The 2013 Honomichl TOP 50 report

26 amrketing news | Juen 2013
The 2013 Honomichl
Top 50
Report
By Jack Honomichl

Exclusive feature honomichltop50
The top-line numbers show slight industry growth, but an analysis of the
underlying facts behind the market research industry in 2012 points to a
weak, downward trend. Read on to see who’s making headway and who’s
struggling, prompting movement in the Honomichl Top 50 rankings.
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June 2013 | marketing news 27
More than $9.5 billion
was spent within the U.S. for marketing/adver-tising/
public opinion research services in 2012
through U.S.-based, for-profit research firms
according to this, the 40th annual analysis of
market research industry trends.
Revenue inputs from 207 research firms
form the database for this analysis: the Top 50
firms by revenue plus 157 research organizations
that provide revenue information on a
confidential basis to the Council of American
Survey Research Organizations (CASRO). The
50 largest firms get line-item identity on the
Top 50 list starting on page 35. Each was asked
for calendar 2012 revenues sans nonresearch
activities and work done outside the U.S. That
then was compared with the comparable number
for 2011 to get the growth/decline rate. If a firm
made an acquisition or divestiture during the
year, adjustments were made to get an apples-to-apples
comparison.
Following the Top 50 list, you will find an
extensive profile of each Top 50 firm, including
ownership, top management, acquisition activity,
service offerings and revenues from outside
the U.S. In toto, the Top 50 firms had U.S.-only
revenues of $8.7 billion, or 91% of the 207 firms’
total. In 2012, 24 of the 50 firms reported a
revenue decline or an increase not large enough
to cover inflation. The chart at right shows how
that significant indicator of industry health has
trended in recent years.
Other input came from CASRO, which
provided together, in aggregate, revenues of
157 member firms not included in the Top 50
list. Each firm, on average, had revenues of $5.4
million. Together these 157 firms had revenues
of $847 million in 2012 (almost all within the
U.S.), or 9% of the total.
Revenue Declines Growing Again
Top 50 firms reporting revenue declines
or growing less than inflation

honomichltop50 Exclusive feature
28 marketing news | June 2013
Down Year
The database of 207 firms had U.S. revenues
of $9,539,700,000 in 2012, up 1.7% over 2011.
But after adjustment for inflation (2.1%), the
so-called “real growth” was -0.4%.
Another benchmark is Gross Domestic
Product, the estimated value of all goods and
services produced in the U.S., as calculated by
the U.S. federal government. As the chart below
shows, on average, between 1988 and 2012,
growth per year has run ahead of the GDP by
4.2%, a roundabout way of saying that its relative
value was running ahead of the economy in
general. But in 2012, research industry growth
was down 0.5% compared with the GDP. You’d
expect this trend to impact employment, and it
did. The Top 50 firms in 2012 had 33,506 full-time
employees, down 3.7% from 2011.
MR industry growth has
run ahead of GDP
Contributing Factors
It would be easy to attribute this dip to a sluggish
economy, but there are underlying factors that
help to make it more understandable, such as
government spending. The biggest spenders for
research services in the U.S. are, by far,
agencies of the federal government, which spent
an estimated $6.3 billion in 2012, and over recent
years, that has grown. But in 2012, the portion
of that expenditure that is contracted to the
private sector was down 18.3%. Three Top 50
firms are long-time suppliers to federal agencies:
Westat, No. 4 on the list, gets 96% of its revenue
from government agencies; Abt SRBI gets 83%;
and ICF International gets 70%. You’ll note that
Westat’s revenues were down 3.1% in 2012, the
first time since Westat made an appearance
on the Honomichl list that the company has
reported a downer year. Some of that may have
been attributable to governmental cutbacks.
Other factors contributing to the industry’s
performance include:
Focus Group Usage Slows: The 15th Annual
Focus Group Index, developed by Stamford,
Conn.-based FocusVision Worldwide, reported
that the number of focus groups conducted in the
U.S. grew by 1.9% in 2012, compared with 4% in
2011 and 5.4% in 2010. It could be that the mining
of social media websites has come to be preferred
for “insights” regarding consumers’ whims and
fades, in lieu of more expensive focus groups.
Online Data Collection Increases: The well-established
trend toward the use of online
data collection for survey projects has revenue
implications. It is presumed that online
Jack Honomichl is founder
of the Inside Research
industry newsletter, a market
research trade publication
based in Barrington, Ill.
Industry Growth Higher Than GDP but Narrowing
+4.1%
1990
1995
2000
2005
2010
8%
7%
6%
5%
4%
3%
2%
1%
0%
-1%
Year
Top 50 Firms’
“Real Growth”
After GDP
Adjustment

data collection costs less than traditional data
collection methodologies and therefore one
can do the same amount of work for less—
and this reduces some survey revenues.
Online data collection
may lead to revenue
decline
Syndicated Service Stability Provides Some
Support: Total industry revenues in 2012 would
have been down much more but for the “floor”
established by those Top 50 firms that specialize
in syndicated services under long-term contracts,
such as Nielsen, IRI, Arbitron, J.D. Power &
Associates, NPD Group, comScore, Rentrak
and National Research Group.
These eight firms, in total, saw 2012 revenues
grow by 4.1%. The balance of 41 firms that
specialize in custom, ad hoc projects saw
revenues decrease by 0.7%. During hard times, it
is relatively easy to cut back on ad hoc work but
difficult to cut back on long-term contracts for
syndicated services—especially if they provide
input to corporate information systems.
Syndicated services
put brakes on revenue
declines
Election Year Bolsters Results: In U.S.
presidential election years such as 2012, many
ad hoc survey firms benefit, either directly or
indirectly, from an infusion of hundreds of
millions of dollars spent for political polling.
The decline of the industry’s ad hoc survey
segment would have been more but for this.
Changes in List
As usual, firms come and go from the Top 50 list,
and 2012 was no exception. There were seven
newcomers: Symphony Health Solutions, No.
15 on this year’s list, was formed in 2012 and
includes AlphaDetail, No. 45 on last year’s list.
Public Opinion Strategies, which has a strong
private-sector business base, also is a major player
in political polling and 2012 was a boom year.
The other five—Perception Research Services,
RDA Group, Leo J. Shapiro & Associates, LRA
Worldwide and Kelton—experienced especially
good growth in 2012 and they replaced firms that
did not or that declined to participate for reasons
of their own, or both.
Revenue per Employee
A by-product of this analysis is the ability to
calculate revenue per employee. For Top 50
firms alone, this was $259,000 per full-time
employee in 2012. You can see how this has
trended over recent years in the chart on the
previous page.
However, the Top 50 data are heavily
weighted towards large database companies
with syndicated services. You’d expect the
number for small, ad hoc survey firms to be
different, and it is. Looking just at the 157
full-service CASRO firms not in the Top 50,
their revenue per full-time employee was
$257,718.
+4.1%
2012 Top 50 Firms’
Revenue Change
Syndicated Services Support Industry
All top 50 Firms
9 Syndicated Firms
+1.7%
41 Remaining Firms
-0.7%

These data demonstrate increased
productivity in the research industry, and
quantification of that is difficult because there
are so many factors at work: employee morale
and training, incentive programs, improving
management, etc. But one important factor,
certainly at play in the research industry,
is more capable, easier to use and less-expensive
software, and there has been a
profusion of that.
Total Spend
While the 207 database firms in this year’s analysis
had revenues of $9.5 billion, there is a lot more to
research spend within the U.S. than that. Agencies
of the U.S. federal government spend $6.3 billion,
but we know that $735 million of that already is
included in the 207 database firms, so let’s add a
net of $5.6 billion to the $9.5 million, for a total
of $15.1 billion. In addition, there are dozens of
not-for-profit survey research centers, usually
associated with universities, such as the University
of Chicago’s NORC and the Survey Research
Center at the University of Michigan. Their work,
in toto, could easily add more than $100 million
to our running total, but since some is paid for by
agencies of the federal government, let’s just add
$100 million to be conservative. That brings our
running total up to $15.2 billion.
Numerous large U.S. corporations do
considerable research in-house, especially in the
area of customer satisfaction measurement and
new product development. This work could easily
add $300 or $400 million to our estimate, but
no one has a clue as to what that sum is. Adding
$300 million is conservative and that takes us
up to $15.5 billion. Numerous other marketing
service firms—like advertising agencies
and consultancies—have internal research
departments to back up their project work and
there is no knowledge of this sum, but it is safe to
assume that it would add at least $100 million to
our total, bringing it up to $15.6 billion.
While the total spend on market research
in the United States should be estimated, my
analysis of 207 research revenues is one way to
calculate, with some specificity, the trend vectors
and to help explain why they happened. m
Methodology
Invitations to market research firms with estimated annual U.S. revenue of more than $10
million are sent in January of each year requesting revenue information for the prior calendar
year, a company profile of activities and other company metrics. Top 50 rankings are based
on U.S. revenue. The rate of growth from year to year has been adjusted to account for
revenue gains or losses from acquisitions or divestitures. Verification of revenue is required of
each private firm for ranking by a third party, generally its outside accounting firm. For further
information, call Larry Gold at 847-526-0707 or Jack Honomichl at 847-382-3246.
Industry Size Larger Than Top 50
$9.5 B
(207 Firms)
$6.1B
(Estimated
Additional)
Total Industry Spend: 2012 =$15.6
Revenue Per
Top 50 Firm
Full-Time
Employee
Productivity Slows After U.S. Recession
2012
2011
2010
2009
2008
2007
2006
2005
2004
$259,000
$241,000
$258,000
$263,000
$257,000
$239,000
$215,000
$219,000
$199,000

