Session #4 - 11:25 – 12:20 pm

The Marketing Challenge

Using real-life case studies we demonstrate how combining traditional qualitative with a modern quantitative methodology delivers a ‘2+2 = 5’ effect. 

Our paper presents examples which illustrate how supporting qualitative insights can be used to clarify, elevate and enhance the interpretation of quantitative performance results. By the same token, we will examine how results from either method when undertaken in isolation, can falter in providing this same in-depth and full picture. 

We will also provide specific examples of how this methodology has been used to directly inform business decisions via strategic, actionable results delivered at a fraction of the time and cost of traditional approaches.   

Finally, we will provide a perspective on when making this connection makes most sense.
Mary Logan, CMRP
President, Research & Incite

Mary Logan, CMRP is President of Research & Incite with over 25 years’ experience in the market research industry. In her career, Mary has worked with a wide variety of companies, including packaged goods, retail and financial institutions conducting both qualitative and quantitative studies.

Her expertise lies in innovation and branding, working closely with clients to develop and optimize new product offerings across a broad range of packaged goods and services. Mary’s focus is on problem solving and understanding how consumers connect and interact with brands.

Prior to joining Research & Incite, Mary was Associate Director at Research International in the UK, specializing in new product development. 

She has a B.A. Hons in Social Psychology from the University of Sussex in the UK.

Terri Bressi
Vice President, Research & Incite

Terri Bressi runs the qualitative research division at Research & Incite. Terri has worked extensively with many of the Fortune 500 companies in Canada, the United States and Europe.  Her expertise covers a broad range of CPG product and service categories and research methods including new product innovation, concept development and positioning, insight mining and building, and strategic optimization.

She also has extensive expertise in Ethnographic research which she has conducted across North America across a variety of categories. 

Terri is fluently bilingual and has been trained in Creative Problem Solving techniques, skills that provide added value to her projects.  She brings enthusiasm and high energy to projects, with a commitment to provide the best solutions to a client’s issues.