214-712-7366

The Team

Michael Kassab MS

Consumer Insights Consultant
Marketing strategy, market structure and segmentation, shopper insights, innovation, next generation product development

Innovation Expertise
Author: Hot Matter, The Accelerating Curve of Human Innovation. redhotmatter.com

Methods of Expertise
Previous Head of Innovation, GfK North America, digital insights methods: Online qualitative research and digital ethnography, mobile “point of experience” platforms, eye tracking, brain wave / emotions monitoring, communities, social media analytics, and web behavior monitoring.

Next Generation product development
CPG, automotive, retail, website design, consumer electronics

Training
Marketing Sciences: University of Texas at Dallas- inferential statistics, multivariate methods and marketing models

Interests
Innovation, globe trekking, hot yoga [not ☺], food and cooking, Alaska, international chess, soccer

 

David Ditzenberger MBA

Consumer Insights Consultant
Business marketing strategies, category development, customer satisfaction, employee satisfaction, product testing, ad testing

Methods of Expertise
Online data collection with real-time reporting; Express studies – completed in under one week; product placements and in-home testing; mobile research conducted on smartphones; focus groups and other central location testing studies

Training
University of Texas at Austin, North Texas State University – Marketing, Business Statistics, Data Mining

Interests
Basketball, UT Football, youth sports, photography, cooking, Malcolm Gladwell, John Grisham

 

Krisandra Parsons MA

Consumer Insights Consultant
Marketing strategies, consumer segmentation, brand performance tracking, consumer marketing information systems (Excel based insights programs)

CPG and Merchandising Expertise
Product concept creation, prototype development and production, branding and communications, “go-to-market” strategies, and website / digital marketing

Methods of Expertise
Qualitative research: traditional and digital methods; Focus groups, “Shop alongs,” ethnography; Use of consumer forensic psychology to uncover needs, motivational drivers and other passion points; company culture branding

Training
Psychology: University of Texas at Austin, Texas A&M University

Interests
Globe trekking, fast cars, forensic psychology, UT football, making anything better

 

Ramona Sandoval MBA

Consumer Insights Consultant
Business marketing strategies, consumer segmentation, brand performance tracking, consumer marketing information systems (Excel based insights programs)

Methods of Expertise
Qualtrics insights platform: survey programming and data processing; online data collection with real-time reporting; express studies – completed in under one week; custom analyses/and models through Excel spreadsheet development

Training
Business Marketing Solutions: Southern Methodist University, Texas A&M University

Interests
Family gatherings [I’m always the host ☺], my cats, travel, golf

 

Haley Kassab

Consumer Insights Consultant
Pathway to purchase, “personas” development, new product testing

Methods of Expertise
Ethnographic productions – interviewing/observation, photography, video/filming, analysis and reporting

Training
International Relations, Marketing: University of Southern California, Marshall School of Business

Interests
International and metro cultures, cooking (truly a foodie ☺) globe trekking, hiking, sky diving and snorkeling the Great Barrier Reef

 

Lindsay Michael

Creative Insights Consultant
Website designs; brand advertising concepts, new product concepts

Methods of Expertise
Adobe Photoshop; original illustrations – drawings and vector art; video productions; photography

Training
The Art Institute of Pittsburgh

Interests
Cold brewed coffee, reading, dogs, nature

 

Stephen Johnson

Survey Insights Consultant
Survey programming: product testing, category / path to purchase, segmentations, brand tracking, customer satisfaction, consumer experience, ad testing

Methods of Expertise
Kinesis software platform: real time reporting, videos/images, sound, and “gamification;” mobile platforms; express studies – completed in on week; consumer sampling and panel management

Training
Online programming, questionnaire arrangement and flow design, data validation, knowledge of online sample representations

Interests
Family, boy/girl twins, golfing, bowling, running, travel, and Las Vegas

 

Sai Yeluru

Innovations Insights Consultant
Innovation trends across categories; venture capital portfolios; emerging technologies; NASA spinoffs

Methods of Expertise
Innovations research; Delphi technique; cross-category pollination

Training
Texas TAMS scholar

Interests
The future of humankind; behavioral economics; behavioral psychology