About KCW

Kate understands the practicalities of business and the difficulties of marketing, positioning, and communications for both strategic and tactical decision making for clients. She brings energy, empathy, understanding, flexibility, a keen ear, and creativity to the qualitative experience which allow both the clients and respondents to fully engage in the process.

Throughout her career, Kate has focused exclusively on moderating and implementing qualitative research studies with a wide variety of target audiences including business executives, kids/tweens/teens, young adults, working and non-working adults, Hispanics, and African Americans. She has led traditional focus groups, in-depth interviews, dyads, triads, mini-groups, as well as phone interviews. Most of these studies have focused on marketing communication, including category assessments, brand positioning and equity research, the re-design of packaging for established brands, the exploration of new product forms/structures, the presentation of new products and Web usability.

Kate Wagenlander has over eight years experience moderating and consulting for clients. In July of 2006 she formed KCW Global Research, of which she is the principal. Kate began her moderating career in 1999 at Perception Research Services, a full service research company with a focus on packaging research for Fortune 500 companies.

Since the start of KCW Global Research, Kate has led multiple projects for major clients including Hershey’s, Nestlé, Pepsi (namely Quaker and Tropicana), and S.C. Johnson. Her project experiences span both domestic and international studies in Asia, Europe, South America, and North America.

Kate is a member of the Qualitative Research Consultants Association (QRCA), the American Marketing Association, and is a RIVA graduate. She earned her B.A. in Marketing from Miami University in Oxford, Ohio.

Affiliations

To find out more about these organizations and others that KCW Global Research is involved with please visit the links below.