Experience
DEEP DISH RESEARCH (Formerly Dina Shulman Consulting) August 2012 - present
Clients include: Align Technology (Invisalign), Adobe, Angie’s List, Wiley Publishing, Nestle Waters, Argosy University, DeVry University, Added Value(Acura,VPI), Carbonview Research (Nutella, Rich's Baked Goods), Halverson Group (McDonald’s, VF Outlet), Cadence Research (Salix Pharmaceuticals), InSite Vision/UCLA, Oxford University Press, Brand33, Sparketing Research, KNow Research, Ogilvy Behavioral Health
2014 MRA SOUTHERN CA EDUCATION RETREAT: Moderated panel on Mobile Research
2017 QRCA CONFERENCE PRESENTATION: Tapping into the Creative Processes of Hollywood and Broadway
2017 QRCA VIEWS COVER ARTICLE: Tapping into the Creative Processes of Hollywood and Broadway (Summer 2017)
HALL & PARTNERS | Qualitative Research Consultant Jan. 2012 – August 2012
Freelance: 2011 – 2012
Clients include: Sony, Google, The Getty Museum, Toyota, Blue Shield, Volvo, West Virginia University
· RESEARCH: Creative development, positioning/messaging, brand audit, product development, exploratory
· MODERATING: Focus groups, IDIs, TDIs, Ethnography, online discussion boards, mobile
· PROJECT MANAGEMENT: Managed multiple projects from screener/discussion guide development to analysis/report
· INTEGRATED QUAL/QUANT PROJECTS: Worked closely with quant on multiple projects
INDEPENDENT MARKETING STRATEGIST 2009-2012
Clients include: Hall & Partners, The Broad Stage, LA Festival of New Musicals, City at Peace/The Possibility Project,
Beth Malone: So Far, Hoboken to Hollywood (LA Ovation Nominee) and individual professional actors
· MARKET RESEARCH: Qualitative - positioning, branding, segmentation, exploratory
· STRATEGIC MARKETING: Established and developed grassroots marketing strategies for audience development
· ONLINE MARKETING: Increased brand identity and awareness through strategic online marketing plan with emphasis
on social media; initiated video production for online newsletter, Facebook, website and magazine
· EVENT PLANNING: Organized and managed hospitality for events including Mikhail Baryshnikov
DAVID & GOLIATH | Senior Strategic Planner (Promoted from Jr. Planner in 2 ½ yrs) 2004-2009
· MARKET RESEARCH: Managed primary research projects (positioning, brand tracking, copy testing, and new business);
worked closely with research companies in development of screener, discussion guide and final analysis; moderated
focus groups for Kia Motors America and new business
· CREATIVE STRATEGIC PLANNING: Wrote creative strategies based on consumer insights from primary and secondary
research; developed marketing strategies and approved tactical programs with integrated communications
team for brand campaigns; supported new business ventures (Automotive, CPG, spirits, insurance, casual dining, etc.)
· PRESENTATIONS: Developed and delivered presentations (for audiences up to 50) to Kia marketing team
and partners up to the CEO; briefed multi-discipline creative teams for national and retail advertising
NETCENTIVES CUSTOMER LOYALTY SOLUTIONS | Market Analyst 2001
· MARKET RESEARCH: Provided marketing analyses for pioneer of customer rewards network; evaluated market
profiles and business opportunity for various target markets
TAPCAST, MOBILE COMMUNICATIONS PORTAL FOR TEENS | Silicon Valley Startup | Marketing Manager 2000
· MANAGEMENT: 5th employee; hired and supervised teen staff for seven-channel teen web site
· MARKET RESEARCH: Conducted teen focus groups to determine product development and marketing strategies
· DIGITAL: Developed and managed national pilot study that led to a successful launch; analyzed participant
feedback and navigation issues
· STRATEGIC MARKETING: Developed strategic relationships to increase traffic and target the school communities;
created competitive analysis and company positioning to be used for acquisition purposes
CLINICAL SOCIAL WORKER | YOGA TEACHER 1993-98, 2001-2004
· CLINICAL THERAPIST: Provided individual, family and group therapy to adolescents and their families
· MARKET RESEARCH: Conducted focus groups to explore adolescent behavior and determine future programs
· PUBLISHED WRITER: Published in social work textbooks and journals
· SPEAKER: International Narrative Therapy conference and continuing education seminars
· YOGA TEACHER: Group, private, kids, family yoga; combined yoga and therapy at Kaiser Out Patient Psych Unit
EDUCATION
SANTA CLARA UNIVERSITY, MBA
UNIVERSITY OF CHICAGO, MA in Social Work
NORTHWESTERN UNIVERSITY, BS in Theatre
POSTGRADUATE CERTIFICATE IN NARRATIVE THERAPY, Evanston Family Therapy Center
** Advanced Member of QRCA (Qualitative Research Consultant Association)
** SoCal QRCA: Co-Chair (2016 - 2018), Secretary (2015), Membership Committee (Co-Chair)
DEEP DISH RESEARCH (Formerly Dina Shulman Consulting) August 2012 - present
