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Ed Keller Brad Fay
Steve Thomson Heather Evans
Maggie Fosdick Matt Phillips
Jim Schaffer Mario da Cruz
Laura Keane
Benjamin Schneider


Ed Keller, CEO


Ed Keller is CEO of the Keller Fay Group, an award winning word of mouth research and consulting firm. Keller has been called “one of the most recognized names in word of mouth” and the publication of his 2003 book, The Influentials, has been called the “seminal moment in the development of word of mouth.” Keller’s most recent book, The Face-to Face Book (co-authored with COO Brad Fay), was named 2013 Best Book in Marketing by the American Marketing Association. In awarding them the prize, the AMA noted, “Ed Keller and Brad Fay in their book The Face-to-Face Book provide us with strong evidence that in today’s high tech digital world, face-to-face real relationships matter most. This book with its simple and compelling message, does not so much as take us back to the basics but into the future of marketing with the basics.”

Keller Fay serves leading brands, agencies and media organizations, helping them to maximize the return on their marketing investment by unleashing the power of word of mouth. Among the firm’s many blue chip clients are AT&T, Coca-Cola, ESPN, CBS, Omnicom Media Group and UM. Keller Fay’s TalkTrack is the only source of ongoing research about all word of mouth, including the 90% that takes place offline. Prior to founding Keller Fay, Keller was CEO of the well-known research firm, RoperASW. In 2011 he was awarded a Great Minds Award from the Advertising Research Foundation, where he was a long-time Board member. He is a past-president of the Word of Mouth Marketing Association (WOMMA) and of the Market Research Council and has served on the Board of Directors of Bazaarvoice (NASDAQ: BV). He is also on the Advisory Boards of the Wharton Future of Advertising Program and the Annenberg School for Communication at the University of Pennsylvania. Keller speaks frequently to business audiences about word of mouth marketing and lectures at leading business schools such as Wharton, Columbia, NYU and Yale. Keller writes a regular blog for MediaBizBloggers.com and ShelleyPalmer.com, and is quoted frequently in the business press. You can follow him on Twitter: @kellerfay. Keller is a magna cum laude graduate of the University of Pennsylvania, where he also earned his MA in Communications from the Annenberg School for Communication.

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Brad Fay, Chief Operating Officer

BradFay Brad is the Chief Operating Officer of the Keller Fay Group, an award-winning word of mouth research and consulting company he co-founded with CEO Ed Keller. He is also the co-author with Ed Keller of The Face-to-Face Book, named 2013 Best Book in Marketing by the American Marketing Association.

Brad is the Past Chairman of the Board of the Word of Mouth Marketing Association, the official trade association of our industry. WOMMA is at the forefront of educating marketers about word of mouth marketing, and thought leadership on ethics and regulatory issues. He is also President of the Market Research Council, an organization of leading market research practitioners based in the New York area.

Brad is the winner of the Grand Innovation Award from the Advertising Research Foundation for the development of Keller Fay’s TalkTrack®, the first continuous measurement system for all word of mouth, including the 90% of WOM that occurs offline. In The Face-to-Face Book, the world’s pre-eminent word of mouth marketing experts demonstrate how in-person social networking, not just online social media, is the key to soaring revenues. Based on his firm’s extensive research, the book includes illuminating social marketing case studies drawn from leading companies such as Apple, Best Buy, Dell, General Mills, Kimberly-Clark, LL Bean, MillerCoors, Procter & Gamble, and Toyota.

Prior to founding the Keller Fay Group, Brad served as managing director at RoperASW (and its successor companies), where he supervised a variety of business units, including Roper Public Affairs and Starch Communications. He is a cum laude graduate of Colby College in Waterville, ME, and holds a Master’s in Political Science from the University of Connecticut, where he received the Distinguished Alumni Award from the Graduate Program in Survey Research. Brad and his wife, Jackie, live near Princeton, NJ where they are restoring their 200 year old home. He has two college-aged children.

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Steve Thomson, Managing Director, UK

SteveThomsonSteve is the Managing Director of the Keller Fay Group’s UK office, which opened in 2011. He oversees Keller Fay’s operations in Europe, including TalkTrack® Britain and our range of custom research programmes. Steve has widespread experience in researching a broad range of marketing and communications issues, including consumer trends, innovation, brand strategy, and advertising/communications effectiveness. He has extensively covered issues such as brand advocacy, word of mouth, and ‘influentials’ from many angles and in all parts of the world – he has considerable expertise on the nature and dynamic of peer-to-peer influence across diverse markets and cultures. Steve is acknowledged as a leader in the holistic measurement of brand WOM, and a regular speaker at industry events and conferences. Prior to joining the Keller Fay Group, Steve was a director in a number of major research organizations: Research International, GfK/NOP, and Ipsos. He also previously served as managing director of RoperASW Europe prior to its integration into GfK/NOP. Steve holds a degree in Economics from Cambridge University.

