Wraps Off for Interpret Co-founder's New Firm

In the US, consumer research specialist Jason Kramer has officially launched a new full-service market research agency named Vital Findings, offering expertise in quant, qual and design research, as well as advanced analytics.

Kramer, who co-founded entertainment, media and technology market research firm Interpret, previously held senior roles at Nielsen Entertainment, Lieberman, Activision and Yankelovich. His new team includes former Nissan product planner Andy Lee and former Market Strategies statistician Jill Miller.

For the past year, Kramer says Culver City, Los Angeles-based Vital Findings has been in 'stealth mode', working on projects for top studios and clients in the consumer electronics and technology space.

During this time, the company has also developed a new video-based quant concept test methodology, to help design mobile devices for working mothers; used ethnographies to develop a playbook for developing apps for parents; and used shop-alongs to develop a new purchase process for consumer electronics.

'Endless PowerPoint bullets don't inspire change, so Vital Findings is taking the lead in making research clear, concise, and ultimately more actionable,' states Kramer. 'By combining innovative market research with iterative design techniques, we are taking market research to a new level of business impact.'

Web site: www.vitalfindings.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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