AMA Gold Top 50 RepoRT - The 2017 - American Marketing Association
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The 2017
AMA Gold
Top 50 Report
marketing news | June 2017
MN June_GOLD_2017__mm edits.indd 22 5/16/17 12:01 PM
Photographer: Lisa Predko,
Assistants: Jacqueline Ayala, Tom Michas
Food Stylist & Catering: Andrea Donadio
Model: Sarah Uchison
Retouching: Tom Michas
MN June_GOLD_2017__mm edits.indd 23 5/16/17 12:01 PM
In
Review
The additional 152 Insights Association member
companies reported a total of $1.032 billion in U.S.
revenue in 2016. The median U.S. revenue of these
152 companies is $1.5 million while the average is $6.8
million. Thirty-seven percent of the 152 companies
conduct research outside of the U.S. These 56 companies
accounted for a total of $392 million in non-U.S. revenue
The revenue generated by the U.S. market research in 2016. The median non-U.S. revenue of these 56
industry in 2016 was $11.584 billion, according to this companies is $800,000, and the average is $7 million.
analysis—the 44th annual AMA Gold Top 50 Report.
This figure is based on the revenue of the top 50 A Detailed Look
companies along with 152 other member companies of 2016 U.S. revenue for the 202 companies in this report is
the Insights Association, the national association of the $11.584 billion—a growth rate of 5.7%. After adjustment
marketing research and analytics industry, which was for inflation using the Consumer Price Index (CPI) of
formed through the 2017 merger of CASRO and MRA. 1.3%, the real-growth rate for 2016 is 4.4%. In 2015, the
All of these 202 companies are for-profit, full- growth rate reported by the Top 50 Report was 4.8%, or
service research firms whose areas of expertise and 4.7% real growth when adjusted for a 0.1% CPI inflation
specialization reflect the breadth of our changing and rate. Given that the U.S. economy in 2016 was “tepid” (as
expanding research industry. some economists termed it) the U.S. research industry
In February, we invited about 75 companies to in 2016 maintained a strong year-over-year growth rate,
participate in the annual top 50 ranking of U.S. research even when adjusted by a higher inflation rate.
companies. These companies were asked to submit The chart of the Top 50 Reports for the past decade
2016 U.S. and non-U.S. research revenues, as well as from 2006 to 2016 (Figure 1) shows the decline in
the comparable data for 2015, to determine the annual growth through the recession, followed by several
rate of revenue growth or decline. If a firm made an years of slow recovery, and, in 2015 and 2016, a
acquisition or divestiture during 2016 or 2015, we made significant increase of more than 4% in the industry’s
adjustments to ensure an apples-to-apples comparison. real growth rate.
The U.S. revenue of the Top 50 companies in 2016 We can also look to the U.S. gross domestic product
is $10.552 billion, or 91% of the total annual revenue (GDP) as another benchmark. The annual U.S. GDP
reported by the 202 companies. shows the yearly growth of the estimated value of all
Non-U.S. revenue for the top 50 companies in 2016 the country’s goods produced and services provided.
totaled $12.195 billion, or 53.6% of the total revenue of The U.S. research industry’s annual growth rate,
the worldwide top 50, which is $22.747 billion. historically, has tracked ahead of the annual GDP real-
The top 50 chart lists the U.S. and non-U.S. annual growth rate, except in 2009 and 2012. The U.S. research
revenue for 2016 and 2015, the year-over-year growth and industry’s growth rate exceeded the GDP growth rate
the number of full-time U.S. employees. In addition, we by 2% in 2015 and doubled that figure in 2016 to 4%.
have provided profiles of each of the top 50 companies that In the past two years the U.S. research industry has
include the names of the chief executives and a description been significantly healthier than the U.S. economy. The
of the company’s accomplishments, major services, question before us is: Will this positive growth trend
acquisitions and divestitures in 2016 and plans for 2017. continue in 2017 and beyond?
24 marketing news | June 2017
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Figure 1 - growth of The Top 50 market
research firms from 2006 to 2016
The Employment Picture
In 2016, the number of full-time U.S. employees in the
research industry increased substantially, with the top Annual
Number of Total U.S. Revenue Real Growth
50 firms reporting a 6.8% increase in employment.
Research Research Growth Rate (%) in
The employment for the top 50 and the additional 152 Top 50
Companies Revenue Rate for the the Top
research company members of the Insights Association Report
Included in (billions) Companies 50 Report
In Year . . .
reached the highest threshold ever of more than 40,000 the Top 50 Included in Included in After CPI
employees, an 8.4% increase over 2015. The previous Report the Top 50 the Top 50 Adjustment
zenith occurred five years ago, when 204 companies Report %
(the top 50 plus 154 CASRO members) reported 38,305
full-time employees.
2006 207 $7.7 6.6 3.4
Revenue Per Employee
It is useful to look at the revenue per employee both 2007 200 $8.6 6.0 3.2
among the top 50 companies and for the other Insights
Association member research companies.
For the top 50 companies the revenue per full-time 2008 196 $8.9 1.6 -2.2
employee in 2016 was $287,000. Figure 3 shows how
revenue per employee for the top 50 has trended over the 2009 203 $8.6 -3.7 -3.3
past decade.
The top 50 companies are weighted toward large
database companies, audience measurement and other 2010 199 $9.2 4.7 3.1
syndicated services. It is interesting to note that the
revenue per full-time employee among the smaller 2011 204 $9.2 5.1 1.9
custom research companies that comprise the 152 other
Insights Association members was $272,000 in 2016.
2012 207 $9.5 1.7 -.4
Changes in Top 50 List
New This Year 2013 196 $10.7 3.6 2.1
There are seven new top 50 companies.
At No. 2 on the list is QuintilesIMS. In October
2016, IMS Health, a global provider of information, 2014 192 $10.6 3.2 1.6
research and technology services for the health care
industry, merged with Quintiles, a contract research 2015 185 $11.2 4.8 4.7
organization for the pharmaceutical, biotechnology
and medical device industries, to create a major
company in the field of health care intelligence. 2016 202 $11.6 5.7 4.4
(Previously, IMS Health had been a top 10 company on
the AMA Gold Top 50 list.)
At No. 22 is Informa Financial Intelligence, a new
company established by Informa plc that combines six
business intelligence and research entities that serve the
financial industry, including Informa Research Services, At No. 35 is Simmons Research, which measures
EPFR Global, Informa Global Markets, iMoneyNet, consumers’ preferences, behaviors and attitudes through its
Informa Investment Solutions and eBenchmarkers. proprietary study, the National Consumer Survey (NCS).
(Informa Research Services has previously been included At No. 38 is Maru/Matchbox, a sector-focused
in the top 50 list.) consumer intelligence and consulting firm, featuring
At No. 25 is Market Force, which specializes online insight communities and market communities.
in providing location-level customer experience At No. 49 is Hypothesis, a creative and consumer
management services, including mystery shopping and insights agency, specializing in innovation/ideation labs
customer experience and employee engagement surveys. and data visualization.
