https://www.gbkcollective.com/thoughtleadership daily 0.75 2025-10-18 https://www.gbkcollective.com/thoughtleadership/ai-moderated-interviews monthly 0.5 2025-10-18 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/9532c47e-003a-455c-9eca-dc8888219d87/gbh-insights-global-business-in-hand.jpg Thought Leadership - AI-Moderated Interviews: Expanding Reach Without Replacing Human Insight - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/55e996a4-fabb-4b3c-a3dd-ae416706e36a/Picture1.png Thought Leadership - AI-Moderated Interviews: Expanding Reach Without Replacing Human Insight - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/gen-ai-in-market-research-where-its-going monthly 0.5 2025-10-18 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/316e4674-2cd3-429b-940d-760c45916d1f/ai_future_image.jpg Thought Leadership - 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Growing Up: Navigating Gen AI’s Early Years https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/b44386a3-7dd8-403d-8cd8-f2108d7ef9f0/1000000873.jpg Thought Leadership - Growing Up: Navigating Gen AI’s Early Years - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/9f6a01b8-2a15-4018-b2a4-18e7b2ec87d4/1000000872.jpg Thought Leadership - Growing Up: Navigating Gen AI’s Early Years - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/6a3f91a3-556e-4f3c-bafc-75c7644cc1b1/1000000878.jpg Thought Leadership - Growing Up: Navigating Gen AI’s Early Years - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/qandakevinlanekeller monthly 0.5 2024-03-19 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/d4ba45b9-80fa-494c-8708-2ccf415a3867/Kevin+Lane+Keller+Photo.jpg Thought Leadership - 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Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/auto-study-infographic monthly 0.5 2024-02-27 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/6c4fa432-c55c-4f00-bd9c-8b060e8212f0/GBK_Auto+Report_Infographic_013124_final.png Thought Leadership - GBK Infographic Provides Snapshot of EV, Hybrid Consideration by Consumers https://www.gbkcollective.com/thoughtleadership/what-enterprises-are-actually-doing-with-generative-ai monthly 0.5 2024-02-21 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1706817327923-OD6H1Y00KD2SBI51POKU/image-asset.jpeg Thought Leadership - Forget The Hype. Here’s What Enterprises Are Actually Doing with Generative AI  Credit: Unsplash https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1706818129285-I9G4PDXLAWX1DSTM0EOQ/image-asset.jpeg Thought Leadership - Forget The Hype. Here’s What Enterprises Are Actually Doing with Generative AI  https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/224d3084-22e3-449f-a585-e5c6f4310d81/GBK_AI_LinkedIn_6.jpg Thought Leadership - Forget The Hype. Here’s What Enterprises Are Actually Doing with Generative AI  - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/e98d2ac0-a46f-454e-840a-5de4b656da4d/GBK_AI_Twitter_7.jpg Thought Leadership - Forget The Hype. Here’s What Enterprises Are Actually Doing with Generative AI  - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/charging-ahead monthly 0.5 2024-01-26 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/6ab85de6-0c4e-493a-b986-f33109c4f64b/EV+charging+shutter+stock.JPG Thought Leadership - New GBK Study Reveals Half of U.S. Households Considering EV or Hybrid for Their Next Vehicle Credit: Shutterstock https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/a85cd2f4-861c-4808-b6f4-5aabd921c506/GBK_EV_LinkedIn3.jpg Thought Leadership - New GBK Study Reveals Half of U.S. Households Considering EV or Hybrid for Their Next Vehicle - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/7d68b4dd-77c2-40dd-888b-06a7f90dd285/GBK_EV_LinkedIn5.JPG Thought Leadership - New GBK Study Reveals Half of U.S. Households Considering EV or Hybrid for Their Next Vehicle - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/4f07f23d-f36d-4064-bf5a-3ba72229993a/GBK_EV_LinkedIn4.jpg Thought Leadership - New GBK Study Reveals Half of U.S. Households Considering EV or Hybrid for Their Next Vehicle - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/auto-study monthly 0.5 2025-03-28 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/2f41eaaf-7718-4587-8778-99604385f60c/GBK+auto+study+cover+image+3.jpg Thought Leadership - Charging Ahead: Putting the U.S. Demand for Electric and Hybrid Vehicles in Context - Are U.S. automotive consumers ready for an all-electric future? 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What Is the Future of AI? https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/3d7da938-a547-404d-9e74-fe2d0e4bb1bd/GBK_AI_LinkedIn_23.jpg Thought Leadership - What Is the Future of AI? - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/47a88088-73a4-41ce-b54a-c6272b5be8fb/john-schnobrich-FlPc9_VocJ4-unsplash+%281%29.jpg Thought Leadership - What Is the Future of AI? https://www.gbkcollective.com/thoughtleadership/the-rise-of-generative-ai monthly 0.5 2024-10-28 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1a1f3599-8b11-4060-9aa7-350b31e88ac8/openroad_shutterstock_776278720.jpg Thought Leadership - The Rise of Generative AI Across Enterprises: Insights from GBK’s New Report with Dr. Stefano Puntoni, Director of AI at Wharton Credit: Shutterstock https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1697123054876-MV3TIEQZAVJKUI0SB917/image-asset.jpeg Thought Leadership - The Rise of Generative AI Across Enterprises: Insights from GBK’s New Report with Dr. Stefano Puntoni, Director of AI at Wharton https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/0f4fc728-bc95-4268-84ee-b9a30cd5ba8a/GBK_AI_LinkedIn_2.jpg Thought Leadership - The Rise of Generative AI Across Enterprises: Insights from GBK’s New Report with Dr. Stefano Puntoni, Director of AI at Wharton - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1686350545839-0DJ4KP9A0J9KEAIQYWP7/diego-ph-fIq0tET6llw-unsplash+%282%29.jpg Thought Leadership - The Rise of Generative AI Across Enterprises: Insights from GBK’s New Report with Dr. Stefano Puntoni, Director of AI at Wharton https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/3d7da938-a547-404d-9e74-fe2d0e4bb1bd/GBK_AI_LinkedIn_23.jpg Thought Leadership - The Rise of Generative AI Across Enterprises: Insights from GBK’s New Report with Dr. Stefano Puntoni, Director of AI at Wharton - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/ef697fcd-da95-4545-9a94-dcdff6b27b51/GBK_AI_LinkedIn_4.jpg Thought Leadership - The Rise of Generative AI Across Enterprises: Insights from GBK’s New Report with Dr. Stefano Puntoni, Director of AI at Wharton - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1f27ba4a-3e5a-45d1-903e-05ea95783f07/woman+using+smartphone+2.jpg Thought Leadership - The Rise of Generative AI Across Enterprises: Insights from GBK’s New Report with Dr. Stefano Puntoni, Director of AI at Wharton - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/generative-ai-study monthly 0.5 2024-10-28 https://www.gbkcollective.com/thoughtleadership/key-learnings-sawtooth-analytics-summit monthly 0.5 2024-02-29 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/5e961075-5f9d-45d5-9037-f617ff44f540/diego-ph-fIq0tET6llw-unsplash+%282%29.jpg Thought Leadership - Key Learnings from Sawtooth’s 2023 Analytics & Insights Summit Credit: Unsplash https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/45304f76-423f-4198-b706-a653a09bb1d8/nick-chung-znXXArRe15Y-unsplash.jpg Thought Leadership - Key Learnings from Sawtooth’s 2023 Analytics & Insights Summit https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/69b12a84-617c-40a0-8544-b27dc0107c7d/headway-5QgIuuBxKwM-unsplash.jpg Thought Leadership - Key Learnings from Sawtooth’s 2023 Analytics & Insights Summit https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1f27ba4a-3e5a-45d1-903e-05ea95783f07/woman+using+smartphone+2.jpg Thought Leadership - Key Learnings from Sawtooth’s 2023 Analytics & Insights Summit - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/future-of-marketing-analytics-msi-2023-highlights monthly 0.5 2023-06-09 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/c4231a3e-6ee4-4498-84ce-41815fdea223/Coding+shutterstock.JPG Thought Leadership - The Future of Marketing Analytics: Highlights from MSI's 2023 Conference Credit: Shutterstock https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/6bbf08d9-281c-4f30-abf1-db70b13ee17c/learn-Data-Analytics-817x404_c-1.jpg Thought Leadership - The Future of Marketing Analytics: Highlights from MSI's 2023 Conference https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1684775444264-S41Q57GI89O1AJN5SB7O/unsplash-image-FlPc9_VocJ4.jpg Thought Leadership - The Future of Marketing Analytics: Highlights from MSI's 2023 Conference https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/c5051d2b-cccb-48bb-bb5c-b11ebd118934/ChatGBT.JPG Thought Leadership - The Future of Marketing Analytics: Highlights from MSI's 2023 Conference - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/data-science-to-the-rescue monthly 0.5 2023-06-02 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1116cb16-affa-449e-862e-9ccbb879d4fc/nasa-Q1p7bh3SHj8-unsplash.jpg Thought Leadership - Data Science To The Rescue: Tackling Real-World Problems With Analytics Credit: Unsplash https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/8d8822dd-d21f-47d7-adf8-d9688d58a7e4/police.jpg Thought Leadership - Data Science To The Rescue: Tackling Real-World Problems With Analytics https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/c7c0d86f-7660-479c-9906-e4d670831b93/healthcare-data-analytics.jpg Thought Leadership - Data Science To The Rescue: Tackling Real-World Problems With Analytics https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/c5051d2b-cccb-48bb-bb5c-b11ebd118934/ChatGBT.JPG Thought Leadership - Data Science To The Rescue: Tackling Real-World Problems With Analytics - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/sports-analytics-series-part-two monthly 0.5 2023-02-07 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/16a132bd-6571-4f17-8680-2bfc711af1eb/Football+field+-+iStock.jpg Thought Leadership - More Than a Game: Applying Analytics to Decision Making In Sports and Business (Part Two) https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1b5ffd77-01a9-433b-b3cf-a20cb96387cf/data+analytics+photo.jpg Thought Leadership - More Than a Game: Applying Analytics to Decision Making In Sports and Business (Part Two) - Photo credit: iStock https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/214ca345-6233-4f9b-a6a4-ccac5cf4f429/Sports+analytics+-+iStock.jpg Thought Leadership - More Than a Game: Applying Analytics to Decision Making In Sports and Business (Part Two) Photo credit: iStock https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1675750302603-15L0ABIT0QPSE7LCJELT/unsplash-image-5QgIuuBxKwM.jpg Thought Leadership - More Than a Game: Applying Analytics to Decision Making In Sports and Business (Part Two) - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/ffa8da53-c954-4b71-8fc3-dbea85df56cf/Philadelphia+Eagles+istock.jpg