Honomichl Global 25

THEWORLD’S

LEADINGMARKETINGRESEARCH

FIRMS

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Honomichl Global Top 25 Aug. 15, 2007 H3

By JACK HONOMICHL

Revenue growth of the world’s 25 largestcommercial marketing/advertising/pub-lic opinion research conglomerates hasslowed—and plateaued—according to

this, my 12th annual global industry review pre-pared exclusively for Marketing News.

Specifically, the Top 25 had revenue, in toto, of$15.5 billion in 2006, up 5.1% over 2005. Afteradjustment for worldwide inflation, that growth

was 2.9%. However, over thepast five years, the Top 25 as agroup, had an annual growthrate of just 1.7%, after adjust-ment for inflation. For the pre-vious five years that growthrate averaged 6.1%. So, recenthistory shows that the healthygrowth rate once enjoyed bythe Top 25 has settled into thedoldrums, and 2006 con-tributed to that pattern.

Given the king-of-the-hill clout these Top 25have—they account for about 63% of all the moneyspent worldwide for research services through com-mercial firms—it is especially important to policedata regarding their business performance. All rev-enue shown here is in U.S. dollars based on anannual conversion rate between each firm’s homecountry currency and the U.S. dollar—but allgrowth rates were calculated in each firm’s homecountry currency. As much as possible, revenuefrom nonresearch business activities for these firmshas been screened out. Also, growth rates have beenadjusted to account for acquisitions made during

2006 so as not to “hype” growth rates with acquiredrevenue. That is, either revenue from acquisitionsmade during 2006 has been dropped out when cal-culating growth rates or the acquired revenue hasbeen included for both the base year 2005 and2006.

The global inflation rate was calculated by takingthe known inflation rates in the United States, West-ern Europe and Japan and then weighting them toderive an average over those three markets, whichaccount for the lion’s share of world spend forresearch services. That inflation rate for 2006 was2.2%, and you’ll note that three of the Top 25 didnot grow enough to cover that. Five others just bare-ly did, coming in at 2.7% or less.

SuperconglomeratesIn 2005 there were three superconglomerates,

those with annual revenue of $1 billion or more; thatjumped to six in 2006. These six alone account for74% of the Top 25 revenue, so how they do revenue-wise drives the total list’s performance. This wouldlook much better but for the adjustment made toeliminate acquisitions hype. For instance, the super-conglomerates acquired 21 firms during 2006.

Given their size and acquisitiveness, these sixdeserve special attention, especially as it pertains toownership. Start with The Nielsen Co., whichshowed in 2005 as VNU NV, a conglomerate basedin the Netherlands. As of May 2006, VNU wasacquired by a consortium of six U.S. private equityfirms, called Valcon Acquisitions, for $9.8 billion.New management was brought in, headed by DavidCalhoun, who came from a top executive post atGeneral Electric—and put $20 million of his ownmoney into the deal.

The Nielsen Co. includes ACNielsen, NielsenMedia Research and a host of other smaller market-ing research subsidiaries. It has operations, orbranch offices, in 108 countries, and for how muchof its revenue comes from outside its home country,we’ve used the United States as home. But if you callThe Nielsen Co. and ask where its corporate head-quarters is located, they’ll say the Netherlands andNew York. So, take your pick. But, in either case,Nielsen is certainly emblematic of how cosmopoli-tan the research industry as become.

The second largest superconglomerate, IMSHealth Inc., is a U.S. firm listed on the New YorkStock Exchange. No. 3, Taylor Nelson Sofres, is apublic company listed on the London StockExchange, and No. 4, the Kantar Group, is a sub-sidiary of WPP Group, a London-based service con-glomerate listed on the London Stock Exchange. No.5, GfK AG, is a public company based in Nuremberg,Germany, listed on the Frankfurt Stock Exchange,and No. 6, Ipsos Group SA, based in Paris, is listedon the Paris Stock Exchange. As the nearby tableshows, these six get from 47% to 85% of their rev-enue from operations outside their home country.On the flip side, just four of the Top 25 firms limitedtheir operations to their home country, and two ofthese were Japanese.

As for top management, just one of the six super-conglomerates is headed by a bona fide researcher,a practitioner, if you will. That is Ipsos.

Change in listingsThe 2006 Top 25 list is almost exactly the same as

2005. Just one firm, Market Strategies Inc., based inLivonia, Mich., dropped off due to revenue levels.

See TOP 25 / Page H50

2006 revenue growth remains flat

HONOMICHL

United States60%

Japan16%

United Kingdom12%

Brazil 4%France 4%

Germany 4 %

Where theTop 25 arebased

Percentage of the combined globalresearch revenue of the Top 25, by each firm’s country

* Estimated by Top 25 ** For fiscal year ending March 2007 1 Includes countries that have subsidiaries with an equity interest or branch offices, or both. 2 Includes some nonresearch employees. 3 Total revenue that includes nonresearch activities for some companies are significantly higher.This information is given in the individual company profiles. 4 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. Rate of growth is based on home country currency andincludes currency exchange effects.

H4 Aug. 15, 2007 Honomichl Global Top 25

Rank2006 2005 Organization Headquarters

Parentcountry Web site (www.)

No. ofcountries withsubsidiaries/

branchoffices1

Research-only

full-timeemployees2

Global researchrevenue3

(U.S. $, in millions)

Percentchange

from 20054

Revenue fromoutside homecountry (U.S. $, in millions)

Percent ofglobal revenuefrom outside

home country

%

The Nielsen Co.

IMS Health Inc.

Taylor Nelson Sofres plc

The Kantar Group*

GfK AG

Ipsos Group SA

Synovate

IRI

Westat Inc.

Arbitron Inc.

INTAGE Inc.**

J.D. Power and Associates*

Harris Interactive Inc.

Maritz Research

The NPD Group Inc.

Video Research Ltd.**

Opinion Research Corp.

IBOPE Group

Lieberman Research Worldwide

Telephia Inc

comScore Inc.

Dentsu Research Inc.

Abt Associates Inc.

Nikkei Research Inc.

Burke Inc.

New York

Norwalk, Conn.

London

London & Fairfield, Conn.

Nuremberg

Paris

London

Chicago

Rockville, Md.

New York

Tokyo

Westlake Village, Calif.

Rochester, N.Y.

Fenton, Mo.

Port Washington, N.Y.

Tokyo

Princeton, N.J.

Sao Paulo

Los Angeles

San Francisco

Reston, Va.

Tokyo

Cambridge, Mass.

Tokyo

Cincinnati

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

1

3

2

5

4

6

8

7

9

10

11

14

12

13

16

15

17

18

19

—

23

20

22

21

25

U.S.

U.S.

U.K.

U.K.

Germany

France

U.K.

U.S.

U.S.

U.S.

Japan

U.S.

U.S.

U.S.

U.S.

Japan

U.S.

Brazil

U.S.

U.S.

U.S.

Japan

U.S.

Japan

U.S.

nielsen.com

imshealth.com

tns-global.com

kantargroup.com

gfk.com

ipsos.com

synovate.com

infores.com

westat.com

arbitron.com

intage.co.jp

jdpa.com

harrisinteractive.com

maritzresearch.com

npd.com

videor.co.jp

opinionresearch.com

ibope.com.br

lrwonline.com

telephia.com

comscore.com

dentsuresearch.co.jp

abtassociates.com

nikkei-r.co.jp

burke.com

Total

108

76

75

59

57

50

52

8

1

2

2

8

5

4

13

3

3

16

4

1

5

1

1

4

1

39,517

7,400

14,570

6,900

7,900

6,503

5,726

3,600

1,906

1,045

1,558

840

1,106

757

950

398

674

1,663

298

258

377

118

200

170

205

104,639

$3,696.0

1,958.6

1,851.1

1,401.4

1,397.3

1,077.0

739.6

665.0

425.8

329.3

264.8

232.6

216.8

216.4

186.9

173.7

154.7

103.9

78.3

71.8

66.3

61.2

53.6

50.7

50.0

$15,522.8

$1,726.0

1,241.7

1,572.6

892.4

1,059.1

952.5

673.6

233.0

—

13.2

1.8

62.1

47.8

38.2

41.3

0.2

57.9

21.2

15.2

2.0

5.7

—

—

—

6.5

$8,664.0

%2.6

8.9

2.5

4.1

5.4

6.5

9.5

6.6

0.8

5.9

7.0

16.4

2.6

4.5

13.1

0.2

2.7

10.7

5.7

12.2

31.8

4.4

2.7

0.9

16.8

5.1

46.7

63.4

85.0

63.7

75.8

88.4

91.1

35.0

—

4.0

0.7

26.7

22.0

17.7

22.1

0.1

37.4

20.4

19.4

2.8

8.6

—

—

—

13.0

55.8

%

%

TTOOPP 2255 GGLLOOBBAALL RREESSEEAARRCCHH OORRGGAANNIIZZAATTIIOONNSS


The Nielsen Co., formerly VNUGroup NV, based in New York andHaarlem, the Netherlands, was a public company founded in 1964, and listed on the Amsterdam StockExchange. In May 2006, Nielsen wassold to a consortium of six privateequity firms.

David L. Calhoun, 50, is chairmanand CEO of Nielsen. He earned a B.S.in accounting at Virginia PolytechnicInstitute.

Research-only revenue in 2006 was$3.7 billion, up 2.6% over 2005. In2006, 46.7% of total research-onlyrevenue, or $1.7 billion, was from out-side the United States. The growth rateincludes 2005 and 2006 revenue forAudio Audit in the United States,acquired June 2005; Decisions MadeEasy in the United Kingdom, acquiredDecember 2005; and Korea AdvancedDigital Data Inc. in Korea, acquiredAugust 2005. It excludes revenue fromthe 2006 acquisitions of BuzzMetricsin the United States, acquired Febru-ary 2006; Beverage Data Network inthe United States, acquired March2006; and The Modeling Group,acquired October 2006.

Revenue is from two of Nielsen’smarketing and media research units,which include some nonresearch busi-nesses, mostly information services.Worldwide research and nonresearchrevenue for Nielsen was $4.2 billion in2006.

Nielsen is a global information andmedia company offering services inmore than 100 countries and withmore than 41,000 employees. It hasthree main business groups: MarketingInformation, Media Measurement &Information and Business Information.Nielsen’s Consumer and Media busi-ness groups include market researchunits such as ACNielsen and NielsenMedia Research. These two groupstogether employ 39,517 full time

worldwide.Nielsen has seven business units

devoted to research:

ACNielsenACNielsen (www.acnielsen.com)

serves consumer product manufactur-ers, retailers and sales agencies withmarket research, products and ser-vices, analytical tools and professionalservices. Its core business activitiesserve brand, category, sales manage-ment and strategic planning.

◆ Retail Measurement Services(RMS) provides continuous tracking ofproduct sales to consumers, based oninformation gathered at the retailpoint-of-sale. RMS information isavailable in more than 80 countries.

◆ Consumer Panel Services researchtracks the purchasing behavior of con-sumers in more than 270,000 house-holds in 27 countries worldwide, pri-marily through the use of in-homescanners.

◆ Assortment and In-Store SpaceServices provides help in making deci-sions on issues such as shelf invento-ries, shelf space, category growthopportunities, product listings andhow best to distribute merchandisinginformation.

◆ Customized Research Servicesprovides qualitative and quantitativemeasures of consumers’ attitudes andpurchasing behavior, customer satis-faction, brand awareness and equity,advertising effectiveness and othermarketing issues.

◆ Retailer Services is used to evalu-ate competitive performance, increasetraffic and sales, leverage frequent-shopper data and build consumer loy-alty, improve performance of their pri-vate-label products and understandtheir results across all product classesand categories they carry.

◆ Analytic Consulting Servicesaddresses such issues as pricing, pro-motion, marketing mix, assortmentand product rationalization, categoryplacement, category structure and in-store, in-market auditing and testing.

◆ Decision Support Services pro-vides software tools and deliverymethods with tools that range fromadvanced analytical and data-manage-ment systems to standard reports thatare automatically refreshed whendatabases are updated.

◆ Global Services coordinates withlocal ACNielsen offices throughout theworld to deliver clear, consistent infor-mation across markets.

◆ TDLinx, a division of ACN, pro-vides universal coverage and uniquecodes for stores, outlets and accounts,as well as Trade Dimensions directo-ries.

Major 2006 highlights for ACNielseninclude launching of Item Finder, aWeb-based service designed to satisfyconsumer “where to buy” needs forspecific products; expanding the capa-bilities of the ACNielsen Answersonline platform in such areas as multi-ple data source integration, enter-prisewide reporting and forecastingand simulation; and completing theintegration of Homescan and SpectraMarketing.

Nielsen Media ResearchNielsen Media Research

(www.nielsenmedia.com) in the Unit-ed States provides TV audience mea-surement information for broadcastand cable network and station execu-tives, cable system and satellite serviceproviders, program producers and dis-tributors, and advertisers and theiragencies. In the United States, NielsenTV ratings are the currency for morethan $70 billion of transactions eachyear between buyers and sellers of TVtime.

Outside the United States, NielsenMedia Research International providesmedia measurement and advertisinginformation in 45 markets, operatingfrom regional business centers in NewYork, London, Hamburg, Milan, Ams-terdam, Sydney and Shanghai. TheAGB Group and Nielsen MediaResearch International operate a jointventure that offers TV ratings in 30countries, under the AGB NielsenMedia Research brand.

NMRI provides radio audience mea-surement services in nine markets andprint readership services in 10 mar-kets, establishing the size and demo-graphic profile of the listening or read-ing audience. It also offers customizedmedia research services to explore spe-cific audience- and advertising-relatedissues for individual clients.

NMR’s Media Index and Panoramasurveys study print, TV, radio, cinema,outdoor and Internet audiences, as

well as lifestyles, attitudes and productconsumption in nine markets acrossAsia Pacific, and globally through apartnership with BMRB (TGI).

NMR markets a range of informationproducts:

◆ U.S. National TV services provideviewership data to programmers andthe advertising community generatedfrom Nielsen’s National People Metersample.

In 2006, NMR completed the expan-sion of its National People Meter sam-ple to an effective sample of 10,000homes. Beginning in 2006, this samplehas been used to produce national rat-ings for four Spanish-language net-works. In late 2006, NMR introducednew technology to track audiences fortitle-specific Video-On-Demand offer-ings.

◆ U.S. Local TV Services provideslocal market TV audience measure-ment in all 210 Designated MarketAreas (DMAs) in the United States.Measurement is conducted by usingpeople meters, set-tuning meters andpaper diaries for local TV stations,agencies, advertisers and local cableoutlets with 70% of U.S. spot TV rev-enue receiving overnight ratings. Local people meters are currentlyavailable in 10 local markets and willexpand to the top 25 local TV marketsby 2010.

◆ U.S. Ethnic TV Services providesnational and 19 local-TV market mea-surement for Hispanic TV viewing forboth Spanish- and English-languageTV. NMR also measures TV viewingamong African-American and Asian-American national audiences, as wellas in local TV markets with significantAsian- and African-American popula-tions.

