Read about The Pert Group’s latest newsworthy happenings.
05.11.10 The Pert Group Helps Market Researchers Uncover the Insights that Matter
03.24.10 Poised for Growth, The Pert Group Expands Team of Experts Through New Hires and Promotions
02.16.10 Is it Time to Renovate Your Brand?
01.28.10 With legislation pending, a timely study reveals American opinions on alternative energy
11.03.09 The Pert Group Announces A New Brand Identity
10.02.09 Equine Study Sheds New Light on Market Size, Impact of Recession
09.11.09 PERT Survey, Now a Member of The Pert Group, Ranks among Top 10 U.S. Market Research Firms.
05.01.09 PERT Survey Research Announces Two Acquisitions and a Name Change.
04.13.09 A Pert Group Partner Addresses Animal Health Corridor Board.
04.13.09 A Pert Group Partner Sheds Light on Rural Lifestyle Consumer Behavior in AgriMarketing Magazine.
04.01.09 The Pert Group has New Research Methodology Recognized and Published in Current ASTM International Manual 63.
02.02.09 Market Directions, Now a Member of The Pert Group, Shares Product Portfolio Insights with Research World Readers.
The Pert Group Helps Market Researchers Uncover the Insights that Matter
The Pert Group teaches national market research professionals to think outside the “data” box.
(Vocus/PRWEB) May 11, 2010 -- Whether the goal is to penetrate a new market segment, win back lost customers or improve brand loyalty, market research professionals are challenged with addressing very real, specific and critical business issues every day. And while data often surfaces an organization’s challenges with customer acquisition or churn, it takes a dialogue with the customer to truly understand the issues behind the data.
During a training session at this year’s American Marketing Association (AMA) Applied Research Methods Conference, market research professionals learned exactly how to leverage the combined power of transactional data, market information and customer voice to gain the relevant and actionable insights they need to shape and drive successful business and marketing strategy for their companies.
The session, titled “Balancing Data and Dialogue: Cultivating Insights that Matter,” was facilitated by Barb Murphy, Senior Vice President of Market Planning and Development at The Pert Group. Using an interactive process, Murphy helped participants experience how to integrate data and customer dialogue to obtain optimal business outcomes.
“It’s all about identifying and overcoming the barriers to accessing relevant customer data,” said Murphy. “By understanding the most effective methodologies to facilitate worthwhile dialogues, and by bringing the data and dialogue together to create an integrated insights strategy, market researchers will avoid decision-making based solely on surface level or one-dimensional data.”
During the session, held in Philadelphia from April 19 – 21, 2010, Murphy told participants that the first step in the process is to identify and define the specific business and marketing challenges your company is trying to solve. “Once you know where you’re going, it’s easier to get there. All too often market researchers are given visibility to only a set of information needs and not the real business challenge driving the request,” she said.
Next, it’s important to define your critical information needs. “What is it you need to know to develop an informed recommendation or solution?” Murphy asked. Providing participants with a framework and information matrix to link internal data, external data and customer voice or primary research, she enabled them to integrate all of their data and knowledge against each critical information need and, as a result, easily identify where they needed to fill their knowledge gaps.
“Using this holistic approach allows researchers to maximize the data and information they already have access to and ultimately build more focused primary research initiatives. It saves the organization time and money,” she said.
Finally, Murphy encouraged participants to really consider the audience or audiences with whom they’ll be sharing the outcomes and recommendations. “Researchers get a bad wrap when it comes to their ability to synthesize information down to what’s really relevant. It’s important to provide information in a way that is appealing on both a rational and emotional level,” she said. “Personal preferences and the organizational culture must be accounted for in order to achieve a positive response and enable the organization to effectively use the insights you’ve delivered.”
For more insight on The Pert Group’s AMA training session, contact Barb Murphy: Barb.Murphy@thepertgroup.com; 816.448.3054
Poised for Growth, The Pert Group Expands Team of Experts Through New Hires and Promotions
Newly appointed SVP of Market Planning & Development and SVP of Client Service Administration & Operations are joined by six other new employees and 10 promotions at The Pert Group.
