Glenn R. Kessler, President and CEO
At HCD Research, Glenn Kessler ushered in the Internet as a marketing research tool, and was instrumental in implementing web-based advertising research applications to measure the effectiveness of print and broadcast advertisements. In addition, he has assisted large and mid-sized companies in developing strategies for merging product lines and sales organizations.
Mr. Kessler has been interviewed by national and regional broadcast programs and quoted in leading national newspapers as an expert on political advertising testing during the 2004 and 2008 Presidential elections. He has co-authored several articles on Internet marketing applications and has presented at national medical marketing meetings and advertising conferences.
Mr. Kessler has also appeared on ESPN's "Outside the Lines" to discuss the company's Super Bowl ad testing. He has conducted radio interviews with the Associated Press, CBS, CNN and various national and regional stations. He was also a weekly guest on XM Podus '08 radio, where he discussed political advertising and other controversial political events, during the 2008 presidential election.
Prior to founding HCD Research, Mr. Kessler held sales and marketing positions with Roche Diagnostics Systems and Ortho Diagnostic Systems, a Johnson & Johnson company. He served as director of national accounts and was a member of the Roche Diagnostics Operating Committee. Mr. Kessler was also a business unit manager for Immunoassay Products and marketing manager for computer data management systems.
In addition to his experience in the health care industry, he was a market research analyst for TimeLife Incorporated. Mr. Kessler also served as an adjunct professor at the University of Baltimore, where he instructed undergraduates in consumer behavior as part of the college's marketing program. Mr. Kessler earned a BS from American University and an MBA from the University of Maryland.
James P. Rowell, Vice President
Prior to co-founding HCD, Mr. Rowell was the President of the Somerset Consulting Group, a company that specialized in sales and marketing consulting, specifically in the area of market research and new business development. These services were integrated with HCD Research in 1993.
Earlier work experience includes Ortho Diagnostic Systems, a Johnson & Johnson company, from 1969 to 1985. Positions held include: Group Product Director, Marketing Director, Sales Manager and Sales Representative. Responsibilities included general management of sales and marketing functions including market research, product finance, national accounts, sales training and development, product promotion and advertising, technical services and technology acquisition.
Mr. Rowell received his Bachelor of Arts Degree from Olivet College in 1966 and served in the US Army from 1966 to 1969 earning the rank of First Lieutenant.
Paul Bolls, Ph.D., Scientific Advisor, HCD Research and Associate Professor, Strategic Communication, Missouri School of Journalism
As scientific advisor for HCD Research, Paul Bolls, Ph. D., directs the research efforts that are associated with using biometric measurements to obtain consumer data on media and message preferences with regard to brand messaging.
Dr. Bolls is an associate professor of strategic communication in the Missouri School of Journalism, University of Missouri. He is also the co-director of the PRIME (Psychological Research on Information and Media Effects) Lab at the Missouri School of Journalism.
His research is focused on the cognitive and emotional processing of media. Dr. Bolls co-authored the first book on using biometric measures to study how the mind processes media, "Psychophysiological Measurement and Meaning: Cognitive and Emotional Processing of Media" released in August 2011.
Prior to joining the faculty at the Missouri School of Journalism, he taught and directed the Laboratory for the Study of Communication, Emotion and Cognition at Washington State University. In addition to his career in academia, Dr. Bolls worked in commercial radio for eight years.
He has authored and co-authored articles on advertising and media research published in the top tier peer-reviewed scientific journals, and has presented his research findings at national and international communication conferences. He has worked with clients and industry groups such as National Association of Broadcasters and Danish National Radio conducting seminars on effective message design.
Dr. Bolls earned a Ph.D. from Indiana University in Bloomington, an MA from Washington State University and BA from Montana State University.
P. Gayle Marks, Ph.D., Chief Research Methodologist
Dr. Marks utilizes psychophysiological methods to understand how media channels impact motivations, emotional experiences, and memory. Her research has primarily focused on individual-level differences influencing processing of health-related content in order to understand how audio and visual channels and structural features of media can be used most effectively in campaigns. Dr. Marks will be utilizing her expertise for HCD to assist in analyzing biometric measures to deliver premium insights into the minds of consumers.
Marks received a Ph.D. in Mass Communication from Indiana University, where she assisted with research funded by grants from the National Institute on Drug Abuse (NIDA) and National Institute of Mental Health (NIMH). Marks also conducted research at the Center for Health Communication and Marketing, a CDC Center of Excellence, at the University of Connecticut.
Most recently she taught courses in persuasion, heath communication, and family communication as a Visiting Assistant Professor at the University of Hawaii at Manoa.
Arthur J. Kover, Ph.D., Consulting Director, Advertising Research Services
Arthur Kover, Ph.D., is responsible for guiding HCD's advertising research services, and is focusing on designing optimal methods to adapt advertising research to the Internet.
Dr. Kover is the former editor of The Journal of Advertising Research, and is a Management Fellow at the Yale University School of Management.
