<br />
market research bulletin<br />
<br />
RVEY<br />
CEO<br />
FOCUS<br />
2012<br />
Marc Litvinoff<br />
ORC International<br />
President & CEO Protecting One of Your Most Important Assets<br />
<br />
BRAND & REPUTATION<br />
<br />
<br />
Say<br />
Say Goodbye to Single-Mode Panels & Communities<br />
<br />
Goodbye<br />
January, 2012<br />
!5#$%&<br />
"<br />
MAGAZINE<br />
<br />
9<br />
%:<br />
678 !5#$%& Magazine December, 2011<br />
JANUARY, 2012<br />
ABOUT THE<br />
COVER<br />
<br />
Marc Litvino<br />
ORC International<br />
President<br />
<br />
Marc Litvino was appointed President of<br />
ORC International in July 2010. He has pri-<br />
mary accountability for the global strate<a title="SURVEY Magazine January 2012 page 1" href="http://viewer.zmags.com/publication/23f89b2c?page=1">market research bulletinRVEYCEOFOCUS2012Mar</a> market research bulletinRVEYCEOFOCUS2012Mar<a title="SURVEY Magazine January 2012 page 2" href="http://viewer.zmags.com/publication/23f89b2c?page=2">!5#$%&"MAGAZINE9%:678 !5#$%& Magazine </a> !5#$%&"MAGAZINE9%:678 !5#$%& Magazine <a title="SURVEY Magazine January 2012 page 3" href="http://viewer.zmags.com/publication/23f89b2c?page=3">JANUARY, 2012ABOUT THECOVERMarc LitvinoORC I</a> JANUARY, 2012ABOUT THECOVERMarc LitvinoORC I<a title="SURVEY Magazine January 2012 page 4" href="http://viewer.zmags.com/publication/23f89b2c?page=4">January2012This month we'd like to welcome </a> January2012This month we'd like to welcome <a title="SURVEY Magazine January 2012 page 5" href="http://viewer.zmags.com/publication/23f89b2c?page=5">SURVEYessentials.From The EditorMarc L</a> SURVEYessentials.From The EditorMarc L<a title="SURVEY Magazine January 2012 page 6" href="http://viewer.zmags.com/publication/23f89b2c?page=6">CEOFOCUS2012BRAND & REPUTATIONProtecting One </a> CEOFOCUS2012BRAND & REPUTATIONProtecting One <a title="SURVEY Magazine January 2012 page 7" href="http://viewer.zmags.com/publication/23f89b2c?page=7">01*#'2%3'421#H%6E"93-*+)":1,>'>,3A+</a> 01*#'2%3'421#H%6E"93-*+)":1,>'>,3A+<a title="SURVEY Magazine January 2012 page 8" href="http://viewer.zmags.com/publication/23f89b2c?page=8">BRAND & REPUTATIONWarren Buffet: ¸0[[HRLZ`LHYZ[</a> BRAND & REPUTATIONWarren Buffet: ¸0[[HRLZ`LHYZ[<a title="SURVEY Magazine January 2012 page 9" href="http://viewer.zmags.com/publication/23f89b2c?page=9"></a> <a title="SURVEY Magazine January 2012 page 10" href="http://viewer.zmags.com/publication/23f89b2c?page=10">BRAND & REPUTATIONU4>?34C",/3-E"3,"3-"3'O>),(4,"</a> BRAND & REPUTATIONU4>?34C",/3-E"3,"3-"3'O>),(4,"<a title="SURVEY Magazine January 2012 page 11" href="http://viewer.zmags.com/publication/23f89b2c?page=11">:LWKWKDWVDLGLW¶VDOODERXWOHDGHUVKLSIURPWKHWRS7KHDG</a> :LWKWKDWVDLGLW¶VDOODERXWOHDGHUVKLSIURPWKHWRS7KHDG<a title="SURVEY Magazine January 2012 page 12" href="http://viewer.zmags.com/publication/23f89b2c?page=12">SURVEY MagazineCONTENTS S </a> SURVEY MagazineCONTENTS S <a title="SURVEY Magazine January 2012 page 13" href="http://viewer.zmags.com/publication/23f89b2c?page=13">ayoodbyeSay Goodbye to Single-Mode Panels & Com</a> ayoodbyeSay Goodbye to Single-Mode Panels & Com<a title="SURVEY Magazine January 2012 page 14" href="http://viewer.zmags.com/publication/23f89b2c?page=14">>OH[+V7LVWSL:H`(YL[OL:LJYL[Z[V.L[[PUN;OLT0U]VS]L</a> >OH[+V7LVWSL:H`(YL[OL:LJYL[Z[V.L[[PUN;OLT0U]VS]L<a title="SURVEY Magazine January 2012 page 15" href="http://viewer.zmags.com/publication/23f89b2c?page=15"></a> <a title="SURVEY Magazine January 2012 page 16" href="http://viewer.zmags.com/publication/23f89b2c?page=16">Optimizing</a> Optimizing<a title="SURVEY Magazine January 2012 page 17" href="http://viewer.zmags.com/publication/23f89b2c?page=17">In-Home Use Tests!"