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Name Change for US Insight Firm
New York-based Insight Research Group has changed its name to Insight Strategy Group, reflecting its 'evolution and expanding scope of services'.
The firm was founded in 1998 with the promise of helping clients 'to build innovative and impactful experiences for consumers' and says the new name reflects this mission, as well as its identity as a research-driven strategy firm. Its services include brand tracking, segmentation, thought leadership studies and concept development.
'While research will always be what we do, we have never been a traditional research company', said Mourad. 'We are a strategy firm grounded in research.' Matthias says there are many good reasons for this distinction, including its ability to showcase strategic possibilities for clients, and its ability to combine 'quantitative muscle with qualitative finesse' to uncover brand drivers.
The US company is based in Tribeca, NYC. A redesigned web site is at the new address www.insightstrategygroup.com .
Editor's note: The name change will also help research news service editors to distinguish the firm from London-based pharmaceutical specialist and Cello subsidiary Insight Research Group - a trap we confess we have fallen into once or twice if only with wrong URLs - apologies to both firms and any readers confused on these (now distantly historical) occasions.
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