Jeff Shusterman is President of Majority Opinion Research. With 22 years of marketing research experience, Shusterman works closely with clients to solve marketing problems and make sound marketing decisions. Considered an expert in branding research, Shusterman consults across a diverse set of industries on brand development, positioning and equity to help companies maximize their impact in the marketplace. Widely recognized in the travel, automotive, and polling arenas, he also directly heads these niche specialties of the firm. Shusterman began his career as a marketing research analyst working with consumer packaged goods companies to track market presence and successfully bring new products to market; with restaurants to build desirable images and increase business; as well as with energy and communications providers to measure customer satisfaction and increase loyalty.
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Erica McMillan is the Director of Qualitative Services for Majority Opinion Research. McMillan maintains an actionable approach throughout the research process to ensure that objectives are clearly met and that the conclusions and recommendations made are on-point. The focus groups she moderates have an energized dynamic and incorporate a weave of projective techniques that delve down to the heart of the learning at hand. McMillan has the presence of mind to direct groups based on the moment-by-moment learning that occurs in the room, rather than simply following a written discussion guide. Her research skills are also utilized in conducting one-on-one in-depth interviews with consumers, business decision makers, physicians, and top executives. With a background in psychology, McMillan created the Tipping Point Catalyst™, to effectively research issues of a sensitive/controversial social or political nature. This structured technique of quantitative and qualitative assessments is used to achieve consensus between opposing factions on an issue.
Kyrce Culbertson is Director of Quantitative Services for Majority Opinion Research. He ensures that sample procurement, data collection and processing, and statistical services are performed to the highest standards. Having begun his career as a marketing research questionnaire programmer and moving through the ranks to become a senior manager, Culbertson has critical hands-on experience with all aspects of the research process from design through analysis and reporting. His personal approach to these tasks keeps each step of a project on track to achieve the ultimate analytical and marketing objectives of each engagement. Under his quantitative division, Culbertson personally performs the firm’s advanced statistical services for weighting polling data, market mapping, price modeling and economic impact modeling.
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Data Collection Manager
Data Processing Manager
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