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Friend Joins Vision Critical to Lead Media and Entertainment Division


Global technology based research solutions firm Vision Critical announced the hiring of industry veteran Bruce Friend as President of its Media and Entertainment division.

Friend brings more than three decades of global experience in multimedia and entertainment brand research and strategic planning. His career has included leadership positions at some of the biggest media enterprises in the world including Sony Pictures Entertainment, MTV, HBO and Telemundo. In 2003, Friend joined OTX where he played a key role in piloting the organization’s Media and Entertainment Insights practice from a start up to a global leader. Following the acquisition of OTX by Ipsos in 2010, he was named President of Ipsos OTX MediaCT.

“We already have over 100 clients worldwide in the media and entertainment space and are excited to have Bruce assume the leadership of this growing and vibrant business category, “ said Angus Reid, Chairman of Vision Critical. “Bruce’s combination of industry depth and creative vision will insure that this industry has the 21st century research solutions that it needs in an exciting new global era.”

Friend has pioneered research innovation in the areas of film, television, gaming and media-related content and technology, and is an active member of associations such as the Media Ratings Council (MRC), the Advertising Research Foundation (ARF), the International Advertising Association (IAA) and the European Society of Marketing and Advertising Research (ESOMAR).

“I am thrilled to be joining Vision Critical in this newly created role,” said Bruce Friend.  “Today more than ever, Media and Entertainment companies are demanding that their research partners continually innovate, develop and evolve new products and solutions that leverage emerging technologies to provide real-time insights and decision activation. For the past 10 plus years, Vision Critical has been at the forefront of this movement and I’m proud to be in this new position to carry this mission forward for the company for years to come.”


Friend is a distinguished elected member of the Market Research Council of NY.  He currently serves on the Advisory Board of PwnIt (social video game co.), the Board of Visitors of the University of Alabama’s College of Communications and Information Sciences, and the Alumni Board of the College of Humanities and Fine Arts at the University Of Massachusetts.

About Vision Critical

Vision Critical pairs the world’s leading market research specialists with the most innovative software developers, marrying the precision of market research with the speed and power of online technology. Serving over 600 global brands through offices across North America, Europe, Asia and Australia, Vision Critical creates powerful software and research solutions like Sparq™, the world’s leading community panel platform. For more information, please visit  and follow Vision Critical on Twitter at!/visioncritical