214-712-7366

The Team

Michael Kassab MS, MA
Insights Consultant

Consumer Insights
Marketing strategy, marketing opportunities, shopper insights, brand strategy

Innovation and Growth Strategies
Author: The New Consumer Value Equation, “White Space” development, next generation product platforms

Research Methods/ Expertise
Customer journey mapping, market structure/consumer segmentation. Digital insights methods: online qualitative research and digital ethnography, mobile “point of experience” platforms, communities

Training
CPG, automotive, retail, website design, consumer electronics

Training
Marketing Sciences: University of Texas at Dallas – Inferential statistics, multivariate methods and marketing models; International Business Studies

Interests
Innovation, globe trekking, organic farming (growing grapes, berries and other antioxidants), developing natural wildlife habitats, hot yoga, food and cooking

 

Ramona Sandoval MBA
Quantitative Specialist

Consumer Insights
Business marketing strategies, product concept testing, category A&Us, consumer segmentation, brand performance tracking, database marketing information systems (Excel based insights programs)

Methods of Expertise
Survey programming and data processing; Qualtrics, SPARQ, and Decipher; communities; custom analyses/and models through Excel spreadsheet development

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

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

 

Krisandra Parsons MA
Consumer Psychologist

Consumer Insights
Consumer needs; motivations and values; Personas; Brand culture; Drivers and barriers to brand adoption; Consumer journey mapping

Methods of Expertise
Qualitative research: Traditional and digital methods; Focus groups; Ethnography; Use of psychological frameworks to uncover the depths of consumer needs and motivations

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

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

 

Karin Hiltbrand MA
Consumer Psychologist

Consumer Insights
Consumer needs; motivations and values; Personas; Brand culture; Drivers and barriers to brand adoption; Consumer journey mapping

Methods of Expertise
Qualitative research: Traditional and digital methods; Focus groups; Ethnography; Use of psychological frameworks to uncover the depths of consumer needs and motivations

Training
Psychology: University of North Carolina
Licensed Clinical Psychologist
Certified Health Services Provider

Interests
21st century human/cultural/and digital trends, organic farming, yoga/health and nutrition, food/cooking, globe trekking

 

Travis Kassab BS
R&D/Engineering

Consumer Insights
Engineering and Sciences Business Strategy, Technology R&D, Marketing models

Methods of Expertise
Product development/R&D, user experience research, shopper insights, Data Analytics with R Programming, Multivariate statistical modeling

Training
University of Washington at Seattle – Materials Science and Engineering BS
Biomedical Devices research and development, Cleanroom fabrication of nanoelectronics with a focus in semiconductor physics and its biomedical application
Certificates: Inferential statistics, Statistical programming, Psychological Personality via online courses from Duke University and University of Toronto

Interests
Outdoor mountain activities, biking, Jiu Jitsu, yoga, the humanities (philosophy, psychology, remarkable literature, modern art), and the ethical development of technologies

 

Alexandre Allemand BS
Digital Strategy

Consumer Insights
Digital strategy, website optimization, UX/UI

Methods of Expertise
Website development, Word Press expert

Training
Fordham University New York, Nanterre Paris X – Marketing and International Trade

Interests
Philosophy, Languages, Wine, Jewelry design, Swimming, Gymnastics

 

Haley Kassab BA
Qualitative Specialist

Consumer Insights
Qualitative Research: digital platforms (communities, ethnography, point of experience on mobile) and traditional methods (in-home, shop along, focus groups, depth interviews)

Methods of Expertise
Ethnography, Personas development, Customer journey

Training
University of Southern California – International Relations, Global Business with a concentration in Marketing

Interests
Yoga instructor, primary education, organic farming, travel, artistic expression, cuisine, and the great outdoors

 

RESEARCH OPERATIONS

 

David Ditzenberger MBA
Quantitative Research Design and Execution

Operations
Market research operations (designing and implementing data collection methods, analyses and reporting plans)

Research Methods/ Expertise
Online data collection with real-time reporting; Express studies – completed in under one week; communities, mobile research, in-home testing, focus groups and other central location testing studies

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

Interests
Basketball, University of Texas football, youth sports, photography, cooking, Malcolm Gladwell, John Grisham

 

Stephen Johnson

Survey Programming/ Sampling
Survey programming, respondent engagement, sampling methods and resources, panel management

Methods of Expertise
Decipher software platform: real time reporting, videos/images, sound, and “gamification;” mobile and intercept platforms; SPSS data files; express studies – completed in one week

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

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

 

Dan Anders

Data Processing
Survey programming, respondent engagement, sampling methods and resources, panel management

Methods of Expertise
SPSS, Decipher, Qualtrics, UNCLE, SPARQ

Interests
Nature, U.S. Air Force, history, other intellectual pursuits

 

Megan Dane

Principal: Parker Pliny

Data Visualization, Infographics and Presentation Design
Transforms data into comprehensive and compelling presentations or visuals

Methods of Expertise
PowerPoint presentations, infographics, capability decks, and other marketing materials

Training
University of California at Davis, Bachelor of Arts in English. 10+ years’ experience in market research

Interests
Spending time with family, running, cooking, television, reading, sports

 

Kimberly Carlson

Consumer Insights
Qualitative research, shopper insights, coding, online/desk research

Methods of Expertise
Shopper interviews, coding open-ended responses, qualitative analyses, competitor profiling

Training
U.S. Census Bureau, Bechtel engineering corps., personal care

Interests
Family, photography, art museums, news/current events, cashmere, design objects, antique cars