Decima Firm takes on market research

Decima Research, the well-known political pollster, is expanding into market research with the May 1 launch of Decima Research Marketing Service.Margaret Buhlman, general manager of the new Toronto-based company, says the firm will draw on Decima's understanding of societal behavior and...

Decima Research, the well-known political pollster, is expanding into market research with the May 1 launch of Decima Research Marketing Service.

Margaret Buhlman, general manager of the new Toronto-based company, says the firm will draw on Decima’s understanding of societal behavior and lifestyles to set it apart from the competition.

Buhlman says at the company’s disposal are market research techniques developed over the last 10 years.

Duncan McKie, vice-president at the new company, says the service will appeal to advertisers that want to get ahead of trends, rather than react to them.

Buhlman says Decima Research Marketing Service can provide market research for anyone, but points out the company is targetting clients in media and telecommunications, entertainment, health care and pharmaceuticals, and financial products.

She says the company already has a major client in banking and adds it is talking to a life insurance company.

She says, last year, market research supplied about 5% to 10% of Decima’s business.

By the end of 1993 she hopes that will jump to 50%, with public opinion polling supplying the other 50%.

Buhlman says to promote Decima Research Marketing Service, the company is developing a communications program.

She says this will mean advertisements in the trade press, announcements to existing and potential clients, more involvement in the market research industry, and more speaking engagements on market research by the newly founded company’s professional staff.

McKie says Allan Gregg, the high-profile head of Decima, will be used as a strategic resource rather than to service clients since Decima Research Marketing Service has experts on staff for that function.