The Qual360 Series is governed by the Merlien Institute Advisory Board. The board helps to set the strategy and content for individual events and also reviews the submissions for each conference. If you are interested in joining our advisory board please contact Jens Cornelissen.
Regional Head of ConsumerLab
Jasmeet Sethi is a Regional Head – Insights for Ericsson ConsumerLab, the consumer insights division within Ericsson group. He is responsible for driving and managing consumer insights function in India and has been instrumental in building and managing regional intelligence on emerging market consumers which includes identification and translation of consumer needs, insights and behaviors to guide strategy, communication, innovation and marketing initiatives across Ericsson’s various business units.
He has also been responsible for driving the Consumer Experience Measurement program at Ericsson and introducing and integrating new methodologies like social media listening and on-device metering to understand true consumer experience in the wireless industry. Jasmeet has over 11 years of experience across wide variety of industries including telecom, technology, media and financial services where has worked on a very wide range of insight, strategy and brand development projects
Global Customer Insights Manager
Ryan Backer currently leads General Mills’ Emerging Technologies team within the company’s Global Consumer Insights function (Minneapolis, MN). He has been with GMI for five years, all in Insights related roles. His previous roles focused on Channel, Category & Breakthrough Product Innovation.
Prior to GMI, Ryan served as a Medicinal Chemistry Research Scientist at Eli Lilly Pharmaceuticals in Indianapolis, IN. He holds a B.S. in Chemistry from the University of St. Thomas (St. Paul, MN) and an M.B.A. from the Carlson School of Management (University of Minnesota, Minneapolis, MN)
VP Global Consumer Knowledge
Massimo Cealti, 25 years of experience in Market Research, Consumer Strategy and Insight is currently Vice President Global Consumer Knowledge for the Scent& Care Unit at Symrise, a global Fragrance and Flavours Company (www.symrise.com), helping clients grow their business bringing the consumer voice to fragrance development. Previous experiences include The Coca-Cola Company, Nestlé, McDonald’s and leading research agencies (IPSOS, Research International). He holds an M.S. in Business Management from Luigi Bocconi University in Milan.
Former MD, Mindshare
Debbie Solomon is a Research Professional who has worked in Senior Media and Marketing Research positions at several global companies. Most recently she was Managing Director, Media Research at Mindshare, serving as an in-house resource on a wide variety of media research and planning issues. Her work encompassed all media disciplines and she worked on all the agency’s clients.
She was also part of the agency’s Global Insights team. Previously, Debbie worked in Media Research at J. Walter Thompson and Leo Burnett and Marketing Research at Quaker Oats and Milton Bradley. She has won a number of industry honors, including ARF Great Mind Award, Creative Media Awards, Top Kid Researcher by KidScreen magazine, MediaWeekMedia Research All-Star, Esquire “Woman We Love in Advertising” and WPP Atticus Award. Debbie has also been one of a select group of people invited to meet with the International Olympic Committee to advise them on the state of media in the future.
Mark’s experience as a market researcher includes 30 years of developing and implementing strategic marketing research programs for many of the world’s leading brands in a variety of industries including technology, food service, healthcare, retail and CPG. Mark is President/CEO of Threads Qualitative Research (www.threadsqualitative.com), a global qualitative consultancy with partner offices in 22 countries.Mark is also the Executive Director and co-founder of the Mobile Marketing Research Association (MMRA), a global trade organization that advocates the use of mobile devices to understand opinions and behaviors of consumers, shoppers and B2B audiences. In addition to founding MMRA, Mark also co-founded the Mystery Shopping Provider’s Association (MSPA) and has served on the board of the Qualitative Research Provider’s Association (QRCA)
Vice President – Consumer & Business Insights
Tata Teleservices, Delhi
I am a consumer & market insights professional with experience across agencies & clients, start-ups & large organizations, multinationals & Indian companies, where I worked in a variety of roles: generating strong sales, managing large teams, driving profitable growth when holding P&L responsibilities, & working with global clients.
In this role, I drive the integration of external consumer insights with business analytics to influence important marketing decisions & plans for consumer business.
Over the course of the last 20 years, I have worked with client organizations – Unilever, Bharti Airtel & HT Media, as well as Market Research agencies – IMRB & Millward Brown.
Senior Manager CMK – Consumer Fundamentals and Insights Expert for India, Middle East and Africa
Procter & Gamble
Murat Demiral joined British American Tobacco as Group Head of Research & Insights in January 2016, located in the global HQ in London. Prior to joining BAT, Murat held various strategy, insights and commercial leadership roles in Procter & Gamble, Ulker, BPW (a Nestle and Coke JV) and Kantar group. He is a native of Istanbul, Turkey but spent half of his professional life living abroad in international roles. Murat’s self-imposed professional mission is to make businesses much more consumer-centric and insight-driven.
Dan Foreman is an experienced entrepreneur and leader.
Dan brings over 20 years of business experience. He specializes in emerging technologies and developing markets, having helped organizations grow from incubation to multi-million dollar revenues (and exits).
Dan began his career at WPP before progressing to senior client, advertising and consulting roles. These days Dan operates in investment, advisory and entrepreneurial positions, currently chairing or advising the boards of several data, technology, marketing, social media and research. He also personally invests in many early-stage businesses.
Dan is the current Past President for ESOMAR (holding elected position of 100,000 professionals 2013-14, the first President under the age of 40), Founder of TEDxRoyalTunbridgeWells, winner of the prestigious AMA “4 under 40” award, holder of the Disruptive Innovator MR Change Agent of the Year and a frequent guest lecturer at a number of business schools. He holds a BSc in Psychology and Mathematics from University of Leicester, UK.
Dan is able to tap into a wide network of people to help with different projects and ideas.
Former Product Development Lead
Sirlei Waterhouse is an experienced Product Developer focused on consumer understanding from a technical perspective to guide product development strategy.
Most recently, Sirlei was a Product Development Leader in the IBC Lab (Investigation of Behavior and Consciousness Lab) at KAO USA. Prior to Kao, Sirlei worked at Kimberly Clark and Procter and Gamble.
Sirlei has a passion for research methodology, data analysis and in-depth consumer understanding.
Seasoned Market Research Executive
Baileigh Allen is a seasoned market research executive. With over 20 years of experience, Baileigh specializes in strategic consultancy, driving innovation and organizational change. Clients describe Baileigh as a “Jill of all trades in the market research industry”; finding the right solution to translate data into meaningful information to improve the organizational decision-making process. Baileigh has spent her career nearly evenly divided across both client and vendor-side engagements. Baileigh holds an undergraduate degree from the University of North Carolina at Chapel Hill and a Master’s Degree with an emphasis on Research Methodologies and Statistics. These days you can find Baileigh seeking to make a difference professionally and personally; either developing something new/different to share, chairing or attending industry conferences, volunteering in the classroom or striving to seek change in autism research.