Welcome to Mizzouri
hang in there just a few seconds… we're worth the wait.
hang in there just a few seconds… we're worth the wait.
In fact, we encourage you to aggressively challenge what the market research industry tells you is...
Getting the answers you need to make business decisions should not be as slow, unreliable, or expensive as it is now. At Mizzouri, we’re proud members of Generation Flux — and we clearly see a market research industry that’s in desperate need of fresh new thinking. We’ve turned normal on its head. We’ve explored new business models and technologies (not to mention opportunities to disintermediate on your behalf). And we’ve created something truly disruptive in the process.
You can have brilliant and actionable research with global scale, incredibly fast speeds, and prices far below current market standards.
This is not about sacrificing quality.
Quite the contrary. At Mizzouri we’re smart about how we structure our business, how we leverage technology, how we produce our work, and how we assemble our team.
We launched Mizzouri to enable clients to commission the research they want – when they want it and the way they want to buy it. We give our clients the right information at the right time so they can make better business decisions, faster. We work with our clients, not for them.
And yes, we’re on a mission to disrupt the research industry.
Because the rules favour the industry, not the client. Because industry values are largely disconnected from clients’ needs. And, quite honestly, because this was an irresistible puzzle that we really wanted to solve.
After all, we've spent plenty of time on the client side - and nothing fuels disruptive innovation quite like frustration.
It was an unseasonably cold spring in London, England — and an unusually mild one in Nashville, Tennessee — when our three founding partners did something radical. They quit their jobs. They left Global COO, Board Director, and CFO roles with a mission to transform the market research industry because, quite frankly, they’d had enough.
Over the course of their careers they had all come to the conclusion that market research as it exists today should be staring extinction squarely in the eye. As former clients, they understood acutely how it feels to desperately need timely, accurate, and cost effective information to make business decisions. And after many years of asking, “why can’t we have that?” they came to a heady realization: the impossible isn’t impossible after all.
The ability to triangulate is a powerful thing when you’ve got an industry in your crosshairs. And these three like-minded dissidents have enjoyed a 360° view of market research while with firms such as Procter & Gamble, TNS, The Kroger Company, Ipsos, Price Waterhouse, Gloria Estéfan Enterprises, Chiquita, Kantar, and Reba McEntire’s Starstruck Entertainment. They have always espoused disruption when it benefits the consumer (which in this case is you, the client). And when it comes to research, they firmly believe you can have all three — great, fast, and inexpensive — when the business model is right.
Call them founders of the research logistics fan club.
It’s one thing to ask your day-to-day suppliers to change. To demand that an entire industry change is another thing altogether. It takes bravery for clients to demand change and, equally, it will take bravery to embrace a radically different market research business model. Are you willing to move as quickly as your intuition says you can? We hope so. You have business decisions to make.
What can we say? Amazon completely reframed our definition of retail. We love it that they started out focused on books and nailed that before creating a truly global marketplace. Actually, it’s hard to remember life without Amazon. We’re rabidly loyal. And who knows? They may save the US Postal Service while they pursue big ambitions for mobile payments and deliveries via drones. And the idea of turning London’s Underground ticket offices into click-and-collect pickup stations? Brilliant, we say.
One man’s trash is another man’s treasure. eBay gave us the ability to auction the shit we no longer find valuable to people who actually do, and they did it by using technology to bring the idea of collaborative consumption to the fore. Nasty Gal’s Sophia Amoruso is just one of scores of entrepreneurs who are grateful for the eBay launchpad. Which reminds us, we’ve got a snow blower that we never use any more, so if you’re interested…
Okay, maybe “cool” isn’t always enough to win top place in the market. But taking technology innovation and wrapping it in beautiful design so that it can go viral is brilliant. They have consistently created anticipation (and demand) by rationing new innovations. Apple taught us that simple is beautiful, and we all know that simple isn’t easy.
Though only around since 2008, these guys are well on their way to disrupting the global lodging industry. And the hospitality industry hates them (well, nearly as much as all those government agencies that rely on hospitality taxes). Their stats are nothing short of astounding: 9,000,000+ total guests, 34,000+ cities, 192 countries, 500,000+ listings worldwide, and if you’re counting, 600+ castles. Jeff Bezos, another one of our favourite disruptors, is an investor in this most prominent example of the Sharing Economy. They’ve used technology to reduce transaction costs, making sharing easier than ever. And they’re driving scale at a global level that no B&B (or VRBO for that matter) could ever dream of.
If we’re perfectly honest, what we really love about Kiva is that it takes capital away from the thugs corrupting so many geographies around the world. This microfinance marvel gives each of us the opportunity to change a life with a loan as small as $25. They’ve provided $519 million in loans so far (and counting) with a staggering 99.02% repayment rate. Grab a tissue if you plan to read a case study or two.
Build a better mousetrap and the world will beat a path to your door. And in today’s chaotic new business frontier, better mousetraps are popping up everywhere. In fact, no industry — let alone any company or brand — can afford to stand still.
We’re fascinated by disruptors. Those brave souls who’ve literally replaced industry incumbents, achieved hyper-growth, driven scale, leveraged new-to-the-world business models, cut out the middle man, and applied technology to fundamentally change the human experience.
We study them closely, and here are a few of our favourites.
A brilliantly disruptive idea that put Blockbuster out of business – though at one point a strategic decision nearly cost them their entire customer base. But they turned it around and are in a fierce battle against competitors who are much more frightening than Blockbuster ever was: Amazon, iTunes, and others. Netflix is rare in that they’ve adapted their business model and leveraged new technology to drive customer value. We’ll be watching this space closely.
Forget that “Google it!” is an indispensible call to action. We love any disruptor whose mantra is to be completely transformative or, in short, to go enormous or go home. And the company’s Google[x] experimental wing is exploring space-age technology that could turn healthcare on its head. Everything Google does is about massive disruption (though we’d humbly suggest they stay open to the fact that just because it’s from Google it isn’t necessarily better). But even as we type that, we realize it usually is.
Not much to say here, really, except that Spotify is just the latest in a long string of participants in the very public disruption of the music industry. After all, none of us will ever think about the concept of a personal music collection the same way again. We wonder where this story will end. Just in case, we’re keeping our eye on the new Beats offer.
