04.20.

11
Volume 1
Issue 3

 The Spring 2011GRIT Report is Here!

 Can a Marriage Between Social

Media and Traditional Market
Research Survive?

Learning From Machiavelli:

Loyalty is Rooted in Self Interest
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JOURNAL ENTRIES
5 Welcome to the 44 New Membership
MRGA JOURNAL Spotlight

7 Spring 2011 GRIT 46 Can a Marriage Between

Report Social Media and
Traditional Market
33 Featured Bloggers You Research Survive?
Should Follow Now
48 Learning From Machiavelli:
35 Featured MRGA Loyalty is Rooted in Self
Blog Posts Interest

37 LinkedIn Conversations
50 Events

39 Corporate Membership
Spotlight 52 Videos

40 Press Releases 55 Social Media Innovators

S P E
Subscribe Publish Your Blog Post Your Event

3
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MRGA JOURNAL

Welcome to the MRGA JOURNAL

Welcome to the third edition of the MRGA JOURNAL. I have been assigned to manage
all MRGA Media Content we publish for the MRGA Media Network as we grow. I am excited
to you serve you - if you have any ideas, articles or stories you would like to cover, I invite
you to contact me directly at StaceyB@mrgasb.com .

In this edition we are proud to provide you with the Spring 2011 GreenBook Research Industry
Trends Report (GRIT). We have included the executive version of the report for your reading
pleasure, but you can download the full report by clicking here. We are confident that you will
find the information provided in the report interesting and engaging. Stacey Bell, President
The Market Research
Please follow the articles back to the original bloggers or the MRGA Discussions Forum and Global Alliance
comment with your thoughts or write another article if you feel inspired. We have no agenda
other than to support what you, our members and readers are interested in. We give all of our
members an equal voice as it pertains to market research!

If you are inspired to write a story or publish an article as a professional member, please do it – it only costs your time to
participate. If you are a company and want to share ideas about your company brand you just need to become a
corporate member. All you need to do to share your news is be a member of the MRGA, and pick one of these areas
within the MRGA Community and we will publish it.

Step 1. Become A Free Professional Member (Individual) of the MRGA or Become A Paid Corporate Member (Company
Branding) of the MRGA.

Step 2. Create Content or Lead Groups of Like Minded Professionals - Pick Your Publishing Destination::

 Market Research Conversations (Industry Announcements:: Post Blogs Commentary, News, Press, White Papers
etc.)
 Forums & Discussions (The best place to gather like minded professionals under industry topics)
 Groups & Online Product Labs (Join other like minded professionals to discuss topics and follow product innovation.)
 Events (Post Your Industry Events, Webinars, Speaking Engagements, Interviews etc.)
 Videos (Have media content you want to share with the world? Post it here and share)

Step 3. The MRGA will automatically publish and optimize your content through our one-click publication network as
soon as you click submit! Our network publishes to over 17,000+ instantly. Our network is comprised of ::

 MRGASN
 ResearchVibes
 GreenBook Blogs (Selected Commentary)
 Social Media Resources (LinkedIn, Twitter, Facebook and More!)
 Our goal is to give you an easy to publish, share, and achievable open platform that opens gives you ownership of
your content and indexes for it the industry.

The podium is yours!

Where ever you see the blue
Stacey Bell, President
bubble, click to comment. or just
The Market Research Global Alliance
visit the discussion forum to see
JOURNAL@mrgasn.com
what other industry thought
leaders are saying!

Click To
Comment

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MRGA JOURNAL

Featured Bloggers You Should Follow Now

Joel Rubinson
Joel is President and Founder of Rubinson Partners, Inc., a marketing and research
consultancy.

As Chief Research Officer at The ARF, Joel interacted directly with hundreds of research
leaders and drove the organization’s initiatives regarding notably:

• Research transformation (designing the future of the profession—see the video

• 360 media and marketing
• Social media and listening
• Online research data quality
• Shopper insights

Joel helped build awareness of the ARF and its priorities by building a sizable social media presence via
a blog that achieved thousands of page views each month and with a twitter profile of nearly 3,000 followers.

Prior to joining the ARF, Joel was Senior Vice-President, Head of Advanced Solutions for Synovate North
America where he was their leading branding resource and was also the global thought leader for shopper
research. Before joining Synovate, Joel was at the NPD Group for many years, leading the creation of tools for
brand equity management (BrandBuilder), new product forecasting (ESP), category management and designed
many of their data collection and sampling methodologies as NPD changed from paper diaries to online
research. Joel started his research career at Unilever.

Joel is also a published author of numerous papers in professional journals and frequent speaker at industry
conferences. He has taught the official American Marketing Association advanced tutorial on brand loyalty,
been a professor at NYU and lectured at Columbia, Wharton, Amos Tuck School, and the University of
Rochester. Joel holds an MBA in statistics and economics from the University of Chicago and a BS from NYU.

How Are People Spending Time With Your Brand?

Posted by Joel Rubinson.
Click To
The idea is that the more time your customers are spending with your brand, the more
they are engaging and absorbing your brand narrative (or co-creating it in a way that is
Comment
meaningful for them and presumably, commercially advantageous to you.)

So how do people spend time engaging with your brand? This is critical to learn and the answer might surprise
you.

Clearly, consumers spend time with your brand on Facebook, as you probably have a brand fan page with many
fans (those who have liked you). For those I’ve studied, the Facebook fan page usually has many more fans than
there are monthly visitors to the brand’s owned media website (e.g. about 15:1 ratio for Starbucks). Given the size
of your fanbase, you probably therefore assume that is number one in terms of time with brand. Now, in addition,
there is traditional media. Read More.

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As a partner of this year's event, we would like to extend a special
discount to you. When registering, please reference the following
priority code to receive a 20% discount off the standard and onsite
rate: TDMR11MRGA. Register Today.
MRGA JOURNAL

Featured MRGA Blog Posts

Perfect Jobs for the New iPad2 Unless you’ve managed to miss the buzz, the new iPad2 has just
been announced along with the promise of delivering ―Facetime.‖ That is, allowing users to share
moments that matter via video on the admittedly glorious iPad high resolution screen. We’ve been
expecting this development, as the Qualvu Smartphone app was developed specifically with these
types of tablet innovations in mind. Read More. By Guadalupe Pagalday.

What the New MR Software Survey Report Tells us about Social Last week, results from the 2011
Market Research Software Survey Last week, results from the 2011 Market Research Software
Survey by meaning ltd. were published. New this year are questions specific to social media market
research.(Check out co-author @TimMacer's Research article) Based on responses from senior
executives in 213 market research companies worldwide, the survey shows that social market
research is in its infancy, with most firms of all sizes in the experimental or future-consideration stage:
Read More. By Globalpark.

How do you give back? Charity Makes Your Soul Feel Better I thought it would be interesting to
find out how some of our members give back to through their market research efforts or through
personal means. Feel free to share! Just reply to this post. I gave a contribution to Music for Relief, a
cause I believe in because music can bring humanity together without having to speak the same
language - in fact I believe it is the language of the soul. Read More. By Eric Bell.

