Research Site Taps Mullen

InsightExpress Launches New Campaign, Touts ‘Credibility’
BOSTON–An ex-Mullen executive is now a client.
Charles Hamlin, president of InsightExpress, a research company that conducts surveys online, hired his former employer to create a multimillion dollar marketing ad campaign.
The effort teams Hamlin with Mullen chief creative officer Paul Silverman, who he worked with from 1979 to 1982. “I was the suit,” Hamlin said of his former position at the Wenham, Mass., shop.
After he left Mullen, Hamlin worked for Mercer Management Consulting in Lexington, Mass., and at Lotus Development Corp. in Cambridge, Mass.
Four years ago, Hamlin decided to join NFO as president of the interactive and technology groups and hatched the idea for InsightExpress.
Silverman is busy developing brand strategy for InsightExpress, a spinoff of Greenwich, Conn.-based market research firm NFO Worldwide.
Mullen will handle print and interactive advertising, direct mail and public relations for InsightExpress.
“I’ve watched this organization for a long time, and I have great faith in it,” Hamlin said.
The site enables users to create surveys in mere minutes using templates. They select respondents in a variety of demographic groups or from their own e-mail lists, then they view results within 12-72 hours. Surveys cost an average of $1,000.
Silverman is enthusiastic about professionals doing their own surveys instead of hiring expensive research firms.
“It changes the way anyone who’s designing stuff for consumers works,” he said, including advertising agencies.
The tagline for the launch campaign is “InsightExpress: Instant credibility for your ideas.” Print ads will run in newspapers and trade magazines this month and in business magazines in January. Additional new work will break in March.
NFO retains a majority interest in InsightExpress and equity firm General Atlantic Partners invested “the lion’s share” of $25 million in initial funding, Hamlin said.
CMGI-owned Engage Technologies also contributed funds and its profile-driven Internet marketing solutions. “A good chunk” of the initial financing will go toward marketing, Hamlin explained. K