Newspaper article THE JOURNAL RECORD

Insight Buys Consumer Data Service

Newspaper article THE JOURNAL RECORD

Insight Buys Consumer Data Service

Article excerpt

It's the end of one era and the beginning of another. Consumer Data Service, a research firm owned and operated by the Oklahoma Press Service since 1976, has ceased operation and its assets have been sold to Insight Market Research and Consulting.

But James Bost, former director of CDS and now owner of Insight Market Research and Consulting, said the change is largely cosmetic, switching one company name for another.

However, by severing official ties to the press association, the company will now have extra level of credibility, he said. Because the company routinely does studies for newspapers comparing their media performance to radio or TV, an affiliation with a newspaper association made it easy for critics to accuse the company's results of being skewed in favor of the ownership, he said.

"With the market being more sophisticated than it was 27 years ago when it started, it's just better to have that level of neutrality, to not actually be formally associated with a particular type of media," Bost said.

The company's clients have included newspapers, advertising agencies, restaurants, banks, insurance companies, hospitals, nursing homes, performing arts organizations and other service organizations.

Shopping malls are among the company's biggest revenue producers, Bost said. Malls often need a profile of the average customer and his or her spending habits to learn new business leases to the mall.

Aside from donning the "Insight" name, Bost said there would be few noticeable changes at the company, at least on a short-term basis.

"I don't think there will be very many changes at all -- not with what we do, not with how we do it, not really as of yet for whom we're doing it," he said.

Bost said Insight's independence will allow it to have a "true partnership" with all its clients that provides clients with data they can actually use.

"We really want to provide actionable research results and now we're even a little bit more interested in making sure the follow- up with our clients and what they do with our research really does pay off for them," he said.

Bost said market research must give business owners the information needed to make decisions and take specific actions that improve their bottom line, or their research dollars are wasted. …

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