Research Now Poll Reveals Social Media a Fan Favorite in 2011 NCAA Tournament This year's
NCAA Tournament has provided a host of new ways for fans to engage. Mobile devices offer a more
extensive array of streaming opportunities than before. Additionally, the NCAA, broadcast experts,
and others have put an increased spotlight on combining social media to cover the tournament in
real-time, investigated further in a recent poll conducted by Research Now. Read More. By Research
Now.

Kinesis Survey™ Facilitates Animal Welfare Research for the Center for Shelter Dogs AUSTIN,
TX (March 16, 2011) - Kinesis Survey Technologies LLC (Kinesis), the industry leader for future-proof
market research software solutions, today announces the release of a new case study featuring its
client Animal Rescue League of Boston (ARLB) and their utilization of the Kinesis Survey™ solution.
ARLB is a non-profit organization dedicated to rescuing domesticated animals and wildlife. Read
More. By Kinesis.

Don’t Blame The Focus Group For Leaders’ Shortcomings One of the most influential books of
the last decade, The Cluetrain Manifesto (2001), by Christopher Locke, Rick Levine, Doc Searls and
David Weinberger, urged organizations to ―come down from their Ivory Towers and talk to the people
with whom they hope to create relationships.‖ Customers, they said, ―have ideas for you too: new
tools we need, some better service. Stuff we’d be willing to pay for,‖ and urged leaders to listen. Read
More. By Leonard Murphy (Written by Susan Abbott and Chris Shields Kann).

35
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The Research Club is an industry renowned series of International networking events for everyone involved
in market or social research. The Research club provides the opportunity to make new contacts, develop
national and international business opportunities and keep up to date with the latest industry developments.
It’s fully endorsed by ESOMAR with several joint events held worldwide.

Events are held in London, Paris, New York, Amsterdam, Hamburg, Milan and more recently in Dubai. Key
locations in Asia Pacific, North & South America and Africa are also planned for 2011. Los Angeles,
Melbourne, Mumbai Hong Kong and Singapore in the first quarter! Each event is an opportunity for delegates
to meet with like-minded research professionals and create and maintain national and international networks
– all within a relaxed and informal setting whilst enjoying complimentary drinks and canapés.

The Research Club is a great opportunity to promote your brand and your company capabilities as well having
an enjoyable evening.

We think The Research Club is great, but then again you might be thinking that’s what you’d expect us to say!
What really matters is what the people who attend The Research Club have to say and also those that
sponsor the Research Club. What do they think?

So don’t just take our word for it, here are a few words from some of the folk that have attended The
Research Club.

“Wow, great event in Los Angeles yesterday! It was wonderful meeting you, as well as discovering the Research
Club. Thanks for working hard to put on such a great event. I really enjoyed it, and have to say it was the best
marketing research mixer I’ve been to’. KK Holland, The Pollux Group Inc. ‘The turnout was great and the event
was awesome’.”
Mike Brezner, uSamp Inc.

“The Research Club night in Paris was great! There I met many new colleagues some of whom I spoke with
during the day at the SEMO Salon. With all these researchers we relaxed and enjoyed ourselves chatting about
life, and “of course” about opportunities of partnership. I can’t wait for the next Research Club!”
Federica Sacchi, Lorien Consulting

“Good gathering of senior members of the market research industry in Italy, mainly representing market
research agencies and fieldwork providers. The excellent location and the relaxing atmosphere helped to make
of this networking event a successful one. An experience to repeat in the future.”
Marco Gastaut, Toluna South Europe Sales Director

“The Research Club was the best thing that happened at SEMO this year.”
Patrick George, Askia

Click here to view upcoming events!

MRGA JOURNAL
Conversations
MRGA on LinkedIn ::
The MRGA group on LinkedIn is comprised of almost 8,000 members globally.
Diane Hagglund :: What do you do when
research findings are different than core
beliefs? InformationWeek did a very interesting
article on Practical Analysis: User Habits And
Making Tablets Seem More Like Beer. They did
a survey showing IT prefers HP, then Dell for
tablet computing and only then the infamous
Apple iPad. But how can it be possible?
Edward Appleton :: Can Market Research
throw off its dusty image? Many of the
research studies I have been involved with over
the past 20 years have touched on the question
"What's holding us back?"It's a question I think
that the Market Research Industry would do well
to ask itself. We're on the cusp of something
exciting in market research - advances in
neuroscience, technology & implicit
measurement techniques, to name but a few,
make it exciting times.
Adam Rossow :: Some cool findings on how
smartphones are changing our shopping
experience. I knew people used
smartphones while they shop, but HALF???
With today's increasingly mobile world,
consumers are relying on smartphones for more
than just calling a friend or emailing a co-
worker. People are using their phones while
they shop, forever changing the shopping
experience....
Loganathan Arumugam :: Marketing Mantra:
Be it a Beer or a Babe... Just Bargain…!!!
To be very frank with you all I’m a kind of buyer
who readily pays-off how much ever the seller
asks for without any hesitation for any kind of
product that I decide to buy but recently I
realized that I can make huge saving when we
intend to negotiate for the price…
Volume 1, Issue 3 :: April 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.
Tom Anderson :: The NGMR Top-5 HOT vs.
Top-5 NOT: Predictions From The Who’s Who
of Future Research… At exactly 9:00am EST this
morning, well over 35 NGMR-Top Bloggers agreed
to simultaneously post what they believe are 10
important things to consider for the research
industry going forward.
Jacob Brown :: When to choose In-Depth
Interviews over Focus Groups. In-Depth
Interviews and Focus Groups are great qualitative
techniques; I’ve done thousands of both. If you’re
not sure which would be the best approach for your
project, here are 10 situations where telephone
IDIs may be a better solution than groups.
Anil Jangra :: Hyping Research Methodologies.
While researchers often bring significant skills to
new product development, they are sometimes shy
about applying those same skills to innovations
within the industry itself. As I think about the social
reaction to adopting new technology, I wondered:
Where do various research methodologies fit on
a hype curve?
Sean Copeland :: A great market research blog
gets some recognition: The Voice of Vovici
Blog Gets 2nd Place! I'm wondering what you
think about how this top market research blog
competition is being handled. Who should be
included in next year's competition and how could
it be better?
P
Publish Your Blog
37
MRGA JOURNAL

Corporate Membership Spotlight

Company Description ::
20|20 Research, Inc., a global provider of qualitative research fieldwork services and software, was founded in 1986 by
former QRCA President Jim Bryson; since then, the organization has experienced growth, change and significant
success…thanks to you.

Serving the industry since 1986. ―Top Rated‖ by Impulse Surveys every year. Brand new facility opened in October 2007.
Three spacious focus group rooms, with separate client suites and comfortable viewing rooms. Recruiting conducted in-
house – experienced in consumer, physician, B2B and ethnographies. Daily updates from your project manager. All
technologies available, including dedicated client internet access, mp3/mp4 recordings, FocusVision®, VideoMarker®,
ActiveGroup® and QualLab® for software and website usability testing. Also offering nationwide recruiting, project
management and complete online qualitative services.

