Gordon Weiss Research Gets New Name and Focus

Minneapolis-based custom qual provider Gordon Weiss Research has rebranded as Sivo Insights with immediate effect.

The firm says the name Sivo comes from a Croatian word meaning 'not black and not white'; reflecting how it helps clients steer through the 'gray area' of consumer behavior. Founding Partner Marilyn Gordon Weiss (pictured) comments: 'Things are rarely black and white when you're dealing with humans. Our new name echoes our philosophy and the work we do helping clients navigate the human side of research.'

The move follows Managing Partner Cindy Blackstock's diagnosis last year with breast cancer, for which she continues to undergo treatment after mastectomy, chemotherapy and surgical rebuilds. Blackstock, a wife, mother of two and Ironman triathlete, is starting a personal campaign to encourage women to get annual mammograms, and is back in training for the next Ironman World Championship in Kailua-Kona, Hawaii in October.

Having been through the experience with her, the team at Sivo Insights has decided to give 3% of net profits to charities that support breast cancer research and families dealing with breast cancer. Gordon Weiss, a former Insights Exec at General Mills, comments: 'The launch of Sivo Insights signifies so much more than business growth. We have grown not just as a company, but as a group of women who are able to unite and overcome the impossible. There couldn't be a more perfect time to celebrate our re-branding as our business and personal lives parallel a hopeful and inspiring future.'

The company, whose services include in-store intercepts, focus groups, shop-a-long and customer interviews, is online at www.sivoinsights.com .