November 08, 2010 14:37 ET

Leading National Event Planner Launches New Mobile Market Research Company -- iHAVE5Qs

iHAVE5Qs Offers Unique Approach to Capturing Real-Time Consumer Data; Represents 4th Company in Comprehensive Event Service and Marketing Portfolio

IRVINE, CA--(Marketwire - November 8, 2010) -  Today, Patrician Company Principal Patty Harding announced the launch of iHAVE5Qs, a new national service designed to capture and report consumer attitudes in real-time at business and special events. iHAVE5Qs uses a mix of specially trained field "Capture Agents" and innovative iPad touch-screen technology to engage consumers to respond to "5 burning questions" and build a snapshot of customer purchase drivers and preferences. 

iHAVE5Qs uses a captivating model -- Capture Agents pose 5 questions in 55 seconds -- that leads to a higher capture ratio than standard field surveys. Capture Agents are individually selected to be demographically and psychographically compatible with a client's market profile and assigned to cover the grand opening, product launch or promotional event. Each set of questions is customized to meet client-specific objectives. Armed with iPads, the Capture Agents field the questions and upload the raw data in real-time for client viewing during the event. Post-event, the company's bench of experts offers a menu of additional research, analysis, reporting and archiving services.

"After more than a decade in the event planning business, we saw an untapped opportunity to help our clients capitalize on the attendance at their promotional events and leverage their existing marketing investments," said Harding. "iHAVE5Qs is the ideal complement to Patrician Company's comprehensive event-planning services -- offering the combined expertise to stage high-traffic, memorable events and mine valuable data from consumers who have already expressed interest in a client's brand by their attendance."

"iHAVE5Qs offers an appealing new service to capture insights into our target customers and help inform critical marketing decisions," said Marianne Browne, Vice President of Sales and Marketing, Lennar California Coastal Division. "Patrician Company has consistently produced highly successful events for our division based on a keen understanding of our market and business objectives. I have no doubt that iHAVE5Qs, under Patty Harding's strong leadership, will serve as a smart and cost-effective way to uncover consumer preferences that can directly impact the bottomline." 

iHAVE5Qs is the fourth national business venture developed by Harding. She is Principal at Patrician Company -- a full-service retail event planning company that serves leading public and private sector companies nationwide including Saks 5th Avenue, Harley Davidson, DKNY, BMW North America and Whole Foods. She also runs Cluster Truck Events -- a mobile convoy of food trucks leading the street food movement. Previously, Harding created and ran Chinadoll Gourmet Foods Boutique. 

For more information on iHAVE5Qs, visit To learn more about Patrician Company, visit To learn more about Cluster Truck Events, visit

Contact Information

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    NLG Communications
    (310) 770-2765
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