Edward Staples
Director, Business Development
East Region, Americas
Edward is the Director of Business Development for Lightspeed GMI’s East Region of the Americas. He joined Kantar in 2013 as Vice President of Business Development for Millward Brown before moving to Lightspeed GMI in 2014. In his current role, Edward works with end clients across a spectrum of industries, leveraging Lightspeed GMI’s global consumer panel, suite of quality tools and best in the industry project management, to empower and enable companies’ in-house market research initiatives.
Previously, he served as Vice President of Business Development for HCD Research, a New Jersey-based full service market research firm. Within this role, Edward consulted with clients across multiple sectors, including automotive, pharmaceutical, medical device/diagnostic and entertainment, on qualitative, quantitative and biometric technology based market research. In addition, Edward has held various sales positions in the publishing and pharmaceutical industries and has presented at Market Research Association and Advertising Research Foundation events.
Edward is a graduate of the University of Massachusetts, Amherst, where he earned a Bachelor of Arts degree in English.
Multicultural consumers are of increasing importance in market research as they represent the fastest growing segment of buyers. Most of today’s market researchers understand the importance of multicultural research, but many of us struggle with the question of how and when to apply it. Evidence of that is research from The Center for Multicultural Science which estimates that, “Most syndicated research under-represents the size of Hispanic sales by ~20-60%.” To offer examples of how you can realize the value of multicultural research, we took a look at brand fans of two cosmetics industry leaders, Estee Lauder and L’Oreal.
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Topics:
Context,
Social Media
Of the many great sessions at this fall’s TMRE, one that stands out (aside from Lightspeed GMI’s!) was led by Cynthia Soledad from Whirlpool.
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Topics:
Emotional Insights
At the recent ARF Roundtable on Multicultural Market Research, one topic of conversation was demonstrating the value of multicultural insights to clients. Panel member Esther Franklin observed that if you took a photo of high-level budget holders at the Fortune 500 and compared it to a photo of Millennials, you’d have a very different looking picture (there are notable exceptions of course, but for the most part we recognize that leadership in corporate America tends to be white and male). The question was, is this a hurdle to making a case to these companies about the value of multicultural research?
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Topics:
Multicultural Research
