WASHINGTON--(BUSINESS WIRE)--PSB, a global research-based consultancy, announced today that Char Popp has joined the firm as Senior Vice President and Global Head of Qualitative Research to oversee the growth and development of the firm’s Qualitative Research offerings. She is based in Seattle and holds global responsibilities.
Popp is a veteran in strategic research and marketing strategy, having worked both in-house and as adviser to the technology industry for nearly 20 years. Her expertise lies in qualitative research where she has been responsible for driving customer, product and market strategy across a broad range of clients and industries via new methods and new research modes – including facilitated co-creation and product design sessions – all with a focus on end results that drive business impact. Popp’s hire is part of an approach to marry PSB’s depth of expertise in data analytics with high-impact qualitative research.
“I’m excited to unlock our qualitative capabilities for our clients in new and different ways with Char at the helm,” said Mike Pettingill, PSB’s Chief Operating Officer, to whom Popp will report. “She has a tremendous mind for the consumer and goes beyond the norm to get to the unanticipated root of an issue.”
Before PSB, Popp spent more than seven years at Schireson Associates where she served as Partner and led its qualitative research business. Prior to Schireson, she spent four years in product planning at Microsoft, where she led the product planning efforts for multiple components of Office, including the final customer validation for Office Online. Earlier in her career, she was with Hitachi Consulting and HP in program and product management capacities.
“PSB has long been expert at delivering strategic, data-driven insights to clients across a range of industries,” said Popp. “I’m thrilled to be able to bring my passion and expertise for customer intimacy and understanding to bear for PSB’s clients and to further develop our ability to deliver innovative qualitative research across the organization.”
Popp received her undergraduate degree in Theatre and Business from Baldwin-Wallace College and a MBA degree in marketing, strategy, management and technology from the University of Washington Foster School of Business.
PSB is a full-service custom research and analytics consultancy that connects data-driven insights with human experience to solve clients’ most critical challenges. With a heritage in political polling, PSB brings the agility of campaign strategy to research and consulting across a range of industries, including technology, healthcare, financial services, and entertainment. PSB is a member of the BCW Group of companies, which is a part of WPP (NYSE: WPP), the world leader in communications services. For more information, visit www.psbresearch.com.