Experience
Bill Cullo, Principal of TargetFocus, LLC. Starting in market research in 1992, my first 12 years was focused mainly on political polling. I conducted polling for candidates running for city council to president and for campaigns/organizations all over the world.
During that time, I conducted polling for dozens of US congressmen, multiple statewide officeholders (federal and state), as well as serving as the deputy director of polling for Bob Dole’s 1996 presidential campaign.
My work outside of political polling has always been rooted in the campaign environment. That is, research is used to determine the political landscape with respect to the candidates. More importantly, the research is used to segment the target audiences in order to prioritize the client’s resources where they can be most effective. In addition, the research is designed to gauge what the target audience knows (or think they know) as well as how they may react to something that has, is, or about to be said or done.
All of which is acutely focused on a very specific result: winning.
My experience in market research covers a broad expanse of industries and sectors including:
- Advertising
- Message testing
- Advertising reach and recall
- Ad testing
- Professional service consultancies
- Reputation management
- Professional offerings and client services
- Financial services
- Credit cards
- Banking
- Mortgage industry
- Not for profit volunteer-focused organizations
- Brand awareness and importance
- Identifying best practices
- Community involvement
- Community interest
- Neighborhood association priority focus
- Member organization satisfaction
- Tobacco
- Smokeless tobacco brand awareness and preference
- Smoking habits and behaviors
- Real estate and due diligence
- Land development issues/priorities/preferences
- Defense contracting
- Distinction between tier one and two contractors
- Brand reputation
- Healthcare
- Medical liability reform
- Cause and effect of rising healthcare costs
- Pharmaceuticals
- Legislative and regulatory issues
- Gaming and lottery
- Internet taxes
- Net neutrality
- Immigration
- Aviation
- Brand awareness and image ratings
- Reaction to product offerings and launches
- Telecommunications
- Telephone and cable crossover
- Net neutrality
- Retail
- Buying experience
- Women’s apparel and shoe brand awareness and preferences
- Trade show
- Sponsor investment effectiveness and recall
- Gaming and state lottery
- Casino development
- Play experience and preference
- State lottery image, habits, and preference
- Opinion of creating state lottery
- Tourism
- State board of tourism
- Utilities
- Liquefied natural gas (LNG)
- Nuclear energy as alternative
- Distilled spirits
- Brand awareness and image
- Product experience and preference