Bloomfield, CT - The Pert Group, a top research-based consulting firm, is continuing its growth strategy with the appointment of Senior Vice President, Barb Murphy and six other new hires. The promotion of 10 existing employees at The Pert Group, including the promotion of Doug Guion to Senior Vice President, further demonstrates the company’s commitment to develop and reward the team of seasoned experts who are providing clients with the strategic guidance they need to grow their business and their brand.
Barb Murphy, Senior Vice President of Market Planning and Development
Barb Murphy is a senior-level marketing executive and business growth strategist with proven success in driving measurable improvements in brand position, market share, revenue and profitability. Murphy has more than 20 years of experience in Market Research & Analytics, B2B, Brand Strategy, Business Development, Marketing Strategy and Planning & Innovation. Having started her career in Market Research, Murphy has a unique understanding of The Pert Group’s business and how to successfully develop and integrate the right strategies for continued growth.
Before her appointment at The Pert Group, Murphy was Founder and President of Strategic Spark, Inc., a Kansas City-based strategic marketing consultancy that specialized in the identification, prioritization, development and realization of market opportunities for a variety of clients. Prior to starting her own business, Murphy was with BKV Inc., a leading direct response agency. Originally joining the company as Vice President, Strategic Market Planning in 1998, Murphy was promoted to Executive VP / CMO in 2001 and then President in 2006. During her time at BKV, Murphy created the company’s strategic insights offering and significantly diversified the agency’s client base.
Doug Guion, Senior Vice President Client Service Administration & Operations
Doug Guion joined The Pert Group less than a year ago as Vice President of Operations and his impact is already measurable. Guion’s focus on process improvement throughout the organization has enabled the scalability required for The Pert Group to effectively accommodate the rapidly expanding needs of its growing client base.
As the company sets its sights on significant growth, Guion’s experience in client services will add tremendous value as he takes on the added responsibility of managing all activities related to The Pert Group’s client service administration. A proven change agent, Guion will continue to challenge The Pert Group to find ways to increase efficiencies to ensure that clients receive the highest level of service and value.
Guion was the Vice President of Operations at The Pert Group prior to his newly expanded role. Before joining The Pert Group, Guion was the Vice President of North American Operations at Greenfield Online, a global interactive media and services company. Originally joining the Greenfield Online as Traffic Coordinator/Database Manager in 1998, Guion was promoted to Group Manager of Survey Operations and then Director of North American Operations. In 2006, Guion was appointed the Vice President of North American Operations and was the General Manager for the company’s operational headquarters in Toronto, ON. During his time at Greenfield Online, Guion measurably improved the company’s North American Operations through process optimization, leadership development and efficiently managing a disparate and global workforce.
Six New Hires:
Donna Patton, Group Director
Bringing 25 years of progressive experience in the Market Research space including significant staff management responsibility, Donna Patton has joined The Pert Group as Group Director. Formally with TNS Global, Patton was responsible for both account growth/management and managing the team of professionals who executed the projects. Patton has an MS degree in Research, Measurement & Evaluation from Southern Connecticut State University and a BS degree in Marketing / Business Administration from Quinnipiac University.
Teresa Fryer, Senior Insights Manager
Fryer has joined The Pert Group as a Senior Insights Manager. She was formerly with TNS Global, where she spent five years as a manager in the Brand & Communications Division, handling projects in the Food & Beverage, Financial Services and Vision Care industries. Fryer has a bachelor’s degree in Marketing from Hofstra University in Hempstead, NY.
Alex Camacho, Consultant
Camacho has joined The Pert Group as a Consultant, bringing vast expertise in the multicultural space. He has extensive experience designing and implementing marketing research, brand and marketing strategies in the U.S., the Caribbean, Europe and Latin America. While experienced in a cross section of research methods, having moderated more than 600 focus groups, triads, dyads and IDI’s, Camacho offers a crucial skill set to help support the growing demands for multi-cultural capabilities. Camacho has a Ph.D. in Business Administration from The University of Georgia with a concentration in Marketing Research, Brand Equity, Consumer Behavior and Marketing Management. He also has an M.S. in Agricultural Economics as well as a B.B.A. in Economics.
Christopher Biviano, Lead Generation Specialist
Biviano has joined The Pert Group as a Lead Generation Specialist in Business Development, where he will be responsible for identifying and qualifying prospects as part of the company’s growth strategy. Biviano has five years of related experience at Harris Interactive and PluggedIN, both in the Rochester, NY area. He has a bachelor’s degree in History from St. Bonaventure University in Allegany, NY.
