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About Us
Steve Cohen
Thomas Eagle
Mark Garratt
Mike Lotti
Steve Cohen specializes in the design of research, the analysis of marketing data, and the application of marketing science tools to the solution of business problems. He has conducted studies of consumer and business-to-business products and services around the world.
Before starting In4mation Insights, Steve had his own consulting firm, SHC & Associates. Before that, Steve was Senior Vice President at Knowledge Networks (April 2000 – February 2002), where he served for almost two years as Head of the firm’s Marketing Science practice and as a member of the firm’s senior management team.
From mid-1990 until the sale of this firm to Knowledge Networks in 2000, Steve founded Stratford Associates, which grew to over 20 employees, serving companies in the financial services, technology, telecommunications, pharmaceutical, and consumer and industrial products and services sectors.
Before then, he was Vice President at M/A/R/C, where he was Head of the Boston office and was the Product Manager for DURABLE ASSESSOR™, co-developed with Glen Urban of MIT. Prior to that, Steve was Vice President of the Custom Projects Group at IRI. At this time, he collaborated on developing Voice of the Customer research tools with John Hauser of MIT and Abbie Griffin of the University of Illinois.
While serving in the mid-1980s as Technical Director at Decision Research Corporation, he introduced several new marketing models, including Strategic Choice Analysis™, into the firm’s consulting practice. This latter work was developed using Choice-based Conjoint Analysis (CBCA) while working with Prof. Jordan Louviere. Steve is generally acknowledged as being one of the pioneers in the use of CBCA in marketing research.
In 2005, Steve was awarded the David Hardin Award by the American Marketing Association for the Best Paper that appeared in the previous year’s Marketing Research Magazine. In 2004, he was awarded The John and Mary Goodyear Award given by the European Society for Opinion and Marketing Research (ESOMAR) to the Best International Research Paper for a presentation at the 2003 Latin America conference. He was also awarded Best Presentation at the 2003 Sawtooth Software conference for his work on Maximum Difference Scaling and was nominated for Best Methodological Paper at the 2002 ESOMAR Congress.
Steve is also a two-time nominee for the Paul E. Green Award, given yearly by the American Marketing Association to the paper appearing in the prior year’s Journal of Marketing Research that “shows the most promise of influencing marketing research and research in marketing over the next five years.” These honors were a result of his 2001 paper on Menu Models and his 1996 paper on Multiway Segmentation.
He has also published papers on Latent Segmentation Models (Marketing Research Magazine, 1998), Choice-based Conjoint Analysis (Marketing Research Magazine, 1997), and Latent Class Choice-based Conjoint Analysis (Marketing Letters, 1995). Steve has been a speaker on marketing research at universities, industry and client conferences including several ESOMAR and AMA conferences.
He is particularly proud of the fact that he is one of only three commercial marketing researchers invited to speak at a conference held in May 2002 at the Wharton School of Business which honored Paul E. Green on his 75th birthday and for his forty years of contributions to the fields of marketing and marketing research.
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Tom Eagle specializes in customized, quantitative market modeling. His expertise includes conjoint and discrete choice modeling, latent class segmentation, classification modeling, hierarchical Bayesian modeling, experimental design, structural equation modeling, and other highly customized modeling used in market research and strategic market consulting companies.
Tom has experience as a college professor, management consultant, founder of a market research consulting company, manager of an expert team of marketing scientists, and as an independent consultant. He has been applying his knowledge of statistical modeling in the marketing field since 1989. Since April 2000, Tom has been working an as independent consultant to be more involved in the modeling process. Recent consulting engagements include clients such as Eli Lilly, Merck, Bristol-Myers Squibb, GORE, AT&T Broadband, Plantronics, and several market research and consulting firms.
Prior to starting Eagle Analytics in 2000, Tom was Vice President and Technical Director for Marketing and Planning Systems (MaPS). One of the founding partners of MaPS, Tom assembled and managed their technical group of modelers. He assisted in growing the company from a firm of 7 partners to one that boasted over 60 employees and revenues of nearly 20 million dollars.
Prior to starting MaPS, Thomas joined Mercer Management Consulting in 1989 as part of their Marketing Sciences Group. As a Principal and specialist in discrete choice modeling, Tom advanced the capabilities of Mercer’s Strategic Choice Analysis© to include advanced forms of the modeling including nested choice models, latent class choice models, and volumetric and demand forms of each of these models. He more fully developed many of their capabilities in segmentation, conjoint analyses, classification, and structural equation modeling.
