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Gayle Moberg

+1-917-***-**** ad2jbh@r.postjobfree.com

Market Research & Innovation Executive

Consumer Insights New Product Development Winning Solutions Seasoned qualitative market researcher in domestic & international markets. Identify opportunities to build value. Leverage insights to help create winning products, services, strategies, & solutions. Key Strengths

Full Spectrum of Qualitative Methodologies

Ethnography

Insight Gen, Idea Gen, Co-creation

Creative Problem Solving

CPG, Lifestyle, Healthcare, Financial Experience

Business & Key Account Development

Excellent Presenter & Communicator

Strong Team Builder & Motivator

Speak Conversational French & Spanish

PROFESSIONAL EXPERIENCE

INCITE US – New York, NY January 2023 to Present

Senior Principal

Qualitative market research, from proposals through recruiting & fieldwork to analysis & presentation. Both in-person & online methodologies, across various platforms. Responsible for business development as well. KANTAR US – New York, NY September 2021 to January 2023 Director

Qualitative market research, from fieldwork to analysis & presentation. Both in-person & online methodologies in real time & asynchronous, across various platforms. GDM MARKET SOLUTIONS − New York, NY 2008 to September 2021 Founder

Consumer market research, primarily qualitative. Strategic planning & business development for my company. Design & execute research strategies to attain business goals for clients. Partner with external resources (Creative Consumers, Outside Experts, Quant Researchers) as necessary.

Conducted global ethnography with RA patients for Sanofi/Regeneron®, then created products & services they’ll offer along with their new RA drug.

Increased Samsung Digital Camera® sales by creating clearer, more compelling positioning.

Developed new product pipeline for Clearasil® Skin Care in non-acne market to expand market & allow for premium pricing.

Upgraded & modernized Veet® Hair Removal brand by creating salon-quality product pipeline. CLEAR IDEAS LTD. – New York, NY 2007 to 2008

Head of New Business Development & Qualitative Research Business development & qual research for US office of British innovation consultancy: identification, acquisition, building of key accounts, and qual project management.

Led Wrigley’s® new product development, resulting in new category penetration.

Repositioned Wish Bone® Salad Dressing using insight from ethnographies to enhance freshness perceptions.

Gayle Moberg Page Two

Professional Experience Continued . . .

Increased market share for Ben and Jerry’s® by developing new products to extend brand beyond original “Wacky Hippie” image.

Created emotional, patient-centric messages for post-heart attack drug from Astra Zeneca®; shifted marketing focus from doctor to end user.

RESEARCH INTERNATIONAL, INC. (RI) − New York, NY; and London, England 1998 to 2007 Managing Director − Fifteen20 (F20) Innovation Practice, 2000-2007 Senior Vice President − Qualitative Research, 1998-1999 Built & led multi-million-dollar global business stream, F20, which developed new products/services for RI’s clients, subsequently qual & quant tested by RI.

Created F20’s name, logo & business offerings; hired & trained global teams; developed Creative Consumer

& External Expert panels globally.

Took F20 from concept to producing more than $6M in annual revenues.

Mentored global team members in 25 markets; increased retention rate for qual researchers by offering new opportunities via F20.

Leveraged F20’s boutique consultancy approach to offer more personalized client service.

Transformed RI’s key accounts by working with top management & marketers rather than researchers only, from early innovation onward.

Enhanced revenue channels for RI by establishing F20 practices in 25 countries.

Increased profits by reinventing brand architecture for Cadbury®: eliminated low-performing products, repositioned high-performers, streamlined production & advertising costs.

Improved business opportunities for BAT, RJ Reynolds, Philip Morris despite dark markets, smoking bans, decreased consumption by creating & launching non-combustible products with lower health risks.

Prior Marketing Research Career

LEO BURNETT − Chicago, IL Senior Partner, IDEALAB (3 years) CONWAY MILLIKEN & ASSOCIATES − Chicago, IL SVP, Qual & Creative Services (8 years) EDUCATION

CLAREMONT GRADUATE SCHOOL − Claremont, CA Master of Arts in Psychology & Education

~ National Merit Scholar ~

UNIVERSITY OF DENVER − Denver, CO Bachelor of Arts in Psychology & French

~ Summa Cum Laude ~

Certified: CREATIVE PROBLEM SOLVING INSTITUTE, SYNECTICS Member: QUALITATIVE RESEARCH CONSULTANTS OF AMERICA, AMERICAN MARKETING ASSOCIATION, PHI BETA KAPPA

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