PROFILE MARKETING RESEARCH

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PROFILE MARKETING RESEARCH CAPABILITIES
Profile Marketing Research4020 South 57
AvenueLake Worth, Florida 33463561-965-8300prof
ile-mktg-res.com
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GETTING TO AHA
Aha. That moment of getting it. The instant
light dawns. When questions have answers, the
feelings become facts, understanding is complete,
and the road ahead becomes clear. Thats getting
to aha.
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About Profile Marketing Research

Profile Marketing Research, a full service
marketing research organization, was founded by
Judy Hoffman in 1983. Corporate offices are
located in Lake Worth, Florida. Total number
of employees is over 100, with 20 analytic,
statistical and support staff members, as well as
a team of data collection professionals. Profile
Marketing Research enjoys long term client
relationships and seeks to provide thought
processes and ideation, from project start to
finish.    
.

 
 
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About Profile Marketing Research

• Expertise is offered in the areas of quantitative
  and qualitative research techniques for clients
  with interests in both the consumer and business
  sectors on a local, regional, national, and
  international basis.
• It is the policy of Profile Marketing Research to
  provide clients with a close working relationship
  throughout all phases of a project, in order to
  maximize implementation and actionability of
  research endeavors.
• The hands-on approach of Profile Marketing
  Research from project development through
  analysis, coupled with a philosophy based upon
  quality, assures clients of both timely and cost
  effective research services, resulting in
  actionable guidance and direction for strategic
  planning and marketing decision making.

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About Profile Marketing Research

• Projects are custom designed to address marketing
  questions and issues of clients and are
  conducted to provide reliability of results,
  yielding strategic guidance and direction for
  future planning.
• Company principals and senior research staff
  members are directly involved with all aspects of
  the research project and process, from planning
  to final reports and presentations, supported by
  the project team.
• To ensure quality control, all phases of
  marketing research studies are conducted on an
  internal basis. The Profile Marketing Research
  professional staff is highly educated, dedicated
  to marketing research as a discipline and a
  career, analytically oriented and facile with
  data and statistical concepts.
• Staff members are marketing oriented, in terms of
  their role in the planning and interpretation of
  research findings in order to assist in providing
  actionable and meaningful results to clients.
• Staff members reflect a wide and diverse range of
  backgrounds, education, and experience which they
  are able to bring to bear in meeting their day to
  day challenges.

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About Profile Marketing Research
Profile Marketing Research places emphasis on
quality marketing research services to clients.
Protocols and procedures are in place that
reflect thisemphasis, ranging from general
company policies and management, to the specifics
of study design, implementation, analytic
process, and direction for next steps from a
business and a marketing perspective. Profile
Marketing Research is objective, honorable, and
ethical in terms of business dealings. The
company respects the confidential nature of all
studies and appreciates the trust placed in our
organization by clients.
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About Profile Marketing Research
Database management Telephone interviewing
centerwith remote monitoring, 40 stations, CATI,
and web based continuous reporting Internet
surveyspmronline.com and internet qualitative
forums and web based continuous reporting High
volume mail surveys Data entry and scanning Data
tabulation Analysis and reporting Statistical
analyses Modeling Mapping Web based and video
presentations

• Experienced analytical staff
• Project team assignments
• Focus group moderators
• Ethnographic researchers
• Internal field interviewing staffand supervisory
  staff
• Interviewing staff teamsspecially trained for
• Personal interviewing
• Telephone data collection
• Multi-lingual
• Consumers
• Business decision maker

