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Megan McManaman

Recent Posts

CMB's Advanced Analytics Team Receives Children's Trust Partnership Award

Posted by Megan McManaman

Wed, Nov 01, 2017


We're proud to announce that CMB’s VP of Advanced Analytics, Dr. Jay Weiner and Senior Analyst, Liz White, were honored with the Children’s Trust’s Partnership Award. Presented annually, the award recognizes the organizations and people whose work directly impact the organization's mission–stopping child abuse.

Jay and Liz were recognized for their work helping the Children’s Trust identify the messaging that resonated with potential donors and program users. Through two studies leveraging CMB’s emotional impact analysis—EMPACT, Max Diff Scaling, concept testing, self-explicated conjoint, and a highlighter exercise, the CMB team the Children's Trust identify the most appealing and compelling messaging.

“There is no one more deserving of this award than the team at CMB,” said Children’s Trust’s Executive Director, Suzin Bartley. “The messaging guidance CMB provided has been invaluable in helping us realize our mission to prevent child abuse in Massachusetts.”

Giving back to our community is part of our DNA of CMB and we’re honored to support the Children’s Trust’s mission to stop child abuse in Massachusetts. Click here to learn more about how the Children’s Trust provides families with programs and services to help them build the skills and confidence they need to make sure kids have safe and healthy childhoods.

From partnering with the Children’s Trust and volunteering at Boston’s St. Francis House to participating in the Leukemia & Lymphoma Society’s annual Light the Night walk, we have a longstanding commitment to serving our community. Learn more about CMB in the community here.



Topics: advanced analytics, predictive analytics, Community Involvement

CMB + ABC @ TMRE 2017: Attracting Viewers (& Customers) in the Golden Age of Content

Posted by Megan McManaman

Mon, Oct 23, 2017


We're less than 24 hours into TMRE 2017 and it has been a whirlwind of sessions and great conversations with researchers and marketers from all over the world. If you're not one of the 1000+ people who've converged on Orlando for one of the biggest market research events in the U.S., don't worry—we won't let you miss out. 

This afternoon, CMB's own Judy Melanson and ABC's Lyndsey Albertson presented an in-depth look at how ABC is building a deep understanding of what drives content discovery and what keeps viewers watching! You don't have to be ABC Disney to know how critical it is to gain traction for new products while navigating a market in flux.  As you navigate your customer journeys, amid seismic shifts, are you asking and answering these 7 critical questions?

  1. What does “new” mean to your consumers; what content, products, and materials can you re-merchandise?
  2. Do you understand how your industry’s disruptors are meeting customer needs?
  3. Are you regularly evaluating your schedules to ensure offerings break through and remain relevant?
  4. How well is your brand’s story connecting with your customers’ emotions?
  5. Are you fully leveraging the power of social to engage?
  6. How are your distribution points ensuring relevance and stickiness?
  7. Have you adapted your product availability to better fit with consumer needs (that may be changing due to competitor offerings)?

Learn more about how we're helping leading brands ask, answer and act on the questions that matter, drop us a note or give us a call:

Contact us!

At TMRE now? Stop by Booth 409 to chat! 


Topics: conference recap, digital media and entertainment research, customer journey

CMB Welcomes Kathy Ofsthun as Head of Expanding Qualitative Strategy + Insights Practice

Posted by Megan McManaman

Fri, Sep 16, 2016

We're excited to announce that Kathy Ofsthun has recently returned to CMB as VP of Qualitative Kathy_final_casual_1_of_1-2.pngStrategy + Insights after spending almost 5 years at C Space as VP of Client Services. Kathy is back to head up CMB’s expanding Qualitative practice—growing clients’ businesses by bringing them closer to their customers.

Kathy  brings a wealth of experience and knowledge in qualitative methods, qual/quant synthesis, and creating connections and strategic partnerships. Her deep research expertise was developed through two decades of work with multinational companies, including a year in Shanghai managing the C Space APAC office. Her work has focused on topics as varied as New Product Development, Shopper Insights, Packaging, Brand Positioning, and Segmentation.