Top 50 U.S. Market Research Organizations
U.S. Rank
2012 2011
Organization Headquarters Website
U.S. Research
Revenue **
($ in
millions)
% Change
From
2011 ***
WW Research
Revenue**
($ in millions)
Non-
U.S.Research
Revenue**
($ in millions)
%
Non-U.S.
Revenue
U.S.
Full-Time
Employees
1 1 Nielsen
Holdings N.V.
New York Nielsen.com $2,651.0 4.0% $5,429.0 $2,778.0 51.2% 10,486
2 2 Kantar*
London &
Fairfield,
Conn.
Kantar.com 929.4 -4.8 3,338.6 2,409.2 72.2 3,930
3 3 Ipsos New York Ipsos-NA.com 590.0 -5.5 2,300.0 1,710.0 74.3 1,996
4 4 Westat Inc. Rockville, Md. Westat.com 491.1 -3.1 495.9 4.8 1.0 2,019
5 5 Information
Resources Inc. (IRI)
Chicago IRIworldwide.com 478.7 2.9 763.8 285.1 37.3 1,325
6 6 Arbitron Inc. Columbia, Md. Arbitron.com 444.1 6.7 449.9 5.8 1.3 982
7 7 GfK USA
Nuremberg,
Germany
GfK.com 330.9 0.5 1,946.9 1,616.0 83.0 1,131
8 8 IMS Health Inc.
Norwalk,
Conn.
IMSHealth.com 271.3 -4.0 775.0 503.7 65.0 540
9 9 The NPD
Group Inc.
Port
Washington,
N.Y.
NPD.com 191.8 1.5 272.0 80.2 29.5 875
10 10 ICF International Inc. Fairfax, Va. ICFI.com 191.2 7.5 239.7 48.5 20.2 1,152
11 11 comScore Inc. Reston, Va. comScore.com 183.4 5.1 255.2 71.8 28.1 813
12 14 Abt SRBI Inc.
Cambridge,
Mass.
AbtAssociates.com 157.4 23.5 175.6 18.2 10.4 995
13 13 J.D. Power &
Associates*
Westlake
Village, Calif.
JDPower.com 156.1 9.5 234.4 78.3 33.4 494
14 12 Maritz Research Fenton, Mo. MaritzResearch.com 154.0 -2.5 188.4 34.4 18.3 626
15 - Symphony Health
Solutions
Horsham,
Penn.
SymphonyHealth.com 153.5 2.7 - - - 500
16 15 dunnhumbyUSA LLC Cincinnati dunnhumby.com/us/ 118.1 5.1 420.0 301.9 71.9 254
17 16 Harris
Interactive Inc.
New York HarrisInteractive.com 85.3 -8.5 140.7 55.4 39.4 285
18 17 Lieberman Research
Worldwide
Los Angeles LRWonline.com 72.9 -2.7 101.8 28.9 28.4 377
19 20 National
Research Corp.
Lincoln, Neb. NationalResearch.com 67.7 14.0 74.2 6.5 8.8 350
20 18 Market Strategies
International
Livonia, Mich. MarketStrategies.com 62.6 -12.8 64.0 1.5 2.3 234
21 21 Communispace Corp. Boston Communispace.com 59.3 6.9 64.8 5.6 8.6 346
22 19 ORC International Princeton, N.J. ORCInternational.com 56.5 -13.4 95.9 39.4 41.1 301
23 25 Vision Critical
Communications Inc.
Vancouver,
B.C.
VisionCritical.com 51.0 6.3 78.4 27.4 35.0 69
24 23 Market Force
Information Inc.
Louisville,
Colo.
MarketForce.com 50.5 -2.5 65.9 15.4 23.4 327
25 24 Burke Inc. Cincinnati Burke.com 48.3 -4.9 54.4 6.1 11.2 214
26 - Public Opinion
Strategies LLC
Alexandria,
Va.
POS.org 45.9 194.2 46.0 0.1 0.2 40
27 28 Morpace Inc.
Farmington
Hills, Mich.
Morpace.com 43.3 11.6 49.5 6.2 12.5 152
28 27 Directions
Research Inc.
Cincinnati DirectionsResearch.com 38.0 -8.7 38.0 - - 126

Top 50 U.S. Market Research Organizations
U.S. Rank
2012 2011
Organization Headquarters Website
U.S. Research
Revenue **
($ in
millions)
% Change
From
2011 ***
WW Research
Revenue**
($ in millions)
Non-
U.S.Research
Revenue**
($ in millions)
%
Non-U.S.
Revenue
U.S.
Full-Time
Employees
29 38 Rentrak Corp. Portland, Ore. Rentrak.com $36.7 44.0% $51.2 $14.5 28.3% 176
30 - Perception Research
Services
Teaneck, N.J. PRSresearch.com 33.9 4.0 61.9 28.0 45.2 148
31 38 Affinnova Inc.
Waltham,
Mass.
Affinnova.com 32.2 30.9 39.4 7.1 18.0 163
32 30 Phoenix Marketing
International
Rhinebeck,
N.Y.
PhoenixMI.com 31.9 -2.7 37.4 5.5 14.7 109
32 35 YouGov
Palo Alto,
Calif.
YouGov.com 31.9 2.2 91.9 60.0 65.3 119
34 29
International
Communications
Research
Media, Pa. ICRsurvey.com 30.8 -6.7 31.3 0.5 1.6 177
35 36 Informa Research
Services Inc.
Calabasas,
Calif.
InformaRS.com 29.2 8.6 29.2 - - 195
36 31 Radius Global Market
Research
New York Radius-Global.com 28.8 -8.6 30.2 1.4 4.6 86
37 34 Service Management
Group Inc.
Kansas City,
Mo.
SMG.com 28.5 1.1 29.4 0.9 3.1 181
38 40 MarketVision
Research Inc.
Cincinnati MV-Research.com 26.0 13.0 26.0 - - 105
39 37 National Analysts
Worldwide
Philadelphia NationalAnalysts.com 23.2 -8.7 23.2 - - 82
40 41 Market Probe Inc. Milwaukee MarketProbe.com 21.5 1.4 47.9 26.5 55.3 120
41 43 KS&R Inc. Syracuse, N.Y. KSRinc.com 21.0 4.0 26.7 5.7 21.3 209
41 44 The Pert Group
Farmington,
Conn.
ThePertGroup.com 21.0 4.5 22.2 1.2 5.4 98
43 - RDA Group Inc.
Bloomfield
Hills, Mich.
RDAgroup.com 19.1 8.5 19.1 - - 110
44 42 Gongos
Research Inc.
Auburn Hills,
Mich.
Gongos.com 18.1 -10.8 20.2 2.1 10.4 107
45 - Leo J. Shapiro &
Associates LLC
Chicago LJS.com 15.6 10.6 15.6 - - 54
46 49 The Link Group Atlanta TLG.com 15.5 -3.1 17.4 1.9 10.9 48
47 47 Chadwick Martin
Bailey Inc.
Boston CMBinfo.com 14.7 -12.5 14.7 - - 67
48 48 RTi Market Research
& Brand Strategy
Stamford,
Conn.
RTiResearch.com 13.9 -16.3 13.9 - - 46
49 - LRA Worldwide Inc.
Horsham,
Penn.
LRAWorldwide.com 13.5 40.6 19.6 6.1 31.1 126
50 - Kelton
Culver City,
Calif.
KeltonGlobal.com 12.9 4.0 14.1 1.2 8.5 41
Total $8,693.2 1.7% $18,838.4 $10,298.9 54.7% 33,506
All other (157 CASRO companies not included in the
Top 50)****
$846.5 1.5% $1,004.5 $158.0 15.7% 3,445
Total (207 companies) $9,539.7 1.7% $19,842.9 $10,456.9 52.7% 36,951
* Estimated by Top 50 authors.
** U.S. and WW revenues may include nonresearch activities for some companies that are significantly higher, as well as revenues from other
MR companies. See individual company profiles for details.
*** Rate of growth from year to year has been adjusted so as not to include revenue gains or losses from acquisitions or divestitures. See
company profiles for explanation.
**** Total revenues of 157 survey research companies that provide financial information on a confidential basis to the Council of American
Survey Research Organizations (CASRO).

1
Nielsen Holdings N.V.
Nielsen.com
David L. Calhoun, 56
Title CEO
Education B.S., Virginia Polytechnic
Institute
2012 U.S. Revenue $2,651.0 million*
Change from 2011 +4.0%**
Non–U.S. Revenue $2,778.0 million*
From Outside U.S. 51.2%*
U.S. Employees 10,486* ***
Nielsen Holdings N.V., incorporated in the Netherlands and
headquartered in New York, was founded in 1923 and sold to a
consortium of six private equity firms in 2006. In January 2011,
the firm was listed on the New York Stock Exchange.
Nielsen is a global information and measurement company
that provides a comprehensive understanding of consumers and
consumer behavior. It delivers media and marketing information,
analytics and industry expertise about what consumers buy and
what consumers watch (consumer interaction with television,
online and mobile) on a global and local basis.
The firm’s information, insights and services help clients
maintain and strengthen their market positions, and identify
opportunities for profitable growth. Nielsen has a presence in
approximately 100 countries, including many developing and
emerging markets.
Nielsen aligns its research business into two segments:
Consumer Watch (media audience measurement and analytics)
and Consumer Buy (consumer purchasing measurement and
analytics). These segments are built on a foundation of data assets
designed to yield insights for the company’s clients to measure,
analyze and grow their businesses, and to enhance the return on
investment of their advertising and marketing spending.
Consumer Watch
Nielsen’s Watch segment includes measurement and analytical
services related to TV, online and mobile devices, and offers
viewership data and analytics primarily to the media and
advertising industries. Its media clients use the data to price their
advertising inventory and maximize the value of their content,
and its advertising clients use the data to plan and optimize their
advertising spending and to better ensure that their ads reach the
intended audiences.
In the United States, Nielsen offers two principal TV
ratings services: measurement of national TV audiences and
measurement of local TV audiences in all 210 designated local
TV markets.
Nielsen is a global provider of Internet media and market
research, audience analytics and social media measurement of
the behavior of online audiences for online publishers, Internet
and media companies, marketers and retailers. It measures and
analyzes consumer-generated media including opinions, advice,
peer-to-peer discussions and shared personal experiences on
more than 100 million blogs, social networks, user groups and
chat boards.
The firm offers consumer research and independent
measurement for telecom and media companies in the mobile
telecommunications industry, including mobile carriers and
device manufacturers. In the United States, its metrics are an
indicator of market share, customer satisfaction, device share,
service quality, revenue share, content audience and other key
performance measures.
Consumer Buy
Nielsen’s Buy segment provides retail transactional measurement
data, consumer behavior information and analytics primarily
to businesses in the consumer packaged goods industry. Its Buy
clients use the information and insights in an effort to better
manage their brands, uncover new sources of demand, launch
and grow new products, improve their marketing mix and
establish more effective customer relationships.
This segment is organized into two areas: Information, which
provides retail scanner and consumer-panel-based measurement,
and Insights, which provides a broad range of analytics.
The Information segment provides measurement data that is
used for measuring sales and market share in the CPG industry
by tracking sales transactions in retail outlets around the world.
Its database of retail and consumer information, combined with
its analytical capabilities, helps generate strategic insights for
business decisions.
The Insights segment uses consumer purchasing information
as its foundation to provide a selection of consumer intelligence
and analytical services. It draws insights from retail and
consumer panel measurement data sets, online behavioral
information and a variety of other
data sets. Its analytical services are organized to follow clients’
business development processes.
* Research only. U.S. research and nonresearch revenue in
2012 was $2.8 billion.
** The growth rate includes the 2011 and 2012 revenue for
the U.S. acquisitions of NeuroFocus Inc. in May 2011 and
Marketing Analytics Inc. in August 2011, and excludes the
revenue for the U.S. acquisitions of Perishables Group
Inc. in January 2012 and Vizu Corp. in July 2012.
*** Estimated.

