Michael H. Sandler

Michael H. SandlerResearchMichael Sandler has more than 30 years experience in market research.He founded Research 100 in 1970 and served as its President until 1995 when he became Chairman of the Board.Prior to 1970, he served as President and Director of Opinion Research Corporation's Caravan Surveys and earlier as Executive Vice President and Director of ORC's Market Dynamics.He also served as Director of two other ORC subsidiaries: ORC West, Inc. and ORC de Mexico S.A. DE C.V. Earlier, Michael was Research Director at Bruskin Associates and Project Director at Advertest Research.He received his B.S. and M.B.A. from Cornell University.During his career he has been an active member, officer and member of the Board of Directors of the American Marketing Association, the American Association for Public Opinion Research and the Council of American Survey Research Organizations.Adept in both the qualitative and quantitative areas, Michael has conducted studies for many of the country's leading corporations, advertising agencies, financial institutions and the media.

Michael H. SandlerChairman

With over 40 years experience in market research, Michael Sandler brings vast knowledge to his position as Chairman of the Board.Michael founded Research 100 in 1970 and served as President until 1995.

Prior to launching Research 100, Michael held various positions at Opinion Research Corporation including President and Director of Caravan Surveys, Executive Vice President and Director of Market Dynamics, Director of ORC West, Inc. and Director of ORC de Mexico S.A. DE C.V.He also served as Research Director at Bruskin Associates and Project Director at Advertest Research.Michael holds both a BS and an MBA from Cornell University.

Throughout his career, Michael has been active in a number of professional organizations including the American Marketing Association, the American Association for Public Opinion Research, and the Council of American Survey Research Organizations.

Many of this country's leading corporations, advertising agencies, financial institutions, and media organizations have turned to Research 100 because of Michael's expertise in both the qualitative and quantitative areas of market research.

These are not old people, said Michael Sandler, chairman of Research 100, a Princeton market research firm that includes among its specialities an expertise in marketing to those over 50.

When you use the adjective old, you are immediately putting a wall between you and them, he said.

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Sandler, the researcher, gave another example.If a hotel wants to appeal to senior citizens, it should not talk about being geriatric-friendly.Instead, it should sell safety and security -- large letters on a phone, grab bars in a bathroom, and someone available 24 hours a day.

At the same time, marketers should not confine their pitches to products that would seem to tie in with the age of the prospective buyers, Sandler said.He said that grandparents are increasingly taking on the role of shopper and bargain-hunter for their time-stressed adult children.it be the grandparent who will likely telephone an adult child to say where the grandchild's dream video game is on sale.

It is Grandma and Grandpa who find the bargains, Sandler said.They are very, very smart shoppers. Grandparents is a neat way to market to seniors, Medina said.. . . And besides, there is no greater sucker in the world, and I mean that in the nicest possible way, than a first-time grandparent..