Harris Interactive Base CaseBy Mel Duvall | Posted 2003-02-01 Print
Their market research system mines the collective thoughts of netizens. But can the Rochester, NY company accurately interpret its polls to represent the world at large?
Headquarters: 135 Corporate Woods, Rochester, NY 14623
Phone: (585) 272-8400
Business: Provides market research and consulting services
Chief Information Officer: Peter Milla
Financials in 2002: $100 million in sales; $14.7 million net loss; $16.1 million operating loss (year ended June 30, 2002)
Challenge: Create a new Internet infrastructure to conduct market research better, faster and cheaper than mail and telephone
- Develop Internet panel of more than 2 million members before 2000; goal was achieved. Panel now stands at 2.8 million
- Return to profitability by 2001. Goal was not achieved, but company has reported net profits in last three quarters
- Improve quality of Internet panel members. Company now has 26 sub-panels and rewards coveted survey participants
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