Qualitative research can be much like a walk through the woods: you know where you′re starting and you have an idea of what you need to learn by the end, but the path between those points can be a bit of a mystery.

Illumination Research helps our clients light that path. Our years of experience on the client side and the research side give us a unique ability to understand our clients′ needs and how best to meet them. Whether you need help with just one part of the research excursion or guidance on the whole thing, Illumination can help.

Getting there is much easier with the right directions in hand.

Every part of a journey is important, but ensuring that the compass is pointed in the right direction at the start is vital. We take the necessary steps at the start of every project to ensure we have a clear understanding of the research objectives. We then develop a learning plan that guides you toward solving your business issues. We help clients establish the best plan for whom to talk to and how best to talk to them, making the answers come much easier.

We know the importance of details, so we make the little things a priority.

Have you ever noticed how much more enjoyable a vacation is when you spend time planning all the particulars beforehand? Research, while perhaps not as relaxing as a vacation, is similar in that it always produces better results when detailed planning takes place upfront. At Illumination Research, we know the key to great research is in the details, so we strive for flawless execution. From finding the best facility to writing screeners to recruiting the right respondents, we ensure that every detail is taken care of so you don't have to.

Our Moderators′ experience on both sides of the mirror may leave you believing in mind readers.

Our moderators have all stood in your shoes, working on the client side in a vast array of research projects. They each bring unique talents and experiences that allow them to anticipate your questions and ask them when the time is right. By leveraging our collective experience with the most innovative techniques, we are able to extract the information our clients need to improve their business.

Connect with consumers
wherever they are.

Gain more accurate and candid data that often reveals deeper insights.

Reach a wider geographic area without extensive travel.

Access low-incidence and hard-to-recruit respondents.

Explore our full spectrum of online qualitative Webscaping™ tools:

• WebConnects™ online focus groups
• WebXChange™ online communities
• WebPosts™ bulletin boards
• GoGroups™ mobile research
• EthnoScape™ virtual ethnography

We go beyond insight with deep connections that impact your critical business decisions.

Our customized report options include:

We′re proud to be one of the best in the business. And we′ve got the satisfied clients to prove it.

We′ve worked in countless categories with clients from local hospitals to Fortune 500 companies, talking to respondents from physicians and consumers to all the stake holders in a business. And we′re very proud of our customer satisfaction. On this page you′ll find a sampling of our clients and a listing of the categories and research topics that we cover.

Meet the Experts

Our team of research professionals is top notch. Read about each of our team members and their unique experiences below.

Qualitative Research
Consultants:
Jeff Bass, Principal
Karri Bass, Principal
Darcy Crociata
Kunta Evans
Laura Hoffman
Julie Leonard
Kristi Leonard
Katherine Leurck
Heather Waring Smith
Joanne Suh
Tonya Van Tine-Burns

Project Directors:
Sheri Brady
Heather Hall
Pam Vanover

Controller:
Lori Lucas

Jeff Bass – Principal & Qualitative Research Consultant

Prior to co-founding Illumination, Jeff spent more than 6 years working on the client side for Procter & Gamble, where he developed his interest in market research. He loves talking to consumers and translating his discussions into meaningful business recommendations for his clients. He has moderated many different categories, including Personal Care, Health Care, Beauty Care, Pet Care, Real Estate and Financial Services. His background includes specialized training in moderating at the RIVA institute.

Jeff fills many roles at Illumination. In addition to moderating, he runs the day to day operations of the firm, and also heads new business development.

Karri Bass – Principal & Qualitative Research Consultant

Karri is the President and founder of Illumination Research. She is an exceptional research consultant and moderator with a unique combination of consumer understanding and marketing skills. Karri leverages more than a decade of experience both in front of and behind the mirror. She has personally moderated more than 2,000 focus groups and one-on-one interviews and utilizes an extensive toolbox of innovative techniques to mine rich consumer insights.

Prior to her moderating career, Karri spent more than five years on the client side as a Brand Manager at Procter and Gamble. While at P&G, she utilized qualitative research to create breakthrough, business-building concepts and marketing programs. Karri′s depth of experience on the client side enables her to design research plans that best accomplish her clients′ objectives – as well as to deliver research summaries with clear, actionable business recommendations.

Karri′s moderating experience spans a wide range of categories, topics, and respondents. Her areas of expertise include concept development, marketing/advertising communication evaluations, and in-store/packaging presentation.

