Answers Research to Speak at AMA's Annual Conference; Fitzgerald To Discuss International Online Conjoint Analysis for New Product Development.

Business Editors

SOLANA BEACH, Calif.--(BUSINESS WIRE)--Sept. 6, 2000

Answers Research, a leading provider of market research for advanced technology industries, today announced that Albert Fitzgerald, president and founder, will speak at the American Marketing Association's (AMA) 21st Annual Marketing Research Conference.

This event will be held Sept. 10-13, 2000, at the Chicago Hilton & Towers in Chicago. Fitzgerald's session, "International Online Conjoint and Discrete Choice Analysis for New Product Development," takes place on Monday, September 11 from 4:15 p.m. to 4:45 p.m.

Fitzgerald will examine the logistical barriers created by differences in language and culture that can threaten the successful deployment of an international online market research project. Fitzgerald will explain how to recognize, respect and overcome these cultural and linguistic challenges.

Fitzgerald will demonstrate how online data collection methods are being used in all areas of international market research, especially in new product development -- research requiring complex surveying, speedy implementation, and return on dollars invested. Fitzgerald will discuss how an online conjoint methodology offers the innovative, timely and cost-effective implementation needed for today's hyper-competitive marketer.

Fitzgerald's presentation will focus on several essential market research skills, such as understanding the benefits and drawbacks of conjoint online applications and the types of studies where online conjoint makes sense. Fitzgerald will also illustrate cutting-edge online methods for testing new products, as well as offer a glimpse into the future developments in online market research methods, including how to optimize product line profits.

"Online conjoint and discrete choice analysis is an excellent research tool because it's extremely versatile and works on so many levels. Online conjoint is especially valuable to companies seeking to measure a product's demand following changes in features, price and/or distribution channels," said Fitzgerald. "Through a sophisticated mathematical modeling process, online conjoint systematically examines all of these situations and helps manage the risk associated with a new product launch. The online conjoint methodologies we offer provide all of the benefits of a conventional conjoint approach while producing innovative solutions that significantly reduce a project's cost and timeline."

Fitzgerald is an internationally recognized expert in product planning research. Since founding Answers Research in 1989, Fitzgerald has designed numerous highly innovative market research methodologies aimed at the unique needs of advanced technology industries. He works primarily with Fortune 500 companies on key strategic decisions, those on which 100 million-dollar decisions often hinge. He has more than 15 years of market research and product management experience on both the client and supplier sides. Prior to founding Answers Research, Fitzgerald worked in several high-tech firms in the United States and Europe, including such prominent companies as Hewlett-Packard, GTE, and Northern Telecom. Fitzgerald earned an MBA from the Wharton School of Business and an MSE in computer science from the University of Pennsylvania. He has lived and worked in Scotland, Belgium and Denmark as well as the United States, and understands the global implications of product development and marketing.

The theme of the AMA 21st Annual Marketing Conference is E-Revolution -- Navigating for Success. The conference will focus on how market research learns to adapt to the highly volatile, fast-paced nature of the worldwide e-commerce explosion. As e-commerce revenues continue to skyrocket (projected to reach $1.4 trillion worldwide in 2003), market research professionals are learning how to use the Internet to help their companies stay competitive during this dynamic economic expansion. The event brings together over 500 market research professionals, research users and related service providers.

About Answers Research:

Answers Research Inc., headquartered in Solana Beach, Calif., is a leading provider of market research for advanced technology industries, with emphasis in the information technology, computer and telecommunications fields. Recently, Answers Research continued its expansion by opening offices in St. Louis and Philadelphia. Answers Research is a strategic market research firm with expertise in designing and implementing a complete range of custom quantitative and qualitative research studies. Answers Research's combination of leading edge statistical techniques, extensive experience and inside industry knowledge provides clients with research results that are valid, projectable and actionable. More information can be found on the company's Web site at: http://www.answersresearch.com.