Eureka Facts Capabilities Overview

EUREKAFACTS LLC
Technical Capabilities Overview
© EurekaFacts LLC- www.EurekaFacts.com

About EurekaFacts

Inspired by the feeling of success brought when newly discovered facts
uncover ways to improve an organization and shape its strategies, EurekaFacts
was established in early 2003. From day one, we centered our efforts on delivering
top quality service and building core capabilities to become a new kind of insight
provider.

With a strong team and highly competitive technical and management
capabilities, the company is constantly achieving new heights. Today, EurekaFacts
is the custom research and analysis firm that provides insights to support targeted
communications, program evaluations, strategic decisions and data-driven tactics.
EurekaFacts is quickly becoming a favored customer insight provider and an
emerging leader in the field.

EurekaFacts, LLC is an approved US SBA 8(a) program participant, a
certified Hispanic-owned US SBA SDB firm and a GSA Schedule contract holder
for marketing research and analysis services.

“The value of EurekaFacts is that they make visible the invisible.”
Paul Ward, Strategist
Rock Creek Strategic Marketing

Our Commitment
 We are committed to meeting and exceeding the needs and
expectations of each and every client. With dedication, quality and
attention to detail we serve using our core technical and
methodological skills in quantitative and qualitative research,
marketing, data analysis, and project management.

 Our work is based on strong project planning, proven methodology,
quality assurance, and high-performance teams supported by
technology.

 We leverage our efforts to create maximum value for each client
through a commitment to total customer satisfaction and dedication to
continuous improvement.

“Jorge and his team are THE market research experts to go to for information about
target audiences and their behavior.”
Laura Van Eperen, CEO
Van Eperen Public Relations

Capabilities Overview

EurekaFacts Core Capabilities

Survey Communications Data Analysis Demographic

Core Technical Capabilities
Strategic Strengths
Research & Marketing and public use
Statistical analysis
micro-data Government & Nonprofit
Data mining
National Surveys Targeted outreach
Advanced analytics Focus
Survey design and Branding
Understanding of public
Multivariate analysis
execution Market segmentation Specialized in social marketing non-profit
use demographic and
Statistical testing
Sampling design Offer / service targeting and government services
school data including
Forecasting
Snapshot & Positioning Customer Satisfaction
Census files,
Predictive modeling
longitudinal Direct response Voice of the customer, tracking studies,
PUMS micro data
Time series/ trends
Mixed mode studies Marketing communications
American Community enterprise feedback management
Data imputation, weights
Online survey Strategic and tactical market
Survey (ACS)
Segmentation analysis Program Evaluation
programming and planning
Tiger files. FIPS,
Decision modeling Impact and outcome assessments
deployment Cross-sell & up-sell modeling
BLS CEX, Dept of Ed
Classification trees
Response analysis Price & resource optimization Audience Expertise
CCD, PSS, HHS CDC
Meta analysis
Web-based survey List services Expertise in recruiting and interviewing
data.
Geography-based
data collection Consumer and organizational hard to reach populations: Spanish
Expertise in geo-
analysis & reporting
Paper, telephone data behavior knowledge & speakers, teenagers, teachers, school
demographics including
Secondary dataset
collection attitudes administrators, executives and agency
ACORN, Claritas PRIZM
integration with large
personnel
and Tapestry,
databases
Data visualization

Core Supporting Foundation
 Knowledge Discovery and Data Transformation – Expertise in the capture and transformation of data into actionable insight
 Content and Knowledge Management – Processes for data management, documentation, content creation, editing, collaboration, publishing and distribution
 Quality Assurance – Standard project methods and processes, review and approval procedures, integrity, accuracy controls
 Technology Support – Intensive use of current technologies to support workflow, data capture and transformation, delivery and security
 Project Management – Use of professional collaboration and project management tools and methodologies to meet objectives and maximize resources
© EurekaFacts
 Team Approach – Multicultural and multidisciplinary high performance team environment

LLC


Strategic Strengths

 Specialization in custom research to support service offers, social marketing
communications and high-stakes decision-making for government and nonprofit
organizations

 Customer satisfaction, highlighting the voice of the customer, customer value
analysis and enterprise feedback management

 Program evaluation and outcome/impact assessments

 Track record in engaging and obtaining response from hard to reach populations
including Spanish speakers, teenagers, educators, school personnel and
executives

 Experience using multiple data sources and conducting mixed mode studies that
incorporate qualitative and quantitative information

quot;They bring you the story behind the numbers. Writing copy was so much easier
knowing what these customers actually wanted
and what hot buttons to push.”
Jackie Flynn, Copywriter.


Specialized Research Facilities
Supporting the EurekaFacts consulting, research and analysis capabilities is a strong
data collection and data processing structure that includes:

Focus Group & One-On-One Interviewing Facilities
A fully equipped focus group facility with one-way-mirrors and new digital recording equipment is
located in Rockville, Maryland, a central location two blocks away from metro. A team of
multilingual moderators and interviewers is available to support various needs.

