Marketing Research

Bart D. Zehren

**** ******** ******, # *** 847-***-****

Evanston, IL 60201

*******@************.***

Producer of Vital Market Insights: Research Consultant & Corporate

Executive

> Founder of E-RM, a custom-design market research resource for corporate

clients and tech-based e-commerce marketers facing B2C/B2B markets; key

partner/collaborator with marketing services firms, e.g., advertising/PR

agencies, integrated marcom firms and brand strategists.

> "Big picture" business strategist; addresses crucial issues by informing

management via original primary/secondary research and analysis that

yields vital new market information and insights.

> Builder and manager of in-house corporate marketing research groups and

account teams for marketing research firms; effectively manages clients,

colleagues, vendors and support staff.

Experience

E-RM (E-Research for Marketing), Evanston, IL, Founder

July 2000 - Present

Built custom market research firm providing qualitative and quantitative

services online and in traditional venues. Produces market insight by

designing creative market/media research solutions, managing efficiently

via timely, attentive service to clients in health care, e-commerce,

financial/credit services, skills training, associations, the public

sector. Clients come from performance-based referrals, partnering with

marketing intermediaries: ad/PR agencies, marcom firms, brand strategists.

Some highlights:

. Managed two exploratory qualitative research projects with 82 IDIs (in-

depth interviews). I analyzed results, presented findings to ADA

(American Dental Assoc.), with my strategic recommendations.

. Conducted 3-phase web2.0 development, usability and brand positioning

research, followed by online user tracking of The Motley Fool's

innovative crowd-wisdom-inspired web community of 69K+ Players at

CAPS, its very successful site for structured intelligence sharing re:

picking stocks.

. Produced rich body of research work for TransUnion over many years:

moderated focus groups and conducted exploratory IDIs to assess

ventures, subsidiaries, acquisitions, credit reporting services and

user relationships; designed/conducted quantitative online research

for new product design.

. For Cars.com in a lengthy engagement, set up ad tracking to assess TV

campaigns to online vehicle shoppers; assessed copy testing methods;

analyzed syndicated JD Power and comScore metrics data.

. Designed/conducted in-person IDIs and an online Bulletin Board e-group

for ShopperTrak, with an executive presentation, in support of

developing new shopper traffic reporting products for retailers.

Evalueserve - global outsourcer of research/knowledge support services

June 2007 - Dec 2008

Contract employee/broker with this offshore diversified research

outsourcer, gained useful global experience

. Obtained new business/client relationships by guiding/collaborating

with global teams to develop and manage projects re: credit risk

reporting, banking, pharma, nuclear power, consumer goods, marcom.

. Introduced valuable price sensitivity analytics as a new product for

the firm, enhancing its product offerings and opening a door to new

global accounts in custom marketing research.

Bart D. Zehren

7159.

*******@************.***

Applied Marketing Science, Waltham, MA - Principal June

1999 - June 2000

Brought in new client: Discover Card and managed Voice of Customer research

revealing distinct segments of cardholder needs; involved in Quality

Function Deployment process for Bayer to develop specs for a new diagnostic

device; provided improved customer satisfaction analysis support to Avid

(film editing company).

Zehren Enterprises, Evanston, IL - Independent Research Consultant

1995-99

Contract with Citibank's National Marketing Division for 17 weeks extended

to 3+ years to design/manage its research program: per CRA (Community

Reinvestment Act), ran a national needs study of the sub-prime sector and

managed concept test of a new global money transfer service; for a utility,

designed/managed new product concept tests; for ad agency, moderated focus

groups re: local banking and community development.

Chilton Research Services, Radnor, PA - Financial Services Marketing

Director 1994-95

Gained new clients, PNC Bank and Chicago Board Options Exchange, by

developing custom projects in customer satisfaction and national

awareness/brand tracking to assess their competitive market positions.

Conway/Milliken & Associates, Chicago, IL - Account Group Director

1991-93

For this CPG marketing co., managed team for $2M Miller beer doing in-home

taste tests, image advertising message development via pre/post testing and

tracking; managed team doing concept research for Meredith Book Group,

TIME/LIFE; did package testing for Coca-Cola Foods via conjoint/discrete

choice techniques.

Marketing Research Consultant, Hinsdale, IL - Freelance Researcher

1989-90

Developed clients and executed customized marketing research projects for

firms in direct marketing, while teaching graduate marketing courses at St.

Xavier and Illinois Benedictine Universities.

Citicorp Diners Club, Chicago, IL - VP Marketing Research, Information &

Planning 1984-88 Built/managed/mentored team of 8 with ~$2M

admin./project budgets, promoted 3 staff. Provided primary and secondary

research, data mining, statistical CRM analyses for B2C/B2B-facing business

units; led team on annual internal and external environmental status report

to support senior management's strategic planning.

Managed vital concept and brand positioning tests substantiating

market demand for the successful Diners Club relaunch, with the

industry's best loyalty rewards program and other enhancements.

My and my team's research and analysis work supported this relaunch

and follow-up customer programs that, over 18 months, boosted sales

16% and new member acquisition 29%.

Championed/conducted market segmentation research guiding Diners Club

strategies for the personal and corporate card products;

Designed/managed research on customer satisfaction, attrition,

loyalty.

Developed innovative statistical measure of member spending,

confirming success of the relaunch.

Northern Trust Company, Chicago, IL - Marketing Research/Communications

Officer (1980-84); Marketing Research Analyst (1979-80)

1979-84

Built/developed centralized market research function serving all business

units. Initiated, designed, managed Bank's research program and presented

to senior management, e.g., customer satisfaction.

Adjunct Professor, Chicago, IL - on campus, distance learning venues

Intermittent: 1983-2002

Taught graduate/undergraduate courses in marketing and marketing research

at campus, online universities.

Education

University of Chicago, MBA - 1978

University of Illinois at Chicago, BS Economics/Urban Studies

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