Charles Adriaenssens

Charles Adriaenssens is head of financial services for Ipsos Loyalty in the UK. Charles has significant experience in conducting research in the retail financial services marketplace, having spent more than 20 years working exclusively in the sector. At Ipsos, he leads the overall financial services business.

Charles has significant experience in running transactional and relational loyalty programs in the retail financial services sector, and he recently presented at the Market Research Society conference on how customer experience data can be used to drive business change.

Charles is also an expert in joining multiple data sources to tell a “story,” incorporating primary and secondary research as well as internal and third-party–“owned” customer data. Among his recent publications is a paper published by CFEB (Consumer Financial Education Body), “Transforming financial behaviour,” which investigated how interventions can be used to drive positive behavior change among financial consumers.

Jon Atkin

Jon Atkin is a vice president at Ipsos Loyalty, United States. He leads a number of important relationships in the retail industry. His experience is in designing, managing, and executing a number of large-scale customer experience, enterprise feedback management, and employee engagement programs. Jon's role focuses on helping clients to use research results to drive strategic decision making and organizational change, embedding customer research into day-to-day business decisions of managers at all levels of the organization.

Jon received a bachelor of science (with honors) in psychology from the University of Wales Institute, Cardiff.

John Carroll III

John Carroll III is the global head of clients for Ipsos Loyalty. In this capacity, John advises senior executives across industry sectors in the areas of customer experience innovation, customer strategy development, and customer loyalty improvement. In addition to serving clients, John regularly speaks at major conferences (Beijing, Delhi, Dubai, London, New York, Santiago, and Singapore in 2012–2014), publishes on thought leadership, and is interviewed by the media for expert guidance matters relating to customer experience, satisfaction, and loyalty. He is a specialist in the areas of enterprise feedback management (EFM); social, local, and mobile customer experience; and brand management platforms and systems. John has deployed wallet allocation tools and techniques for numerous clients and is an expert in helping business executives devise competitive customer experience and business strategies based on wallet allocation thinking.

Currently based in Chicago, John is a dual national of the United States and Ireland, and has lived and worked in Europe, Asia, and Africa for a total of over 10 years. Prior to Ipsos, John gained a broad range of experiences helping organizations resolve critical strategic issues while working at McKinsey & Company and Deloitte. John earned an MBA with distinction from the Kellogg School of Management at Northwestern University and a bachelor of science in foreign service from Georgetown University with certificates in international business diplomacy and African studies. He continues to act as an admissions interviewer for both schools.

Pakee Charoenchanaporn

Pakee Charoenchanaporn is a research director at Ipsos Loyalty in Thailand. He manages both Thai and international business-to-business and business-to-consumer research projects across a variety of business sectors. He oversees all aspects of project management, including business development, study design, program management, report writing, and action planning. Before joining Ipsos, Pakee began his career in marketing working with Thai Samsung Electronics and Acorn Marketing.

Pakee received a bachelor of business administration (majoring in international business management) from Assumption University (Thailand), and a master's of commerce in marketing from the University of Sydney (Australia).

Kelvin Chen

Kelvin Chen is managing director of Ipsos Loyalty in China. He has worked for almost two decades in market research, and has experience across a broad range of research specialisms: advertising, brand, satisfaction and loyalty, consumer attitude and usage, and new product introduction. His current work concentrates on the needs of financial services, telecommunications, and consumer durables industries. As such, he works with many of the leading companies in China.

Miranda Cheung

Miranda Cheung is chief executive officer (CEO) of Ipsos Singapore and Malaysia offices. Miranda has led the Singapore office for Ipsos (formerly Synovate) since 2005. Under her leadership, Ipsos Singapore is one of the leading market research agencies today. Given her success, in 2014, Miranda also took over the leadership of Ipsos Malaysia.

Miranda began her career in market research over 20 years ago. In that time, she has chalked up experience across a diverse range of industries, including finance, telecommunications, technology, tourism, retail, and media.

She plays a vital role in the success of many large-scale multimarket research studies for global corporations managed out of Singapore.

Nancy Costopoulos

Nancy Costopoulos is senior vice president of Ipsos Loyalty in the United States, responsible for management of the retail practice. In this role, she oversees all customer and employee research for a broad range of retailers, focused on satisfaction, loyalty, and customer experience management.

Nancy has spent more than 25 years in marketing research across a number of specializations but is most passionate about her loyalty expertise in guiding customer-centric strategies for her clients. Nancy is a graduate of Rutgers University with a dual degree in economics and psychology.