We can just imagine the dozens – if not hundreds – of telecon executives shedding tears, pounding fists, and gnashing teeth over the stats: 430 million active users globally and more than 50 billion messages each day (which, for the record, rivals SMS levels). And these boys from Yahoo remained firm about no advertising and no gimmicks, no matter what the competition did. They were clearly onto something, because Facebook bought them for a stunning $19 billion. As for their growth over the last five years? Mark Zuckerberg put it nicely: “No one in the history of the history of the world has done anything like that.”
What Amazon did for retail Etsy is doing to align business interests with social and environmental responsibility. Actually, scratch that. They’re giving brick and mortar, online, and mobile retailers a run for their money even as they become one of only 521 Certified B Corporations. No question they’re leveraging technology and disintermediation to change the way independent, creative artists and curators take their goods to market. But they’re also driving incredible scale with more than 1 million active sellers worldwide (hawking over 20 million items), more than 30 million registered members, and $895 million in sales in 2012. Not bad for a company that’s only been profitable since 2009 and in existence since 2005.
Hands down. These guys were the earliest and remain the best, most successful crowdsourcing engine on the planet – and they’ve continued to evolve and increase their level of sophistication since Day 1. As for us? We can barely resist the allure of a Producer credit.
If you’ve already worked with us or have significant experience on the supplier side of market research, read no further. You already know that market research can be better, faster, and less expensive than it is today. But if you don’t believe it’s possible, stay with us for a moment. Keep an open mind. And understand that you’ll need to think outside the boundaries of market research for context – because you won’t find anything like it in the industry.
It’s easy to find better, faster, and cheaper solutions to just about anything now. Certainly more than any of us would have dreamed possible in the 1990s. The products we order from Amazon are exactly the same products found at any retailer, just less expensive and delivered straight to our respective front doors. The songs we download from iTunes are the same ones we’d find in a music store (had we not already stopped going to music stores) but cheaper, delivered instantly, and delivered on our terms. And with the likes of VEVO, Spotify, SoundCloud, and others on the scene, the music industry will continue its very public digital disruption while teaching a lot of other industries what not to do when under fire.
What we’re doing at Mizzouri is not rocket science. The model is smart and intuitive, but it hasn’t been leveraged in market research. It’s taken us years of working on the supplier side to fully understand why market research firms cannot and will not put these same principles in place. So we’ve done it ourselves, building a better mousetrap from the ground up.
We do love efficiency. And disintermediation, which originated in the banking industry in the 1960s, became an efficiency force to be reckoned with by the late 1990s. Very simply, it’s about cutting out the middleman and eliminating non-value add intermediaries in a supply chain. (When was the last time you used a travel agent?) In traditional research, every hand-off across the lifespan of a project is an opportunity for mistakes, and each hand-off adds time and cost. Not only that, every time a research project moves between different supplier entities – or simply from one business unit to another within the same research firm – it gets taxed with an incremental dollop of profit. For example, a large global research firm fielding a quantitative study in three global markets sources respondents from the same sample providers that we use at Mizzouri. But the internal department responsible for finding sample must make a profit, so they mark up the external supplier’s cost. Then each of the countries executing the research marks up those costs again. And the country originating the project marks things up yet again. Clients don’t get better sample in this model, but they certainly pay a lot more for it than they need to. The Mizzouri model doesn’t include middlemen. And with fewer links in the chain, we can reduce the risk of errors, deliver results faster, and reduce costs dramatically.
At Mizzouri, we thoroughly enjoy helping our clients navigate from A to Z. We just don’t believe we need to stop at all 24 letters in between to get there.
Toyota usually gets credit for pioneering this process transformation, but the origins of just in time (JIT) inventory trace as far back as Eli Whitney and Henry Ford. The model focuses on making sure a business has exactly what it needs but only when it needs it – thereby avoiding the carrying costs and increased prices associated with extra inventory. At Mizzouri, we’ve created our internal systems and processes with this in mind. We have a deep global pool of talented researchers, industry thought leaders, marketing experts, and business professionals. And they’re all enrolled in our variable compensation model, so when they’re not working on projects they’re not part of our cost structure.
This model is a proverbial win-win. It provides our experts with far greater flexibility and financial upside than they’d find in a typical corporate environment. And our clients love the model because it gives them access to top industry talent around the globe (and we mean really top talent) without having to pay the “inventory cost” associated with having great brains on our bench.
The same goes for technology. At our disposal are the most advanced and innovative technology solutions available, but we choose not to acquire the companies that have built and run them. We have strong partnership agreements in place, so our clients don’t pay for the overhead associated with holding and maintaining large technology platforms in-house. An additional benefit of this approach is that we’re not forcing these partners to change their own business models to meet our needs, which keeps them focused and affordable.
The idea is simple: deliver precisely the product or service that a customer wants, when he wants it. The model is equally simple: build a standard pre-assembly of core modules and leave the customized bits until the end of the assembly process. (And while you’re at it, use technology to drive down costs while adding warp-speed to supply chain coordination.) Call it mass customization or late stage differentiation. The point is that it speaks to a “customer of one” and takes Built to Order to a new level.
Who’s doing it? Dell and HP, for starters. Who isn’t? The automotive industry as a whole. And not surprisingly, the market research industry.
At Mizzouri, late stage differentiation is built into our process model, and we’ve created structures that are extremely flexible and scaleable. This enables us to design unique and tailored research solutions that have high quality and low cost built in from the very beginning. Our clients don’t pay for more than they actually need. Nor are they forced to buy standard, fixed products that are expensive because they haven’t achieved economies of scale. (In car parlance, imagine the expense incurred when producing a car to meet a demand that never materializes. The same is often true for proprietary, packaged market research products; “inventory” is expensive, and someone ultimately has to pay for it.)
Our core – our sample engine, survey engine, programming, data processing, technology, etc. – is part of one giant pipe from the very beginning. Customization is easy, whether that’s layering on qualitative, mobile, heat mapping, conjoint, 3-D virtual fly-throughs, or any other combination of methodologies. At Mizzouri, the opportunities for customization are virtually limitless.
Technologists are brilliant at what they do, and they’re able to deliver breakthrough innovation. They also require specific business models to deliver that innovation.
