|
Cliff Heaton is President of The Research Annex and has more than 20 years of experience conducting custom marketing research studies using a range of methodologies and approaches. The Research Annex was chosen as the company name to represent how our resources can help research companies, research departments, or marketing-focused organizations build upon and expand the research capabilities they may (or may not) currently have. Prior to founding The Research Annex, Cliff was Vice President and Director of Opinion Research Corporation’s (ORC’s) Financial Services Practice. As a group leader, Cliff provided content-area expertise in the financial services market and directed qualitative and quantitative research studies in a variety of industries. At ORC, Cliff’s studies included corporate brand and reputation evaluations, new product development programs, and attitude and usage studies. |
Cliff has also been a Vice President of Marketing Research at Merrill Lynch. In this role, Cliff was responsible for designing and implementing critical surveys and tracking studies for all of Merrill Lynch’s global business units. His research programs at Merrill Lynch focused on customer satisfaction, service quality, advertising testing and tracking, market share analysis, and brand/image analysis.
At Merrill Lynch, Cliff also held the position of Vice President of Strategic Marketing and Segmentation and was responsible for developing marketing strategies for acquiring, developing, and retaining clients in the Private Wealth Market.
This client-side experience helps Cliff understand the needs of the corporate research buyer, as well as the types of information (in terms of both form and content) that they need to deliver to their senior management.
Cliff has also held senior positions with international marketing research firms TNS/NFO, Northstar Research Partners, and Response Analysis Corporation (now part of GfK). Cliff’s areas of expertise at these firms included competitive marketplace analysis and the evaluation of marketing communications effectiveness.
Cliff earned an M.B.A. from Cornell University and a B.A. in economics from the Johns Hopkins University.
