EquiTrend Online (ETOL) is a comprehensive measurement of brand equity that uses Internet technology to provide an immediate, in-depth survey of 30,000 Internet users on their perceptions of the quality of more than 1,300 brands in 17 industry categories. The value of EquiTrend Online is that it measures not only how brands compare to other branded products and services in their specific industries, but it shows companies how their brands stack up against all brands across America's brand landscape. According to Albert Angrisani, President and CEO of Total Research, "For the first time, a comprehensive brand equity database is available in one place. EquiTrend Online is an important step for Total Research, in that it broadens the company's base beyond our established custom market research business. Total Research is now in a new business, the syndicated online marketing research business." EquiTrend Online builds on the vast brand equity database that Total Research has collected during the past 12 years of the firm's EquiTrend survey of consumer brand perception. EquiTrend captures brand preferences of different demographic and psychographic segments so marketers can evaluate their brands' performance among various audiences to determine how well their brands are known, and if the intended message reaches the desired consumer segments. Total Research grew by nearly 30% in 1999, compared to the industry average growth of 9%, making it the second fastest growing marketing research firm out of the top 30 largest firms in the United States. It is now the 20th largest marketing research firm in the US and Europe.