◆ Nielsen DigitalPlus, a new busi-ness unit, will work with set-top boxdata from cable system operators(MSOs) and satellite providers to cre-ate new services for clients by integrat-ing set-top box data with other NMRinformation.

◆ Nielsen Monitor-Plus providesadvertising spending activity for 18media, including TV, radio, magazine,newspaper and outdoor. Globally, NM-P and its affiliates measureadspend in 30 countries.

◆ Nielsen Product Placement Ser-vices track product placements on

THE NIELSEN CO.www.nielsen.com

1CALHOUN


primetime entertainment program-ming for the English-language broad-cast networks and five top cable net-works.

◆ New Media Services provideresearch that measures out-of-homeaudience size, advertising impact anddemographics for TV and digital sig-nage networks.

◆ Nielsen Sports (www.nielsensports.com) tracks ad spending associ-ated with sporting events, as well asnational and local TV ratings for sportsteams—by game, month, season andleague standing. Sponsorship Score-card measures TV audience exposureto all sponsor-placed media in any tele-vised sporting event. FanLinks is a newservice linking sports fans to theiractual shopping and purchasingbehavior.

◆ Nielsen Tracking Service (NTS)uses encoding and monitoring tech-nology to monitor TV advertising andvideo news release occurrences acrossEnglish- and Spanish-language net-

works and location stations in all 210U.S. TV markets. Sigma and Keeping-Trac offer commercial detection ser-vices.

◆ Nielsen Wireless and InteractiveServices Division will launch NielsenGamePlay Metrics in 2007 to establishnew metrics for the buying and sellingof advertising in video games, whilealso tracking the activities of gamersacross other media platforms, such asTV and the Internet.

◆ Nielsen Outdoor (www.nielsenoutdoor.com) is a ratings cur-rency for the outdoor advertising mar-ketplace. Its GPS-based outdoor rat-ings system measures exposure to out-door advertising by tracking the travelpatterns of consumers in relation toknown outdoor advertising sites inChicago and Los Angeles.

Major 2006 highlights for NielsenMedia Research in the United Statesinclude the launch of the AnytimeAnywhere Media Measurement

(A2/M2) initiative, encompassingNMR’s plans to measure TV regardlessof the platform on which it is viewed;the launch of Nielsen Wireless andInteractive Services; and the start ofBBM Nielsen Media Research, the jointventure between BBM Canada andNielsen Media Research Canada.

Nielsen ConnectNielsenConnect, a new business

unit, integrates the firm’s store of con-sumer and media intelligence fromdozens of business units to provideclients with information and insightsglobally. Nielsen’s assets includes con-sumer purchase information, storedata, modeling assets, geodemograph-ic data, TV ratings, outdoor ratings,and movie, book, video and radiodata.

Nielsen In-Store, a division ofNielsenConnect, is a new measure-ment service created in partnershipwith the In-Store Marketing Institutethat is launching in the United States

in 2007. It will measure consumerexposure to an array of in-store mar-keting vehicles, including TV andradio, shelf talkers, digital signage andother point-of-purchase displays.

NetRatingsNetRatings (www.nielsen-net

ratings.com) is marketed globallyunder the Nielsen//NetRatings brand.N//NR provides Internet audiencemeasurement and analysis as a sourcefor online advertising intelligence. Ituses random digital dial (RDD) forInternet audience information, prob-ing software to capture online ads, sur-vey research to measure Web users’lifestyle preferences, a panel of hun-dreds of thousands of Web surfersworldwide to report on transactionalintelligence, and a census-basedreporting system to count the total cir-culation of a network or market andreport on post-campaign analyses.

See HONOMICHL 25 / Page H8


N//R products and services include:

—NetView: Audience measurementin nine countries

—AdRelevance: Advertising spend-ing measurement in 18 countries

—@Plan: Demographic, lifestyleand brand preference data

—MegaPanel: More than 1 millionInternet users worldwide for transac-tions data

—Homescan Online: With ACN,offline buying and online surfing mea-surement

—SiteCensus: Server-side visit mea-surement and tracking

—Market Intelligence: Advertisingcreative tracking

—WebIntercept: Web surveys—Analytical Services: Custom

research and analysis—WebRF: Reach and frequency

media planning tool.

Major 2006 highlights for NetRat-ings include introducing AdRelevancein Japan and China; launchingenhanced client interfaces for NetViewand @Plan products; launchingexpanded NetView media researchpanels in the United Kingdom, Italyand Spain; and enhancement ofmetering technology to include cap-ture of streaming media.

Nielsen EntertainmentNielsen Entertainment (NE) serves

the global entertainment industry—including the film, book, home enter-tainment, music and interactive seg-ments—with a broad range of consult-ing services, information and analyti-cal tools. It enables clients to testentertainment and promotional con-tent, measure sales, track consumerentertainment trends, track broadcastdata and conduct custom marketresearch globally across entertainmentplatforms.

NE products and services include:

◆ Film: Nielsen EDI (www.nielsenedi.com) provides box-office data tothe global motion-picture industry bycollecting data from about 50,000movie screens in 14 markets world-wide. Nielsen National ResearchGroup (NRG) tests concepts, position-ings and marketing materials, con-ducts screenings, in-theatre studies,intent-to-purchase DVD studies, atti-tudes and usage studies, and offers anannual Moviegoer Benchmark Report.

◆ Music: Nielsen Broadcast DataSystems (BDS) in Canada and theUnited States monitors over-the-airmusic using pattern recognition tech-nology to identify more than 1 millionsongs played on more than 1,400 radiostations, including XM Radio, in realtime in 140 markets throughout theUnited States. Nielsen Soundscan(www.soundscan.com) tracks retailsales of music from more than 20,000retail locations and online sources.

◆ Home Entertainment (Videos/DVDs): Nielsen VideoScan tracks salesof videos and DVDs via point-of-saledata from retail locations nationwidein the United States.

◆ TV & CPG: Nielsen TV Servicesprovides TV program and promotionalspot testing from its research facilitiesin Las Vegas. The CPG Group producesonline research for the testing of cre-ative material as well as brand equitytesting and tracking studies, andonline commercial, magazine and bill-board ad testing.

◆ Books: Nielsen BookScan(www.bookscan.com) measures retailsales activity for the book industry viapoint-of-sale data from retail locationsin seven countries.

◆ Nielsen Analytics: Nielsen Analyt-ics creates research, analysis, strategicadvisory and valuation services tocompanies in the TV, motion picture,cable, satellite, music, home video,


HONOMICHL 25 / From page H7

video game, mobile entertainment andpublishing industries.

Major 2006 highlights for NielsenEntertainment includes progress inintegration activities such as EDI out-sourcing activities with Cap Geminiand bringing BDS airplay technologyto Nielsen Music Control; new product

offerings such as Nielsen Analytics,Nielsen Theatrical and, in partnershipwith Nielsen Media Research, NORA(a Web-based Video on Demandreporting tool for TV and studioclients); and launched NielsenTextPoll, a new syndicated exit prod-uct offering studio clients real-timeonline data as moviegoers leave thetheater.

Nielsen BuzzMetricsNielsen BuzzMetrics (www.nielsen

buzzmetrics.com) a global measure-ment service in consumer-generatedmedia (CGM). The service encompass-es insights and opinions found inonline discussions, opinions, experi-ences, recommendations and word-of-mouth.

NBM offers a suite of technologies

and services that analyze and leverageonline consumers who share experi-ences, advice and opinions. These areused for product launches, customerservice, media and advertising plan-ning, market research and corporatereputation.

Major 2006 highlights for NBMinclude the introductions of SuperBowl Buzz Tracker that audits brandbuzz surrounding the Super Bowl;Buzz Briefs, which provides synopsesthat summarize what audiences aresaying both pre- and post-premiere ofa TV show; ThreatTracker that usesdata mining technology to identify andassess brand threats; and Brand Asso-ciation Map, a tool that visualizes howconsumers think about brands inunaided conversations.

Media SolutionsThe Media Solutions business unit

includes PERQ/HCI, ACNielsen HCI,Scarborough Research, SRDS andInteractive Market Systems (IMS) divi-sions.

◆ PERQ/HCI (www.perq-hci.com)provides healthcare audience mea-surement and ad expenditure servicesto advertising agencies, publishers andadvertiser companies in the UnitedStates. It is a media research line ofbusiness within media informationprovider SRDS. PERQ/HCI measuresand tracks healthcare journal reader-ship and ad spend with 35 healthcarespecialties reported.

◆ ACNielsen HCI (www.acnielsenhci.com) provides a portfolio of sixintegrated pre- and post-launch onlineresearch services for the healthcareindustry: Promotion Planning Model,CTS (Campaign Tracking System)PreTest, CTS PosTest, CTS Sales Test,CTS Plus and CTS MarketReview.

◆ Scarborough Research (SR), ajoint venture between Nielsen andArbitron, identifies local, regional andnational shopping patterns and mediausage of the American consumer. SRsurveys 210,000 adults ages 18 andolder on a variety of characteristicsincluding: shopping, lifestyle, mediaand demographics. It serves advertis-ers and agencies, broadcast TV, cablesystems, radio stations, newspapers,Internet, sports teams and leagues,and out-of-home companies.




Major 2006 highlights for SR includeMedia Rating Council accreditation forits Top-Tier Local Market Studies andMulti-Market Study; integrated news-paper audience ratings; and anupgrade of PRIME NExT software.

IMS Health Inc. (IMS) in Norwalk,Conn., was founded in 1954; acquiredby Dun & Bradstreet Corp. in 1986,and became part of a separate publiccompany, Cognizant Corp., in Novem-ber 1996. In July 1998, IMS was spun

off into a publicly traded company list-ed on the New York Stock Exchange.

David Carlucci, 52, is chairman andCEO of IMS. He earned a B.A. in politi-cal science at the University ofRochester.

Revenue in 2006 was $2.0 billion,up 8.9% over 2005. In 2006, 63.4% oftotal revenue, or $1.2 billion, was gen-erated outside the United States.

The growth rate excludes 2005 and2006 revenue from the 2005 acquisi-tions of Taskarena Software Engineer-ing GmbH and Fricke & Pirk in Ger-many; SAI Healthcare, Pharmetrics,Envision and Synchronous KnowledgeInc. in the United States; M-Tag in Aus-tralia and the United Kingdom; BASSin Korea; Areks in France, Japan,Switzerland and the United States;CORE in Switzerland and the UnitedStates; and IHA-IMS Health GmbH inSwitzerland. It also excludes the 2005and 2006 revenue from the 2006acquisitions of Lakemedelsstatistik ABin Sweden; Health Outcomes ResearchEurope S.L. in Spain; Genixis Servicosde Infomacao Ltda. in Brazil; About-Pharma in Italy; and Life Science Prac-tice of Strategic Decisions Group andDynamic Research Solutions Inc. inthe United States.

IMS is the leading global provider ofmarket information to the pharmaceu-tical and healthcare industries, provid-ing services in more than 100 coun-tries and employs 7,400 full timeworldwide.

IMS offers market intelligence prod-ucts and services, including portfoliooptimization capabilities, launch andbrand management services, sales

force effectiveness services, and man-aged care and consumer health offer-ings. Its Global Consulting and Ser-vices teams provide insights toimprove ROI and the delivery of healthcare worldwide.

IMS offerings use informationsecured from a worldwide network ofdata suppliers. Custom services sup-port the core business processes of vir-tually all pharmaceutical companies:

◆ Sales Force Effectiveness services are used principally by phar-maceutical manufacturers to measure,forecast and optimize sales force pro-ductivity and improve territory man-agement.

◆ Portfolio Optimization offeringsare multinational, integrated analyti-cal tools and syndicated pharmaceuti-cal, medical and prescription audits.They assist in identifying the optimummix of products in portfolios andpipelines and in resolving variousstrategic issues, including which thera-py classes to enter, which products todevelop and license, and how to pur-sue market opportunities.

◆ Launch and Brand Managementofferings combine information, analyt-ical tools, services and experience toaddress needs relevant to each stage inthe life cycle of pharmaceuticalbrands. They provide insights and sup-port decision-making relating to mar-ket segmentation and positioning,pricing and market access, promotionmanagement and performance man-agement.

◆ Managed Care services provide anarray of information to quantify the

effects of managed care on the phar-maceutical and healthcare industries.

◆ Consumer Health services providedetailed product movement, marketshare and pricing information for over-the-counter, personal care, patientcare and nutritional products.

IMS’s Global Consulting and Ser-vices teams support strategic planningand decision-making with a combina-tion of information and analytics. Cus-tomized analysis and interpretation ofbusiness intelligence is offered in keypractice areas: Pricing and MarketAccess, with information to help for-mulate strategies for product pricing,reimbursement and market access;Product and Portfolio Development,which focuses on strategies for prod-ucts 18 months or more prior tolaunch, as well as their life cycle man-agement; and Promotion Manage-ment, which assists with optimizingbrand and franchise promotion spend-ing and messaging.

The firm’s Information Managementconsulting group helps organize, ana-lyze and warehouse data assets frommultiple sources related to client port-folios. In addition, its Client Servicesteams provide support services inproduct setup, installation and imple-mentation of IMS offerings, as well astraining and a variety of ongoing, post-sales services.

In 2006, IMS continued to expandcapabilities and support in the area ofhealth economics and outcomesresearch (HEOR). Its HEOR experi-




IMS HEALTH INC.www.imshealth.com

2CARLUCCI


ence applies across a number ofdimensions—cost effectiveness, effica-cy, safety and affordability—for regu-lators, payers, prescribers andpatients.

Taylor Nelson Sofres plc (TNS) inLondon was formed in December1997, when Taylor Nelson AGB plc—apublic company founded in 1965 andlisted on the London Stock Exchangesince 1986—acquired SOFRES GroupSA in Paris. In 2003, it acquired NFO

WorldGroup.David Lowden, 49, is chief executive

of TNS. He earned a B.A. in businessadministration at University of Strath-clyde in the United Kingdom.

Revenue for 2006 was $185.1 mil-lion, up 2.5% over 2005. In 2006,85.0% of total worldwide research rev-enue, or $1.6 billion, was from outsidethe United Kingdom. The growth rateexcludes the 2005 and 2006 revenueof Interscience Infomacao e Techno-logica Aplicada Ltda. in Sao Paulo,TNS GDV in Mexico City, and AISA inPraha, Czech Republic, all acquired inMarch 2005; Presse Plus in Paris,acquired June 2005; Exactitude SA inParis, acquired June 2006; LH2 inParis, divested in June 2006; and TimeResearch SA in Santiago, Chile,acquired November 2006.

TNS is a worldwide provider of cus-tom research and analysis, combiningindustry sector understanding withexperience in the areas of new productdevelopment, segmentation and posi-

tioning research, brand and advertis-ing research and stakeholder manage-ment. It is a supplier of consumer pan-el, media intelligence and Internet, TVand radio audience measurement ser-vices.

