members of the target ucts stop buying them, so they are no longer
universe. customers. The company’s executives are
-- All potential respondents do, in fact, respond happy, because satisfaction survey results are
to and participate in the survey (i.e., no gradually getting better month by month, as
response bias). unhappy customers drop out of the sample by
-- The results of many identical surveys of the becoming non-customers.
target universe are normally distributed – i.e., It is not uncommon for a company with
the famous bell curve. declining customer counts to see its customer
satisfaction ratings going up. The universe is
If these basic assumptions are met, and they changing over time, as unhappy customers leave.
rarely are, the standard error gives us a reason- Universe definition errors, in most cases, will
ably accurate measure of the sampling error in change survey results by significant amounts,
our survey data. However, the sampling error is usually much larger than the sampling error.
Sample screening error

w
www.quirks.com/articles/2019/20190305.aspx Sample screening errors are similar to universe
definition errors in that we end up with a
data use //
group that’s not representative of the Agenda error answer choices. If you have not con-
target universe. Most surveys consist A questionnaire is a set of questions. ducted some really good qualitative
of two parts: a screener to filter out These questions create an agenda for research before designing the question-
consumers who don’t qualify for the the survey and create an agenda in naire, you are at risk of coming up with
survey and a questionnaire for those the survey-taker’s mind. The subjects answer choices that might not capture
who do qualify. Sample screening or topics of the questions can influ- all of the answer possibilities.
errors are common and they can intro- ence the results of the survey. If the Do you include a “don’t know”
duce large errors into survey results. first question asks about the dangers answer option? This can dramati-
For example, let’s suppose a company of knives in the kitchen, then a danger cally change the results to almost any
wanted to survey people likely to buy a agenda is created in the survey-taker’s question. Sometimes, knowing that 45
new refrigerator in the next three years. mind. Perhaps that individual never percent of your customers don’t know
Such a survey might screen out consum- thinks much about the dangers of the price they paid for your product is
ers who purchased a new refrigerator in knives but we’ve now planted an important information. When crafting
the past three years on the assumption expanded awareness of knife-related survey answers, it’s easy to leave out
that these individuals were out of the dangers and this might color the results answer possibilities. You get results and
market. Nothing could be further from of all the following survey questions. they look reasonable but you did not in-
the truth. That past-three-year refrigera- clude the most important answer choice,
tor buyer might decide to buy a second Question-wording error so all of your results are meaningless.
refrigerator for the home, or they might There are many types of question- Pre-testing or pilot-testing every
buy a second home that needs a new re- wording errors and these can be large new questionnaire is absolutely es-
frigerator, or they might buy a refrigera- sources of error in final survey results. sential to prevent answer choice errors.
tor for their adult son or daughter. As an example, suppose we asked the Incomplete answer choices are a major
That buyer might also have a following question: source of survey error.
growing family that demands the
purchase of a new, larger refrigerator “Do you agree with leading scientists, college Transition error
professors and medical doctors that marijuana
or one family member might just get should be legalized in the U.S.? (choose one answer)
If you are composing a questionnaire on
tired of the old refrigerator and want the subject of peanut butter and you sud-
a new one. Survey results based on a -- Yes, I agree marijuana should be legalized. denly switch to the topic of potato chips,
final sample that excludes these past -- No, I do not agree that marijuana should be respondents may overlook the change.
buyers of refrigerators would produce legalized. It’s not that respondents are not paying
inaccurate results. attention; they are thinking about pea-
The above question is obviously lead- nut butter and concentrating on peanut
Non-response error ing and biased. A more neutral wording butter, so everything starts looking like
It’s always possible that the people who of the question might be: peanut butter and they completely miss
do not respond to a survey are somehow the change in topic to potato chips.
different from those who decide to an- “Do you think marijuana should be legalized for Transition error can also creep into
adults in the U.S., or do you think marijuana
swer the survey. The U.S. government should not be legalized for adults in the U.S.?”
rating scales. If a rating scale suddenly
is especially concerned about non-re- (choose one answer): changes during a survey, the respon-
sponse error and often requires its re- dent might not recognize the change.
search agencies to make a large number -- Marijuana should be legalized for adults in For example, if a rating scale goes from
of attempts to complete a survey before the U.S. “excellent, good, fair, poor” to “poor,
giving up on a potential respondent. -- Marijuana should not be legalized for adults fair, good, excellent” in the middle of a
With the move to online surveys over in the U.S. survey, even the most alert participant
the past 20 years and the increasing might not notice the change. Using
demands for instant survey results, the As you might guess, the second many different types of answer scales
risks of non-response error are greater question will give us a much more within a questionnaire can lead to the
now than in the past. Ideally, the accurate measure of public attitudes same type of error. The respondent ac-
invitations to an online survey would toward the legalization of marijuana. cidently misreads the answer choices as
be spread out over a seven-day period Poor composition of questions – that is, the questionnaire bounces around from
(to include a weekend) and would be wording error – is one of the greatest one scale to another.
e-mailed at a slow pace, with reminders sources of survey error. These sequencing and transition
on the third day to all those who had errors can be a significant source of
not responded. This process would tend Answer choice error survey error. It’s especially a problem
to minimize non-response error but it The vast majority of questions are in omnibus surveys that contain many
does not eliminate it completely. closed-end; that is, respondents are blocks of questions on different topics.
presented with a set of predetermined
Order error $250,000? Do you count that house- tural differences lead to differences in
If answer choices are not rotated or hold’s income in computing an average survey results. We can think of culture
randomized, survey error is the result. as $250,000 or $300,000 or what? If a as another source of bias or error.
For example, in a paired-comparison question asks how many times people
product test, the product tasted first have gone swimming in the past year, Overstatement error
tends to be preferred by 55 percent of do you calculate an average number If you ask consumers how many cans of
respondents (give or take), even if the of times or do you look only at the pinto beans they purchased in the past
two products are identical. median? The base chosen to calculate a year or month, they will overstate the
If two new product concepts are given percentage or average can change actual number of cans purchased by a
compared, the one shown first (all the results dramatically. These tabula- factor of two or three to one. For high-
things being equal) will be preferred tion decisions can be a source of major priced products, the overstatement fac-
over the one shown second. If a ques- differences or error. tor might be four or five to one or even
tion is followed by a long list of brands higher. If the researcher accepts these
or a long list of possible answers, the Social desirability or social pressure reported purchase numbers at face
brands toward the top of the list will error value, the survey results will overstate
be chosen more often, all other factors We humans are highly emotional, so- the true numbers by huge margins.
being equal. That means it’s important cial creatures. We want others to like Likewise, if a consumer is asked how
to rotate or randomize the answer and admire us. This leads to some- likely she is to buy a new peanut butter,
choices to prevent order error. thing called social desirability bias or she will overstate her likelihood to pur-
Of course, not all answer choices social pressure error, particularly in chase by a factor of at least two or three
are rotated or randomized, because surveys conducted by a human inter- to one. If the manufacturer bases sales
some questions don’t work if the viewer (face to face and/or by tele- projections on these inflated purchase
answer choices are out of order (e.g., phone). The respondent gives answers intentions, far too many jars of peanut
a purchase intent scale or a ratings intended to make the interviewer butter would be produced and shipped.
scale). Order error is typically not a think better of the respondent. Overstatement error is huge for certain
huge source of error in most surveys For example, the respondent might types of questions and is another major
but in some instances it can be of ma- say he has a master’s degree when he source of error in survey results.
jor significance. only has a bachelor’s degree; or the
respondent might say that he goes to Interpretation error
Assumed knowledge error church every Sunday, when in truth he Overstatement error can lead to inter-
Survey creators often assume that only goes once every six months. These pretation error. Let’s suppose you have
survey participants possess more social desirability biases are muted in completed that new product concept
knowledge about a topic than is the online surveys or mail surveys but they survey and are ready to write the report
case and assume that survey respon- never disappear completely. – and impress your boss. Thirty-two
dents are familiar with the language percent of respondents said they would
and terms used in the survey – when Translation error “definitely buy” the new product and 23
often they aren’t. Frequently, survey If the same survey is conducted in the percent said they would “probably buy.”
participants simply don’t understand U.S., France, Germany and China, the Let’s see, there are about 120 million
the words and terms in the questions translation of English into the other households in the U.S., so 55 percent
or they don’t understand the answer languages introduces differences (er- (32 percent plus 23 percent) means that
choices. People will almost always give ror) into survey results. That is, the re- 66 million households might buy this
an answer, even if they have to guess. sults in English will be different from new product. And the respondents said
Assumed knowledge error is a poten- the results in French, German and they would buy the new product six
tial problem in both consumer and Chinese, purely because of language times a year and its price is $9.95. So
business-to-business surveys. differences. Even if you are working 66 million times $9.95 times six equals
with a highly skilled translator with market potential of just under $4 bil-
Tabulation error marketing research experience, the lion dollars. Wow! Your boss is going to
Every company that tabulates survey questionnaires across different lan- be so happy when she hears the results.
answers makes assumptions and sets guages will never be the same. Your ascension to the corporate throne
operating procedures that affect the is only a matter of time.
reported results from a survey. For Cultural error This tongue-in-cheek example il-
example, in calculating an average for On top of the differences in language lustrates the kinds of interpretation
grouped data, there is latitude for dif- from one country to the next, cultures errors that human judgment can in-
ferences or error. In calculating average tend to be different. Some cultures are troduce into survey results. Yes, you
household income, as an example, how lively and festive, others drab and dull. used the results from the survey ex-
does one count the “under $25,000” Some cultures are happy and positive, actly as printed out in the crosstabs.
income group? Do you count an “under while others are serious and dour. Some The numbers are correct. But your $4
$25,000” answer as $25,000? Or do you cultures like to give positive, glowing billion market potential might only
count it as $12,500? Or as $18,750? What answers, while other cultures tend be $200 million once an experienced
about household income greater than toward a negative worldview. These cul- researcher discounts the survey re-
sults and adjusts for planned adver- tabulation tables be cluttered with should focus on minimizing non-sam-
tising spending, awareness, distribu- significance tests based on the stan- pling errors to dramatically improve
tion and competitive response. The dard error (i.e., sampling error) or the validity, reliability and accuracy
interpretation of survey results is they spend considerable time running of their survey research.
often a major source of error. tests to determine if survey results In addition, researchers should
are statistically significant, again always pre-test or pilot-test a to-
Unconscious error based on the standard error. In the tally new questionnaire design. They
If you are emotionally involved in a grand scheme of marketing research, should recuse themselves from a sur-
corporate project, say, the development sampling error is typically a minor vey if they are emotionally involved
of an exciting new product, you might source of survey error, compared to in the subject of the survey or best
just fall in love with the innovation all of the other sources of error, yet it friends with the brand manager.
that you are bringing to the world. consumes 100 percent of the typical Researchers should also check
When the higher-ups want some researcher’s attention and time. It their survey results against previous
evidence to support your unbridled might be wise to skip the significance surveys and against secondary data to
enthusiasm, you design a survey to testing in crosstabs and charts and make sure the survey results are rea-
provide the answers. Your enthusiasm, instead focus attention on the other sonable and within acceptable ranges.
your emotional involvement and your sources of potential error – where Those involved in research should al-
love of the new product causes you, risks and degree of error are much ways be skeptical. If something seems
without conscious awareness, to slant greater than sampling error. amiss or out of kilter, they should
the definition of the sample and the keep searching for the explanation
wording of questions to provide the or the source of the error. Ultimate
affirmation you so badly want. This is a Minimize non-sampling errors truth is elusive and shy and it’s our
major source of survey error, especially Significance testing based on the job to coax it out of the shadows.
when corporate surveys are conducted standard error is vastly overrated
directly by corporate employees. in importance and it might actually Jerry Thomas is president and chief
executive of Arlington, Texas-based
cause us to overlook what’s really
research firm Decision Analyst Inc.
Crosstabulations and significance important in research design, ques-
He can be reached at jthomas@
testing tionnaire design and survey interpre- decisionanalyst.com.
Many researchers demand that cross- tation. Instead, marketing directors
Focus
Group
and ID
I Facil
Quant ities
and Q
ual Re
Hybrid search
metho
dologie
s
Recru
iting
“Pop u
p” on lo
cation
hostin
CLT r g & AV
ooms
Your research shopping Moder
ator S
and Te
st Kitc
hens
made as easy as a Video

produ
stream
ervice
ing &
s
cup of coffee Confe

ction s
ren
ervice
s
recruit ce/convent
We make it easy to get your research done by ing and ion
suppor
Field s t
offering a wide range of services. One call about ervice
s
your next project will show you how easy it is. Interc
ept int
erview
s
206-241-6050 Seattle ▼ Portland ▼ Las Vegas info@ConsumerOpinionServices.com

••• advertising research
Create a lasting
impression
Marketing: the memory-making business
| By Amy Shea and Emily Higgins
“The human brain . . . just think about this problem for a second. Here is a lump
snapshot of flesh, about three pounds, which you can hold in the palm of your hand. But it can
contemplate the vastness of interstellar space.”
The authors use a “head, heart, hand” – Vilayanur Ramachandran, neuroscientist
Y
rubric to frame a discussion of humans’
You don’t often think about your brain. You use your brain to think about
three memory systems and how they everything else but that “lump of flesh” doing the thinking. And that’s how
impact responses to advertising. it should be most of the time, at least for us non-neuroscientists.
But for now, let’s do think about why thinking should matter so much
to brands. Because as we go through our days, living our lives, we’re all also
collectors, unconsciously picking and sorting through a barrage of stimuli
that we are taking in beneath our awareness: images, sensations and emo-
tions that swirl around us in endless supply. And what gets sorted to be
attended to – the brain activity that brings something to our awareness –
should matter to brands. A lot.
So, what are we sorting for, exactly? And, when we get it, what do we
do with it?
The first question is a bit easier to answer than the second.
In short, we are sorting for what has meaning to us. The brain is
programmed to search for intention. Are you friend or foe? Is this thing
in front of me happy, harmless or hurtful? We are, in essence, sorting for
what will keep us alive in the most pleasurable way possible.
There is a reason evidence of storytelling exists from before written
language. Stories are, as screenwriting teacher Robert McKee says, “equip-
ment for living.” They need not be grand or epic. They can be the simple
narrative of what happens when the central character puts her hand into
a fire and is burned. An inciting incident of inserting a hand into flames
leads to the story’s painful climax and closes with the denouement of at-
www.quirks.com/articles/2019/20190306.aspx tempts at repair. While hardly Gone with the Wind, it is one of the very first
stories we learn. And, importantly, it is a story we keep.
remain the most powerful motivator when it
comes to decision-making. They are absolutely
the captain on Team Memory. There are three
memory systems that weigh in when it comes to
making a choice. And the more that brands un-
derstand how memory works and can unpack its
sorting process, the more likely the brand will
be kept as a branded memory and be chosen.
Three distinct aspects of the brain

The race to stop the devastation of Alzheimer’s
disease has led us to a deeper understanding
of how memory actually works. Scientists now
understand that there are three distinct aspects
of the brain that collaborate on the creation of
memories and we have a much deeper knowl-
edge than in the past of how they operate.
Why? The question may seem absurd at first but behind it is the bril- These three systems the brain employs in
liant way the human brain works. We keep the story because it guides the job of memory-making are best described by
our decision-making – what our intention should be to get the thing we what they actually do. They are referred to by
want. A very important thing we want is to stay safe. So we store a nar- academics as semantic, episodic and procedural.
rative about fire as a memory. And far from something that fades away in Semantic memory is the place where con-
a mental dustbin, it is always there at the ready to guide our decisions in cepts live, such as 1 + 1 = 2 and all the stories
those beach bonfire and BBQ moments. that teach us about how life works and its
This simple concept is incredibly complex because we keep count- causes and effects – such as what can happen to
less stories in our memories. They were put there, unconsciously, by if you stick your hand in a fire. This is the part
us. And their entire purpose is to help us make decisions in the present of memory that requires cohesion and mean-
that impact our future. ing and nothing gets in its way like confusion.
We don’t keep them because we’re sentimental or we simply want to; When faced with a confusing story we either
we keep memories because our minds think we need to. Some, like avoid- struggle to make it make sense because it’s
ing contact with fire, feel instinctual to us as adults. But we learned it, important or we abandon it, especially if it’s a
as any parent of a young toddler can attest to. And this is the purpose very unimportant thing called an ad.
of memory. Memory is there to help us choose. Daniel Kahneman in his Episodic memory is personal and emotional;
now-famous book Thinking Fast and Slow refers to this decision maker as it’s your memory of where you were on 9/11 or
the remembering self. And as he says, “The remembering self may be when Obama was elected or when Princess Diana
wrong, but it is the one that makes decisions.” passed away. It’s an “episode” that happened in
And that is why brands should care. It’s the remembering self that your life story. Even if it physically happened to
choses what to buy the majority of the time, among other decisions. Im- someone else, it also happened to you and car-
pulse buying may work for the occasional lipstick, because the stakes are ries emotional information that can be accessed.
so low that memory just gives you the side-eye and lets it slide; it remem- When these personal episodes are linked to a co-
bers that this is harmless and even fun. But don’t try to buy a sportscar hesive and relevant narrative, the emotions are
without memory bringing up that credit card mess you got yourself into magnified by the narrative’s meaning. We have
last time and the pain it inflicted with its consequences. You may end up all had this experience watching a film with a
creating a highly-fictionalized narrative in your head that justifies why story that has us so engaged that we literally
the car should be yours but you will call on a “sense-making” narrative feel the emotions by an order of magnitude.
and not simply emotional response. Procedural memory is how you know how
So why is so much attention given to emotion? Because emotions to drive a car or drink a glass of water without
thinking about it anymore – skills that Phase 1 food is the double-edged sword of any
once upon a time had to be rehearsed Head cost-of-entry ABV equation. Yes, it trig-
with a great deal of cognitive strain. Understanding the story that is cur- gers our salivary glands to see a burger
We now know that there are actually rently carried by consumers in a cat- on our big screens but the response is
things called mirror neurons in the egory and for a brand – and the more identified far more to the burger than
brain whose job it is to rehearse actions powerful story that could be created it is to the restaurant putting it on
we see and experience them the same – all starts with a carefully selected offer. This story carried by consumers
way we do if we were doing them our- set of ratings. These ratings must give indicates that indeed they want this.
selves. Effectively rehearsing emotion- us inputs for the following equation: But the story a category brand needs to
ally meaningful experiences in a clear What does the category/brand do (at- tell includes this and then goes beyond
and relevant narrative is a winning tributes) and what do I get from that it to create a unique branded story that
trifecta in branded communications. (benefits) and why do those benefits drives restaurant choice.
Another way to think about these matter (values)? In the CDR category, two such story
three memory systems in the context We call this the ABV equation equations emerged, on-par for power to
of communications is head (semantic), and in order to identify it, the five- move the CDR consumer. We call these
heart (episodic) and hand (proce- point agreement-scale ratings must be experience discriminators – a true level
dural). Head, heart and hand gives us balanced across category attributes, up from cost-of-entry.
and our brand and agency partners an benefits and values. When balanced
intuitive way to describe how memory correctly, they can combine into myriad 1. They make me feel welcome (at-
works when it comes to a brand’s com- combinations that are not linked di- tribute), so we can be ourselves (ben-
munication strategy. rectly by the respondent but linked efit) and enjoy family time (value).
indirectly through a pathway analysis.
Impact it can have This indirect analysis is critical, as 2. The restaurant has a fun atmo-
We recently conducted a case study, consumers are unable to articulate this sphere (attribute), where I can cel-
one that was not client-specific, which information, much less tell us what is ebrate without going broke (benefit)
allows us to explore the kind of in- more or less important. and break up the work week with
sights that branded memory research The pathway analysis, however, some fun (value).
delivers and the impact it can have on delivers possible ABV equations that
a brand’s strategy. The two-phase study need to be further winnowed to find a These two stories equate to stra-
looked at the casual-dining category true hierarchy of what equations will tegic brand positionings that can be
(CDR) and though we won’t be address- be most powerful in the category. The powerfully expressed. However, these
ing the other categories in the study initial seven possibilities were then positionings alone will not tell a brand
here, we also included the fast-casual also examined through the lens of the struggling to thrive in a highly com-
dining and family-dining categories in strongest emotions in the category – petitive environment what emotions to
order to identify what was unique to coming up next in this article. And, leverage. Without emotional resonance,
the CDR category. thirdly, a regression was done where we the strongest contributor to choice is
This study was done in two phases analyzed what having a preference for not being strategically employed.
because we needed first to identify the the CDR category (over other kinds of
most powerful story in the category (the dining) was most dependent upon. Heart
head) and what emotions are triggered When we finished our tri-level Too often brands seek emotional
by the category (the heart). Until we analysis from the Phase 1 data we insights and get nothing more than a
have the story and the right emotions had three ABV equations. We found collection of words that are both highly
identified, we cannot source a compre- the story currently carried was, not filtered by the conscious mind and
hensive selection of images that will surprisingly, a cost of entry for this quite vague. This gives client partners
help us identify the visual language that kind of dining: A variety of affordable, something else to worry about without
will align and act as a powerful rehears- crave-able food that tastes great. giving them the power to address it.
al for the viewer (the hand). The first thing to notice about this We conducted the emotional aspect
We used attribute/benefit/value statement is what’s not there. The at- of this study with our collaborative
metrics to get at story and rapid- tributes of crave-able and affordable partner, Todd Powers, who has worked
choice responses to get at emotions in food create a benefit of delivering to examine emotions in order to help
Phase 1; in Phase 2 we used visuals to great taste but the story ends there, brands create an actionable emotional
interrogate the rehearsal of the CDR with the benefit but without a value strategy – one that captures latent emo-
experience. A quantitative online connected to it. The benefit has a very tions. The methodology, now called the
study of 800 CDR diners was conduct- basic and implied human value: great Rational Heart, is a timed, rapid-choice
ed in August 2018. taste is pleasurable. It’s pleasurable System 1 approach to an established
Let’s look at the research through and satisfying for human beings to eat system of emotional measurement
the three lenses of head, heart and food that tastes good and doesn’t cause developed by Robert Plutchick of the
hand and how they illuminate the them financial pain. Einstein School of Medicine.1
building of branded memories. This lack of any value beyond how Many of you will recognize this
humans respond at a basic level to model of emotions pictured in Figure
tion of powers in people. However, just
as with people, that does not mean
they are destined to remain discon-
nected. As mentioned earlier, we used
these powerhouse emotions to identify
the strongest among the ABV equa-
tions. And we use the emotions again,
in a very important way, as Phase 2 of
our research will show.
Phase 2
Hand
Humans speak a language that towers
over any other: visual. The challenge
for research in translating visual
language into verbal meaning has not
been nearly the same obstacle for hu-
mans. Before we utter a word we are
reading our parents’ faces and making
our own. We have, in our brains, mil-
lions of cues – and not just about faces
1. Plutchick created a systematic clas- emotional meanings are: curiosity but about environments and crowds
sification of emotions that shows the (about what I’ll discover); delight (at and individuals.
eight basic emotions that most of us what good things await); love (the time The assessments we make, as
are familiar with and expands those I’m spending with friends and family); Malcolm Gladwell documented so bril-
eight to demonstrate that they have joy (at being free from cooking/clean- liantly in his best-seller Blink, can lead
levels of intensity. He also studied and ing chores); admiration (at how the us to wrong judgements and some-
tested how they combined to create the chef and staff consistently deliver). times need scrutiny but they also save
more nuanced and complex feelings The more we work with branded our lives by alerting us to danger and
that we all experience and use when memory, the more we see confirmed helping us form initial bonds of trust
we talk about our feelings. It’s those again and again that emotions are not through facial expressions and the
combinations that Powers’ system the same as cognition. We know that in body language of others.
expanded upon and now uses with us our own lives, yet it has taken time to Nowhere else have brands put this
in the brand space. get to the integrated measurement we language to better use than in ad-
In our collaborative research with have today of how humans really work. vertising and, more recently, all the
Powers using the Rational Heart we Emotions do not line up neatly methods of branded communications,
used the rapid-choice exercise to get at with the stories found in ABV equa- from online content to programming
the key emotions in the CDR category, tions, further emphasizing this separa- to messages. In our consultancy, read-
without the conscious mind stepping
in the way. The emotions driving this
category are: curiosity, delight, love,
joy and admiration. WE SPECIALIZE IN FIELDING FOCUS STUDIES
Handing this list to a client would IN REMOTE LOCATIONS - EVEN IN THE MIDDLE OF...
lead to a scramble to explain how
these emotions have specific meaning
in the category. That’s guessing and
guessing can be disastrous for a brand
that builds an entire strategic cam-
paign around them.
Powers addresses this shortcoming
of emotional measurement by employ-
ing modeling and calculating the key
emotions in real-time and in the same FOCUS ON THE RESEARCH. WE’LL DO THE REST.
survey interrogating the respondent on
how they think about those handful of
emotions in a category context.
These open-ended responses are
critical to giving category specificity to
otherwise general language. www.fieldwork.com • 800-863-4353
In the CDR category, the specific
Italian neurophysiologist who works at
the University of Parma, called them
mirror neurons. In essence, the brain
is adopting the other person’s point-
of-view, performing a kind of virtual
reality simulation.
This has remarkable consequences
for CDR brands that want to convey,
through messaging, what a restaurant
experience will be like.
In this phase of the research, we
began by pulling in a mixture of images
from both our visual database on the cat-
egory and also non-category images that
came up in an online search for the five
emotions and the key words in the ABV
equations. After narrowing them down
Figure 3: Experience discriminator ABV #1
in a focus group, we settled on 40 images
for the total sample to evaluate. Then,
each image was kept or eliminated, and
sorted, according to four criteria:
Love, Delight and Joy Delight and Love Love and Delight
1. It had to elicit strong positive emo-
tion on a five-point scale.
2. Then, it had to stretch the category
without causing a disconnect. In
Love Love, Delight and Joy Love and Joy other words, still fit the category, but
giving a new idea or feeling about it.
They make me feel welcome, 3. It had to be found strongly resonant
so we can be ourselves and with the aspects of the three ABV
Delight and Love enjoy family time equations we knew from Phase 1 were
2 levers in the category.
4. It had to resonate with our five
ing the visual language spoken and less Mind are both extraordinarily good most powerful category emotions.
understood by viewers as they look at movies about love and memory but they
branded communications is a central are hardly the same and we encourage This strict filtering process brings
part of our analysis. our clients to use our visual language us a visual dictionary to use as a start-
Coming out of Phase 1, we under- research as a starting point on the ing point for creating branded com-
stood very important aspects of the CDR brand’s way to a unique and compelling munications, by story and emotional
category: the most powerful experienc- visual rehearsal of the experience. positioning. It is meant to inform
es that underlie stories in the category The second and final phase of this the brief, not dictate what the brief
as well as the cost of entry and CDR’s research allowed us to bring that physi- should be, nor what specific visuals it
five strongest emotional levers. Then, cal rehearsal aspect we call “hand” should contain. The aim is to provide a
we had to unite them with strong direc- to the cognitive and emotional find- foundation that empowers the creative
tions around the most telegraphic and ings. People don’t just learn through team but does not restrict them.
impactful visual language for agency watching; the brain is physically able to One of the most effective aspects of
creatives to draw upon as they craft rehearse us doing actions as we watch this approach to unpacking branded
branded communications. them. The relatively recent discovery memory is that even the cost-of-entry
An important point to make here of mirror neurons in the brain and sci- positioning is heightened by bringing
is that the goal is not to emerge from entists’ ability to watch what happens to bear an emotional lens. We can see
our branded memory research with a in the brain when we view someone in Figures 2, 3 and 4 that delicious food
prescription for what images must be taking an action has deepened our un- shown in a casual atmosphere telegraphs
included in future advertising. The im- derstanding of this phenomenon. the important criteria of crave-ability,
ages that align with the ABV equations We can see now that a subset of variety and affordability. However, we
and the emotional levers are meant the motor command neurons that fire also see the powerful emotional levers
only as guideposts. They are intended when we reach for an apple – about at work, as love of family and friends,
for examination by the brand and its 20 percent of them – will also fire admiration of the quality preparation
agency partner, looking at tone and when we’re watching someone else through the chef imagery and curiosity
action. They are not film direction. reach for an apple. The scientist who and delight are visualized.
Casablanca and Eternal Sunshine of the Spot- discovered this, Giacomo Rizzolatti, an As we see, the joy of being free
Figure 4: Experience discriminator ABV #2 • understand the key emotional levers,
both basic and subtle, and how they
manifest in the category – and what
your brand can own; and
Love, Delight and Joy Love, Delight and Joy Love, Delight and Joy • understand the most compelling vi-
sual language and then add creativity
to allow your customer to rehearse
the brand experience and want more.
Love and Joy Love, Delight and Joy
If you are in marketing today, in
The restaurant has a fun atmosphere, where I can celebrate any category, you are in the memory-
making business. Choices in the
without going broke and break up the work week present are made using memories
with some fun as predictors of future experience.
3
Understanding how to create branded
from the grind of chores enters into promise must be a promise of the real: a communications that most effectively
the visual lexicon with this powerful story that resonates with a meaningful create memories is vital to success.
positioning, integrated into this story emotional value that allows rehearsal
of welcome that signals “you can be of the real experience. Amy Shea is brand experience director
at Ameritest, an Albuquerque, N.M.,
yourselves and enjoy time together.” To craft that story, brands need to
research firm. Based in Chicago, Emily
While we did show imagery of clean use marketing research to:
Higgins is vice president of client services
kitchens, it was not nearly as powerful at Ameritest. They can be reached at
as showing people enjoying the benefit • understand how attributes, benefits amy@ameritest.com and at emily@
of the night out – indicating that the key and values ladder up to the most ameritest.com, respectively.
idea of freedom from chores might be powerful stories your brand can tell
best tackled using voiceover while visual- – a conceptual understanding that REFERENCE
izing the stronger human-centric benefit. will release your story’s full emo- ¹ Plutchick, Robert. https://positivepsycholo-
gyprogram.com/emotion-wheel/, retrieved
The diversity of people and their obvious tional strength; January 15, 2019.
happiness sends a strong message of
welcome, comfort and the love that comes
from time with friends and family.
Lighthouse Studio
Importantly, we see that a CDR
brand can signal the powerful experi-
ence of family time while also cover-
ing cost-of-entry ideas like variety and
delicious food.
In this equation in Figure 4, overt *2 -!0')Ȃ*-'
actions of having fun, including the
restaurant staff, can help drive in-
) -'
)/ -1$ 2$)"*ȅ2-
creased occasions for CDR brands. This
ABV equation is, in its way, a natural
!*-)'$) )Ȃ'$) 0-1 4.Ѽ
extension of the warm, welcoming place
where people can be themselves and ex- X.4Ҋ/*Ҋ0. Ѷ+*$)/о'$& X*2 -0. -.(4$). -/ Ѷ
perience the love of friends and family, 0/#*-$)"*)4*0-*2) 1-$+/Ѷ%0 -4ѶѶ*- -'
as evidenced by repeating images here.
X)*($5/$*)*!+" .Ѷ X '!#*./$)"*-'*Ҋ')
This is good news for CDR brands that ,0 ./$*).Ѷ)- .+*). #*./$)"!-*(2/**/#*ȅ2-
want to differentiate through experi- *+/$*).
ences that drive choice but want to span X .+*).$1 Ѷ!- / #)$'
both of these strongest positionings. X/+$+$)"Ѷ*(+' 3.&$+. .0++*-/
X*)./-0/ җ4)($Ҙ'$./. X*#-" .+ -./04*-/+*$)/
Not another set of buzzwords
The three aspects of memory are not
simply another set of buzzwords; they
are founded in an increasing under-
standing of the human mind, a com-
plex and amazing experience we take Sawtooth +1 801 477 4700
222ѵ2/**/#*ȅ2- ѵ*(
for granted. As brands face the tall task
of getting people to trade their precious
*ȅ2- FREE DEMO
attention for a brand promise, that