 "I’m thrilled to rejoin CMB at this exciting time," Kathy says. "As consumers move into the driver's seat, marketers and innovators need and want to be closer to their customers, understanding who they are, hearing their needs and incorporating their ideas. By including customers in co-creation of new products, communications development and more, brands can either fail faster or adapt and succeed. I look forward to helping clients leverage the voice of the consumer in order to achieve growth.”

Kathy will be headed to MRA's CRC in San Francisco next week, give us a ring, email us, or stop by booth 407 to say hello!

Are you going to CRC and want to get the most out of it? Check out Julie Kurd's blog:  How To Not Flunk the MRA Corporate Researchers Conference

Topics: strategy consulting, qualitative research, Kathy Ofsthun

New Study: Busting Millennial Banking Myths

Posted by Megan McManaman

Thu, Mar 03, 2016

Why does MasterCard want to replace your password with a selfie? How did Venmo become a verb? Why did JPMorgan Chase's CEO fret about Silicon Valley's start-ups to investors last year? Part of the answer lies within the attitudes and needs of that much talked about generation. . .Millennials. As part of our self-funded Consumer Pulse research, CMB partnered with leading venture capital firm Foundation Capital to explore how and why Millennials are helping redefine the banking industry

In this new report, insights include:

  • Millennials are not a homogenous group. We conducted a segmentation of Millennials, revealing five distinct personas with varied brand preferences, attitudes, and behaviors 
  • Most Millennials still use traditional financial products and services. Just over a third of Ambitious Adopters and Financial Futurists—the most forward-looking of the segments—say they’re most open to non-traditional financial services. 
  • Millennials place considerable importance on finance apps and tools. Asked which apps and tools they could not live without, Millennials mention financial tools and apps at the same rate as apps used for texting and messaging.


 Download the full report here!

Topics: infographic, financial services research, millennials, Consumer Pulse, market strategy and segmentation

Black Friday Is Dead…Long Live Black Friday

Posted by Megan McManaman

Tue, Dec 22, 2015

retail2.pngIf you noticed the annual coverage of Black Friday shoppers seemed somewhat muted this year, you weren’t imagining things. While Cyber Monday sales were the highest since its debut in 2005, Black Friday sales were at their lowest since 2011. We all know how many elves flew (or didn’t) off the shelves, but to learn more about consumer holiday shopping behaviors, we partnered with Research Now for a quick survey of smartphone owners, ages 18 and up. 

Does 2015 mark the end of Black Friday—retail’s highest and holiest holiday? One retailer, REI, even opted out of this year’s Black Friday altogether, though their website did allow shoppers to make purchases online. The 87% of respondents who reported shopping on Black Friday might suggest that its imminent death is exaggerated. But the 81% of those Black Friday shoppers who did at least some of their shopping online suggest the explosion of ecommerce may have circumscribed the usual Black Friday frenzy.   

And then we have mobile—2015 marked the introduction of app-only deals from retail giants Amazon, Walmart, and Target. Of respondents who did shop from their smartphone or tablet, on either Black Friday or Cyber Monday, a full 27% purchased through an app. Still, a Cyber Monday dominated by in-app sales may be a few years away—61% of the Black Friday and Cyber Monday online shoppers used a PC to make their purchases. 

Need further evidence that online shopping and mobile technology are disrupting the traditional holiday shopper customer journey? “Just” 67% of Black Friday deal-seekers said they actually braved a brick and mortar store—this on a day once defined by the in-store experience. Is nothing sacred? 

Megan is CMB’s Senior Product Marketing Manager. She can’t stand Christmas music and was once visited by 3 ghosts. 

Topics: technology research, mobile, retail research, customer journey

Busting Millennial Money Myths at Money 20/20

Posted by Megan McManaman

Thu, Oct 22, 2015

money2020.pngEvery day there’s a new report about Millennials—they’re in debt/they’re saving for retirement, they’re mobile/they’re going off the grid, they’re hard workers/they’re too entitled to succeed—the list goes on. Brands are desperate to learn what makes this generation tick, but the current research lacks actionable insights for the marketers trying to serve them.

To dig deeper, we partnered with venture capital firm Foundation Capital to clear through the clutter and to learn what Millennials are doing and thinking about when it comes to their money. Through our Consumer Pulse research program, we surveyed 1,055 Millennials about their tech use and financial habits, and we included three “deep-dive” sections covering attitudes and preferences towards banking, investments, and insurance.

