The Thoroughbred racing industry faces an uncertain future as pari-mutuel handle declines, purses shrink, owners and breeders dwindle, competition strengthens, and fan interest wanes. Industry decision makers must urgently learn as much as possible about customers and fans and begin to routinely integrate customer feedback into marketing strategy. And the need to create new customers has never been greater.
WE CAN HELP...
Thorotrends LLC offers customized research and analytical services to the Thoroughbred racing industry. Starting with the initial discussion of your business problem, we strive to tailor approaches and solutions to meet each client's unique needs. We engage in individualized, consultative relationships with our clients to...
- Conduct in-depth quantitative surveys of customers or members.
- Discover customer profiles, preferences, and needs.
- Uncover new target markets and optimize customer acquisition efforts.
- Identify key drivers of customer satisfaction and retention.
Thorotrends promises to exceed client expectations regardless of the scope of the assignment. From a basic membership survey to a sophisticated research program to acting as your organization's in-house research department, Thorotrends will deliver the evidence-based learning required to fuel your strategic decision making.
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MISSION STATEMENT
The mission of Thorotrends is to stimulate the growth of the Thoroughbred racing industry by empowering decision makers with data-driven insights through a cost-effective combination of innovative research design, rigorous analysis, and applied quantitative creativity.
We realize that Thoroughbred racing is a multifaceted industry and intricate sport, poorly understood by many. Don't expect boilerplate approaches and recommendations from us. Do expect actionable insights, quality, value, and an uncommon level of customer service.
Don't hesitate to contact us today for a preliminary discussion of your specific business challenges. Thorotrends is committed to the long-term success of the Thoroughbred racing industry and will always provide pro bono advice. If the optimal solution to your problem lies outside of our core competencies, we will tell you. Moreover, we will provide pro bono guidance with the implementation of that solution if desired.
Daniel Needham 
Dan founded Thorotrends LLC upon the premise that the Thoroughbred racing industry must become both customer-centric and research-driven in order to recapture lost market share, interest, and awareness. As a longtime fan and horseplayer, he is passionate about the industry and knowledgeable of its issues and nuances. Dan is committed to bringing the full weight of his research and analytical expertise to bear on the many challenges facing the industry. He envisions Thorotrends as an agile, trusted, valued industry partner with an unyielding commitment to the success of its clients.
Dan's quantitative research career began with BASES and progressed to include tenure with Digital Research, Visa, and EDS (now HP). With nearly 20 years of analytical project management experience, Dan has the hands-on ability to take a research initiative from conception to results reporting and implementation. A sampling from the many kinds of his past projects includes survey research, simulated test marketing, economic impact modeling, and a variety of predictive analytics.
Highly skilled in multivariate statistical analysis using SAS, R, SPSS, and JMP, Dan has the technical ability to extract knowledge from large volumes of data. His understanding of the intricacies of the racing industry and its divergent customer base stands ready to inform the results of any analysis.
Dan holds a Bachelor of Science from the University of Cincinnati and studied political behavior and research methods as a graduate student.
He resides with his wife and two children on the southern coast of Maine.
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