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Dale Lersch

Chief Executive Officer & Principal

522 Cottage Grove Rd.
Bloomfield, CT 06002
dale.lersch@thepertgroup.com
860.242.2005 ext. 1103 (p)
860.242.2708 (f)

As Chief Executive Officer of The Pert Group, Dale has been the driving force behind the development and execution of the company’s strategic vision. Since joining Pert in 1980, she has been instrumental in managing the company’s growth and evolution, constantly challenging staff to “step outside their comfort zones” to seek and explore new business opportunities.

With a consistent focus on the development of successful business partnerships, Dale is widely recognized as an expert in consumer product research, specifically tracking and segmentation studies. She has made significant methodological contributions to both custom and tracking studies. Dale has also helped to promulgate advanced, proprietary techniques like Emotional Monitoring^® and Product Improvement Opportunity analysis (PRIMO^®).

Before joining Pert, Dale held positions at the Research Triangle Institute and Burke Marketing Research. As a past chair of the Council of American Survey Research Organizations (CASRO), Dale has used her valuable experience not only for the benefit of The Pert Group, but also for the entire research community. She is truly a champion for high standards and ethics in the research industry.

Dale graduated from Wheaton College in Norton, MA, with a B.A. in Political Science. Outside of work, she enjoys worldwide travel (although her heart belongs in northern Michigan), theatre, and is always on the search for a new terrific detective series to read.

Gigi Ryan

Executive Vice President & Principal

522 Cottage Grove Rd.
Bloomfield, CT 06002
gigi.ryan@thepertgroup.com
860.242.2005 ext. 1104 (p)
860.242.2708 (f)

As Executive Vice President & Principal and one of the original members of Pert Survey Research, Gigi has played a key role in establishing the company’s identity and building our credibility within the market research industry for the past 30 years.

Gigi is a leading authority in the area of product testing and has expanded the company’s presence internationally by successfully expanding our relationship with multi-national companies in product optimization, formulation engineering, research guidance testing, confirmatory testing and claims testing. She has been instrumental in establishing global relations to effectively test products around the world.

Although her experience spans many industries, her primary focus and expertise lies in the consumer packaged goods industry. In addition, she has been a major architect in the development of standard operating procedures and internal training programs for our research team members.

Gigi is a graduate of the University of Connecticut with a Bachelor’s Degree in Marketing and a long-time member of the AMA and of ESOMAR. She lives her private life to the fullest.

Jim Rook

Executive Vice President & Principal

522 Cottage Grove Rd.
Bloomfield, CT 06002
jim.rook@thepertgroup.com
860.242.2005 ext. 1105 (p)
860.242.2708 (f)

As Executive Vice President & Principal and one of the original members of PERT Survey Research, Jim has played a key role in establishing and growing our current client portfolio. Given his passion for research and his desire to assist clients in reaching impactful business outcomes, Jim consistently seeks opportunities that challenge the status quo and lead to long lasting client partnerships.  

With 30 years of demonstrated research expertise, Jim specializes in the consumer packaged goods and healthcare sectors and has been instrumental in the management of large tracking studies measuring brand and product performance. His expertise in the area of innovation is particularly relevant, especially as it relates to early stage concept/product testing, where companies make the first of several “go” / ”no go” decisions. 

From a management prespective, over the course of his career, Jim has successfully led functional teams in the areas of Client Services, Project Services, Analysis and Operations.

Jim is a graduate of  the University of Connecticut. His professional affiliations include the American Marketing Association and the American Diabetes Association. Outside of work, Jim enjoys spending time with his family and he’s also a diehard Yankee and UCONN basketball fan.

Susan Spaulding

Executive Vice President & Principal

519 Avenida Cesar E. Chavez
Kansas City, MO 64108
susan.spaulding@thepitagroup.com
816.448.3055 (p)
860.242.2708 (f)

As Executive Vice President and Principal, Susan is responsible for the strategic development and execution of all Business Development and Marketing initiatives for The Pert Group. As the former CEO and owner of Market Directions, a brand performance consultancy, she brings an entrepreneurial mindset to her work with clients and staff that allows her to see and communicate new possibilities that lead to great outcomes.

Susan’s 30-year agency history in marketing, communications and market research brings together her curiosity about how things work and her savvy about human behavior and the marketplace. She has published numerous articles, spoken at many industry conferences and been a guest instructor, locally and virtually.

Susan is a highly active and visible member of the marketing community through current or past Board responsibilities for the Association for Corporate Growth Kansas City (ACGKC), Council of Survey Research Organizations (CASRO) and International Business Marketing Association (BMA).