On October 26thCMB’s Lori Vellucci will join Foundation Capital’s Charles Moldow at the Money 20/20 conference in Las Vegas to unveil new insights into the needs, perceptions, attitudes, and actions of Millennials. They’ll take a look at the very different needs within this most talked about generation, the coming disruption, and the wave of innovation required to address their financial needs.

If you can’t make it to the conference, don’t worry! We’ll be sharing takeaways from our research in November.

For the latest Consumer Pulse reports, case studies, and conference news, subscribe to our monthly eZine.

Subscribe Here 

Topics: financial services research, millennials, Consumer Pulse, conference recap

5 Questions with CMB's Jack Burtch

Posted by Megan McManaman

Thu, May 08, 2014

jack, cmbOur clients always comment on our “rock solid execution”— how we set and meet the highest standards in project management and execution from project lift-off to reporting. We owe a lot of that to our incredible project managers. Meet Jack Burtch, CMB project manager extraordinaire, who also happens to be the Director of Communications for the New England chapter of the MRA (NEMRA).

MM: Tell us a little about your role as Director of Communications for the New England MRA. 

JB: As a Director of Communications, I develop, implement, and evaluate the communications across the organization’s various audiences (members, businesses, sponsors) in collaboration with the board of directors. Our goal is to bring together the New England market research community in a conversational way whether it’s through social media, our website, at our semi-annual conferences, or at one of our free breakfast club meetings that we hold periodically throughout different New England states.

MM: How does your work with the MRA help you understand client needs?

JB: From my experience and perspective, working with the MRA helps everything come full circle as you’re able to take in the various specialties, methodologies, and roles that each company plays in the market research ecosphere. It’s helped me form an understanding of not only the opportunities and concerns that end clients may have but also the struggles, triumphs, and ever-evolving landscape that partners and other firms are having that can benefit our clients and their needs.

MM: Tell us a little about more your work with the ARF.

JB: When it comes to the ARF, or Advertising Research Foundation, I’m involved primarily with the Young Pros team and helping put together events and networking opportunities such as the event we held at Communispace a year or two ago. Our focus is on the professional development of young people or recent graduates new to the research field. We engage them through the resources available to them as well as connect them to the broader research community.

MM: How do you feel joining a company that’s a beta tester for Sawtooth and that has advanced analytics? 

JB: Advanced analytics and the tools that facilitate it such as those from Sawtooth seem to have rocketed to the top of the agenda for most companies these days as it can provide a better avenue for forecasting and enhancing outcomes. Plus, it allows businesses to be more agile while they can continuously adjust business models derived from the data.  When I joined CMB, it became clear that advanced analytics plays a pivotal role in the work we’re doing for our clients, which I’m excited to be a part of.

MM: What other sources do you turn to for industry insights?

JB: I try to tap every resource I can when it comes to this industry given the ever-developing research trends, technologies, and landscapes within verticals that could have an impact on how, what, and who I work with. This could range from social media (Twitter, LinkedIn, reddit, Digg, blogs, etc.) to publications and journals (Quirks, HBR, Alert!, JAR, JMR, etc.) to networking events and conferences. Oh, and you can’t forget about news sources like Quartz, Bloomberg, TechCrunch, IBT, and others which help provide a more macro view of what’s taking place in a client’s industry.

Jack is a senior project manager. A man of many talents, he was once a professional photographer. In addition to his work with NEMRA, he also coordinates the Eastern U.S. arm of the Emerald City Supporters, a supporters group for Major League Soccer’s Seattle Sounders FC.

Headed to NEMRA’s Spring into Action event on May 15 or the Front End of Innovation conference  May 13th-15th? Let us know! We’ll be there and we can’t wait to talk insights with you!

Topics: Chadwick Martin Bailey, advanced analytics, our people, consumer insights

March 15th Celebration of Life for John Martin

Posted by Megan McManaman

Wed, Feb 26, 2014

John Martin CMBOn Saturday, March 15th, the Martin family, friends, and colleagues at CMB will celebrate the life of John Martin. The event and luncheon will take place from 11am to 2pm at the Babson College Executive Conference Center in Wellesley, MA.  

