Double digit revenue growth propels Hypothesis to first appearance on prestigious AMA Gold list of largest U.S. market research firms

June 13, 2017

Los Angeles, CA – Thanks largely to an increase in global brand tracking programs, as well as continued growth in the innovation/ideation, data visualization, and custom research practices, Hypothesis was acknowledged as one of the largest market research firms based on U.S. revenue, according to the AMA Gold Top 50 Report, as published in the June 2017 edition of Marketing News.

Marketing News notes, “There were only three companies that achieved 50% or more year-over-year growth in 2016 including Hypothesis, a creative and consumer insights agency, specializing in innovation/ideation labs and data visualization. Large global brand trackers contributed to its revenue growth.”

“I believe our strong consumer-centric approach, along with a design-thinking workflow and award-winning data visualization has contributed strongly to our growth, but there’s no doubt that our amazing team of consultants, marketing scientists, and designers are what really differentiates us. We are fortunate to attract the best and brightest, and that’s what ultimately leads to great work,” said Jeff Seltzer, Managing Partner.

Maria Stark, Founder and CEO, commented, “I’m extremely proud of the company and what we’ve been able to achieve together over the years. It’s an honor to partner with the best companies in the world and to do so in a way that’s in keeping with the culture and values established when the company started in 2000. I look forward to continuing the journey.”

Hypothesis looks forward to continued growth in Los Angeles, as well as expansion of the Seattle office with the overall goal of “doing the best work for the best companies in the world.”  

View Press Release (PDF)

About Hypothesis.
Hypothesis is a consumer-centric insights, design, and creative agency specializing in research that is foundational, holistic, and forward looking. Unlike many firms, we don’t have an outsource model – our consultants, analysts, moderators, marketing scientists and designers are all in-house, and work closely to develop and effectively communicate insights and stories in a compelling (in fact, award-winning) style. Our client partners include many of the world’s most innovative, admired, dynamic, and disruptive brands and agencies who require the resources and capabilities of a top 50 firm, but the creativity and service orientation of a boutique. Headquartered in Los Angeles, with offices in Seattle, Hypothesis manages hundreds of projects domestically and internationally since 2000. Visit www.hypothesisgroup.com for more information. 

About the 2017 Gold Top 50 Report
The Gold list of the top 50 market research firms across the United States was published in the June 2017 issue of Marketing News, an American Marketing Association (AMA) publication. The report was generated based on 2015 revenue and was published by the American Marketing Association and CASRO. 
Formerly titled the Honomichl Report, the AMA Gold Report continues the analysis of U.S. companies which began in 1973 first by Jack Honomichl and then by Laurence Gold.





Hypothesis Los Angeles is excited to welcome Rex Isenberg to the team as Senior Analyst. Trained as a classical composer and musicologist, Rex channels his deep understanding of the relationship between people and culture towards helping brands forge meaningful connections with their consumers and drive cultural conversation. An experienced moderator, his work has spanned diverse categories including entertainment, CPG, and hospitality.

Rex began his career in qualitative research at Flamingo International and Hall & Partners before joining the Hypothesis team.

Rex holds a B.A. in Music from Yale University, and a Masters and Doctorate from Manhattan School of Music. Yes, he does take requests.

Welcome Rex!



Eric Mathis Joins Hypothesis as Engagement Manager

Hypothesis Los Angeles is excited to welcome Eric Mathis to the team as an Engagement Manger.  Born and raised in New York’s Hell’s Kitchen, Eric ended his 5 year flirtation with Los Angeles and is thrilled to finally be living on the West Coast – leaving behind the subway, humidity, and closets masquerading as alcove studios. Prior to joining Hypothesis, Eric worked at db5 where he led Hispanic and Satisfaction tracking for Time Warner Cable (now new and improved Spectrum!), as well as segmentation and journey work for Nike, YouTube, CarGurus, Royal Caribbean and others. He was also a member of db5’s training academy, and new business team. Before db5 he worked at Hall & Partners, with clients and agencies such as Volkswagen, Brand USA, M&T Bank, BBDO, Deutsch, 72 and Sunny and more.

Far more importantly, Eric is a diehard Liverpool FC supporter, a lover of live music, an enthusiastic if not terrible golfer, and a dumpling fanatic.

Welcome Eric!