We don’t try to change them or their business models. Instead, we leverage their technology expertise while providing a bridge to the market research industry. We talk to them in their language, and you can talk to us in yours. We introduce them to a new industry, and we introduce you to breakthrough new ways to answer your business questions. Without question, we don’t chase technology for technology’s sake. We leverage it to solve problems you’ve never been able to solve before – or to solve them with dramatically higher quality and lower cost.
It’s not our strategy to acquire these technology specialists for a variety of reasons, not the least of which is that we want to keep them pure. They do what they love and you gain access to best in class thinking in an incredibly dynamic field. And because we’re not stuck with legacy systems, we can move nimbly to newer, better, and more efficient systems as they emerge.
We are a full service global research firm offering qualitative, quantitative, and quantilative research as well as research planning and consulting, training, and organizational development. We’re also a majority women-owned business.
What makes us different? For perspective, small research agencies and boutiques don’t have the time or capacity to deliver the breadth of capabilities required to meet 90% of a client’s research needs. So, they focus on niche offerings and (in most cases) deliver them very well. But this forces clients to know who can do what – and to work across a wide array of firms in order to meet their needs. And while many of the big guys have amassed the entire spectrum of research capabilities within their networks, those networks aren’t necessarily talking to each other. Moreover, they’re not financially incentivized to be methodologically agnostic, leaving clients to wonder if they’re really getting the best of the agency.
We’ve taken a very different approach. We’ve populated our Mizzouri River with top talent across a range of capabilities that we can leverage to meet nearly every client need across virtually every global geography. And this isn’t limited to traditional research. For instance, we deliver mobile surveys in developing countries, global video immersion and transcripted video databasing, 3-D animation and virtual fly-throughs for shopper research and store design, apps for updating and disseminating research findings to geographically dispersed client teams, and more. We have access to sample providers who can cover the majority of the globe. We’re quickly revolutionizing industry approaches to concept testing, advertising and communications testing, habits and practices studies, tracking, pricing and portfolio optimization, agent-based modeling, prediction markets research, gamification, and data visualization. We’re continuously improving the research tools and approaches our clients have historically used – and always through the lens of providing better, faster, more cost effective solutions.
We’re also passionate about mixed methodologies, and the number of possible combinations within our modular set of tools is virtually infinite. The key? Rapid and fluid customization, not a static suite of inflexible products.
After an exhaustive qualitative exploratory, our mobile accessories client began to suspect that a new segmentation model was emerging for the category. So, they asked us to quantitatively determine the size of the new segments – in a week, if we could.
We designed and executed a 10-question online quantitative survey with 1,000 demographically and geographically representative category consumers from a double opt-in panel. We delivered results in 3 days for $4,500.
Our film promotion client wanted to understand consumer reaction to a two-minute movie trailer and supporting poster, and needed both quantitative and qualitative feedback in order to optimize the creative.
We designed and executed a large base online qualitative (quantilative) study with 600 target consumers from a double opt-in panel. The study included time-coded heat mapping of the creative executions in order to deliver qualitative understanding as well as statistically significant data. We delivered results in 4 days for $8,500.
Our technology client needed new, more compelling packaging – and wanted to determine which of three design directions they should pursue based on appeal to their existing consumer segments. They also wanted to identify optimization opportunities, product pricing, source of volume, and a trade sell-in strategy.
We designed and executed a blended methodology with 600 target consumers from a double opt-in panel that included large base qualitative (quantilative), a traditional quantitative survey, conjoint, and category and packaging heat mapping. We delivered results in 25 days for $70,000.
Our energy client needed to understand US Hispanics for the first time – their category habits and practices, their media consumption patterns, and their response to three new product concepts vis-à-vis a key competitor’s product offering.
We designed and executed a blended methodology study in Spanish that included large base online qualitative (quantilative) and quantitative, including concept heat-mapping. We meticulously screened 600 respondents from a double opt-in panel to remove respondents accessing the study from other countries – a massive watch-out for all US Hispanic research conducted in the US. We delivered results in 40 days for $47,000.
Our artisanal baked goods client wanted fast but actionable consumer feedback to determine which of five new logo designs to pursue as well as the pros and cons of each.
We designed and executed an online qualitative study with 50 target consumers that included heat-mapping to indicate positive, negative, and confusing aspects of each design (as well as qualitative rationale for the ratings). We delivered results in 3 days for $5,000.
Our pet care client wanted to capture compelling consumer quotes to incorporate into a trade sell-in packet and that they could re-use over time for other initiatives.
We executed twenty, 20-minute filmed conversations with target consumers, and edited and transcribed the interviews before uploading to a searchable database where the client can create customized video clips and playlists for internal and external use. We delivered the research and the database in 21 days for $13,000.
Mizzouri is home to some of the most inspiring people in the industry. Renowned experts who also happen to be extraordinary catalysts for meaningful change. Researchers, marketers, storytellers, semioticians, ethnographers, cultural anthropologists, psychologists, statisticians, business analysts, sociologists, designers – all very senior and highly regarded in their fields. And in their free time they’re authors, sailors, rock climbers, marathoners, artists, skydivers, bloggers, skiers, designers, poker players, parents, grandparents, musicians, and guerrilla gardeners. There’s a reason you won’t find newly minted MBAs or junior researchers at Mizzouri: it doesn’t fit our business model. Well-trained senior experts are methodologically agnostic and help clients find answers to their business questions more efficiently and cost effectively. They bring tremendous passion and creative problem-solving skills to the party. They enjoy flexing their research intelligence to solve enigmatic business problems. And they love what they do. If you ask us, there’s a lot to be said for that.
Fearless Leader indeed – though, to be clear, she bears no resemblance to the principal antagonist in the 1960s animated series. Kristin is fearless when challenging the status quo and forging brave new business territories. And without question, she is an inspiring and gifted organizational leader. It’s no wonder. This McLean, Virginia native spent 13 years at Procter & Gamble in both marketing and research roles and left as a Director after leading teams of 50+ individuals, managing research budgets in excess of $30 million, earning a reputation as a turnaround maven, and deeply impacting a broader market research organization of nearly 1,000 members. She has held CEO and Global COO posts at Ipsos and Kantar TNS in both the US and the UK, is passionately client-centric, and steadfastly believes in the transformative power of timely business intelligence.
