Cicero Group acquires Dan Jones & Associates

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SALT LAKE CITY -- Many Utahns have probably received the phone call with a person on the other end of line identifying themselves as being with Dan Jones & Associates.

The well-known polling company has been a fixture in Utah for the past 30-years. That will continue, even though the company was just purchased by another research firm.

The Cicero Group was formed in 2001 and also based in Utah. The firm conducts market research, economic analysis and strategy consulting to a variety of well-known national companies and organizations. This week, Cicero announced that it has acquired Dan Jones & Associates.

"We refer to this as a synergistic marriage, in the sense that the sum is greater than the two parts," says Randy Shumway, CEO of The Cicero Group.

Pat Jones says she and her husband, Dan, were not actively looking to merge with another company, but with Cicero, it allows for a more national presence with its work.

"The more we thought about it, we thought it was the right time, with a group of people that share our same values with regard to trust, honesty and integrity of data," Pat Jones says.

**What of the name… Cicero?**
![]( Tullius Cicero lived during the renaissance of Roman political and social thought. He distinguished himself as a leading proponent of republican-based democratic government and his writings and speeches would later provide a foundation for not only the U.S. Constitution but many other countries' framework of democratic government. Cicero is generally perceived as one of the most versatile minds of ancient Rome. He introduced the Romans to the chief schools of Greek Philosophy and created a Latin philosophical vocabulary. He was a brilliant philosopher, an ardent protector of republican government, and a skillful strategist. -*Cicero Group*
Both companies conduct polling and research on a variety of topics, companies and issues. Each has a call center operation; Jones has a state-of-the-art focus group center. Why is polling and survey data important? Public opinion helps create products and services. Companies or government agencies may have a certain idea, and the public's opinion helps make the decision to go forward.

Pat Jones gave the example of Salt Lake City's light-rail system.

"It's not just market research, it's finding out what to name ‘TRAX.' TRAX was named in focus groups, for example," she says.

"People like to know that their opinions matter, and research is a vital mechanism to allow them to express their viewpoints," Shumway says.

In that sense, both of these experienced polling companies say it's important for the public to take part whenever they get a phone call.

The financial terms have not been announced, but Dan and Pat Jones have signed an agreement to remain in their current roles for a minimum of five years. And yes, Dan Jones himself will still be conducting regular political polling for us here at KSL, as well as the Deseret News.


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Keith McCord


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