More Isn’t Always Better: A Practical Solution to the “Frequency Knowledge” Effect

Hypothesis Chief Methodologist, Mauricio Ferreira, to present at 39th Annual INFORMS Marketing Science (ISMS) Conference at USC (June 7-10, 2017)

May 22, 2017

Los Angeles, CA - Discrete Choice, along with other trade-off techniques, are sophisticated modelling approaches used to guide product bundling, feature optimization, pricing, market sizing, and decisions. In a Choice study, the relative importance of different features or attributes are determined on the basis of a consumer’s pattern of choices when presented with different combinations of options within a survey.

However, researchers have identified a phenomenon called “the Frequency Knowledge" effect, suggesting that consumers assume, almost unconsciously, that “more is better.” For example, consumers sometimes will choose a vehicle with more options simply because it has more, even if some of those options are considered less desirable in isolation.

To address this effect, Hypothesis Chief Methodologist, Dr. Mauricio Ferreira, and the BrainTrust explored the Frequency Knowledge effect and developed innovative Discrete Choice designs to control for this undesired bias. In his presentation at the ISMS, Dr. Ferreira will discuss the Knowledge Frequency effect, and he’ll present his team’s practical solution that effectively controls for this effect, which ultimately leads to more reliable, actionable insights.

Hypothesis congratulates Mauricio and the entire BrainTrust team for this accomplishment (speakers submitted abstracts in a competitive selection process), and for continuing to innovative marketing science techniques and best practices.

You can learn more about the conference and presentation using the links below:

Conference: https://marketingscience2017.usc.edu/

Presentation http://www.abstractsonline.com/pp8/#!/4407/presentation/3158

For inquiries, please contact Dr. Ferreira at mferreira@hypothesisgroup.com.





Hypothesis Los Angeles is excited to welcome Eric Juhos to the team as a Senior Analyst.  Eric comes to Hypothesis with experience conducting a wide variety of custom market research studies including A B testing, discrete choice modeling, market sizing and feature prioritization. Eric’s work has had a particular emphasis in the tech sector, helping companies home in brand strategies for new features and products.

Prior Hypothesis, Eric worked at the Bellevue, WA based market research firm Penn Schoen Berland. He holds a degree in Business and Enterprise Management from Wake Forest University (Go Deacs!). 

Welcome, Eric!





Hypothesis Los Angeles is excited to welcome Mimi Battistella to the team as an Associate Consultant. Mimi’s expertise in custom and tracking research along with her strategic-thinking mindset will make her a great addition to the growing research team at Hypothesis. Prior to joining the team, Mimi was a Senior Research Manager at Lieberman Research Worldwide where she partnered with clients across a variety of industries including financial services, CPG, technology, and fashion.

Originally from the Chicago area, Mimi loves to spend her time outside of the office enjoying California’s sunny beaches and snowy mountains.  She earned a degree in Business Administration from the University of Southern California.

Welcome, Mimi!



Mauricio Ferreira, Hypothesis Chief Methodologist, to be Published in Applied Marketing Analytics

Mauricio Ferreira, Chief Methodologist, to be Published in Applied Marketing Analytics

February 1, 2017

Los Angeles, CA - Hypothesis is proud to announce that Chief Methodologist Mauricio Ferreira, Ph.D. has authored a paper which has been accepted for publication by the academic journal Applied Marketing Analytics. The article, coauthored with Peter Congdon Ph.D., and  Yancy Edwards, Ph.D., presents a novel statistical model to test brand competition from multiple response questions commonly found in brand surveys.

Current models of multiple response questions are either limited to a small number of brands and dimensions, rely on challenging estimations, or don't use theory to guide estimation. But the new model gives brands the ability to analyze more competitors and underlying dimensions than traditional models. It is also more predictive, and creates a practical framework to test brand competition based on managerial insights and intuitions. The net result is a better understanding of the brand competitive landscape via our brand trackers.

The article, entitled "a Bayesian Confirmatory Analysis of Multiple Response Data" will be published in the peer-reviewed journal Applied Marketing Analytics in March 2017. The journal publishes in-depth, peer-reviewed articles on all aspects of measuring and analyzing marketing performance. The journal focuses on innovative thinking, strategies, techniques, software and applied research.

