Using its own resources in 2006, Spotlight retained several distinguished market research firms and pollsters to conduct the research necessary to develop tools similar to those that had been utilized effectively in the corporate sector for decades, and by Republicans more recently, to advance their causes. That research entailed conducting 5,000 in-depth interviews among a nationally representative sample of the American electorate. Respondents were asked a broad array of questions concerning their core values.

Yankelovich, Inc. pioneered the tracking of consumer trend information in the 1950’s and the firm remains an industry leader in assessing consumer attitudes. In 1971, the firm launched the Yankelovich Monitor, the first and longest-running continuous tracking of consumer trends. Yankelovich created, and for many years conducted, both the New York Times poll and the Time Magazine poll. The firm has developed a series of consumer databases of over 150 million adults that combine commercially available information with information on attitudes and lifestyles. J. Walker Smith, President, serves as the primary Yankelovich advisor to Spotlight.

Audience Identification offers superior data services and the most advanced analytic and computer resources to meet virtually every client need. They can develop your marketing database or enhance existing ones as well as lmanage and continually update databases. Ron Marsh, President of Audience ID, brings his 25 years of database and statistical experience to Spotlight.

The Gilfeather Group Meredith Gilfeather has been involved with Spotlight since its inception.  While at Yankelovich, she was the point person for the development of the original segmentation questionnaire, cluster analysis, and subsequent modeling.  Meredith continues to work with us, drawing on both her political polling experience (as part of Greenberg Quinlan Rosner in the 2000 election cycle) and her extensive corporate research expertise.