#$%&'(!)*&+,+-'(.'%$/+0IHUT</a> In-Home Use Tests!"#$%&'(!)*&+,+-'(.'%$/+0IHUT<a title="SURVEY Magazine January 2012 page 18" href="http://viewer.zmags.com/publication/23f89b2c?page=18">What Isthe IHUTProcess?!+,-.#1"6536&#'(0$171'(</a> What Isthe IHUTProcess?!+,-.#1"6536&#'(0$171'(<a title="SURVEY Magazine January 2012 page 19" href="http://viewer.zmags.com/publication/23f89b2c?page=19">!"#$%&"'()*%+,-,#./",.-%0'12-3*,.%*(.314%$",%5)#</a> !"#$%&"'()*%+,-,#./",.-%0'12-3*,.%*(.314%$",%5)#<a title="SURVEY Magazine January 2012 page 20" href="http://viewer.zmags.com/publication/23f89b2c?page=20">What Can BeImplemented in theRecruiting Survey</a> What Can BeImplemented in theRecruiting Survey<a title="SURVEY Magazine January 2012 page 21" href="http://viewer.zmags.com/publication/23f89b2c?page=21">What Is the MostCritical Componentof the Recall</a> What Is the MostCritical Componentof the Recall<a title="SURVEY Magazine January 2012 page 22" href="http://viewer.zmags.com/publication/23f89b2c?page=22">IHUTs In Summary, What </a> IHUTs In Summary, What <a title="SURVEY Magazine January 2012 page 23" href="http://viewer.zmags.com/publication/23f89b2c?page=23"></a> <a title="SURVEY Magazine January 2012 page 24" href="http://viewer.zmags.com/publication/23f89b2c?page=24">SAFETY. SERVICE. STABILITY. VALUE. </a> SAFETY. SERVICE. STABILITY. VALUE. <a title="SURVEY Magazine January 2012 page 25" href="http://viewer.zmags.com/publication/23f89b2c?page=25">theBremerÄSLZWelcome to 2012! I would like to</a> theBremerÄSLZWelcome to 2012! I would like to<a title="SURVEY Magazine January 2012 page 26" href="http://viewer.zmags.com/publication/23f89b2c?page=26">Learning what'son their mindhas never beenin</a> Learning what'son their mindhas never beenin<a title="SURVEY Magazine January 2012 page 27" href="http://viewer.zmags.com/publication/23f89b2c?page=27">Video demo</a> Video demo<a title="SURVEY Magazine January 2012 page 28" href="http://viewer.zmags.com/publication/23f89b2c?page=28">6Z8 !5#$%& Magazine October, 2011</a> 6Z8 !5#$%& Magazine October, 2011<a title="SURVEY Magazine January 2012 page 29" href="http://viewer.zmags.com/publication/23f89b2c?page=29">Say GoodbyeSay Goodbye to Single-Mode Panels & C</a> Say GoodbyeSay Goodbye to Single-Mode Panels & C<a title="SURVEY Magazine January 2012 page 30" href="http://viewer.zmags.com/publication/23f89b2c?page=30">!"#$%&'()*+,-*(.%/0+*01)*+,-*(.%/0+*01(-+(2&*+-</a> !"#$%&'()*+,-*(.%/0+*01)*+,-*(.