Merkle Opens New Market Research Wing

In the US, customer relationship marketing agency Merkle has formed a Market Research Practice, to uncover how consumer beliefs and attitudes shape purchasing and engagement decisions.

The new division is part of Merkle's Quantitative Solutions Group, which applies analytical insight and strategy to clients marketing programs.

It will be led by industry veteran Christine Baskin, who joins as Vice President, Marketing Research. Most recently, she was Team Executive at pharma/biotech market research agency BioVid. Prior to this, Baskin held senior positions at TNS Healthcare and Knowledge Networks; and worked at Yankelovich for 22 years.

Merkle Chairman & CEO David Williams said that the new practice will complement the firm's existing data, analytics, technology and services capabilities.

'The Market Research Practice will provide knowledge that will help our clients optimize their strategies, by leveraging known facts regarding consumer actions with new attitudinal insights,' Williams stated. 'With these goals in mind, Christine Baskin was the clear choice to head our new practice.'

Merkle is headquartered near Baltimore in Columbia, Maryland, with additional offices in Boston, Chicago, Denver, Little Rock, Minneapolis, New York, Philadelphia, Seattle and Hagerstown, Md.

In September, the firm formed a new business called LogicLab, which combines elements of database marketing and 'traditional' market research.

Web site: www.merkle.com .