Chris Holman welcomes Paul King, President, ROI Insight, Grosse Pointe, MI.

Paul King, president of ROI Insight in Grosse Pointe, Michigan, founded his market research firm in 2016 after a long career in marketing and PR, and now conducts a wide range of research projects — from pricing studies for new product launches to nonprofit research on youth organ donor registration. He has also expanded into measuring the effectiveness of social media advertising campaigns, driven by client demand. King has conducted the Michigan Future Business Index for roughly 15 years, and noted that Q4 2024 showed growing optimism among Michigan business owners about the state's economic direction following the election, though he anticipates the upcoming Q2 2025 survey may reflect significant shifts in sentiment. He also touched on how survey methodology has evolved considerably over time, moving away from landline phone calls toward a blended approach of online and phone surveys to reach respondents more effectively, though at greater cost.

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