Hasta La Creative!

Zain Raj, a longtime marketing-services executive has acquired Chicago-based research firm, Shapiro, and renamed it Shapiro & Raj to reflect an expanded offering. That offering will combine Shapiro’s research function, which includes everything from focus groups to tracking studies, with Mr. Raj’s forte in shopper marketing, direct marketing and analytics — what he called “transaction-driven” marketing. Shapiro & Raj also plans to offer data from social media channels.

“We’re going from being a traditional research firm to a research firm that uses different sources — instead of just providing research reports, we’re making sure we can go with much, much deeper insights,” said Mr. Raj.

He added that “what consumers say is often very different from what they do.”

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