Alice Sylvester, Partner, Sequent Partners, and Gian Fulgoni, co-founder and former Chairman of comScore, were inducted into the Market Research Council Hall of Fame for 2019.
The announcement was made by Jim Spaeth, President of the MRC, which is dedicated to promoting the field of market research. Sylvester was honored in the organization’s Active Practitioner category and Fulgoni in the Retired Practitioner category at the MRC’s 42nd annual ceremony that was held June 21, 2019 at the Yale Club in New York.
“At a time when Market Research as a discipline is undergoing significant change as it adapts to big data and AI-fueled analytics, there are perhaps no better two examples of the innovation and impact that practitioners in our field have had on advertising and marketing broadly than Alice and Gian,” says Spaeth. “Without inspired rule-breakers we stay locked in the safe of tradition. Progress is founded by those with vision, and we are most proud to recognize two of the true leaders of our industry whose examples set a clear direction for market research to follow into the future.”
Alice Sylvester is a past Chairman of the Board of the Advertising Research Foundation, and a member of the Editorial Review Board of the Journal of Advertising Research. She has chaired the “David Ogilvy Awards for Research Excellence” as well as the “Emotional Response to Advertising” initiative and is a co-author of Advertising and the Mind of the Consumer, published in 2000 by Allen & Unwin and Kogan Page.
Currently a partner at Sequent Partners, she has been involved in industry ROI initiatives, new media metrics development, and cross-media measurement through USA TouchPoints, the cross-platform, consumer journey measurement system developed by Sequent Partners. Prior to joining Sequent Partners in 2008, Alice held a variety of positions in research and planning at major advertising agencies. Most recently, she was Senior Vice President, Account Planning Director at DraftFCB. She has also worked at Young & Rubicam Inc., (Director of Brand Insights) Leo Burnett, (Director of Brand Economics) J. Walter Thompson (Media Research Director) and Tatham-Laird & Kudner (now Havas).
Gian Fulgoni has led the industry through two of its most significant transformations. First, during the adoption of UPC scanning as the basis for packaged goods sales tracking and second through the use of big data for online media measurement.
He served as President and CEO at IRI where he spent 18 years from 1981 to 1998. Fulgoni co-founded comScore as Chairman, where he also spent 18 years from 1999 to 2017. Prior to IRI, he started his career at MSA working with other market research greats, Al Keuhn and Tod Johnson. Gian has a B.Sc. in Physics from the University of Manchester, an MA in Marketing from Lancaster University where he was also honored with a D.Sc. in market research to acknowledge his many contributions to our industry. ARF has also honored him with its Great Minds and Lifetime Achievement awards.
Founded in 1927, the Market Research Council is one of the oldest and most prestigious market research organizations in the world. Its mission is to advance the science and application of market research and to encourage study of the profession in colleges and universities.
Now in its 42nd year, the MRC’s Hall of Fame counts among its inductees legends of the market research world, including George Gallup, Daniel Yankelovich, David Ogilvy and many others.