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Poppe Tyson is spinning off yet another company. This time, it is in the advertising research field.
DecisionTree, a repositioned incarnation of former Bozell Advertising research firm KRC Research and Consulting, launches today. Clients include Polygram, Easter Seals and Intershop.
“We are the second generation of research firms,” said Nick Nyhan, managing director of DecisionTree. Nyhan joined KRC two years ago, following stints at George magazine and working for former New York governor Mario Cuomo.
DecisionTree plans to focus on online research of consumer attitudes toward brands and creative messages.
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