Levinson Jay Conrad - MORE guerrilla marketing research: asking the right people, the right questions, the right way and effectively using the answers to make more money

Robert J Kaden

Bob Kaden is the author of Guerrilla Marketing Research and President of The Kaden Company, a marketing research company.

He has been in market research his entire career, spending a number of years in the research departments at various Chicago advertising agencies and, in the early 1970s, becoming President of Goldring & Company. Goldring became one of Chicagos premier research suppliers, employing a staff of more than 40 market research professionals. He and his partners sold Goldring to MAI plc, a UK financial and market research conglomerate, in 1989. In 1992, he started The Kaden Company and continues today to serve his marketing research clients.

Bob has worked extensively in the retail, banking, credit card, food, consumer package goods, health care, educational, toy, technology and direct marketing industries. He has been involved in more than 4,000 focus-group and survey studies and has pioneered many unique quantitative and qualitative market research approaches.

Over the years, he has written numerous articles on market research and new product development approaches for a variety of business websites and professional journals. He speaks frequently to business and university audiences on a wide range of research topics, with particular attention on the Guerrilla approach to marketing research. His speaking engagements have taken him to many US cities, as well as London, Paris and Moscow, where he addressed audiences on the use of attitude research in the direct marketing industry as well as on the application of creative problem-solving principles to marketing research problems.

Bob Kaden has lived in the Chicago area all his life. He is married to Ellie, the father of Hilary, the father-in-law of Henry and the grandfather of Samantha. Kaden has an AA degree from Lincoln College in Lincoln, IL, and a BA in Communications from Columbia College in Chicago.

In addition to his professional activities Bob is a percussionist and plays regularly with The South of Disorder Band (Chicagos premier Jimmy Buffett cover band). His golf game is getting better.

For additional information contact: The Kaden Company, 6725 N LeRoy Avenue, Lincolnwood, IL 60712, Tel: 8479339400, e-mail: thekadencompany@sbcglobal.net

Gerald Linda

Gerry Linda re-established the marketing consulting firm, Gerald Linda & Associates, in 1994. The firm provides marketing strategy, planning and research services to a mix of large, sophisticated marketers as well as smaller, entrepreneurial companies. A second service is aiding advertising and public relations agencies with their new business and account planning efforts. And a third service area is assuming senior marketing leadership/executional roles on an interim basis.

Immediately prior, he was the number two executive and a Principal at a Top Fifty research firm. In addition to corporate duties, his responsibilities included managing two client service groups, which fulfilled the marketing counsel and research needs for such clients as Miller Brewing Company, S C Johnson & Son, Inc. and BP/Amoco.

Between 1989 and 1993 Gerry was a co-founder and Director of Client and Marketing Services at Kurtzman/Slavin/Linda, Inc., an agency that practiced integrated, coordinated marketing communications including advertising, design, public relations, direct marketing, sales promotion and the research which under-girded their strategic creation.

From 1986 through 1989 Mr Linda was President of the first incarnation of Gerald Linda & Associates.

Between 1980 and 1985 Gerry worked at Marsteller and its successor companies (which was the 18th largest ad agency in the world at that time). He joined the Chicago office as its Research Director and quickly became Vice President and a member of the Operating Committee and the Strategy Review and Creative Review Boards. He was promoted to Regional Director of Marketing Planning and Research, which added offices in Pittsburgh, Denver and Los Angeles to his responsibilities.