Robert J. Kaden
Author/editor of three books on marketing research. Extensive marketing research supplier side experience focusing on research strategy, planning and execution of studies, new product development and creativity processes. Experience across a wide variety of industries spanning a range of company sizes.
Co-editor of Leading Edge Marketing Research—21st Century ols and Practices (www.amazon.com) This 450 page book published in 2011 by SAGE Publishing features 21 chapters covering breakthrough and “leading edge” marketing research approaches as written by leading experts worldwide.
Author of Guerrilla Marketing Research (www.amazon.com) This 240 page book published in 2006 by Kogan-Page explains how market research can be effectively and economically used by small and mid-size companies. The book has been published in 6 languages.
Author of MORE Guerrilla Marketing Research (www.amazon.com) This 340 page book, published in 2009 by Kogan-Page, is a follow up to the first book and expands upon and adds new content not originally explored.
Frequent speaker at universities, corporations and business forums on consumer behavior and how marketing research can be best applied. Frequent author and contributor on a variety of marketing research topics to various business publications and websites, with particular emphasis on how the marketing research industry might best evolve.
Frequent speaker and author on market research applications for direct marketers. Particular emphasis on the use of creative problem-solving techniques as they apply to research, strategic planning and new product development processes.
Founding member of the Direct Marketing Association (DMA) Research Council. Conducted over 500 studies for direct marketers and worked with over 25 of the nation’s largest companies that sell via catalogs, the internet or other direct channels.
The Kaden Company, Lincolnwood, IL
1993 to present
Conducted over 400 market research studies for companies with annual sales as high as $20B and as low $5M. Worked with and across all levels of client management in highly consultative environments.
Designed, managed data collection and analyzed market segmentation, tracking, awareness, attitude and image, psychographic, customer satisfaction and database studies. Conducted communication, screening, package and product testing studies. Extensive work moderating and analyzing focus groups. Numerous assignments conducting new product brainstorming and ideation processes.
Developed strategic data in the areas of corporate, category and brand positioning. Tactical investigations include advertising communication, product acceptance, price elasticity and new product or service development studies.
Bruskin/Goldring Market Research, Chicago
Director of the Chicago office of Bruskin/Goldring Marketing Research, a division of MAI, plc. Managed a staff of 20 professionals. Responsibilities included overall profit responsibility, new business development and office operations.
Goldring and Company, Chicago
Founded and grew Goldring and Company, one of Chicago’s premier market research, strategic planning and new product development companies. Grew company to a staff of 40 professionals and $4M in yearly billings. In 1989 sold the company to MAI, plc, a $600M U.K. financial and market research conglomerate.
Goldring and Company worked extensively in the retail, banking and credit card, food, health care, education, toy, technology and direct marketing industries completing over 4,000 studies. The company pioneered many unique quantitative and qualitative methodologies along with a special emphasis on strategic planning and idea generation facilitation.
Earle Ludgin & Company & J. Walter Thompson Advertising Agencies, Chicago
Worked with many clients across a wide number of product categories. Designed and executed marketing research studies to aid in the development of advertising and messaging initiatives.