Open Mind Adds Quant Services, Hires Youth Researcher

New York-based MR consultancy Open Mind Strategy has added quantitative research to its portfolio of services, while appointing youth culture expert Allison O'Keefe Wright as SVP, MD of Research and Strategy.

Founded in 2010 by Robin Hafitz, the company customizes non-traditional methods of uncovering consumer insights, and uses multiple methodologies to understand its clients' target audiences. While best known for its custom qualitative solutions, Hafitz says helping clients understand and simplify their data has always been an integral part of the firm's consulting offerings, and so adding quantitative tools was an 'obvious next step'. New services include quantitative concept testing and tracking, and segmentation studies.

O'Keefe Wright (pictured) joins from Capitol Music Group (formerly EMI Music North America), where she served as VP, Research and Strategic Planning, heading both research and media services for the label. Previously, she was VP Strategic Insight and Research at MTV, and she worked at the strategic consultancy Henley Centre HeadlightVision, where she wrote the book 'D Code 5', an investigation of global youth culture and marketing.

Hafitz says O'Keefe Wright has 'the rare ability to humanize data and distil insights' and welcomes her mix of client and agency side experience.

Separately, Lianna Willoughby has been promoted to the position of VP, Director of Research and Strategy, while former intern D. Josh Honen has been named Assistant for Brand Strategy.

Web site: www.openmindstrategy.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.