History
In 1996, Cogent Research principals John Meunier and Christy White set out to create a new type of marketing research firm, one dedicated to delivering business insights rather than simply providing data. Meunier and White recognized that while businesses had become proficient in amassing information, they continued to struggle with how to effectively transform that information into concrete actions that could improve their organizations’ performance.
Then a novel approach, the “value-added research” model has since been widely adopted by many competitors within the marketing research industry. Today, as Cogent’s principals predicted more than a decade ago, data gathering has become a commoditized activity, and top-tier research firms are now assessed not on their ability to collect data but rather on their ability to interpret information.
In 2006, Cogent’s founders sensed a new opportunity to “reinvent” the company and to once again lead the research industry. External factors such as globalization and consolidation across many industries were pushing clients to seek more than information from their research partners. They wanted knowledge: practical experience, industry expertise, and competitive intelligence. Cogent responded by choosing to focus on several key industries in which it had deep and vast experience. It also decided to augment its research staff with industry professionals. Finally, it built a syndicated research arm to produce critical thought leadership within the industries it serves.
In 2007, Cogent Research completed its transformation from a small, innovative boutique marketing research firm to that of a successful evidence-based consultancy. Primarily serving clients in the financial and investment services, as well as the life sciences and healthcare industries, Cogent now partners with leaders in the industries it serves to identify and implement powerful data-driven strategies that can specifically be measured through bottom line company performance.
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