Mark Michelson

Current

• Senior Vice President at The Marketing Workshop, Inc.
• Co-Founder, Chairman of Global Board at MSPA

Past

• Owner, Principal at Michelson Marketing Solutions, Inc.
• Qualitative Research Director at Focus on Food
• President/CEO at Michelson & Associates, Inc.

• Founder/Chairman at ShowIntell, LLC

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Education

• The University of Georgia

Recommended

11 people have recommended Mark

Connections

475 connections

Industry

Market Research

Websites

• The Marketing Workshop, Inc.
• MSPA
• Michelson & Associates

Mark Michelson’s Summary

Senior level executive - 20+ years experience with all aspects of marketing, research, and advertising. Specialist in product development, positioning, marketing strategy and communications research. Noted keynote speaker and workshop facilitator.

Creative marketing and research professional with proven ability to increase revenues and profitability, grow market share, and lead effective teams. Expertise with global cultures and commerce. Demonstrated strengths in designing and managing multi-modal (qualitative and quantitative) research studies. World class focus group moderator, ethnographer and interviewer. Adept at coordinating product, brand, and identity development. Consistent record of increasing sales and effectively improving business operations.

Co-Founder/Chairman of Mystery Shopping Provider's Association (MSPA)
Past Board Member of Qualitative Research Consultant's Association (QRCA)
Member American Marketing Association (AMA)
Member Marketing Research Association (MRA)
Past Member, International Association Exhibition Management (IAEM)

My mission in life is to help people understand each other. I chose this mission at age 19 and it has led to an incredible journey that has taken me to over 50 countries and allowed me to meet many wonderful friends along the way. Basically, I'm very curious about everything and passionate about learning new things - fortunately my lifelong career as a market researcher suits me both professionally and personally.


"Not all things that can be counted count, and not all things that count can be counted." - Albert Einstein

Mark Michelson’s Specialties:

Qualitative Research, Quantitative Research, Ethnography, New Product Development, Marketing and Advertising Planning, Branding/Identity, Store Planning, Category Management, Food Research - food service and manufacturing, Usability Testing, Association/Industry Development, Non-Profit Research

Mark Michelson’s Experience

• Owner, Principal

  Michelson Marketing Solutions, Inc.

  (Privately Held; Myself Only; Market Research industry)

  January 2007 — January 2008 (1 year 1 month)

  Qualitative Research Consultant

• Qualitative Research Director

  Focus on Food

  (Privately Held; 1-10 employees; Market Research industry)

  June 2005 — November 2007 (2 years 6 months)

  Planned and directed research projects for full-service consumer research and food product development organization. Responsible for project design, topic development, moderation, data analysis, and reporting. Formulated custom methodologies to meet client needs.
  
  Major Contributions:
  • Played major role in aiding national food service and food manufacturing clients with successful development of new products.
  • Improved efficiency by creating streamlined process for food product prototype evaluation, reducing evaluation and testing time from months to days.

• President/CEO

  Michelson & Associates, Inc.

  (Privately Held; 11-50 employees; Market Research industry)

  June 1984 — June 2005 (21 years 1 month)

  Established and managed full service marketing research firm servicing Fortune 500 clients worldwide. Provided qualitative and quantitative research design, data collection and analysis, and reporting. Led focus groups, conducted interviews, and carried out ethnographic research and surveys. Acquired clients such as IBM, Hewlett-Packard, Samsung, General Electric, General Motors, Ford, Wal-Mart, Home Depot, Wachovia, and others. Hired and managed staff of 10 research associates and 6 administrative assistants. Managed all office and financial operations. Planned and managed qualitative and quantitative studies in 15 countries for Hewlett-Packard. Conducted 6-country qualitative advertising positioning study for Swissotel. • Implemented website usability testing protocol for IBM, and carried out usability testing for Kodak and NY Stock Exchange. Formulated in-store communications for Sam’s Club Warehouse, and refined positioning.

• Founder/Chairman

  ShowIntell, LLC

  (Privately Held; 11-50 employees; Market Research industry)

  June 1999 — February 2002 (2 years 9 months)

  Founded full-service marketing research firm specializing in data collection onsite at major trade shows and conferences. Recruited and trained management and staff, established exclusive relationships with event organizers, conducted custom research for clients at 45 trade shows and conferences in 12-month period in New York, Chicago, Las Vegas, Atlanta, Orlando and Los Angeles.

Additional Information

Mark Michelson’s Websites:

• The Marketing Workshop, Inc.
• MSPA
• Michelson & Associates

Mark Michelson’s Interests:

Family, Qualitative Research, Strategic Planning, New Product Development, Speaking, Golf, Guitar, Travel

Mark Michelson’s Groups:

Mystery Shopping Provider's Association (MSPA), Qualitative Research Consultant's Association (QRCA), American Marketing Association (AMA) , Marketing Research Association (MRA), International Association Exhibition Management (IAEM) , Sponsor: Society of Independent Show Organizers (SISO), Forbes.com, Atlanta Marketer's Forum, CPG Marketing Forum, JIp Inglis & Jamie Turner's group, Marketresearchcareers.com, FohBoh, JW & Thomas, The IDEA, Shopper Insights Group

•    Atlanta Marketers' Forum
•    Executive Suite
•    280 Group
•    Pro Marketers - For Marketing Professionals
•    CPG Branding and Marketing Forum
•    Sustainable Consumer Packaged Goods
•    Business Intelligence
•    Business Intelligence Group
•    Global Worker (9,000+ members)
•    Atlanta Linking
•    Alpha Epsilon Pi
•    Strategic Business and Competitive Intelligence Professionals
•    American Cancer Society Supporter
•    Foodies
•    Musicians
•    Shopper Insights & Marketing Professionals
•    Leadership Think Tank
•    Bright Ideas & Entrepreneurs
•    Marketing Research Association
•    Link_Atlanta
•    Consumer Reports Group
•    Creativity Champions
•    Global group
•    Market Research Global Alliance (MRGA)
•    Market Research
•    Speakers and Panelists
•    Mystery Shopping Providers Association
•    The DaVinci Group
•    Napoleon Hill Readers
•    Business Strategy & Competitive Strategy Forum
•    Merchandising and Planning Professionals
•    MARKETING Consult
•    Know Satisfaction - Voice of Customer Analytics
•    Retail Industry Professionals
•    Shopper Culture
•    SpeakerMatch
•    Consumer Packaged Goods Connects
•    The Market Research Event
•    MRA - Atlanta/Southeast Chapter
•    Customer Experience Management
•    Customer Experience Leaders
•    International Association of Exhibitions and Events™ (IAEE)
•    Experiential Marketing
•    123 Social Media
•    Qualitative Research Consultants Association (QRCA)
•    MarketingProfs

Mark Michelson’s Honors:

Mystery Shopping Provider's Association
- Co-founder - 1997
- First President - 1997-99
- Hall of Fame - 2002, 2001
- Member of Global Council 2005
- Chairman of Global Board 2006-2007

Qualitative Research Consultant's Association
- Secretary, Board of Directors 2005-06
- Co-chair of Communications Committee 2002-05
- Co-Chair National Conference 2003
- National Conference Speaker Co-Chair 2004