Susan is also a recognized business leader. In 2007, The Kansas City Business Journal honored her at the “Women Who Mean Business” awards. In 2006, The Greater Kansas City Chamber of Commerce recognized Market Directions as a Top Ten Small Business in Kansas City.

Susan earned a B.A. in journalism from the University of Kansas and an M.A. in marketing from Webster University.

Time with family, a cross-country drive in a 1967 Austin Healey 3000, barnstorming in a Piper Cub, a good book, a glass of wine and a nap are Susan’s pleasures outside of her hours at work.

Ken Dautrich, Ph.D.

Consultant

522 Cottage Grove Rd.
Bloomfield, CT 06002
ken.dautrich@thepertgroup.com
860.242.2005 ext. 1110 (p)
816.560.5416 (c)
816.472.5177 (f)

As a consultant for The Pert Group, Ken provides strategic guidance to internal staff and external clients in support of special project initiatives.

Ken is a founding member of the Department of Public Policy at the University of Connecticut, where he played a key role in establishing and gaining national recognition for Master’s Degree programs in Survey Research and Public Administration. As a tenured university professor, he teaches survey research methods and statistics at the graduate level as well as public opinion courses at the undergraduate level. He also co-founded the Center for Survey Research and Analysis.

With more than 25 years of experience managing large-scale qualitative and quantitative research projects, Ken has authored major books, reports and articles detailing the findings and insights of his studies. His list of published articles includes: American Government: Historical, Popular and Global Perspectives, The First Amendment and the Media in the Court of Public Opinion, and How the News Media Failed American Voters.

His insights and findings have been quoted in such publications as The New York Times, The Wall Street Journal and USA Today. In addition to being interviewed on CNN, Fox News, NBC, C-Span and other television broadcasts, listeners can tune into National Public Radio (NPR) where he is a regular on the Faith Middleton Show.

Ken earned a B.S. in Political Science from the University of Scranton, and his M.A. and Ph.D. in Political Science from Rutgers University.

Outside of work, Ken enjoys spending time with his family and is a frequent Narragansett beach-goer.

Carol Boedicker

Senior Vice President,
Human Resources & Administration

522 Cottage Grove Rd.
Bloomfield, CT 06002
carol.boedicker@thepertgroup.com
860.242.2005 ext. 1181 (p)
860.573.9192 (c)
860.242.2708 (f)

As the Senior Vice President of Human Resources & Administration, Carol partners with all areas of the company to design, develop and implement policies, processes and best practices that challenge, motivate and ensure employee accountability, which in turn translates to the highest level of quality for our customers.

Carol has a wealth of practical experience in managing people and teams as well as services, systems and processes that meet a wide range of strategic and tactical business challenges. Her 20+ years of progressive experience as a Human Resource Generalist includes expertise in the areas of organizational design, talent acquisition, mediation, team building and the development of positive employee relations climates. Carol’s approach is to consistently find ways to infuse a daily dose of humor, as it helps to reinforce the "bigger picture."

Prior to joining The Pert Group, Carol held executive level positions in both public and private organizations. Her industry experience includes direct mail, manufacturing/distribution, financial services and market research.

Carol graduated from LeMoyne College in Syracuse, NY with a B.S. in Industrial & Labor Relations. She is an active member of the Society for Human Resource Management (SHRM).

Outside of work, Carol enjoys cycling, kayaking, expanding her culinary skills for family and friends and a good glass of Sauvignon Blanc.

Doug Guion

Senior Vice President,
Client Service Administration & Operations

522 Cottage Grove Rd.
Bloomfield, CT 06002
doug.guion@thepertgroup.com
860.242.2005 ext. 1122 (p)
203.304.1521 (c)
860.242.2708 (f)

As Senior Vice President Client Service Administration & Operations, Doug is tasked with developing and implementing smooth and efficient processes to help connect the various parts of the organization.This position is responsible for creating synergies between the Client Service and Operations teams to provide an optimal environment in which employees can produce the highest quality client deliverables. In his role Doug blends strategy and tactical execution to be sure growth plans are in line with the strategic vision for each client.

Doug is an experienced executive with extensive domestic and international expertise in the areas team building, leadership development and operations management. He is a strategic thinker and creative problem solver who seeks to empower those around him to help improve the organization. His specific expertise includes process optimization, client management and supporting the business development cycle at senior levels. He has achieved results in dynamic and complex international/multi-cultural environments (Asia, Europe & North America).

Prior to joining The Pert Group, Doug held numerous positions within the Market Research space in both public and private organizations. He is also a partner in a real estate investment firm focused on purchasing and improving low-income housing in emerging areas.