At No. 29 is MACROMILL, a global online panel
company that combines two major business units, Not Here This Year
Macromill—headquartered in Tokyo—and MetrixLab, There are five previous top 50 companies that are not on
headquartered in Rotterdam, Netherlands. the list this year:
June 2017 | marketing news 25
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AMA Gold
Top 50 Report
figure 2 - growth rates of market research
industry top 50 firms and u.s. gdp from 2006 to 2016
Growth Rate of
7 the Top 50 U.S.
Research Firms
Percentage Points
6
5
4
3
2
1
0
-1
U.S. Research Real GDP
-2 Industry Net Growth Rate*
Increase/Decline
-3 Compared to Real
GDP Growth Rate
-4
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
*Bureau of Economic Analysis and World Bank
• ComScore could not participate because the audit Of the companies that experienced a double-digit
committee is restating financial results for the increase, there were three companies that achieved 50%
past three years to correct previous reporting of or more year-over-year growth in 2016:
non-monetary income. • LRA by Deloitte, a customer experience measurement
• J.D. Power was acquired by XIO Group in company, recorded a 56.7% increase.
2016 and does not choose to disclose • Fors Marsh Group, with a focus on applied cognition
financial information. and user experience, public policy and behavioral
• Rentrak merged with comScore in February 2016. research, had a 54% increase.
• Market Probe and Public Opinion Strategies chose not • Hypothesis, whose large global brand trackers
to participate in the report this year. contributed to its revenue increase, grew by 50%.
Top 50 Revenue Increases and Decreases In 2016 as compared to previous years, it is notable
The Top 50 Report in 2016 includes 19 companies that fewer companies reported flat or negative growth
with double-digit increases in revenue, 16 companies rates and that downturns were less severe than in
with single-digit increases that exceed inflation and past reports. The average rate of change for the 13
13 companies that are flat (did not exceed the rate of companies that reported flat or negative growth in
inflation) or had a decrease in revenues. In addition, 2016 is zero.
there are two newly formed companies (Informa Figure 4 compares U.S. revenue increases and
Financial Intelligence and Maru/Matchbox) that did not decreases for the top 50 companies in 2016 and 2015.
have reportable revenue in 2015 and, consequently, no
year-over-year growth rate to report.
26 marketing news | June 2017
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at Top 50 Companies
$304,000
$291,000
$274,000
$287,000
$257,000 $258,000 $259,000
$263,000
$239,000
$241,000
$215,000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Moving Up • C Space (up four positions from No. 23 to No. 19),
Companies moving up three or more positions are: focuses on building ongoing relationships with
• Fors Marsh Group (up seven positions from No. customers—online and in-person—to cultivate
44 to No. 37), derives almost all of its revenue from connections between businesses and their customers.
government research. • Convergys Analytics (up three positions from No.
• Wood MacKenzie (up five positions from No. 16 to 24 to No. 21), focuses on customer experience
No. 11), specializes in research for the energy, metals outsourcing, improving the customer experience
and mining industries. through analytics and consulting solutions.
• LRW (up five positions from No. 20 to No. 15), • The Link Group (up three positions from No. 43 to
emphasizes marketing science, integrated data No. 40), provides qualitative and quantitative research,
and modeling and analytic techniques in its global focusing on positioning and branding, ethnography,
consulting and research services. emotional insights and segmentation.
• LRA by Deloitte (up five positions from No. 37
to No. 32) is a global provider of customer
experience measurement services for The Top Ten
multinational companies. Three Moved Up
• Burke (up four positions from No. 22 to No. 18), There has been some upward movement into the top 10
provides custom research services with a primary companies with the absence of comScore and J.D. Power
focus on brand strategy, innovation, product from this year’s top 50.
development, retailer and shopper insights, customer • With its information assets, analytic and tracking
engagement, health care and employee engagement. services and consultative expertise in more than 20
June 2017 | marketing news 27
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AMA Gold
Top 50 Report
Figure 4 - top 50 revenue increases and
decreases from 2015 to 2016
in health care, social policy and international
development, moved up three places (from No. 13 in
2015) to join the top 10 companies on the report.
Year 2015 2016
The Other Seven
Maintaining the seventh position on the list for the
Double-digit Number of past seven years is GfK, which in that time has
Revenue 14 19
Companies strengthened its presence in the U.S. while sustaining
Increases
more than 80% of its annual revenue from outside
Avg. Rate of the U.S. in 100 other countries.
21.9% 19.2% No. 6 on the top 10 list, Westat, continues its significant
Change
work for the U.S. government, providing statistical, survey
Total Revenue and evaluation studies of programs and policies.
$1.379 $2.455 No. 5 Ipsos has five research specializations operating
(Billions)
in 88 countries: Ipsos Marketing, Ipsos Connect, Ipsos
Single-digit Loyalty, Ipsos Public Affairs and Ipsos Observer.
Number of
Increases 19 16 No. 4 IRI delivers market, consumer and media
Companies
That Exceed exposure information; prescriptive analytics and
Inflation technology platforms through offices in 15 other countries.
Avg. Rate of No. 3 Kantar, the data investment management
Rate 4.0% 3.6%
Change division of WPP plc, includes Added Value, Kantar
Health, Kantar Media, Kantar Retail, Kantar Worldpanel,
Total Revenue Lightspeed, Millward Brown, TNS, The Futures
$7.023 $3.498
(Billions) Company and Benenson Strategy Group.
No. 2 QuintlesIMS was mentioned earlier in this article.
Flat Number of No. 1 is Nielsen, which alone accounts for more than
(Increase 17 13 30% of the total U.S. 2016 annual revenue and more
Companies
Does Not than 20% of the total non-U.S. 2016 research revenue
Exceed generated by the top 50. Nielsen Holdings PLC is a global
Avg. Rate of
Inflation -8.3% 0.0% media and consumer measurement and data company
Change
Rate) and with offices and presence in more than 100 countries.
Revenue These top 10 companies account for almost 73.8% of
Decreases Total Revenue the total U.S. revenue represented by the 202 companies
$2.118 $4.513
(Billions) in this year’s Top 50 Report. The actual dollar figure is
$8.553 billion out of the total of $11.584 billion. Add to
this their formidable non-U.S. research revenues, which
total $10.792 billion, and the top 10 represent a world
powerhouse of research. The non-U.S. revenues of the top
10 represent 85.7% of the total non-U.S. revenues in the
industries, The NPD Group moved up from No. 9 last Top 50 Report.
year to No. 8 in 2016.
• ICF International, which focuses its research and
consulting services on government, educational and
nonprofit agencies, moved up from No. 11 to No. 9 on Revenue by Industry Served and by Type
this year’s list. of Service
• Abt SRBI (now, Abt Associates), specializing in We asked the top 50 companies to estimate the
research, evaluation and program implementation percentage of their annual U.S. revenue by the client
Methodology
Invitations are sent in February of each year to market research firms with estimated revenue greater than $15 million requesting revenue information for the prior calendar
year and for the year preceding that, in order to assess the growth rate. Other company data are also requested, including a description of the company’s management,
services, specializations, etc. Top 50 rankings are based on U.S. revenue. The rate of growth from year to year has been adjusted to account for revenue gains or losses from
acquisitions or divestitures. Verification of revenue is required of each private firm for ranking by a third party, generally an outside accounting firm.
