New MR Firm ConsumerDNA Launched

US researcher Michael Kassab has announced the launch of a new MR firm, ConsumerDNA, following the acquisition of the assets of Savitz Research Solutions, the firm he has led for sixteen of the last 30 years. Savitz' office in Richardson, Texas will form the headquarters of the new company.

ConsumerDNA, led by Kassab as CEO and by COO David Ditzenberger, will offer a full range of market research services, with specific focus on understanding consumer motivations using proprietary methods and new digital technologies.

Kassab was President of Savitz Research Solutions from 1985 through 1998 and again from 2011 until now. In between, his roles included Managing Director of the Dallas office of Roper Starch; MD Brand Center of Excellence for NOP World; and Senior VP, Director of Innovation at GfK North America - all three companies are now part of the GfK Group.

Of the new firm, he comments: 'Our breakthrough work on the new Consumer Value equation will help companies significantly enhance their marketing strategy by exploring the deeper dimensions of what drives consumer choice - specifically, how a product or service facilitates a buyer's notion of task accomplishment, personal advancement, and emotional payoff. We're here for those who realize it's a complex consumer world and want to distil it to simple, effective strategies and programs.'

Web site: www.dnamarketresearch.com .

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