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Maggie Fosdick, Vice President

Headshot 2In her role as Vice President at Keller Fay, Maggie is dedicated to providing research-based solutions to clients in order for them to better understand how word of mouth is impacting their businesses.

Having studied marketing and advertising performance for the last 13 years, she is a strong believer that uncovering the cadence and triggers of WOM is imperative to driving a brand’s success. As a former client of Keller Fay Group, she brings a valuable perspective to the development of our “Total Social” measurement data and analytics tool, which provides brands with a 360-degree view of how audiences are talking about their brand, both online and offline.

Prior to joining Keller Fay, Maggie led the consumer insights practice at ZenithOptimedia, crafting custom research to help solve for clients’ business challenges and evaluate media and marketing strategies. While there, she managed projects for Fortune 500 clients ranging from telecommunications companies to retail and CPG brands. Her ability to translate business objectives into research projects that can inform strategies and recommendations made her a valuable partner to colleagues and clients alike.

Before ZenithOptimedia, Maggie held a variety of senior-level research positions at both media agencies and media owners including Universal McCann and NBCUniversal, always with a focus on uncovering insights that could be translated into ideas and actions.

Maggie holds a Bachelor of Arts in Communications from Penn State University.

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Heather Evans, Vice President


Heather Evans is Vice President at Keller Fay. She has over ten years of experience in the field of market research. At Keller Fay, Heather helped to design, and in 2006, to launch TalkTrack®, the firm’s continuous syndicated survey for measuring offline as well as online word of mouth in the US. Since then, Heather has played an instrumental role in the launch of other key products, including TalkTrack® Britain as well as TalkTrack® data fusions with Nielsen and GfK MRI. At present, Heather oversees syndicated research and continues to focus on R&D related to forthcoming products and services.

Before joining Keller Fay, she worked at Dow Jones where she managed and executed consumer and business-to-business market research for the company’s suite of prestigious brands, such as The Wall Street Journal, Barron’s, Dow Jones Newswires, and MarketWatch. Before that, she held a market intelligence and primary research position at Factiva (a Dow Jones & Reuters company).

Throughout her career, Heather has worked on many kinds of research, including word of mouth measurement, advertising effectiveness, brand strategy, market cannibalization, concept and advertising testing, customer satisfaction tracking, audience profiles, return on investment, qualitative research, and data mining. She is highly skilled in data analysis and report writing/analysis, and is technically proficient in a variety of market research-oriented systems.

Heather holds a Bachelor of Science degree in Marketing from The College of New Jersey.

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Jim Schaffer, VP of Business Development

JimShaefferIn his role as Vice President of Business Development, Jim helps marketers, media companies, and agencies harness the power of word of mouth to optimize their business results. He works with media clients such as Discovery Networks, ABC TV, ABC Family Channel, the Disney Channel, A&E Networks, Warner Bros. TV Distribution, USA Today, AOL, Yahoo and MSN. In addition, his clients include marketers such as Sprint, Domino’s, Coca Cola, TracFone Wireless, Microsoft, and Best Buy, as well as agencies such as OMD, Saatchi LA, and the Martin Agency. Jim’s background includes 25 years of experience in media sales and market research, including 15 years in traditional and digital advertising sales. Prior to joining Keller Fay, Jim served as head of agency relationships for Kantar’s Cymfony division, a social media monitoring company. While there he helped establish Cymfony as a leader in the analysis of global social media content. In addition, he championed the company’s first global agency partnership with Mindshare’s London headquarters. Before Cymfony, Jim was the VP of Client Development for Harris Interactive’s Media & Entertainment practice. At Harris, Jim helped co-develop a new methodology for demonstrating cross-platform media engagement. Earlier in his career, he was Vice President of Sales for Clear Blue Media, a digital ad network of over 6,000 sites. While there, he pioneered early experiments in text-based mobile advertising. In 1996, he was part of the team that launched Thrive Online, a joint venture of Time Inc. New Media and AOL, which was a healthy living site geared toward AOL subscribers and early Web users. Jim holds a Bachelor of Arts degree in Creative Writing from the University of Pennsylvania.

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Mario da Cruz, Vice President

Mario da Cruz leads Keller Fay’s custom research business, developing new ways to influence consumer conversations through marketing and innovation. He takes a holistic view of the customer experience, based on advising senior executives and cross-functional teams in marketing, R&D, sensory science, and customer service roles. From this perspective, word of mouth is an expression of the consumer experience, playing a critical role in how consumers learn about products and build trust in brands.

