Read about The Pert Group’s latest newsworthy happenings.
01.10.12 The Pert Group & Brakke Consulting to Co-Present at The North American Veterinary Conference (NAVC)
09.23.11 Pet Owner Channel Use Study, January 2012
08.17.11 The Pert Group Welcomes Kim Royster - Royster adds consulting strength to teams focused on restaurant, hospitality and foodservice industries
08.04.11 The Pert Group Welcomes Mike Bellhouse and Jim Nikolis - Global leader in research-based consulting adds “bench strength” to finance/industry and HBA verticals
07.14.11 2011 Honomichl Top 50 Report Recognizes The Pert Group Among Industry Leaders
07.07.11 The Pert Group Opens London Office
05.12.11 The Pert Group Relocates Headquarters to Accommodate Growth
05.10.11 Discuss Insights that Matter with The Pert Group Industry Experts at the Front End of Innovation Conference
04.14.11 The Pert Group Welcomes Christopher Barnes
03.09.11 The Pert Group: Research Explores Digital Marketing Strategies for Insurance Companies
01.27.11 The Pert Group’s Financial and Industry Group Welcomes Elizabeth Jaccoma and Julie Rippberger; Promotes Julianne Crum
01.20.11 The Pert Group's Beverage Group Welcomes Eric Wolfeiler, Adam Conley, Allison Donahue and Tony Szajna; Promotes Alysse Polakowski
01.06.11 The Pert Group Welcomes Tony Ducoli, Nina Fougere and Cheri Tabel
12.10.10 Expanding Partnerships with Veterinarians
11.22.10 Organizational Performance: Are You Using the Right Metric?
10.07.10 The Pert Group Welcomes Alex Camacho as Senior Consultant, Multicultural Services
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 & Brakke Consulting to Co-Present at The North American Veterinary Conference (NAVC)
Susan Spaulding and Marissa Vidler with The Pert Group, along with John Volk from Brakke Consulting will co-present at this year’s North American Veterinary Conference in Orlando, Florida on January 16, 2012. Findings from the recently completed Pet Owner Channel Use Study will be revealed including an in-depth look at pet owner purchase habits and influence of veterinarians on various product categories, among other topics.
The presentation will be held at 9 a.m. at the Gaylord Palms. For a copy of the report or to attend the presentation, please contact Marissa Vidler at The Pert Group, 816-448-3046. For more information about the conference, go to http://www.navc.com/conference.
Pet Owner Channel Use Study, January 2012
How are pet owner shopping habits changing, and how will that affect your channel strategy?
Flea control products are proliferating in OTC outlets. Online sales continue to expand. Visits
to veterinarians continue a decades-long decline. Are pet owners fundamentally changing their buying behavior? Are new market segments emerging? How can marketers leverage changing consumer preferences to their financial benefit?
The 2012 Pet Owner Channel Use Study will attempt to answer these questions. The survey
will be fielded this fall, with results available in early January, 2012. This is a repeat of the 2008 Pet Owner Channel Use Study, one of our most popular reports.
The 2012 version will track changes in buying behavior versus the earlier research.The key topics the study is designed to address are:
1. What products do pet owners routinely buy, where do they buy them, how often do they buy them, and how much do they spend? How have these patterns changed in recent years?
2. How often do pet owners purchase prescription or vet-only products outside the veterinary
channel? Why? From whom? Would they prefer to purchase the products from their
veterinarians if the veterinarians competed on price and/or convenience?
3. What perceived value does the veterinarian actually add to products sold through the
veterinary channel? At what price discount, if any, are pet owners switching to identical
products available through OTC channels?
4. What role does convenience or store location play in pet owners’ preferences for purchasing from specific outlets, such as Wal-Mart, pet superstores, independent pet stores, veterinary clinics, catalogs and online retailers? Which products are most vulnerable to “leakage”?
5. How often do pet owners actually consult veterinarians about product choices, and where
else do they look for information? Who/what has credibility and who doesn’t? Is the value of
veterinary recommendations declining?
6. What is the demand for services such as pet health insurance, day-care and boarding?
How well are needs being met? What value, if any, does the veterinarian add to these
services?
7. How does behavior in all of these areas vary by income, age, location of residence,
behavioral segment, ethnicity and other demographic factors?
