Reactions & Opinions Inc. was founded in 1997 by John "Jack" Maguire and Terry Potter . ROI spun out of Maguire Associates, a market research and strategic consulting firm. The parent company served mostly colleges and universities, but Reactions & Opinions Inc. (previously named DiscoverWhy), immediately attracted prestigious corporate and media clients. The Company also served the public sector and politics, including the winning Clinton/Gore ticket in 1992. In 2000, Reactions & Opinions Inc. provided research analysis to the first Bush/Cheney campaign. Today, ROI serves a broad range of industries - including other market research companies.

A History of Innovation
Setting a New Standard
ROI Today

A History of Innovation
Reactions & Opinions Inc. broke new ground in market research in 2000. The Company pioneered moment-by-moment video testing online, capturing viewers' continuous reactions to what they saw and heard. Patented automated tools instantly identified high and low points of audience response.

Later that year, a national online panel of swing voters gave live ratings of the three Presidential debates, another market research first, attracting national news headlines.

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Setting a New Standard
Automatic video analysis, also a Reactions & Opinions Inc. first, changed the standard for media research forever. By flagging the most important results immediately, participants could then be asked why they reacted the way they did, focusing on parts the group liked best and least. The same analysis tools then sorted through hundreds of reactions to find the most representative reasons. It was possible to swiftly learn, with a high degree of confidence, both what was most significant and why.

TurboFocus research, a patented method, was born. First developed for media testing, TurboFocus research is an iterative, interactive style of inquiry that works equally well to develop much deeper insights from survey results. Over the Internet, content is tested with a large, nationally representative sample, or just a selected target niche, providing quality results with a timeliness unsurpassed in the industry.

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ROI Today
Today, Reactions & Opinions Inc. has two ways of delivering its products and services:

• Online: Using the Internet, we deliver on-demand research testing virtually anywhere - directly to the participant's home, office, school, library, or cyber café.
• Your fixed facility: Using a dedicated Intranet, ROI installs and manages systems using electronic data collection devices for market research clients. These can be installed in commercial theaters, auditoriums, or focus group facilities of any size. Our proprietary hardware and software bring more powerful tools for surveys and media research to your in-house staff.