NFO RESEARCH INC
10-Q, 1996-11-13
ENGINEERING, ACCOUNTING, RESEARCH, MANAGEMENT
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                              UNITED STATES
                    SECURITIES AND EXCHANGE COMMISSION
                          WASHINGTON, D.C.   20549

                                  FORM 10-Q

                                  (Mark One)

                   [*] QUARTERLY REPORT PURSUANT TO SECTION
                      13 OR 15 (D) OF THE SECURITIES
                            EXCHANGE ACT OF 1934

  For the quarterly period ended September 30, 1996
                                   OR

                  [    ] TRANSITION REPORT PURSUANT TO
                 SECTION 13 OR 15 (D) OF THE SECURITIES
                          EXCHANGE ACT OF 1934

  For the transition period from                             to


                  Commission file number:   0 - 21460

                           NFO RESEARCH, INC.
        (Exact name of registrant as specified in its charter)



              DELAWARE                       06-1327424
(State or other jurisdiction of           (I.R.S. Employer
incorporation or organization)            Identification No.)



                   TWO PICKWICK PLAZA,  GREENWICH, CT  06830
               (Address of principal executive offices, zip code)


                               (203) 629 - 8888
             (Registrant's telephone number, including area code)


    (Former name, former address and former fiscal year, if changed
                           since last report)

       Indicated by check mark whether the registrant (1) has filed all reports
  required to be filed by Section 13 or 15 (d) of the Securities Exchange Act
  of 1934 during the preceding 12 months (or for such shorter period that the
  registrant was required to file such reports), and (2) has been subject to
  such filing requirements for the past 90 days.

  Yes      X           No

                 APPLICABLE  ONLY TO CORPORATE ISSUERS:

  At November 1, 1996, Registrant had outstanding 10,249,892 shares of Common
                                     Stock.

<PAGE>
Page 2


                          NFO RESEARCH, INC.
                                 INDEX

                                                                 PAGE
 PART I     FINANCIAL INFORMATION                               NUMBER

            FINANCIAL STATEMENTS


              Condensed Consolidated Balance Sheets                 3

              Condensed Consolidated Statements of Income           4

              Condensed Consolidated Statements of Cash Flows       5

              Condensed Consolidated Statement of
                  Stockholders' Equity                              8

              Notes to Condensed Consolidated Financial Statements  9

            Management's Discussion and Analysis
              of Financial Condition and Results
              of Operations                                         11

 Part II    OTHER INFORMATION

            Item 4 - Submission of Matters to a
                          Vote of Security Holders                  14

            Item 6 - Exhibits and Reports on Form 8-K               14

            Signature                                               15



<PAGE>
Page 3


                               NFO RESEARCH, INC.
                     CONDENSED CONSOLIDATED BALANCE SHEETS
                     (IN THOUSANDS, EXCEPT PER SHARE DATA)


                                                  SEPTEMBER 30   DECEMBER 31
                                                           1996         1995
                                                    (UNAUDITED)

ASSETS
CURRENT ASSETS:
  CASH AND CASH EQUIVALENTS                      $     3,367      $   5,677
   RECEIVABLES:
   TRADE                                              18,843         14,155
    UNBILLED                                           3,942          3,188
  PREPAID EXPENSES AND OTHER CURRENT ASSETS            3,242          2,734
                                                   ---------      ---------
   TOTAL CURRENT ASSETS                               29,394         25,754
PROPERTY AND EQUIPMENT, NET                           10,344          8,756
CUSTOMER LIST, GOODWILL AND
   OTHER INTANGIBLE ASSETS                            44,423         26,501
OTHER ASSETS                                           6,734          5,753
                                                   ---------      ---------
        TOTAL ASSETS                            $     90,895      $  66,764
                                                   =========      =========
LIABILITIES AND STOCKHOLDERS' EQUITY
CURRENT LIABILITIES:
   CURRENT MATURITIES OF LONG-TERM DEBT         $        962      $     643
    ACCOUNTS PAYABLE                                   2,238          1,543
    ACCRUED EXPENSES                                  10,212          8,700
   CUSTOMER BILLINGS IN EXCESS OF REVENUES 
     EARNED                                            5,486          7,019
                                                   ---------      ---------
TOTAL CURRENT LIABILITIES                             18,898         17,905
LONG-TERM DEBT                                         4,991          1,409
OTHER LONG-TERM LIABILITIES                            3,786          3,429
                                                   ---------      ---------
       TOTAL LIABILITIES                              27,675         22,743
                                                   ---------      ---------
STOCKHOLDERS' EQUITY:
   COMMON STOCK, PAR VALUE $.01 PER SHARE;
       65,000 SHARES AUTHORIZED, 10,250 AND
       9,428 (POST-SPLIT) ISSUED AND OUTSTANDING
       IN 1996 AND 1995, RESPECTIVELY                    102             63
   ADDITIONAL PAID-IN CAPITAL                         39,966         27,222
   RETAINED EARNINGS                                  23,821         17,405
  ADDITIONAL MINIMUM LIABILITY                          (669)          (669)
                                                   ---------      ---------
       TOTAL STOCKHOLDERS' EQUITY                     63,220         44,021
                                                   ---------      ---------
          TOTAL LIABILITIES AND STOCKHOLDERS' 
           EQUITY                                $    90,895        $66,764
                                                   =========       ========

        The accompanying notes are an integral part of these statements.
        
<PAGE>
Page 4


                               NFO RESEARCH, INC.
            CONDENSED CONSOLIDATED STATEMENTS OF INCOME (UNAUDITED)
                     (IN THOUSANDS, EXCEPT PER SHARE DATA)

<TABLE>
<CAPTION>

                                             THREE MONTHS           NINE MONTHS
                                         ENDED SEPTEMBER 30     ENDED SEPTEMBER 30
                                         -------------------    --------------------
                                            1996      1995         1996      1995
                                         ---------  --------   ----------   --------
<S>                                <C>              <C>      <C>          <C>
REVENUES                            $      26,838    $18,564   $  76,588    $ 52,135
  COST OF REVENUES                         11,550      8,364     33,409       22,754
  SELLING, GENERAL AND
    ADMINISTRATIVE EXPENSES                 9,536      6,166     27,388       18,388
  DEPRECIATION EXPENSE                        429        306      1,213          913
  AMORTIZATION EXPENSE                        766        541      2,316        1,616
                                          -------    -------    -------       ------
OPERATING INCOME                            4,557      3,187     12,262        8,464    
  INTEREST EXPENSE, NET                        11         24        114           45
  EQUITY INTEREST IN NET LOSS
    OF JOINT VENTURES                          75          0        345            0
                                          -------    -------    -------       ------
INCOME BEFORE INCOME TAXES                  4,471      3,163     11,803        8,419