28 marketing news | June 2017
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industry and service
industry and to estimate the percentage of revenue by
the type of service they provided to their clients.
The first question is often included in our industry
Industry
financial benchmarking studies, as well as in the annual Media, Advertising, Entertainment
ESOMAR Global Market Research Report, so the Health Care Products, Services, OTC Medicines
data are useful for comparative purposes. The second
question aligns with our efforts to assess and measure the Government, Associations, Nonprofits, Public Service
transformation of the industry, including new markets, Consumer Durables, Non-Durables
new methods and new tools. The data in this second
question provide a touch point for us to gauge whether Technology
and to what extent the top 50 companies are exploring Consulting
and/or investing in new services and new approaches.
The Insights Association and the AMA have been Telecommunications
working cooperatively with Michigan State University’s Financial Services and Insurance
Research Transformed Collaborative, under the
leadership of Michael Brereton, adjunct professor at Retailers/Wholesalers
MSU’s Broad School of Business. Automotive
In the AMA Global Top 25 Report that will be
published this fall, we will provide a progress report Education
on research industry transformation—the growth Restaurants/Fast Food/Food and Beverage
and impact on the research industry from advanced
predictive analytics, social media integration Utilities
and analytics, enterprise feedback management, Hospitality/Travel/Tourism
neuroscience and mobile market intelligence, among
other programs and services. Agricultural/Grower Co-ops
We will continue to collaborate with our national Political/Legal
and international association colleagues, in particular,
the other national research business associations in the
Audience Measurement
Type of Service
Global Research Business Network (GRBN), as well as
with ESOMAR. Custom Research
Syndicated Research
Advisory and Consulting
About the Authors Data Collection
Diane Bowers is a consultant to the Insights Association, the national Data Analytics
association for the research and analytics industry and profession,
established in 2017 through the merger of CASRO and MRA. Previously, Qualitative
she served as the president of CASRO. Bowers is on the board of directors
of The Roper Center for Public Opinion Research at Cornell University,
Ad Tracking/Copy Testing
chair of the Executive Management Board of the Global Research Financial Services and Insurance
Business Network (GRBN) and a board member of the Americas Research
Industry Alliance (ARIA). She is also a past president of the Market Online Panels/Communities/Sampling
Research Council and the Research Industry Coalition and a long-time
member of AAPOR, AMA and ESOMAR.
Automotive
Social Media Measurement
Michael Brereton is currently with the marketing faculty at
Michigan State University’s Eli Broad Graduate School of Management. Enterprise Feedback Management
In 2014, Brereton retired from the role of president and CEO of Maritz
Auditing (mystery shopping)
Research, a position that he served in since 2003. Brereton’s industry
leadership roles have included serving as a long-time board member as Biometrics and Sensory
well as board chair of CASRO; founding chair for the CASRO Institute for
Research Quality (CIRQ), an ISO certification body; advisory board chair Data Processing
for Michigan State University’s master of science in marketing research
Expert Witness (jury/legal)
program; and advisory board member for Southern Illinois University’s
master of marketing research program. Also contributing to this article Software Development
was Rahul Sahgal, founder and CEO of Annik, a leading data analytics
outsourcing company in India.
0 5 10 15 20 25 30 35
Percent of 2016 U.S. Revenue
June 2017 | marketing news 29
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T h e 2 0 1 7 AMA Gold
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T o p 5 0 R e p o rt
2016 Research Revenue 2016 2015 Research Revenue
U.S. Rank Year U.S. Full-time
Organization U.S. Headquarters Website U.S. U.S. Market Non-U.S. Worldwide % U.S. Non-U.S. Worldwide
2017 2016 Founded Employees
Market˚ YOY % Change Market˚ Total˚ Non-U.S. Market˚ Market˚ Total˚
1 1 Nielsen New York, NY 1923 nielsen.com $3,626.0 0.0% $2,683.0 $6,309.0 42.5% 9,646 $3,606.0 $2,566.0 $6,172.0
2 -- QuintilesIMS*** Danbury, CT; Durham, NC 2016 quintilesims.com $1,358.0 20.5%* $1,943.0 $3,301.0 58.9% 5,261 $1,127.0 $1,794.0 $2,921.0
3 3 Kantar** ˚ New York, NY 1993 kantar.com $994.0 2.2% $2,853.0 $3,847.0 74.2% 3,300 $973.0 $2,737.0 $3,710.0
4 4 IRI Chicago, IL 1979 iriworldwide.com $631.4 4.4% $395.3 $1,026.7 38.5% 1,665 $605.0 $376.0 $981.0
5 5 Ipsos New York, NY 1975 ipsos-na.com $568.0 3.1%* $1,394.0 $1,962.0 71.0% 2,192 $544.0 $1,423.0 $1,967.0
6 6 Westat Rockville, MD 1963 westat.com $500.7 1.9% $10.8 $511.5 2.1% 1,922 $491.4 $18.3 $509.7
7 7 GfK New York, NY 1934 gfk.com $310.2 -10.3% $1,367.0 $1,677.2 81.5% 915 $345.9 $1,351.8 $1,697.7
8 9 The NPD Group Port Washington, NY 1966 npd.com $259.0 12.1% $82.0 $341.0 24.0% 1,035 $231.1 $76.6 $307.7
9 11 ICF International Fairfax, VA 1967 icf.com $163.7 5.8% $59.6 $223.3 26.7% 1,016 $154.7 $64.7 $219.4