2
Kantar
Kantar.com
Eric Salama, 52
Title Chairman and CEO
Education M.Sc., Birkbeck College,
London
2012 U.S. Revenue $929.4 Million*
Change from 2011 -4.8%* **
Non–U.S. Revenue $2,409.2 million*
U.S. Employees 3,930
Kantar, based in London and Fairfield, Conn., was founded
in 1993 and is the Consumer Insights division of WPP plc, a
London-based public company.
Kantar’s research businesses work across the spectrum of
research and consultancy disciplines, offering business insights at
each point of the consumer life cycle.
The group now comprises the 12 research business units:
Added Value, IMRB International, Kantar Health, Kantar
Japan, Kantar Media, Kantar Operations, Kantar Retail, Kantar
Worldpanel, Lightspeed Research, Millward Brown, TNS (TNS/
Research International in selected markets) and The Futures Co.
Kantar’s worldwide services include the following in the
United States:
• Added Value (Added-Value.com) focuses on brand
development and marketing insight through its Brand
Connections methodology, providing services in the areas
of brand marketing, consumer insight, innovation and
communications.
Its services include cultural trend analysis; portfolio
strategy; market segmentation; mindset mapping and brand
portfolio management for identifying market opportunities;
brand positioning; ethnography and ideation; copy testing;
semiotic audits; and touch-point evaluation.
• Kantar Health (KantarHealth.com) specializes in healthcare
primary research and consulting. The group has seven
practice areas: marketing insights; strategic planning;
risk management, safety and surveillance; stakeholder
effectiveness and brand marketing; health economics and
patient outcomes; pricing and reimbursement; and forecasting
and epidemiology. Kantar Health maintains panels of
healthcare professionals and patients in the U.S. and Europe
who participate in Internet research.
• Kantar Media (KantarMedia.com) offers a range of media
insights and audience measurement services. It serves global
advertisers, agencies and media companies by providing
media and consumer research capabilities through its
traditional, social and digital media monitoring offerings.
• Kantar Retail (KantarRetail.com) is focused on digitally
delivered intelligence on retailers and extending shopper
insights and consulting capabilities. Specialist areas include
retailer insights and trends, organization development
and virtual shopping insights. These areas are supported
by products and services including Kantar Retail IQ,
Shopcom, ShopperGenetics and ShopperScape, Kantar
Retail PowerRanking and Richmix.
• Kantar Worldpanel (KantarWorldpanel.com) is a global
provider of consumer panels that offer continuous
measurement and analysis of consumer purchasing and
usage behavior. The firm collects and analyzes data from
samples of consumers using technology matched to the
sophistication of local markets, including bar-code and
POS scanners, Internet, SMS text messaging and diary.
• Lightspeed Research (LightspeedResearch.com) provides
market research services by building and maintaining online
and mobile panels and associated services including survey
design consultation, sample management, programming,
hosting and data collection. They range from proprietary
online access panels to specialty panels, custom panels and
mobile surveys. Lightspeed also provides custom panel
services to address specific client needs.
• Millward Brown (MillwardBrown.com) provides a full
range of qualitative, quantitative and consulting services
focusing on brands, marketing communications, media and
marketing effectiveness. It works across a wide range of
industries and categories, operating in areas such as brand
strategy and experience; creative development and campaign
evaluation; consumer needs and values; media planning
and strategy; ROI, forecasting and investment management;
brand valuation and analytics; and demand and activation.
• TNS (TNSglobal.com) is a provider of both custom
market research services and qualitative research
services providing marketing knowledge and insights
into consumers and markets. It has experience in most
major sectors, particularly automotive, consumer, finance,
technology, political and social. The firm’s practice areas
are: stakeholder management, brand and communications,
product development and innovation, retail and shopper,
qualitative, and digital.

• The Futures Co. (TheFuturesCompany.com) monitors
what influences consumer values and attitudes to identify
current and future trends, and offers trends and futures
consulting, and future-facing qualitative and quantitative
research. Its work covers the categories of brand, category,
company, consumer and macro futures.
* Estimated, research only.
** The growth rate includes the 2011 and 2012 research-only
revenue for the U.S. acquisition of Global Market
Insite Inc. in September 2011 and excludes research-only
revenue for the acquisition of Adgooroo in
December 2012.
3
Ipsos
Ipsos-NA.com
Didier Truchot, 66
Title Chairman and CEO
Education License, Pantheon-
Sorbonne University
2012 U.S. Revenue $590.0 million
Change from 2011 -5.5%*
Non–U.S. Revenue $1,710.0 million
From Outside U.S. 74.3%
Ipsos S.A., based in Paris, is a public company founded in 1975
and listed on the Paris Stock Exchange.
Ipsos is a global market research firm, controlled and
managed by research professionals. It provides services in six
areas of specialization: advertising, customer loyalty, marketing,
media, public affairs research and survey management. The
firm’s researchers assess market potential, interpret market
trends, develop and build brands, test advertising, study
audience responses to various media and measure public
opinion worldwide.
Ipsos’ six areas of specialization are represented in North
America by the following brands:
• Ipsos ASI (Ipsos-NA.com/research/advertising/) is a
global provider specializing in advertising and brand
communications. It offers a full range of advertising research
services that employ measures predictive of in-market
performance. All stages of the advertising development process
are offered, from concept development to production, from
final execution and into post-implementation performance.
• Ipsos Loyalty (Ipsos-NA.com/research/loyalty/) provides
customer experience, satisfaction and loyalty research
globally. It measures, models and manages customer and
employee relationships.
• Ipsos Marketing (Ipsos-NA.com/research/marketing/) is
organized around four global practices: innovation and
forecasting (Ipsos InnoQuest), market understanding
and measurement (Ipsos MarketQuest), healthcare (Ipsos
Healthcare), and qualitative (Ipsos UU). It offers contractual
models to better manage market research money, distributes
insights in real time within clients’ organizations by leveraging
technology and workshops, and integrates knowledge by
combining various sources of insights.
• Ipsos MediaCT (Ipsos-NA.com/research/media-content-technology/)
covers the converging worlds of media,
content, telecom and technology. Its experience includes
audience measurement, content assessment, data analytics,
consumer behavior, and help with monetization and
innovation strategies. The staff combine research skills with
a focus on business fundamentals to help maximize clients’
return on investment.

• Ipsos Public Affairs (Ipsos-NA.com/public-affairs/) is a
non-partisan, objective, survey-based research practice made
up of seasoned professionals. It conducts strategic research
initiatives for a number of American and international
organizations, based not only on public opinion research, but
also on elite stakeholder, corporate and media opinion research.
• Ipsos is the media polling supplier to Reuters News, and the
Hispanic polling partner of NBC Universal’s Telemundo
Communications Group. In Canada, Ipsos is the pollster of
record for Postmedia News/Global Television.
• Ipsos Observer (Ipsos-NA.com/research/observer) is the
firm’s survey management, data collection and data delivery
specialization serving researchers who have the means to analyze
data in-house. From creating surveys to delivering data, its team
of market research professionals manages projects across a broad
range of online and offline research methodologies including
online, telephone, face-to-face and mobile.
Ipsos has 24 offices in the United States and in 85 countries
worldwide.
* The growth rate includes 2011 and 2012 revenue from
the acquisition of Synovate in October 2011.
4
Westat Inc.
Westat.com
James E. Smith, 63
Title President and CEO
Education Ph.D., University of
SOuthern California
Non–U.S. Revenue $4.8 Million
Westat Inc. in Rockville, Md., is an employee-owned company
founded in 1963.
Westat combines a reputation for high-quality surveys with a
constant effort to innovate and build new capabilities. Its corporate
capabilities include statistical design and analysis, research
methodology, survey operations, scientific and clinical research,
program evaluation, systems development, and other survey and
information services. The firm’s professional staff has significant
experience in a broad range of subject and program areas,
including health and medical studies, education, social services,
transportation and environmental protection, among others.
The firm’s clients are the agencies of the U.S. government,
as well as businesses, foundations, and state and local
governments. Its projects serve a broad range of needs: assessing
students’ educational achievement, understanding health and
environmental risks, gaining new knowledge of the causes and
treatment of disease, providing public health communications,
evaluating the performance of social programs, and supporting
the development of policy and regulations in many areas of
government. Westat also performs clinical trials work for the U.S.
government and for pharmaceutical and biotechnology clients,
both domestically and through its international operations.
In addition, Westat continues to expand its methods research
and information dissemination capabilities. The firm operates a
behavioral research facility specializing in Web usability, along
with cognitive research and focus group facilities. It also manages
websites and call centers supporting federal agencies’ public
information programs.
Westat surveys are increasingly multimodal, often including
in-person, telephone, Web, mail and mobile device modes. It oper-ates
telephone research centers across the United States, a national
network of home-based telephone interviewers, and a nationwide
staff of field data collectors for in-person and institutional data
collection. To support these large, distributed operations, Westat
maintains an extensive, secure, nationwide multimodal computer
and communications management infrastructure.
The firm distributes and provides user training and support
for Blaise, a commercial, off-the-shelf software system for
computer-assisted telephone interviewing and complex survey
processing. Blaise was developed by Statistics Netherlands and is
used internationally. In 2012, Westat supplemented its WesVar
statistical processing software with the WesDaX module for
online data analysis and tabulations, and other software for data
and metadata dissemination and use.
Westat’s telephone interviewing, field interviewing and data
editing staff averaged about 1,200 during 2012. It also maintains
research offices in Durham, N.C.; Atlanta; Houston; Philadelphia;
and Cambridge, Mass.; and in five international locations.
* The growth rate excludes the 2011 and 2012 revenue
of GeoStats Services, acquired in November 2012.

