Phoenix Marketing International (PMI), a premier global marketing research and consulting firm, today announced that Bob Ferguson has joined as Executive Vice President. Bob will report to Steve Wolf, Chief Client and Marketing Officer, to work collaboratively in the continued expansion of Phoenix’s Qualitative Practice.
“We are committed to investing in the best-of-the-best,” says Wolf. “Bob is an excellent and important addition to the Phoenix team as we continue to evolve our qualitative offerings. His ‘objective-driven’ approach, when coupled with the superb skill-set, which Bob possesses, will deliver insight that will help to drive confident, disruptive business decisions.”
With over 30 years in the industry, Bob has a wide range of strategic and tactical qualitative research experience. This includes marketing issues such as branding, understanding customer needs, the motivations driving needs, brand equity, needs assessment, customer satisfaction, product/service choice mapping, website development/usability new product/concept/advertising development, message communications, positioning, advertising & package testing, market landscape, market potential and more.
“I’m excited to be joining Phoenix, which has the same approach to market research that I do – providing consultative insight which, when implemented, will help to drive our client’s business metrics forward,” said Ferguson.
Bob’s expertise, guidance and direction has helped bring success to a number of the world’s largest companies in the financial services, insurance, healthcare, health systems, FMCG, technology, media, and travel industries, to name a few.
Mr. Ferguson spent 17 years in qualitative research with BAIGlobal/Synovate/Ipsos and 6 years at The Gene Reilly Group. He also worked at Greenfield Consulting Group/Millward Brown for 6 years as a Managing Director.