Company and Capabilities Overview

Prepared for

October 2015

Background and Qualifications Karen Burris, Founder and Principal

25+ years of experience and success in marketing management, product development, branding and re-branding, innovation acceleration, and market research to drive business forward and fortify brand equity

Received MBA from Texas Christian University in 1983 on a Dean’s Merit Scholarship

Founded Consumer Directions in 1997, after training at the RIVA Market Research Institute in Bethesda, Maryland and conducting market research for Baylor Health Care System

Published author in Pharma; “Reading the Market So the Market Will Read You”

Guest speaker and lecturer at TCU Neeley School of Business, on topic of Using Market Research to Get to Know Consumers

Extensive market research experience in Healthcare, Pharmaceuticals, CPG, Retail, Food and Beverage, Sports and Entertainment, Telecommunications, Publishing and Broadcasting

Key Qualitative Services

Consumer need states, attitudes and motivations Preferences for products and services New product and service line development Customer and patient satisfaction Concept and positioning exploratory Consumer product concept and prototype evaluation Brand identity and imagery Naming for products, services and organizations Creative design exploration (POS, online, entertainment media) Advertising copy and creative development New packaging design/functionality and packaging re-launches Healthcare facility, retail store, and restaurant environmental design

We leverage our experience exploring a variety of insightful methodologies enabling clients to execute successful corporate marketing strategies. A partial list of topics we have studied for clients include:

Qualitative Research Capabilities Traditional and online focus groups, (mini groups,

quads, triads, dyads)

In-depth interview (on-site, at research facilities, by phone and online)

Ethnographic research (online and in-person) with, and without journaling and homework assignments

Online panels and communities

Syndicated studies

Ideation and Brainstorming Facilitation

Consumer Directions: Partial Client List

 

Healthcare Industry Experience

Evaluations of Researcher Skill Setand Client Recommendations

“As a leading international market research company, Schlesinger Associates is committed to delivering the best the research industry has to offer.  That’s why when a valued client needs skilled and innovative moderating and successful in-depth interviewing, I call Karen Burris at Consumer Directions. I know her reputation to be impeccable and her wealth of experience to be impressive.

Karen is able to adapt to myriad client needs.  Whether it’s consumer packaged goods (CPG) or one of the world’s largest pharmaceutical companies, our clients are consistently pleased with the work from Karen.”                                                         -Nancy Ashmore

Vice President Schlesinger Associates

"Karen has led many qualitative new product initiatives for us where she explored multiple prototypes and concepts with consumers. We’ve asked her to move from concepts to prototypes to packaging and she always does so without missing a beat.

Karen skillfully pushes consumers to 'tell the truth' in a friendly and non-threatening way. We trust Karen to get at the level of detail needed in her usual thorough, efficient and effective style.”                                                                  -Lynn Phillips

Marketing Insights Frito-Lay

“Karen works well together with the team to unearth core motivations, perspectives and insights from research subjects.  She is a skilled researcher, given her vast experience as a product manager and marketing strategist.

She was able to create, organize and conduct enlightened research initiatives that directed us toward actionable ideas regarding fund development among alums.”                                                                   

-Stacey Paddock Director of Alumni Relations & Giving Southern Methodist University

“Consumer Directions has provided market research for us in the ad business for 15+ years, mining insights on client projects in the fields of healthcare, automotive, retail, telecommunications, CPG, and sports and entertainment, to name a few.

Karen Burris does what it says in her company’s name: She obtains the kind of valuable directions from consumers that lead to successful product positioning and enlightened ad campaigns. Our clients are consistently satisfied customers whenever Karen oversees the research process, as are we.”

                                                           -Pete Northway, CEO Core Group Advertising 

  

To obtain additional information regarding services offered by Consumer Directions, or to submit a request for a proposal, contact:

kburris@consumerdirections.com

(214) 924-0927 cell(972) 490-3521 office(972) 490-3523 fax

Linkedin.com/profile.KarenBurris

ConsumerDirections.com