333 N. Michigan Avenue Suite 601, Chicago, IL 60601    •    Phone: 312.553.0034    •    Fax: 312.553.1646 
 

Other Professionals (Depending on your project, your team may include):

Statistical Director

Tabulation Specialist

Coding Manager

Internet Panel Partner

Mail Survey / Phone Survey Partner

Mall Facility/Personal Interview Partners

Ash

c

raft Research Inc.

Global Market Research

Our Company

Laurie C. Ashcraft - President

Early in my career, I switched from Industrial Psychology to Marketing Research when I conducted a survey of recent hires who had stayed with my employer (a Fortune 500 company) versus those who had left. I fell in love with survey research.  (This was an interesting study, ask me about this.) I have followed the Marketing Research path ever since, working for major corporations such as Navistar, Libby’s and S.C. Johnson.  Switching to the research firm side, I opened and ran the Chicago Branch of Custom Research (CRI, now GfK) for 10 years.

I then incorporated Ashcraft Research Inc (ARI) in 1993.  Along the way, my research bent has led to exciting outreach.  I was appointed to the Census Advisory Committee by the Director of the U.S. Census and I was Vice Chairman of the Research Industry Coalition.  I served as Vice President of the national American Marketing Association, sat on the national AMA Board of Directors and chaired the AMA’s Marketing Research Division Council. 

Not only has Marketing Research led to industry involvement, but my survey was also the basis for a book.  I collaborated with Liz Nickles who wrote the book on the social impact of working women (back when they were a novelty.) We continue tracking women’s attitudes over time, eventually surveying over 8,000. This led to appearances on Today and CBS This Morning.  Our attitudinal tracking survey was the cover story for a three-page article in USA Weekend magazine and was quoted in various other popular magazines.  Liz Nickles and I also survey Generation Y with the results cited in The New York Times Magazine. Understanding what motivates behavior is a special interest of mine: I graduated from Northwestern University with a BA in Psychology.

I truly enjoy working with clients to problem solve on their issues.  I look forward to going to the office every day (I should, I get here early enough.) Marketing Research is a terrific business and a good industry filled with nice, smart people. It’s a pleasure to be involved.


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