Contributed to production of report findings from qualitative market research engagements. Synthesized research results into comprehensive, detailed analyses. Assessed and interpreted focus group participants’ perceptions in functional areas such as: message testing and word usage, benefits statements, stimulus review and naming. Proofed and copy-edited presentations, reports and proposals.
Drove global sales and market creation process for ATP Canada’s recently introduced PowerPoint-automation software, Rosetta Studio. Guided qualified prospects through sales cycle from initial engagement through trial phase to adoption of software. Educated prospective customers about the business benefits of report automation; created sales and marketing documents to facilitate promotional efforts.
Managed global research for west coast operation of branding strategy firm. Collaborated with lead consultant to scope research process, define project and screening criteria, and manage the supplier relationship and recruitment process. Selected preferred market research suppliers and facilitated development of network of international research partners; established preferred client status with two major research houses that resulted in notable service discounts. Costed research for sales proposals, negotiated and authorized all research expenditures, and reconciled research costs at the completion of each engagement.
Conduct in-store ethnographic fieldwork for consumer-insights research firm. Gather data on consumer preferences and shopping behavior using observational and ethnographic interview research techniques. Leverage real-time electronic surveying tools and recorded verbatim comments to audit consumers’ product preferences and shopping patterns.
Provided insight and guidance to technology vendors as they refined marketing, partnering and competitive strategies for selling and delivering software in an Internet economy. Conducted research and analysis on emerging trends in the business-solutions market; wrote syndicated market strategy reports and articles. Assessed competitive landscape and assisted vendors in refining their value proposition and defining meaningful return-on-investment (ROI) and benefits statements. Managed vendor-commissioned custom consulting projects and produced deliverables such as educational white papers and partnering landscapes. Led multi-client sponsored Web-based study on adoption of new types of technologies. Quoted in Wall Street Journal, BusinessWeek, ABCNEWS.com, and REUTERS; served as analyst reference for venture capital firms and the press.
Identifying and isolating weaknesses in current messaging and positioning
Pinpointing and sharpening primary product & services differentiators
Reworking communications to crisply articulate messaging
Tuning communications materials to address specific audiences such as customers or partners
Strategic marketing professional with more than ten years experience in market research, industry analysis and competitive intelligence. Focused expertise in assessing marketing challenges and designing research programs that yield actionable results and recommended courses of action. Adept at client relations, scoping project requirements, developing and executing project plans and liasing with client from project inception through completion.
Mapping industry landscape and competitors
Identifying primary intelligence gathering tactics and connecting and disseminating key data points
Developing SWOT analyses
Creating white papers, opinion pieces and presentations
Shortly after completing my undergraduate education, I began work as a paralegal at Covington & Burling's London offiice. I provided support to one of the firm's senior partners while he served as lead external counsel to an Italian apparel and accessories manufacturer during its lengthy legal dispute with two of its partners.
Determination of research content and practice direction
Identification of potential research topics and development of research plans
Development of screeners, survey instruments and discussion guides
Data gathering through ethnographic and traditional interviewing techniques
Creation of top line and in depth analysis and conclusions
Management of domestic and international research projects from inception to completion
Sourcing and ongoing management of supplier networks
Providing counsel on market-specific nuances and customs
Hands on management of ongoing fieldwork
Negotiation of pricing and contract terms