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Consumer
In-Depth Interviewing
EXPERIENCE
During my extensive business career, I have been involved in a wide
variety of industries from coffee to footwear. I have held senior
marketing positions at major consumer package goods organizations
including General Foods and Kimberly-Clark. For ten years, I was
a Senior Vice President with the largest advertising agency in New
England. In that capacity, I was responsible for a variety of consumer
accounts including Colombo, CVS, FootJoy, Stride-Rite and Hood.
Also, I was the acting Vice President of Marketing for a high-tech
consumer start up that was funded by IBM. For the last twenty years,
I have been advising the senior management of the Titleist Golf
Division of Fortune Brands on topics such as: advertising, promotion,
new product development and packaging. Assignments in these industries
have given me an in-depth knowledge base, enabling me to approach
each consumer project with expertise and a broad perspective.
INTERVIEWING
APPROACH
As a seasoned professional, I am able to interact effectively with
consumers in a variety of product categories. I am confident in
my approach and understand how to communicate effectively with them.
Although my interviewing style with consumers is direct, this does
not prohibit the exploration of sensitive issues when needed. I
provide clients with honest and unbiased feedback about their current
operations, products, or services. Coming from the outside, I bring
a fresh approach to each assignment.
ASSIGNMENT
PREPARATION
Prior to each assignment, I am completely briefed by the sponsoring
company on all aspects of a client's operation and its unique products
or services. Meeting with senior personnel, I develop a complete
understanding of the key business issues to be investigated and
the special challenges that the firm faces in marketing.
REPORT CONTENT
After each interview assignment, the sponsoring company receives
a report detailing key findings, conclusions, and an action plan.
Observations are direct and specific. Recommendations come from
an in- depth knowledge of the assignment and are enhanced by practical
experience.
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