Obituary: C+R Research Founder Saul Ben-Zeev

Saul Ben-Zeev, co-founder of full-service agency C+R Research and of Fieldwork, Inc., and a pioneer of the focus group, died on Tuesday at the age of 93.

Born in Jerusalem in 1926, Ben-Zeev (pictured) arrived in America at age 12, and six years later became a US Army officer in WWII. Engaged in reconnaissance missions in the Philippines, he was later part of the post-war US occupation force in Japan. Returning home, he gained his PhD in Group Dynamics at the University of Chicago, and based on his learnings, helped develop the market research technique known as the focus group.

In 1959, he and psychologist Irving White launched Creative Research Associates (now C+R Research) in Chicago, providing custom MR services, ad and marketing services, and brand tracking programs to a wide range of clients. The pair were involved in writing the first theoretical and practical guide to using 'focus groups' and its methodology; they later published 'The Creative Understanding of the Consumer'; and they conceived the concept of 'perception research' as a tool for understanding how consumers experienced the products they choose to use.

In 1980, Ben-Zeev launched Chicagoland Field Services (later renamed Fieldwork, Inc.), with a chain of 15 focus group facilities across the US, personally drawing up the architectural plans for each of these facilities. By 2004, it was decided to split C+R and Fieldwork into two separate companies, with no common ownership, but led initially by Ben-Zeev alongside qual practitioners Steve Turner and Chris DeBrauw.

According to some, as a moderator Ben-Zeev used an unstructured, 'provocative' style of questioning similar to that of a therapist. This technique was employed in order to lead conversations to 'unexpected places', draw consumers into deeper self-examination, and ultimately deliver insights that led to breakthroughs for his clients. The team at C+R Research said: 'Today we lost a great and brilliant man, our founder, Saul Ben-Zeev. He left us a fantastic legacy to build on'.

Ben-Zeev is survived by his wife Sandra, his sons Jason and Mathew, and grandchildren Rayna and Ari. A public memorial service is planned as soon as conditions allow.

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