Telephone Research Contact Center
EurekaFacts features a contact center with capacity for up to 100 stations. Trained agents
support inbound and outbound projects for telephone interviewing and special population
recruitment.

Analytical and GIS support
Our team of analysts utilizes STATA, SPSS, SAS, Answertree, Mapinfo, Arcview and other
software to deliver robust statistical and data-mining analysis.

Survey Programming and Online Communications
Our IT staff is ready to support programming of complex surveys, online communications
deployment and web-enabled databases to support research study programming, pilot program
web development, conferences/event logistics coordination, and other short turnaround
programming projects.

“They take the stress factor out.”
Gina Cross, Project Manager
NeighborWorks America

A Selection of Clients
Alabama State Employees Association
American Association of School Administrators
Center for Education Reform
Decision Analyst
Florida Association of School Administrators
“Eureka Facts LLC, under
Global College/ Long Island University
the expert guidance and
Hostelling International USA
management of Jorge
Lipman Hearne Inc.
Restrepo, provides excellent
International Society of Pharmaceutical Engineering
and reliable data analysis
Marketing General and research services.
Maryland Hispanic Business Conference
MENC The National Association for Music Education When working with
National Association of Home Builders EurekaFacts and Mr.
Restrepo, you can expect
National Association of Secondary School Principals
sound and reliable advice in
National Association of Student Councils
market research and survey
National Honor Society
data analysis, and a first rate
National Institutes of Health product in documentation,
National Science Teachers Association analysis, and business
solutions.
Navy Supply Corps
NeighborWorks America
I highly recommend that you
Peace Corps
call him for your next project
Renal Physicians Association
in survey analysis and
Rock Creek Strategic Marketing
research. You can only
Sibley Memorial Hospital
benefit from the call. “
The Media Network
The Washington Post
Carmen Larsen,
US Army Medical Command
President AQUAS Inc.
US Department of Education
US Department of State
Virginia Commerce Bank
WESTAT © EurekaFacts LLC- www.EurekaFacts.com

Youth for Understanding USA

Success Stories
The following pages illustrate some examples of the types
of projects we have completed.

 Survey Research
 Data Analysis
 Qualitative Insight
 Evaluation

“EurekaFacts did the data mining and we got the gold. Their targeting
analysis helped us generate record-breaking results.quot;
Frank Peterson, CEO, Catalyst Communications


Segmentation & Demographic
Targeting
CDC – The Center for Disease Control, the principal agency in the United States government for

protecting the health and safety of all Americans and for providing essential human services.

 Objective: Support the primary agency (The Media Network) in the development of a campaign
to educate non-acculturated Hispanic women of the need to consume vitamin supplements with
folic acid to help prevent birth defects (Spina Bifida).

 Method: Through the use of public and private data sources, EurekaFacts was able to develop a
set of segmentation schemas in order to assist the development and appropriate targeting of a
public education campaign to reach non-acculturated Hispanic women. Data from multiple
sources including Census 200 micro-data, Bureau of Labor Statistics’ Consumer Expenditure
(CEX) data (in vitamin supplements), existing survey data (March of Dimes surveys) and other
data was incorporated into the multivariate analysis. The demographic segments were identified
and characterized in terms of acculturation, risk, consumption, attitudinal media habits, and
geographic locations, and then scored. Target segments were recommended.

 Outcome: The segmentation process identified several segmentation schemas and provided
recommendations on evaluation criteria. The identified target segments resulted in a manageable
number of target segments with distinct educational, language preferences, age groups and risks
so that the public education campaign could be developed to target each distinct segment with
appropriate messaging.


Moderation and Recruitment

 Westat / The National Institutes of Health - Westat is an employee-owned corporation
providing research services to agencies of the U.S. Government, as well as businesses,
foundations, and state and local governments.

 Objective: The National Institutes of Health commissioned Westat to conduct a study to test the
usability of multiple web-based surveys being developed for individuals over the age of 50.
Westat asked EurekaFacts to conduct extensive in-person in-depth interviews as well as recruit
individuals for these interviews.

 Activity: The Eureka Facts team recruited a mix of individuals in accordance to the quotas set in
place by NIH and Westat. Recruitment was done using a mixed-mode methodology combining
telephone, online and face-to-face efforts. Moderation was conducted by the experienced
EurekaFacts’ team. The EurekaFacts focus group facility was used to conduct the in-depth
interviews, and video-recorded them to ensure data integrity.

 Outcome: Westat and NIH were able to use the data collected through the in-depth interviews to
further revise and polish the survey applications.


Customer Profile & Needs
 Hostelling International USA - Hostelling International USA is a 501(c)(3) nonprofit membership
organization founded in 1934 to promote international understanding of the world and its people through
hostelling. HI-USA operates a network of nearly 80 quality hostel accommodations throughout the
United States ranging from urban high-rise buildings with hundreds of beds to small remote hostels in
rural settings.