Products and Services ::

For more than a decade, qualitative researchers have been taking their projects online…and since Day One, we’ve been an
important part of that movement. Today, 20|20 Technology, a division of 20|20 Research, Inc., is a worldwide leader in
online qualitative research solutions, providing a variety of industry-leading software platforms:

QualBoard™, for bulletin-board focus groups

QualMeeting™, for live webcam interviewing
QualAnywhere™, for mobile qualitative research
QualJournal™, for online journaling and immersive research
QualLink™, for quant-to-qual hybrid studies

But, it’s not just about the software. Without world-class support, even projects conducted on the best software platforms
will fail. At 20|20 Technology, we make sure that doesn’t happen. All 20|20 platforms comes with complete training, 24/7
tech support, around-the-clock user support and experienced Project Managers that hold your hand through every phase of
your project.

We also offer the largest curriculum of webinars in the industry – all targeted specifically at helping you to understand the
benefits of online qualitative research. Sign up today.

We are online qualitative research experts that bring together the tools, recruiting,
training and support you need to execute the best research possible.

S
Subscribe

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MRGA JOURNAL

Press Releases
20|20 Offers Free E-Book on Online Qualitative Research;
Provides Details for Taking Traditional Qual Projects Online ::
April 6, 2011
NASHVILLE, TN, April 6, 2011 – 20|20 Technology, a Division of 20|20 Research, Inc., today announced the release of its first E-Book about
Online Qualitative Research. How to Save Time and Money on Your Qualitative Research Projects: Using Online Research Software for 5
Popular Methodologies. The E-Book was developed to help client-side researchers and research agencies better understand how the most
common qualitative project types can be conducted online.

The five articles in the E-Book detail how today’s most innovative researchers are taking traditional qualitative research projects – e.g. Concept
Testing, Product Testing, Ethnographies – online, as a means to conduct their research faster, cheaper and (in many cases) better.

According to 20|20 Founder, Jim Bryson, “For more than 10 years, 20|20 has been a worldwide leader in providing software, service and
support for Online Qualitative Research. In that time, we have amassed a knowledge database that spans a wide variety of technologies,
methodologies and applications. This E-Book presents several articles that can help researchers comfortably take that leap into online qual.”

To download the free E-Book from the 20|20 website, Click Here.

In-Depth Consumer Insights in 7 Days; New, Faster-turnaround

Qual Research Solution from 20|20 :: April 4, 2011
NASHVILLE, TN, April 4, 2011 – 20|20 Technology, a Division of 20|20 Research, Inc., today announced the launch of QuickQual Turbo™, a new
bundled solution delivering fast-turnaround, in-depth qualitative research. Built around 20|20’s QualBoard™ bulletin board focus group
platform, QuickQual Turbo™ takes advantage of proprietary processes, technology and a dedicated Qualitative Assistant to deliver on the
promise of a 7-day (or less) turnaround on consumer studies in the US.

The QuickQual Turbo™ bundle includes up-front planning, screener writing, help developing the discussion guide, all recruiting and incentives,
participant management, assistance with probing and the delivery of a complete, customized reporting package at the close of the project.

According to Jim Bryson, Founder of 20|20, “In January, we launched QuickQual™ which delivered a 14-day turnaround time on qualitative
projects. For many of our clients, though, that wasn’t fast enough. With QuickQual Turbo™ and a further integration of technology with our
own internal operations, we can now turnaround most consumer studies in an unheard of seven days.”

Bryson also said, “QuickQual™ and QuickQual Turbo™ were developed for two distinct groups… client-side marketers and researchers who
conduct their research in-house and medium-to-large research agencies looking to get things done faster. We have even eliminated the
tortuous bidding process – QuickQual™ and QuickQual Turbo™ are offered at a flat bundled price.”

Details about the QuickQual™ products can be found at http://www.2020research.com/quickqual/.

ABOUT 20|20 RESEARCH, INC. – 20|20 Research, Inc. (founded in 1986) is a worldwide leader in Online Qualitative Research software and
support, having helped their clients conduct thousands of online projects in more than 30 countries around the globe. In addition to their
industry-leading qualitative software platforms - QualBoard™, QualMeeting™, QualLink™ (patent-pending), QualAnywhere™ and QualJournal™
- 20|20 Research also conducts Qualitative Recruiting and operates three “Top Rated” Focus Group facilities in the U.S. - Miami, FL, Charlotte,
NC and Nashville, TN.

For more information about 20|20 Research, Inc., visit http://www.2020research.com or contact Steven Henke, President, at (800) 737-2020 or
stevenh@2020research.com.

For more information about any of 20|20 Technology’s Products, visit http://www.2020research.com/technology-products/ or contact the
20|20 Sales Department at Sales@2020research.com, (800) 737-2020 (U.S.), +44 (0)20 3318 5979 (U.K.) or +33 (0)9 75 18 13 54 (France).

Volume 1, Issue 3 :: April 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0. 40
 upcoming webinars

Wednesday, April 20, 2011 – 11AM

Mobile Surveys: Techniques & Best Practices
Join this FREE live webinar as Kristin Luck, President, introduces you to Decipher's mobile
surveying capabilities. Over 60% of US marketers are using, piloting, or expecting to use
mobile marketing in 2010. When you consider the ubiquity of mobile phones, their presence in
the daily lives of users, advances in the wireless networks and improved handset technology,
it is easy to see why marketers are becoming hooked on the idea of mobile marketing. In fact,
mobile marketing is one of the fastest growth areas in media adoption. Mobile marketing and
advertising will grow almost ten-fold over the next five years, from $1.5 billion to $11.5 billion
according to eMarketer. This session will give an overview of mobile research techniques as
well as Decipher's mobile surveying capabilities and sampling strategies.

To sign up for this webinar, Click Here »

Wednesday, April 27, 2011 – 11AM

Decipher "Basic" Training
Join this FREE live webinar as Jamin Brazil, co-founder and co-CEO, takes you through an
overview of Decipher's surveying and reporting systems. This session is ideal for those
looking to get an overview of Decipher's technical and reporting capabilities as well as for
those looking for a refresher course on portal functionality. This session will include an
overview of Decipher's online survey capabilities, a portal overview, walk through of the
change management system (CMS), a walkthrough of the field reporting system as well as
Decipher's online reporting functionality.

To sign up for this webinar, Click Here »

© Copyright 2011 decipher, inc. | all rights reserved.

MRGA JOURNAL

Press Release
Toluna Announces Two Executive New Hires :: April 18, 2011
John Bremer appointed Chief Research Officer and Peter Shafer appointed Senior Vice President,
Enterprise Solutions
(Wilton, CT, USA) Toluna, one of the world’s leading online research panel and survey technology providers, today announced the
appointment of two key new hires.

John Bremer joins as Toluna’s Chief Research Officer. His appointment emphasizes the company’s ongoing commitment to superior
quality in online research and technology innovation. Before joining Toluna, Mr. Bremer served as Chief Research Officer at Compete,
Inc., a Kantar Media company. Prior to working at Compete, Bremer worked for Harris Interactive, where he held the position of Senior
Vice President, Global Representativeness and Co-Director of the company’s Center for Innovation.

When asked about joining Toluna, John Bremer noted, “the Toluna team recognizes that a focus on data quality and respondent
representativeness is crucial to research excellence. I plan to ensure that the name Toluna is synonymous with quality research.”