5
Information Resources Inc.
IRIworldwide.com
Andrew M. Appel, 47
Education M.B.A., University
of Chicago
Change from 2011 +2.9%*
Information Resources Inc. (IRI), formerly SymphonyIRI
Group Inc., based in Chicago, was founded in 1979 and
became a public company in 1983. It was acquired in 2003
by Symphony Technology Group, and then in 2011 by
New Mountain Capital LLC, a private company and
majority shareholder.
IRI is a worldwide provider of information, analytics, business
intelligence and consulting services supported by technology
platforms, experienced teams and information on markets,
consumers and shoppers for transforming insight into impact.
The firm offers the IRI Partner Ecosystem that leverages
the skill sets of its retail tracking and panel staff to provide
“one answer” to business issues for more than 25 clients with
regional and global agreements.
IRI operates under two interconnected business segments:
IRI Market Measurement: Market Measurement provides
CPG and retail markets tracking information and insights via
access and visualization tools. This information is used
to analyze shopper activity and create new products, as
well as for packaging, pricing, promotion and merchandising
strategies.
• InfoScan Retail Tracking: The census-based InfoScan
point-of-sale (POS) tracking service provides access to
detailed information on sales, share, distribution, pricing and
promotion across a wide variety of retail channels
and accounts. In 2012, IRI began sharing Wal-Mart
POS-based insights.
• AllScan Convenience Store Tracking: The AllScan tracking
service provides scanner-based POS data across the entire
convenience channel, using data from more than 15,000
sample convenience stores.
Industry Vertical Solutions: This business segment offers
vertical experience and customized products and services for
multiple industry verticals, including healthcare and wellness,
center store, confections, beer, wine, spirits, tobacco, bakery
and dairy. These include:
• Healthcare Insights: The firm’s Healthcare Solutions Group
provides pharmaceutical, healthcare and CPG manufactures
and retailers with consumer intelligence, targeting and
analytic services for the healthcare marketplace. It offers a
suite of retail tracking, consumer panel, and analytics-driven
products and services under the RxPulse brand.
• Beverage Alcohol and Tobacco Industry Insights: IRI provides
insights through an integrated view of the beverage alcohol
and tobacco industry. The retail tracking products and
analytics are scaled to specifically meet the beverage alcohol
and tobacco industry needs, providing manufacturers and
distributors with retail sales trends, and purchase behavior
and consumer insights in grocery, drug, mass merchandise,
convenience, liquor and club stores.
Solutions & Services Group
Consumer & Shopper Marketing offers CPG and retailers a
range of services focusing on delivering consumer and shopper
insights, test marketing services, new media services, shopper
segmentation and targeting, and shopper marketing services.
These services are delivered on the IRI Liquid Data technology
platform and supported by experienced teams.
IRI’s Consumer & Shopper Marketing capabilities provide
enhanced consumer and shopper insights include market
structure and consulting, brand and retailer loyalty analyses,
attitudinal segmentations and individual user profiles.
In support of Wal-Mart’s customer-centric initiatives, IRI
provides Web-based shopper insights and collaborative planning
through the Customer Advantage platform. It delivers Wal-Mart-focused
shopper insights and supports Wal-Mart’s collaborative
planning process by providing a dedicated shopper insights
portal of customizable reports shared between Wal-Mart and
its supplier partners. This contains multiple custom features,
including Wal-Mart-defined shopping trips, geographies
and customer segments, as well as custom report templates
that support Wal-Mart’s planning process with its supplier
community.
The firm offers a series of new digital media services that
integrates IRI’s Consumer Network (panel) purchase data,
predictive modeling techniques and analytical experience
with a number of online research and advertising capabilities
through a series of partnerships to provide consumer insights,
segmentation, targeting and campaign-specific, return-on-investment
(ROI) analysis capabilities for online advertisers.

IRI Advantage is a suite of business intelligence software
services for trade management, merchandizing, shopper
marketing and in-store execution powered by the Liquid Data
technology platform. It is delivered by an Advantage Portfolio
of business applications that include:
• IRI Brand Advantage is a user-friendly online media
planning and analytical application that is delivered over
the Web. The application provides diagnostic reporting to
compare alternative scenarios and determine the best media
mix to drive business goals.
• Consumer & Shopper Insights Advantage provides insights
into shopper behavior combining content, such as built-in
scorecards and best-practice analysis templates.
• Customer Advantage, developed from a partnership
between IRI and Wal-Mart, provides shopper insights that
feed Wal-Mart’s joint business planning process. It delivers
intuitive, user-friendly, customizable reports, which are
shared between Wal-Mart and its supplier partners. The
solution includes Wal-Mart-defined trip types, food shopper
segments, product hierarchy and retail geographies.
• Market Advantage identifies emerging trends and growth
drivers (e.g., health and wellness) before the competition and
elevates their retailer partnerships from “category” captain to
“aisle” or “department” champion.
• Price & Trade Advantage gives insight on price sensitivities,
gaps, thresholds, competitive implications and sales volume
decomposition.
IRI’s Analytics group provides a combination of predictive
analytical techniques, proprietary rapid-modeling platforms,
automated services and experienced analytics consulting
talent. It focuses on the strategic and operational needs in sales
and category management, marketing and brand management,
strategy and demand planning.
In 2012, IRI continued the expansion of its Consulting
and Innovation Practice, delivering advisory services in sales
and marketing for C-level management within the CPG and
retail industries. The group focuses on four key practice areas:
strategic pricing, growth and innovation, shopper marketing,
and customer and channel management. IRI Consulting is
composed of experienced consultants from top-tier strategy

consulting firms who have successfully completed hundreds
of engagements focused on developing long-term strategic
and collaborative relationships.
IRI has 11 offices throughout the United States and in the
United Kingdom, France, the Netherlands, Germany, Greece,
Italy and Spain.
6
Arbitron
Arbitron.com
Sean R. Creamer, 48
Education M.S., Georgetown
University
U.S. Employees 982
Arbitron Inc., based in Columbia, Md., was founded in 1949
and in 2001 became a public company listed on the New
York Stock Exchange. In December 2012, Arbitron agreed
to be acquired by Nielsen Holdings N.V. following U.S.
government approvals.
Arbitron is a leading media and marketing research firm
primarily serving radio broadcasters, advertisers, advertising
agencies, cable and broadcast TV, retailers, out-of-home
media, online media, mobile media, telecommunications
providers and print media.
The firm has commercialized its Portable People Meter
radio ratings service in 48 of the largest United States radio
markets. It is gradually deploying the new PPM 360 device,
which uses wireless cellular technology to transmit media
exposure data directly from the meter to Arbitron.
Arbitron has four main services:
• Measuring local market and network radio in the U.S.:
Arbitron provides syndicated radio ratings services in
local markets in the U.S. to radio broadcasters, advertising
agencies and advertisers. National services estimate the size
and demographic composition of national radio audiences,
and the size and composition of audiences of network
radio programs and commercials. Broadcasters use the
ratings data primarily to price and sell advertising time, and
advertising agencies and advertisers use the ratings data
when purchasing advertising time.
• Measuring media other than radio: In July 2011, Arbitron
acquired Zokem Oy, a Finland-based mobile audience
measurement company, which now operates as Arbitron
Mobile. Arbitron also offers services estimating the
media consumption and behavior of audiences to content
distributed on multiple platforms, and offers services
estimating the size and demographic composition of
audiences of media other than radio, such as TV viewed
outside the home. In 2012, together with comScore Inc.,
Arbitron announced an agreement with ESPN to develop
a five-platform initiative across radio, television, PCs,
smartphones and tablets to help ESPN understand how
users consume ESPN content across all five platforms.
• Providing qualitative information about consumers:
Arbitron also provides qualitative information about
consumers, including their lifestyles, shopping patterns,
and use of media in local markets and across the U.S.
These services are marketed to customers of syndicated
radio ratings services who wish to demonstrate the value
of their advertising propositions. The quantitative and
qualitative audience and consumer information also
is marketed to customers such as the advertising sales
organizations of local cable TV companies, national cable
and broadcast television networks, and out-of-home media
sales organizations.
• Providing software applications to access and analyze media
audience and marketing information data: Arbitron software
applications provide the ability to analyze this information
for sales, management and programming purposes. Some
software applications also allow access to data owned by
third parties, provided the customers have a separate license
to use such third-party data.
In addition to its headquarters, Arbitron has five
regional sales offices located in the metropolitan areas of
New York, Atlanta, Chicago, Dallas and Los Angeles; and
operations offices in Dallas; Birmingham, Ala.; Espoo,
Finland; and Kochi, India. The survey research, technology
and data collection/production operations are located in the
Columbia facilities.
For more on Arbitron, comScore and ESPN’s
cross-platform audience measurement initiative,
turn to page 116.