    PROVISION FOR INCOME TAXES              1,996      1,381      5,387        3,624
                                          -------    -------    -------       ------
NET INCOME                           $      2,475    $ 1,782    $ 6,416      $ 4,795
                                          =======    =======    =======       ======
EARNINGS PER WEIGHTED AVERAGE
  SHARE OUTSTANDING(a):
    PRIMARY                          $        .23    $   .18    $   .60      $   .50
    FULLY DILUTED                    $        .22    $   .18    $   .58      $   .48

WEIGHTED AVERAGE NUMBER OF
  SHARES OUTSTANDING(a):

    PRIMARY                                10,759      9,740     10,677        9,658
    FULLY DILUTED                          10,894      9,821     10,820        9,772

</TABLE>

(a) For comparability, the earnings per share and share data reflect the 
three-for-two stock split effected on February 5, 1996.

     The accompanying notes are an integral part of these statements.


<PAGE>
Page 5


                            NFO RESEARCH, INC.
            CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOWS
                       (UNAUDITED, IN THOUSANDS)

<TABLE>
<CAPTION>
  
                                                  THREE MONTHS                   NINE MONTHS
                                              ENDED SEPTEMBER 30              ENDED SEPTEMBER 30  
                                            --------------------            ----------------------
                                             1996           1995              1996            1995
                                             -----         ------           ------           -----
<S>                                   <C>             <C>              <C>             <C>
CASH FLOW FROM OPERATING ACTIVITIES:    
NET INCOME                               $   2,475      $  1,782         $   6,416       $   4,795
ADJUSTMENTS TO RECONCILE TO NET CASH
   PROVIDED BY OPERATING ACTIVITIES:
   DEPRECIATION EXPENSE                        429           306             1,213             913
   AMORTIZATION EXPENSE                        766           541             2,316           1,616
   EQUITY INTEREST IN NET LOSS FROM
    JOINT VENTURES                              75            --               345              --
                                             -----         ------           ------           -----
                                                
     SUBTOTAL                                3,745         2,629             10,290          7,324
CHANGE IN ASSETS AND LIABILITIES THAT
   PROVIDED (USED) CASH:
    TRADE RECEIVABLES                          245         1,040               (174)           122
    UNBILLED RECEIVABLES                      (493)          381               (435)          (828)
    PREPAID EXPENSES AND OTHER
     CURRENT ASSETS                           (459)         (313)              (379)        (1,022)
    OTHER ASSETS                              (462)         (913)              (285)          (936)
    ACCOUNTS PAYABLE, ACCRUED AND
     OTHER LIABILITIES                       1,096         1,793                643           (472)
    CUSTOMER BILLINGS IN EXCESS OF
     REVENUES EARNED                        (2,669)       (3,171)            (5,076)        (2,703)
                                             -----         ------           ------           -----
    NET CASH PROVIDED BY
     OPERATING ACTIVITIES                    1,003         1,446              4,584          1,485
                                             -----         ------           ------           -----
CASH FLOW FROM INVESTING ACTIVITIES:
   CAPITAL EXPENDITURES                       (495)         (371)            (2,186)        (1,235)
   PAYMENT FOR ACQUISITIONS - 
    NET OF CASH ACQUIRED                    (1,040)           --             (7,258)          (400)
   INVESTMENTS IN JOINT VENTURES               (66)           --               (999)            --
   PURCHASE OF LICENSE AGREEMENT AND
    OTHER INTANGIBLES                            5            --                (35)          (108)
                                             -----         ------           ------           -----
    NET CASH USED IN INVESTING ACTIVITIES   (1,596)         (371)           (10,478)        (1,743)
                                             -----         ------           ------           -----
</TABLE>


     The accompanying notes are an integral part of these statements.

<PAGE>
Page 6                                     


                           NFO RESEARCH, INC.
            CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOWS
                      (UNAUDITED, IN THOUSANDS)
                            (Continued)
<TABLE>
<CAPTION>

                                                   THREE MONTHS                 NINE MONTHS
                                               ENDED SEPTEMBER 30            ENDED SEPTEMBER 30
                                               ------------------          -----------------------
                                              1996           1995          1996               1995
                                             -----           ----          -----              ----
<S>                                        <C>            <C>           <C>                 <C>

CASH FLOW FROM FINANCING ACTIVITIES:
  NET PROCEEDS FROM ISSUANCE OF STOCK          130            222            701               635  
  PAYMENTS ON LONG-TERM DEBT                (2,474)          (163)        (6,117)             (504)
  COSTS ASSOCIATED WITH NEW CREDIT FACILITY   ----           ----           ----              (101)
  BORROWINGS ON LINE OF CREDIT               4,000           ----          9,000              ----
                                             -----           ----          -----              ----
     NET CASH PROVIDED BY
      FINANCING ACTIVITIES                   1,656             59          3,584                30
                                             -----           ----          -----              ----
  

CHANGE IN CASH                               1,063          1,134         (2,310)             (228)
CASH AND CASH EQUIVALENTS,
  BEGINNING OF PERIOD                        2,304          4,926          5,677             6,288
                                             -----          -----          -----             -----
CASH AND CASH EQUIVALENTS,
  END OF PERIOD                         $    3,367      $   6,060       $  3,367          $  6,060
                                             =====           ====          =====              ====


</TABLE>

     The accompanying notes are an integral part of these statements.

