Bradley Honan has been named CEO of KRC Research, IPG‘s research firm. Part of his job as CEO will be developing new research tools. Previously, Honan was an SVP at StrategyOne, Edelman’s research company. He’s also served as a VP with Penn, Schoen & Berland Associates. Honan’s background includes work with a number of politicians such as then-Sen. Hillary Clinton (D-NY) and New York’s Mayor Michael Bloomberg. He’s also worked with clients like General Electric, Johnson & Johnson, and Pfizer.

Peter Shafer, now a VP at Toluna, was the previous CEO of KRC. Jennifer Sosin will stay on as president of the firm and Victoria Sneed will continue as head of the Washington office and the company’s NGO and CSR comms.

[L to R: Bradley Honan, SVP, StrategyOne; Suresh Vittal, VP and Principal Analyst, Forrester Research; Greg Radner, Global Head of PR Services, Thomson Reuters; Brad McCormick, EVP and Director of Digital, Porter Novelli; Karla Wachter, SVP, Waggener Edstrom Worldwide]

This post was written by Nancy Lazarus, contributor to PRNewser.

At the Sentiment Analysis Symposium in New York on Tuesday, a panel of PR executives weighed the pros and cons of this complex method of evaluating online and social media content.

The panelists agreed that the value of sentiment analysis is enabling the tracking of a wealth of online conversations. However given its limitations they recommended its use in conjunction with other research techniques.

Bradley Honan of StrategyOne summarized the evolution. “We’ve gone from traditional market research to media monitoring to mining data that helps formulate business and communications strategy.”

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