Thought Leadership - More Than a Game: Applying Analytics to Decision Making In Sports and Business (Part Two) - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/sports-analytics-series-part-one monthly 0.5 2023-04-10 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1675142248046-N1NXPYM953VGNNVE1U05/unsplash-image-hKzmPs8Axh8.jpg Thought Leadership - More Than a Game: How Analytics Gives Sports Teams and Brands a Competitive Advantage (Part One) https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/d61e8e85-2b96-466b-b03b-73ed65bcf294/NFL+data.JPG Thought Leadership - More Than a Game: How Analytics Gives Sports Teams and Brands a Competitive Advantage (Part One) - Photo credit: Unsplash https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/4d641c25-a0ae-437f-9797-e35f3d1e938c/nfl-football.jpg Thought Leadership - More Than a Game: How Analytics Gives Sports Teams and Brands a Competitive Advantage (Part One) Photo credit: Getty Images https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/5bdc7813-83da-4b09-8b28-464ce53ba64e/Microsoft+windows+10+customer.jpg Thought Leadership - More Than a Game: How Analytics Gives Sports Teams and Brands a Competitive Advantage (Part One) - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/qandaanthonypalomba monthly 0.5 2022-12-08 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/801606e7-cd0d-419d-aab1-e96a2fc656f5/Anthony+Palomba+%281%29.jpg Thought Leadership - Q&A with Dr. Anthony Palomba, Leading Consumer Behavior Strategist and Audience Measurement Expert https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/fffaa418-6cbe-4dfc-bd13-07df871d9c9a/smartphone-fitness+image.jpg Thought Leadership - Q&A with Dr. Anthony Palomba, Leading Consumer Behavior Strategist and Audience Measurement Expert - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1657578930172-ADA5WJU0GFBF3UKJ5KE9/unsplash-image-QfAX7_xjxm4.jpg Thought Leadership - Q&A with Dr. Anthony Palomba, Leading Consumer Behavior Strategist and Audience Measurement Expert - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/c0248010-0225-4f81-8ec9-7fab91761a09/mollie-sivaram-yubCnXAA3H8-unsplash.jpg Thought Leadership - Q&A with Dr. Anthony Palomba, Leading Consumer Behavior Strategist and Audience Measurement Expert - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/afeeb295-e067-403d-81a2-16ed75bf190a/huge+crowd+in+sidewalk.jpg Thought Leadership - Q&A with Dr. Anthony Palomba, Leading Consumer Behavior Strategist and Audience Measurement Expert - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/qandamikehanssens monthly 0.5 2022-12-08 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/36aae5e6-8533-4ce9-aeec-0d2e5aac91a2/Dr.+Dominique+Hanssens+-+headshot.jpg Thought Leadership - Q&A with Dr. Dominique Hanssens on Marketing Mix Modeling https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1657576029195-TNHGU8MW7GNHHQU7F7WG/unsplash-image-FlPc9_VocJ4.jpg Thought Leadership - Q&A with Dr. Dominique Hanssens on Marketing Mix Modeling - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1657578930172-ADA5WJU0GFBF3UKJ5KE9/unsplash-image-QfAX7_xjxm4.jpg Thought Leadership - Q&A with Dr. Dominique Hanssens on Marketing Mix Modeling - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1657577958571-5HL6L8IC48JZLQN2QJSO/unsplash-image-5QgIuuBxKwM.jpg Thought Leadership - Q&A with Dr. Dominique Hanssens on Marketing Mix Modeling - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/7a2801bd-ccd2-4f9e-98c4-80dcd558b18d/huge+crowd+in+sidewalk.jpg Thought Leadership - Q&A with Dr. Dominique Hanssens on Marketing Mix Modeling - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/two-for-one-conjoint monthly 0.5 2022-05-31 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/659d1a2c-7d2c-41cf-85ff-e63c4c18fd03/TV+shopper+2.jpg Thought Leadership - Two-For-One Conjoint: Applying Cross Category Learning to Better Predict Customer Behavior https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/6c74fbfa-5ffc-445e-b081-6decbcf033b1/sleeping+bag+jacket.JPG Thought Leadership - Two-For-One Conjoint: Applying Cross Category Learning to Better Predict Customer Behavior https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/b057905e-5674-4246-a5d9-7cac6f021d5e/jackets+and+sleeping+bags+2.jpg Thought Leadership - Two-For-One Conjoint: Applying Cross Category Learning to Better Predict Customer Behavior - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/inside-strategic-segmentation-part-five monthly 0.5 2023-06-03 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/39827ce5-ec25-4670-9b6b-c09dee81b010/joel-filipe-uHJubAEZklE-unsplash-300x223%402x.jpg Thought Leadership - Inside Strategic Segmentation Blog Series – Part Five - Make it stand out Credit: Unsplash https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/d93bf38f-a0cc-4a20-bbf7-3250bd4ddc32/TURF+analysis.png Thought Leadership - Inside Strategic Segmentation Blog Series – Part Five - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/6ca0e7e4-dd6b-4f56-89c4-4e52e10acd1d/Next+Best+Move.png Thought Leadership - Inside Strategic Segmentation Blog Series – Part Five - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/fead3f5b-df0d-441f-a8f4-9e54d1103c54/Segmentation+grid+latest+2.jpg Thought Leadership - Inside Strategic Segmentation Blog Series – Part Five - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/inside-strategic-segmentation-part-four monthly 0.5 2023-06-02 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/4a5438b9-cc93-47ef-afb3-30a12b6907ee/crosswalk_3.2.20.png Thought Leadership - Inside Strategic Segmentation Blog Series – Part Four - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/5cf3f634-d263-498a-bc3d-2d18ca9e31fb/Segmentation+grid+latest+2.jpg Thought Leadership - Inside Strategic Segmentation Blog Series – Part Four - Make it stand out Figure 1 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/fead3f5b-df0d-441f-a8f4-9e54d1103c54/Segmentation+grid+latest+2.jpg Thought Leadership - Inside Strategic Segmentation Blog Series – Part Four - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/inside-strategic-segmentation-part-three monthly 0.5 2023-06-02 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/375e7c06-c043-4e3d-91ca-f4523b678f58/kelly-sikkema--1_RZL8BGBM-unsplash.jpg Thought Leadership - Inside Strategic Segmentation Blog Series – Part Three - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/8720cd25-1862-4bca-a1d5-c740e3e39208/Segmentation+grid+latest+2.jpg Thought Leadership - Inside Strategic Segmentation Blog Series – Part Three - Make it stand out Figure 1 https://www.gbkcollective.com/thoughtleadership/inside-strategic-segmentation-part-two monthly 0.5 2023-06-02 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/222628ea-e398-4698-9976-950edc3ad069/nick-chung-znXXArRe15Y-unsplash.jpg Thought Leadership - Inside Strategic Segmentation Blog Series – Part Two - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/8720cd25-1862-4bca-a1d5-c740e3e39208/Segmentation+grid+latest+2.jpg Thought Leadership - Inside Strategic Segmentation Blog Series – Part Two - Make it stand out Figure 1 https://www.gbkcollective.com/thoughtleadership/inside-strategic-segmentation-a-five-part-blog-series monthly 0.5 2022-05-05 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/979a9fce-0f9a-4e41-a05f-0e3130fc33e2/noah-naf-qhfxY3X6JV0-unsplash.jpg Thought Leadership - Inside Strategic Segmentation Blog Series – Part One - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/4d1e769c-ce9f-4a99-af68-bdd4689dd73f/Segmentation+grid+latest+2.jpg Thought Leadership - Inside Strategic Segmentation Blog Series – Part One - Make it stand out Figure 1 – How strategic imperative guides segmentation approach https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/8720cd25-1862-4bca-a1d5-c740e3e39208/Segmentation+grid+latest+2.jpg Thought Leadership - Inside Strategic Segmentation Blog Series – Part One - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/qandaneilhoyne monthly 0.5 2022-07-11 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/3f48004d-9fc7-4e68-9a32-8c52a2fc4f1f/Converted_1200x600.jpg Thought Leadership - Q&A with Neil Hoyne, Google’s Chief Measurement Strategist and Author of Converted https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/963e200c-f038-4deb-b76d-94d75eb6999a/Book+Cover+-+Rendered+in+3D.png Thought Leadership - Q&A with Neil Hoyne, Google’s Chief Measurement Strategist and Author of Converted - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/99c89693-1f6d-4c8c-b8d3-e1f8c9e5b6be/Book+Folded+Open+on+Table+-+Low+Resolution.jpg Thought Leadership - Q&A with Neil Hoyne, Google’s Chief Measurement Strategist and Author of Converted - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/514e84c7-bef3-4fa1-ae6f-6f642f72189a/Neil+Hoyne+Headshot+-+Casual.jpg Thought Leadership - Q&A with Neil Hoyne, Google’s Chief Measurement Strategist and Author of Converted - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/122c4221-f48d-4abe-8dd6-df3469ebc6da/crosswalk_3.2.20.png Thought Leadership - Q&A with Neil Hoyne, Google’s Chief Measurement Strategist and Author of Converted - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/cb7dafc0-3e1b-4503-9bb0-7085ffd8c123/Book+on+Shelf+-+High+Resolution.jpg Thought Leadership - Q&A with Neil Hoyne, Google’s Chief Measurement Strategist and Author of Converted - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/qandadanyavorsky monthly 0.5 2022-04-18 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/db80b577-3829-4798-8bae-39203b10c3b5/Dan+Yavorsky+headshot.jpg Thought Leadership - GBK Employee Spotlight: Dan Yavorsky https://www.gbkcollective.com/thoughtleadership/gbkqualtricspartnership monthly 0.5 2022-01-13 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/989422d7-2364-4572-941b-dd9b910ec854/GBK+Qualtrics+cover+photo.png Thought Leadership - GBK Partners With Qualtrics to Advise Customers on Analytics, Brand Experience https://www.gbkcollective.com/thoughtleadership/buildingacustomercentricparttwo monthly 0.5 2023-06-02 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/68a2ddc9-4750-449a-afa5-10ba98045da3/taras-zaluzhnyi-jkXaik_8HCA-unsplash.jpg Thought Leadership - Analytics In Action: Implementing a Customer-Centric Approach At Scale https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/deb1ba18-6879-40ad-858a-f57b8b4672f6/crowd+crossing+street.jpg Thought Leadership - Analytics In Action: Implementing a Customer-Centric Approach At Scale https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/fe3ab85e-0417-4f61-bf82-27c267474a60/cathryn-lavery-fMD_Cru6OTk-unsplash.jpg Thought Leadership - Analytics In Action: Implementing a Customer-Centric Approach At Scale https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/70897a3a-ed5e-4ec3-8826-86b5036f09ce/mollie-sivaram-yubCnXAA3H8-unsplash.jpg Thought Leadership - Analytics In Action: Implementing a Customer-Centric Approach At Scale - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/buildingacustomercentricpartone monthly 0.5 2021-12-06 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/111074cd-bc8b-4390-9a23-85c1df4ce6d7/jannes-glas-hgxAdNZ_ccg-unsplash.jpg Thought Leadership - Analytics In Action: Building a Customer-Centric and Data-Driven Culture https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/f1c49161-ddd6-4159-8684-ed70d80f0ada/computers.jpg Thought Leadership - Analytics In Action: Building a Customer-Centric and Data-Driven Culture https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/c184a557-a00b-4733-a293-02a192af1ea4/T-Mobile+website+uncarrier.JPG Thought Leadership - Analytics In Action: Building a Customer-Centric and Data-Driven Culture https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/95a512a8-d6a9-4396-ad80-df48e3445766/H%26M+holiday+shopping.jpg Thought Leadership - Analytics In Action: Building a Customer-Centric and Data-Driven Culture - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/5bdc7813-83da-4b09-8b28-464ce53ba64e/Microsoft+windows+10+customer.jpg Thought Leadership - Analytics In Action: Building a Customer-Centric and Data-Driven Culture - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gbkcollective.com/thoughtleadership/qandadramericusreed monthly 0.5 2022-02-02 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/67360013-c95d-468c-9bdf-cafb267d801f/Prof.