7
GfK
Gfk.com
Matthias Hartmann, 47
Title CEO of GfK SE
Education B.A., University of
Cooperative education,
Stuttgart, Germany
Non–U.S. Revenue $1,616.0 Million
From Outside U.S. 83%
GfK USA comprises the U.S. operations of GfK SE, a
public company based in Nuremberg, Germany, which
was established in 1934 and is listed on the Frankfurt
Stock Exchange.
GfK is one of the world’s leading market research
companies. In the United States, the firm offers access to
several of the world’s largest databases combined with a
full range of ad hoc research services. It provides services
developed from a 360-degree view of client markets and
tailored to the digital age. These services are delivered in
the following practice areas and services:
• Market insights and growth opportunities: GfK can
continuously track and analyze the major trends within
markets, consumer segments, retail, technology and
products to identify what factors are becoming more or less
influential, and how these might impact a client’s business.
Then it adds a clear understanding of what factors are
driving each trend, across all channels, and looks at the
likely future demand and benchmarks current performance
against competitors. The firm identifies the priority
customer segments for each trend and combines the insight
to develop a detailed, strategic plan.
• Product design and optimization: By matching up the latest
consumer and market trends, GfK identifies important
white spaces and helps design ideas that are in line with
market opportunities, and runs idea screening to filter
the most favorable options. The firm examines clients’
product concepts, pricing and packaging to maximize their
potential, then continuously tracks consumer retail activity
in certain industry groups to identify what is currently
successful, where and at what price. It also looks ahead
to see when and where is best to launch new products,
assessing the market and brand readiness, and highlighting
optimum consumer segments.
• Brand value optimization: GfK starts with the big trends
on what brands and why, then analyzes key customer
segments to reveal their different values and attitudes, and
how these affect their brand choices. Benchmarking brand
performance against competitors, GfK explores the details
of consumer-to-brand relationship, competitive positioning
and potential brand extension. It identifies how and to
what extent products, channel experiences and promotions
feed into brand value, and helps optimize each element.
The firm runs ongoing evaluations of overall brand vitality,
along with brand reputation among key consumer and
customer segments.
• Advertising and communication optimization: GfK
identifies the right consumer segments for a client’s
brand, products or services, and where the best growth
opportunities lie. It evaluates the full retail landscape
and projections on demand, and benchmarks current
performance across all channels to understand what is
working and what areas need support. Then GfK tests
variations of advertising and communication across
multiple channels, including POP, to identify what achieves
the best result. It monitors the ongoing effectiveness of
advertising and communications to help demonstrate ROI
and react fast to market changes.
• Channel and category optimization: GfK helps to optimize
channel mix and categories—adjacencies, product
assortment, shelf space, in-store communication and
price planning—by exploring the areas of channel trends
and mixes, shoppers’ path to purchase, and the in-store
experience, online experience and mobile experience.
• Price optimization: GfK analyzes global retail markets to
identify what consumers are buying and at what price,
providing wider insight into what is influencing their
purchase decisions. It looks at how different prices affect
the performance of a product and the full category to
identify the optimal pricing for single products and
product bundles. For consumer goods and technology
markets, GfK uses daily tracking at the SKU level, across
multiple channels, to confirm that new pricing is delivering
the planned profitability and volume of sales.
• Customer experience and loyalty management: The
firm looks at the major consumer segments to identify
a potential customer base, and whether products and

services are in tune with key
segments and their personal values.
For each segment, GfK examines
customer behavior across online,
mobile and physical retail, adding
a comprehensive review of the
experience points that it has with
products and services, across all
channels. Then it provides ongoing
tracking of customers’ current
satisfaction. This includes insight on
the key factors that drive their loyalty
and early warning on customer churn
to help retention strategy.
* The growth rate includes the 2011
and 2012 revenue of Knowledge
Networks Inc., acquired in
January 2012.
8
IMS Health Inc.
IMSHealth.com
Ari Bousbib, 50
Title Chairman and Ceo
Education M.B.A., Columbia
University
2012 U.S. Revenue $271.3 million*
Change from 2011 -4.0%* **
Non–U.S. Revenue $503.7 Million*
U.S. Employees 540*
IMS Health Inc. in Danbury, Conn.,
was founded in 1954 and was acquired
by TPG Capital, the Canada Pension
Plan Investment Board and several
other investors.
IMS is a leading worldwide provider
of information, technology and
services for the healthcare industry
around the world. The firm draws on
its global technology infrastructure
and combination of evidence,
analytics and software platforms to

better understand the performance and value of medicines.
Customers include pharmaceutical, medical device and
consumer health manufacturers and distributors, providers,
payers, government agencies, policymakers, researchers and
the financial community.
Operating in more than 100 countries, IMS has assembled
data banks of healthcare information, covering prescription
data, de-identified patient records, medical claims, electronic
health records, transaction processing information, genomic
data, and provider and consumer attitudes and behaviors—
anonymized and linked through a patented encryption
engine. This data bank has more than1.4 million healthcare
products, 80% of all pharmaceutical sales worldwide,
more than 300 million de-identified patient-level records,
8,000 payers and health plans, and 5 million physicians and
providers and their organizational affiliations.
With access to granular, de-identified patient
information, provider/payer dynamics and health outcomes,
IMS information, insights and services help to understand
the performance and value of treatments, as well as the
effectiveness of providers and health management strategies.
IMS’s principal market research products include:
• Pharmaceutical Audits measure the sale of pharmaceutical
products to pharmacies, supplemented in some countries by
data collected from dispensing physicians, retail chains and
discount stores.
• Prescription Audits contain projected national estimates of
the rate at which drugs move out of the pharmacy and into
the hands of consumers.
• Medical Audits are based on information collected from
panels of practicing office-based physicians and contain
projected national estimates of the number of consultations
for each diagnosed disease with details of the therapy
prescribed.
• Hospital Audits contain data projected to national and
regional estimates, and show the sale of pharmaceutical
products to hospitals by therapeutic class.
• Promotional Audits contain national estimates of pharmaceutical
promotional activities for individual branded products, including
sales force promotion and journal and mail advertising based
on information received from panels of physicians and from
monitoring medical journals and direct mail.
• MIDAS is an online, multinational, integrated analytics
technology platform to assess and analyze global trends in
multiple markets. It provides online access to pharmaceutical,
medical, promotional and chemical data that IMS compiles.
• Consumer Health information provides detailed product
movement, market share and pricing information for
over-the-counter, personal care, patient care and
nutritional products.
• Oncology Analyzer audits collect longitudinal patient
information regarding the diagnosis and treatment across all
treatment modalities for major pharmaceutical markets.
• IMS’s Syndicated Analytics combine relevant IMS data with
analysis across more than 40 therapeutic areas, including
insights for key indications, geographies, biotech, devices and
pipeline innovations.
IMS has eight offices in the United States and in 73
countries worldwide.
* Research only, estimated.
** The growth rate excludes the 2011 and 2012 research-only
revenue for the U.S. acquisition of SDI Health
LC in October 2011.
9
The NPD Group Inc.
NPD.com
Karen Shoenbart, 55
Title President and coo
Massachusetts
Change from 2011 +1.5%* **
U.S. Employees 875*
The NPD Group Inc. (NPD), based in Port Washington, N.Y., is a
privately held corporation founded in 1966.
NPD provides global information and advisory services to
manufacturers, retailers and other businesses by tracking their
markets, understanding consumers, addressing business needs
and driving profitable growth.
Information is available for the following industries:
automotive, beauty, consumer electronics, entertainment,
fashion, food/foodservice, home, luxury, mobile, office
supplies, sports, technology, toys and video games.

NPD offers retail, consumer and distributor tracking.
Retail tracking services were enhanced and new account
level reports were introduced in 2012 following the addition
of Wal-Mart and other retailers. Distributor tracking,
currently offered for the technology industry, will be
extended to the foodservice industry when NPD launches
SupplyTrack in 2013.
The firm continues to expand its portfolio of analytic
services to address specific business needs, including category
management, forecasting, price evaluation, market evaluation
and testing. Its advisory services, NPD DisplaySearch, NPD
Solarbuzz and NPD Connected Intelligence, are concentrated
in the technology sector, providing global trend information,
industry forecasts and reports developed by a global team
of analysts.
In addition to its core offerings in the U.S., in the Americas
NPD offers services in Canada, Mexico and Brazil. NPD also
offers tracking services and analytic solutions in 12 countries
in Europe, and tracking services in five countries in Asia-
Pacific. In 2012, CREST foodservice tracking was launched in
Russia and sports tracking was launched in Korea. Advisory
services also are available in Asia through NPD DisplaySearch.
In addition to the launch of SupplyTrack, NPD’s POS
service based on foodservice distributors’ deliveries, NPD
is planning for several more retail POS database launches.
This includes mobile phones and an expanded mobile
accessories service, which includes most carrier data, this
spring and launches later in the year of tablets, diamonds
and sports equipment.
NPD has offices in 27 offices worldwide.
the acquisition of In-Stat in January 2011.
•com
Want to see how Jack Honomichl’s analysis of the marketing
research industry in 2012 compares with 2011? Access last year’s
Honomichl Top 50 Report at MarketingPower.com/marketingnews.
10
ICF International Inc.
ICFI.com
Sudhakar Kesavan, 57
Title Chairman and Ceo
Education M.S., Massachusetts
Institute of Technology
Change from 2011 +7.5%
ICF International Inc. (ICF), based in Fairfax, Va., was
founded in 1966 and acquired Macro International in 2009.
It was listed on the Nasdaq stock market in 2006.
ICF provides survey research services to U.S. government
agencies, as well as international organizations and
multinational corporations. The firm serves the aviation,
climate, community development, defense, education,
energy, environment, families and communities, health,
homeland security and transportation markets.
The firm’s products and services are in seven areas of
specialization:
• International Research and Evaluation: ICF provides
training and technical assistance to assist national
governments, in-country organizations and international
donor agencies with developing indicators and metrics,
monitoring and collecting data, formulating policy and
disseminating findings to target audiences.
• Experimental and Quasi-Experimental Research: The firm
addresses the full life cycle of experimental and quasi-experimental
research services, including methodology
and study design, quantitative and qualitative data analysis,
database and systems development, and reports and the
publication of results.
• Monitoring and Evaluation Capacity Building: ICF
provides services to help clients build program monitoring
and evaluation capacity that include managing change and
communicating developments to grantees or awardees,
adjusting data collection systems or indicators to reflect
program changes, producing report snapshots to show
continued progress, and leveraging existing resources to
expand capacity in monitoring and evaluation.

