Kathryn Werlein
Background
Kathryn has a MA from Columbia University in psychology. She has an Ad Agency background, having worked in the field as a Project Director at McCann Erikson, Senior Associate Research Director at Grey Global, and Director of Strategic Services at Avrett, Free & Ginsburg Advertising.
Kathryn is an expert in all forms of qualitative (design and moderating) and quantitative research and analysis. She has conducted interviews with consumers, patients, and physicians in a range of different product categories, on topics from exploring new product opportunities and reactions to new advertising to formulating new brand identities and strategies. Her background in psychology enables her to draw upon a range of projective techniques (such as picture/word collages. perceptual maps, sentence completion, etc.) to help consumers better articulate their thoughts about a particular brand or subject and to help marketers and advertisers gain the greatest insight into their target audience's opinions and psychological/emotional needs. And, her ad agency experience ensures that the right marketing and advertising issues are explored in depth.
Her quantitative research experience ranges from tracking and copy testing to large scale, nationally projectable, multi-variate strategic studies. She has spearheaded highly publicized consumer trends surveys on Advertising to women, Consumers' reactions to economic downturns, The 50+ market, and Ultra Consumerism ("the psychology of affluence").
She has used her talents to serve companies in a wide variety of industries, including: food and beverage (American Egg Board, Kraft General Foods), fast food/quick serve restaurants (Dairy Queen), pharmaceutical/healthcare (Eli Lilly, Amgen, Pfizer, Merck, Sanofi and BriteSmile), financial institutions (Citibank, Chase, Moody's Investor Services, Block Financial), high tech/ telecommunications (IBM, MCI) as well as ad agencies (Grey Global, MRM, Marschalk).
Also to her credit, Kathryn currently serves as an Executive Partner to the Graduate Business School of William & Mary College and has been a speaker at AMA and DMA conferences.