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Click here or scroll down to respond to this candidateCAREER SUMMARY:Im a passionate, creative, entrepreneurialleader focused on uncovering and bringingto life consumer and cultural insights thathelp drive business transformation.I have over 15 years experiencedeveloping new research methodologiesthat leverage cultural anthropologytechniques and behavioral frameworks tohelp brands across multiple industries asknew questions and see consumers in new,action-oriented ways. I have received aRIVA Market Research Certification thathas helped me strengthen my skills andtechniques as a qualitative marketresearcher. I am motivated to see theworld through consumers eyes and to digfor morsels that drive the way they think,perceive and behave. From in-home toonline, from product development tobrand positioning, I have a great range ofexperiences to draw upon in helpingclients leverage human truths and insightsthat help accelerate brand growth.Chrissy KovacevichPHONE NUMBER AVAILABLEc h r i s s y EMAIL AVAILABLE omWORK EXPERIENCE:Independent consumer research and insights consultant leading both quantitative and qualitative research initiatives for clients across a wide range of industries and consumers segments.Manage a network of freelance qualitative research specialists to lead ethnographic research studies that drive new product development, marketing campaigns and better overall consumer experiences online and in- store.Develop and moderate consumer focus groups to evaluate marketing campaigns, understand the consumer path to purchase, and uncover consumer insights that drive overall business decisions and financial investments.Lead large scale quantitative ad tracking and brand perception studies to help clients better define the impact of their marketing/advertising spend. Manage consumer segmentation studies to help clients better understand both existing category dynamics and identify new marketing opportunities with various consumer audiences.Conduct and analyze qualitative online forums to uncover consumers' behaviors and develop key implications and strategies. Leverage relationships with research suppliers to ensure budget is managed and goals of research initiatives are met.Brands Include: Anthem Blue Cross Blue Shield, American Electric Power(AEP), Corporate One, Donatos, Evidera/PPD, Hertz, Honeywell, IGS Energy, Kohl's, Nature's Bounty, Ohio Tourism, Rockford Homes, Sams Club, Scotts Miracle-Gro, ThermaCare and WD-40Marketing and Consumer Insights ConsultantOctober 2014 - PresentSenior leader managing all consumer research initiatives for agency clients. Led team of 9 employees across 4 offices. Responsible for driving client growth and overall department revenue.Grew department revenue by 24% by leveraging capabilities and client relationships and by developing creative and unique research methodologies. Drove ethnographic research studies including in-home interviews, consumer shop-a-longs and B2B workplace interviews that helped drive new marketing campaigns, social media content strategies, and new product development for agency clients.Led focus groups, dyads and triads to uncover consumers thoughts, beliefs and perceptions of products and services to drive agency strategy. Led qualitative user experience studies that helped drive UX initiatives from streamlining online ordering processes to redesigning websites to drive better online engagement and overall customer satisfaction. Brands Include: Bob Evans, Chick-fil-A, International Delight, Nationwide Insurance, Nike, Rachel Ray Pet Food, Sargento, Verizon and Wells Fargo Consumer and Cultural Insights DirectorMoxie (formerly Engauge)August 2013 - October 2014Chrissy KovacevichPHONE NUMBER AVAILABLEc h r i s s y EMAIL AVAILABLE omWORK EXPERIENCE:Insights specialist responsible for developing research methodologies designed to answer key client business questions across the agency. Responsible for research methodology design, execution, analysis and presentation of findings. Led both qualitative and quantitative research projects in-home, in-store, and day- in-the-life ethnographic research studies to drive a better understanding of consumer audiences and their consumption behaviors. These initiatives helped drive new product innovations, shift in brand strategies, new marketing campaigns and new ways to communicate and connect with consumers. Brand planner responsible for clients overall brand and business strategies, writing creative briefs and briefing creative teams within agency to inspire new creative marketing campaigns, while overseeing the brand from a holistic viewpoint. Developed and managed a panel consisting of 100 consumers in the Columbus market that mirrored the U.S. Census data. The panel was used to conduct research for clients, new business initiatives and general trend studies. Created highly visual insights presentations that included consumer video and photography to help bring the consumer audiences to life within the agency and our client organizations.Brands Include: Ainsworth Pet Nutrition, Anthem Blue Cross Blue Shield, EAS Sports Nutrition, Elmer's, Dove, Glory Foods, Grey Poupon, Hallmark, Huntington Bank, Kraft BBQ Sauce, Perkins Restaurant & Bakery, Shake 'N Bake, Sonny's BBQ and ZonePerfectConsumer and Cultural Insights SpecialistEngaugeFebruary 2007 - August 2013EDUCATION ANDCERTIFICATIONS:The Ohio State UniversityMajor in Strategic CommunicationsMinor in BusinessRIVA Qualitative Market ResearchCertification |
