In the US, former Hertz insights exec John Huffman has set up a full-service agency called Growth Focused Insights and Research (GFI Research), using an 'on-demand' staffing model which Huffman says can lower costs by 20%-70%.
Huffman (pictured) has more than twenty years' experience, most recently gained at Aimpoint, where he served as Director of Research. Prior to this he worked at car rental company Hertz as Director of Customer Insights, and he held senior insights and innovation roles at the US Postal Service and Walmart, after spells at Bank of America and Capital One. Earlier, he was a Research Manager at Nielsen//NetRatings and Operations Manager at Florida State University's Survey Research Lab.
The new firm, GFI Research, will assemble teams for each projects based on type of business, industry and specific needs. All members of the client service, research and project team have a graduate education and are career market research professionals. In addition, the firm has no overheads such as buildings, utilities, administrative or sales staff.
Founding Board advisors include former Hall & Partners / NPD Group exec Robert Hart; Candace Adams, who is the CEO for the Center for Insights, Strategy and Innovation;
pricing and analytics specialist Sirisha Nukala; and academic Elena Mastors. In addition, the team comprises founding member and Senior Consultant Kelly Sobeck, who previously held leadership roles at Nationwide, JP Morgan Chase, and McGraw-Hill; and Project Intern Sarah Howe, who is currently completing an MA in Marketing Research.
Huffman says options for clients include a la carte or an 'all you can eat' pricing model, adding: 'The industry is long over-due for disruptive innovations. Too many firms are doing the same thing, the same way with the same results and charging 50% too much'.
Web site: www.gfiresearch.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.