Local entrepreneur is SBA Woman-Owned Business of 2010
From U.S. Small Business Administration
PITTSBURGH DISTRICT OFFICE
For Immediate Release
Erie, PA – Colleen Moore-Mezler is the second generation owner of Erie’s Moore Research Services, 2675 West 12th Street. In 1969, her pioneering mother, Marguerite started the research company. According to Moore-Mezler, 40, “my mom had worked for a woman who owned the small research company and when the woman became ill, she asked my mother if she wanted to take over, which is how our business started. This was during a time when most women weren’t working, yet alone starting their own business.”
“I started working for my mom when I was 16, and Moore Research Services had an office at Erie’s Millcreek Mall. One of my first assignments was to ask patrons to try frozen chocolate chip cookies and bake them at home. It’s a lot harder than it sounds, because you had to make sure they were leaving at that time.” she said, chuckling. “My mom told me that if I could do this, I could do anything.”
Her mother was right. In 1996, Moore-Mezler became president and CEO of Moore Research Services, Inc. This year she was selected as the 2010 Western Pennsylvania Small Business Administration’s (SBA) Woman-Owned Business of the Year.
Moore-Mezler and nine other local small business owners and advocates will be lauded at the Western Pennsylvania SBA May 28th Awards Luncheon which will be held at the Sheraton Station Square Hotel Pittsburgh. The luncheon is held in conjunction with the 47th annual celebration of National Small Business Week.
Moore-Mezler recalled that one client, Quaker Oats, really became a catalyst for the growth of Moore Research Services.
“Quaker Oats cereal was of the opinion that if it could sell a product in Erie, it could sell anywhere,” Moore-Mezler stated. “It really spearheaded my mom’s business because she and her employees went door-to-door asking residents to sample the product for one week – collecting data the following week. They tested various products over the years that continue to thrive in the marketplace today.
According to Moore-Mezler, the company began utilizing other collection methodologies phasing out its door-to-door research in 1990. Three years later, her mother stepped down, handing the reins to her daughter. Moore-Mezler was more than qualified having worked in the business most of her adult life.
“My mother had the foresight to step back and let the next generation step in and secure our longevity and success,” Moore-Mezler stated. “I love the job and so does my team of dedicated professionals, because it’s never the same day twice. One day we could be testing dog food, the next day orange juice and the following day research a service for a financial institution.”
Moore-Mezler said she is driven to assist business owners. “The most rewarding part of my job is helping our clients achieve success and making their dreams into reality”, she explained. “By conducting research and finding out what their current (or potential) customers think and feel shapes the future of their company and ultimately the products and services they produce.”
And Moore-Mezler added that her marketing “toolbox” is flexible to allow for needed changes. This along with Moore-Mezler’s dedication to her global, national and local customers has contributed to her company’s continued growth and success
“Conducting traditional research (like telephone surveys, focus groups, product placements, etc.) will always remain a key component to helping customers but our room for growth will be to continue to embrace technology,” she said. “We conduct virtual focus groups, complex online surveys and surveys on cell phones. We have an ever growing database of people all over the country that participate in surveys for us as well as utilizing social networking, like Facebook to communicate with our respondents about upcoming surveys and projects.”
Embracing technology and forming partnerships has enabled Moore-Mezler’s sales to increase by 39% in just a few years.
“It is important that our research is representative of different types of people and utilizing multiple research techniques ensures reaching not only Baby Boomers but also the Linkster Generation,” she explained.
In addition to embracing technology, the growth of Moore Research will be focused on conducting research for her clients in emerging markets like China, Poland and Brazil. “Conducting research in these countries is like going back to how we did research over 20 years ago, it is exciting to learn and grow with our clients,” she said.
Moore-Mezler believes that because companies realize the benefits of market research, her growth potential is endless.
Carl Knoblock, Western Pennsylvania SBA district director, said that Moore-Mezler’s passion for market research will grow the company in the U.S. and abroad. “She not only researches each country but is focused on the communication needs of each generation,” Knoblock said. “She’s adding to her viability by understanding that certain age groups respond only to telephones surveys while others prefer email surveys.”
Moore-Mezler, who still can be found moderating focus groups or conducting telephone surveys said she is excited about her recent SBA selection.
“I’m so excited…It’s such a fabulous honor,” she exclaimed. “My mom is excited and will be there at the luncheon.”
Mezler serves as the Past President for the Marketing Research Association and is also certified by the MRA as an expert in market research. This savvy business owner also received the 2009 Distinguished Service Award from the Marketing Research Association and is the 2009-10 Athena Powerlink Recipient and will serve as a panelist for a local business in 2010-11. Mezler served as the 2010 Co-Chair for the Women in Leadership Development Conference as well as the 2010 Chair of the American Cancer Society’s Daffodil Days Campaign. Mezler’s company, Moore Research was a finalist for the Economic Development Corporation Employer of the Year. Colleen and her husband, Frank, have a fourteen year old son, Anthony and reside in Erie, PA.
Note: If you would like to speak with Colleen Moore-Mezler or Carl Knoblock, Western Pennsylvania SBA district director, please contact Janet Heyl at 412-395-6560, ext. 103
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