Marcoms Firm Realia Opens Research Division

In the UK, full-service marketing and management consultancy Realia has opened a dedicated research business to provide marketers with evidence-based decision support. The unit is headed by former IFF Director Sue Burden.

Canterbury, Kent-based Realia provides in-house skills in concept, design, advertising, media planning and buying, PR, web development, new media and relationship marketing. Its new Realia Research division has been established to offer research and planning methodologies, and provide insight into how to plan and deliver marketing campaigns.

Services will include qual and quant methodologies for market entry, sizing and scoping; customer and market segmentation; and campaign tracking.

'We provide real world research solutions; not just effective campaign elements, but also cogent evaluation and real-time reporting to positively impact the anticipated outcome,' explains MD Paul Williamson. 'For Realia Research this means delivering recommendations as well as results, and by applying the learnings, we can dramatically improve the impact of a campaign.'

Burden joins from IFF Research where she served as Director of Branding, Marketing and Communications Research. She previously worked at TNS and Added Value. Her experience spans quant and qual methodologies and includes moderating qual groups, developing new qual techniques, managing teams of market researchers, conducting semiotic analysis, and developing and introducing consumer insight initiatives.

Web sites: www.realia-marketing.com and www.team-realia.com .