• Performance Measurement: The firm’s life cycle
approach supports U.S. federal agencies, nonprofits and
commercial firms with performance measurement tools
and techniques, including developing meaningful and
measurable indicators, creating dashboards and balanced
scorecards, setting targets and goals for continuous quality
improvement programs, and designing and implementing
Web-based data management and reporting systems.
• Program Evaluation: ICF applies analytic methods and
tools including randomized control trials, propensity score
matching, quantitative analysis of designs, ethnographic
studies and social network analysis.
• Quantitative Methods and Analysis: ICF provides a range
of quantitative methods and analysis, including: Web,
telephone, paper and mail, in-person and hybrid surveys;
cell phone data collection; sampling and weighting;
database development and data management; modeling
of complex systems and analytic methods; and cost
benefit analysis.
• R&E Surveys and Analysis: The firm’s surveys incorporate
emerging methodologies and generate defensible
response rates. Services include questionnaire and manual
development, quality control, FISMA-moderate data
security capacity, software development, and the analysis
and dissemination of findings.
ICF has 38 full-service offices in the United States plus
offices in Brazil, China, India, Russia and the United Kingdom.
* Research only.

11
comScore Inc.
comScore.com
Gian M. Fulgoni, 65
Title Executive chairman and
co-founder
Education M.S., University of
lancaster, United
kingdom
U.S. Employees 813
ComScore Inc. (cS), based in Reston, Va., was founded in 1999
and was listed on the Nasdaq in June 2007.
cS continuously measures the digital behavior of a global
cross section of 2 million Internet users (including 1 million in
the United States) who provide their browsing and transaction
behavior, including online and offline purchasing. Its panelists
also participate in survey research that captures their attitudes,
lifestyles, product preferences and purchase intentions, which
can be integrated with their observed online behavior.
cS services fall into four primary segments of digital analytics:
Audience Analytics
comScore Media Metrix (CMM) provides digital audience
measurement for advertising agencies, publishers, marketers
and financial analysts. CMM reports details of online media
usage, visitor demographics and online buying power for the
home, work and university audiences across 100 local U.S.
markets and around the world, including detailed reporting for
40 individual countries. Its syndicated measurement is based
on the Unified Digital Measurement methodology, which
combines both panel-based and site-census measurement.
CMM offers tools for reach and frequency analysis,
day-part planning, online and offline local market analysis, and
emerging applications. Other services in the CMM suite include
Video Metrix for measurement of online video viewing; Mobile
Metrix, for measurement of mobile Web and app audiences;
qSearch for measurement of search behavior; Ad Metrix, for
measurement of online display advertising; Plan Metrix, which
ties lifestyles and attitudes to online behavior: Segment Metrix,
which describes the online behavior of various consumer
segments (e.g., Prizm and PersonicX); and Search Planner, a
search marketing intelligence tool. cS also introduced Media
Metrix Multi-Platform, an audience measurement tool that
synthesizes Web, video and mobile users into a unified view of
digital audiences.
cS Marketing Solutions (CMS) combines the cS Internet
user database with the experience of cS analysts to deliver
insight into the online behavior of consumers for clients in
the automotive, consumer packaged goods, entertainment,
financial services, media, pharmaceutical, retail, technology,
telecommunications and travel industries.
CMS also integrates online behavior with offline purchase
and product ownership data. cS matches its online database
with offline buying databases (such as grocery store loyalty card
databases) to create large “datamarts” that allow measurement
of the impact that online marketing has on offline buying
behavior. In conjunction with IRI’s Consumer Network panel,
cS also has the capability to measure the impact of online
marketing campaigns across retail channels.
CMS offers a full range of custom and syndicated survey
research services for a variety of industries, using the cS panel
with offline and online applications. CMS survey services
address business issues such as consumer segmentation,
customer satisfaction, product and advertising evaluation,
and brand performance tracking. It also integrates survey
responses with online behavior passively captured for the
same respondents.
cS data and services support numerous applications,
including market and competitive intelligence for any online
category; benchmarking and opportunity gap/SWOT analysis;
customer profiling and segmentation models; the integration
and study of online behavioral data with offline purchase data;
choice models based on pricing, taxes and promotions, among
other factors; controlled measurement of the effectiveness of
interactive marketing programs; and scoring of customer files
for direct marketing programs using markers and propensities.
Advertising Analytics
cS offers several services under the Advertising Analytics
umbrella, including advertising planning tools, campaign
validation and effectiveness measurement, and ad creative
copy testing. Products in comScore’s AdEffx suite include
Brand Survey Lift, BSL Pulse, Action Lift, Offline Sales Lift
and validated Campaign Essentials (vCE).
This service provides understanding audiences and
verification that a campaign actually reached its intended
target, and quantifies the impact of digital advertising on
attitudes and behaviors as well as on online and in-store
sales. The suite of products for both digital and cross-media
campaigns allows for in-flight optimization and overall
improved campaign ROI. cS also offers its ad viewability
measurement to determine whether display or video ads are
actually delivered in-view to the end user.

Mobile Operator Analytics
cS uses both passive on-device measurement and surveys
of mobile users, and works with handset manufacturers and
network operators worldwide. Its Subscriber Analytix software,
powered by XPLORE, utilizes digital subscriber data to identify
opportunities to maximize ARPU, reduce churn and grow
market share. SA enables better digital targeting, Quality of
Service (QoS for voice and data services) insight, and network
capacity management and planning.
Digital Business Analytics
cS Digital Analytix is a results-focused analytics platform
that helps analysts and business executives understand
and drive business outcomes by combining analytics and
audience demographics. The DA platform stores data in
its raw form, enabling the analysis and delivery of results
in real time.
cS has offices in six U.S. cities and in 16 countries worldwide.
* The growth rate excludes 2011 and 2012 revenue from
the acquisition of AdExpose in August 2011.
12
Abt SRBI Inc.
AbtAssociates.com
Kathleen L. Flanagan, 52 (pictured)
Title president and Ceo of Abt
associates
Rochester
Mark A. Schulman, 66
Title Ceo of Abt srbi, the
survey subsidiary of abt
associates
Education Ph.d., rutgers university
Change from 2011 +23.5%
U.S. Employees 995
Abt SRBI Inc. in New York is the survey research subsidiary
of Abt Associates Inc. in Cambridge, Mass., an employee-owned
company founded in 1965.
Abt Associates is a global firm in research and program
implementation in the fields of health, social and environmental
policy, and international development. Known for its approach
to solving complex challenges, the firm has program offices in
nearly 40 countries.
Abt SRBI (SRBI.com) is a full-service global research and
consulting firm whose survey research capabilities range
from sample design and instrument development, through
data collection (telephone, in-person, IVR, Web) and data
management, to analysis and market strategy.
Abt SRBI has nine divisions and groups:
• Analytic and Consulting Division has specialized practice
groups in banking and finance, insurance, healthcare and
media research. Its domestic and global B-to-B research is
conducted here.
• Marketing Insights Division focuses on integrated strategic
research approaches, particularly in the CPG, restaurant
and retail sectors. This includes Abt SRBI’s large-scale
customer satisfaction surveys using innovative methods and
technologies, including IVR.
• Health Policy Division conducts large-scale, health-related surveys
and tracking studies for many U.S. government agencies. They
include epidemiological surveys, healthcare, military veterans,
immigration, domestic violence and program evaluations.
• Public Policy and Public Affairs Division conducts large-scale
public policy and public opinion surveys for university
researchers, foundations, research institutes and the media.
This division is responsible for Abt SRBI’s public opinion
polling for Time magazine and other media.
• Transportation and Regional Planning Division provides
passenger and customer research to leading public transit
authorities, transportation planners and engineering firms.
This includes household travel surveys, origin and destination
studies, new product and service testing, pricing and passenger
satisfaction research.
• Utilities Division serves the electric utility industry. Studies
include customer satisfaction and loyalty, marketing issues and
the impact of industry deregulation.
• Interviewing Services Division conducts telephone, mail,
Internet, IVR and in-person interviewing for other marketing
research firms. Abt SRBI has five centralized, fully supervised
CATI facilities with nearly 450 stations.
• Advanced Methods Group provides consulting support in
areas such as complex sample design, nonresponse bias, cell

and dual-frame sample designs, weighting, imputation and
geographic information systems.
• Banking, Finance and Insurance Group works with financial
institutions on client satisfaction, new product development,
branding and positioning issues.
The firm has offices in Cambridge, Mass.; Bethesda, Md.;
Atlanta; Durham, N.C.; and New York
* Research only. Total U.S research and nonresearch
revenue in 2012 was $212.9 million.
13
J.D. Power & Associates
JDPower.com
Finbarr O’Neill, 60
Title President
Education J.D., Fordham
University
Law School
Change from 2011 +9.5%**
U.S. Employees 494
J.D. Power & Associates (JDPA) in West-lake
Village, Calif., was founded in 1968.
In April 2005, it was acquired by The
McGraw-Hill Cos. based in New York.
JDPA is a global marketing
information services company that
conducts independent consumer surveys
of product and service quality, customer
satisfaction and buyer behavior.
Services include industry-wide and
client-commissioned research, B-to-B
consulting and media research.
Annual syndicated studies are based
on survey responses from millions of
consumers and business customers
worldwide. The firm does not review,
judge or test products and services for its
syndicated studies; it relies on the opin-ions
and expectations of consumers who have owned the
products and used the services being rated.
JDPA is most often recognized for its work in the auto-motive
industry, where its metrics have become the industry
standard for measuring quality and customer satisfaction. A
team of associates worldwide conducts quality and customer
satisfaction research across industries including automotive,
financial services, insurance, telecommunications, travel,
healthcare, utilities and consumer electronics.
The firm’s clients include many Fortune 500 companies
in the United States and internationally. JDPA has seven U.S.
offices and 15 offices worldwide.
* Estimated.
** The growth rate excludes 2011 and 2012 revenue
from the sale of its automotive forecasting division
in November 2011.

