Fors Marsh Group began in 2002 with a single question: how can we help individuals, companies, and institutions improve decision-making to make the world a better place? This question represented the very mentality that shaped the beginning of a new company: Fors Marsh Group (FMG).
Our core values are at the center of everything we do. Our work and actions have purpose. We put people first. We do things the right way. We produce results creating impact. We never stop looking for opportunities to grow.
FMG is a deliberate shift away from the research norm. It is a new way of thinking that’s customized and focused on providing a more vigorous approach to problem solving. Today, at FMG, our goals are simple: Do better. Be better.
B CORPORATION CERTIFIED
We believe in making a greater difference in society through our work and our corporate practices.
As a Certified B Corporation, we commit to ensuring our business practices not only benefit our clients, their employees, and their audiences, but also our own organization, employees, community, and environment.
The success of our approach is reflected in FMG’s 16 years of sustained growth, continued hiring of notable subject matter experts and business leaders, and long-term client relationships.
At FMG, we are proud of the awards we’ve earned over the years. And, while we are honored to receive notable recognition, our core mission to make an impact on the world will always be what drives us to go further.
2019 Washington Post Top Workplaces
The Washington Post named FMG a 2019 Top Workplace in the DC-area. Earning a Top Workplaces ranking is a testament to our investment in talented people and a strong belief in our core values
FMG is proud to have made the American Marketing Association (AMA) Gold Top 50 list every year since 2015. The award recognizes the top 50 marketing research firms in the United States.
Since 2012, Inc. magazine has named FMG an Inc. 5000 fastest growing company. Earning this recognition every year is validation of the positive impact and value we create for our clients.
Conducted in-home ethnographies to gain insight into at-risk rural youths’ habits, activities, preferences, and perceptions of daily life, as well as explore their attitudes and beliefs regarding tobacco use. The study informed advertising campaign strategies executed to reduce trial and use of smokeless tobacco.
Conducted experimental tests of prescription drug advertisements and promotional labels to examine how framing statements and claims in direct to consumer pharmaceutical ads were perceived.
Conducted qualitative and quantitative research and analysis to understand why Marines did not use substance abuse resources available to them on base. From this research we developed a strategic brief that guided the development of campaign concepts, and copy-tested the resulting creative campaign designed to reduce alcohol abuse.
Designed and fielded survey research with respondents from the U.S., U.K., Germany, Brazil, India, Japan, and France to measure different concerns that users have around the issues of security and privacy.
Conducted user experience testing to improve Nielsen TV habit tracking diaries – including their paper, website, and mobile (smartphone and tablet) TV applications diaries. Our results led to user-centered design changes to improve the diary completion experience.
Designed and conducted lab experiments using a computer simulation of the tax filing process to measure the impact of various messages on taxpayer compliance and tax withholding decisions.
Designed and executed model and survey based methods to obtain estimates of the registration and voting rates of the overseas U.S. citizen population and compare voting among overseas U.S. citizens to domestic citizens or active duty military with similar characteristics. FMG also developed a method to evaluate voting assistance and created a training program used across FVAP’s worldwide network of voting assistance personnel.
Conducted usability testing with eye tracking of various web application and support tools to ensure that users successfully used the new website application and key engagement metrics were achieved.
Conducted product innovation testing in the United Kingdom through focus groups to determine what kinds of product innovations would positively differentiate cotton from other materials in the minds of consumers. Ranked products against each other to validate which have the greatest potential to drive consumer interest and ultimately purchasing behavior.
The Freedom Forum Institute is the education and outreach partner of the Freedom Forum and the Newseum. FMG conducted the research for the annual State of the First Amendment report by conducting telephone surveys with a general population audience to measure public awareness and reactions to issues concerning the five freedoms of the First Amendment of the U.S. Constitution. The project included survey development, survey administration, sampling and weighting, analysis, a comprehensive, designed report and media engagements for the report release.
The five freedoms of the First Amendment include:
- Freedom of speech
- Freedom of the press
- Freedom of religion
- Freedom of assembly
- Freedom to petition
Survey sampled potential home-buyers at multiple phases throughout their home-searching/buying process, with customized modules, invitations, and experimental conditions, to test CFPB’s home-buying informational aids, tools, and resources. Scope included cognitive testing, pilot study administration, main survey administration, mobile and online document recognition and upload capability.
Conducted multiple waves of in-depth interviews totaling over 2,200 participants to understand how the general public interacts with and interprets genetic testing reports.
For this Department of Defense program, FMG monitors youth perceptions of the Military and identify market reactions to military advertising, current events, economic conditions, and other factors that may impact military recruitment efforts.