<PAGE>
Page 7



                             NFO RESEARCH, INC.
           CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOWS
                        (UNAUDITED, IN THOUSANDS)

                                       THREE MONTHS             NINE MONTHS
                                    ENDED SEPTEMBER 30      ENDED SEPTEMBER 30
                                    ------------------      ------------------
                                      1996        1995       1996        1995
                                      ----        ----       ----        ----
SUPPLEMENTAL DISCLOSURE OF CASH
 FLOW INFORMATION:

CASH PAID DURING THE PERIOD FOR:
   INTEREST                         $   150    $     49     $   310   $    166
   INCOME TAXES                     $ 1,587    $    692     $ 4,658   $  3,618



SUPPLEMENTAL DISCLOSURE OF NON-CASH
 INVESTING AND FINANCING ACTIVITIES:

 In January 1996 the Company acquired Migliara/Kaplan Associates, Inc.
and Chesapeake Surveys, Inc., and in a separate transaction acquired
Plog Research, Inc., for an aggregate total of cash and shares of the
Company's Common Stock of $16.5 million (see Note 2).  In August 1996
the Company acquired The Spectrem Group, Inc. for a total value of cash
and shares of the Company's Common Stock of $3.7 million (see Note 2). 
In connection with these purchases, the following liabilities were
assumed.

      Fair value of assets acquired                            $   26,227
      Less: cash paid                                              (7,140)
      Less: 729,808 (post-stock split) Company shares issued      (11,559)
                                                                  -------
         Liabilities assumed                                   $    7,528
                                                                  =======







     The accompanying notes are an integral part of these statements.


<PAGE>
Page 8



                            NFO RESEARCH, INC.
          CONDENSED CONSOLIDATED STATEMENT OF STOCKHOLDERS' EQUITY
                      (UNAUDITED, IN THOUSANDS)



                                              ADDITIONAL         ADDITIONAL
                                      COMMON   PAID-IN   RETAINED   MINIMUM
                            SHARES    STOCK    CAPITAL   EARNINGS LIABILITY

BALANCE AT
  JANUARY 1, 1996            6,285    $ 63    $27,222    $17,405   $  (669)

COMMON STOCK ISSUED IN
  CONJUNCTION WITH
  ACQUISITIONS                 526       5     12,077   
COMMON STOCK ISSUED IN
  CONJUNCTION WITH THE
  3 FOR 2 STOCK SPLIT        3,375      34       ( 34)

OTHER STOCK ISSUANCES           64                701

NET INCOME                                                 6,416
                            ------    -----     ------     -----     ------
BALANCE AT
  SEPTEMBER 30, 1996        10,250    $ 102   $ 39,966   $23,821     $ (669)









     The accompanying notes are an integral part of this statement.

<PAGE>
Page 9

                           NFO RESEARCH, INC.
NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS (UNAUDITED)

Note 1. Financial Statements:

These condensed consolidated financial statements include the accounts of
the Company, including its subsidiaries, all of which are wholly owned. 
All significant intercompany amounts have been eliminated.  In the
opinion of the Company, the accompanying unaudited condensed consolidated
financial statements reflect all adjustments (consisting only of normal
recurring adjustments) necessary to present fairly the financial position
of the Company as of September 30, 1996 and the results of its operations
for the three and nine month periods ended September 30, 1996 and
September 30, 1995, respectively.

These financial statements are presented in accordance with the
requirements of Form 10-Q.  Accordingly, the financial statements and
related notes in the Company's Audited Financial Statements for the
fiscal year ended December 31, 1995, included in the Company's Form 10-K
filed with the SEC on March 28, 1996, should be read in conjunction with
the accompanying condensed consolidated financial statements.  The
information included herein may not be indicative of the results to be
expected for a full year.

Certain reclassifications have been made to the 1995 Condensed
Consolidated Financial Statements to conform with the 1996 presentation.

Note 2. Acquisitions:

On January 3, 1996, the Company acquired Migliara/Kaplan Associates, Inc.
("M/K") and substantially all the net assets of Chesapeake Surveys, Inc.
("CSI") for approximately $15.2 million.  M/K is a full-service
healthcare marketing information company with offices in Baltimore,
Maryland and Princeton, New Jersey.  CSI, a sister company of M/K,
provides data collection and survey services such as focus groups and
random telephone interviews.  Of the total purchase price, approximately
$11.45 million was paid at closing, approximately 31 percent in cash and
69 percent in newly issued shares of NFO Common Stock.  The remaining
$3.75 million is payable over the next three years approximately 30% in
cash and 70% in newly issued shares of the Company's Common Stock subject
to adjustment, upwards or downwards, based on the combined actual
earnings of M/K and CSI during that period and will be accounted for as
an adjustment to goodwill.

On January 3, 1996, the Company acquired Plog Research, Inc. ("Plog"). 
Plog supplies syndicated market research products as well as marketing
and forecasting services to the travel and tourism industries.  Of the
total purchase price, approximately $5.0 million was paid at closing, 50
percent in cash, and 50 percent in newly issued shares of NFO Common
Stock.  The remaining purchase price of approximately $1.7 million is
payable over the next three years, 50 percent in cash and 50 percent in
NFO Common Stock, subject to adjustment, upwards or downwards, based on
Plog's actual earnings during the period and will be accounted for as an
adjustment to goodwill.

<PAGE>
Page 10

On August 15, 1996, the Company acquired The Spectrem Group, Inc.
("Spectrem").  Spectrem provides niche consulting and acquisition and
divestiture advisory services in the trust and investment products
sectors.  Of the total purchase price of $3.7 million, plus the
assumption of $0.8 million in debt, $2.4 million was paid at closing, 50%
in cash and 50% in newly issued shares of NFO Common Stock.  The
remaining purchase price of approximately $1.3 million will be payable
50% in cash and 50% in newly issued shares of NFO Common Stock over the
next three years, subject to annual adjustments, upwards or downwards,
based on Spectrem's actual earnings during the period and will be
accounted for as an adjustment to goodwill.  The acquisition of Spectrem
is not considered material to NFO's consolidated financial statements.

All acquisitions have been accounted for as purchases and the
accompanying financial statements include the results of operations from
the effective date of the acquisitions.  The purchase price allocations
are based on preliminary estimates of fair market value and are subject
to revision.

The following unaudited proforma summary presents the condensed
consolidated results of operations as if the acquisitions had occurred on
January 1, 1995 and do not purport to be indicative of what would have
occurred had the acquisitions been made at that date or of the results
which may occur in the future.  The pro forma effects of Spectrem are not
material to the three and nine month periods ended September 30, 1996 and
1995, and therefore are not included in the table shown here.


