It all began with Saul Ben-Zeevstudying groupdynamics at the University of Chicago. While completinghis Ph.D., he took on research assignments fromadvertising agencies drawing from his understanding ofgroup dynamics. In 1959, Saul founded his owncompany³Creative Research Associates (CR) where hehelped pioneer in-depth group interviews as a researchtechnique that later became popularized as "focusgroups."
In keeping with this innovative spirit, Saul sought out agroup of analysts with a variety of academicbackgrounds: Sociology, Law, Anthropology, History,Communications, and Business. These analysts enjoyedthe freedom and creativity used in designing studies,and a great company was born.«.. contd