Outside of work, Doug enjoys snowboarding, reading theoretical physics, debating politics and spending as much time as he can with his two beautiful daughters.

Barb Murphy

Senior Vice President, Market Planning & Development

519 Avenida Cesar E. Chavez
Kansas City, MO 64108
barb.murphy@thepertgroup.com
816.448.3054 (p)
816.472.5177 (f)

As the Senior VP of Market Planning & Development, Barb’s strategic approach to business and marketing helps drive measurable improvements in brand position, market share, revenue and profitability for both The Pert Group and our client organizations.

Barb has been helping organizations identify, prioritize, develop and realize new market growth opportunities for nearly 20 years. With a wealth of experience gleaned from her 14 years of agency leadership at BKV, she knows what it takes to generate innovative brand and integrated marketing strategies that will unite and inspire an organization to reach their goals. Barb’s corporate experience has equipped her with the knowledge to translate market data and research into strategies that deliver big results.

From the insights and situation analysis that provide the foundation for effective planning, through facilitation of the planning process and ultimately plan development, Barb draws on her experience in a cross-section of business, consumer and non-profit markets to identify strategies that create opportunities for measurable change.

Barb lends her experience to many vertical market and marketing associations, as well as individual businesses, through interactive workshops that help to build their research, planning and marketing competencies.

Barb earned a B.A. in Education from the University of Kansas.

Outside of work, Barb enjoys spending time with her family, chocolate and cheering on her KU Jaywalks.

Len Pollack

Senior Vice President, Client Strategy

2777 Summer St.
Stamford, CT 06095
len.pollack@thepertgroup.com
203.504.2069 (p)
203.856.4759 (c)
860.242.2708 (f)

As Senior Vice President, Client Strategy, Len is responsible for challenging his team to consistently partner with clients to help bring clarity to their business decisions.

With more than 20 years of experience in the research industry, Len is skilled in both brand equity and strategy research, as well as advertising effectiveness and tracking. He specifically works with clients to develop Media Mix models designed to evaluate and refine advertising and marketing strategies. Len has successfully partnered with numerous retailers like TGI Fridays, Sunglass Hut, LensCrafters, Just for Feet, Mercedes and Panasonic to provide insights that have translated to positive business outcomes and successful long-term client relationships.

Prior to joining The Pert Group, Len led the TNS-NFO FMCG Advertising & Brand Communication Division, where he applied his expertise in the area of database modeling. As a result of his efforts, he received the Ad Week Creative Media Award for developing client-specific media models focused on maximizing client return on investment.

Len is a graduate of the City University of New York. Outside of work, he enjoys spending time with his family, and he’s also known to be a major trivia buff.

Mark Wilson

Senior Vice President, Managing Director

522 Cottage Grove Rd.
Bloomfield, CT 06002
mark.wilson@thepertgroup.com
860.242.2005 ext. 1117 (p)
860.335.5397 (c)
860.242.2708 (f)

As Senior Vice President, Managing Director, Mark has nearly 30 years of broad-based experience in the research industry, including both client services and operations. A veteran member of our team, Mark’s strategic leadership and unique insights have resulted in successful expansion of our client base and practice areas of expertise.

Mark is a thoughtful, responsive and quality-driven individual who consistently raises the bar of expectation for both himself and members of his team. He has an unwavering commitment to exceeding client expectations, while delivering actionable results.

With a focus on CPG beverage, retail and restaurant, his specific areas of expertise include product testing (in-person/HUT), concept testing (product ideas, names or features), packaging, tracking (brand equity/advertising) and customer satisfaction. Mark has played a pivotal role in the development of many of our Standard Operating Procedures and was one of the first account leaders to secure research projects on an international scale.

Mark graduated from the University of Connecticut with a Bachelor’s Degree in Fine Arts. Outside of work he enjoys writing/recording music, and he has plans to produce his first CD in the near future.

Efim Shvartsburg, Ph.D.

Vice President, Advanced Statistics

522 Cottage Grove Rd.
Bloomfield, CT 06002
efim.shvartsburg@thepertgroup.com
860.242.2005 ext. 1107 (p)
203.824.2230 (c)
860.242.2708 (f)

As the Vice President of Advanced Statistics for The Pert Group, Efim provides consultative direction to both clients and internal colleagues in the areas of design and analysis. In addition to his extensive programming experience in multivariate statistics, demographics analysis and econometrics, he has been responsible for developing several proprietary statistical analysis techniques that reflect his passion for discovering new insights.

Prior to joining The Pert Group in 1993, Efim was the Vice President of Mathematics and Programming at the Russian Census Bureau and Moscow City Council, where he managed a staff of professionals responsible for all statistical computing.