Playing
catch-up
Our methods aren’t keeping pace with consumers’
advertising experiences
| By Jeri Smith
W
While there’s rigorous debate about the best ways to measure advertising
snapshot effectiveness, there is generally high-level agreement about how advertis-
ing works. Quite simply, the conventional wisdom holds that consumers
Why a more holistic approach to ad see ads and thus are persuaded to think, feel or do something differently
research is better aligned with how as a result of the ad experience.
From here, research paths diverge in a number of different direc-
advertising really works. tions, depending on individual vantage points. For example, insights
professionals who focus on the creative aspects of the ad tell us that the
ad must convey something meaningful or resonate emotionally. Those
who live in the world of media planning and buying tell us that the ad
will be more effective if it appears in the right environment or at the
right time and they tell us that the ad’s persuasive power will wear out
after too many exposures.
This is all true and very many wise and learned researchers and insights
professionals have spent their careers fine-tuning and validating measure-
ment approaches that are designed to evaluate and diagnose the persuasive
power of an ad or a media buy. There have been hits and misses along the
way but as of this writing, we have a relatively robust set of tools that can
be employed to ensure that each individual ad, at least those with sufficient
spending to be worthy of the research investment, is rigorously studied and
optimized from both creative and media standpoints.
This is not to say that these tools can’t be further improved; of course
they can. As the media environment continues to evolve, as our techno-
logical capabilities improve, as consumers become increasingly more ad-
resistant and as marketing directors become ever more insistent on having
data that enables “real-time” shifts, the tools with which we examine ad
performance must continue to evolve.
However, the further we travel down the path of ad optimization, the
www.quirks.com/articles/2019/20190307.aspx further we may be getting from the reality of how advertising really works
and how it really ought to be optimized.
one, great commercial and we on the research
side focused on helping them to optimize it.
And while the advertising team has moved on,
we mostly haven’t. We continue to focus on one
ad at a time and that’s pretty much all we’ve
trained them to expect from us.
What’s missing is how advertising really
works – all together, like the experience of a
stroll through the woods or the sounds of a beau-
tiful symphony as played by a skilled orchestra.
What if we could tell our advertising partners
how all of the brand communications that
they’ve crafted work together to build the brand
and also how each piece contributes?
Reexamine that premise

Let’s reexamine that simple premise about how
Put another way, we are optimizing trees when we really should be advertising works, but this time, let’s use the
studying forests. context of full, 360-degree campaigns instead of
maintaining the one-ad context.
Outmoded model Consumers see a lot of different brand
Brand impressions and purchase decisions are rarely formed or changed communications. In fact, they are exposed to
based on a single ad any more than the experience of a stroll through far more than they actually see – just as that
the woods is shaped by the presence of a single tree. Unless your market- walker strolling through the woods might or
ing communications campaign is comprised of just a single ad, research might not notice particular trees, shrubs and
that focuses on one ad at a time is based on an outmoded model of how patches of grass and might or might not hear a
advertising works. particular bird’s chirp.
In today’s world of advertising development, ad teams strive to develop At the end of it all, the consumer might or
campaigns that encompass multiple elements, including both traditional might not have an altered view of the brand
ads and all manner of newer, non-traditional forms of brand communica- from where they started. If their view has been
tions. As consumers have become both more ad-resistant and more em- altered, it’s highly likely that the transformation
powered, the idea is to reach them in new ways, but with messages that has occurred based on a particular combination
– if well executed – all work in harmony to build the brand and move the of interactions with the brand and its story,
consumer further down the path to purchase. perhaps in just the right combination and with
But we’re mostly all still studying that single tree – “Let’s make sure the each one occurring at a point in time when the
branches are coming out at just the right angle and the leaves are perfect consumer mind-set was in just the right space.
hues of green and it’s placed just the right distance from the trail.” In order to fully understand whether, and
We’re optimizing trees but paying little attention to the grass, the flow- how, advertising is working, we must be able to
ers, the birds singing in the trees. Oh sure, we can study those too – one at a inform our brand and advertising constituents
time. As we’ve done with TV, we’ve developed methods that study online ads on both whether the campaign is working and
and we’ve got methods that study other branded communications includ- which elements within it are contributing.
ing event sponsorships, program integrations and even those old-fashioned The graphic in Figure 1 shows a simple way of
media types like OOH (out of home) and POS (point of sale) ads. thinking about it.
Our research approaches are remnants of the days when the TV com- In order to evaluate and diagnose a cam-
mercial was dominant and when our audience – if not quite captive – was paign, this concept of how advertising works
at least less empowered and accustomed to deciding for themselves what forces us to focus on specific consumers one at a
stimulus to attend to. The advertising team focused on producing that time and examine:
to ensure that consumers are engag- paigns, not simply more intrusive and
• what ads and other brand communi- ing with ads that resonate in ways that singly persuasive ads.
cations they’ve noticed; accomplish the ultimate brand building From a methodological perspec-
• whether, and how, these ads resonat- and sales objectives. tive, one way to accomplish this is
ed with the consumer, individually, through the use of a longitudinal
but importantly as part of the whole; Actually altered how she feels design. Specifically, by interviewing a
• how seeing the totality of what they Once we understand how all of the cam- relatively large sample of consumers
have seen has influenced them; and, paign elements work together to gain at two points in time, determining
• which elements produced what – and the attention of the consumer, we can what ad elements they’ve seen be-
in what combinations. next examine the extent to which the tween the two points and identifying
unique combination of elements with the changes in brand KPIs that have
The first step is to understand, which a particular consumer engaged occurred among those who’ve seen
among all of our communications pieces has actually altered how she feels about, different combinations of elements,
to which a given consumer is exposed, or behaves toward, the brand. Within we can begin to deconstruct the cam-
which she is even noticing. Of course, a quantitative sample, we can begin to paign elements that work together to
this question is inherent in much of the deconstruct the combinations of ad ele- accomplish the brand’s objectives.
research that conceptualizes ad engagements that produce the greatest amount Granted, none of this is simple.
ments as siloed experiences but within of the changes that we desire. Which is perhaps one reason why the
our construct, we’re interested in how For example, if our consumer who’s advertising research community has
ads help other ads to get noticed and seen both the social responsibility ad gravitated toward the quick, single-
how ads help other ads resonate better. and the brand-focused ad is more likely number evaluations that individual
For example, if a consumer has seen to buy our brand as a result, or if she ad testing provides. Clearly, there is
an ad that discusses a brand’s social feels more affinity for the brand, the a role for the single-ad testing model.
responsibility initiatives and then on layered messaging approach has accom- However, it’s also clear that the more
another day comes across an ad for the plished its objective. Maybe the social comprehensive insights that can be
brand that is intended to produce a sale, responsibility campaign only builds gained from a comprehensive, cam-
will she be more likely to notice the sec- affinity but not short-term sales. What paign-focused approach to advertising
ond ad than if she hadn’t seen the first? then? Should it be considered a success? effectiveness measurement can empow-
Or will she notice the second ad but fail Wouldn’t the advertising teams er advertising teams to produce better,
to link it with the correct brand based who crafted these campaigns want more effective advertising that respects
on the disconnect that she experienced these kinds of answers? If they could the consumer and how she travels
from the two disparate messages? truly understand whether, and how, through her world.
These are just a few of the kinds of all of the campaign elements work
insights that we should be providing to together to accomplish the brand’s Jeri Smith is CEO at Communicus, a Tucson,
Ariz., research firm. She can be reached at
help inform development of campaigns multiple objectives, they would be able
jeri@communicus.com.
in which all of the parts work together to produce more finely crafted cam-
Introducing
Executive Recruiting for

Market Research and Insights Professionals
COMPANIES + CANDIDATES
Quirk’s Talent is a new executive recruiting service

specializing in identifying and placing professionals in
the market research and consumer insights industry.
With both full-time and interim placements Quirk’s

Talent is the ideal solution for matching research
professionals with open opportunities in our industry
– and it is from a name you can trust!
www.QuirksTalent.com
Quirk’s Talent is offered in partnership with Trusted Talent, LLC.

More data,
less hassle
A hybrid approach to ad testing
| By Julia Eisenberg and Isaac Rogers
snapshot
The authors offer case

studies of successful
applications of
qual+quant ad testing
and argue that hybrid’s
S Some great ideas are born at the wrong time, before the world is truly ready for them.
Webvan, the home grocery delivery service, went bankrupt in 2001 in spectacular dot-
com fashion. Microsoft launched its SPOT smartwatches way back in 2004, only to close
the program four years later.
Yet, when you look down at many people’s wrists today, you’ll find some version
of an Apple Watch or Fitbit worn proudly. Most of you reading this article have likely
ordered some sort of at-home delivery service from Instacart, Amazon Prime Now or
Uber Eats. When you look at these examples, it’s puzzling why sometimes it takes so
long for society to catch up to technology or ideas that were readily available a decade
before we all realized the benefits.
time has come again. In many cases, these before-their-time failures happened because the ideas were so
radical we didn’t really believe or trust they were possible. In some cases, there needed
to be some iterative steps in the path between the existing way of doing business and the
future state; we almost had to learn A followed by B before we could ever conceive of C,
whereas these too-early disruptive concepts jumped too far and too fast for us to keep up.
In the marketing research industry, one such methodology that was simply launched
before its time is now seeing a resurgence as marketers and brands increasingly reap the
benefits: hybrid quant+qual research for advertising, message and concept testing.
Well over a decade ago, researchers first started experimenting with ways to inte-
grate qualitative insights into their quantitative research. The promise was simple and
obvious; the approach was a way to bridge the quantitative testing data with deeper
understanding from the respondent through some type of digital qualitative interview,
video conversation or online group discussion. A marketer would then have a robust set
of projectable data and a winning set of concepts. Through the qualitative insights they
would understand why these concepts succeeded when others failed, perhaps even be
able to take a “good” winning concept to an even higher level and be better equipped to
w

DELIVERING AUTHENTIC INSIGHT
Don't miss this{exciting event!
20-21{March{2019 Washington, D.C.
2019 is here and with it a new edition of Qual360! We are

excited to be back in Washington D.C. on March 20-21,
2019 with a stellar line-up of speakers and cutting-edge
topics.
Register at{na.qual360.com
Participating brands include:

develop the next iteration of their compelling and authentic message. referred to as “awkward” or “un-
brand or product story. Reenter, hybrid quant+qual re- usual.” With a little bit of digging,
However, it took practitioners search. Over the last couple of years the researcher discovered that nearly
a while to figure out the best ways we’ve seen a massive increase in the every woman in the target audience
to get the most value out of the ways marketers and insights teams found a single phrase in the copy to
increased effort. In some cases, the are leveraging advanced qualitative be off-putting. The phrase just didn’t
technology to integrate the hybrid methods within their existing quan- fit with the way these women thought
chat or video intercept wasn’t very titative ad testing regimen. The mar- or talked; the words were unnatural
reliable or simple. In other cases, keter has evolved enough to accept and detracted from the rest of the
panel providers were wary of letting that more is more – more informa- messaging and visuals.
their valuable panelists have direct, tion to make faster, more confident When the researchers discov-
one-to-one conversations with market decisions with more context about ered this insight, the creative team
researchers. These early friction their work is crucial. Additionally, quickly borrowed more pleasing
points proved fatal for the widespread the technology is finally optimized copy from another version and cre-
adoption of hybrid insights across for clear, direct, turnkey ease of use. ated a new iteration to show the
our industry. So, just like Webvan In the past, taking a risk on a hybrid community, which they immedi-
and the SPOT watch before it, hybrid evaluation method meant potential ately applauded. Within two days
methodologies for ad, message and delays to deadlines and headaches they were back in field conduct-
concept testing seemed to recede into over complex, buggy tech. Today, the ing another round of quantitative
the background, waiting for the right tools and integration are seamless. evaluation and this time, the newly
moment to reappear. The only risk is forgoing a qual+quant developed version clearly came out
assessment and missing something. on top, giving the client a winning,
Forced to adapt fully optimized version to build into
So why are these approaches now Nothing stood out the marketing campaign.
experiencing a resurgence? Develop- Let’s take a look at a few examples of In another example of how hybrid
ing a top-performing ad campaign or the hybrid approach in action. made the difference between a win-
launching a new product to market A global cosmetics client was ning campaign and a disaster, a client
has never been as hard as it is now. deeply frustrated that none of the was testing a somewhat controversial
In the past few years, marketers have seemingly dozens of versions of its set of online and TV ads; these ads
been forced to adapt to a world where most recent display ad seemed to attempted to push the boundary with
consumers are exposed to hundreds of resonate. Sure, there were a few their language and included cultural
ads from competing brands and prod- treatments that benchmarked slightly references the brand believed would
ucts every day. Digital media radically higher than the rest of the pack, but greatly attract the attention of the
increases the exposure of consumers nothing stood out and the firm was desired target, a group of ethnic
to advertising content and makes not willing to fully launch the cam- minorities. In order to walk the fine
it incredibly difficult to stand out paign until it had the perfect message line between highly relevant and
among the background noise. Years and visuals to accompany its new racially insensitive, the research
ago the old rules of share-of-voice and product. Through rounds of testing, team chose to test these ads in a way
ad exposure began to shift dramati- it kept weeding through ideas only that allowed them to get a complete
cally, making marketers’ jobs much to find itself without a clear, break- picture of the audience’s response;
more difficult and the consumer that through contender. It decided there not only to identify which ad varia-
much harder to reach. was something missing – the why. tion was most impactful but to also
For this reason, many marketers Why were some ads testing slightly gauge whether there was any notion
and insights teams are realizing that higher? What nuances could the firm of “crossing the line” with the target
their old instruments for testing and focus on, or what language could it group. Digital-moderated intercept
optimizing creative won’t be competi- highlight, to fully optimize the best chats at the end of the survey allowed
tive going forward. It’s not enough to version of its work? the researchers to hear directly from
simply find the best ad version out To uncover the why, it turned to a the respondents who viewed the clips,
of your top seven; your ad now has to hybrid approach that asked a portion confirming that while one ad version
be the best version it can possibly be, of its respondent audience to join it tested highest in the group, it was
hitting every mark with the con- in a brief two-day online discussion. also the one most likely to be called
sumer in the hopes of standing out in Forty women were randomly selected out as inappropriate. This allowed the
increasingly crowded spaces. Consum- to participate in this quick, online client to choose the next-best alterna-
ers are more savvy about marketing community where the brand’s qualitative, thereby avoiding the language
messages and better at tuning them tive team engaged them in a deeper, that was just a bit over the line and a
out. Not only do ads have to be fully more thoughtful conversation about potential public relations nightmare.
optimized but it becomes more chal- three of the top-performing ads.
lenging every day to find ways to con- While there were subtle improve- Inspiration for next phase
nect with consumers’ ever-evolving ments that could be made in all three One of the most intriguing side ef-
needs and preferences to deliver a treatments, one version kept being fects experienced by researchers who
are leveraging hybrid quant+qual have missed the critical feedback that understanding, confidence and suc-
research is that they often find led to the service’s eventual renaming cess rates with much needed data
themselves with an abundance of and repositioning. and context – all without adding
riches for the next iteration of their complexity to the project or signifi-
work. Whether they integrated quick Stepping back into the spotlight cantly increasing timelines. Past
consumer video responses, included Finally, after a long turn out of reasons to exclude combined re-
hybrid chat intercepts or linked favor, we see hybrid approaches to search methods have been solved by
their quant to a pop-up community ad, concept and message testing technology and get better every day.
for deeper insights, it’s common for stepping back into the spotlight as a What are you waiting for?
marketers to find their next germ of critical tool in the marketer’s tool-
an idea or the starting point for an box. Statistically significant, quan- Based in Denver, Julia Eisenberg is vice
president of insights at research company
entirely new campaign from within titatively sound and accompanied by
20|20. Based in Nashville, Tenn., Isaac
the qualitative stories they gathered. just the right amount of qualitative
Rogers is CEO of 20|20.
A respondent might say something context, hybrid approaches enhance
unique or share a clever phrasing
of the tagline; these “cutting-room
floor” learnings often become the
inspiration for the next phase of
creative work.
While there are many examples of
how these additional learnings help
build the foundation for the next
phases of research, one unique case
occurred during a hybrid customer
experience project. The client was a
major grocery store chain that was
evaluating the customer experience
of a new prototype service feature
of the store and the messaging to
support and promote it. While the
feedback in the quantitative compo-
nent was mostly positive, during the
qualitative interviews conducted in
real time at the end of the survey,
MORE DATA. MORE INSIGHTS.
many respondents remarked that
they actually had trouble finding MORE RESULTS.
this particular new feature within
the store; it had been placed towards
the front, near customer service, but
many of the shoppers interviewed
noted that they would have expected
it reside within a different section.
Additionally, the service’s trade
name was clever and unique but it
and the messaging around it didn’t
accurately reflect what the service
was actually about.
Neither of these issues were dis-
covered in the quantitative phase and
were not a planned component of the
qualitative interviews either. How-
ever, this unexpected insight led re-
searchers down a path of questioning
whether placement of this service was
going to be a hindrance to its even-
tual adoption and whether there were
better ways to promote the service as dynata.com
they prepped for the nationwide roll-
out. Had the researchers skipped the
hybrid qualitative piece, they would
Don’t think,
just buy
The role of emotions in the purchase decision
| By Anne Beall
snapshot
If you’re not engaging

their hearts, your ads
won’t engage their
wallets, the author
argues.
I It’s a common belief in Western culture that we make better decisions when we take
emotions out of the equation and rely on reason. In actuality, the reverse is true. We
tend to make better decisions when emotions are involved. Fascinating research has
been done in this area with people who have brain lesions that leave them with normal
cognitive function but who lack the ability to process emotional signals. These people
are the epitome of rational decision-makers because they can’t process any emotional
information. Contrary to popular thought, researchers have found that these unemotion-
al decision-makers actually make poor decisions or no decisions (Bechara 2004). These
individuals, lacking emotion in their decision-making, have been known to bankrupt
themselves or participate in other risky behavior because they don’t feel fear.
People use emotions as a gut check on whether to engage with brands, products,
services and people. And this is particularly the case with advertising. Advertising cre-
ates an emotional response in humans who use that response to determine whether to
interact further with that brand’s product or service offering.
The emotional system that humans use is a valence-intensity system in which we are
drawn to engage with things that give a positive emotional response and avoid things
that generate a negative one. Humans have emotional responses to most things that
can vary from positive to neutral to negative and high to low intensity. Thus, one may
have an intensely positive or negative response to a new product in a pop-up ad. If the
reaction is a highly positive one, there is generally engagement. And if highly negative,
there is typically avoidance. Figure 1 shows an overview of the model.
Consumers follow the lead of their emotions, which leads to a type of automatic
“thinking” called System 1 thinking (Kahneman, 2013) that explains the survival of our
ancient ancestors. They didn’t think much about whether a large creature was upset,
w

Leading International Trade
23-24 October 2019
MOC Convention Center Munich
Show for Market Research Germany
t 1BSUJDJQBOUT
t&YIJCJUPST
t+8PSLTIPQT
t*OOPWBUJPO"SFB
Book
Your Stand
Now!
Contact: Ms Alexandra Frank
frank@research-results.de or visit
www.research-results.com
sumer engagement (or lack thereof).
Another reason to understand
emotions is because they’re linked
to memory. Think about your life
in retrospect and you’ll remember
the highs and the lows. You won’t
remember the regular days, probably
due to an innate inclination to repeat
positive emotional experiences and
avoid negative ones. And, given that
emotions are related to our ancestors’
survival, focusing on ways to manage
these emotions makes sense. We’re
hardwired to react to our emotions.
Thus, humans are strongly moti-
vated to engage in positive emotional
experiences – whether that’s through
interactions with people or through
products and services. Thus, we’re
likely to remember the people and
companies that provide us with
strong positive emotional experi-
ences and engage with them more.
The companies that give us negative
how fast it could run or if it ate meat. Hard to resist emotional experiences will also be
They just felt fear and ran. That kind As a result of this basic system, emo- remembered and strongly avoided.
of quick, instinctive “thinking” still tions are strongly linked to behavior.
happens much of the time. Humans When we experience strong emotions, Most predictive emotions
don’t have the ability to think deeply we often feel compelled to behave We wanted to determine which emo-
about everything they encounter. So, in certain ways that can be hard to tions are most predictive of purchas-
emotions guide decisions. You can resist. When we’re sad, we withdraw; ing among current and potential
probably see this in yourself when when happy, we engage; when angry, customers. We conducted two large
you encounter a new product in the we fight. When we’re surprised, we studies that included 17 major brands
store or see an ad. You immediately open our eyes wider to evaluate our across many different consumer
have a reaction to it: positive, nega- surroundings. As a result, under- goods and retail categories to isolate
tive or neutral, the intensity of your standing the emotional reactions the most predictive emotions. This
reaction determines whether or not triggered by brands, products and research was conducted with ap-
you will engage with what you see. services allows us to understand con- proximately 2,000 respondents who
represented the population of the
United States. We analyzed the data
NO MATTER WHERE YOUR CLIENT WANTS A FOCUS GROUP, and derived a statistical model that
YOU’LL THANK HEAVEN FOR OUR ANYWHERE TEAM. explains the majority of purchasing
behavior (70 percent of the variance
is accounted for with our model).
We learned that there are two
major emotional experiences that are
the most predictive of purchasing.
The first is the emotional response to
the brand – how it makes potential
customers who haven’t used it feel
and how it makes current customers
who do use it feel. The second emo-
FOCUS ON THE RESEARCH. WE’LL DO THE REST. tional predictor is emotional identi-
fication – how strongly respondents
identify with it personally and see
it as a representation of themselves.
This model holds for both current and
potential customers.
www.fieldwork.com • 800-863-4353

which contexts and which individu-
als created the greatest emotional
response. For example, nature scenes
were consistently well-liked as well as
certain popular celebrities.
We also collected traditional adver-
tising measures and looked at the rela-
tionship of these measures to likeli-
hood to purchase. With our emotional
measures and the traditional ones,
we conducted a driver analysis on all
the data to determine what was most
predictive of likelihood to buy. We
learned that the most predictive vari-
ables that explained the majority of
the decision to purchase are emotional
Same two factors emotional identification score and identification and the emotional
Communications that are emotional likelihood to purchase, in addition to response to the advertising. Our work
in nature perform better and lead to traditional measures such as overall confirmed that people don’t think
higher spending in the marketplace. appeal of the communication, fit with their way to a purchase decision, they
For example, ads that have above- brand, uniqueness of communication, feel their way to it. And the brands
average emotionality are associated believability, ease of understanding, that create communications that trig-
with a 23 percent lift in sales volume relevance, unaided brand recall and ger the strongest emotional response
versus an average ad and, conversely, message recall. The emotional sig- and identification are the ones that
ads with below-average emotional- nificance score was highly predictive are most likely to be purchased.
ity are associated with a 16 percent of likelihood to purchase – the more
decline in sales volume (Forrester, strongly respondents identified with a Anne Beall is CEO of Beall Research Inc.,
Chicago. She can be reached at hello@
2017). But what emotions specifically? brand as a result of what they saw in
beallrt.com.
Our research indicates that it’s the the ad, the more likely they said they
same two factors that predict likeli- would be to purchase it. REFERENCES
hood to buy: The emotional response We were also able to identify the Bechara, A. (2004). “The role of emotion in
decision-making: Evidence from neurological
to the advertisement and the degree emotional response to various points patients with orbitofrontal damage.” Brain and
of emotional identification are what in each ad (see example in Figure 2), Cognition, 55, 30-40.
makes ads effective. which helped the client determine Forrester, I. (2017). “The power of emotional ad-
We recently conducted both quali- what parts of the advertising were vertising.” Affective.com. https://blog.affectiva.
tative and quantitative research for a working, which characters were com/the-power-of-emotional-advertising
client on several different ads that it appealing and how the ad could be Kahneman, D. (2013). Thinking Fast and Slow.
was considering for a new campaign. optimized. It was interesting to see New York.
We first conducted focus groups
where we identified the nature of the
emotional response for each ad and
the degree to which respondents said
they identified with the brand in the
ad. We plotted these scores real-time Your FIELD experts!
and then probed respondents on what National recruiting—
aspects of each communication led to
a positive or negative response and • 375,000 HCP
the intensity of that response. We
• 250,000 Executives and Professionals
also learned what aspects of the com-
munication led people to experience • 3 Million Consumers
emotional identification and what
aspects didn’t. The model and this
research clearly identified which ads
were working best and why.
Our client used this feedback to
select a potential campaign and to All of your needs: Call us: 972.707.7645
Focus Groups, Telephone, CATI, CAPI, Phone Susan@murrayhillnational.com
refine it. We then quantitatively tested Dallas | NYC | Chicago | Los Angeles | Miami
to Web, Mystery Shopping, Video Interviews,
several versions of this campaign with all methodologies 40 + US Markets
hundreds of respondents and calcu-
lated an emotional intensity score,
More than
clicks
The importance of understanding advertising in
different environments
| By Jon Brand
snapshot
Jon Brand draws from

research on research to
argue for a rethinking
of how ads work in
today’s world.
R Radical changes in media, technology and consumers’ lives have made it much more dif-
ficult to launch successful ad campaigns. Marketers have been particularly concerned with
figuring out who has been exposed to an ad and how those consumers responded – a focus
strongly connected to the big data revolution. With digital advertising now commanding
close to $450 billion in annual spend, the demand for some kind of provable ROI is palpable.
All of this necessary attention to targets and demos – dissecting what happened and at
what cost – has distracted from the content that drives consumer actions and reactions:
digital creative. With advertising showing up in more places – and consumers exposed to
more media every day – creative quality is more important than ever before. And while some
analytic techniques have grown more sophisticated, marketers continue to rely on old-school
approaches, such as test and replace, to evaluate digital advertising; exposure and click-
through are often the key metrics in deciding which ads work. There is no real learning on
what drives creative effectiveness or the broader impacts of advertising beyond clicks.
Optimize everything
In today’s advertising world, creativity is not just about 30-second video ads; we need
to be concerned with how to optimize everything from six-second bumper videos to
long-form efforts. Marketers need to study static display ads as well as interactive and
animated banners. And we need to understand how advertising works in different envi-
ronments, from TV, PC and mobile to traditional Web pages to social media to marketers’
own Web sites to landing pages. It is not that media measurement is not important, we
just can’t forget about the creative.
The proliferation of consumer exposure to branded messages has also led to increasing
anger about intrusive advertising. Consumers are just plain ignoring ads at a huge rate; ac-
cording to Media Dynamics, they are exposed to 362 branded messages a day but only truly
pay attention to 12. And GfK Consumer Life research shows that eight in 10 consumers believe

Kirti Singh Natasha Hritzuk
ChiefAnalytics&InsightsOfficer VP, Marketing
P&G Turner
MRMW North America 2019

April{10-11/Cincinnati, Ohio Gayle Fuguitt
Chief{of{customer Insight
Jeffrey Hamilton
Group Manager
Foursquare UBER
Powering The Future of Insight

Automation
Trusted by over 5000 participants around the world, MRMW
conferences bring together thought leaders and insight experts
Rama Mallika Sandipa Dublish
PayPal Celgene for two days of in-depth knowledge exchange, networking and
deal-making. Our unique single stream format, match-making
program and curated audience means you get to meet only the
right partners for you.{
Use promo code QUIRKS15 and get 15% discount on event tickets!
Jeffrey Hamilton Justin Coates Register at na.mrmw.net