It’s not clear if her MBA from Georgetown University has anything to do with her ability to solve a Rubik’s cube with preternatural speed, but her spatial intelligence and problem-solving skills have helped more than a few clients. Ask her if she likes to cook and she’ll tell you it’s an onerous chore best left to others. She’d rather read voraciously, immerse herself in new technology, captain a sailboat off the coast of Africa, and maintain her ‘global citizen’ status (as well as her fluency in Japanese). And like her co-founders, Kristin is on a mission to transform the market research industry.
A rolling stone gathers no moss, they say. Stagnancy? Not even part of her vocabulary. But if Ali’s picked up anything over the course of her career, it’s momentum. And an unwavering belief that getting the right information into the hands of her clients has the power to inspire brilliance. A self-proclaimed Brand Junkie, Ali’s career has spanned market research, advertising, brand consulting, and marketing in the US and the UK for companies that include TNS, Ipsos, Foot Cone & Belding Advertising, The Kroger Company, Deskey, and Chiquita Brands International. She waxes poetic when recounting work for powerhouse brands such as Disney, Starbucks, Target, Microsoft, L’Oréal, eBay, and Lyft. She obsesses over storytelling and data visualization. She wryly admits she’s spent more money moving her cat across continents than moving herself, but figures there are far worse extravagances to be guilty of. (Like, say, exceeding her goal of visiting 20 distinct countries in a single year.)
And after a successful career helping inspire global brands, doggedly chasing piercing insights, and turning around troubled businesses, Ali revels in her role as CMO – where in addition to leading research she is responsible for the development of Mizzouri’s promise, offer, reputation, and unique customer experience. She is also the CEO of Zografia, Mizzouri’s full-service graphic design firm. All rumours that she’s also the company prankster are grossly exaggerated.
A quiet but powerful leader, Kim and her passion for the market research industry – and its reinvention – have inspired clients, her organizations, and agencies alike for more than 35 years. Hers is a mantra of quality. Of meaningful innovation. And of business impact. Over the course of her storied 30 years at Procter & Gamble, Kim delivered that impact to countless billion-dollar brands. She was one of the architects of the company’s Consumer & Market Knowledge organization, for which she was the global Vice President for seven years. And those who know Kim will tell you that her unparalleled dedication to growing and mentoring top talent has fundamentally changed the lives of those around her. (Not surprisingly, then, she galvanized a global account director programme that spanned 13 operating companies at Kantar, where she served as Chair of the Americas.) But don’t say we didn’t warn you. Kim’s demeanor belies a fiercely competitive nature – and she’ll gladly challenge you to a “friendly” game of HORSE in the driveway. This foodie and avid reader also speaks Spanish and French. And while she’s often tagged as “reliable,” we have it on good authority that Kim is not to be trusted to keep the canoe you’re sharing upright.
We love an over-achiever, especially when Innovation is her middle name. A Baltimore, Maryland native, Jill leveraged a B.S. in Chemical Engineering and an M.B.A. in Marketing & International Business to launch an impressive career – one that includes a 13-year stint at Procter & Gamble. When she left P&G, she had held senior North American and Global Consumer & Market Knowledge roles for multi-billion-dollar brands such as Tide, Gain, Downy, Always, and Tampax. But Jill started in Research & Development, where her innovations for brands such as Old Spice, Secret, and Sure keep us all smelling great under pressure. The packaging evaluation and optimization tool she helped create for Mizzouri (a big data beauty complete with conjoint, heat mapping, and large base qualitative) is Patent Pending.
“Bah!” she says; “That’s nothing compared to moving a family of five to Geneva” – where, we might add, we know for a fact she used her Chemical Engineering background to concoct dubious new recipes for her five young children. Her parents say she was stubborn as a kid. Jill contends that she simply wielded a titanic level of perseverance. You say tomato, we say…
Director of Operations
Sam was one of the first to raise her hand to say, “Guys, the world is changing so quickly that the market research industry is struggling to keep up. Really struggling.” She should know. She’s led teams from 10 to 400 in the industry, and she’s watched firsthand as external suppliers have stumbled – some never getting back up. But Sam’s a change agent, and she has mastered the art of driving client value over the course of her career at companies that include Ipsos, Kantar TNS, and Schlesinger Associates. To be fair, we take a certain pleasure in knowing that this small-town gal born in London, Kentucky moved to London, England (with three young children and a husband in tow, mind you) to help one of our founders turn around a troubled UK business. But we quickly give way to admiration. Because upon arriving on foreign soil with her brood, Sam discovered they’d have to spend more than a week with the five of them sleeping on one twin-size air mattress until they figured out how to take the train to IKEA. “Oh, that’s nothing. It was a great adventure and taught us that the important thing isn’t stuff, it’s spending time together.” To which we say, CHEERS!
Dr. Tim Renken
Tim is the latest thing in conjoint. Actually, we think he’s the only thing in conjoint. We get giddy when he talks about price elasticity. And we practically swoon when he quips about Hierarchical Bayes estimation. Tim has one of those brains that we adore – and are a little afraid of. He has deep experience in marketing research statistics, including discrete choice design, analysis and simulators, segmentation, forecasting, and multidimensional scaling and correspondence maps. And he’s applied his brilliance to business problems for clients in every sector imaginable, from media and entertainment to lotteries and gaming to packaged goods and everything in between. Just for fun we asked this award-winning photographer what he did last weekend. “Ah, I just wrote a little SAS IML code to estimate a new kind of choice model with the Gibbs sampler.” That Tim. He’s such a joker.
It’s not surprising that Katie is a stellar research practitioner given her professional (and personal) passion for objectivity. After starting her career as a biochemist for the Medical University of South Carolina, Katie spent nearly ten years at Procter & Gamble, where she had responsibility for all facets of market research. This is also where she honed her ability to render complex data into simple yet strategic and actionable business recommendations. Katie became recognized globally as one of P&G’s few shopper experts in the e-Commerce and Omnichannel spaces, and her unique brand of business tenacity delights clients to this day.
