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Sundlight Market Research & AnalyticsFounder & Director
Oct. 2022Independent consultant/analyst focused on using data and facts to reach objective conclusions about a business situation and course of action. Conduct custom projects encompassing a variety areas: PROPRIETARY RESEARCH Brand Fitness: Quantitatively evaluate the health of your brand's image and key competitors. The technique can... 1. Identify the most and least desirable components of brand imagery in a category 2. Quantify consumers’ perceptions of the imagery associated with each brand in a category on multiple dimensions, e.g., performance, perceived users, psychological motivations, etc. 3. Identify dimensions for imagery differentiation. Evaluating Brand Assets: Brands often use sensory properties (“assets”) in marketing to create mental shortcuts, e.g., Nike's "Swoosh". This tool quantitatively measures associations between brands and assets in a category. What do you own? What is weak? Or mis-associated? This tool can address these questions efficiently and cost effectively. PRIMARY MARKET RESEARCH: Concept/Idea Evaluation, Tracking Surveys, Attitude & Use Studies, Pricing Research, Consumer Segmentation, Discrete Choice/MaxDiff Studies, Customer Satisfaction Surveys and more. ANALYTIC EXPERIENCE: Nielsen/IRI Sales Data, Nielsen/IRI Panel Data, Prime Prospect Identification (omni/MRI/Simmons), Copy Testing, New Product Forecasting/Evaluation, A/B Creative Testing, Advanced Statistical Analysis Capabilities. SUBJECT MATTER EXPERTISE: Evaluating Marketing Effectiveness, Brand Image Management, Brand Portfolio Management, Global Branding, Trust and Branding, Line Extension Effectiveness, Sponsorship Effectiveness, Emotion in Advertising, Product Improvement Impact, Copy Testing, Gatekeeper Marketing. Highly awarded for impact on businesses including success on brands like Extra, Aleve, Pearle Vision and Jack Daniel’s. Can accommodate small-scale data analysis to large scale market research/analytic projects. Nothing is too small. Just ask.
Energy BBDODirector of Marketing Science (EVP 2015-2022, SVP '99-'15)
Dec. 1999 - Oct. 2022Chicago, ILAnalyze and/or generate quantitative data to support business decision-making and marketing strategy development across clients and new business prospects. Extensive and proven track record of helping grow sales across a wide range of brands in the US and internationally (received multiple Effie and ARF Ogilvy awards for research leading to highly effective advertising). Supervise a team of 2-4 direct reports. SPECIFIC RESPONSIBILITIES A. Actively participate in business/marketing strategy development teams. 1. Business problem identification. Analyze existing data and/or conduct primary research to define what consumer issues marketing needs to address to improve sales trends. 2. New product development and opportunity evaluation. Been a key member of teams that helped clients launch some of their most successful new products. Responsible for research and analytics to identify opportunities, forecast sales and determine whether project meets necessary hurdles to achieve in-market potential. B. Evaluate marketing effectiveness. Develop measurement plans, determine whether objectives were met, quantify impact of marketing and use learning to improve future plans. C. Command of quantitative analytic techniques and serve as resource for these needs to other agency staff 1. Proficiency with statistical techniques and their application (factor analysis, cluster analysis, discriminant analysis, correspondence analysis, time series regression, log linear models, conjoint/discrete choice) 2. Proficiency with statistical processing programs such as SPSS and SAS 3. Analysis of sales (Nielsen/IRI) data and general business analysis 4. Survey tracking 5. Understanding of consumer panel data 6. Experimental design expertise 7. Commercial testing: ARS, Millward Brown, Ameritest etc. D. Primary resource for executing and analyzing BBDO proprietary research techniques. Expert in Brand Image evaluation. E. Member of agency Executive Leadership Team
Energy BBDOVP, Associate Research Director
Jan. 1997 - Dec. 1999Energy BBDO
Energy BBDOResearch Supervisor
Jan. 1994 - Dec. 1997Chicago
Energy BBDOSenior Research Analyst/Research Analyst
Jan. 1991 - Dec. 1994
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