Jennifer Adams Email and Phone Number

Teaching Market Research & Strategic Planning classes (in-person and online)

Teaching MBA class "The Economic Environment of Business" (Macroeconomics, Monetary & Fiscal Policy, and Regulation).

Took 6 months off to focus on family health, travel, and volunteer work.

Managed a team of five (Senior Manager, Field Team Manager, Senior Analyst, and two Analysts) who conduct primary market research (quantitative and qualitative) and market/strategic assessment for our clients. Conducted on-going recruitment of analytical staff to maintain service levels for our clients. Drafted proposals and bids for clients.

Conducting research for our clients to test new product concepts, identify and size market opportunities, and fine-tune the customer experience. At Integrated Insight, we help our clients create long term growth and thrive with confidence. Some of my recent projects:- Major regional theme park operator: Conducted quarterly brand tracker surveys for North American theme parks as well as market sizing studies and ad-hoc projects.- Future of Work/Get There Initiative: Conducted survey research for Florida Department of Education and partners around workforce training initiative and its appeal. - Retirement Housing: Conducted in-depth interviews of management and surveys of target market (seniors and adult children of seniors) regarding knowledge of continuing care retirement communities (CCRCs) and how to address barriers and misconceptions to refine marketing campaign messaging. - Premium Grocery Chain: Profiled recent customers and what are the core products that drive their store visits. Also measured reactions to higher grocery prices and what strategies customers were using to help offset higher costs. - Rail Transportation: Measured perceptions around reopening service after Covid closures, and ad awareness and appeal of new concepts. Also conducted an onboard survey of passengers regarding their trip experience and problems they faced using app and website to book travel. - Cruise Line: Market sizing for Southeast US drive markets, and brand awareness and appeal. Overall cruise customer profile, desired itineraries, and the barriers to cruising. - Major regional theme park/aquarium operator: Strategic planning, market identification, and new trends and concept testing for immersive experiences.

- July 2020 to March 2021: Temporary assignment to Disney Consumer Products to during the Covid-19 pandemic. Identified $230M in cost savings in the DCP portfolio, and guided Financial Innovation & Technology Team on process improvement exercise to streamline financial reporting and forecasting. Moved to quarterly financial forecasts (from monthly), with proposals for Tableau dashboard reporting.- July 2017 to July 2020: Led 'Forecast Analytics' prototype initiative at Walt Disney World. Goal was to develop a unified parks financial forecasting system driven by a combination of time series and ML models, and supporting visualizations and automatic reporting for leadership. Project was closed down during Covid-19 crisis.

The Forecasting Consolidation team is tasked with communicating to our Executives information such as weekly KPIs for the Walk Disney Parks & Resorts businesses, monthly status updates and quarterly earnings updates on Walt Disney World and Disneyland revenue drivers. We also prepare the Walt Disney World monthly revenue forecast and the Walt Disney Parks & Resorts consolidated driver revenue outlook with inputs from onsite partners. Part of our scope includes forecast technology and reporting, as we look for greater efficiency, accuracy, and insight in our data and reports.

• Managed a team developing models of Walt Disney World and Disneyland attendance metrics and revenues to assess the impact of new rides, attractions, technology investments, promotions, pricing, and economic and competitive changes. • Some Projects: MyMagic+ technology impacts, Disney Gift Card incremental spending, Competitive Assessment, off-property area development (risks & opportunities), Disney’s California Adventure 5-year expansion impact• Advised internal partners (domestic and international) on forecasting/measurement models and plans, and sourced external data vendors. - Vendor Contracts: Managed approximately 6 to 9 vendors; total budget ~$150K

• Develop and maintain forecasting models for daily, weekly and monthly theme park attendance.• Develop statistical models for the Merchandise line of business that link cause-of-change to attendance and resort population trends.• Forecast attendance impacts for Disney Cruise Line and Disney’s Wide World of Sports as part of WDW’s Long Term Plan and Annual Operating Plan. • Forecast long-term (economic/demographic) attendance impacts by Guest Origin as part of WDW’s Long Term Plan and Annual Operating Plan.

• Developed research strategies and analytical models to assess whether various WDW programs and events are generating incremental theme park attendance and/or resort room nights. • Created a model that assessed attendance impacts driven by Guest lodging choices, which is used in WDW’s new hotel construction CARs and pro formas.• Acted as a research consultant within WDW Research, advising others about statistical techniques, sampling methods, and reviewing written reports.• Some Projects: Measuring attendance and Guest Satisfaction effects for Youth Markets programs, special offers done with travel partners (Visa, Southwest Airlines Vacations), and special offers linked to Disney’s loyalty program (Disney’s Visa Card). Developed a measurement strategy for an on-site experimental discount offer (Resort Bounceback).

• Developed questionnaires to measure Guest intentions, program capture rates and influence, and Guest satisfaction. Analyzed both primary and secondary research data to prepare written and oral reports of the major results.• Member of the Destination Disney Metrics Team, which was charged with designing and implementing metrics to assess the success/failure of Walt Disney World’s Customer Relationship Management (CRM) initiatives.• Some Projects: Modeling “strategic value” of the Disney Cruise Line and Disney’s Wide World of Sports Complex, surveying Sports Complex participants and spectators, developed a dual survey methodology to measure the impact of Room and Ticket discounts, and creating a test/control survey methodology to assess the impact of new, CRM-driven trip planning material.

Visiting Professor of Economics at UF, teaching Intermediate Microeconomics for business studentsProject Coordinator: Public Utilities Research Center (PURC)Freelance Consultant: Designed a case study analysis of the Latin American Collection (LAC) at the University of Florida Libraries. The Association of Research Libraries was interested in whether LAC’s strategy of specialized collection development could be a model for other research libraries. Prepared a data collection strategy and constructed several data sets with the assistance of a data entry analyst. The analysis revealed that a proposed 7% specialized collection expenditure quota would not be sufficient to offset declines in collection coverage due to projected price increases and increased production of foreign publications. This project was funded by a grant by the Andrew W. Mellon Foundation.