We find it hilarious that this travel buff and fun-seeker is also somewhat accident-prone. So, when we’re comparing notes after a long weekend, it’s always Katie we want to hear from first.
Christian joined Mizzouri after an inspiring 18-year career at Procter & Gamble, where he helped us all stay clean (and blissfully free of dust bunnies) thanks to his work launching Swiffer and his leadership on Tide, Pantene, Dawn, Lenor, Cascade, Iams, Ariel, and a host of other brands in the US, Belgium, and Switzerland. He has also lived in Singapore and Sweden, and this global explorer is addicted to podcasts like Stuff You Should Know, Radiolab, and Freakonomics. He’s like that. He treats his brain like a toolbox that he fills with random and seldom-used tools that will surely come in handy someday – and as it turns out, he’s gifted at pulling disparate but critical bits of information together for clients. We joke that he’s the Google engine of Mizzouri. Except that he does far more than just serve up answers. He serves up compelling business recommendations.
What’s the first word that comes to mind when we think of Stef? Brave. This renaissance woman spent 20 years in consumer insights at Procter & Gamble before joining Mizzouri – and on many occasions was the first (and only) to see an impending business issue and then fix it in a brave way. Her elegantly simple solutions have consistently delivered major results: doubling sales in one instance, turning around a five-year penetration decline in another…the stories are as consistent as they are numerous. Stef will be the first to tell you that research should be brave, even if that means asking questions we’ve never asked before because business growth always follows. Or as she puts it, there’s nothing to fear, and everything to gain. Born in East Germany near the Baltic Sea, Stef has lived and worked in Germany, France, Russia, Switzerland, and the UK. (She also happens to be fluent in German, English, and French and loosely conversant in Russian and Spanish. We’re going to work on her Pig Latin next.) Stef is also hysterically funny – though by her own admission, her sense of humour is often misunderstood. Which is why her friends and family ask her to make a W sign with her hands (witz being the German word for joke) before she launches into something “funny”.
Over the course of her six-year career at Procter & Gamble, Lauren didn’t just master brand-building fundamentals, learning plan development and execution, qualitative, and quantitative methodologies such as market mix modeling, in-store marketing testing, and media effectiveness tracking. She also leveraged her shopper expertise to lead adoption and deployment of a First Moment of Truth tool in North America that has helped P&G deliver with excellence in-store. And she rounded out her extensive work in P&G’s coffee and dish care categories by leading the company’s largest multi-brand effort at the 2012 London Olympics.
We expect a driven researcher like Lauren to be an over-achiever in all aspects of her life, and she certainly doesn’t disappoint. This mother of four, marathon runner, and certified yoga instructor has also trained and certified one of her dogs as a Therapy Dog. But for Lauren, all roads lead back to market research. Her husband is in market research (as are the majority of her friends), so dinnertime conversations often revolve around anticipated Purchase Intent lift based on optimized POS materials. What a rebel.
Beth is one of those rare creatures who’s just as comfortable on the left side of her brain as the right. She’s an experienced moderator, brand strategist, facilitator, and storyteller who also happens to be an expert working with scanner data and conjoint models. Beth spent eight years as the Vice President of Research and Analytics for Interbrand and four years as the VP of Innovation & Strategy at Ipsos. As a result, there are very few business questions she can’t find a way to answer. And even fewer answers that she can’t render in a beautiful, elegantly simple way – which she’s done for clients such as Bank of America, Visa, Microsoft, Starbucks, Walmart, Procter & Gamble, and John Deere. Yes, John Deere.
And while Beth runs marathons, plays tennis, and tortures herself with innumerable types of exercise at the gym, she is (by her own admission) a bit of a klutz. So, we’re never quite sure who’s going to win: Beth or the weight machines. Given the number of cuts, bruises, and black eyes we’ve seen over the years, we suspect the odds are statistically in favour of the machines.
Jennifer wields over 19 years of consumer insights and market research experience. She’s also an innovation junkie: ideation and front-end work, qualification, go-to-market strategy development, customer sell-in, portfolio management… Let’s just say she caught the innovation bug early and never let it go. She was famous at Procter & Gamble for taking on unpopular roles – diamonds in the rough, Jennifer would say – and turning them into wonderful roles. This isn’t surprising given that she loves to solve problems that beg for custom solutions. At P&G, she held North American and global roles in the US and Latin American roles while living in Panama.
This renaissance woman is a perennial surprise outside the office, too. Her urban farm features chickens and honeybees. She’s been known to hike pyramids with a toddler strapped to her back. And her party-planning prowess is legendary, spanning everything from Cupcake Wars to Cabernet-on-the-Curb gatherings. Yes, definitely Mizzouri material.
There are few things Carolina is more passionate about than translating data into insights, simplifying thinking to focus on what matters, and crafting stories that enable decision making. And she did it for more than 13 years at Procter & Gamble in both her native Caracas and London before joining Mizzouri. She wields strong technical research mastery as well as analytical and problem-solving skills – all of which make her lethally effective when it comes to category growth, brand building, shopper-based design, and data integration. Many of our running jokes revolve around her innocent language gaffes, and Carolina quips that often feels like Sofía Vergara on Modern Family. But nobody can throw a party like Carolina, who deftly channels her inner Martha Stewart (sans the insider trading scandal, of course).
Heather has done some pretty amazing things over the course of her 15-year market research career that got its start at Research International. She was one of the earliest employees at Priceline, and in her Director of Planning and Forecasting role she developed the forecasting tool for the company’s travel businesses – a model that Priceline used throughout its IPO and beyond. Clearly, the deep end doesn’t scare Heather. Give her a high-change, high-growth situation where she can have a tangible impact on the business and she’s a happy woman indeed. Her client list, which includes companies such as eBay, Yelp, and Groupon, is evidence of that mindset.
And all that desire for impact bleeds into Heather’s personal life, where she’s active at her children’s schools and with non-profit Cul2vate, which helps bring fresh produce to hungry families in Nashville. It’s frustratingly hard to find anything to tease her about. But then again, there was that time when Heather had to be rescued from the top of her toilet, where she’d been trapped for hours by a mouse on the floor that turned out to be nothing more than a tassel from her slipper.
