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Opinion Research Corp.
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Market Research -
Category Directory
800-444-4672
600
College Road East, 4th Floor
Princeton, NJ 08450
www.opinionresearch.com
Sales
$131
million
Business Description
Opinion Research Corporation (the “Company”) was established in 1938 to
apply the principles of general public opinion polling to marketing issues
facing America’s largest companies. The Company has evolved to provide
social research, market research, information services, marketing services,
and telemarketing. The Company identifies its segments based on its three
primary service offerings – market research, social research and
teleservices. The market research business is then further divided by
geographic locations where the business operates. The Company currently has
four reportable segments: U.S. market research, U.K. market research,
teleservices and social research. In the social research segment, the
Company performs public sector primary research and provides information
technology, communications, and other consulting services, primarily to
agencies of the United States federal government and state and local
governments. The majority of the Company’s governmental projects are in the
areas of health, education, and international aid. In the market research
business, the Company assists its commercial clients in the evaluation,
monitoring and optimization of their marketing and sales efforts, addressing
issues such as customer loyalty and retention, market demand and
forecasting, and corporate image and competitive positioning. In the
teleservices business, the Company provides telemarketing services which
principally consist of outbound customer acquisition services.
The Company completed its initial public offering in October 1993. Between
1993 and 1997, as part of its globalization strategy, the Company
established its presence in the United Kingdom, Asia and Mexico through
various acquisitions. In January 1998, the Company acquired ProTel
Marketing, Inc. (“ORC ProTel”), a high quality telemarketing company based
in Lansing, Illinois. In May 1999, the Company acquired Macro International
Inc. (“ORC Macro”), a predominantly public sector research, consulting and
technology company based in the Washington, D.C. area. The ORC Macro
acquisition substantially increased the Company’s presence in the public
sector. In September 2000, the Company acquired C/J Research, Inc. (“C/J”),
and in November 2000, acquired Social & Health Services, Ltd. (“SHS”). The
two acquisitions in 2000 provided expansion opportunities for the Company in
the areas of consumer research, social research and information management.
The Company collects customer, market, and demographic information through
computer-assisted telephone interviews, internet based data collection
techniques, personal interviews, mail questionnaires and specialized
techniques such as business panels. Management believes that the Company’s
extensive expertise with regard to certain business and social issues
enables it to provide reliable customer, market, and demographic information
and advisory services to clients. The Company also believes that its
recognized name and long-standing reputation enable it to obtain information
from senior executives who are difficult to access.
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Harris Interactive
Opinion Research
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