You may have seen the news two weeks ago when we announced that Quest Global Research Group is acquiring Coleman Insights. Since the announcement, I have received many notes congratulating us on the deal, which I sincerely appreciate.
These notes, however, made me think that while many of our clients and industry colleagues were congratulating us, I want to ensure we thoroughly explain how this deal will benefit them. I hope to do that with this week’s edition of Tuesdays with Coleman.
The most immediate benefit we hope our clients will see is improved efficiency. Coleman and our new parent company’s Quest Mindshare division have had a long working relationship. Now that we will be part of the same company, we foresee much tighter integration of our staff and systems, which should allow us to field client studies faster and less expensively, without sacrificing the quality of our data. If you are like most of our clients, I expect you will welcome the ability to complete high-quality research faster and more affordably.
One of the things that excites us the most about teaming with Quest is their technical capabilities. They are a bigger company with more technical resources than we have and a leader in providing technical solutions for the market research industry. This is perhaps best reflected in their dtect platform, which helps prevent fraud in the survey-taking process.
With Quest’s resources behind us, Coleman Insights looks forward to enhancing our technical offerings as well. Some of this work will be behind the scenes—in the internal systems we use to produce data and insights for our clients—but where Coleman clients will see it more directly is in enhanced versions of the software many of them use, including the pcFACTSM platform on which we deliver FACT360SM Strategic Music Test data and the Music Meeting platform that clients of our Integr8SM new music research service rely upon for their reports. I know you will prefer to get access to the data and insights we produce on fast, reliable, and easy-to-use platforms; under Quest’s ownership, our ability to meet your needs will be greater.
We also expect that the array of research solutions we will be able to offer our clients will expand, giving you more opportunities to seek our help in tackling your biggest business challenges. Coleman Insights has a track record of bringing new and innovative solutions to our clients. Within the past five years, we introduced Campfire Online Discussion GroupsSM, AscendSM Brand Lift Studies, and our syndicated national music research offerings, FACT USASM and Integr8 USASM, but we know your needs will continue to change even faster than before, and we will be better prepared to meet those needs.
The FACT USA National Music Test is one of several innovations introduced by Coleman Insights recently.
Finally, we expect to be able to bring a broader perspective to our clients under Quest’s ownership. Over the more than 45 years Coleman Insights has been in business, most of our work has focused on radio, audio, music, and media, even though our team consists of people who are experts in strategy, marketing, content, and positioning. As we’ve watched the scope of our clients’ business broaden, we have jumped at opportunities to bring our insights to the other industries they have entered. Quest has many clients outside of the industries Coleman has focused on, which will create opportunities for us to apply our expertise in those sectors. If your focus goes beyond radio, audio, music, and media, we will become a better partner to meet all your needs.
You can probably sense my excitement about this acquisition. I am proud to lead an organization of people who are dedicated to serving our clients’ needs, something we believe we will be more capable of doing under our new ownership.