Anouk is a behavioural scientist with more than 18 years of experience in both industry and academia market research – not surprising given she has a PhD in Behavioural Science, a master’s degree in Decision Sciences, and a BA in Cognitive Psychology. She obsesses over human-centred AI, the influence of technology on consumer behaviour, and emergence of new methods in data analytics. And she’s brought her passions to life when working for companies such as Procter & Gamble, Coty, and most recently as Director of Consumer Insights and Analytics at Wella. She’s keen to understand how new data sources and research approaches can be used to complement traditional market research – all because she wants to help her clients develop an intuitive understanding of human behaviour and empathize with their consumers to design superior products and experiences for them.
When she’s not connecting the dots and combining different data sources, you’ll find her in the mountains. She grew up in a ski resort in the Swiss Alps and loves skiing, hiking, and running. She has lived in the US and the UK, too, but is delighted to enable her kids to grow up in an area that’s so connected to nature. She also wryly admits that in addition to her ability to revive dead house plants and bake sourdough bread, she’s quite skilled at building Legos and assembling IKEA furniture.
Maria Antonietta Constantino
Maria Antonietta Costantino – whom we affectionately call MAC – joined Mizzouri with an impressive pedigree. Most recently she was the leader of consumer health consulting, market research, and analytics at IQVIA in Milan, where she developed global brand strategies, analyzed macro and micro market trends, developed consumer segmentation and marketing strategies, identified optimal shelf design, and uncovered the consumer journey. And she did this type of work for clients such as Sanofi, Alfasigma, Perrigo, J&J, Beiersdorf, Nestlé, Google, and others. But even more impressive are the 29 years she spent at P&G in Rome and Geneva leading global growth strategies and top EMEA initiatives, where she developed and executed game-changing growth strategies in Fabric Care, Oral Care, and other categories. To say that MAC is fanatical about strategy, insights, and brand growth is an understatement.
She holds a master’s degree in Human Biological Sciences as well as a lllooonnnngggg list of advanced training courses and certifications. Where will you find her in her free time? Running around the best places of ancient Rome (the Coliseum or the Appian Way, for example) or at her beach house, where her passion is to renovate and decorate. Well, when she’s not lying on the sand, of course. Equally impressive is the fact that she and her dog are training to do search and rescue missions, and she’s just been accepted for an advanced, multi-year training program. We’re all feeling a bit in awe…
Jaime wields 20 years of international experience in FMCG, food and beverage, and pharma working in R&D, market research, consumer insights, and marketing roles. During his 14 years with Procter & Gamble, he held several roles in multiple locations, including shopper marketing in Madrid, consumer insights in Geneva and Madrid, and R&D in Brussels. He served as Consumer Business Intelligence leader for Southern Europe for Johnson & Johnson working on the company’s top OTC brands as well as Neutrogena and Listerine. Jaime also continues his nine-year run teaching consumer behaviour topics for MBA and executive programs at the top international IE business school, where he acts as Academic Director for Masters in Market Research and Consumer Behaviour.
A native of Galicia, Jaime speaks fluent Galician, Spanish, and English and leverages basic fluency in French, Portuguese, and German. A very proud father of two, he’s most likely to be found playing with them (or playing badminton). Alternatively, you might find him on Spanish national radio explaining and predicting consumer behaviour changes, such as during the COVID pandemic. While the nation clearly understands he’s an expert, we think it’s hilarious that the running joke in his family is that nobody really understands what he does as a researcher – and the prevailing myths are that he’s the guy who spies on people when they buy groceries or the guy who works in a factory making Johnson’s Baby Shampoo.
Sandra is a dynamic leader with much experience in senior roles overseeing global markets, consumer products, and retail strategies through the lenses of market research, marketing, and sales. Most recently she was the Director of Consumer Analytics for Manor AG headquartered in Basel, Switzerland. While there she led the consumer insights and data science team to achieve a step change in consumer and competitive intelligence by redefining their framework of research, CRM analytics, and reporting. She worked closely with Beauty partners L’Oréal and Sephora to identify consumer paths to purchase, understand key purchase drivers, and optimize claims. Sandra also spent 14 years with Procter & Gamble in both Switzerland and Germany, where her work on Global Haircare kept us all looking great. In fact, her work on Pantene, Braun Beauty Appliances, and Braun Household Appliances earned her several awards, including the P&G Gold Award, the P&G Insight Award, and the P&G Recognition Share Award.
Sandra holds both a PhD and master’s degree in economics – which humbles all of us (along with the fact that she’s fluent in English, German, and French). And while she was born in western Germany and held several positions there over the course of her career, she ultimately moved to Switzerland for a new role and stayed – this time for love. She continues to reside in Geneva with her Swiss-French-German family, where, for the record, one of her favourite activities is dancing. (She’s even taken salsa classes.) But what we love is that she and her daughter regularly do YouTube dance workouts at home. Oh, to see that!
Hong Kong CHINA
Born and raised in Singapore, David has more than 25 years of B2C and B2B market research experience in Asia with clients such as S.C. Johnson, Matsushita, Sony, FedEx, Kraft Foods, LinkedIn, Johnson & Johnson, Nestlé, ExxonMobil, and more. He is deeply passionate about market research and his region (given its importance to so many global companies), and his visceral understanding of local culture and consumer habits is invaluable. A resident of Hong Kong since 1992, David is fluent in Mandarin, Cantonese, Taiwanese, and English. He’s also our go-to person for all restaurant recommendations in the region. So far? He’s earned a five-star foodie rating.
Sarah is one of those people we don’t come across very often: a master researcher who spent 14 years as an intrapreneur at Procter & Gamble. And without question, spending that much time in rarified upstream air for brands such as Pantene, Olay, Gillette, and Tide honed skills that so many of our clients need as they tackle innovation: new product development, business model creation, opportunity mapping, and delivery of consumer “wow”. Sarah is happiest when she’s creating breakthrough approaches to identify disruptive product and service ideas – and she’s just as comfortable in durable goods and healthcare as she is in consumer packaged goods. She’s also a highly creative and prolific writer and has been an Elite Yelper for more than five years. All of which leaves us scratching our heads. How is it possible that someone who can so clearly see the path to business success has such a notoriously poor sense of direction? Suffice it to say that we’re in charge of the maps on business trips.
