@GreenfieldConsultingGroup: Project Coordinator.
(WESTPORT, CONNECTICUT)
Supported Sr Project Managers in directing qualitative research projects both domestically and the UK, India, Mexico, Canada, Japan and China, among other countries. Served as a liaison between the client and moderators and managed all fieldwork related details, including overseeing recruitment, monitoring and approving facility charges. Participated in the development of a new online qualitative / quantitative technique able to capture a larger respondent sample more efficiently for focus group research. Interacted with clients and assisted in determining the best research design for Chanel, Reckitt-Benckiser, Tommy Hilfiger, Schwan’s, Wendy’s, Brown-Forman, Heineken, Federal Communications Commission (FCC) & Unilever.
Business Development Coordinator.
Supported the New Client Services division. Designed templates in Word, developed proposals in PowerPoint, edited images with Photoshop, interpreted and reformatted data in Excel, performed background research on corporations, updated fact sheets and case studies, in addition to video and audio editing. Worked on a new initiative with the head of the multicultural division to gain further insight into the Hispanic teen sector.
AD AGE: 'MOST INTERESTING MAN' CREATORS SPILL BEHIND-THE-SCENES SECRETS
Stories from agency and brand team members who were there from the very beginning of a campaign that is now widely viewed as one of the best ad efforts of the 21st century, rooted in our marketing research. "We had a consumer segmentation study and the target segment was 'monsters' -- young guys who go out A LOT, and drink A LOT and don't care what they drink. This was the insight that informed "I don't always drink beer" line. The line was controversial internally, but it was rooted in consumer truth."
CONTINUUM innovation case study: creating new packaging for a classic product
The leading dairy manufacturer partnered with us to design a squeezable container that met consumers’ needs and expectations and did not compromise the quality and consistency for which the brand is known. The team began by visiting families in their homes, and sitting down with them at taco dinners to observe real customer interactions and gauge their expectations. More than a free meal, this research method proved highly effective in getting authentic feedback about what mattered most to Daisy’s consumers. The team experimented with a range of materials for a container and cap that could dispense sour cream in differing amounts with both ease and control.
FORBES: World's Most Powerful Luxury Brands
To rank the brands, market research company Millward Brown (parent company of Greenfield Consulting Company) used the BrandZ database of its parent company, WPP, which owns several marketing, advertising and public relations firms, among others. Some brands on the list are clients of WPP's companies, but the database is the world's largest repository of brand equity data and includes interviews with more than 1 million consumers globally. Consumers were asked about their loyalty to each brand and also about their attitudes toward the future of the brand.
COLGATE SCENE: ANDY GREENFIELD – A SERIAL ENTREPRENEUR
Andy Greenfield started Greenfield Consulting Group (GCG), a qualitative marketing research business, at a time when no one had successfully built a company in this category with any size or breadth to it. He sought out to “try to hire people who are better than you, who challenge you, who have skills you don’t.” The “hire heavy” strategy resulted in Greenfield Consulting Group becoming the largest and most successful qualitative research company in North America. In the spring of 1993, he created Greenfield Online, the world’s first platform for online marketing research. In May of 1999 (six months before the first Internet bubble burst), Andy sold Greenfield Online to a private equity group. It was then taken public, and subsequently purchased by Microsoft. In 2002, he sold Greenfield Consulting Group to WPP, the world’s largest advertising and marketing information company, continuing to serve as CEO until 2009.