AMY C. ANDERSON
12712 N. 84th Lane Peoria, AZ 85381
RESEARCH STRATEGIST / ANALYST
Research •Data •Market •Media •Consumer •Competitive
Quantitative & Qualitative
More than a decade of experience within a fast changing, dynamic corporate environment
Adept at translating complex data trends and analysis into meaningful information targeted
toward solving problems at any level of the organization
Proven ability to review available information and develop strategies to fill gaps and take action
Highly effective written and verbal communicator
SOLUTIONS THROUGH RESEARCH, Peoria, AZ June 2012 – Present
Owner / Research Strategist / Analyst
As owner, I am responsible for finding and fulfilling projects, making business decisions and determining the direction
of the company’s future. Additionally, I publish an email newsletter called The Aha Moment.
Conducted gap analysis of consumer research, developed and presented strategic framework for
improvements, and led half‐day workshop to increase management team’s institutional knowledge.
Developed and executed research to test a beta mobile product over a 2‐week period.
Analyzed and prepared results summaries of 5 online surveys for a Midwestern media company during an 18‐
month period of high staff turnover. Developed the survey questionnaires for 4 of these studies.
Managed 4 survey projects for a local media company during a 6‐month period of staff transition. Developed
and programmed the survey questionnaires for all. Analyzed and wrote summary reports of 2.
Updated 625 PowerPoint slides within a sales library used at a media company in the NW.
Wrote tracking study and focus group summary reports for local market research company.
Facilitated 7 group “intake” sessions (in‐person and via phone) among a Fortune 500 technology company’s
employees for a digital media agency. Provided a written summary of findings to the agency..
Designed and executed trail user observation and interviews for a local non‐profit. Managed and trained 17
volunteers. Coordinated 4 data collection events. Prepared and presented results to park rangers.
SCARBOROUGH RESEARCH, New York, NY June 2011 – Present
Part Time Overflow Research Analyst
Key tasks include utilizing Nielsen’s proprietary data platform, PrimeLingo, to complete projects on an as needed basis.
Projects delivered in spreadsheet, slide, or word processing formats.
Completed 100+ projects (August 2011 ‐ February 2015) ranging from media analysis to audience insights
Developed executive summary template and completed 6 summaries in the past year
Created custom trade area maps in ArcMap to best determine trade area definitions to use in technical specs
AMY ANDERSON P a g e | 2
THE ARIZONA REPUBLIC / GANNETT, Phoenix, AZ 2004 – 2011
Research Manager 2009‐2011
Managed prioritization and delivery of company’s research. Executed proprietary research and analyzed secondary
research to address strategic business needs and to aid in day‐to‐day revenue generation. Purchased research sample
and vendor support when appropriate. Managed $500,000 research budget and negotiated vendor contracts.
Presented research to groups ranging in size from 3‐200. Distilled and translated complex data into items usable and
relevant to staff members, clients, and executives. Led research and development team of 5 analysts and 1 intern.
Completed 200+ proprietary projects over 4 years, influencing sales initiatives and content strategies.
Designed and executed research strategy to understand reader engagement of Sunday Arizona Republic.
Research led to changes in content and promotional strategies and led to The Republic realizing Sunday
circulation gains when most papers declined. Methodology was later adopted by other Gannett markets.
Oversaw research request database. Delegated to appropriate team members. 440+ completed in 2010.
Negotiated with internal stakeholders and vendor to prepare for 2011 Phoenix Market Study. Recommended
and instituted changes to telephone study methodology. Managed project from onset to completion (6+ mos).
Directed development and maintenance of an intranet (Sharepoint) library of 1000+ materials for use in sales
presentations. The library averaged more than 200 users and 2,000 page views each month.
Won a Gannett Best Practice for Circulation‐Readership Update March 2010 and Using Borrell Data, Oct 2010
Market Analyst, Principal 2007‐2009
Managed proprietary survey projects, including vendor relationships, data analysis, and presentation of results. Took
lead role in collaborating with executives on the company’s operational plans and longer‐term goals. This included
analyzing market trends/forecasts as well as audience trends related to azcentral.com and community newspapers.