TNS operates across a network of 75countries and employed 14,570 peopleworldwide in 2006.

TNS custom sectors TNS’s global sector operations pro-

vide business insights to multinationalclients by combining specialist knowl-edge of client business issues withresearch experience. TNS is a leadingprovider of market information for thefollowing sectors:

◆ Automotive: TNS Automotiveaddresses the research needs through-out the product life cycle of car mak-ers, component suppliers, oil compa-nies, dealerships, repair specialists andadvertising agencies worldwide.

◆ Consumer: TNS is a worldwide

provider of custom research workingwith major consumer goods and retail-ers around the world.

◆ Financial Services: TNS Financeworks with banks, building societies,insurance companies, asset manage-ment companies and regulatory bodiesto address commercial issues facingthe sector.

◆ Healthcare: TNS Healthcare is aprimary research provider to thehealthcare industry, delivering ser-vices to pharmaceutical, biotech andmedical device industries as well asadvertising agencies and the media.

◆ Polling and Social: TNS is aprovider of polling and social research,working with public sector organiza-tions, NGOs and the news media. TNSprovides analyses of public sectorissues, including predicting electionoutcomes and identifying major trendsin opinion.

◆ Technology: TNS works with soft-ware and hardware companies, mobilephone and microchip manufacturers,


TAYLOR NELSON SOFRES plcwww.tns-global.com

3LOWDEN

and network operators, as well as con-tent and Internet service providers ona global basis.

Areas of expertiseTNS’s focus in custom research is on

four main areas of expertise. Each isembedded within the service offeringsof each region, supported by specialistCenters of Excellence, for delivery ofconsistently high-quality recommen-dations across its global network andin all industry sectors. Together, thefour areas of expertise encompass eachstage of the marketing cycle:

◆ New product development: TNShelps clients identify whether it isworth investing in an idea, discoverhow to make a concept more appeal-ing and forecast potential sales vol-umes. Using primary business prod-ucts InnoSuite and VISIT, it offers tai-lored and flexible services throughoutthe whole new-product developmentprocess—from idea generation, early-stage screening, concept development,testing and optimization through tovolumetric forecasting.

◆ Brand and advertising research:TNS enables clients to manage theirbrands, and their advertising commu-nications, through a range of services,including AdEval for advertisingpretesting, MarketWhys for brand andadvertising tracking, and the Conver-sion Model for brand equity measure-ment.

◆ Segmentation and positioning:Incorporating motivational research,TNS can analyze a market in order tooptimize brand strategy and position-ing, manage portfolios and identifynew product opportunities within acurrent or new market.

One of the tools TNS uses in thisarea is the Needscope System, whichuses a psychological framework touncover the layers of consumer needswithin a category to measure whatsuccessful brands must deliver to cre-ate a strong consumer-brand relation-ship. It enables analysis of marketopportunities and the actions requiredto capitalize on those opportunities.

◆ Stakeholder management: Thisbusiness metric measures and monitorsperformance and relationships withstakeholder groups such as customers,employees, dealers or shareholders. Akey TNS tool is TRI*M, which measures,

manages and monitors these multichan-nel relationships. TRI*M has beenapplied worldwide across both business-to-business and business-to-consumermarkets, and offers benchmarking capa-bilities drawing on more than 6,000studies globally.

Syndicated servicesTNS has three major syndicated ser-

vices, each providing benchmark mea-surement:

◆ TNS Worldpanel provides contin-uous measurement and analysis ofconsumer purchasing and usagebehavior. Clients include both globaland local consumer packaged compa-nies, private-label manufacturers,retailers, fresh food suppliers, market

analysts and other organizations. Datais collected using technology matchedto the development of each market,including bar code and checkoutreceipt scanners, Internet, SMS textmessaging and diary. That data pro-vides clients insights into consumerbehavior and the implications for mar-keting strategies, promotion and




branding. ◆ TNS Media Intelligence explores

all types of media—print, radio, TV,Internet, cinema and outdoors—in 24countries. It provides insights andanalysis and monitoring of advertisingexpenditure, media strategies andadvertising creative, as well as evalua-tion of sports sponsorship. TNS MIclients include media owners, advertis-ing agencies, advertisers, public rela-tions firms, broadcasters, publishers,government departments and NGOs,as well as international and local com-panies.

◆ TNS Internet, TV and Radio Audi-ence Measurement(iTRAM) systemsmeasure and analyze television view-ing and radio listening habits forbroadcasters, advertising agencies andplatform operators in more than 30countries. TNS delivers its analysisthrough the TNS software InfoSys,now used in 20 countries. Audiencesare measured using the latest house-hold and metering technology, as wellas personal measurement, throughArbitron Portable People Meters(PPMSM), and Return Path technolo-gy from digital set-top boxes.

Managed access panelsTNS’s interactive research and panel

management operates under thebrand name 6thdimension, a globalnetwork of managed access panels,covering Europe, the United States andAsia Pacific. The 6thdimension panelsare managed, double opt-in, high-quality online panels that allowrespondents to answer marketresearch questions in their own time,when they’re feeling most responsive,encouraging honesty and accuracy intheir answers.

One example is the J Street Physi-cian Internet Panel that provides e-access to physicians in the UnitedStates, the United Kingdom, France,Germany, Italy and Spain.

TNSInfoTNSInfo is the group’s integrated

information delivery system basedaround an online client portal, whichallows clients access to all of their mar-keting information instantly and fromone single source.

In 2006 and 2007, TNS established

13 global partnership accounts within TNS’s six specialist sectors, and the appointment of dedicatedaccount directors selected for management and leadership capabili-ties, as well as research expertise. TNSintroduced new products includingInnoSuite, FutureView, AdEffect,AdScope, Branded Entertainment andseveral specialist panels. Also, TNSlaunched a new Talent ManagementProgram and the upgrade andenhancement of TNS learning anddevelopment programs and resourcingactivities.

Kantar Group (KG), based in Fair-field, Conn., and London, was foundedin 1993 and renamed the Informationand Consultancy Division of WPPGroup plc, a London-based publiccompany.

Eric Salama, 46, is chairman andCEO of KG. He earned an MSc at Lon-don’s Birkbeck College.

Research-only revenue in 2006 wasestimated at $1.4 billion, up 4.1% from2005. In 2006, 63.7% of totalresearch-only revenue, or $892.4 mil-lion, was estimated from outside theUnited States.

The growth rate excludes 2005 and2006 revenue from the 2005 acquisi-tions of Consumer Health Sciences inPrinceton, N.J., in March; MediaResearch Inc. in Seoul in April;Dynamic Logic in New York in June;South China Market Research Ltd. inGuangzhou, China, in November;Retail Marketing Instore Services Ltd.,in Watford, U.K., and Pentor Institutefor Opinion & Market Research SA, inWarsaw, Poland, in December; as wellas the 2006 acquisitions of All ChinaStrategic Research, in Beijing, in Octo-ber; and ID Consultories, in BuenosAires, Argentina, in November.

KG’s research businesses in the Unit-ed States, with an estimated 2,500full-time employees, include Millward


KANTAR GROUPwww.kantargroup.com

4SALAMA

Brown Group, Research International,The Ziment Group, LightspeedResearch and Mattson Jack Group.

Millward Brown GroupMillward Brown Group (MBG),

based in Naperville, Ill., was foundedin Warwick, U.K., in 1973 andacquired by WPP in 1989. In the Unit-ed States it includes:

◆ Millward Brown (www.millwardbrown.com) provides a full range ofqualitative, quantitative and consult-ing services that address issues aroundbrands, marketing communications,media and marketing effectiveness.

MB works across a wide range ofindustries and categories, includingbrand strategy and experience, cre-ative development and campaign eval-uation, consumer needs and values,media planning and strategy, ROI andforecasting and investment manage-ment, brand valuation and analyticsthrough MB Optimor unit, anddemand and activation.

Key products and services are:

—Link: Copy testing of all forms ofadvertising

—BrandDynamics: Brand equityevaluation, including BrandZ

—Dynamic Tracking: Continuoustracking of key brand drivers

—D&A: A framework for measuringimpact of demand-generating andsales activation activities

—MBuzz: Measurement of onlineand offline word-of-mouth

—AdIndex: Impact of digital mar-keting activity

—Sales Response Modeling: Isolat-ing and measuring marketing effects

—Qualitative: Qualitative researchand focus group services

—CIMS: U.S. technology mediausership

In addition, MB Precis provides PReffectiveness metrics.

◆ Greenfield Consulting(www.greenfieldgroup.com) is a qual-itative agency conducting focus groupsand in-depth interviews for Fortune500 companies globally, across bothconsumer and business-to-businesssectors.

◆ Marketing and Planning Systems(www.mapsnet.com) is a strategic

research company and consultancythat combines advanced marketing sci-ence with consultancy skills.

◆ Dynamic Logic (www.dynamiclogic.com) measures the impact of dig-ital marketing initiatives and the rolethey play in the broader cross-mediamix.

◆ The Focus Network (www.thefocusnetwork.com) is a network of eight

focus group facilities, including a newfacility in Chicago’s Merchandise Mart.

◆ Kantar Media Research(www.kantarmedia.com) is an inte-grated research, information and soft-ware group, specializing in marketingand media solutions, software datasystems for data analysis andadvanced analytical services. Key ser-vices are TV audience measurement,

print and single-source servicethrough its Target Group Index andMARS pharmaceutical product, soft-ware systems and custom projects,including data fusion and databasemodeling.

TGI and TAM services are availablein more than 50 countries.

◆ BMRB (www.bmrb.co.uk) offers



services in conducting quantitativesocial policy and public interest research,media and marketing research, omnibusservices plus customer, employee andstakeholder research.

Research InternationalResearch International (RI), with

headquarters in London, was founded in1973 and has been a part of the WPPGroup since 1989 (www.research-int.com).

RI is the world’s largest custom mar-ket research service provider, withoffices in more than 59 countries,including six U.S. locations. In 2007, itacquired Teenage Research Unlimited,a teen, tween and 20-something mar-

keting research company.The firm has experience in most

major sectors including consumerpackaged goods, health care, retail,financial services and technology.

RI is experienced in research into allaspects of marketing strategy, innova-tion and branding, from consumer andmarket analysis to idea generation,concept development and concept

testing, brand equity, brand position-ing and customer satisfaction. In eacharea, RI’s services draw on their world-wide knowledge base and include cus-tom research and their own propri-etary tools. Among the latter are Inno-vation Journey, which takes clientsthrough the complete innovationprocess; Equity Engine (brand equitymanagement); MicroTest (new prod-uct development and sales forecast-ing); BrandSight Gallery (an interna-tionally validated visual system forexploring brand personality); Locator(brand positioning optimization);eValuate (concept screening tool); andShopper Action (retail strategy).

The Ziment GroupThe Ziment Group (TZG), based in

New York, was founded in 1976 andacquired by WPP in 2001(www.ziment.com).

TZG comprises three divisions:Ziment, WebSurveyResearch and Syndi-cated, which incorporates iMap Re-search and Consumer Health Sciences.

The firm offers products to address arange of strategic marketing issues andalso provides e-healthcare support, Inter-net research and multivariate services.

Its products include From CompoundTo Profit: A range of research services totake drugs from Phase II to marketlaunch and beyond; IDEAZ: Ideationresearch; TRIALZ: An approach to opti-mal phase III clinical trial endpoints;SEGZ: Market segmentation research;ZAPP: Ziment Associates PositioningPlaybook for positioning and messagingresearch; TAGZ: A new approach tosegmentation to assist marketing phar-maceutical products to physicians;MDS: Market Dynamics Studies forcontinuous market tracking to monitorbrand and competitive performance;PAYZ: A suite of three approaches topricing research; and RxOI: Market mixmodeling of secondary and primarydata to measure the ROI of marketinginvestments.

WebSurveyResearch provides accessto a panel of healthcare professionalsdedicated to participating in researchthrough the Internet. WebSurvey’spanel has more than 140,000 partici-pating physicians across Europe andthe United States. The firm also offersa Chronic Illness Panel with more than350,000 patients in the United Statesand Europe covering 100 different



chronic illnesses. Imap Research conducts worldwide

syndicated marketing research studies,incorporating iTRAK and NationalHealth and Wellness data provision.

Lightspeed ResearchLightspeed Research (LR) was

founded by KG in 2000 and is based in Basking Ridge, N.J. The companyoperates in North America, the United Kingdom, Mainland Europeand Australia (www.lightspeedresearch.com).

LR is a provider of global onlinemarket research services through sixoffices worldwide. The company spe-cializes in using the Internet as a datacollection platform to provide marketresearch through building and main-taining panels subject to standards toensure quality and representative sam-pling. Web technology and databasesprovide the foundation to supportmarket research studies and specialtypanels that range across industry sec-tors such as financial services, healthcare, b-to-b, Hispanic, automotive,family and more. LR also provides cus-tom panels to address specific clientneeds.

Through its network of panels andaccredited panel partners, LR can pro-vide access to more than 5.5 millionconsumers across 34 countries. Con-sumer panels are available in NorthAmerica, Europe and Asia Pacific. TheELITEOpinion panel, launched in2007, provides access to panelists inthe b-to-b panel arena.

The Mattson Jack GroupMattson Jack Group (MJG) was

founded in 1986 and was acquired byKG in June 2003. The firm is based inSt. Louis and has six offices in the Unit-ed States, one in the United Kingdomand an associate in Japan.

MJG is a healthcare and pharmaceu-tical consulting firm specializing inserving the pharmaceutical andbiotechnology industries.

MJG’s core competencies includeBusiness Analytics (epidemiology,market research and modeling andforecasting); Corporate DevelopmentServices (licensing, market opportuni-ty and scientific assessment, M&A andstrategic planning); Brand Optimiza-tion (promotional response modeling,mix optimization and prescription

influence mapping, pricing and reim-bursement); and DaVinci OncologySpecialists (syndicated products, can-cer care environment and relatedchannels and therapeutic areas).

The firm also provides subscriptionservices and tools, which include Epi-Database, Forecast Architect, Can-cer!MPact and Oncology MarketingStrategies.

Added ValueThree KG companies—Added Value,

Icon Brand Navigation and DiagnosticResearch—combined under the AddedValue (AV) name.

AV focuses on brand marketing, con-sumer insight, innovation and commu-nications optimization. Core skills aresetting future direction (cultural andtrend analysis); identifying market

opportunities (market segmentationand mindset mapping, brand portfoliomanagement); strengthening brandequity (brand evaluation, diagnosisand strategy creation); innovation(ethnography, ideas generation anddevelopment); evaluating ideas (mar-keting mix optimization, concept eval-uation); optimizing communications



(decoding and planning, copy testing);and communications performanceoptimization (planning, tracking,spend optimization).

DR Added Value, formerly Diagnos-tic Research International (DRI), con-ducts consumer and b-to-b researchacross a number of product and indus-try categories and for all types of mar-

keting issues. Major services offeredare copy-testing, brand and advertis-ing tracking, market and consumersegmentation, product design and cus-tomer satisfaction.

