Open Mind Strategy, a New York City-based market research consultancy, has added quantitative research to its capabilities and expanded its insight development toolkit.
CEO Robin Hafitz said:
“Helping clients use both quantitative and qualitative insights to make better marketing decisions has always been at the core of our business. We are best known for our custom qualitative solutions but helping clients understand and simplify their data has been an integral part of our strategic consulting offerings. Adding quantitative tools to our research menu was an obvious next step,” said Hafitz, “and this move has dictated the need to add a senior researcher to our team and to elevate several worthy staffers.”
New Hires, Promotions
Allison O’Keefe Wright has joined Open Mind Strategy as senior vice president, managing director of research and strategy. Allison was most recently vice president, research and strategic planning for Capitol Music Group (formerly EMI Music North America), heading both research and media services for the label. Previously, she served as vice president, strategic insight and research at MTV, where she was responsible for consumer insight and strategy for MTV, MTV2, and mtvU, across all screens.
Prior to MTV, Allison was worked at the strategic consultancy Henley Centre HeadlightVision where she wrote the book “D Code 5,” an investigation of leading edge youth culture and marketing around the world and travelled the globe running innovation workshops for major companies, including Coca-Cola and Unilever.
“Allison, who has the rare ability to humanize data and distill insights will have the opportunity to leverage her diverse agency and ‘client side’ experience as a partner who can approach client business issues and goals with valuable perspective from both sides of the aisle,” Ms. Hafitz
Lianna Willoughby, Open Mind Strategy former brand strategist and project director, has been promoted to the position of vice president, director of research and strategy. Former intern D. Josh Honen has been named assistant for brand strategy.
Founded in 2010 as an independent llc, OpenMind Strategy customizes non-traditional methods of uncovering consumer insights, often using multiple methodologies to bring target audiences alive for clients including: Yahoo!, The Food Network, Travel Channel, VNSNY, PBM, USA Today, non-profits and advertising agencies.