Why was our last blog post in April 2011?

We’ve been busy. And our blog has been overlooked; shoved to the bottom of the “to do” pile over and over. Since we write for a living you wouldn’t think writer’s block would be an issue, but in a way it has. Do we have anything interesting to say? Will other people read it? Like it?

Fall always seems to me to be time for new beginnings – sharpened pencils and new lunchboxes, new teachers and new friends. We hope to be a new source of enlightenment on a variety of topics related to market research. Following a recent Branding Bootcamp with Maria Ross of Red Slice (http://red-slice.com/), Debora and I put together a list of topics we plan to cover in upcoming blog posts – everything from marketing research blunders to whether you can use a self-service marketing research survey platform (those might be related mightn’t they?). We plan to post regularly – at least once a month, perhaps more frequently. There are some interesting things going on in the world of marketing research (yes, really!) and we hope to explore them with you.

Lights Out at TRD, Lights On at illuminate!

We’re pleased to announce the launch of our new company name, illuminate.  After 25 successful years, Webb Green is officially turning over the helm to long-time TRD veterans Debora Scott and Katherine Hobbs. Together, they plan to carry the TRD tradition of excellent service forward into a third decade.

So Why Change Our Name?

Given that TRD has been a well-known and respected name in research, the decision to change our name to illuminate was not taken lightly.  TRD stands for The Research Department, which in our early days accurately described our role.  Many companies were eliminating their internal research departments and so we filled the vacuum by providing full-service research services, without traditional overhead.  However, as the world has evolved during the past 25 years, so have we.

Today, the need to provide cost-efficient research solutions has never been more important.  But, not just any research solutions.  In this economy, it’s not enough to go with just another research supplier, selling research methodologies.  Companies today need a true research partner – someone whose role goes beyond selling services, developing surveys, crunching numbers and moderating focus groups.  Instead, they need a research partner who is an astute strategist.  One who can clarify, refine and translate broad marketing objectives into actionable research plans.  One who can efficiently execute the plan, and then look beyond the numbers to uncover the unexpected “nuggets” that shed light on and clarify the appropriate marketing strategy.  This has always been our mission, and our new name offers us a chance to refocus our commitment to bring clarity and illumination to each and every client we work with.  In short, our new name speaks to what we strive to do.

What Else Is Changing?

With our new name comes a new website and new email addresses.  Our phone number isn’t changing and otherwise, it’s pretty much business as usual.  We are proud of our 25 year heritage and are energized and excited to begin this new chapter in our company’s history.

We highly value our research partnerships, and look forward to forging new connections.


Debora Scott and Katherine Hobbs, Principals

illuminate Market Research and Planning