Eastman Chemical
BMW Company
Participating brands include:
Guy White Dan Foreman

Catalyx Hatted
For more details. visit na.mrmw.net{ Baileigh Allen Rudy Bublitz

Zinzag Research Digital Taxanomy
we recommend approaches for exposing
ads more naturally:
• Expose banners in context of a fully

mocked-up Web page, including pic-
tures, headlines, articles and other ads.
• Test video ads in a pre-roll environ-
ment. We have determined through
online tracking of tested ads that this
pre-roll environment works for both
online video and TV. The key to this
approach is exposing the ads in an ac-
tual environment where we can then
actively measure behavioral response.
Pre-roll video testing is conducted on
both PC and mobile devices.
• Test banners and video in a dedicated
mobile Web page environment. This
can be either a traditional news feed
or a social media environment.
• Employ a “FIT” evaluation construct,
consistent across ad types, that ad-
dresses an ad’s ability to fascinate,
imprint and trigger a response.
• Leverage technology for timing and cost.
Since launching the system two

years ago, we have tested over 600 ads.
We have been mining this database to
create learning on how advertising is
working today. Here are a few of the
insights we have gleaned:
The 50 percent conundrum. Only
roughly half of consumers ever look at
a banner ad when exposed to it (Figure
2) and roughly the same number watch
an entire video ad. While of course we
they “don’t even notice or pay attention the degree to which the ad hooks and need to know how many are exposed
to [ads] anymore.” holds consumer attention. to an ad, it clearly is imperative to also
In this challenging environment, • Moving away from the common ap- understand how ads attract attention.
it is critical to evaluate advertising proach of forcing consumers to watch Brief encounters. On average, con-
in ways that reflect the new reality. entire ads. If they do not watch full sumers only spend 1.6 seconds looking at
The industry’s focus, first and fore- ads naturally, then why would we banner ads. With the growing trend to
most, needs to be on an ad’s ability to demand that they do so in research? use animated rather than static banners,
attract and keep consumer attention. • Enhancing past industry approaches this means that consumers are typically
If a consumer does not engage with – which were dominated by cognitive only seeing one to two of the frames
an ad, no other diagnostic is really assessments – with behavioral mea- (Figure 3). Therefore, it is not surpris-
going to be important. Marketers have surement and System 1 metrics. ing that animated banners have lower
long complained that copy testing has • Quantifying the important role that branding than static banners. We have
not been innovating to keep up with emotions play in how consumers found that animated ads with fewer
changes in the ad world. respond to video ads (Figure 1). frames are actually more effective.
Given these conditions, we defined Making it personal. Often ads fo-
a set of capabilities that ad creative More naturally cus on interesting creative ideas or key
measurement needs to embrace to as- We also feel it is essential to move product benefits. But we have found
sess today’s campaigns and incorporat- away from the historical approach of that if either of these is not personally
ed them into our new Ad Fit Optimizer exposing ads in clutter. While consum- relevant to the viewer the impact of the
system. They include: ers do ultimately see ads along with ad diminishes (Figure 4).
other stimuli, there are aspects to the Let’s get emotional. Much has been
• Measuring consumer engagement native environment that influence written over the years about advertising
with an ad behaviorally, establishing interactions with ads. To address this needing to connect emotionally and we
with these changes. Producing engaging
creative has never been more important
and understanding the contexts and
audiences for those ads is an essential
part of effectiveness. The industry
needs to keep pushing the boundaries
– and testing its own assumptions – to
stay a step ahead of the consumers they
absolutely must reach.
Based in Redmond, Wash., Jon Brand is

senior vice president on GfK’s Marketing
Effectiveness team in North America. He
can be reached at jon.brand@gfk.com.
have found that emotions do play a key the fastest growing segment of ad-
role in both keeping consumer atten- vertising is shown on mobile devices.
tion and in driving a response. Ads that We have taken this to heart and done
either fail to create an emotion or are research to understand the impact
viewed as boring have far lower impact. of screen size on how consumers
interact with ads. This project will
Understand emerging concerns eventually report on differences in
With the ad world evolving so quickly, how ads were rated based on having
questions keep arising that marketers seen them on smartphones, PCs and
need to take on to be more effective. We smart TVs.
are working with clients to understand • With emotions playing an important
emerging concerns such as ad size, role in advertising, we have executed
placement, Web environment, length a deep-dive study on how emotions
and more. We have also identified some effect advertising and what exactly
key areas where we will be releasing does drive emotions.
insights in the near future.
In the ever-evolving advertising
• Most ads have historically been world, it is important that we continue
tested on PC computers but video ads to have a clear understanding of how to
are watched on TVs most often – and create effective campaigns that keep up
31 Top CX/UX Research Companies
SPECIAL ADVERTISING SECTION
••• special advertising section
31 TOP
CX/UX
RESEARCH
COMPANIES
There are many different ways to measure and gauge customer
and user experience. Companies that specialize in CX and UX use a
range of tools and methodologies – from more traditional methods
like surveys to more tech-based techniques like eye-tracking and
AnswerLab
Founded in 2004 | 100+ employees
biometrics – to give insight into how to your users and customers Amy Buckner Chowdhry, Founder and CEO
interact with your brand, products and services and provide ways
to improve those experiences.
From UX to CX (or both), there are companies ready to provide

expertise on how to optimize the way users and customers
experience your brand. Whether you need assistance with your
customer experience, user experience or both, these companies
have the tools and techniques to help. AnswerLab helps brands create experi-
ences people love. The world’s most-
recognized brands rely on our UX
insights and advice. Through thou-
sands of research engagements, we
build strategic partnerships that help
clients scale their UX impact year over
year. Our team of 100+ researchers and
strategists enables brands to bring a
human-centered design process to every
quirks.com/articles/2019/20190333.aspx product they launch and we help UX
teams scale their impact within their
BARE International
Founded 1987 | 500,000+ field force,
350+ dedicated team members worldwide
Dale Bare, CEO
organizations. To answer your tough- in North America

est research questions, we employ a and we’ve been
mix of techniques, methodologies and named an “MSPA
best practices tailored to provide clear, Elite Company”
actionable recommendations that gen- for five consecu-
erate strategic business results. tive years – an
Phone 415-814-9910 honor recogniz-
www.answerlab.com ing the leading
research firms
shouldering
the advancement of the CX industry. BARE International sets the indus-
Organizations choose ath Power for our try standard as a leading provider of
world-class customer service, expert customer experience research, data and
team, proven research methodolo- analytics for companies worldwide.
gies, robust analytical capabilities and We provide customized research solu-
innovative technology. For over two tions for your unique business needs.
decades, we have helped our clients Founded in 1987, BARE International
improve customer experience, boost is a family-owned business with global
ath Power Consulting operational performance, deepen capabilities. With headquarters in the
Founded 1997 | 60+ employees employee engagement, build brand Washington, D.C., area and 12 offices
Frank Aloi, CEO loyalty, measure compliance and around the world, we are conduct-
increase profitability – distinguish- ing more than 50,000 evaluations or
ing them from their competition and audits across more than 150 countries
ath Power Consulting provides a suite for our clients in any given month. Our
giving them a commanding edge in the
of custom CX solutions, including customer experience research solu-
marketplace.
survey and mystery shop research, tions can help you see your business
Phone 978-474-6464
competitive intelligence, compliance www.athpower.com
through your customers’ eyes, provid-
testing, market analyses, social media ing insights that can impact your bot-
monitoring, employee training, and tom line.
strategic consulting. We own one of the Phone 800-296-6699
largest panels of field representatives www.bareinternational.com

BestMark
Bellomy Market Founded 1986 | 200+ employees
Fred Ketcho, CEO Bold Insight
Intelligence Meredith Harper, main client contact Founded 2018 | 30 employees
Founded 1976 | 120+ employees Robert Schumacher, Managing Director
John Sessions, CEO
For over 32 years
BestMark has been
When customers an industry-leading
use your product CX aggregator,
or service, have integrating qual/
an interaction or quant data sources
see your branding, in-store and online
they’re experienc- that illuminate the Bold Insight is a user experience
ing your brand. path to excellence and human factors research agency.
That experience as digital CX drives Our team has been UX consulting for
leaves an impres- growth, innova- almost 20 years and has the expertise
sion which affects tion, profitability, ROI and employee and professionalism of a large agency
the probability engagement. The BestMark “Straight with the imagination and agility of a
your brand will be chosen again. You A” CX solutions (Assess, Analyze and start-up (because we’ve been both!).
win or lose at every touchpoint. What Actualize) are architected with our We span the product development life
is the cost of losing? At Bellomy, we customers, partners and our informed cycle; our research informs early prod-
work with clients across industries to visionary leadership team. We aspire, uct design to human factors validation,
bring customer-centricity to the experi- inspire and deliver actionable CX road all to ensure user experiences are use-
ence design process. We apply smart maps through our flexible, agile and ful, usable, safe, engaging and satisfy-
technology as well as social interac- customized solutions. With a strong ing. Specializing in large-scale and
tions and analyses to monitor and mea- and vast global panel of more than 1 global research, we work with digital,
sure your brand’s success in delivering million people, we can quickly imple- next-generation technology – medical
its promise. And we provide vital infor- ment a program anywhere. Since our devices to mobile apps, in-car systems
mation rapidly so it can be understood, inception, we’ve helped good compa- to Web sites, back office systems to end-
considered and acted upon. nies become great companies with our to-end customer journeys.
Phone 800-443-7344 comprehensive arsenal of proven sur- Phone 630-317-7671
www.bellomy.com veying, auditing and CX management boldinsight.com
systems. Services include: mystery
shopping, reputation management,
competitive intelligence, auditing, cus-
tomer satisfaction, customer intercept,
panels/focus groups, employee satisfac-
tion and more.
Phone 952-922-2205
www.bestmark.com

Branded Research Inc. Creative Consumer

Civicom Marketing
Founded 2012 | 15 employees
Research
Matt Gaffney, CEO
Research Services Founded 1976 | 13 full-time; 70 part-time (83)
Founded 2000 | 500+ employees worldwide employees
Branded Research Annie McDannald, Global Manager Patricia Pratt, CEO
offers next-gen
audience technol-
Creative
ogy solutions to
Consumer
enterprises across
Research (CCR)
the globe. Our
combines de-
on-demand data
cades of market
collection plat-
Civicom Marketing Research Services is research and
form helps clients
at the forefront of enabling companies consumer in-
connect with
to observe mobile usability by consum- sights expertise
their audiences in real time to gather
ers in real-time through online tools. and an unwav-
unique consumer insights. How’s it
Using Civicom’s See Me Navigate™ ering commit-
done? Branded Research enables rich
mobile Web site/app usability tool, we ment to clients’ success through our
customer experience and user experi-
use Web technology to enable you to customer and user experience research
ence research by providing clients with
observe a respondent live while they services. We offer a wide array of
deep access to Branded Surveys, our
navigate mobile applications and Web research services for clients in many
proprietary online community. Our
sites live in real-time as we capture the industries nationally and internation-
panelists are members of vibrant com-
user’s facial expressions and their mo- ally, providing sound data collection,
munities whose collective opinions and
bile device screen simultaneously and analysis and actionable insights that
insights are qualified through willing,
provide you with a streaming media enable businesses to gain a competitive
natural interaction and powerful social
file of the CX/UX experience. edge. If your business requires research
engagement. Insights from our com-
in bilingual markets, we proudly staff
munity give clients the power to make Phone 203-413-2423
www.civicommrs.com a team of experienced market research-
informed and definitive decisions
ers fluent in spoken and written
about their products and services.
English and Spanish. CCR’s well-estab-
Phone 888-848-2525 lished network ensures that you can
gobranded.com
receive the highest-quality customer
service whether you are located in the
United States or abroad. No matter the
size or scope of research, we can create
a custom-tailored research solution for
your business.
Phone 281-240-9646
www.ccrsurveys.com

Focus Pointe Global

CX analytics solutions Laura Livers, CEO
Frank Buckler, Ph.D., Founder & CEO of Success Drivers

The Eidex Group LLC
Founded 1999 | 5 employees FPG provides
Stop wasting your Jeanne Eidex, President high-quality
CX data. Our natu- marketing
ral language research data
processing engine From innova- collection
automatically tion to com- services by
categorizes all mercialization, leveraging new
of your customer Eidex Group techniques and
feedback with works with you technologies to
human-like preci- to develop and make customer
sion. Leveraging execute custom insights more
a sophisticated methodologies accessible, accurate and affordable.
causal AI engine, we automatically designed for Whether it is quick-turn insights or
reveal the key drivers of CX and visual- efficiency and more in-depth research, FPG seamlessly
ize them in a causal impact network. actionable feed- incorporates accepted methodologies
With CX.AI we explain why you im- back. We specialize in delivering stud- with digital solutions. FPG is dedicated
proved or declined and prioritize the ies that focus on customer experiences, to understanding the customer’s per-
actions you need to take. Our powerful satisfaction, competitive opportunities, spective on every level in any environ-
Web-based dashboard provides all of attitude and usage and product usabil- ment as they interact with brands,
the answers: key drivers, reasons for a ity. Our lean business model makes it driving change by leveraging powerful
change in CX and a powerful scenario easy for you to access us for early con- CX measurement tools. Our proprietary
planning tool to predict the impact sultation, quick proposal turnarounds panel provides deeply-profiled and en-
of future actions. Simplify your CX and quick answer projects. We do not gaged research participants that mirror
measurement to quickly deliver results have project minimums and you will customer audiences. FPG owns and op-
in an affordable, scalable, easy-to-use receive direct access to your primary erates 20 premier focus group facilities
platform. researcher. We use solid research tech- in major U.S. markets. Over a 30-year
Frank@CX-AI.com niques, platforms and analytics to com- history, FPG has been committed to
www.CX-AI.com plete your work and offer the flexibility providing its clients unrivaled research
to work with your existing in-house solutions with professional integrity
tools as needed. Please call 770-614-6334 and the highest level of service quality.
at your convenience! Phone 888-873-6287
Phone 770-614-6334 www.focuspointeglobal.com
www.eidexgroup.com

FocusVision Forte Research Group Gold Research Inc.

Founded 2010 | 35 employees Founded 2006 | 50 full-time employees, 5,500+
Elizabeth Plotkin, VP Insights surveyors
Zlatko Vucetic, CEO
Nitin Sharma, CEO
Gold Journey Mapping™: Your custom-

ers (consumers or
businesses) live
in an omnichan-
Forte Research Group is a global in- nel world where
sights and strategy consultancy special- they receive
izing in the understanding of consum- information from
ers’ experience with brands. Using agile multiple sources
At FocusVision we are in the business and precise technology, we capture the and engage with
of customer truth, looking beyond the consumer experience in the moment. you (and your
voice of the customer to understand Mobile eye-tracking, engagement and competitors) in
their hearts and minds. Why they do emotion measures complement expertly different ways.
what they do. How they think, feel, act. crafted questioning to tell the complete Therefore, a one-
Our comprehensive survey software, story, uncovering visceral insights that dimensional CX/UX approach can sim-
online focus groups, live video and consumers cannot verbalize. In-store, ply never give you the complete picture
online community monitoring enables at-home or in a research lab, a range on your customers’ experiences! We
you to listen, view, connect and engage of solutions help identify consumer blend qual, quant, in-the-moment and
with your customers to gain an under- passion points as well as opportunities behavioral (eye-tracking, biometrics)
standing and clear perspective of what to improve the shopper experience: to capture customer experiences in
drives their behavior and decisions so QSR menu testing, in-store signage, real-time as they are going through dif-
that you can design the right customer merchandising, displays, promotions, ferent phases in their buying journeys.
experience. Trusted by 18 of the Top 20 store design/layout, shelf planograms, Our approach elevates insights from be-
Fortune 100, all 10 of the top 10 health packaging and more. ing just “nice-to-know” to truly action-
care and 10/10 of the top CPG compa- Phone 917-470-9703
able. Our journey maps present your
nies. www.forteresearchgroup.com customers’ entire paths-to-purchase (by
segments, personas and channels) so
Phone 844-712-6777
www.focusvision.com
that you can make targeted improve-
ments that result in tangible increases
in loyalty, sales and market share.
Current clients are Google, Panera,
Michelin, Big Lots, Builders Digital
Experience (BDX), Mutual of Omaha.
Phone 800-549-7170
www.goldresearchinc.com

Interactive Video
Productions (IVP)
Founded 1996 | 5 full-time, many contract em- Ipsos
ployees across the globe
Bob Granito, President Founded 1975 | 18,000 employees
Didier Truchot, CEO
Infosurv Inc.
Kyle Burnam, CEO
Are you tired of

customer research
that tells you the
obvious (or not
much at all!)?
Whether you’re
just getting started Interactive Video Productions (IVP)
or evolving a offers accessible, smartly-packaged
mature program, labs for researchers wanting to
Infosurv can help. adopt innovative solutions with ease
For 20 years, we’ve been helping our Ipsos, through a recent acquisition,
and confidence. Our portable
clients to develop a complete under- now boasts the world’s largest UX team
MobiLAB™ research labs include us-
standing of their customers. From with nearly 20 years of user research
ability, eye-tracking, neuroscience
initial brand awareness and perception and design experience. Our team has
and biometrics technologies, accompa-
through the entire customer journey, completed over 5,000 user research
nied by a full-time, experienced and
our diverse and extensive experience in projects globally with deep expertise in
client-friendly system operator who
the field of CX research will help you to medical devices, technology, automo-
works with you to deliver key research
go beyond understanding mere trans- tive, financial services and retail. We
data captured and presented clearly
actional satisfaction and enable you to have global hubs and testing labs located
and professionally for your client. In-
optimize all facets of your customers’ throughout the U.S., Germany, U.K. and
facility, online or in the field, whether
experience. For a no-fluff, no-obligation China and through our membership in
you wish to precisely measure Web or
consultation, please reach out to us at the UxAlliance, you’ll have access to UX
product usability or whether you wish
sales@infosurv.com. experts around the world with a single
to go beyond conscious self-report to
Phone 888-262-3186 point of contact. Our work and our labs
include emotional measures, our labs
www.infosurv.com/customer-surveys are ISO 9001-certified. Whether it’s an
are designed to help you to meet the
app, a Web site, a car feature, a medical
growing challenges of testing products
device or an in-store digital experience,
and collecting actionable data in an
you can rely on Ipsos’ UX team to pro-
ever more complex, consumer-driven
vide deep insight into what users need
world.
and clear direction on how to optimize
Phone 732-970-9446
experiences for them.
interactivevideo.com
Phone 312-526-4423 | ux@ipsos.com
https://www.ipsos.com/en-us/ux

LiaCX™ by Intouch The Martec Group

Founded 1984 | 75 employees Nepa
Insight Jim Durkin, President Founded 2006 | 300+ employees
Founded 1992 | 80 employees Fredrik Östgren, CEO
Cameron Watt, CEO
The Martec Group
specializes in
Intouch Insight’s solving difficult
customer experi- problems. Our
ence management tenacious ap-
software LiaCX™ proach ensures
provides business- that clients
es with many ways receive a deeper
to collect feedback understanding of
and combine it their customers
with other data and their journey. Nepa drives our clients’ growth by
sources to provide Martec has developed a suite of emo- defining what matters most to their
more insights into customer experience tion intelligence techniques, including customers and shoppers and delivering
and overall business performance. The the Net Emotion ScoreTM, that take profitable recommendations. Through
platform includes unlimited and easily CX/UX to a deeper level. These tools our Consumer Science Platform® tech-
customizable role-based and customer build upon the Peak-End Theory devel- nology and expert consultants, Nepa
journey map dashboards. The plat- oped by Daniel Kahneman and identify helps some of the world’s most re-
form’s robust reporting engine is pow- where in the customer’s journey they’re spected brands optimize their customer
ered by artificial intelligence and also having positive and negative emotional experience and marketing investments.
includes automated case management reactions and how to create experiences Founded in in Sweden in 2006, we now
tools for responding to feedback and where positive emotions outweigh work across 50 countries. We’ve been
closing the loop with customers. Patent- negative. We work with clients to cus- ranked among the fastest organically-
pending Action Campaign™ technology tomize each project to suit their needs, growing companies in Sweden six of
allows businesses to drive action in the maintaining a consultative approach to the past seven years.
frontlines, make proactive improve- each client relationship. Phone 720-219-4939
ments to CX and measure the impact nepa.com/customer-experience
Phone 248-327-8000
actions have on business metrics. www.martecgroup.com
Phone 800-263-2980
www.intouchinsight.com/cx

Perspective Research
Phase 5
Opinions 4 Good (Op4G) Services Founded 1991 | 30 employees
Founded 2010 | 25 employees Founded 1996 | 50 full-time, 1,200+ part-time Andreas Noe, Partner, CX Practice Lead and
Frank Nappo, CEO employees Arnie Guha, Partner, UX Practice Lead
Ivor Stocker, Chairman
Perspective Research Services is here At Phase 5, we help clients on their

to help you at every stage of the data journey to customer centricity by
Online market research panel Op4G journey. You can use our full range of bringing together expertise in innova-
invites its panel members to participate services as an end-to-end experience tion, user and customer experience
in paid online research surveys and or simply dip into our services when and design. Utilizing a combination of
then requires they donate a portion of you need us. Perspective specializes in qualitative and quantitative research
their incentives – at least 25 percent data collection via telephone, face-to- methodologies, advanced analytics and
and up to 100 percent – back to one face, qualitative and mystery shop- UX research and design expertise, we
of its 300+ nonprofit organizations. ping methodologies. Also housing two help clients: identify market opportu-
Op4G’s unique approach to recruit- focus facility studios in the heart of nities; develop winning products and
ing yields a highly engaged group of London. Regardless of the methodology, services; ensure an optimal user experi-
quality people who, as respondents, are Perspective can transform your data ence (digital/analog); and generate
dedicated to helping market research and bring it to life with sophisticated customer loyalty. Unlike large global
clients fulfill information needs. reporting tools including bespoke dash- research firms and single-specialty bou-
Clients’ incentive funds have allowed boards, data visualization reports, i.e., tique firms, we maintain senior leader-
panel members to donate over $450,000 charts, graphs, infographic outputs and ship engagement on projects from start
to Op4G’s growing number of nonprofit interactive online deliverables. to finish and offer a single point of
partners. Op4G is headquartered in Phone +44 (0) 207 490 5944
contact while also offering global reach.
Portsmouth, N.H., and operates glob- perspectivemr.co.uk Since 1991 we have been serving clients
ally. in financial services, professional ser-
vices, technology/telecommunications,
Phone 603-766-5858
www.op4g.com not-for-profit, media, energy, retail and
many other sectors. Partnering closely
with our colleagues and clients, we’re
smarter together.
Phone 416-599-7555 x 232
phase-5.com

Q One Tech
Precision Research Inc. Founded 2015 | 7 employees
SERVICE 800
Dexter Chew, CEO
Founded 1989 | 107 employees, 385 project
Scott Adleman, CEO
professionals
Q One Tech is a Jean Mork Bredeson, CEO
Successful prod- market research

uct development software develop-
For 30 years,
and marketing ment company
SERVICE 800 has
teams focus on with offices in the
been designing
both the user U.S., Canada, U.K.
customer feed-
experience (UX) and Europe. Q One
back systems and
and the user is a panel manage-
delivering metrics
interface (UI). ment, survey and
and insights that
This customer- UX research/data
drive impactful
focused ap- collection plat-
improvements.
proach applies to all aspects of the form built by researchers for research-
Our philosophy
customer journey, from information ers and designed for research profes-
is that CX is not
gathering, acquisition, implementation sionals to execute both simple and
just about measurements, it’s about
and daily use. Precision is here for all complex, single, multi-wave and quick
enabling customer-driven cultures, fed
stages in your product development turnaround studies. The wow factor for
with fine data for statistical analysis
and refinement cycle. Our experience the Q One platform is its quote-to-cash
and real-time practical data for that
and user testing facilities are infinitely design, giving users full control of ev-
drives action and passion in the field.
flexible to adapt to your needs. We help ery step for quotations, panel manage-
SERVICE 800 leverages its ability to
clients at all stages, usually starting ment, project management and survey
follow up with your customers within
with focus groups or In-depth inter- scripting/programming whilst being
minutes or days of their experience,
views and ending with product/service able to track progress in real-time,
interviewing in 30 languages with
experience by testing all aspects of the making it one of the most comprehen-
customers around the world and push-
user interface. We also understand the sive software-as-a-service MR platforms
ing dashboards and alerts to the right
importance of responsiveness. See for available. And best of all, the Q One
manager. Talk to us about increasing
yourself when you ping us for a quote. platform really is new market research
NPS or CES and about solving client
Phone 847-390-8666
technology!
business problems. Low-cost provider.
www.preres.com Phone 416-994-0388 Results in days.
www.qone-tech.com
Phone 800-475-3747 or 952-475-3747
www.service800.com

artificial intelligence solutions support ies annually

innovation. Our Product Knowledge across a range
Graph (PKG) increases success rates of platforms
while reducing developmental cycles. including iOS,
By using machine learning and data- Android, Roku,
base technology, our flagship software Apple TV, AI as-
enables researchers, product developers sistant devices
Target Research Group and food scientists to effectively design
products. Our Collaborative Insights
and online/mo-
bile Web sites.
Inc. Program (CIP) is a turnkey solution We offer a wide
managed by Target on-site or off-site. range of UX re-
Greg Spagna, CEO We create or optimize sensory and search methodologies and tools to meet
consumer testing functions to provide our clients’ research objectives. TSR has
business with innovation expertise. a heavy focus on innovation and is con-
Target Phone 845-426-1200 stantly incorporating new tech into our
Research www.targetresearchgroup.com UX offerings to deliver the best possible
Group is a insights at rapid speeds and competi-
global, em- tive costs. TSR is COPPA-compliant and
ployee-owned, GDPR-ready.
full-service Phone 860-335-6079
sensory and
consumer
Touchstone Research Inc. touchstoneresearch.com
insights Founded 1991 | 34 employees

Aaron Burch, CEO
research company. We are relied on
by some of the largest brands in the
world and have a proven track record of TSR has over 10 years of experience
designing the most successful product conducting digital usability studies on
launches in the last 30 years. Using behalf of the world’s largest media and
a blend of data from different sourc- entertainment and technology compa-
es, we uncover hidden customer truths. nies. We conduct hundreds of UX stud-
Our modeling, machine learning and

use UserZoom’s UX insights platform in qualitative,

to quickly and easily test the usability quantitative
of their digital assets, allowing them to and ethno-
understand the impact of UX on brand graphic studies
UserZoom perception, benchmark brand experi- with HCPs,
Founded 2007 | 180 employees ence against competitors and com- payers and
Alfonso de la Nuez and Dan Fishback, Co-CEOs bine quantitative and qualitative UX patients/con-
insights with analytics data to get the sumers. Serving
complete picture on their audiences. pharma,
U.S. head office: 866-599-1550 devices, provid-
userzoom.com ers, payers,
food and bever-
age, food service, hospitality and retail.
A leader in psychology, anthropology,
sociology, neuroscience and linguistics,
working with us achieves the highest
UserZoom is the world’s most complete quality market research and market
user experience (UX) research solution, segmentation. Our CX approach pairs
allowing businesses to automate UX deep personality-based personas with
research for scale and speed. Through xsperient | Segmedica insightful experience gathering to
our all-in-one UX research platform Founded 2004 | 24 employees tell an impactful and actionable story.
and professional services, we empower Peter Simpson, CEO Contact us for an online or in-person
businesses to generate the UX insights demo of how we can assist with your
needed to design and deliver great research needs.
xsperient | Segmedica delivers full-
digital experiences that impact the service global health, wellness and Phone 716-799-8223
www.xsperient.com
bottom line. UX and CX professionals at lifestyle custom market research and
Fortune 500 companies across the globe consulting, using advanced techniques

pany’s London office, Isabel Wood and New Jersey, has joined the American So-
Names of Note Boram Park have been promoted to
research manager and research execu-
ciety of Trial Consultants membership
committee, regional meeting task force.
tive, respectively. New hires include
Annabelle Fain as research executive n Marketing solutions firm Harte Hanks has
as well as Georgina James and Fiona hired Bant Breen as chief executive officer
Wiegert, who join the company’s grad and has promoted Andrew Harrison to
In Memoriam… program. In New York, Noemi Hahn president and chief operating officer.
n Vern Cafarella, a longtime market- has been named head of analytics and
ing research director for Minneapo- social sciences. Mahdi Taqi has been n Royal Oak,
lis-based food company General Mills, promoted to research manager and Mich., research
died on Dec. 23 at the age of 97. Allie Jennings has been promoted to company Gongos
senior research executive. Inc. has named
n Timothy Gilbride, an associate pro- Debie Pomorski
fessor of marketing at the University of n Durham, N.C., as chief financial
Notre Dame’s Mendoza College of Busi- research firm W5 officer and Cheryl
ness, died Jan. 12 at the age of 52. He has hired Keanna Halverson as chief
taught undergraduate- and graduate- Warmsley as a people officer.
Pomorski
level courses in marketing research client relations
and his research focused on develop- consultant, n Nielsen, New
ing Bayesian statistical methods to responsible for York, has appointed George Callard as
help researchers better understand coordinating mar- chief legal officer. Callard succeeds Eric
consumer preferences and make deci- keting campaigns Dale, who has served in the role since
sions under uncertainty. and communica- Warmsley 2015 and resigned to pursue an opportu-
tion strategies for nity outside the company.
the company.
n In London, research agency Hall & n Jan Willem Gerritsen, executive
Partners has appointed Lee Gazey as n In Peabody, Mass., TÜV SÜD America officer, Europe/U.S./Latin America
global CEO of health. Inc., a quality, safety and sustainability operations of the Macromill Group and co-
solutions provider, has appointed Jas- founder and chief executive officer of
n Researcher Kantar, London, has mine Martirossian as vice president of research company MetrixLab, is leaving
appointed James Brooks as chief opera- marketing for the Americas, including the company to pursue another op-
tions officer, while Scott Carter has TÜV SÜD America, TÜV SÜD Canada, portunity. Scott Ernst, representative
been promoted to chief HR officer. Both TÜV SÜD América de México and TÜV executive officer and global CEO of the
will additionally join the Kantar board. SÜD America do Brasil. Macromill Group, will take over on an
interim basis.
n Insurance company GEICO, headquar- n Reston, Va., firm Comscore has hired
tered in Chevy Chase, Md., has named Brittany Slattery as global head of n Online research panel Op4G has
Amy Furman as assistant vice president marketing. named Bill Soule as senior director of
of marketing, responsible for digital client development, based in San Diego.
advertising and brand and production. n Jersey City, N.J., mobile data technol-
ogy company SITO Mobile has promoted n Burke, Inc., Cincinnati, has promoted
n Research agency Bryter has made Matt Murphy to SVP of channel part- Sandip Narang and Thania Farrar to
various promotions and appointments nerships. senior vice president, client services
in London and New York. In the com- management.
n Adelphi Research has added Gwen Costa
as vice president of client services for the n The Senate voted to confirm Steven
West Coast, based in the Los Angeles area. Dillingham as director of the U.S. Census
Bureau ahead of the 2020 Census.
www.quirks.comarticles/2019/20190313.aspx n Adam Schrager, COO of research
company Consumer Centers of New York and n U.K.-based cross-media measurement
firm RealityMine has appointed Billy managing director for the U.K. n San Jose, Calif., digital payment
Grant as head of product and Anthony platform PayPal has appointed Allison
Shaw as head of customer success. n Marketing and research consultancy Johnson as executive vice president
BVA Group has promoted Alex Hunt to and chief marketing officer.
n New York-based data science com- CEO of its shopper insights agency PRS
pany Dstillery has promoted Melinda IN VIVO. Scott Young, who has held the n Los Angeles-based nonprofit Women
Han Williams to chief data scientist. position of CEO since 2016, will move to a in Research (WIRe) has added four new
senior vice president position within the members to its 2019 advisory board:
n Sydney-based BVA Group and assume a leadership role Alisa Hamilton, founder of Harvest
consultancy The in the BVA Nudge Unit, the group’s behav- Insights in Atlanta; Begoña Fafian,
Leading Edge has ioral consultancy, leading its U.K. office. head of knowledge and insights at
named APAC CEO He will also drive BVA Group’s regional Coca-Cola WEBU in London; JD Deitch,
Gillian O’Sullivan expansion initiatives in the EU and Asia. chief revenue officer at P2 Sample
as global CEO. The in Paris; and Marion Elliot, sales
company’s EMEA n Germany-based director at Market Cube in New York.
CEO Chris Paxton agricultural Advisory board members Christina
is moving internal- research company Jenkins and Fiona Blades will be
ly to sister agency O'Sullivan Kleffmann Group transitioning to emeritus status.
Hotwire Communi- has named Monica Blades will continue in her role as
cations, taking up the position of chief Phillips as manag- WIRe’s New York event lead.
strategy officer. Isobel Smyth, managing director of KG
ing partner, will take the lead for the MarketSense, its n Aimpoint Research, based in Columbus,
EMEA region. North American Ohio, has added Sarah Tveidt as direc-
subsidiary. With Phillips tor, working with the company’s agri-
n Factworks, a research and analytics the appointment culture industry partners, and Susan
company with offices in Berlin and San of Phillips, KG Frede as research director.
Mateo, Calif., has named Nadja Böhme MarketSense
as chief executive officer. Founder David n Bethesda, Md., research and strategy
Soorholtz will consulting firm Collage Group has hired
n Forte Research Group, New York, has focus on the global David Burgos as senior director, con-
appointed Elizabeth Plotkin as vice animal health sumer insights to lead the company’s
president, insights. market as director custom insights business.
of animal health,
n Insights solutions company Toluna North America Olmos n Plano, Texas, researcher Dynata
has appointed Marco Pasqualina as and global product has appointed Tiama Hanson-Drury
head of sales in North America and manager for ani- as executive vice president, product
Nathan Wimble as U.K. sales director. mal health. Alos, Omar Olmos has been development. Bob Fawson, who most
named managing director of Kleffmann recently headed product development,
n The board of the Market Research Institute Group in Argentina. He will be respon- will now lead the panel and partner-
International (MRII) has elected Dan sible for overseeing company operations ships team. Ryan Jantz, who headed
Coates, president and co-founder of Ypulse in Latin America South, including Ar- the panel and partnerships team,
Inc., as board president for 2019. He suc- gentina, Chile, Paraguay and Uruguay. will now lead global operations. Mark
ceeds Jeffrey Henning, who becomes the He will also continue to run operations Slobbe, former head of global opera-
new executive director. The board also in Mexico and Latin America North. tions, will be leaving the company. In
elected Melanie Courtright as president- addition, Yaron Zimmerman, former
elect and Marjette Stark as treasurer, n Honeoye Falls, N.Y., consulting firm chief of staff, will assume the newly
as well as four new members: Marion KJT Group has appointed Chris Carles created position of general manager,
Boeri; Zoe Dowling; Dan Foreman; and as vice president, consulting services; emerging platforms. Renaud Farrugia,
Zontziry Johnson. In addition, the MRII Christine Holcomb as research direc- managing director for France and
voted to offer the Canadian Research tor; and Joe DiGregorio as director, Southern Europe, will transition into
Insights Council, a newly formed trade research operations. the chief of staff position.
body, an ex-officio seat on the board.
n SIS International Research has appointed n San Mateo, Calif., company SurveyMon-
n LRW Group, a Los Angeles-based group Duilio Bini, a sales representative from key has hired Joe Cummiskey as senior
of integrated marketing services compa- its New York City headquarters, as direc- director of enterprise sales in EMEA,
nies, has named Rachel Spiegelman as tor of operations, EMEA. Bini will lead based in the company’s Dublin office.
president of integrated marketing. the SIS EMEA regional office in London.
n Tel Opinion Research has named Ryan
n Digital research agency Harris Interac- n EMI Research Solutions, Cincinnati, has Tyson as president of its national firm.
tive has appointed Susan Vidler as named Adam Jolley as president.
Research be integrated with the Cision Commu- n Westlake Village, Calif., online
Industry News nications Cloud to expand social media