The publication underscores Dr. Ferreira's leadership in the field of marketing science and within Hypothesis as the head of the Braintrust, its in-house marketing science team. The publication also demonstrates Dr. Ferreira's innovative thinking that is characteristic of all Hypothesis research. 

For more information about the article, contact Dr. Ferreira at mferreira@hypothesisgroup.com.





Hypothesis is excited to welcome Jennifer Axen as their Chief Qualitative Officer. Jennifer is a seasoned leader in the field of Qualitative research, specializing in design-thinking, ethnographic research, ideation workshops and insights documentaries. Jennifer is passionate about consumer anthropology and creative research design and has developed multiple research methods and techniques during her tenure in the field. She has authored two published books (linked here and here) based on ethnographic research with female subject experts and is currently working on a new book. Jennifer has also developed a qualitative research curriculum, which will be implemented at Hypothesis.  

Prior to joining Hypothesis, Jennifer was Senior Vice President at 2CV, where she directed projects for a range of clients and sectors including retail, digital, health & beauty, and CPG. Jennifer was also President of Axen Research, a boutique market research firm that specialized in custom, qualitative research with an emphasis on creative deliverables.

According to Jeff Seltzer, Managing Partner at Hypothesis: “We are excited to bring Jennifer on board at Hypothesis. Her creative and entrepreneurial spirit are a perfect match. We look forward to offering her point of view and thought leadership to our incredible clients, as well as our teams in both Los Angeles and Seattle.”

Though grateful for her Midwestern upbringing, Jennifer loves the California’s beautiful climate and vibrant culture. She is a proud resident of the Eastside of Los Angeles. When she’s not busy directing and overseeing research projects, Jennifer is a writer, DIYer and art enthusiast.

Welcome, Jennifer! 

Have an idea you want to brainstorm? Contact Jennifer directly at jaxen@hypothesisgroup.com




Holiday Party 2016 at The Library, ReDbury Hotel, Hollywood


Holiday Party 2016 at The Library, ReDbury Hotel, Hollywood

Last night, Hypothesis held it's annual Holiday Dinner Party at The Library at the Redbury Hotel, right in the heart of Hollywood (and, yes, that was an X-Wing fighter we saw parked across the street). Unlike the Summer Party, which is a less formal event with family and significant others, the annual Holiday party is strictly Hypothesis, and it's strictly dress-to-impress. It's a great chance to bond, socialize, and celebrate together in a more intimate setting. Our private space was beautiful and festive, and the jazz band on the outside patio really helped set the mood. We started out with handcrafted cocktails, then enjoyed an amazing, proper sit down dinner, followed by fun music and dancing. The raffle prizes included a Google Home, several Fitbit Charge 2s, Disneyland tickets, and generous Uber gift cards (wait, aren't those all our clients? Why, yes they are!). It was a spectacular evening that ended only when the staff politely asked to leave well in the A.M.  




HYPOTHESIS IN THE NEWS WITH IAB & IAB CHINA: Understanding Digital Commerce in the U.S. & China

IAB (Interactive Advertising Bureau) & IAB China recently partnered with Hypothesis to conduct a thought-leadership study on the current state of digital commerce in both countries. Findings from Understanding Digital Commerce in the US & China are getting media attention from BusinessWire, NFC, and others.  Noteworthy findings from the survey of 1,000 online adults age 18+ in the US and China:

  • Digital commerce is commonplace in both the U.S. and China, with 89% of Chinese and 84% of U.S. digital users ages 18+ having bought a product or service online within the last 12 months.
  • However when it comes to mobile commerce, China is leading the way:
    • 67% of Chinese digital users have made a purchase on mobile in the past12 months vs. 34% of U.S. digital users
    • 24% of Chinese mobile shoppers purchase via mobile every day vs. 15% of U.S. mobile shoppers
  • Chinese shoppers are more likely to research and compare prices digitally while within a physical store, with 38% saying they do so all or most of the time (vs. 23% of U.S. shoppers).
  •  Security remains a top concern in both countries. Only 13% of Chinese and 30% of U.S. digital shoppers feeling completely safe when shopping online. Interestingly, American shoppers are more concerned about information safety and privacy, while Chinese shoppers fear product fraud and scams.

To view the full results of the “Understanding Digital Commerce in the U.S. and China” study, visit IAB Insights - Understanding Digital Commerce in US & China.