The Pet Owner Channel Use Study is based on a survey of a random national sample of more than 1,000 dog and cat owners. The results from this study will be trended with results from the 2008 study, where applicable. The report examines purchasing frequency by brand and by type of outlet, channel switching in product purchasing, and the importance of convenience, price and veterinary recommendation on purchasing patterns.
Products included:
• Wellness and therapeutic pet foods
• Flea and tick control
• Heartworm prevention
• Dental treats and products
• Pain management and other chronic-use medications
• Joint health supplements
• Health insurance
• Boarding and day-care services
The study will be fielded in October 2011, with completion by January 6, 2012. Companies that order by September 30, 2011 and fully pay in advance receive a $1,000 early-order discount. In addition, the first five companies to order and pre-pay in full for the study by September 30, 2011, have an opportunity to submit up to three proprietary questions (including up to one open-ended question) in the quantitative questionnaire. Upon publication, the price of the study is $12,500.
The 2012 Pet Owner Channel Use Study from Brakke and The Pert Group provides actionable data for every pet product marketer to use in designing marketing and sales channel strategies.
For example, the study will help subscribers:
• Focus resources in the most productive areas
• Build more effective defense strategies in key channels
• Recalibrate channel strategies for principal products
• Build innovative channel strategies for new products and categories
Brakke Consulting, Inc., is a Dallas-based management consulting firm specializing in the
animal health and nutrition industries.The Pert Group is a global research-based consulting
leader headquartered in Hartford, Connecticut. Both companies have deep experience in the
pet care and veterinary markets.
For more information about the Pet Owner Channel Use Study, contact Susan Spaulding, The Pert Group, (816) 448-3055, susan.spaulding@thepertgroup.com.
The Pert Group Welcomes Kim Royster - Royster adds consulting strength to teams focused on restaurant, hospitality and foodservice industries
The Pert Group, a global leader in research-based consulting that facilitates growth strategies for clients, has hired Kim Royster as director of client strategy. Royster will focus on the restaurant, hospitality and foodservice industries, drawing on more than 20 years of experience as an industry consultant.
“Restaurants around the world are taking a new look at everything from their recipes to sustainability to HR practices,” says Royster. “The game is changing, and our clients need to answer an important question: ‘How do we stay profitably relevant?’”
“For global, national and regional restaurant chains, that question goes to the very heart of their business and their brands,” says Dale Lersch, chief executive officer and principal of The Pert Group. “Kim understands the industry, the trends, the opportunities and the risks. Her strength as a strategic consultant and her talent at turning information into insights gives our clients a real advantage.”
Royster provides a global perspective; she has worked throughout the U.S. and in Europe, the Middle East and Southeast Asia. Before joining The Pert Group, she was a partner in The Pulse Group, a market research and strategic planning firm. She has also worked in the real estate and hospitality consulting practices of Coopers & Lybrand, Arthur Andersen & Co. and Laventhol & Horwath. Royster received a master’s degree in international management with highest honors from the Thunderbird School of Global Management in Arizona and a B.S. in applied life sciences from the University of Illinois.
The Pert Group Welcomes Mike Bellhouse and Jim Nikolis - Global leader in research-based consulting adds “bench strength” to finance/industry and HBA verticals
The Pert Group, a global leader in research-based consulting that facilitates growth strategies for clients, continues to implement its own growth strategy, adding two professionals to the team: Mike Bellhouse and Jim Nikolis.
Bellhouse joins The Pert Group as group director for the HBA vertical. Previously a vice president at Millward Brown, Bellhouse has more than 17 years of experience supporting clients in a variety of industries, including personal care, finance, pharmaceuticals and beverage.
“Mike has proven himself to be a highly regarded manager and a trusted advisor,” said Dale Lersch, chief executive officer and principal of The Pert Group. “We’re confident he will provide enthusiastic leadership for our company and our clients as we continue to strengthen and grow the HBA vertical.”
Nikolis joins the company as a senior account director for the finance/industry vertical. With experience in a wide range of qualitative and quantitative research methodologies, Nikolis most recently served as a national account manager at Survey Sampling International. He began his research career more than 15 years ago at Millward Brown.
“With Jim on the finance/industry vertical, we’re adding tremendous bench strength to the team,” said Lersch. “His diverse and successful market research experience should be a tremendous benefit for our clients.”