Christine Connolly, Lead Graphic Specialist
Connolly has been hired as a Lead Graphic Specialist, bringing to The Pert Group nearly 10 years of freelance and agency experience at Martino & Binzer, KPMG LLP and BIGfish Communications. In her new role, Connolly will be focused on continually driving more effective ways to visually communicate and present analysis output, while providing general supervisory oversight to the Graphics team. Connolly has a bachelor’s degree in Graphic Design from Regis College in Weston, MA.
Lisa Fiducia, Senior Design Specialist
Fiducia is joining The Pert Group as a Senior Design Specialist with more than 15 years of experience across diverse industries and expertise in PowerPoint design. Fiducia has a bachelor’s degree in Graphic Design / Marketing from Central Connecticut State University.
In addition to the six new hires The Pert Group promoted ten employees including:
Regan Mik, Senior Account Director
Heather Mitchell, Qualitative Director
Sandy Rubino, Senior Account Manager
Megan Johnston, Senior Account Director
Kyle Letendre, Insights Manager
Mike Marcoux, Insights Manager
Ola Ingram-Ford, Research Associate
Cathy Frank, Senior Data Processing Specialist
Sheila Minnifield, Field Director
Jackie Spagnoletti, Senior Field Specialist
Is it Time to Renovate Your Brand?
BMA-hosted webinar recently presented by The Pert Group is now available, click here.
Research and branding experts from The Pert Group share insights about how and why a strong brand can make your customers and employees equally passionate about your product.
Your brand is a powerful asset that influences not only your customer’s buying decisions, but also the way your employees feel when they come to work each day. Ultimately, your brand is the connection you build between your business and your customers – and it’s the very spirit of your company culture.
The Pert Group executives Susan Spaulding, Executive Vice President/Principal, and Barb Murphy, Senior Vice President of Market Planning & Development, recently shared their brand-building expertise in a presentation to the Business Marketing Association (BMA). The presentation is now available, click here
The Pert Group, a top research-based consulting firm, specializes in helping clients make fact-based decisions that grow their business and their brand. As Murphy and Spaulding explain it, there is a proven and holistic approach to cultivating a brand that differentiates your company in a meaningful way. However, many companies stop when the external brand is defined. “That’s when the real work begins, “says Murphy. “The strategy for continually infusing the brand into your culture is how you begin to live the brand. It’s how you ensure that your customers’ experience is consistent with those core brand values at every touch point.”
It starts with measuring your brand health because, as Spaulding says, “If you don’t measure it, you can’t manage it.” Metrics such as customer retention and financial results are key indicators of your brand health. Naturally, the more you know about the health of your brand, the better able you are to determine whether it’s time for a renovation.
The online materials co-authored by The Pert Group executives provide a detailed review of:
- What you should really expect from your brand
- How to determine if your brand is in decline and in need of a renovation
- The core branding elements that will shape the renovation process
- What it takes to infuse the brand into your company culture
The presentation provides an interesting perspective on what makes a brand healthy and how a strong brand can be used to increase sales, channel dominance, customer loyalty and other key indicators of market prominence. Spaulding and Murphy also demonstrate what can happen when a brand truly permeates a company from the inside out, giving employees a framework for decision making and motivating them do to the right thing by the customer.
“Building and maintaining a brand-based culture will yield the ultimate payoff: long-term profitability,” Murphy explains.
With legislation pending, a timely study reveals American opinions on alternative energy
With legislation pending, a timely study reveals American opinions on alternative energy.
National security, the environment and job creation are cited as the three most important reasons to step up efforts to find sustainable alternatives.
With major pieces of energy-related legislation before Congress, a new study published by The Pert Group illuminates the general public’s views on alternative energy and identifies four key segments that represent the range of opinions among Americans.