Jean-Francois Damais

Jean-Francois Damais is deputy managing director of global client solutions for Ipsos Loyalty. As a global director, Jean-Francois has acquired extensive experience in understanding and measuring service brands and customer relationships across a wide range of sectors and geographies. Over the past few years he has contributed to development and global rollout of several innovative solutions in the loyalty area, and has successfully applied wallet allocation approaches to provide strategic input and guidance to clients. He is also an accomplished trainer and has an all-round knowledge of Loyalty issues ranging from strategic to tactical. He heads an international team specialized in the modeling of both structured and unstructured data. Jean-Francois is a French national currently working and living in the UK.

Diego de la Barra

Diego is a sociologist, customer loyalty researcher, and director of new business development at Ipsos Loyalty Chile. Diego has a strong background in quantitative research and statistics. These skills have allowed him to work as project manager for a number of large Chilean and international clients across a variety of industries. As a result, his work largely focuses on formulating appropriate methodological approaches to clients' unique needs, and on managing the development of new business opportunities.

Heiko Dees

Heiko Dees joined Ipsos Germany in 2010 and is leading a team of researchers for customer experience and customer loyalty programs in the telecommunications, insurance, financial services, and energy sectors. A large part of his work covers challenges posed by business-to-business research.

Prior to joining Ipsos, his career included consulting work, market research in academic settings, and sales consultancy for Hewlett-Packard. He holds a doctorate in business administration from Technical University of Braunschweig, Germany. His doctoral thesis focused on international marketing in e-commerce.

lkim Erkan

lkim Erkan is an econometrician, statistician, and a researcher for Ipsos Loyalty in Turkey. She has been engaged in marketing research for almost a decade working with global and local research companies in Turkey. She joined Ipsos in 2012 as a group leader responsible for business-to-business and business-to-consumer customer loyalty and employee engagement research across a wide variety of industry sectors (e.g., energy, tourism, transportation, digital platforms, construction, retail, consumer electronics, etc.).

lkim is a graduate of Marmara Üniversitesi with a degree in econometrics.

Amir Fahim

Amir Fahim is the managing director of Ipsos Kuwait. In this role, he oversees all research projects for Ipsos in Kuwait.

Amir has more than 20 years of experience in market research and has wide experience and expertise in the financial services and telecommunications sectors. Prior to joining Ipsos, he held various senior research roles with Americana, KPMG, PARC, and Global Capital Group, where he managed various local and multinational market research accounts.

Amir holds a bachelor degree in business administration from Ain Shams University in Cairo, as well as a Chartered Institute of Marketing diploma from the Institute in the UK.

Nicolás Fritis Cofré

Nicolás Fritis Cofré is managing director of Ipsos Loyalty in Chile. As head of this unit, Nicolás manages the largest loyalty, satisfaction and customer experience tracking programs conducted in Chile with leading local and global brands. Nicolás experience is centered on retail, telecommunications, and banking.

Prior to heading the loyalty division, Nicolás was managing director of Ipsos ASI. Before arriving to Ipsos, he worked at Young & Rubicam as Latin America director of the BrandAsset Valuator™ (BAV), where he focused his experience on brands and marketing.

Nicolás is a graduate of the Universidad de Chile with a degree in civil engineering and also holds an MBA from the same university.

Casandra Fueyo

Casandra Fueyo is account director at Ipsos Loyalty Mexico. She is passionate about helping her clients succeed through better, actionable customer insights. Her experience across a wide range of research techniques and specializations (e.g., brand management, advertising, satisfaction and loyalty, etc.) allow her to address clients' unique needs through research. As a result, Casandra works with most of the leading financial services companies in Mexico.

Casandra is a graduate of the Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM) with a degree in business administration.

Thomas Gallagher

Tom Gallagher is a vice president at Ipsos Loyalty in the United States. He is a recognized expert in brand loyalty research and performance tracking, including the development of programs for a wide range of industry leaders including Procter & Gamble, Johnson & Johnson, McDonald's, MasterCard, MTV Networks, and the National Football League (NFL).

Tom has extensive experience in the application of the Wallet Allocation Rule system, with particular emphasis in the financial services industry.

Prior to joining Ipsos Loyalty in 2012, Tom served as president of Gallagher-Lee Research where he specialized in conducting customer loyalty, brand equity, and market tracking research for leading U.S. corporations in health care, consumer products, financial services, and other industries.