Icon Added Value (formerly IconBrand Navigation) provides marketresearch and consulting services—including brand communications,product research, brand tracking and

customer satisfaction studies—withoffices in four countries (www. icon-added-value.com). In addition, thefirm offers support for advertisingagency selection; coaching in brandmanagement, communication devel-opment and agency management; andtailored seminars and workshops fordefining brand identity.

Its research activities are built

around a brand value managementstructure with four brand components:analytics, strategy, implementationand monitoring.

GfK AG, a public company based inNuremberg, Germany, and establishedin 1934, comprises the operations ofGfK Group and NOP World, acquiredby GfK in August 2005.

Klaus L. Wübbenhorst, 51, is theCEO of GfK AG. He earned a Ph.D.from Technical University of Darm-stadt, Germany.

Revenue in 2006 was $1.4 billion,up 5.4% from 2005. In 2006, 75.8% oftotal worldwide revenue, or $1.06 bil-lion, was from outside Germany. Thegrowth rate excludes 2006 and 2005revenue from 2005 acquisitions ofBeyen Market Research GmbH in Düs-seldorf, Germany, in January; CaribouLake Software LLC in Golden Valley,Minn., in January; Research DynamicsInc. in Toronto in April; Adimark SAbased in Santiago, Chile, in April; andNOP World in London in July. It alsoexcludes the 2006 acquisitions ofMERC in Mexico City in January;KleimanSygnos in Buenos Aires,Argentina, in January; GfK Israel,Ramat Gan, in January; Research Mat-ters in Basel, Switzerland, in January;MODE India in December; andCanales y Consumo in Buenos Aires,Argentina. Also excluded was revenuefrom divestiture of IHA Institut furMarktanalysen AG, based in Hergiswil,Switzerland, in January 2005.

GfK is a worldwide market researchorganization providing services in fivebusiness divisions: custom research,retail and technology, consumer track-ing, media and health care. The firmhas 115 operating companies and7,900 full-time employees offeringmarket research services in 90 coun-tries.

◆ Custom Research division pro-



GfK AGwww.gfk.com

5WÜBBENHORST

vides information services, includingtests and studies on product and pric-ing policy, brand positioning andbrand management, traditional andmodern forms of communication withconsumers and users, and on optimiz-ing distribution as well as on customerloyalty issues.

◆ Retail and Technology divisionprovides information services basedon continuous surveys and analyses ofsales of technical consumer goods inthe retail sector. Among the marketsegments in which GfK surveys andanalyzes data are office communica-tion, photographic technology andoptics, electrical household appli-ances, information technology,telecommunications, sports equip-ment, tourism, consumer electronicsand entertainment media.

◆ Consumer Tracking division pro-vides information services based oncontinuous surveys and analyses of thepurchasing decisions and behaviourpatterns of consumers. The informa-tion and consulting services covernearly all fast-moving consumer goodsas well as numerous other consumergoods and services.

◆ Media division provides informa-tion services on the intensity andnature of media usage and acceptance.The services are directed at mediacompanies, agencies and the brandedgoods industry. These services relateto information about both traditionalmedia, including TV, radio, print, filmand outdoor advertising, and theInternet and online and offline media.

◆ HealthCare division providespharmaceuticals and healthcare indus-tries worldwide with information andconsulting services for special healthmarkets covered by GfK’s network inAmerica, Europe and Asia. The ser-vices include analyses of productdevelopment and market communica-tion, image cultivation and price con-trol of medicines, market positioning,customer satisfaction and informationon the sales volumes of products usedin the dental and veterinary sectorsand in laboratories.

Ipsos Group SA in Paris was foundedin 1975 and listed on the NouveauMarché of the Paris Stock Exchange inJuly 1999. As of April 2003, Ipsos waslisted on the Premier Marché ofEuroNext Paris Stock Exchange.

The chairman and CEO of Ipsos isDidier Truchot, 60. He is a graduate ineconomics from Pantheon-Sorbonnein France.

Revenue for 2006 was $1.1 billion,up 6.5% over 2005. In 2006, revenuegenerated from work conducted out-side France was $952.5 million, or88.4% of total revenue.

The growth rate excludes the 2005and 2006 revenue from the 2005acquisitions of Shifrin Research inNew York, acquired January; Descarie



IPSOS GROUP SA www.ipsos.com

6TRUCHOT

CHECK US OUT!marketingpower.com

AMA’S HOME ON THE WORLD WIDE WEB

& Complices in Montreal, acquiredJuly; Guangdong General MarketingResearch Company Ltd. inGuangzhou, China, acquired April;Napoleon Franco & Co. S.A. in Bogotá,Colombia, acquired in July ; MORILtd., acquired October; and Under-standing UnLtd. in Cincinnati,acquired November 2005. It alsoexcludes the revenue from the 2006revenue of Camelford GrahamResearch Group Inc. in Toronto,acquired January; Egyptian Interna-tional Marketing & Measurement Insti-tute in Cairo, Egypt, acquired July; andApoyo Opinion y Mercado SA in Lima,Peru, acquired October.

Ipsos is exclusively dedicated to sur-vey-based research with five core spe-cializations, in advertising, marketing,media, public opinion and customersatisfaction research. The firm offers

qualitative research, forecasting, mod-eling market knowledge and consumerinsights. Ipsos’ data collection, datahandling and data analysis systemsincorporate online technology at allstages of the process, and the firm hasextensive experience working on aglobal scale.

For its multinational clients, Ipsoshas created the Global PartneRing, aprogram that ensures an efficient andcoordinated day-to-day working rela-tionship with clients.

The core specializations are:

◆ Advertising Research: With IpsosASI, the firm provides a global organi-zation exclusively dedicated to thisspecialization that delivers homoge-neous and performance informationon advertising campaigns worldwide.

◆ Marketing Research: This largestIpsos activity covers all stages of thelife of a brand or product. It is repre-

sented by three major global brands:Ipsos Observer for raw marketingdata; Ipsos Insight for tactical andstrategic research; and Ipsos Novac-tion & Vantis for forecasting, modelingand consulting services.

◆ Public Opinion and SocialResearch: With the acquisition ofMORI, Ipsos has reinforced its positionin this specialty. The group hasexpanded considerably with IpsosMORI in the United Kingdom, withIpsos Reid in Canada, and in Australia,the United States, France and in othermajor European countries.

Under the brand name Ipsos PublicAffairs, Ipsos measures public opinionon a variety of social issues and con-ducts research programs for majorlocal and multinational companies.Ipsos also has a strong presence inelectoral and political campaignpolling, and partners with a number oflarge media outlets around the world.

◆ Media Research: First establishedin Europe, this activity is conductedunder the Ipsos Media name, and isnow also available in the Middle Eastand Latin America.

◆ Customer and Employee Relation-ship Management: Under the IpsosLoyalty umbrella, Ipsos provides globaltools to integrate survey research andtransactional data in order to optimizemarketing expenditures. This speciali-ty measures the quality, appropriate-ness, marketing and economics ofclients’ customer service proposition.Ipsos, which believes that internalstakeholders are strongly involved inthe management of the qualityprocess, also offers dedicated researchservices in employee relationship man-agement.

In 2007, Ipsos set up Ipsos Interac-tive Services on a worldwide basis, anorganization exclusively dedicated toonline research capabilities. This newglobal organization, which is equippedwith a global production platform,operates under a single managementin North America and in Europe.

Ipsos has 6,100 full-time employeesin offices in 50 countries.

Synovate, created in 2002 (formerlyAegis Research), was acquired in 1999by the Aegis Group plc, a London-based public company listed on theLondon Stock Exchange.

Adrian Chedore, 53, is global CEOfor Synovate. He earned a B.A. in soci-ology from the University of Sussex inthe United Kingdom.

Revenue in 2006 was $739.6 mil-lion, up 8.5% over 2005. In 2006, rev-enue from outside the United Stateswas $673.6 million, or 91.1% of totalrevenue.

The growth rate excludes 2005 and2006 revenue from the 2005 acquisi-tions of Columbus Quanti in Ghent,




SYNOVATEwww.synovate.com

7CHEDORE

Belgium, and AZTEC Information Sys-tems, in Sydney, Australia, in March;AMT Consulting Srl. in Rome andARTeam in Paris in June; CORALPacific Inc. in Tokyo in May; MarketEquity Pty. Ltd. in West Perth, Aus-tralia, in September; Plus Remark A.S.in Istanbul, Turkey, in November; Uni-

vero in Norway and Roland BergerMarket Research in Munich, Germany,in December; and the 2006 acquisitionof Infocy, in Cape Town, South Africa,in September. In 2006, revenue ofAegis Group was $1.8 billion.

Synovate is a global market researchfirm providing global support and a suiteof research services, supported by cen-ters of excellence around the world

working closely with local offices, andclient service teams that mirror therequirements of global clients.

With fully owned operations in 118cities in 52 countries, Synovate pro-vides complete geographic coverageand service. Its clients range from For-tune Global 500 companies to entre-preneurial start-ups and come from allsectors of business: consumer pack-

aged goods, petrochemicals, mediaand advertising, government, quick-serve restaurants, financial services,technology and more. The firmemploys 5,726 full-time staff world-wide.

Synovate’s global practices andindustry verticals include:

◆ Synovate Brand & Communica-tions: The firm offers its new BrandValue Creator and other services tohelp grow brands and track how wellcommunications are working.

◆ Synovate Censydiam: Creates adeeper understanding of motivationsin order to gain insight into how clientscan influence people’s behavior.

◆ Synovate Healthcare: Global spe-cialists delivering marketing insights tothe pharmaceutical and healthcareindustries, from ad hoc research andanalytics to syndicated tracking stud-ies.

◆ Synovate Loyalty: This customerloyalty research and consulting servicehelps develop and implement cus-tomer, employee and stakeholder loy-alty strategies.

◆ Synovate MarketQuest: The firmhas international experience and pro-vides innovative services across allstages of the product developmentprocess, including newly launchedmodels and simulators for quantifyingthe market potential of a product orservice.

◆ Synovate Motoresearch: Thisbrings together automotive industryexperience and products with globalcapability. NADA-24, its customerfeedback program for automotivedealerships, provides dealers immedi-ate feedback on the customer experi-ence.

◆ Synovate ViewsNet: For customerbehavior to customer feedback, panelscan be accessed online, by telephoneor mail, or face to face.

◆ Synovate Aztec: The firm’s spe-cialist offering in data and value-added data processing and support



PREPARE TO BE

WOWEDSEPT. 1 WHEN

MARKETING NEWSSHOWS OFF ITS

EXCITING NEW LOOK.

services across the grocery, pharmacy,liquor, mass merchant and petrol andconvenience channels.

◆ Media research: Examines emerg-ing trends and how changes in con-sumer behavior alter media relation-ships.

◆ Youth research: Insight into youthand contemporary culture, providing abroad range of clients with strategy,insight and ideas.

In 2006, Synovate set up its Brand &Communications Practice, launchedBrand Value Creator, established aglobal client relationship structure,and opened offices in Mexico.

Plans for 2007 include implement-ing its partnership with Global MarketInsite Inc., giving Synovate access tomore than 6 million panelists world-wide, launch of Synovate MarketQuestpractice, integrate Interview NSS—which Synovate acquired in January2007—and expand its newly estab-lished office in New Zealand.

IRI, formerly Information ResourcesInc., in Chicago was founded in 1979,became a public company in 1983 andwas acquired in 2003 by SymphonyTechnology Group LLC, a private com-pany.

Scott W. Klein, 49, is president andCEO of IRI, and Romesh Wadhwani,59, is chairman. Klein earned a B.A. inaccounting at Syracuse University, andWadhwani earned a Ph.D. in electricalengineering at Carnegie-Mellon Uni-versity.

Revenue in 2006 was $665.0 mil-

lion, up 6.6% over 2005. In 2006,35.0% of total revenue, or $233.0 mil-lion, was generated from outside theUnited States.

IRI is a worldwide provider of con-sumer, shopper and retail market intel-ligence and insights for CPG, retail andhealthcare companies. It offers a com-bination of integrated market informa-tion, automated and predictive analyt-ics, enabling technologies and domainexperience.

The firm operates in 58 countriesthrough stand-alone operations, whol-ly owned subsidiaries, partnershipsand alliances.

IRI’s partner “ecosystem,” a highlyintegrated and differentiated network,leverages the skill sets of retail track-ing and panel leaders to provide cover-age, experience, products and ser-vices. Partnerships include AcxiomCorp. for consumer targeting; IBMCorp. for software to support softwaredevelopment and delivery; IMS HealthInc. for longitudinal marketplace infor-

mation in the ethical (Rx) and con-sumer (OTC) pharmaceuticals; TiVoInc. for quantifying the effectiveness ofspecific advertising campaigns andbrand recognition programs in TiVoDVR households; ImmediateFX forintegrated analytics platform and ser-vices; and TNS Worldpanel for con-sumer views and insights in 54 coun-tries.

IRI also joined forces with theEuropanel Association to form a globalconsumer network representing 600million households in 54 countries.The relationship provides access andconsumer visibility across multipleglobal markets and cultures includingthe United Kingdom, Germany, Japan,Brazil and Mexico, and exclusive con-sumer coverage of Russia and China.The firm has more than 25 clients withregional or global agreements benefit-ing from the ecosystem.

IRI’s suite of services are organized



IRIwww.infores.com

8KLEIN


into four core areas:

◆ Market Performance and BrandBuilding: IRI provides market bench-marks, measurements and forecasts,as well as approaches that help retail-ers and manufacturers understand theways their brand is used, and ways tobuild it and drive it to long-term suc-cess.

◆ Product Innovation and Launch:IRI offers measurement of new-prod-uct performance, comparisons to cate-

gory benchmarks and prediction offuture outcomes.

◆ Consumer-Centric Retail Execu-tion: IRI provides retailers help toadjust stocking levels to demand,improve the efficiency of their storeoperations, proactively plan distribu-tion status, understand and optimizesales trends.

◆ Consumer and Shopper Relation-ship Management: IRI helps retailersand manufacturers increase their seg-mentation knowledge, improve under-standing of trip types and use theirmarketing and merchandising strate-gies.

IRI offers the following products andservices:

◆ InfoScan Retail Tracking: Thiscensus-based point-of-sale (POS)tracking service provides manufactur-ers and retailers access to detailedinformation on sales, share, distribu-tion, pricing and promotion, across a

wide variety of retail channels andaccounts.

◆ Shopper Insights: In 2006, the IRIShopper Insights platform wasenhanced by expanding the ConsumerNetwork household panel and offeringa series of integrated insights, shopperand specialty panels, which areenabled through a new portable, per-sonal collection device. The enhancedpanel services, combined with its POSdata, provide a comprehensive view ofthe consumer and the marketplace.

