VP, Strategy and Account Planning
As VP of Strategy and Account Planning, Brenda Ng brings over 20 years of management and activation experience delivering critical insights that drive product development, market strategy, and global corporate strategic planning for some of the world’s leading brands.
At CMB, Brenda spearheads the development of CMB’s engagement solutions in partnership with CMB’s parent company, ITA Group.
Prior to joining CMB, Brenda was the Founder and Principal of The Trio Group, a Seattle-based consulting firm, where she built strategic roadmaps to develop, launch, and sustain products and initiatives for clients like Amazon, Sonos, and Qualcomm. Brenda formerly led Customer Insights and Competitive Intelligence as an executive at T-Mobile and Microsoft, where she was a member of the original Xbox incubation team.
Brenda is a visiting Market Research guest lecturer at Stanford Graduate School of Business and holds a Bachelor of Science in Business Administration from the Haas School of Business at the University of California Berkeley.
VP, Qualitative Strategy + Innovation
Armed with 15 years of qualitative experience, first as a successful entrepreneur, then as Managing Director of APAC for Communispace in Shanghai, followed by Vice President of Client Services for C Space in Boston, Kathy is well-equipped to lead CMB’s Qualitative Strategy + Innovation Practice.
By synthesizing findings from both traditional techniques and myriad cross-platform digital tools, Kathy’s teams have uncovered breakthrough insights that fuel product and packaging innovation, new brand positioning, accessing new targets, messaging development, shopper insights and more. Her work has been game changing for clients such as Converse, Pepsico, McCormick, Starbucks, Ahold, OfficeMax, Walmart, Comcast, Novartis and GSK. Kathy believes in collaborating directly with consumers/patients/customers to achieve success, or in some cases, fail faster.
Kathy earned her B.S., cum laude, in business from the University of Illinois. She is a RIVA trained moderator and has performed hundreds of interviews, groups, shopalongs and ethnographies. She volunteers for the homeless of Boston and is active in her local community.
VP, Financial Services Practice Leader
Lori brings more than two decades of experience conducting research within the retail and consumer packaged goods industries and has worked with leading firms in the investment, advertising, and retail sectors. Lori has significant expertise in translating business challenges into action, providing the voice of the consumer for both strategic and tactical initiatives to build brand and drive business results. Lori delivers insights and the ever-important “now what?” through a deep understanding of consumer behavior always translated through the lens of business needs and realities. Lori has been called upon by clients across many different industries including financial services, banking, and consumer goods for both strategic and tactical initiatives to build brand and drive business results.
VP, Consumer Psychology
Erica has a proven ability to lead, package, and present research that impresses stakeholders and impacts their business decisions. She brings a passion and talent for uncovering valuable insights, and developing deliverables that tell a compelling story with actionable implications.
Prior to CMB, Erica led research client-side at American Express. She was a go-to team member for high-profile projects, trusted to deliver outstanding, influential research to high-level audiences across the organization. She was a recipient of the American Express CMO Award for Achievement in Excellence.
A PhD social psychologist, Erica applies this expertise to give her clients a unique edge in the market. For example, she applied:
- “Fast” vs. “slow” thinking to illuminate how consumers choose a form of payment, informing financial product development and marketing strategies
- The psychology of habits to understand reward program participation, with implications for how to trigger and reinforce habits that drive brand loyalty
- Emotional motivations in a customer segmentation, driving strategies to increase customers’ spending and satisfaction via tailored treatments
- Models of persuasion to understand how prospects process communications throughout their decision journey, delivering best practices for how to influence them at each stage
- Perceived social norms and stereotypes to profile segments of dads, giving the client a unique authority on modern dads that was the basis for an award-winning prosocial campaign
She also led the development of proprietary CMB solutions grounded in psychology, including:
- AffinIDSM – helps clients strategically influence consumers’ image of the brand’s typical user
- EMPACTSM – helps clients prioritize the emotions their brand, product or experience should inspire
- Habit-based Segmentation – helps clients leverage consumer habits that impact their business
Erica has a B.A. in psychobiology and philosophy (Phi Beta Kappa, summa cum laude) from Wellesley College, and a Ph.D. in social psychology from Princeton University. At Princeton, she was a recipient of the Honorific, Quin Morton, and President’s Fellowships.
Read Erica Carranza’s blog posts
VP, Advanced Analytics
Jay consults with many leading corporations by assisting them in using advanced methods to make better marketing and business decisions both domestically and globally. Jay has expertise in Pricing, Segmentation, Customer/Employee Satisfaction, Conjoint Analysis and Discrete Choice Analysis in addition to solid multivariate statistical skills. His experience includes creating key performance measures for customer loyalty, brand equity and brand evangelism. Jay is well known for thinking outside the box and designing custom analysis to answer the client’s business issues. Jay has his Ph.D. in Marketing / Research from the University of Texas at Arlington, as well as an MBA in Finance and Commercial Banking and a BBA in Marketing. Jay has published and presented papers on Conjoint, Choice and pricing research in conference proceedings.
