Martha has nearly 30 years’ experience in market research and analysis. She has worked for many of the Fortune 500 companies in the U.S., Latin America and Europe to develop markets, products and services, and is expert in market measurement and analysis. Martha is actively involved in the leading edge development and application of advanced market research methods. Martha’s advanced analytical capabilities and applied research experience include innovative consumer research, new product development, concept screening/testing, copy testing, message testing, nomenclature development, brand health modeling, segmentation, market structure analysis, market mix models, conjoint (discrete choice, adaptive, menu based virtual design), max-diff, TURF, prediction markets, game theory, and attitude and usage tracking.
Prior to founding Phoenix in 1999, Martha was Executive Vice President, PSI Global (1995-1999). As EVP at PSI Global, Martha managed the U.S. syndicated and custom research practice In addition to managing the overall U.S. research business and in cooperation with existing clients, Martha established the Smart Card Forum, an association to lay the groundwork for the future of technology enabled payments. Martha served as the association’s’ Executive Director for three years, continued as a board member, and was a contributing author to the book Smart Cards.
Martha has a BS in Political Science from The University of South Florida (USF), and started her market research career in 1984 at PSI coming from the Public Policy Master’s program at USF.