Nick Falkenstein

A meticulous researcher, Nick is skilled at handling the details of the analysis and rigorously checking data. He is a key resource for the SMARINsights team in ensuring that our research innovations are statistically and methodologically sound. His comfort with complex statistical analysis techniques such as perceptual mapping, cluster and factor analysis, etc., make him a valuable resource; he devised SMARInsights' key driver analysis model, as well as benchmarking statistical models for awareness, creative ratings, and cost-per-aware household. Nick has a particular affinity for tracking studies, providing dashboard-style reports as well as quarterly/annual reports, and serves as lead analyst for several clients.

Nick began his research career as a market research associate for Eli Lilly and Company (2007-2008) where he gained experience on a variety of projects, including consumer message development, tracking studies, copy testing, and segmentation. His experience as a client gives him a unique perspective as he understands the implications of the research and the importance of uncovering relevant insights that guide strategic decision making. Nick also earned a Master of Marketing Research degree in 2007 from the University Of Georgia Terry College Of Business, one of the leading specialized market research programs in the United States.

Responsible for study design, questionnaire development, analysis, and reporting on the following projects, among others:

• Advertising Effectiveness and ROI
• Travel Guide and Website Conversion and Integrated ROI
• Consumer Segmentation
• Image & Positioning
• Ad Tracking
• Visitor Profiling

B.S. Indiana University

Master of Market Research, University of Georgia

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