14
Maritz Research
MaritzResearch.com
Michael Brereton, 52
Title President
Education M.B.A., Bowling Green
State University
U.S. Employees 626
Maritz Research, based in Fenton, Mo., was founded in 1973
and is a wholly owned subsidiary of Maritz Holdings Inc.
Maritz Research provides services that improve
performance by understanding the integrated dynamics
between customers, employees and channel partners.
The firm’s specialized divisions focus on the automotive,
financial services, hospitality, technology and retail sectors.
The firm designs, launches and operates customer
experience intelligence programs related to the customer
voice. Its approach allows better listening to and acting upon
whatever customers say, wherever they say it. Customer
voice is further understood through the integration of
multiple voice-of-the-customer sources, tying insights to
business outcomes and distilling findings to core messages
that drive meaningful customer experience improvements.
In 2013 and beyond, the company will continue to elevate
its customer experience intelligence programs.
The firm’s research findings are positioned to be acted on
through other Maritz businesses. These businesses combine
to offer synergy to develop loyalty and motivation programs
that deliver brand-enhancing customer experiences.
Maritz Research offices are located in Chicago; Detroit;
Hamburg, Germany; High Wycombe, U.K.; Kansas City,
Kan.; Kirksville, Mo.; Lorrach, Germany; Los Angeles;
Minneapolis; Ontario, Canada; Shanghai; St. Louis; Toledo,
Ohio; and Wiesbaden, Germany.
the acquisition of Evolve24 in January 2011. Maritz
Holdings’ U.S. revenue in 2012 was $1.3 billion.
15
Symphony Health Solutions
SymphonyHealth.com
Frank Lavelle, 63
Title Ceo
Education B.S., Pennsylvania State
University
U.S. Employees 500
Symphony Health Solutions (SHS), based in Horsham,
Penn., was formed in 2012 as a wholly owned unit of
Symphony Technology Group LLC, a private equity firm.
SHS provides information, analytics and technology
services to the healthcare industry. It connects and integrates
a broad set of primary and secondary health research,
analytics and consulting experience to deliver knowledge
products, leveraging the data available to transform
businesses.
The firm is a provider of healthcare market data,
visualization tools, and custom analytics and services
used to help life science companies improve commercial
effectiveness. Its integrated data platform drives a portfolio
of products and services designed to help pharmaceutical
companies move to a more customer-centric focus,
providing an understanding of how payers, patients and
providers influence treatment, and dispensing behavior at
all levels of geography. The firm also provides the custom
analytics and professional services needed to convert data
into answers for strategic business questions.
ImpactRx, an SHS provider of mobile healthcare research
and in measuring the impact of promotion on physicians’
attitudes and prescribing behavior, offers consultative and
analytically based commercial effectiveness services to
the healthcare industry. It is driven by longitudinal and
normative data assets, an Internet-enabled network of more
than 4,000 targeted physicians and research technology.
SHS’s AlphaDetail focuses on healthcare custom
market research, and partners with clients to shape global
healthcare R&D and marketing decisions through market
insight. Its research services deal with pharma and biotech
business needs throughout the product pipeline, from
early stage forecasting, to KOL identification and mapping,
and in-market tracking and ATU studies. AlphaDetail’s
global research experience, therapeutic knowledge, and

consulting analytics integrated with ImpactRx and Source
Health Analytics behavioral and attitudinal data enable
SHS to deliver services for informed and effective decisions
around marketing strategy, field and channel execution, and
pre-launch and launch planning.
SHS has offices in San Mateo, Calif., and Phoenix, Ariz.,
and one soon to open in London.
* The growth rate includes 2011 and 2012 revenues from
the acquisitions of ImpactRx in April 2011 and
TargetRx in September 2011, and the acquisitions of
AlphaDetail in March 2012 and Source Healthcare
Analytics in May 2012.
16
dunnhumbyUSA
dunnhumby.com/us/
Stuart Aitken, 41
Title Ceo
Strathclyde, Glasgow
Non-U.S. Revenue $301.9 Million*
From outside U.S. 71.9%*
U.S. Employees 254*
dunnhumbyUSA, based in Cincinnati, was founded in 2003 by
joint owners The Kroger Co. in Cincinnati and dunnhumby Ltd.
in London, latter sole-owned by Tesco plc. in London.
dunnhumbyUSA provides insights to improve customers’
experience and brand and retailer communications. It analyzes
a combination of granular shopper data with other data sources
at the household level to deliver a complete view of the customer
and to uncover insights about those customers.
The firm’s source of information is customer transaction data
from retailers’ customer loyalty (frequent shopper) programs,
POS sales and traditional market research methods, reflecting
what shoppers actually do in terms of what, how and why
they buy, targeting best customers and identifying the biggest
opportunities for retailers and brands.
dunnhumbyUSA uses an algorithm that identifies purchase
patterns within and between a customer’s shopping trips to
derive a set of attributes for each customer based upon the
products he buys, the frequency of his shopping trips, and his
sensitivity to specific marketing levers (e.g., price, merchandising,
coupons, assortment). This “Customer DNA” profile, determined
by the collective set of individualized attributes, is the basis for all
subsequent targeting, segmentation and analysis, with analytical
insights delivered via software tools and custom insights.
dunnhumbyUSA’s flagship service is its Web-based
dunnhumby Shop that provides access to anonymized sales and
customer insights used across sales, marketing and category
teams. dunnhumby Shop, used by Kroger and its CPG partners,
analyzes more than 3.7 billion shopping baskets of nearly 60
million households. These insights are used to understand the
drivers of retailer, category and brand sales performance.
Custom insights are generated using the same granular
database of shopper data linked to other data sources, providing
analytical services that deliver insights to custom business
issues, from strategic to operational, across all product and retail
disciplines, including category management, store location and
operations, customer engagement, brand management and
demand planning.
Price and promotion software and analytics are provided
through KSS Retail, which dunnhumby acquired in 2012.
This includes science-based pricing intelligence, shopper
insights, optimization and modeling solutions for the grocery,
convenience, chain drug and general retail industries.
dunnhumbyUSA partners with other media data and
solution providers to deliver an integrated suite of media
capabilities. These solutions enable clients to leverage shopper
data with media exposure data to optimize the planning,
execution, activation and measurement of media. This service
allows advertisers to target customers who are most likely
to purchase the advertised product, and delivers analyses to
measure advertising ROI, understand the drivers of campaign
effectiveness and optimize the impact of their media over time.
Specific services include both multichannel and channel-specific
offerings:
• Personalized direct-to-consumer: With its retail and
manufacturer partners, dunnhumbyUSA plans, executes and
evaluates personalized, relevant coupon offers targeted to
individual households and personal preferences.
• Online advertising, display and video: The firm offers two
services for online advertising: Improve online ad performance
via better targeting and measuring the impact on sales, and
understand the impact of online advertising on sales both
online and offline by leveraging a panel of 135,000 households
to measure lifts of online actions against in-store sales.
• TV advertising: Leveraging a single-source database of
500,000 U.S. households, this service offers a direct link
from TV viewership data to household-level, in-store
shopper data. It provides an understanding into which

TV shows and networks their brand buyers are viewing,
enabling them to buy time on the right shows and
determine the impact of creative, frequency, length and
time of day by measuring the effectiveness in-store.
• CRM solutions: dunnhumbyUSA works with
manufacturers to evaluate and improve the efficiency
and effectiveness of their CRM programs across online
and offline touch points. The linkage of CRM program
behavior and in-store purchase behavior enables the firm
to analyze behavior at an individual user level and provides
a closed loop for strategy, activation and measurement.
• Word of mouth: dunnhumbyUSA links purchase behavior
to consumers in social media, allowing brands to target
loyal customers to drive advocacy through social media
and word-of-mouth campaigns, and then measure key
retail metrics, including sales lift and ROI. In the U.S.,
the firm’s BzzAgent unit, a provider of word-of-mouth
marketing, puts products in the hands of hundreds of
thousands of consumers, and helps them share their
opinions with friends and family via reviews, Facebook
posts, photos and videos, blog posts and more.
BzzAgent Pulse, built on combined word-of-mouth
and in-store purchase data, tracks social-media presence
on behalf of brands on Facebook, Twitter and elsewhere,
tracks reviews and attributes sales lifts to WOM programs.
It also tracks campaign impact by shopper segment, for
example, identifying how much came from new buyers vs.
existing ones.
In 2012, dunnhumbyUSA partnered with Datalogix for
targeting and measurement of digital display and video
advertising campaigns; conducted and published a joint
research initiative with Accenture and comScore, “Are
Your CPG Brands Maximizing the Return of Your Digital
Investment?”; conducted and published a study with TRA on
“Measuring the Impact of In-Store Marketing Tactics With
TV Advertising”; and published research with BzzAgent
called “Social Advocacy Programs Utilizing Shopper Data.”
In 2013, the firm’s plans include securing a partnership
with Rentrak for measuring the effectiveness of TV
advertising.
dunnhumbyUSA has offices in Cincinnati, New York,
Boston and Chicago.
* Research only
17
Harris Interactive Inc.
HarrisInteractive.com
Al Angrisani, 63
Title President and ceo
Education A.P.c., New York University
U.S. Employees 285
Harris Interactive Inc. (HI), based in New York, was founded
in 1975 as Gordon S. Black Corp. and together with Louis
Harris and Associates, which was founded in 1956, it became
a public company in 1999, listed on the Nasdaq.
HI is widely known for The Harris Poll, one of the
world’s longest-running, independent opinion polls, and for
pioneering innovative research methodologies. It uses a mix
of media, tools and methodologies to turn relevant insights
into actionable foresight for its clients.
The firm offers services in the areas of market and
customer insight, corporate brand and reputation
strategy, and marketing, advertising, public relations and
communications research. In addition, it has a portfolio
of multi-client offerings that complement the firm’s
custom services.
HI serves clients in more than 196 countries and
territories through its North American and European offices.
The firm offers experience in a wide range of industries
including healthcare, technology, public affairs, energy,
telecommunications, financial services, insurance, media,
retail, restaurant and consumer package goods. It works
outside and beyond conventional methodologies, and
embraces all information sources.
HI has offices in four U.S. cities, and international offices
in the United Kingdom, Canada, France and Germany.

