Kevin has been a marketing scientist for more than 25 years. Before establishing Cannon Gray in 2008 he worked for The Nielsen Company’s Consumer Research division, Kantar Research International, McCann Erickson and on the client side. His background covers dozens of product and service categories and over 50 countries. In addition to Advanced Analytics and R&D Kevin’s responsibilities have encompassed business development, questionnaire design, report writing, management and various other facets of marketing research.
Some of the areas in which he has considerable experience are:
- Data Mining and Predictive Analytics
- Consumer and Market Segmentation
- Market Response Modeling
- Demand Forecasting
- Pricing Analysis
- Key Driver Analysis
- Customer Satisfaction and Retention
- New Product Development
- Conjoint Analysis/Choice Modeling
Kevin draws upon advanced methods from diverse fields such as Econometrics, Biostatistics and Psychometrics extensively, as well as machine learners. A member of the American Marketing Association and the American Statistical Association, he is always keen to learn about innovations in marketing research and to borrow ideas from other disciplines. His focus is on developing knowledge and insights for decision making, not on number crunching. Each project is tailored to address specific marketing issues and to the country or countries being researched.