The Pert Group’s study is based on 1,005 interviews conducted with a representative cross-section of the American public in September 2009. The survey findings reflect the beliefs and attitudes of the American public regarding:
- The ecological, economic and personal benefits and trade-offs of alternative energy and fuel resources
- Obstacles associated with specific alternative energy resources, including solar, wind, wave & tide, geothermal, clean coal and nuclear
- Obstacles associated with specific alternative fuels, including bio-fuels, natural gas and electric hybrid
- Personal willingness to actively support an alternative energy resource
- Media the public relies on to understand alternative energy policy and resources
The survey finds that four out of five Americans believe the most compelling reasons for finding alternative energy sources include:
- Reducing a national security vulnerability through dependence on foreign oil
- Improving the quality of the environment
- Helping to create new jobs
But there are other reasons that many Americans endorse alternative energy development, including the development of an energy exporting capacity, lowering the cost of home energy and lowering automobile fuel costs.
“The public’s strong endorsement of moving energy development forward should provide assurances to President Obama and Congress that Americans will rally behind policy proposals to find alternative energy sources,” said Nick Tortorello, senior vice president of The Pert Group, the organization that conducted the study.
Which alternative energy sources are most highly favored by Americans?
The Pert Group survey asked Americans how supportive or opposed they are to developing new energy resources. Public support for the development of solar energy is highest despite the fact that it can be expensive. In addition, the research finds that wind and geothermal alternatives are also well supported by the American public.
Americans are less receptive to the idea of tapping the nation’s natural gas reserve, building more nuclear plants to replace coal and oil, or harvesting more bio-fuels.
“People are clearly distinguishing between the various options for alternative energy,” Tortorello explained. “While public opinion isn’t the only factor, it certainly is something that our elected leaders should consider as they think about developing a winning strategy.”
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To learn more about this study, visit www.alternative-energyPOV.com
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About The Pert Group
The Pert Group is a research-based consulting firm headquartered in Bloomfield, Conn., with offices in Kansas City, Mo., and Pittsburgh, Penn. Established in 1978, the company integrates financial, attitudinal and behavioral information to bring clarity to business, brand and marketing decision making. Providing comprehensive decision support in the areas of Innovation, Positioning and Performance, The Pert Group facilitates growth strategies and improves business outcomes for local, national and international clients. The Pert Group is a long-standing member of CASRO and ESOMAR. For more information, visit www.thepertgroup.com.
The Pert Group Announces A New Brand Identity
The Pert Group, a Hartford, CT based market research and consulting firm, recentlylaunched its new corporate brand identity as the result of merger activity earlier this year.
"I am so pleased to announce the unveiling of our new brand identity as The Pert Group, the merger of PERT Survey Research, Market Directions and Pulsar Research and Consulting" said Dale Lersch, CEO of The Pert Group. "We have formed The Pert Group as a research-based consultingfirm that brings clarity to businessdecision making and aids brand and marketing decisions in the areas of innovation, positioning and performance."
By leveraging fact-based evidence and integrating attitudinal and behavioral research, The Pert Group creates clear strategies for business growth based on market insights. The Pert Groups team of market-focused experts works closely with clients to consistently relate the research back to the client's overall goals and business strategy.
For more information about The Pert Group, its mission and staff, please visit the company's new website at www.thepertgroup.com.
Equine Study Sheds New Light on Market Size, Impact of Recession
A comprehensive new survey of US horse owners for the first time estimates the size of the market for more than a dozen categories of widely used products. It also shows that the current US recession had had a material, negative impact on horse ownership and product sales.
The study, Equine Market MegaStudy II, is based on lengthy interviews with a national sample of more than 1,000 horse owners on products and brands purchased in the last year. The study was conducted by Brakke Consulting, Inc, and The Pert Group (a recent merger of Market Directions, Pert Survey Research and Pulsar Research and Consulting).
The research includes more than 400 brands in 14 separate product categories. It examined what brands were purchased, how often they were purchased, where they were purchased, and the amount of money spent.
“Equine Market MegaStudy II is the second edition of a study first fielded in 2006. Comparing the two studies clearly illustrates shifts in product use and brand preferences,” said John Volk, senior consultant of Brakke Consulting. “In this new edition, we were able to project size of market at the retail level for a large number of products.”
“Because of the timing of the 2009 study, we included specific questions about the impact of the recession. The economic downturn has had a significant impact on horse ownership and purchases,” said Susan Spaulding, partner with The Pert Group. “Data show that the equine market actually shrank between 2006 to 2009. There were also important shifts in where horse owners buy certain products such as vaccines.”
