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James H. Nelems
James H. Nelems
President & CEO
B.S. and M.S.C. degree in Marketing
(minor: Marketing Research) from The University of Alabama, 1962/1963
Founder and President,
THE MARKETING WORKSHOP, INC., 1972 - present
Also owner and founder of subsidiary research firm,
Compass Marketing Research, 1980 - present
Director of Marketing Research,
Henderson Advertising Agency
Research Analyst,
The Pillsbury Company, Minneapolis
Former Assistant Professor of Marketing,
Furman University
Former Adjunct Professor of Marketing,
University of South Carolina
Jim has authored over two-dozen papers on marketing research and has spoken at numerous research conferences.
A CASRO member since 1979, he authored CASRO's Data Collection and Data Processing Guidelines.
Atlanta's Marketer of the Year 2002.
Jim's research specialties are consumer packaged goods and litigation on intellectual property issues.
Mark Michelson
Mark Michelson
Senior Vice President
Over 20 years of senior-level marketing and research experience in both consumer and business-to-business markets. Mark is a specialist in product development, positioning, marketing strategy and communications research. He has conducted hundreds of multi-modal research studies worldwide for a wide variety of clients from Fortune 100 companies to local and start-up businesses.
Mark has extensive experience in qualitative and quantitative research methods and techniques including: Focus Groups, Ethnography, Usability Labs, On-site Intercept Interviewing, Web-Based Research, All types of surveys.
From study design through reporting, he works closely with clients to sharpen the focus and clarify research objectives to ensure the most effective results are achieved. Beyond report delivery, Mark brings a consultative approach to identify opportunities and solve complex marketing challenges by facilitating strategic planning sessions and senior level workgroups.
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He’s developed new products, services, facilities, branding and marketing programs for Procter & Gamble, Brinker International, H&R Block, Wal-Mart Stores, The American Cancer Society, Kimberly-Clark, Circuit City, Samsung, Mobil, GE, GM and a variety of other global brands.
Mark has experience across many industries including:
Advertising & PR
Associations
Automotive
Consumer Packaged Goods
Education
Financial
Grocery/Drug
Manufacturing
Medical/Healthcare
Real Estate/Property Development & Management
Services
Restaurants/Hospitality
Retail
Technology – Software, Hardware, Web, Telecom
Memberships
Secretary and Board of Directors, Qualitative Research Consultants Association
Founder, 1st President and Chairman, Mystery Shopping Provider’s Association
Member Marketing Research Committee, International Association of Exhibitions and Events
American Marketing Association
Mark is a frequent lecturer at universities and industry events and conferences including Marketing Research Association, American Marketing Association, The Exhibition and Event Association of Australia, IAEM Expo! Expo!, GlobalShop, Store Specific Merchandising and Marketing Conference, POPAI and many others.
Education
B.A in Advertising, University of Georgia, Grady School of Journalism
President/CEO, Michelson & Associates, Inc. - 1984-2005
Chairman, ShowIntell, LLC - 1999-2002
Qualitative Research Director, Focus on Food - 2005-2007
Applications
- New Product, Environment & Service Development
- Brand/Corporate Image (brand personality and equity, corporate identity)
- Advertising & Marketing Development
- Marketing Communication s Evaluations (advertising, promotions, support materials)
- Customer Service, Satisfaction & Loyalty
- Facilitating Strategic Planning Meetings
Carolyn Garfein
Carolyn H. Garfein
Senior Vice President
Carolyn brings more than 30 years of diversified marketing research experience from both the client and supplier perspective.
