MRC on Winning Streak

Research firm MRCGroup Research Institute has announced an expansion in one of MR's more glamorous locations. The company's national research test facility, located in the Grand Canal Shoppes of The Venetian Hotel and Casino, Las Vegas, has added a 36-station screening room test theater, confounding some early sceptics.

The Las Vegas Preview Studios were launched a year ago and have grown into 'a strong, well-regarded research facility with a bright future' according to the firm's CEO and Founder James T. Medick. The new theater is intended in part to satisfy increased demand for testing of network pilots and movie trailers. 'The testing of concepts and trailers is a strong growth niche in our 'Hollywood' business' says Medick.

The expansion brings the total capacity to 84 interviewing stations across three high tech, interactive theaters. The Preview Studios are entirely Internet-based including videoconferencing and streaming media capabilities, drawing targeted samples from the diversity of 45,000 visitors a day right outside the entrance. 'Only in Las Vegas is there a daily turnover of this magnitude in fresh waves of every demographic. Americans of all stripes parade right past our facility 24/7 in heavy concentration' says Medick, adding that work is about to begin on a state-of-the-art test kitchen and an automobile clinic.

A web site with online tour is available at www.mrcgroup.com

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

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