Experiences Experience since 1976 Director of Insights, Data Development Worldwide (DDW),
2004-2008
Marketing, sales, research design including the development of new research services and the codification and training of best practices for existing services. Senior Vice-President, Data Development Corporation (DDC),
1988-2004
Minority owner, founded Central Florida office. Its success led to other “remote” offices for DDC. Approach to category management earned new slots and led to millions in plus sales for major beverage client. Began relationships that lasted for well over a decade. Reported to Jerry Rosenkranz, Joe Goldstein.
Vice-President, Behavioral Analysis, Inc. (BAI), 1980-1988
American Express Card Services and Travel Services divisions, and The Nestle Company, Ore-Ida were major accounts for this period, leading to the development of theories concerning trading up, value perceptions, and the nature of premium brands. Research for Travel Services led to published book. Manager of Market Research, The Nestle Company (USA), 1978-1980
Managed research in a time period when Taster’s Choice had established its point of difference but was battered by the east-ward introduction of Folgers; and older-technology Nescafé was losing ground to Maxwell House despite its essentially similar technology. Led to the development of theories on the power of branding versus organoleptic taste (“blind” taste perception). Senior Project Director, Oxtoby-Smith, 1976-1978 B.A. in Human Communications, Rutgers College, New Brunswick, NJ, 1976
Introduced to theories in social psychology and sociology, coupled with practical “lab” work in communicating via print, audio, and video. Studied under Brent David Ruben and David C. Bender. Quantitative and Qualitative research CraginCube Consulting provides full-project management and execution of quantitative studies, and designs and analyzes qualitative and "hybrid" qual/quant research, moderated by qualitative interviewing professionals. Industries Paul Cragin has conducted studies for manufacturers and service providers in a wide array of industries. We have particular depth of experience in food, foodservice, personal and corporate travel. and financial services, including credit and charge cards, relationship banking, and life insurance.
|