The 200-page equine study report also includes extensive data on horse owner demographics, media usage, event participation and shopping habits.
Equine Market MegaStudy II is available from either Brakke Consulting or The Pert Group for $9,500. For more information, interested companies should contact jvolk@brakkeconsulting.com or susan.spaulding@thepertgroup.com.
Brakke Consulting is the leading consulting firm specializing in the animal health and nutrition markets. It is located at 2735 Villa Creek, Dallas, TX, (972) 243-4033, www.brakkeconsulting.com.
The Pert Group, a market research and strategy firm with experience in animal health, is located in the Kansas City Animal Health Corridor at 519 Avenida Cesar E. Chavez, Kansas City, MO 64108, (816) 842-0020, www.thepertgroup.com.
PERT Survey, Now a Member of The Pert Group, Ranks among Top 10 U.S. Market Research Firms.
The 2008 Survey of Market Research Supplier Quality and Value sought to elicit frank and objective opinions from 270 research buyers about more than 600 suppliers of market research and modeling services. PERT Survey Research scored high enough to earn the 7th place ranking with a Gold Index score of 791 out of a possible 1,000. The No. 1 firm scored 852.
More than 60% of survey respondents were directors or vice presidents of market research with an average of eight years service at their respective firms.
"We are pleased that so many respondents agree that efforts to publicize excellent research providers help to put the focus on supplier quality and value throughout the industry," survey organizers said in a public statement released along with the survey results.
Prevision and Inside Research will announce award plaque winners to top-ranked firms at the IIR Market Research Event and conference in Las Vegas in October 2009 to draw more attention to the importance of improving market research quality and value.
When informed of the results, Dale Lersch quickly informed the company by saying “This award is an honor as it is testament from our clients that we strive to creatively understand the marketplace, providing clear direction for our clients to grow their business and their brands. We are so pleased to be recognized as one of the to 10 U.S market research firms.”
About PERT Survey Research
PERT Survey Research is a member of The Pert Group. The PERT Group is a research based consulting group that brings clarity to business, brand and marketing decision-making in the areas of Innovation, Positioning and Performance. For more information, visit http://www.pertsurvey.com
PERT Survey Research Announces Two Acquisitions and a Name Change.
May 2009 (BLOOMFIELD, CT) – DALE LERSCH, PRESIDENT OF PERT SURVEY RESEARCH, ANNOUNCED TODAY THAT PERT HAS ACQUIRED TWO COMPANIES, PULSAR RESEARCH AND MARKET DIRECTIONS, AND IS CHANGING ITS CORPORATE NAME TO The Pert Group.
Ms. Lersch made the following statement: “We are very pleased to announce the creation of The Pert Group. Our group brings together Market Directions, a brand insights and strategy consulting firm, and Pulsar Research, a customer experience and public policy consulting firm. These two companies will join PERT Survey Research, whose focus is brand health and development. This combination of companies, according to Ms. Lersch, “will give our clients a superior integrated approach to product/service innovation, positioning, and performance”. Market Directions, Inc. located in Kansas City, Missouri was founded by Susan Spaulding. She and her team will continue to operate as part of The Pert Group.
“The vision of this combined group”, Ms. Spaulding, says “allows us to provide our clients strategic guidance from brand/service inception to brand protection and growth.” Similarly, Pulsar Research, founded by two professors, Dr. Kenneth Dautrich and Christopher Barnes from the University of Connecticut in Storrs, CT. will also continue to operate as part of The Pert Group. According to Dr. Dautrich, “the new organization will have the required intellectual assets to contribute to corporate, product and brand growth as well as to help form public policy using qualitative and quantitative methodologies, and advanced analytics for key insights and strategic decision-making.”
The Pert Group now has a wealth of research and consulting experience in both Business-to-Consumer and Business-to-Business categories. The new company has strong competencies in both domestic and international markets.
Finally, Ms. Lersch stressed that “we have set very high expectations for ourselves and know that our current and prospective clients will have similar expectations. In the coming months, we will transition to a new brand and corporate identity under The Pert Group and we will be creating a new website to communicate our broader services and capabilities. We are extremely excited to share this news about the evolution of our business, and look forward to a successful growing relationship and partnership with our clients”.
A Pert Group Partner Addresses Animal Health Corridor Board.