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About Profile Marketing Research
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About Profile Marketing Research
PROJECT TEAM     JUDY A. HOFFMAN, PRESIDENT,
PROFILE MARKETING RESEARCH Offers over thirty
years experience in the field of marketing
research, with an emphasis on the provision of
quality marketing oriented services to clients.
This experience includes eighteen years with
Profile Marketing Research and a precursor
consultancy, as well as prior experience in the
marketing research field. Prior professional
experience includes the following Associate
Research Director/J. Walter Thompson Company,
Research Account Executive/Grey Advertising,
Project Director/Alfred Politz Research, New
York. Her credentials also include Past Vice
President, American Marketing Association, Palm
Beach County, memberships in CASRO (Council of
American Survey Research Organizations),
Marketing Research Association, American
Statistical Society, Qualitative Research
Consultants Association, Florida Direct Marketing
Association, Futurist Society, and Travel and
Tourism Research Association. Her education
Goucher College/Bachelor of Arts, Sociology, New
School for Social Research/Graduate studies,
Sociology. RICHARD E. STRASSLER,
SENIOR MANAGER, SYSTEMS AND STATISTICS Technical,
systems and statistical applications management
and interpretation. His professional experience
includes the following Campbell and
Associates/Computer Analyst, Keiser College/
Instructor of Sociology/Research Methods,
Perceptive Market Research/Statistical
Coordinator, and University of Florida,
Gainesville/Research Assistant, Department of
Psychology. He has been with PMR for fourteen
years. He is an active member of the American
Statistical Society. His education University
of Florida, Master of Arts, Sociology and
Bachelor of Science, Psychology.   MARK EDDY,
MANAGER OF FIELD SERVICES Offers long term
expertise in Marketing Research interviewing and
supervision of data collection efforts over a
twenty year period, with particular emphasis on
telephone center management. His experience
includes management of data collection services
at Marketing, Inc. He has been with PMR for
thirteen years. He is a member of the Marketing
Research Association. His education SUNY,
Bachelor of Arts, Sociology.  
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About Profile Marketing Research
PROJECT TEAM - Continued     MICHAEL JENNINGS,
SENIOR RESEARCH DIRECTOR Offers expertise in the
management of marketing research projects, both
qualitative and quantitative. He has worked at
PMR for twelve years. He is a member of the
American Marketing Association and Association of
Energy Services Professionals. His education
Florida Atlantic University, Bachelor of Business
Administration with a major in Finance. BARI
WEINHAUSEN, SENIOR RESEARCH DIRECTOR Offers
expertise in the management of marketing research
projects, both qualitative and quantitative. She
is a moderator and member of the Qualitative
Research Consultants Association. She has been
with PMR for nine years. She is a graduate of
NOVA University with a major in
Education.   JACQUELINE LAWSON, SENIOR ANALYST,
DATABASE AND WEB SERVICES Offers many years of
experience, both private and public sectors, with
database management and programming. She
specializes in SQL Server, Crystal Reports,
Perseus Survey Solutions, Oracle, MS Access, etc.
She has been with Profile Marketing Research for
one year. Her education Pace University,
Bachelors of Computer Science.
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About Profile Marketing Research

• Advertising Federation
• American Anthropological Association
• American Marketing Association
• American Society for Quality
• American Statistical Association
• Association of Energy Services Professionals
  International
• CASRO (Council of American Survey Research
  Organizations)
• CMOR (Council of Marketing and Opinion Research)
• Interactive Marketing Research Organization
• Marketing Research Association
• Qualitative Research Consultants Association
• Sawtooth Software CI3 User Group Member
• Travel and Tourism Research Association
• World Futurist Society

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About Profile Marketing Research
All PMR staff members are under contractual
obligation to adhere to strict protocols
regarding confidentiality of all projects
conducted by the company.   PMR acknowledges that
all project materials, discussions, study
findings, recommendations, etc. will be held
strictly confidential.   Profile Marketing
Research is registered with the state of Florida
as a minority owned business (WBE).  
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VARIETY OF STUDY TYPES VARIETY OF CLIENT
PRODUCT/SERVICE CATEGORIES
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Variety of Study Types
Profile Marketing Research conducts a wide
variety of quantitative studies for clients
from simple surveys (rush, small sample size) to
highly complex studies that require complex
sampling procedures/weighting schematics and in
depth analysis. PMR has qualitative expertise
focus groups and depth interviews for exploratory
and evaluative purposes and ethnographic
research. For the vast majority of studies,
external customers are the primary focus. For
some studies, internal customers are an integral
respondent group as well. And for some clients,
PMR actually goes one step further, to facilitate
ideation sessions with study results being the
start point.
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Variety of Clients
Profile Marketing Research works in a wide
variety of categories when it comes to products
and services. This brings a cross-pollination of
thought processes/approaches. For
example Utilities FPL, PSEG, Xcel Energy Food
and Beverages Pollo Tropical, Diageo OTC
Rexall Ecommerce hotels.com, ediets.com Insuranc
e/Financial Services Fidelity Federal, Bank of
America, New York Life Transportation Ryder,
Budget Truck Rental Travel Tourism
Celebrity/Royal Caribbean Cruises, Walt Disney
World, Marriott Vacation Clubs International,
Silversea Cruises Arts and Entertainment Norton
Museum, South Florida Fair, Kravis Center, Palm
Beach County Cultural Council Media Palm Beach
Post, Palm Beach Daily News Retail Sears,
CityPlace, Publix Government City of Coral
Springs, Town of Palm Beach Gardens, Town of
Miami Lakes, Palm Beach County Tourist
Development Council, Palm Beach Community
College, Broward County Office of Integrated
Waste Management, State of Florida Philanthropic
United Way
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TELEPHONE SURVEY CAPABILITIES
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Telephone Survey Capabilities