10 13 Abt SRBI New York, NY 1965 abtsrbi.com $142.2 19.2% $5.0 $147.2 3.4% 1,198 $119.3 $5.1 $124.4
11 16 Wood Mackenzie**** New York, NY 1973 woodmac.com $132.8 -5.5%* $310.0 $442.8 70.0% 300 $109.5 $255.2 $364.7
12 14 MaritzCX Lehi, UT 1973 maritzcx.com $128.5 15.4% $40.7 $169.2 24.1% 579 $111.4 $40.2 $151.6
13 12 DRG (Decision Resources Group)** Burlington, MA 1990 decisionresourcesgroup.com $128.0 6.2% $50.0 $178.0 28.1% 560 $120.5 $47.1 $167.6
14 15 dunnhumby** Cincinnati, OH 2001 dunnhumby.com $109.0 -0.9% $320.0 $429.0 74.6% 235 $110.0 $330.0 $440.0
15 20 LRW (Lieberman Research Worldwide) Los Angeles, CA 1973 lrwonline.com $103.3 11.5%* $41.1 $144.4 28.5% 547 $82.8 $37.0 $119.8
16 18 NRC Health Lincoln, NE 1981 nrchealth.com $91.1 8.1% $4.9 $96.0 5.1% 357 $84.3 $5.2 $89.5
17 19 ORC International Princeton, NJ 1938 orcinternational.com $76.2 -8.6% $42.3 $118.5 35.7% 307 $83.4 $38.9 $122.3
18 22 Burke Cincinnati, OH 1931 burke.com $71.1 6.3% $8.9 $80.0 11.1% 269 $66.9 $8.1 $75.0
19 23 C Space** Boston, MA 1999 cspace.com $66.6 2.6% $16.8 $83.4 20.1% 321 $64.9 $15.7 $80.6
20 21 Market Strategies International Livonia, MI 1989 marketstrategies.com $64.3 -6.8% $1.1 $65.4 1.7% 254 $69.0 $1.6 $70.6
21 24 Convergys Analytics** Cincinnati, OH 1998 convergys.com/analytics $60.2 8.1% $7.2 $67.4 10.7% 250 $55.7 $6.7 $62.4
22 -- Informa Financial Intelligence Calabasas, CA 2016 financialintelligence.informa.com $54.0 -- $28.8 $82.8 34.8% 400 -- -- --
23 25 Morpace Farmington Hills, MI 1975 morpace.com $52.7 -5.0% $7.4 $60.1 12.3% 187 $55.5 $7.2 $62.7
24 26 PRS IN VIVO Teaneck, NJ 1972 prsresearch.com $51.0 10.9% $46.0 $97.0 47.4% 150 $46.0 $41.0 $87.0
25 -- Market Force** Louisville, CO 2005 marketforce.com $48.0 4.4% $7.0 $55.0 12.7% 300 $46.0 $6.0 $52.0
June 2017 | marketing news
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2016 Research Revenue 2016 2015 Research Revenue
U.S. Rank Year U.S. Full Time
Organization U.S. Headquarters Website U.S. U.S. Market Non-U.S. Worldwide % U.S. Non-U.S. Worldwide
2017 2016 Founded Employees
Market˚ YOY % Change Market˚ Total˚ Non-U.S. Market˚ Market˚ Total˚
26 27 Service Management Group (SMG) Kansas City, MO 1991 smg.com $47.9 5.0% $5.4 $53.3 10.1% 282 $45.6 $4.3 $49.9
27 28 YouGov Redwood City, CA 2000 yougov.com $46.7 11.7% $83.2 $129.9 64.0% 156 $41.8 $81.1 $122.9
28 30 Directions Research Cincinnati, OH 1988 directionsresearch.com $45.0 10.8% $0.0 $45.0 0.0% 143 $40.6 $0.0 $40.6
MN June_GOLD_2017__mm edits.indd 32
29 -- MACROMILL** Cincinnati, OH 2000 macromill.com/global $45.0 15.4% $255.0 $300.0 85.0% 250 $39.0 $226.0 $265.0
marketing news | June 2017
30 32 MarketCast Los Angeles, CA 1985 mcast.com $40.4 11.3% $20.9 $61.3 34.1% 120 $36.3 $17.0 $53.3
31 31 Hanover Research Arlington, VA 2003 hanoverresearch.com $39.6 2.3% $1.3 $40.9 3.2% 330 $38.7 $1.7 $40.4
32 37 LRA by Deloitte Horsham, PA 1981 www2.deloitte.com $39.5 56.7% $7.3 $46.8 15.6% 440 $25.2 $8.3 $33.5
33 35 MarketVision Research Cincinnati, OH 1983 mv-research.com $34.8 14.5% $0.2 $35.0 0.6% 145 $30.4 $0.0 $30.4
34 33 Phoenix Marketing International Rhinebeck, NY 1999 phoenixmi.com $34.2 2.1% $2.0 $36.2 5.5% 135 $33.5 $3.0 $36.5
35 -- Simmons Research Deerfield Beach, FL 1952 simmonsresearch.com $33.3 -0.9% $0.0 $33.3 0.0% 99 $33.6 $33.6
36 34 Radius Global Market Research New York, NY 1960 radius-global.com $32.6 1.9% $1.0 $33.6 3.0% 104 $32.0 $0.8 $32.8
37 44 Fors Marsh Group Arlington, VA 2002 forsmarshgroup.com $31.1 54.0% $0.0 $31.1 0.0% 136 $20.2 $0.0 $20.2
38 -- MARU / Matchbox Chicago, IL 2016 marumatchbox.com $30.4 - $10.0 $40.4 24.8% 90 - - -
39 29 SSRS Media, PA 1983 ssrs.com $27.6 -1.4%* $1.0 $28.6 3.5% 158 $28.0 $0.9 $28.9
40 43 The Link Group Atlanta, GA 1994 tlg.com $26.4 27.5% $1.6 $28.0 5.7% 66 $20.7 $2.7 $23.4
41 39 Kelton Culver City, CA 2003 keltonglobal.com $26.2 12.0% $6.6 $32.8 20.1% 97 $23.4 $5.9 $29.3
42 38 Cello Health** New York, NY 2004 cellohealth.com $24.7 -0.8% $70.4 $95.1 74.0% 100 $24.9 $72.3 $97.2
43 45 Acturus Farmington, CT 1978 acturus.com $22.1 12.2% $0.6 $22.7 2.6% 73 $19.7 $2.6 $22.3
44 41 NAXION Philadelphia, PA 1911 naxionthinking.com $21.8 4.3% $0.0 $21.8 0.0% 76 $20.9 $0.0 $20.9
45 42 Gongos Auburn Hills, MI 1991 gongos.com $21.1 1.0% $2.1 $23.2 9.1% 133 $20.9 $1.6 $22.5
46 46 Bellomy Research Winston-Salem, NC 1976 bellomyresearch.com $19.8 11.2% $0.0 $19.8 0.0% 135 $17.8 $0.0 $17.8
47 40 KS&R Syracuse, NY 1983 ksrinc.com $19.0 -13.6% $1.5 $20.5 7.3% 152 $22.0 $2.8 $24.8
48 49 Chadwick Martin Bailey Boston, MA 1984 cmbinfo.com $18.8 25.3% $0.0 $18.8 0.0% 66 $15.0 $0.0 $15.0
49 -- Hypothesis, Inc. Los Angeles, CA 2000 hypothesisgroup.com $17.7 50.0% $0.0 $17.7 0.0% 44 $11.8 $0.0 $11.8
50 47 RTi Research Norwalk, CT 1979 rtitesearch.com $17.0 -2.3% $0.0 $17.0 0.0% 55 $17.4 $0.0 $17.4
Top 50 Total $10,552.7 5.9% $12,195.0 $22,747.7 53.6% 36,751 $9,962.7 $11,683.4 $21,646.1
All Other Insights Association Research Company Members (152 companies not included in the Top 50) $1,032.2 3.4% $392.0 $1,424.2 27.5% 3,800 $998.4 $365.5 $1,363.9
Industry Total $11,584.9 5.7% $12,587.0 $24,171.9 52.1% 40,551 $10,961.1 $12,048.9 $23,010.0
* Percent change calculation reflects adjustment of previously reported 2015 U.S. research revenue due to acquisition/divestiture activity or other business change during 2016.
