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Market Research, Customer Insights, Leader

Shenandoah, CO, 80015
April 15, 2024

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Carol Hastings



Provide Market Research leadership in a B2C or B2B organization.


Passionate leader delivering customer insights to support management decision-making.

Known for leading-edge problem-solving, cross-functional collaboration, and team leadership skills.

Client Loyalty Programs Segmentation and Persona International Research NPS Tracking

Awareness & Usage New Concept Design Packaging Pricing Branding Advertising Multivariate Analysis


TRUE NORTH MARKET INSIGHTS Lawrence, Kansas (Remote) 2018 to Present

Vice President, Customer Research

Leader in an award-winning, multimillion-dollar full-service market research company.

Directly manage the company’s largest account.

Created and executed an enterprise wide NPS client loyalty study for a $5B fintech. Uncovered the attributes that drive customer loyalty for each of their 50 unique products and services.

Conducted B2B, B2C, and B2G quantitative and qualitative studies. Interviewed C-suite executives, legislators, customers, and cryptocurrency investors.

HASTINGS INVESTMENT GROUP, INC. Sacramento, CA 2007 to 2017

CEO and Business Partner

Built a B2B Healthcare start-up from inception to profitability, and sale. Delivered best-in-class service to organizations in Northern California.

Clients included: Consumer Packaged Goods marketers. Non-profits. Education institutions. Government agencies. Service providers. And professional sports teams.

Q&A RESEARCH Novato, CA 2003 to 2007

Executive Vice President

Executive team leader for an $8+ million, 75-employee full-service market research company.

Managed the firm’s largest accounts, including Wells Fargo Bank, Schwab, and Coca-Cola.

GENERAL ELECTRIC Long-Term Care Insurance San Rafael, CA 2001 to 2003

Director, Market Research

Recruited to build the market research department to play a significant role in business decisions for this $1.3B long-term care industry leader.

Designed a Cost of Care study that redefined marketing strategy and received unprecedented national media exposure.

Reduced policyholder attrition by 10% by initiating a customer retention study.

Six Sigma-Quality trained.

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CAROL HASTINGS 415-***-****

CAROL HASTINGS RESEARCH, INC. Mill Valley, CA 1998 to 2001


Research consultant for fintech, technology, and various companies.

Led the research team that guided Hewlett Packard to build an early model wireless laptop computer for K-12 students. Conducted qualitative and quantitative research with school administrators, teachers, and parents. Drove the key laptop features that contributed to HP’s success in the education sector.

Conducted concept tests, package design, and usability research for Intuit’s Quicken and QuickBooks product lines.

WELLS FARGO BANK San Francisco, CA 1989 to 1998

Vice President, Consumer Research

Accountable for all B2C primary quantitative and qualitative research related to the fifth-largest bank in the US.

Responsible for study design, vendor management, data analysis, and presentation of results to the senior executive team.

Led the research team, creating one of the industry’s first consumer online banking systems.


Consumer Market Research for leading consumer packaged goods brands.



GRADUATE COURSEWORK Business Statistics (Golden Gate University), Business Law, and Finance (St. John’s University)

Personal Interests

Volunteered: Junior Achievement tutor; fundraiser for the Leukemia & Lymphoma Society, the Juvenile Diabetes Research Foundation International (JDRF), and the National MS Society; public speaker on Drug Abuse Awareness for civic, business, and education organizations.

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