Phil Ammann
Sachs Media Group is creating some big buzz with Big Data.
Florida’s leading communications firm announced today the launch of Breakthrough Research, a new division specializing in “Big Data” – broad and complex data sets – for public policy opinion research and campaign message testing.
Leading the innovative Breakthrough Research group is Karen Cyphers, who becomes SMG’s new vice president of research and policy.
Breakthrough specializes in quantitative and qualitative public policy analysis, and will offer SMG clients with concept testing and consumer research-driven data, helping to measure campaigns and create compelling content.
“The most successful campaigns to promote ideas, issues, products, candidates and services are guided by smart front-end research analysis,” said Sachs Media Group CEO Ron Sachs. “We’ve established Breakthrough Research to help our clients identify actionable intel to improve their relationships and engagement with customers and constituents.”
Breakthrough provides services such as original data collection and analysis, surveys, focus groups, data visualization, market analysis, online monitoring, policy papers with original insights, needs assessments, funding proposals, economic forecasting projects and opposition research.
“Organizations are often left to rely on outdated or barely applicable data to advocate for their issues or to guide strategy,” Cyphers said. “And that compromises success.”
She added that Breakthrough’s primary objective will be collecting “fresh, relevant and targeted data, and offer comprehensive, original analyses – all aimed at winning campaigns, customers and public support.”
During her career, Cyphers served in a broad range of public policy roles, including director of health care policy for the Florida Medical Association from 2008 to 2012 and guided policy for two gubernatorial campaigns.
With a doctoral degree in political science from Florida State University, where she is also an adjunct instructor, Cyphers’ academic research focused on issues of experimental design, political behavior and health care policy.
“Karen’s academic background and public policy awareness offer the perfect skill set to tackle problems and provide data-driven strategies,” said Florida Medical Association executive vice president Timothy Stapleton. “Her expertise and genuine interest in experimental design and statistical analyses have been huge assets to our organization and legislative priorities.”