Joanne Suh – Qualitative Research Consultant

Ms. Suh has over 10 years of industry experience in addition to her many years of qualitative research experience. As a result of her time spent working on the client side for Procter and Gamble, she brings valuable perspective and skills to her clients. Joanne combines an engaging personality which really encourages respondents to open up, with a strong leadership presence in the backroom. Her list of qualitative experience spans many categories and companies. Some of the companies she has worked for include: Kashi, Hershey, Hallmark, Tyson, Turbo Tax, P′G, Wrigley, Nestle, Design Forum, Walmart, Target, and many others. She is trained in many innovative techniques which she leverages in her work – for example: mind mapping, metaphor elicitation, debating, perceptual mapping, and projective techniques.

Her natural curiosity and passion for discovery make her an ideal partner for your qualitative research.

Kristi Leonard – Qualitative Research Consultant

Ms. Leonard is a qualitative research consultant with extensive previous experience as a senior branding consultant and senior product marketing manager. She thrives on interaction with respondents and discovering opportunities to drive clients′ businesses. Her MBA in Marketing, along with her strong presentation skills, excellent writing and communication skills, and passion for the business, make her uniquely suited to lead qualitative research. Prior to her current role, Kristi was a Brand Account Leader for a major design firm where she led her team to develop point of entry marketing materials for one of P&G′s billion dollar brands. She designed and executed many research projects there, which further sparked her interest in market research.

Some of the companies she has done work for include: Sara Lee, Design Forum, Animal Planet, Cellular South, Procter & Gamble, Publicis, Timken, Medimmune, Carquest, and many others. She is also trained in many innovative techniques which she leverages in her work – for example: mind mapping, metaphor elicitation, debating, perceptual mapping, and projective techniques.

Heather Waring Smith – Qualitative Research Consultant

Mrs. Smith is an outstanding moderator and qualitative research consultant with over 10 years of industry experience. She brings valuable perspective and skills to her clients as a result of her years spent working on the client side for Procter & Gamble. Heather was trained in moderating at the prestigious RIVA Institute. Her list of qualitative experience spans many categories and companies. Some of the companies she has worked for include: Anheuser Bush, Design Forum, Toys R′ Us, J.C. Penney, Procter & Gamble, Publicis USA, Wal–Mart, Applebees, Dunkin Donuts, Nestle, Carquest, and others. She is also trained in many innovative techniques which she leverages in her work – for example: mind mapping, metaphor elicitation, debating, perceptual mapping, and projective techniques.

Heather consistently works to exceed client expectations by providing strong leadership the beginning to end of her research projects. Heather exhibits a high energy level and positive attitude in all she does.

Laura Hoffman – Qualitative Research Consultant

Ms. Hoffman brings a passion for understanding her subject and a natural curiosity to her role as a qualitative research consultant. She has interviewed people all over the country on a wide range of topics, from computer software to baby care to health care. Prior to joining Illumination, Laura worked in health care marketing, where she found her real passion for talking to consumers. Her time spent “on the other side of the glass” allows her to deeply understand what the client is trying to learn from the research and helps her to give meaningful, actionable recommendations.

Some of the companies she has done work for include: Kroger, Procter and Gamble, The Scotts Company, Interbrand, JohnsonDiversey, Brandstorm, H&R Block, Seattle Children′s Hospital and many others. She is trained in many innovative techniques which she leverages in her work – for example: mind mapping, metaphor elicitation, debating, perceptual mapping, and projective techniques.

Katherine Leurck – Qualitative Research Consultant

Ms. Leurck is an exceptional moderator and qualitative research consultant with 15 years of industry experience. Kathy brings a strong foundation to her moderating with a background in pharmaceuticals and health care. While working in health care, she found her real passion was talking to consumers. Her time spent “on the other side of the glass” allows her to deeply understand what the client is trying to learn from the research and helps her give meaningful, actionable recommendations. She has been trained in moderating at the RIVA Institute in Washington, D.C. Her list of qualitative experience covers many categories and companies. Some of the clients she has worked for include Tyco, Procter & Gamble, Design Forum, Nestle, Dunkin Brands, and many others.

Kathy is trained in many innovative techniques including perceptual mapping, metaphor elicitation, mind mapping, and debating. She is a natural leader who brings talent, experience and passion to every project she works on.

Julie Leonard – Qualitative Research Consultant

Julie is a research moderator and former Products Researcher for Procter and Gamble. She brings valuable perspective and skills to her clients as a result of her 11+ years of industry experience on the client side. Julie was trained in moderating at the Burke Institute.