His previous research industry experience also includes 10 years at the RCL Division of NFO Worldwide where he developed large-scale brand equity studies, and a broad range of global customer and brand tracking programs.

Tom earned a bachelor of science degree in marketing and general management from Lehigh University. He is also a member of the American Marketing Association and the Pharmaceutical Marketing Research Group (PMRG).

Sidar Gedik

Sidar Gedik is the managing director of Ipsos Loyalty in Turkey. In this role, he oversees all satisfaction and loyalty research for Ipsos in Turkey. He works with a variety of business stakeholders (e.g., employees, customers, dealers, suppliers, etc.) across numerous industry sectors (e.g., automotive, banking, telecommunications, etc.).

Sidar has worked in the research industry for more than 15 years. He began his career working in retail store space optimization. Following this, he worked as a competition and feasibility analyst for one of the biggest Internet service providers in Turkey.

Since 2001 Sidar has worked for Ipsos KMG. He is a member of Ipsos KMG's executive committee, and a member of Ipsos Loyalty's global management board. He is also a member of the Turkish Researchers Association.

Sidar earned a bachelor's degree in industrial engineering from Istanbul Technical University and a master's degree from the University of Marmara.

Alexandre Guérin

Alexandre Guérin is president of Ipsos Loyalty in the United States. Prior to this position, he was managing director of Ipsos Loyalty in France.

As head of Ipsos Loyalty in the United States, Alexandre oversees all studies on management of customer relations and employee relations, including the measurement and management of satisfaction, loyalty, and commitment, as well as loyalty program optimization, action planning, and return on investment measurement. His passion is bridging research and technology to gain the best possible insights from research.

Prior to joining Ipsos, Alexandre began his career in fast-moving consumer goods (FMCG) marketing before spending six years as a consultant with AT Kearney specializing in marketing and management change assignments across Europe.

Alexandre is a graduate of Hautes études commerciales de Paris (HEC School of Management in Paris).

Martin Hellich

Martin Hellich is the managing director of Ipsos Loyalty in Germany. He is in charge of all stakeholder experience and management as well as performance and quality studies. Martin believes that when research drives change in organizations, it results in a positive return on investment (ROI).

Prior to joining Ipsos Loyalty, Martin worked at Bearing Point, TNS Infratest, and Ipsos Marketing.

Martin is a graduate of the economics program at the University of Freiburg.

Hector Jaso Guerrero

Hector Jaso Guerrero is managing director of Ipsos Loyalty in Brazil. In this capacity, Hector oversees all loyalty-related business (e.g., satisfaction and loyalty, customer experience management, quality measurement, etc.) conducted in the region. Prior to heading the loyalty division in Brazil, Hector was managing director of Ipsos Loyalty in Mexico.

Hector has worked in the market research industry for over 15 years. He has extensive experience across many different industry sectors, including fast-moving consumer goods (FMCG), technology, telecommunications, finance, and automotives.

Hector is a graduate of the Instituto Tecnológico Autónomo de México (ITAM) with a degree in actuarial science.

Emmanuelle Jégo

Emmanuelle Jégo is scientific director for Ipsos Loyalty in France. In that role, she oversees data management and statistical analysis for the division.

Emmanuelle has worked in the research industry for more than 15 years, which include over 13 years working in various roles within Ipsos. This broad experience has provided her with a unique skill set, thereby enabling her to select the right approach for addressing a specific problem.

Emmanuelle's work focuses on data fusion and customer relationship management (CRM) analytics to provide clients with enhanced insights from their customer satisfaction and loyalty programs. She is passionate about applying new technologies (e.g., text and Web analytics) to glean new, managerially relevant insights.

Amr Kais

Dr. Amr Kais is the managing director of Ipsos Egypt. He is an experienced practitioner in the fields of marketing and management. His extensive experience in these fields has been acquired through various teaching assignments, consulting practices, and employment with international as well as local conglomerates. Dr. Kais's background comprises a thorough blend of academic expertise and hands-on experience in marketing and management.

Dr. Kais is presently a participating faculty member at the American University in Cairo (undergraduate curriculum, graduate curriculum, Chartered Institute of Marketing, and International Advertising Association [IAA] diploma), Misr International University, and a designated lecturer at various institutions, including the University of Cambridge (Cambridge International Examinations), and the World Bank Institute.

