Founded in 1955 by Leo J. Shapiro. LJS started as a market research firm grounded in principles of social science and behaviorism developed at the University of Chicago, where Leo received his Ph.D. in Sociology. George Rosenbaum, the firm's first employee, received his M.A. in Sociology at the University of Chicago. In its first 20 years of operation, LJS helped pioneer many of the public-opinion survey and market research methods in common usage today.

As the firm’s reputation grew, businesses and organizations that had never used market research before began approaching LJS about using behavioral research to help them understand their various audiences and constituencies. Attorneys hired LJS to do research on jury decision-making. Religious organizations hired us to understand the spiritual needs of different communities and neighborhoods. Real estate developers hired LJS to conduct impact studies and to identify sensitive public issues. Retailers hired us to study the most effective layout for a grocery store and to find out what the public wanted or needed in the way of new products and services.

The reason such disparate groups began hiring LJS is that virtually everyone who did so acquired knowledge that gave them an edge — an edge that was not lost on their competition. Every business has customers. Every organization has members. Every government agency serves a segment of the public. Gradually, LJS became known not only for the quality of its research, but also for the creative ways in which it applied social science research methodologies to unearth vital information about any group, audience or constituency.

As LJS grew, so did its ability to help businesses and organizations understand the implications of their decisions for the future. And because of the forward-looking nature of its work, the firm found itself at the forefront of many significant marketing and retailing trends. Research done for iconic American brands such as McDonald’s, Kimberly-Clark, Coke, Wrigley and many others has had a profound impact on how these businesses evolved, as well as the shape and character of American merchandising.