Keith Woods
Research Director
Research Director

Keith Woods

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Keith is the Research Director for Optimization Group. With over 30 years of 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.

The highlight of Keith’s tenure at Optimization Group is his work with Campbell-Ewald on the USPS’s advertising campaign. As part of the work on the USPS Keith led the development of CE’s promise test methodology and was a key contributor to the USPS campaign that won the Advertising Research Foundation’s highest award, the Grand Ogilvy.

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.

When not working Keith spends his time trying to keep track of his four kids, enjoying the great outdoors, and playing pickup basketball (when his knees allow it). His quiet time is spent reading, satisfying his eclectic taste in music and enjoying the small pleasures in life.


  • Western Michigan University, Department of Sociology, Alumni Achievement Award – October, 2000

Industries of Experience

  • Advertising
  • Automotive
    • Automotive Aftermarket
    • Automotive Dealers
    • Commercial vehicle
  • Banking
  • Boat Manufacturing
  • Building Trades
  • Casinos/Gambling
  • Computer Manufacturing
  • Dental
  • Energy
  • Government
  • Heavy Equipment (Agricultural and Construction)
  • Higher Education
  • Hospitality and Travel
  • Insurance
  • Medical
  • Package Goods
  • Publishing
  • Retail
  • Shipping

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