Vision Critical

Vision Critical

November 10, 2009 08:02 ET

Vision Critical Hires Research Veteran Patricia Hughes

Company's new head of Consumer Packaged Goods leaves one of the world's largest research companies to join "the next generation of market research".

NEW YORK, NEW YORK--(Marketwire - Nov. 10, 2009) -

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Strategic interactive research and technology company Vision Critical(R) welcomes Patricia Hughes as the Executive Vice President of the company's Consumer Practice. Hughes has more than 30 years of market research experience, including stints on the client side; research planning in the ad agency world and executing research on the supplier end of the industry. She'll be based in the company's Chicago office.

Patricia Hughes comes to Vision Critical after working nearly a decade and a half with multi-billion dollar market research organization GfK. While that company has grown through acquisition, Vision Critical has experienced strong organic growth, reporting a 75% increase in year-to-year gross revenue in the first half of 2009.

"I think what sets Vision Critical apart from other companies in this industry is the tremendous growth record in this difficult economy - and that's for good reason," says Hughes. "Bringing technology into the market research equation is a totally new way to do research with CPG clients who are tired of the status-quo. There are new services and a fresh approach, like building exclusive panels and utilizing all the information you collect from a panel. In short, it's an opportunity to ask fewer questions and get better answers. The benefits to clients are evident."

"Pat Hughes has an excellent reputation, tremendous market research experience and amazing sector knowledge," says Vision Critical CEO, Angus Reid. "We're honored to have her as part of our team."

Patricia Hughes boasts widespread expertise in new product development research, volume forecasting, shopper insights, segmentation and all types of choice-based modeling. In her new role, she'll incorporate Vision Critical custom panels and survey technology to re-energize the stressed consumer respondent population.

"One of the things that really intrigues me about the future of Vision Critical is I think it's the next generation market research company," says Hughes. "We can define a perfect sample for our clients' exclusive use; we've got state-of-the-art visual software to elicit the best information from consumers and we can really become a partner by understanding clients' pain points in the research world."

About Vision Critical

Vision Critical is a strategic interactive research company combining interactive technology, strategic researchers and global panels. We help companies reduce research costs while generating engaging and insightful relationships with consumers. Vision Critical uses a visual approach, panel technology and our own national panels to embrace markets with the click of a mouse. The company has offices across North America, Europe and Australia and a Global Partner Program that provides other research companies and consultants with access to our technology.

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