Custom Research (CRI), Minneapolis, Minnesota won the Malcolm Baldrige Quality Award in 1996:
Choosing in 1988 to concentrate its business on high-volume, repeat customers, CRI has reduced the number of clients it serves. In 1995, CRFs clients numbered 67, down from 138 clients in 1988; the number of larger clients during this period increased from 25 to 34. This emphasis on large accounts has paid off with a doubling in revenues, achieved without increasing staff size....
BPIR Categories4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy