The Beta Story

Jerry Kossoff was fascinated by the way people think. He had a passion for understanding what moved a person to purchase one product over another and to respond to one advertisement while completely ignoring a similar one. He built that passion into a flourishing career in market research, working first with TWA and subsequently with Oxtoby-Smith research. But working for someone else’s organization – no matter how prestigious – was not enough for Jerry. He envisioned a full service market research company accessible to businesses of all sizes, with plenty of hands-on attention, mastery of multiple methodologies and a commitment to providing findings with sound, practical implications. He also envisioned sharing his excitement about exploration and discovery with colleagues and clients alike in an atmosphere of close collegiality and fun.

Beta started a new chapter in 2003 when Jason Gorelkin assumed day-to-day responsibility for firm management. Jason added new technologies and methodologies to the Beta repertoire, bringing the firm into the digital age. He also oversaw development of our new headquarters, including a state-of-the-art focus group facility.

Sadly, Jason passed away suddenly in August 2019. After his passing, Amy Kossoff-Gorelkin – Jerry’s daughter and Jason’s wife – immediately took over the day-to-day responsibilities of managing the company. With Amy literally growing-up in the industry, there is no one more qualified for this position.  

The pandemic has resulted in numerous changes in the methods used to conduct market research; and the industry, as a whole, has adapted practices to meet these challenges. Amy’s main priority during this time, is to make sure Beta Research has the right tools and support needed to meet their clients research needs. And, going forward, to continue to grow and evolve into the company that clients look to for reliable information. We are proud to be the stewards of Jerry’s vision. 

How can our vision help you achieve yours?

Beta Research Company Timeline

1970

Beta Research is Founded

Beta Company Timeline - 1970

Beta Research was founded in 1970 by Jerry Kossoff.

CULTURE
Home-based business

PEOPLE
Jerry Kossoff
Mickey Kossoff

NOTABLE CLIENTS
Medical Economics, Reader's Digest, Time, Inc.

Typesetter Annie Russo sitting at one of the early workstations and printers in the basement of the Kossoff home in Syosset, NY.

1970

Beta Research is Founded

1972

1st Syndicated Report & Check Studies

Beta Company Timeline - 1972-73

First Syndicated Report for Pharmaceutical Print Media (SPACE) & First Check Study

CULTURE
Fast growth. Friends and family join.

PEOPLE
Carl Kossoff

NOTABLE CLIENTS
Johnson & Johnson, Kaiser Permanente, Warner Lambert, Parke-Davis, Sanofi, Schering-Plough

Carl Kossoff with supplier Steve Gittleman from Mktg Inc. in the basement of the Kossoff home in Syosset, NY.

1972

1st Syndicated Report & Check Studies

1977

Telephone Research

Mall Intercept Studies with Quick Test

CULTURE
Extensive hiring. Employees work from home.

PEOPLE
Gail Disimile

NOTABLE CLIENTS
AVON, Bausch + Lomb, Bristol-Myers Squibb, MetLife, New York Life

Jerry's mother, Bella Kossoff, and Uncle Pete (Millard) adhering quarters to cover letters in the backyard of Beta Research's first office at 52 Morris Drive in Syosset, NY. At this time, quarters were commonly used as an incentive for respondents to complete mail surveys.

1977

Telephone Research

Telephone Concept Testing

CULTURE
Kossoff family moves. Beta housed in large basement. Hectic atmosphere – Kossoff kids and many employees.

NOTABLE CLIENTS
Fairchild First, HBO, Newsweek, Smithsonian Institution, WCBS FM 101.1

Beta Research's CEO, Amy Gorelkin, having fun on a trampoline in the backyard of the new Kossoff home and Beta Research's office at 35 Towl Gate Lane in Syosset, NY.

Telephone Concept Testing

1980

Panels, SAM, and CATI

Client Panels
Subscriber Advertising Measurement
CATI Used For Telephone Interviewing

CULTURE
Long work days. Group lunches. Islander games and other outings.

