JONATHAN WHALING
MARKET & CUSTOMER INSIGHTS
ABOUT
JONATHAN WHALING
I have 25 years’ experience on both client and supplier sides of market research. On the client side, I created and cultivated market research functions at two separate technology vendors, including SAS, a $3 billion software company. On the supplier side, I established and expanded research programs related to emerging technologies, consumer financial services usage, and strategic business issues. I have extensive experience in research design and program development and specialize in moderating B2B focus groups, facilitating customer advisory board meetings, and conducting in-depth interviews with professional and executive personas.
I received my qualitative training from Burke Institute and am a certified meeting facilitator.
My degrees are from the Owen Graduate School of Management (MBA in marketing and operations) and Duke University (BA in accounting and economics).
MY
APPROACH
My approach to working with clients is to first understand their objectives and needs for market research. I do this through a free consultation with the client, coupled with some preliminary research on the company and market. My broad background on both the client and supplier sides of market research, as well as my exposure to multiple industries and business functions, enables me to quickly identify questions to be addressed in a research project. Often a client will have an idea for one research methodology when another simpler (and cheaper) approach may better suit their needs. After an initial meeting, I can recommend ideas for conducting research, along with potential sources for getting the work done through my extensive network in the market research industry. This may or may not include my services, and if not, we will at least have shared our knowledge and expanded our network.