 Objective: Hostelling International USA wanted to explore the behavior, preferences, and needs of
travelers staying in their hostels, HI-USA members, and HI-USA volunteers in order to build a more
comprehensive network with the ultimate goal of increasing involvement and promoting expanded
understanding of cultures around the world.

 Method: EurekaFacts utilized qualitative interviews of current volunteers spanning various generational
cohorts. National rounds of in-person focus groups were conducted involving travelers staying at local
hostels. Online focus groups of HI-USA members was also employed at the qualitative stage. Following
the qualitative research, online surveys were conducted to gather survey data among those who have
stayed at HI-USA hostels, HI-USA members, and HI-USA volunteers to discover the needs, satisfaction,
and expectations of these diverse audiences. Econometric modeling and additional exploration was
conducted to support development of new affiliation offers, volunteer models, membership and web 2.0
involvement strategies

 Outcome: HI-USA is using the results of the research to promote awareness of hostels in the US and
more importantly, foster cultural and global understanding through inexpensive travel. The organization
now makes business decisions based on what matters to its customers, members, and volunteers.
Specifically, results from the statistical modeling of the behavior, attitudes, and preferences of HI-USA's
customers, members, and volunteers allowed HI-USA to prioritize its business efforts on the factors that
have the largest influence on the decision-making and customer satisfaction of its audiences.


Program & Branding
 National Association of Student Councils (NASC) - National-level organization supporting middle
school and high school student councils and their advisers.

 Objective: NASC was concerned with declining participation in student councils and asked
EurekaFacts to research the situation and recommend appropriate action.

 Method: Four phases were utilized to assess program effectiveness and recommend appropriate
marketing and program improvements to increase participation in student council groups nationwide
and involvement with the local, state, and national student council organizations. Phase one involved
database analysis to identify segments within US schools that experienced different levels of growth
or loss of student council activity in relation to the universe of public and private schools in the US.
After exhausting available data, phase two captured in-depth qualitative information from three
primary audiences: school principals, middle and high school students, and activity advisers. To
accomplish this task, a national round of focus group sessions and in-depth interviews were held in
five states, identifying barriers to participation, areas of interest and value that each audience would
expect from the student councils at the local and national levels. Phase three involved survey design
for all key audiences, to obtain representative measurement and feedback on key concepts that
emerged within qualitative findings of phase two. The survey instrument captured quantitative
information from four key audiences: principals, advisers, middle school students, and high school
students (both student council members and students not active in student council). A follow up
study explored possible re-branding solutions to assist in the communication of changes in the
student councils.

 Outcome: Recommendations on positioning, branding and program offerings were provided.
Supporting data included key messaging for a national campaign, identification of barriers to
participation/influence and highly sought program elements likely to resonate among each audience.
Additional membership structure and membership dues pricing optimization recommendations were
also provided.

Campaign Evaluation
 Center for Education Reform - The Center for Education Reform asked EurekaFacts to conduct an
outcome evaluation of its PIRC public awareness campaign grant with the US Department of
Education.

Objective: CER’s effort, the Parents Network for Better Education (PNBE) program sought to educate

parents of school-age children on their rights under the No Child Left Behind Act in four states in the
Southeastern United States.

 Method: EurekaFacts developed a plan to assess the effectiveness of the communications campaign
in terms of awareness, consideration of action and actual changes in behavior among parents residing
in areas served by underperforming schools. Target populations included low income, diverse and low
literacy populations; therefore, the evaluation instruments were designed to third-grade-level reading
ability in English and Spanish.
Campaign evaluation spanned two years and included telephone surveys of parents of school-age
children in target areas across four states. A follow-up evaluation was also administered to those who
requested information by calling the campaign’s toll-free number. Evaluation cards were collected from
those who participated in workshops, community sessions and other events provided direct feedback
from individuals served by grass-roots volunteers.
Changes in the use of resources available under NCLB were tracked at the school district level using
secondary data sources -- public data from the Department of Education for each target state.
Statistical analysis and geographic information systems were used to identify and represent where
progress was being made. Analysis was also performed using measures of activity by grassroots
volunteers and awareness of the campaign by community centers and target partnering local
organizations.

 Outcome: EurekaFacts provided an assessment of the PIRC grant and provided insight that assisted
in maximizing impact.

EUREKAFACTS LLC
Advertising and Integrated
Marketing Solutions (AIMS)
Jorge Restrepo M.G.A.
GS-23F0104S CEO and Chief Analyst
restrepoj@eurekafacts.com
Direct Line: (240) 403-1636

Main (301) 610-0590 - 1(866) 693-2287
Main Fax (301) 610 0640 www.EurekaFacts.com
DBE/ MBE Certified
451 Hungerford Drive (Rockville Pike) Suite 515
Rockville, Maryland 20850

“It was a pleasure working with Jorge and his company EurekaFacts. They
were very thorough. The results have helped the association with our
membership development activities. In addition to providing the research,
they offered excellent recommendations to help us plan for the future. I
intend to use EurekaFacts again in the future.”
CJ Reid, Associate Executive Director
American Association School Administrators

Eureka Facts Capabilities Overview

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