Mitch Markel, senior partner at BSG, is a classically-trained opinion researcher and an expert in marketing strategy, brand communications, and targeting. For more than 20 years, Mitch has been challenging assumptions and conventional wisdom in market research, utilizing cutting-edge methodologies to answer tough questions for companies, both large and small, and providing new levels of insight into their categories and audiences.
Mitch has served as a trusted advisor to leading corporations and institutions including Toyota, Southwest Airlines, Campbell Soup Company, ESPN, Hertz, Pfizer, Coca-Cola, Sonic Drive-In, and the Grocery Manufacturers Association, among others.
With hands-on research experience in more than 80 countries, Mitch brings an in-depth understanding of global markets and consumers to every stage of market development. His expertise in identifying the core attitudes and opinions that drive consumer decision-making, combined with his advanced consumer research experience, enables him to help clients solve some of their toughest communications challenges to connect with key audiences and beat their competition. For Mitch, no two challenges are the same. He works to tailor every project to clients' unique needs within the context of ever-evolving dynamics on the ground.
Mitch is a two-time winner of the David Ogilvy Research Award, winning the “services” category in 2002 for his work on the BP Connect campaign and in 2006 for his work with Qwest Communications. Mitch holds a BBA in Marketing from the University of Massachusetts at Amherst, where he also received an associate degree in Sociology. He received his initial training at the Social and Demographic Research Institute in Amherst, MA and is a member of both the Marketing Research Association (MRA) and the American Marketing Association (AMA).