                             FOR THE THREE MONTHS        FOR THE NINE MONTHS
                              ENDED SEPTEMBER 30          ENDED SEPTEMBER 30
                              ------------------          ------------------
                               1996        1995            1996        1995
                               ----        ----            ----        ----

REVENUES                    $ 26,838   $  23,395        $ 76,588    $  65,521
NET INCOME                     2,475       2,245           6,416        5,779
PRIMARY EARNINGS PER SHARE  $    .23   $     .22        $    .60    $     .56


The Company's results of operations for 1996 include net operating losses
associated with NFO's European joint venture activities now operating in
France, Germany and the U.K.  These losses amounted to $75,000, or $.01
per share, and $345,000, or $.03 per share, for the three and nine month
periods ended September 30, 1996, respectively.

Note 3. Stock Split:

On January 5, 1996 the Company's Board of Directors authorized a three
for two stock split of the Company's Common Stock that was effected on
February 5, 1996, for holders of record as of January 22, 1996.  The
accompanying financial statements give effect to the stock split.

Note 4. Newly Authorized Common Stock

The Company held a Special Meeting of Stockholders on September 19, 1996
who voted to approve increasing the authorized number of shares of the
Company's Common Stock from 15 million to 60 million.

<PAGE>
Page 11



                             NFO RESEARCH, INC.
                        MANAGEMENT'S DISCUSSION AND
                      ANALYSIS OF FINANCIAL CONDITION 
                         AND RESULTS OF OPERATIONS

   
The following information should be read in conjunction with the unaudited
condensed consolidated financial statements and the notes thereto included 
in this Quarterly Report.

RESULTS OF OPERATIONS
The following table sets forth, for the periods indicated, certain operating
statement data for the Company, expressed as a percentage of revenues, and
the percentage change in such items compared to amounts for the prior year.

<TABLE>
<CAPTION>
                                                            
                           THREE MONTHS ENDED SEPTEMBER 30   NINE MONTHS ENDED SEPTEMBER 30
                          --------------------------------   ------------------------------
                           PERCENTAGE OF       PERCENTAGE    PERCENTAGE OF      PERCENTAGE
                              REVENUES        CHANGE FROM     REVENUES          CHANGE FROM
                            1996      1995     PRIOR YEAR      1996     1995    PRIOR YEAR
                           -------  -------    ----------     -----   -------   -----------
<S>                      <C>        <C>         <C>          <C>      <C>       <C>

REVENUES                   100.0%     100.0%        44.6%     100.0%   100.0%      46.9%
 COST OF REVENUES           43.0       45.1         38.1       43.6     43.6       46.8
 SELLING, GENERAL AND
  ADMINISTRATIVE EXPENSES   35.5       33.2         54.7       35.8     35.3       48.9
 DEPRECIATION EXPENSE        1.6        1.6         40.2        1.6      1.8       32.9      
 AMORTIZATION EXPENSE        2.9        2.9         41.6        3.0      3.1       43.3
                            ----       ----                    ----     ----
OPERATING INCOME            17.0       17.2         43.0       16.0     16.2       44.9 
 INTEREST EXPENSE, NET       0.1        0.2        (54.2)       0.2      0.1      153.3
 EQUITY INTEREST IN NET 
 LOSS OF JOINT VENTURES      0.3        0.0         ----        0.4      0.0       ----
                             ---       -----                   ----     ---- 
INCOME BEFORE INCOME TAXES  16.6       17.0         41.4       15.4     16.1       40.2 
PROVISION FOR INCOME TAXES   7.4        7.4         44.5        7.0      6.9       48.6
                             ---       -----                   ----     ----
NET INCOME                   9.2%       9.6%        38.9%       8.4%     9.2 %     33.8%
                             ====      =====        =====      ====     ====       ====

</TABLE>

<PAGE>
Page 12            

 

                            NFO RESEARCH, INC.
                      MANAGEMENT'S DISCUSSION AND
                   ANALYSIS OF FINANCIAL CONDITION
                        AND RESULTS OF OPERATIONS
 
OPERATIONS

The Company's revenues for the three months ended September 30, 1996
increased 45% to $26.8  million from $18.6 million for the same period last
year.  For the nine month period ended September 30, 1996 revenues
increased 47% to $76.6 million from $52.1 million a year ago.  The
acquisitions of Migliara/Kaplan Associates, Chesapeake Surveys and Plog
Research, which occurred on January 3, 1996, and The Spectrem Group,
acquired in August, contributed $7.6 million to the $8.3 million increase
for the quarter, and $18.8 million of the $24.5 million increase for the
nine month period just ended.  Revenues, not including those of the
acquired companies, increased 11% for the first nine months of 1996, led by
strong showings in NFO's core packaged goods and financial services
business units.  

Cost of revenues increased 38% in the third quarter to $11.6 million from
$8.4 million a year ago.  This increase is primarily due to the first time
inclusion of M/K, CSI, Plog and Spectrem ($3.4 million), somewhat offset by
a favorable shift in product mix. For the nine months ended September 30,
1996 cost of revenues increased 47% to $33.4 million from $22.8 million
last year.  The percentage increase is equal to the percentage increase in
revenues for the same period and is primarily due to the 1996 acquisitions
($8.2 million).

Selling, general and administrative expenses increased 55% in the third
quarter to $9.5 million from $6.2 million a year ago.  The increase is
primarily due to the inclusion of the 1996 acquisitions ($2.5 million),
expenses related to the development of the Company's new on-line
interactive research activities, expenses related to the increased activity
in Payment Systems, Inc.'s London operation which began in the second
quarter of 1995, and inflationary increases.  For the nine months ended
September 30, 1996 selling, general and administrative expenses increased
49% to $27.4 million from $18.4 million last year.  The principal
contributing factors to the increase were the inclusion of the 1996
acquisitions ($6.3 million), increased staffing caused by increased
activity in both the U.S. and Europe, development of on-line interactive
research services and inflationary increases.

As a result of the items above operating income for the quarter ended
September 30, 1996 increased 43% to $4.6 million from $3.2 million, and for
the first nine months of 1996 increased 45% to $12.3 million from $8.5
million, compared to the same periods a year ago.

Included this year for the first time are net operating losses associated
with NFO's European joint venture activities now operating in France,
Germany and the U.K., of $.1 million and $.3 million for the three and nine
month periods ended September 30, 1996, respectively.

The Company's effective tax rate for the three and nine month periods ended
September 30, 1996 were 44.6 and 45.6%, respectively.  For the three and
nine month periods ended September 30, 1995 were 43.7% and 43.0%,
respectively.  The increases over the previous year were primarily the
result of increased non-deductible amortization of intangible assets
associated with the Company's 1996 acquisitions.