** Some or all figures are not made available by this company so instead are based upon estimations by the report authors.
*** 2016 market research revenue is for the combined company, assuming the merger of Quintiles and IMS Health was completed on Jan. 1, 2016. The merger closed on Oct. 3, 2016. Revenue growth rates are impacted by the merger and may not reflect true growth in the
underlying operations.
**** Percent change calculation reflects organic YOY growth only; 2016 annual revenue reflects acquisition activity during 2016. Some or all figures are not made available by this company so instead are based upon estimations by the report authors.
-- This company did not participate in last year’s Top 50 Report.
˚ 2016 currency exchange rate from British pounds to U.S. dollars decreased the percent growth rate. All values reported in millions of dollars.
5/16/17 12:01 PMJune_full_pg_ads.indd 11 5/16/17 12:09 PM
The 2017
AMA Gold
Top 50 Report
understand behavior and better manage fit-for-purpose technology, advanced
1 nielsen.com
Nielsen supply and demand, media spend and
supply chain issues.
Representing about 53% of consolidated
analytics and deep institutional knowledge
to help stakeholders drive new insights and
approaches as they work to improve
Founded 1923 revenues in 2016, the buy segment real-world patient outcomes. The company’s
provides retail transactional measurement customers include biotech, medical device
2016 U.S Revenue $3.626 Billion
data, consumer behavior information and and pharmaceutical companies, medical
Percent Change from 2015 0% analytics primarily to businesses in the researchers, government agencies, payers
2016 Non-U.S. Revenue $2.683 billion consumer packaged goods industry. and other health care stakeholders.
Nielsen tracks billions of sales transactions Following the merger, QuintilesIMS
Percent from Outside U.S. 42.5% per month in retail outlets globally, and the maintains one of the world’s largest and
U.S. Employees 9,646 data is used to measure sales and market most comprehensive collections of health
share, enabling clients to better manage care information, including more than 530
Dwight M. Barns brands and supply chain issues, uncover million longitudinal anonymous patient
CEO, B.S., Miami University new sources of demand, launch and grow records spanning sales, prescription and
new services, analyze their sales, improve promotional data, medical claims,
their marketing mix and establish more electronic medical records and social
2016 Acquisitions: effective consumer relationships. media. The company maintains 20-plus
• Repucom, a sports measurement, The watch segment represents about petabytes of proprietary data sourced from
evaluation and intelligence firm. 47% of 2016 consolidated revenue, more than 100,000 data suppliers and
• Informate Mobile Intelligence, a leading providing viewership and listening data and covering more than 800,000 data feeds
provider of mobile usage measurement. analytics primarily to the media and globally. Based on this data, QuintilesIMS
• Qterics, a device management solution advertising industries across the television, delivers information and insights on more
provider whose NetRead technology radio, online and mobile viewing and than 85% of the world’s pharmaceuticals.
enables consumer electronics listening platforms. The watch data is used QuintilesIMS offers hundreds of distinct
manufacturers to manage, maintain and by media clients to understand their services, applications and solutions to help
support Internet of Things devices, audiences, establish the value of their its clients make critical decisions and
including TVs, Blu-ray disc players, advertising inventory and maximize the perform better. Key capabilities include:
set-top boxes, tablets, mobile phones, value of their content. It’s used by • A leading health care-specific global IT
gaming consoles and more. advertising clients to plan and optimize infrastructure that processes more than 65
• VisualDNA, a consumer insights and their spending. Nielsen measures eight billion health care transactions annually.
analytics company that profiles people hours of dynamic media consumption per • Data-enriched clinical development,
with visual personality quizzes. day per person, including streaming audio, which improves clinical trial design, site
• Pointlogic, a provider of marketing out-of-home measurements for television identification and patient recruitment.
decision support systems. consumption and deeper measurement of • A robust real-world insights ecosystem
• Gracenote, a provider of media and multicultural audiences in the U.S. with sophisticated retrospective
entertainment metadata across database analytics, prospective
platforms, including multi-channel video real-world data collection technology
programming distributors (MVPDs), platforms and scientific expertise.
smart televisions, streaming music
services, connected devices, media
players and in-car infotainment systems.
2 QuintilesIMS***
quintilesims.com
• Proprietary commercial applications that
support clients’ sales operations, sales
management, multi-channel marketing
Founded 2016 and performance management.
Nielsen provides a comprehensive
2016 U.S. Revenue $1.358 Billion
understanding of what consumers watch Above all, QuintilesIMS is committed to
and buy and how those choices intersect. Percent Change from 2015 +20.5%* helping clients drive health care forward
Nielsen delivers critical media and 2016 Non-U.S. Revenue $1.943 billion with breakthrough approaches to
marketing information, analytics and developing and commercializing treatments,
manufacturer and retailer expertise, and Percent from Outside U.S. 58.9% improving care provision and aligning with
its information, insights and solutions U.S. Employees 5,261 health care stakeholders globally.
help clients maintain and strengthen their
market positions and identify Ari Bousbib *** 2016 market research revenue is for the
opportunities for profitable growth. CEO; MBA, Columbia University combined company, assuming the merger
Nielsen’s two reporting segments, “buy” of Quintiles and IMS Health was completed
(consumer purchasing measurement and on Jan. 1, 2016. The merger closed on Oct.
analytics) and “watch” (media audience QuintilesIMS is working with clients to 3, 2016. Revenue growth rates are impacted
measurement and analytics), are built on dramatically improve their clinical, by the merger and may not reflect true
proprietary data assets that yield insights scientific and commercial results through growth in the underlying operations.
for clients to successfully measure, manage a distinctive integrated information and
and grow their businesses. The information technology-enabled health care service. * Percent change calculation reflects
from the buy and watch segments together Formed through the 2016 merger of adjustment of previously reported 2015
deliver insights into the effectiveness of Quintiles and IMS Health, the company’s U.S. research revenue due to acquisition/
branding, advertising and consumer choice 55,000 employees operate in more than 100 divestiture activity or other business
by linking media consumption trends with countries. QuintilesIMS combines change during 2016.
consumer purchasing data to better unparalleled health care information,
34 marketing news | June 2017
MN June_GOLD_2017__mm edits.indd 34 5/16/17 12:01 PMmarketing knowledge and insights integrated solution for linking media
3 kantar.com
Kantar**• into consumers and markets on
stakeholder management, brand and
communications and product
consumption to purchasing.
In 2017, IRI will drive consumer
personalization by continuing to integrate
Founded: 1993 development and innovation. multiple disparate Big Data sources
• The Futures Company monitors what to create sophisticated end-to-end
2016 U.S. Revenue $994 million
influences consumer values and capabilities enabling clients to more
Percent Change from 2015 +2.2% attitudes to identify current and future effectively plan, target, activate, measure
2016 Non-U.S. Revenue $2.85 billion trends and offers trends and futures and optimize their businesses in real
consulting and future-facing qualitative time for growth.
