Harris Interactive Base Case

By Mel Duvall  |  Posted 2003-02-01 Email Print this article 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?

Harris Interactive Base Case

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

Contributing Editor
Mel Duvall is a veteran business and technology journalist, having written for a variety of daily newspapers and magazines for 17 years. Most recently he was the Business Commerce Editor for Interactive Week, and previously served as a senior business writer for The Financial Post.


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