Click the image to download the infographic Hypothesis created for IAB.

Click the image to download the infographic Hypothesis created for IAB.



Hypothesis Welcomes Senior Consultant, Kaitlyn Hutt

Hypothesis continues to build strategy and innovation capabilities

Hypothesis is excited to announce the newest member to our team, Kaitlyn Hutt, who brings a strong strategy and insights background. Before joining Hypothesis Los Angeles, Kaitlyn was a Strategist at Egg Strategy, a global strategy and innovation firm. There, she specialized in gathering consumer insights across methodologies to support path-to-purchase mapping, brand renovation, positioning and communication strategy, concept development, and insight planning. Kaitlyn has experience across multiple industries including technology, financial services, food/beverage and pharmaceuticals. Kaitlyn also spent 6 years at Millward Brown.

According to Hypothesis Chief Relationship Officer, Maria Vallis, “We are fortunate to attract talent like Kaitlyn. Her experience combining research and strategy with artful storytelling makes her a perfect fit with Hypothesis. We look for her to add immediate value to our clients that demand not just great research, but a strong strategic point of view based on cross-category expertise.” 

Raised a New Yorker in Texas, Kaitlyn is a true believer in the saying “home is where the heart is.” After a stint in Denver, she is thrilled to be returning to Los Angeles, a city that she has called home once before. Though she left the Rocky Mountains behind, Kaitlyn brings her love of the outdoors back to LA and is likely to be found exploring the various So Cal mountain ranges or running the streets and trails (or carb-loading) in preparation for the next race on her calendar.

Welcome, Kaitlyn! 



Hypothesis in the News with Edmunds.com: Car Shopping and Gender Report



November 11, 2016

Los Angeles, CA - Edmunds.com recently partnered with Hypothesis to conduct a thought-leadership study on the current state of car shopping. Findings from Edmunds' Car Shopping and Gender Report, has already received quite a bit of attention from the media including CBS News, and FOX Business, and others. Noteworthy findings from the survey of 3,000 U.S. adults include:

  • The notion that women are "damsels in distress" and that men are the confident decision-makers is an antiquated stereotype. According to the study, 70 percent of both men and women feel self-assured during the car buying and negotiating process.
  • Millennial men are more likely than older men to believe that women are equally or more logical than men during the car shopping process. There was a 15 percentage point gap in gender opinion for millennials (59 percent of men vs. 74 percent of women), compared to a 27-point gap among Generation Xers (52 percent of men vs. 79 percent of women).
  • Millennial men and women feel nearly equal levels of self-assurance and empowerment during the car shopping process, with a gap of only one percent and two percent respectively between the genders. This gap widens within the older generations, to eight percent for Gen Xers and 14 percent for boomers.
  • When it comes time to close the deal and purchase the vehicle, millennial men are more confident in women than men in older generations. Sixty percent of millennial men say that women are stronger negotiators versus 50 percent of Gen X men and 49 percent of boomer men.

To see the full report and additional information about the survey, visit Edmunds' Industry Center.




Hypothesis Bolsters Multicultural Qualitative Capabilities with Jennifer Rivas

Jennifer Rivas Joins Hypothesis, Los Angeles

Hypothesis Los Angeles is excited to welcome Jennifer Rivas to the team as Engagement Manager. An experienced and well respected qualitative researcher, Jennifer enjoys connecting with consumers and unraveling the consumer perspective, emotional and cultural elements that impact values, behaviors, brand and product consumption. She has a passion for multicultural research and has a close familiarity and deep understanding of the demographic. Jennifer is bilingual and moderates in both English and Spanish and across Hispanic acculturation levels.  

 According to Jeff Seltzer, Managing Partner: “We are so excited to have someone of Jennifer’s experience and reputation join Hypothesis. Jennifer is consultative, leads by example, and has a wonderful and easy-going style. She’s a perfect fit for our culture at Hypothesis, and another example of the top tier talent we continue to attract.”

 Before Joining Hypothesis, Jennifer was at Added Value and Hall & Partners. Jennifer is a proud Los Angeles native and DTLA resident (she even walks to work!). She loves travel, is a foodie and a Cross-Fit fanatic. Welcome, Jennifer! 



