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Dale Lersch

Chief Executive Officer & Principal

270 Farmington Avenue, Suite 200
Farmington, CT 06032
dale.lersch@thepertgroup.com
860.242.2005 ext. 1103 (p)
860.470.1799 (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

270 Farmington Avenue, Suite 200
Farmington, CT 06032
gigi.ryan@thepertgroup.com
860.242.2005 ext. 1104 (p)
860.470.1799 (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.

Susan Spaulding

Executive Vice President & Principal

519 Avenida Cesar E. Chavez
Kansas City, MO 64108
susan.spaulding@thepitagroup.com
816.448.3055 (p)
860.470.1799 (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.

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.

Christopher Barnes

Senior Vice President, Client Development

270 Farmington Avenue, Suite 200
Farmington, CT 06032
christopher.barnes@thepertgroup.com
860.242.2005, ext. 1185 (p)
860.422.3179 (c)
860.470.1799 (f)

As Senior Vice President of Client Development for The Pert Group, Chris brings a wellspring of knowledge in financial services, government, non-profits and foundations to the company and our clients. A widely quoted news source, Chris is nationally recognized and respected for his research expertise and his ability to produce studies that lead to real and effective change.  He is “averse to research that doesn’t result in action.”

Most recently, Chris has been a force for positive action on Capitol Hill, serving as an adviser to the chairman of the U.S. House of Representatives-Democratic Caucus during the incredibly productive 111th Congress. In this role, he worked daily with Democratic leaders on the economic recovery package, healthcare reform and financial reform.

Chris was one of the founding members and owners of Pulsar Research & Consulting, a company acquired by The Pert Group in 2009. Prior to that, he helped launch both the Center for Survey Research and Analysis and the Department of Public Policy at the University of Connecticut and taught in the University’s Masters in Survey Research program.

Chris received his master’s degree in political science from the University of Connecticut and his B.A. in history from Kenyon College in Ohio. His goal – at home and at work – is to always make a difference for the better.

Carol Boedicker

Senior Vice President,
Human Resources & Administration

270 Farmington Avenue, Suite 200
Farmington, CT 06032
carol.boedicker@thepertgroup.com
860.242.2005 ext. 1181 (p)
860.573.9192 (c)
860.470.1799 (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

270 Farmington Avenue, Suite 200
Farmington, CT 06032
doug.guion@thepertgroup.com
860.242.2005 ext. 1122 (p)
203.304.1521 (c)
860.470.1799 (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.

Mark Wilson

Senior Vice President, Managing Director

270 Farmington Avenue, Suite 200
Farmington, CT 06032
mark.wilson@thepertgroup.com
860.242.2005 ext. 1117 (p)
860.335.5397 (c)
860.470.1799 (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.

Kim Royster

Director, Client Strategy

270 Farmington Avenue, Suite 200
Farmington, CT 06032
kim.royster@thepertgroup.com
860.242.2005, ext.1133 (p)
213.840.6257 (c)
860.470.1799 (f)

As Director of Client Strategy for The Pert Group, Kim turns raw data into real direction for her clients, drawing on more than 20 years of experience as a market research and strategic planning consultant. Kim’s prime expertise is in consumer and business segments focused on the restaurant, hospitality and foodservice industries. She also advises clients representing travel and leisure, bio-medical, real estate, government and non-profit.

Kim’s knowledge of qualitative and quantitative market research techniques and consumer and economic trends allows her to provide clients with targeted information, helping them make informed marketing and financial decisions.

Kim offers clients a global perspective on domestic and international markets; she has worked throughout the U.S. and in Europe, the Middle East and Southeast Asia.

Before joining The Pert Group, Kim was a partner in The Pulse Group, a market research and strategic planning firm. She has also worked in the real estate and hospitality consulting practices of Coopers & Lybrand, Arthur Andersen & Co. and Laventhol & Horwath.

Kim received a master’s degree in international management with highest honors from the Thunderbird School of Global Management in Arizona and a B.S. in applied life sciences from the University of Illinois. Outside the office, Kim likes to spend time with her family and pets hiking, boating and traveling.

Efim Shvartsburg, Ph.D.

Vice President, Advanced Statistics

270 Farmington Avenue, Suite 200
Farmington, CT 06032
efim.shvartsburg@thepertgroup.com
860.242.2005 ext. 1107 (p)
203.824.2230 (c)
860.470.1799 (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 a 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!