+Americus+Reed+II+headshot.jpg Thought Leadership - Q&A with Wharton Professor Americus Reed II on the Power of Identity Loyalty https://www.gbkcollective.com/thoughtleadership/employeespotlightrobdasilva monthly 0.5 2021-10-28 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1631581552838-O3SLVCK1V2LOZ3DFVCI2/Rob+da+Silva.jpg Thought Leadership - GBK Employee Spotlight: Rob Da Silva, EVP, GBK Collective https://www.gbkcollective.com/thoughtleadership/qandakimwhitler monthly 0.5 2021-12-10 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1631137246779-GG9P1ITDSIOWLQ5Y0EAF/kim_whitler.jpg Thought Leadership - Q&A with Acclaimed Brand Strategist, Professor and Author Kim Whitler https://www.gbkcollective.com/thoughtleadership/employeespotlightkatwilson monthly 0.5 2021-09-08 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1622676283914-CH2EVLMTQXTT2WU961VO/kat_wilson_pic_50.jpg Thought Leadership - GBK Employee Spotlight: Katherine Wilson https://www.gbkcollective.com/thoughtleadership/whatsonyourconjointwishlist monthly 0.5 2024-02-07 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/48c5a619-d3f3-48c5-88da-d97a869cd791/CHRIS-cropped.jpg Thought Leadership - What’s On Your Conjoint Wish List? Q&A with Author Dr. Chris Chapman and Professor Eric Bradlow https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1620142223351-623AZV9OAR1PBZOUPZCT/Chris+Chapman+photo+1.jpg Thought Leadership - What’s On Your Conjoint Wish List? Q&A with Author Dr. Chris Chapman and Professor Eric Bradlow https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1620142288442-BSVU5VI6GSC5PKUO3RYH/austin-ramsey-ibGFKxvHva8-unsplash.jpg Thought Leadership - What’s On Your Conjoint Wish List? 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Jeremy Korst President, GBK Collective READ MORE https://www.gbkcollective.com/thoughtleadership/improvingyourcustomerjourney monthly 0.5 2020-12-03 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605907105862-I1Y4GCQ2E1NGCA0L7CKX/taras-zaluzhnyi-jkXaik_8HCA-unsplash.jpg Thought Leadership - Improving Your Customer Journey Through Predictive Analytics https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1606948725362-P8S2YKZZJ9VEKI2KU7ID/Bradlow_Eric.jpg Thought Leadership - Improving Your Customer Journey Through Predictive Analytics Eric Bradlow GBK Co-Founder and Vice Dean for Analytics at the Wharton School READ MORE https://www.gbkcollective.com/thoughtleadership/buildingacustomercentricanddatadrivenculture monthly 0.5 2023-05-08 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605907287640-1TOJQ6DBPMWGLJRMBWI3/jannes-glas-hgxAdNZ_ccg-unsplash.jpg Thought Leadership - Building A Customer-centric And Data-driven Culture https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605903319968-7DHS23T2V00Z5256L0C6/Experience+image.jpg Thought Leadership - Building A Customer-centric And Data-driven Culture https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605903367533-MKX6GD0APA2QSWI1LVPY/iStock-904486742.jpg Thought Leadership - Building A Customer-centric And Data-driven Culture https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1606948764670-F93L8QFHEL6OW6OWWBQB/Bradlow_Eric.jpg Thought Leadership - Building A Customer-centric And Data-driven Culture Eric Bradlow GBK Co-Founder and Vice Dean for Analytics at the Wharton School READ MORE https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605902669717-HXXB0B9N7Y1AAFITQEAO/Korst_Jeremy.jpg Thought Leadership - Building A Customer-centric And Data-driven Culture Jeremy Korst President, GBK Collective READ MORE https://www.gbkcollective.com/thoughtleadership/9trendsshapingthefuture2019 monthly 0.5 2024-02-21 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605906769401-EP8U4HC1B40J8UY7NSGX/marianne-bos-4eBOAeFfY0w-unsplash.jpg Thought Leadership - 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GBK leverages insights from cutting edge primary research and advanced analytics methodologies to develop solutions to address key questions. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/340adc9e-804d-442d-b1d6-566865646b6e/LogosFarm_v2.jpg Our Approach https://www.gbkcollective.com/thegbktoolbox daily 0.75 2021-01-09 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605552994302-GKEI9TBXD54WQFIG8Z0O/Illo_06.gif The GBK Toolbox we love large, awkward amorphous problems. Our experienced consultants leverage proven strategic frameworks informed by insights from cutting edge primary research, marketing science, and advanced analytics to solve our clients’ most pressing business opportunities. https://www.gbkcollective.com/home daily 1.0 2023-08-02 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605715725409-V94IXU21KSARR5RY71HX/Illo_01.gif Home Sometimes it’s hard to see the problem through all the solutions. In marketing, for those tasked with insights and growth few things are more advantageous and rare than clarity. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1603225391271-5I76OWVA3ND9GJUK18R7/Illo_02.jpg Home We solve marketing problems in high definition. THE GBK COLLECTIVE Academic DNA and real-world expertise that’s enlightened by data, energized by problem solving and designed to deliver high definition clarity and resolution on the most pressing marketing challenges. Our core expertise in marketing science, advanced research and analytics leads the way. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605552851157-WB7BGOAZYXAJHX850N7E/Illo_03.gif Home We are a different company for every client. No two businesses have precisely the same challenges. Our philosophy leads us to structure the unique issues for each client and customize our data-driven approach. https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1603300896945-88Y571AMQNYRZBI17Z4U/Illo_05.jpg Home we are learn it alls, rather than know-it-alls. True collaboration begins with listening and learning. 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Your login credentials are: gbkwhitepapers Please save your password for future us. https://www.gbkcollective.com/privacy daily 0.75 2021-06-28 https://www.gbkcollective.com/disclosures daily 0.75 2020-11-19 https://www.gbkcollective.com/redirect daily 0.75 2020-12-03 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605814752022-D84FH0SQS0PTC2CZ5NUP/Redirect.png Redirect https://www.gbkcollective.com/conjointwebinar daily 0.75 2021-04-06 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1608151777355-MYH4DP1TUAR9CNJ7USSV/Illo_03.gif Conjoint Webinar THE POWER OF CONJOINT ANALYSIS TO PREDICT CUSTOMER BEHAVIOR On demand webinar and other resources https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1608151526478-2DZTESXEZPTY049J8OW8/Illo_09.jpg Conjoint Webinar In this 60 min webinar, Dr. Chris Chapman, Principal Quantitative Research Lead at Google and Professor Eric Bradlow, Vice Dean, Analytics at Wharton and GBK Collective Co-Founder share best practices to apply Conjoint Analysis and Discrete Choice Modeling to address real-world business situations including: How to optimize product and marketing decisions How to accurately predict what features, functionality and pricing are important to customers Common mistakes that companies make when applying DCM/conjoint analysis How to predict and stay ahead of competitive responses, while making the right decisions faster https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1608152774705-K8PPRV8Q262KUHOKXO1G/chrischapman.jpg Conjoint Webinar https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1608152793524-YE6AW489UGNOUPK7A332/ericbradlow.jpg Conjoint Webinar https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1608152924772-G37VOKTKFEINUJXT9JER/Illo_01.gif Conjoint Webinar ABOUT GBK Collective Born from academics. Enlightened by data-driven research and analytics. Guided by expertise and experience. GBK Collective is a leading marketing strategy and analytics consultancy built to help clients solve complex marketing challenges. Co-founded by the Vice Dean of Analytics and Chair of Wharton’s Marketing Department, GBK applies industry leading academic expertise and real-world corporate experience to every project with clients to deliver practical and actionable solutions to real issues. For more information, please visit www.gbkcollective.com. https://www.gbkcollective.com/privacypolicy daily 0.75 2023-01-31 https://www.gbkcollective.com/cookiepolicy daily 0.75 2023-08-03 https://www.gbkcollective.com/termsandconditions daily 0.75 2023-01-31 https://www.gbkcollective.com/sweepstakesrules daily 0.75 2024-06-17 https://www.gbkcollective.com/shop daily 0.75 2020-10-15 https://www.gbkcollective.com/shop/p/stanton-recipes-ed-1-68rrp monthly 0.5 2019-08-22 https://images.squarespace-cdn.com/content/v1/5ced3ca71bd8b30001701f6b/1565720274118-RVA8LKI0ZQRA4IBPX502/stanton-book.jpg Shop - Stanton Recipes Ed. 1 https://www.gbkcollective.com/team-profiles daily 0.75 2026-03-18 https://www.gbkcollective.com/team-profiles/justinmrao monthly 0.5 2021-04-13 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/f4fc7d7b-e4ea-44d1-a523-fa0aab06cb61/justin_rao_headshot_bw.jpeg Team Profiles - Justin Rao - Justin M. Rao, Ph.D. Senior Consultant Justin Rao is an economic researcher by training who spent his early career primarly at Microsoft Research. He then moved into leading data science teams (Expedia Group), performance marketing (Booking.com) and product/tech teams (Zalando). At Zalando, Europe's 2nd largest online retailer, he leads the teams responsible for pricing, performance marketing, customer relationship management, experimentation platform, customer lifetime value platform and economic insights. He is still an active researcher and has published 25+ papers in peer-reviewed journals such as the Journal of Political Economy, Quarterly Journal of Economics, Marketing Science, Management Science and the Annals of Applied Statistics. https://www.gbkcollective.com/team-profiles/dominiquemhanssens monthly 0.5 2021-04-13 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1618328335051-4G3O1MXEF1KV0AYCROYK/Dr.