18
Lieberman
Research
Worldwide
LWRonline.com
David Sackman, 55
california at
los angeles
U.S. Employees 377
Lieberman Research Worldwide (LRW),
based in Los Angeles, is a privately held
corporation founded in 1973.
LRW is a full-service custom market
research firm with experience across
a wide range of industries, including
entertainment, pharmaceutical
technology, consumer packaged goods,
healthcare, retail, food service, financial
and business services, automotive
and more. Through its main offices
and affiliate network of more than 60
companies, the firm conducts research
in more than 80 countries.
LRW uses a research-based “So
What?” consulting model to drive
business impact. Its staff consists of
senior executives from marketing,
consulting, advertising, academia and
marketing research. Its Marketing
Science team is experienced in a variety
of modeling techniques including
conjoint, choice, latent class, maximum
difference, Hierarchical Bayes and
agent-based modeling, as well as
market segmentation, price testing and
optimization, demand forecasting and
modeling, brand equity modeling and
other custom techniques.
Through its Pragmatic Brain Science
Institute launched in 2012, LRW has

been able to take a more holistic and comprehensive approach
to research that incorporates survey-based, scalable techniques
that get at consumer emotions and non-conscious associations
with implicit methodologies that have been established through
extensive academic research.
LRW emphasizes five core areas of research experience:
• Strategy development featuring segmentation research:
Strategy experience is LRW’s core strength. In
segmentation research, the firm determines targets,
optimizes marketing mix and develops strategies to
maximize performance within target segments. It also
deploys techniques and analytic processes to understand
where value resides within brands, along with the
implications for brand building. LRW uses both Fusion
and Segmentation by Optimization for reaching unique
segments and gaining a clearer understanding of needs.
Blending the two segmentation approaches with trade-off
analyses enables the firm to optimize product coverage and
line demand for target segments.
• Brand strategy and tracking: LRW continues to expand its
brand practice with its LRW Brand Health Optimizer, an
approach to brand measurement that integrates survey and
non-survey data to understand and monitor the rational,
emotional and non-conscious underpinnings of brand
choice. A key component is the Relevant Clarity brand
paradigm, which links brand equity directly to financial
performance, helping to manage the contribution of brands
to changes in sales and profitability.
• Customer satisfaction diagnostic evaluation and tracking:
LRW’s experience in analyzing consumer attitudes and
behavior has enabled the firm to link customer satisfaction
to financial performance. The firm’s approach helps
to identify specific behaviors and actions that can be
undertaken to improve financial results. It provides
continuous improvement and feedback delivered directly
to stakeholders via dashboards and other online analytical
tools.
• New product development: Using analytical techniques,
LRW provides product optimization studies with
actionable deliverables. The firm uses methodologies
including ideation and evolution to generate approaches to
new product development.
• Advertising: ImpliCT is LRW’s approach to improve the
effectiveness of advertising by evaluating the core centers
of brain decision making through the use of traditional
survey methods combined with facial recognition software,
Rapid Choice Subconscious Association, WOM simulation,
VOICE-IT that includes linguistic coding, and delayed
memory recall, allowing deep understanding of the emotional,
non-conscious and rational reactions to advertising.
In 2013, LRW will continue its R&D efforts to expand
its Pragmatic Brain Science Institute. During its 8th-annual
private Client Symposium, the firm plans to unveil a
non-shopping virtual reality tool developed through an
exclusive partnership with the premier provider of VR tools.
In the United States, LRW’s data collection capabilities
include Web hosting of 2,000-plus simultaneous surveys,
740-plus IVR ports across 15 servers at multiple locations,
and three telephone centers with 400 CATI stations and the
capability to conduct interviews in more than 67 languages.
In addition to its Los Angeles headquarters, the company
has offices in London; Shanghai; New York; Chicago;
Charlotte, N.C.; and Huntington Beach, Calif.
19
National Research Corp.
NationalResearch.com
Michael D. Hays, 58
Education B.S., university of
nebraska
U.S. Employees 350
National Research Corp. (NRC) in Lincoln, Neb., founded in
1981, has been a public company since October 1997 when it
was listed on the Nasdaq.
NRC offers performance measurement and improvement
services to hospitals, healthcare systems, physicians, health
plans, senior care organizations, home health agencies and
other healthcare organizations. Its services address key client
objectives to provide the ability to improve performance in
the following areas:
• Growth offerings: These services are marketed under
the Healthcare Market Guide and Ticker brands. NRC’s
growth offerings are subscription-based services that
include measurement of community perception (Market
Insights), brand tracking (BrandArc) and advertising

testing (Advoice). Market Insights is the largest online U.S.
healthcare survey, measuring the opinions and behaviors of
270,000 healthcare consumers in the top 250 metropolitan
areas annually.
• Retention offerings: These are marketed under the NRC
Picker, My Innerview and NRC Picker Canada brands.
They include patient and resident experience, physician
engagement, and employee experience measurement
and improvement tools. These services enable clients to
comply with regulatory requirements and to improve their
reimbursement under value-based purchasing models.
Also, these applications are used to positively impact
patient experience through the use of NRC’s prescriptive
analytics to enable improvement planning and implementation
of best practices.
With a growing body of research linking employee and
physician satisfaction levels to provider quality and patient
experience, NRC’s offerings also measure satisfaction from
those constituents and integrate that data into prescriptive
analytics for improvement.
• Engagement offerings: Historically, these services have
been marketed under the Illuminate, Payer Solutions
and OCS brands. They include NRC’s patient outreach
and discharge call program (Illuminate), health risk
assessments (Payer Solutions) and post-acute analytics
(OCS). The services enable NRC’s clients to understand
the health risks associated with populations of patients,
analyze and address readmission risks, and efficiently reach
out to patients to impact their behaviors outside of the
healthcare provider settings.
NRC’s health risk assessment services help to stratify and
manage care for those who are most at risk, engage individu-als,
increase preventative care and manage wellness programs
to improve patient experience and outcomes. NRC’s patient
outreach and discharge call services are provided to healthcare
organizations on a subscription basis.
* Research only. Total U.S. research and nonresearch
revenue in 2012 was $79.9 million.
20
Market Strategies International
MarketStrategies.com
Rob Stone, 48
Title ceo
Education Ph.D., Columbia University
Change from 2011 -12.8%
U.S. Employees 234
Market Strategies International (MSI) in Livonia, Mich., was
founded in 1989. In 2006, Veronis Suhler Stevenson acquired
a majority stake.
MSI is a market research consultancy that drives business
decisions through traditional methodologies; social media,
ethnographic and community research platforms; and the
application of advanced analytics to behavioral, financial,
attitudinal, demographic and firmographic information.
The firm focuses on six industries, including
telecommunications, technology, financial services and
consumer goods. It researches and consults on all facets of
the healthcare industry, from pharmaceutical and medical
device companies to health insurers and providers. An energy
practice includes 20 of the top 30 regulated energy utilities and a
nationally based benchmarking service.
MSI’s senior staff experience is based in the industries they
serve, as marketers, communications practitioners, customer
experience advocates, and market research and competitive
intelligence experts. The firm’s client-facing consultants provide
research-based conclusions and recommendations, drawing
upon primary and secondary data, predictive modeling and their
own industry experience.
The traditional studies that MSI conducts include customer
experience research to drive satisfaction and advocacy, commu-nications
research to design and track communications through
traditional and new media channels, brand research to build
equity from brand positioning and messaging, product develop-ment
research from concept to launch, and segmentation research
to select optimal targets for products and services. Its engagements
rely on leading research methodologies and advanced analytics
provided by its Marketing & Data Sciences Group.
MSI has invested in its own research infrastructure, which
includes four data collection centers in North America,
supporting the research lifecycle from sample design, through

data collection and processing, to analysis. Its extranet portal
becomes the data repository and analytical center for the firm to
interact with clients to mine and report findings.
In 2012, the firm launched Market Strategies Qualitative, an
insights boutique that builds on its legacy as one of the United
States’ largest providers of qualitative research. It has hired more
than a dozen senior researchers from a variety of backgrounds,
including brand consulting, advertising and behavioral sciences.
In May 2013, MSI acquired Cogent Research, a market
research and strategic consulting firm with a focus on wealth
management and a suite of syndicated products that provide
intelligence for executives in the asset management and
investing sector.
MSI also has invested heavily in quality processes and
procedures. It is certified in SAS 70 and ISO 20252, the global
standard for organizations conducting market, opinion and social
research. In 2012, the firm conducted research in 75 countries.
It is a partner and part owner of Link Analytics, a Big Data
analytics firm that serves the same clients and industries as MSI.
The firm has regional offices in Atlanta; Baltimore, Md.;
Philadelphia; Little Rock, Ark.; Portland, Ore.; Ramsey, N.J; and
Hong Kong.
21
Communispace Corp.
Communispace.com
Diane Hessan, 58
Education M.B.A., Harvard
Business school
U.S. Employees 346
Communispace Corp. (CC) in Boston, Mass., was
founded in 1999 and acquired by the Diversified
Agency Services division of Omnicom Group Inc. in
February 2011.

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