Our work is grounded in how decisions are actually made—not how they are described.
That perspective is shaped by decades of global research across complex markets, where outcomes are determined long before final evaluation begins.
Leadership
Albert Fitzgerald
Managing Director
Leads global research focused on complex decision systems, including pricing, market entry, and competitive dynamics. Has led studies across Fortune 50 clients spanning industrial, technology, and consumer markets.
MBA, The Wharton School
Leads the firm’s approach to modeling decision systems and translating complex data into strategic outcomes.
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30+ years of global quantitative research experience, spanning B2B and consumer markets
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Designed and led advanced analytical frameworks for Fortune 50 clients
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Expert in predictive modeling, segmentation, multivariate analysis, CHAID decision trees, and principal components analysis (PCA)–based dimensionality reduction
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Combines methodological rigor with executive decision support to deliver decision-grade insight
Education & background: MBA, The Wharton School, University of Pennsylvania; (graduated magna cum laude). Former finance, analytics, and leadership roles at Hewlett-Packard, Verizon, and GTE.
Cathy Fitzgerald
Managing Director, Qualitative Research
Leads qualitative research focused on uncovering how decisions are actually made in complex, high-stakes environments. Specializes in global executive interviews and multi-country research programs across B2B and professional audiences.
Extensive experience conducting and moderating in-depth interviews across domestic and international markets, including large-scale Zoom-based studies. Known for building rapport with senior decision-makers and probing beyond surface responses to reveal underlying decision drivers.
- Global qualitative expertise across executive, professional, and specialized B2B audiences
- Advanced moderation capability in complex, technical, and high-stakes discussions
- Insight translation turning qualitative findings into clear, decision-relevant guidance
This system is not theoretical—it is built from decades of research into how decisions actually unfold in real markets.