+Dominique+Hanssens+-+bw.jpg Team Profiles - Dominique M. Hanssens - Professor dominique m. hanssens Distinguished Research Professor of Marketing UCLA Anderson School of Management Dominique Hanssens is Distinguished Research Professor of Marketing at the UCLA Anderson Graduate School of Management. He has served as the school's faculty chair, associate dean, and marketing area chair. He served as Executive Director of the Marketing Science Institute (2005-2007) and as President of the INFORMS Society for Marketing Science (2015-2017). Dr. Hanssens studied applied economics at the University of Antwerp in his native Belgium. He then obtained an M.S. and Ph.D. in marketing from Purdue University. His research focuses on strategic marketing problems, in particular marketing productivity, to which he applies his expertise in data-analytic methods such as econometrics and time-series analysis. Professor Hanssens serves or has served as an area editor for Marketing Science and an associate editor for Management Science and the Journal of Marketing Research. His papers have appeared in the leading academic and professional journals in marketing, economics and statistics. Professor Hanssens won distinguished teaching awards in the UCLA MBA and Executive MBA programs. In 2003 he was awarded the UCLA Anderson School’s Neidorf ‘decade’ teaching award, in 2007 he was the recipient of the Churchill Lifetime Achievement Award of the American Marketing Association, in 2010 he was elected a Fellow of the INFORMS Society for Marketing Science, and in 2013 he received the AMA Mahajan Award for Career Contributions to Marketing Strategy Research. In 2015 the INFORMS Society for Marketing Science gave him the Buck Weaver Award for lifetime contributions to the theory and practice of marketing. Professor Hanssens' consulting experience covers strategic marketing problems such as assessing the economic effects of marketing, allocating marketing resources and growing customer and brand equity. His approach emphasizes market-response modeling on sophisticated customer and marketing databases. He has conducted assignments for Agilent Technologies, British Telecom, Disney, Google, Hewlett Packard, Hughes, Johnson & Johnson, Mattel Toys, Mercedes, Microsoft, Schwab and Wells Fargo, among others. He is a founding partner of MarketShare, a global marketing analytics firm headquartered in Los Angeles. https://www.gbkcollective.com/team-profiles/marcodimaggio monthly 0.5 2021-08-03 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1626273679579-WW8LOQHTF22D9RWNGAAC/Marco+Di+Maggio+headshot+-+bw.jpg Team Profiles - Marco Di Maggio - professor Marco Di Maggio Full Professor of Finance, Imperial College Business School, University College London Dr. Marco Di Maggio is a Full Professor of Finance at Imperial College Business School, University College London, and a faculty research fellow at the National Bureau of Economic Research. A foremost expert on FinTech and market strategy, he has collaborated with numerous companies in multiple industries, from consumer lending to asset management and cryptocurrency markets, to raise capital, launch new products, deal with regulatory challenges, exploit customer data and design novel revenue models. Professor Di Maggio’s current research focuses on financial intermediation with a particular focus on how new technologies have disrupted financial markets and its effects on firms and individuals. He also developed the first HBS course on FinTech tailored to MBA students, as well as a popular Executive Education Program on Fintech. Professor Di Maggio’s work has been published in leading academic peer-reviewed journals such as the American Economic Review and widely cited by outlets such as Bloomberg, Forbes, The Economist, The Wall Street Journal, among others. Before joining HBS, he was a faculty member in the finance and economics division of Columbia Business School. He holds a PhD in Economics from MIT. https://www.gbkcollective.com/team-profiles/samuelbotts monthly 0.5 2021-08-03 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1628025839051-4UY5IBKOLYP3EITCBYHD/Samuel+Botts+-+bw.jpg Team Profiles - Samuel Botts - Samuel Botts Senior Consultant Mr. Botts brings over two decades of experience as an entrepreneur, strategic management, and marketing expertise. As an entrepreneur, Mr. Botts has started up several companies in the retail space, including leading strategic management for companies in the private and GovCon (government contracting) sector. As a marketing professional, Mr. Botts' area of expertise lies in interpreting customer data to better understand how customers' identities are connected to the products and services they purchase. Using these insights, Mr. Botts has assisted global brands in creating, stronger, "stickier" relationships, based on the brand concept of Identity Loyalty, with their customer base. As a seasoned business owner and entrepreneur, Mr. Botts’ perspective lends itself to anticipating the needs and concerns of business leaders with whom he often consults. Mr. Botts holds undergraduate degrees from Morehouse College and Georgia Tech in Engineering. Mr. Botts also holds a Master’s degree in Engineering from the University of Michigan and received his MBA from the Wharton School of Business. An avid skydiver, FPV drone pilot, and world traveler, Mr. Botts is an outdoor enthusiast, who enjoys playing sports and seeking out new adventures with his loyal Olde English Bulldogge at his side. https://www.gbkcollective.com/team-profiles/americusreed monthly 0.5 2021-08-09 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1628025986842-FMCBMK30LCBXBPJD4QS6/Americus+Reed+-+bw.jpg Team Profiles - Americus Reed - professor americus reed, II The Whitney M. Young, Jr. Associate Professor of Marketing at the Wharton School Americus Reed, II is the Whitney M. Young Jr., Professor of Marketing at the Wharton School, University of Pennsylvania, where he has served on faculty since 2000. An avid fitness enthusiast, part time drummer and tireless educator, Americus’ primary research and consulting areas are in brand equity and Identity Loyalty – the study of creating and fostering “brand communities” that transcend the utilitarian aspects of products to actualize iconic levels of symbolic identity and self-expression; connect to deep levels of emotional and social affiliation, and cultivate lifelong relationships with intermediate customers and end consumers. In 2005, his academic work in this area received honorable mention for the prestigious Robert Ferber Award for academic impact in the Journal of Consumer Research (JCR) and in 2009 he received JCR’s Best Paper Award. Americus describes the power of branding in this TEDx conversation. He has authored more than 50 articles, book chapters and cases on the topic. He has been featured on CNN, CNBC, Forbes, Wall Street Journal, Huffington Post, New York Times, NPR, the Hidden Brain Podcast and Knowledge at Wharton. He hosts a Podcast called Marketing Matters which airs live on Wednesdays on Wharton’s Sirius XM Channel 132 Business Radio. He teaches customer analysis, branding and consumer psychology to undergraduate, graduate, doctoral and executive students. https://www.gbkcollective.com/team-profiles/kimwhitler monthly 0.5 2021-08-09 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1628546537585-YZKFGSORB3PKYEZDK6GJ/KAW+B+and+Whitler.jpg Team Profiles - Kimberly A. Whitler - professor Kimberly A. Whitler Frank M. Sands Sr. Associate Professor of Business Administration Kimberly A. Whitler is currently Frank M. Sands Sr. Associate Professor of Business Administration at the University of Virginia's Darden School of Business and an Advisory Board member of SSA & Company and Transparent Partners. Previously, Whitler spent nearly 20 years in general management, strategy and marketing roles within the CPG and Retailing industries, managing global, U.S. and Eastern European-based businesses. She spent most of her career at Procter & Gamble, and more recently served as the general manager of the Breakfast Division for Aurora Foods, the CMO of David’s Bridal, the country’s leading bridal apparel retailer, and as an officer of PetSmart, the country’s largest pet specialty retailer. She is the author of the #1 new book in product management on Amazon, "Positioning for Advantage: Techniques and Strategies to Grow Brand Value" and has written over 350 articles as a Forbes senior contributor and has published in Harvard Business Review, MIT Sloan Management Review, The Washington Post, Chief Executive, Directors & Boards, The Conference Board Directors' Notes, Ad Age, The CMO Council’s PeerSphere, Chief Marketer, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Advertising Research, Business Horizons, Marketing Science Institute, Journal of International Marketing, and Academy of Management Journal. Whitler’s research regarding the impact of marketers on the board of directors was a finalist for the Journal of Marketing's 2018 MSI/Paul H. Root Award. Her Marketing Science Institute publication entitled "When and How Does Board-Level Marketing Experience Impact Firm Performance," won the 2017 Robert D. Buzzell Best Paper for research that had the most significant impact on marketing practice and thought. Her paper entitled "Research in Marketing Strategy" won the 2020 Sheth Foundation Award, given annually to the best paper published in the Journal of the Academy of Marketing Science. Her Forbes publications have ganered over 3,500,000 views. and she has been ranked as a Top Five influencer of CMOs, a Top 10 influencer of Tech B2B CMOs, a Top 100 MarTech influencer, and was nominated as a National Retail Federation's Top Influencer. She has been named a “Favorite Professor of Top MBA Students” in Poets and Quants and won Darden's "Morton Award" in 2018 for the professor who most inspired the student Morton Award recipient to act upon ideas for evolution and improvement. She has spoken and/or consulted for a number of C-level organziations, including: San Francisco CEO-CMO Summit, Forbes’ CMO Summit, Coca-Coca Company, G2 Coke/McDonald’s Conference, E. & J. Gallo, Brand 50 Summit, 11th Annual High-Tech CMO Conference, Atlanta CMO Roundtable, San Francisco Accounting CMO Conference, U.S. Department of Defense, Gartner, MMA Board Meeting, MSI’s Trustee Meeting, among others. Whitler has been interviewed, cited or quoted over 2,100 times, including: The Wall Street Journal, Bloomberg, The Washington Post, New York Times, MSN, Yahoo!, Financial Chronicle, NBC, ABC, The Boston Globe, USA Today, The Associated Press, U.S. News & World Report, Knowledge@Wharton, Harvard Law School Forum on Corporate Governance and Financial Regulation, Entrepreneur, Standard Examiner, National Association of Corporate Directors, The Conference Board, The Economist Group, The