Introducing a Key Player in Creating
and Assessing Marketing
Research Initiatives
Contact Info:
Jon Herman
jjjjherman@aol.com
Jon Herman—Presentation

About Jon Herman
• 100% of education self-financed
• B.A., Psychology
• Conducted behavioral psychology research
• 15 Years Research Experience
• Nearly all consumer and FMCG
• Positive experience with several many sectors to draw on
including, but not limited to: home care products, personal
care products, jewelry, electronics, dietary supplements,
small appliances, insurance and cosmetics.
• Strong methodologist/market oriented
• Worked across small and large organizations
• Extensive experience with FMCG clients and their needs
• Build team collaboration to further grow business
• Married 12 years
• Three children
• Active lifestyle and part of the community
• Achievement oriented
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Deconstructing The Work History of Jon Herman
Information Resources (1994-1996)
• Field Data Collection to understand the basics of research and team management
Audits & Surveys Worldwide—now GfK (1996-2001)
• Programs focused on FMCGs in-store sales optimization (controlled store testing, optimizing sales solutions)
– Energizer in-store location testing
• Customer Satisfaction/Mystery Shopping
– Quick-Serve , Telecommunications, and Automotive assessments to transform customer experience
Northstar Research/Invoke Solutions (2001-2004)
• Primary Research focused on innovation, product development, and segmentation
– Amway Artistry Product Development and Earnings Study/Direct Mail work with Columbia House
– Quant/Qual with General Mills/Unilever for early and late stage New Product Optimization.
Synovate (2004-2005)
• Concept Testing and Forecasting for Campbell’s/Reader’s Digest/Crayola
– Consumer repositioning program for AAMCO that produced revenue growth of 20-30-%
The Nielsen Company (2005-2008)
• Strategic initiatives focused on innovation, pricing, shopper marketing, segmentation, and brand equity
– Initiated concept testing and forecasting program for Samsung to optimize NPD pipeline
– Global brand equity platform to assess consumer demand for switching across various business segments
InsightExpress (2008-2009)
• Digital Media, Innovation, Direct Mail, Panel, and Media Optimization.
– Digital communications and message testing program for Allstate online.
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Two Case Studies
• Client Example #1 • Client Example #2
– Required a formal program – Global program to assess
to assess New Product brand switching
Development ROI
– Required feedback to create
– Developed protocols that global marketing program, but
were accepted over other
marketing would be distributed
Agencies of Record
locally
– Created normative hurdles – Worked closely with region and local
and database metrics teams.
– Forecast new products – Assess switching and underlying
– Included as part of early and motivations
late stage innovation hurdles – Lower than initially thought and
– Moved program in-house switching was typically within brand
family
– Recommendations varied by market
and buying segment, but targeted
new ATL/BTL triggers.
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What This Experience Brings to Your Organization
•Creating Opportunities for Growth Page 5 Jon Herman—Presentation

Expectations (A Simple Four)
An opportunity to bring my
innovation skills to grow
existing and new brands.
An organization of A place for me to
collaboration/ comfortably settle
teamwork for the long term
Long term commitment to
excellence in brand strategy
•Creating Opportunities for Growth Page 6 Jon Herman—Presentation

Questions and Answers
• I am open to answering all your questions
•Creating Opportunities for Growth Page 7 Jon Herman—Presentation