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Key Competencies

Peiser Marketing is dedicated to helping marketers achieve business objectives based on consumer insights.  Peiser Marketing uses a wide variety of research and marketing tools to answer the key questions that contribute to business success.

Peiser Marketing Background

Peiser Marketing was founded in 2004 by Cynthia Peiser as a marketing and marketing research consultancy.  Peiser Marketing’s primary services include qualitative research and analytic projects.  Focus groups, one-on-one interviews, shop-a- longs and ethnographic projects are core competencies of Peiser Marketing’s qualitative research practice.

In 2017, Mark Peiser expanded his role in the company, adding quantitative and strategic program planning to the company’s portfolio of services.  Peiser Marketing’s quantitative research capabilities include survey design and analytics, especially foundational survey work to understand consumer attitudes and behavior toward marketing programs and new consumer markets.

Peiser Marketing also develops research plans for new business ventures from understanding consumer fundamentals to planning programs and evaluating their success.

Leadership

Peiser Marketing's qualitative practice is led by Cynthia and Mark works on strategic, quantitative and analytic projects.

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Cynthia Peiser

Founder 

Cynthia has extensive experience with over 15 years at leading packaged goods companies including Unilever, General Mills and Pepsico (Quaker).  Cynthia worked extensively in brand management including roles on both established and new products at Unilever.  She also has experience in consumer packaged goods manufacturing and quality control.  Her category experience includes household products, personal care, food, beverages, baby care, retailers and media.  Cynthia's expertise includes all types of qualitative research: focus groups, triads, one on ones, shop alongs, home usage and product prototype development.

Cynthia holds an MBA from the University of Michigan Ross School of Business and a BS in Food Science from Michigan State University.

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Mark Peiser

Principal

Mark has expertise in packaged goods consumer insights having worked at General Mills and Georgia Pacific in research roles.  Mark  led the consumer insights department at News America Marketing, a leading provider of consumer promotion and advertising services to consumer packaged goods and other national advertisers.  His category experience includes foods and household products.  Mark has worked with a wide range of research techniques including segmentation and market structure, concept and product testing, ad testing and controlled store testing.   Mark also has extensive experience with both primary research and syndicated data sources (IRI, Nielsen, others).

Mark holds an MBA from the University of Michigan Ross School of Business and an SB from the University of Chicago in Statistics.