SOURCE: Sage Communications

October 14, 2008 10:53 ET

Major Syndicated Study Reveals Media and Purchasing Habits of Government Decision Makers

Online Data Access Tool to Be Launched at Tower Club Event on October 31

VIENNA, VA--(Marketwire - October 14, 2008) - Leading research firm Market Connections and marketing industry veteran Sara Leiman, vice president of media services at Sage Communications, today announced that the two have partnered to deliver a major syndicated media and marketing study detailing the role that federal government decision makers play in the approval and acquisition of products and services as well as their media habits.

"The survey results are unique in that they are based on a single questionnaire used across all respondents that captured their specific job function and the wide array of products and services they recommend as well as their media habits," said Leiman and Lisa Dezzutti, president and CEO of Market Connections. "The methodology allowed us to create a holistic and comprehensive information source that enables a deeper understanding of how best to reach government decision makers and the online tool puts this all at the user's fingertips."

The study -- titled "2008 Federal Media and Marketing Survey" -- represents an analysis of feedback gathered from mid- to senior-level federal employees.

Survey highlights include:

--  Media usage and habits across more than 30 Web sites (including e-
    newsletters, blogs, Webinars, podcasts, etc.), 30+ publications
--  Separate media habits of Washington, D.C. area respondents adding
    local dailies, newsweeklies, radio and outdoor
--  Purchase area and job functions, such as accounting, budgeting and
    finance; communications; energy and environment; engineering, human
    resources; and IT, among others
--  Demographics including age, gender, education and rank, and the
    ability to separate those employed in defense from civilian agencies

Using the online tool, users have the ability to cross-tabulate and cross-match any number of data points, such as job title and product purchases. Additionally, users can match job title with Web site visits or publication readership.

Survey methodology

The online survey, conducted in 2Q and 3Q 2008, is based on results of over 2,500 completed questionnaires from defense and civilian agency decision makers. The margin of error for the entire sample is +/- 2.0 percent.

Event details

Sara Leiman and Market Connections will present survey highlights and a demonstration of the online tool on 31 October 2008 at the Tower Club in Tysons Corner from 8 a.m. to 10 a.m. To register for this event, please visit:

About Market Connections

Located in Chantilly, Va., Market Connections, Inc. is a full-service market research firm offering an extensive portfolio of research services and expertise. With experience supporting the business intelligence needs of a wide range of clients in a variety of markets, the company has particular expertise conducting research programs -- including baseline and tracking studies -- in the federal government and public sector markets. Clients of Market Connections value the firm's abilities to deliver not only sound, actionable research data and insights, but also expert analyses and performance improvement recommendations that positively impact the bottom line. For more information please visit our website at

About Sage Communications

Sage Communications, a full-service marketing communications agency specializing in the technology, government and healthcare markets, is located in the Greater Washington D.C. area with an office in San Francisco, Calif. Sage delivers custom, high-impact communications strategies and programs that produce real results to bolster clients' businesses. The company provides a unique fusion of public relations, advertising, marketing and interactive services to Fortune 500 companies, start-ups, non-profits, government agencies, associations, and coalitions. In April 2008, Sage Communications was awarded a GSA contract under the Advertising and Integrated Marketing Solutions (AIMS) schedule. For more information please visit our website at