capabilities to earned media and com-
sample marketplace PureSpectrum has
acquired media agency Happy Market
munications professionals. Research. Jamin Brazil, founder of
Happy Market Research, will serve as
n Oslo, Norway-based data services president of PureSpectrum. The compa-
company Norstat has acquired Ham- ny’s staple program, the Happy Market
News notes burg, Germany, online consumer data Research podcast, will continue as is.
firm mafo.de GmbH. Through the
n Eric Salama, CEO of research compa- acquisition, Norstat will gain access to n Plano, Texas, researcher Dynata
ny Kantar, was hospitalized in January teams in Hamburg and Berlin, software (formerly Research Now SSI) reached
after he was stabbed while reportedly solutions and the mafo.de panel with an agreement to acquire Reimagine
confronting a man trying to steal his over 60,000 respondents. Holdings Group, a Westport, Conn.,
car in Kew, London. Salama did not holding company focused on consumer
sustain any life-threatening injuries. n LRW Group, a Los Angeles-based insights and marketing services busi-
group of integrated marketing services nesses. The acquisition is subject to
n The Media Rating Council board of di- companies, has acquired visual com- regulatory approval and is expected
rectors voted in favor of granting contin- munication agency Killer Infograph- to close in Q1 2019. Financial terms of
ued accreditation of GfK MRI’s national ics. This is LRW’s sixth in a planned the deal were not disclosed. Reimag-
syndicated measurement service. series of acquisitions. Killer Info- ine Holdings is comprised of several
graphics will operate under strategic business units including Critical Mix,
Acquisitions/transactions consultancy Kelton Global as a member an online survey and digital data
company of LRW Group. company; MarketSight, a data analy-
n Communications company Publicis sis and visualization platform; and
Groupe has announced its intention to n L&E Research, Raleigh, N.C., has PopResearch, a brand and communi-
acquire France-based data marketing acquired the focus suites division of cations research platform.
firm Soft Computing. Publicis Groupe Q & A Research Inc. in Kansas City,
is looking to buy a controlling block Mo., and Walnut Creek (East Bay), n Framingham, Mass., data and intel-
representing 82.99 percent of the share Calif. Q & A Research will continue to ligence company Definitive Healthcare
capital at a price of 25 euro per share. operate its quantitative and qualita- has acquired the data services business
The proposed acquisition is subject tive services without impact. and assets of HIMSS Analytics, which
to prior information and consulta- includes the Logic, Predict, Analyze
tion with the bodies representing Soft n Chapel Hill, N.C., data, research and custom research products.
Computing’s staff as well as to the usual and marketing services company Data
conditions precedent. Decisions Group has acquired Reach n San Francisco-based insights plat-
Analytics, a predictive marketing tech- form UserTesting has agreed to acquire
n Chicago-based media software and nology start-up. UserMuse, a market research service
services company Cision has acquired designed for businesses that target cor-
Falcon.io, a social media market- n Consumer Connections Research porate customers and institutions. The
ing platform based in Copenhagen, (CCR) has acquired The Martec Re- acquisition will create global testing
Denmark. Falcon.io will be offered as a search Center in Green Bay, Wis. With panels for B2B and B2C companies.
stand-alone social media platform for the acquisition, CCR will operate as a
marketers, advertisers and customer full-service market research firm from Alliances/strategic partnerships
experience professionals and will also a new facility in Green Bay. As part
of the transaction, members of the n T-Mobile has partnered with re-
Martec Research Center’s staff will join search company HarrisX to create the
the new firm to provide full-service HarrisX/T-Mobile 5G Consumer Index, a
research with an emphasis on focus quarterly study that measures Ameri-
groups, product testing and online/ can attitudes, expectations and impres-
www.quirks.com/articles/2019/20190314.aspx telephone research. sions regarding 5G wireless technology.

n Nuremberg, Germany, research com- Marty’s Orchid House, naming it the ily on Civicom facilitating Web-enabled
pany GfK and Berlin-based artificial in- company’s official corporate charity. in-depth interviews and focus groups
telligence (AI) start-up SO1 have formed Marty’s Orchid House is a day program and Schlesinger Group providing recruit-
a partnership, giving GfK clients access for children facing behavior, emotional ing services. The two companies will
to SO1’s AI and targeting capabilities. and health challenges. continue to operate independently and
Through the partnership, GfK’s retail maintain their own clients.
clients can apply total market insights n CX design and consulting firm CX
from GfK consumer panels directly in Workout has formed a strategic alli- Association/organization news
order to impact purchasing decisions ance with online mobile research firm
through promotion customization. itracks. Itracks’ bulletin board focus n The Insights Association and 28
Additionally, the two companies have groups will be coupled with the CX other groups in the Census Project coali-
developed targeting formats for GfK’s Workout journey-mapping platform, tion urged the confirmation of Steven
loyalty card portfolio. ATTRIBUTION + allowing companies to optimize their Dillingham as director of the Census
is a jointly-developed GfK platform that customers’ journey in real-time. Bureau ahead of the 2020 Census.
allows retailers to complete and enrich
loyalty card data with information n Research service providers Schlesing- n The Mobile Marketing Association,
from GfK consumer panels. er Group and Civicom have formed a New York, has formed a brand-led
strategic alliance to enhance their abil- Future of Mobile Fraud Council. The
n Chandler, Az., company Ironwood ity to provide Web-enabled qualitative council aims to help marketers assess
Insights Group has partnered with services. The alliance will focus primar- their exposure to fraud, combat fraud
Do you know how context impacts your message?

• What can you really accomplish in a 6-second ad?
• Are mid-roll ads distracting and disruptive?
• Are pre-roll ads memorable?
• Are premium ad buys worth it for your brand?
We can help you answer these questions...and more.

with tools and education and improve local TV measurement. It also includes n Netherlands-based research technol-
their ability to track the impact of their viewing and consumer behavior and ogy company Nebu has opened two data
efforts using best practices. The initia- insight tools including Arianna, NLTV, centers in the U.S. and Southeast Asia.
tive will be co-chaired by Kevin Frisch, Ad Intel and Scarborough-Local.
CMO at Wag Labs, and Terri Schriver, Research company earnings/
SVP enterprise media, Bank of America. n CBS Corporation and Nielsen, New financial news
York, have reached an agreement for
n The board of the Market Research Nielsen national, digital and local n Data science and machine learning
Institute International (MRII) has audience measurement. The renewal platform Dataiku Inc. has announced
elected Dan Coates, president and includes a range of services. CBS a $101 million Series C funding round
co-founder of Ypulse Inc., as board Television Network, CBS Television led by ICONIQ Capital. The company
president for 2019. He succeeds Jef- Distribution, Showtime Networks, says it plans to double its current staff
frey Henning, who will become the Smithsonian, Pop, CBS Sports Network at its New York City headquarters and
new executive director. The board and CBS’ 27 owned-and-operated local offices in Paris and London as well as
also elected Melanie Courtright as television stations will continue to use new offices in Sydney and Singapore.
president-elect and Marjette Stark as Nielsen’s Total Audience measurement Dataiku will also add new product fea-
treasurer, as well as four new mem- services as part of the deal. Financial tures and work to expand its network
bers: Marion Boeri, Zoe Dowling, Dan terms were not disclosed. of technology partners.
Foreman and Zontziry Johnson. In
addition, the MRII voted to offer the New companies/new divisions/ n Chicago-based social media market-
Canadian Research Insights Council, a relocations/expansions ing and analytics firm Sprout Social
newly formed trade body, an ex-offi- has announced $40.5 million in new
cio seat on the board. n German software company quanti- funding from Goldman Sachs, New
lope is expanding into the U.S. market, Enterprise Associates and led by Future
n Los Angeles-based nonprofit Women opening an office in New York. Thomas Fund. The latest investment round
in Research (WIRe) has added four new Fandrich, the company’s co-founder and brings the company’s total capital
members to its 2019 advisory board: COO, will head up the U.S. business. raised to $103.5 million. The company
Alisa Hamilton, founder of Harvest In- says the new funds will be used to
sights in Atlanta; Begoña Fafian, head n Qualitative research services firm deepen its platform capabilities and
of knowledge and insights at Coca-Cola Recruit and Field has relocated and increase its international expansion.
WEBU in London; JD Deitch, chief rev- expanded its recruiting headquarters
enue officer at P2 Sample in Paris; and in New York, with a new office ad- n In January, Alpharetta, Ga., sampling
Marion Elliot, sales director at Market dress in Melville, N.Y. solutions firm P2Sample announced
Cube in New York. Advisory board more than 60 percent year-over-year
members Christina Jenkins and Fiona n Plano, Texas, company Research revenue growth for 2018. The company
Blades will be transitioning to emeritus Now SSI has rebranded as Dynata. The also reported 10 million survey com-
status. Blades will continue in her role company says the new brand reflects pletes over the previous 12 months.
as WIRe’s New York event lead. its strategy to provide data across the
marketing spectrum to achieve new n Toronto-based data collection firm
New accounts/projects standards of marketing performance Delvinia has made an investment in
and to close the learning and knowl- Measure Protocol, a blockchain-pow-
n Nielsen, New York, and Hearst edge loop across marketing disciplines. ered marketplace. With the investment,
Television have completed a renewal Research Now merged with research Measure Protocol plans to extend its
agreement for local and national televi- data company SSI in 2017. core development work into advanced
sion and radio ratings, behavioral in- cryptography for protecting consumer
sights and measurement services. With n Newtown Square, Pa., firm Research data and profiling and to launch its
the new agreement, Hearst stations America has opened a central location consumer-facing application business
will continue to use a range of Nielsen testing facility located in Altamonte in the second quarter of 2019. As part of
data and software solutions to offer a Springs, Fla. The space includes a focus the relationship, Delvinia will provide
broader look at consumer viewing hab- group room and personal interviewing Measure Protocol with strategic advice
its across key markets and geographies. spaces, client monitoring facilities, a test and identify opportunities to improve
kitchen, laundry testing areas and sensory the research experience.
n Nielsen, New York, and Raycom testing rooms. The company has tapped
Media have announced a renewal Maddie Sutphin to lead the facility. n Canada-based qualitative research
agreement for Nielsen local television solutions firm itracks has secured $1.5
ratings service within most of Raycom’s n Discovery Research Group has million in financing through RBC. The
LPM, SET and code reader markets. added a new call center in Cheyenne, company says expansion plans include
The agreement provides Raycom with Wyo., to its network of U.S. phone relocating to a software development
complete measurement of select local centers. Overseeing the new center is facility and increasing staffing to sup-
broadcast stations as well as syndicated Richard McCaffery. port software releases in 2019.
CALENDAR OF EVENTS
••• can’t-miss activities
Centaur Media will hold the KNect365 will hold its FUSE conference on April 15-16 at Intellus Worldwide will
Insight Show on March 6-7 at 2019 event on April 8-10 at the the Hyatt Regency in Jersey hold its 2019 summit on May
Olympia Central in London. Radisson Blu Aqua in Chicago. City, N.J. Visit bit.ly/2SNSbOE. 19-21 in Philadelphia. Visit
Visit www.insightshow.co.uk. Visit bit.ly/2vpiqRB. bit.ly/2RDXQov.
Applied Marketing Science will
2019 Global Data Summit will KNect365 will hold its hold a “Listening to the Voice WAPOR will hold its 2019 Annual
be held on March 7-8 in Golden, Marketing Analytics and Data of the Customer” workshop on Conference on May 19-21 in
Colo. Visit bit.ly/2sRIeoM. Science event on April 8-10 at April 23-24 at the Sheraton Toronto. Visit bit.ly/2HRLMwc.
the Hyatt Centric Fisherman’s Boston Hotel in Boston. Visit
Market Research Society will Wharf in San Francisco. Visit bit.ly/2TRiDar. ESOMAR will hold its Asia Pacific
hold its Annual Conference bit.ly/2hpc3E6. 2019 event on May 22-24 in
on March 12-13. Visit CX Talks will hold The Customer Macau. Visit bit.ly/2Tuujzl.
bit.ly/2IIEiwF. SKIM and Sawtooth Software Experience Summit on April 29
will hold their 2019 European in Chicago. Visit cxtalks.org. ASA will hold its Symposium on
NMSBA will hold the Conference and Training Event Data Science and Statistics on
Neuromarketing World Forum on April 9-12 in Paris. Visit University of Alberta May 29 - June 1 at the Hyatt
on March 13-15 in Rome. Visit bit.ly/2FjRR60. International Institute for Regency Bellevue in Bellevue,
bit.ly/2zy4MwG. Qualitative Methodology Wash. Visit bit.ly/2D3qHz0.
Merlien Institute will hold will hold its 2019 Qualitative
IQPC will hold its Customer its MRMW NA event on April Methods Conference on May LIMRA will hold its 2019
Contact Week Asia event on 10-11 in Cincinnati. Visit 1-3 in Brisbane, Australia. Marketing Conference on May
March 18-21 in Singapore. Visit na.mrmw.net. Visit bit.ly/2kih1qA. 29-31 at the Westin Boston
bit.ly/2D5Q9Ed. Waterfront in Boston. Visit
Population Association of IQPC will hold its Chief Data bit.ly/2quzGSv.
Merlien Institute will hold its America will hold its 2019 Annual and Analytics Officer Exchange
Qual360 NA event on March 20- Meeting on April 10-13 in Austin, event on May 7-8 in Victoria,
21 in Washington, D.C. Visit Texas. Visit bit.ly/25wns9T. Australia. Visit bit.ly/2QpRlWR. To submit information on
na.qual360.com.
MSMR Alumni Association KNect365 will hold its Front your upcoming confer-
IQPC will hold its Customer will hold its annual Insights End of Innovation event on May
Contact Week Executive Conference for the industry on 14-16 at the Seaport World ence or event for possible
Exchange event on March 31 April 11 at the University Center Trade Center in Boston. Visit
- April 2 in Miami Beach, Fla. on the University of Texas at bit.ly/2hb3xdc.
inclusion in our print and
Visit bit.ly/2quQ1X3. Arlington campus in Arlington,
Texas. Visit bit.ly/2RBQrdn. Merlien Institute will hold
Quirk’s will hold its 2019 its Qual360 EU event on May
online calendar, e-mail
Quirk’s Event – Chicago on Empresarial will hold its 15-16 in Amsterdam. Visit
April 2-3 in Chicago. Visit 2019 Printemps Des Etudes eu.qual360.com. info@quirks.com. For a
www.thequirksevent.com. (Spring Studies) Trade Show
on April 11-12 in Paris. Visit AAPOR will hold its 2019 more complete list of up-
ESOMAR will hold its Latin America bit.ly/1DZaBlz. Annual Conference on May
2019 event on April 7-9 in São 16-19 at the Sheraton Centre coming events visit www.
Paulo. Visit www.esomar.org. ARF will hold its Toronto Hotel in Toronto. Visit
AUDIENCExSCIENCE 2019 bit.ly/2ouuwVL. quirks.com/events.

FOR MARKETING RESEARCH AND INSIGHTS PROFESSIONALS
TICKET PRICES START AT
SHOW PREVIEW $
159 *
Use discount code
.
*C
ble
or
ila
SAVE20
po
ra
va
te a
res es
ea r c k ag
cher a
s only. Other p
CHICAGO
ILLINOIS
APRIL 2-3, 2019
U C H
TOIT FORELF
OURS 01
Y BOOTH 2
LEGACY SPONSOR
TheQuirksEvent.com PLATINUM SPONSOR

FOR MARKETING RESEARCH AND INSIGHTS PROFESSIONALS
WELCOME!
WELCOME TO THE PREVIEW OF THE
2019 CHICAGO QUIRK’S EVENT!
Since 1986, Quirk’s Media has been dedicated to promoting the
understanding, use and value of marketing research and customer
INSIDE...
insights across all industries by delivering a wide range of free
resources for marketing research professionals, from our magazine
and e-newsletter to our Webinars and directories of research
product and service providers.
In 2015, after seeing the need for a low-cost, inclusive conference for
marketing researchers, we held the first-ever Quirk’s Event in Brooklyn,
N.Y., a gathering that has sold out of exhibitor and attendee space every year
since.
To keep costs low for attendees and exhibitors alike, we eliminated the
keynote speakers and sit-down luncheons of other industry events. By
making it affordable for everyone, the goal is to maximize attendance and
provide the most inclusive marketing research experience with the best ROI
for all.
This year, in addition to Brooklyn (March 5-6), we expanded the Quirk’s
Event schedule to include gatherings in London (February 12-13) and
Chicago (April 2-3).
The Quirk’s Event is a two-day experience, packed with more than
70 30-minute education and learning sessions delivered by client-side
researchers or research vendors (sometimes both!) on a range of topics,
from case studies and explorations of best practices to deep dives on specific Great tips for
methods or techniques.
Speaking slots are chosen based strictly on educational value and are not experiencing Chicago.
sales pitches. (Presenters must agree to adhere to the Quirk’s Q-mandments, page C24
which stipulate that sessions must be interesting, informative and sales-
free.)
At the center of the action is the exhibit hall, which is designed to be a
fun, interactive venue for face-to-face meetings between attendees and our
valued industry supporters.
In the following pages you’ll find profiles of selected speakers and
sessions along with overviews of networking opportunities, dining options
and expo exhibitors. (While current at press time, information is of course
subject to change!)
At the show, you’ll find a daily agenda, map and list of exhibitors as well
as information about food and drink and special exhibit hall experiences.
We want to make The Quirk’s Event a regular part of your ongoing
efforts to learn and grow as an insights professional, so please let me know
your thoughts on how we can improve your experience.
Sincerely,
Preview and prepare
Joseph Rydholm
to experience the
Editor exhibit hall.
Quirk’s Marketing Research Review
page C26
C2 • The Event 2019 • CHICAGO • www.thequirksevent.com
THANK YOU
TO OUR GREAT SPONSORS
LEGACY SPONSOR
Engaging
30-minute sessions. PLATINUM SPONSOR
page C4
GOLD SPONSORS
SILVER SPONSORS
Top industry
professionals are
preparing to share
OTHER SPONSORS
real-world solutions.
page C12
Special EVENT PARTNERS
events and
interactive
smart
badges.
Game on!
page C18
Sponsors as of February 19, 2019
www.thequirksevent.com • CHICAGO • The Event 2019 • C3

SESSIONS
TOP-NOTCH LEARNING
The Quirk’s Event offers engaging 30-minute sessions from both client-
side researchers and suppliers on the latest research trends, techniques BRAND IDENTITY
and strategies. We’ve highlighted a handful of sessions here and you can Gap Customer Attrition – Path
find a complete detailed list of sessions at www.thequirksevent.com. to Brand Restoration
Courtney Minor, Director of Consumer Insights,
Gap
Tim Hoskins, President, Quester
RESEARCH PROCESS Seeking a transformation
Enabling Breakthrough Ideas for Kraft Heinz through Innovation to win back customers,
Pipeline Sprints Gap leaned on the
Stacey Cox, Consumer Insights Leader, Kraft Heinz insights team to
Erin Faulk, Vice President of Lean Growth, Garage Group
illuminate the path.
Hear behind-the-scenes lessons learned from the trailblazing The challenging
teams at Kraft Heinz who leveraged a five-day innovation question required
pipeline sprint approach to revitalize their portfolios and fill their Gap to think outside of the box and
three-year innovation pipelines with meaningful, consumer- turn to innovative methodologies
driven ideas. With iterative input from constant consumer to deeply understand the heart and
touchpoints over five days, the teams transformed their historically linear process. mind-set of its lost consumers. Join
The team will share the overall approach they took, key enablers that led to their us at this session to learn how the
success and lessons they plan to apply to future growth challenges. Attendees will insights and strategies led to: product
learn: why taking an entrepreneurial approach to tackle tried-and-true challenges redevelopment; style, fit and quality
leads to better, more consumer-centric results; how to keep your existing brands updates; brand identity updates; and
relevant in the face of market shifts; and how leveraging jobs-to-be-done and digital strategy and in-store experience
iterative, real-time consumer input enables stronger ideas. enhancements.

Culture, Codes and Cognac: How
We Used Semiotics to Reinvigorate
Grand Marnier’s Global Brand Assets
and Enrich Mental Availability •
Athena Brand Wisdom, Campari
Group, QRCA
Picking Consumers’ Brains for Better
Advertising Effectiveness • MARS,
ESOMAR
Vendor Love: How to be the Client
DIGITAL TRANSFORMATION Your Vendors Put First • Formerly with
From Measuring Share to Measuring Velocity: Understanding maurices
Market Dynamics in a Rapidly Transforming Marketplace CLEAR M&C Saatchi Brand
Barry Jennings, Director, Cloud and Enterprise Insights, Microsoft Experience Gap Results • CLEAR
M&C Saatchi
When Microsoft’s commercial product space transformed
from products that shipped in boxes to services that operate How to Build a Market Intelligence
more like a utility, the way the company measured the impact Organization that Matters: A Case
Study • Worldpay
of its product in the market had to change. This required a digital transformation
in how Microsoft collected data, analyzed information and drove impact among Making a Difference for the Business:
stakeholders. Microsoft had to move from measuring a scalar concept (market Key Drivers of Success • J.P. Morgan
share) in a space with relatively easily obtainable data to measuring a vector Breaking Down the Product Silos in
concept (instances and consumption), which required innovation in creating and Brand Health Tracking • Progressive
cultivating new data sources and moving an organization to change its mind-set on Insurance, Radius Global Market
how it measures what matters in the marketplace. Research
Barry Jennings, director of cloud and enterprise insights, will discuss how
Why Don’t They...? Using Narrative
Microsoft used traditional and non-traditional research methods during this Economics to Better Understand
transformation. “Our team is going through a digital transformation journey right People • Fader & Associates
now and we are evolving in a way that energizes me after 30 years in the research
industry,” Jennings says. “Our ability to synthesize from so many different sources How to Optimize Co-Creation! •
ranging from the tried-and-true survey/focus groups to consumption and spend TherapeuticsMD, Sharpen Innovation
data from behavioral sources to social media analytics and more gives us more Customer Experience from Talk to
tools to tackle business issues and drive impact into the business. The tool set has Action: An Interactive Workshop •
widened, and we can get things done good, fast and cheap – and increasingly we Cargill
are answering questions we could not do with great precision in the past.” Research on Research: The Evolving
Respondent • Comcast, Phoenix
CUSTOMER EXPERIENCE Marketing International
How IBM Incorporates ‘Win/Loss’ into Continuous Customer
Using Cross-Disciplinary Insights to
Insight Understand Your Customer’s Journey
Connie Blauwkamp, Manager, Market and Brand Research, IBM • Wall Street Journal Dow Jones
Mike Nash, President, KS&R
Getting to Shopper Reality through
When IBM’s new CMO joined in late 2016, there was an increased
Behavioral In-Person Research • PRS
emphasis on customer advocacy. One of the vehicles introduced IN VIVO
to capture client feedback was the Win-Loss program. Pilot work
began in 2016 to help sell the program internally, identifying Future Feedback: The Necessity of
key questions/attributes, determining what works/doesn’t Rethinking How We Ask Questions •
Maru/Matchbox
work, uncovering best practices and modifying those process
elements that were not working. Activities to scale the program began in Q3 2017, DIY Market Research: How Agile
such as automating eligibility and list-pull processes (e.g., size of deal, fatigue Start-up Culture is Transforming
issues, prioritization rules, etc.), expanding into additional product categories the Way We Grow and Innovate •
(now 20 products covered), expanding into non-English-speaking markets (e.g., SurveyMonkey Audience
five languages and 17 countries included), expanding moderator team, etc. In this It’s Not Just About if You Like it:
session you’ll hear strategies for fostering cross-function collaboration – several A Reasoned Action Approach to
hundred IBM executives and managers are actively engaged in reading and acting Predicting Consumer Behavior • KJT
on the client insights, creating a cross-team energy that is rarely seen in such Group Inc.
large organizations. You’ll also learn the benefits of complementing quantitative Stretching a Start-Up’s Pre-launch
data with qualitative narratives. For one, it allows insights to go another step Research Budget • KJT Group Inc.,
further than NPS, reimagining them with more nuance, second-level detail and Cartiva
storytelling from Win-Loss to beef-up what was previously an isolated metric.