2011 Honomichl Top 50 Report Recognizes The Pert Group Among Industry Leaders
The Pert Group, a global leader in research-based consulting that facilitates growth strategies for clients, is making its inaugural appearance in one of the industry’s leading reports: the “2011 Honomichl Top 50 Report,” published recently by Marketing News. This year’s report is the 38th annual business review prepared by Jack Honomichl, an industry authority and founder of Inside Research.
“The Pert Group’s focus on growth strategies for clients has clearly become a powerful strategy for us as well,” says Dale Lersch, chief executive officer and principal of The Pert Group. “Our focus on providing deep insights is paying off and we’re honored to be in the Honomichl Top 50 Report.”
According to the “2011 Honomichl Top 50 Report,” U.S. revenues from the purchase of marketing, advertising and public opinion research services grew 4.7 percent from 2009 to 2010; adjusted for inflation, the “real growth” was 3.1 percent. Hiring at research firms also increased and the report predicts ongoing employment increases in 2011.
“While the Honomichl report focuses on the U.S., it also notes that many of the Top 50 firms do significant business internationally,” says Lersch. “With the recent opening of our London office, we plan to extend our international reach, while supporting existing clients and facilitating planned growth.”
The Pert Group Opens London Office
The Pert Group, a global leader in research-based consulting that facilitates growth strategies for clients, is enhancing service capabilities for international clients with the establishment of an office in London. The new office will support existing clients while also serving as an international base for the firm’s planned international growth.
As a member of the European Society for Opinion and Marketing Research (ESOMAR), The Pert Group has been active in the UK and throughout Europe for 12 years.
Chris Bromham, a consumer research expert with more than 15 years of experience, will direct activities at the London office. Bromham most recently served as research director for Synovate; he has also worked at GfK NOP and Research International. He is a graduate of the University of Wolverhampton.
“As a researcher and a business leader, Chris is a powerful communicator – he delivers insights that influence action,” says Dale Lersch, chief executive officer and principal of The Pert Group. “Under his guidance, we expect the new office to quickly become a convenient and strategic business advantage for clients throughout the UK and Europe, demonstrating our deep commitment to them and the regions they care about.”
The London office is located at One Fetter Lane, Suite 5.14, London, UK EC4A 1BR.
The Pert Group Relocates Headquarters to Accommodate Growth
The Pert Group, a global research-based consulting firm that facilitates growth strategies for clients, is relocating from Bloomfield, Conn., to Farmington, Conn., to accommodate its own growth. The company has leased more than 23,000 square feet of space at The Exchange for its new headquarters.
“The Pert Group has experienced significant growth over the past two years,” says Carol Boedicker, senior vice president of human resources and administration for The Pert Group. “To support our talented team and plan for continued growth, we need a location that can expand with us. The Exchange is an ideal fit.”
The Exchange is a mixed-use office and retail building. Located on Route 4 across from the University of Connecticut Health Center, it is the largest free-standing post-and-beam building east of the Mississippi.
“The unique design of the space, with open areas and organic construction, is the perfect match for our company’s collaborative, team approach,” says Dale Lersch, CEO of The Pert Group. “Given our aggressive growth goals, we believe this convenient new location will help us attract researchers who appreciate our work environment and are eager to help our clients and our company succeed.”
The official move-in date is Monday, May 16; the address for the new headquarters is: The Pert Group, 270 Farmington Avenue, Suite 200, Farmington CT 06032.
Discuss Insights that Matter with The Pert Group Industry Experts at the Front End of Innovation Conference
The Pert Group will be exhibiting at the Front End of Innovation Conference in Boston, May 16 - 18th. Please stop by our booth (#18) or schedule time to meet with one of our industry experts during the conference. Contact Josh Monroe at 860-242-2005, extension 1111 for more information.
The Pert Group Welcomes Christopher Barnes
After serving for two years as a key legislative advisor for the Democratic Caucus, Christopher Barnes has joined The Pert Group as senior vice president of client development. Barnes was one of the founding members and owners of Pulsar Research & Consulting, a company The Pert Group acquired in 2009.
“When The Pert Group bought Pulsar two years ago, I had the opportunity to become a senior advisor to the Democratic leadership of the U.S. House of Representatives,” Barnes said. “My work in D.C. helped make a difference during one of the most productive Congresses in history.”
