Jeff Shusterman
Co-Founder, President & CEO

With more than 30 years of solid marketing research experience, Jeff’s career has been built on working closely with clients to solve marketing problems, make sound marketing decisions, identify opportunities and track success. Considered an expert in branding research, Jeff has successfully consulted across a diverse set of industries on brand development, positioning, segmentation and equity to help companies maximize their impact in the marketplace. Jeff has worked 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; with healthcare organizations to rise in an increasingly competitive and regulated industry; with automotive manufacturers to design and price new vehicles; with tourism destinations to profile current visitors and identify ways to attract new ones; and, with energy and communications providers to measure customer satisfaction and increase loyalty. Highlights in Jeff’s career include leading niche specialty automotive and travel and tourism research teams, as well as leading one of the most accurate polling units in the country.

Erica McMillan
Co-Founder & Director of Qualitative Research

With more than 20 years of qualitative work under her belt, Erica maintains an actionable approach throughout the research process ensuring 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. Erica has the presence of mind to direct groups and in-depth interviews based on the moment-by-moment learning that occurs in the room, rather than simply following a written discussion guide. Knowing that every person in the group is there to represent a segment of the population that may possess unique and useful opinions, Erica is adept at managing group integration to lure options out of the meek, while keeping dominators from surpassing others.

Kyrce Culbertson
Director of Quantitative Research

Kyrce brings more than 25 years of expertise and strong oversight to our projects, ensuring that sample generation, 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, Kyrce 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. Kyrce was also an integral member of the company’s political polling unit, where his oversight of the data collection and processing, along with his accurate weighting of the data to reflect the electorate, gave us a solid advantage in providing extremely accurate predictive polling.

Genny Tuggey
Director of Insights & Strategy

Genny is a hybrid “marketer/strategist/researcher” with nearly 30 years of experience in building and growing B2B and B2C brands. Her expertise focuses on understanding and applying market research to business decision-making, leveraging the right research to connect consumers/customers and brands in the most compelling and profitable ways. At all stages of her career, Genny has been heavily focused on brand development and brand architecture in a variety of roles, as a moderator, facilitator, supplier, client and consultant, giving her unique insight into the roles and responsibilities around bringing great brands to market. Her passion lies in understanding the functional and emotional needs of customers and end users to help brands create value in ways that lock the competition out. Her talent lies in seeing and hearing what everyone else has heard and thinking something new.