Peter Shafer joins Toluna as Senior Vice President, Enterprise Solutions. Most recently, Shafer served as CEO of KRC Research, a full-
service market research firm focused on meeting the research needs of public relations, advertising and communications agencies.
Shafer brings more than 20 years of industry experience to Toluna, having held marketing and sales leadership positions at the Gallup
Organization and Harris Interactive.

“Toluna’s expanding suite of market research solutions and its commitment to invest in new, cutting-edge tools attracted me to the
organization,” says Shafer. “I feel that the company is uniquely positioned to provide innovative, and ultimately better ways to access
consumer opinion and improve the business decision-making process. I look forward to taking these tools to market.”

George Terhanian, President, Toluna North America and Group Chief Strategy Officer, commented, “I am thrilled to announce these
new hires. They reflect Toluna’s ongoing commitment to providing superior solutions to our clients in North America and worldwide.”

Additional biographies and information can be found by visiting http://www.toluna-group.com/us/about-us/management-team.

About Toluna

Toluna enables organizations to generate valuable customer insight by combining its online market research panel and industry leading
technology.

Toluna provides companies the ability to answer questions of their target audience quickly and efficiently and leverages a unique
approach to respondent recruitment and engagement with its online ‘community’ and proprietary Real-Time Sampling® methodology.
Toluna guarantees that the data clients receive is of the highest quality and has built a set of standard operating procedures,
SampleSafe™ that ensure respondents are validated, and de-duplicated before participating in your surveys.

Further, Toluna provides the industry’s leading online market research technology suite, enabling hundreds of market research
organizations and agencies worldwide to create surveys, manage panels and build online communities.

Toluna’s products include PanelPortal™, AutomateSurvey™, IVR, mobile surveys, BrandSpector™ and QuickSurveys™.

Toluna also boasts several practices, focused on meeting the specialized needs of specific sectors, including Healthcare, Media and
Tracking work.

Toluna has offices in the US, Canada, UK, France (headquarters), The Netherlands, Romania, Germany, India, Australia, Japan and China.

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MRGA JOURNAL

New Membership Spotlight

New Membership Spotlight

Welcome some of MRGAS’s newest members…

Welcome some of MRGAS’s newest members…

Michalis Michael Tamara Pritchard

London Vancouver, BC
United Kingdom Canada

Company: Company:
Digital-MR Vision Critical

Member Since : Member Since:

March 31, 2011 March 2, 2011

I am a market research: I am a market research:

Full-Service Market Market Research
Research Firm Solution Provider

Leonard Stein
MaryEllen DeMarco
New Rochelle, NY
Philadelphia, PA United States
United States
Company:
Company: Visibility Public
Thomson Reuters Relations
Member Since:
Member Since:
March 15, 2011
March 30, 2011
I am a market research:
I am a market research:
End-User(Client-Side-User)
General Solution Provider
Non - Research

Marsi Bennett Praz Hari

San Diego, CA Sydney, Australia
United States Australia

Company: Company:
Hewlett-Packard Colmar Brunton

Member Since: Member Since:

March 29, 2011 March 22, 2011

I am a market research: I am a market research:

