CAREER SUMMARY:

I’m a passionate, creative, entrepreneurial

leader focused on uncovering and bringing

to life consumer and cultural insights that

help drive business transformation.

I have over 15 years experience

developing new research methodologies

that leverage cultural anthropology

techniques and behavioral frameworks to

help brands across multiple industries ask

new questions and see consumers in new,

action-oriented ways. I have received a

RIVA Market Research Certification that

has helped me strengthen my skills and

techniques as a qualitative market

researcher. I am motivated to see the

world through consumers eyes and to dig

for morsels that drive the way they think,

perceive and behave. From in-home to

online, from product development to

brand positioning, I have a great range of

experiences to draw upon in helping

clients leverage human truths and insights

that help accelerate brand growth.

Chrissy Kovacevich

614-***-****

c h r i s s y kovacevich@gmail.c om

WORK EXPERIENCE:

Independent consumer research and insights consultant leading both quantitative and qualitative research initiatives for clients across a wide range of industries and consumers segments.

Manage a network of freelance qualitative research specialists to lead ethnographic research studies that drive new product development, marketing campaigns and better overall consumer experiences online and in- store.

Develop and moderate consumer focus groups to evaluate marketing campaigns, understand the consumer path to purchase, and uncover consumer insights that drive overall business decisions and financial investments.

Lead large scale quantitative ad tracking and brand perception studies to help clients better define the impact of their marketing/advertising spend. Manage consumer segmentation studies to help clients better understand both existing category dynamics and identify new marketing opportunities with various consumer audiences.

Conduct and analyze qualitative online forums to uncover consumers' behaviors and develop key implications and strategies. Leverage relationships with research suppliers to ensure budget is managed and goals of research initiatives are met.

Brands Include: Anthem Blue Cross Blue Shield, American Electric Power

(AEP), Corporate One, Donatos, Evidera/PPD, Hertz, Honeywell, IGS Energy, Kohl's, Nature's Bounty, Ohio Tourism, Rockford Homes, Sam’s Club, Scotts Miracle-Gro, ThermaCare and WD-40

Marketing and Consumer Insights Consultant

October 2014 - Present

Senior leader managing all consumer research initiatives for agency clients. Led team of 9 employees across 4 offices. Responsible for driving client growth and overall department revenue.

Grew department revenue by 24% by leveraging capabilities and client relationships and by developing creative and unique research methodologies. Drove ethnographic research studies including in-home interviews, consumer shop-a-longs and B2B workplace interviews that helped drive new marketing campaigns, social media content strategies, and new product development for agency clients.

Led focus groups, dyads and triads to uncover consumers thoughts, beliefs and perceptions of products and services to drive agency strategy. Led qualitative user experience studies that helped drive UX initiatives from streamlining online ordering processes to redesigning websites to drive better online engagement and overall customer satisfaction. Brands Include: Bob Evans, Chick-fil-A, International Delight, Nationwide Insurance, Nike, Rachel Ray Pet Food, Sargento, Verizon and Wells Fargo Consumer and Cultural Insights Director

Moxie (formerly Engauge)

August 2013 - October 2014

Chrissy Kovacevich

614-***-****

c h r i s s y kovacevich@gmail.c om

WORK EXPERIENCE:

Insights specialist responsible for developing research methodologies designed to answer key client business questions across the agency. Responsible for research methodology design, execution, analysis and presentation of findings. Led both qualitative and quantitative research projects in-home, in-store, and day- in-the-life ethnographic research studies to drive a better understanding of consumer audiences and their consumption behaviors. These initiatives helped drive new product innovations, shift in brand strategies, new marketing campaigns and new ways to communicate and connect with consumers. Brand planner responsible for clients’ overall brand and business strategies, writing creative briefs and briefing creative teams within agency to inspire new creative marketing campaigns, while overseeing the brand from a holistic viewpoint. Developed and managed a panel consisting of 100 consumers in the Columbus market that mirrored the U.S. Census data. The panel was used to conduct research for clients, new business initiatives and general trend studies. Created highly visual insights presentations that included consumer video and photography to help bring the consumer audiences to life within the agency and our client organizations.

Brands Include: Ainsworth Pet Nutrition, Anthem Blue Cross Blue Shield, EAS Sports Nutrition, Elmer's, Dove, Glory Foods, Grey Poupon, Hallmark, Huntington Bank, Kraft BBQ Sauce, Perkins Restaurant & Bakery, Shake 'N Bake, Sonny's BBQ and ZonePerfect

Consumer and Cultural Insights Specialist

Engauge

February 2007 - August 2013

EDUCATION AND

CERTIFICATIONS:

The Ohio State University

Major in Strategic Communications

Minor in Business

RIVA Qualitative Market Research

Certification

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