He is the author of several relevant articles, including PRIMO^TM (PRoduct IMprovement Opportunity), which appeared in a chapter of the ASTM MANUAL #63 Just-about- Right (JAR) scales: Design, Usage, Benefits and Risks. ISBN: 978-0-8031-6739-1.

Among his other career highlights, Efim has been an active presenter at multiple Pangborn Sensory Symposiums. Recent presentations conducted at this internationally recognized conference include:

• PERTain^TM Multi-Dimensional Preference Analysis: an Approach Offering Statistical Enhancements for Thurstone Scaling (Pangborn 2007, Minneapolis, USA)
• PRIMO^TM Analysis as an Alternative to Penalty Analysis (Pangborn 2007, Minneapolis, USA)
• PRIMO^TM Analysis: A New Tool for Product Optimization in Consumer Sensory Space (EuroSense 2008, Hamburg, Germany)
• PRIMO^TM 2.0 – A New Tool for Product Optimization Based on Probabilistic Ideal Point Modeling (Pangborn 2009, Florence, Italy)
• Merging Sensory And Consumer Data Utilizing Bounded Rationality Concept And Just Noticeable Differences (Pangborn 2009, Florence, Italy)
• Using Bounded Rationality Concept to Identify Drivers of Preference and Consumer Segments (Pangborn 2009, Florence, Italy)

Efim completed his Master’s Degree in Rocket Science (Dynamics of Flight & Navigation) from Moscow State Technical University and then went on to complete his Ph.D. in Mathematical Methods in Economics from Moscow State University of Management.

Efim owns a library of more than 5,000 statistical and marketing research books and has read some of them.

Val Vandiver, Ph.D.

Director, Advanced Analytics

519 Avenida Cesar E. Chavez
Kansas City, MO 64108
val.vandiver@thepertgroup.com
816.448.3052 (p)
816.536.9450 (c)
816.472.5177 (f)

As the Director of Advanced Analytics for The Pert Group, Val is a senior scientist with demonstrated expertise in the areas of advanced study design, analysis, database construction and priori mathematical modeling. He is a passionate problem solver who consistently strives to uncover new insights by applying his expertise to behavioral and attitudinal segmentation analysis, choice analysis and needs analysis.

In his more than 20 years of laboratory and academic scientific research experience, Val has pioneered efforts that have resulted in significant breakthroughs in the pharmaceutical industry. As an avid and inquisitive technologist, he recognizes the importance of staying up-to-date on how the interactive world can be leveraged. Val possesses an in-depth understanding of Internet marketing and social media and demonstrates this knowledge of best practices in Web architecture and search engine optimization.

Val enthusiastically establishes collaborative relationships in order to energize his creativity and resourcefulness. As an experimenter and eternal optimist who enjoys the inventive aspects of his analytical work, Val develops new processes and methods of analysis that can be utilized across multiple areas of an organization, including marketing, sales and R&D. He is the creator of our Product Portfolio Optimizer™, an analytical model specifically designed to provide insights that drive product investment decisions.

Val graduated with honors from Western Michigan University with a B.S./B.A. in chemistry and then received both an M.S. Degree and his Ph.D. in Physical and Analytical Chemistry from New Mexico State University.

His great sense of humor is successfully woven into his daily work activities. One thing’s for sure…wherever Val is, you know that fun isn’t far behind!

Chelsea Hammond, Ph.D.

Director, Knowledge Management

522 Cottage Grove Rd.
Bloomfield, CT 06002
chelsea.hammond@thepertgroup.com
860.242.2005 ext. 1155 (p)
860.242.2708 (f)

As Director of Knowledge Management, Chelsea establishes and maintains processes, best practices and metrics that allow The Pert Group to effectively leverage knowledge capital to produce business insights, marketing strategy and other outcomes.

Chelsea has a diverse background in both knowledge management and research design and analysis. She understands the importance of grounding research, insights and strategy in business knowledge to achieve effective and innovative solutions, and she integrates that philosophy into processes and practices at The Pert Group. She is an expert at conducting secondary research and competitive intelligence, achieving results that are relevant and actionable.

Prior to joining The Pert Group, Chelsea was an instructor at the University of Connecticut and the University of Hartford, where she taught undergraduate courses in communication science and research methods. She has authored a number of publications.

Chelsea holds a B.A. in English and Philosophy and a Masters in Library Science. She is currently finishing a Ph.D. in Communication Science at the University of Connecticut; her dissertation examines how people communicate information about themselves online using avatars.

When Chelsea’s not at work, she can be found gardening, reading or hiking with her husband and two dogs.