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Frances Hammond
With a background in economics and sociology and 25 years of automotive industry experience, Frances is well qualified to provide thought leadership in working with businesses. Her moderating, reporting, and presentation skills are strong. She listens carefully and actively to facilitate clear and well-defined research objectives, and then works diligently to design and conduct research that generates new and relevant insight.
Trained as a moderator by The Burke Institute, Frances has thousands of hours of field experience. She regularly moderates focused, in-depth conversations (one on one and group, in person, by phone, and online) about feelings, decisions, behaviors, goals, needs, desires, and associations. She has a good rapport with youth and older populations.
On the consumer side, her experience includes communications and product concept exploration, ethnography, target market exploration, customer relationship satisfaction, social and public policy issues, and on-line search, scenario, and gaming tools as well as usability research.
Frances is fluent in business-to-business interviewing. She has conducted many interviews and discussions with engineers, scientists, designers, purchasing managers, dealers, suppliers, corporate executives, and other business people from all functional areas and levels. Her first hand experience working in a corporate environment, intellectual curiosity, and willingness to prepare for technical interviews are strengths in these discussions since they support probes and follow-up that lead to in-depth exploration and insightful reporting.
She has extensive experience working with the automotive sector – mass, luxury, exotic, and niche brands, advanced technology, electric and hybrid vehicles as well as services, parts and transportation solutions. She has practice exploring a range of issues with consumers from detailed product feedback to brand opinion and consideration through to purchase motivators and barriers, financing, ownership, sales and service experience and satisfaction. Beyond the automotive space, Frances has conducted research with technical specialists, scientists, physicians and business managers in industrial robotics and semi-conductors, as well as financial services, health care, and insurance. She has experience with consumers in a wide range of decision areas, including financial, insurance, health care and wellness products, travel services, food and beverages, construction, landscape and building materials, and utilities.
Frances holds a PhD in economics from UCLA, and a BA (Hons.) from Victoria University of Wellington, New Zealand. Prior to establishing the research house, she was Director of the Qualitative Research Department at General Motors Corporation. the research house maintains strategic partnerships with leading research companies to offer a complete range of market research services and is certified by WBENC as a Women’s Business Enterprise.
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