Sivo Insights: New name, new outlook, new charity focus

MINNEAPOLIS, May 3, 2013 /PRNewswire/ -- Gordon Weiss Research today announced the official rebrand of their corporation to Sivo Insights and will begin operating under the new name effective immediately. The rebrand comes at a time of significant growth for the Twin Cities-based consumer insights firm, and reflects the personal challenges overcome by the managing partner.

The name "Sivo" comes from a Croatian word meaning "not black and not white." The new name explains how Sivo helps clients steer through the gray area of consumer behavior to better help them understand and connect with consumers.

"Things are rarely black and white when you're dealing with humans," says Marilyn Gordon Weiss, Founding Partner of Sivo Insights. "Our new name echoes our philosophy and the work we do helping clients navigate the human side of research."

Part of the company's rebranding process involves personal and charitable elements.

In 2012, Cindy Blackstock, Managing Partner at Sivo Insights, was diagnosed with breast cancer. Blackstock, a wife, mother of two, and Ironman triathlete, was shocked by the startling revelation in her otherwise healthy history, but she and her entire team were determined to persevere.

Since then, the team at Sivo Insights has encountered the world of mastectomy, chemotherapy and surgical rebuilds. Blackstock continues her treatment and continues working, with the constant support from her teammates, family, and business partner.

"The experience has changed us for the better," says Blackstock. "It gave us a new perspective as well as the gifts of insight, compassion, and grace."

As a result of this experience, the team at Sivo Insights has decided to give 3% of net profits to charities that support breast cancer research and families dealing with breast cancer. 

"For a company of our size, this is a big commitment, but it is very important to us," says Blackstock. "We could not have gotten through the last six months without the support of many wonderful people."

Blackstock is starting a personal campaign to encourage women to get their annual mammograms. She's also training for the next Ironman World Championship in Kailua-Kona, Hawaii this October, despite recently finishing chemotherapy.

"The launch of Sivo Insights signifies so much more than business growth," says Gordon Weiss. "We have grown not just as a company, but as a group of women who are able to unite and overcome the impossible. There couldn't be a more perfect time to celebrate our re-branding as our business and personal lives parallel a hopeful and inspiring future."

For more information, please visit www.sivoinsights.com or call 612-567-6830.

Sivo Insights (formerly Gordon Weiss Research) is a full-service consumer insights firm specializing in custom qualitative research. Headquartered in Minneapolis, Minn., the company boasts a marquee list of clients including General Mills, Best Buy and General Electric.  Their services include in-store intercepts, focus groups, shop-a-long, customer interviews and more. Every day, Sivo Insights professionals navigate the constantly evolving expanse of consumer preference and behavior, helping clients navigate the gray and ensure success.

SOURCE Sivo Insights