Emotional Connections and Brand
Disruption • Schmidt Market Research
Research and the Elusive Generation Z
•Confirmit
Using Segmentation to Drive CX
Transformation • Russell Research
Decoding Disruption: Understanding
Consumer Expectations for Brands •
20|20 Research
Taking Care: What Research with
Extraordinary People Can Teach
Us About Being Extraordinary
Researchers • Smarty Pants
Understanding Sneaker Culture:
The Products, the Players and RESEARCH PANELS
the Community – And How to Big Data and Small Qual: Amazing Best Friends
Authentically Engage • Ypulse, Bleacher
Jon Allison, Vice President Research, Verve
Report Anndrea Golightly, U.S. Retail Research for Beauty, Personal Care and Grocery/Household, Walgreens
Deep Dive on Purchase Behavior Walgreens was looking to provide more thorough answers to
Influencers • BuzzBack Market Research stakeholders’ business questions. To do this, they partnered with
Beyond Breakthrough: Stronger research agency Verve to build and leverage a customer panel to better
Brands through Better Diagnostics • understand customers and keep the voice of the shopper central
Phoenix Marketing International to everything they do. Walgreens’ Viewpoint Customer Panel
How and When to Use Online Qual starts with real-world buying behavior, which supports all the
for Designing Successful Consumer custom research and exploration conducted. Walgreens piloted a new service in a
Studies • Aha! Strategic Online Qual small number of its 9,000+ stores. Walgreens found the business results to be on
Platform target but there were also unintended consequences.
In this session, learn how Walgreens and its research partner Verve used
Building a Powerful Global Research
Insights Platform at Kellogg’s • SKIM, behavioral data at the customer level, along with sales results and other data
Kellogg Company sources to assemble an online qualitative community in order to better understand
the attitudes, behaviors and beliefs of a targeted group of customers in order to
The Power of Play: Unlock Prospective understand the why behind the buy (or lack thereof).
Thinking with a PlayFULL Research
Technique • InsightsNow Inc.
ONLINE COMMUNITIES
Demanding Reporting Demands No Bringing a DIY Online Community to Life: The 9-Year Success
Compromise • Dapresy, Harris Insights & Story of voicesHUB by Experian
Analytics
Tiffany Ng, Sr. Manager, Consumer Insights, Experian
Holly O’Neill, Chief Insights Officer, Talking Business LLC
Building Insight-Led Strategy and
Activation through Agile Qualitative • Experian launched voicesHUB, its private branded B2C DIY
Digsite, Tillamook online qualitative community, in 2010 to better understand
Growing Up • Insight Strategy Group its online subscription member base. Experian continually
innovates voicesHUB to keep members engaged and informed.
Shifting from CX to HX: 3 Guidelines Tiffany Ng, senior manager, consumer insights for Experian, has a TM
for Aligning Human Experience and

go-to method to do just that. “Content, content, content,” Ng says.
Brand Experience • RealityCheck
“Specifically, content about our employees and what we’re up to.
Levels of DIY: Take Control Our members are always interested in how things work so we try to keep them
Without Overwhelming Yourself • engaged by giving them a peek behind the curtains. Short videos that digitally
Communications for Research, The introduce our members to our employees are a great perk of our community.”
Climate Corporation
In this session, together with Talking Business, Experian will present a behind-
Six-Second Advertising: It’s a Matter the-scenes case study look at how voicesHUB initiatives fueled business growth
of Being in the Right Place at the by leveraging a community to further engage with the brand, boosting retention
Right Time • Ameritest rates and increasing brand affinity year after year. “Simply put, we have a great
Conquering E-Commerce by Capturing MR story to tell and we’re willing to share it,” says Holly O’Neill, chief insights
Consumers’ Gut, Heart and Mind • officer of Talking Business. “Online communities are where new technologies meet
AcuPOLL Precision Research, Church & consumer insights agility. Nine years strong, voicesHUB by Experian not only
Dwight provides actionable product development and marketing direction but also puts
the customer at the forefront.”
EXPERIENCE
T H E O N E A N D O N LY
COME VISIT US
BOOTH 201
MOBILE
SEE FOR YOURSELF
IN CHICAGO AT
VIRTUAL AISLE
THE APRIL 2019
QUIRK’S EVENT.
p 440.454.0399 | sjohnston@idg-consulting.com | www.idg-consulting.com IDG-CONSULTING.COM/VIRTUAL
Hooked on a Feeling: An Empirically-
Derived Model of the Emotions that
Brands Can Use to Reel in Customers
and Create Brand Loyalty • Beall
Research Inc.
Operational Metrics Integration and
Case Studies • Customer Lifecycle LLC
Accelerate Relevance – Making
Insights Sticky in Slippery Times •
InsightFarm Inc.
Rise Up! The Manifesto for
Revolutionary Marketing • Little Bird
Marketing
How Nestlé is Applying Agile
Principles to Achieve Product
Innovation Success • GutCheck, Nestlé
AUTOMATED RESEARCH
Increasing Research Rigor with How Dell EMC Tests and Strengthens Marketing Campaigns
Hybrid QualQuant Survey Research •
QualQuant Signals with Automated Research
Stephanie Woodstrom, Marketing Communications, Global Marketing Campaigns, Dell EMC
Memory Reconstruction Interviews: Zahara Malik, Senior Director of Client Services, Dynata
Revealing what People Can’t (or
Every year, Dell EMC launches multiple digital marketing
Won’t) Say in Conventional Interviews
• Inqui Research
campaigns, targeting IT executives and managers and
highlighting specific, quantifiable benefits of IT transformation
Portfolio Re-Engineering: Go Beyond with Dell EMC solutions. Each campaign involves multiple
Price and Size with Brand Equity executions across the digital landscape and required a
and Gamification • Knowledge Excel
development timetable that left no time for concept testing to ensure the
Services
messaging resonated with IT professionals and that the images and design
The Renaissance of Qualitative reinforced the messaging with impact and immediacy. In this session, Dell EMC
Research in the Digital Age • Fuel Cycle and Dynata will share how they found an automated research solution that cut
Improving Research By Doing concept testing from three weeks to five days. The solution also reduced costs
Research: Learning from Market without sacrificing the quality of insights.
Research Participants • Stockwell Stephanie Woodstrom from Dell EMC will share the type of insights the team
Strategy, L&E Research gained from concept testing; how they used real-time reporting and dashboard
Using Social Media Data to Predict
visualizations to keep campaign development moving; how they used their
New Product Success • in4mation findings to improve the effectiveness and efficiency of their marketing efforts; and
insights how your marketing research team can do the same.
Bringing Up Baby in 5 Languages: MIXED METHODS
Using Mobile and Ethnography to
Understand Differences in Global
How Data-Driven Insights Can Change Pork’s Perception
‘Mommy Culture’ • ModelPeople Inc. Problems
Tara Dugan, Director, Consumer and Marketplace Insights, The National Pork Board
Using Mindstate Profiling to Drive Paul Metz, Executive Vice President/Partner, C+R Research
Marketing Strategy • MMR Research
Associates, Perrigo Company plc, The National Pork Board (NPB) connects and supports packers,
TriggerPoint Design processors, retailers and food service operators by helping inform
and inspire their business strategies. A large-scale domestic demand
The Peaks and Pitfalls of MaxDiff at landscape study was conducted in 2018 and results are being actively
Procter & Gamble • Sawtooth Software,
shared with industry partners. This session will cover the NPB goals
Procter & Gamble
that framed the research objectives and you’ll hear how NPB leveraged
Using Text Analytics to Enhance multiple sources of consumer data – InfoScout data, custom surveys and Experian
Customer Experience Management • Mosaic – to provide both accurate and comprehensive household-level insights
Ascribe about purchasing, usage and attitudes about pork and other proteins. Included will
Mission Impossible: Making a Client- be examples of how NPB combined behavioral segmentation based on grocery
Ready Dashboard in 30 Minutes • receipts with occasion and attitudinal segmentation derived from consumer
E-Tabs, Askia surveys. You’ll also hear how the NPB has activated the findings from the research
to develop communication strategies to serve the varying needs of its industry
partners. Techniques used include mobile research, behavioral economics,
storytelling/data interpretation and hybrid/mixed methods.
Why choose KJT Group?
Why choose artisan bread?
• Our recipe for success includes

design thinking and research
expertise
• We’re passionate researchers
who’ve spent decades mastering
the craft
• We create custom solutions, fresh
from the oven, which uniquely
address our clients’ needs
Our people and approach lead to

best-in-class insights, which inform
decision-making.
Experience
the Difference
kjtgroup.com | info@kjtgroup.com | 888.623.8050
Experience the New Generation of ONLINE RESEARCH
NPS Platforms • Success Drivers, Insights in the Digital Age: Mapping Respondents to Online
codit.co Behaviors
Winning the War: How Self-Service is Jessica Wong, Senior Research Manager, CBS Interactive
Driving LEAN Innovation at a Major
Digital media is a constantly evolving industry. Staying at
CPG • AYTM
the forefront of change is critical to thriving in a competitive
When Speed Meets Substance – market and market research is in a position to inform business strategy. Surveys
Implicit CPG Insights • quantilope are a commonly used research tool to learn more about human behavior but often
Everybody Lies – How to Find the rely on self-reported data. By linking survey responses with online behaviors, we
Truth in Your Concept Testing and can get a deeper understanding of our users to discover insights and help solve
Innovation • Intengo business problems. This presentation from CBS Interactive’s Jessica Wong will
show the methodology behind linking survey and digital data and provide various
How to Use Social Media Data to
Match Fresh Participants from 2
examples of how it helped inform audience growth (e.g., Millennials), editorial
Billion People • Liveminds content (e.g., topics covered), product development and cross-team collaboration.
Recent trends in the digital media and videostreaming space will also be discussed.
Virtual Testing, Real Behavior: The In addition, you’ll learn how to utilize digital tracking to overcome some
Future of Behavioral Science • Explorer limitations with surveys; discover how linking survey and digital data can help
Research
inform business strategy; and hear about the latest trends in videostreaming.
Measuring Multi-Screen Around the
World • eye square PANEL MANAGEMENT
How Discover.ai is Helping Brands Has Anyone Ever Asked You What It Feels Like to be You?
Use AI to Be More Human • Discover.ai Teresa Faust, Senior Manager, Research and Metrics, United Methodist Communications
Kalinda Fisher, Founder/Managing Partner, Advocate Market Research
Creating Added Value from NPS with
Text Analytics • Provalis Research
Research is a navigation tool to inform decisions that help
organizations meet strategic goals. Enhancing relationships
Accelerated Insights • PureSpectrum, with key stakeholders is a critical element of meeting goals.
M/A/R/C Research We need to intentionally listen to understand what our
Best Practices in Online Sampling • customers need. Online engagement panels provide a flexible,
EMI Research Solutions efficient, cost-effective platform to authentically listen and act
on customer desires. This case study from United Methodist
All in One Bite: How Qual/Quant
Communications is an overview of an ongoing project that began in 2016 as focus
Hybrid Breathes New Life into an
Organic Ice Cream Brand • Research groups that morphed into an online community and influenced the development
America Inc. of other online communities. Subjects covered include: MROC/custom panel-
building; strategic partnerships; panel management; outcome identification. Find
What Researchers Can Learn from out how United Methodist Communications learned that engagement panels
Marketers and What Marketers Can
build relationships and how the organization overcame challenges and was able to
Learn From Researchers • FocusVision
activate the data it obtained.
The (Behavioral) Science of
Conversation • Reach3 Insights ONLINE COMMUNITIES
AI-Powered Research: Friend or Foe? The No. 2 Ranked Pediatric Hospital Leverages a Community to
You as the Human Decide • Sylver Learn from Its Patients
Consulting, Novantas Dave Krier, Vice President, Access Services and Family Relations, Cincinnati Children’s Hospital Medical Center
Colleen Hennegan, Vice President, MarketVision Research
Hey There Good Lookin’ - How Tyson
is Adapting Dating Apps to Screen Customer experience research is challenging under any
Food Ideas • Tyson Foods, Dig Insights circumstances but especially so when the “customers” are
hospital patients and their families coming to a place such as
How Brands Can Use Emotion AI to
Be Heard in the Age of Distraction •
Cincinnati Children’s Hospital Medical Center. Their deeper need
Realeyes, Turner Ignite states are so personal and it’s difficult for most of us to imagine
what it is like but, using an online community, Cincinnati
Full Immersion Shopping: Taking Children’s is trying to understand what they go through,
Shopper Research to the Next Level extracting insights and making plans to create a better experience. This session
with Virtual Reality • Tobii Pro
will use two case studies to illustrate. One involves investigating what it’s like when
parents and their child are inpatients in an intensive care unit, as a guide for the
construction of a new tower that will house intensive care units and the emergency
department. Another case study involves teaching the doctors, who are so key to
the successful outcomes of the patients’ and families’ lives with their cutting-edge
treatments. Through a combination of the online community and other research,
Cincinnati Children’s created a training tool designed specifically for physicians for
engaging with patients and families.

The best minds
DRIVING YOUR MARKETING RESEARCH FORWARD PRESENTERS
It is always our goal to offer quality learning sessions at The Quirk’s

Event. To do this, we reach out to your peers and ask them to share real-
world experiences, strategies, case studies, best practices and successful
applications of research techniques. Wondering who we have lined up to
speak in Chicago? Here’s a sneak peek.
Jessica Wong Julie Loving

Senior Research Manager, CBS Director, Insights, TherapeuticsMD
Interactive
Julie Loving has over 17 years of global experience, having
Jessica Wong supports CBS worked across Asia-Pacific, Europe and Latin America and
Interactive’s entertainment, having lived in the Asia-Pacific and European regions. She
sports and news as senior is currently director of insights for pharmaceutical company
research manager. Her primary TherapeuticsMD, building on her experience in consumer
research projects include audience profiling, brand strategy, packaged goods, entertainment and pharma with expertise in
competitive tracking and usability testing. Wong spent time consumer, professional and payer. Loving says she began her
on the supplier side prior to her role at CBS Interactive as a career in insights after a fateful decision following graduation.
researcher at a market research firm in New York where she “I ended up in insights by accident! When I graduated, I
worked with media clients like Viacom, FOX and Warner had two offers: one for insights and one as a media planner.
Brothers. She received her Ph.D. in cognitive psychology I chose the insights role because I liked the vibe at that
from the University of Chicago and has published several agency and have never looked back. I didn’t realize how that
peer-reviewed journal articles. seemingly accidental choice would change my life – being
In her session “Insights in the Digital Age: Mapping able to get a glimpse into the hearts and minds of consumers
Respondents to Online Behaviors,” Wong will discuss how is truly a gift.”
to use digital tracking to overcome limitations with surveys, Loving will co-present with Sharpen Innovation in the
how it can help inform business strategy (audience growth, session “How to Optimize Co-Creation!” The presentation
editorial content, product development) and the latest trends will outline six key elements that make co-creation sessions
in videostreaming. more effective and productive.
Mona Stronsick
Director of Market Research, Progressive Insurance
FOR THE MOST COMPLETE, For the past 21 years Mona Stronsick has worked at
UP-TO-DATE LIST OF Progressive Insurance. Today she is a research director,
leading a highly productive team to design and execute
SPEAKERS VISIT research activities that connect the consumer to Progressive’s
product and service offerings. Stronsick is dedicated to
TheQuirksEvent.com delivering high-quality, cost-effective insights that support
business strategies.
Along with Michael Franke, Progressive Insurance, and
Glenn Staada, Radius Global Market Research, Stronsick will
present a session titled, “Breaking Down the Product Silos in
Brand Health Tracking,” at The Quirk’s Event.

Learn from
THE BEST
Dave Krier IN THE INDUSTRY
Vice President, Access Services and Family Relations,
Cincinnati Children’s Hospital Medical Center
Saurabh Aggarwal • Knowledge Excel
As vice president, access services and family Services
relations at Cincinnati Children’s Hospital Jon Allison • Verve
Medical Center, Dave Krier oversees the daily
Kristin Anderson • Formerly with maurices
operations of access services. This includes a
centralized scheduling center, pre-authorization and registration functions Rob Anger • Church & Dwight
as well as family relations, guest services, pastoral care, food services, school Abby Asani • Ameritest
services and all outpatient facilities. Peter Aschmoneit • quantilope
While Krier is not a marketing researcher, he is a leader in outpatient Jonathan Asher • Explorer Research
structure, overseeing the access, utilization and optimization of ambulatory
Jeff Bander • eye square
services at Cincinnati Children’s. At The Quirk’s Event he will co-present
a session titled, “The No. 2 Ranked Pediatric Hospital Leverages a Anne Beall • Beall Research Inc.
Community to Learn from its Patients,” which will look at two case studies Adam Bendriss Alami • Provalis Research
that highlight how Krier’s team used customer experience research. Jim Berridge • Phoenix Marketing
Prior to joining Cincinnati Children’s, Krier was employed at The International
Cleveland Clinic as well as the Ohio State University College of Medicine. Connie Blauwkamp • IBM
Sharon Brant • Worldpay
Claire Brooks • ModelPeople Inc.
Tony Brown • EMI Research Solutions
Frank Buckler • Success Drivers
Stephanie Woodstrom
Russ Budden • E-Tabs
Marketing Communications, Global Marketing
Campaigns, Dell EMC Hugh Carling • Liveminds
Stephanie Woodstrom is a creative insights Holly Carter • Confirmit
lead for the global marketing campaigns team Jim Chastain • RealityCheck
at Dell EMC. She is responsible for ensuring the Dawn Colossi • FocusVision
internal creative team is driven by data and informed Jamey Corriveau • Askia
by best practices. Woodstrom was instrumental in launching a more
Stacey Cox • Kraft Heinz
efficient research process to test creative in development to ensure it is well-
received in market. She is passionate about capturing and analyzing data at Paula David • Realeyes
every point in the process to improve marketing creative and execution. Ericca Dennehy • AcuPOLL Precision
At The Quirk’s Event, Woodstrom will be co-presenting a session Research
titled, “How Dell EMC Tests and Strengthens Marketing Campaigns with Remy Denton • SKIM
Automated Research.” Jon Dore • Reach3 Insights
Woodstrom lives in Minnesota with her husband, two sons and
Zoe Dowling • FocusVision
Goldendoodle.
Merrill Dubrow • M/A/R/C Research
Tara Dugan • The National Pork Board
Babita Earle • Zappi
Michelle Gansle Michael Edwards • Dig Insights
Innovation and Category Insights Manager, Mars Wrigley Confectionary Carrie Ericksen • Tillamook
Michelle Gansle is innovation and category insights manager at Mars Susan Fader • Fader & Associates
Wrigley Confectionary in Chicago. Gansle has more than 20 years of Thomas Fandrich • quantilope
experience in marketing, marketing research and business development, Erin Faulk • The Garage Group
with a focus in consumer packaged goods. Prior to joining Mars she worked Teresa Faust • United Methodist
for and with several global Fortune 500 companies including Clorox, Nestle Communications
and Dell Computers. Developing creative strategy that delivers a strong ROI Karin Ferenz • Customer Lifecycle LLC
is one of Gansle’s professional highlights.
Dawn Ferfolia • Nestlé
At The Quirk’s Event, Gansle will share a case study presentation
titled, “Picking Consumers’ Brains for Better Advertising Effectiveness.” Ray Fischer • Aha! Strategic Online Qual
Platform
The session will share how bringing art and science together can produce
positive ROI, drive sales and more. Kalinda Fisher • Advocate Market Research

Marat Fleytlikh • Tyson Foods
Michael Franke • Progressive
Insurance
Tina Gaffney • Realeyes
Michelle Gansle • MARS
Mark Garratt • in4mation insights David Hengehold
Jeff Goldstein AcuPOLL Precision
• Consumer Research Statistician, P&G (Proctor &
Research Gamble)
Anndrea Golightly • Walgreens David Hengehold received a master’s degree
Maurice Gonzenbach • codit.co in statistics from the University of Kentucky
Tatiana Gormley • BuzzBack in 1992. Upon graduation, he joined Procter &
Marc Goulet • Russell Research Gamble, working as a personal health care clinical
statistician for 10 years. His favorite experience in this line of work was inventing
Heather Graham • PRS IN VIVO
the pain relief scale used in therapeutic heat wrap research and publications.
Doug Grant • Inqui Research Hengehold’s move to “the dark side” came when his position in clinical
Andrew Grenville • Maru/Matchbox research was eliminated. After he got to MR he says he “realized that the fast-paced
Janel Hagaman • AYTM opportunity of working on a different challenge every day was really energizing!”
David Hengehold • Procter & Gamble
Since switching he has enjoyed the exciting area of applied statistics and
looks forward to having lots of opportunities to better understand consumers.
Colleen Hennegan • MarketVision
Hengehold currently works as a consumer research statistician for P&G and his
Research
interests include discrete choice modeling, segmentation and line optimization.
Rhonda Hiatt • CLEAR M&C Saatchi At The Quirk’s Event, Hengehold will co-present a session titled, “The Peaks
Cynthia Hicks • 20|20 Research and Pitfalls of MaxDiff at Procter & Gamble.”
Tim Hoskins • Quester
Ruth Ingram • Insight Strategy Group
Barry Jennings • Microsoft
Sarah Jane Johnson • Athena Brand Jenny Mays
Wisdom Insights Manager, Market and Customer Insights, The
Rick Kelly Fuel Cycle
• Climate Corporation
Jillian Kramer • Ypulse In 2018 Jenny Mays joined The Climate

Dave Krier • Cincinnati Children’s Corporation, transitioning from a marketing
Hospital Medical Center research supplier role to the client-side as a corporate
Lori Laflin • Cargill researcher. Prior to this switch she was the key client
Brian Lamar • EMI Research Solutions
contact for multiple agriculture companies, managing both
quantitative and qualitative market research projects. As insights manager, market
Will Leach • Trigger Point Design
and customer insights at The Climate Corporation, Mays continues to focus on
David Liss • Bleacher Report understanding the needs, challenges and attitudes of farmers as they use the
Julie Loving • TherapeuticsMD company’s product, FieldView.
Karen Lynch • InsightsNow Inc. Partnering with key stakeholders across the organization, Mays works to
design, develop and execute customer and market research initiatives, engage with
Kevin Mahler • Schmidt Market
Research vendors and help curate a market research library to help further leverage the work
they are doing in market and consumer insights.
Julia Maier • KJT Group Inc.
At The Quirk’s Event, Mays will co-present a best practice workshop titled,
Zahara Malik • Dynata “Levels of DIY: Take Control Without Overwhelming Yourself.”
Peter Manickas • Comcast
Kimberly Marsh • QualQuant Signals
Jenny Mays • The Climate Corporation
Michael McCrary • PureSpectrum
Sandy McCray • Intengo
Priscilla McKinney • Little Bird Marketing
Paul Metz • C+R Research
Silvena Milenkova • BuzzBack
Courtney Minor • Gap
Morgan Molnar • SurveyMonkey
Audience
Rudy Nadilo • Dapresy

Mike Nash • KS&R
Salima Nathoo • Wall Street Journal
Dow Jones
Tiffany Ng • Experian
Katie Strother
Mike O’Brian • Ascribe
VP, Medical Education, Cartiva Inc.
Ashley Ogle • Tobii Pro
Holly O’Neill • Talking Business LLC Katie Strother is vice president,
Megan Peitz • Sawtooth Software medical education, at Cartiva Inc., a
Merrill Raman • Harris Insights & manufacturer of the first FDA-approved
Analytics synthetic cartilage. Prior to her current
John Rindone • MMR Research role, Strother served as Cartiva’s director
Associates of clinical affairs executing the pivotal trial,
Susan Robertson • Sharpen Innovation PMA submission and FDA panel review process.
Isaac Rogers • 20|20 Research
Strother is responsible for strategic marketing and medical education initiatives
to support commercialization of Cartiva’s platform technology for a great
Michael Rosenberg • J.P. Morgan
toe arthritis indication. At The Quirk’s Event, she will be sharing a case study
Tony Ross • Provalis Research presentation titled, “Stretching a Start-Up’s Pre-launch Research Budget,” which
Camila Rossetti • Campari Group will look at the role of voice-of-the-customer insights in Cartiva’s product launch.
Matthew Salem • PRS IN VIVO Strother has over 15 years of experience in the medical device industry with
relevant experience in new product development, clinical research and commercial
John Schiela • Phoenix Marketing
International launch.
Sebastian Schuliaquer • Kellogg
Company
Stuart Schwartz • in4mation insights Connie Blauwkamp
Mohit Shant Knowledge Excel
• Manager, Market and Brand Research, IBM
Services
Matthew Sharp • Novantas Connie Blauwkamp is the manager of market and brand research at IBM where
Ashley Shelley • Ameritest she manages client experience programs like win/loss and competitive NPS, brand
Shahbaz Singh • Knowledge Excel and advertising research and custom primary market research for the company’s
Services corporate strategy and business unit organizations. She has over 20 years of
Sunil Soman • Turner Ignite experience in the information technology industry and has managed global teams
in organizations ranging from start-ups to Fortune 50 companies. Blauwkamp says
Jessica Spilman • KJT Group Inc.
she naturally progressed into a career in marketing research after being a longtime
Glenn Staada • Radius Global Market consumer of research. “I spent much of my career in offering marketing and
Research
management roles, so I was an active consumer of market research for a long time.
Colson Steber • Communications for It was a natural career progression to bring my business experience using research
Research
to the function of market research where I could help ensure delivery of market
Amanda Stockwell • Stockwell research that would lead to business action.”
Strategy
Blauwkamp will join KS&R in the session “How IBM Incorporates ‘Win/Loss’
Mona Stronsick • Progressive into Continuous Customer Insight,” where they will discuss how IBM developed
Insurance
its Win-Loss program to capture client feedback.
Katie Strother • Cartiva Inc.
Kelley Styring • InsightFarm Inc.
Brianna Sylver • Sylver Consulting
Cobey TenBensel • Perrigo Company plc
Jim Whalen • Research America Inc.
Jim White • RealityCheck
Jonathan Williams • Discover.ai
Monika Wingate • Digsite
Jessica Wong • CBS Interactive
Stephanie Woodstrom • Dell EMC
Molly Wright • GutCheck
Renee Wyckoff • L&E Research
Scarlet Wynns • Comcast
Barbara Zamolsky • Smarty Pants

collect | analyze | visualize
cx snapshot
A New Approach to Gain
Consumer Experience Insights
CX Snapshot is a brand new text analytics tool designed for speed, accuracy and ease of use.
Now organizations can instantly analyze and visualize verbatim comments, delivering faster,
more actionable insights to improve customer experiences.
Innovative Features:
Features: Most Popular Uses:
• Fully Automated Text & Sentiment Analytics ¬9RLFHRIWKH&XVWRPHU9R& 1365HVHDUFK
¬$GYDQFHG1DWXUDO/DQJXDJH3URFHVVLQJ1/3 ¬(PSOR\HH(QJDJHPHQW6XUYH\V
• Topic Grouping through Artificial Intelligence • Advertising and Creative Tests
• Instant Dashboard with Excel Exporting ¬,QQRYDWLRQ5HVHDUFK
$3,'DWD&RQQHFWRUV ¬*OREDO0XOWL/DQJXDJH6WXGLHV
To learn more, visit GoAscribe.com or call 877.241.9112 x55.

THE NIGHT BEFORE THE EVENT
Women in Research
Networking Event
NETWORKING
Monday, April 1
5:00 p.m. to 7:00 p.m.
Location: The Albert Room
Join Women in Research (WIRe) for

this complimentary pre-conference
networking event for Quirk’s Event
attendees of all genders. Enjoy cocktails,
canapés and conversation while networking with market research industry leaders.
WIRe is a nonprofit organization that champions diversity in the marketing
research industry by arming women with the tools to develop professionally, build
connections and stay inspired. Space is limited. A separate registration is required.
Visit www.womeninresearch.org to register.
INTRODUCING
INTERACTIVE
SMART BADGES
This year, The Quirk’s Event is
introducing smart badges and an
interactive app from Klik! These
interactive badges allow for easy
and fast networking all in one place.
Attendees in close proximity can
quickly exchange information simply
by both pressing and holding down
the bottom of the badge. Bright LEDs
will illuminate and flash, letting you
know that the information has been
exchanged. Attendees can also receive
content from speaking sessions without
having to wait until after the event.
During a session, simply click your
badge and any materials the presenters
make available will download and be
accessible in the app. The Klik badge
puts you in charge of the content you
receive and connections you make!
With the Klik app you can:
• chat with other attendees and even
request meetings;
• view profiles of exhibiting firms
and request meeting times with
particular vendors;
• store your connections and event
materials; and
• keep track of all personal meetings
and events.

OPENING NIGHT
MR Musical Jam Session

Tuesday, April 2
7:30 p.m. to 10:00 p.m.
Location: TBD
After dinner, check out an MR Jam Session to hear talented

Cocktails with Quirk’s MR musicians perform live! Quirk’s will be bringing
together a talented collection of musicians in the market
Tuesday, April 2
5:30 p.m. to 7:00 p.m.
research industry to perform. The MR Jam Session is a
Navy Pier Festival Hall B great way to kick off the event!
Thank you to our sponsors:
We’ve had a blast hosting Cocktails
with Quirk’s in the past and The
Quirk’s Event wouldn’t feel complete
without everyone enjoying a few
cocktails on us! After the first day of
the show is done, mingle and network
in the expo hall and take in the
experiences with other attendees from
5:30 p.m. to 7:00 p.m. Free drinks and
appetizers will be provided.
Stop by one of these stands to enjoy
a cocktail:
“After Dark” Quirk’s Event Party
presented by The Research Club
Tuesday, April 2
Booth 201 Booth 501 9:30 p.m. to late
Location: TBD
This coming April we are teaming up with the popular Quirk’s Event in
Booth 811 Booth 816 Chicago taking place from April 2-3. Join us on Tuesday night for the official
“After Dark” networking mixer. Book your tickets today. This event will be
exclusive to a limited number of guests. Register early to avoid disappointment.
To register and book your tickets visit theresearchclub.com/events/chicago-
Booth 825 after-dark-quirks-party.
EVENT CLOSING
Expo Hall
Happy Hour FIND UP-TO-DATE INFORMATION
Wednesday, April 3 ON ALL THE SPECIAL EVENTS AT
4:15 p.m. to 5:15 p.m.
Navy Pier Festival Hall B TheQuirksEvent.com
Grab a beer and stroll
through the expo hall to
learn and experience all of
the latest and greatest the
industry has to offer.

WHO SAID MARKETING RESEARCH EXPERIENCES
CAN’T BE FUN?
When we launched The Quirk’s Event in 2015, the one thing we wanted
to make sure our event had was some fun. We had attended numerous
conferences throughout the years and found few to be truly fun and engaging.
So we set out to make The Quirk’s Event a genuine experience.
In addition to the great educational sessions and networking activities, the expo hall
will be a lively and engaging place where you can learn the latest in the industry and find
new partners … while having fun! Stop by exhibits to play a game, enter a drawing, grab
a piece of swag or experience a demo – there will be lots to see and do in the expo hall.
Here are just a few of the experiences that will be at The Quirk’s Event.
IDG Virtual
Shopper
Experience a portable,
life-sized, in-context store
and shelf system with
IDG’s Mobile Virtual Aisle.
The 4K cinematic reality
projection system is a high
resolution mobile virtual
reality rear projection
capable of producing high
resolution digital images
with cinematic color quality.
Interact with the life-size
wall and learn how it can be
used to extract insights from
shopper interactions using
eye-tracking and qualitative
interviews.
Update your
image
How long has it been since
you’ve updated your social
media photo? Have a new,
professional head shot taken
while at The Quirk’s Event.
It takes just a few minutes
and we’ll e-mail you the link
to the high-resolution image
that reflects the new you!

GAME ON!
We are excited to bring the Klik smart badges and app to The
Quirk’s Event. Using the smart badges and app, you can earn
points by connecting with exhibitors and other attendees,
attending sessions, giving session feedback and by posting on
social media. The attendees that achieve a benchmark point
total will automatically be entered into a drawing to win
great prizes. Download the Klik event app two weeks before
the event to learn how to play and receive game rules.
Let your MR worries melt away

Tiny budget? Too many projects? Let your troubles melt
away, at least for a few minutes. Stop by and get a chair
massage from a professional massage therapist.
Speak your mind

We want to hear from you! Look for the video kiosk,
step up to the microphone and let us know how you
feel. Answer one of several questions ranging from your
favorite research methodology to how you got started in
the industry. After the event, Quirk’s will compile a video
of the responses giving you the chance to share your clip
Have your picture
with friends and colleagues. taken with a celebrity!
A friendly celebrity will be stopping by The Quirk’s Event for
photo opportunities each morning. Don’t miss your chance
to grab a selfie! Want to guess who it is? Here’s a hint: He is
loveable, but his curiosity gets the best of him.

A FOODIE’S PARADISE
From deep-dish pizza to mouth-watering donuts and Chicago-style hot
dogs, Chicago has many food choices to offer. Restaurants in and around
RESTAURANTS
Navy Pier will provide you with options ranging from fast food to table
service restaurants like Bubba Gump Shrimp Co.
GRAB AND GO HARRY CARAY’S FRESHII

CAFE TAVERN Navy Pier
Quirk’s Event Expo Hall Navy Pier
TINY TAVERN I DREAM OF LALO’S

Navy Pier Navy Pier
FALAFEL
Navy Pier
BILLY GOAT TAVERN

Navy Pier POTBELLY STARBUCKS
SANDWICH SHOP Navy Pier
Navy Pier
RIVA CRAB HOUSE BIG BOWL CHINESE

Navy Pier MCDONALD’S
EXPRESS Navy Pier
Navy Pier
GIORDANO’S BIG CITY CHICKEN

Navy Pier
Navy Pier
OFF THE BEATEN PATH

Quirk’s has a few restaurant ideas for anyone interested in venturing beyond Navy Pier.
Steve recommends: Joe recommends: Emily recommends:

THE GAGE BILLY GOAT PIZZERIA UNO OR
TAVERN GIORDANO’S RESTAURANT
If you’re looking for rustic American
fare and amusing libations (vodka AND PIZZERIA
fans may enjoy We All Fall Down), If you’re familiar with the Billy Goat
Curse or SNL’s “Cheezborger! While both Uno and Giordano’s
head over to The Gage. With views
Cheezborger!” this restaurant is have grown into chains, the original
of Millennium Park, this is the perfect
a natural stop during your stay in locations can be found in Chicago.
location to grab a drink or sit down for
Chicago. Established in 1934, Billy No matter where you decide to go,
a meal.
Goat Tavern serves up famous promise us you’ll eat at least one slice
24 South Michigan Avenue burgers (we recommend the double of classic deep-dish Chicago pizza
cheezborger), hot dogs, egg before you leave the city.
sandwiches and more.
Uno: 29 E Ohio Street
Original location: 430 N. Michigan Ave Giordano’s: 730 N Rush Street
at Lower Level

,QWHUDFWLYH
'DWD
6ROXWLRQV
([SHULHQFH,QWHJULW\9LVLRQ
PROUD MEMBER OF
0LQGÀHOG7HFKFRP_0F0LOOLRQ5HVHDUFKFRP
EXPLORING CHICAGO
The third most populous metro in the U.S., Chicago is famous for its
deep-dish pizza, notable architecture and history in the jazz music scene.
If you’re heading to Chicago for the first time, we hope you plan to
spend an extra day or two to take in the sights! Here are a few of our TOURISM
favorites.
For the history buff: For the museum fanatic: For the thrill-seeker:
CHICAGO CRIME TOUR ART INSTITUTE OF TILT RIDE AT 360
Explore the Windy City’s gangster
CHICAGO CHICAGO
past. Crime tours – walking or bus – Home to more than 300,000 works What is more thrilling than
will give you a chance to learn about from around the world, the Art experiencing downward-facing views
Chicago’s crime history from the 19th Institute of Chicago is the place to see from 1,030 feet up? The Tilt ride at 360
century to today. Crime tours provide artifacts ranging from European armor Chicago, formerly the John Hancock
the perfect opportunity to see the city to impressionist and post-impressionist Center observatory, tilts visitors out 30
from the perspective of notorious art. We recommend stopping by the degrees to experience a breathtaking
mobsters like Al Capone and John European Painting and Sculpture view of Magnificent Mile and the
Dillinger. collection to view The Bedroom by Chicago skyline.
Vincent van Gogh and Claude Monet’s
Water Lily Pond, 1900.
For the architecture

enthusiast:
WILLIS TOWER
Willis Tower – formerly Sears Tower
For an outdoor experience: – is the tallest building in the Western
MILLENNIUM PARK Hemisphere. Offering spectacular
views of Chicago, the building’s
Millennium Park offers a unique collection of architecture, art and landscape Skydeck sits 1,353 feet in the air and
design. Whether you’re looking to take a selfie in front of Cloud Gate (the bean) or is open to tourists 365 days a year. We
get some fresh air, the park is the perfect place to stretch your legs and experience recommend going in the evening to
the heart of the city. capture the perfect sunset photo.