It will be a celebration of John’s life in all its aspects—dedicated family man, conceptual trail blazer, analytic wizard, mentor to many, lover of jokes, unrelenting wit, Indian food aficionado, and purveyor of informal attire. In keeping with John’s “style”, dress will be informal and preferably not black.

Directions, parking, and lodging information can be found here: http://www.cmbinfo.com/cmb-cms/wp-content/uploads/2014/02/Directions-and-Lodging-at-BECC.pdf





Topics: Chadwick Martin Bailey, our people, John's Corner

CMB Blog 2013: 5 of our Favorites

Posted by Megan McManaman

Mon, Dec 30, 2013

thoughtbubblesOne of the most enjoyable things about managing the Voices of CMB Blog is the wide range of perspectives on market research (and more), from the CMB team. Their expertise, insight, and creativity make editing this blog a real pleasure. But before we embark on 2014, here are a few of our favorites from the past year:

  • Nick Pangallo's good advice for whether you're tackling those New Year's resolutions or your next New Product Development engagement. Nick explains what diet techniques like Weight Watchers' PointsPlus® and research techniques like Maximum Difference Scaling have in common: Want to Lose Weight? Try a Tradeoff Exercise!

  • Companies are wasting a lot of time and money on Segmentation studies that aren't usable. CMB's Chief Methodologist, Richard Schreuer, explains why, and what to do about it:The Segmentation Research Crisis

  • Developing new and innovative products isn't easy (or cheap). Athena Rodriguez shares the 10 best practices in New Product Development research that help our clients make product development decisions with confidence: Taking Product Development to Infinity and Beyond

  • It was quite a year for loyalty, with several high-profile companies jettisoning their programs. VP of CMB's Travel and Hospitality practice, Judy Melanson, on why some brands are saying "good-bye": Do You Need a Loyalty Program to Drive Customer Loyalty?

What topics do you want us to cover in 2014? Tell us in the comments, and see you next year!

Megan is CMB's Senior Product Marketing Manager, her New Year's resolutions include banning the word "utilize" from the blog when "use" will do, and skiing more.

Topics: Chadwick Martin Bailey

Headed to TMRE? We're Excited to See You!

Posted by Megan McManaman

Wed, Oct 16, 2013

"My favorite place in the whole world is Nashville. Because it's my home, it's Music City. It's like, everybody there is so artistic and so creative, and nice! Everybody's really friendly." - Taylor Swift

TMRE 2013Far be it from us to argue with Taylor Swift! Next week we're packing up and headed to Nashville for TMRE to talk shop, share insights, get together with our terrific clients, hear from an exciting mix of speakers, and just maybe get to sample some Tennessee barbecue.Are you headed down (or up)? Stop by our booth to say hi and enter to win a New England Clam bake.

Spoiler alert! Don't miss our very own Chris Neal, on Monday at  11:15, as he joins Joanne Burns of the Council for Research Excellence (CRE) for their presentation TV Untethered: Quantifying Mobile TV Viewing and its Impact on Networks, Content Providers, Advertisers and Marketers. Chris and Joanne will share insights from their study aimed at helping audience measurement specialists, networks, advertisers, and others better understand how smartphones, tablets, and computers are changing TV programming.

NashvilleWe're also looking forward to hearing from Hilton's Christine Hight as she shares How “Franken-data” Conquers Hilton’s Big Data Challenges. Come join us on Wednesday at 1:45 to hear how Hilton Worldwide combines Big Data, consumer research, and creativity through an ad hoc, “Franken-data” approach to identifying consumer insights that have fueled innovation and adaptation across their global enterprise.  

If you're attending the conference we'll see you there, if you can't make it stay tuned for our TMRE recap in the coming weeks!

Going to CRC in Dallas tomorrow? We'll be there too! On Thursday the 17th, Amy Modini and UPMC's Jim Villella dig into the Challenges of Channel and Complex Pricing Scenarios. Stop by and learn how UPMC and CMB applied a discrete choice methodology to account for a number of challenges to estimate shifting consumer preferences, make key product development and marketing strategy decisions, and ultimately position UPMC for success.


Topics: conference recap