The roots of market research run deep at Holmes & Co. Since the agency's inception we have utilized research in many forms on a consistent and ongoing basis for hospital and health-care clients from coast to coast.

Quantitative research—surveys, opinion polls, market share reports, competitive comparisons, and the like—is utilized routinely. So are qualitative means—things like focus groups, interviews, account planning exercises—because knowing the facts isn't always enough. It is just as important to know what lies beneath, to understand which human characteristics are responsible for those facts and why.

However, research can be as harmful as it is helpful. Misreading or misinterpreting information can send a campaign down the wrong path. Accepting broad conclusions without mining the underlying data can generate incorrect answers. Our long experience with consumer research across the country provides unmatched insight in evaluating and assessing research for our clients.

Then, we utilize all the knowledge gleaned from all the research we can accumulate from both primary and secondary sources to inform our strategic, creative, and media planning processes. Finally, after all is said and done, we like to repeat as much of the research as practicable to evaluate the effectiveness of a campaign.