As a key legislative advisor during the 111th Congress, Barnes worked with Democratic leaders on the economic recovery package, healthcare reform and Wall Street reform. With more than 20 years of experience as a research executive, Barnes brought an expert’s perspective to bear on critical problems facing the nation. His knowledge of the finance, insurance and technology industries, along with his understanding of consumers and voters, helped shape discussions and decisions.
A widely quoted news source, Barnes is recognized for his research expertise and his ability to produce studies that lead to real and effective change.
“I have an aversion to research that doesn’t result in action,” Barnes says. “Data should be used, action taken and a difference made.”
Barnes has led groundbreaking projects on a wide array of policy topics; his work has covered everything from consumer confidence and housing to energy and government budgets. He has also worked with a number of top companies to help them foster growth and solve critical business issues.
“We’re delighted that Chris has joined our leadership team,” says Dale Lersch, CEO of The Pert Group. “His expertise will be a huge benefit and demonstrates our commitment to providing clients with the strategic guidance they need to grow their business and their brand.”
Barnes received his undergraduate degree from Kenyon College in Ohio and his master’s degree from the University of Connecticut. Before serving as managing partner of Pulsar, he helped launch the Department of Public Policy research unit at the University of Connecticut and taught in the University’s Masters in Survey Research program.
The Pert Group: Research Explores Digital Marketing Strategies for Insurance Companies
While the legal and political wrangling over healthcare reform continues, insurance companies are moving ahead with go-to-market strategies aimed at consumers with increased options and new abilities to compare insurance offers. A research presentation from The Pert Group at the recent Digital Blue Conference highlighted go-to-market strategies for this new business environment.
“The Health Benefit Exchange significantly changes the competitive nature of the insurance marketplace,” says Susan Spaulding, executive vice president and principal of The Pert Group. “Insurance companies now have a tremendous opportunity to attract and acquire a new market of 30 million uninsured Americans, while retaining the small employers who will be dramatically impacted by healthcare reform.”
Spaulding presented “Go-To-Market Strategies” at the Digital Blue Conference in Scottsdale, Ariz., on Thursday, Feb. 17; the conference is held for individual plans in the Blue Cross and Blue Shield Association. Speaking with her was Christopher Barnes, senior vice president of client development for The Pert Group. Barnes’ expertise on health care and insurance reform issues is well-recognized; his work with legislative leaders on Capitol Hill during the healthcare debate helped shape reform.
“There will continue to be significant uncertainty around the politics, regulations and legal battles of healthcare reform but there are also tremendous opportunities for companies,” Barnes says. “Companies that know their customers, strengthen and leverage their brand and communicate well will be positioned to take advantage of the changing environment.”
Barnes says consumers often default to trusted brands as a way of simplifying buying decisions. However, he adds, the high profile of healthcare reform will make continued debate unavoidable to even the least informed.
“Consumers will feel the uncertainty,” Barnes says, “and with uncertainty comes anxiety and disconnect. Communication will be critical to providing reassurance to anxious consumers.”
To help healthcare providers understand how to effectively communicate with consumers, The Pert Group identified decision styles based on risk tolerance. This study revealed five main decision-making styles to consider in developing a go-to-market strategy:
- One-third of consumers studied are identified as Product Analysts. These consumers are the most pragmatic and informed decision makers, and the most comfortable using Internet technology.
- 18 percent of those studied are identified as High-Stakes Gamblers and are the least informed healthcare consumers. They tend to be younger (under 35 years of age) and interested in the lowest-cost healthcare insurance plan.
- Another 18 percent are classified as Impulse Buyers, a wealthier group of consumers who are quick to make a decision with limited information, if their current doctor is included in the insurance plan selected.
- Balanced Decision Makers comprise 17 percent of those in the research study. Their decision-making style is both pragmatic and informed; they’re interested in finding an insurance company with superior healthcare benefits.
- The study found that 14 percent of consumers are Knowledge-Driven decision makers – the most informed and most satisfied with their current primary insurance company.
All five styles share one common trait: They consider word-of-mouth recommendations the most important source of healthcare information, a finding that points to the importance of increasing positive digital buzz for insurance brands. The Pert Group research indicates that social networking is an effective way to communicate with younger age groups, but overall, 35-54 year olds are more receptive to digital touchpoints than younger audiences.
