Qualitative Research Specialist

Wayne Eischen

847-***-**** *****@***************.*** www.linkedin.com/in/wayneeischen493 Bothell, WA

SUMMARY OF QUALIFICATIONS

A dedicated qualitative researcher; a versatile and adaptable moderator who applies experience, empathy, and fun to each session

Proven track record (2,500+ focus groups)

Owns projects from start to finish

Explores communications (positioning, messaging, branding, etc.) product development, and usability

Employs the proper design/audiences/questions with traditional and new methodologies

Provides the voice of the customer while advocating for a variety of audiences

Delivers powerful insights for corporate (Amazon) and vendor clients to address key issues, identify opportunities, and turn insights into better decisions

WORK EXPERIENCE

Principal at Eischen Research in Seattle, WA (November 2023 – present)

Created the company to deliver qualitative insights to clients in the areas of new product development, positioning and messaging, and provide a deeper understanding of their customers

Orchestrate project design, execution, analysis, all client relationships and marketing

Director, Research Strategy at Cognito in Portland, OR (August 2022 – October 2023)

Provided critical insights into key issues (new products, portfolio, positioning, and packaging) via qualitative research for very different clients (laptops, printers, automotive, power tools)

Developed an ideation methodology for a key client’s internal audiences to generate potential ideas for the future product portfolio

Led new business efforts and investigation of new methodologies

Senior Customer Insights Manager at Amazon in Seattle, WA (December 2014 – July 2022)

Managed and executed most of the qualitative research for the Devices Customer Insights, Brand Strategy, and Retail research groups

Provided insights that satisfied research objectives (identifying ideal features, proper language, and appropriate target audience), complemented and solved for gaps in quantitative findings, and outlined the direction to develop and promote products/services that meet consumer needs, solve problems, and enhance lives

Distilled insights gathered to inform direction for existing devices and services (Echo family, Alexa, Fire TV/Tablets, Kindle), product launches (Astro, Halo, Glow, Smart Home, Frames, Buds, Day 1 Editions, Key), lines of business (Prime Now, Fashion), initiatives (Prime Day, Back To School, sustain-ability), advertising (Fire TV, Super Bowl), and branding (social media, brand equity, packaging)

Personally conducted 350+ focus groups, 200+ in-depth interviews, online diaries, discussion boards, and ethnographies to evaluate concepts, positioning, blue sky exploration, customer churn, branding, lifestyles and specific audiences, and internal ideation

Advocated for qualitative research, its role, and resulting benefits in a quant-focused environment, adapted methodologies to the pandemic’s impact, and led a customer outreach program that connected internal teams directly with customers to enhance understanding and empathy

Streamlined project processes from the perspective of an in-house qualitative consultant and reduced project costs by approximately $2.0 million in the first four years

Managed research project finances and admin assets (reports, video, transcripts)

Vice President, Account Services at Aeffect in Deerfield, IL with similar positions at King, Brown & Partners, Research International, and Viewfacts, Inc.

Delivered qualitative and quantitative research for corporate, health care, and government clients with several research suppliers; directed projects in multiple sectors, conducting primary research that provided direction for new products and advertising campaigns

Supplied critical evaluations of advertising, positioning, messaging, concepts and new product development, and branding by employing the proper qualitative/quali-quant methodologies to connect clients to their unique customers

Transformed customer perceptions and experiences into insights that spark enhanced decisions and messaging

Played lead role on diverse projects while managing teams of younger staff members (training them as moderators, analysts, and client service providers)

Enhanced research processes through technology: proprietary electronic data collection system (online and in-person), video interviews, and electronic bulletin boards

Created Aeffect with two partners, playing a key role in planning, promotion, and business development

Clients included industry leaders in Technology, Health Care, Financial Services, Automotive, Food/Beverage, Entertainment, Sports, and Government

Executed international projects with cultural sensitivity in the United Kingdom, Germany, Italy, Japan, Russia, China, Australia, Canada, and Malaysia

EDUCATION

University of Illinois, Champaign-Urbana, IL; B.S. and M.B.A. (Marketing Management)

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