Tom helps premium brands turn customers into fans.

He has over 20 years of experience in market research with expertise in new product development, UX, brand strategy, advertising development, and customer service. His collaborations with marketers and their advertising agencies have led to successful marketing campaigns including an Effie Award finalist campaign (for Farmers Insurance in the US) and a Telly Award-winning video training program (for Hilton Hotels).

With a focus on qualitative research, he has developed proprietary methods to evoke personal stories and customer experience insights. He delivers reports, creative briefs, brand architecture, and brand positioning documents that are custom-tailored to client organizations.

Early in his career, he worked in the entertainment industry as a freelance story analyst and film development executive. He later transitioned to advertising, spending 5 years in Brand Planning roles at leading agencies; DMB&B, RPA and DDB.

Writing and Speaking Experience:
Since 2020, Tom has been the Feature Editor and periodic author for the Industry Focus column in VIEWS, the quarterly magazine from the Qualitative Research Consultants Association (QRCA). Each article in this column takes readers through the latest trends and best practices in qualitative research within a particular industry, e.g., Pharma, Automotive, CPG, etc.

His other articles have appeared in publications including ADWEEK, Advertising Age and Quirk’s Marketing Research Review. He also blogs regularly here.

Tom has spoken to organizations including the American Marketing Association, the Insights Association, the Advertising Club of Los Angeles, and the QRCA.

Education:
Tom earned a B.S. in Marketing from the University of Illinois, at Urbana-Champaign, and earned an IAAS Certificate from the American Association of Advertising Agencies.