BASES: Detailed Company Information & Corporate Profile
Summary
Founded in 1977 and headquartered in the Chicago Metropolitan Area, BASES specializes in marketing research and testing solutions. The firm offers end‑to‑end services—from concept, idea and innovation testing to new product development, design, packaging, creative and advertising validation—and supports data‑driven decisions with forecasting, portfolio optimization and pricing strategies.
With a workforce exceeding 10 000 professionals, BASES delivers integrated insights across multiple markets. Its client‑centric approach is led by Vice President Jay Herbert in Client Development, Innovation Specialist Danielle Diehl in NIQ Strategic Analytics & Insights, and Market Research Consultant Tanvi Jain, among others.
BASES operates as an acquired entity within the broader industry ecosystem, maintaining a strong presence in North America while supporting global clients with rigorous testing protocols.
| BASES Website | nielseniq.com |
| Social Links |    |
| Industries | |
| Company Size | 10000+ employees |
| Specialities & Services | Concept testing, New Product Development, Innovation Testing, Design testing, Packaging testing, Creative testing, Advertising testing, Forecasting, Market Research, Portfolio optimization, Pricing, Idea testing |
| DMA Code | Chicago Metropolitan Area |
| Founded | 1977 |
| Operating Status | Acquired |
| Updated: | 2026-09-24 |
Subsidiaries and Affiliated Companies
Estimated Website Traffic
The chart shows a growth in traffic to the nielseniq.com website. In September, traffic increased to 352298, compared to 334889 in the previous month. The highest traffic in 2026 was recorded in February, reaching 384347 visits.
Workforce Turnover
Number of employees switched from or switched to
Length of Employment
BASES's workforce includes employees across a wide range of tenure levels.
4% have been with the company for 1 to 2 years3% have been with the company for 3 to 4 years4% have been with the company for 5 to 7 years6% have been with the company for 8 to 10 years82% have been with the company for more than 11 years
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BASES Corporate Information: FAQ
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