Dr. Kais is a certified management consultant by the Institute of Management Consultancy (IMC) and a certified coach by the Learning Circle on Peter Senge's “team learning labs.” His consulting experience is specialized in marketing and management and covers a wide spectrum of industries including automotives, pharmaceuticals, real estate, communications, and advertising fast-moving consumer goods (FMCGs), among others.

Dr. Kais received his DBA from the Maastricht School of Management, Netherlands, and holds the M. Phil. from the same university. Dr. Kais obtained his MBA from the American University in Cairo and his bachelor's degree (marketing and international business specialization) from Cairo University.

Ray Kong

Ray Kong is an experienced marketing professional with 25 years of experience in both consulting and at the executive level of major Canadian financial institutions. As executive vice president with Ipsos, he leads the Ipsos Canada Loyalty practice and works in the financial services sector in customer experience, brand development and measurement, and operational improvement and strategy projects. Ray is a member of the Ipsos Global Financial Services Centre of Excellence with the role to act as a hub coordinating Ipsos work in financial services around the world and to bring the best of Ipsos work to local clients. He has been an adjunct professor of marketing at York University—a role that regularly tests his ability to stay abreast of emerging and evolving social networking and other Web utilities. A published academic author, he speaks extensively on consumer trends, marketing trends, and best practices of organizations in customer experience, ethnic marketing, and loyalty.

Anna Koren

Anna is a market research professional with almost a decade of experience in the customer satisfaction and loyalty research industry.

Since joining Ipsos Loyalty, Anna has worked with numerous Fortune 500 companies to help them uncover what drives consumer attitudes and behaviors. Her primary areas of expertise include measuring customer loyalty, performance tracking, competitive landscape analysis, new product development, questionnaire design, consumer panels, and emerging customer segments.

At Ipsos Loyalty, Anna is responsible for designing and executing large-scale tracking studies and custom research initiatives, both domestic and global, across diverse industry sectors. She is passionate about helping clients uncover new insights and transforming research findings into meaningful strategy.

Anna holds bachelor degrees from New York University in psychology and biology.

Rentia Krämer

Rentia Krämer is the director of Ipsos Loyalty in South Africa. She has more than 20 years of experience in the market research industry. At Ipsos she is mainly responsible for business strategy, implementation, and growth, as well as client relationship development.

Prior to joining Ipsos, she worked for leading research and strategic planning agencies. She also spent time working on the client side, gaining valuable experience and insight as a research user. She has worked on and managed business-to-consumer and business-to-business studies for a large number of blue chip companies, mainly in the consumer products, financial, IT, telecommunications, and automotive industries. She has a broad range of experience in customer satisfaction and trade marketing research, product testing, brand and communications testing and tracking, and retail auditing.

Rentia holds a master's degree in business leadership from the Graduate School of Business Leadership of the University of South Africa. In addition, she holds a bachelor of arts degree and a certificate in marketing from the University of the Witwatersrand. She is a full member and accredited researcher of the Southern African Market Research Association.

Helen Lee

Helen Lee is managing director of Ipsos in China. She is a well-known expert in the market research industry, with more than 20 years of extensive experience.

Helen has a strong sense of ownership and entrepreneurship, and a passion for innovation. This was honed by her experience as the cofounder of a successful Chinese market research firm, which was acquired by Ipsos in 2000.

Helen also serves as the president of Ipsos Loyalty in China. In that role, she has been overseeing the analysis and strategic recommendations for a large number of international and local clients from a wide range of industries.

Helen received an MBA degree from Fudan University in 2003. She is currently attending the executive MBA (EMBA) course at the China Europe International Business School.

Rafael Lindemeyer

Rafael Lindemeyer is account director at Ipsos Loyalty in Brazil. Rafael is also responsible for the mystery shopping practice within Brazil. Rafael has worked for almost two decades in market research with a great deal of that experience devoted to the retail sector. Prior to joining Ipsos, his career included work in market research with KLM Estatística e Pesquisa, Walmart Brazil, and Kantar Worldpanel. Rafael is a graduate of the Universidade Federal do Rio Grande do Sul in Brazil with a degree in statistics.

Sergio Litvac

Sergio Litvac is director of Ipsos Loyalty in Brazil. He has worked for more than two decades in market research and has experience across a broad range of research specializations, including branding and communications, customer satisfaction, employee engagement, consumer attitude and usage, and product and concept tests. His current work concentrates on satisfaction and loyalty in the financial services industry. He is a member of the financial services steering group in Ipsos. In addition, Sergio leads a team of researchers who work with other industries. As such, he works with many of the leading companies in Brazil.

