Sergei Kochkin has over 30 years of experience in market research, consulting, and leadership roles related to hearing healthcare. He received his Ph.D. in Industrial/Organizational Psychology and has held executive positions at Knowles Electronics and the Better Hearing Institute, where he led strategic planning, public relations campaigns, clinical education programs, and market research studies. Currently, he works as an independent consultant conducting major research projects on technologies and consumer trends in hearing healthcare.

1. SERGEI KOCHKIN, Ph.D.
989 Saunders Road Home : (847) 374-3540
Riverwoods, IL 60015 Mobile: (847) 494-5637
skochkin@comcast.net
EXPERIENCE:
11/12-present CONSULTANT
Major research projects on the impact of direct mail technology, hearing loops, captioned
phones, consumer loyalty in hearing healthcare.
01/04-10/12 BETTER HEARING INSTITUTE (BHI), Washington, DC.
EXECUTIVE DIRECTOR
 Re-branded this 35 year old not-for-profit organization. Its mission is to educate the
public and medical profession about hearing loss, its treatment and prevention.
 Validated online hearing test on 11,000 subjects.
 Recruited world-class Technical Advisory Council.
 In 2011 secured 5,500 media placements, with 1.5 billion impressions.
 Designed and taught work shops for hearing health professionals on how to promote
their clinical practices in line with our National public relations efforts.
 Designed and wrote new website (www.betterhearing.org - no longer active as I wrote it)
as well as consumer literature with the aid of a volunteer technical advisory council.
 Designed and launched first BHI lobbying website www.hearingaidtaxcredit.org as a
means of supporting legislation to provide tax credits for hearing aids.
 Measured the effectiveness of the BHI physician education program across 40 test
markets utilizing 36 months of retail sales data.
 Received grants for an analysis of the hearing healthcare market and for development of
a mini-PBS documentary on hearing loss.
 Developed a public relations program focused around the issues of hearing loss and its
solutions.
 Conducted 80,000 household survey to study the hearing health industry including
satisfaction with its products and services, adequacy of hearing healthcare for children,
25 year trends in hearing healthcare, and obstacles to adoption of hearing aids.
 Developed a topical mega-blog on hearing healthcare with 36 contributors.

2. 02/88-12/03 KNOWLES ELECTRONICS, INC., Itasca, Illinois
07/92-12/03 DIRECTOR MARKET DEVELOPMENT AND MARKET RESEARCH
 Wrote prospectus and worked with Lehman Brothers in achieving the sales of Knowles
Electronics, a family-owned business.
 Directed the market research, sales planning, forecasting, data warehousing, Internet/e-
Business and market expansion activities.
 Led a team in a redesign of Knowles Electronics websites.
 Increased sales of dual microphones for hearing aids from 6,000 to 1,500,000 in eight years.
 Instrumental in the formation of an industry association designed to develop the market
for hearing aids.
 Developed conjoint models of acoustical transducer and headset markets.
 Wrote close to 60 publications on the hearing aid and speech recognition markets and gave
in excess of 150 speeches worldwide since 1989 in both previous and current position.
 Served as catalyst to get the hearing aid industry involved in improving customer
satisfaction with hearing aids.
 Supervised a large-scale simulated market test on the relative effectiveness of different
marketing strategies in getting the hearing impaired to seek a solution for their hearing
loss.
 Designed geo-demographic database marketing tool for the hearing aid industry, which
integrated the Claritas Corporation system with our knowledge of the hearing-impaired
population.
02/88-7/92 CORPORATE MANAGER MARKET RESEARCH
 Developed contingency plan concerning strategic and competitive threats facing Knowles.
 Doubled sales of one product line (integrated receivers) through a promotional program
designed to achieve "pull-through" for our electronic components.
 Conducted segmentation research on the hearing aid and professional audio markets.
 Researched physician barriers to acceptance of hearing aids in Europe and market tested a
direct mail program targeted at physicians in the United States.
 Developed consumer tracking survey of the hearing aid market using NFO panel and
published results.
 Designed and conducted customer opinion survey to provide feedback to Knowles on
customer service, product quality, and reliability. Led customer service task force to
enhance service to customers.

3. 03/78-01/88 UNITED AIRLINES, INC. Elk Grove, Village, Illinois.
10/85-01/88 MARKETING PERFORMANCE MANAGER
 Developed and designed marketing information systems to measure the effectiveness of
United's marketing efforts.
 Produced monthly forecasts with 98% accuracy.
 Developed statistical models to measure the impact on revenue of changes in sales force,
commission structure, service performance, product offering and advertising.
 Evaluated and critiqued economics of proposed marketing programs and promotions.
 Designed new marketing information system concepts for understanding the effectiveness
of over 35,000 distribution outlets and 5,000 sales personnel.
02/84-10/85 ASSOCIATE MARKET RESEARCH MANAGER
02/83-02/84 MARKET RESEARCH REPRESENTATIVE
 Developed nationwide pricing models. One model resulted in a $36,000,000 increase in
revenue.
 Designed and conducted segmentation studies of product users and image studies of
United's service and products. One study led to a 523% increase in credit card solicitation
response.
 Developed primary research techniques for measuring the effectiveness of promotions.
 Designed methodologies for simulating the financial impact of selected marketing
programs. One analysis led to a 45% increase in sports charter revenue.
03/78-01/83 INDUSTRIAL PSYCHOLOGIST
 Evaluated the promotability of management level employees and designed management
selection programs.
 Designed and directed the development of an automated management person-job
matching system.
 Designed and validated statistical selection models for commercial pilots, customer service
and sales personnel.
 Conducted research on affirmative action, compensation equity, strength testing, employee
honesty, and job analysis.

4. EDUCATION: M.B.A. Marketing. Loyola GSB. Chicago, Illinois.
(Elected to Beta Gamma Sigma Honor Society)
Ph.D. Industrial/Organizational Psychology. IIT, Chicago, Illinois.
(with honors - Emphasis quantitative methods)
M.S. Guidance and Counseling. IIT, Chicago, Illinois.
B.A. Anthropology. University of Illinois. Champaign, Illinois.
Grant writing (March, 2005);The Grantsmanship Center, Los Angeles CA
Numerous seminars in: multivariate statistics, market research, competitive analysis,
advertising research, strategic planning, eBusiness.
PUBLICATIONS: 107 Publications....Bibliography available upon request.
INDUSTRY Board of Directors - Better Hearing Institute (1992-2000)
POSITIONS Chairman - Market Development Committee, Hearing Industries Association
(1998-2000).
Editor and founder, High Performance Hearing Solutions Journal (1996-1999)
HONORS Beta Gamma Sigma, Loyola University MBA program, 1990
International Better Hearing Achievement Award, 1996
eHealthcare Leadership Award 2006 for BHI website
Aesculapius Award of Excellence in Healthcare Websites 2011 for BHI website
Life time achievement award: NBC-HIS (2013): National Board Certification - Hearing
instrument specialists