Make connections with
INDUSTRY LEADERS IN INSIGHTS AND DATA
EXHIBITORS
Welcome to The Quirk’s Event exhibit hall! Here you will find the best in the
business all in one place. You can connect with companies that provide a range
of research products and services including: survey design; data collection and
processing; fieldwork; focus group facilities; ethnography; recruiting; translation
and transcription software and services; B2B and B2C; research training and
education; interviewing; panel providers; online/mobile research; qualitative and
quantitative; customer experience; data reporting and visualization; and much
more! Here is a directory of exhibiting companies.
The Quirk’s Event Chicago at Navy Pier Festival Hall B
Up toUp to Exhibitor’s
Speaker Ready Lounge
Room
T S R Q P
814 812 810 808 O
Session N
Room 4 U Bev 704 702 700
Session
Station
V 807 806 Room 3
W
607 605 603 601 M
805 804
818 816 L
803 802 K
606 604 600
Exhibitor 811
Lounge 801 800
FUEL CYCLE J
813
507 505 501 Session
Room 2
815 Tango Card H
Networking 512 500
510 506 504 502 500
Lounge G
817 Methodify
Quester Info
819 413 411 407 405 401
821
414 412 408 406 404
823
Dynata
Beverages
315 313 309 307 305 301
825
827
312 310 306 304
Informed
829 Decisions
Session
Session Group
Room 4 213 211
Room 5 207 205 201
F
831
E
833 D
212 210 206 204 202 200
Session
Room 1
103 C
113 111 107 105 101
B
A
Grab and Go 110 108 106 104 102 100
Cafe
FOR THE MOST COMPLETE, UP-TO-DATE LIST OF EXHIBITORS, VISIT

TheQuirksEvent.com
transcription (traditional and tools • Robust analytics The
personal interview Excel experienced Aha! team also
summaries). We have extensive provides full-service or à la
experience in health care, carte study design, project Askia – Software for
consumer and employee management, respondent Surveys
20|20 Research research. ADAPT is SSAE16 recruiting, analytic consulting,
BOOTH 404 BOOTH 412
SOC2 Security Certified and plus hands-on training and tech
HIPAA compliant. support.
20|20 inspires great decisions We are Askia and we are all
through contagious storytelling. www.adaptdata.com ahaonlineresearch.com about automating insight. We
As the leader in digital are a group of gifted individuals
qualitative research, we who have a passion for market
leverage our unique suite of research. We and our clients
in-house services, platforms have this in common: We all
and expertise to discover and believe that Askia has the
communicate the stories that best market research software
humanize the relationships in the industry. And the best
between brands and customers. Adler Weiner Research AND Agency support team behind it.
Software is only one component
www.2020research.com BOOTH 405 BOOTH 211
of the offering. Our software
range has been evolving
Since the 1960s, Adler Weiner AND Agency delivers an
thanks to the drive of our
Research has provided the innovative brand of
clients, industry leaders by their
finest in qualitative market marketing and business process
size or their willingness to adopt
research services with outsourcing. Our mission is to
new technologies. We enable
uncompromising integrity provide engaging solutions
our clients to automate their
and honesty. With state-of- designed to improve your
research processes and build
the-art focus group facilities brand and strengthen your
highly efficient MR operations.
in Chicago, Los Angeles and customer relationships. In
We offer easy-to-use yet
3Q Global Orange County, Calif., our simple terms, we strive to
sophisticated questionnaire
KIOSK L personal commitment to our inspire and be inspired and
design; for data collection,
clients makes the difference. offer a wide range of services
we provide telephone,
3Q GLOBAL, a multi-service In a world where bigger seems to fit your needs and turn big
mobile, Web, face-to-face
research firm, provides custom better, our family-run business ideas into reality.
and multimodal options, each
services in study design, data allows for a different approach. andishere.com available via the same powerful
collection, data integration, With a core value of exceptional administration platform; our
text analytics, visualization quality and a commitment to data processing and delivery
dashboards and reporting. Our partnership, we hope to offer products are spearheaded
data collection methodologies, Adler Weiner’s excellence in by online and offline statistical
powered by Quick Test/Heakin service to your research needs. analysis tools and dashboards.
and Discovery Research Group, If you include our APIs and
adlerweiner.com
include fieldwork, mall/hall our community management
interviewing, CATI/CAWI, IVR, platform, then you have a grasp
online surveys and Web and on what we’re all about!
social media research. 3Q Ascribe
GLOBAL’s experience, service www.askia.com
BOOTH 827
and quality is unmatched.
Regardless of how big or how Founded in 1999, Ascribe helps
small your research projects are, THE NEXT GENERATION the world’s largest market
3Q GLOBAL is The Connection ONLINE QUAL PLATFORM
research firms, corporate
to All of Your Market Research Aha! Strategic Online researchers and customer
Needs. Qual Platform experience professionals make
www.3q-global.com confident decisions based on
BOOTH 803
rich, real-time insights using
a world-leading verbatim ATP Canada Software
Aha! is the online qual
analytics platform. Ascribe’s
research platform designed
SaaS-based technologies
and Services Ltd.
to give clients, research KIOSK E
enable accurate and fast
companies, consultants and
analysis of verbatim comments
brand marketing agencies ATP is a leading provider of
regardless of channel or
the strategic tools to easily tabulations and other data
Adapt Inc. language.
create and deploy consumer processing services to the
KIOSK O and B2B research studies. goascribe.com market research industry.
Our comprehensive suite Since 1989, our unwavering
At Adapt Inc., our services of interactive activities and commitment to excellence and
include: comment coding (in methods includes: • Storytelling exceptional customer service
over 30 languages); coding • Image and text collage • has resulted in tremendous
mobile media (photos, videos Innovative video upload tools • growth. Rosetta Studio is our
and recorded audio); text Webcam integration • Concept software solution that helps
analysis; mail-to-Web and mail testing methods • Home-use automate the reporting of
survey printing and mailing; test templates • Mobile app your tabular data into ready-
inbound mail management; for in-the-moment occasions • to-go PowerPoint or Excel
scanning; verbatim keying and Perceptual mapping • Social/ presentations. Use our simple
editing (in over 30 languages); community activities • Quant interface to create charts

and customize your tables every phase of our clients’
or use our powerful tagging projects. We offer an array
system to populate your of customizable techniques
existing presentation. Create BuzzBack Market for both qualitative and
a professional presentation in
Blueberry & Institute for Research quantitative research and have
minutes! BOOTH 603 focused areas of knowledge
Sensory Research and expertise in youth and
www.atpcan.com
BOOTH 802 We work with companies family, Latinos and shopper
who seek to advance their insights. Our goal is to equip
Blueberry is a full-service business performance our clients with the insights they
market research consultancy, with sharper consumer need to confidently develop
combining expertise in insights. BuzzBack delivers successful brand strategies and
marketing research, product demonstrably richer grow their business.
research and sensory science. understanding through www.crresearch.com
We offer a complete portfolio creative and visual techniques
of traditional, breakthrough and that address challenges
AYTM proprietary solutions, including with concept development,
The Consumer Experience brand positioning and
BOOTH 207
Landscape and PinPoint, our communication strategy.
research models for marketing We have been effective in
AYTM is a market research
innovation and a powerful hundreds of brand initiatives
platform that allows researchers,
marketers and analysts to run
foundation for product pipeline worldwide, with a highly- Civicom Marketing
development. We work across engaging online experience Research Services
a full range of quantitative
the entire product innovation that reveals how companies
research via the ease of a do- BOOTH 833
pipeline from exploratory can more meaningfully connect
it-yourself platform. AYTM’s
through concept and product with consumers for greater
integrated proprietary panel Civicom® is the global leader
development. Let’s talk about commercial success.
provides best-in-class levels in serving the marketing
your innovation landscape.
of trust and quality, access buzzback.com research community with
Visit our Web site or e-mail us
to over 40 million consumers a strong industry presence
at info@blue-berry.com.
in 26 countries and real-time in facilitating Web-enabled
pricing with guaranteed www.blue-berry.com in-depth interviews and focus
delivery times. We empower groups worldwide through
researchers via our user-friendly Civicom CyberFacility®.
platform to collaborate in We provide asynchronous
real-time on survey design and C&C Market Research research capabilities for online
program complex research BOOTH 414 communities and online
tests including max-diff, research studies through our
choice-based conjoint, pricing C&C Market Research, an online bulletin board platform
optimization and more. The industry leader for over 25 solution Civicom Chatterbox®.
result is quick access to high- years, is the complete answer We enable rich, in-the-moment
quality insights at a budget that BOMI insights for audio and video
to all of your data collection
fits research organizations of BOOTH 819 needs. Our highly trained diaries, shopper insights,
all sizes. data collection specialists patient journeys and mobile
BOMI is an independent and 48 beautifully designed qualitative research through
aytm.com
research firm focusing on data field locations across the U.S., our mobile insights app
collection for international coupled with our state-of-the- ThoughtLight®. We provide
research institutes. It presents art programming and data mobile usability testing,
in four major cities of China. transmission capabilities, will respondent recruitment,
With its in-house moderator ensure your next project is a simultaneous translation
team, fieldwork and programing success. and transcription services,
Black Swan Data team, BOMI applies a full range along with Glide Central™,
of qualitative and quantitative www.ccmarketresearch.com an intuitive online platform
BOOTH 808
methodologies, online and for video and audio content
Black Swan Data’s mission is to offline, and is especially good curation and management.
enable companies to be more at mobile applications (WeChat,
mobile ethno). BOMI provides www.civicommrs.com
decisive, act at speed and get
to market first. They achieve add-value local insight,
this by scientifically predicting methodology adaption and
consumers’ future needs, data interpretation. BOMI has
wants and desires through the strong experience in health
application of AI to the world’s care, automotive, retail/ C+R Research
largest record of actual thought catering, home appliance, BOOTH 600
and behavior – the Internet. financial industries.
www.bomimr.com At C+R Research, a full-service
www.blackswan.com
marketing insights agency,
Confirmit
we’ve been helping brands BOOTH 204
grow for over 50 years by
delivering great research, deep Confirmit has a solid
perspective and committed foundation of over 30 years of
client service. We’re known for experience in listening to your
best-in-class methodologies, requirements and developing
high-quality analytical insights software for all sizes of market
and delivering senior- research organizations. As a
level attention throughout result, we understand your

Research, Uncomplicated.
business and offer solutions N.H. In addition, the firm has in which Millennial consumers
that allow you to deliver high- several other client services and brands interact. Lytix
quality, fast and cost-effective offices around the globe. focuses on collecting insights
market research results. Our and intelligence through
dapresy.com
Confirmit Horizons platform empathic methodologies to DISQO
supports the research project obtain a better understanding BOOTH 202
lifecycle from survey creation of how brands can leverage
to results delivery, enabling their relationships with digital- DISQO provides behavioral
you to take advantage of the age consumers. and opinion data empowering
most complete, feature-rich and clients to discover what
dgaqual.com
robust MR software available consumers do and how they
today. We are uniquely able to Dashboard Vision Inc. think. The company has built
support hundreds, thousands BOOTH 102 the largest first-party behavioral
or millions of respondents data source, enabling brands
thanks to the scalability of our We are a different kind and insights professionals
platform. of dashboard company. to gain a competitive edge
www.confirmit.com Understanding the many by harnessing data that was
challenges that you as a market Digsite previously inaccessible. Its
researcher face today, with both KIOSK D solutions unveil “walled
offline and online reporting garden” data, delivering
requirements, we have created Digsite is smarter, faster, an unprecedented view
an innovative reporting portal: qualitative research. Digsite’s of consumer behavior by
Dashboard Studio. Once you agile consumer insights tracking the shopper journey,
upload your market research community platform helps actual purchase activity and
CRG Global data, it is available for use in you find and directly engage advertising effectiveness.
KIOSK J online visualizations and in with a highly targeted group DISQO was founded in 2014
our enterprise PPT reporting of your consumers and inform by a team with deep roots
CRG Global is a vertically- solution PPT Flow. So whether decisions in as little as 24 hours. in technology and analytics.
integrated company that you need PowerPoint slides, Our Digsite Sprints provide Its commitment to providing
offers extensive capabilities, dashboards or custom multiple touchpoints to answer accurate data depicting the
unequaled savings and solutions, you can tailor the the “why” questions and complete view of the consumer
advanced technologies reporting solution to match understand current experiences, is at the core of the company’s
to support your business your client’s needs. Founded brainstorm solutions and success. With headquarters in
initiatives. We provide full- in 2013, Dashboard Vision is optimize products, services Los Angeles, DISQO has over
service research solutions headquartered in Sarasota, Fla., or marketing programs. With 100 employees.
worldwide with our 18 U.S. and operates globally. flexible project and subscription www.disqo.com
facilities, online panel of 400k+ www.dashboardvision.com plans, both clients and research
members and long-term global providers use Digsite to capture
partnerships. With experience real-world experiences and
in most research methods, optimize solutions.
CRG Global has the resources
www.digsite.com
necessary to execute even
the most complex of testing
protocols. Dynata
www.crgglobalinc.com BOOTH 301
DGA – D. Gustafson & Dynata (formerly Research
Associates, LLC Now SSI) is one of the world’s
BOOTH 104 leading single providers of
first-party data contributed by
DGA was founded in 2006 by Discover.ai people who opt in to member-
Dapresy Dave Gustafson (co-founder KIOSK Y based panels that the company
Debbie Gustafson), who manages and maintains. With
BOOTH 413
was interested in leveraging Discover.ai is an AI-driven tool a reach that encompasses 60+
his pharmaceutical industry that accelerates the reading million people globally and an
Dapresy provides a highly
pedigree to create a high-end process, making it quicker extensive library of individual
efficient and effective data
boutique market research and easier for experts to profile attributes collected
reporting software for market
firm focused on domestic discover new thinking and through surveys, Dynata is
research and customer
and global qualitative ideas, extracting value from the cornerstone for precise,
experience management.
research. Through direct end- multiple text- and image-based trustworthy quality data. The
The SaaS solution offers
client relationships and more sources across markets and company has built innovative
users flexibility and choice in
than three dozen collaborative languages. Sources include data services and solutions
delivery from standard cross
partners, DGA has worked with internal documents, brand Web around this core asset to bring
tables, PowerPoint and PDF
every “Top 20” pharmaceutical/ sites, influencer and expert the voice of the individual to the
downloads to highly visual and
biotech company as well as blogs, online magazine articles, entire marketing spectrum, from
interactive dashboards. Market
with leading medical device forums, communities, technical market research to marketing
research agency and enterprise
firms. Leveraging our previous articles, social media and more. and advertising. Dynata
professionals in more than 25
experience from a digital serves nearly 6,000 market
countries utilize Dapresy Pro to www.discover.ai
media firm co-founded with a research agencies, media and
clearly communicate complex
former business partner, DGA advertising agencies, consulting
data from markets, users and
launched Lytix, a strategic and investment firms and health
customers. Founded in 2003,
business unit, in 2015. Lytix is a care and corporate customers
Dapresy has a headquarters in
market research provider that is
Sweden with a North American
dedicated to evolving the way
headquarters in Portsmouth,

in the North America, South updates and competitive
America, Europe and Asia- pricing. Delivering successful
Pacific. projects since 2003, a
nationwide recruitment leader
www.dynata.com
Fieldwork Inc. for bulletin boards, in-person
E-Tabs BOOTH 807 research, telephone interviews
and online focus groups from
BOOTH 823
Fieldwork Inc. has provided our proprietary domestic panel
DATA VISUALIZATION / recruiting, facilities and online for consumer, B2B, medical
AUTOMATED REPORTING / tools for research professionals or lists. Need transcripts or
ESOMAR INTERACTIVE DASHBOARDS for over 35 years. Fieldwork has coding? Our 400+ U.S. teams
/ POWERPOINT CHARTING.** 15 focus group facilities across produce fast and accurate
REGISTRATION HALL
E-Tabs has been providing the country, each with on-site transcripts and coded projects.
cutting-edge data visualization recruiting, local databases and For quantitative research, use
ESOMAR is the global voice of
and reporting solutions to experienced project managers. Panel Direct proprietary U.S.
the data, research and insights
the market research industry Fieldwork Network is a group panel for your surveys.
community. ESOMAR, the world
association for market, opinion for over 20 years. We help of dedicated project managers www.focusfwd.com
and social research and data businesses all over the globe that field multi-city projects
analytics, is the voice of the boost their productivity across the globe, with one point
global data-driven research and by making the process of of contact for everything from
analytics community. ESOMAR producing their reports and bidding to invoice. Fieldwork
speaks on behalf of 4,900 visualizations quick, simple and Anywhere can make any two
professionals and over 500 cost-effective. rooms into a fully equipped
companies in 130+ countries focus group facility including
www.e-tabs.com recording, hosting, recruiting Focus Insite
that provide or commission
research, including public and observation area – great KIOSK R
and academic bodies, all of for small markets. Fieldwork
whom agree to uphold the Webwork provides all of the What we focus on at Focus
ICC/ESOMAR International tools and support needed for Insite is Qualitative Market
Code. Together with national online research. Focus on the Research recruitment. We
and international research research. We’ll do the rest. don’t own facilities, but work
associations, ESOMAR sets EyeSee Inc. with plenty of them. As our
www.fieldwork.com
and promotes professional BOOTH 829 tagline goes- You supply
standards and self-regulation the project, we supply the
for the sector and advocates Understand behavior, grow people. If you need telephone
the value of market, opinion further! EyeSee is one of the interviews, web interviews,
and social research and fastest-growing behavioral focus group recruitment,
data analytics as an effective research companies in the In-depth interviews, we can
decision-making tool. world, based in New York, help. Consumer, B2B, medical.
Antwerp, Paris and Belgrade. There’s a good chance we’ve
www.esomar.org Finch Brands
We use accessible remote already recruited a study similar
behavioral methods in BOOTH 313 to one you are looking to fill.
combination with conventional
www.focusinsite.com
to unlock next-level consumer Finch Brands is a real-world
insights with the highest branding agency, existing to
predictive value. Through help brands win when it matters
highly effective methods most. We accomplish this by
such as online eye-tracking, blending insight, intuition,
Estudio Silvia Roca SL facial coding, virtual shopping and creativity to shape brand
BOOTH 814 and surveys, we measure the strategy and drive people
impact of shopper marketing, to action. Our services span Focuscope
At Estudio Silvia Roca, we are advertising, digital solutions insights, strategy, and design. BOOTH 831
professionals who collectively and innovations. For research
have years of experience and purposes, respondents use their finchbrands.com
Chicago’s highly acclaimed field
thousands of projects in various own devices (computers and service with two spectacular
markets and sectors under mobile phones), thus cutting facilities, Chicago and Oak
our belt. A multidisciplinary down time, costs and enabling Brook. NEW CHICAGO
human team who provides top testing on a global scale. Our FACILITY OPENING IN
notch quality service in all the teams conduct studies in more MAY 2019. We feature the
research phases. It is composed than 40 countries. We had the
Focus Forward/Panel industry’s most comprehensive
of women and men of various privilege to work with global database of virtually all
nationalities, allowing us to brands in a myriad of industries, Direct population segments worked
understand what makes each some of which are Johnson & BOOTH 407 by our experienced, in-
society tick. We know that Johnson, Twitter, Microsoft, house supervised recruit
the nuances in lifestyles, the Viacom, Nestlé and many Focus Forward/Panel Direct. staff. We emphasize precise
environmental conditions and others. One partner to supply all quality control and attentive,
the habits of each country affect your needs! We are the
eyesee-research.com proactive service at every
the decisions and opinions of one-stop premium supplier level. Capabilities include:
its people, which we carefully for transcription, nationwide facilities, recruiting, nationwide
consider for each recruitment qualitative recruiting, coding recruiting, panel development,
process. and online panel. Offering field management, central
www.estudiosilviaroca.com unparalleled customer service, location testing, online surveys,
clients enjoy dedicated project
management, daily project

MAKING
MISSION IMPOSSIBLE:
A CLIENT-READY
DASHBOARD
IN 30 MINUTES
Join us and Askia on

this mission and prove
it is now possible with the
right solution
Tuesday, April 2
1.30–2.00pm
Room 5
And talk with our experts about:
FIND US AT
DATA VISUALIZATION
BOOTH #823 AUTOMATED REPORTING
INTERACTIVE DASHBOARDS info@e-tabs.com
POWERPOINT CHARTING e-tabs.com
usability testing, ethnographies, goals and challenges to cost- we chose the business we access to the purest data in the
mock juries and more. Founded effective, on-time results, Forza did. Because by putting our industry. Full Circle’s foresight,
in 1980. delivers. We are Forza Insights customers at the heart of agility and commitment to
Group. Delivering Knowledge our business, we’ve helped innovation translate into a
www.focuscope.com
and Power Through Research. hundreds of companies keep uniquely proactive, consultative
their customers at the heart of experience.
forzainsights.com
theirs.
www.ilovefullcircle.com
fuelcycle.com
FUEL CYCLE
Forza Insights Group LLC BOOTH 501
G3 Translate
BOOTH 806 KIOSK H
We created a best-in-
class SaaS-based online
Forza Insights Group empowers G3 Translate was founded
clients with actionable,
community platform that tells Full Circle Research
our customers exactly what specifically to assist market
high-ROI research through KIOSK W research companies with multi-
they need to know about
concise, intuitive and creative language projects for global
their customers across the
use of traditional, emerging Named Inc. 5000’s No. 917 for markets. Whether you require
customer lifecycle. With this
and esoteric methods. The 2017, Full Circle Research is the the translation of surveys and
information at their fingertips,
Forza team grew up in the first and only U.S.-based online focus group materials, in-
our customers are empowered
insights industry and possess consumer sample provider to language coding of verbatims
to make decisions that increase
a deep understanding of earn ISO 26362 certification or assistance in understanding
both revenues and long-term
every aspect of the project and the only company to cultural differences, G3 provides
customer loyalty. Those are
lifecycle. Clients benefit from offer HoNoR (Holistic Next- the best value – unparalleled
decisions we’re proud to be a
decades of experience in all level ResearchTM). This speed, competitive rates and
part of. Since 2007, we’ve built
areas of consumer and B2B enhanced survey experience exceptional customer service.
this company with the customer
insights, with unmatched is unprecedented and
at the heart of the conversation. g3translate.com
expertise in restaurants, food automated – a marriage
From just a few people on
service, grocery, emerging of advanced technology,
day one to today’s Passenger
food channels and hospitality. flexible community strategies
with an office on each North
From developing the right and industry-leading quality
American coast and customers
methodology and research controls that gives business
all over the world, we’re glad
plan for your unique project decision makers immediate
Experts In Restaurant,
Foodservice, Grocery &
Hospitality
<ŶŽǁůĞĚŐĞΘWŽǁĞƌdŚƌŽƵŐŚZĞƐĞĂƌĐŚ
VISIT US AT BOOTH #806
QSR x Fast Casual
Family Dining x Casual Dining
Destination x Upscale x University
Grocery x Club Store x C-Store
Home Meal Replacement
Traditional & Emerging Food Channels
Hotel x Resort x Outdoor
Non-Traditional Lodging
www.ForzaInsights.com
714.795.3833

easily-accessed worldwide
respondents for all online
and offline data collection GlobaLexicon
Garage Group methods, including mobile KIOSK X
devices, in-person and mixed- Genmarc Research PVT.
BOOTH 601
mode techniques. We can GlobaLexicon is the leading
LTD.
program and host your surveys translation and language service
The Garage Group is a battle- KIOSK S
if needed or work with your provider to the market research
tested, lean innovation and
in-house technology platform. sector. Led by experienced
growth strategy firm that has Genmarc Research is in the
We provide translation and MR professionals, our team
spent the last eight years market, providing services
localization services for your of 80+ works internationally
leading big companies like to some of the renowned
questionnaires to make sure across a range of qualitative
Nike, Procter & Gamble, MR companies targeting the
they are ready to deploy in and quantitative projects, from
PepsiCo and American Express entire world by identifying the
all your target markets with healthcare to consumer. Our
to apply start-up-inspired potential market segment for
continuity. Our reporting in-depth knowledge of the
approaches against their our valuable clients. Gauging
solutions include traditional research industry, commitment
toughest innovation and growth and identifying crucial markets
data tables and online reporting to outstanding quality and
challenges. and targets for our clients and
portals. Text-based responses consultative approach continue
www.thegaragegroup.com are not a problem, as we getting them what they desire
to set us apart. This year sees
provide global in-language was, is and will be our primary
continued strong growth, a
coding and text analytics as goal. We at Genmarc Research
significant technology upgrade
required. not only provide sample for
and team expansion across all
all the countries worldwide
www.gazelleglobal.com offices. GlobaLexicon is proud
but provide consultation and
to call Chicago home, with our
suggestions to our clients that
U.S. office based in Chicago’s
helps in better management
city center.
of the fieldwork. Our focus
Gazelle Global Research www.globalexicon.com
is to understand our clients
Services LLC requirements and offer best
KIOSK A possible solutions keeping in
mind the cost effect.
Gazelle provides surveys,
www.genmarcresearch.com
sample and solutions for
companies conducting market
research both in the U.S.
and around the globe. Our
solutions include simple and

understanding which our clients
can leverage against their
competition.
InsightsNow Inc.
www.idg-consulting.com BOOTH 813 Intellus Worldwide
HatchTank REGISTRATION HALL
InsightsNow, a behavioral
KIOSK P research firm utilizing agile Intellus Worldwide is the
approaches to uncover birth of two well-renowned
HatchTank is the next- insights faster, partners with
generation platform! We have industry associations coming
clients across a wide array together. Collectively, PBIRG
taken the best qualitative of industry verticals to grow
and quantitative research Insight Strategy Group (Pharmaceutical Business
marketing, branding and Intelligence & Research Group)
options and packaged them KIOSK Q product development through
into a flexible, dynamic, and PMRG (Pharmaceutical
custom, cutting-edge research Marketing Research Group)
results-oriented platform that Strategy informed by social technologies and innovative
works across multiple devices have over 100 years of
science. Our strategists and techniques. The company
and operating systems. For experience in the health care
social scientists equip clients specializes in finding answers
participants, it’s like a social marketing research industry.
to understand consumers quickly, improving speed to
networking site; it allows In January 2018, these two
more deeply and connect and success in market and
familiarity and provides a organizations joined together
with them in more genuine changing the way we all look at
comfortable space to share to form Intellus Worldwide,
ways. Founded in 1999 by humans and human behavior.
their thoughts and opinions. For Your Association for Healthcare
experts in the psychology of InsightsNow was named one
researchers and administrators, Insights and Analytics. Intellus
decision-making, we’ve always of the most innovative market
it boasts a powerful, intuitive Worldwide services global
approached our work from research firms in the world
back end that makes getting manufacturers and service
a social science angle. We by GreenBook’s 2018 GRIT
and organizing the data providers representing
complement this perspective Report and recently received
necessary an easy task. pharmaceuticals, biologics,
with strong business acumen the NGMR award for “Industry medical device and diagnostics
www.hatchnewideas.com and cultural savvy – our diverse Change Agent of the Year” and patients.
staff represent disciplines like based on the company’s work
psychology and anthropology, with Clean Label research. www. www.intellus.org
as well as business, marketing, insightsnow.com
media, and communications.
We believe this combination www.insightsnow.com
yields more actionable insights
and better strategy.
Informed Decisions insightstrategygroup.com

Group
Ironwood Insights Group
BOOTH 201 Institute for Sensory BOOTH 604
Informed Decisions Group Research
Inc. is a full-service behavioral BOOTH 802 Ironwood Insights Group
insights firm focusing on Insights Center leads the market research
shopper insights, consumer BOOTH 406 Located just outside New industry by offering a seamless
psychology and conversion York City, we are a nationally- combination of all research
measurement. IDG measures Denver’s most flexible facility, recognized full-service sensory methodologies. Our ability to
the behavioral impact on Insights Center is a unique research organization, providing provide consultation, design
brands, shopper journey, organization offering specialty sensory research solutions, questionnaires, source samples,
shelf interaction and market facilities in Atlanta, Boston, sensory panels, sensory testing field surveys, analyze data and
structure. Being on the Chicago, Dallas, Denver and facilities and custom sensory report valuable insights to
bleeding edge of innovations Los Angeles that feature programs. We are one of the our clients is unmatched. Our
including eye-tracking, test kitchens and spacious, most experienced scientific clients focus on implementation
emotional measurement, virtual well-appointed focus suites. sensory research organizations and strategy rather than fielding
shopping and conversion Our state-of-the-art, fully- in the nation with more than and tabulations. Qualitative and
measurement, our clients equipped test kitchens 15 years of working with quantitative methodologies
benefit from our team’s include walk-in refrigeration, apparel, beauty, beverage, enhance one another as a
expertise in consumer behavior ventilation, fryers, triple sinks food, household care and combined solution or can
and decades of experience. Our and plenty of stainless prep personal care manufacturers be provided as stand-alone
methodologies apply cohesive space. Large flex spaces (with from across the United States services. Contact us today for
quantitative and qualitative viewing for up to 24) were and around the globe. Visit our “Insights that provide clarity
designs with proprietary designed to accommodate Web site or e-mail us at info@ and drive action.”
technologies. IDG’s goal is to digital walls, large displays sensoryguidance.com. www.ironwoodinsights.com
bring our clients closer to their and even automobiles. With www.sensoryguidance.com
customers by applying visual, robust, targeted databases, our
marketing and behavioral experienced, local recruiters can
sciences. By combining these identify the ideal participants
data points with advanced for virtually every study. State-
analytics and examining the of-the-art technology, including
changes in customer behaviors, digital capture, videostreaming,
IDG has a 360-degree tablets, laptops and Wi-Fi are
standard. ServSafe® trained
sensory staff.
www.insightscenters.com