<PAGE>
Page 13


Net income for the third quarter of 1996 increased 39% to $2.5 million
from $1.8 million in the same period last year.  Primary earnings per
share for the quarter increased 28% to $.23 from $.18 last year.  Net
income for the nine month period ended September 30, 1996 increased 34%
to $6.4 million from $4.8 million for the same period in the prior year. 
Primary earnings per share for the nine month period increased 20% to
$.60 from $.50.  The increases in primary earnings per share for the
quarter and nine month period were primarily due to higher net income
and occurred in spite of a greater number of outstanding shares caused
primarily by the issuance of additional shares in connection with the
recent acquisitions.

LIQUIDITY AND  CAPITAL RESOURCES

Working capital as of September 30, 1996 was $10.5 million compared to
$7.8 million at December 31, 1995.  The increase in working capital was
primarily the net effect of the results of operations for the first nine
months of 1996, partially offset by the cash portion of the purchase
price relating to the Company's acquisitions net of borrowings ($4.4
million), capital expenditures and investments in European joint venture
activities.

At September 30, 1996 the Company had $4.0 million outstanding on its
$50.0 million credit facility with three major U.S. banks.

Capital expenditures for the quarter ended September 30, 1996 were $.5
million compared to $.4 million for the same period a year ago.  For the
nine months ended September 30, 1996 capital expenditures were $2.2
million compared to $1.2 million in the prior year.  It is anticpiated
that capital expenditures for 1996 will not exceed $3.3 million.

The Company anticipates that existing cash, together with internally
generated funds and its credit availabilities will provide the Company
with the resources needed to satisfy potential acquisitions and the
Company's growing working capital requirements.  The timing and
magnitude of future acquisitions will be the single most important
factor in determining the Company's long term capital needs.



<PAGE>
Page 14



FORWARD LOOKING STATEMENTS

Statements in this Form 10-Q relating to matters that are not historical
facts are forward-looking statements.  Such forward-looking statements
are based on the Company's current forecasts and actual results may
differ materially.  To understand the risks which may affect the
Company's future performance, please refer to Part 1 of NFO's 1995
Annual Report on Form 10-K.


PART II     OTHER INFORMATION


ITEM 4 Submission of Matters to a Vote of Security Holders.

 The Company held a Special Meeting of Stockholders on September
 19, 1996.  One matter was submitted to a vote of the Company's
 stockholders at the Special Meeting.  The stockholders, by a vote
 of 5,918,919 for and 1,459,168 against, with 11,524 abstentions
 and no broker non-votes, approved a proposal to amend the NFO
 Research, Inc. Restated Certificate of Incorporation to increase
 the authorized number of shares of Common Stock of the Company
 from 15,000,000 to 60,000,000.
 
ITEM 6 Exhibits and Reports on Form 8-K.

   (a)     Exhibits

        3.  Restated Certificate of Incorporation, as Amended
       11.  Computations of Net Income per Common Share
       27.  Financial Data Schedule
    
   (b)     Reports on Form 8-K

           The Company did not file any reports on Form 8-K during 
         the quarter for which this report is filed.
         


<PAGE>
Page 15



                           NFO RESEARCH, INC.
                              SIGNATURE


Pursuant to the requirements of the Securities Exchange Act of 1934, the
Registrant has duly caused this report to be signed on its behalf by the
undersigned, thereunto duly authorized.


                                  
                                   NFO RESEARCH, INC.
                                      (Registrant)
                              
                              
                              
Dated:  November 13, 1996
                                /s/ Patrick G. Healy         
                                    Patrick G. Healy,
                                   Executive Vice President
                                   and Chief Financial Officer
                                   (Authorized Officer of
                                   Registrant and 
                                   Principal Financial Officer)







<PAGE>


                            NFO RESEARCH, INC.
                            INDEX TO EXHIBITS


                                                                           
                                                                       
    EXHIBITS                                                                
                                                                           
                                                                          

       3.   Restated Certificate of Incorporation, as Amended

      11.   Computations of Net Income Per Common Share 

      27.   Financial Data Schedule

 

   






                  CERTIFICATE OF AMENDMENT

                             OF

            RESTATED CERTIFICATE OF INCORPORATION

                             OF

                     NFO RESEARCH, INC.


 (Under Section 242 of the Delaware General Corporation Law)


          NFO  Research, Inc., a corporation organized and existing under

the Delaware General  Corporation  Law  (the  "Corporation"), DOES HEREBY

CERTIFY:


          FIRST:  The name of the Corporation is NFO Research, Inc.

          SECOND:   Article  FOURTH  of  the  Restated   Certificate   of

Incorporation  of the Corporation is hereby amended by deleting the first

paragraph  thereof   and  substituting  in  lieu  thereof  the  following

paragraph:

          "The total number  of  shares  which  the Corporation
          shall  have authority to issue is sixty-five  million
          (65,000,000),    consisting    of    sixty    million
          (60,000,000)  shares of Common Stock, par value  $.01
          per  share (the  "Common  Stock")  and  five  million
          (5,000,000) shares of Preferred Stock, par value $.01
          per share (the  "Preferred Stock")."




<PAGE>
Page 2




          THIRD:   The  aforesaid  amendment  has  been  duly  adopted in

accordance with Section 242 of the Delaware General Corporation Law.


          IN WITNESS WHEREOF, the Corporation has caused this certificate

to  be signed by its duly authorized officer, this 20th day of September,

1996.



                              NFO RESEARCH, INC.


                              By:/S/WILLIAM E. LIPNER
                                   Name:William E. Lipner
                                   Title: Chairman of the Board and
                                        Chief Executive Officer




<PAGE>






                  CERTIFICATE OF AMENDMENT

                           OF THE

            RESTATED CERTIFICATE OF INCORPORATION

                             OF

                     NFO RESEARCH, INC.