Washington Times, Chicago Tribune, Fox Sports, Huffington Post, Mediabuzz, Oxygen, and a variety of international media outlets. She attended the U.S. Air Force Academy, received a B.A. in psychology and business administration from Eureka College, an MBA from the University of Arizona, and an M.S. and Ph.D. from Indiana University. https://www.gbkcollective.com/team-profiles/samhui monthly 0.5 2021-05-20 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1609979137229-5ZNA4LEH0MMEY4PRKMWU/Randall_Lewis_bw.png Team Profiles - Sam Hui - professor sam hui Associate Professor of Marketing at the Bauer College of Business, University of Houston Sam Hui joined University of Houston Bauer College of Business as Associate Professor with tenure in July 2014. Before joining University of Houston, Professor Hui taught at New York University Stern School of Business as an Assistant Professor of Marketing for six years. Professor Hui’s research interest lies in the intersection of marketing and statistics, and particularly on developing new methodology for marketing research applications. His current research focuses on the entertainment industry (movies, TV shows, gambling, social gaming), in-store shopper marketing, online retailing, healthcare marketing, and Bayesian models. In a recent paper, he develops a new methodology to analyze moment-to-moment data and applies the method to TV shows piloting test for CBS. In another paper, Professor Hui looks at the game mechanisms that casual game developers may employ to encourage gamer retention and engagement. Professor Hui has been selected in 2013 as a MSI young scholar, a “potential leader” of the next generation of marketing academics. He is named the AMA Retail and Pricing SIG Young Scholar in 2014. In 2014, Professor Hui is the winner of the MSI/H. Paul Root Award for significant contribution to the advancement of the practice of marketing. He is also the recipient of the 2010 AMA Innovation, Technology, and Interactivity SIG Best Paper Award, 2008 George B. Dantzig Award (2nd prize), 2008 John Howard Dissertation Award; the 2007 AMA EXPLOR Award, recognizing the most innovative use of technology in advancing marketing research. Professor Hui’s academic research has been published in Marketing Science, Management Science, Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, Annals of Applied Statistics, Quantitative Marketing and Economics, IEEE Transactions on Knowledge and Data Engineering, Journal of Economic Behavior and Organization, Bayesian Analysis, and Applied Stochastic Models in Business and Industry. Outside of academia, Professor Hui has applied his research in various consulting projects for companies including Amazon, Unity Technology, Machine Zone, Merck, RetailNext, Advantage Healthcare, Relay Network, Playnomics (acquired by Unity), Rent Bureau (acquired by Experian), among others. In 2009, Professor Hui co-founded homeprice.com.hk, which has become the top online real estate appraisal site in Hong Kong and has made more than 7 million+ real estate valuations to date. Mashwork.com, a patent-pending commercialization based on Professor Hui’s research on social media listening (for TV shows) has been named a finalist in the 2011 NYU Technology Venture Competition. Mashwork has raised $5.6 million in Series A financing in 2015, and is currently used by major TV networks such as NBC, FOX, Sony Pictures, HBO, and Viacom. Professor Hui also developed a “player lifetime value” scoring system for Playnomics (acquired by Unity in 2014), a predictive and analytic platform for mobile apps and games. Professor Hui received his B.S. in Mathematical and Computational Science, his M.S. in Statistics from Stanford University and his Ph.D. in Marketing from the Wharton School of the University of Pennsylvania. https://www.gbkcollective.com/team-profiles/mattschaefer monthly 0.5 2026-01-21 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/068d5e55-b37a-4d7b-91f0-98c916d5e800/Matt+Headshot+New+December+2025+-+bw.JPG Team Profiles - Matt Schaefer - Matt Schaefer Senior Vice President, Research & Insights Matt is a seasoned account and strategic insights leader who specializes in steering large-scale, multinational research engagements with blue-chip technology, entertainment, financial services, and retail clients. Before joining GBK Collective in 2019, Matt held a number of positions at Big Village. Matt earned his BA with honors from The University of Chicago and his MBA from Northwestern University – Kellogg School of Management’s top-ranked Executive MBA program. https://www.gbkcollective.com/team-profiles/jaredpiraneo monthly 0.5 2026-02-05 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1f15caf7-9fec-4ef3-8ce8-5039ef5ef7d0/Jared+Headshot+1-2.jpg Team Profiles - Jared Piraneo - Jared Piraneo Senior Vice President, Research & Insights Jared is a Senior Vice President of Research & Insights at GBK Collective. Throughout his career in advertising and marketing, he has extensive experience in operations, product, and analytics. Before joining GBK Collective, Jared helped lead Ipsos’ Behavioral Data Group, focusing on combining multiple data sources to answer complex marketing questions. He helped productize and scale the analysis, automation, and visualization of various market research studies. Jared previously worked at WPP’s Media Innovation Group analyzing programmatic media campaigns after receiving his BA from the University of Delaware. https://www.gbkcollective.com/team-profiles/christineodishoo monthly 0.5 2021-05-20 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605633597726-JYPTUFB5BXGK3YGKKXR9/Odishoo_Christine.jpg Team Profiles - Christine Odishoo - Christine Odishoo Senior Vice President, Research & Insights Christine’s primary focus at GBK Collective is to design and oversee the implementation of custom research studies on behalf of clients from a variety of business sectors. She works closely with clients to determine their business goals and designs custom research projects to align with those goals, bringing her extensive experience with a wide range of research methodologies into play. Prior to joining GBK Collective, Christine had more than 15 years of experience managing custom research studies at advertising, media, and market research agencies. She has had the pleasure of working with many Fortune 100 clients ranging from financial institutions, healthcare/pharmaceutical firms, CPG companies, and retailers. Christine holds a Master of Arts in Industrial/Organizational Psychology from Hofstra University and a Bachelor of Arts in Psychology from University of Wisconsin-Stout. https://www.gbkcollective.com/team-profiles/samanthahare monthly 0.5 2021-05-20 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605633237409-01Z3I1PP3566B10JK02U/Hare_Samantha.jpg Team Profiles - Samantha Hare - Samantha Hare Vice President, Research & Insights Samantha is currently a Vice President of Research & Insights at GBK Collective. Throughout her career in the market research industry, she has been responsible for leading the design, execution and delivery of complex, large-scale tracking and communication optimization programs. She has experience across a variety of business sectors including telecommunications, technology, CPG, entertainment, and financial services. Prior to joining GBK Collective, Samantha held positions at Kantar Millward Brown. Samantha earned her B.S. from Cornell University, studying Applied Economics & Business Management. https://www.gbkcollective.com/team-profiles/rebeccaszew monthly 0.5 2026-03-18 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605634235505-ZHCLPN4LPWOGEHJY06TH/Szew_Rebecca.jpg Team Profiles - Rebecca Szew - Rebecca Szew Chief Client Officer Rebecca is a Executive Vice President at GBK Collective with over a decade of experience advising clients in the areas of brand strategy and communication optimization. She has extensive experience across various industries, including technology, fashion, B2B, CPG, pharmaceuticals, QSR, ecommerce and entertainment. Her passion is to start with her clients’ toughest business questions, and design a custom market research solution from the ground up to find the answers. Prior to joining GBK Collective, Rebecca held positions at Millward Brown and IRI. Rebecca earned her BA from the University of Arizona, studying marketing and international business. https://www.gbkcollective.com/team-profiles/tomhickey monthly 0.5 2021-05-20 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1607469281917-ZI53703425EZYOA99V6Z/Hickey_Tom_2.jpg Team Profiles - Tom Hickey - Tom Hickey Senior Consultant Tom Hickey has extensive experience with marketing strategy, customer insights and performance marketing having spent two decades working on them in the technology and telecom sectors. He has held leadership roles in marketing, strategy and business planning at Amazon, T-Mobile, Microsoft, Expedia and Realself. He has deep experience and history working with two sided marketplaces and their challenges balancing consumer demand and vendor supply, creating the right pricing and incentive structure and building curated content. Tom received a business degree from the University of Limerick (Ireland) and an MBA from the University of North Carolina-Chapel Hill. https://www.gbkcollective.com/team-profiles/lukebrodbeck monthly 0.5 2021-10-07 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1606951320464-UMEMHUFNNWW6ILKO0QGK/Brodbeck_Luke_2.jpg Team Profiles - Luke Brodbeck - Luke Brodbeck Vice President, Research & Insights Luke is a Vice President of Research & Insights at GBK Collective. Throughout his career in consumer goods and market research, he has extensive experience in customer service, project management, and consumer behavior. Before joining GBK Collective, Luke helped implement best research practices at Aspire Venture Capital, focusing on early stage investing and conducting research on new technology concepts. He helped implement best practices in the research and development of seed stage companies. Luke previously worked at Turkey Hill Dairy where he helped in the creation of the market research department and implementation of sensory research after receiving his BS from Millersville University and continued his education at the University of Georgia focusing on marketing research. https://www.gbkcollective.com/team-profiles/melanieoltmann monthly 0.5 2026-01-21 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/da98385e-8b3d-4132-a4b1-c1752392a661/melanie_headshot_bw.jpg Team Profiles - Melanie Oltmann - melanie oltmann Senior Vice President, Qualitative Practice Lead Melanie is GBK Collective’s Qualitative Practice Lead. Her 20+ years in Market Research includes research operations, project management, strategic consulting, and qualitative research design & execution. Despite many of those years spent on the quantitative side of the business, Melanie is a “qually” at heart. She is an active member in QRCA (Qualitative Research Consultants Association) where she loves participating in continuing education