◆ Automated, Predictive AnalyticInsights: Analytical modeling, con-sumer and shopper insights, andmedia testing services are supportedby an experienced analytics staff. ItsMarketing Mix Analytics services focuson quantifying, testing and simulatingreturn on marketing investments forbrands. The analytical tools providethe ability to decompose the drivers ofcurrent business trends and simulatethe effects of changes on future brandplans.

For scenarios that cannot be simulat-ed using historical data, IRI offersBehaviorScan in-market testing ser-vice, a media testing capability thatexecutes in-market media weight andcopy tests. It also offers other testingservices to compare in-store media,assortment and pricing decisions, aswell as media plan alternatives.

◆ Enterprise-Class Decision SupportSolutions: These services provide anenterprise-class framework for allphases of planning, performanceanalysis and rapid decision-making.Integrated predictive scenario analysiscapabilities create and evaluate multi-ple what-if calculations and plan alter-natives to help evaluate the impact ofdecisions before they are made.

◆ Consumer-Driven Merchandisingfor Retailers: These services assistretailers in stocking levels to demand,improve support for promotional activ-ities, produce shopper-appropriate



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store plans and improve the efficiencyof their store operations.

IRI has 3,600 full-time employeesworldwide. It has offices through-out the United States and in the United Kingdom, France, Netherlands,Germany, Greece, India, Italy andSpain.

Westat Inc. in Rockville, Md., is anemployee-owned company founded in1961.

The president and CEO of Westat isJoseph A. Hunt, 70. He earned an M.S.at the Massachusetts Institute of Tech-nology

Revenue in 2006 was $425.8 mil-lion, up 0.8% over 2005. The growthrate excludes revenue from the acqui-

sition of Eagle Design and Manage-ment in July 2006.

Westat primarily conducts surveyresearch for agencies of the U.S. gov-ernment, as well as businesses, foun-dations, and state and local govern-ments. Major project areas includehealth, epidemiological, education,the environment, energy, transporta-tion and federal social programs.

Its major statistical surveys measureeducational progress and medicalexpenditures, as well as long-term fol-low-up surveys concerning health,education and employment. Theresults of its research activitiesenhance reporting and performance ofgovernment programs, and improvepatient safety in the nation’s health-care system.

The firm continues to perform clini-cal trials work for the U.S. govern-ment, pharmaceutical and biotechclients. In 2007, Westat expanded itsinternational activities to support clini-cal trials in Costa Rica, South Africa,Thailand and China.

In 2006, Westat acquired EagleDesign and Management to expand itscapabilities to provide informationmanagement and communicationsservices to federal government andprivate sector clients. The acquisitionincreases Westat’s ability to create anddistribute health education materials,develop and maintain client Web sites,respond to health informationinquiries from the public, and imple-ment and evaluate health awarenessand information campaigns.

The firm continues to conduct CATIat six telephone research centersthroughout the United States. Westat’snationwide staff of field interviewersuses computer-assisted interviewingmethods on many large long-term sur-veys. To support and manage theselarge distributed operations, Westatmaintains a large, secure, nationwidecomputer and communications infra-structure.

Westat also continues to expand itsmethods research capabilities, with anemphasis on maximizing respondentcooperation and the application of Web




WESTAT INC.www.westat.com

9HUNT

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technologies to survey information col-lection. It operates a behavioral researchfacility, specializing in Web usabilitystudies to augment its cognitive labora-tory and focus group capabilities.

The firm distributes and providesuser training and support for its Wes-Var statistical processing software and

for Blaise, a COTS software system forCATI and complex survey processingdeveloped by Statistics Netherlandsand is used internationally.

Westat’s staff includes more than1,900 full-time salaried employees. Inaddition, Westat’s telephone-inter-viewing, field-interviewing and data-editing staff averaged about 1,350 dur-ing 2006.

Arbitron Inc. in New York wasfounded in 1949, and in 1960 becamea subsidiary of publicly held CeridianCorp. in Minneapolis. In March 2001,Ceridian completed a reverse spin-offof Arbitron into a public company list-ed on the NYSE.

Arbitron’s chairman, president andCEO is Stephen B. Morris, 64, whoearned an M.B.A. at Harvard BusinessSchool.

Revenue in 2006 was $329.3 mil-lion, up 5.9% over 2005. In 2006,4.0% of total revenue, or $13.2 mil-lion, came from outside the UnitedStates. The growth rate includes the2005 and 2006 revenue from Integrat-ed Radio Systems LLC acquired Sep-tember 2005.

Arbitron is an international mediaand marketing research company pri-marily serving broadcast, satellite andonline radio, cable, advertising agen-cies, advertisers, outdoor and out-of-home media. Through ScarboroughResearch, jointly owned with TheNielsen Co., Arbitron provides mediaand marketing research services tobroadcast TV and newspapers.

Arbitron’s core services are measur-ing local radio audiences across theUnited States; measuring network andnational radio audiences in the UnitedStates; providing consumer shoppingand media usage information to radio,cable, advertising agencies, advertis-ers, retailers, broadcast TV, out-ofhome media, newspapers and onlinemedia; and providing application soft-ware used for analyzing media audi-ence and marketing information.

Arbitron serves about 4,600 radiostations and 2,100 advertising agen-cies and major advertisers, more than300 TV stations, nearly 80 cable cus-tomers, more than 150 newspapersand more than 90 outdoor advertisingcompanies. The firm surveys the retail,media and product purchase patternsof local market consumers. It also pro-vides application software to analyzeratings and consumer data.

Media services◆ Measuring U.S Local and National

Radio Audiences: Arbitron measuresthe size and composition of radio sta-tion audiences by periodically survey-ing radio listeners in nearly 300 U.S.markets. It also provides measurementof network radio audiences through its



ARBITRON INC.www.arbitron.com

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two national ratings services: RADARand Nationwide. The RADAR serviceprovides a measurement of nationalradio audiences and the audience sizeof network radio programs and com-mercials. The audience measurementsare provided for a wide variety ofdemographics and dayparts for totalradio listening and for 55 separateradio networks.

◆ Surveying Consumers in LocalMarkets: Arbitron provides consumerprofiles of radio listeners, broadcastTV and cable TV viewers, newspaperreaders and consumers reached byoutdoor and out-of-home advertisingdisplays. These profiles containdetailed socioeconomic data and infor-mation about what consumers buy,where they shop and what other formsof media they use. Measurements areprovided in about 276 local marketsthroughout the United States throughits Scarborough service (a joint ven-ture between Arbitron and The NielsenCo.), as well as two other proprietaryservices that conduct ongoing con-sumer surveys.

Arbitron also provides software appli-cations that give access to media andconsumer information from Arbitronand other research providers. The soft-ware assists in making media buyingand selling decisions, as well as in man-aging and programming radio stations.

◆ Arbitron Outdoor Services andOnline Radio Ratings: Through Scar-borough and its other local consumerservices, Arbitron provides outdoorand out-of-home measurements ofretail behavior, demographics, lifestyleand media habits of local market con-sumers.

◆ Online Radio Ratings: Since 1998,Arbitron has been reporting about theaudiences of audio and video contenton the Internet. Today, Arbitron andcomScore Media Metrix, a division ofcomScore Networks Inc., are produc-ing monthly reports of online radioaudiences to the leading online radioproviders.

◆ Custom Research Services andInternational Operations: Arbitron hasexpanded its custom research effortsto serve emerging advertising media.For example, it has produced audiencelistening estimates for sporting events,Chinese-language radio and customresearch studies for satellite radioproviders and out-of-home or place-

based media.

Through Continental Research, itsLondon-based subsidiary, Arbitronprovides media, advertising, financial,public sector, telecommunications andInternet research services in the Unit-ed Kingdom and continental Europe.

Arbitron Portable PeopleMeter

The firm has developed a PortablePeople Meter (PPM) system capable ofmeasuring radio, broadcast TV, cableTV, Internet broadcasts, satellite radioand TV audiences, and retail storevideo and audio broadcasts.

Arbitron announced a rollout sched-ule of the largest 10 radio markets bythe fall of 2008, and into all of thelargest 50 radio markets by the end of2010. The firm was granted Media Rat-ing Council accreditation for HoustonPPM radio ratings. Philadelphia wasconverted to PPM radio measurementin January 2007. The firm is also work-ing directly with the broadcast TV andcable industry on additional, noncur-rency services that use the PPM.

Arbitron has entered into licensingagreements with international mediainformation services companies. BBMCanada, the Canadian industry coop-erative for audience ratings, uses thePPM as the official ratings system forbuying and selling commercial airtimeon French-language TV in the marketsof Quebec and Montreal. TNS in theUnited Kingdom uses the PPM systemfor media measurement applicationsin London, Belgium, Denmark, Nor-way, Kazakhstan and Singapore.

Project ApolloOne application of PPM that Arbi-

tron is exploring with The Nielsen Co.is its use as the media collection toolfor a national marketing-orientedresearch service, Project Apollo. It isdesigned to collect and connect threetypes of data:

—Exposure to messages on thenational media by using the PPM totrack electronic media and by usingother survey methods for print, theInternet and other media.

—Changes in consumer brandrecognition and preference through



online surveys.—Store traffic and purchases of CPG

through ACNielsen in-home scannertechnologies as well as spending onconsumer services by means of addi-tional survey methods.

Since January 2005, Arbitron andNielsen have operated a national pilotpanel of more than 11,000 people in5,000 households as a demonstrationproject that is delivering to seven char-ter advertisers multimedia and pur-chase information from a commonsample of consumers. The pilot panelis intended to show advertisers howProject Apollo would enable a betterunderstanding of the link betweenconsumer exposure to advertising onmultiple media and their shoppingand purchasing behavior. The pilotalso showcases the enhanced ability ofthe single-source marketing researchservice to measure the return on

investment for marketing efforts. Arbitron has executive offices in

New York, with sales offices in five U.S.cities and operations offices in six U.S.cities. Its research and technologyorganization, in Columbia, Md., pro-vides support for the U.S. Media Ser-vices business and continues the devel-opment of the PPM technology.

Arbitron has 1,045 full-time employ-ees worldwide.

INTAGE Inc., based in Tokyo, wasfounded in 1960 and was privatelyheld, mostly by several banks and

insurance companies, until its IPO inNovember 2001, when it was listed onthe Tokyo Stock Exchange.

Norio Taori, 59, is president and rep-resentative director. Taori earned aB.A. in sociology at Hitotsubashi Uni-versity in Japan.

Revenue was $264.8 million for thefiscal year ended March 2007, up 7.0%over fiscal year 2006. In fiscal ’07,0.7% of revenue, or $1.8 million, camefrom outside Japan.

INTAGE provides comprehensive,full-service market and business intel-ligence services for clients in consumermarkets, service industries and health-care sectors, primarily in Japan, inthree areas:

◆ Strategic Solutions: INTAGE com-bines information technology, systemdevelopment capabilities and market-ing intelligence to construct businessapplication systems to address strategyissues and operating environments.Database services apply data utiliza-

tion and analysis tools for support sys-tems.

The company offers integrated ser-vices (INTAGE-CRM, data mining andcustomer portfolio managementtools), BPR and BPO services, medicalservices (CRO, SMO services), SCMservices (supply and demand planningand logistics planning), micro-areamarketing applications (AreaManag-er) and business application products(Job Hunter3).

◆ Customized Services: The firmaddresses needs for customized ser-vices in management, strategy andstrategy implementation evaluation,and business process efficiency. Thecompany leverages technology andsystems as well as extensive marketingresearch resources and capabilities tooptimize marketing activities and busi-ness processes via customizedresearch, global research, medicalmarketing research, Internet-basedmarketing research, social marketingresearch, system applications and


INTAGE INC.www.intage.co.jp

11TAORI

operation (system development, DPoutsourcing, system operation ser-vices), and analytical tools and appli-cations (Self-Choice, brand manage-ment tables, brand equity analysismodels, advertising effectiveness mea-surement models, Macross Pro).

◆ Marketing Tracking: INTAGE pro-vides syndicated data services throughin-house developed data delivery sys-tems. Information details retail salestrends, consumer buying behaviors,sales promotion activities and othermarket indicators. Market tracking ser-vice offerings include syndicated POSretail panel services (SRI, SDI), syndi-cated consumer panel services (SCI,SLI, personal eye), syndicated promo-tion effectiveness measurement panelservices (SPI, INTAGE Ad Index),Kitchen Diary, price and store salespromotion analysis packages (priceelasticity analysis, APRiCOT), medicalrepresentative activities effectivenesspanel service (Rep Track) and inte-grated marketing research data deliv-ery systems (Partner & Brains,RESME).

Major activities in 2006 and 2007include acquiring TM Marketing Inc.;integrating weekly Internet-basedresearch for consumer insight and atti-tudes with existing market trackingservices to provide a 360-degree viewof consumer behavior; expanding SCIhousehold panel and personal eyeindividual panel; starting online datacollection for SLI female consumerpanel, and launching InfoSight datadelivery tool.

INTAGE has 1,558 full-time employ-ees.

J.D. Power and Associates (JDPA) inWestlake Village, Calif., was foundedin 1968. In April 2005, JDPA wasacquired by The McGraw-Hill Cos.

Steven C. Goodall, 52, is president ofJDPA. He earned an M.B.A. at the Uni-

versity of Southern California.Research-only revenue in 2006 was

estimated at $232.6 million, up 16.4%over 2005. Revenue from outside theUnited States in 2006 was estimated at$62.1 million, or 26.7% of totalresearch-only estimated revenue. Thegrowth rate excludes 2005 and 2006revenue from the acquisition of Auto-motive Resources Asia in Beijing in

September 2006.JDPA is a global marketing informa-

tion services company that conductsindependent consumer surveys ofproduct and service quality, customersatisfaction and buyer behavior. Ser-vices include industrywide and client-commissioned research, business-to-business consulting, automotive fore-casting, corporate training and perfor-

mance improvement, and mediaresearch.

The firm does not review, judge ortest products and services; it relies onthe opinions and expectations of con-sumers who have actually owned theproducts and use the services beingrated. Annual syndicated studies arebased on survey responses from mil-



J.D. POWER & ASSOCIATESwww.jdpower.com

12GOODALL

lions of consumers and business cus-tomers worldwide.

JDPA is best known for its work inthe automotive industry, for which itsmetrics have become the industrystandard for measuring quality andcustomer satisfaction. A team of asso-ciates worldwide conducts quality andcustomer satisfaction research acrossindustries including automotive,telecommunications, travel, realestate, finance, marine, health care,utilities and consumer electronics.

The firm’s clients include many For-tune 500 companies in the UnitedStates and many internationally. JDPA

has five U.S. offices and locations ineight countries internationally. It has840 full-time associates worldwide.

Harris Interactive Inc. (HI), based inRochester, N.Y., was founded in 1975as Gordon S. Black Corp. and together

with Louis Harris and Associates,which was founded in 1956, became apublic company in 1999.

Gregory T. Novak, 45, is presidentand CEO of HI. He earned an M.S. inmanagement at Krannert BusinessSchool at Purdue University.