Ben Llewellyn

Ben Llewellyn is director of enterprise feedback management (EFM) for Ipsos Loyalty. In this role, Ben oversees Ipsos EFM solutions on a global level. He advises clients on the best means of capturing real-time customer feedback, disseminating the information throughout the organization, and helping clients take concrete actions to improve their customers' experience at an individual level.

Originally from the UK, Ben is based in Kuala Lumpur, Malaysia. Prior to his current role, Ben was managing director of Synovate Malaysia. Having spent more than 10 years working in Malaysia and throughout Asia Pacific, Ben has significant exposure to the vast diversity of the region. As a result, Ben is able to bring a truly global perspective when advising clients on how to build strategies that revolve around customer experiences.

Nicholas Lygo-Baker

Nick Lygo-Baker is the head of mystery shopping EMEA (Europe, the Middle East, and Africa) and enterprise feedback management (EFM) implementation and retail for Ipsos Loyalty UK. Nick joined Ipsos MORI in 2013 with over 14 years of experience in businesses performance improvement through customer experience measurement.

A retail and hospitality specialist, Nick has helped businesses through innovating and applying customer feedback solutions across digital, mobile, SMS (short message service), and IVR (interactive voice response) channels to empower employees to positively respond to feedback and improve their customers' experiences.

Nick is a millennial graduate of Bournemouth University with an honours degree in retail management.

Arun Menon

Arun Menon is head of Ipsos Loyalty in Malaysia. Arun joined Ipsos in 2007. Prior to his current role, he was head of quantitative research, Ipsos Kuwait, and regional champion for financial sector services, Ipsos Loyalty MENAP (Middle East, North Africa, Afghanistan, and Pakistan).

He is passionate about helping to make organizations customer centric and driving change through research insights. During the last decade, Arun has been engaging clients across multiple sectors from Asia, Middle East, and Africa.

He holds a bachelor of engineering degree from the University of Calicut and an MBA in marketing and operations from the Amrita School of Business.

Elie Nawar

Elie Nawar is managing director for Ipsos Qatar and Bahrain. In this role, he oversees all research for these two countries.

Elie is an experienced manager who has spent more than 15 years in the market research industry. He has worked on projects spanning all divisions within Ipsos (e.g., loyalty, advertising, public relations, media, etc.). As a result, he has managed the coordination of complex projects that cross research types and geographic locations.

Elie graduated from Lebanese University with a bachelor's degree in advertising and public relations.

Melanie Ng

Melanie specializes in research-based consultancy and leads our loyalty research team in Singapore. Her extensive experience in managing customer experience and loyalty programs is instrumental in guiding her clients across industries through marketing research.

Over her past 20 years of experience, Melanie has led multiple local, regional, and global loyalty programs for many of the world's most prominent brands.

Her passion to bring about insights is clearly demonstrated through the actionable results that she delivers to drive business changes and improvements.

Manjiri Patwardhan

Manjiri Patwardhan is a vice president with Ipsos Loyalty where she leads large-scale loyalty research programs in the travel and hospitality sector. In her extensive experience with client management, loyalty research, and corporate communications, Manjiri has successfully led customer experience research programs for Fortune 500 companies that guide strategic goal setting, product engineering, and customer loyalty analytics.

Manjiri received an MBA in marketing intelligence and management consulting from the University of Connecticut and an undergraduate degree in statistics, mathematics, and physics from the University of Pune, India.

Suraya Randawa

Suraya Randawa is head of financial services at Ipsos Loyalty UK. She has worked across the financial services sector in the UK, across EMEA (Europe, the Middle East, and Africa) and at a global level leading customer satisfaction and loyalty programs for global financial providers. Along with working with clients in retail banking and insurance to help engage customers and deliver business change, Suraya is passionate about cards and emerging payments.

Suraya holds an MPhil in international relations from the University of Cambridge and an MA in economics and international relations from the University of St. Andrews.

Niall Rae

Niall Rae is managing director of Ipsos Loyalty in the UK. Prior to this position, he managed the technology research team at GfK.

As head of Ipsos Loyalty in the UK, Niall manages one of the largest loyalty teams in the Ipsos network covering all key capabilities around customer management and employee engagement including customer journey mapping, stakeholder engagement, relationship and transactional feedback management, activation workshops, and big data analytics. His passion is bringing new technologies and techniques to aid in client understanding of their customers and employees with recent focuses on real-time customer feedback management and the use of neuroscience in getting under the surface of customer journeys.

