Melissa Mullen Email & Phone Number

Big Lake, Oregon

Locations Vary

20 years experience in comprehensive domestic and international research experience from both supplier and client perspectives. Ability to coordinate and manage multiple international and domestic projects simultaneously, keeping the big picture in mind, yet paying strong attention to detail. I am very experienced at ‘telling the story” to non-research executive parties. Product categories/companies: Entertainment [Film and Home Entertainment], Unilever, Cadillac, Kia, Pontiac, Coca-Cola, AT&T, MCI, Princess Cruises, ConAgra, Southern CA Edison, Hasbro [Lucas Films], Grosvenor, Odeon Movie Theatres, Asda Europe, Winn Dixie Supermarkets, Maybelline, Healthcare, Amtrak, etc. Adept at analyzing marketing analysis across markets such as the U.K. (where I lived/worked for 2 years with Fox), Germany, Italy, France, Spain, Russia, Japan, China, Mexico, Brazil and the U.S. Hands-on experience with a wide array of primary research methodologies globally - including [but not limited to]; segmentation, ethnography, conjoint, copy testing, concept testing, biometrics, neurometrics, price elasticity/sensitivity, purchase intent, feasibility/new product evaluation, perceptual and preference mapping, A&U, tracking, positioning, purchase intent, film playability, exit polling, CVG/eye-tracking, satisfaction, online, multi-platform, digital, demand, loyalty, focus groups, in-depth interviewing studies, and others. Proficient in the use of advanced analytical methods such as multiple regression, factor analysis, discrete choice, segmentation, gap analysis, volumetric demand, conjoint analyses, and others. Solid grasp of SPSS software. A passion for developing new or hybrid methodologies that supply stronger, more actionable results than their predecessors. Ability to coalesce social media and big data into strategic marketing and business initiatives.

Greater Los Angeles Area

Extensive involvement in building and restructuring the International Theatrical and Home Entertainment Research divisions to achieve improved research methods over current industry standards. Timing for results has been halved, methodologies have been updated to yield more actionable data, standardization has been implemented and the amount of research conducted by the division has grown by nearly 600%.I worked (and initiated more robust methods) across all four divisions of Fox International Research including; Title & Content testing; including exit polls, online trailer and TV copytesting, clutter testing, in-cinema trailer testing, digital marketing and others. Custom industry ad hoc research: I developed the “Urban Safari” print advert test that simulates a live outdoor print environment in clutter. I introduced Neurometric and Biometric research in order to capture important non-verbalized consumer responses. I created cross-cultural market profiles, including segmentation, for multiple markets. Global Industry Tracking: I worked with suppliers (Nielsen, OTX) to revamp global tracking, such that reports became more actionable for marketing executives. I established of a proprietary, extremely flexible norms database. I also developed forecasting models for opening weekend theatrical sales and DVD sales. Market Intelligence: (Neilsen, Comscore, Ipsos, NPD, and others) to aid in identifying industry trends.I have aided in the release of hundreds of first release feature films internationally (Avatar, X-men franchise, Rise of the Planet of the Apes, The Last King of Scotland, The Devil Wears Prada, The Day After Tomorrow, Kingdom of Heaven, Mr. & Mrs. Smith, The Chronicdes of Narnia, Gulliver’s Travel, Valkyrie, Walk the Line, Juno, Little Miss Sunshine, Rio, Night at the Museum, Life of Pi, Ice Age franchise and many others).

Greater Los Angeles Area

As Vice President of Global Research for North American Testing [domestic branch] and for International Insights [international and custom research branch], I aided in the launch of International Insights as a global company. My clients included Hasbro, ConAgra (Hunt's, Healthy Choice, Chef Boyardee, etc.), Coca Cola, Princess Cruises and Sav-on Drugstores Rite Aid - to name just a few. My team and I were involved in cultivating and revitalizing all phases of the research process, from design to fieldwork to analysis and presentation. We frequently executed studies across multiple global markets simultaneously. Study types included new product line feasibility and/or demand, line extension studies, segmentation, sensory testing, ethnography, penetration studies, concept tests, packaging, needs states, online panel creation, employee and consumer satisfaction, loyalty studies, tracking, preference mapping, etc. I was responsible for obtaining and maintaining client accounts, pricing, budgets, choice of best methodology to answer research questions, fielding, analyzing results, and presentation of results that drive specific strategic business goals.