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 Ed Kully
Principal, Crestwood
Associates
Edgar
Kully, Crestwood Associates principal, is a nationally known market researcher,
strategist and frequent public speaker on strategic marketing initiatives.
As a self-confessed "recovering brand manager," Ed's career
experience has included brand marketing, new
products, mergers and acquisitions with market leaders such as Illinois
Bell, Coca-Cola and Brown & Williamson. In 1994, the independent
consulting firm Ed launched in 1987 became Crestwood Associates.
His credits include over $500 million in new product launches as well
as several turnarounds and successful new channel initiatives. |
"Good
market research not only helps explain the lay of the land, but
also empowers its users with the insights to innovate and revolutionize
industries. Data by itself will never pinpoint ideas; rather,
interpretation and analysis tied in with an understanding of what makes up
markets and what motivates customers leads to identifying the 'sweet spot'
in the market."
Ed is proud of his unique research organization, merging
market research expertise with marketing prowess, and the lasting client
relationships (80% repeat rate) that have resulted. The Crestwood commitment
to the client has created relationships with a wide variety of companies
including Microsoft, AT&T Wireless, Chiquita Brands International,
Amazon.com, Holiday Inn Hotels, Pharmavite, and Tree Top.
Ed holds a Bachelor of Science from Western Michigan University
and a Master of Business Administration (MBA) in Marketing and Finance from Northwestern
University.
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Matt Sullivan |
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Principal |
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 Crestwood
principal Matt Sullivan has been a marketing executive with such Fortune
100 companies as Microsoft, Kellogg’s Company and Procter & Gamble. He
brings to Crestwood his long list of accomplishments and extensive
experience in directing and designing research initiatives to drive
product growth.
Prior to joining Crestwood, Sullivan was at Microsoft,
where he served as senior insight manager in the MSN division, created
positioning for Windows Live! and contributed to several ongoing
programs for Microsoft’s product planning and marketing teams.
His experience includes senior product management for
new products at Kellogg’s Company, branding work at Procter & Gamble and
banking with J.P. Morgan Chase. Both at Kellogg’s and Microsoft, he
garnered industry awards for effective advertising and new product
launches. He is a Harvard University graduate whose experience in
consumer packaged goods, high tech and banking is a natural fit for
Crestwood’s client mix.
“Marketing at its core is pretty simple:
ask consumers what they want, deliver it and tell them what you have
delivered. As with anything, the devil is in the details. Does this
brand address an unmet need? Have we clearly communicated our unique
value to the consumer? Market research is the tool for answering these
fundamental questions."
As a principal at Crestwood, Matt Sullivan combines his
extensive research and marketing experience to advance sales and direct
research program design and deployment.
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Michael D. DeVoll
Sr.
Associate
 Michael
is a seasoned information-based marketer with extensive experience
in the telecommunications services industry.
He served as Director of Market Research for AT&T
Wireless Services (McCaw Cellular), creating and managing their
first ongoing Customer Satisfaction and Customer Value Added
trackers as well as pricing, product / offer development and
advertising effectiveness measurement programs.
He was Managing Director of Strategy Development and
Demand Analysis for AT&T’s Asia Pacific Group’s start-up
infrastructure development programs and was Director of Research,
Planning and Strategy for Iridium LLC and Director of Marketing for
Dominion Telecom.
"Ninety percent of producing
actionable market research findings is correctly defining the
problem. Much of the research done today is fuzzy-focused
statistical fog, designed to protect the asker rather
than solving critical business problems."
A Senior Associate at Crestwood Associates, his
responsibilities include strategic marketing, advertising
research development and customer satisfaction / CVA studies.TOP
Tony
Molica rose through the ranks of the California Lottery to
become its Director of Sales and later its Chief Executive Officer.
Through his marketing and sales leadership and the introduction
of several key initiatives, the California Lottery grew to more
than $2.9 billion in revenue. He led technological advances that
saved the state more than $37 million yearly.
Molica also served as director of The Washington
State Lottery.
 "During
my twenty years in the lottery business, I was exposed to an
overload of market research. Most of it did not provide
understandable or actionable items that could correct a problem,
so it sat on the shelf...
Crestwood Associates finally demonstrated an approach to me that
was creative, unique and supplied findings that could really
address the issues at hand. Now I am working with Crestwood,
helping to bring that same level of commitment to others in the
lottery industry." As a Lottery & Gaming advocate, he brings his
extensive experience and strategic marketing expertise to
Crestwood Associates lottery research programs. TOP
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Colin M. Hatch
Senior Research Analyst
 Colin
Hatch is skilled in developing custom quantitative and qualitative
research solutions which provide clients of Crestwood Associates
with actionable insights and strategic direction for key business
initiatives. As a senior research analyst, Colin manages data
collection, analysis, and development of the custom research reports
for which Crestwood is known. Colin’s previous professional
experience includes utilizing advanced statistics to create demand
models, price elasticity equations, and economic impact forecasts
for Fortune 500 companies.
I like numbers. I’m comfortable using
them and applying research concepts to identify opportunities that
our customers then capitalize upon to grow and protect their
businesses. Research is a powerful tool for change.
Among the clients Colin has served: Microsoft,
Weyerhaeuser, Hollywood Video, Symantec, Tully’s Coffee, Key Bank,
Kemper Development, Costco and PACCAR. He holds a BS in Business
Administration with a Marketing Management Specialization and is
studying for his MBA. TOP
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Ned McGarry
Senior Associate
Ned McGarry is the backbone of Crestwood Associates' data management
team. Skilled in all areas of research, Ned knows how to ensure data
is accurate, unbiased and reported in an analysis friendly
environment. Ned revels in the numbers and assuring their accuracy.
Ned has 19 years of experience and has held a variety of positions with survey
research suppliers across the United States, most recently as
Research Director for Northwest Research Group. He holds a Bachelor
of Arts in Business Management from Gettysburg College, and a Master
of Science from Oregon State University.
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Nick Maxwell,
Ph.D
Chief Statistician
 Nick Maxwell provides
an impressive array of statistical analyses and survey methodologies
that allow Crestwood Associates to dig deeper and gain greater insight than
many market research firms. Nick has contributed to value added
services such as market segmentation, positioning and response modeling,
as well as cluster and discriminant analyses.
Working with the Microsoft Network (MSN) through the Maxwell Statistics
Corporation, Nick set up automated customer intelligence discovery
systems to track and record search queries within the MSN eShops;
analysis provided MSN with a way of forecasting
customer interest and demand. For eight years, Nick taught statistics, psychology
and research methodology at the University of Washington. He
authored Data Matters:
Statistics for the Liberal Arts.
Dr. Maxwell earned his Ph.D. in Psychology at the University of
Pennsylvania. He is a member of the American
Marketing Association, the American Statistical Association, and
the American Psychological Association.TOP |
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