During the 90's, he was the Chairman of the Marketing Department at Fordham University's Graduate School of Business. Prior to entering academia, Dr. Kover spent 20 years working on research and strategic initiatives at some of the world's largest advertising agencies, including Kenyon & Eckhardt (now Bozell), Cunningham & Walsh and J. Walter Thompson.
He earned a BA in sociology from Cornell University and a Ph.D. in sociology from Yale University. He is past president of the Market Research Council and the Advertising Agency Research Directors Council. He has written numerous articles and has presented research at many major conferences.
Craig Alter, M.D., Consulting Medical Director
Craig Alter, M.D., serves as consulting Medical Director for HCD Research. Dr. Alter is responsible for assessing strategic requirements and interpreting medical issues for marketing research projects and medical conferences. He also acts as a moderator for on-line consensus groups and assists in the design of medical research questionnaires.
As an added value, Dr. Alter uses his adept knowledge of systemic hormonal changes and endocrinology to understand the effect of stress, and other bodily functions, on respondents. He then uses this comprehensive analysis to provide a physician’s interpretation of data and give expert recommendations and insight.
Dr. Alter is Professor of Clinical Pediatrics in the Division of Endocrinology & Diabetes at The Children's Hospital of Philadelphia and a Professor of Clinical Pediatrics at the Perelman School of Medicine at the University of Pennsylvania. Previously, he served as Medical Director of a Diabetes Center at the University of Massachusetts Medical School. Dr. Alter was elected a Director of the Pediatric Endocrine Society and has served as Chair of the Educational Committee for the Pediatric Endocrine Society.
Dr. Alter has been voted “Top Doc” for the last 7 years by Philadelphia Magazine. He has been the recipient of numerous awards and grants, including the Deans Award for Excellence in Teaching at the Perelman School of Medicine at the University of Pennsylvania, Fellow Teacher of the Year Award, Faculty Teaching Award and National Faculty Development Scholars Program.
Dr. Alter earned a BA, Summa Cum Laude, in mathematics and chemistry from the University of Pennsylvania, and an M.D. with honors from Harvard Medical School and the Massachusetts Institute of Technology Health and Science Program. He served his residency at Boston Children's Hospital, which is ranked among the nation's leading children's hospitals. Dr. Alter performed his Pediatric Endocrine Fellowship at The Children’s Hospital of Philadelphia.
Dr. Alter is a renowned lecturer, having presented at national and international medical conferences on pediatric endocrinology and diabetes. He has also authored and co-authored numerous articles and research papers for prominent U.S. and international peer-reviewed medical journals.
Marcella Inserra, Vice President, Communications and Digital Research
As vice president of communications and digital research, Marcella Inserra assists in identifying new business opportunities within the pharmaceutical industry and other industries. Her main responsibilities include business development, developing new products within the consumer research arena and managing qualitative and quantitative research projects.
Prior to assuming her current responsibilities at HCD Research, Ms. Inserra was responsible for recruiting participants, fielding surveys, coordinating projects and developing budgets and project timelines. Ms. Inserra also plays an integral role in developing and enhancing the processes within the company's project management department.
She has participated in various marketing research conferences and training programs including CASRO's (Council of American Survey Research) Advanced Project Directors Training Workshop and Sales Workshop.
Ms. Inserra earned a BA in mathematics from The College of New Jersey.
Dr. Steven Struhl, Consulting Advisor, Developing Integrated Choice Model and Biometric Methodologies
Dr. Steven Struhl has entered a collaboration with HCD Research to develop integrated biometric and market models.
Dr. Struhl has more than 25 years’ experience in consulting and research, focusing on applying advanced methods to strategic goals, and framing results and explanations so decision makers can use them effectively. His work addresses how buying decisions are made and understanding consumer groups and their motivations. He served 15 years as Senior Vice President, Senior Methodologist at Total Research (later Harris Interactive). There he focused on strategy and analytics for pricing, product and service optimization, decision making and customer loyalty. He also served as head of analytics for the life sciences/pharmaceutical group there for many years. Earlier experience includes working as Director of Market Research at SPSS, Inc., where he guided development of new statistical software, and senior positions in financial services and communications.
His expertise comes from extensive work with the methods, and includes both application and refinement of numerous approaches to solving practical problems. He has designed, conducted and analyzed studies in many areas including:
- Discrete choice modeling and conjoint analysis,
- Price sensitivity and elasticity modeling,
- Market segmentation,
- Customer loyalty/commitment and retention,
- Bayesian analytical methods and other machine learning methods,
- Data mining,
- Text and Web data analytics,
- Best-prospect or best-customer identification models,
- Optimizing communications and media mix,
- Graphical display of complex data.
Steven has written a book, Market Segmentation: An Overview and Review, as well over 25 articles on multivariate analysis, computer software, and psychology. While consulting with HCD he will be developing integrated methodologies in collaboration with Dr. Gayle Marks and Dr. Paul Bolls, both accomplished psychophysiologists applying neuromarketing/biometric methods to determine the impact of media.