%/0+*01(-+(2&*+-<a title="SURVEY Magazine January 2012 page 31" href="http://viewer.zmags.com/publication/23f89b2c?page=31">Say GoodbyeSo how should a panel manager go abou</a> Say GoodbyeSo how should a panel manager go abou<a title="SURVEY Magazine January 2012 page 32" href="http://viewer.zmags.com/publication/23f89b2c?page=32"></a> <a title="SURVEY Magazine January 2012 page 33" href="http://viewer.zmags.com/publication/23f89b2c?page=33">Re:thinkMarch25–282012THE ADVERTISING RE</a> Re:thinkMarch25–282012THE ADVERTISING RE<a title="SURVEY Magazine January 2012 page 34" href="http://viewer.zmags.com/publication/23f89b2c?page=34">Grounding Qualitative Res</a> Grounding Qualitative Res<a title="SURVEY Magazine January 2012 page 35" href="http://viewer.zmags.com/publication/23f89b2c?page=35">earch in Cognitive Theory</a> earch in Cognitive Theory<a title="SURVEY Magazine January 2012 page 36" href="http://viewer.zmags.com/publication/23f89b2c?page=36">Grounding Qualitative9>)"F+.(F+-"V1(4,3,(,3A+</a> Grounding Qualitative9>)"F+.(F+-"V1(4,3,(,3A+<a title="SURVEY Magazine January 2012 page 37" href="http://viewer.zmags.com/publication/23f89b2c?page=37">Research in Cognitive TheoryPerception e</a> Research in Cognitive TheoryPerception e<a title="SURVEY Magazine January 2012 page 38" href="http://viewer.zmags.com/publication/23f89b2c?page=38">68< !5#$%& MagazineFrom the conceptualization o</a> 68< !5#$%& MagazineFrom the conceptualization o<a title="SURVEY Magazine January 2012 page 39" href="http://viewer.zmags.com/publication/23f89b2c?page=39"></a> <a title="SURVEY Magazine January 2012 page 40" href="http://viewer.zmags.com/publication/23f89b2c?page=40">5"@-3/3#1-%A1$,.#/$3B,%#1*%!'.)*C1,%0.,#$,%$",%D</a> 5"@-3/3#1-%A1$,.#/$3B,%#1*%!'.)*C1,%0.,#$,%$",%D<a title="SURVEY Magazine January 2012 page 41" href="http://viewer.zmags.com/publication/23f89b2c?page=41"></a> <a title="SURVEY Magazine January 2012 page 42" href="http://viewer.zmags.com/publication/23f89b2c?page=42">OUR LABELS:2'>-,",?>".+4,1)3+-">J"A3-3>VWRFNRI</a> OUR LABELS:2'>-,",?>".+4,1)3+-">J"A3-3>VWRFNRI<a title="SURVEY Magazine January 2012 page 43" href="http://viewer.zmags.com/publication/23f89b2c?page=43">4"(4F"O)>C)+--"(4F"("?/3-*@"ELQHWRFUHDWH¿YHUHQRZ</a> 4"(4F"O)>C)+--"(4F"("?/3-*@"ELQHWRFUHDWH¿YHUHQRZ<a title="SURVEY Magazine January 2012 page 44" href="http://viewer.zmags.com/publication/23f89b2c?page=44">How tomake @Kspending m</a> How tomake @Kspending m<a title="SURVEY Magazine January 2012 page 45" href="http://viewer.zmags.com/publication/23f89b2c?page=45">I n a time of economic fragility, rapid t</a> I n a time of economic fragility, rapid t<a title="SURVEY Magazine January 2012 page 46" href="http://viewer.zmags.com/publication/23f89b2c?page=46">1. Finding strategic alignment: Create headroomf</a> 1. Finding strategic alignment: Create headroomf<a title="SURVEY Magazine January 2012 page 47" href="http://viewer.zmags.com/publication/23f89b2c?page=47">As they whittled down the list, the team separate</a> As they whittled down the list, the team separate<a title="SURVEY Magazine January 2012 page 48" href="http://viewer.zmags.com/publication/23f89b2c?page=48">3. Rooting outcomplexity: Eliminateredundancy o</a> 3. Rooting outcomplexity: Eliminateredundancy o<a title="SURVEY Magazine January 2012 page 49" href="http://viewer.zmags.com/publication/23f89b2c?page=49">Every two to three months, the leadership team re</a> Every two to three months, the leadership team re<a title="SURVEY Magazine January 2012 page 50" href="http://viewer.zmags.com/publication/23f89b2c?page=50">Research Now Engages Intuitive Businesson Ad Cam</a> Research Now Engages Intuitive