Niall is a graduate of the London Guildhall University.

Leonardo Rivera

Leonardo Rivera is managing director of Ipsos Loyalty Mexico. With more than 10 years of experience in the market research industry, his key focus has always been customer experience, satisfaction, and loyalty measurement and management in the automotive and financial sectors.

Leonardo is enthusiastic about change management, and actively seeks out innovative ways to discover new insights to facilitate business transformation. He is similarly passionate about building strong partnerships with his clients. These two goals keep him focused on providing actionable insights that have real-world impact for his clients.

Leonardo is a graduate of the Universidad Iberoamericana in business administration with two diploma degrees in marketing and top executive management.

Roger Sant

Roger Sant is head of global client solutions for Ipsos Loyalty. He leads a team that oversees Ipsos loyalty intellectual property—our offer—with the goal of continuously innovating, disseminating, and supporting.

Roger started his career as a nuclear scientist for the UK Ministry of Defence before deciding that management consultancy and then market research would be more of a challenge. Prior to joining Ipsos, Roger was on the European Board of Maritz research, responsible for research solutions and the European P&L (profit-and-loss) for financial services and telecommunications. He lived and worked in the United States for six years and has held leadership roles in a number of major research agencies.

Roger is considered a thought leader in customer experience measurement and management programs. He is a regular speaker at conferences and is the author of many articles, papers, and blogs. He has a master's degree in management science from the University of Warwick and a joint honours degree in mathematics and physics. In his spare time he has enjoyed county-level rugby, 50 free-fall parachute jumps, three bungee jumps, and one New York marathon.

Hans-Joachim Schuetze

Hans-Joachim Schuetze is associate manager for Ipsos Germany, where he leads Ipsos Loyalty's financial services team. He is passionate about bringing high-quality research results to life, enabling the entire organization to use up-to-date insights relevant to decision making. The core of his work for Ipsos is developing strategic and operational recommendations for his clients' senior management.

Prior to joining Ipsos, Hans-Joachim managed research projects across Europe for McKinsey & Company. Prior to this, he served as vice president in Bank of America's credit card customer insights group. He holds a diploma in psychology from the University of Mannheim, Germany, and an MBA from University of Maryland, College Park.

Mustapha Tabba

Mustapha Tabba currently holds the post of chief operating officer for Ipsos MENAP, part of the Ipsos Group. He also heads loyalty practice within the MENAP region. Mustapha graduated from the University of Maryland with a BS in marketing. He founded Tabba' & Associates Marketing Consultants in 1991, before partnering with the Ipsos Group in 1998. He has served as president of the International Advertising Association (IAA-Jordan Chapter), and was a founding member of the Young Entrepreneurs Association. He also served as a board member for the Young Arab Leaders Association. He currently serves as a board member for the Jordan Football Federation (FIFA Chapter) and is a member of the board of trustees for the Royal Health Awareness Society. Mustapha is also the author of the book, Establish Your Own Venture: A Complete Guide on How to Start Your Own Business in Jordan, which was published by YEA in 2000.

Simon Tye

Simon Tye is executive director at Ipsos Asia Pacific. He has worked for more than 15 years in the market research industry. He has broad experience across a number of industry sectors and customer groups, such as banking, finance, and premium/luxury (covering luxury brands, private banks, automotive, hospitality and airlines). Moreover, his breadth of knowledge and experience includes branding, advertising tracking, brand positioning, competitive analysis of brands and products, evaluating customer satisfaction with services and quality, consumer segmentation, distribution, channel development, and product testing research.

Simon is an expert in global luxury/premium brands and consumers. As such, he is a regular contributor to publications on consumer trends in luxury purchase behavior.

Simon is a graduate of Ohio Northern University.

James Vaughan

James Vaughan is an Ipsos research director with almost 15 years of experience in the field of customer and employee loyalty, currently based in Brazil. He is responsible for the management of several key accounts, as well as leading in the development of real-time, customer-centric research solutions in the region.

In his previous role as director of the Ipsos Loyalty Global Modeling Unit, he worked with diverse industry sectors and clients across the globe, designing and implementing modeling frameworks that underlie Ipsos products, including working extensively on the development of the driver model linked to the wallet allocation technique.

James is a graduate of the University of Manchester Institute of Science and Technology with a degree in information and technology management.

