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LARRY FRIEDMAN, Ph.D.is Chief Research Officer, TNS North America. Larry has over 30 years of experience in research, and has worked on both the client and research company sides of market research.
Larry consults extensively with senior level client executives on the business implications of their research. He also publishes widely, and speaks before numerous industry forums, including ARF, IIR, AMA and ESOMAR conferences. He is a winner of a 2009 ARF “Great Mind in Innovation” Award.
Larry’s market research experience began at General Foods Corporation. Since then he has worked in numerous categories, including FMCG, financial services, pharmaceuticals (OTC and Rx), IT, telecoms, automotive and others.
He has considerable experience in a wide variety of research areas, including
brand equity research, tracking research, communications research (digital and traditional), social media, customer experience research, strategic/segmentation studies, and new product development. He has extensive experience with integrating these different types of research, and distilling larger strategic implications from them.
Larry received his Ph.D. in Social Psychology from Columbia University.