               Adopted in accordance with the
          provisions of Section 242 of the General
          Corporation Law of the State of Delaware



          We,  William  E.  Lipner,  President,  and  Steven  J. Gilbert,

Secretary,  of  NFO  RESEARCH, INC., a corporation organized and existing

under and by virtue of  the  General  Corporation  Law  of  the  State of

Delaware,  as  amended  (the "Corporation"), DO HEREBY CERTIFY under  the

seal of the Corporation as follows:

          FIRST:   Article   FIFTH   of   the   Restated  Certificate  of

Incorporation of the Corporation is hereby amended  by  deleting  in  its

entirety  and  substituting  in  lieu  thereof  the following new ARTICLE

FIFTH:

               FIFTH:  At all meetings of stockholders,  each stockholder
     shall  be  entitled  to vote, in person or by proxy, the  shares  of
     voting stock owned by  such stockholder of record on the record date
     for the meeting.  Except  as otherwise provided by statute or by the
     Restated   Certificate  of  Incorporation,   at   any   meeting   of
     stockholders  (at  which  a  quorum  was  present  to  organize  the
     meeting),  any election of directors shall be decided by a plurality
     of the votes  cast  at such meeting by the holders of shares present
     in person or represented  by  proxy  and  entitled  to  vote  in the
     election and all other matters shall be decided by a majority of the
     votes  cast  at  such  meeting  by  the holders of 

<PAGE>
Page 2

     shares  present in person or represented by proxy and entitled to vote
     thereon, in each case whether or not a quorum is present when the vote
     is taken.

          SECOND:  The foregoing amendment was duly adopted in accordance

with Section 242 of the General Corporation  Law of the State of Delaware

by the affirmative vote of the holders of a majority  of  the outstanding

shares of Common Stock of the Corporation, being the only class  entitled

to vote at a duly held meeting of stockholders.

          IN   WITNESS  WHEREOF,  we  have  signed  this  Certificate  of

Amendment and caused the corporate seal of said NFO RESEARCH, INC., to be

hereunto affixed this 5th day of May, 1995.



                              /S/ WILLIAM E. LIPNER
                              William E. Lipner
                              President


[SEAL]


ATTEST:


/S/ STEVEN J. GILBERT
Steven J. Gilbert
Secretary




<PAGE>




            RESTATED CERTIFICATE OF INCORPORATION
                             OF
                      NFO RESEARCH, INC.


          The undersigned, a corporation organized and existing under and
by virtue of the  General  Corporation  Law  of the State of Delaware, as
amended (the "Corporation"), DOES HEREBY CERTIFY as follows:

          1.   The Certificate of Incorporation  of  the  Corporation was
filed in the Office of the Secretary of State of the State of Delaware on
September  17,  1991 and amended and restated on September 27,  1991  and
further amended on October 21, 1991.

          2.   On  December  21,  1992,  the Corporation filed a Restated
Certificate of Incorporation with the Secretary  of State of the State of
Delaware.

          3.   On February 23, 1993, and March 15,  1993,  in  the manner
prescribed by Sections 242 and 245 of the General Corporation Law  of the
State of Delaware, as amended, resolutions were duly adopted by the Board
of Directors and the stockholders of the Corporation, respectively,  duly
adopting  this  Restated  Certificate  of  Incorporation and amending the
Certificate of Incorporation of the Corporation as herein provided.

          4.   Pursuant  to  the  provisions of  Section  103(d)  of  the
General  Corporation  Law of the State  of  Delaware,  as  amended,  this
Restated Certificate of  Incorporation  is  not to become effective until
9:00 a.m. New York time on April 15, 1993 (the "Effective Date").

          5.   The  text  of  the  certificate of  incorporation  of  the
Corporation as amended and restated  herein, shall, at the effective time
of this Restated Certificate of Incorporation, read as follows:

          FIRST:   The  name of the Corporation  is  NFO  Research,  Inc.
(hereinafter the "Corporation").

          SECOND:   The  address   of   the   registered  office  of  the
Corporation in the State of Delaware is 1209 Orange  Street,  in the City
of Wilmington, County of New Castle.  The name of the registered agent at
that address is The Corporation Trust Company.

          THIRD:   The  purpose  of  the corporation is to engage in  any
lawful act or activity for which corporations  may be organized under the
General Corporation Law of the State of Delaware, as amended (the "GCL").

          FOURTH:  The total number of shares which the Corporation shall
have the authority to issue is twenty million (20,000,000), consisting of
fifteen million (15,000,000) shares of Common Stock,  par  value $.01 per
share  (the  "Common  

<PAGE>
Page 2


Stock")  and  five  million  (5,000,000)  shares  of Preferred Stock, par
value $.01 per share (the "Preferred Stock").

          B.   PREFERRED  STOCK.  The Board of Directors  is  authorized,
subject to limitations prescribed  by  law  and  the  provisions  of this
Article  FOURTH,  to  fix  by resolution or resolutions providing for the
issuance of the shares of Preferred  Stock  in  series,  and  by filing a
certificate pursuant to Section 151 of the General Corporation Law of the
State of Delaware, to establish from time to time the number of shares to
be  included  in  each  such  series, and to fix the designation, powers,
preferences  and  rights  of the shares  of  each  such  series  and  the
qualifications, limitations or restrictions thereof.

          The Board of Directors  may  from  time  to  time  increase the
number  of  shares  of  any series of Preferred Stock already created  by
providing that any unissued  shares  of  Preferred Stock shall constitute
part of such series, or decrease (but not  below  the  number  of  shares
thereof then outstanding) the number of shares of any series of Preferred
Stock  already  created  by providing that any unissued shares previously
assigned to such series shall  no  longer  constitute  part thereof.  The
Board of Directors is hereby empowered to classify any unissued Preferred
Stock by fixing or altering the terms thereof in respect  of  the  above-
mentioned  particulars and by assigning the same to any existing or newly
created series  from  time  to time before the issuance of such Preferred
Stock.

          C.    COMMON STOCK.   A  statement of the designations, powers,
preferences,  rights,  qualifications,  limitations  and  restriction  in
respect of the shares of Common Stock is as follows:

          (1)  DIVIDENDS.   The Board of Directors of the Corporation may
cause dividends to be paid to  the  holders of shares of Common Stock out
of funds legally available for the payment  of  dividends by declaring an
amount  per  share  as a dividend.  When and as dividends  are  declared,
whether payable in cash,  in  property  or  in  shares  of stock or other
securities  of  the  Corporation,  the holders of Common Stock  shall  be
entitled to share ratably, according  to  the  number of shares of Common
Stock held by them, in such dividends.

          (2)  LIQUIDATION  RIGHTS.  In the event  of  any  voluntary  or
involuntary liquidation, dissolution  or winding up of the affairs of the
Corporation, the holders of Common Stock  shall  be  entitled  to  share,
ratably  according  to the number of shares of Common Stock held by them,
in all remaining assets  of the Corporation available for distribution to
its stockholders.