webinars, serving on volunteer committees, and attending conferences with others in the qualitative space. https://www.gbkcollective.com/team-profiles/robdasilva monthly 0.5 2021-10-07 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1633622917781-S1DB3Z8FTITFI04XZ0XC/Rob+da+Silva+-+BW.jpg Team Profiles - Rob Da Silva - rob da silva Executive Vice President, Research & Insights As an Executive Vice President at GBK collective, Rob has nearly three decades of market research experience with a number of market research agencies. Rob’s background includes consulting across a broad range of industries and product categories using a multitude of research techniques. Rob’s recent focus has been working with clients to develop and implement sound research methods to enable brands and advertisers to maximize their cross-channel marketing investments and identifying new marketing opportunities. Prior to joining GBK, Rob held senior leadership positions at Kantar and Ipsos collaborating with global clients within the media, content, advertising and technology landscape to provide innovative research-based solutions to business issues. In addition, as a former head of global product development for cross-media measurement effectiveness, Rob has a deep understanding of media ecosystem both traditional as well as evolving technologies . Rob attended Ryerson University in Toronto studying business administration. https://www.gbkcollective.com/team-profiles/dannyurbinamccarthy monthly 0.5 2021-11-09 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/fc38181c-f8f3-49d0-8678-f1c1d670120d/danny_head+shot_bw.jpg Team Profiles - Danny Urbina-McCarthy - danny urbina-mCcarthy Director, Research & Insights Danny is a Director on the Research & Insights Team. Prior to work at GBK Collective he honed his project management, customer service, and research skills working within higher education and the nonprofit sector. There he helped to create and execute national and global marketing and communication strategies and build teams from the ground up. Danny received his MBA from University of Chicago Booth School of Business with focuses on Economics, Finance , and Strategy. https://www.gbkcollective.com/team-profiles/sabrinagodbout monthly 0.5 2021-12-21 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/be9d31d9-b574-4c5c-ab46-af487ec84796/sabrina_headshot_bw.jpg Team Profiles - Sabrina Godbout - sabrina godbout Vice President, Research & Insights Sabrina is a Vice President of Research & Insights at GBK Collective. Over the course of her career in market research, she has been responsible for overseeing the design, analysis, execution, and delivery of custom research projects spanning across various methodologies and scale, and has conducted research among a wide range of B2B and B2C audiences. She has experience with various industries as well, including technology, telecommunications, non-profit, CPG, and retail. Prior to joining GBK Collective, Sabrina was a Research Director at PSB Insights. Before that, she earned her B.A. from Seattle University with a major in Marketing and Minors in Business Economics and International Business. https://www.gbkcollective.com/team-profiles/ericahuber monthly 0.5 2022-01-19 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/22cce257-79db-44ab-99f5-e0a8cc460293/Headshot+EH+-+bw.jpg Team Profiles - Erica Huber - erica huber Senior Manager, Research & Insights At GBK Collective, Erica is responsible for supporting in the execution of research engagements for various clients. Prior to joining GBK, Erica worked with research clients in various industries including CPG, pharmaceuticals, media/entertainment, food/beverage and petcare. She holds a Master of Marketing Research from the University of Georgia and a Bachelor of Science in Marketing from Clemson University. https://www.gbkcollective.com/team-profiles/danyavorsky monthly 0.5 2024-02-27 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/91a1c1e2-a6c7-4220-9e12-92b8fd55a2e8/Dan+Yavorsky+-+2024+-+bw.jpg Team Profiles - Dan Yavorsky - dan yavorsky, Phd Senior Vice President, Analytics Dan is the Senior Vice President of Analytics at GBK. He brings over 10 years of analytics and consulting experience ranging from strategic management at Bain & Company to expert witness support in corporate litigation at Cornerstone Research. Dan holds a PhD in quantitative marketing and an MBA from the UCLA Anderson School of Management. His research interests lie at the intersection of marketing and statistics, and include econometrics, Bayesian modeling, and causal inference, often with the purpose of measuring consumer preferences to inform strategic business decisions. Key work from his dissertation is published in the journal Quantitative Marketing and Economics. Dan also lectures at the UCSD and UCLA business schools, teaching Customer Analytics at the undergraduate level and Econometrics at the graduate level. https://www.gbkcollective.com/team-profiles/jannschwarz monthly 0.5 2022-02-24 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/3fe6c6e5-1d6c-4d93-b83b-fed64970b5bf/Jann+Headshot_bw.jpg Team Profiles - Jann Schwarz - JANn SCHWARz Co-Founder and Global Head of the B2B Institute at LinkedIn The B2B Institute is the leading global Think Tank studying the B2B Go To Market space across marketing, sales and customer relationships. The B2B Institute is funded by LinkedIn and partners with the best minds in the industry to empower the B2B community with breakthrough ideas and category-defining research. Jann leads a diverse team of talented strategists and storytellers who are all passionate about changing the world of business for the better, and building relationships where magic and logic intersect. Before founding the B2B Institute, Jann held various leadership positions within LinkedIn’s sales organization over the past decade. Before that, he was a WPP Fellow in WPP’s prestigious senior leadership development program, and worked in business development at the New York Times and the BBC. Jann holds an MBA from Harvard Business School and master’s and bachelor’s degrees from The London School of Economics https://www.gbkcollective.com/team-profiles/ameliacolon monthly 0.5 2022-08-10 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/43feb6ca-aada-4c6f-99d7-d89abecb664a/colona.jpg Team Profiles - Amelia Colón - amelia Colón Senior Vice President, Research & Insights Currently a Senior Vice President based in GBK's New York City office, Amelia has worked for nearly a decade in brand strategy & analytics consulting advising clients in navigating strategic marketing challenges through custom research, advanced analytics, and compelling storytelling. Tailoring research and analysis to each client's unique business needs, she has helped brands curate messaging strategies for building long-term equity, identify targets and white-space opportunities for growing market share, and link attitudinal drivers to ROI for sharpening performance-marketing initiatives. While having partnered with a diverse set of Fortune top companies across verticals (i.e., hospital/healthcare, luxury alcohol, online grocery, finance, automotive, CPG, QSR/fast casual), she is also specialized in B2B digital advertising and technology research. Prior to joining GBK Collective, Amelia directed research and insights within Kantar's Brand Strategy (legacy MaPS) and Analytics practices. During her tenure at Kantar, she sat onsite at a Fortune 500 technology company guiding custom modeling and analytics for the company's B2B ads research and brand health tracking teams. Amelia holds a B.S. in Management & Business (with Honors) from Skidmore College with concentrations in Spanish Language & Literature and Music. https://www.gbkcollective.com/team-profiles/prachibhalerao monthly 0.5 2024-08-07 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/5a55f7a9-5382-428f-88ab-08dde52c3529/Prachi+-+bw.jpg Team Profiles - Prachi Bhalerao - Prachi Bhalerao Marketing Data Scientist, Analytics In her role as a Marketing Data Scientist at GBK Collective, Prachi applies econometric, statistical, and machine learning analyses to support our consultants in solving our clients’ business problems. Her interest and experience lies at the intersection of technology and business, particularly in observing the evolving dynamics of the consumer space through an analytical lens. She has contributed to teams at Deloitte, Ernst & Young, and Siemens spanning marketing, technology, and consulting domains. Prachi holds a Masters in Business Analytics from UC San Diego, along with an MBA in Technology Management and a Bachelors in Computer Science, both from NMIMS India. https://www.gbkcollective.com/team-profiles/asadtacy monthly 0.5 2024-12-04 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/4359463d-a524-44e7-94be-d918dc71ee8a/asad_bw.jpg Team Profiles - Asad Tacy - Asad Tacy Senior Analyst, Research & Insights, GBK Collective Asad Tacy is a Senior Analyst at GBK, bringing experience in brand strategy and market research. With a background in both qualitative and quantitative methods, Asad has worked with clients across sectors including food/beverage, pharmaceuticals, and information technology. At GBK, Asad is responsible for supporting the execution of research engagements for various clients. Prior to joining GBK, Asad was a Senior Associate at the research-driven consultancy, Quadrant Strategies, where he conducted research, developed messaging strategies, and aided in brand positioning. Asad received a Bachelor of Business Administration from the Foster School of Business at the University of Washington, where he focused in finance and graduated with honors. https://www.gbkcollective.com/team-profiles/tammylau monthly 0.5 2024-12-04 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/391e097e-2147-4c05-a1de-d72607b738bd/Tammy_lau_bw.JPG Team Profiles - Tammy Lau - tammy lau Senior Vice President, Research & Insights, GBK Collective Tammy recently joined GBK as a Senior Vice President of Research & Insights. She has over 20 years of experience in market research, having started at LRW before joining Ipsos (formerly OTX), Hypothesis Group, and then GfK (now part of NIQ). Her quantitative expertise in brand and ad tracking, U&A, communication and custom research have been applied across a diverse client base from media and technology to consumer-packaged goods and services. Prior to joining GBK, Tammy’s most recent role was as product lead, at GfK, for a syndicated automotive tracking program where she led efforts to address immediate needs and define the long-term path to optimize and future-proof the program. Tammy earned her BAs in Communications and Sociology from UCLA. https://www.gbkcollective.com/team-profiles/maryfrazer monthly 0.5 2025-03-25 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/c677c5ec-ae72-4053-a8e6-13872ef40768/Mary_GBK_bw.png Team Profiles - Mary Frazer - mary frazer Senior Director, Strategic Insights, GBK Collective Mary is a Senior Director at GBK Collective with over a decade of experience in consumer insights and