End-User(Client-Side-User) Market Research Solution
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Top Stories
Can a Marriage Between Social Media and
Traditional Market Research Survive?
By George Terhanian
To say that social media and mobile technology have created new
paradigms may be the epitome of understatement. They have created a
new universe, where the old laws of how we interact with and control
information no longer apply. For those of us whose lives revolve around the
collection and analysis of information, the question seems clear: Can
traditional information-gathering methods co-exist with the new masters of
the universe and, if so, how should the new fabric weave together? The
future may belong to those who can answer that question.
Let’s look at the journey of one (fictional) marketing researcher who found
his way into the perfect, hybrid universe where traditional and new media
information-gathering methods work together in concert.
It’s late 2009, and thanks to your expertise on the intersection of public
opinion and social media, President Obama has folded you into his team.
It’s just days away from a mid-term election year, and understandably, the
administration wants to know how Americans view their policies, especially
in the volatile and ongoing arena of healthcare reform. It’s your role to sift
through the cacophony of noise in the constantly expanding social media
universe, isolate the right snippets of information and use them to paint a
clear picture of the public’s feelings about the impending legislation.
As the size and influence of social media continue to grow, so too does the
importance of your role. So it’s hardly surprising when, one afternoon, the
president’s chief of staff texts you a request for a meeting at 9 a.m. the next
day. The fact that it happens to be Christmas only underlines the
administration’s urgent need for the skills you bring to the information-
gathering table.
But, as you realize the meeting is just 17 hours away and you don’t know
exactly what you’re going to tell the president and his staff, you can
sympathize with the baked ham in front of you. Unless you can help the
team peer into the depths of social media for a clear view of the attitudes
toward healthcare reform, your professional goose (or in this case ham) is
cooked.
Do Tweets Tell All?
You gobble down some ham, skip dessert, and then head to your study to
organize the material you’ve been gathering for weeks. First, you need to
establish the pre-eminence of social media in the information world.
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So you print an article by Brendan O’Connor and colleagues from
Carnegie Mellon University. The authors maintain that analyses of
Twitter postings can produce certain information (e.g., population
estimates of consumer confidence) that is equivalent to that
generated through surveys. They conclude that, “mining public
opinion from freely available text content could be a faster and less
expensive alternative to traditional polls.”
“Precisely!” you say to yourself, seeing this as just one more nail in
the coffin of marketing research. “It’s the wave of the future.”
But then you remember the somewhat contradictory conclusions in
a press release issued jointly by Clarabridge, a text-mining software
provider, and Harris Interactive. The release describes the two
companies’ efforts to compare five months of social media and
survey information concerning Americans’ views toward the
president’s proposed healthcare reform initiative.
From July through November, 2009, Clarabridge extracted the entire
population of social-media postings about healthcare reform from
blogs, micro-blogs (including Twitter), message boards, forums,
social networking sites, video/photo sharing sites and wiki sites. It
then employed natural language processing and sentiment scoring,
among other techniques, to deepen its understanding of the
postings.
Specifically, Clarabridge categorized each posting on a continuum as
positive, neutral, or negative, and then tallied the data. The results
indicated that opposition (i.e., counts of negative postings) to the
initiative outweighed support (i.e., counts of positive postings) in
August 2009 whereas support took a definite lead in September,
October and November, as the table to the right shows.
But here’s the rub: Survey research told a somewhat different story,
with Harris finding that more Americans supported than opposed
the initiative in July (53 percent vs. 47 percent), August (55 percent
vs. 45 percent), and September (54 percent vs. 46 percent). In
October and November, near-equal percentages supported and
opposed it. In summary, across the five-month period, analysis of
social media suggested that support for the initiative increased
substantially while Harris indicated that it decreased slightly.
As you did when you first read about the study, you find the
divergent numbers confusing. You know that the 16-point gap is too
big to dismiss as random noise, so what does it mean? Did 65
percent or 49 percent of Americans support the proposed initiative
in November? You need the answer by 9 a.m. the next day.
Weighty Questions
You make a few calls and send some e-mails, but no one gets back
to you. (It is Christmas after all.) Then it occurs to you that in survey
research, the unit of analysis is the individual respondent, with each
person’s views carrying the same weight (more or less) in an overall
analysis. In social media analysis, however, the unit of analysis is the
Continued
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MRGA JOURNAL
Top Stories
Can a Marriage Between Social Media and
Traditional Market Research Survive? (Cont.)
posting rather than the individual poster – the more comments one posts,
the more weight one’s postings carry. But, how do these differences skew
results?
Finally, a co-author of the release returns your call. A note of desperation
in your voice, you ask how the two figures in question could have diverged
so. She explains that Harris also asked Americans whether they posted
positive or negative comments online about the initiative, and how often
they did so.
“And…?” you ask.
“Overall, 14 million people posted positive comments online as opposed
to 18 million who posted negative comments.” The bottom line? “The
positive posters were far more prolific – they posted more comments than
their negative counterparts. This should explain the apparent disparity
between the two data sources.”
Thanks to the co-author’s explanation, you now see survey research in a
new light: as a means of interpreting and adjusting the social media data.
Without this check and balance, social media can paint an unclear – and
essentially untrue – portrait of attitudes. You have no idea how you would
have interpreted the social media data in its absence. You’re no longer
convinced that social media analysis will replace survey research anytime
soon and, in fact, begin to see how the two can work hand-in-hand.
The next day, you arrive at the White House and confidently deliver the
news: More Americans oppose than support the healthcare initiative. The
assembled advisors aren’t thrilled with that news. But they’re delighted to
learn that the overall buzz on the Internet about the initiative is more
positive than negative, especially after you explain that this bodes well for
the future of the healthcare reform initiative.
A Smooth-Running Machine
As you walk through Washington after the meeting, you begin to wonder
what the convergence of these two information-gathering modes means
in the “real world” outside of Washington politics. How will the countless
people worldwide who buy or otherwise rely on survey or other types of
research make sense of all the data collection, data analysis and data
delivery options that are available to them today, such as CRM systems,
mobile interviewing, location-based targeting, virtual footprint tracking,
interactive voice response (IVR), traditional telephone interviewing, panel-
based online research, do-it-yourself (DIY) survey systems and social
media analysis? You picture a huge warehouse, its floor littered with piles
of machine parts. You know the parts should fit together to build a
smooth-running machine. But how?
You decide that you need to not only understand the unique strengths and
weaknesses of each option, but you also must then choose the optimal
combination. In the abstract, the challenge is not daunting, but how would
it play out in the “real world” of commerce?
You’re unsure and continue walking. Eventually, you find yourself in front
of a well-known, upscale beauty supply store. You enter, wander around,
and watch people pay for their purchases, using their customer-loyalty
cards.
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Finally, the picture comes into focus. You realize the company could
successfully combine a number of approaches, including:
Enticing its customers to agree to receive special offers through their
mobile phones when they’re near a store, in exchange for additional
customer-loyalty points and permission to track their whereabouts
through the GPS within their phone. Presumably, this would increase in-
store traffic and lead to sales. If the company were to analyze the
transactional history of each customer, as you suspect it does already, it
could tailor the offering to each one.
Setting up a customer feedback phone number, printed on sales
receipts. When a customer called, she would be asked a series of tape-
recorded questions about their shopping experience, with additional
customer-loyalty points the reward for her answers.
Inviting customers to share social media postings, in exchange for
additional points. This would help the company’s marketing team
understand how customers talk about the store and the brand, and
develop marketing plans accordingly.
Determining which Web sites customers visit as a means of
understanding their interests. It would also help the company decide
where to advertise. (Many customers would permit their virtual
footprints to be tracked in exchange for points.)
Interviewing customers through, say, a DIY question writing and
reporting capability that’s embedded into the company’s Web site for
loyal customers. The company could also use online or more traditional
telephone or person-to-person research to determine what magazines
or newspapers customers (or even non-customers) read, which
television shows they watch, and how engaging they find these shows.
Used together, these various approaches could give the company a
clear view of its customers and help it decide where to spend precious
advertising dollars.
Co-existing Peacefully and Productively
You finally discover what some marketing researchers have already
figured out that traditional marketing research can – and in fact should
co-exist with new-media research. In the new, hybrid universe, each
strengthens the other.
George Terhanian is the president and group strategy officer for Toluna
North America.
George H. Terhanian Ph.D.
President North America and Group
Chief Strategy Officer :: Toluna
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MRGA JOURNAL
Top Stories
Learning from Machiavelli:
Loyalty is Rooted in Self Interest
By Howard Lax
First, let me ask for a little latitude with my metaphors.
Perhaps I could have chosen a philosopher with a more
benign, more altruistic image than Machiavelli, the cold
realist typically associated with “the ends justify the means”
school of thought. Yes, the counsel he provides in The
Prince can be brutal and deals with the loyalty of the
monarch’s subjects, not customers, but there are some clear
lessons that still apply and from which we all can learn.
“The nature of peoples is fickle, and it is easy to persuade
them of something but difficult to keep them in that
persuasion.” Is this a caution to the sovereigns of the day, or
a prescient word to marketers about the relative ease of
convincing consumers to try something and the difficult
challenge of sustaining loyalty and retaining customers? The
initial lure for “a taste” or consideration is easier than
keeping them “in that persuasion,” which requires delivering
on the promise and guarding against the persuasive efforts
of competitors.
Was Machiavelli speaking about political power when he
said that “a prince must have a friendly people; otherwise he
has nowhere to turn in adversity” – or was he warning CXOs
that their firm’s market power is rooted in their
relationships with customers who support the company with
their pocketbooks and word of mouth? The true measure of
the strength of those relationships is tested in the face of
some market adversity – be they “real” or perceived
problems – whether its reports of antenna issues with
iPhones and unintended acceleration on Toyotas or the
spate of mortgage servicing problems at major banks and
the constant sniping among cell providers about the other
companies’ poor coverage and dropped calls.
I think Machiavelli is most perceptive, however, in his
insights with regards to the basic idea that it is the interests
of people that motivate their behaviors. “A wise prince must
adopt a policy which will insure that his citizens always and
in all circumstances will have need of his government; then
they will always be faithful to him.” How does an
organization instill a sense of loyalty among stakeholders?
First and foremost, deliver the goods and services that
stakeholders need in a manner that best meets their
perceived needs. In other words, be the best at delivering on
the interests of customers (not to mention employees and
other stakeholders).
I know this sounds so, well, selfish, so politically incorrect, so
Me-Generation. But people (including people acting on
behalf of businesses or other organizations) act out of a
sense of perceived interest. This isn’t necessarily ignoble.
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Click To
Comment
Those interests can be better quality, superior service or lower
price – or they can be environmentally conscious, socially
responsible and economically fair. While the interests of some
consumers might be shopping for fine quality clothing, an excellent
buying experience or the best price, others have equally valid
interests in buying only from manufacturers who pay fair wages,
prohibit child labor and use animal-friendly materials. We might
characterize the first group as expressions of greedy self interest
and the latter as “enlightened self interest” or even altruistic;
either way, the individual’s interests are at the root of their
behavior. Of course, everyone has a range of interests, and people
implicitly prioritize those interests when they make decisions,
almost all of which entail at least some trade-offs between
interests.
Machiavelli was spot-on: interests are what matter to and
motivate people. When buying a car, some people care about (that
is, have an interest in) mileage because they worry about the price
of gas, others are more concerned about the environment or about
the security and source of oil supplies.
The self-interest about costs is not inherently less or more
reasonable than an interest in the environment or, for that matter,
the lack of concern (or lower priority) expressed by someone
buying a gas guzzler.
I know waxing on about how consumers are driven by their
perceived interests and that companies can best build customer
loyalty and deliver memorable experiences by delivering on the
interests of their customers isn’t going to win me a group hug or
prompt a spontaneous round of Kumbayah. But recognizing and
delivering on this will win the attention, delight and loyalty of
customers – which is the objective, because that is in the interest
of the firm.
I don’t know if Machiavelli’s image is at least partially rehabilitated
in your eyes. I won’t make any excuses or advocate for some of his
more extreme positions (“the injury done to a man must be of such
a nature as to make vengeance impossible” or “in the actions of
men . . . the end is all that counts”). Whether people are inherently
good or not (and the not side of the argument is clearly where
Machiavelli stands), they are driven by their perceived interests
and priorities and are the most loyal to those companies and
organizations that best deliver on those interests and priorities.
Click here to comment and interact.
48
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Email: sales@affordablesamples.com
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The American Marketing Association (AMA) is the professional association for individuals and organizations who are leading the
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MRGA Profile: Coming Soon

