New division at Mediamark Research

In the USA, Mediamark Research (part of NOP World) has formed a new division, MRI Market Solutions, and has hired media expert Sharon Polansky from Rodale Inc. to run the new operation.

Named Vice President, MRI Market Solutions (which incorporates MRI's Custom Division), Ms Polansky is charged with leading the new business venture. As head of MRI's new practice of consultative services and business solutions-including database integration, new product development and custom research in editorial, advertising, marketing and circulation management-she will report to Ian Jack, EVP and Chief Operating Officer of MRI.

Before joining MRI, Ms Polansky was Vice President, Corporate Marketing Research, at Rodale Inc. She previously held positions at Gemstar -TV Guide as SVP, Corporate Market Research; at Total Research Corporation as SVP, Strategic Brand Research; and at The Gallup Organization, where she began her media research career. Her consultative experience ranges from building new media products-launching brands and extending existing ones in new and traditional formats-to strategic marketing management for circulation, advertising and editorial.

"MRI Market Solutions is an exciting venture for MRI, and we're very pleased to have Sharon on board to launch it," said MRI president Kathi Love. "MRI Market Solutions will offer a suite of new services to existing and prospective clients who want to delve deeper into the MRI database, integrate their own marketing information or need sophisticated analytics but lack the internal tools to do them. We decided to offer MRI consultative services under the Market Solutions division to maintain the 'church and state' separation vital between the media ratings and consultative areas of MRI's business.

Ms Polansky added, "MRI's commitment to Market Solutions reflects the responsibility it is willing to assume to meet expanded marketplace demands and partner with media, marketers and advertising agencies to provide a more comprehensive client relationship and help deliver a higher ROI on both research and advertising dollars."

Founded in 1979, MRI interviews 26,000 US adults in their homes each year, asking about their use of media, their consumption of products and their lifestyles and attitudes. The company releases data from The Survey of the American Consumer (adults 18+) twice yearly, in the spring and autumn.

For further information, visit www.nopworld.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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