VisualCV

MODERATOR / QUALITATIVE / QUANTITATIVE MARKET RESEARCH ANALYST

Objective is to support creative teams and their advertising campaigns through qualitative and quantitative data collection and analysis

Strengths are:

• Increasing client loyalty and growing customer base
• Designing, conducting studies, presenting findings about brand awareness, appeal, messaging and promise by customer segments
  • Brand awareness, competitive set, leading attributes, promise
  • Image and copy testing – alignment or dissonance with positioning, messaging, calls to action
• Sharing excitement and knowledge of latest market research methodologies and tools with internal clients, advertising agencies, and product and brand managers
• Managing clients, staff, and vendors gained from conducting over 10 online focus groups and bulletin boards, 50 shop-alongs, 500 focus groups and 2000 interviews for more than 100 clients.

PROFESSIONAL EXPERIENCE

President

KATHY FLAMENT, Annapolis MD 2009 to present

Independent contractor to design and conduct secondary research, online and in-person focus groups, interviews, observational research.  Advise, edit and write reports in PowerPoint, Word.  Clients include public interest groups, advertising agencies, market research firms, management consulting firms, brand and product managers

• Bring participants to life so much that they drop pretense, become intensely engaged, and feel compelled to reveal wishes, fears, and reasons behind their values and behavior using online and in-person bulletin boards, blogs, focus groups, interviews, ethnography
• Identify and manage subcontractors for qualitative and quantitative projects

Studies include

·        Reaction to concept (image, logo, copy) for anti littering campaign aimed at heavy litterers

·        Effectiveness of outreach campaign to move new customers from awareness through evangelism for non-profit educational organization

·        Customer satisfaction study among physiologists, nurses for CPAP machines

·        Concept study of new vaccine among pediatricians

Manager of Qualitative Research

NAHB Research Center – an independent subsidiary of the National Association of Home Builders

Upper Marlboro MD • 2003 to 2009

Designed studies using qualitative and quantitative tools.  Studies introduced new products and materials, gauged brand awareness and appeal, fed branding campaigns, refined messaging and attribute clusters by segment

·        Grew qualitative practice from $25,000 to $1M

·        Instituted practice of conducting focus groups, interviews at annual conferences

·        Added capabilities of observational research, website usability testing, online focus groups, bulletin boards

Studies included:

·        Concept testing and comparison of copy, image, trailers and spots for brand strength by customer segments – first time, move-up and luxury buyers

·        Postioning array of top brands of building materials to map product category and price-point openings

·        Alignment of brand, promise and new product offerings within production and custom builder segments

President

FLAMENT ASSOCIATES, Newton MA, Westport CT • 1992 to 2003

Clients used findings to 1) acquire companies 2) asses possibility for new entrants to marketplace 3) gauge brand appeal and position among teen and adult consumers and commercial customers in Fortune 100 companies

·        Founded and operated company to serve as vendor to management consulting and market research firms

·        Spoke at market research conferences and was guest lecturer at Boston University

·        Vetted and trained vendors for food and beverage study in Brazil, Mexico, Poland, Turkey, and Venezuela

Studies included:

·        Brand management for merger of two banks into one, customer retention by retail, commercial segments

·        Customer satisfaction and loyalty tracking for financial services

Research Assistant, Marketing department, Graduate School of Management

Northeastern University, Boston, MA • 1989 to 1991

·        Managed study groups, conducted secondary research, up-dated hypermarket data base

·        Assisted analysis of survey data about banking new product acceptance using SPSS

EDUCATION / TRAINING

·        MBA in International Marketing, Market Research, New Venture and Product Development

Northeastern University, Boston, MA           

·        BA in Foreign Languages: French • Spanish • German

Barat College, Lake Forest, IL         

·        Specialized Moderator Skills for Qualitative Research Applications, Effective Questionnaire Design

Burke Institute, Cincinnati, OH

·      Business Statistics using SPSS v 17 – Anne Arundel Community College (Independent study Winter 2009)

PROFESSIONAL AFFILIATIONS / SPEAKING ENGAGEMENTS

Marketing Research Association since 1996

Featured Speaker at Best Practices for New England Chapter

Featured Speaker at International Builders’ Show

Facilitator for Board Meeting of Steel Framing Alliance

Facilitator at Electronic Lifestyles® Conference of Custom Electronic Design & Installation Association (CEDIA)

Contributed Book Review to Alert magazine published by Marketing Research Association about commercial ethnography

My objective is to join a team of analysts in private or public organizations to bring insight to their constituencies