Anderson Analytics Brings Cutting-Edge Analytic Technologies, and Deep Smarts in Market Research to Consumer Insights Arena
Market Research should be Personal, Creative, Smart and, Yes, Analytical, says Anderson Founder
Stamford, CT—December 19, 2005—With the recent launch of Anderson Analytics (http://www.andersonanalytics.com/
) at the SPSS Directions 2005 Conference in Las Vegas, Anderson is quickly emerging as one of very few market research companies involved in combining traditional quantitative and qualitative online research with cutting-edge techniques such as data mining and even text mining.
Anderson Analytics strives to be a new type of marketing research firm, according to Founder and Managing Partner, Tom Anderson. Mr. Anderson brings over a decade of experience on both the client and supplier side of market research, from large market research companies such as AC Nielsen BASES and TNS-NFO to smaller tech companies like IGN.com.
"I started Anderson Analytics because I believe there are clients who want a smarter, more creative, personal relationship with their research suppliers. These clients want to utilize new technology and new methodologies that better fit their business models. They want ‘deep smarts’, in other words, they want practical wisdom through experience. And they want to make research fun again," said Tom Anderson.
"In today’s economy, customer experiences are so broad and diversified that the traditional market research approaches may not be sufficient in revealing customers’ true preferences. The strength of Anderson Analytics’ solution exists in the customized, thereby targeted market research design and the advanced techniques in analyzing and decoding customer responses and transactional data." Said Dr Hong Jin, Chief Strategist at Anderson Analytics.
Juan Garcia, Director at management consultancy Zyman Croup LLC, agreed, "Anderson Analytics is a perfect example of deep smarts. On a recent segmentation study we needed a research partner who could quickly acclimatize themselves with the data and understand the multivariate analysis that had already been done. Anderson Analytics was very responsive in working with us on this difficult and iterative project."
At the SPSS Directions 2005 Conference in Las Vegas, Tom Anderson, along with Girish Punj, Associate Professor of Marketing at the University of Connecticut, presented their text mining collaboration with Rebecca Gillan, VP Global Market Research and Guest Satisfaction at Starwood Hotels & Resorts Worldwide, Inc., entitled "Mining Text in Guest Satisfaction Surveys: Do Ratings Truly Reveal Future Intentions?"
Tom Anderson’s next presentation, at the February 2006 ESOMAR Auto Conference in Lausanne Switzerland, will explore the Hispanic teen market in North America.
About Anderson Analytics
Anderson Analytics is a full service market research consultancy, providing quantitative and qualitative solutions. At Anderson Analytics we help solve challenging marketing problems and discover hidden opportunities. We combine the efficiencies and business experience found in large research firms with the rigorous methodological understanding from academia with the enthusiasm and creativity found only in smaller firms. Helping clients achieve a significantly better return on marketing investment is our main goal. For more information, please see http://www.andersonanalytics.com/