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Biography

Brian has worked, researched and consulted in market research for 30 years. He is the president of Ottum Research & Consulting, a market research consulting firm with such clients as Kimberly-Clark, Whirlpool, Johnson Controls and Thomson Reuters. Through an innovative methodology and a diverse educational background, Ottum Research has been able to execute the full range of market research projects: all the way from ethnography to discrete choice modeling.

 

Brian began his work in product development & market research at The Procter & Gamble Company, where he stayed for 7 years. While there, he was responsible for new product research and development for the Pampers, Luvs, and Charmin brands, as well as the international market research for Camay and Oil of Olay. Brian has a B.S. in Chemical Engineering, and an MBA. His Ph.D. is focused on market research during new product development. His dissertation found what separates success from failure by studying 60 recent new product projects. The #1 factor was market research. The resulting paper was a finalist in the Journal of Product Innovation Management’s Best Paper award. Over the past 16 years, Brian has been responsible for helping clients get closer to their customers. He has developed state-of-the-art research methods in consumer needs identification, concept screening, and price-setting. He has segmented the following markets: lawyers, professors, health-conscious US adults, voters, washer buyers and many others.

 

 

 

Brian is a co-founder of the Great Lakes Chapter of the Product Development & Management Association (PDMA). He teaches workshops at PDMA conferences, and has written three chapters for Wiley’s Handbooks/Toolbooks for New Product Development. He has earned PDMA’s New Product Development Professional certification. Brian is frequent speaker on innovation topics at national conferences and at company sites. A member of Mensa, Brian has been an instructor in the University of Michigan’s Executive Education Program (“New Products Management”). He was selected for Marquis’ Who’s Who in America, 54th edition, 2000.