Westport, CT (November 22, 1999) — Greenfield Consulting Group, Inc., the nation’s leading qualitative research consultancy and the company that five years ago launched Greenfield Online, Inc., the pioneer in using the Internet for conducting online research, has now spawned a new Internet-focused consulting firm, Digital Idea. Digital Idea guarantees measurable e-business results for its clients by providing a unique integration of consumer insights and business consulting expertise.

Peter Mackey, formerly Greenfield Consulting Group managing director, heads the new firm as president, based in its Westport, Connecticut, headquarters. The firm plans to open a San Francisco office next year.

"We occupy a unique space within the Internet consulting field," said Mackey. "As a strategic alliance partner of both Greenfield Consulting Group and Greenfield Online, we have access to an unmatched set of research tools including Greenfield Online’s proprietary Internet-user panel of over one-million individuals. This enables us to offer clients a fact-based consulting service that is unparalleled in the industry. No other Internet consultancy offers this level of high quality consulting and research disciplines as seamlessly."

In addition to Mackey, the Digital Idea team also includes these senior professionals:

• Jim Hood, executive vice president; formerly CEO, The Lord Group
• Lyn Kimberly, engagement manager; formerly associate director, Yankelovich Partners Inc.
• Edward Martin, managing director, consumer insights; formerly vice president global insights and information, and manager customer experience, Citibank
• Patti McKinley, managing director of client services, formerly vice president of brand planning and research at Grey Advertising
• Peter Propp, managing director, technology & implementation, formerly worldwide business development manager, IBM WebSphere Software

To guide its clients’ decisions about building or optimizing an interactive product, presence or strategy, Digital Idea offers short- and long-term consulting and research services focusing on e-business strategy, product development, branding, marketing, and technology and implementation strategies.

"In the constantly changing Internet world, business executives must move fast. In doing so, however, they are often forced to make major decisions without adequate information and insight," explains Mackey. "Digital Idea is dedicated to providing the facts and the counsel these executives need — within the tight timeframes their business imperatives demand."