Farida Zaouai

Farida Zaouai is head of Ipsos Loyalty in the United Arab Emirates. In this role, she oversees all satisfaction- and loyalty-related research for the region.

Farida has 15 years of experience in market research, including satisfaction and loyalty, attitude and usage, choice modeling, and brand tracking. Her expertise centers on complex quantitative analytics. Much of her work has focused on the financial services sector, where she has extensive experience working with such firms as AXA, Société Générale Group, Barclays, Emirates NBD, and Abu Dhabi Commercial Bank.

Farida has a master's degree in marketing from Montpellier University (France) and in management from the Université Paris Dauphine.

Akmal Zoheir

Akmal Zoheir is head of research for Qatar and Bahrain at Ipsos. Prior to this, he was a research director at Ipsos in Egypt.

Akmal has almost 15 years of experience in the market research industry. During this time, he has gained broad-ranging experience across numerous industry sectors such as fast-moving consumer goods (FMCG), telecommunications, banking, automotives, and pharmaceutical industries. He is passionate about gleaning important insights from market research data, and using these insights to provide actionable recommendations for new product development, consumer segment identification, and alternate advertising techniques.

Akmal received his MBA in marketing and management from Murray State University in the United States.

Utmost Thanks

It is impossible to thank all of the people who provided support in the writing of this book. The first person we must thank, however, is our cocreator of the Wallet Allocation Rule, Professor Bruce Cooil of Vanderbilt University's Owen Graduate School of Management. You are first and foremost a cherished friend. You are also one of the most brilliant minds we will ever know.

Similarly, the contributions of Professor Sunil Gupta of the Harvard Business School are infused throughout this book. We have learned so much from our work together uncovering many of the problems connecting satisfaction (and Net Promoter Score) to business performance. Moreover, the ramifications of our findings, which appeared in the MIT Sloan Management Review and a Harvard Business School Case Note, represent cornerstones of this book.

Our work with Professors Bo Edvardsson, Phil Klaus, and Thorsten Gruber is immediately visible in Chapter 1 of this book. In fact, the book begins with chief executive officer (CEO) quotes and insights obtained through our research together. Our research regarding the loss of strategic influence of chief marketing officers (CMOs) (and marketing in general) within organizations galvanized us. As a result, it compelled us to infuse this book with practical tools that managers can use right now to address many of the most pressing problems for CMOs and CEOs.

Our work with Bruce Cooil, Ed Malthouse, Bart Lariviere, and Arne De Keyser is core to our validation of the Wallet Allocation Rule and plays a critical role in Chapter 2 of this book. Bruce, Ed, Bart, and Arne—all brilliant academic researchers—pushed us hard to test the limits of the Wallet Allocation Rule, and to understand why it works.

Our highest praise and thanks go out to our colleagues at Ipsos Loyalty and Fordham University. Your dedication, imagination, talent, and unwavering support for uncovering new and better ideas—even when they challenge long-held beliefs—provide us with a wellspring of inspiration.

We are especially grateful to Henri Wallard, Ralf Ganzenmueller, Alexandre Guérin, Liz Musch, and Matt McNerney who provided us with both financial resources and constant encouragement in our pursuit of a better way, without which we never would have discovered the Wallet Allocation Rule. We are similarly indebted to Pierre Le Manh and Jeff Cail for their invaluable support of the Wallet Allocation Rule and for the creation of this book.

We cannot thank Jason Verell enough for his unremitting help and positive attitude as we struggled to get this book off the ground; for over one year, Jason had a list of things that needed to happen to make this book a reality on his wall—and he made it happen.

There are no words to express the gratitude we have for John Carroll III, whose unwavering, vocal championing of this book and his relentless exploration of every avenue possible to see to it that we had what we needed transformed this book from a wish to a reality.

We were fortunate to have three tireless champions and wonderful friends in Roger Sant, Jean-Francois Damais, and John O'Neill to support us every step of the way.

We are extremely grateful to our wonderful literary agent, Michael Ebeling of Ebeling and Associates. You have been a friend to us for many years now. Thank you for sharing our vision, and for being such a wonderful person.

We are grateful to Matthew Holt of John Wiley & Sons for believing in and supporting The Wallet Allocation Rule. Without this commitment to publishing our ideas, The Wallet Allocation Rule would be little more than a message in a bottle.

