Why C+R?

Experience Matters

We’ve been helping brands grow for 65 years, and our clients recognize our passion for excellence and actionable insights.

What Sets Us Apart
Data Quality
DE&I
Our Team
Careers

Our Guiding Principles

We’re talented researchers from a variety of professional backgrounds, and our success is supported by thre fundamental principles:

  • Great Research.

  • Deep Perspective.

  • Committed Client Service.

By the Numbers

Facts we’re proud of

600+ studies/year

One-third:

qual
quant
multi-phase

100%

Senior Level
Attention

on every single project

60+ years

of innovation

From focus groups and beyond. We haven’t stopped looking for ways to help our clients.

1 decade

Average tenure at C+R

versus the three year industry average

Impactful insights.

Every project that comes through our doors gets senior-level attention every step of the way; which delivers the insights that drive intelligent and informed decision-making by our clients. It’s why clients return when it’s time for the next project.

No black boxes.

Not here. Ever. We understand our clients’ research needs are unique, and create solutions that reflect those needs. We offer an array of scalable methods, techniques and approaches. Quant? Qual? A mixed method approach or something in between – whatever it is – we’ll customize it to meet your business objective.

Constant innovation.

We’re constantly evolving our methods and keeping stride as the consumer landscape changes. Our ‘whatever it takes’ culture drives our passion to innovate and take on complex strategic projects. We welcome them.

Why C+R

Our Ethos

clients first.

We’ve been described as friends, easy-to-do business with, and incredibly reliable. That’s because we’re a dedicated group of people known for great customer-service, unsurpassed responsiveness, remarkable dependability. Think of us as an extension of your insights team.

Perspective honed by experience.

Our diverse group of researchers come with years of experience in a broad array of categories, segments and verticals. We bring deep perspective to your business and target audiences – Multicultural, Hispanics, LGBTQ+, Shoppers, B2B, Generations, Youth & Family, and more.

We’re sized just right.

Not too big
Nimble enough to fully customize the project to your needs and give it the attention it deserves.

Not too small
Big enough that we have all the tools and techniques at our disposal to handle your
most complex projects.

What sets us apart

Working with us is different

  • deep category, segment, and vertical expertise
  • we are truly an integrated qual and quant insights agency
  • we innovate by mixing methods and developing new tools, techniques, and processes
  • our culture and commitment to excellence
  • we operate as an extension of your insights team for a worry-free experience
  • we’re a women-owned business
  • we have no sales team, no sales quotas; we’re focused on building relationships

Our History

C+R’s Dynamic History

From our inception, over 60 years ago, we’ve continued our goal of helping brands grow through our brand pillars of providing great research, deep perspective, and committed client services. Throughout our years in business, we continue to partner, create, and adapt our solutions and methods to stay in pace with the market research industry and the world. In doing so, we’ve built a vast toolbox to provide our clients with the most actionable insights to meet their evolving business goals.

This timeline is not a comprehensive list of our accomplishments; we’ve also innovated throughout the years to expand our offerings in areas such as:

  • Tools that capture in-the-moment behavior
  • A suite of agile solutions
  • An ecommerce toolbox (usability research, passive digital metering, facial coding, eye tracking)
  • Hispanic Acculturation Model
  • System 1 methods
  • Tools to capture quantitative empathy (videos, etc.)

1959

Focus Groups

Dr. Saul Ben-Zeev—pioneered focus groups from an academic setting to the corporate world and founded Creative Research.

1978

Occasion-Based Segmentation

Stephen Turner, a founding partner of C&R, is cited as the “father” of occasion-based segmentation, which is the basis of need state work.

1980

Creative Research

Creative Research buys Fieldwork, Inc., focus group interviewing facilities.

1984

Response Research

Launched a quantitative research arm, Response Research.

1989

C&R Research Services, Inc.

Creative Research and Response Research merged to form C&R Research Services, Inc.

1999

CRIMSON

First to market multimedia computerized research called CRIMSON.

2000

Youth & Family

C&R’s Youth & Family division is created, powered by the newly created Kidzeyes panel – the only COPPA-Compliant panel of kids 6-13 years of age.

2000

LatinoEyes

C&R’s LatinoEyes division is created to serve the growing US Hispanic population; Established a proprietary Acculturation model.

2003

TeensEyes

TeensEyes panel is created as our Kidzeyes panelists became teens.

2005

Client Proprietary Panel

Created the first client proprietary panel and built our first online qualitative bulletin board in 2005.

2008

YouthBeat

C&R Research certified as a Women Owned Enterprise. First published YouthBeat, our syndicated youth + family services.

2008

ShopperEyes

Launched our ShopperEyes division dedicated to understanding the shopper mindset.

2010

C+R Research

Rebranded as C+R Research.

2010

ParentSpeak

ParentSpeak – Our Interactive online community and panel of parents (moms and dads) of children ages 0-18 is launched.

2011

Online Qualitative

C+R’s online qualitative division is created.

2016

CultureBeat

C+R’s Multicultural division, CultureBeat is created to focus on Hispanic, Black/African-American, Asian American and LGBTQ+ consumers.

2016

Strategy Workshops

Added Strategy Workshops to our toolbox, including ideation and activation workshops.

2018

Communities & Panels

After 20+ years of building communities and panels for our clients, we formally established a dedicated division.

2019

Sentinel

Sentinel is created – our formal data quality processes to ensure highest quality data.

2020

Happy Anniversary to Us!

Celebrated 60 years in market research!

2020

A&U Now

Launched A+U NOW – our “quick turn” A&U study designed for the CPG industry.

2021

Illuminator Shopper Panel

C+R’s Illuminator Shopper Panel (powered by Prodege) is launched with sample targeting by receipts, location or digital – marrying actual behavior with attitudes.

2022

Shopper Journey

We introduced our new path-to-purchase/shopper journey model, iPHD which merges the physical and digital worlds, creating fully integrated human experiences for the shopper and consumer.

Ethos
What sets us apart
History
DE&I
Our Team
Careers

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I do want to say that this project again demonstrates why I have come to rely on C+R and recommend you so highly. When I get a report from you it’s complete, well-thought, and always client-ready. I really appreciate the partnership I have with you.

It was always a pleasure working with the team at C+R. I really appreciated your expertise and true partnership on every project.

Truly appreciate the strength of the partnership we have created with you. Thank you for being a consistent and reliable resource.

The report goes beyond answering the questions; it shows deep understanding of the needs of the client while ensuring the integrity of the design.  Thank you!

Thanks for one of the best reports I’ve received…. The quality of insights + deck writing > my expectations. The quality of voiceover/share out and process throughout has been my best experience to date.  C+R shows up as a team-always on time, supportive of one another, and provides quality insights vs basic stuff.

…We appreciate our open partnership and the constructive way we are building our relationship – we are enthusiastic when we think about future projects together!

You offer your knowledge in a way that never making anyone feel like they should have known “that” about the audience, treat it as an opportunity to educate in a friendly way.

I’m really proud of this team and so appreciate the partnership we’ve created. You’ve both done a fantastic job helping us start off this journey and I look forward to continuing to build our learning with you all!