Top-10 American marketing research firms?

try this:


http://marketing-and-publishing.ebookora...

Top-10 American marketing research firms?
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Reply:yes. what about them? thought ur question is still to come in parts, eh!


]vibes[
Reply:The Honomichl Top 50 annual business report ranks market research companies in the US





The top 10 market research firms for 2005 are:





1. VNU NV http://www.vnu.com


2. IMS Health Inc http://www.imshealth.com


3. The Kantar Group http://www.kantargroup.com


4. Westat Inc http://www.westat.com


5. Information Resources Inc http://www.infores.com


6. TNS US http://www.tns-global.com


7. GfK AG http://www.gfk.com


8. Arbitron http://www.arbitron.com


9. Ipsos http://www.ipsos-na.com


10. Synovate http://www.synovate.com
Reply:Depends on what you mean by "top". The biggest revenue. If you're using that to determine what company to hire or work for, you're barking up the wrong tree. The highest revenue research firms are all mass-market statistics gathering machines that mostly use phone surveys and panel questionnaires to attempt to answer questions about where the market is headed. That's a moderately useful approach for some situations, but in dealing with most difficult marketing questions (e.g. product conceptualization, product refinement, determining advertising tone %26amp; details) statistics aren't going to give you the whole answer because some of the most important data is qualitative and can't be boiled down to a stat.





Moreover, the people at the big research firms who know how to put together a survey are senior people who typically don't do that kind of work any more, leaving the work of creating and executing the surveys to entry-level drones who don't know what they're doing. After botching a number of surveys with leading questions, questions that don't yield the answer they should be looking for, or poor customer treatment, these drones hopefully eventually learn how to conduct a survey, but they also unfortunately learn the attitude that a survey is the answer to everything. Anyway, I would stay away from most of the big market research houses.





Here are some firms I really admire:





Jump Associates- If you're working on the conceptualization stage of product development/marketing strategy and need research, they're the best of the best. Extremely creative in their approach to research and very strategic in their thinking. Their research is generally qualitative (which is the most appropriate for the conceptualization stage), but they can execute simple quantitative research well or make recommendations for something more complex.





Cheskin Research- A fairly big company with a wholistic approach to research. They have people who handle just about any kind of research, but they're stronger at dealing with questions that are later in the process (e.g. selecting product features from known options).





Doblin- Strong research/marketing strategy firm that does a fantastic job of thinking strategically about the business problem.





Conifer- Excellent qualitative researchers with a strong anthropology background.