• 40 station CATI telephone center
• Sawtooth CI3, programming in-house
• Staff interviewers
• Multi-lingual capabilities Spanish and Creole
• Remote monitoring
• Web based reporting (client provided link, data
  available end of given interviewing shift) PMR
  can configure reports and/or clients can
  configure reports including banners/filters
• Currently conduct a wide variety of perception
  and transaction based tracking studies as well as
  ad hoc studies, simple-complex in terms of
  sampling and timelines
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ONLINE SURVEYS AND FORUMS
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Online Surveys and Forums

• pmronline site for online surveys
• Perseus, enterprise version
• Client access to results via link
• Qualtalk online forums qualitative tool
• Currently conduct ongoing tracking studies and
  ad hoc studies when topic/target group
  appropriate for online methodologies

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DATA TABULATIONS
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Data Tabulations

• All data processing and tabular report
  programming done in house
• Project Team review process for open end coding
• Tabular reports generated using UNCLE which
  allows for complex weighting schematics and
  statistical testing of significant differences,
  multiple levels of confidence

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ANALYTICS
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Analytics
Profile Marketing Research conducts many studies
that require simple analysis (crosstabs against
key segments and/or specific measured periods).
In addition, Profile Marketing Research conducts
many other studies that entail more complex
analysis (with or without additional statistical
applications) on an interative basis (digging
deeper). Good example survey data showed
that the target segment for a particular product
was actually less likely to purchase the product
than the non-target segment. Deeper examination
of target segment data by demographics and
attitudinal measures showed that product
information was not adequately communicated to a
particular subgroup within this segment. This
finding prompted additional analysis of the
non-target segment by demographics and
attitudinal measures to determine the cause of
high purchase intent where none was expected.
This analysis revealed a new target group that
was previously unknown to the client.
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STATISTICAL CAPABILITIES
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Statistical Capabilities
Profile Marketing Research conducts many studies
that require complex statistical analysis.
Project Team staff members work together to go
through multiple iteration thought processes to
come up with best solutions. Third party
consultants are utilized on an occasional basis
to review and make suggestions in terms of
approach (Andrea Tyree, PhD, Social Demographer,
SUNY/Stonybrook and William Bailey, PhD, Applied
Statistics, WMB Associates Statistical Services).
Statistical tools utilized include chaid,
cluster analysis, discriminant analysis, factor
analysis, logistic and multiple regression,
perceptual mapping, partial least squares, and
structural equation modeling.
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Statistical Capabilities

• Some examples
• A study to build a segmentation based on
  Hispanic consumer acculturation Factor analysis
  was utilized to group attitudinal
  self-descriptors discriminant function analysis
  was attempted to segment based on expected
  behavioral groupings but results were not
  particularly meaningful ultimately a cluster
  analysis solution was identified which clearly
  defined segments on a multidimensional basis.
• A study to build a customer satisfaction model
  for telephone interaction experience client
  provided attribute list of 120 dimensions
  multicollinearity was a major issue and there was
  not as much differentiation as was hoped
  (respondent fatigue) factor analysis was
  originally utilized to group attributes however
  internal customer wanted to keep all attributes
  unique due to nuanced differences scale spread
  multiple regression attempted but low R2s
  logistic regression attempted based on 10/9 vs
  bottom of scale utilized as new variables which
  yielded workable solution. Only those variables
  with high R value were included in final
  solutions, one per customer segment. Structural
  equation modeling was utilized to validate
  learnings.