In the animal health and nutrition industry, the Greater KC area is the national leader. KC area companies account for nearly 34 percent of total sales in the $16.8 billion global animal health market.
PRLog (Press Release) – Apr 13, 2009 – In the animal health and nutrition industry, the Greater KC area is the national leader. KC area companies account for nearly 34 percent of total sales in the $16.8 billion global animal health market. The Kansas City Animal Health Corridor was formed in August 2006.
To continue building on the success of Kansas City as the national leader; The Kansas City Animal Health Corridor turned to The Pert Group to measure the impact of the Brand in the marketplace.
An international survey of animal health industry executives was conducted. The results will be used to improve event and networking offerings for the animal health industry and to increase KC’s competitiveness as a first-choice location for animal health corporate investment.
"It's clear that the Kansas City Animal Health Corridor has managed to create a strong brand presence in a very short time," Spaulding said. Leveraging the presence of the many animal health companies already in the area and specifically the peer exchange is a powerful influence on the continued expansion of the Animal Health Corridor. Kansas City’s talented workforce and its long heritage as a transportation hub is also of significant value to the senior executive’s decision to expand or relocate.
The willingness to promote Kansas City's Animal Health corridor is already strong, and there are clear indicators of market activity and intent to relocate and/or expand within the industry. Kansas City’s Animal Health Corridor’s offering of business relocation assistance is coveted and will be influential in the decision process and in a smooth relocation process for the companies.
It is a very exciting time for the Kansas City Animal Health Corridor, Spaulding said. Among her key recommendations were the opportunity to increase involvement of companies regionally and nationally and create even more awareness and recognition of Kansas City as the national leader for the location and growing success of animal health companies.
A Pert Group Partner Sheds Light on Rural Lifestyle Consumer Behavior in AgriMarketing Magazine.
The Pert Group’s Executive Vice President and Partner Susan Spaulding shared her expertise about marketing to the rural lifestyle consumer with an article in AgriMarketing magazine's March 2009 issue.
PRLog (Press Release) – Apr 13, 2009 – The Pert Group’s Executive Vice President and Partner Susan Spaulding shared her expertise about marketing to the rural lifestyle consumer with an article in AgriMarketing magazine's March 2009 issue.
Spaulding's article, titled "Focus on Marketing to the Rural Lifestyler - Connecting with the Consumer," focuses on the findings of a new study conducted by The Pert Group that examines the spectrum of resources that rural lifestylers use to make their brand choices and define their lifestyle.
"Rural lifestylers have a much smaller scale of needs and products than the traditional farmer," Spaulding said, "which positions marketers to expand their market opportunity without making lots of costly changes."
Aside from definining the differences between Baby Boomers and Gen Xers, the article details how rural lifestylers can be categorized in one of three ways - as the Informed Price Shopper, the Frustrated Hobbyist and the Casual Property Owner. Informed Price Shoppers do their homework and pay attention to brand names, Spaulding writes. The Frustrated Hobbyist also does product research but wants the retailer to educate them before they make a purchase. The Casual Property Owner don't want to research or be educated before they buy, and they make fewer purchases than the other two types.
Spaulding offers advice for reaching all three categories of rural lifestyle customers.
"These buyers are hungry for information, and they want help thinking through what they need to do and how to do it," Spaulding writes. "Connecting with them by being visible in the community, providing them with how-to knowledge, and being easy to find on the Web or through targeted media, is essential."
Subscriptions to the report on rural lifestylers are still available by contacting The Pert Group at (816) 842-0020.
The Pert Group has New Research Methodology Recognized and Published in Current ASTM International Manual 63.
April 2009 (BLOOMFIELD, CT) – DALE LERSCH, CEO OF THE PERT GROUP ANNOUNCED TODAY THAT CHIEF STATISTICAL OFFICER, EFIM SHVARTSBURG PhD, WAS NOTIFIED THAT HIS METHODOLOGY “PRIMO (PRODUCT IMPROVEMENT OPPORTUNITY) ANALYSIS” IS NOW PUBLISHED IN ASTM MANUAL 63 “JUST-ABOUT- RIGHT(JAR) SCALES: DESIGN, USAGE,BENEFITS AND RISKS.”