Mario has played many roles in the 20+ years of his career: data scientist, qualitative moderator, marketing consultant, and head of various business units. In particular, he has developed specialized expertise in technology, consumer products, B2B relationships and services. He relates word of mouth to his experiences in segmentation, positioning, branding, innovation, and understanding how consumers are motivated by emotions, aspirations and behavioral economics.

Prior to Keller Fay, Mario started his career at TNS and then founded the Blueberry research agency at J. Reckner Associates. In addition to managing projects and client relationships, he led corporate functions in healthcare research, marketing science, training, sales and marketing. Recently, he led the U.S. business at MMR Research Worldwide and long-term on-site client partnerships at Q Research Solutions.

Mario holds a degree in Biology from Franklin and Marshall College, in addition to extensive studies in the physical sciences and engineering, so he applies scientific discipline to solving business problems.

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Laura Keane, Vice President

LauraKeane Laura Keane is Associate Vice President at the Keller Fay Group and has been with the company since 2007. She has over ten years of project management experience at Keller Fay and previously at Edison Research, where she specialized in music testing research and telephone surveys for US and overseas radio stations. During her first six years with the firm, Laura managed all of Keller Fay’s custom word of mouth (WOM) research studies both in the US and in many international markets. Her primary focus was on measuring new product WOM, pre/post campaign WOM, WOM in international markets, the “WOM value” of specific audiences, and the importance of WOM in the “purchase funnel.” She oversaw studies from initial project design to final report delivery, and ensured that each study yielded insightful findings. Laura’s methodological skill set includes quantitative telephone, online, and mobile surveys, diary studies, and qualitative research. In 2013, Laura transitioned from her custom research role to the management of Keller Fay’s continuous syndicated TalkTrack® surveys in both the US (including the special TalkTrack® Hispanic Augment) and Great Britain. Her new position allows her to combine her expertise in questionnaire design, fieldwork supervision, and data processing/analysis to deliver exceptional service to TalkTrack® clients. She earned a Masters in Communications from Rutgers University in 2005, and graduated from The College of New Jersey.

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Matt Phillips, Account Director

MattPhillipsMatt Phillips is an Account Director with the Keller Fay Group, having joined the team in 2013. In his current position, he focuses on helping clients recognize how word of mouth affects their brand and how they can harness the power of word of mouth to better inform marketing strategy and understand their target audience. Using both syndicated TalkTrack® data and by managing custom research studies, Matt provides clients with key insights, business implications and recommendations from word of mouth data. Before joining Keller Fay, Matt worked in the consulting group at NM Incite, the social media joint venture between McKinsey and Nielsen. There, he worked on custom projects with global clients in the financial services, media and entertainment, CPG and pharmaceutical sectors to address key marketing, customer service and operations issues using social media data. Matt collaborated with clients to address specific research objectives, including identifying customer segments active on social media, establishing social media as a customer service channel and tracking the ROI of social media initiatives. Matt also spent six years working in marketing, sales, and client management for a professional minor league baseball team outside of Cleveland. Originally from outside of Philadelphia, Matt earned an MBA from Wake Forest University in 2010 and is a graduate of the University of Notre Dame with a degree in Marketing.

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Benjamin Schneider, Research Director

BenSchneiderBenjamin Schneider is a Senior Research Manager at the Keller Fay Group and has six years of experience in market research project management. Ben first worked for Keller Fay through a university co-op program in 2006. After graduating, he went on to be an Associate Project Manager with ORC International, where he worked with the customer strategies team. In 2010, Ben returned to Keller Fay and joined the custom word of mouth (WOM) research team and has helped manage studies in the US and international markets, including Russia, Japan, the UK, and others. His primary focus has been on WOM and media interactions, measurement of lower incidence conversations, measurement of new product WOM, and the importance of WOM in the “purchase funnel.” In 2012 he was involved in the design, execution, and analysis of the “Television Viewing in the Social Media Age” study for the Council on Research Excellence (CRE). This study was very well received industry-wide because it provided a unique understanding of consumer behavior about social media and television viewing that up to that point had not been available. In fact, in 2013 Ben was given the Gold Rising Star Award from the ARF for his contributions to this landmark study. Ben currently manages custom studies for Keller Fay, including a follow-up study to the innovative study conducted for the CRE. He works with the Keller Fay team and clients to oversee studies from start to completion, ensuring research goals are met. Ben’s research experience includes questionnaire design, fieldwork supervision, data processing/analysis, qualitative and quantitative methodologies, diary studies (paper, computer, and mobile), and the preparation of final presentations. Ben holds a Bachelors of Science degree in Political Science from Northeastern University.

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