Marketing News • Page H27

Atlanta, Boston, Houston, New Revenues in and A&U studies.

33
York, Claremont, Calif, and Wash- 1997 were $25.8 In October 1996, CRI won tbe
Yankelovich ington, D.C. The finn has 125 full-
time employees and a telephone
million, up
13.4% over
Malcolm Baldrige Nadonal Qualit\-
Award, hoth the smallest company Harris Black
Partners Inc. center witb 30 CATI-equipped sta- 1996. and the first professional service
IntUtd.
dons. CRI is a cus- company to receive tbe award.
tom survey re- Only 33 U.S. corporations have
search firm pro- won the award since its 1987 incep-

34.
www.yajikeloinch. com viding both Corson don. wuniKharrishIackintl.com
Yankelovich quandtadve and Last year, tbe firm joined with Hards Black In-
Partners Inc. Custom qualitative marketing research ser- Digital Marketing Services to offer temational Ltd.
(YPI) in Nor- vices to consumer, husiness-to- interviewing via America Online. (HBO, based in
walk, Conn., was Research Inc. business, financial and computer CRI also expanded its application Rochester, N.V., is
founded in 1958; technology clients. of database markedng techniques a privately held
it's a privately CRI offers a number of services, and analytical tools. bolding company
held corporation, www. cresearch. com including Cridque Sales Esdniadon CRI has 110 full-time profes- forthctriiriion S.
83% owned by Model, Criterion concept tesdng sionals in offices in Minneapolis, Black Corp.
Wand Partners Vasquez Custom Researcb Inc. (CRI) in system, Creadve Ideadon, brand New York and San Francisco. In (GSBC), founded
Inc. and the bal- Black
Minneapolis is a privately-beld equity assessment and Strategic addidon, CRI has a CATI- in 1975; Louis
;i[Ke by management. Segmentation programs. The firm equipped, telephone interviewing Harris & Associates (LI I&A), found-
company founded in 1974.
Thomas Vasquez is CEO and CRI is managed by two partners, provides a range of CSM service center in St. Paul, Minn. ed in 1959; Data Cxillecdon Services
managing partner of YPI. Juditb S. Corson and Jeffrey Pope. programs, as well as brand tracking ^ see Harris on page H28
Revenues in 1997 were $26.4
million, up 11.9% from 1996.
YPI is a full-service research and
consuldng firm providing analytic
and marketing consuldng services
to consumer and business-to-busi-
ness clients.
The strategic research practice
provides a range of research capa-
bilides, including BR^VND INTEL-
Wlio Here's
LIGENCE equity analysis and
LITMUS new product f^orecasdng.
BI analydcs evaluate a variety of
Sick And Tired
brands and provide managers with
information on marketplace impli-
cadons, Script forecasting analyses Of Paying For
direct new product inidadves for
marketers. A specialized pracdce
area is evaluadng pharmaceudcal
direct-to-consumer adverdsing
Contin-ao-as
ROI. Also, YPI offers segmentation
and tracking research, corporate
identit}' management and public
opinion polling (via T I M E / C N N
polls).
Marketers use Yankelovich
St-udies Tliat
MONITOR (YM) consuldng ser-
vices to identify the effect of con-
sumer trends in tbe marketplace.
Conducted annually since 1971,
Aren't Usef\il?
YM tracks consumer atdtudes and
lifestyle values, helping companies
focus markedng and strategic plan-
ning inidadves on consumer needs
to identify opportunides for new
products, alternative channels of
distribution and emerging con- WhoQ... Keep Those Hands Up.
sumer targets.
This year, YPI launched new en- Looks like a lot of marketers out there are frustrated by expensive
hancement to YM, including elec-
continuous tracking studies that aren't meeting their expectations.
tronic delivery for easy access, key-
word searcb, downloading and
If that's you, you should know about MarketMind^from Ross-Cooper-Lund.
printing of YM reports; Euture
Elash monthly previews of wbat MarketMind is a revolutionary technology offering on-line access to a
breaking trends will mean for complete brand database - including continuous tracking information plus
lifestj-'les in tbe next tbree to five advertising spending, flighting, promotions, events, and pricing, We back up
years; and LtVE 98 weekly telecon-
MarketMind findings with expert consulting from senior professionals who
ferences hy senior \ T I consultants
discussing important consumer can tell you exactly how to address critical marketing issues. And MarketMind
trends. employs the latest modeling techniques, with a proven brand equity model
YPI provides a family of YM that has been validated to predict marketplace activity.
studies, including Youtb MONI-
TOR, a joint venture witb Nick- So put your hand down and pick up a phone to call us about MarketMind
elodeon. Youth A4ONTTOR ex-
plores attitudes, values and lifestyles - the continuous tracking system that simply works better. y> .
of 6- to 17-year-olds. Yankelovicb
African-American MONITOR and MarkelMind
Yankelovich Hispanic MONITOR
also are available.
YPI explores market opportuni-
ties and marketplace dynamics
tbrough muldsponsored studies
ross • cooper • lund, inc.
such as Pharmacist Viewpoint, Af- Worldwide- Marketing Research Services
fluent America Viewpoint, Remod-
cler Viewpoint and Retailer View-
point. Tel: 201-836-0040 Fax:201-836-1654 e-mail: RCLIWWMRS@A0L.COM
Besides its Norwalk headquarters,
YPI has sales and service offices in