Hypothesis to Lead Panel Discussion at TMRE

Hypothesis to Lead Panel Discussion at The Market Research Event: Adopting a Consumer-Centric Approach

September 29, 2016

Los Angeles, CA - Hypothesis is excited to announce it will present and lead a panel discussion at this year's The Market Research Event *(TMRE) in October. Jeff Seltzer and Maria Vallis of Hypothesis will be leading a discussion about adopting a consumer-centric research approach, and will then moderate a panel consisting of client-side research professionals from client-partners including ABC, Fullscreen, The Wonderful Company, Grainger WW, and NBC Universal. We hope to see you there!

As a sponsor of the event, we're happy to extend a special discount for you to attend. When registering, please reference the following priority code to receive a 25% discount off the standard rates: TMRE16HYPOTHESISRegister by clicking here.

Here are details about the panel discussion:

5 Key Shifts in Consumer Insights: Adopting a Consumer-Centric Approach (Presentation and Panel Discussion)?
Presented: Tuesday October 18th at 3PM*

Jeff Seltzer, Managing Partner,  Hypothesis
Maria Vallis, Chief Relationship Officer, Hypothesis
Jason Lau, Director, Measurements & Insights, Fullscreen
Stella Wilson, Research Manager, Digital & Strategy, ABC Television
Anna Rios, Senior Director, Consumer Insights, NBCUniversal
Kaitlin Everly, Associate Manager, Market Research, The Wonderful Company
Jennifer Placek, Senior Director, W.W. Grainger, Inc.

Today, research needs to more empathetic and holistic as we strive to understand the complexity of consumers’ lives. Innovative companies and CI teams strive for consumer-centric insights that are foundational and forward-looking. As researchers, we need to be smarter, more flexible, and open-minded in terms of the questions we ask, the role research plays, and of course, the methodologies we employ. Hypothesis will briefly discuss these key shifts with examples from a wide-variety of categories. Then, Hypothesis will moderate a panel discussion with Consumer Insight professionals from several top brands. The goal with be to share experiences, and discuss the challenges of implementing research in organizations for maximum impact. Join us for lively discussion followed by Q&A.


* Attendees should verify the time on the day of the event via the TMRE schedule as the schedule may shift.



Maia Wapnick Promoted to Engagement Manager and Team Leader

Hypothesis is pleased to announce that Maia Wapnick has been promoted to Engagement Manager and Team Leader. Since joining Hypothesis in 2013, Maia has demonstrated an uncommon combination of creativity, passion, intelligence, curiosity, and teamwork. In addition to being a trusted consultant to several of our largest clients, she also demonstrates a strong sense of leadership, and understands (in fact, embraces) that part of her responsibility is to help others shine.

Maia will be the leader of a newly formed group that will oversee a wide variety of qualitative and quantitative projects, but will specialize in strategic communications development and testing, brand strategy, and foundational explorative research. In addition, Maia will play an increased role when it comes to Hypothesis best practices, overall workflow, and business development. Maia will report directly to Group Director, Dawn Amodeo.

 Congratulations Maia!



Hypothesis Seattle Hires Eric Bochtler as Senior Consultant

Eric Bochtler Joins Hypothesis Seattle

Hypothesis is excited to welcome Eric Bochtler to the team as a Senior Consultant in the Hypothesis Seattle office. A seasoned market researcher, Eric brings strong custom research fundamentals to Hypothesis across a variety of industries including financial services, healthcare, durables and–one of Seattle’s specialties–technology and electronics. For over six years he’s been a sought-after consultative partner for clients, managing multi-million dollar accounts and specializing in new innovation forecasting.

“We’re so thrilled to have Eric on board. His business background, ability to lead projects and accounts, and leadership and consulting skills embody the high-level talent we’re bringing to our growing Seattle office,” said Engagement Manager Shaina Green.

Originally from Iowa, Eric holds his BA in International Business and Spanish from Bradley University and an MBA from The University of Iowa. Prior to joining Hypothesis, Eric was a Senior Account Manager at Ipsos. Eric enjoys traveling, hiking, discovering new restaurants, and doing whatever his 18 month-old daughter tells him to do. 


Hypothesis Annual Summer Party!


Hypothesis Annual Summer Party!

What a great time! Hypothesis took over Perry's in Santa Monica for our annual summer party! Co-workers, spouses, significant others, and a record number of kids enjoyed music, dancing, BBQ, and of course, a great bar set up...



