Playing Favorites

We value every project we conduct here at The Taylor Group, but I suspect that everyone has their one or two favorite projects, or favorite clients.

Some like our consumer electronics projects because they're facinated with the latest gadgets. Some enjoy our media and entertainment work because they watch the very TV shows we research. Others really get into our pharmaceutical-industry work because . . . well, you get the point.

My choice is the research we do for the United States Tennis Association. It has been almost three decades since I learned to play tennis, and I still play, though not that well much of the time, but as regularly as possible. And even though Comcast appears ready to move NFL Network from my Sports Pack to the Digital Classic level of service, I'll still keep the Sports Pack because where else but The Tennis Channel are you going to find 14 hours of tennis a day from Doha or Monte Carlo or Shanghai?

And as a fan, it was gratifying to see our work cited in the June issue of Tennis magazine.

The article referenced our annual research for the USTA that measures the level of tennis participation and tracks participation changes from year to year nationally. It noted that in 2008 U.S. tennis participation grew to nearly 27 million, the highest number recorded during the last 15 years.

That's great news for tennis, and I am already looking forward to what the 2009 study will show.

Equal Time

Early this summer we launched our moderator video, a 12-minute mini-movie of our moderators talking about their craft. (This video was updated in July, upon the arrival of our newest moderator, Allison Dillen.)

After the first screening here at our offices, someone innocently suggested: "Now I feel like we need a video on our quantitative work."

Well, it's only fair.

So today we launch our quantitative video: it's shorter (10 minutes), but it's the same idea: our senior quantitative researchers discussing their approach to number-crunching, their favorite quantitative techniques, how they got interested in the field, and much more.

In the coming weeks, we also plan to share with our readers some footage that didn't make the cut: first up will be several of our researchers talking about their most memorable projects. Stay tuned.

Dignity Schmignity: The Five Most Bizarre Moments in Taylor Group History

Choosing only five is a very hard task. I'm sure this company doesn't have a monopoly on strange moments, but we have had our share. Warning: The closer you get to No. 3 and lower, the more you might want to make sure you're not eating, or about to eat, or have just eaten.

5. Bleeding but unbowed: In the late 80s, off to the train station, heading into Manhattan for our first meeting on a potential opportunity with the NBC television network (on what was to become CNBC), a young female colleague and I see our train arriving at the station as we rush down the long stairway to the platform.

About six stairs from the bottom, she catches a heel, trips, and rolls all the way down. The train doors are open. The conductor yells all aboard. She is laying on the platform.

I say, "Are you okay?"

She gets up slowly and says yes, she thinks so.

I say, "We can't go . . . we won't go."

She says, "No, I'm okay."

Without pause, I say, "Okay, then let's go!"

Her stockings are torn. Her shin is bleeding. She limps onto the train.

The next morning she arrives at the office on crutches with her leg bandaged. She left the company soon after.

4. Desperate times/Desperate measures: In the mid-90s, during the ride back to O'Hare from downtown, the cab breaks down on the Interstate. I desperately want to make the flight back home. The driver calls for backup, but there's no time to waste.

I ask my young female colleague if she's up for hitchhiking the rest of the way. She looks at me as if I'm crazy, but she says sure. We stand together on the shoulder. Cars and trucks flying by. I stick out my thumb.

I didn't ask her to lift her dress, like in that old movie.

I thought about it.

I admit it.

But I didn't ask.

Honest.

3. Rice everywhere: It's around 2003, and I'm moderating two groups with senior-level executives in New York City on very short notice--with very large incentives involved. Back-to-back two-hour groups. Big crowd of clients in the back room, with Chinese food being served.

While the second group of senior executives is getting seated, I go into the back room, grab a plate of rice to wolf down, and listen to client feedback on the first group. The first forkful of rice goes down the wrong way and gets stuck.

I can't quite breathe, but not so much as to make me Heimlich-able. Everybody notices the distress I'm trying desperately to hide; someone rushes over a bottle of water. I take one sip, and the water itself gets stuck in the same place as the rice. The water creates a kind of reverse-pump action as I rush away from the clients just as they are, in fact, rushing away from me. Water-laced rice bits spray everywhere.

I recover physically immediately, apologize profusely, and, with game face on, tell them I am ready for the second group. None will have it, though. The seated senior executive respondents are sent home with big incentive checks in hand for no work at all, and the group is rescheduled.

"I could have done it," I tell the client group.

"Yeah, we know, Scott," they reply. "But frankly, we couldn't bear the thought of spending the next two hours in this room the way you've left it."

The rice itself had already been vacuumed up by the facility staff. But I knew (and I suppose you can imagine) what my clients meant.

2. Black bean soup: It's the late 90s, and I'm at lunch with a client prior to a presentation to 20 or so of his internal clients. I have a sandwich and black bean soup. I've always been pretty active in presentations -- move around a lot, talk loud, smile a lot, etc. After the presentation I stop over at a colleague's house. He opens the door, takes one look at me, and says, "Jesus, Scott what the f**k happened to your mouth?"

I run into his bathroom, look in the mirror, and I see that my two front teeth are both partially covered with black bean skin. I look like I have some serious tooth and gum disease.

The next day I walk into the office and right upstairs to the desk of a young colleague who had been with me at the presentation and had sat in the front row.