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Company Description
The Internet is the greatest data source we have ever seen. Always changing, expanding and evolving at a pace faster than we can
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Social Media Innovators ::

Company Description: Founded in 1995, DMS Insights leverages its full-service heritage to provide a level of research knowledge and
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- Research Panels with the most open, efficient panel management platform available
- Private Feedback Communities fusing quant and qual research
- Advocacy Networks to build reach, reputation

With 10 years experience, we offer a proven, cost-effective solution to help organizations manage what matters and fuel bottom-line
growth.

Email: community@globalpark.com
Website: www.globalpark.com
MRGA Profile: www.mrgasn.com/profile/globalpark

Company Description
Every month, thousands of companies, organizations, governmental agencies, and market research firms use the GreenBook to find
partners for research projects. These prospective buyers of research services find GreenBook to be:

- Reliable: information is provided & verified by listed companies

- Detailed: provides clear direction and confidence
- Practical: standardized, uncluttered and user-friendly format

Email: ncardenas@greenbook.org
Website: www.greenbook.org
MRGA Profile: www.mrgasn.com/profile/GreenBook

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Company Description
Founded over a decade ago, Hotspex helps the marketing world discover the hidden truth behind consumer behavior – emotions,
feelings and relationships towards brands and marketing ideas. Leading manufacturers, retailers and service providers continuously rely
on us for our insights, innovation and technology. We differentiate ourselves from other research companies by:

1) focusing on emotions to understand subconscious associations and drivers of behavior,

2) engaging millions of consumers to help us shape products and experiences through our interactive and enjoyable surveys, and
3) providing business-focused analysis of all results.

Email: gera.n@hotspex.com
Website: www.hotspex.biz
MRGA Profile: www.mrgasn.com/profile/HotSpex

Company Description
HubSpot's vision is to provide a (killer) marketing application and provide great advice to small businesses enabling them to leverage
these disruptive effects of the internet to "get found" by more prospects shopping in their niche and to convert a higher percentage of
prospects into customers.

Most small businesses have a website that behaves like their old paper-based brochures, but just sitting online. It is rarely updated, is
not given significant visibility by the search engines, has low traffic levels, does not encourage return visits, does not enable/track
conversions, etc. What HubSpot does is transform that relatively static website into a modern marketing machine that produces the right
leads and helps convert a higher percentage of them into qualified opportunities.

For more information about what we are building, see our products page and see this article on our strategy for success.

Email: jmahtani@hubspot.com
Website: www.hubspot.com
MRGA Profile: www.mrgasn.com/profile/HubSpot

Company Description

iCharts offers a fully integrated, web based solution that allows you to visualize any kind of data online and easily distribute it to any
audience. No Software to download. No Programming required. iCharts has solutions designed for researchers that: allow users to
visually experience, consume, analyze and reuse your data; create dynamically updated interactive charts and dashboards; integrate
data across multiple sources, including surveys and databases; automatically update iCharts wherever they are on the web with no
manual effort; and improve productivity by going from raw data to charting and online distribution with no aggregations or cross-
tabbing required. iCharts - your online resource for data visualization, publishing and information distribution.

Email: dstanley@ichartsbusiness.com
Website: ichartsbusiness.com/solutions
MRGA Profile: www.mrgasn.com/profile/iCharts

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Company Description
InsightsNow is the leading product design and development research company whose unique consumer behavior frameworks, powerful
technology platform, and rapid delivery of relevant insights provide a rich, integrated, and scalable research environment that
accelerates the development of products for major consumer packaged goods manufacturers. Through the company’s advanced real
time research and analytic solutions, such as profilesNOW and reportsNOW, InsightsNow provides faster, deeper, and more insightful
results. InsightsNow’s headquarters are in Corvallis, Oregon with offices throughout the United States. For more information,
visit www.InsightsNow.com or call 541-757-1404.

Email: info@InsightsNow.com
Website: www.InsightsNow.com
MRGA Profile: www.mrgasn.com/profile/InsightsNowInc

Company Description
Kinesis Survey Technologies™ provides powerful survey and panel management solutions for building and maintaining web and
wireless survey communities with two available versions -- Market Research and Enterprise editions. Kinesis Survey™ is a web-based,
survey programming application with intuitive user interface for rapid training and minimal programming time. Kinesis Panel™ is a query,
sample distribution, and invitation solution that supports small communities or large. Kinesis Panel includes a customizable Panelist
Portal for creating panel and community websites, and API for extending to third-party and in-house applications. Reporting tools provide
visibility to all aspects of survey launch and panel management, with branded options for third-party access.

Email: sales@kinesissurvey.com
Website: www.kinesissurvey.com
MRGA Profile: www.mrgasn.com/profile/Kinesis

Company Description
The Market Research Event unites the world's most influential researchers to share best practices, industry innovation and showcase
the business value of market research. This years event is November 07 - November 09 2011 in Orlando, FL. MRGA members receive
a special discount.

Brought to you by IIR USA: Our events provide you with laser focused content, unique experiences, access to people & ideas that
create innovation, relevant connections, & generate business.

IIR USA has identified and branded 5 critical factors necessary to meet changing customer needs . It's through the unique combination
of these imperatives that IIR USA events continually set the standard for which conferences in general are measured.

Email: aioannou@iirusa.com
Website: www.themarketresearchevent.com
MRGA Profile: www.mrgasn.com/profile/tmre

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Company Description
Founded in 1979, Mktg, Inc, is the online SampleAnalysts™ to the industry with the largest global research on research effort covering
35 countries. The Grand Mean Project™ tracks hundreds of panels globally. Our consistency modeling is a new measure of quality.
Offering unique online sample quality measures through: The Grand Mean Project™; Optimum Blending Solutions™; Consistent Track
™; QMetrics™: Crop Duster™. State of the art programming/hosting & 160 CATI stations.

