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NEW TRACKING SERVICE A FIRST FOR HIGH-TECH INDUSTRY; PC WATCH MONITORS CONSUMER PREFERENCES

 NEW TRACKING SERVICE A FIRST FOR HIGH-TECH INDUSTRY;
 PC WATCH MONITORS CONSUMER PREFERENCES
 NORTHBROOK, Ill., June 18 /PRNewswire/ -- For the first time, high- technology companies will be able to learn about their customers, thanks to a new consumer tracking service called PC Watch(SM).
 Designed to help high-technology companies accurately profile hardware and software usage among all personal computer consumers across the United States, PC Watch is touted as the only service of its kind, and one that will revolutionize how companies receive and evaluate customer information.
 Created by TechScan, an affiliate of Philadelphia-based research company MSI International East, PC Watch will satisfy a need in the marketplace to understand how, where and why consumers use their personal computers, and accurately reflect meaningful trends that will impact the marketplace of the future.
 According to Paul Strasser, chairman of TechScan, the service will provide the same level and scope of information that Arbitron provides for the broadcast industry, or Nielsen provides for packaged goods companies.
 "From our experience working closely with high-technology companies, we recognize a real need to better understand the behavior of the end user," he said.
 "As the hardware and software marketplace becomes more market share and consumer driven, it's even more critical to have a sound and accurate tracking vehicle in order to predict future customer needs."
 Scott N. Johnson, TechScan president, said the service for the first time will provide a research-based and statistically accurate profile of the typical PC user, interviewing more than 10,000 PC and Macintosh users annually.
 "What differentiates PC Watch is our focus on all end users, not just a small sample of individuals," he said.
 "We'll now be able to cover the workplace, the home and the educational and recreational users of PCs, and this information will ultimately help managers in doing a better job of leveraging their product and marketing investments."
 Riley Rowe, industry consultant, believes the new service will dramatically impact the marketplace: "As a former research director of a major software company, I was bewildered by the inconsistencies across the data sources. TechScan has spent the time developing a service which will accurately portray the dynamics of the marketplace. They will also produce data to support actionable sales and marketing activities for hardware, software and peripheral companies alike," he said.
 TechScan is an affiliate of MSI International East; its mission is to address the research needs of high-technology clients across the United States. MSI, founded in 1968, currently has offices in Philadelphia, Chicago and Los Angeles. Most recently, MSI completed a national study on the buying habits of Wal-Mart customers and the impact of "Sam's Choice Brands" on the packaged goods category.
 For more information on PC Watch, call 800-769-5525. Current subscribers of PC Watch include: Microsoft, Lotus Development Corporation, Aldus Corporation and Disney Software.
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 /CONTACT: Scott N. Johnson, president of TechScan, 708-205-5525, or Dava Guerin of Guerin + Kapnek Communications, 215-830-1441, or, home, 215-635-5985, for MSI International East/ CO: TechScan; MSI International East ST: Illinois, Pennsylvania IN: CPR SU: PDT


MK-CC -- PH014 -- 1441 06/18/92 10:58 EDT
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Publication:PR Newswire
Date:Jun 18, 1992
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