Michael J. Kopczynski Email & Phone Number

Waukesha Wi

Responsible for leading Custom Research Services. Reports to the Director of Surveys & Business Research. • Stimulated significant growth of the Custom Research Services line of business bringing in $100,000 in revenue for the company by coordinating and executing custom research needs of members: interview stakeholders, write proposals, write questionnaires, field the research, conduct analyses, and provide insight led reports. • As a senior staff member, assist in the development of survey team at MRA by integrating new analytical techniques and explain thinking behind to encourage insight led findings into research reports.

Milwaukee Wi

Responsible for driving market research and insight activities for Reader’s Digest, North America. Emerged as the sole market research resource after significant down-sizing. Revitalized the role of research as a key communication link between the consumer and the company as a full participant in the long-term corporate decision making process. • Managed the market research function across all brands, product lines and business units for all RDA North America with customers, consumers, former customers and employees. Involved from strategic planning to budgeting to execution of proper methodologies to analysis to the delivery/reporting of findings ensuring understanding and implications and developing actionable next steps. As needed, selected and supervised outside firms retained for research transparent to internal business partners.• Partnered with executives, key marketing and editorial managers and other decision makers in confirming and establishing research needs of the company. Proactively identified research opportunities of strategic value or advised against research when appropriate.• Collected competitive intelligence information used to support the development of strategic marketing plans.

Milwaukee Wi

Hired to transform market research at Reiman Median Group/Reader’s Digest Milwaukee using best practices methodologies. Reported to the Vice President of Market Research and in turn supervised a staff of two research associates. • Managed the market research function (primary and secondary) in support of Reiman/RDA Milwaukee brands and product lines. Provided consumer led insight and action to editorial and marketing teams. • Spearheaded the move of mail-based research to online significantly reducing research field time by 50% and cost (annual savings of $100,000 across all brands). Conducted head-to-head tests ensuring research findings align.• Created and maintained customer research panels aligned to customer database demographics significantly improving research field time and completion rates.• Led annual tracking of customer satisfaction research for World Wide Country Tour business. Identified key drivers of satisfaction (and dissatisfaction) revealing strengths and opportunities for the business. Created and implemented a research plan for annually tracking. As a result, customer satisfaction ratings improved by 3%, growth in business revenue of $100,000 was achieved in 3 years.• Challenged by low online conversion rates, led consumer based qualitative and then quantitative research to grow Taste of Home magazines’ digital presence (TOH.com) from 1M unique visitors to 11M unique visitors in four years. Learning gleaned was then transferred to other digital properties.• Instrumental in the launch of many new products for RDA by incorporating primary and secondary research as ideation and testing for new magazine and book concepts. This led to the production of blockbuster titles such as Extraordinary Uses for Ordinary Things (grossed $20 million globally) and Everyday With Rachael Ray magazine (top U.S. circulation exceeding 2 million subscribers; eventually sold).

Madison Wi

Reported to the Director of Strategic Research. Led primary research (quantitative and qualitative) with consumers, customers, former customers, sales force, and employees for each division to help them achieve business objectives. • Led claims satisfaction and lost customer studies. • Lead analyst on American Family’s segmentation study. Successfully managed project that eventually led the company to develop new products and services, advertising and promotions and pricing strategies that appeal to new and unique customers. • Consulted with all department and division heads of American Family Insurance regarding research activities and methods. Sat as chair and member of many internal teams listened and advised on the potential contribution research could make.