He holds an MBA from the University of Chicago Booth School of Business, a doctorate in psychology from the Chicago School of Professional Psychology, and MA and BA degrees from Boston University.
Joe Messina, Director, Marketing Sciences
As director of marketing sciences, Joe Messina is responsible for designing and developing research solutions that combine biometric and traditional research methods. He also plays an integral role in developing and communicating insightful and actionable recommendations to clients.
Mr. Messina possesses more than 15 years of qualitative and quantitative research experience. The majority of his career has been focused on designing and implementing eye-tracking and biometric research solutions for global consumer package goods companies.
Prior to joining HCD Research, Mr. Messina served as research director with Perception Research Services. He was responsible for designing research solutions using eye tracking technology, biometric measurements and classic survey methods to guide packaging development, evaluate brand equity, concepts and print advertising across multiple brands for major CPG clients.
Previously, he served as international client services manager, qualitative research with Synovate, where he managed and coordinated multi-country qualitative research projects and designed moderator discussion guides. Mr. Messina began his career with Schlesinger Associates where he served as a recruiting supervisor, and later as a senior project manager for national qualitative research projects.
Mr. Messina earned a BA in Journalism from Rutgers University and an MA in Corporate and Public Communication from Seton Hall University.
George (Tripp) Carey, Marketing Research Consultant
Tripp Carey has nearly two decades of experience as a counseling psychologist and focus group moderator. During that time, Mr. Carey has conducted in-depth interviews and moderated focus groups for clients in the pharmaceutical and diagnostic industry. Mr. Carey has also designed and developed discussion guides and written numerous reports.
In addition to his association with HCD Research, Mr. Carey is the founder of White Oak Counseling Center. In private practice since 1990, he continues to provide individual, couples, and family counseling in the eastern Pennsylvania area. He has served as a staff psychologist for Lenape Valley Foundation, where he was the Director of Biofeedback and Stress Management and also managed a satellite office.
Mr. Carey earned an MS in community counseling from Villanova University and is a licensed psychologist in Pennsylvania. He also earned a BS in engineering from the University of Oklahoma. Carey has completed RIVA training for qualitative researchers and is an active member of QRCA.
Mr. Carey has also served as an adjunct faculty member of psychology at Delaware Valley College, and continues to conduct workshops for companies, schools, churches and community organizations.
Mridula Pottathil, Ph.D. Marketing Research Consultant
Mridula Pottathil, Ph.D. is a seasoned marketing research consultant with more than 10 years of academic research and client-side experience in intellectual property analysis and business development within the medtech, biotech and ecotech industries.
Dr. Pottathil draws on her extensive experience to provide clients with strategic insights for each phase of the marketing cycle from preclinical issues to pre- and post-marketing strategies. She has conducted numerous in-depth interviews and focus groups for clients in the diagnostics, nutraceuticals, cosmeceuticals and diagnostics industries.
In addition to her association with HCD Research, Dr. Pottathil serves as director, intellectual property and business development management with AccuDx Corporation. In that role, she is responsible for providing business development and IP consulting services to clients in various sectors including diagnostics, nutraceuticals, dairy-based biotherapeutics, cosmeceuticals and ecotech including low cost biodiesel systems and agriculture waste stream utilization systems.
Previously, Dr. Pottathil served as a consultant, intellectual property strategy and management, with XL TechGroup, LLC, where she was responsible for managing IP portfolios, which included formulating strategic plans for IP prosecution and portfolio expansion to meet business development goals of client within specific cost parameters. Earlier in her career, she served as a patent agent with Baker Donelson Bearman Caldwell &Berkowitz, where she assisted in drafting patents, USPTO responses, communications to clients and foreign associates, and also reviewed patentability opinion documents.
Dr. Pottathil has co-authored research papers for prominent U.S. peer-reviewed scientific and medical journals, including Journal of Bacteriology and Frontiers in Bioscience. She earned a BS in Animal Physiology/Neuroscience from the University of California, San Diego, and a Ph.D. in Microbiology, Immunology and Molecular Genetics from the University of California, Los Angeles. In addition, she is a registered patent agent, as well as a FINRA registered investment banking representative.
Maureen Wesolowski, Marketing Research Consultant
Maureen Wesolowski provides marketing research services primarily for clients in the health care industry. She has been involved in a wide variety of both qualitative and quantitative research studies for HCD Research, including numerous focus groups.
Prior to her association with HCD Research, she served as the marketing research and planning department manager at Roche Diagnostic Systems, Inc. for eight years. There she conducted both qualitative and quantitative studies including focus groups for new product development projects, concept testing, testing of instrument prototypes and completed instruments, customer satisfaction and corporate image studies. She received formal training in conducting focus groups at the Burke Institute.
Prior to her tenure at Roche, Wesolowski was associate product manager at Electro-Nucleonics, Inc. and a registered medical technologist (ASCP) at Newark Beth Israel Medical Center.
She earned a BS in medical technology from Rutgers University and an MBA in marketing/management from Rutgers Graduate School of Management.