Since
1997, Tom Murphy has worked as an independent market research consultant (MRI), offering
professional service in the design, implementation, and analysis on a wide
variety of quantitative and qualitative market research; local, national, and
global.
Drawing
on his broad and comprehensive research and industry experience, Murphy excels
at selecting and designing the most appropriate, cost-effective research methodologies, and
selecting qualified market research suppliers to provide necessary data collection
and processing.
Tom Murphy is especially skilled in focus group moderating and IDI’s, having personally conducted
many hundreds over the past years across a wide variety of target audiences including consumers in most every category
and age group, business executives and professionals, retail store owners/managers, HR directors, hospital
administrators, physicians, nurses, patients, students, and educators.
VP of Research and Account Planning/ Sietsema Engel & Partners
With
the advertising agency’s broad client base including Northwest
Airlines, MLT Vacations, 3M, TCF, Toro Company, Ciatti’s, CNS Breathe Right Nasal Strips, and Wagner Spray Tech, Murphy designed and analyzed research on positioning and
brand development, consumer and business-to-business awareness and attitudes, customer satisfaction, creative
testing, and advertising effectiveness measurement. His research served as the
basis for strategic decision-making on brand identity and positioning, product and creative
development, and media campaign effectiveness measurement.
Account Supervisor / Winona Research, Inc.
Beginning his career at one
of the nations largest custom research firms at the time, based in the Twin
Cities, Murphy developed a solid grounding in market research fundamentals, becoming
responsible for brand, product, and advertising research studies conducted for
a wide variety of national and international corporations including Miller
Brewing Company, Frito-Lay, IBM, Pillsbury, Ford Motor Company, and Holiday
Inn. His experience covered all facets of the market research process,
including information needs analysis, questionnaire design, sampling, data
collection, data processing, summary analysis and implementations/recommendations.