Julie has experience moderating for many different clients across multiple industries. She utilizes a broad toolbox of techniques to mine rich consumer insights. She consistently exceeds client expectations by providing strong leadership throughout the entire research process – from discussion guide development through report delivery. She is a natural leader who brings talent, experience and passion to everything she does.

Darcy Crociata – Qualitative Research Consultant

Darcy is highly experienced in designing research plans, moderating, analyzing, reporting key findings, and offering recommendations to address project objectives. She has been involved in a wide variety of qualitative research projects.

Ms. Crociata′s background in healthcare, along with her 15 years of industry experience, has provided her an excellent foundation for group and individual interviewing. She is adept at building rapport thereby making consumers more responsive to her in depth probing. Darcy is an accomplished market research professional who brings the right balance of energy, enthusiasm, business acumen, and strategic thinking to her projects.

She is trained in many innovative techniques which she leverages in her work – for example: mind mapping, metaphor elicitation, debating, perceptual mapping, and projective techniques.

Tonya Vantine Burns – Qualitative Research Consultant

Tonya brings a unique mix of experiences to all her research projects. She has an extensive background in the development and marketing of consumer products. Her previous experience as a Brand Account Leader for a major design firm gives her invaluable perspective from the “other side of the mirror”. Her list of qualitative experiences spans many categories and companies.

She is adept at building rapport thereby making consumers more responsive to her in depth probing. Tonya is an accomplished market research professional who brings the right balance of energy, enthusiasm, business acumen, and strategic thinking to her projects.

Tonya is trained in many innovative techniques including perceptual mapping, metaphor elicitation, mind mapping, and debating. She has also done extensive research with all types of respondents from children to adults and from oncologists to soccer moms. She achieves a high level of client satisfaction because she is a passionate leader who leverages her breadth and depth of research knowledge to drive meaningful research results.

Pam Vanover – Project Directors

Ms. Vanover brings over 15 years industry experience to Illumination Research. Pam brings a “can do” attitude to all her research and spends the extra time that is necessary to delight her clients. She has designed studies across dozens of industries and has connections at facilities in almost every state in the country.

Pam serves as the primary client contact for all Illumination Research projects. She works closely with our moderator team, the client, and facilities to ensure top-quality design, management, and execution of all full-service research studies.

Sheri Brady – Project Directors

Ms. Brady has over 15 years of market research experience, 10 focusing on project management. She has worked on both the client and supplier side. Her experience spans multiple industries including consumer products and pharmaceuticals. She knows that in market research, the “devil is in the details” and she spends the time necessary to ensure that every aspect of the project is taken care of.

Her financial background and exceptional attention to detail make her an ideal manager of your qualitative research.

Heather Hall – Project Directors

Heather has been in the market research industry since 1995. Her extensive experience allows her to design and execute research with the speed, accuracy and confidence clients expect in their research partners.

Heather understands that in this industry you have to be flexible and expect the unexpected. She utilizes her extensive research experience throughout all phases of the research process to provide creative solutions to her clients′ business challenges.

Heather′s clients know that no matter what is thrown her way during the life of a project, it will be handled quickly, accurately and professionally.

Lori Lucas – Controller

Lori runs the accounting operations for Illumination. She is a 1986 University of Cincinnati graduate and a CPA. She started her career as a tax accountant at Touche Ross which later became Deloitte & Touche. After her career at Touche, she has successfully run her own accounting firm for the last 15 years. Her experience across many industries has helped Lori bring a rich knowledge base to her work at Illumination.

Kunta Evans – Qualitative Research Consultant

As a result of his time spent working on the client side for Saatchi & Saatchi and MARS Advertising, Kunta brings valuable creative perspective and skills to his qualitative clients. Kunta combines genuine warmth which greatly encourages his respondents to feel relaxed and open, with a keen business savvy which generates great results. Some of the companies he has worked for include: Procter & Gamble, GlaxoSmithKline, Tyson, Abbott Nutrition, Coca-Cola, Energizer, Wal-Mart & Sam′s Club, along with many others. He is trained in many innovative techniques which he leverages in his work – for example: mind mapping, metaphor elicitation, debating, perceptual mapping, and projective techniques.

His engaging personality, underlying curiosity, and natural leadership make him an ideal candidate to drive great research results.

We′d like to help you plan
your next big discovery.

Let′s talk about where you want your brand to go–the insights that you need to make critical business decisions and uncover links to deeper consumer engagement with your products. We′ll make sure that you enjoy the view along the way and end up where you need to be. It′s never too early to get started on planning.

Call us today to get started.

513-774-9531
info@illumination-research.com
Lighting Your Path to Discovery