Meredith Freeland Email & Phone Number

Chicago, Il, Us

Chicago, Il

SCOPE OF ACCOUNTABILITY:Drive business, lead custom engagements designed to impact brand and category strategy by understanding consumer and shopper behaviors, motivations, and needs ,~$2.5-4M/year.Manage and mentor team of researchers, both local and remoteContribute to initiatives on employee development, sales strategy, and cross-service line collaborationBusiness Development & Research Consulting Expertise:Collaborate with Ipsos Qualitative, Innovation, SIA, Communities and S3 service lines to sell optimized solutionsClient mix includes pet, food/bev, alcoholic bev, beauty/personal care, home care, durables, OTC, telecom and moreCross-service line trainer and sponsor on key Ipsos business development approachNOTABLE CONTRIBUTIONS:Won first project for new client, leading 3-region, dual species portfolio analysis and activation for global pet food producer, resulting in first-ever global brand alignment & local brand specialization strategiesIdentified optimal occasions, platforms and influencers for food supplier to reach key under-performing demographic, informing media and communication strategyPartnered with Ipsos S3 and IUU to create thoughtful positioning and expansion approach for recently acquired niche brandDesigned and won custom shopper research for new client, combining survey and passive data, to understand shifting landscape of online and offline alcoholic beverage purchasing

Chicago, Il

ACCOUNTABILITY:Developed and lead Shopper Insights across mix of small to large accounts, ~$1.5-2M/year.Partnered w/Market Insights, Consulting, Kantar team to bring integrated solutions to clients.BUSINESS DEVELOPMENT & RESEARCH CONSULTING EXPERTISE:Generated sales as part of cross-Kantar teams, by co-leading w/KC RS&S partner, or by owning Shopper Insights directly.Initiatives ranged from POS testing, to optimizing ROI of shopper touchpoints, to redesigning entire aisles. All involved understanding shopper navigation of the omni-channel environment, using the right tools to drive meaningful client action.Led activation workshops to embed learnings – bringing clients to leadership with retail customers and shoppers.NOTABLE CONTRIBUTIONS:Designed research that reimagined center-store aisle, including merchandising screen, VR, and Controlled Store Testing.Used self-driven shopping, moderator-led qualitative, and on-site artist to create unique retail concepts for alcohol client.Headed shopper journey initiative on home safety, identifying steps to grow brand and partner with key retail customer.Leveraged quantitative modeling of journey research to uncover opportunities for growing OTC category.Investigated role of merchandising, leveraging eye-tracking, for tech category typically researched and shopped online.Integrated qualitative and quantitative research w/ consumption data to create retail strategy for beverage client.Implemented new analytic method & optimized delivery platform to map shopper influence strategy.

Greater Chicago Area

Partnered with suppliers, agencies, and manufacturers on: - Custom research design & planning - Evaluation of research proposals & suppliers - Questionnaire/discussion guide development & review - Report writing, analysis & presentation

Chicago, Il

ACCOUNTABILITY:Directed existing and new business across multiple industries, achieving goal of $3.2M/year.Built and guided team of four to six direct reports.BUSINESS DEVELOPMENT & RESEARCH CONSULTING EXPERTISE:Engaged on strategic business issues, from sale through analysis and deployment, including market structure, white space, brand equity, category behaviors, and shopper insights.Facilitated immersions, workshops, activations to bring learnings to life and empower clients.Instituted cross-division sessions to strategize on client needs and business development.Introduced new techniques clients, including simplified data access and online communities.NOTABLE CONTRIBUTIONS:Brought in >$1M in new revenue from three new clients.Using market structure & segmentation, counseled food client on strategic expansion into viable category segments.Sold global project that identified consumer targets across client’s durables portfolio; determined viability of new business line for unique upscale buyer.Built rapport w/ Food/Bev client – w/in 2 weeks of taking account, sold ~$100K project w/ potential of second.Assessed team structure, interviewing >20 team members. Recommended optimized structure, later implemented.

Cincinnati, Oh

ACCOUNTABILITY:Team Leader. Accountable for ~$4-7M/annual sales in global research across categoriesBUSINESS DEVELOPMENT & RESEARCH CONSULTING EXPERTISE:Led six-person team, using wide range of research techniques.Addressed portfolio, targeting, brand identity, barriers to trial, product line-up, innovation.Global Category Knowledge Leader for key categories – offer, deliverables, and service model. TEAM & OFFICE LEADERSHIP:Developed/mentored own team, plus shared responsibility for office strategy and action plans. Office Global Research Expert.NOTABLE CONTRIBUTIONS:Grew business from $4M to >$7M/year based on demonstrated excellence.Led $1M global equity program across 15+ markets. Earned IPSOS’ first business in Client’s newly acquired company, valued at $750K.Created innovative global tool, for DIY or upgraded delivery, resulting in $700K+ business.