To support the Centers for Retention and Readiness (R&R) and Health and Resilience (H&R) within OPA, FMG uses quantitative and qualitative research techniques to examine a wide range of issues impacting current service members and their families such as deployments, gender relations, discrimination and harassment, and financial literacy.
Provide digital marketing campaign development, website and social media content production, and phone and online lead generation for recruitment and retention programs.
Conducted an organizational internal communications audit by engaging six different audiences through focus groups, interviews, and surveys to identify the root cause of underperforming communications and developed an organization-wide communication process to improve communication effectiveness.
Conducted formative and evaluative research on a series of five cooking-based nutrition education modules (Team Nutrition Cooks!) in elementary schools participating in USDA’s Child Nutrition Programs. The results of the formative research were used to plan content and design changes of the curriculum materials. Based on the feedback of parents and program operators, activity guides, family handouts, and skills videos were revised for clarity, new content was added, and together with FMG’s graphic design team, layout and graphics changes were implemented to increase usability.
Conducted cognitive survey testing on the Youth Traffic Safety Survey which measures the driving behaviors of young Americans. The objective of the testing was to identify problems in the self-administration of the surveys; specifically, to test for potential language problems that could result in participants not understanding questions properly yielding inaccurate answers.
Provided the design, development, and delivery of a series of webinars related to leadership and employee development for the Office of Human Capital and the Training and Career Development Division. Additionally, provided consultation services on a wide variety of human capital areas, including development of leadership programs, creation of on-the-job training initiatives, facilitation of a new performance management system, and consultation on position classification.
Leads multiple research initiatives regarding the development of Soldiers and small teams within the Army. Projects included literature reviews of the theories and concepts related to development of Soldiers and teams as well as primary data collection and analysis to test the theories, creation of training guides for squad and team leaders to improve their training capabilities, and the design and development of training initiatives to improve Soldier development.
Studied and measured online users’ perceptions of online privacy and security and the effects of these perceptions on their online behaviors. Specifically, FMG investigated users' definitions of online privacy and security, their experiences and preexisting beliefs about privacy and security, and whether their “mental models” guide their understandings, beliefs, and behaviors.
Provides strategic recruitment communication and human capital marketing support for CISA’s Talent Management Division; specifically to attract high quality prospects and to help build an applicant pipeline of highly-qualified cybersecurity candidates.
Supported NCI’s Office of Communications and Education with a series of studies examining various websites, web tools, and forms. This research focused on the improvement of ten unique NCI resources: (1) The NCI’s primary website and homepage; (2) A consent form for a chemoprevention clinical trial; (3) The NCI’s breast cancer risk assessment web tool; (4) An informational website for parents who have a child with cancer; (5) A ‘Did you know?’ cancer informational video series; (6) Staff pages for the Center for Cancer Research; (7) Clinical trials pages for the Center for Cancer Research; (8) The website for the Division of Cancer Epidemiology & Genetics; (9) The website for the Center for Biomedical Informatics and Informational Technology; (10) An online community forum for public health practitioners and medical researchers.
FMG conducted focus groups across the United States with current smokers to evaluate emotional and cognitive reactions to strategic concepts for point-of-sale advertising materials. Through this study FMG prioritized strategic concepts by measured impact within the target group and developed a deeper understanding of how to optimize messaging that guided the advertising agency's creative campaign development.
Developed and refined targeted messages to communicate about excessive alcohol use by conducting focus groups with excessive drinkers, non-excessive drinkers, and those who abstain from drinking. Conducted an audience segmentation analysis to create messaging profiles.
Produced a series of high-level, interactive, and accredited eLearning courses focused on developing the skills of federal contracting professionals. These courses represent a departure from the typical training resources available and emphasize a “learning by doing” approach to competency development.
Supporting the U.S. Air Force in the development of a comprehensive financial literacy curriculum. This training is in support of the National Defense Authorization Act (NDAA) for Fiscal Year 2016, which levied new requirements on the Military Services to provide financial literacy training. The training supports face-to-face, instructor-led training but can also be adapted to one-hour squadron-level training or one-on-one consultations with Airman and Family Readiness Center (A&FRC) staff. All modules are reinforced with downloadable handouts, checklists, and other resources.
Conducted a mixed-method usability evaluation (user experience audit) of the USITC website, which included analyses from a heuristic evaluation (expert review), user experience test (remote IDIs), and card-sorting task (card sorting is used to evaluate the information architecture of a website). Findings and recommendations from the user experience audit are being used to inform the design, structure, and layout of the new USITC website.
Created new brand identity and membership materials for premiere international program offering American companies expert advocacy and global access to established and emerging markets.
