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BASES was founded in the mid-1970s as one of a group of Booz, Allen
& Hamilton companies specializing in test marketing. Consumer
response data and purchase panel data were combined to build and
calibrate the initial prototypes of the sophisticated forecasting
models the company uses today. The forecasting approach was named
BASES (Booz Allen Sales Estimating System) and the first tests on
live new product initiatives were conducted in 1977.
In the 30 years since its inception, BASES has grown in
every way, evaluating more than 90,000 new product ideas in more than
60 countries,
and leading the simulated test marketing
(STM) industry in experience, market share, and leading-edge research
and development.
Core values at BASES that have contributed to this growth include:
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Key
dates in BASES company history:
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| 1976 |
Booz,
Allen, & Hamilton begins in-depth test market analyses to develop
a Simulated Test Marketing system. |
| 1977 |
BASES
is introduced commercially and the first studies are conducted in
the United States. |
| 1980 |
BASES
and other Booz, Allen, & Hamilton market research companies
are merged with Burke Marketing Research, a custom-survey research
provider, to form Burke Marketing Services, Inc. (BMSI). Field execution
is enhanced and significant new analytical and marketing talent
is recruited. BASES begins to focus on globalizing the forecasting
model. |
| 1985 |
BMSI
(including BASES) is acquired by Time, Inc. and merged with SAMI
(Sales and Marketing, Inc.) providing access to a new wealth of
databases, systems, and analytical talent.
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| 1989 |
BASES
and other former BMSI businesses are purchased by a group of employees
and become the privately held BBI (BASES/Burke Institute) Marketing
Services. |
| 1998 |
ACNielsen,
the world’s largest market research company, purchases BASES
and The Burke Institute. This new relationship provides BASES with
virtually unlimited access to in-market sales information and the
latest available technology. |
| 2001
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ACNielsen
is purchased by VNU,
a leading global media and information company headquartered in
the Netherlands. |
| 2003 |
Under
VNU's Marketing Information division, VNU formed VNU Advisory
Services, which includes BASES and the following VNU business
units: Claritas, HCI, M&A, and Spectra. |
| 2006
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VNU is purchased by Valcon Acquisition B.V., a
company controlled by a private equity group. |
*Updated
July 2007
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