          (3)  VOTING RIGHTS.   Except  as  otherwise  provided  in  this
Certificate  of Incorporation or by applicable law, the holders of Common
Stock shall be  entitled to vote on each matter on which the stockholders
of the Corporation  shall  be entitled 

<PAGE>
Page 3

to vote, and each holder of Common Stock shall be entitled to one vote for
each share of such stock held by him.

          D.   CONVERSION.  (1)   On the Effective Date, by virtue of the
effectiveness of this Restated Certificate  of Incorporation, and without
any action on the holders of such shares, each  share  of  Class A Common
Stock  and  each  share  of  Class  B  Common  Stock  of  the Corporation
outstanding  prior  to the effectiveness of this Restated Certificate  of
Incorporation shall be  extinguished  and  cease  to  exist  and shall be
converted  from  33.82700  shares of Common Stock and 22.57127 shares  of
Common Stock, respectively,  which  shares of Common Stock shall be fully
paid and nonassessable shares of the Corporation.

          (2)  No fractional shares of  Common Stock shall be issued upon
the aforementioned conversion, but instead  such fractional shares, which
would have been issuable but for the prohibition in this paragraph, shall
evidence  the  right to receive cash equal to the  number  of  fractional
shares multiplied  by  the initial public offering price of the shares of
Common Stock offered to the public pursuant to the Company's Registration
Statement on Form S-1 (File  No  33-58748)  filed with the Securities and
Exchange Commission.

          (3)  On   the  Effective  Date  or  as  soon   as   practicable
thereafter, each holder  of  the  Class A Common Stock and Class B Common
Stock shall surrender its shares to  the  Secretary  of  the  Company  in
exchange  for  (i)  the number of shares of Common Stock as determined in
subparagraph (C)(1) above  and  (ii)  the  amount,  if applicable to such
holder,  referred to in subparagraph (C)(2) above payable  by  check,  to
which such  holder  is  entitled.   No  holder  shall  be entitled to any
interest  on  the  cash  in  lieu  of  fractional shares to which  it  is
entitled.

          FIFTH:  At all meetings of stockholders, each stockholder shall
be entitled to vote, in person or by proxy,  the  shares  of voting stock
owned by such stockholders of record on the record date for  the meeting.
When a quorum is present or represented at any meeting, the vote  of  the
holders  of  a majority of the voting power of all of the shares of stock
of the Corporation  outstanding  and  entitled  to  vote  on  any matter,
question  or  proposal  brought  before  such  meeting  shall decide such
question, unless the question is one upon which, by express  provision of
law,  this Certificate of Incorporation or the By-Laws, a different  vote
is required,  in  which  case  such  express  provision  shall govern and
control the decision of such question.

          SIXTH:   The  number of directors of the Corporation  shall  be
fixed from time to time by  the vote of a majority of the entire Board of
Directors, but such number shall  in  no case be less than three nor more
than twelve.  Any such determination made by the Board of Directors shall
continue in effect unless and until changed  by  the  Board of Directors,
but  no  such  changes  shall  affect the term of any directors  then  in
office.

<PAGE>
Page 4

          A director shall hold  office  until the annual meeting for the
year in which his or her term expires and  until  his  or  her  successor
shall  be  elected  and  shall qualify, subject, however, to prior death,
resignation, retirement, disqualification or removal from office.

          Advance notice of  nominations  for  the election of directors,
other than nominations by the Board of Directors  or a committee thereof,
shall be given to the Corporation in the manner provided in the By-Laws.

          SEVENTH:   For  the  management  of the business  and  for  the
conduct  of the affairs of the Corporation, and  in  further  definition,
limitation  and  regulation  of  the powers of the Corporation and of its
directors and of its stockholders  or  any class thereof, as the case may
be, it is further provided:

          (1)  The  business and affairs  of  the  Corporation  shall  be
managed by or under the direction of the Board of Directors.

          (2)  The  directors   shall  have  concurrent  power  with  the
stockholders to make, alter, amend,  change, add to or repeal the By-Laws
of the Corporation.

          (3)  In addition to the powers and authority hereinbefore or by
statute expressly conferred upon them, the directors are hereby empowered
to exercise all such powers and do all  such  acts  and  things as may be
exercised  or  done  by  the Corporation, subject, nevertheless,  to  the
provisions of the GCL, this Certificate of Incorporation, and any By-Laws
adopted by the stockholders; provided, however, that no By-Laws hereafter
adopted  by the stockholders  shall  invalidate  any  prior  act  of  the
directors  which  would  have  been  valid  if  such By-Laws had not been
adopted.

          EIGHTH:  (1)  Meetings of stockholders  may  be  held within or
without the State of Delaware as the By-Laws may provide.  The  books  of
the  Corporation  may  be kept (subject to any provision contained in the
GCL) outside the State of  Delaware  at  such  place  or places as may be
designated from time to time by the Board of Directors  or in the By-Laws
of the Corporation.

          (2)  Any  action  required  or  permitted  to be taken  by  the
stockholders of the Corporation must be effected at a  duly called annual
or special meeting of such holders and may not be effected  by  a consent
in writing by any such holders.

          NINTH:   (1)  The  Corporation  shall,  to  the  fullest extent
permitted  by  Section  145  of  the GCL, as the same may be amended  and
supplemented, indemnify any and all  directors and officers whom it shall
have power to indemnify under said Section  and  may, upon the act of the
Board of Directors, indemnify all other persons whom  it shall have power
to  indemnify  under said Section, from and against any and  all  of  the
expenses, liabilities  or other matters referred to in or covered by said


<PAGE>
Page 5

Section, and the indemnification  provided for herein shall not be deemed
exclusive of any other rights to which  those indemnified may be entitled
under  any  By-Law,  agreement,  vote  of stockholders  or  disinterested
directors or otherwise, both as to action in his official capacity and as
to action in another capacity while holding  such  office.  The rights to
indemnification hereunder shall continue as to a director  or officer who
has ceased to be a director or officer, shall inure to the benefit of the
heirs, executors and administrators of the director or officer,  and may,
upon  such  act  of  the  Board  of  Directors, continue as to such other
persons  and  inure  to  the  benefit  of  the   heirs,   executors   and
administrators  of  such  other  persons.   The rights to indemnification
conferred in this ARTICLE NINTH shall also include  the  right to be paid
by  the  Corporation  the expenses incurred in connection with  any  such
proceeding in advance of  its  final  disposition  to  the fullest extent
authorized by Delaware law.