PEOPLE
David March
Paul Di Lillo

NOTABLE CLIENTS
American Media Inc., National Geographic, TV Guide, U.S. News & World Report, The Wall Street Journal,

The employees frequently spend their leisure time during and after business hours with clients, suppliers and each other. Included in the photo are Pete Caro, Pedro Medina, Gail Disimile, John Hogan, Roberta Schrier, Ginny Mauer and Arty Moossmann.

1980

Panels, SAM, and CATI

1985

Focus Group Facility

Focus Group Facility

CULTURE
Culture begins to become more corporate.

NOTABLE CLIENTS
Condé Nast, Forbes, Hearst, Meredith, Playboy

The site of Beta Research's corporate building at 6400 Jericho Turnpike in Syosset, NY is the company's third and current address.

1985

Focus Group Facility

1988

E&M & Cable Studies

Erdos & Morgan, Inc. Acquired
First Syndicated Study for the Cable Industry

CULTURE
Two different cultures: Beta is still relaxed; Erdos & Morgan is more structured.

PEOPLE
Andy Klein

NOTABLE CLIENTS
A&E, Bravo, Discovery Channel, ESPN, Nickelodeon

1988

E&M & Cable Studies

1991

Full Computerization

First Server, Full Computerization

CULTURE
Jerry and Mickey Kossoff approach retirement uncertain of their future – or Beta's.

PEOPLE
Gail Disimile returns

NOTABLE CLIENTS Bloomingdales, Burger King, Bloomberg Businessweek, Hachette Filipacchi (UK) LTD, Saatchi & Saatchi

Jerry and Mickey Kossoff handing out Beta Research's famed premiums at the Advertising Research Foundation Expo in New York City.

1991

Full Computerization

1995

1st E-mail & Barcoding

First Email To Beta
Barcoding Mail Surveys

CULTURE
Younger generation of leaders revitalizes Beta.

PEOPLE
Amy Kossoff (Gorelkin)
Jason Gorelkin
Terry McNiff

NOTABLE CLIENTS American Express Publishing, DirecTV, Kimberly-Clark, Motorola, The New York Times

At events, Beta Research would hire celebrities, sports stars, impersonators, magicians and other acts to attract the attendees to its exhibit booth. In the photo are Jason Gorelkin and Ava Gold-Ziegler with Clark Gillies and Dave Shultz from the NHL.

1995

1st E-mail & Barcoding

1998

1st Online Survey & Focus Groups

First Online Survey & Focus Groups

CULTURE
Emerging Internet methodologies and spluttering economy pose new challenges.

PEOPLE
Paul DiLillo returns

NOTABLE CLIENTS
The Chronicle of Higher Education, ConAgra Foods, Good Humor, Breyers, Pitney Bowes, Symbol Enterprise Mobility Company

1998

1st Online Survey & Focus Groups

2005

WBE Certification

WBE Certification Through WBENC

CULTURE
Beta forges new identity as woman-owned enterprise with Amy Gorelkin as CEO and Mickey Kossoff as President.

PEOPLE
David March returns

NOTABLE CLIENTS
Allergan, Gorton's, Nextel, Nestle Health Science, Perdue

Mickey Kossoff and Amy Gorelkin displaying their WBENC Certificate, which certifies Beta Research as a woman owned and operated business. Beta Research is also certified as a Small Business Enterprise through NYC Small Business Services.

2005

WBE Certification

2013

New Partnerships, Services & Research Tools

New Partnerships, Services & Research Tools

Partner with GlobalEdg for strategic planning services.

Three new services. TARGET (mobile survey research/geofencing), PREDICT (panel research) and WELCOME (web ethnography).

Decipher implemented for online surveys and reporting.

Advanced research analytics capabilities.

CULTURE
Beta plays a whole new game. Technology, service initiatives and key hires give firm a near start-up energy.

PEOPLE
Tanya Krim
Erik Choi, PhD

NOTABLE CLIENTS
AARP, CVS, North Shore LIJ, McKesson, Unilever

2013

New Partnerships, Services & Research Tools