New South Research

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New South Research, formerly Polly Graham & Associates Market Research, Inc. (PGA) and Graham & Associates is a market research firm located at 2100 Riverchase Center in Hoover. New South conducts surveys, brand research, ethnographic studies, focus groups, taste tests, and mock trials for a wide range of business and institutional clients. The firm's president is Jim Jager

Polly Graham & Associates was incorporated on February 2, 1983 by former U.S. Census official Mary Pauline "Polly" Graham. In 1990 the company's offices were located at 110 Office Park Drive, and it operated research facilities, known as FACTS offices, in Brookwood Village, Century Plaza, Eastwood Mall, and the Riverchase Galleria.

New South was founded in 1987 by Louis Wilhite. Jager became owner of Polly Graham & Associates in 1990 and led the acquisition of New South in 1994.

Later the company's main offices relocated to the Galleria Tower before moving into the nearby Riverchase Center.

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