There are many times when the magic in the data – when the truth of the consumer’s voice – can only be brought to life in video. And for that, clients need a gifted TV and Digital executive producer with expertise in scripting, development, producing and directing, and leading creative teams. That person is Jay. Born in Windsor UK in the shadow of the Queen’s castle, she resides in London (but longs for the sunshine, sushi, and smoothies of Los Angeles). We’re all a bit in awe of her career, over the course of which she’s been a Development Executive for the BBC, Betty TV, and ITV. She’s been a Series Producer for BBC One’s The Vanessa Show and SKY1’s Hotter Sex (on the heels of SKY1’s Naked in Westminster). And just when we thought it couldn’t get more interesting, Jay tells us she’s also been a Celebrity Booker for BBC’s Comic Relief 5 and has manned the Showbiz Desk for the Daily Mail. Her current clients range from The Prime Minister of the UK to RBS to Ogilvy to Stonewall to Mars. What makes her brilliant? Always having a Plan B for clients with smaller budgets. In her free time she watches movies, reads fashion blogs, and hangs out with horses. By her own admission she’s rubbish at singing and drawing, but she’s a bloody good horse rider, a brilliant conversationalist, and a very loyal friend. In short, she’s our kinda gal.
This international brand builder has spent her career focused on research and brand planning for clients such as Shell, PepsiCo, British Airways, Volvo, General Motors, HSBC, Santander, Danone, Cadbury Adams, Mandarin Oriental Hotels, Heineken, The Macallan Whisky, Famous Grouse, Highland Park, Jack Daniels (sensing a theme?), J. Walter Thompson Worldwide, and many others. And like all good qualitative researchers, she is obsessed with getting to grips with the hidden insight – with seeing the unseeable. But what we love most about Pamela is the diversity of her interests. This Liverpool native is a passionate Formula 1 fan and a car enthusiast in general. (She has an MGB GT V8 tucked away in her garage and once appeared live on BBC’s Breakfast to talk about advertising cars to women.) She filled in as a hand model while living in Hong Kong, she once sang back-up vocals for Samantha Fox, and she can spot Prosecco masquerading as champagne from a mile away.
Pamela speaks English, German, and Common Sense, and her clients are perennially amazed by the depth of business thinking she brings to the table – acumen she’s acquired while working at agencies such as Hall & Partners, AC Nielsen Hong Kong, HPI Research, and her own Ichor Consulting (which she founded in 2002). She is also riotously funny. So, suffice it to say that back room debriefs with Pamela are not to be missed.
There are very few researchers who can say that their consumer insight generation work helped a brand launch from scratch and quickly capture the greatest share in the category. Lena can. Over the course of her 18-year career with Procter & Gamble in Greater China she has led market research initiatives in Laundry, Skin Care, Beauty Care, and Fem Care – and now boasts 10+ years of skincare experience in China. She leverages her expert quantitative and qualitative skills to round out her research findings and help clients succeed in this critical business market.
Imogen leverages more than 19 years of experience in market research and brand planning, and her career spans agencies including Hall & Partners London and TNS. Like all of us at Mizzouri, Imogen is particularly fond of wrapping her mind around big, strategic questions – something she’s done for clients like eBay, BBC Worldwide, SCJ, Unilever, Reckitt Benckiser, and GSK. Not surprisingly, Imogen is no stranger to global research, and she has led initiatives in the UK, China, India, Russia, South Africa, Malaysia, Japan, and the entirety of Western Europe. All that aside, though, she’s simply jolly good fun.
Project management is part of Ashley’s DNA – and in previous roles as Marketing Accounts Specialist, Operations Coordinator, and Development Coordinator she managed hundreds of complex projects from inception to delivery. She also wields fluency in a variety of business-enabling technologies and applications, including JIRA, SmartSheet, Emma, Blackbaud Sphere, Raiser’s Edge, Neulion, InDesign, Photoshop, and Illustrator. Of note, Ashley holds a Master’s in Education, a B.A. in Journalism, and a B.S. in Education. But it’s her leadership at Mizzouri that leaves us in awe. She manages brand equity studies, copy tests, MaxDiff studies, and all manner of qualitative projects around the globe with her eyes closed. But she’s earned legendary status when it comes to Hierarchical Bayesian discrete choice conjoint – claims conjoint, product conjoint, portfolio optimization conjoint, virtual reality shelf-based conjoint, and other applications. In fact, she’s worked closely with our statisticians to help develop new and innovative ways to apply this complex and powerful methodology. Phew!
So, what does this Atlanta native do when she’s not poring over price elasticity curves? She spends time with her husband and daughter on their boat at the lake, revels in all things Disney, and rabidly loyally follows University of Georgia football. Go Dawgs!
Brittney’s personal mantra? Make it happen. And that’s something she’s done as a Project Manager, Account Manager, Program Manager, and Community Manager. This networking ninja has forged strategic partnerships with household names like LinkedIn and SurveyMonkey while in corporate relations roles at the American Cancer Society. She has whipped up live and virtual events and conferences for more than 2,000 participants. And she has managed complex (and often sensitive) relationships with speakers, corporate sponsors, community partners, vendors, contractors, and volunteers. Brittney holds a B.A. in Psychology and a Master’s in Organizational Leadership, and she’s an active member of the Project Management Institute. She’ll tell you that her favourite problems to solve for clients are the ones they never realized they had.
But this homing beacon for the best Indian food in any city also has a few little-known talents that we find particularly endearing. She can, for example, out-eat most men if the aforementioned Indian cuisine is on the menu. She can fold a fitted sheet. She continues to successfully avoid operating a dishwasher – for 29 years in and counting. But maybe it’s her adventurous streak that we love most, because we happen to know that she’ll try (almost) anything twice.
Blame it on Amy Poehler and the iconic NBC sitcom, but we were a teeeeeny bit tempted to tease Jessica about her master’s degree in Parks, Recreation, and Tourism Management. But then we learned that as a Graduate Coordinator at Clemson University she directed the Competitive Sports program, managed a large operating budget, and finessed the schedules of a daunting 35 athletic clubs. And as Assistant Director at Vanderbilt University, she went on to reinvent the way Vanderbilt Campus Rec manages its intramural and sports club programs. In fact, the online registration and system payment gateway she developed for the program’s 4,200 participants didn’t just save time and trees; it delivered an 18% increase in program revenue. Not surprisingly, Jessica puts her planning and logistics expertise to work every day at Mizzouri.
This Super Nintendo champ and beginner’s Spanish speaker has hiked Mount Elbert – the highest summit in the Rockies – and Pikes Peak (where, she admits, she’s never gone longer without a shower in her life). But she’s a softie, too, and harbours an unquenchable desire to someday own a large plot of land where she can provide a home to senior or “unadoptable” dogs. Two thumbs up!
Caitlin is an incredibly creative thinker with a strong background in applied mathematics and statistics. In fact, she holds a B.S. from the University of Alabama, where she completed concentrated coursework in pure and applied mathematics as well as math finance, business, and mathematical statistics. And why stop there? She also studied the psychology of statistics, economic theory, and accounting. Phew! Prior to joining Mizzouri, Caitlin was a Customer Experience Advocate at Protective, where she maintained a detailed database of customer interactions that she analyzed and leveraged to anticipate and adjust to clients’ ever-changing needs. At the University of Alabama, she served as the Director of Health Ambassadors, a role in which she directed 10 coordinators and 34 health ambassadors as they executed 26 weeks of campus-wide student health and wellness campaigns. She also served as Group Coordinator for Church of the Highlands, where she supervised 80 interns, led weekly meetings, and organized events and programs that served over 500 college students.
Caitlin loves a good coffee shop or antique store as well as spending time with her dog Jack – whom she admits is 20 pounds of pure terror. On the language front, she’s limited to English, Alabama football, and movie quotes. But our favourite story is how she learned at a very early age to call her grandmothers at the crack of dawn when no one was awake to entertain her. One such call involved telling her grandmother that she was finishing off her parents’ leftover margaritas from the night before. Not surprisingly, margaritas are still one of her go-to drinks…
We would argue that there are no harder roles than wedding planner and event planner – and yet, Sarah has done both with great success. She wields the power to communicate effectively, liaise with disparate teams, and execute projects from beginning to end. She has served in senior roles for Infinity Hospitality in Nashville (where, for the record, she planned 50+ annual weddings, corporate mixers, and private events) and Before I Do in San Diego (where she directed wedding-day milestones including vendor load-in, guest arrivals, ceremony timing, reception events, and other administrative logistics). To say that Sarah is on top of the details is a gross understatement.
When she’s not monitoring fieldwork or managing complex global timelines, you’ll find this foodie feeding friends and family. But her great love? Travel. She’d say it would be tough to stop her from getting on a plane to explore and eat her way through a new city, state, or country. And as for countries, she’s up to 53. But the thing we’re dying to see is her dancing prowess. By her own admission, Sarah is always the first one on the dance floor and the last to leave – and while she’d also say she may not bring skills to the dance floor, she brings enthusiasm and dedication. We can fully support that since, for the most part, none of us can dance.
Lou has earned awards from AIGA, the National Advertising Foundation, and others – and both Print and HOW magazines have featured her work. We’re not surprised, since this gifted visualizer of all things brand earned her Creative Director stripe very early in her career. Lou has founded and led creative services departments inside client organizations and has successfully launched her own independent design agencies as well. Ask her what matters, and she’ll tell you it’s helping clients communicate their value proposition in a beautiful and engaging way. But when it comes to market research stimulus, we’ve never seen anyone render packaging, advertising, product innovations, and other imagery quite like she does. Maybe it’s her obsession with the way design and branding work together – an obsession that also makes her the last person you want to join at the grocery store unless you’ve got a few spare hours on your hands to look at packaging. But there’s nobody we’d rather share a bag of boiled peanuts with, a delicacy that this Mississippi native proclaims is the South’s finest contribution to the culinary world.
Senior Graphic Designer
Allison has an uncanny ability to translate business strategy into brilliant brand identities. And she doesn’t stop there. Beyond logos and trade dress, Allison has extensive experience developing marketing collateral, print and digital advertising, exhibit signage and booths, apparel labeling, website layouts, invitations and stationery, structural packaging, and packaging graphics. And she’s fast – something our clients count on when they need business answers quickly. This self-deprecating Mississippi native leaves us in stitches most of time. Case in point? She recently described herself as reliable, kind, and goofy. “I love animals, and especially sloths. I don’t claim to be a good cook. But I do a pretty good impression of a goat.” Clearly our kinda gal.
Dick’s Sporting Goods
Farrow & Ball
Fox 9 KMSP
The J.M. Smucker Company
Procter & Gamble
Ola Cabs | UK
The Hershey Company
Le Pain Quotidien
Western & Southern Financial Group
Johnson & Johnson
WeGo Nashville Public Transit
Butlin’s Leisure Company
The Jim Stengel Company
Helen of Troy
United Dairy Farmers
Good Hair Day
Gold Star Chili
Green Dot Pre-Paid Cards
City of Saint Charles
Milo’s Famous Tea
Ballistic Case Company
The Cargo Agency
Cincinnati Consulting Consortium
Clients use our brand of research to inform their business decisions and identify new business opportunities. They also come to us for an experience that’s uniquely Mizzouri. But our kind of culture doesn’t just happen. We nurture it, which means it starts with the right people. We’re constantly seeking smart individuals and teams who are as passionate as we are about challenging norms, generating business momentum, moving the research industry to uncharted territories, and having a lot of fun along the way. Ours is definitely a singular proposition. We take our work very seriously. But ourselves? Not so much. You may wonder what joining Mizzouri means for you. For starters, membership in a strong community – one that includes some of the best and most progressive thinkers in market research. Access to clients where Procurement presents a problem for small firms and independents. The opportunity to add depth and breadth to your portfolio. And nearly indecent flexibility in terms of how you work with us and with clients. These are our current open positions. If you see the ideal fit, send your CV. If your ideal role isn’t there now, then bookmark us. Quietly stalk us. We’re always evolving and growing, so when the right opportunity presents itself we want to hear from you before anyone else. See our listings at right for details – and please note that we require exceptional English language skills (native or near native) for all roles, all global locations.
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