RDA Group Ranks 48 in the Honomichl Top 50 Annual Business Report on the Marketing Research Industry


Marketing News Magazine, June 30, 2010.

RDA Group Inc. (RDA), based in Bloomfield Hills, Mich., is a privately held corporation founded in 1969.

Donald Pietrowski, 48, is president of RDA. He earned an M.B.A. at Oakland University.

U.S. revenue in 2009 was $11.9 million, down 18.5% from 2008. In 2009, 16.2% of total revenue, or $2.3 million, came from outside the United States.

RDA is a full-service market research and consulting company that provides strategic perspective regarding customer behaviors and attitudes to businesses in a range of industries including automotive, financial services, utilities, healthcare, insurance, advertising, recreational vehicle, temporary staffing, housing, and food.

Using quantitative and qualitative methods, RDA offers insight into customer satisfaction and loyalty, product quality, statistical modeling, product development, customer profiling, and custom research and consulting services. The firm employs cross-disciplinary knowledge to custom-design research that meets each client's specific information needs.

RDA uses its Quality Management System to conduct Internet, mail and telephone surveys, central location testing, focus group research, one-on-one interviews and intercept research. Research and industry experience is complemented by database integration, advanced statistical analysis and data mining.

The firm addresses a variety of research needs including:

  • Customer Satisfaction and Loyalty: Designing tools for analyzing customer satisfaction to determine what drives satisfaction and loyalty.
  • Product Quality: Leveraging positive product attributes and identifying those that hurt customer perceptions of quality.
  • Global Research: Adapting research design, survey development, data collection, language and analytical insights to fit the local culture and conditions worldwide. RDA developed a global Internet CATI system, e-CATI, that allows for central management of research studies.
  • Statistical Modeling and Consulting: Integrating data from multiple sources, RDA's statistical capabilities range from multivariate techniques to customized modeling and analysis.
  • Six Sigma Consulting: Supporting and validating Six Sigma initiatives, RDA's Six Sigma Black Belts consult on the use of customer voice in, and the analysis of data from, Six Sigma projects to measure the impact of process improvement.
  • Internet Research: The firm conducts online research among businesses and consumers, and web site usability testing.
  • Advanced Product Research: The firm gathers and interprets consumer opinion throughout the product development process, including the creation of customer profiles, product usage profiles, concept ideation, prototype evaluations and marketplace launches.
  • Qualitative Research: Using focus groups, one-on-ones and executive interviews, online groups and telepanels, the firm uncovers information important to marketing endeavors.

The firm has 86 full-time U.S. employees and operates a call center and two focus group research rooms at its offices in Michigan.

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