Karl joined the BRS Group in 1988 after stints on the client side (spirits purveyor Heublein, interactive entertainment start-up Hasbro Electronics) and several years at DMB&B Advertising. He was instrumental in developing BRS’s quantitative research capabilities. By preference, Karl now devotes about half his time to custom quantitative assignments and about half to qualitative projects. He is a strong strategic thinker and effective problem solver, equally comfortable interviewing consumers, corporate decision makers, IT professionals, or children.
Karl has special expertise in brand strategy and image measurement, market segmentation, customer satisfaction, new product positioning, and messaging issues. With solid packaged goods background, in recent years, his efforts have concentrated in several industries: wine and distilled spirits, electronic entertainment, financial services, automotive, and emerging technologies.
Being eclectic in his interests, Karl enjoys managing
a diverse range of projects, some highlights being:
Brand image assessment: combining traditional qualitative with quantitative multivariate techniques to understand brand standing relative to competitors and providing direction for image strengthening.
New product development: using conjoint analysis to design optimal product configurations and understand the impact of price on consumer interest.
Market segmentation: determining category benefit hierarchies and then identifying cohesive and relevant opportunity segments for directed target marketing.
Ethnography: exploring the symbols and cultural context that underlie consumer buying and consumption behavior. Going beyond talk.