From 1982 until 1989, Tom was an Assistant Professor at Dartmouth College. His specialties included the modeling of context effects in spatial choice modeling.
In addition to his work efforts, Thomas has been an instructor at numerous invited workshops and seminars; the Advanced School of Market Research sponsored by the American Marketing Association; and is on the program committee for the AMA’s Advanced Research Techniques Forum. His professional experience includes several published papers and over 25 presentations.
Tom holds a M.A. and Ph.D. in Geography with a specialty in Spatial Choice Modeling from the University of Iowa and a B.A. from the California State University, Fullerton. His dissertation advisers were Professors Jordan Louviere and Gerard Rushton.
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Mark began his career at Custom Research Inc. in Minneapolis. In 1988, he joined Conway|Milliken and Associates (CMA) where he became established as an expert in the growing fields of conjoint design and choice modeling. In 1994, together with Warren Kuhfeld of SAS, he published a seminal article in the Journal of Marketing Research on experimental design for choice models. This paper expanded the flexibility and range of choice designs and opened up the methodology to many complex but real-world business problems. At CMA, Mark developed a passion for Bayesian analysis and in 1993, together with Tim Renken and others, developed SAS IML software for HB Choice Models and Finite Mixtures (Latent Class). This was the earliest commercial application of HB choice models.
In 1994, Mark joined the Miller Brewing Co. where he worked for 10 years, culminating in the position of Director of Strategic Analysis and Forecasting. He led various teams engaged in volume forecasting, pricing analytics, UPC scanner modeling and marketing mix analysis. His major achievement there was to transform pricing and promotion analytics into a form that was understood and embraced by the sales division.
While at Miller, Mark started to develop a relationship with Prof. Greg Allenby of Ohio State University. This partnership resulted in developing the science to solve a range of problems from the impact of situational motivations on brand choice to the development of a choice modeling framework for CPG categories with large numbers of SKUs. In 2004, Mark collaborated with Allenby and others on a paper, published in Marketing Science, which extended choice modeling methods to CPG categories with multiple packsizes and quantity discounts.
In 2004, Mark joined the Gillette Co. as Global Director of Forecasting & Business Analysis for the Oral Care division. At Gillette, he continued to bring marketing science to bear on business problems and strengthened the relationship with Ohio State Univ. His most current work is in the area of trade-up to superior goods (versus preference among substitutable goods) and in modeling complementary goods such as refills. In 2005, Gillette was purchased by P&G. During this time, Mark has developed a friendly and productive relationship with P&G and is engaged in transferring his more advanced work to them. In 2006, Mark chose not to accept a P&G position but to realize a dream of starting his own consulting company.
Mark has been an active member of the American Marketing Association, especially the ART/Forum conference. He chaired the annual conference in 1996 and has served on the conference committee three times. In 2000, he won the Best Presentation award. Mark has an MS in mathematical statistics form The University of Illinois, Urbana.
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Mike Lotti has applied business discipline and analytical methods to solving business problems for over 30 years.
Mike was Director, Business Research, and Vice President, Corporate Marketing, for the Eastman Kodak Company. During his tenure at Kodak, Mike held positions in marketing management, advertising management, market research, advertising research, and manufacturing in both the worldwide and US markets. Mike retired from Kodak in 2006.
The Business Research organization, which he led, provides critical insight regarding customer needs, market trends, brand development, competitive situation, and technology adoption. While in Business Research, Mike led and participated in such corporate strategy initiatives such as:
As a director of Marketing Communications, Mike led the integrated B2B and B2C MarComm program for the Kodak Colorwatch film developing service brand for which Bill Cosby was the celebrity spokesperson. The Colorwatch strategy significantly raised unit volume for photographic paper and chemicals, and increased share while holding significant price premiums.
While a marketer for the Worldwide Consumer Film Business Planning team, he defined the marketing requirements and positioning strategy for a flanker brand that was test marketed in Latin America. He was responsible for implementation of worldwide launch plans for an upscale brand targeted at opinion leaders.
Mike has an MBA in Marketing and Finance from the Simon School of Management, University of Rochester, and a masters degree in Statistics from Western Michigan University, and has completed PhD course work in Statistics at the University of Iowa.
He is a member of the Board of Directors of the American Marketing Association and will serve as Chairman of the Board in the 2007-2008 fiscal year. He was the Vice President of AMA’s Marketing Research Division. Mike served as a member of the Trustees Executive Committee of the Marketing Science Institute and chaired its Finance & Audit Committee. He currently chairs the Census Bureau’s Advisory Committee of Professional Associations.
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