For more information about the study, contact Barnes at 860-242-2005, extension 1185.
The Pert Group’s Financial and Industry Group Welcomes Elizabeth Jaccoma and Julie Rippberger; Promotes Julianne Crum
The Pert Group, a leading research and consulting firm, is pleased to announce the addition of Elizabeth Jaccoma, account manager and Julie Rippberger, account manager, as well as the promotion of Julianne Crum to account manager, all within the company’s Financial and Industry Group.
Jaccoma brings to The Pert Group more than 10 years’ experience in managing research for companies such as Georgia-Pacific, Kodak, Pepsi-Cola and Frito-Lay.
Jaccoma previously served as director, account executive for TNS Global Research. During her time at TNS, she was responsible for sales and business development, client relationship management, market analysis, and all aspects of qualitative and quantitative project management. Jaccoma also managed several concept and tracking programs, as well as the company’s Omnibus product. Prior to joining TNS, she was part of the custom interactive research team at Greenfield Online.
Jaccoma attended Pace University in Pleasantville, NY.
With experience designing and implementing qualitative, quantitative and secondary methodologies for both Fortune 500 and smaller regional companies, Julie Rippberger serves as client service account manager for The Pert Group’s Financial and Industry Group.
Her responsibilities at The Pert Group include new product concept testing, value proposition/brand messaging, customer satisfaction, ad concept testing, market opportunity assessments and customer profiling.
Rippberger received her B.S. in accounting/business from the University of Kansas.
Before joining The Pert Group in August 2005 as project director, Crum served as media planner in the media division of OgilvyOne/Mindshare.
At The Pert Group, she applies her experience in concept testing, product testing, research guidance analysis, brand positioning and development to help LENOX, a leading manufacturer of premium power tool accessories, hand tools, torches, solder and band saw blade, through The Pert Group’s Brand Articulation process.
Crum received her bachelor of science with honors from Ithaca College in business administration with a concentration in marketing and a minor in advertising and communications. She is a member of Sigma Iota Epsilon (Honorary and Professional Management Fraternity), Delta Mu Delta (National Honor Society in Business Administration) and Alpha Delta Sigma (American Advertising Federation National Honor Society).
About The Pert Group’s Financial and Industry Group
The Pert Group’s Financial and Industry Group serves clients in industry, manufacturing, animal health, insurance and financial services. The Pert Group’s insights have helped its financial and industry clients increase business and brand performance, differentiate themselves from the competition and take advantage of opportunities in the market space. For more information on The Pert Group’s Financial & Industry Group services, contact Donna Patton at 860-242-2005.
The Pert Group's Beverage Group Welcomes Eric Wolfeiler, Adam Conley, Allison Donahue and Tony Szajna; Promotes Alysse Polakowski
The Pert Group, a leading research and consulting firm, recently welcomed Eric Wolfeiler, group director, Adam Conley, senior account director, Allison Donahue, account manager and Tony Szajna, account manager and promoted Alysse Polakowski to account manager, all within the company’s Beverage Group.
With more than 10 years’ experience managing market research for prominent brands such as Kahlua, Stolichnaya, Makers Mark and Canadian Club, Wolfeiler joins The Pert Group as director of its Beverage Group, where he is responsible for research initiatives on behalf of the organization’s beverage clients. He works with The Pert Group’s beverage team to provide strategic direction for multinational companies and provide insights and recommendations so that clients’ marketing activities will be more effective and more profitable.
Before joining The Pert Group, Wolfeiler served five years as account director for beverage clients, then vice president at TNS Global Market Research. Prior to working at TNS, he served as senior marketing research manager at Allied Domecq Spirits and Wines, managing custom and syndicated research for the company’s most prominent brands. He has also held positions at Marketing Corporation of America and Yankelovich Partners.
Wolfeiler holds a B.S. in business administration from Bucknell University and an M.B.A. from New York University.
Conley brings to The Pert Group more than seven years’ experience leading, developing and managing a wide variety of market research initiatives across multiple industries.
