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Decipher’s Methodology Helps Wharton School Research Proposal Garner Top Award at the Marketing Scie

Filed Under: Articles & Press Releases

FRESNO, Calif. – October 12, 2010 – The Marketing Science Institute (MSI) recently awarded Dr. Renana Peres from the Wharton School and Prof. Ron Shachar from the Fuqua Business School at Duke university, for their research proposal on “Multichannel word of mouth: the effect of brand characteristics.” MSI called out the methodology outlined in the plan, developed in collaboration with Decipher, as an instrumental component in its decision in awarding the overall project.

“This is the first research project to compare word of mouth in different channels and connect it to brand characteristics through the brands’ category, product and brand attributes,” said Renana Peres, visiting professor at the Wharton School and one of the two lead researchers for the project. “Decipher was instrumental in building the methodology for collecting the brand personas for 700 brands across 16 categories that we chose to profile, and that methodology is what stood out for the MSI team.”

In reviewing the pool of proposals that were submitted, feedback from the panel of judges regarding the proposal gave compliments to the value in research questions as well as the project’s “impressive” data collection techniques.

Peres also stressed that what the group was looking to accomplish with surveying brand characteristics was a very complex task, required a large reach of matching brands with people’s familiarity with those brands and needed to be done as efficiently as possible. “It was determined that we needed to conduct the initial study via an online survey, and Decipher was the company to do that,” stated Peres. “The efficiency of Decipher’s methods cut the amount of respondents needed by about three-quarters of what it could have required, in turn, enabling this piece of the project to be completed in just a matter of weeks.”

“The team at Decipher is honored to be a part of this forward-thinking research project as organizations, globally, increase their interest in word of mouth and its relevancy to business and brand health,” said Decipher President Kristin Luck. “Internally, we couldn’t be more pleased by the recognition given to our team of experts and their leadership on the project.”

The research data collection was a collaborate effort, which utilized offline word of mouth data from Keller Fay Group and online data collected via the Nielson BuzzMetrics tool.

The data collection for the project began in late-June and completed at the end of September. The final results of the project will be presented at the MSI conference, which will be held December 9 – 10, 2010 at the Wharton School on the University of Pennsylvania campus.

About the Wharton School
The Wharton School of the University of Pennsylvania—founded in 1881 as the first collegiate business school—is recognized globally for intellectual leadership and ongoing innovation across every major discipline of business education. The most comprehensive source of business knowledge in the world, Wharton bridges research and practice through its broad engagement with the global business community. The School has more than 4,900 undergraduate, MBA, executive MBA, and doctoral students; more than 9,000 annual participants in executive education programs; and an alumni network of 85,000 graduates.

About Decipher
Founded in 2000, Decipher is a market research services provider specializing in online survey programming, data collection, data processing/reporting, and custom technology development. Utilizing Web-based applications, Decipher integrates state of the art technology with traditional research techniques. In an industry that’s $8.2 billion and growing, Decipher’s online survey tools and data reporting suite provide users with the unique ability to automate post field production, and significantly increasing the accuracy and quality of research reporting for their businesses. You can visit Decipher on the web at:

For more information contact:
Jennifer Fields
Savor Communications

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