Businesson Ad Cam<a title="SURVEY Magazine January 2012 page 51" href="http://viewer.zmags.com/publication/23f89b2c?page=51"> Intelligence to Provide Visual Reportingve</a> Intelligence to Provide Visual Reportingve<a title="SURVEY Magazine January 2012 page 52" href="http://viewer.zmags.com/publication/23f89b2c?page=52">Build in Retention andProfitability at Each Stag</a> Build in Retention andProfitability at Each Stag<a title="SURVEY Magazine January 2012 page 53" href="http://viewer.zmags.com/publication/23f89b2c?page=53">How to Retain Your Pro table CustomersProbably </a> How to Retain Your Pro table CustomersProbably <a title="SURVEY Magazine January 2012 page 54" href="http://viewer.zmags.com/publication/23f89b2c?page=54">“ ere is a direct link between employee satisfac</a> “ ere is a direct link between employee satisfac<a title="SURVEY Magazine January 2012 page 55" href="http://viewer.zmags.com/publication/23f89b2c?page=55">1. Creating a Successful Retention ProcessAn ob</a> 1. Creating a Successful Retention ProcessAn ob<a title="SURVEY Magazine January 2012 page 56" href="http://viewer.zmags.com/publication/23f89b2c?page=56">Other interesting conclusions from this work incl</a> Other interesting conclusions from this work incl<a title="SURVEY Magazine January 2012 page 57" href="http://viewer.zmags.com/publication/23f89b2c?page=57">In this example, the employees attach much more i</a> In this example, the employees attach much more i<a title="SURVEY Magazine January 2012 page 58" href="http://viewer.zmags.com/publication/23f89b2c?page=58">2Evidence of Success: How will you know t</a> 2Evidence of Success: How will you know t<a title="SURVEY Magazine January 2012 page 59" href="http://viewer.zmags.com/publication/23f89b2c?page=59">% High ratings on InternalMeasures</a> % High ratings on InternalMeasures<a title="SURVEY Magazine January 2012 page 60" href="http://viewer.zmags.com/publication/23f89b2c?page=60">DOWNTIMEaLet's take a trip to</a> DOWNTIMEaLet's take a trip to<a title="SURVEY Magazine January 2012 page 61" href="http://viewer.zmags.com/publication/23f89b2c?page=61">fricaLondolozi, Camp JabulaniArguably the be</a> fricaLondolozi, Camp JabulaniArguably the be<a title="SURVEY Magazine January 2012 page 62" href="http://viewer.zmags.com/publication/23f89b2c?page=62">Day 1-3: Londolozi Private Game ReserveDepart J</a> Day 1-3: Londolozi Private Game ReserveDepart J<a title="SURVEY Magazine January 2012 page 63" href="http://viewer.zmags.com/publication/23f89b2c?page=63"></a> <a title="SURVEY Magazine January 2012 page 64" href="http://viewer.zmags.com/publication/23f89b2c?page=64">Day 4-7: Camp JabulaniDepart on a light air tra</a> Day 4-7: Camp JabulaniDepart on a light air tra<a title="SURVEY Magazine January 2012 page 65" href="http://viewer.zmags.com/publication/23f89b2c?page=65"></a> <a title="SURVEY Magazine January 2012 page 66" href="http://viewer.zmags.com/publication/23f89b2c?page=66">B#I"=%ILQ:#!![6Q!6#"&65#"567897&:8/"=%ILQ:#"%$%</a> B#I"=%ILQ:#!![6Q!6#"&65#"567897&:8/"=%ILQ:#"%$%<a title="SURVEY Magazine January 2012 page 67" href="http://viewer.zmags.com/publication/23f89b2c?page=67"></a> <a title="SURVEY Magazine January 2012 page 68" href="http://viewer.zmags.com/publication/23f89b2c?page=68">!5#$%&"</a> !5#$%&"