Biography

My mission is to save the world from really bad market research. It all started with noticing how the surveys we did when I worked in the corporate world simply abused our most precious resource, our customers. One notorious example was a 45 minute customer satisfaction survey. If the customer was happy before, they certainly weren't after the survey. In conversation after conversation, we determined that there must be a better way. I started innovating in this direction way back at HP, by integrated Synectics-based brainstorming techniques into focus group analysis and reporting to gain a competitive edge. Then later, when the Internet started to become popular, I pioneered new methods including the first used of bulletin boards for research--what became Greenfield Online's MindStorm and later 20/20 Research's Qualboards. Not much later, I was in the forefront of using online research communities that offered the dynamic ability to keep a finger on the pulse of the customer. Today I continue to innovate. But technology innovation is not the focus. Engagement is the focus. Engaged respondents are honest, insightful and active. Their answers lead to greater insight. TripleScoop stands out by focusing on engagement driven by technology, the personal touch, creative thinking and keeping our feet planted firmly on the ground. And we firmly believe engagement doesn't end with the design and fielding of research, but is also a critical element of effective analysis and reporting. Data dumps suck. Insightful stories lead to informed action. Today TripleScoop offers a variety of methods that when combined with our fresh thinking bring you dynamic, cost effective and useful insights. The point is to make the whole process a little more fun for all involved. We firmly believe research should be more like ice cream and less like brussels sprouts. It should be something you crave, enjoy and come away from with a smile.