VP, Technology & Telecom Practice Leader
As the head of the Technology practice, Chris has fifteen years of telecom and high-tech industry expertise as a market researcher, industry analyst, and consultant. He has managed large, complex projects from many clients including Apple, Cisco, Dell, Comcast, Sprint, Avaya, EMC, RSA, VMware, HP and Oracle. Chris’ functional expertise includes market segmentation, new product development, brand positioning, social media effectiveness and customer loyalty optimization. His industry content knowledge spans such diverse topics as mobile services/applications/devices, IT security, unified communications, storage, servers, enterprise applications, databases, managed IT and networking services, desktop/laptops, and digital lifestyle services and products, including online content distribution and home networking.
Fluent in Spanish, he was previously director of the Latin America group at Pyramid Research, a telecom and networking consultancy.
Chris holds a BA in Economics and International Relations from Occidental College and an MA in International Economics and Latin American Studies from Johns Hopkins SAIS.
VP, Healthcare Practice Leader
Amy has been with Chadwick Martin Bailey since 1998, and has experience across several industries, including healthcare, insurance, financial services, and retail. She currently manages our healthcare practice doing work with insurers, providers, hospitals, and medical device companies. Some of her healthcare clients include Blue Cross Blue Shield, Harvard Pilgrim HealthCare, MedStar Health, Children’s Hospital Boston, CIBA Vision, and Bayer. She has also worked with clients such as the U.S. Army, eBay, GAP, PBS, Travelers, and the Hartford.
Amy combines her project leadership and deep analytical skills to provide clients well-executed projects that yield actionable results. Amy has led projects in brand development and tracking, market segmentation, brand/customer experience and product/service development. She brings dedicated expertise in marrying qualitative and advanced quantitative techniques.
She earned her M.B.A. at Simmons School of Management in 2010. She also has a B.S. in Management Science with a concentration in Marketing from Bridgewater State College.
VP, Travel & Hospitality Practice Leader
Clients such as the Hilton, Caesars, Royal Caribbean, and Tauck Worldwide call upon Judy to drive their highest visibility research projects because of her proven experience, insight, and focused use of market information. Her projects often focus on maximizing opportunities to increase customer engagement, identifying strategies to engage high-value customer segments, and new product development. Judy applies high-end analytics, such as discrete choice, to assist her clients with business-focused and action-oriented recommendations.
Judy has been with CMB for 20 years. Prior to joining Chadwick Martin Bailey, Judy was a Sales Executive for a Resort Hotel, sold timeshare, and was a tour guide in Scotland. She has served as the President of the Boston Chapter of the American Marketing Association and frequently speaks at industry conferences. She is frequently published in Loyalty Management, Hospitality Executive, Sales and Service Excellence, The Journal of Business Strategy, and Sales and Service Excellence.
Judy earned her B.A., magna cum laude, from Boston College and her M.B.A., cum laude, from Babson College.
VP, Client Services
Heather is Vice President of Client Services; she joined CMB as a Project Manager in 2005 and became a member of the leadership team in 2012. In her current role, she oversees the custom market research project teams ensuring excellent project execution and working in close partnership with the Sales and Account Management teams.
In her previous role as Program Manager for CMB’s mission critical programs she played a key role in employee training and development, client feedback, knowledge management, and Enterprise Resource Planning. Additionally, Heather has deep industry experience in in travel, hospitality and entertainment; leading both strategic and tactical projects for clients including Royal Caribbean, Avis-Budget, Caesars Entertainment, RCI International, Intercontinental, and Hilton Hotels.
Heather earned her M.A. in Experimental Psychology, with an emphasis in quantitative methods, from University of Hartford and her B.A. in psychology from Ohio University, where she graduated Phi Beta Kappa and Summa Cum Laude.
VP, Account Executive
Julie joined CMB in 2005 and leads business development. Julie helps CMB increase its awareness among potential buyers in the marketplace, creates lead nurturing programs on an ongoing basis to drive active awareness and consideration. She helps focus innovation perceptions in the research marketplace and has a well established voice in the global Market Research community (#mrx) on Linked In, Twitter, at conferences and on Facebook as well as in reputable research publications including Vue Magazine (Canada), Research Access and GreenBook blog.
Julie has her MBA from Boston University and her BA from Colby College where she was Senior Scholar and Phi Beta Kappa.