Clients include: Align Technology (Invisalign), Adobe, Angie’s List, Wiley Publishing, Nestle Waters, Argosy University, DeVry University, Added Value(Acura,VPI), Carbonview Research (Nutella, Rich's Baked Goods), Halverson Group (McDonald’s, VF Outlet), Cadence Research (Salix Pharmaceuticals), InSite Vision/UCLA, Oxford University Press, Brand33, Sparketing Research, KNow Research, Ogilvy Behavioral Health
2014 MRA SOUTHERN CA EDUCATION RETREAT: Moderated panel on Mobile Research
2017 QRCA CONFERENCE PRESENTATION: Tapping into the Creative Processes of Hollywood and Broadway
2017 QRCA VIEWS COVER ARTICLE: Tapping into the Creative Processes of Hollywood and Broadway (Summer 2017)
HALL & PARTNERS | Qualitative Research Consultant Jan. 2012 – August 2012
Freelance: 2011 – 2012
Clients include: Sony, Google, The Getty Museum, Toyota, Blue Shield, Volvo, West Virginia University
· RESEARCH: Creative development, positioning/messaging, brand audit, product development, exploratory
· MODERATING: Focus groups, IDIs, TDIs, Ethnography, online discussion boards, mobile
· PROJECT MANAGEMENT: Managed multiple projects from screener/discussion guide development to analysis/report
· INTEGRATED QUAL/QUANT PROJECTS: Worked closely with quant on multiple projects
INDEPENDENT MARKETING STRATEGIST 2009-2012
Clients include: Hall & Partners, The Broad Stage, LA Festival of New Musicals, City at Peace/The Possibility Project,
Beth Malone: So Far, Hoboken to Hollywood (LA Ovation Nominee) and individual professional actors
· MARKET RESEARCH: Qualitative - positioning, branding, segmentation, exploratory
· STRATEGIC MARKETING: Established and developed grassroots marketing strategies for audience development
· ONLINE MARKETING: Increased brand identity and awareness through strategic online marketing plan with emphasis
on social media; initiated video production for online newsletter, Facebook, website and magazine
· EVENT PLANNING: Organized and managed hospitality for events including Mikhail Baryshnikov
DAVID & GOLIATH | Senior Strategic Planner (Promoted from Jr. Planner in 2 ½ yrs) 2004-2009
· MARKET RESEARCH: Managed primary research projects (positioning, brand tracking, copy testing, and new business);
worked closely with research companies in development of screener, discussion guide and final analysis; moderated
focus groups for Kia Motors America and new business
· CREATIVE STRATEGIC PLANNING: Wrote creative strategies based on consumer insights from primary and secondary
research; developed marketing strategies and approved tactical programs with integrated communications
team for brand campaigns; supported new business ventures (Automotive, CPG, spirits, insurance, casual dining, etc.)
· PRESENTATIONS: Developed and delivered presentations (for audiences up to 50) to Kia marketing team
and partners up to the CEO; briefed multi-discipline creative teams for national and retail advertising
NETCENTIVES CUSTOMER LOYALTY SOLUTIONS | Market Analyst 2001
· MARKET RESEARCH: Provided marketing analyses for pioneer of customer rewards network; evaluated market
profiles and business opportunity for various target markets
TAPCAST, MOBILE COMMUNICATIONS PORTAL FOR TEENS | Silicon Valley Startup | Marketing Manager 2000
· MANAGEMENT: 5th employee; hired and supervised teen staff for seven-channel teen web site
· MARKET RESEARCH: Conducted teen focus groups to determine product development and marketing strategies
· DIGITAL: Developed and managed national pilot study that led to a successful launch; analyzed participant
feedback and navigation issues
· STRATEGIC MARKETING: Developed strategic relationships to increase traffic and target the school communities;
created competitive analysis and company positioning to be used for acquisition purposes
CLINICAL SOCIAL WORKER | YOGA TEACHER 1993-98, 2001-2004
· CLINICAL THERAPIST: Provided individual, family and group therapy to adolescents and their families
· MARKET RESEARCH: Conducted focus groups to explore adolescent behavior and determine future programs
· PUBLISHED WRITER: Published in social work textbooks and journals
· SPEAKER: International Narrative Therapy conference and continuing education seminars
· YOGA TEACHER: Group, private, kids, family yoga; combined yoga and therapy at Kaiser Out Patient Psych Unit
EDUCATION
SANTA CLARA UNIVERSITY, MBA
UNIVERSITY OF CHICAGO, MA in Social Work
NORTHWESTERN UNIVERSITY, BS in Theatre
POSTGRADUATE CERTIFICATE IN NARRATIVE THERAPY, Evanston Family Therapy Center
** Advanced Member of QRCA (Qualitative Research Consultant Association)
** SoCal QRCA: Co-Chair (2016 - 2018), Secretary (2015), Membership Committee (Co-Chair)