Fran Simon Email & Phone Number

Research & Analytics Consultancy–SF/Silicon Valley & Denver/Boulder • Provided biz dev support, research & survey design, methodological/analytical/statistical consulting, and/or client services/account mgmt for research and polling firms• Performed analytics on cannabis consumer research; analyzed POS, customer, inventory, financial data for dispensaries; appended demographic, lifestyle, interest, and consumer behavior data to dispensaries' customer databases, conducted survey of cannabis growers on growing media• Consulted for many organizations trying to advance equality for LGBT people on numerous research studies (e.g., strategy, attitudes/beliefs, positioning, messaging, effectiveness of campaigns, and legal/policy issues)• Conducted research & analysis for Sports Authority in areas of market strategy and segmentation, customer journey mapping, brand positioning, advertising and the Hispanic market. Managed surveys, store intercepts, focus groups, ethnographic research, online discussion groups, shop-alongs and in-the-moment research.• Consulted for Qwest Communications/CenturyLink on large-scale Net Promoter, customer sat & market share tracking studies & custom research in wireless, broadband, VoIP & video• Designed, managed, analyzed, reported on and presented feature prioritization research conducted worldwide for new releases of digital imaging, video & audio editing, DVD-authoring for Adobe Systems• Utilized multivariate analyses & data mining techniques on Charles Schwab’s database of institutional customers to gain deeper understanding of how high value customers use accounts & insights into customer profiling & market segmentation• Lead & executed research & analysis activities for Intuit in product dev, messaging, positioning, database mktg, direct mail mktg, usability, mkt strategy & segmentation

Built & managed marketing research / intelligence function for CheapTickets.com• Performed key driver analysis of conversion for CTIX and competitors. Produced quadrant analyses of derived vs perceived performance - clearly showed brands’ value propositions & how to increase conversion• Advised CEO on financial & brand impact of increasing service fees • Developed & executed research plan to construct CTIX & Orbitz brand positionings for successful integration & differentiation in multi-brand portfolio.• Created demographic, attitudinal & behavioral profiles of CTIX and competitors’ customers by mining existing CTIX research & data from industry analysts (ComScore, Nielsen/NetRatings)• Designed, managed & analyzed Brand Awareness and Ad Effectiveness Surveys. Recommended discontinue use of celebrity in advertising campaign• Provided methodological & statistical training to sr mgmt

Developed strategy for & conducted all consumer intelligence activities for Kleiner Perkins/Benchmark Capital funded startup. Worked w/ product dev on formulating strategy, identifying market opps & building business cases for development of hardware, software & services for enterprise wireless messaging (Blackberry) and information access. Developed plan for creating & administering research to user panels & beta testers. Hired & managed Research Mngr.• Continuously collected & communicated competitive intelligence from research vendors & industry analysts on markets & competitors• Identified, compiled & analyzed secondary research for biz planning & forecasting in handheld PDA, wireless, messaging & m-commerce arenas• Conducted primary research to estimate effect of price changes on sales of MP3 player module for Handspring Visor. Performed and/or managed focus groups, diaries & ethnographic research on how end-users interact w/ technology & identified ways to innovate

Provided consultation on appropriate research methodologies. Developed cutting edge research methodologies on Internet. Managed analysts & project staff. • Performed data mining of 500,000+ web-based survey respondents to understand awareness, online & offline purchase behavior, loyalty and satisfaction w/ 260+ e-commerce sites• Designed, managed & analyzed custom mkt segmentation studies for leading e-tailers, online brokerages, portals & broadband providers• Developed 6 online shopper archetypes whose psychographic, behavioral & demographic profiles help explain online shopping motivations & predict future shopping behaviors. Received significant publicity in e-commerce community nationally & internationally• Demonstrated w/ multivariate statistical analysis techniques how drivers of customer sat & retention varied by mkt segment for leading e-business consulting firm • Developed CHAID models for online direct mktg co. to improve performance of email mktg campaigns

Integrated primary market research, secondary research & internal customer data to better understand consumer behavior, preferences & profitability. Developed proposals and budgets for strategic, cost-effective research to answer critical business questions for various product groups (e.g., Online Banking/Financial Services for consumers and for businesses, Debit Card, Credit Card, Brokerage). • Designed, managed, analyzed and reported on qualitative and quantitative research ranging from small ad-hoc projects to concept testing to ethnic market research to large-scale VOC tracking studies. • Provided guidance and support to senior management on topics including customer service (internal and external), customer profiling (both business and retail), brand image, brand enhancement/ extension, advertising evaluation, channel delivery and product research.• Developed business customer segmentation scheme that was implemented bank-wide. • Selected & managed research vendors

Designed, managed, analyzed and reported on primary quantitative and qualitative research on key organizational issues: member satisfaction, member retention, market share, bench-marking, brand image, market segmentation, advertising evaluation and new product development. • Liaison between Northern California Region and National Offices on market research matters.• Accessed and manipulated data from KP’s database of 2 MM+ records to analyze member utilization and retention leading to more efficient use of staff and facilities. • Lead multiple strategic market assessments for business planning. • Communicated (verbal and written) research methods and findings to senior management.

M.A., Sociology

Completed coursework in research methods, statistics and data analysis in Ph.D. program

Ba, Sociology

Summa Cum Laude in Sociology Second Major: Social Relations (social psych, anthropology, and sociology)