Revenue in 2006 was $216.8 mil-lion, up 2.6% over 2005. In 2006,$47.8 million, or 22.0% of total rev-enue, was generated outside the Unit-ed States. The growth rate excludesthe 2006 and 2005 revenue of thedivestiture of Harris Interactive Japanin Tokyo in May 2005.

HI is a global research companyknown for its Internet-based researchmethods and The Harris Poll. It serves

clients worldwide through its U.S.,European and Asian offices, its whollyowned subsidiaries Novatris in Parisand MediaTransfer AG in Hamburg,Germany, and through an indepen-dent global network of affiliate marketresearch companies.

The firm has particular strengths inthe areas of brand and strategy con-sulting, marketing communications(ad tracking and testing), customerloyalty and employee alignment, aswell as strong industry expertise inadvertising, consumer packagedgoods, financial services, health careand pharmaceuticals, government,technology, automotive and trans-portation, as well as public policy andpublic relations.

HI has conducted more than 900research on research experimentsdesigned to improve its researchprocesses and systems. These experi-ments have helped increase data valid-ity and accuracy, improve surveydesign, sample management andweighting techniques as well as boostpanel quality and the overall respon-dent experience.

HI manages the world’s largestonline panel of double opted-inrespondents, which has more than 6million members. The company alsohas developed a complete set of spe-cialty panels to meet unique samplingrequirements, including affluent, autodesign advisers, chronic illness,gay/lesbian/bisexual, IT decision-makers, physicians, product, advertis-ing and concept testing (PACT), teensand tweens, and movie trailer testing.Additional specialty panels are beingcreated.

The firm has invested to create anintegrated multimode data collectionand reporting system. This Web-basedplatform provides increased speed,greater accuracy and easy real-timeaccess to research data collected viathe Internet or telephone from any-where in the world. HI has completedmore than 74 million online surveys.

In 2006, the firm formed a Corpo-rate Development group to investigateand execute acquisitions, joint ven-tures, licensing agreements, channelsales and so forth. In April 2007, thefirm acquired MediaTransfer AG, andwill continue to identify appropriateacquisition candidates in order to




HARRIS INTERACTIVE INC.www.harrisinteractive.com

13NOVAK


expand its global footprint.HI has 1,106 full-time employees

worldwide.

Maritz Research (MR), based in Fen-ton, Mo., was founded in 1973 and is awholly owned subsidiary of Maritz Inc.

Michael Brereton, 47, is president ofMR. He earned an M.B.A. at Bowling

Green State University. Research-only revenue in 2006 was

$216.4 million, up 4.5% over 2005. In2006, 17.7% of total research-only rev-enue, or $38.2 million, came from out-side the United States. Maritz Inc.’srevenue in 2006 was $1.4 billion.

MR provides services that close thegap between brand promise and brandperformance through an understand-ing of customers, employees and chan-nel partners. It has specialized divi-sions focused on the automotive,financial services, hospitality, telecom-munications and technology, retailand pharmaceutical sectors.

In 2006 the firm introduced theMaritz Brand Experience Improve-ment Process. This is a framework forongoing improvement that focuses onsustained delivery of the brandpromise at the retail level. It provides

definition, goal alignment, training,measurement, focus and motivation,all aimed at helping employees consis-tently deliver the brand.

MR also introduced Maritz Clear-Voice, a new text analysis tool. MaritzClearVoice turns verbatims into astream of statistically significant infor-mation, yielding greater insights intothe minds of customers.

In 2007, MR will introduce a newmobile data collection technologycalled Maritz OnsiteInsights. This cellphone technology, combined with real-time data tabulations and analysis, pro-vides insights while the customer is stillin the store or business location. Theresulting top-of-mind information isthen used by managers to modify orimprove the in-store experience.

MR employs 757 employees full timeworldwide. Offices are located inChicago; Detroit; Hamburg, Germany;Los Angeles; New York; Marlow, U.K.;Minneapolis; Montreal; St. Louis; Tole-do, Ohio; and Toronto.

The NPD Group Inc. (NPD), in PortWashington, N.Y., is a group of private,majority-owned corporations. It wasfounded in 1967.

Tod Johnson is chairman and CEOof NPD, Karyn Schoenbart is presidentand COO, and Tom Lynch is CFO andCOO. Johnson, 62, earned an M.S.I.A.at Carnegie Mellon University.

Revenue in 2006 was $186.9 mil-lion, up 13.1% over 2005. In 2006,22.1% of total revenue, or $41.3 mil-lion, was generated from work con-ducted outside the United States. The


MARITZ RESEARCHwww.maritzresearch.com

14BRERETON

THE NPD GROUP INC.www.npd.com

15JOHNSON

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growth rate excludes 2005 and 2006revenue from the acquisition of STSMarketing Research in Cambridge,Mass., in November 2005; TNS Per-fumery in Milan, Italy, and Display-Search in Austin, Texas, in October,2005.

NPD provides consumer and retailinformation for a wide range of indus-tries. The firm helps clients identifynew business opportunities and guideproduct development, marketing,sales, merchandising and other func-tions.

Information is available for the fol-lowing industry sectors: automotive,beauty, commercial technology, con-sumer technology (consumer electron-ics, IT, cameras, other electronics),entertainment (video games, music,film, video), fashion (accessories,apparel, footwear), food and beverage,foodservice, home (appliances, house-wares, home improvement, home tex-tiles), office supplies, software, sports,toys and wireless.

Its products and services includeretail tracking, consumer tracking,shipment tracking, special reports andcustom solutions.

NPD’s retail tracking services arebased on point-of-sale (POS) storemovement information collected from700 retail partners representing morethan 140,000 doors worldwide. Theseretailers include department stores,mass merchandisers and discountstores, hypermarkets, specialty stores,mail-order outlets and e-commerceWeb sites. NPD monitors commercialsales of information technology prod-ucts through an alliance with the Glob-al Technology Distribution Council,whose members compose about 80%of the IT distributor market.

The firm’s consumer tracking ser-vices in the United States are based oninformation collected from the NPDOnline Panel of more than 3 millionregistered members. NPD also offers asecond U.S. panel option, its longitudi-nal panel, AccuPanel. Due to NPD’s

extensive experience in managing pan-els, the NPD Online Panel has highcooperation rates compared to onlineindustry norms.

DisplaySearch, an NPD Group com-pany, provides market research on theflat panel display (FPD) industry’s sup-ply chain, covering component suppli-ers, equipment manufacturers, FPDproducers, OEMs, brands, distributorsand retailers. It offers information onshipments and revenue, as well asforecasts, for displays, applications,manufacturing equipment and compo-nents.

In Canada, NPD offers POS or con-sumer panel information for the auto-motive, consumer technology, com-mercial technology, entertainment,fashion, food and beverage, and food-service industries; in many cases, con-sumer information is collected fromNPD’s Canadian online panel. In Mexi-co, NPD’s primary business is retailtracking in the consumer technologymarket.

In Europe, NPD offers informationfor the beauty, foodservice, sports andtoys industry sectors. Tracking servicesare provided in 11 European countriesand comprise both consumer andretail tracking services.

In Asia, foodservice tracking is avail-able in Japan; NPD also maintains anonline panel to support foodservicetracking and custom work for otherindustries in Japan. In China, NPDlaunched the first Prestige Beauty POSservice in January 2007; this newactivity is based on a leader panel of30 department stores across sevenmajor Chinese cities.

NPD has offices in 21 cities aroundthe world, spanning the Americas,Europe, Asia and Australia.

In 2006 in the United States, NPDintroduced market-level tracking, withinformation for the consumer technol-ogy industry now available for morethan 50 DMAs. The new information


complements NPD’s national data byproviding a more granular marketview, allowing manufacturers andretailers to understand trends at thelocal level and tailor their businessstrategies accordingly. NPD alsolaunched more granular market viewsfor its Beauty services in Europe andcontinued to expand its global reachwith new tracking offerings for juve-nile products, licensed products andsports equipment.

In 2007, NPD will continue market-level expansion with the addition ofnew DMAs and information for customtrading areas. It will enhance market-level and regional tracking capabilitiesfor consumer technology, beauty andautomotive, and it will launch market-level tracking for footwear. NPD’sinternational expansion will continuewith new products and services slatedfor launch in Spain, Austria, Poland,Japan and China. In Europe, NPD willbe launching online panels in the fivekey countries for its toys, sports andfoodservice businesses; these will bebased on 630,000 panelists and usestate-of-the-art data collection meth-ods.

NPD’s joint ventures include a seriesof companies owned by NPD and GfKAG, operating retail tracking servicesin Europe, the Americas, Japan andthe Pacific Rim for consumer electron-

ics, household durables, cameras andIT. NPD also partners with GfK inOzToys, a retail tracking service cover-ing toys, video games and software inAustralia. In Latin America, NPDinvestments include consumer pur-chase panels in nearly all Latin Ameri-can countries operated through Latin-Panel, a joint venture with IBOPEGroup and Taylor Nelson Sofres plc.

NPD has 950 full-time employeesworldwide.

Video Research Ltd. (VR), based inTokyo, was founded in 1962 by a con-sortium of Japanese broadcastingcompanies, major advertising agenciesand advertisers.

The president and CEO of VR isTakehiko Kimura, 66. He earned a B.A.in economics at the Takasaki City Uni-versity in Japan.

Revenue for the year ended March2006 was $173.7 million, up 0.2%over the same period last year. Therewas revenue of $200,000, or 0.1% of

total revenue, from work conductedoutside Japan.

VR is a media and marketingresearch firm whose main service is TVaudience ratings research. It is basedon a sample of 6,600 householdsequipped with set meters for house-hold TV ratings in 27 markets through-out Japan. In the Kanto (includingTokyo) and Kansai (including Osaka)markets, VR reports both householdand individual ratings using VR Peo-pleMeter.

VR has obtained ISO 9001:2000 cer-tifications for its Mechanical TV ratingresearch (household and individuals),as well as for the diary method of theindividual rating research. Among itsmajor clients are the broadcasting,advertising and FMCG industries.

Radio rating research is conductedin Kanto, Kansai and Nagoya marketsfour to six times per year with samplesof 3,000 per wave.

In March 2007, VR released its firstOut-of-Home Media Integrated Sur-vey, called SOTO, in order to improveand enhance the existing survey forout-of-home media. The survey coversrailroad usage, automobile usage, vis-iting to the major towns and its vicini-ties, and purchase behavior. The sur-vey is conducted within a 30 km radiusof Tokyo among 4,000 male andfemale respondents, ages 15 to 69.

In March 2007, VR released theirsixth Comprehensive Newspaper Sur-

vey Report (J-READ), which gathersand organizes standardized data onnewspapers throughout all 47 prefec-tures of Japan. This one-week surveyof newspaper browsing is designed tomeasure items such as media contact,lifestyle consciousness and productuse to shed more light on how readerad targets interact with newspapers.This survey also covers perceptions ofprefecture and city governments, pop-ularity of Japanese pro baseball andfootball teams, and corporation’sbrand evaluation and familiaritythrough newspaper readers.

Audience and Consumer Report(ACR) is VR’s syndicated researchstarted in 1972. It is designed to studyconsumer trends and media contactsin the Japanese market by a single-source approach. Since VR conducts itsresearch periodically, changes in pur-chase behavior, brand share and soforth can be recognized chronological-ly.

In February 2007, VR released Mag-ascene Report, a survey started as asingle media survey on magazines in1999, and implemented every Octoberin seven major regions in Japan. Thelatest summary of results providesinformation such as readership statefor each magazine, profiles such asbasic attitude, awareness in daily lifeand media involvement, as well asmagazine quality such as magazineimages, frequency of reading, place ofpurchase and reading. The survey cov-ers more than 500 magazines, includ-ing weekly, fashion and specializedmagazines. The number of sampleswas increased to 10,000 from the sur-vey wave in 2005 in order to improveand stabilize data accuracy. The dataanalysis software Digital Magascenewas upgraded to provide furtherdetailed analysis for magazine reader-ship.

VR has 398 full-time staff operatingin its Tokyo office and other regionaloffices in Japan, New York andBangkok.




VIDEO RESEARCH LTD.www.videor.co.jp

16KIMURA

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Opinion Research Corp. (ORC) inPrinceton, N.J., was founded in 1938,became a public company in October1993, and was acquired December2006 by infoUSA Inc., a public compa-ny.

The president of ORC is Gerald J.Miodus, 50. He earned a B.S. in eco-nomics at Michigan State University.

Research-only revenue in 2006 was$154.7 million, up 2.7% over 2005. In2006, 37.4% of total research-only rev-enue, or $57.9 million, was from work

conducted outside the United States.Total research and nonresearch rev-enue in 2006 was $192.4 million.

ORC is a research, consulting andinformation services company offeringmultinational corporations and gov-ernments market intelligence andsocial research on a global scale, withparticular emphasis on global busi-ness-to-business markets and socialresearch.

The firm performs surveys andadvises senior-level executives in thepublic and private sectors on a numberof issues, including corporate reputa-tion and branding, customer strate-gies, market development, employeeresearch and consumer knowledge.Employing its worldwide data collec-tion network, it serves a broad cross-section of industries, including finan-cial services, information technology,telecommunications, life sciences,automotive, and consumer productsand services.

Research products include ORC Car-

avan, the oldest continuously runningconsumer omnibus survey in the Unit-ed States; ORC Overnight, whichdelivers answers to business questionswithin 24 hours; and ORC Access-point, a project portal for storing andmanaging research material in onecentral repository while providing pro-ject managers and stakeholders with atool to monitor survey progress.

ORC has partnered with media giantCNN on the CNN/Opinion ResearchCorp. Poll.

The firm has conducted studies in106 countries across six continents. Itoperates as Opinion Research in theUnited States; and as ORC Internation-al in Europe, based in London; andAsia, based in Hong Kong. Its sistercompany, Macro International, spe-cializes in social research programs forgovernment agencies.

ORC has 674 full-time employees inresearch worldwide, speaking morethan 70 languages, and more than1,000 employees dedicated to data col-lection in telephone interviewing cen-ters throughout the world. It continuesto maintain a strong call center pres-ence in the United States with morethan 600 stations.

IBOPE Group in Sao Paulo, Brazil,was founded in 1942 and is privatelyheld.

Carlos Montenegro, 53, is presidentof IBOPE Group. He earned a degreein economics at the University ofGama Filho Brazil.

Research-only revenue in 2006 was$103.9 million, up 10.7% from 2005.In 2006, 20.4% of research-only rev-enue, or $21.2 million, came fromwork conducted outside Brazil. Thegrowth rate excludes 2005 and 2006revenue from the majority acquisitionin 2006 of Inestra Servicos de Pesquisain Brazil.

