National Analysts
Encyclopedia
National Analysts, also called National Analysts Worldwide, is an American marketing research
company that originally worked as a division of the Curtis Publishing Company
. It was founded by Charles Coolidge Parlin
in 1911. Donald M. Hobart, future head of the division, joined in 1923, though he ended up resigning from the company in 1928 because he desired to work on the selling side of the concept. He was asked to rejoin the company and become the head of the division in 1938 after Parlin had decided to retire. It is considered to be the "first commercial research company" ever formed. It became an independent organization in 1943 in order to "provide research services to industry and government."
/marketing research
and consulting company. The firm was formed in 1911 when Curtis Publishing Company
hired Charles Coolidge Parlin
to oversee the Division of Commercial Research and conduct research that would help manufacturers understand their customers in the newly-emerging consumer economy. The goal was to encourage manufacturing companies to make more effective use of advertising in Curtis publications like The Saturday Evening Post
and The Ladies Home Journal, both of which would go on to have a major impact on 20th Century popular culture. It is considered to be the "first commercial research company" ever formed. It became an independent corporation, a wholly owned subsidiary of Curtis in 1943 in order to "provide research services to industry and government." In 1970, it was purchased by Booz Allen Hamilton
, a consulting firm then seeking to expand its role in the marketing services arena. Two Booz Allen Hamilton officers, Susan Schwartz McDonald and John Berrigan, purchased the firm in 1992, and with Berrigan's retirement in 2004, ownership was restructured as an ESOP under the leadership of McDonald, CEO. In 2006, the firm changed its name to National Analysts Worldwide.
Standard techniques like probability sampling, and concepts like focus groups, were either developed at National Analysts or saw some of their earliest application. Select other contributions to the industry include:
, the largest U.S. research firms. Industries served include: healthcare, pharmaceuticals, communications, technology, media, energy, financial services, residential design, transportation, B2B and consumer products. Service Capabilities include:
Market research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...
company that originally worked as a division of the Curtis Publishing Company
Curtis Publishing Company
The Curtis Publishing Company, founded in 1891 in Philadelphia, Pennsylvania, became one of the largest and most influential publishers in the United States during the early 20th century. The company's publications included the Ladies' Home Journal and The Saturday Evening Post, The American Home,...
. It was founded by Charles Coolidge Parlin
Charles Coolidge Parlin
Charles Coolidge Parlin was the "manager of the division of commercial research of the Curtis Publishing Company" that was in charge of selling more advertising spots in the Saturday Evening Post...
in 1911. Donald M. Hobart, future head of the division, joined in 1923, though he ended up resigning from the company in 1928 because he desired to work on the selling side of the concept. He was asked to rejoin the company and become the head of the division in 1938 after Parlin had decided to retire. It is considered to be the "first commercial research company" ever formed. It became an independent organization in 1943 in order to "provide research services to industry and government."
As National Analysts
National Analysts Worldwide is a market researchMarket research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...
/marketing research
Marketing research
Marketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
and consulting company. The firm was formed in 1911 when Curtis Publishing Company
Curtis Publishing Company
The Curtis Publishing Company, founded in 1891 in Philadelphia, Pennsylvania, became one of the largest and most influential publishers in the United States during the early 20th century. The company's publications included the Ladies' Home Journal and The Saturday Evening Post, The American Home,...
hired Charles Coolidge Parlin
Charles Coolidge Parlin
Charles Coolidge Parlin was the "manager of the division of commercial research of the Curtis Publishing Company" that was in charge of selling more advertising spots in the Saturday Evening Post...
to oversee the Division of Commercial Research and conduct research that would help manufacturers understand their customers in the newly-emerging consumer economy. The goal was to encourage manufacturing companies to make more effective use of advertising in Curtis publications like The Saturday Evening Post
The Saturday Evening Post
The Saturday Evening Post is a bimonthly American magazine. It was published weekly under this title from 1897 until 1969, and quarterly and then bimonthly from 1971.-History:...
and The Ladies Home Journal, both of which would go on to have a major impact on 20th Century popular culture. It is considered to be the "first commercial research company" ever formed. It became an independent corporation, a wholly owned subsidiary of Curtis in 1943 in order to "provide research services to industry and government." In 1970, it was purchased by Booz Allen Hamilton
Booz Allen Hamilton
Booz Allen Hamilton Inc. , or more commonly Booz Allen, is an American public consulting firm headquartered in McLean, Fairfax County, Virginia, with 80 other offices throughout the United States. Ralph Shrader is its Chairman and Chief Executive Officer. The firm was founded by Edwin Booz in...
, a consulting firm then seeking to expand its role in the marketing services arena. Two Booz Allen Hamilton officers, Susan Schwartz McDonald and John Berrigan, purchased the firm in 1992, and with Berrigan's retirement in 2004, ownership was restructured as an ESOP under the leadership of McDonald, CEO. In 2006, the firm changed its name to National Analysts Worldwide.
Standard techniques like probability sampling, and concepts like focus groups, were either developed at National Analysts or saw some of their earliest application. Select other contributions to the industry include:
- modern qualitative research techniques including some of the earliest focus groups on record
- predictive modeling techniques
- optimization modeling
- hierarchical segmentation models and use of multi-criteria cluster techniques
- sampling techniques including invention of Area Probability Sampling
Today
A century after its inception, National Analysts Worldwide remains headquartered in Philadelphia, PA, and operating as a hybrid marketing research and consulting firm. It employs 76 professionals full time. It consistently ranks amongst the Honomichl Top 50Honomichl Top 50
The Honomichl Top 50 is an annual compilation of the top 50 revenue-generating marketing research firms operating in the United States. The Honomichl Top 50 is published by the American Marketing Association magazine, Marketing News...
, the largest U.S. research firms. Industries served include: healthcare, pharmaceuticals, communications, technology, media, energy, financial services, residential design, transportation, B2B and consumer products. Service Capabilities include:
- Brand Strategy
- Demand Forecasting
- Market Surveillance
- Segmentation
- Product Development
- Pricing
- Market Entry Strategy
- Brand Equity Assessment
- Positioning
- Customer Insight