This book benefited immensely from the work of Marina Koren, our editor, whose comments on style and substance helped transform our manuscript into something far more readable than we could have accomplished on our own. We have worked with many editors during development of our prior books. You are simply the best.

We are indebted to Titus Keiningham for his outstanding work in preparing the graphics used throughout this book.

Without question, there are many thought leaders who paved the way for our discovery of the Wallet Allocation Rule. In our opinion, the most important of these is Jan Hofmeyr, who with his colleagues discovered that the relationship between perceptual metrics (such as consumer satisfaction) and wallet share followed Zipf's law. Without this groundbreaking discovery, we may have never discovered the Wallet Allocation Rule.

Our deepest thanks go to our families, who provided encouragement and emotional support while suffering the many hours we were forced to spend researching and writing. To Hana Keiningham, Sage Keiningham, Max Keiningham, Anna Koren, Arleen Buoye, and Xavier Buoye, thank you for your love, patience, and understanding—we love you more than words can convey!

Finally, we would like to end by saying how blessed and thankful we feel to God for having given us the opportunity to write this book, and to meet and work with so many wonderful people along this incredible journey.

On behalf of Timothy Keiningham and Lerzan Aksoy we would like to add the following

We would like to give our greatest thanks to our wonderful families for their unwavering support and having such a positive influence on so much of what makes us who we are today. We want to thank our parents, Lillie Keiningham, Thomas Lee Keiningham, Kathy Keiningham, Ihsan Aksoy, and Semra Aksoy, for their guidance, incredible resilience, and inspiration. We want to thank our children, Hana Keiningham, Sage Keiningham, and Max Keiningham, for making us want to work hard to make a better world for you to live in. Our sincere gratitude goes to our siblings and their beautiful families: Titus Keiningham, Katrin Keiningham, Alexander Keiningham, Christopher Keiningham, Pelin Kurtay, Miray Kurtay, Deren Kurtay, Levent Aksoy, Ebru Aksoy, Deniz Aksoy, Thomas Earl Keiningham, Donna Keiningham, Kristopher Keiningham, and Lee Ann Ward for always being there for us. A very special thanks to our closest friends Ahu Parlar Ozay and Sebnem Avsar for the emotional support, intellectual stimulation and laughter we always share—we cherish it deeply. Finally, it would also be remiss of us if we did not acknowledge the immense impact that the academic institutions we attended over the years have had on us personally and professionally. To Kentucky Wesleyan College, Vanderbilt University's Owen Graduate School of Management, Staffordshire University, Hacettepe University, George Mason University, and University of North Carolina–Chapel Hill: Thank you for instilling in us a desire for continuous learning and improvement, and for reinforcing the devotion necessary to achieve our dreams. Tim would like to end by thanking his wife and partner in everything that matters, Lerzan. I feel like country music singer (and my favorite songwriter) Phil Vassar wrote “Lucky As Me” based on my life with you. To paraphrase liberally: I've got an angel, so as long as you're standing by me, no one is as lucky as me.

On behalf of Luke Williams we would like to add the following

I would like to thank, first and foremost, my loving wife, Anna. Her patience and support makes pursuing my dreams both possible and worthwhile. I would like to thank my family: George, Katherine, Scott, Monicka, Kavi, Shelley, Merilee, Patricia, Judy, and the rest of the clan. I would also like to thank my wife's family: Alexander, Lubov, and Marina. Many deep thanks also go to my many friends in the United States and abroad who suffer my absence when my passions (such as this book) take over. I would also like to pay special homage to the constant memories of George Williams and Matthew Gibney, two men who are dearly missed every day. Last, I would like to pay special tribute to those institutions that educated me and helped me to become the person I am today, each teaching me different and essential life lessons: the Delbarton School, Northfield Mount Hermon, St. Lawrence University, Rutgers University and the University of Durham. These are among the best schools in the United States and United Kingdom, and I am grateful for my experiences and opportunities at each.

On behalf of Alexander Buoye we would like to add the following

Alex would like to extend his gratitude to his wife, Arleen, and son, Xavier, for giving him a reason to get up every morning; his parents, John and Lucy, for…well, for everything; his brothers, Brian and Jason; sister-in-law, Yvonne Sison; and Arleen's family: Rosie, Crispin, Jesus, and Russel Revilla, for their love and support; Sebastian Powell and J. Kennedy, for their lifelong friendship and counsel; former colleagues at Ipsos and Experian for showing him how to do the job; and last, members of the business and sociology faculty at the University of Notre Dame. Go Irish!