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Statistical Capabilities

• A study to identify key differentiating factors
  among a long list of potential client offering
  based on six unique criteria a complex scoring
  system was developed and programmed on a weighted
  basis which facilitated prioritization.
• A study to map attribute importance in relation
  to importance importance was measured as stated
  and implied (logistic regression provided the
  most meaningful results) R values used as
  weights in combination with stated importance
  against which performance was mapped.
• Studies which track customer satisfaction with
  multiple lines of business on a transaction
  basis, highly complex variables plus data
  appended from customer records key driver
  analysis run on multiple levels (process,
  employee, etc.).
• Study for a non-profit organization to determine
  key characteristics of donors and non-donors via
  survey and third-party data and creation of
  classification system for stratification into
  segments and prediction of potential to donate in
  the future among non-donors and prospects using
  chaid (Answer Tree).

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QUALITATIVE RESEARCH
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Qualitative Research

• Profile Marketing Research conducts qualitative
  studies on a regular basis.
• Exploratory and assessment related
• Focus groups (traditional in person and via
  telephone conference) and IDIs (in person and via
  telephone)
• In many cases, the qualitative work is a phase I
  which provides the hypotheses for phase II
  quantification.
• Unique approaches include ideation, role playing,
  team creative exercises.
• In depth content analysis is always integral to
  study learnings.

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ETHNOGRAPHIC AND EXPERIENTIAL RESEARCH
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Ethnographic and Experiential Research

• Profile Marketing Research has developed an
  expertise in experiential and ethnographic
  (observational and participant/observation)
  research. These approaches are being utilized
  more often than in the past, to delve deeper into
  the consumer and business decision maker hearts
  and minds. Some recent studies include
• Museum tour with children and debriefing with
  children and then children parents after the
  fact
• Visits to tertiary market communities to provide
  an understanding of lifestyle (in home and out)
  related to energy usage
• In home entertaining four months with twelve
  families shopping, preparing for home
  entertaining presence at parties, etc. Field
  notes were posted daily on a special website with
  photographs and videos. At the end of the field
  period, two three day retreats were held with the
  client team for insight generation
• Shopping behavior observation of on-board
  shopping behavior within the context of the
  cruise experience
• PMR has just been awarded a study that will
  involve visits with homeowners as well as
  business owners and managers to understand
  relationships between users and light-heavy duty
  equipment for preliminary hypotheses generation
  related to segmentation based on dimensions other
  than the obvious (size of equipment, function,
  etc.)

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INSIGHT GENERATION
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Insight Generation
Insight Generation uses a Team Approach (client
team members) with a Profile Marketing Research
facilitator to take all of the learnings from a
specific study or studies and evolve these
learnings into a broad based understanding of
consumers (includes B2B as well) in terms of
cultural, psychological, anthropological and
sociological perspectives and dimensions.  This
understanding goes far beyond the observations
and facts coming from the given study(ies) and
can be utilized within the context of a myriad of
applications...new product development,
advertising strategies, identification of value
propositions, to name a few.
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Insight Generation

• How does this work?  The process can take one day
  or several, depending
• on the complexity of the client product or
  service and the amount of
• information to be processed. 
• As a group
• Facts are identified (learnings via the research)
• Facts are interpreted in relation to implications
• Insights are generated
• New understandings surface
• Preliminary discussion is held in terms of new
  applications
• Following the Insight Generation Sessions
• Insights are shared within the client
  infrastructure
• Processes are put into place to acknowledge and
  utilize new Insights in marketing and strategic
  planning and decision making

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AD HOC REQUESTS
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Ad Hoc Requests
Profile Marketing Research often has special
requests from clients and always finds a way to
accommodate needs. For example a client may
have need for scorecard report updating on an
ongoing basis. If this is the case, PMR can set
up a special secured website and create rules
which give access to specific deliverables to
given individuals or PMR can upload to a client
intranet site if client security measures will
allow for such.
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CONCLUSION
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Conclusion
Profile Marketing Research handles projects in a
professional manner, with quality measures in
place throughout all research study phases. PMR
goes the extra mile on a consistent
basis. Clients have a responsive vendor in
Profile Marketing Research as part of the
research team.
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For Additional Information
JUDY HOFFMAN PRESIDENT 4020 SOUTH 57TH
AVENUE LAKE WORTH, FLORIDA 33463 561-965-8300 jhof
fman_at_profile-mktg-res.com www.profile-mktg-res.com

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