Company officials attributed the move to provide deeper competitive analysis of vertical industries to a distinct shift in sentiment about what online research companies should provide. The change in attitude was uncovered during a survey of the two companies' clients.
"The performance [of online business] has become really, really important," said Peter Storck, president of the Jupiter Research unit. "Whereas when the bubble existed, it was about risks and opportunities."
The company isn't alone in trying to grapple with the profound change in the customer mindset. Last week, DoubleClick unveiled its plan to launch Diameter, a research division that combines its recent acquisition of @plan with the measurement product netScore, its new joint venture with comScore.
Jupiter's monthly reports will focus on nine categories: automotive, banking and lending, brokerage and wealth management, consumer packaged goods, entertainment and leisure, health, music and audio, retail and travel. The company is also introducing country-specific offerings and a program called Advisor that will give clients ongoing access to Jupiter analysts.
The company hopes the products will increase the clients that subscribe to its post-merger services. According to Mary Ann Packo, group president, only about 200 of the combined company's total of 1,800 clients subscribed to both services. Although Jupiter is considered one of the stronger companies in the online research business, it has suffered some of the slings and arrows of the ailing Internet economy. In January, it laid off 80 people or 8% of its workforce.