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Steven Cohen Awarded the 2012 Next Generation Market Research Disruptive Innovator Award

in4mation insights today announced that Partner and Co-founder, Steven Cohen, was awarded the Next Generation Market Research (NGMR) Disruptive Innovator Individual Award at The Market Research Event (TMRE) in Boca Raton, FL.

The NGMR Disruptive Innovation Awards recognize companies and individuals that have demonstrated outstanding leadership as change agents and made significant contributions to harnessing disruptive innovation—technological, methodological or otherwise—to drive research industry progress.

Mr. Cohen was recognized for the Individual Innovator Award for “continuously challenging the quantitative side of our industry through such innovations as choice-based conjoint and MaxDiff to more recent insight advancements around latent class segmentation, much of which can also be leveraged in the analysis of Big Data,” Tom Anderson of NGMR said.

Cohen, a serial disruptor who’s compared his compulsion to constantly fix what’s broken with research to “walking around with a pebble in [his] shoe,” said, "I have always challenged myself to not accept common assumptions and the standard ways of doing things. I guess that is my 'disruptive side.'”

"I am fascinated by new ways of doing research that are better and that conform closer to how people make decisions. The goals are to understand behavior so that we gain better information about why things happened in the past and to make better forecasts about future behavior. So I guess that is my 'innovative side.'"

Steve’s career is marked by a series of firsts:

  • First practitioner to do choice-based conjoint analysis.
  • First practitioner to develop multiway latent class models.
  • First practitioner to develop and do menu-based conjoint analysis.
  • First to describe and demonstrate the value and use of Maximum Difference Scaling (MaxDiff) as a way to measure preferences.

Last year, he won the Charles Coolidge Parlin Award from the American Marketing Association, which recognizes Cohen’s substantial contributions and unwavering dedication to the ongoing advancement of marketing research practice. Established as a memorial to Charles Coolidge Parlin, recognized as a founder of marketing research and acknowledged for his early benchmarking studies of consumer issues, the Parlin Award is today a preeminent national honor.

About in4mation insights

in4mation insights is an internationally recognized firm in the analytics, marketing research and technology field and is known for its industry-leading theoretical and practical leadership and advanced technology. in4mation insights has the unique capability of integrating internal customer, sales, and panel data with consumer survey data, which allows for completely customized, business-focused and rich insights on an individual to category level.

The firm’s practice leaders each have more than 30 years experience in consumer research, data analytics, modeling and technology to deliver answers related to Consumer & Market Segmentation, Customer Lifetime Value & Churn, Market Structure, New Product & Service Design, Sensory Research, Marketing Mix Modeling and Pricing & Promotion. One of the firm's key differentiating capabilities is the use of Bayesian techniques, which enhance the potential value of consumer and market data; this is coupled with a high-performance computing platform, which has enabled the firm to conduct big data analytics. The firm has a global footprint and provides custom solutions to a host of Fortune 200 companies in such industries as Consumer Goods, Retail (online and brick & mortar), IT, Telecom, Financial Services, Pharmaceuticals, and Media.

For more information, please visit www.in4ins.com.

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