Percent from Outside U.S. 74.2% and quantitative research. The IRI partner ecosystem includes
U.S. Employees 3,300 • Benenson Strategy Group is a strategic such companies as Adobe, The Boston
research, issue advocacy and consulting Consulting Group, comScore, Experian,
group helping leaders in politics, Ipsos, Kantar Shopcom, MasterCard
Eric Salama business and public affairs connect with Advisors, MaxPoint, Millward Brown
Chairman & CEO; M.S., Birkbeck College, their target audiences. Digital, Oracle, Research Now,
London
Simulmedia, Survey Sampling
The newly introduced Kantar First International and Univision.
Kantar is the data investment management program will support collaboration IRI’s retail footprint is a source
division of WPP plc, a London-based among the operating brands of the of advantage for its CPG clients.
public company. The group includes the Kantar group companies to better serve Examples include:
following U.S.-based companies: client needs by eliminating internal profit • Walmart, for which IRI provides POS
• Added Value focuses on brand silos, encouraging the sharing of data data and is a premier partner on its
development and marketing insight across brands and facilitating better targeted shopper activation program.
through its “brand connections” cooperation at a local level. • CVS Caremark, for which IRI designed
methodology, providing services in the Collaborative Merchandising
brand marketing, consumer insight, ** Some or all figures are not made available Gateway for improved collaboration.
innovation and communications. by this company so instead are based • Tesco, for which IRI is the exclusive
• Kantar Health specializes in health upon estimation by the report authors. global provider of inbound data services
care research and consulting on • 2016 currency exchange rate from British in the U.K.
marketing insights; strategic planning; pounds to U.S. dollars decreased the • Albertsons, for which IRI is the preferred
risk management, safety and percent growth rate. partner for POS data, consumer panel
surveillance; stakeholder effectiveness insights and strategic growth initiatives
and brand marketing; health to support joint business collaboration.
economics and patient outcomes;
pricing and reimbursement and
forecasting and epidemiology.
• Kantar Media offers a range of media
4 IRI
iriworldwide.com
IRI delivers growth to clients through five
key areas of expertise:
• Market performance and strategy (IRI
insights and audience measurement Founded 1979 answers critical market questions focused
services for global advertisers, agencies on issues such as achieving growth in a
2016 U.S. Revenue $631.4 million
and media companies. mature market and what clients should
• Kantar Retail is focused on digitally Percent Change from 2015 +4.4% consider when launching a product.)
delivered intelligence on retailers and 2016 Non-U.S. Revenue $395.3 million • Consumer and shopper intelligence (IRI
extending shopper insights and solutions focus on deep shopper
consulting capabilities. Percent from Outside U.S. 38.5% insights, segment planning, opportunity
• Kantar Worldpanel is a global provider U.S. Employees 1,665 sizing and activation strategies
of consumer panels that offer empowering companies to win the sale
continuous measurement and Andrew Appel and the shopper.)
analysis of consumer purchasing President & CEO; MBA, University • Media (IRI media solutions enable clients
and usage behavior. of Chicago to measure the efficiency and
• Lightspeed Research provides market Richard H. Lenny effectiveness of their media spending.)
research services by building and Chairman of the Board; MBA, Kellogg • Analytics and retail execution (IRI helps
maintaining online and mobile panels School of management clients analyze data to pinpoint new
and associated service. opportunities to optimize pricing,
• Millward Brown provides qualitative, IRI delivers market, consumer and media promotions and assortments.)
quantitative and consulting services on exposure information, prescriptive • Data management/cloud/software (IRI
brand strategy and experience; creative analytics, technology platforms and the data management, cloud and software
development and campaign evaluation; foresight that leads to action. solutions help clients better leverage
consumer needs and values; media In September 2013 IRI acquired Aztec data to gain faster insights and action.)
planning and strategy; ROI, forecasting to gain a presence in Australia, Canada,
and investment management; brand Hong Kong, New Zealand, South Africa,
valuation and analytics and demand Sweden and the U.K.
and activation. In March 2014, IRI joined forces with
• TNS offers market research and comScore and Rentrak to create a
qualitative research to provide comprehensive data set and offer an
June 2017 | marketing news 35
MN June_GOLD_2017__mm edits.indd 35 5/16/17 12:01 PMThe 2017
AMA Gold
Top 50 Report
Ipsos Observer provides online and Westat relies on an extensive field
5 ipsos-na.com
Ipsos mobile surveys, manages online consumer
panels and provides quantitative research
data for in-house researchers.
operation to support large-scale surveys,
applying all modes of data collection to
achieve maximum response rates.
Ipsos in the U.S. comprises centers of Statistical and subject matter expertise
Founded 1975
expertise in data science, neurosciences are combined with innovative methods
2016 U.S. Revenue $568 million and behavioral sciences as well as leading and technologies to forge new ground in
Percent Change from 2015 +3.1%* strategic partnerships in academia (Duke, complex survey designs.
Yale, MIT and Stanford) dedicated to Our research professionals contribute
2016 Non-U.S. Revenue $1.394 billion advancing our understanding and to their fields through professional
Percent from Outside U.S. 71% application of behavioral sciences with publications and participation in the
two think tanks: national and international research
U.S. Employees 2,192
• Yale/Ipsos Behavioral Sciences Think community.
Tank, which develops and conducts The company’s key areas of expertise
Didier Truchot research and experiments on the include:
Chairman and CEO; B.S., Pantheon- practical application of behavioral • Statistical research and survey methods
Sorbonne University sciences principles in key areas of support for clients, including complex
Pierre LeManh consumer marketing. survey design, address-based sampling,
CEO, North America; MBA, Ecole • Duke/Ipsos Research Center, which is small-area estimation, data analytics and
Superiere Sciences Economiques progressing our understanding of the statistical disclosure control.
et Commerciales science of decision-making based on • Program evaluation using diverse
in-store shopper marketing, consisting methodologies to observe, measure and
2016 Divestiture: of manufacturers, retailers, Duke and analyze the mechanics of policies and
• Ipsos’ Agriculture and Animal Ipsos experts. programs to determine effectiveness.
