Unique Panelist Environment
The formula for market research has been cast in concrete for quite some time – pay me, I’ll complete your task and you’ll get data.
As far as the quality of the data coming from respondents whose journey to get to the survey from the moment the invite is opened is typically filled with frustration, it cannot be that of high quality. The market research industry seems to sweep this under the rug. But, what if the real focus was on playing something that was found to be a fun experience and data was produced? And, if that were the case, the quality of the data would be taken to new heights since respondents were producing it because they actually enjoyed the experience! As a senior exec in the market research industry for many years and the Founder of GMIFY, consumer insight data is generated from entertained respondents that we like to think of as players. This will allow panels to consist of loyal respondents, something that presently doesn’t exist in the industry. Market research and entertained respondents/players living in the same neighborhood. Who would have thunk it? GMIFY, that’s who!
As a third-culture child driven by curiosity, Finns’ successful career has comprised all forms of research and analytics, living in different cultures and
learning new languages. From a business perspective, ensuring that fit-for-purpose evidence was always available to base decisions upon, has been the foundation of his career. Finn has been an insights practitioner and evangelist for more than 35 years, firstly holding strategic development roles in Nielsen and TNS (now Kantar), followed then by a senior management role in Synovate. Subsequently, during his thirteen year tenure as Director General of ESOMAR, Finn was an ardent supporter of quality and professional standards, as well as a strong advocate for the “forgotten” stakeholder in research, the respondent. His involvement with GMIFY is driven by a desire to ensure that the research sector uses the best systems available to respect and value the contribution of the participants in research, and this guarantee the long-term viability of the research profession. On a personal level, Finn’s natural curiosity has always ensured that he embraces technological change, socio-political, environmental and cultural debate, and his abiding hope is that through on-going education and open, informed debate, the next generation will be better equipped to deal with the challenges of their day.
Married to Ann, with two boys Luke and Jake, Finn currently lives in Amsterdam.
Ken has had a forty-year career in marketing research, steeped in consumer psychology, consumer behavior and consumer decision-making.
His incessant curiosity has driven him to constantly learn new things that often serendipitously prove useful in unexpected ways and that he has infused into the design and functioning of the GMIFY app.
David Luery brings a broad and well-rounded perspective to GMIFY as well as extensive experience in numerous areas of market research, including
advanced statistical analysis, international research, client management and senior management, which he will bring to bear on the development and refinement of GMIFY. He is currently based in Tucson, Arizona in the U.S.A.
What We're Saying...
Advisors
Bob Lederer is a 28-year veteran of the market research industry. Respected for his credibility and thought leadership in four market research newsletters
over 25 years and for nearly a decade in the research industry’s only daily research news video, he has most recently dedicated his knowledge, insights, educated opinions, innumerable contacts and valuable relationships in a consulting practice benefitting enterprising research/analytics agencies and suppliers, as well as client-side research organizations.
David, a seasoned professional with over 40 years of experience in the market research industry, with a diverse career covering consumer, industrial and latterly
the pharmaceutical sector specializing in the commercial and clinical development of new products. David began his career in academia as a research scientist before switching to the commercial world to where his talents were better suited. David has worked for several market research agencies, eventually becoming managing director of TNS UK’s international division. In this role he has worked for most of the top 30 global pharma companies, as well as director of international anti-infectives research for Smith Kline Beecham. David is a methodologist and is well versed in both qualitative and quantitative techniques. However, he is best known for his work in advanced quant methods. In his spare time David is involved with various wildlife and conservation trusts, reflecting his previous academic background.
Dave Lyon has been a consultant to market research firms and end clients since 1996, and specializes in trade-off analyses, particularly discrete
choice modeling and conjoint analysis, and in segmentation analyses. In over 6 years each at Total Research Corporation and Opinion Research Corporation, he focused on multivariate methodologies in marketing research while serving in project direction, sales and data processing roles. Dave conducted his first discrete choice study in 1989, and has completed hundreds of such studies since, many using software he himself custom-developed. He has worked with end-clients in a wide variety of industries, particularly pharmaceuticals, but also including telecommunications, packaged goods, small appliances, financial services, information services and others; in areas including new product design and assessment, market sizing, pricing and market segmentation. Earlier experience with financial modeling and capital markets, together with three years in line management of a DP department of 35 employees, contributes to his understanding of clients’ broader concerns. Dave wrote the chapter on Pricing Research in Marketing Research: State of the Art Perspectives, and the prize-winning article “The Price Is Right (Or Is It?)” in the Winter 2002 issue of Marketing Research magazine. He has taught over 100 tutorials on pricing research and many on other topics, at a variety of conferences including the Advanced Research Techniques (ART) Forum. He chaired the 2002 AMA Marketing Research Conference and has served on the conference committees for the 2012 through 2021 Sawtooth Software Conferences, the 2023 and 2024 Analytics & Insights Summits, and the 2006 and 2011 ART Forums. His 2016 paper on Naïve Bayes Classifiers won the best paper award at the Sawtooth Software Conference. He is an honors graduate of Princeton University, where he majored in Statistics.