Conducted usability testing of MyCareer@VA and VA Talent Management System (TMS) including remote moderated usability tests, remote in-depth interviews, and in-lab usability tests with eye tracking technology. Developed and executed usability testing of various components of the MyCareer@VA website which required identification, collection, and analysis of a qualitative data designed to improve the web-based tools serving current VA employees as well as potential VA job candidates.
Conducted online, asynchronous bulletin board focus groups with millennials to learn about their experience with, perceptions of, and future desired product and service offerings.
Conducts usability testing, such as unmoderated first click test to evaluate a new navigational structure and a moderated in-lab test to determine the viability of a new concepts, on various mobile and website Online Banking Channels (OBC) during prototyping and development within an agile environment.
Provide educational and outreach services and products to support and inform multiple stakeholders, which include medical providers, beneficiaries, law enforcement, and insurers on fraud, waste, and abuse (FWA) schemes, and related changes to policy, systems, and process. These products include website development, event management and support, training development, and communication campaigns including strategy and creative development and evaluation.
Qualitative and quantitative research effort to collect data from parents and caregivers of children ages 0–5 to learn about playground behavior. This effort includes conducting focus groups and fielding a telephone survey with parents and caregivers.
FMG supports Federal Emergency Management Agency (FEMA) National Preparedness Assessment Division (NPAD) on a variety of tasks to better measure and evaluate the nation’s preparedness overall as well as the specific effects of FEMA’s various grant programs. FMG collects and maintains several databases on FEMA’s behalf, including amounts of grant funding disbursed each year for FEMA’s major grant programs.
For the U.S. Election Assistance Commission (EAC), FMG launched innovative national training and data collection methods improving the completeness of responses for the congressionally-mandated Election Administration and Voting Survey (EAVS), the largest U.S. survey of election administration activities.
For the U.S. Forest Service, FMG conducts national and local workplace climate assessments and assessment refreshers. These assessments provide insight on the workplace climate through data collection and analysis on various topics, including harassment, bullying, and sexual misconduct.
For AmeriCorps, FMG will use its decades of recruitment program evaluation experience to assess and improve AmeriCorps National Civilian Community Corps’ (NCCC) recruitment marketing strategies focused on reaching young adults ages 18 to 26.
For Graduate School USA, FMG is working to understand of the marketplace of academic opportunities the federal workforce could attend, identify the audience segments of highest value, and improve the current prospect and student journey to not only increase student enrollment but to increase student retention in these programs.
For the National Sleep Foundation, FMG is conducting behavioral research with people suffering from insomnia. This research will improve the techniques doctors and nurses use to discuss insomnia with patients suffering from this common disorder.
For Oculus, FMG designed and executed consumer research in three major cities across the United States. FMG’s creative application of scientific techniques allowed researchers to focus on key study areas, including customers’ pain points with virtual reality products and ideation activities around feature improvements and new technological developments.
Fors Marsh Group’s demonstrated experience working with federal government agencies spans more than 16 years. We conduct business under several contracting vehicles through which government agencies and other businesses can easily and efficiently work with us.
GSA IT 70
IT Schedule 70 delivers federal, state, and local customer agencies the tools and expertise needed to shorten procurement cycles, ensure compliance, and obtain the best value for innovative technology products, services, and solutions.
GSA 738 X
Schedule 738 X addresses the full spectrum of highly complex human capital management, administrative support, social services, and equal employment opportunity (EEO) requirements.
OASIS is GSA’s next-generation contract vehicle for complex, integrated professional services for U.S. federal agencies. OASIS is a multiple-award/IDIQ, solution-based contract, providing a government-wide vehicle for efficient task order procurements.
The Professional Services Schedule (PSS) provides simple and complex fixed-price or labor-hour professional services, including: advertising and marketing; business consulting; environmental; financial and business; language services; logistics; and professional engineering.
The Human Capital and Training Solutions (HCaTS) contract provides customized human capital management and training services to all agencies. Customers may obtain both commercial and non-commercial worldwide human capital management and training services under all contract types.
The Public Information and Communication Services II contract vehicle offers Institutes and Centers at the National Institutes of Health (NIH) communications and outreach; graphic design; web and database; materials development and distribution; and exhibit support.
SeaPort-e is the Navy’s electronic platform for acquiring support services in 22 functional areas, including engineering, financial management, and program management. The Navy Systems Commands (NAVSEA, NAVAIR, SPAWAR, NAVFAC, and NAVSUP), the Office of Naval Research, Military Sealift Command, and the United States Marine Corps compete their service requirements among 2,400+ SeaPort-e ® IDIQ multiple-award contract holders.