Health Sectors. • Health studies to support research in
* Percent change calculation reflects behavioral, veterans, public, international
Ipsos comprises five research adjustment of previously reported 2015 and mental health; clinical trials;
specializations. Operating across 88 U.S. research revenue due to acquisition/ epidemiology; health IT and health care
markets, we deliver information and divestiture activity or other business delivery.
analysis that provide our clients with a change during 2016. • Education programs to provide technical
total understanding of people, markets assistance and evaluation for federal,
and societies. state and local governments and private
Ipsos Marketing supports our clients’ foundations.
marketing strategies to optimize their
brand portfolio, leverage consumers’
path to purchase, innovate effectively,
6 Westat
westat.com
• Social policy research for a variety of
social services for children and families,
employment, criminal justice and
improve products and services and Founded 1963 marginalized populations.
maximize commercial effectiveness
2016 U.S. Revenue $500.7 million
through a range of capabilities, including Westat’s Center for Transportation,
survey and passive data, deep Percent Change from 2015 +1.9% Technology & Safety Research studies
observation and listening, social 2016 Non-U.S. Revenue $10.8 million vehicle technology, travel behavior and
intelligence and digital communities, traffic operations systems.
insights curation and knowledge Percent from Outside U.S. 2.1% To support our research projects,
platforms, Big Data analytics and U.S. Employees 1,922 Westat invests in many general and
advisory services. specialized IT technologies and products
Ipsos Connect measures and weighs and provides licensing, training and
our clients’ brands, advertising and
James E. Smith support for Blaise, a major survey software
President & CEO; Ph.D., University
media, optimizing communications and system produced by Statistics Netherlands
of Southern California
content for a highly digitized world and and used internationally. The Individual
fragmented audience. We are on the Placement and Support (IPS) project and
forefront of the madtech revolution, Westat is a 100% employee-owned research their research team joined Westat in 2016.
delivering insights based on the facts and professional services company known The IPS team, with its special expertise in
that empower content, platforms and for its expertise in statistical research, integrated mental health and employment
brands to be chosen by more people, survey methods and evaluation studies of practices, along with other leading experts
more easily and more often. programs and policies. in justice studies and methodologies, have
Ipsos Loyalty specializes in all matters Westat applies state-of-the-art, further enhanced our research capabilities.
relating to measuring, managing and evidence-based research and
improving customer relationships and statistical methods to complex issues
employee engagement. across a wide range of fields including
Ipsos Public Affairs assists companies health, education, environment,
and institutions in understanding how the transportation, justice, communications
world is changing, the behavior and and social marketing.
opinions of citizens and consumers and The firm’s clients include the U.S.
the trends underway, enhancing their government, state and local agencies,
reputation and communications. businesses and foundations.
36 marketing news | June 2017
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The 2017
AMA Gold
Top 50 Report
digital market intelligence, distribution and the world’s leading brands. NPD offers
7 gfk.com
GfK supply chain management, geomarketing,
market opportunities and innovation,
media measurement, mystery shopping,
uniquely combined information assets,
analytic services and expertise in more
than 20 industries to build long-standing
Founded 1934 online pricing intelligence, point-of-sale partnerships that help clients uncover
tracking, product catalogs, promotion and opportunities, solve problems and create
2016 U.S. Revenue $310.2 million
causal retail, public communications and profitable growth.
Percent Change from 2015 -10.3% social science, retail analytics, social media Information is available for the following
2016 Non-U.S. Revenue $1.367 billion intelligence, trends and forecasting and industries: apparel, automotive,
user experience. appliances, beauty, consumer electronics,
Percent from outside U.S. 81.5% Our industry focus provides GfK market diamonds, e-commerce, entertainment,
U.S. Employees 915 researchers with a thorough fashion accessories, food, food service,
understanding of business issues and footwear, home, mobile, office supplies,
questions specific to their concerns. retail, sports, technology, toys, video
Peter Feld Industries we cover include games, watches and jewelry.
CEO; M.S., RWTH Aachen University automotive, consumer goods, fashion and NPD Tracking Services encompasses
lifestyle, health, media and entertainment, retail tracking, distributor tracking and
public services, retail, technology and consumer tracking, including Checkout
2016 Divestiture: travel and hospitality. Tracking, which utilizes receipt harvesting
• Kynetec, a global agriculture and animal Trusted for quality, GfK stands for the to measure purchases across all industries
health market research company. highest standards in terms of quality, and channels, including bricks-and-mortar
privacy, integrity and compliance. We and e-commerce.
In a digitized world, GfK is the trusted offer valuable and reliable insights for our NPD Premium Services offers the most
source of relevant market and consumer clients; carefully protect the information of granular market views including weekly
information that empowers clients to our research participants; take a fair, tracking, store-level enabled data (for
make smarter decisions. As a thought honest and respectful approach with our looking at geographies or custom store
leader in the market research industry, GfK employees; and manage our shareholders’ groupings) and account-level information
has a deep understanding of consumer investments responsibly. (for participating retailers). Information is
experiences and choices. The company collected from more than 1,250 retailers,
includes more than 13,000 experts representing more than 300,000 stores
providing vital insights into local markets worldwide, 12 million consumer interviews
in 100 countries.
Earlier this year, the company
appointed a new global GfK CEO, Peter
8 The
npd.com
NPD Group conducted annually, and more than 4
million consumers who make physical and/
or digital receipts available for Checkout
Feld. Through innovative systems and Founded 1966 Tracking, some of which is done in
partnerships, GfK integrates data, turning partnership with Slice Intelligence.
2016 U.S. Revenue $259 million
research into business opportunities and NPD’s Analytic Solutions group covers
supporting growth from knowledge. The Percent Change from 2015 +12.1% forecasting, new product development,
company’s goal is to enable clients to 2016 Non-U.S. Revenue $82 million pricing and promotion.
create winning strategies to enrich The firm’s advisory services include
consumers’ lives. From Outside U.S. 24% Connected Intelligence, which offers
Understanding client challenges with U.S. Employees 1,035 reports and analysis on wearable tech and
expertise across a variety of industries, the connected world, including content,
GfK helps clients take on some of their Karyn Schoenbart devices and services. In 2016, NPD marked
most important challenges, including: CEO; B.A., University of Massachusetts its 50th anniversary with IDEA 2016, a
• Developing strategic opportunities thought leadership summit for senior
(discovering trends and interpreting Tod Johnson business executives. It made several
data to make better business decisions Executive Chairman; M.S., Carnegie acquisitions including Nielsen’s American
and identifying and nurturing areas of Mellon University BookScan and related businesses (EEDAR,
strategic potential). a specialist market research and data
• Creating experiences (designing and analysis firm for the video games industry,
testing new experiences along the 2016 Acquisitions: and the Brazil-based Sim2M point-of-sale
customer journey and forecasting • Nielsen Book Scan, a data provider and toys panel). NPD also launched tracking
potential prior to launch). market research company for the book services for diamonds, juvenile products
• Optimizing in-market experiences publishing industry. and digital games.
(tracking current market development • EEDAR, a video game data and research NPD will continue to develop its diverse
pre- or post-launch or even mid-flight to company. data assets and solutions, launching
optimize marketing spend immediately). • Sim2M, a Brazil-based point-of-sale toys Checkout Tracking in additional industries
• Growing relationships (increasing loyalty panel and market research company for and expanding its portfolio of analytic
along experience points and building the toys industry. services to help clients understand shifting
strong, durable relationships with consumer preferences and behaviors and
customers and stakeholders). The NPD Group is a privately held the evolving retail landscape.
corporation. NPD’s global information and
GfK provides research on brand and business solutions provide data-driven
customer experience, consumer panels, confidence and a winning advantage to
38 marketing news | June 2017
MN June_GOLD_2017__mm edits.indd 38 5/16/17 12:01 PMeducational degrees, bringing deep The company celebrated 10 years of being
9 icf.com
ICF International specialization to client engagements.