          (2)  No director shall be personally liable to  the Corporation
or  any  of  its  stockholders  for  monetary  damages for any breach  of
fiduciary duty as a director, except for liability  (i) for breach of the
director's duty of loyalty to the Corporation or its  stockholders,  (ii)
for  acts  or  omissions  not  in good faith or which involve intentional
misconduct or a knowing violation  of  law, (iii) pursuant to Section 174
of the GCL or (iv) for any transaction from which the director derived an
improper personal benefit.  Any repeal or  modification  of  this ARTICLE
NINTH  by the stockholders of the Corporation shall not adversely  affect
any right  or protection of a director of the Corporation existing at the
time of such  repeal  or  modification  with respect to acts or omissions
occurring prior to such repeal or modification.

          (3)  Neither the amendment, change,  alteration  nor  repeal of
this ARTICLE NINTH, nor the adoption of any provision of this Certificate
of  Incorporation  or the By-Laws of the Corporation nor any modification
of law, shall eliminate or reduce the effect of this ARTICLE NINTH or the
rights or any protections afforded under this ARTICLE NINTH in respect of
any  acts  or  omissions  occurring  prior  to  such  amendment,  change,
alteration, repeal, adoption or modification.

          TENTH:   The Corporation reserves the right to repeal, alter or
amend this Certificate  of  Incorporation  in the manner now or hereafter
prescribed  by  statute.   No repeal, alteration  or  amendment  of  this
Certificate of Incorporation  shall  be  made  unless  the  same is first
approved  by  the  Board  of Directors of the Corporation pursuant  to  a
resolution adopted by the directors then in office in accordance with the
By-Laws and applicable law and thereafter approved by the stockholders.

          ELEVENTH:   The Corporation  has  elected  to  be  governed  by
Section 203 of the GCL.

<PAGE>



          IN WITNESS WHEREOF,  the  Corporation  has caused this Restated
Certificate of Incorporation to be signed by its President  and  attested
to by its Secretary.

                              NFO RESEARCH, INC.



(Corporate Seal)         By: /S/ WILLIAM E. LIPNER
                                   William E. Lipner
                                   President



ATTEST:



/S/ STEVEN J. GILBERT
Steven J. Gilbert
Secretary










                            NFO RESEARCH, INC.
                                EXHIBIT 11
              COMPUTATIONS OF NET INCOME PER COMMON SHARE
             (UNAUDITED, IN THOUSANDS, EXCEPT PER SHARE DATA)

<TABLE>
<CAPTION>

                                           THREE MONTHS              NINE MONTHS
                                       ENDED SEPTEMBER 30       ENDED SEPTEMBER 30
                                           1996     1995         1996         1995
<S>                                 <C>          <C>        <C>           <C>   
PRIMARY:

 NET INCOME                          $     2,475 $    1,782   $   6,416      $ 4,795
                                          ======     ======      ======       ======
 WEIGHTED AVERAGE SHARES OUTSTANDING      10,213      9,419      10,159        9,375      
 DILUTIVE STOCK OPTIONS                      513        288         485          250
 OTHER COMMON SHARES EQUIVALENTS              33         33          33           33
                                          ------     ------      ------       ------
                                          10,759      9,740      10,677        9,658
                                          ======     ======      ======       ====== 
 PRIMARY EARNINGS PER SHARE           $      .23  $     .18    $    .60      $   .50
                                          ======     ======      ======       ======

FULLY DILUTED:

 NET INCOME                           $   2,427   $  1,759     $   6,271     $ 4,727
                                          ======     ======      ======       ======
 WEIGHTED AVERAGE SHARES OUTSTANDING     10,213      9,419        10,159       9,375
 DILUTIVE STOCK OPTIONS                     513        340           493         335
 OTHER COMMON SHARES EQUIVALENTS             33         33            33          33
 CONTINGENT SHARES                          135         29           135          29
                                          ------     ------      ------       ------
                                         10,894      9,821        10,820       9,772
                                          ======     ======      ======       ======
 FULLY DILUTED EARNINGS PER SHARE    $      .22  $     .18    $      .58     $   .48
                                          ======     ======      ======       ======

</TABLE>


The earnings per share and share data reflect the three-for-two stock split
effected on February 5, 1996.



<TABLE> <S> <C>
                        
<ARTICLE>                                             5
<LEGEND>
This schedule contains summary financial information extracted from the
financial statements contained in NFO Research, Inc.'s report on Form 10-Q
for the quarter ended June 30, 1996, and is qualified in its entirety by 
reference to such financial statements.
</LEGEND>
<MULTIPLIER>       1,000      
                              
<S>                            <C>
<PERIOD-TYPE>                 9-MOS
<FISCAL-YEAR-END>                           DEC-31-1996
<PERIOD-END>                                SEP-30-1996
<CASH>                                            3,367
<SECURITIES>                                          0
<RECEIVABLES>                                    22,923
<ALLOWANCES>                                        138
<INVENTORY>                                           0
<CURRENT-ASSETS>                                 29,394
<PP&E>                                           15,771
<DEPRECIATION>                                    5,427
<TOTAL-ASSETS>                                   90,895
<CURRENT-LIABILITIES>                            18,898
<BONDS>                                           4,991
<COMMON>                                            102
                                 0            
                                           0
<OTHER-SE>                                       63,118
<TOTAL-LIABILITY-AND-EQUITY>                     90,895
<SALES>                                          76,588
<TOTAL-REVENUES>                                 76,588
<CGS>                                            33,409
<TOTAL-COSTS>                                    64,326
<OTHER-EXPENSES>                                    138
<LOSS-PROVISION>                                     10
<INTEREST-EXPENSE>                                  321
<INCOME-PRETAX>                                  11,803
<INCOME-TAX>                                      5,387
<INCOME-CONTINUING>                               6,416
<DISCONTINUED>                                        0
<EXTRAORDINARY>                                       0
<CHANGES>                                             0
<NET-INCOME>                                      6,416
<EPS-PRIMARY>                                       .60
<EPS-DILUTED>                                       .58
        

</TABLE>


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