Transcript click to credentials presentation

RESEARCH POWERED BY
CREDENTIALS PRESENTATION
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Optimization Group Mission
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A Recent Winner!
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Who we are …
Optimization Group is a marketing analytics firm
that uses many advanced tools and
techniques….
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Traditional and on-line focus groups
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Traditional survey services (CATI and on-line)
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Text mining analytics
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Geographical Information Systems (GIS)
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Conjoint (trade-off) analysis
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Data mining and modeling
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Dashboard analytics
Who we are …
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…to help clients better manage their business
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Listening to the Voice of the Customer
Customer Retention and Acquisition
Managing Broker/dealer sales forces
New Product development
Branding/Naming programs
Market sizing
Objective Setting, i.e. establishing measurable
objectives
Our People
Our people come from two worlds:
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Technology “Automate and systematize complex data sets”
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Marketing “Make data and analyses work
in the real world”
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Systems analysts
Programmers
Database designers
Process engineers
Marketing research & consulting
Corporate brand management
Agency account service
Marketing & media database (applications focus)
Some of our Clients
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Our Global Experience
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US
Canada
Brazil
Mexico
UK
France
Spain
Poland
Italy
Germany
India
China
Australia
South Korea
Japan
Bio: Jeff Ewald
26+ years research experience
Founder and CEO of Optimization Group
Product management and research experience with General Mills and
Campbell’s Soup
Consultant on Volumetric Forecasting to major CPG firm
Research, account management and GM of J. Walter Thompson,
Detroit
B.A. in Music from Indiana University
M.B.A. from The University of Michigan
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Bio: Renee Cameron
25+ years research experience
Global Account Director of Optimization Group
Brand management experience with Federal Mogul
Research experience on client, agency and supplier sides (FederalMogul, J. Walter Thompson, Detroit and Burgoyne Information
Services, respectively)
B.A. in Psychology from The University of Dayton
M.B.A. from The University of Cincinnati
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Select Awards
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The American Marketing Association Award for Advertising Effectiveness
(“EFFIE”)
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Advertising Research Foundation’s David Ogilvy Award for Research
Excellence, 1994
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AME International Award for Advertising and Marketing Effectiveness,
1995
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ESOMAR’s John and Mary Goodyear Award for Best Paper Likely to Make
an Impact in Marketing, 2001
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Lawrence Technological University/Grant Thornton Leaders & Innovators
Award, 2008
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Advertising Research Foundation’s David Ogilvy Award for Research
Excellence, Grand Ogilvy Award, 2010
Select Publications
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Moskowitz, H.R., and Ewald, J. (2001). “Always On – Bringing market research down to the
development engineer, closer to the customer, and into the vortex of product development.””
Proceedings of the ESOMAR Congress, Rome.
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(Received Gold Award for Best Paper Likely to Make an Impact in Marketing)
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Hartmann, J., Moskowitz and Ewald (2003). “From Multi-country Concept Testing/Optimization
to Corporate Database and Beyond.” Global Cross Industry Forum.
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Moskowitz, H.R., Itty, Fink and Ewald (2003). “Deconstructing Automobile Messaging: Clues to
Brand Strategy.” The Journal of Database Marketing, 10:3, pp. 200-218.
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Moskowitz, H.R., Itty and Ewald (2003). “Teens on the Internet – Commercial Applications of a
Deconstructive Analysis of ‘Teen Zine’ Features.” Journal of Consumer Behaviour, 2:3, pp. 296
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Moore, P., Moskowitz, Rabino and Ewald (2005), “’Quali-Quant’ Research at the Development
Stage: Using Iterative, Small-Scale Conjoint Analysis to Explore/Refine Communications for a
‘New Age’ Car Dealer,” Innovative Marketing, 1:2, pp. 89-105.
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Beckley, J. Foley, Topp, Huang, Prinyawiwatul, ed. (2007). Accelerating New Food Product
Design and Development. Blackwell Publishing. Contributing author: Ewald and Moskowitz,
“Market Forces: The Push-Pull of Marketing and Advertising in the New Product Business,” pp.
103-122.
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Moskowitz, H.R., Saguay and Straus (2009). An Integrated Approach to New Food Product
Development. CRC Press, Taylor and Francis Group. Contributing author: Ewald, “Chapter 22:
Getting The Positioning Right: Advertising Planning.” pp. 387-399.