Working in conjunction with the Beverage Group director to develop and achieve annual team objectives, Conley ensures that project specs, questionnaires and analyses are structured based on clients’ business objectives. As a key client contact, he partners with internal teams to develop new opportunities and determine where strategic service initiatives can be delivered.
Most recently Conley worked with Invoke Solutions using their qualitative/quantitative online technology platform to conduct communication testing, ad-testing, concept evaluation, naming/packaging evaluation and new product/brand assessment with a wide range of clients including Walmart, Microsoft and Ciba Vision. Previously, Conley worked with Research International on their Pepsi Consumption and Brand Health Trackers and with Copernicus Marketing Consulting and Associates on a variety of accounts.
Conley holds a B.S. in business management from Post University in Connecticut.
With a solid track record in client services, Donahue has worked with marketers from Fortune 500 companies in the pharmaceutical, consumer packaged goods and financial service industries on large-scale quantitative research studies.
At The Pert Group, Donahue uses her expertise in brand tracking, copy testing, early concept and brand equity research in managing all phases of quantitative research projects, including proposal writing, sampling design, questionnaire development, fielding, analysis and reporting.
Prior to joining The Pert Group, Donahue worked in client services at Millward Brown, progressing from assistant research executive to senior research manager over a five-year period. She received Millward Brown’s Marketing Forward Award for Client Engagement for her efforts in building relationships with key clients in the pharmaceutical sector.
Donahue received a B.S. with honors in business administration at Marist College, Poughkeepsie, N.Y.
Szajna brings to The Pert Group expertise in planning and managing multiple qualitative and quantitative research projects. Before joining The Pert Group, he served as a market research analyst at Group 4, where he supported the development of a wide range of products and packaging and merchandising systems for consumer goods, home improvement, automotive and pharmaceutical companies. He served as a psychologist at the Natick Soldier Center, where he was instrumental in the development of rations, clothing and individual equipment items for units of the U.S. Marine Corps and Army.
As an account manager at The Pert Group, Szajna helps clients understand where the company’s strategic services can be leveraged to their benefit and ensures that project quality and timelines are met. He is responsible for completing bids, designing questionnaires, fielding studies, analysis and report writing and research presentations to clients.
Tony Szajna holds a B.A. in psychology from Providence College.
After working for more than three years with clients of Ipsos Research in the pharmaceutical and consumer packaged goods industries, Polakowski joined The Pert Group in October 2008 as Insights Manager. She is adept at ensuring that methodology standards are met, developing key measures reports and training new hires.
In her new position, Polakowski manages The Pert Group’s alcohol beverage clients’ projects including proposal writing, questionnaire design, project/field management, analysis and presentation of final results.
She received her B.S. in international business from Quinnipiac University and an M.B.A. from Southern Connecticut State University.
About The Pert Group’s Beverage Group
The Pert Group’s Beverage Group serves clients in the beverage segment. With a history of longstanding client relationships – including a client partnership that has thrived for 25 years – The Pert Group’s insights have helped its beverage industry clients introduce line extensions, reach new markets and revitalize brand strategies. For more information on The Pert Group’s Beverage Group services, contact: Eric Wolfeiler at 860.242.2005.
The Pert Group Welcomes Tony Ducoli, Nina Fougere and Cheri Tabel
The Pert Group, a leading research and consulting firm, is pleased to welcome three account development and marketing experts to its team: Tony Ducoli, director of international development, Nina Fougere, account manager, and Cheri Tabel, senior marketing manager.
A seasoned research professional with over 15 years of domestic and international experience utilizing a broad range of quantitative solutions that span a variety of industries, Ducoli will help The Pert Group continue the expansion of its global presence, including the establishment and management of The Pert Group’s first overseas office in London, which is scheduled to open in early 2011.
Prior to joining The Pert Group, Ducoli held various senior positions with Millward Brown in the US, Hong Kong and the United Kingdom; most recently as a vice president of client service in their Fairfield, Conn. office. He holds a B.A. in economics from the University of Buffalo, and a master’s in international business from the University of San Diego.
With experience in brand health monitoring, brand equity, copy-testing and cross-media research, both domestically and globally, Fougere brings to The Pert Group experience in designing and fielding studies, developing reports to answer clients’ business issues and objectives, client service and project management.
