Future Strategy at Greenfield Online

American agency Greenfield Online has renewed its commitment to maintaining its position as the leading provider of online data collection and infrastructure services in response to recent trends in the marketplace.

In recent months the company has reported an unprecedented increase in demand for online respondents from its custom research clients as well as offline marketing research firms wanting to conduct projects online. To accommodate this increasing demand, Greenfield Online has decided to concentrate its resources in maintaining and further developing its core asset, an online panel of 1.2 million households, which is still growing. The Greenfield Online panel offers a respondent community profiled on demographic and behavioural criteria. As well as growing the panel, Greenfield's other strand of business focus will be to accelerate the growth of the company's outsourcing, or FieldSource(r) division.

According to Dean Wiltse, CEO of Greenfield Online, "We are proud to bring to the marketplace excellence in design, sampling, and execution that adheres to the highest research industry standards and can provide clients with multiple sampling options in order to meet project and timing requirements. Our clients appreciate our deep research expertise and, in a renewed commitment to our outsourcing clients, we will no longer compete directly with them in most cases. This shift benefits both of our business units."

FieldSource clients will now also have access to Greenfield Online's full suite of proprietary quantitative and qualitative research tools including the patented FocusChat online focus group technology.

These changes represent the final phase of Wiltse's 100-day plan for the company since he became CEO on April 30th this year.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.