strategic analysis. She has extensive experience across various industries, including entertainment (kids/teen/adults), technology, and FMCG. Over the course of her career she has been responsible for design, analysis, and execution of studies, leading to delivery of impactful insights that answer clients’ questions. Prior to joining GBK Collective, Mary held positions at Ipsos and Millward Brown in their US and European offices. Mary earned her Bachelor of Science degree from San Francisco State University. https://www.gbkcollective.com/team-profiles/randiochs monthly 0.5 2025-03-28 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/05f106d8-741a-45e3-898b-86e9c1181c63/Randi+Ohcs_B+and+W.jpeg Team Profiles - Randi Ochs - Randi Ochs Senior Vice President, Research & Insights Randi Ochs joined GBK Collective as Senior Vice President to elevate the firm's ability to deliver high-impact, actionable solutions while spearheading efforts to advance its exceptionally talented team to new heights. With over 25 years of expertise in consumer insights and brand strategy, Randi has designed and led hundreds of research programs including international, engaging with diverse cultural audiences. Her leadership at Collage Group, Marketing Evolution, Kantar Millward Brown, and Ipsos MediaCT resulted in transformative business strategies, increased revenue growth, and improved cross-functional collaboration. Randi’s approach focuses on strategy combined with people-first leadership. With a Master’s degree in Social/Organizational Psychology and certifications in AI, human resources, and agile methods, she’s constantly learning. Beyond work, Randi is passionate about mentoring talent, fostering professional development, and creating collaborative spaces where innovation and client success thrive. https://www.gbkcollective.com/team-profiles/rachelwilderhoffman monthly 0.5 2025-06-16 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/3c41fe4e-d303-4a48-a2a6-423cfc52d736/RWH+Headshot_bw.jpg Team Profiles - Rachel Wilder Hoffman - Rachel Wilder Hoffman Senior Research Manager, Research & Insights As a Senior Research Manager at GBK, Rachel Wilder Hoffman blends survey-based and qualitative research with analytics to deliver insights that address major business challenges. She has worked with clients in industries spanning technology, CPG, healthcare, automotive, and entertainment. Prior to GBK, Rachel developed strategic analysis and project management skills through roles in multicultural consumer research, government consulting, and international nonprofit research. She holds dual Bachelor’s degrees in Economics and International Studies from the University of Central Florida. https://www.gbkcollective.com/team-profiles/lisavanpelt monthly 0.5 2025-06-18 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1c6051e9-c1b1-4be3-8e12-2ff1d1dc0768/Lisa+Van+Pelt+headshot.jpeg Team Profiles - Lisa Van Pelt - Lisa Van Pelt Senior Director, Research & Insights At GBK Collective, Lisa leads large-scale tracking studies across both domestic and international markets. Over her career, she has designed, executed, and analyzed research for a wide range of industries, including consumer goods, healthcare, technology, communications, and financial services. Before joining GBK, Lisa held senior research roles at NielsenIQ (formerly GfK) and Harris Interactive. She earned a Bachelor of Science in Marketing and Management from York College of Pennsylvania. https://www.gbkcollective.com/team-profiles/annaculp monthly 0.5 2025-06-18 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/ad62e0fa-1999-42ac-8408-188f84e57632/anna_culp.jpg Team Profiles - Anna Culp - Anna Culp Research Manager, Research & Insights Anna Culp brings deep experience in consumer insights, marketing strategy, and research leadership. She has a strong track record of delivering high-impact work for Fortune 500 clients across various industries, including automotive, consumer packaged goods, healthcare, technology, and food/agriculture. Before joining GBK, Anna held a leadership position in research and analytics at a global strategic communications firm. In that role, she served as a trusted advisor to key clients, led primary research initiatives, oversaw multi-year social media monitoring programs, and launched a dedicated Gen Z and Gen Alpha trends cohort. Anna earned her B.A. with honors in Public Relations and Advertising from DePaul University, with concentrations in primary research and graphic design. https://www.gbkcollective.com/team-profiles/brandonisaac monthly 0.5 2025-11-07 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/fd828113-0e51-4901-a7af-4ab3e3607f86/brandon_isaac.jpg Team Profiles - Brandon Isaac - Brandon Isaac Senior Director, Research & Insights At GBK Collective, Brandon leads large-scale research programs across both domestic and international markets. Brandon has been responsible for leading the design, execution, analysis, and activation of research engagements that address a wide range of client objectives. His work spans ad effectiveness, product and message optimization, brand positioning and tracking, persona development, and pilot testing, across both consumer and B2B audiences. He brings deep expertise in the media and technology sectors, along with significant experience supporting clients in financial services, healthcare, and consumer packaged goods (CPG). Before joining GBK Collective, Brandon was a Director on the Market Strategy & Understanding team at Ipsos. He has also held roles at Maru/Matchbox and Lieberman. Brandon earned a B.A. in Cognitive Science from the University of Pennsylvania. https://www.gbkcollective.com/team-profiles/marnihirschorn monthly 0.5 2026-01-21 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/706bdcc3-f2d4-4799-a886-48f9caf0ff5d/Marni+Hirschorn+BW.JPG Team Profiles - Marni Hirschorn - Marni Hirschorn Senior Vice President, Research & Insights Marni Hirschorn is a Consumer Insights Leader with more than two decades of experience helping B2B and B2C brands uncover what drives behavior and translate data into strategic action. She has built and led high-performing teams and brings deep expertise across global quantitative and qualitative research methodologies. Marni’s career has spanned roles at Kantar Millward Brown, Givaudan, OTX, Ipsos, and Savanta, where she worked across all stages of the research lifecycle, including design, execution, analysis, and storytelling, partnering with diverse clients, industries, and audiences. Known for her commercial mindset and collaborative leadership style, she connects human insights with business impact to drive growth for the brands she partners with. Marni earned her Bachelor of Business Administration in Marketing, with a minor in Psychology, from the University of Massachusetts Amherst’s Isenberg School of Management. https://www.gbkcollective.com/team-profiles/benrogers monthly 0.5 2026-01-21 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/95766a37-a6c9-4b57-9bde-133b9473aa52/Ben_Rogers_bw.jpg Team Profiles - Ben Rogers - Ben Rogers President, Client Services Ben Rogers is President, Client Services and brings over 25 years of experience in insights, brand, and marketing strategy, At GBK, Ben oversees all aspects of the client services function, working closely with the team to expand capabilities, strengthen client relationships, and drive growth. Prior to joining GBK, Rogers spent seven years as President at NRG, where he built a highly successful marketing insights business focused on the technology sector. During his tenure, he expanded NRG’s client portfolio across enterprise/IT, streaming, gaming, and media, among other categories, helping to modernize the firm’s offering and drive sustained growth in a rapidly changing market. Before NRG, Rogers spent nearly a decade in senior leadership roles at Ipsos, where he oversaw regional operations across the technology, media, and advertising sectors and was instrumental in scaling Ipsos’ West Coast business and driving global research programs for some of the world’s leading tech brands. Rogers joined Ipsos in 2012 with the company’s acquisition of Synovate, where he had been SVP of Technology and Telecoms leading the Microsoft relationship globally. Before that, he led various teams on technology accounts for Kantar/TNS Global and also worked for research firms GfK and NOP World. https://www.gbkcollective.com/team-profiles/ericbradlow monthly 0.5 2024-03-20 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1606948434791-9135621T7SII3LMPG1VC/Bradlow_Eric.jpg Team Profiles - Eric Bradlow https://www.gbkcollective.com/team-profiles/kevinlanekeller monthly 0.5 2024-03-21 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/a5baae44-26ac-4130-9b62-ba94e5f20562/kevinlane_bw.jpg Team Profiles - Kevin Lane Keller https://www.gbkcollective.com/team-profiles/virginialennon monthly 0.5 2024-03-22 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/89fdcf30-5fc9-424b-ae29-621e4ec8ff0e/virginialennon-bw200.jpg Team Profiles - Virginia Lennon https://www.gbkcollective.com/team-profiles/jeremykorst monthly 0.5 2020-12-02 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1606944806045-KJVE5UKMVVUPU2EGKM9Z/Korst_Jeremy.jpg Team Profiles - Jeremy Korst https://www.gbkcollective.com/team-profiles/russellswiner monthly 0.5 2020-12-02 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605634916850-QCTZS8W9FVEPV77NP035/Winer_RussellS.jpg Team Profiles - Russell S. Winer - professor Russell S. Winer Professor of Marketing at the Stern School of Business, New York University Russell S. Winer is the William Joyce Professor of Marketing at the Stern School of Business, New York University. He received a B.A. in Economics from Union College and an M.S. and Ph.D. in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and the University of California at Berkeley. He has written three books, Marketing Management, Analysis for Marketing Planning and Product Management, a research monograph, Pricing, and has co-edited The History of Marketing Science. He has authored over 80 papers in marketing on a variety of topics including consumer choice, marketing research methodology, marketing planning, advertising, and pricing. Professor Winer has served two terms as the editor of the Journal of Marketing Research, is Editor Emeritus of the Journal of Interactive Marketing, has been a Senior Editor for Marketing Science and the International Journal of Research in Marketing, and is currently an Associate Editor of the Journal of Consumer Research. He is a past Executive Director of the Marketing Science Institute in Cambridge, Massachusetts. Professor Winer is a founding Fellow of both the INFORMS Society for Marketing Science and the American Marketing Association and is the 2011 recipient of the American Marketing Association/Irwin/McGraw-Hill Distinguished Marketing Educator award. https://www.gbkcollective.com/team-profiles/scotthaiges monthly 0.5 2020-12-01 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605634639122-9UAM7N2JPMCAZH7KRLEL/Haiges_Scott.jpg Team Profiles - Scott Haiges - Scott Haiges Co-Founder, GBK Collective Scott Haiges is a marketing and research expert who specializes in defining and measuring ROI in digital marketing with an emphasis on the healthcare industry. Throughout his career, Scott has surveyed and analyzed consumer behaviors and patient engagement of over a million patients. He is a sought-after industry leader for increasing patient satisfaction through automation and technology. Scott educates large insurers, healthcare providers, doctors and specialty practice managers about the unique opportunities that patient-engagement, automation and analytics technology delivers to healthcare experts. Recently, Scott was an Entrepreneur in Residence at Aspire Ventures, LLC. Prior to that, he founded and served as the Chief Executive Officer of MedStatix, LLC. He is currently a board director of Wylei, LLC. Scott is a graduate of Wake Forest University with a degree in economics and international finance. He is the Author of ROI of Digital Marketing and Gaming for Good (Google). https://www.gbkcollective.com/team-profiles/markconnolly monthly 0.5 2020-12-01 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605634429113-OC9G0ZBKGUDG9G50IANE/Connolly_Mark.jpg Team Profiles - Mark Connolly - Mark Connolly Non-Executive Director, GBK Collective Europe Mark is a Non-Executive Director at GBK Collective. Mark is responsible for consulting with GBK on the development, communication, execution, and sustenance of strategic initiatives in the UK and across Europe, as well as advising on the company’s expansion into the UK and European markets. Mark has been in the marketing and media industry since 1988. He has held senior positions at media owners (GMTV, Sky, ids/Virgin Media, Yahoo!), data and technology companies (WPP’s The Media Innovation Group, AudienceScience) and most recently was Chief Investment Officer at Havas Media Group. Mark has extensive experience in understanding the challenges and, most importantly, solutions that can benefit advertisers, media agencies and media owners. At Havas, Mark was responsible for all media trading and negotiation, a team of 250 media planners and buyers, and had executive responsibility for more than £500 million of advertisers’ media investment. In 2017, Mark established Landmark Media Ltd, an independent media consultancy specifically developed to advise advertisers on how to better navigate the media landscape. https://www.gbkcollective.com/team-profiles/joshspector monthly 0.5 2020-12-01 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605634156232-ZOE0US2L4GX2KQZD26V4/Spector_Josh.jpg Team Profiles - Josh Spector - Josh Spector Chief Operating Officer Josh is the Chief Operating Officer at GBK Collective and formerly served as the General Counsel at Lieberman Research and Deputy General Counsel at Ipsos. Josh has over a decade of experience in the market research industry, primarily serving as legal counsel for a number of the largest and most innovative market research firms in the world, including Lieberman Research Worldwide (LRW), Ipsos, OTX Research and GfK. Over his career, Josh has also been engaged as a strategic consultant to a number of start-up companies, assisting with all aspects of the organization and operations of their business, helping new companies turn their ideas into reality. Josh started his career as an M&A lawyer at Clifford Chance in New York. Josh is a graduate of Brown University and received his JD from The University of Michigan Law School. https://www.gbkcollective.com/team-profiles/briansmith monthly 0.5 2020-12-01 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605634048884-J3CQWXR6MXZE9XPK4QW9/Smith_Brian.jpg Team Profiles - Brian Smith - Brian Smith Executive Vice President, Research & Insights As Senior Vice President in GBK’s Seattle office, Brian works with clients across technology and other sectors to apply customer insights and data analytics to help them solve some of their toughest marketing and business challenges. He brings a wealth of experience across areas including marketing strategy, customer insights, analytics, technology and management consulting with previous roles at Microsoft, Deloitte, among other major brands. Prior to joining GBK Collective, Brian was a Senior Vice President with research consultancy PSB Insights, a WPP Group company, where he consulted with clients on opportunities in emerging cloud services, enterprise computing, cybersecurity, and technology policy. He also previously consulted to technology and health care companies in strategy and operations with Deloitte Consulting. In addition, Brian drove marketing strategy and implementation at Microsoft for nearly a decade. In the Windows business group, he developed the commercial Cloud IT campaign and drove the worldwide go-to-market launch of Windows 10 Pro, brought the first Windows tablet devices to market, and developed the consumer retail messaging and positioning. In several roles focused on emerging markets, he worked with in-country teams to innovate new approaches to product development, pricing and licensing, and channel development for China, Brazil, India, Russia, and Southeast Asia. Prior to driving marketing and strategy for major brands, Brian had a deep background in technology and business operations, having worked as an IT engineering lead and implementation manager for several investment banks in New York City. Brian holds an MBA from the University of Chicago Booth School of Business in international business and marketing and a BA from Whitman College in German and politics. https://www.gbkcollective.com/team-profiles/jongreenwood monthly 0.5 2020-12-01 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1611784415616-6EE0NG45AALW2520PBAZ/Jon+Greenwood+-+NEW+cropped.jpg Team Profiles - Jon Greenwood - Jon Greenwood CEO & Co-Founder Former President with IPSOS, WPP and 24/7 Real Media. Prior to founding GBK Collective, Jon spent the past fifteen years leading global marketing services firms focused on the evolving digital ecosystem. Specifically, Jon led marketing communications companies focused on business intelligence/market research, digital media trading, digital advertising/media consulting, and programmatic trading. Jon launched his business career with 24/7 Real Media, a pioneer advertising technology and digital media company. After 24/7’s acquisition by WPP Group, Jon served as EVP, Global Operations across the Company’s four business lines in twenty countries. He was instrumental in leading partnerships with Dentsu, Japan’s largest agency, and formed joint ventures with Dentsu in Korea, Ogilvy in China and Real Media Latin America in Brazil. Later in his WPP career, Jon was appointed as Global President of the Media Innovation Group, WPP’s first programmatic trading and data platform business. Under Jon’s leadership, the MIG quickly scaled to a $100 Million global trading and technology business. Most recently, Jon led Ipsos’s Media and Technology marketing research and consulting business in the United States. Under his leadership, he transformed that business into one of Ipsos's most dynamically growing units globally. While at Ipsos, Jon led the Company’s passive measurement strategy and data innovation initiatives. Jon is a graduate of Tufts University and The Wharton School, University of Pennsylvania (MBA) where he first met his partner Eric Bradlow. https://www.gbkcollective.com/team-profiles/nickcostanza monthly 0.5 2022-02-07 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/bd53f605-8123-404f-b901-4bf75f53ab71/nick+costanza+new+-+bw.jpg Team Profiles - Nick Costanza - Nick Costanza Senior Director, Research & Insights Nick is a Senior Director on the Research & Insights Team at GBK Collective. He has extensive experience managing the research process from start to finish, ultimately working to generate actionable deliverables for clients across a wide variety of verticals. He also has strong experience optimizing processes and piloting new research solutions. Before joining GBK Collective, Nick spent most of his career as a research manager at market research agency MetrixLab. Earlier on he earned his BS from the University of Delaware, graduating with honors. https://www.gbkcollective.com/team-profiles/adamturner monthly 0.5 2020-11-19 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605634347512-QUDH9TVUI1A996NLTT2R/Turner_Adam.jpg Team Profiles - Adam Turner - Adam Turner Vice President, Marketing Science Adam Turner has over fifteen years of experience in advanced analytics leadership. He started his career in at Hall & Partners after receiving his masters degree in cognitive gerontology from the University of Southern California. At H&P he provided modeling and statistical insights for hundreds of research projects, with a specialty in consumer and B2B tracking studies. He was also a co-creator and lead statistician of several proprietary advertising engagement models. Following H&P Adam spent time at Lieberman Research Worldwide and at THREE Group where he served as Senior Vice President and Head of Analytics for three years. https://www.gbkcollective.com/team-profiles/blakemcshane monthly 0.5 2021-06-04 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1622820327047-MIULVD7WJ0SXFYRWYWG3/McShane-Blake-bw.jpg Team Profiles - Blake McShane - Professor Blake McShane Associate Professor of Marketing at Northwestern University's Kellogg School of Management Blake McShane is an associate professor in the Marketing Department at Northwestern University's Kellogg School of Management. As a statistical methodologist, he has developed models for problems in a variety of fields including online advertising, consumer behavior, sleep- and neuro-science, paleoclimatology, law, and baseball. His specific research interests include Bayesian hierarchical modeling, statistical learning, and generalized Markov models. Blake earned his Ph.D. and M.A. in Statistics and B.S. in Economics from the Wharton School of the University of Pennsylvania and his M.A. and B.A. in Mathematics from the College of Arts and Sciences of University of Pennsylvania. He also studied Philosophy at the University of Oxford. https://www.gbkcollective.com/white-papers daily 0.75 2025-03-28 https://www.gbkcollective.com/white-papers/newmeasuresofcllumpiness monthly 0.5 2022-10-18 https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1605913907131-YM00TAH76CG9NIRH907Q/rafaela-biazi-kV3yiegGJUQ-unsplash.jpg White Papers - New Measures of Clumpiness for Incidence Data https://images.squarespace-cdn.com/content/v1/5f886e736b54bb4b0867ae1d/1606948816342-4LTHEQ1284LTYBC8Z1CJ/Bradlow_Eric.jpg White Papers - New Measures of Clumpiness for Incidence Data - ABOUT THE AUTHOR Eric Bradlow GBK Co-Founder and Vice Dean for Analytics at the Wharton School READ MORE https://www.gbkcollective.com/white-papers/generative-ai-study-thank-you monthly 0.5 2024-01-08 https://www.gbkcollective.com/white-papers/auto-study-thank-you monthly 0.5 2024-01-08 https://www.gbkcollective.com/white-papers/ai-reshaping-thank-you monthly 0.5 2025-03-28