Revenue and growth rates bothexclude research companies in whichIBOPE owns 50% or less, includingIBOPE-AGB Mexico, TIME-IBOPEChile and LatinPanel Chile, AGBVenezuela, LatinPanel Venezuela, Lat-inPanel Argentina, LatinPanel Brazil,Millward Brown Brazil Informidia inBrazil, MQI in Brazil, Latin PanelBolivia, LatinPanel Columbia, Latin-Panel Ecuador and LatinPanel Peru.Also excluded are nonresearch compa-nies, including Megadata, a data pro-cessing firm in Brazil; Midialog, a soft-




OPINION RESEARCH CORP.www.opinionresearch.com

17MIODUS

IBOPE GROUPwww.ibope.com.br

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ware company based in Portugal; Mar-ketdata, a software company; andIBOPE eClipping, a press clippingscompany in Brazil.

IBOPE is a Brazilian multinationalresearch company operating in LatinAmerica and specializing in media,market and public opinion research.IBOPE has operations in the followingcountries: Argentina, Bolivia, Chile,Colombia, Costa Rica, Ecuador, UnitedStates, Guatemala, Mexico, Panama,Paraguay, Peru and Uruguay. Itemploys 1,663 full time.

IBOPE is a group built from differentcompanies that focus on the followingareas:

◆ Media: Research on consumptionhabits and audience measurements onvarious types of media: (TV, radio,newspaper and Internet), product con-sumption, population habits andbehavior, advertising investment and

communication management system.◆ AdHoc: On-demand research for

strategic information and tactic solu-tions, either qualitative or quantita-tive.

◆ Public Opinion: Qualitative andquantitative diagnosis on political,public and social issues and follow-upon political polling.

◆ Pharmaceutical: Marketing andsales consultancy to pharmaceuticalindustries, offering products and ser-vices with prescription’s data and sta-tistical validation.

◆ Brand and Communication:Tracks brand development, providingbest practices and ways to reach con-sumers.

◆ Market analyses: Strategic analy-ses, periodic market tracking and cus-tomized reports for decision-makingand developing products and services.

◆ Panels: Tracking individual andhome consumption.

◆ Data processing: Processes andanalyzes large databases.

Lieberman Research Worldwide(LRW), based in Los Angeles, is a pri-vately held corporation founded in1973.

Arnold Fishman, 62, is the founderand chairman of LRW, and DavidSackman, 49, is president and CEO.Fishman earned a B.S. at BrooklynCollege, City University of New York,and Sackman earned a B.A. at the Uni-versity of California at Los Angeles.

Revenue in 2006 was $78.3 million,up 5.7% from 2005. In 2006, $15.2million, or 19.4% of total revenue, wasgenerated outside the United States.

LRW is a full-service custom marketresearch provider with extensive expe-rience across a diversity of industries,including entertainment, technology,automotive, pharmaceutical andhealth care, retail, food service, finan-cial and business services, and con-sumer goods. The firm conductsresearch in 80 countries worldwide.

LRW maintains an understanding ofbusiness needs and techniques byrecruiting senior executives from acad-emia, consulting, advertising, market-ing and marketing research. ItsAdvanced Analytics team provides

expertise in choice, latent class andHierarchical Bayes modeling, pricetesting and optimization, demandforecasting and modeling, market seg-mentation, brand positioning and oth-er custom techniques.

LRW emphasizes five core areas ofresearch:

◆ Market Segmentation: Strategyexperience is LRW’s core strength.LRW uses a wide variety of segmenta-tion schemes, custom developed to fitwith the specific business problem.The potential of each segment is evalu-ated against its potential to generatesales and profit. Then an ActionabilityWorkshop, which uncovers the innercreative among all team members via aparticipatory ideation process, isemployed to develop specific strategiesand actions.

◆ Brand Strategy: In 2006, LRWlaunched a new brand development,management and measurement ser-vice that links to a brand’s financialperformance. This service is based ona concept of Relevant Brand Claritythat explains about 60% of a brand’sfinancial performance. Also, LRW’snew Brand Management InteractiveDecision Tool allows what-if games todetermine what best to drive perfor-mance.

◆ CIA Approach to Tracking: LRW’sCIA Approach to Tracking uses consis-tency procedures and researchprocesses that generate insight fromthe data. This approach is applied tocustomer satisfaction, brand or adver-tising tracking.




LIEBERMAN RESEARCHWORLDWIDEwww.lrwonline.com

19SACKMAN


◆ New Product Development:Lieberman Laboratory starts with amarket segmentation to understandthe target markets, then uses Ideation,a structured brainstorming method, tocreate a large number of potential con-cepts. These are refined through Evo-lution, an iterative series of focusgroups and concept redevelopmentstages, to shape the most highlyappealing new-product concepts.

◆ Actionability Suite: LRW offersActionability Suite consisting of fourmodular approaches, built upon thiscore engagement and action-orientedphilosophy. They are: Immersion,which ensures understanding and con-sensus among all key stakeholdersbefore the study commences; Lieber-man Learning Labs, which offer theopportunity for research findings to bediscovered in the manner best suitedto each individual team member;Actionability Workshops; and Synthe-

sis, which identifies commonalitiesand linkages between independentprojects to generate strategies and tac-tics.

In 2006, LRW opened new offices inChina and Japan, grew its trackingpractice and acquired a new technolo-gy platform, and introduced RelevantBrand Clarity in its brand practice. In2007, LRW will be offering a full suiteof online access tools, delivering quali-ty data and analysis including execu-tive dashboards, full reporting systemsand what-if modeling through interac-tive decision tools.

LRW employs 296 full-time employ-ees worldwide. Data collection facili-ties include five telephone centers with625 CATI-equipped stations and thecapability to conduct interviews inmore than 65 languages. There is anin-house staff of nine moderators forqualitative research. In addition totheir Los Angeles headquarters, thefirm has offices in Chicago; Charlotte,N.C.; Huntington Beach, Calif.; Lon-

don; Shanghai; and Tokyo.

Telephia Inc., based in San Francis-co, is a private company founded in1998. In June 2007 Telephia agreed tobe acquired by The Nielsen Co.

Sid Gorham, 40, is CEO of Telephia.He earned an M.B.A. from Universityof California at Berkeley.

Revenue in 2006 was $71.8 million,up 12.2% from 2006. In 2006, 2.8% oftotal revenue, or $2.0 million, wasfrom outside the United States.

Telephia is a provider of syndicatedconsumer research to the telecom and

mobile media markets. Serviceproviders, device manufacturers, con-tent providers and retailers use Tele-phia data to make competitive strate-gy, marketing and resource allocationdecisions. The firm uses its measure-ment tools and large-scale consumerpanels to understand and track thedigital consumer’s behavior, attitudesand experience.

◆ Network Signal Polling: Telephiatracks changes in mobile subscribercounts at the metro level. Systemsmeasure monthly subscriber counts inmore than 65 metro markets by pas-sively querying the ownership andassignment status of millions of phonenumbers and to determine changes insubscriber market share, as well as cal-culate subscriber additions and deacti-vations. Each month Telephia initiatesmore than 8 million queries to harvestunderlying network signaling informa-



TELEPHIA INC.www.telephia.com

20GORHAM

tion to provide a read of number own-ership and assignment status.

◆ Online Bill Panel: Telephia devel-oped its online bill panel to directlymeasure consumer spending activityby monitoring every entry on respon-dents’ phone bills each month. Pan-elists are recruited through a variety ofchannels against demographic andusergraphic benchmarks establishedby Telephia’s survey instruments.

◆ Network Testing Fleet: Telephiaprovides comprehensive drive testingof mobile network quality in morethan 350 metropolitan markets in theUnited States and Canada. Telephiacollects its data with a fleet of 25trucks, with each custom configuredwith call testing equipment, and isremotely managed through an opera-tions center in Lynchburg, Va. Thefirm’s fleet tests each major market

twice per year and all markets at leastonce annually, recording the disposi-tion of each call in detail.

◆ On-Device Meter Panel: The firmhas partnered with the industry’s lead-ing chipset suppliers to integrate itsactivity meter into cellular phones fortracking mobile user behavior begin-ning in 2007, when Telephia willrecruit a balanced panel of subscribersin each country. The phones withembedded meters will return activitylogs periodically each day, which willbe analyzed and reported in a compre-hensive array of metrics on actual con-sumer behavior.

◆ Internet Surveys: Telephia fieldsmore than 20 online survey-trackingvehicles on a monthly or quarterlybasis across 10 countries, collectingmore than 600,000 surveys containing150 million individual responses annu-ally.

◆ Application Testing Nodes: Tele-phia measures reliability and perfor-mance of the applications, includingwireless Web browsing, content down-loading, picture messaging andstreaming via a network of customconfigured test nodes deployed in 20U.S. cities. Its application testing plat-form has recently been extended tomeasure mobile TV, residential VOIPservices and residential high-speeddata (DSL/cable modems).

The firm employs 258 full-timeequivalents and has offices in San

Francisco; Lynchburg, Va.; Dallas; andLondon.

comScore Inc. (cS), based in Reston,Va., is a private company founded in1999. In June 2007, cS was listed onthe Nasdaq Stock Exchange.

Gian Fulgoni, 59, is chairman of cS,and Magid Abraham is president andCEO. Fulgoni earned a master’s inmarketing at the University of Lancast-er in the United Kingdom.

Revenue for 2006 was $66.3 million,up 30.0% over 2005. In 2006, revenuegenerated outside the United Stateswas $5.7 million, or 8.6% of total rev-enue.

cS is a leading provider of digitalmarketing intelligence based on thecontinuous measurement of the onlinebehavior of a sample of 2 million glob-al Internet users. It also uses a data-base of people who participate in sur-vey research and who can be reachedvia e-mail or “pop-up” survey invita-tions that can be triggered by panelists’

online activities. The firm's sampleshave been built according to statisticalsampling methodologies, and encom-pass consumers at home, in the work-place, at universities and outside theUnited States.

comScore Media Metrix (CMM), theaudience measurement product of cS,is the source of Internet audience mea-surement for advertising agencies,publishers, marketers and financialanalysts. CMM reports details ofonline media usage, visitor demo-graphics and online buying power forthe home, work and university audi-ences across 100 local U.S. marketsand across the world, includingdetailed reporting for dozens of coun-tries. CMM offers tools for reach andfrequency analysis, day-part planning,online and offline local market analy-sis and emerging applications. CMMalso provides a suite of search trackingand planning reports in addition toaudience measurement data forstreaming video and radio, the latter inconjunction with Arbitron Inc.

cS debuted its World Metrix service (WM) in May 2006, providingan estimate of global online audiencesize and behavior based on activityfrom its online behavioral researchpanel. WM continuously measures andreports online behavior on a world-wide basis, providing visitation metricsand demographic characteristics forWeb site audiences. The servicereports about 30 individual countries,comprising most of the global Internetpopulation.

comScore’s Marketing Solutions(CMS) division combines cS’s con-sumer behavior database with theexperience of comScore analysts todeliver insight into the online behaviorof consumers for clients in the automo-tive, consumer packaged goods, enter-tainment, financial services, media,pharmaceutical, retail, technology,telecommunications and travel indus-tries.

CMS also integrates online behaviorwith offline purchase and productownership data. The cS online track-ing technology is being installed onthe computers of InformationResources Inc.’s Consumer Networkconsumer panel that measures CPGbuying behavior across all importantretail channels. cS has also matched itsonline database with clients’ offline



comScore INC.www.comscore.com

21FULGONI

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buying databases to measure theimpact that online marketing has onoffline behavior.

CMS offers a full range of custom andsyndicated survey research services fora variety of industries, using the cS pan-el with offline and online applications.CMS survey services address businessissues such as consumer segmentation,customer satisfaction, product andadvertising evaluation, and brand per-formance tracking. CMS also integratessurvey responses with online behaviorpassively captured for the same respon-dents.

cS’s Behavior Activated Research(BAR) is a survey research applicationthat uses the Catalina Marketing print-er network to target consumers to par-ticipate in survey research. The target-ing is based on consumers’ buying ofspecific products, as measured bypoint-of-sale UPC scanners in 18,000supermarkets in 99 U.S. markets.

cS data and services support numer-ous applications, including market andcompetitive intelligence for any onlinecategory; benchmarking and opportu-nity gap and SWOT analysis; customerprofiling and segmentation models;integration and study of online behav-ioral data with offline purchase data;choice models based on pricing, taxesand promotions, among other factors;controlled measurement of the effec-tiveness of interactive marketing pro-grams; and scoring of customer filesfor direct marketing programs usingmarkers and propensities derived inaggregate within the cS database andapplied using shared attributes. cS’s e-commerce sales data have been widelypublished in the media for more thansix years.

cS has 377 full-time employeesworldwide in offices in Reston, Va.,Chicago, New York, San Francisco,Seattle, Toronto, Tokyo and London.

Dentsu Research Inc. (DRI) in Tokyowas founded in 1967 and is a sub-sidiary of Dentsu Inc., a public compa-ny listed on the Tokyo Stock Exchange.

The president and CEO of DRI isKiyoshi Nomura, 59. He earned anM.B.A. at the Graduate School of Busi-ness at Keio University in Japan.

Revenue for 2006 was $61.2 million,up 4.4% from 2005.

DRI provides full-service quantita-


DENTSU RESEARCH INC.www.dentsuresearch.co.jp

22NOMURA

tive and qualitative research services,with surveys conducted by telephone,mail and personal interviews. The firmoperates Satellite Car, which aremicrobuses equipped with audiovisualand communications equipment foron-the-street testing surveys.

Among DRI services are DRPS, amonthly, personal-interview omnibussurvey in Tokyo and Osaka; TENS, atelephone-based focus group survey sys-tem; an in-hall advertising testing facili-ty with 30 respondent computer termi-nals for simultaneous response results;and DRIS (DR Idea-Tank System), apanel of 10,000 women sensitive to con-sumer market and behavior trends.

The firm offers Adaptive ConjointAnalysis (ACA), which evaluates newproducts and service concepts andtheir marketability, such as optimalcombination of product characteristicsand estimated market share. Question-naires are completed interactively on aPC. ACA incorporates central locationtesting with on-the-street recruitingand uses the Japanese-language ver-sion of software developed by Saw-tooth Software.

The firm maintains a master sampleof almost 400,000 people for inter-viewing and updates it yearly. Its tele-phone survey center in Tokyo isequipped with 60 stations, and anoth-er CATI-equipped 30 stations are inOsaka. DRI has two focus group inter-

view room facilities and conductsmore than 1,000 groups a year.

DRI has 118 full-time employees andhas branch offices in Osaka andNagoya, Japan.

Abt Associates Inc. in Cambridge,Mass., is an employee-owned companyfounded in 1965.

Wendell J. Knox, 59, is presidentand CEO of Abt Associates. He earneda B.A. at Harvard University.

Research-only revenue in 2006 was$53.6 million, up 2.7% over 2005.Total research and nonresearch rev-enue in 2006 was $199.4 million.

Abt is a full-service research andconsulting firm whose research activi-ties include marketing research forgovernment, business and consumerclients. Combining research and con-sulting services, Abt tailors individualservices and strategies to help clientsidentify, understand and respond toissues and opportunities.