Clients work with ICF on issues that
matter profoundly to their success,
publicly traded on NASDAQ and launched
a new brand, visual identity and a website
last year. In addition, the survey research
Founded 1967 whether it be a product or program that practice will complete the certification
matters to the business or a social issue or process for ISO 20252, providing
2016 U.S. Revenue $163.7 million
policy that matters to the world. We offer independent third-party validation that
Percent Change from 2015 +5.8% comprehensive survey research services our quality processes and procedures are
2016 Non-U.S. Revenue $59.6 million that empower clients to gain valuable and comprehensive, transparent and
actionable insights on issues that matter. documented.
Percent from Outside U.S. 26.7% For more than 40 years, we have Moving forward, we will complete
U.S. Employees 1,016 demonstrated design, methodological and installation of our state-of-the-art, fully
statistical knowledge through the integrated and security-enhanced data
Sudhakar Kesavan implementation of large and complex collection system, allowing ICF to securely
Chairman & CEO; M.S., Massachusetts survey research projects. Our clients and most efficiently collect survey
Institute of Technology consist of U.S. federal, state and local research data across all modes. We
agencies; universities; nonprofits and continue to be dedicated to solving the
ICF is a global consulting services commercial organizations. Our survey world’s most complex challenges and
provider with more than 5,000 research services include: tackle problems with ingenuity on issues
professionals focused on making big • Analyzing, reporting and presenting that matter profoundly to our clients.
things possible for our commercial and findings.
government clients in the U.S., Europe • Conducting surveys through a variety of
and Asia. Employees are survey data collection methods.
researchers, business analysts, policy • Designing samples, data collection
specialists, technologists, digital protocols and instruments.
strategists, social scientists and creatives. • Protecting all processes and data
A significant percentage, who work in 65 through quality assurance and
countries globally, have earned advanced system security.
June 2017 | marketing news 39
MN June_GOLD_2017__mm edits.indd 39 5/16/17 12:01 PMThe 2017
AMA Gold
Top 50 Report
operations division. The data science and **** Percent change calculation reflects
10 abtsrbi.com
Abt SRBI advanced analytics group provides
consulting support in complex sample
design, non-response bias, cell and
organic year-over-year growth only; 2016
annual revenue reflects acquisition activity
during 2016. Some or all figures are not
Founded 1965 dual-frame sample designs, weighting, made available by this company so
imputation and geographic information instead are based upon estimation by the
2016 U.S. Revenue $142.2 million
systems. The operations division report authors.
Percent Change from 2015 +19.2% administers telephone, mail, internet, IVR, * Percent change calculation reflects
2016 Non-U.S. Revenue $5 million smartphone and in-person interviews with adjustment of previously reported 2015
nearly 300 CATI stations across four call U.S. research revenue due to acquisition/
Percent from Outside U.S. 3.4% centers, a large national in-person field divestiture activity or other business
U.S. Employees 1,198 force and a centralized technologically change during 2016.
advanced survey platform.
Kathleen L.
Flanagan
President & CEO of Abt Associates; M.S.,
University of Rochester
Michael Link 11 woodmac.com
Wood MacKenzie**** 12 MaritzCX
maritzcx.com
President & CEO of Abt SRBI; Ph.D., Founded 1973
University of Southern California Founded 1973 2016 U.S. Revenue $128.5 million
2016 U.S. Revenue $132.8 million Percent Change from 2014 +15.4%
Abt Associates is a mission-driven, global
leader in research, evaluation and program Percent Change from 2015 -5.5%* 2016 Non-U.S. Revenue $40.7 million
implementation in the fields of health, social 2016 Non-U.S. Revenue $310 million
and environmental policy and international
Percent from Outside U.S. 24.1%
development. It is known for its rigorous
Percent Outside U.S. 70.0% U.S. Employees 579
approach to solving complex challenges. U.S. Employees 300
Abt SRBI is the firm’s survey research arm. Mike Sinoway
Abt SRBI is a full-service global Stephen Halliday President & CEO; MBA, Arizona State
research and consulting firm whose survey CEO; B.S., University of Edinburgh University
research capabilities range from sample
design and instrument development to MaritzCX is a CX software and research
data collection (telephone, in-person, IVR, Edinburgh-based Wood Mackenzie company that provides organizations with
web, mail) and data management to provides commercial intelligence for the holistic and cost-efficient CX solutions. We
advanced analysis and market strategy. energy, metals and mining industries believe companies should drive high-value
The firm specializes in large-scale and through objective analysis and advice on customer experiences at every touch
complex projects. assets, companies and markets. For more point, as it happens. MaritzCX helps
Abt SRBI has four practice groups: than 40 years, Wood Mackenzie has organizations increase customer retention,
• The health group conducts health- assessed and valued thousands of conversion and lifetime value by
related surveys and tracking studies for individual assets and companies around embedding customer experience
many U.S. government agencies. These the world, evaluating economic intelligence and action systems into the
projects include epidemiological surveys, indicators and analyzing market supply, DNA of business operations. We are
health care, military veterans, demand and price trends. The firm committed to being our clients’ customer
immigration, domestic violence and produces research and analysis across experience outcomes partner.
program evaluations. oil, gas, power, coal, chemicals, metals MaritzCX specializes in solutions for key
• The public affairs group conducts and mining, giving clients a forward- industries, including automotive, financial
large-scale public policy and public looking view of the challenges, services, retail, technology and B-to-B.
opinion surveys for university opportunities and risks facing their Our mission is to provide businesses the
researchers, foundations, research business and sector. strategic guidance and software engine
institutes and the media. Wood MacKenzie offers a combination they need to turn customer feedback into
• The transportation and infrastructure of robust proprietary data; expert, a competitive advantage.
group provides passenger/customer knowledgeable and collaborative people; MaritzCX’s global reach includes more
research to leading public transit and integrated analysis and advice. than 880 full-time employees and more
authorities; transportation planners Wood MacKenzie’s research, analytics than 900 part-time/contract employees in
and engineering firms; as well as and consulting services help clients 19 offices around the world. MaritzCX
federal, state and local governments. It to understand their markets, value assets, provides solutions to more than 500
also specializes in energy and reduce risk, identify and screen clients and 1.6 million users who speak 72
environmental issues. opportunities, assess competitors, languages in 100 countries.
• The family, workforce and nutrition strengthen strategy and pitch for The MaritzCX platform realized 83%
group supports large-scale program new business. growth year over year with a 119%
evaluation projects with a focus on With 25 offices in 20 countries, our increase in total software bookings from
interviews with beneficiaries of federal teams work across every sector of energy, 2015 to 2016.
government programs. metals and mining, covering more than
The practice groups are supported by a 150 countries to provide an integrated
data science and advanced analytics and perspective across entire industries.
40 marketing news | June 2017
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