ASTM International published the PRIMO Analysis document by Dr. Shvartsburg as part of the ASTM manual #63 with a 2009 ASTM copyright © date. All Rights Reserved. The full manual title is “Just-about- Right (JAR) Scales: Design, Usage, Benefits and Risks.” The book will be available on March 23, 2009.
ASTM International, originally known as the American Society for Testing and Materials (ASTM), was formed over a century ago. Today, ASTM continues to play a leadership role in addressing the standardization needs of a global marketplace: Known for its Best in Class practices for standards, development and delivery, ASTM is at the forefront in the use of innovative technology and research methodologies to help its members do standards development work, while also increasing the accessibility of ASTM International standards to the world.
The standards developed at ASTM are the work of over 30,000 ASTM members. These technical experts represent producers, users, consumers, government, researchers, and academia from over 120 countries. Participation in ASTM International is open to all with a material interest, anywhere in the world.
According to the ASTM organization, in the accompanying public announcement, “this new ASTM manual is a comprehensive guide on the use of JAR scales in consumer testing, including their application, construction, analysis and interpretation. It also identifies the risks associated with the use of JAR scales and the ways to reduce those risks”.
Moreover, “JAR Scales measure levels of a product’s attribute relative to a respondent’s theoretical ideal level. These scales have an anchored midpoint of “just-about- right” or “just right”, and end points anchored to represent intensity levels of the attributes that are higher and lower than ideal”.
The Dr. Shvartsburg chapter primarily focuses on The Pert Group’s PRIMO methodology which is a Product Analysis and Modeling Tool that identifies product design/reformulation opportunities most likely to increase overall product ratings, purchase intent scores, and most other measurements. This research method delineates which product attributes to fix, provides the direction to fix them and ranks attributes by potential for product improvement.
In contrast to other methodologies, PRIMO Analysis examines product attributes in both directions at once, treating consumers as members of the same population. PRIMO achieves this goal by linking directional changes with overall product ratings, purchase intent scores or virtually any other criterion. It determines whether the attribute modification would significantly improve a key criterion such as “liking” or “purchase intent.”
PRIMO requires no specialized questions added to the survey instrument and is effective with both large and small sample sizes.
The Pert Group is a nationally known marketing and public opinion consultative research company. It has been in business over 30 years and is headquartered just outside of Hartford in Bloomfield, CT. In addition, it has personnel in Stamford, CT., Caldwell, NJ, and Pittsburgh and Philadelphia, PA.
The Pert Group does research for many industries and organizations and is best known for its custom, product taste-testing, tracking and syndicated work for packaged-goods companies. It also has expanded into pharmaceutical, financial, travel, entertainment, crisis management, public relations, legal, advertising, and technology research in over 20 countries throughout the world.
The Pert Group, as a company, is a member of the Council for American Survey Research Organizations (“CASRO”) and The European Society of Marketing and Research (“ESOMAR”).
Market Directions, Now a Member of The Pert Group, Shares Product Portfolio Insights with Research World Readers.
Kansas City, MO. (Feb. 2, 2009) - Effective product portfolio management is critical to the sustained growth of any business, but there are specific steps that should be taken during the current economic downturn, writes Market Directions Vice President and Chief Strategy Officer Brian Moriarty in the January issue of Revenue World magazine.
Moriarty is a recognized expert on product portfolio management and shared key findings from a recent survey conducted on the subject by Market Directions, a Kansas City-based brand performance consulting firm.
"Our survey underscored that portfolio management is a challenge for all businesses, yet it is so important to success. The best advice we can provide, based on our analysis of all survey data, is that business owners must not be so focused on outcomes (sales and revenue) that they overlook the factors that are driving those outcomes."
Market Directions’ insights into product portfolio management are based on a recent survey the company conducted based on responses from more than 200 individuals within the following associations: American Marketing Association, Business Marketing Association and Marketing Executives Networking Group.
Aside from sharing specific survey data, Moriarty’s article shares five specific tips that brand and product managers can use to make product portfolio management a tool for success during this economic downturn.
"We wanted to make the point that isolating new market opportunities is not only critical to improving portfolio performance - it’s also cricital to sustaining your business during these uncertain times," Moriarty said.
The full article is available online at http://www.esomar.org/index.php/research-world-market-directions.html.