About

Mike Pritchard, principal of 5 Circles Research, started consulting to share the experience gained during his career at technology companies Intel, ICL, and Sperry Gyroscope.

5 Circles Research brings together rich experience in research, marketing, and engineering to offer effective, understandable and affordable market research. Our virtual team includes advanced statistical capabilities, data processing, focus group facilities, and telephone data collection services that complement our in-house capabilities.

Sample Market Research Clients

We’ve conducted research projects for clients large and small in a variety of industries, including technology, consumer products and public sector.

Attune Foods
Amazon.com
Bellevue College
Borders Books
Chorus Systems
CDROM corporation
City of Kent
Darwin’s Natural Pet Products
Fluke
Hyland’s Homeopathy
IBM (Sequent Division)
Intel Corporation
Itron
Iterasi

Match.com
Media Mosaic
Merant
Microsoft
MyHealthbank
Netgear
Northwest Natural
Oregon Economic Community Development Department
Real Networks
Verisign
Viewpath
Washington Dairy Products Commission
WeSync
Wizard International

Prior to becoming a full-time market researcher, Mike’s clients for marketing, technology, and strategy consulting included Canby Telephone Association, Gaia, Holjeron, IBM (Sequent Division), Intel, OneWorld, Palo Alto Software, Radisys, Robley Marketing, Sharp, SmartStuff, Soderstrom Architects and Western Wood Products Association. He helped these companies explore new opportunities, develop effective strategies, and bring new products and services to market, along the way contributing to some significant acquisitions.

Mike’s research experience starting at Intel and continuing during this period of consulting was followed by senior positions with research firms Market Decisions, Crestwood Associates, and comScore.

Mike holds a BS in Electronics from the University of Southampton (England), and an MBA from the University of Oregon. He has been active in the Software Association of Oregon (past board member), Oregon Entrepreneurs Network, Puget Sound Research Forum (past board member), MIT Enterprise Forum of Washington, Northwest Entrepreneurs Network and the Washington Technology Industry Alliance. Mike has taught for Bellevue College, Western Washington University, and the University of Washington.

Contact us to see how we can help you with your project!

Since becoming our contracted consultant for market research services in 2010, 5 Circles Research has revolutionized our annual survey of consumer opinion in Washington. Through the restructuring of survey methodology and the application of new analytical tools, they have provided insights that are both wider in their scope and deeper in their relevance for understanding consumer values and behavior. As a result, the survey has increased its significance as a planning and evaluation tool for our entire state agency. 5 Circles does great work!

Blair ThompsonDirector of Consumer CommunicationsWashington Dairy Products Commission

I have come to know both Mike and Stefan as creative, thoughtful, and very diligent research consultants. They were always willing to go further to make sure respondents remained engaged and any research results were applicable and of immediate use to us here at Bellevue CE. They were partners and thought leaders on the project. I am happy to recommend them to any public sector client.

Radhika Seshan, Ph.DRadhika Seshan, Ph.D, Executive Director of Programs Continuing Education Bellevue College

I hired Mike to develop, execute and report on a market research project involving a potential business opportunity. I was impressed with his ability to learn the industry and subsequently develop a framework for the market research project. He was able to execute the research and collect data efficiently and effectively. Throughout the project, he kept me abreast of the progress to allow for any adjustments as needed. The quality and quantitative output of the results exceeded my expectations and provided me with more confidence in the direction of the business opportunity.

Mike ClaudioVice President Marketing and Business DevelopmentWizard InternationalSeattle

Dutch ovens: paying a lot more means better value

An article on Dutch ovens in the September/October 2018 of Cook’s Illustrated gives food for thought (pun intended) about the relationship of between price and value. Sometimes higher value for a buyer means paying a lot more money – good news for the seller too. Dutch ovens (also known as casseroles or cocottes) are multipurpose, [Read More]

Profiting from customer satisfaction and loyalty research

Business people generally believe that satisfying customers is a good thing, but they don’t necessarily understand the link between satisfaction and profits. [Read More]

Customer satisfaction: little things can make a big difference

Unfulfilled promises by the dealer and Toyota of America deepen customer satisfaction pothole. Toyota of America and my local dealer could learn a few simple lessons about vehicle and customer service. [Read More]

Are you pricing based on cost rather than value? Why?

At Pricing Gurus, we believe that value-based pricing allows companies to achieve higher profitability and a better competitive position. Some companies disagree with that perspective, or feel they are stuck with cost-based pricing. Let’s explore a few reasons why value-based pricing is generally superior. [Read More]