New US Research Firm Launches

US reseacher Nicole Wyrembeck has set up a new agency, Decision Point, which promises a combination of social science research and marketing expertise. She is joined by Senior Research Strategist Donna Cangelosi.

Wyrembeck worked for nearly 20 years at Chamberlain Research Consultants. Cangelosi, who previously owned consultancy Market Insights, is a social scientist who specializes in explaining the factors underlying buying behaviors. Other members of the team include Senior Marketing Strategist Katie Ryan Kurtz and e-Marketing Strategist Michelle Bollinger.

The new firm offers research and consulting in areas such as brand management and brand assessment; customer experience, loyalty and satisfaction; and also provides expertise in the use of social media as a marketing tool.

Methodologies used by the team include ethnographies, perceptual mapping, in-depth interviews, and virtual focus groups to uncover insights into customers' perceptions, motivations, and unspoken expectations.

Web site: www.decision-point.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.