Some of the independent consultants said the aggregator model, which is what Jaywalk provides, is more cost-effective and allows them to switch research providers more often and more easily.
But Bank of New York 's (nyse: BK - news - people ) BNY Jaywalk unit emerged as the surprise front-runner among the pack, signing on with seven of the ten firms.
The first is the fact that city planners would place a bus-stop nearly half a mile from a crosswalk and not expect people to jaywalk to get to the other side of the street where their homes were located.