Becky Charles

Research Director

Some things about Becky

  • Becky has over 25 years experience listening to consumers and developing marketing strategies driven by consumer insights via quantitative and qualitative research.

  • She graduated from Wheaton College with a degree in Communications.

  • She received a Master of Science in Advertising/Research from the University of Illinois.

Full Bio

During her career, Becky has partnered with a variety of clients to address customer-focused marketing initiatives domestically and globally across industries including packaged goods, pharmaceuticals, financial services, durable goods, automotive, media, apparel, and non-profits. Her work specializes in using quantitative and qualitative analysis to answer key marketing questions from the voice of the consumer/customer. This includes assessment of positioning and new product concepts, evaluating brand equity, and developing marketing segmentations and subsequent target evaluations.

Becky started her career at the Leo Burnett Company, developing consumer-driven communication strategies and evaluating advertising effectiveness for clients including Kellogg’s, Kraft Foods, P&G, and Sealy. Becky then moved to management consulting, working with firms that specialized in brand strategy, including the Cambridge Group, Consumer Dynamics and EquiBrand consulting. She assisted in developing consumer-insight led marketing strategies for a variety of Fortune 500 firms, including Gore Medical, Hamilton Beach, and Blue Diamond Almonds, with particular emphasis in new product development, positioning strategies, equity assessment, and market segmentation.

Becky graduated with a B.A. in Communications from Wheaton College, followed by a M.S. in Advertising with a concentration in marketing research from the University of Illinois.

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