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Martha has nearly 30 years of experience in market research and analysis. She has worked for many of the Fortune 500 companies in the U.S., Latin America and Europe to develop markets, products and services, and is expert in market measurement and analysis. Martha is actively involved in the leading-edge development and application of advanced market research methods. Martha’s advanced analytical capabilities and applied research experience include innovative consumer research, new product development, concept screening/testing, copy testing, message testing, nomenclature development, brand health modeling, segmentation, market structure analysis, market mix models, conjoint (discrete choice, adaptive, menu based virtual design), max-diff, TURF, prediction markets, game theory, and attitude and usage tracking.