CfMC news
the latest news about CfMC software and services
October 22, 2005
CfMC Research Software Releases Survent 7.7
Research software company goes blue and gold, with a chuckle
The first and oldest provider of software for marketing research is unveiling a blue-and-gold facelift at the age of 37. San Francisco-based CfMC is adopting a new logo, color scheme, and signature line Research Software, reflecting the company’s focus on the technology needs of today’s researchers. CfMC’s data collection tools, Survent and WebSurvent, power some 65 percent of the interviewing stations at research firms in the United States.
The new logo and the descriptive tagline Nonstop support mark a change in the company’s corporate image and marketing communications, which have taken a back seat to software development for most of the company’s history. In 1967, the software development company released the first computerized commercial analysis tool. CfMC has been known as Computers for Marketing Corporation over the years, although marketing research experts and clients increasingly have referred to the firm as simply CfMC. With this year’s graphic redesign, the company now is known exclusively by those four letters.
The new logo is being introduced to the market by a humorous ad campaign featuring worst-case scenarios that reflect the need for nonstop support in a technology-based research environment. “Support is at the heart of our culture,” says Richard Rands, CfMC president. And thanks to solid software and excellent support, “You can do virtually any kind of research with CfMC software – it is the most robust data-collection software on the market.
“We see nonstop support as our way to help our clients be successful by ensuring seamless execution of research studies and assisting in the development of ground-breaking techniques. These range from remote research interviewing to multilingual web surveys, and include online reporting of results. According to our clients, our support staff’s accessibility and cooperation is a major strategic advantage for CfMC.”
A print ad campaign introducing the new CfMC logo is now appearing in international trade publications including Marketing News, Quirks, and MRA Alert. The ads will be accompanied by a direct-mail campaign emphasizing the need for dependable marketing research software and the value of CfMC’s nonstop client support.
Several hyperbolized, humorous scenarios illustrate what could happen if research software fails to perform. A “Research shows…” series features this copy line: “Research shows they drink 25 cases of beer each year.” However, the copy is superimposed on a photo of five bouncing babies. “The take-away is a ‘don’t let this happen to you’ message,’” Rands quips. For a researcher, nothing is worse than presenting off-the-mark results. The dependability and functionality of the software should be the least of the researcher’s worries.”
In addition, CfMC is sponsoring and exhibiting at six marketing and research trade shows and conventions from September through December and will launch a redesigned client-focused website in January.
About CfMC
CfMC has been a leading provider of marketing research software since 1967, when the company introduced the first computerized tabulation program. CfMC offers Survent, the most widely used CATI and CAPI software; and WebSurvent, a robust web survey tool.
Survent now enables remote interviewing (webCATI), enhanced supervisory controls, and full ODBC support. webSurvent features Web Project Manager (webPM), a GUI for creating web surveys, and WebSurvent Emailer to manage invitations, reminders, and other research communications. CfMC also offers Mentor, a full-featured tabulation and reporting system, and operates two service bureaus for web surveys, data entry, programming, coding, and tabulations.
CfMC has offices in San Francisco, Denver, New York, and London. Its clients include Nielsen Media Research, The Gallup Organization, and Maritz Research.
Contact: Brian Fowler
CfMC Marketing Director
brian@cfmc.com
415.777.0470
