NEWS4 March 2011

Vital Findings emerges from stealth mode

New business North America

US— Former Nielsen researcher Jason Kramer has established a new research agency in Los Angeles, called Vital Findings, which has been developing in stealth mode for the past year.

Kramer (pictured) previously co-founded media and technology research agency Interpret, before which he was general manager of global home entertainment at Nielsen, assistant general manager of entertainment and media at Lieberman Research Worldwide and director of research at Activision.

Supporting Kramer at the new firm are senior manager Andy Lee and manager Jill Miller. Lee was previously product planner at car manufacturer Nissan while Miller was senior analyst at Market Strategies.

The new firm will offer qual, quant, design research and advanced analytics services to clients, which already include Johnson & Johnson, Hulu, Sony Pictures and LG. Some of the work that has been carried out to date includes a video-based qualitative study to help design mobile devices for working mothers and accompanied shopping trips to develop a playbook on designing apps for parents.

Kramer said: “I am passionate about making market research more actionable using the tools of design. Design research is action-orientated by nature, with the objective of developing or refining new products, services and customer experiences.”