The Story of AOC Marketing Research: A Legacy of Leadership, Growth, and Innovation
The name AOC carries with it both history and legacy. The three letters represent the initials of the founding partners—Mary Jo Alexander, Joyce O’Shields, and Betty Collins—women who paved the way for what would become a trusted and respected leader in the marketing research industry.
The Early Years
AOC’s story began in 1986 when Mary Jo Alexander launched the company with a vision of bringing meaningful insights to businesses through consumer research. Shortly after, Joyce O’Shields joined her as a partner. Together, they built a reputation for quality research in an era when marketing strategies were rapidly evolving.
In 1992, Mary Jo retired, opening the door for Betty Collins to join Joyce as a partner. This partnership gave birth to Alexander, O’Shields & Collins, later simplified to AOC Marketing Research. At the time, AOC conducted much of its work in local shopping malls, where interviewers would intercept and engage everyday shoppers to participate in research studies. This “in-the-moment” approach provided invaluable insights and set AOC apart as a resourceful and innovative firm.
Building A New Facility
By 1995, Betty and Joyce recognized the need for a more permanent, controlled environment to conduct research. They opened a single-room facility at AOC’s current location—marking the beginning of a new era. Over time, they phased out mall operations, focusing entirely on their custom-built space.
Betty took full ownership of AOC in 2006. Just one year later, her daughter, Cathleen Christopher, joined the team to oversee operations. Together, they steered AOC into a period of growth and innovation. With their leadership, the company expanded to include:
-A 14-station call center
-Four fully equipped research suites
-A professional-grade test kitchen plus a dedicated client-services kitchen
-A spacious, welcoming reception area
These expansions transformed AOC into a premier research facility with over 11,000 square feet of thoughtfully designed, state-of-the-art space.
Passing the Torch
In 2021, after decades of leadership, Betty retired. She left behind not only a thriving company but also a remarkable legacy of integrity, vision, and care. Her daughter Cathleen seamlessly stepped into the role of owner, ensuring that the spirit of AOC continues with the same commitment to excellence and innovation that clients have trusted for nearly four decades.
Continuing the Legacy
Today, under Cathleen’s leadership, AOC carries forward the traditions that have defined its reputation: delivering high-quality research, fostering strong client relationships, and creating an environment where employees and participants feel valued. From focus groups and taste tests to product trials and mock juries, AOC continues to provide clients with the insights they need to make confident, informed decisions.
A Lasting Impact
Betty Collins’ influence is still deeply felt. Her leadership shaped the culture of AOC—a culture rooted in kindness, professionalism, and curiosity. She inspired her team, empowered her clients, and built a legacy that continues to guide AOC’s future.
Her story, and the story of AOC, reminds us that research isn’t just about data—it’s about people. It’s about listening carefully, learning deeply, and turning those insights into opportunities for growth. And with Cathleen at the helm, AOC remains as dedicated as ever to carrying this mission forward.
Recent Comments