Grant has extensive international experience having worked in Australia, the US and spent 20 years in the Asia region. He is currently the CEO of
Marketbuzzz, a data and insights consultancy. He has been CEO and Managing Director of companies across South East Asia and Asia Pacific. During this time in Asia, he has seen a dramatic transition in the Marketing Research Industry having worked with two of the largest global agencies in Ipsos and Kantar. The latter building from what was a very strong Asian network in the Frank Small Group and the NFO group to one of the largest marketing research companies globally in TNS / Kantar. This includes a number of Mergers and Acquisitions and the development of growth and turnaround business strategies. Grant has worked as a consultant for a range Fortune 500 companies and a number of leading global brand’s in Asia Pacific and the Americas. He advises top executives, company management, corporate boards, management and managers at all levels on creating stronger and competitive business strategies. In this capacity, one of his roles has been working with senior management to develop programs on a national, regional and global basis. Grant is as a member of the ESOMAR global community and the President of the Thailand Market Research Association.
Matt first developed an interest in marketing research at Boston University's School of Management where he assisted in a research study being
conducted for the US Social Security System. Upon graduating in 1983, Matt joined Schrader Research where he worked undertaking taste test research for Coca Cola. Matt joined Total Research Corporation in 1986 as a Project Director and over the next 14 years progressed his career conducting healthcare research, eventually heading up the Global Life Science Division. In 2000, Matt joined start-up company Epocrates and over the following nine years successfully built the Epocrates panel and online recruitment business into the industry’s premier resource. In 2010, Matt joined WorldOne (now SERMO) as President, North America focusing on developing WorldOne’s domestic growth. In 2014, Matt was invited to join Schlesinger Group (now Sago) where he developed a new thought leader business. In 2016 Matt assumed leadership of Schlesinger’s online quantitative solutions and eventually assumed the role of Chief Revenue Officer. In 2023 Matt joined Doximity as SVP/GM to build out the market research business. Matt was presented with the 2014 R.R. Fordyce Award by PMRG for exceptional dedication to the betterment of the industry, combined with an exemplary level of character, business ethics, and leadership.
Summer is a computer science and studio arts student wrapping up her studies at Muhlenberg College, and is the lead programmer of GMIFY. Summer's approach to GMIFY is influenced by a lifelong love of video games and design.
“I’m bringing in my love of video games to help make your experience with GMIFY as fun as possible!” My cat Hamlet loves to “help” me while I’m working on my computer by activating niche keyboard shortcuts as he walks across my desk, adding just the right amount of chaos to my day!
Hamlet is a 7-year-old black cat with three white spots on his chest and stomach. Summer adopted him from an animal shelter in 2022, and he has since taken to lying on heating vents, walking across keyboards, and holding conversations through his
meows. He thinks that GMIFY is lacking in the worm-on-a-string department, which is his favorite toy.
Florian is a Computer Science & English and Creative Writing Major at Muhlenberg College. They’ve been working on game design for 8 years, both in the tabletop and video game world. They have a strong interest in always learning and growing their skills.
They are a big crocheter, which is helpful because they have many handmade plushies to talk to when their code isn’t working!
About us
GMIFY, through its original content, tournaments, GMIFY Live!, wagering and prediction, creates an environment that panelists WANT to be a part of!
GMIFY leaves a lasting impression on panelists, ensuring...
- Better data, enabling better insights,
- Stronger loyalty, reducing churn & recruitment costs, resulting in...
- Greater efficiency since the cost of incentives is significantly lower than ongoing recruitment
Want to know more? – Contact Mike Rosenberg at GMIFYit@gmail.com