Bachelor of Arts,
Cornell University, Ithaca, NY, Social Psychology
Master of Business Administration,
California State University, Long Beach, CA, Marketing and Management
Executive Vice President,
Winona MRB, Phoenix, Arizona
Maritz Marketing Research, Los Angeles, California
Vice President & Regional Manager,
Automotive Division
Vice President & Division Manager,
Full Service Division
Vice President & Account Manager,
Houlahan-Parker Division
Vice President, Consumer Research,
Yankelovich, Skelly & White, Newport Beach, CA
Marketing Research and Promotions Manager,
Knott's Berry Farm, Buena Park, CA
Manager, Program Research,
National Broadcasting Co, Burbank, CA and New York, NY
Research Analyst,
Eric Marder Associates, New York, NY
Instructor,
Marketing and Management, Chapman College, Orange, CA
Member:
Executive Member, American Marketing Association
Board of Directors,
American Association of University Women, 1991-1995, 1997-1999, 2007-present
Lorri Sidoti
Lorri Sidoti
Senior Vice President
Has 25 years of experience in the marketing research industry. She has worked on the supplier, client and agency sides of the business, bringing all three perspectives to her research and marketing approach. She has accumulated extensive experience in survey research at Avon Products, Inc., Dancer Fitzgerald Sample, and Lieberman Research in New York. After moving to Atlanta, Lorri worked at Athaide and Associates and subsequently at Elrick and Lavidge as a senior researcher and has been at MWI for twelve years.
Lorri has experience in both qualitative and quantitative research encompassing all aspects of product marketing from new product development to reformulation of products to existing products; awareness, usage and attitude tracking; customer satisfaction; direct to consumer advertising; direct mail penetration; image research; advertising testing; concept name and product testing. Lorri’s experience extends to consumer, business to business, and includes research among traditionally different markets niches, such as physicians, CFO’s, and other segments.
She has experience across many industries including services, healthcare, utilities, pharmaceuticals, telecommunications, and package goods.
Education:
Bachelor of Arts, City College of New York
Graduated Magna Cum Laude
Continuing Education classes in marketing and statistics
Member:
American Marketing Association
Sherri Nelems Taylor
Sherri Nelems Taylor
Senior Research Manager
Joined the company in 1986 as an interviewer while completing her undergraduate degree at Georgia State University. After completion of her degree, Sherri worked at MWI as a Research Assistant until leaving to obtain her Master’s Degree in marketing from the University of Alabama.
During the years Sherri has worked for MWI she has gained experience in all research capacities as an Interviewer, Coder, Research Assistant and presently as a Senior Research Manager. These work experiences have enabled her to understand and administer all areas of the research process. While receiving her Master's Degree, Sherri also worked for a private business school in the area of finance and costing, which enriched her knowledge of job costing and bids.
Sherri is thoroughly versed in all areas of marketing research including concept, product, name, taste and package testing; awareness, trial, attitude and usage tracking; advertising testing; brand awareness and equity studies; customer satisfaction measurements; in-home use tests and market segmentation.
While Sherri’s experience covers a wide range of product and service categories, she has had extensive work in areas such as:
>> Consumer Packaged Goods
>> Restaurant and Food Service
>> Utility Companies
>> Telecommunications
>> Health Care
John Gordon
John Gordon
Vice President Information technology
John has been involved in the marketing research industry since 1984. Much of his career has been spent working with and managing MR data processing functions, including programming web, CATI and CAPI interviews; database development; DP/CATI training; and providing technical support in a variety of software applications and hardware platforms.
In addition, John has provided overall administration and direction of information technology since 1991. He has also installed and overseen the implementation, integration and usage of CATI and Web data collection systems; CATI Predictive Dialing Installations; and Web servers and other business applications.
John manages all of MWI's Internet and Telephony connectivity, the integration of additional devices and applications to monitor and control our Internet information flow, database and reporting development, and the management and development of MWI's websites.
In 2003, John added the responsibilities of information Privacy and Security and the further development of policies and procedures to protect and monitor information.
Education
B.S. in Information Systems, Oakland University, Rochester, MI
Microsoft System/Application Training and Development Courses
CISCO Training and Development Courses
CASRO Workshops
Speaker
Sawtooth Software's 1992 CATI Technology Conference
James H. Nelems.
Mark Michelson.
Carolyn Garfien.
Lorri Sidoti.
Sherri Nelems Taylor.
John Gordon.
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