Michael McStott has over 10 years of experience in market research and consumer insights for Vista Outdoor. He leads research projects including concept testing, ad testing, and package testing. As a qualitative researcher, he has moderated over 40 in-depth interviews and focus groups. His work has helped launch new products and driven over $175 million in incremental sales. He also has experience analyzing surveys, conducting market share assessments, and presenting insights to leadership teams. Outside of work, McStott has volunteered as the head golf coach for Special Olympics for over 20 years and coordinates an annual charity golf tournament.

1. Michael McStott Page 1 of 2
MICHAEL MCSTOTT
9362 Kagan Circle | Otsego MN, 55362
Michael.McStott@gmail.com (612) 987-4549 www.linkedin.com/in/mike-mcstott
PROFESSIONALSKILLS
 RIVA Certified Moderating/Ethnography
 Concept Writing - Writing by Design
 Competitive Intelligence
 Qualitative & Quantitative Research Best
Practices
 New Product Development Process
 Firearm Hunt/Shoot Industry Expert
 Market Share Assessments
 Survey Writing and Analysis
PROFESSIONALEXPERIENCE
Vista Outdoor - (Previously Alliant Techsystems - ATK) 2007 - Present
Vista Outdoor designs, develops, and manufacturers ammunition, long guns, related accessories and other
outdoor recreation products. Vista Outdoor did $2.3B in annual revenue in FY 2016, employs 5,800 people,
and is the largest ammunition manufacturer in the world. Brands include Federal Premium, Savage Arms,
CCI, Speer, Bushnell, Primos, Blackhawk, Camelbak, Bolle, Bell, and Giro.
Consumer Insights – Specialist (Worked with All Brands) July 2014 – Present
 Lead research analyst for new product concept, advertising and package testing
o Responsible for all analysis and final report presentation to leadership teams
o Completed 60 Concept tests,80 ad tests, and 10 package tests in past 2 years.
 Moderated 40+ in depth one-on-one interviews and responsible for final analysis
o Lead qualitative researcher on new product line resulting in successfulproduct launch and
estimated $20M in incremental sales
o Managed qualitative research project resulting in product enhancements and enabled
marketing to develop consumer brand positioning. Product forecasted to do $75M in
annual sales.
 Assisted in facilitating an internal, large scale consumer panel that reached 15,000 end users and
identified appropriate target markets for concept testing.
 Created competitive product matrixes leveraging E-commerce websites and worked with
specialized competitive intelligence firms and third party vendors to provide data to leadership.
Market Research – Lead Analyst (Ammunition and Firearms Brands) April 2008 – June 2014
 Qualitative Research
o Moderated 10+ focus groups which created new breakthrough products in the ammunition
marketplace. One of which revealed a growing demographic of female shooters.
Estimated to drive $80M in annual incremental sales.
o Lead analyst with major retailer to increase awareness and create idealshelf space
presentation for ammunition
o Lead for two Ethnography studies resulting in new product development
 Quantitative Research

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o Survey Analysis - Wrote, sent, and analyzed consumer, employee, and customer surveys
o Managed third party organization responsible for distributing consumer surveys
o Managed industry research process and collected primary and secondary data to develop
market share analysis, industry trends, forecasting, and product development.
 Developed and presented monthly dashboards for the $1.2B ammunition category to product
managers.
Market Research – Intern October 2007 - March 2008
 Responsible for summarizing industry research from an abundant number of outside sources. The
data gathered helped provide market share analysis, industry trends, and forecasting.
 Survey Analysis - Wrote, sent, and analyzed internal employee, end-user, and customer surveys.
VOLUNTEER/LEADERSHIP
Special Olympic Head GolfCoach 2000 – Present
 Connected 12 local families that have children with Down’s syndrome and created a Special
Olympic golf team. The team today consists of 27 Special Olympic athletes, 6 assistant coaches,
and the athletes compete annually in the regional and state tournaments.
o Recipient of Kare 11, Eleven Who Care Volunteer of the Year Award for work with
Special Olympics Golf
CRPS Charity Golf Coordinator 2013 - Present
 Annual event planning includes recruiting 120 players (30 teams), and individual and business
fundraising.
o The past two years we have raised over $15,000 for CRPS.
EDUCATION
University ofMinnesota Minneapolis, MN May 2007
Curtis L. Carlson School of Management
Bachelor of Science in Business
Major: Marketing
Cumulative G.P.A: 3.63 - Dean’s list

3. Referencesavailable upon request