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Meet John Dranow of SmartRevenue located in Ridgefield

Today we’d like to introduce you to John Dranow.

John, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
SmartRevenue was created to respond to the opportunities presented by the Internet. The original logic was that we would develop Internet software to automate the survey research business. As we were not alone in seeing this opportunity, we realized that we needed to be more targeted in terms of technology and positioning. Our engineering team ported our original online survey software to a hand-held device that was able to process sophisticated surveys as well as take photos and voice record. When this capability was presented to one of the leading advertising agencies, one of the members of their senior management who had an anthropology background said that this device is what the anthropological community had been looking for which enabled quantitative responses as well as qualitative responses.

Leveraging this technology, SmartRevenue was founded in 2000 and is based on a culture of service as I have an extensive experience in hospitality including being Cofounder of New England Culinary Institute and National Chair of the American Institute of Wine and Food founded by Julia Child and Robert Mondavi. I was named New England Small Business Administration (SBA) “Person of the Year” and first runner-up in the USA. We leveraged a number of my connections in the hospitality sector to conduct online and in-person services in food service, which led to being asked to do the same in retail.

Today, we offer the largest global field force of 1200 ethnographers, have conducted research in 60 countries, in 46 languages, at 210 retailers. We have conducted over 1.2 million observations and interviews in 120 categories.

Has it been a smooth road?
The economic crises in the early part of the millennium created a particular challenge for a business, which began as a US business only. To meet this challenge, we made a commitment to providing global services and leveraged our network of anthropologists on a global basis to offer ethnographic services in Asia, Europe, and South America including establishing three offices in China.

The changes in brick and mortar retail and the advent of digital shopping have created a major challenge for a company that built itself and grew as an in-store shopper insights company. To meet this challenge, we have adjusted our positioning to being the eyes and ears of our clients at the point-of-purchase, experience, and consumption anywhere in the world. We are able to identify and quantify data whitespace opportunities not available through big data both in the physical and digital environments.

We’d love to hear more about your business.
We offer the largest global field force of 1200 ethnographers, have conducted research in 60 countries, in 46 languages, at 210 retailers. We have conducted over 1.2 million observations and interviews in 120 categories.

SmartRevenue offers quantitative ethnography that unifies the richness of qualitative research with the robustness of quantitative research, which we are able to further enhance with advanced technologies such as eye tracking and facial coding. Our deliverables enable our clients to identify what didn’t happen (data whitespace), an example being someone who walked by a window and didn’t browse, browsed but didn’t enter, and entered without purchasing, as well as identifying the reasons for this deselection and the quantification of increasing conversion.

We are a US based independent entrepreneurial company, not part of one of the global European based conglomerate agencies, and as such are able to offer the best of a big company in terms of global services as well as the best of a small company in terms of personal attention and senior management involvement.

A number of responses as to what sets SmartRevenue apart:
– Having a vision that the combination of advanced technology combined with best research methodologies would add value to our clients by leveraging smart people, methods, and technology to drive revenue producing solutions: SmartRevenue.
– A mission to be as President George H.W. Bush challenged to be one of the 1000 points of light.
– A commitment to integrity, a family-friendly (as our employees define family) culture that enabled work from home, provided health care before it was required, enabled unlimited and unquestioned personal leave, and a culture of respect and trust
– A commitment to all shareholders and stakeholders that all will benefit when we fully achieve our mission.

Contact Info:

  • Address: 263 Tresser Blvd. 9th Floor
    Stamford, CT 06901
  • Website:
  • Phone: 203-733-9156
  • Email:

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