Abt provides a full range of survey

research capabilities, from sampledesign and instrument development,through data collection and data man-agement and processing, to dataanalysis. The firm’s emphasis on tech-nical quality ensures confidence inmeasuring effectiveness, launchingnew products and improving cus-tomer satisfaction.

Besides its Cambridge offices, thefirm has U.S. offices in Lexington andHadley, Mass.; Bethesda, Md.; Chica-go; and Durham, N.C. Abroad thereare offices in Africa, Asia, Europe,Latin America and the Middle East. Ithas more than 1,000 full-time employ-ees, of which 250 work full or parttime on its research services.

Nikkei Research Inc. (NRI) in Tokyowas founded in 1970 and is a sub-sidiary of Nikkei Inc. in Tokyo, a finan-cial and business newspaper publisher.

The president of NRI is Yuji Sonomo-to, 57, who earned a degree at WasedaUniversity in Japan.

Revenue for 2006 was $50.7 million,up 0.9% over 2005.

NRI is a full-service marketingresearch and consulting firm forclients in both consumer and business-to-business industries. Among themare luxury brands, financial services,telecommunications and electronics,automotive, travel and tourism, andleisure activities. NRI clients use itsinformation for marketing strategy,communications programs, manage-ment planning, and social and publicpolicy development.

The firm maintains more than140,000 online monitors and conductsmore than 500 of the Internet surveys,both quantitative and qualitative (onthe Internet bulletin board). In addi-tion, the NRI has developed the bloganalysis system blogVizCensor andstarted blog research service in 2007.

NRI has an in-house focus groupfacility with one-way mirror and bilin-gual audio and video fittings, and con-ducts more than 100 focus group inter-views per year.

Utilizing strength as a subsidiaryfirm of the newspaper publisher, NRIis able to approach politicians and gov-ernment officers. Surveys on politicalelites can be conducted by executiveinterviewers.

The firm also has a special team forcar clinic studies. The team has deepknowledge of automobiles, and con-ducts both quantitative study by CLTand qualitative study by focus groups in a facility located at the same loca-tion.

NRI has 170 full-time employees andhas about 700 trained interviewers.Throughout the year the firm conductsmore than 3 million interviews. Thefirm maintains four regional offices inJapan plus offices in New York, Singa-pore and Shanghai, China.

Burke Inc. (BI), based in Cincinnati,was founded in 1931, and has been an



ABT ASSOCIATES INC.www.abtassociates.com

23KNOX

NIKKEI RESEARCH INC.www.nikkei-r.co.jp

24SONOMOTO

BURKE INC.www.burke.com

25BAUMGARDNER


independent, employee-owned com-pany since 1989. Some 85% of itsshares are held in an Employee StockOwnership Plan (ESOP).

BI’s president and CEO is MichaelBaumgardner, 56. He earned a Ph.D.at Ohio State University.

Revenue in 2006 was $50.0 million,up 16.8% from 2005. In 2006, $6.5million, or 13.0% of total revenue, wasfrom outside the United States.

BI is a full-service marketingresearch firm using advanced analyti-cal techniques and technology to pro-vide decision support services acrossall major industry sectors. It’s experi-enced in defining problems, develop-ing research designs, executing com-plex studies, analyzing data and inter-preting results.

Over the years the firm has expand-ed its core research competencies inresponse to emerging trends such ascustomer loyalty, linkage and integra-tion, and employee-related research.BI’s core competencies are supported

by internal research and developmentprograms.

Marketing research and consumerinsights education is provided throughthe Burke Institute, which has trainedmore than 70,000 participants from10,000 companies, through more than3,000 public and in-house customizedmarketing research seminars in 39 dif-ferent countries. Seminars coverresearch topics such as general mar-keting research, qualitative and onlineresearch, questionnaire design, cus-tomer loyalty, analytical tools andtechniques, advanced multivariateanalysis, and linkage and other model-ing techniques.

Primary areas of focus include:

◆ Custom Marketing Research—Provides analysis and consulting forconsumer and business-to-businesscompanies to understand marketplacedynamics worldwide. Services includeproduct testing, brand equity research,pricing research, market segmenta-

tion, image and positioning studies,and a wide range of marketingresearch protocols targeted at both tactical and strategic businessissues.

◆ Customer Loyalty and Relation-ship Management—Helps companiesdevelop and deploy customer loyaltyand relationship management systemsthat focus internal resources on cus-tomer requirements.

◆ Employee Engagement and Reten-tion—A key element of BI’s approachis employee engagement, which repre-sents the strength of the overall con-nection between the employees andthe organization, and includes com-mitment, involvement, relationshipsand initiative.

◆ International Research—Customresearch and other research servicesare available worldwide.

◆ Linkage and Integration—Focuseson where to invest limited resources tooptimize process effectiveness,employee commitment, customer

retention and business results. ◆ Online Research and Reporting—

BI’s online research provides Web sur-vey design and data collection usingthe internet. Its Digital Dashboardonline reporting provides secure, real-time access to survey findings. BI alsoprovides moderating of online focusgroups.

◆ Burke Qualitative—BI’s qualita-tive division is experienced in usingthe full range of qualitative formatsincluding focus groups, dyads, triads,mini-groups and one-on-ones. Moder-ators are versed in laddering, ethno-graphic research, scripting and a vari-ety of other qualitative and projectivetechniques.

◆ Burke Healthcare—This divisionprovides experienced and dedicatedhealthcare industry staff, many withprofessional accreditation or clinicalbackgrounds.

Burke has 205 full-time employeesworldwide.


Joining the list for the first time is SanFrancisco-based Telephia Inc., whoserevenue was up 12% in 2006. In June,Telephia agreed to be acquired byNielsen and will disappear from the listnext year, a one-time showing.

The Top 25, in 2006, had 104,639 full-time employees working in the researcharea; that is up 4.7% over 2005, whichcompares to a 5.2% growth in revenue(3.0% after adjustment for inflation).

In addition to the 104,639 full-timeemployees, the industry, of course, pro-vided many more jobs—part-timersworking, for instance, in telephone cen-ters, and “back room” activities subcon-tracted to offshore operations in placeslike India, the Philippines, Canada andthe Caribbean. That population, if itcould be quantified, probably equals thefull-time base.

As for the people who head the Top25, their average age is 55 and median is53. Thirteen of the 25 have an advanceddegree, either a master’s or a doctorate.All are men.

Company profilesI urge you to read the complete pro-

files that describe the activities, sub-sidiaries and services provided by theworld’s 25 largest market researchorganizations. You’ll see how theirhome country base includes the UnitedKingdom, Brazil, Japan, Germany andFrance—in addition to the UnitedStates. Many are public companies, orsubsidiaries of public companies, andmany made acquisitions during 2006.In total, it is a colorful array of market-ing information service firms, many ofwhom have followed their client’sinterests into developing consumermarkets, such as China, Brazil andIndia. Many of the Top 25 are in a stateof flux: changes in top management,sprawl into global operations anddirect products of technological inno-vations. It is a “run-faster-to-stay-in-place” environment they operate in,and that shows in the individual com-pany profiles more than highlightedrevenue levels.

Jack Honomichl is president of MarketingAid Center Inc. in Barrington, Ill., andfounder of Inside Research, a marketresearch trade industry publication.

TOP 25 / From page H3

ADAPT P. H40

Ph. 1-888-52ADAPT

URL: http://www.adaptdata.com

ANDERSON, NIEBUHR &

ASSOCIATES, INC. P. H34

Ph. 1-800-678-5577

URL: http://www.ana-inc.com

ANNIK SYSTEMS P. H44

URL: http://www.anniksystems.com

ASIA INSIGHT P. H44

Ph. +65 6735-3788

URL: http://www.AsiaInsight.com

BURKE, INCORPORATED P. H45

Ph. 1-800-267-8052

URL: burke.com

COMPUTERS FOR MARKETING

CORPORATION P. H38

Ph. 415-777-0470

URL: http://www.cfmc.com

COMMON KNOWLEDGE RESEARCH

SERVICES P. H29

Ph: 1-800-710-9147

URL: http://www.COMMONKNOWLEDGE.com

DATA DEVELOPMENT

WORLDWIDE P. H2

Ph. 212-633-1100

URL: datadw.com

DECISION ANALYST, INC. P. H10

Ph. 1-800-ANALYSIS

URL: http://www.decisionanalyst.com

DECIMA RESEARCH P. H42

Ph. 613-230-2200

URL: http://www.decima.com

E-REWARDS P. H5

Ph. 1-888-20-EMAIL

URL: http://www.e-rewards.com/researchers

FOCUSVISION WORLDWIDE P. H52

Ph. 203-961-1715, opt. 6

URL: http://www.focusvision.com

GFK CUSTOM RESEARCH

WORLDWIDE P. H14

Ph. 212-240-5300

URL: http://www.gfk.com

GMO RESEARCH, INC. P. H26

Ph. +81.3.5456.3244

URL: http://www.gmo-research.jp/en

GREENFIELD ONLINE P. H9, H11

Ph. 1-866-296-3049

URL: http://www.greenfield.com

HARRIS INTERACTIVE P. H31

Ph. 1-877-919-4765

URL: http://www.harrisinteractive.com

ICT RESEARCH SERVICES P. H46

Ph. 267-685-5660

E-mail: [email protected]

INFOSURV, INC. P. H47

Ph. 1-888-262-3186

URL: http://www.infosurv.com

INSIDE RESEARCH P. H50

Ph. 847-526-0707

URL: http://www.InsideResearch.com

INTAGE P. H28

Ph. +81 3 5294 8304

URL: http://www.intage.co.jp

IPSOS P. H17, H19, H21

URL: http://www.ipsos.com

I.THINK INC. P. H30

Ph. 214-855-3777

URL: http://www.ithinkinc.com

LANGUAGE LOGIC P. H32

Ph. 513-241-9112

URL: http://www.languagelogic.info

LRW (LIEBERMAN RESEARCH

WORLDWIDE) P. H4, H39

Ph. 310-553-0550

URL: http://www.lrwsowhat.com

Marketing News

ADVERTISERS’ INDEX A-L

Quick source for contacting the suppliersfrom A to L in this issue of Marketing News.


Shoppers are in the dark about wheremuch of their food comes fromdespite a five-year-old law requiringmeat and other products to carry

labels with their country of origin. That soon may change. Reports of tainted

seafood from China have raised consumerawareness about the safety of imported foodand many of the law’s most powerful oppo-nents have left Congress.

The Agriculture Department never put inplace the labeling requirement because then-majority Republicans repeatedly delayed it,most recently to 2008.

The law’s leading opponents are grocerystores and large meatpacking companies,many of whom mix U.S. and Mexican beef,along with other businesses involved in get-ting products to supermarket shelves. Theysay the tracking and the paperwork neededto comply with the law is too burdensomeand would cause them to raise prices.

The labeling requirement, popular withsmall, independent ranchers who sell theirown products, applies to certain cuts of beef,lamb, pork, as well as to peanuts, fruits and

vegetables. House supporters of the labeling law are

working to make sure it goes into effect nextyear. Their job will be easier because severallawmakers—mostly Texas Republicans con-cerned about their state’s livestock industry—will not be around to block it.

The spotlight on federal oversight is addingmomentum to a renewed push by consumergroups to put the labeling law in place.

“When consumers hear about all thesethings in China, their tendency is to avoidthings from China,” says Chris Waldrop of theConsumer Federation of America. “But theycan’t because we don’t have country of originlabeling, so they are left in the supermarketto their own devices.”

But Regina Hildwine, director of foodlabeling and standards for the Grocery Man-ufacturers Association, says the labels will be“additional noise” on crowded packaging.

“There’s a lot more information on a labelthat’s more important for a consumer tounderstand, like nutrition facts,” she says.

—Mary Clare Jalonick for The Associated Press

Food origin label examinedby Congress, retailers

NATION ● Under the microscope

LUTH RESEARCH P. H43

Ph. 1-800-465-5884

URL: http://www.luthresearch.com

MARITZ RESEARCH P. H33

Ph. 1-800-446-1690

URL: http: www.maritzresearch.com

MARKET PROBE, INC. P. H47

Ph. 414-778-6000

URL: http://www.marketprobe.com

MARKET PROBE

INTERNATIONAL P. H42

Ph. 212-725-7676

URL: http://www.marketprobeint.com

MARKET STRATEGIES P. H7

Ph. 734-542-7600

URL: http://www.marketstrategies.com

MARKET TOOLS P. H16

URL: http://www.markettools.com

MARKETING RESEARCH

ASSOCIATION P. H12, H48

URL: http://www.mra-net.org

MARKETING SYSTEMS

GROUP P. H24

Ph. 1-800-336-7674

URL: http://www.m-s-g.com

MINDFIELD P. H41

Ph. 1-800-969-9235

URL: http: www.mindfieldonline.com

MORPACE MARKET RESEARCH &

CONSULTING P. H49

Ph. 248-737-5300

URL: http://www.morpace.com

OPINIONSEARCH INC. P. H49, H51

Ph. 1-800-363-4229

URL: http://www.opinionsearch.com

PAI P. H12

Ph. 1-800-693-3111

URL: http://www.paiwhq.com

POLARIS RESEARCH P. H40

Ph. 817-223-1229

URL: http://www.polarisresearch.com

PULSE GROUP P. H34

Ph. 212-880-2612

URL: http://www.pulse-group.com

REREZ P. H8

Ph. 1-800-521-1357

URL: http://www.rerez.com

RESEARCH

INTERNATIONAL P. H13, INSERT

Ph. 312-787-4060

URL: http://www.research-int.com

RESEARCH NOW P. H35

Ph. 212-790-9599

URL: http://www.researchnow-usa.com

THE SAMPLE NETWORK P. H25

Ph. 1-888-572-3255

URL: http://www.thesamplenetwork.com

SCHLESINGER ASSOCIATES P. H22

Ph. 1-866-549-3500

URL: http://www.schlesingerassociates.com

SURVEY SAMPLING, INC. P. H18

Ph. 203-255-4200

URL: http://www.ssisamples.com

SYNOVATE P. H23

Ph. 312-526-4570

URL: http://www.synovate.com/

hotspotreports

TOLUNA P. H27

Ph. 646-723-4595

URL: http://www.toluna-group.com

VISION CRITICAL P. H36-37

Ph. 604-647-1980

URL: http://www.visioncritical.com/dynamic

WESTERN WATS P. H15

Ph. 801-370-2220

URL: http://www.westernwats.com

YOUR2CENTS P. H29

Ph: 1-800-710-9147

URL: http://www.your2cents.com/info

ZOOMERANG P. H20

Ph. 1-800-310-7036

URL: http://www.zoomerang.com

Marketing News

ADVERTISERS’ INDEX L-Z

Quick source for contacting the suppliersfrom L to Z in this issue of Marketing News.

Honomichl Global 25

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Transcript of Honomichl Global 25