Email: customercare@mktginc.com
Website: www.mktginc.com
MRGA Profile: www.mrgasn.com/profile/grandmean

Company Description
The Marketing Research and Intelligence Association (MRIA) is a Canadian not-for-profit association representing all aspects of the
market intelligence and survey research industry, including social research, competitive intelligence, data mining, insight, and knowledge
management. Members include over 1,800 practitioners, small to large research houses, and the many buyers of research services,
such as financial institutions, major retailers, insurance companies and manufacturers. The industry accounts for almost three quarters
of a billion dollars in market research activities annually.

The MRIA was founded on November 21, 2004, after the membership of the three Canadian associations representing the industry
voted overwhelmingly in favour of merging. The newly-created body, which began operations on January 1, 2005, presents a unified
voice for the industry; pulling together all of the products and services formerly offered to the public and the respective members of the
now dissolved Canadian Association of Market Research Organizations (CAMRO), the Canadian Survey Research Council (CSRC) and
the Professional Marketing Research Society (PMRS).

Email: FBorok@mria-arim.ca
Website: www.mria-arim.ca
MRGA Profile: Coming Soon

Company Description
Successful qualitative research techniques begin with understanding the specifications of our clients. Our professionally trained in-house
staff can tackle the most difficult recruiting assignments in a timely and cost effective manner utilizing client supplied sample, our
computerized database, location intercepts or random calling. Mars Research has an extensive field department that offers our clients
the opportunity to conduct mystery shops, store audits, and exit interviews on a local, regional and/or national level Quantitative
research studies are implemented with a team approach. This gives us the ability to complete projects on schedule and within budget.
Every interviewer is thoroughly trained, briefed, supervised and monitored to ensure accurate and valid data collection. Our research
provides reliable and concise data on consumers, professionals and businesses, as well as a full range of special target audiences,
including seniors, physicians and baby boomers.

Email: ron@marsresearch.com
Website: www.marsresearch.com
MRGA Profile: www.mrgasn.com/profile/MARS

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Company Description
Missing from this new economy is an intermediary to unite organizations and service providers. Mavenlink is that connection.
Organizations and service providers that use Mavenlink can tap into trusted referral networks to contract specialized talent without the
cost, barriers or time-consuming processes of traditional staffing companies and recruitment firms. The Software as a Service platform
enables organizations and service providers to conduct business while simplifying communications and promoting transparency
among collaborative work teams.

Email: support@mavenlink.com
Website: www.mavenlink.com
MRGA Profile: Coming Soon

Company Description
Mindwave has in-depth experience in several quantitative and qualitative methodologies, but it’s our ―think beyond the assignment‖
mentality and our vast global knowledge that differentiate us as a premier research company.

When you need research, you want more than a stack of quotes or a bunch of numbers. You want a better understanding of your
customers. You want to know what they’re thinking, what they need, what drives them.

Our teams have designed and executed some of the most innovative studies for a broad range of demanding clients from around the
world – and the services we provide are a reflection of in-depth expertise in applying methodologies and techniques that help you see
your customers in a clearer light. Plus, our suite of fully-owned, in-house services and expertise means you get seamless integration of
quantitative and qualitative methodologies and techniques.

Email: info@mindwaveresearch.com
Website: www.mindwaveresearch.com
MRGA Profile: Coming Soon

Company Description
We are the insight discovery company. Founded by innovators Jonathan Spier and Michael Osofsky, NetBase develops and markets a
next-generation semantic technology that reads and understands the English language. This technology is the basis for solutions that
help our users answer complex questions faster, more accurately, and with greater confidence. And we do this at scale. NetBase finds
and extracts the most relevant information from billions of public and private sources of online information. Our advanced technology
combines with patent-pending lenses to provide context for search results and intelligently guide users to highly relevant answers.

At NetBase we have a team of seasoned high-tech executives and a teamwork environment. Our solutions assist market researchers at
Fortune 1,000 companies with netnography and social media understanding, and enable science, technology and medical (STM)
publishers to make searches of their proprietary content much faster and more productive, thereby increasing the value of their content.
Five of the top ten consumer packaged goods companies, including Procter & Gamble, and two of the top three STM publishers,
including Reed Elsevier, depend on NetBase to find answers faster.

Email: info@netbase.com
Website: www.netbase.com
MRGA Profile: www.mrgasn.com/profile/NetBase

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Company Description
The Enterprise, Engaged.
The key to better engagement is personalization. Netvibes for Enterprise is the perfect daily interface for organizations to engage
customers and employees alike with fully branded, yet individually personalized startpage portals. Widget-based Enterprise Portals
deliver your unique content, relevant industry feeds and multiple enterprise tools—all from a single, unified dashboard—alongside the
user’s favorite search, weather, email, news, blogs, social networks and widgets. Netvibes for Enterprise adds a personalized face to
the front of any enterprise system, with a user-friendly dashboard that’s more customizable, productive and engaging.

Email: chris@netvibes.com
Website: http://business.netvibes.com
MRGA Profile: www.mrgasn.com/profile/netvibes

Company Description
Online Market Intelligence (OMI) provides high quality online fieldwork in Russia, Ukraine, Belarus, Kazakhstan, and the Baltic states.
With OMI online panels you can access over 300k consumers, 85k vehicle owners, 15k IT professionals, and 5k Physicians recruited
from a wide variety of local Web-portals and professional websites.

OMI manages 4 proprietary online panels:

Consumer Panel
Automotive Panel
B2B IT Panel
Physician panel

OMI consumer panel in Russia holds the Silver Certificate for data consistency in tracking studies that is awarded by the international
panel auditors Mktg Inc.

Email: rfp@omirussia.ru
Website: www.omirussia.ru/en/
MRGA Profile: www.mrgasn.com/profile/omi

Company Description
OnePoint Surveys offers a complete mobile research solution encompassing the creation of mobile surveys which support multimedia
content and location based services (LBS), recruiting and profiling mobile communities and panels, through to rewarding participants
with cash and other incentives directly to their phone. The OnePoint mobile survey platform enables research to be deployed across 193
countries via multiple mobile channels; SMS, WAP, choice and mobile websites, using any type of mobile phone handset.

Email: tellmemore@onepointsurveys.com
Website: www.onepointsurveys.com
MRGA Profile: www.mrgasn.com/profile/OnePoint

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Company Description
Peanut Labs enables organizations to gather quality data for market research by embedding surveys into social networking applications
and communities. Users complete a preliminary profile questionnaire that enables Peanut Labs to target users with the most relevant
surveys. Information collected from the profiler includes basic demographics such as age, gender, ethnicity, geography and household
income.

Those who meet the required criteria receive highly targeted survey invitations in real time - as they log in to their application - and are
rewarded with virtual currency upon completion. Peanut Labs offers community-based incentives that are different for every respondent -
think of it as a customized incentive based on personal preferences and affinity. These incentives are controlled by the social network or
community partner, of which the respondent is a member of. This form of engagement provides a better user experience, ultimately
allowing for better quality of data.

Email: sales@peanutlabs.com
Website: www.peanutlabs.com
MRGA Profile: www.mrgasn.com/profile/PeanutLabs

Company Description
Qualtrics is an industry-leading provider of enterprise feedback management and survey software solutions. We provide a platform for
designing, distributing and evaluating survey results to keep the research process in-house and immediately actionable. Qualtrics is the
most robust and easy-to-use online survey tool on the market. Our products are unique in how they offer a straightforward, sophisticated
option for professional research.

