Florence Hogan Email & Phone Number

Texas, United States

Mckinney, Texas, Us

Lead Market ResearcherCollaborate with the Globe Life businesses to utilize market intelligence, competitive intelligence, and market research to derive consumer insights and market insights for innovation, market expansion, identify new business opportunities.Market Research: manage implementation of primary research at enterprise level to gain insight into business performance and drive business planning.• Design primary research program and project plans, implementation process; maintain schedule for Qualtrics implementation strategy to ensure surveys are fielded on schedule. o Direct and manage market research of the Voice of the Customer program and work with directors within Customer Service, Customer Retention, Customer Experience to launch surveys, publish results using Tableau, and report customer insights and findings. o Work with Liberty National’s leadership to launch Agent Experience studies to measure effectiveness of agent training and onboarding process.• Evaluate data collection platforms, solutions, and custom research resources to support 2016 Primary Research program at the enterprise level. Present recommendations to leadership.Business Analytics: research and recommend programs, resources, analytics tools to transform company’s business processes, support innovation, expand brands footprint in the insurance market.• Executed competitive assessment of secondary research and syndicated data resources to invest. Introduced and leveraged Forrester Research Consumer Technographics. • Implemented Predictive Analytics Proof of Concept test: identified internal data sources, statistical and modeling software, data visualization tools, and first problem statement to build new Advanced Analytics program.• Marketing Strategy Consultancy and Social Media Technology AssessmentAnalyze new business and market opportunities to support Torchmark’s revenue streams and strategic plan.

Plano, Texas, Us

First Research Manager hired to consult with businesses and function as intermediary between clients, project managers, and programmers prior to the fielding of marketing research studies.Partnered with Sales | Business Development to expand RN’s data collection solutions to win new business in emerging enterprise, strategic, healthcare, media, and retail markets. Also applied advanced marketing research competencies to deliver custom reporting and analytics for clients on market insights and consumer insights.Advised clients on primary research methodology, survey design, sample plans, reporting and analytics; collaborated with business development and data processing in scoping market research projects, pricing to deliver competitive sales proposals for research studies.Used new Mobile Research data collection platform to field brand awareness and brand equity studies of pharmaceutical’s new iBGStar blood glucose meter and diabetes prescription brand – among physicians and patients – and delivered market research reports of final results.Utilized new Social Media advanced analytics tools to trend online chatter for major pharmaceutical’s “Rogue Online Pharmacies” tracker. Measured key conversation drivers for client’s prescription brands. Analytical skills included data manipulation in MS Excel and SPSS Statistics, re-coding, tabulations in MarketSight, reporting of trending data and key market insights in PowerPoint.Led marketing research project for Day After Shopping retail tracker to analyze consumer lifecycle among purchases and non-purchasers of four major retail brands. Benchmarked performance of promotional campaigns, communications and advertising strategies, and shopping experience.Conducted business-to-business and consumer marketing research studies for telecommunications sector to evaluate pricing plans and bundled offerings (conjoint analysis), test new product concepts, identify and profile target segments and category users.

Nuremberg, Bavaria, De

BRAND AND COMMUNICATIONS STRATEGY (2007 – 2008)Analyzed 19 brands for major consumer packaged goods client to deliver optimal brand performance against each competitive product set; assessed effectiveness of advertising and communications campaigns. Managed primary research projects and worked cross-functionally with GfK’s project managers, operations, programmers, and data collection suppliers to deliver timely market research findings.Utilized GfK’s Brand Vitality and Communications Vitality metrics to benchmark brand performance for 19 of client’s CPG brands. Analyzed brand awareness, impression, consideration, attachment and loyalty. Metrics included GfK’s Image Equity Grid, Fair Value Grid, Gap Analysis, Driver Analysis, Media Analytics.BRAND STRATEGY CENTER OF EXCELLENCE (2004 – 2007)Collaborated with senior account executives, research group directors, and operations to win and produce domestic and global market research across multiple industry sectors. Leveraged GfK MRI and Roper Reports consumer and media syndicated research to conduct market analysis and consumer insights. Utilized Roper Reports Worldwide syndicated research to produce global market segmentation for technology providers’ Consumer Segmentation Strategy; provided actionable framework to guide brands’ marketing and sales product positioning, pricing, communication strategies.Produced custom segmentation strategy utilizing MRI syndicated research to build brand awareness for Cosmetic brand. Provided consumer insights for developing “word of mouth” messaging and communications strategy.Conducted New York Life Women’s Market Segmentation Analysis to develop market action plan: Salesforce action; Partners and where to find target; Channels / supplemental points of distribution; Media; Product mix; Product positioning / messaging; Product innovation / Repositioning.

Managed all secondary market research for product development; conducted industry analysis to evaluate current state of telecommunications services and identify trends in emerging telecom products. • Oversaw contractual relationships and proposals for $300,000 secondary market research budget that included syndicated research vendors: Forrester, Gartner, IDC, Nielsen, Yankee Group, LexisNexis.• Trended and forecasted industry growth projections for wireless, instant messaging, Internet, local and long distance phone services for consumer and business-to-business markets. Tracked marketing activity and pricing rate plans among competitors’ direct mail, print advertising, and promotional campaigns.Developed reporting improvement processes to align with senior leadership’s product development strategies.• Worked with IT and Finance to improve the timely delivery and data quality of market share reports, customer penetration and rep penetration reports to analyze U.S. regional and Canadian markets. • Collectively used multiple reporting tools to deliver weekly, monthly, and quarterly analysis of Excel’s customer market: MS Excel, MS Access, SPSS Statistics, MapPro, Claritas.

Master Of Science, Management And Administrative Sciences

Bachelor Of Science, Clothing And Textiles