COME VISIT
BOOTH 601
Every company started somewhere. Where did yours start?
Apple, Disney, and Google all got their start in the garage.
As companies grow, the courage, speed, and closeness to
the customer that once filled their days seem to give way to
the bureaucracy and politics of scale.
OUR MISSION AT THE GARAGE GROUP

See Erin Faulk, VP Lean
ENABLE BIGCOS TO GET BACK TO Growth, The Garage Group,

and Stacey Cox, Consumer
THEIR ENTREPRENEURIAL ROOTS, Insights Leader, Kraft Heinz,
share behind-the-scenes
BACK TO THAT AGILE GROUND FLOOR lessons of their five-day Jobs
OF THE GARAGE, AND OPERATE AS to be Done rooted innovation

pipeline sprint approach.
IF THEY WERE A STARTUP.
ROOM 4 | 11:30
TUESDAY, APRIL 2, 2019
CHICAGO • CINCINNATI
Kadence International
i-view London KJT Group
itracks BOOTH 315
BOOTH 811
BOOTH 111
BOOTH 103 Kadence, a global boutique
I-view is an award-winning Founded in 2007, KJT
insight consultancy with
itracks is a market research viewing facility brand, offering Group is an evidence-based
offices in the U.S., U.K., India,
technology and services our clients the highest levels of consulting firm. Through
Singapore, Indonesia, Vietnam,
company known for their service and satisfaction across co-creative partnerships with
Philippines, Hong Kong and
innovative online focus group our three city center locations our life sciences clients, we
China, works with some of
and interviewing software. based in London, Leeds and capture actionable insights
the world’s largest brands,
itracks is independent from Warsaw. Each venue has been that enhance strategic and
providing global coverage
research agencies, allowing custom-built as a contemporary tactical decision-making. KJT
at a local level. Kadence
them to work as technology hub for researchers and each Group researchers embrace
Insight delivers “Insight Worth
partners with market research provides our clients with design thinking principles to
Sharing” to clients across a
companies, brands, moderators technologically advanced address business challenges,
wide range of business sectors,
and creative agencies. itracks’ studios over a single, spacious, are experts in research design,
whilst Kadence Data Solutions
proprietary technology delivers fully-accessible floor. We’re survey methods, advanced
highlight “The People Behind
a full suite of online and mobile committed to being the best-in- analytics, health services
the Data” to the leading global
qualitative and community class and to offering our clients research, epidemiology, health
management consultancies
platforms. Connect with the a premier experience that policy, economics, marketing
needing to conduct primary
itracks team to get a sneak exceeds expectations. I-view’s and strategy development, and
research. All of our clients
peek at their new product for venues are ideal for conducting have decades of experience
value access to our leading-
2019! all types of qualitative studies, conducting research across
edge, Web-based data capture
including eye-tracking, dial the globe. This combination
www.itracks.com systems (including CATI call
testing, user experience and enables us to provide our
centers in each location),
neuromarketing. We look clients with the insights needed
centralized reporting (24/7),
forward to welcoming you to to guide their strategic and
advanced analytics, ISO 9001/
i-view! tactical decision-making.
ISO 20252 quality accredited
www.i-viewlondon.com processes, creative design-lead kjtgroup.com
reporting and total peace of
mind.
www.kadence.com

We help brands get authentic to conduct mail surveys or
consumer insights by finding have a mail component to an
KnowledgeHound the best research participants overall survey research project.
BOOTH 205 from real behavior. Behavioural Logit Group Whether you need full-service
Recruitment is a radically or help with just a portion of
different approach, powered BOOTH 812 your mail survey, you can count
KnowledgeHound simplifies
how companies organize and by live social data on 2 billion on Mail Survey Solutions. We
people in 190 countries. We For over 20 years, The Logit are a business unit of Readex
access consumer insights. We
don’t have a database – we Group has been a leader Research, a pioneer in mail
build a unified, searchable
find fresh participants for amongst data collection firms, surveys going back to 1947!
database for your market
every project. Behavioural offering research execution Please visit with us to learn
research data so your team can
Recruitment won the Market services across online, phone more.
easily and efficiently locate the
Research Society Operations and in-person channels. Logit’s
insights you need. Stunning www.readexresearch.com/mail-
Award 2018 for Best Support head office is based in Toronto
visualization tools and powerful surveys
Service. Research platform with offices in Wichita, Kansas,
analytics make it easy to
– Liveminds is a simple, mobile, and San Jose, Costa Rica.**The
transform data and insights into
online qual platform that gets Logit Group’s primary objective
effective business intelligence
you closer to your participants: is to collect accurate, consistent
while secure, cloud-based
- Mobile apps that work online and valuable data for their
technology enables your team
and off so participants can customers; striving to not only
to share information across
capture any moment. - HD meet clients’ expectations,
units, geographies and business
video to vividly bring insights to but to exceed them through a
partners for a broader impact.
life. - 33 languages, covering 4 non-wavering commitment to
www.knowledgehound.com quality service and excellence. Market Cube
billion people around the world.
BOOTH 816
liveminds.com www.logitgroup.com
At Market Cube, our mantra
is “we help you shine.” We
specialize in the heavy lifting of
data collection, reporting and
programming. We created a
Liveminds Mail Survey Solutions custom platform that enables
BOOTH 702 KIOSK F us to engage, manage and
expand client lists and custom
Behavioural Recruitment – Mail Survey Solutions offers research panels. Our specialty
Fresh research participants a portfolio of services to is managing complex fielding
matched from 2 billion people. help organizations that need to your requirements and
+)*2<hgÛkfbm':eeKbàmlK^l^ko^]'ppp'\hgÛkfbm'\hf

specifications, regardless of and CATI needs. State-of-the-
primary or secondary research. art online solutions that are
By allowing Market Cube the
MarketSight robust and pleasing to both
privilege of managing your BOOTH 504 MedSurvey client and online users are
projects, you can spend more daily deliverables for our team.
MarketSight offers a cloud- BOOTH 304
time focusing on the data and Coupled with MindField Online,
delivering trends and insights to based data analysis and the premier consumer panel,
visualization platform and We have over 40 years of
your clients and stakeholders. research is done right and in
provides professional design experience in recruiting health
high-quality with our real-time
www.market-cube.com services that empower care professionals and patients
electronic countermeasures
researchers to discover and for market research surveys.
to ensure quality data
share key insights to drive Health care is all we do.
(IQD™). Real-time reporting,
business decisions. MarketSight MedSurvey focuses on building
dashboards and crosstabs that
seamlessly integrates with strong, long-term relationships
are presentation-ready are
PowerPoint, Excel and all major with each client, becoming a
always a few clicks away on all
survey platforms and data reliable research partner and
Marketing Research an extension of their teams. We
projects. We are the solution
formats. It is an intuitive and you’re looking for.
Education Foundation robust reporting solution that love to solve problems using
(MREF) offers the unique ability to easily technology as we continue to mindfieldtech.com
collaborate with colleagues invest in building innovative
REGISTRATION HALL
and enterprises anywhere in software solutions for medical
Education is a powerful thing. It the world. The company is market research.
is the most influential element headquartered in the Boston www.medsurvey.com
for bringing positive and lasting area and works with thousands
change. Unfortunately, many of customers worldwide.
children don’t have access MarketSight is part of the
to it. The marketing research Reimagine group of companies.
For more information, visit
Multilingual Connections
industry is compiled of highly
intelligent individuals who marketsight.com. KIOSK T
want to use their education
to inspire others. That’s why
www.marketsight.com Methodify Multilingual Connections is a
The Marketing Research BOOTH 500 translation and transcription
Education Foundation (MREF) agency in Evanston, Illinois,
was created. MREF is an A lot of bad business decisions just north of Chicago. We are
international foundation are being made because committed to helping our
dedicated to enhancing the companies don’t have the clients understand, engage
educational opportunities for benefit of time to bring and grow their multilingual
children and youth worldwide. customers into the fold. But audiences – whether
MREF is a high profile, industry- MarketVision Research we believe every company throughout the world or in their
wide initiative that involves should have a direct line to own backyard. We’re a woman-
BOOTH 605 their customers to get fast owned small business, and our
researchers from every level
of the marketing research and reliable input throughout certifications include WBENC,
For more than 35 years, product development and WBE, WOSB, EDWOSB and
industry across the globe. The MarketVision has provided its
foundation will use financial and marketing. Enter Methodify, a DBE. And of course, we’re
clients with innovative design, marketing research platform members of the American
human resources to provide the execution and interpretation of
tools necessary to give children that enables marketers to gain Translators Association (ATA),
marketing research to deliver actionable consumer insights Association of Language
access to a quality education. fresh consumer insights and
MREF funds projects that within 24 hours. Created by Companies (ALC) and
market knowledge to clients our team at Delvinia– a team Globalization & Localization
promise to improve education worldwide. As a full-service
worldwide, and seek to unite that has spent two decades Association (GALA). We pride
marketing research consultancy, innovating data collection ourselves on the quality of
researchers from around the MarketVision offers services
world to help, whether through to power better business work we do, the relationships
ranging from research decisions– it’s the answer for we have with our clients and
teaching, building a school, design and implementation
installing computer libraries how to research any marketing linguists, and the impact we
to statistical analysis and challenge. have on our community.
or simply reading to children. marketing consulting.
With these efforts, MREF MarketVision is headquartered www.methodify.it multilingualconnections.com
hopes to transform the lives in Cincinnati but has client
of children through education, service offices in Indianapolis,
thus improving the well-being Cleveland, Los Angeles,
of communities around the New York, Philadelphia and
world. Get Involved!Give Dallas.**MarketVision is
Back! Our Stories: mrgivesback. among the 50 largest research
org/newsevents/ Murray Hill National
firms in the U.S. and is a Mindfield – Tech
mrgivesback.org contributing member to the Integration and Audience BOOTH 101
Insights Association, ESOMAR,
PMRG and other research
Insights
Established in 2013, Murray
organizations. KIOSK B Hill National has tremendous
www.mv-research.com experience in qualitative and
Boasting a rich tradition of over quantitative marketing data
40 years in market research and collection and analysis. In
data collection as McMillion short, we provide answers
Research, Mindfield Tech to your pressing business
Integration and Audience questions and issues through
Insights is the high-end, single our proprietary consumer,
resource for all of your online

The fastest and easiest way to
get customer insights
Results in hours, not weeks
Want to know what your customers have

to say about your marketing efforts?
Visit go.methodify.it/quirks to book

a meeting with us at Quirk's Chicago.
Branding Concept Creative Pricing User
Strategy Check Testing Strategy Experience
A
$
Research Automation Platform

B2B and medical databases match. My-Take provides an while focusing on smart science, the people on our panel. So,
and talented in-house market integrated solution that allows dedicated project management we are excited to share them
research team. Our project and brands to secure immediate, and cutting-edge technology. with you.
field management teams work deep and ongoing insight from
www.olingergroup.com op4g.com
out of our 40-station call center consumers. My-Take has seen
located in Dallas that operates rapid growth as Fortune 500
seven days a week and two and market-leading brands
shifts. We have a beautiful embrace the smarter way to
state-of-the-art market research connect with their consumers.
center in Dallas and partner in
my-take.com
40+ U.S. locations including
Atlanta, Chicago, Boston, Opinions Ltd.
Cincinnati, Miami, Denver, Op4G – Opinions for
BOOTH 607
New York, New Jersey and Los Good
Angeles. KIOSK K It’s not just data. It’s the
www.murrayhillnational.com people behind it. Your U.S.-
At Op4G, our primary focus based strategic research
is helping market research partner providing consistent
clients find quality people to protocols, accurate, timely and
The Olinger Group participate in their studies, quality research services and
BOOTH 510 while also promoting donations insights. Our team of trusted
to nonprofit organizations. professionals will support
My-Take For over 24 years, The Olinger Our team uses proprietary you across a wide range of
KIOSK N Group has been a national technology to provide methodologies and company-
leader in market research for programming, hosting and owned facilities. Our hands-on
My-Take is a greater Boston- the world’s top companies and sample recruitment to suit your approach ensures the people
based insight and marketing brands. With both quantitative research needs. We’ve created who participate in your study
technology company that and qualitative capabilities, our own way of doing things are present, thoughtful and
helps companies make smarter The Olinger Group specializes and have a unique method helpful. Our team builds
decisions and market more in custom, primary research for panel management that connections every day that
effectively through powerful designed specifically towards results in high engagement and create long-term partnerships
online communities and panels. each client’s unique set of retention. We take pride in our and that’s what makes the
Through a powerful proprietary needs. The Olinger Group has panel and our relationships with difference. Study design to
platform and expert insight kept the feel of a boutique firm analysis or just fieldwork/data
analysts, My-Take delivers collection. Your one-call partner
actionable insight in a way
traditional research can’t
Specalizing in full service market research including CLTs,

HUTs, focus groups, mobile research, eye tracking,
facial coding, and more.
ඖඋඍ එඖ ඗ඕ
඘ඉ ඖ ඡ
උඍ
18
උ
඗ඞ
඗ඟ
ඍ ච ඘ ඍ කඑ
30
C
ඍක
ඖඍඌ
඗ඖඖඍඋගඍඌ
ඔ඗
to the
ඍඛ
඗ඖඛඝඕඍක උ
උ඗
ඝඖග කඑ ඉග
එ඗ ඖ ඛ
Atlanta, GA NYC Metro

Boston, MA Ormond Beach, FL
Chicago, IL Philadelphia, PA
Dallas, TX Phoenix, AZ
උ Denver, CO St. Louis, MO

ඛඍ ඛ
ඛ
ක ඞඑඋ ඍ ඉග ඍ
ඍඏ඗ කඑ
DesMoines,IA Seattle, WA
Las Vegas, NV San Antonio, TX
Los Angeles, CA Tampa, FL

crgsales@crgglobalinc.com Miami, FL Washington, DC
www.crgglobalinc.com

for all research needs in the strong male, Hispanic/ethnic pieces of information quickly recommend to our clients only
U.S. Contact us today! bids@ targets, Millennials/teens and when you need it. And finally, those activities that will enable
opinionsltd.com multinational audiences. a good presentation helps you them to achieve their business
remember what you’ve read, goals. At Phoenix, Research is
www.opinionsltd.com try.p2sample.com
that means you look smart when Reborn every day.
you share the information with
phoenixmi.com
others! Stop by our bookstore
at the Quirk’s Event!
www.paramountbooks.com
P2Sample
BOOTH 310 Paramount Books
REGISTRATION HALL
P2Sample’s active member
panel consists of 50+ million We are dedicated to bringing
PopResearch
Phoenix Marketing
members worldwide. As one the best marketing books to BOOTH 817
of the most sophisticated your attention and then getting
International
technology-driven sample them to your desk quickly. Our BOOTH 801 Pop is a beautifully simple suite
providers in the industry, books are designed so you of fully automated DIY market
our strong aptitude for can extract a large amount of As a result of its recent research and data visualization
programmatic solutions allows information in a short period acquisition of Nielsen’s TV tools built for brand and
us to fulfill your project needs of time. We believe you should Brand Effect (TVBE), Phoenix ad managers by research,
efficiently and on budget. learn something every time Marketing International is brand and communications
Unlike most companies, we you open one of our books – now one of the largest ad experts. By placing control
don’t just deliver sample, whether you have five minutes and brand research firms in of the research in the hands
we understand sample. We or two hours to spend. The the U.S. Phoenix MI helps of the product, brand and
know what respondents books we publish have many clients improve their brand ad development teams,
want or don’t want, like and charts, tables and margin and communications, create PopResearch allows you to save
dislike, how they behave and notes. They are well-organized and refine their products time, money and deliver more
what motivates them. We with a good table of contents and services that they deliver useful results. PopResearch is
utilize proprietary sampling and a thorough index. Good and optimize the customer designed to conduct concept
technology and provide sample information can easily get experience driven by those testing, copy testing, logo
in hard-to-get areas, including buried within the pages of a commitments. The needs of testing, naming studies,
manuscript. We want you to our clients direct what we package testing, tagline testing,
be able to locate important do. We are technology and brand and advertising tracking
methodology agnostic. We
We LOVE this
stuff!
And we’re really
good at it.
At Quest Mindshare,
our proprietary panels
and unparalled global
reach delivery
everything you need,
when you need it.
email us at
info@questmindshare.com

and custom research projects in research methods combined
a fraction of the time and cost with machine learning and AI.
of traditional research services. Provalis Research This allows companies to easily Rakuten Insight
BOOTH 810 understand their customers’
www.popresearch.com BOOTH 206
requirements in real time.
Provalis Research is the www.quantilope.com Rakuten Insight is the leader
world’s leading developer in online market research
of text analytics software, data collection across Asia.
with ground-breaking Our proprietary online panels
qualitative and quantitative currently cover 12 key Asian
analysis programs such as QDA markets: Japan, China, Korea,
Miner, an innovative mixed-
Precision Research India, Taiwan, Thailand, Hong
methods qualitative data Kong, Singapore, Malaysia,
BOOTH 113 analysis software; WordStat, a Indonesia, the Philippines and
powerful software for computer- Vietnam. Since 1997, we are one
See the Precision difference. assisted content analysis and Quest Mindshare
Our research center offers of the first companies in Asia
text mining; and SimStat, BOOTH 825 to offer various target types
unique space capabilities not an easy yet powerful statistical
found in Chicago or elsewhere. for online research, such as
software. Established in 2003, Quest consumers, IT decision makers,
If you need recruiting, facility or
provalisresearch.com Mindshare has one of the most B2B, finance, automotive, kids
help designing and executing
extensive and flexible groups and teens, media, patients,
your research, we can help. Our
of online panel assets in the physicians, travelers and many
Chicago facility is 12,000 sq. ft.
industry. With a solution for others. Using a consistent
and features a commercial test
almost every B2B and consumer network of local offline partners,
kitchen, auto salon, audience
need, Quest is global, with its apart from online we can collect
test space that seats 60+
greatest strengths in North data in all of Asia via mixed
participants and space for
America and Europe. Let methodologies, such as CATI,
huge displays. All recruiting
Q One Tech us know what your hard-to- CAPI or CLT (central location
is done in-house from our
find audience is and we will testing) or we can directly
call center. We developed BOOTH 312
either offer support through conduct offline fieldwork – F2F,
our unique recruiting system
our diverse panel assets or mall intercept, door-to-door,
called PrecisionScreen which Q One Tech is a market
recommend ways to get it etc.
affordably identifies and screens research and consumer
done. With hundreds of studies
respondents while keeping insight software development insight.rakuten.com
running through operations
out cheaters. Our CEO is a company. We build products
daily, Quest’s primary goal is to
moderator/researcher with vast for the real-world market
continue to be a trusted source
experience in many industries: research. We combine decades
of quality and your reliable data
automotive, medical, food of experience of running
collection partner.
service, dental, consumer market research projects all
goods, construction equipment/ over the world and our passion www.questmindshare.com
tools, appliances, usability and for innovative technology
claims substantiation testing. in making software that is Random Dynamics
impactful, customizable and
www.preres.com
easy to use.
Resources Ltd.
BOOTH 107
www.qone-tech.com
Quester We research Africa. Random
Dynamic Resources is a frontline
BOOTH 401
fieldwork company providing
market research services in
Protobrand Quester is a consumer and
more than 35 markets across
BOOTH 212 market research company
Africa. With a strong focus on
that specializes in harnessing
sub-Saharan Africa, we combine
Protobrand is a technology- the power of conversation.
our expertise and deep
powered market research Quester’s conversational
quantilope understanding of the African
and branding consultancy architects leverage an award-
diversity to enrich your research
committed to advancing BOOTH 512 winning artificial intelligence
projects. Our vision is to be
how the world uncovers moderator to develop one-on-
the leader in field research
human truths. Through our quantilope is a global agile one conversations, blending
and operation management in
proprietary survey software, insights platform that brings the qualitative and quantitative into
Africa through unparalleled and
Meta4 Insight®, we rejuvenate power of automation, speed a single phase, conducted at-
timely service delivery, honesty
traditional quantitative research and scientific rigor to your team. scale. Marketing scientists and
and development of people.
with deep-seated System 1 With quantilope you can launch language analysts collaborate
Our mission is to provide
(behavioral economics) insights. higher-performing products to produce a comprehensive
high-quality data for superior
We work with leading global and services in a fraction of analysis that goes beyond data
decision-making for our clients
brands across industries to the time with lower costs. to bring a full and complete
to succeed. We have served
uncover decisive insights that The highly innovative, award- story to life – every time, for
well various governments,
propel brands to unparalleled winning all-in-one software every research need.
international development
success. makes it easier for companies www.quester.com agencies, international
to put their customers’ and research agencies, companies
www.protobrand.com consumers’ relevant needs and organizations within and
center stage in all that they do.
quantilope offers intelligent,
automated tools based on
the latest quantitative market

,QWURGXFLQJ
)RUWKH¿UVWWLPHXQGHUVWDQGLI\RXU
DGYHUWLVLQJLVJRLQJWRGHOLYHUWKHGHVLUHG
FRQVXPHUUHVSRQVH
PREDICTIVE & SPEED VALUE

ACTIONABLE
Proprietary factor Next-day testing - Adpi QV provides
based analytic no more waiting rich data with
models enable you for manual smart insights at
to understand data collection, DQDႇRUGDEOHSULFH
creative potential to processing or to give our clients
drive future reporting the best possible
consumer behavior value
Learn more at booth
founder and sponsor / booth

www.phoenixmi.com
outside the sub-Sahara African markets. Having a non-venue-
Market. We know we can serve based infrastructure allows
you too! Recruit and Field to deliver
high-quality recruiting services Research Rockstar LLC
www.random-dynamic Recollective
at an excellent value. REGISTRATION HALL
resources.com BOOTH 700
www.recruitandfield.com
Research Rockstar offers
Recollective is a brandable, training and staffing solutions
online platform for qualitative for market research and
and community-based customer insights. Our 25+
research. Sites can host one training courses are offered in
or more private studies, each a virtual classroom (no travel)
incorporating structured and include Insights Association
activities, discussion forums and Research & Results Certificate credential options.
private messaging to gather The Rent-a-Researcher
Rare Patient Voice REGISTRATION HALL
insights from text, photo, video, service delivers vetted,
BOOTH 106 image markups, video review
The annual Research & Results U.S.-based market research
and markup, card sorts, polls, experts for methodology
Rare Patient Voice recruits show in Munich, Germany, is the
grids and multimedia response design, project management,
patients and caregivers for leading international trade show
types. Licenses are available qualitative methods, Qualtrics,
qualitative and quantitative for market research. Admission
from three days through to questionnaire design, report
research in the U.S. and is free for industry visitors.
ongoing annual communities, writing, R, SPSS, Wincross and
Canada. We attend patient The two-day show offers an
for 10 people up to thousands. more.**Enjoy discussing current
events like walks and exhibition and more than 130
Recollective’s responsive topics in research and insights?
conferences so the patients workshops and presentations.
design is optimized for use on Check out our weekly YouTube
we recruit are authentic. We Research & Results publish
any mobile, tablet or desktop program, Conversations for
have 81,000 patients/caregivers leading market research media
device. For the researcher, Research Rockstars.
across several hundred rare, in print, online and mobile:
Recollective offers browser-
cancer and non-rare conditions. Research & Results magazine www.researchrockstar.com
based verbatim excerpting and
We can estimate what we can (including international issue
coding, a back room for private
recruit for your study and obtain and special publication data
conversations, on-demand
them in two weeks. analytics), StudioGuide (viewing
reporting and transcripts,
facilities), Web site and weekly
rarepatientvoice.com segmentation and more.
newsletter. www.youtube.
Supporting services include
com/channel/UChQgcdbp-
training, ongoing tech support
YEC3KueO1IzyAg?view_
and study programming or Rosetta Studio
as=subscriber
review.
www.research-results.com KIOSK E
www.recollective.com
Rosetta Studio software
automates the process of
creating market research
Reckner Associates Inc. reports from tabular data.
What makes it unique is that
BOOTH 804 Research America it can be used for both ad
BOOTH 306 hoc and repetitive work. Our
With more than 25 years Recruit and Field Inc. tagging language has enabled
of experience, Reckner is a Research America is a nimble, companies to cut thousands
trusted fieldwork and facility BOOTH 100
value-based full-service and of hours from their reporting
partner. Our companies field market research firm processes. Our new scripting
provide state-of-the-art testing Recruit and Field Inc. is
committed to finding, providing organizations with option allows you to slash
facilities and reliable, verified consumer insights needed to operational costs even further
health care fieldwork: Reckner engaging and retaining
quality respondents whose enhance products and services and improve quality on all of
Facilities provides sensory and for their customer base. With your projects. Rosetta Studio
product testing facilities located opinions serve the basis
for reliable insights. Core 300 researchers, 14 offices is constantly being enhanced
near New York City, Philadelphia and one team, we provide and our support team can solve
and the Midwest. Reckner services include nationwide
qualitative recruiting, domestic quantitative and qualitative even the hardest of automation
Healthcare provides health services to research and challenges. Now is the time to
care fieldwork for health care field management, incentive
processing and digital platform end-user companies around see for yourself what Rosetta
and pharmaceutical research the world. We are experts in Studio can do for you!
through its own proprietary consultation. With an in-house
database approaching 400,000 coding, analytics, surveying,
panel of physicians, health www.rosetta-intl.com
registered respondents, we data collection and recruiting.
care professionals, hospital
administrators, payers, decision hand-select participants www.researchamericainc.com
makers and opinion leaders. using telephone screening
techniques for consumer,
www.facebook.com/reckner B2B and health care research
corporate/ projects. Services are available #

for nationwide methodologies, RP Translate

including online bulletin boards,
BOOTH 213
mobile app and other Web-
based interviewing platforms.
Since 1997, RP Translate has
Recruiting for localized in-
been working to raise the
person focus groups, in-depth
quality of global insight through
interviews, ethnography, etc.,
innovative translation services.
are available across many U.S.
Today, our uniquely expert

Go Deeper
With Every
Participant
ARTIFICIAL INTELLIGENCE

is infiltrating nearly every industry, making products and services
smarter, faster and more efficient.
Ours is no exception.
As the only consumer insights partner conducting online and mobile

interviews utilizing a software moderator driven by artificial
intelligence, Quester is pioneering the way.
Our unique survey designs

deliver richer, deeper insights with
every participant, every time.
Visit us at Booth to learn more, or visit Quester.com
QUANT + QUAL
Better Together
team partners with you to build turnaround times and to deliver
language service packages deep, actionable learning for
tailored to your global research strategic research, product and
needs, however complex or service innovation, advertising
SurveyMonkey Audience
simple. Whether you work in research, shopper journeys and BOOTH 818
consumer, health care/med/ tracking. SKIM
pharma, B2B or public sector SurveyMonkey Audience is the
russellresearch.com BOOTH 805 fastest DIY market research
research, simply drop us a line
below for a bespoke quote solution. Built right into the
SKIM is a global insights agency
or to discuss your translation SurveyMonkey platform, we’ve
helping leading companies
needs. integrated with panels in
thrive by understanding
over 100 countries to enable
www.rptranslate.com decision-making. To stay ahead
global consumer research
today, it’s critical to know how
anytime, anywhere and for any
decisions are made and how
budget. Target respondents by
the changing environment
demographics, firmographics
Rybbon influences decisions for
or custom screening questions,
consumers, health care
BOOTH 800 automatically launch projects
and B2B professionals. We
on your schedule and start
RTi Market Research and combine decision-behavior
Rybbon is an online platform seeing results in real time.
know-how with analytical rigor,
Brand Strategy for marketers to manage e- a thorough understanding
SurveyMonkey Audience gets
gift campaigns like Amazon you instant feedback for a
BOOTH 821 of marketing challenges and
e-gift cards. Marketers love variety of market research use
innovative research techniques.
how Rybbon makes it easy to cases: consumer behavior,
At RTi Research, we turn data The result? Practical brand
send gifts to hundreds and market sizing, competitive
into meaning, something that communications, revenue
thousands of recipients. Rybbon intelligence, product
can be communicated simply management, innovation,
gives marketers one-stop development, ad testing,
and acted upon effectively. For e-commerce and advanced
access to 50+ global e-gift brand tracking and more. Load
nearly 40 years, we’ve been analytics recommendations you
cards, donations and cash Audience Credits for one-time
bringing the customer voice to can use to propel your business
rewards. Rybbon is the only financial approval and one-click
the corporate decision-making forward, online and offline. With
integrated gifting partner for checkout or expedite fielding
process through our wide range 10 offices worldwide and 150+
the top marketing & survey by choosing Express Delivery.
of quantitative and qualitative enthusiastic SKIMmers ready to
platforms - Marketo, HubSpot, SurveyMonkey Audience is built
marketing research services help crack your business case
SurveyMonkey and Qualtrics. for speed, enabling results in
and methods. What’s different today, how can we team up with
In just 3 years since launch, minutes or hours, not weeks or
today are the technologies you?
Rybbon has grown to more months.
that allow us to gather and
mine enormous amounts than 700 customers with 5-star skimgroup.com
www.surveymonkey.com/mp/
of data and the resulting ratings on G2Crowd and audience
struggle to figure out what Capterra.
it all means. Navigating this www.rybbon.net
starts with understanding when
to leverage new, innovative
data collection and analytic
technologies, techniques and Smarty Pants
methods or when a traditional BOOTH 408
approach is best; and
Surveys & Forecasts LLC
culminates in finding meaning Smarty Pants is a leading youth KIOSK C
in all that data and sharing it Schlesinger Group and family research and strategy
through innovative storytelling. firm dedicated to helping Are you committed to
BOOTH 506
Turning data into meaning is clients better understand and excellence? We are – we
how we support our clients’ Schlesinger Group delivers connect with kids, tweens, love the art and science of
success. outstanding recruitment teens and the influential adults marketing, the exploratory
and project management in their lives. The company learning process and
www.rtiresearch.com uncovering new insights.
services for any qualitative or provides primary research and
quantitative study and offers strategic consulting to domestic Research is fun and full of
a broad range of innovative and international giants in challenges and that’s what gets
research methods to best meet the toy, technology, food and us up in the morning (beats a
your objectives. With offices beverage, video game, apparel, cold shower)! And frankly, no
strategically located across key retail, media, restaurant, travel one does marketing research
markets in the U.S. and Europe, and CPG categories. The or interpretive analytics better
Russell Research than we do. Just ask our clients:
our global project management team of expert moderators,
BOOTH 307
experts help you take the pulse quantitative researchers and we get it done. Let us share
of markets worldwide. Our brand strategists conducts our infectious enthusiasm for
Russell Research provides research in schools, stores, marketing and learning with
uncompromising commitment
global expertise and CX- restaurants, homes and you! Let us help you solve your
to your success sets us apart.
focused tools to deliver insights online and publishes several most difficult marketing and
to transformational B2B and www.schlesingergroup.com/en analytic challenges and see
syndicated reports on youth
B2C organizations in order to and families. U.S. offices include what creative and thoughtful
navigate continual change. As New York City, San Diego, research and analysis looks like.
a full-service custom firm, we Boston, Los Angeles, Nashville Of course, our skill set includes
offer a comprehensive range and Chicago. the usual suspects from concept
of traditional and cutting-edge development to business
qualitative and quantitative asksmartypants.com strategy. So what are you doing
methodologies. We rely on our to understand your customers
agile practices to provide rapid today and what are you doing

