Britain's HPI Research Group entered the U.S. market with its New York office.
The firm is targeting New York's research market and the multitude of ad agencies for its services. Talks are ongoing with shops like J. Walter Thompson Co., Ogilvy & Mather and BBDO, as well as marketers such as Motorola and McDonald's Corp., to offer HPI research services.
HPI will offer focus groups and mall tests as well as integrated marketing assessment, brand equity and idea creation and evaluation through its proprietary tools. Clients in Europe include America Online, Electrolux and Homebase.