Company
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Profiles
The Optimization Group is led by a remarkably complementary group of marketing, communications, research science and technology experts.
Each member of our management team has twenty-plus years of experience at some of the most respected corporations, advertising agencies, marketing research firms and information technology companies. Several of us also have previous entrepreneurial experience with start-up businesses.
But most importantly, the majority of the management group has worked together before. We’ve joined Optimization Group by choice. We know each other very well, and are as much personal friends as we are business associates.
Jeff Ewald, Founder
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 Jeff is the founder of Optimization Group and the chief architect of the IdeaLoopz process. He has held research and senior marketing positions on both marketer and agency sides. Jeff’s career has been notable for his efforts in making marketing measurably effective. His work has been widely published, and a collaboration with Howard Moskowitz earned honors from the ESOMAR in 2001. Jeff and Dr. Moskowitz have a new book coming out in early 2007.
Jeff’s professional career has included time at General Mills, Campbell Soups and J. Walter Thompson. He has been an Adjunct Professor of Marketing at Wayne State University in Detroit. A former professional musician, Jeff will share road stories if prompted.
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Renee Cameron, Global Account Director
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 Renee, one of the founding partners of Optimization Group, is Global Account Director. In this capacity, she works with clients to produce customized analysis of IdeaLoopz results and contributes her analytical expertise to product development. She has over 15 years of experience in advertising and market research. Her depth of experience, from customer satisfaction to new product development research, enables her to develop actionable research recommendations for clients. She received her Bachelor’s degree in Psychology from The University of Dayton and her MBA from The University of Cincinnati.
Her work has been honored by multiple professional associations. Her professional honors include three Effie awards from the American Marketing Association and two AME International Awards.
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Jim Kenyon, Director of Operations
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 Jim is Director of Operations for Optimization Group and the heart of the IdeaMap system. Jim ensures that our automated systems are functioning optimally for client projects. In conjunction with Keith Woods, Jim is responsible for delivering report materials on time and to project specifications.
A graduate of the University of Michigan, Jim received his degree in Computer Engineering. He has held management roles with a number of tech firms including ADP, Just Talk and Gale Research. A published author, Jim is fascinated with the methodological application of technology to solve business and scientific problems.
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Keith Woods, Director of Analytics
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 Keith is Director of Analytics for Optimization Group. With over 20 years experience in marketing and advertising research, he brings a unique mix of quantitative and qualitative research skills to the research process. He is well versed in applied statistical analysis, including most multivariate analysis techniques. His qualitative experiences include focus group moderation, one-on-one interviewing, and observational research.
Keith’s research experiences are broad and varied, with experience across a wide range of client companies across multiple industries, including advertising, automotive, consumer packaged goods, media and retail. This varied background has led him to unique perspectives regarding the role of brand identity in the consumer shopping and buying process. Keith joined Optimization Group after 11 years at MORPACE International Research.
He received his undergraduate and graduate degrees in Sociology from Western Michigan University. He has taught courses in Market Research at Lawrence Technological University as well as courses in Sociology at Western Michigan University.
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