Market Force Information Elects Karen Larsen and Frank J. Williams to its Board of Directors

BOULDER, CO (July 14, 2006) — Market Force Information, Inc., an emerging Customer Experience Information company, announced today that Karen Larsen and Frank J. Williams have been elected to the company's board of directors, both as independent directors.

“Market Force was formed with the mission of building a unique information company that provides retailers and manufacturers with reliable and actionable information about their customers’ store-level experiences. The company’s growth strategy is to acquire mystery shopping companies and invest in technology to further enhance the value and utility of the information it provides to clients.

Ms. Larsen is senior vice president and chief marketing officer for First Data Commercial Services, a $3.8 billion business unit within First Data Corporation (NYSE: FDC). Ms. Larsen joined First Data in 2001 and was previously vice president of global marketing and business development for First Data ValueLink, the merchant-issued gift and spending card business unit within First Data. Larsen serves as an expert speaker on the payments industry. Recent appearances include the National Retail Federation, National Restaurant Association, and Incentive Marketing Association.

Mr. Williams is chairman and chief executive officer of The Advisory Board Company (NASDAQ: ABCO) which provides best practices research and analysis focusing on business strategy, operations and general management issues to the healthcare industry. Earlier in his career, Mr. Williams served as President of OnCall Healthcare Communications and was a consultant at Bain & Company

Commenting on the announcement, Karl Maier, Market Force’s chief executive officer and director said, “We are pleased to welcome Ms. Larsen and Mr. Williams to our board. With their relevant industry knowledge, leadership and extensive business experience, they will be valued advisors to our company as we execute upon our growth strategy.”

About Market Force

Market Force Information, Inc. is an emerging provider of store-level, customer experience information for retailers, restaurants, consumer packaged goods companies and the financial and hospitality communities. Market Force’s strategy is to acquire mystery shopping companies and invest in technology to further enhance the value and utility of the information it provides to clients. Founded in 2005, Market Force is headquartered in Boulder, Colorado with operations in Atlanta, Georgia. Investors include Centennial Ventures, Boulder Ventures and Vista Ventures. For more information, visit www.marketforceinfo.com