Dawn Amodeo Promoted to Group Director

Hypothesis is pleased to announce that Dawn Amodeo has been promoted to Group Director at Hypothesis. Since joining Hypothesis in 2012, Dawn has been an integral part of the growth of the company, establishing best practices in work flow, contributing to team members’ development, and building strong client relationships including Hershey, Mattel, Dreamworks, and Netflix.

In her new role, Dawn will leverage these skills as she manages several smaller teams, further expanding our ability to take on large, simultaneous projects, while maintaining Hypothesis quality. As part of the senior team, she will continue to support and encourage our strong employee retention and professional development, as well as play an important strategic role in the to the overall growth of Hypothesis.

 Congratulations Dawn!



Brianne Beach Joins Hypothesis as Engagement Manager

Brianne Beach Joins Hypothesis

Hypothesis is excited to announce that Brianne Beach has joined Hypothesis as an Engagement Manager. Like all senior-level staff at Hypothesis, she is well-versed in both quantitative and qualitative methodologies and has an exceptional ability to link consumer insights to her client’s overall business goals. Brianne will leverage a range of industry experience including CPG, Retail, Fashion, Fitness, and Technology while working with a wide variety of Hypothesis clients, including HP, Uber, Sony, Starbucks, and AT&T (DirecTV).

Chief Relationships Officer Maria Vallis stated "we're extremely excited to have Brianne on our team. Her leadership, and background in business and psychology will be a tremendous asset to our team and clients. Brianne is further evidence that Hypothesis continues to attract the best of the best."

Prior to Hypothesis, Brianne was a Research Director at LRW, and graduated with Honors from USC, with a degree in Psychology and a minor in Business. Outside of the office, Brianne does lots of yoga, loves to ski in the winter, and spends weekends in beautiful Santa Barbara, CA where she’s originally from.


Hypothesis Wins Design Industry Award


Hypothesis Wins Design Industry Award

Hypothesis Named Merit Winner  in "HOW" Promotion Design Awards

Project selected as one of 101 winning designs from top agencies.

Los Angeles, CA—Infobites, a project developed by the Hypothesis in-house design team, GridSpace, was chosen as a Merit winner in the most recent HOW Promotion & Marketing Design Awards. This highly selective and well-regarded competition sponsored by HOW magazine recognizes outstanding creative work produced by individuals and creative agencies from around the world.

HOW’s editorial and design team, along with Breakaway’s Chief Creative Officer Scott Maney, Designlore’s Laurie Churchman, and The Davis Group’s Principal Douglas Davis, evaluated nearly 1,000 entries and selected winning projects that demonstrated an ideal mix of concept, strategy and execution. Entries were judged by type of work (e.g., Designer Promotions, Client Promotions, Personal Promotions) and also by how effectively the design achieved the stated business goals.

Creative Director Edahn Small said “I’m extremely proud to of the work we’ve done with our infobites on Instagram. Design is integral to everything we do at Hypothesis and the infobites are a way for us to flex our design muscle and experiment with infomation design. We carry the most successful experiments back into our research reports." Infobites are highly-designed, bite-sized data visualization that the GridSpace team invented last year and has promoted through social media. The posts feature custom visualizations and illustrations ranging from serious and political to whimsical and absurd. “The infobites really reflect who we are as a company: we want you to look at the information that matters, but we still want to do it in a unique way, with style and personality.” 

Project title: Infobites

Organization: Hypothesis

Website: www.hypothesisgroup.com

Creative team: Edahn Small (Creative Director), Jenny Pfost (Art Director), Maggie Boyle (Designer), Madeleine Isaacs (Junior Designer)

All Merit winners will be featured in the Fall 2016 issue of HOW magazine and will be spotlighted on HOWdesign.com. And as Promotion Design Award winners, the creative team at Hypothesis receives a gift certificate toward registration for HOW Design Live 2017. 

Visit www.instagram.com/hypothesisgroup to see more of the design team's infobites or follow @hypothesisgroup.


About HOW

Founded in 1985, the HOW brand began its life as a print magazine. Today, the brand still includes an award-winning design magazine, but has grown to encompass a host of products and events including several design competitions, HOW U’s online design courses, design books and more.