Your participants deserve awesome rewards.
You deserve a simple experience.
Easily send impactful rewards in bulk or by API with our Digital Catalog:
E-Gift Cards Reward Links

International Reach The recipient chooses
Nonprofit Donations Cash Equivalent Rewards

Inspiring incentives Easy Payment Disbursal
Please contact us if you'd like a partner that cares about your success
sales@tangocard.com | 1.877.558.2646 | www.tangocard.com
to plan for a tomorrow that will understanding of people the Principles programs. For
most certainly be very different? and products they really want. more information, visit www.
And what are you waiting for – Optimal product spaces are marketresearchcourses.org.
let’s get started! Toluna quickly and precisely defined,
www.georgiacenter.uga.edu/
BOOTH 200 reducing product development
www.safllc.com courses/market-research
time and evaluation costs by
of market research use cases:
consumer behavior, market
sizing, competitive intelligence,
product development, ad
testing, brand tracking and
more. Load Audience Credits
for one-time financial approval
and one-click checkout or
expedite fielding by choosing
Express Delivery. SurveyMonkey
Audience is built for speed,
enabling results in minutes or
hours, not weeks or months.
www.surveymonkey.com/mp/
audience/
Surveys & Forecasts LLC

KIOSK Q
Are you committed to

excellence? We are – we love
the art and science of marketing,
the exploratory learning process
and uncovering new insights.
Research is fun and full of
challenges and that’s what gets
us up in the morning (beats a
cold shower)! And frankly, no
one does marketing research
or interpretive analytics better
than we do. Just ask our clients:
Genius portal, allowing you
to brand and send your own
incentives. Tango Card handles
all customer service related to
your participants spending their
incentives.
www.tangocard.com
Target Research Group

BOOTH 615
Target Research Group is an

employee-owned, full-service
sensory and consumer insights
research company. In business
for over 30 years, we understand
how to move products from
concept to commercialization.
Through our proven methods,
we help unlock the ambiguity
of consumer truths and increase
product success rates. Relied on
by some of the largest brands
in the world. We have a proven
track record designing the most
successful product launches
in the last 30 years. Our deep
knowledge of the new product
development process allows us
to walk side-by-side with clients
asking the right questions and
provide your business with the
expertise and human resources
to assist innovation and product
development. Sound good?
Send us an e-mail at hello@
targetresearchgroup.com or
come by booth 615 to speak
with us!
targetresearchgroup.com
Telepoll Market Research

BOOTH 312
Telepoll Market Research is an

experienced data collection
firm with 25 years of experience.
Telepoll specializes in telephone
market research utilizing proven
and proprietary interviewing and
data collection techniques. From
customer service and outreach
campaigns to difficult C-level
and multilingual studies, Telepoll
has the necessary experience to
deliver on the most demanding
projects. Make Telepoll your
data collection partner today!
www.telepoll.net/
experience combined with our
proprietary platform makes us
the ideal solution for matching
research talent with open
opportunities in our industry.
We welcome the opportunity to
work with you as we build the
future of executive recruiting
for research and insights
professionals.
www.trustedtalentmr.com
U&I Collaboration LLC

KIOSK G
A products research technology

company specializing in
front-end development for
desired products and services.
Collaboration’s unique
purpose-built technologies
and diagnostic tools form
an integrated approach
producing deep, market-based
understanding of people
and products they really want.
Optimal product spaces are
quickly and precisely defined,
reducing product development
time and evaluation costs by
50 percent or more. Since 1999,

we get it done. Let us share synthesizing critical information 50 percent or more. Since 1999,
our infectious enthusiasm for to make data-driven decisions. a comprehensive process with
marketing and learning with We identify customer truths. many successful outcomes.
you! Let us help you solve your Using a blend of traditional
most difficult marketing and
Toluna Collaboration: proprietary
research data coupled with methods, strategic information,
analytic challenges and see alternative data such as social, BOOTH 302
refined technologies,
what creative and thoughtful sales, manufacturing and comprehensive understanding,
research and analysis looks like. A pioneer in the dynamic
government data, we uncover original thinking, unparalleled
Of course, our skill set includes world of marketing research,
hidden and hard-to-see customer results. “It works everytime!”
the usual suspects from concept data collection, reporting and
truths. Our modeling, machine
visualization, Toluna brings www.theuandigroup.com
A pioneer in the dynamic

development to business learning and artificial intelligence
strategy. So what are you doing together people and brands
solutions enable research
to understand your customers in the world’s largest social
departments to design, validate
today and what are you doing voting community. As a leading
and monitor product portfolios
all-in-one global source for
MARKET RESEARCH
to plan for a tomorrow that will

INSTITUTE INTERNATIONAL
at-scale. Introducing the Product

most certainly be very different? actionable insights, we help Univ. of Georgia/MRII
Knowledge Graph (PKG). Using
And what are you waiting for – market researchers, insights
the latest in machine learning KIOSK AA
let’s get started! professionals and companies
and database technology, our
anywhere in the world make
www.safllc.com flagship software solution (PKG) University of Georgia & MRII
clearer and better business
enables researchers, product offer a catalogue of online
decisions that drive better
developers, food scientists and self-paced courses that teach
business results.
chemists to effectively manage, the foundational principles of
monitor and design products www.toluna-group.com insightful market research. The
using powerful recommendation Principles Express family of short
Tango Card algorithms. Connecting courses focuses on the individual
disparate data sources such skills that form the essential toolkit
BOOTH 313
as manufacturing, ingredient, of the contemporary researcher.
nutritional and traditional Trusted Talent The Principles of Market Research
Tango Card exists to make it
product research data, PKG KIOSK U course provides A-to-Z coverage
easy to send digital incentives
drastically increases success rates of the entire research process
and awesome to receive them.
while reducing development Trusted Talent is an executive and supports the certification
Work with Tango Card to
cycles. Our new Collaborative recruiting firm specializing requirements of associations
automate or order e-gift cards,
Insights Program (CIP). A scalable in identifying and placing worldwide. Graduates receive an
digital prepaid cards, digital
turnkey solution fully managed professionals in the market automatic exemption from the
checks and nonprofit donations
by Target on-site at your facility research and consumer insights Insight Association’s Professional
around the globe. Tango Card
or off-site. We can create a new industry. Our clients look to Researcher Certification (PRC)
has the rewards-as-a-service
sensory and consumer testing Trusted Talent for both full- exam. Nearly 9,000 practitioners
API to facilitate automated
function or optimize and extend time and interim placements. from 104 countries have
incentives as well as the Rewards
existing resources in order to Our team’s extensive industry enhanced their skills through
B54 • The Event 2019 • BROOKLYN • www.thequirksevent.com
world of marketing research, a comprehensive process with

data collection, reporting and many successful outcomes.
visualization, Toluna brings Collaboration: proprietary
together people and brands methods, strategic information,
in the world’s largest social refined technologies,
SurveyWriter voting community. As a leading comprehensive understanding,
BOOTH 210 all-in-one global source for original thinking, unparalleled Vault Consulting
actionable insights, we help results. “It works everytime!” KIOSK V
SurveyWriter is the global market researchers, insights www.theuandigroup.com
leader in the technology of professionals and companies Centrac – A Division of Veris
Web-based survey research. anywhere in the world make Consulting is now Vault
We are an application service clearer and better business Consulting. Vault Consulting
provider (ASP), supplying decisions that drive better LLC offers full-service custom
professional research business results. primary market research to
organizations of all sizes with strengthen decision-making
the tools to collect, manage, www.toluna-group.com
for our clients working in
analyze and report data. We ULTA Research Services health care/medical, B2B,
provide free training and industrial, consumer, intellectual
KIOSK U
free support to ensure that property, associations and other
our clients are empowered ULTA Research Services LLC is categories. Using a consultative
to carry out the most robust, a marketing opinion research approach, Vault designs and
cost-effective research in the Trusted Talent and recruiting company executes innovative quantitative
industry. With no upfront costs, located on the Magnificent and qualitative research in the
KIOSK G
no network administration and Mile in downtown Chicago. U.S. and globally. Balancing
the best feature-to-price ratio in We specialize in recruiting traditional and new MR, we
Trusted Talent is an executive
the industry, SurveyWriter is the and facilitating qualitative are a leader in deploying
recruiting firm specializing
survey tool for online research. opinion research exercises on a emerging techniques for
in identifying and placing
www.surveywriter.net professionals in the market nationwide scale. custom solutions including: B2B
research and consumer insights mock committees – recreate
www.UltaResearch.com interdisciplinary decision-
industry. Our clients look to
Trusted Talent for both full- making processes and learn
time and interim placements. how to positively impact
Our team’s extensive industry outcomes by observing key
experience combined with our decision makers in action;
proprietary platform makes us
MARKET RESEARCH
INSTITUTE INTERNATIONAL
virtual concept validation –
Tango Card the ideal solution for matching simulate real-life scenarios
Univ. of Georgia/MRII (online or in-person) for
BOOTH 815 research talent with open
opportunities in our industry. KIOSK M hands-on interaction involving
Tango Card exists to make it We welcome the opportunity to customers early and often to
University of Georgia & reduce risk; agile research –
easy to send digital incentives work with you as we build the
MRII offer a catalogue of quick without cutting corners;
and awesome to receive them. future of executive recruiting
online self-paced courses video capture – embed an
Work with Tango Card to for research and insights
that teach the foundational “answer by video” option
automate or order e-gift cards, professionals. Stop by our Kiosk
principles of insightful market to one or more open-ended
digital prepaid cards, digital for your chance to win a pair of
research. The Principles questions in an online or mobile
checks and nonprofit donations AirPods!
Express family of short courses survey. We specialize in difficult-
around the globe. Tango Card
www.trustedtalentmr.com focuses on the individual to-reach targets, innovative
has the rewards-as-a-service
skills that form the essential and fresh methodologies and
API to facilitate automated
toolkit of the contemporary transferring best practices
incentives as well as the
researcher. The Principles across industries. Vault’s
Rewards Genius portal, allowing
of Market Research course custom solutions also include
you to brand and send your
provides A-to-Z coverage of a premier suite of highly
own incentives. Tango Card
the entire research process specialized services in the areas
handles all customer service
and supports the certification of outsourced accounting and
related to your participants
requirements of associations survey research.
spending their incentives.
worldwide. Graduates receive
www.tangocard.com U&I Collaboration LLC an automatic exemption vaultconsulting.com
BOOTH 704 from the Insight Association’s
Professional Researcher
A products research technology Certification (PRC) exam.
company specializing in Nearly 9,000 practitioners
front-end development for from 104 countries have
desired products and services. enhanced their skills through
Collaboration’s unique these courses. Quirk’s Media
purpose-built technologies is a proud supporter of
and diagnostic tools form
an integrated approach
producing deep, market-based

Predict
The Future
TRY TOLUNA INSIGHTS AND
K N O W W H AT ’ S N E X T
INSIGHT FOR TODAY’S ON-DEMAND ECONOMY.
TRANSFORM THE WAY YOU OBTAIN INSIGHTS.
Demo TolunaInsights today.

tolunainsights.com
Insights on Demand Founding Member

and research strategy services. custom research capabilities
Headquartered in Durham, that leverage our stellar
N.C., we ensure the highest research team to solve unique
quality and standards in the challenges faced by major
Voxco work we conduct for our clients. brands.
From transformative group, in-
BOOTH 507 www.ypulse.com
context and digital qualitative
inquiry, to robust quantitative
Voxco is a global leader in techniques encompassing
survey software. It provides surveying and sophisticated
survey organizations and data modeling, we offer a range
insights departments with of innovative services that
a powerful and flexible deliver strategic solutions to
survey platform that includes ensure impactful, sustainable
options to collect and process Zeldis Research
advantage.
respondent data any time and BOOTH 309
any place. By device-responsive w5insight.com
online surveys, over-the-phone Since 1991, Zeldis has been
interviews (CATI, IVR and designing customized market
dialers) or face-to-face mobile research to help clients
offline surveys – any method understand their customers and
can be used individually or as establish themselves as thought
part of multimode projects. leaders. We use a variety of
Founded over 25 years ago, WebMD/Medscape methods to obtain the exact
Voxco provides products Market Research results you need, including live
and services to hundreds of and online qualitative, online
BOOTH 105
customers in over 30 countries. and telephone quantitative
The company has sales and and a wide range of advanced
As part of the most trusted
support offices in Canada, USA, analytic techniques. Whether
and recognized brand in
France, U.K., Germany and you need support for business
health care, Medscape Market
Australia. or consumer markets, we
Research provides physician
are ready to help! Our
www.voxco.com and health care professional
experience is largely focused
recruitment solutions that
on the following industries:
deliver high-quality results.**At
insurance, retirement planning/
Medscape, we know delivering
investments, publishing,
research results on time and
pharmaceuticals, health care
within budget is essential –
and Millennials.
but it isn’t everything. If the
Voxpopme underlying data quality isn’t www.zeldisresearch.com
there, if you don’t produce
BOOTH 305 meaningful results, your study
suffers. That’s why we provide
Voxpopme is the world’s No.1 the high-value data you need
video insight platform, with an with a unique combination of
impressive global client list of recruiting services, advanced
brands and agencies. We help targeting and research solutions
businesses and brands see that deliver the respondents
the people behind the data you need to get the successful
to drive real customer-centric outcomes you’re after.
decision-making. **Our unique
technology lets clients capture www.medscape.com/sites/
customer videos at-speed, public/marketresearch
analyze at-scale and share
with ease. With Voxpopme,
every data point used to make
decisions can be backed up by
the real human story.
site.voxpopme.com Ypulse
BOOTH 411
Ypulse is the leading authority

on Millennials and Gen Z:
tweens, teens and young adults.
We capture and analyze market
trends, providing a steady
stream of insights backed
by monthly and quarterly
W5 Inc.
survey data to help brands
BOOTH 505 better understand, engage
and communicate with youth.
W5 is an established mid-size Leveraging our proprietary
research agency, collaborative research panel of people aged
and boutique in nature, creative 13-35, we produce syndicated
and nimble in our approach to insights and offer a full suite of
full-service marketing research

GET TO KNOW THE QUIRK’S TEAM
The Quirk’s Event is run by a family-owned-and-operated business that
MEET QUIRK’S
has been dedicated to serving the marketing research industry since
1986. It is our mission to be the marketing research information source
for those who conduct, coordinate and purchase research products and
services – and what better way to do this than through an industry event!
The team that provides your go-to MR resources throughout the year
is the same team that works the event floor. We create the best event
experience possible by employing expert event managers, a tech-savvy
attendee liaison, professional journalists and a dedicated sales staff.
Steve Quirk Dan Quirk Kari Rice

President and Publisher Vice President of Marketing and Product Event Manager
Development
Steve began his full-time career at Kari has been The Quirk’s Event
Quirk’s in 1994. As president, Steve Dan began his career at Quirk’s in manager since its founding in 2015.
oversees Quirk’s staff and all daily 1993. His focus is on developing future She is responsible for the overall
operations and ensures that Quirk’s strategies and engaging with industry execution of the event. Kari has over
is offering its audience the best end clients. At The Quirk’s Event, he 10 years of experience managing
marketing research content possible. rings the chimes. events and is a Certified Meeting
Professional (CMP).
Katie Kulp Ralene Miller Tina Mincks

Speaker Liaison Audience Development and Tech Guru Senior Registration Manager
Katie joined The Quirk’s Event Ralene joined Quirk’s as the directory Tina has been with The Quirk’s Event
team in 2017. This year she will be editor in 2014. In addition to since its inception. She is responsible
overseeing all event speakers and managing Quirk’s audience, she has for the entire registration process,
presentation rooms, ensuring it is a provided expert technical support at from software setup to registration
rewarding experience for them. Katie The Quirk’s Event since its launch in customer support and on-site
has organized and managed over 400 2015. execution.
events in her career.

Rachel Carpino
Registration Manager
Rachel is the newest member of The Quirk’s

Event team. She heads up the registration
team, ensuring attendees have a smooth and
We’re here
friendly experience.
to HELP!
Joe Rydholm
Editor
Joe has been editor of Quirk’s Marketing

Research Review Magazine since 1988. He
coordinates with industry experts to produce
articles and Quirk’s Event sessions that are
timely, practical and useful.
Lance Streff
Account Executive
Stewart Tippler
Head of European Sales Lance joined Quirk’s in 2007 as a sales
Stewart joined Quirk’s in January 2018 after representative, selling advertisement
serving as the event manager of the Insight space for the print publications,
Show. In his role with Quirk’s, Stewart leads e-newsletters, Quirk’s Web site and
the company’s European market outreach. The Quirk’s Events.
Evan Tweed
Vice President of Sales
Evan began his career at Quirk’s in 1990. As

VP of sales, he works with clients to optimize
their presence in Quirk’s print publications,
e-newsletters, Web site, The Quirk’s Events and
more.
Emily Koenig Hapka

Digital Content Editor
Ilana Benusa Emily joined Quirk’s as the digital

Account Executive content editor in 2014. In addition
to running Quirk’s e-newsletters and
Ilana is a sales representative who joined
blogs, she develops and maintains
Quirk’s in 2014 as the directory account
Quirk’s social media presence.
manager. In addition to directory sales, she
works with her clients to ensure they get
maximum visibility within the Quirk’s brands.

••• This issue of Quirk’s is made
INDEX OF possible by our valued advertisers. Their

ongoing support - along with that of
the other companies and organizations
that market themselves on our Web
ADVERTISERS site, e-newsletter and related outlets -

helps us bring you Quirk’s and all of its
associated resources. When you contact
the organizations listed below, let them
know you saw their ad in Quirk’s!
20/20 Research . . . . . . . . . . . . . . . . . p. C29 Ameritest, CY Research . . . . . . . . . . . . p. 61 Ascribe . . . . . . . . . . . . . . . . . . . . . . . p. C17

800-737-2020 | www.2020research.com 505-856-0763 | www.ameritest.com 513-241-9112 | www.goascribe.com
C&C Market Research, Inc.. .Inside Back Cover Clear Seas Research . . . . . . . . . . . pp. 18-19 Confirmit . . . . . . . . . . . . . . . . . . . . . . p. C39
479-785-5637 | www.ccmarketresearch.com 248-786-1683 | www.clearseasresearch.com 212-660-1800 | www.confirmit.com
Consumer Opinion Services, Inc. . . . . . p. 23 CRG Global, Inc. . . . . . . . . . . . . . . . . p. C42 DISQO . . . . . . . . . . . . . . . . . . . . . . . p. C35
206-241-6050 | www.consumeropinionservices.com 800-831-1718 | www.crgglobalinc.com 818-287-7633 | www.disqo.com
Dynata (formerly Research Now SSI) . . . . . p. 37 E-Tabs . . . . . . . . . . . . . . . . . . . . . . . . p. C33 Fieldwork Inc. . . . . . . pp. 27, 40, Back Cover
888-203-6245 | www.Dynata.com 888-823-8227 | www.e-tabs.com 800-TO-FIELD | www.fieldwork.com
Focus Pointe Global . . . . . . . . . . . . . . . . p. 3 Forza Insights Group . . . . . . . . . . . . . p. C34 FUEL CYCLE . . . . . . . . . . . . . . . . pp. 5, C11
888-873-6287 | www.focuspointeglobal.com 714-795-3805 | https://forzainsights.com 646-695-7000 | www.fuelcycle.com
The Garage Group . . . . . . . . . . . . . . . p. C37 Heart + Mind Strategies . . . . . . . . . . . p. 11 Informed Decisions Group, Inc. . . . . . . p. C7
513-943-9700 | www.thegaragegroup.com 571-926-8852 | www.heartandmindstrategies.com 440-454-0399 | www.idg-consulting.com

Ironwood Insights, LLC . . . . . . . . . . . p. C38 KJT Group . . . . . . . . . . . . . . . . . . . . . . p. C9 M/A/R/C Research . . . . . . . . . . . . . . . . . p. 7
215-688-8469 | www.ironwoodinsights.com 585-624-8050 | www.kjtgroup.com 800-884-MARC | www.marcresearch.com
Market Cube LLC . . . . . . . . . . . . . . . p. C31 Methodify . . . . . . . . . . . . . . . . . . . . . p. C41 MindField Tech . . . . . . . . . . . . . . . . . p. C23

843-628-5072 | www.market-cube.com 888-257-7631 | www.methodify.it 304-343-9650 | http://mindfieldonline.com
MRMW. . . . . . . . . . . . . . . . . . . . . . . . p. 43 Murray Hill National . . . . . . . . . . . . . . . p. 41 Olson Research Group, Inc. . . . . . . . . . . p. 9

49-1578-5833909 | https://mrmw.net 972-707-7645 | http://murrayhillnational.com 267-487-5500 | www.olsonresearchgroup.com
Phoenix Marketing International . . . . . p. C45 QUAL 360 NA . . . . . . . . . . . . . . . . . . . p. 35 Quest Mindshare . . . . . . . . . . . . . . . p. C43

888-876-7641 | www.phoenixmi.com 49-1578-5833909 | www.na.qual360.com 416-860-0404 | www.QuestMindshare.com
Quester . . . . . . . . . . . . . . . . . . . . . . p. C47 Research & Results . . . . . . . . . . . . . . . p. 39 Sawtooth Software, Inc. . . . . . . . . . . . p. 29

877-232-1005 | www.Quester.com 49-89-149-0279-0 | www.research-results.com 801-477-4700 | www.sawtoothsoftware.com
Schlesinger Group . . . . . . Inside Front Cover SurveyMonkey . . . . . . . . . . . . . . . . . p. C15 Tango Card . . . . . . . . . . . . . . . . . . . . p. C49
866-549-3500 | www.schlesingergroup.com 860-670-6015 | www.surveymonkey.com 877-558-2646 | www.tangocard.com
Toluna . . . . . . . . . . . . . . . . . . . . . . . . p. C51 U&I Collaboration . . . . . . . . . . . . . . . p. C25 Voxpopme . . . . . . . . . . . . . . . . . . . . . p. C53

866-296-3049 | www.tolunainsights.com 973-895-0049 | www.theuandigroup.com 303-488-3301 | https://site.voxpopme.com
Quirk’s Marketing Research Review, (ISSN Subscription Information: U.S. annual rate (12 POSTMASTER:
08937451) is published 9 times per year - Jan., issues) 70; Canada and Mexico rate 120 (U.S. Please send change of address to
Feb., Mar., April/May, June/Jul., Aug./Sep., Oct., funds); international rate 120 (U.S. funds). U.S. Quirk’s Marketing Research Review
Nov., Dec. - by Quirk Enterprises Inc., 4662 Slater single-copy price 10. Change of address notices P.O. Box 22268, St. Paul, MN 55122.
Road, Eagan, MN 55122. Mailing address: P.O. Box should be sent promptly; provide old mailing © 2019 Quirk Enterprises Inc. All rights reserved.
22268, St. Paul, MN 55122. Tel.: 651-379-6200; label as well as new address; include ZIP code or Quirk’s Marketing Research Review is not
Fax: 651-379-6205; E-mail: info@quirks.com. Web postal code. Allow 4-6 weeks for change. responsible for claims made in advertisements.
address: www.quirks.com. Periodicals postage
paid at St. Paul, MN and additional mailing offices.

BEFORE YOU GO ••• Conversations with
corporate researchers
10 minutes with...
Sharon Brant
Head of Market Intelligence, Worldpay
What are some of the benefits of working for a global company? Challenges?
Working for a global company keeps me on my toes. Just when you think you
understand your industry, you learn something new about another country like
how fast e-commerce is growing in China and the fact that it is the leading country
when it comes to mobile wallet usage. It also keeps me from being U.S.-centric, even
ha
S
ron in simple things like phrases used in the U.S. compared to the U.K.
Bra The various time zones present challenges with scheduling meetings and being
nt
able to build relationships with internal clients who are in other countries. Con-
ducting research in other languages is also a challenge because many of the terms
and phrases used in the payment processing industry do not translate well. I also
require a translator when attending focus groups that are not in English.
“It’s important to be
You currently work with B2B MR. What do you miss about consumer research?
proactive in meeting There are lots of things I miss about consumer research. It is so much easier
and cheaper to find sample for both quantitative and qualitative research. Business
owners are so busy and our service – payment processing – is not something they
at least quarterly with give a lot of thought about, so recruiting them for research is so much harder. For
example, we had a proprietary online community for nearly two years but even
with our own customers the response rates were so much lower compared to con-
stakeholders to identify sumer panels where the members are passionate about the product or service. If I
were in the pet product business, for example, most pet owners are eager to tell you
their top priorities.” about their pets, the food they like, the toys they play with, etc.
What tips would you give researchers working to change their company’s
perception of the marketing research team from back office order takers to
strategic partners?
That is something I’ve been working on for four years here at Worldpay. It
doesn’t happen overnight. One of the things that has worked for us is identifying
key stakeholders, especially executives, who value market insights in their decision-
making process and making sure they know that the insights team is there to help
them. It’s important to be proactive in meeting at least quarterly with stakeholders
to identify their top priorities and asking what’s working or not working for them
with the process, your team and the insights being provided.
Sharon Brant will be presenting a session titled, “How to Build a Market Intelligence Organization that
Matters: A Case Study,” at The Quirk’s Event in Chicago.
Read the full interview at www.quirks.com/articles/2019/20190322.aspx.

Taste. Touch. Feel. SMELL.
Unmatched Sensory Testing!
• Eyetracking • Project Management
• Qualitative Research • Programming
• Quantitative Research • Over 100 mobile interviewing devices
• On-site Interviews • 47 data collection locations nationwide
• Hispanic Interviewing • Panel Augmentation
CONTACT INFO: CORP@CCMARKETRESEARCH.COM | 877-530-9688 | 479-785-5637

WWW.CCMARKETRESEARCH.COM
NEED TO DO
FOCUS GROUPS IN
REMOTE LOCATIONS?
WE’LL HOP TO IT!
The ANYWHERE team packs up the

full Fieldwork facility experience
and sets off on another mission!
WITH VIRTUAL MIRROR,

DIGITAL RECORDING,
STREAMING VIDEO,
SO, OUR FOCUS TECH SUPPORT, HOSTING, YEP!
THIS TRIP IS —OUR FULL PACKAGE?
ALL
YEP!
EVEN CRITTERS IN YEP!

THE VIEWING ROOM?
S’POSE OUR NATIONAL

RECRUITING GUYS LINED UP
SOME HIGHLY QUALIFIED COMFY YEP!
RESPONDENTS? FOCUS ROOMS?
YEP!
ARE WE
THERE YET?
YEP!
YEP!
MORE FLYING
COLORS FOR THE
ANYWHERE TEAM?
Atlanta • Boston • Chicago-Downtown • Chicago-Flex • Chicago-O’hare

Chicago-Schaumburg • Dallas • Denver • Fort Lee, NJ • LA-Orange County
Minneapolis • New York City • Phoenix • San Francisco • Seattle • Anywhere
NATIONAL RECRUITING • GLOBAL FIELD MANAGEMENT • ONLINE RESEARCH 1.800.863.4353 www.fieldwork.com

Quirks PDF

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Quirks PDF

Hochgeladen von

Copyright:

Verfügbare Formate

For marketing research and insights professionals

PLUS A hybrid approach to ad testing

ADVERTISING SECTION Quirk’s Marketing Research Review

An unparalleled understanding of quality drivers

Global and hybrid solutions at our ﬁngertips

Discover the full value of our quantitative advantage at

8 In Case You Missed It...

46 31 Top CX/UX Research Companies

PLUS A hybrid approach to ad testing page 122 Before You Go…

31 Top CX/UX Research

Editor • Joseph Rydholm

Follow us on Twitter @QuirksMR.

4 Quirk’s Marketing Research Review //March 2019 www.quirks.com

7 steps for harnessing

The advantages of an age-

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

New Idea Evaluation

M/A/R/C® Rapid Results

Full Global Reach

For More Information, Please Contact:

••• artificial intelligence

©Clare Pix Photography www.clarepix.com

••• advice for researchers

ASK THE EXPERT

break through and are relevant

W e agree with the basic prem-

Have a question you’d like to have answered? Submit it to info@quirks.com.

W ith growing e-commerce

••• mobile research

A s carriers worldwide continue the race to 5G, Saratoga,

Dash and dine

A lthough the majority of consum-

D espite automotive and homeown-

W arrendale, Pa., technology

• CUSTOMER EXPERIENCE (B-TO-B #CX)

To know what we know, please contact us at 248-786-1683 or info@clearseasresearch.com

Sample screening error

made as easy as a Video

cup of coﬀee Confe

206-241-6050 Seattle ▼ Portland ▼ Las Vegas info@ConsumerOpinionServices.com

www.quirks.com March 2019 // Quirk’s Marketing Research Review 23

Three distinct aspects of the brain

attention for a brand promise, that

Reexamine that premise

Executive Recruiting for

Quirk’s Talent is a new executive recruiting service

With both full-time and interim placements Quirk’s

Quirk’s Talent is offered in partnership with Trusted Talent, LLC.

The authors offer case

34 Quirk’s Marketing Research Review //March 2019 www.quirks.com

Don't miss this{exciting event!

20-21{March{2019 Washington, D.C.

2019 is here and with it a new edition of Qual360! We are

Participating brands include:

If you’re not engaging

38 Quirk’s Marketing Research Review //March 2019 www.quirks.com

40 Quirk’s Marketing Research Review //March 2019 www.quirks.com

Jon Brand draws from

42 Quirk’s Marketing Research Review //March 2019 www.quirks.com

MRMW North America 2019

Powering The Future of Insight

Jeffrey Hamilton Justin Coates Register at na.mrmw.net

Participating brands include: