Harris Interactive Market Research

Introduction

Harris interactive company is a global leader in market research. It is a complete service, a consultative custom market research organization. The role of the company is to help brands succeed in the market by constantly innovating new means for getting insights. The company maximizes research, technology, and business expertise to change relevant knowledge into actionable foresight. The company combines its industry's expertise and its award-winning research designs with innovative technology. The Company is widely known for The Harris Poll. Harries offers exclusive answers in different areas such as in advertising, marketing, corporate brand and reputation strategy, market and customer insight, public relations, communications in various industries. The company also has a portfolio of many clients who compliment the custom solutions and also maximize the client's research investment for the company. The company serves clients who are from all over the world through the North American and European offices. Harries focuses on providing research solutions that assist clients in staying ahead of trends and other things expected in the future. The company provides solutions to clients that allow them to make informed decisions.

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History

Dr. Gordon S. Black founded Harris Interactive Inc. in 1975 who was a professor at the University of Rochester. The original name for the company was Gordon S. Black Corporation. The company acquired Louis Harris & associates in 1996 and 1997 it changed its name to Harris Black International Ltd. The company began to explore its use of the internet, and in 1999 it went public and re-named itself as Harris interactive. This name was designed to increase its responsibility of interactive surveys on the internet. "The Harris poll" is one of the longest-running surveys that have existed in the US whose role was to measure public opinion. It began as a platform of advising leaders during times of modification such as the eras of John F. Kennedy and Ronald Reagan. Harris Interactive has its headquarters in Rochester, New York.

What the Company Does

The continuous evolution of technology challenges an organization to be creative and innovative to ensure that it responds to the changing market needs faster. With the dynamic marketplace, brands must expect challenges and also respond rapidly to be successful in the market. Harris Interactive is a reliable advisor equipped to offer insights fast and assist companies to be competitive by combining the assistance of industry specialization and research proficiency to provide great insights. The company specialized in market research and worked in various industries such as financial services, technology, healthcare, telecommunications, insurance, media, retail, energy, technology, and consumer goods. Harris Interactive is a worldwide leader in custom market research. It has a rich and long history in multimodal research. It uses science as well as technology to help clients to achieve business goals and results. The company serves globally through its network of independent market research companies as well as its offices located in Asia, Europe, and North America. The company has a legacy, expertise, and relationships with clients which allow it to succeed in the market. Technology allows delivering services with speed and also expecting challenges (GfK, 2019).

The Scope of the Business

Harris Interactive is a company that specializes in offering its services in research, design, execution, analysis, and reporting. It has strengths in loyalty, brand and new product development. The company ensures that it provides its services to clients in every step of their business to ensure that they succeed. These areas are highly important for business since they determine whether a business is successful or not. The company does its market research and provides advice on what a company desires to know so that they can make decisions relevant to the market trends and the future is that they stay ahead of competitors. Some of the company's services include on-demand services, brand strategy, and customer insights, public opinion research and release and corporate reputation management. On-demand, services ensure that business can receive answers on business issues that are burning. The company helps businesses to get actionable knowledge that allows companies to develop their brand. It also allows clients to track and be aware of cultural trends that are important to their businesses. It also allows clients to understand customers better and also to build long-standing equity. The company also conducts public opinion polls to obtain data that is transformed to become useful information for clients. The polls also increase the company's reputation, increase its leadership position and increase media coverage. The company also tracks and manages reputation that assist6 in strategic planning, equity building and proactively to identify risks.

Competitors

Harris Interactive has many competitors in the various markets it operates. Some of its close competitors include the Gallup organization, Nielsen Media research, NFO worldwide Inc., Incon research Inc., knowledge network, media matrix, Greenfield, Lippincott, S+ G, Interbrand, Confirmit, medallia, prophet, and others. These competitors are a great threat to the company's survival in the market. Harris interactive is ranked 27,464,183 among websites worldwide founded on its 208 monthly web visitors. In spite of this competition, Harris interactive uses its seven technology products as well as services such as G-suite, Microsoft Office 365 and Neustar UltraDNS to offer solutions that are relevant in the market and helpful to companies. These technologies combined with its many years of experience and expertise in the market allows it to beat the competitions and succeed in the market. The company has been a member of various research organizations such as US national council of public polls, UK market research society, the British polling council, and others.in Nielsen Holdings acquired 2013, Harris Interactive for $116.6 million. Harris was acquired by Stagwell Group in 2017. However, the Harris poll still is carried out every year, and its current releases can be located on its website (Harris Interactive - Market Research, 2019).

Challenges & Problems

Rapidly changing consumer desires

Companies are concerned about the shifts in the behaviors of customers such as the changes in tastes, attitudes, values, and tastes. Companies desire to know if its brand will be relevant in the market and how it can maximize on these areas. Companies also desire to know how they can change their products, service, and marketing to meet new expectations in the market.

Further, clients want to be smart about whom to target in research and development eff0orts. Harries interactive provides solutions to these issues by developing customer profiles that are defined by demographics attitudes and behaviors. It also designs tools that measure the changing needs of customers to provide relevant, useful information about the market (Imperium LLC., 2019).

Competitive disruptions

Another challenge that businesses experience is a competitive disruption. Many companies are threatened by the large number of upcoming companies or startups that can push them out of the market. They, therefore, seek Harries interactive to help them predict the type of products that will be relevant in the market to meet that changing needs and expectations in the market. Clients of Harries Interactive desire to know the landscape shifts that affect brands so that they can make important changes. Harries interactive therefore defines a company's offerings as well as an image to ensure that remains unique to customers. Harris tries to understand the disruption by using its innovation Treks technologies. It also seeks to see the market differently and therefore recommends ideas that are helpful to these companies.

Igniting growth

The other challenge that the company helps companies to solve is growth. Companies desire to grow and expand in the businesses, and therefore it is their role to find out the untapped opportunities and unmet needs in the market to ignite growth. Companies also want to know how they can maximize their product portfolio to succeed in the market. Harries interactive helps companies estimate the size of the market and provide insights on the potential impacts on the business. The company provides solutions by exploiting market coverage and diminishing commonality and growing customer differentiation.it also supports ideas from conceptualization, formulation of design, development, marketing, and maintenance. Companies are helped to know where to invest and why, what to reduce or cut down meet expectations in the market (Capabilities - Blueberry, 2019).

Cultural change

Cultural change is another issue that many business encounters and they require solutions from market research companies. Companies desire solutions to know the broad societal changes that could be opportunities for them. They also seek out new opportunities that have not been discovered by competitors. They also are interested to know the digital disruptions that affect their specific industries. Harries Interactive tries to solve this problem by understanding the existing trends and afterward predicting the course of action and impact on clients.

Nurturing reputation

Companies are concerned about their reputation since it affects how customers and other stakeholders perceive them in the market. Some of the concerns of companies include how they can create a reputation that helps to attract talented employees, establish community impact and create products that provide value. They also desire to improve the perception of their brands and know the difference between influencers and critics and advocates from detractors. The Role of Harries interactive is to provide solutions by assisting leaders in cultivating, outlining and managing their business reputation across numerous stakeholders, influencers, the media, and the wider populations (Moorman, Deshpande & Zaltman, 1993).

Brand experience management

Clients have problems that they want to be addressed by market research companies. They desire to know how they can align customer experience with their brand to avoid inconsistencies. The solutions that Harries provides is to advise companies to be aware of customer and employee pain areas in their brand to ensure that solutions are developed that maximize and bring into line the experience outside and internally. The company provides insights that allow its clients to align the brand vision and KPIs. It helps clients to build empathy and opportunity between employees and customers and creating brand values (Engelen, Engelen, & Samuel Craig, 2017).

References

Apavaloaie, E. I. (2012). Marketing research regarding the Internet usage among the population of the Mures County. Procedia Economics and Finance, 3, 928-934.

Capabilities - Blueberry. (2019). Blue-berry.com. Retrieved 9 April 2019, from http://www.blue-berry.com/capabilities/Engelen, A., Engelen, M., & Samuel Craig, C. (2017). Challenges in Conducting International Market Research. Handbook of Market Research, 1-25.

Harris Interactive - Market Research. (2019). Harris Interactive Corporate. Retrieved 9 April 2019, from https://harris-interactive.com/ GfK.(2019). About GfK. Gfk.com. Retrieved 9 April 2019, from https://www.gfk.com/about-gfk/about-gfk/

Imperium LLC. (2019). Harris Interactive selects RelevantView to provide Duplicate Respondent Screening Technology. Imperium.com. Retrieved 9 April 2019, from http://www.imperium.com/about/news/harris-in...