I said to him, "Tom, why the f**k didn't you tell me? How could you let me embarrass myself like that?"

He says, "Honest to God, Scott, I thought you had some kind of real problem with your teeth."

And the No. 1, nothing-could-ever-come-close, most bizarre moment in Taylor Group history . . .

1. Breast request: It's the mid-90s, and I'm moderating a group of small business owners. Big crowd of clients in the back room. We're almost through respondent introductions when I notice that a woman who has already introduced herself is listing a little to the left and has an odd, not exactly fully conscious look on her face.

I walk over behind her chair, put my hand gently on her shoulder, and ask softly, "Are you okay?"

She responds, "Hold my breast?"

I pull my hand away like her shoulder is a hot poker and say, "Excuse me?"

"Please, hold my breast?" she says again. I admit, for a split second the thought occurred to me, "Maybe for some medical reason I should hold her breast." But I held back.

In a matter of seconds (that felt like an hour), a facility person came in and helped me help the woman out into the waiting area. Back with the respondents, I promised them that what they just experienced was not a psychological experiment of any kind; the group proceeded as if nothing had happened (astonishing in its own right).

I later learned that the woman had had a seizure of some sort, had recovered quickly with no memory of what had happened, and wanted to come back into the group. The facility people politely demurred.

The audiotape capturing the incident remains somewhere in storage. But even if that tape is lost forever, there are many eyewitnesses who will testify.

I didn't dream that a respondent asked me to hold her breast. It happened.

Top that.

It was the Fall of 1986...

Every colleague of mine who has been here for any length of time has heard this story so many times, they often begin to recite it aloud every time I begin it.

It was the fall of 1986, and I had been thinking for some time that there was a better way to serve our Louis Harris and Associates clients. We did quantitative research only, for the most part only large quantitative projects, and I thought we could serve our clients more effectively if we were involved in a broader range of their research needs--qualitative as well as quantitative, small projects as well as large. That strategy, I felt, would give us an ever-growing knowledge of our clients' business, and strengthen our relationships with them--thus better positioning us for all their larger projects.

Neither Lou Harris nor Humphrey Taylor (president of the firm and no relation to me) thought the idea was a particularly good one. Lou was never a believer in qualitative research, and Humphrey felt that chasing and doing small projects would distract us from our core business and our fundamental strength.

So after much thought, one day I walked into Lou's office and said, "Lou, there's something I have to tell you. I've decided I'm going to leave the company, because I think I can make this work on my own. I don't know exactly when I'm going to leave, but it's probably going to be sometime in the next year, and I just wanted to tell you now to give you plenty of time to replace me."

Lou's reaction was characteristically terse: "Oh, really? Well, okay, I suppose you might be able to eke out a living."

But the next day he called me into his office and said, "Scott, let me ask you something. Suppose one night you walk into your house and you say to your wife, 'Honey, there's something I have to tell you. I've decided I'm going to leave you, because I want to be on my own. I don't know exactly when I'm going to leave, but it's probably going to be sometime in the next year, and I just wanted to tell you now to give you plenty of advance notice.' What do you think she would say to that, Scott? I'll tell you what she'd say. She'd kick your ass out the door right then and there, and I should do the same!"

He didn't (fortunately). I stayed for eight more months. Peter Fondulas, then a research analyst, thought the idea might just work too, and joined me.

On May 4, 1987, the company was open for business in the basement of my home in Rye, NY. In the weeks before that, Lou and Humphrey offered a little piece of the ongoing business I had been managing, and told me that I could keep it ("If you can, that is," said Lou).

With the $6,000 I had saved, this little piece of business gave us three months of positive cash flow, but no prospects beyond that--because of a promise not to go after Harris clients.

I was very lucky to have the opportunity to work for Lou Harris and Humphrey Taylor for seven years, and I am forever grateful for their generosity at the end of my time there. I learned this business from them, and they gave this little company the kind of head start that turned out to be just enough. A great deal of hard work (and a whole lot of luck) took over from there.

And it continues.

Praxis: The Taylor Group Blog

If this company were an epic drama, my friend Frank Ferrucci would be a central character.

I met Frank in 1980 when he was at Southern New England Telephone in the business research group and I was an analyst at Lou Harris.

Over the years Frank was variously a client, a competitor, a supplier, a consultant, and a colleague--and through it all a friend. He was a major part of our work when we began operations in 1987, and he was working with us until just months before his death last year.

When Frank started a sole-practitioner consulting firm in the late-1980s, he named it "Praxis": a Greek word defined as the practice or exercise of an art, science, or skill--as distinct from the theory of it.

In seeking a name for a Taylor Group blog, Praxis came immediately to mind for me. Market and opinion research for us is a practical art, not a theoretical one; and the name Praxis allows me to honor the memory of a good friend and colleague--who was taken from us way too young.

We plan to use this space to reflect on our experiences in practicing the art and science of market and opinion research, but we don't intend this as a purely "methodological" blog. Rather we intend it to be as much about musing as method, as much about stories as statistics, as much about who we are as people as what we do as professionals.

My colleagues and I hope you will visit now and then, and when you do, we hope you will join in.

Scott Taylor

Copyright © 2007 The Taylor Research & Consulting Group, Inc.