Wrote monthly economic summaries for executives and management. Supervised a regional market analyst
(supporting Palm Springs, Salem and Sioux Falls).
Formed Community 2.0 strategy alongside top editors to determine unique needs of 19 different metro zones.
Conducted qualitative and quantitative proprietary research and utilized third‐party data. Led training sessions
of 100+ community editors, reporters and designers on market and reader demographics.
Research led to new content, distribution and design plans. Resurveyed two years later and found reader
satisfaction was improved in all communities, despite cutbacks in other areas of the newspaper.
Executed classified satisfaction surveys in 12 Gannett markets. Analyzed and presented to corporate teams.
Developed 3 Access databases to track normative data on email, ad and article recall and effectiveness.
Conducted numerous studies of various methodologies to prepare for the April 2008 redesign of
azcentral.com and 2009 redesign of the Things to Do digital channel.
Directed regional market analyst position to focus on revenue‐generating projects, resulting in $500,000+ in
incremental business in the Salem market in 2008.
Co‐presented breakout session, Maximizing Lead Generation, for 20+ at Realty Executive Apr 2008 Event.
Won a Gannett Best Practice for September 2009’s Circulation‐Readership Update presentation.
Selected as 1 of 3 top performers (out of 80) with leadership potential to attend an industry conference of my
choosing. Attended Re:Think ARF Conference, April 2008
Business Development Manager / Market Intelligence Manager 2004‐2007
Supported Arizona Republic sales reps within teams of azcentral.com, Real Estate, Recruitment, and Furniture by
providing specific market research training, fulfilling research requests, developing presentations, and reporting
competitive media information. Researched and presented category data for annual operational planning.
Analyzed proprietary telephone survey of furniture buyers at a geographic level. Developed and presented
results presentations to community and metro sales reps.
Initiated automation of real estate reporting to eliminate manual processes and improve response time.
Created a weekly digital newsletter for internal staff. This was later adopted by corporate for all Gannett sites.
Completed Marketers of Excellence Program. 15 marketing employees were awarded program participation.
AMY ANDERSON P a g e | 3
RENO GAZETTE‐JOURNAL / GANNETT, Reno, NV 2000 – 2004
Advertising Financial Analyst 2001‐2004
Managed zero‐based advertising expense budget. Assisted in yearly budget creation by analyzing revenue trends.
Worked with sales managers to estimate weekly advertising revenue. Wrote monthly economic reports.
Managed 2 advertising trip incentive programs and awarded trip to Hawaii (2002) and Italy (2003) as a result
of achieving P&L budget goals. Negotiated with vendor and ensured client and revenue expectations were met
through continued communication with advertising department.
Executive Assistant 2000‐2001
Classified Voluntary Sales Coordinator 2000
Education / Certifications
Marketing Research Association (MRA) 2014
Certificate, Quantitative Research Principles
University of Southern California (USC) 2013
Graduate certificate, Geographical Information Science & Technology (GIST) | GPA 4.0/4.0
Arizona State University (ASU)
Coursework in economics, industrial design, and sustainability | Dean’s List 2011
University of Illinois at Urbana‐Champaign (UIUC) 1999
Bachelor of Arts, Rhetoric with emphasis in publishing and editing | Dean’s List 1996
GIS / Web
Microsoft Office 2013 (especially PowerPoint, Excel, Word), Adobe Photoshop CS4, Acrobat 9 Pro
ArcMap 10.2, Dreamweaver CS4, Mail Chimp, Comscore
Survey Gizmo, Insight Express, Survey Monkey, RAM, Survey Gizmo
PrimeLingo, Claritas, PRIZM, NetView, AdViews
Census American FactFinder. BLS, Borrell, Dunn & Bradstreet, InfoGroup