Before joining The Pert Group, Fougere served in progressively senior positions at Millward Brown, including senior research executive and account executive. She has implemented more than 100 copy test studies that helped several clients launch and sustain successful advertising campaigns. She has managed tracking and equity studies across several categories, including FCMG, financial services, quick service restaurants and over-the-counter pharmaceuticals.
In her position as account manager at The Pert Group, Fougere manages several HBA accounts and is responsible for drafting proposals, designing questionnaires, fielding studies and developing analytic reports on client objectives.
A graduate of University of Connecticut with a B.S. in business administration and marketing, Fougere received a Millward Brown Knowledge Award for a case study she wrote on the impact of the economic downturn.
Senior Marketing Manager Tabel brings to The Pert Group 14 years of experience in marketing, research and client account management. Her expertise includes strategic development and implementation of integrated marketing communications plans, event planning and new business lead generation. She has experience in both qualitative and quantitative research with responsibility for brand repositioning studies and customer and employee satisfaction studies.
At The Pert Group, Tabel manages the day-to-day activities of the marketing department to achieve advertising, marketing and public relations objectives. Collaborating with internal clients, Tabel aligns business objectives and sales goals with department activities and marketing solutions.
Before joining The Pert Group, Tabel served two years as project manager at Service Management Group, managing large-scale quantitative studies for multi-unit restaurant and retail brands. Prior to working at Service Management Group, Tabel assumed increasing levels of responsibility in account management and developing new business opportunities during 11 years of her career at BKV, an integrated marketing communications agency.
A graduate of the University of Kansas, Tabel received her B.A. in English.
Expanding Partnerships with Veterinarians
During the recent Center for Business Intelligence (CBI) Second Annual Summit on Animal Health Marketing Strategies, The Pert Group led an immersion session with ten representatives of leading animal health companies to discuss the issues facing the industry today. Read what we learned by reading the full article from Animal Pharm: World Animal Health and Nutrition News here.
Organizational Performance: Are You Using the Right Metric?
Are you approaching performance assessment in the right way? Chelsea Hammond, director, knowledge management for The Pert Group, recently wrote an article for Quirk's Marketing Research Review detailing how to develop an effective performance assessment program right for your organization. Click here to read the full article.
The Pert Group Welcomes Alex Camacho as Senior Consultant, Multicultural Services
Companies that aim to reach multicultural consumers whose buying power has tripled during the past 20 years** must grasp far beyond these groups' countries of origin, languages and lifestyles.
To help clients go deeper and understand the psychographics, identity profiles and emerging segments of our increasingly multicultural economy, The Pert Group, a leading research and consulting firm, is pleased to welcome multicultural marketing expert Alex Camacho as Senior Consultant of multicultural services.
While our nation's ethnic populations will comprise half the U.S. population by the year 2050*, the combined buying power of African Americans, Asian Americans and Native Americans now exceeds $1.7 trillion. In 2009, both the African-American market ($910 billion) and the U.S. Hispanic market ($978 billion) were larger than the entire economies (2008 GDP measured in U.S. dollars) of all but fourteen countries in the world.**
"Defining and meeting the tastes, expectations and buying trends of multicultural consumers is critical if businesses are to expand their brand and revenue growth within the U.S. and the global marketplace," said Camacho. "I look forward to helping The Pert Group's clients understand this new market dynamic, support their multicultural marketing strategies and help them expand sales to these important consumers."
Camacho brings to The Pert Group extensive experience designing and implementing market research, brand and marketing strategies in the U.S., the Caribbean, Europe and Latin America. Most recently, Camacho was president of Hispanic Senses Marketing (HSM), a multicultural market research firm.
Experienced in a cross section of research methods - including having moderated more than 600 focus groups, triads, dyads and in-depth interviews, Camacho offers a crucial skill set to help support the growing demands for multicultural capabilities.
Camacho is a Ph.D. candidate at The University of Georgia with a concentration in marketing research, brand equity, consumer behavior and marketing management. He has an M.S. in agricultural economics and a B.B.A. in economics. As president at HSM, Camacho provided strategic insights and consulting to multi-national companies including P&G, Anheuser-Busch, Bank of America, ING, Monsanto, GSK and Purina.
For more information about The Pert Group's multicultural services or to schedule a media interview, contact Alex Camacho at alex.camacho@thepertgroup.com or by telephone at (816) 448-3043.
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.
