Herb Sorensen, chairman and sponsor
SORENSEN ASSOCIATES INC
999 NW Frontage Road, Suite 190
Troutdale, Oregon 97060
CURRENT: Full service market research firm that fields thousands of interviews per week in the aisles of supermarkets nationwide.
BACKGROUND: While developing quality control systems (HACCP) and new food products in the early 1970's, recognized the need for consumer input in formulating product specifications. Sought opinions of supermarket shoppers; subsequently developed nationwide system for researching supermarket shoppers with hundreds of interviewers and thousands of supermarkets.
EDUCATION: Ph.D., 1970, University of California, Davis (biochemistry); M.S., 1965, University of Nebraska (biochemistry and nutrition); B.A., 1964, Union College (chemistry; mathematics).
Bob Stevens, secretary
170 Lookout Farm Drive
Crestview Hills, Kentucky 41017
CURRENT: [We regret to report that Bob is now deceased. We are preparing to publish a tribute to his life-time career, and will inform all subscribers to the Views in due time.] Semi-retired consultant dedicated to improving the practice of market research, publishes a regular opinion sheet, Views from the Hills of Kentucky.
BACKGROUND: 40 Years at Procter & Gamble in market and consumer research. Co-creator of the Home Performance Testing Group, pioneered assessment-in-context (in-store research) and methodologies for Negative Brand Share, Disposable Test Market (with Elrick & Lavidge), the Package as a Billboard (at the point of purchase), et al.
EDUCATION: 1954, University of Kentucky (business); graduate school, 1959, University of Cincinnati (industrial statistics).
SELECTED PAPERS: Views from the Hills of Kentucky
UNIVERSITY OF FLORIDA
P.O. Box 117155
Gainesville, Florida 32611-7155
phone: 352-392-0161 x1235
CURRENT: Professor of Marketing, University of Florida.
BACKGROUND: Long-term interest and research in the areas of individual-level response to advertising and situational influence on consumer behavior. Widely published in major academic journals. Former editor of Journal of Consumer Research and past president of the Association for Consumer Research.
EDUCATION: Ph.D., 1973, M.S., 1972, B.S., 1969, University of Illinois, Urbana-Champaign (marketing).
SELECTED PAPERS: "The Relevance-Accessibility Model of Advertising Effectiveness" and an Editorial
UNIVERSITY OF GEORGIA
148 Brooks Hall - Dept. of Mktg.
Athens, Georgia 30602-3258
E-mail: email@example.com FAX: 706-542-3738
CURRENT: Associate Professor in Department of Marketing and Transportation at the Terry College of Business of the University of Georgia; teach marketing research methods, marketing models, and statistical methods.
BACKGROUND: Ten years experience at Procter & Gamble, primarily in consumer research; Manager of Quantitative Marketing Research at Kenneth Hollander and Associates in Atlanta; Manager of Marketing Research and Marketing Information Systems at Nimslo Corporation in Atlanta; Marketing Research consultant for numerous major corporations. Major current research interest is analysis of household panel data to develop models to project trial and repeat purchasing.
EDUCATION: Ph.D., 1968, M.S., 1965, Michigan State University (mathematical statistics); B.S., 1963, University of Dayton (mathematics).
GERALD BERSTELL & COMPANY
2728 N. Hampden Court, Suite 2005
CURRENT: Full-service market research and strategy firm focused on 1) revitalizing declining established products and 2) relaunching failed new products.
BACKGROUND: Recognizing that many new and established product failures have been caused by market researchers who could not reach "outside the box" of outdated assumptions and conventional wisdom, I developed the customer case study method to uncover and examine all drivers/influences affecting each step in the customer purchase process. I found that I could best capture all links in the process by individually observing and talking with customers at the places where they buy and use products. My work takes place in supermarkets, non-food retailers, places where services are purchased or delivered (e.g., banks, airports, entertainment venues), and home and business locations.
EDUCATION: M.B.A., 1977, Harvard Graduate School of Business Administration; German government fellowship, 1972-73, University of Stuttgart; M.Arch. and B.S., 1972, Massachusetts Institute of Technology (architecture and economics).
SELECTED PAPERS: "Point-of-sale research reveals spontaneous buying decisions", "Study what people do, not what they say", and "Looking Outside the Box"
218 Trenton Lane
Plymouth, Minnesota 55441
CURRENT: Consumer research consultant specializing in qualitative research techniques, problem identification and project planning.
BACKGROUND: Retired from General Mills in 1996 after 36 years, most of which were spent on some aspect of consumer evaluation of new products. Early in my career I had very much of a quantitative orientation to consumer research, but that has now changed 180 degrees. I've seen enough well executed quantitative research that did not predict marketplace behavior to make me realize that researchers often generate answers to specific questions without really having the needed basic understanding of the product category (broadly defined) to ask the right questions in the first place. Research conducted at the point-of-purchase (or point-of-use) provides an opportunity to develop some basic understanding that is not possible with research conducted in more "artificial" settings.
EDUCATION: B.A., 1963, University of Minnesota (chemistry)
Aileen Sontag Trant
CONSUMER ORIENTED PRODUCT EVALUATION
11815 Stonebrook Drive
Los Altos Hills, CA 94022
CURRENT: Sensory and market research consultant
BACKGROUND: Thirteen years with Dole Packaged Foods R&D as Product Development Manager and Manager of Consumer Research (which included Sensory Testing Services). Experienced with beverages, frozen desserts, prepackaged fruits, vegetables, dried fruits and nuts. Developed programs for Dole panel training and multivariate statistical methods. Combined Sensory, Market Research and product development methods to take advantage of synergies and reduce time to final product development.
EDUCATION: Ph.D., 1981, Cornell University (nutritional sciences); M.S., 1978, University of California, Davis (food science/sensory); B.S., 1976, University of California, Davis (food science and technology)