Mark Michelson's Page

Zip Code

30068

Title

Vice President - Qualitative

Company

Synovate

Website

http://www.synovate.com

Restaurant Segment

Casual

I work at the unit level and my role is

Not Applicable

I work at the corporate level and my functional area is

Not Applicable

I work for the foodservice industry and my profession is

Consultant

Interests

Consulting, Discovering New Food, Discovering New Wines, Making Friends, Networking, Discovering new food, Discovering new wines, Gaining Knowledge

Personal Quote

Marketing is like eating - you can't do it just once.

Biography

Senior level marketing research executive - 25+ years experience with all aspects of marketing, research, and advertising. Specialist in product development, positioning, marketing strategy and communications research. Noted keynote speaker and workshop facilitator.

Creative marketing and research professional with proven ability to increase revenues and profitability, grow market share, and lead effective teams. Expertise with global cultures and commerce. Demonstrated strengths in designing and managing multi-modal (qualitative and quantitative) research studies. World class focus group moderator, ethnographer and interviewer. Adept at coordinating product, brand, and identity development. Consistent record of increasing sales and effectively improving business operations.

Co-Founder/Chairman of Mystery Shopping Provider's Association (MSPA)
Past Board Member of Qualitative Research Consultant's Association (QRCA)
Member American Marketing Association (AMA)
Member Marketing Research Association (MRA)
Certified BBQ Judge with Kansas City BBQ Society (KCBS)
My mission in life is to help people understand each other. I chose this mission at age 19 and it has led to an incredible journey that has taken me to over 50 countries and allowed me to meet many wonderful friends along the way. Basically, I'm very curious about everything and passionate about learning new things - fortunately my lifelong career as a market researcher suits me both professionally and personally.

Senior Vice President, The Marketing Workshop, Inc. (http://www.mwshop.com)
Privately held; 50-100 employees; Market Research Industry
Since January 2008
Hired as incoming President/CEO
Full service qualitative and quantitative research including new product development, concept testing, customer satisfaction measurement, menu development, environmental design, taste testing, attitude and awareness studies.

Qualitative Research Director at Focus on Food (http://www.focusonfood.com)
Privately Held; 1-10 employees; Market Research industry
June 2005 – December 2007
Planed and directed research projects for full-service consumer research and food product development organization. Responsible for project design, topic development, moderation, data analysis, and reporting. Formulated custom methodologies to meet client needs.

Major Contributions:
• Played major role in aiding national food service and food manufacturing clients with successful development of new products.
• Improved efficiency by creating streamlined process for food product prototype evaluation, reducing evaluation and testing time from months to days.

Years in the Industry

26