Qualtrics makes sophisticated research simple. That's why industry leaders and Fortune 500 companies choose Qualtrics.

Email: sales@qualtrics.com
Website: www.qualtrics.com
MRGA Profile: Coming Soon

Company Description
Research Now is the leading global online sampling and data collection company. With over 6 million panelists in 37 countries
worldwide, Research Now enables companies to listen and interact with real consumers and business decision makers in order to make
key business decisions. Research Now offers a full suite of data collection services, including social media sampling, and operates the
Valued Opinions™ Panel and e-Rewards® Opinion Panels. The company has a multilingual staff located in 22 offices around the globe
and has been recognized for three consecutive years as the industry leader in client satisfaction. Visit http://www.researchnow.com to
learn more. Research Now is part of the e-Rewards Group which also includes Peanut Labs and e-Miles.

Email: info@researchnow.com
Website: www.researchnow.com
MRGA Profile: www.mrgasn.com/profile/ResearchNow

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Company Description
Research Rockstar delivers training, tips and tools to busy professionals seeking Market Research excellence—and we offer it all
online or in-person. Our clients are the actual users and buyers of market research services—people who need to find, buy and
manage market research resources. In some companies, this is a full-time researcher. In others, it is a person who is using research
as part of another job.

Market Research is an investment, and a large one for many companies. But like any investment, it can be risky. Research Rockstar
provides precise, actionable information to make sure your investment is optimally managed. We want the actual buyers and users of
market research have a positive experience with it—so that they can complete research projects, apply the results to real-world
business decisions, and feel, indeed, like a Research Rockstar.

Email: support@researchrockstar.com
Website: www.researchrockstar.com
MRGA Profile: www.mrgasn.com/profile/RESEARCHROCKSTAR

Company Description
Interview & on-site surveys: Rapidly develop and deploy complex and multilingual surveys on a variety of mobile devices. Interviewers
engage people at the point of experience to ensure that the insights collected are timely and accurate.

Diary research: Arm any group with a cost-effective survey appliance. Customizable alarms, photo capture, and an elegant interface give
you infinite abilities to customize how, when and where people share their lives and experiences with you.

Mobile panels: People have never been so connected yet so unreachable. A mobile-enabled panel will allow you to engage your
audience on their own devices to provide feedback and insights that are meaningful and convenient--on their own terms. The result: more
accurate, timely information and reduced churn of your valuable panel asset.

Consumer engagement: Mobile marketing isn't just about smaller ads, and traditional surveys don't equal engagement. Techneos is your
ideal partner to build sticky applications that not only enable 2-way dialogues that deliver insights, but also provide value to your mobile
community.

Website: www.techneos.com
MRGA Profile: www.mrgasn.com/profile/techneos

Company Description
With a cumulative 200 years of championship work, Thoroughbred Opinion Research has a rich pedigree in market research. We are
lifelong researchers who have dedicated ourselves to what matters most – working with you in the spirit of collaboration to provide data
that is valid, representative and replicable. Every client has a dedicated team of senior leadership. The partners are hands-on and
accessible. The team communicates with you daily throughout the project providing insight, objectivity and balance. We have six call
centers with 330 CATI equipped stations, and conduct a variety of quantitative telephone and online studies.

Email: vic.walsh@torinc.net
Website: www.torinc.net
MRGA Profile: www.mrgasn.com/profile/ThoroughbredResearch

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Company Description
Toluna, is the world’s largest online sample provider, delivering sample of unrivaled reliability and representation from millions of
panelists worldwide. Offices around the globe ensure local expertise for your projects. Contact us to learn more about how we can
serve your online research needs.

Toluna provides online sample and online research panel building expertise to over 1,500 of the world’s leading market research
agencies. Get in touch with 4 million active panel community members across 34 countries. 16 specialist research panels reach niche
segments to provide quality survey research data. Respondents can be delivered to your programming or ours. We also offer custom
panel and community building and management.

Email: toluna@toluna.com
Website: www.toluna-group.com
MRGA Profile: www.mrgasn.com/profile/toluna

Company Description
Since 1986, 20|20 Research has been providing the tools, services and support to help our clients conduct the best in qualitative
research. In addition to our ―Top Rated‖ Focus Group facilities and local recruiting, 20|20 has grown to become a worldwide leader in
online qualitative research solutions. We currently offer five different software platforms, qualitative recruiting in the U.S. and around the
globe, as well as the best project management, service and support in the industry. Let us know how we can help you with your next
qualitative project.

Email: Sales@2020research.com
Website: www.2020research.com
MRGA Profile: Coming Soon

Company Description
uSamp (www.uSamp.com), formerly United Sample Inc., is one of the world’s fastest growing online panel companies, providing survey
panelists and technology for use in market research. Founded in 2008, uSamp has 90 team members worldwide and more than 2.7
million global market research panelists. The company’s web-based panel platform is transforming the management and delivery of
online panel for market researchers, offering unprecedented access over their panel. uSamp’s deep well of proprietary technologies
includes cutting-edge solutions for accessing, branding and managing panels. Established by the creators of the renowned goZing™
online panel, uSamp is based in Los Angeles, with offices in India, Connecticut, Dallas and London.

Email: sales@uSamp.com
Website: www.uSamp.com
MRGA Profile: www.mrgasn.com/profile/uSamp

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Company Description
At Vision Critical, change is something we do often. We don’t tend to stagnate. We operate in a way that’s counter to bureaucracy
because we’re blessed with exceptionally talented people – people that we trust. It’s as simple as that.

When you work with your Vision Critical team, you’ll take advantage of the most adopted online market research software in the world.
You’ll work with smart, high-energy people who make interactive technology, strategic research and global panels into something that
sparks – and you’ll turn that potential into marketable reality.

We believe in a vigor of personality, and in quirks and -isms of all kinds. In discovering new talent, it’s this seeking out of like-minded
souls that assembles an eclectic, more genuine team.

We feel the same way about our clients. Vitality, like new ideas, thrives in a brainstorm.

In some companies, the bid to present an executive front lends an almost solemn air – but that’s a tone that keeps people from
connecting with one another beyond the constructs of quotas and budgets. In contrast, enthusiasm ripples through Vision Critical not
because it’s mandated, but because it’s infectious.

Our client relationships feel like friendships. Candid, unconventional, and open to anything new. We’re proud of our creativity, and of
our humanity – and of all the people and brands connected to our family. Software is not often that kind of business. But that’s how it
is with us.

Website: www.visioncritical.com
MRGA Profile: www.mrgasn.com/profile/VisionCritical

Company Description
How can we help with your next research project? With Zoomerang Sample™ you get the highest quality means of conducting online
research. MarketTools, our parent company and a leading market research firm, manages the Zoomerang survey panel through an
innovative management process that aims for 100% survey respondent authenticity. That authenticity is crucial: our research has shown
that your risk of bad information can double if your survey group contains even 30% bad respondents.

Email: samplesales@markettools.com
Website: www.zoomerang.com
MRGA Profile: www.mrgasn.com/profile/MarketToolsZoomerangSample

Interested in becoming an MRGA sponsor? We have many different options to help your company thrive in the
social media space. Contact us today at 1.888.250.8779 or e-mail membership@mrgasn.com.

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