Executive Team

Jerry leads the overall strategic planning for the firm, heads the executive committee, serves as Chairman of the Board, and is an active consultant to Decision Analyst’s Client Service Teams as they design and execute research projects for Decision Analyst’s many wonderful Clients. Jerry is heavily involved in Decision Analyst’s software development activities and plays a key role in the design of the firm's proprietary research services and related mathematical models.

He began his career at Hallmark Cards, working in brand management, and then moved to Kraft Foods brand management, focusing on new products. He next worked at a major national research company, before launching Decision Analyst. Jerry has served as a research and analytics consultant to a number of major Fortune 500 companies, and has been deeply involved in the development of many new technology products.

Jerry served on the Board of Directors of the Insights Association for many years, and he helped launch the graduate program in marketing research at The University of Texas at Arlington and headed its Advisory Board for several years; he still serves on that Advisory Board, as well as the Advisory Board for the College of Business at UT Arlington. He holds an MBA from The University of Texas at Austin and studied graduate economics at SMU. He is a student of marketing strategy, new product development, human behavior, mathematical modeling, economics, trees, and grasses.

Much of Bonnie’s energy is focused on global strategy research for Fortune 500 companies. She excels at integrating qualitative methods with advanced analytics to deliver creative solutions and actionable results. Her extensive experience covers initiatives such as new business acquisitions, global expansion, brand development and extension, and new business concepts. She has consulted across diverse industries, including consumer packaged goods, retail, healthcare, beauty/cosmetics, and home improvement/construction.

As a very experienced researcher, Bonnie has moderated hundreds of focus groups and depth interviews and analyzed countless qualitative engagements. She believes her dual expertise as an experienced moderator and her strong statistical knowledge are key to maximizing insights and providing valued recommendations to businesses.

Prior to joining Decision Analyst, Bonnie honed her skills as a management consultant. She holds a Bachelor of Science degree in Statistics from Oklahoma State University. A dedicated leader in the insights community, she is actively involved with organizations such as WIRe (Women In Research Events), the Insights Association, Quirks Events, ESOMAR, and the American Marketing Association, where she frequently speaks, mentors, and participates in industry events.

Beyond her professional endeavors, Bonnie is deeply committed to community service. She serves on the Board of Directors for the Fort Worth Symphony Orchestra and has dedicated over a decade to fundraising for both Blood Cancer United and Children’s Health/Children’s Medical Center Dallas. Additionally, she has volunteered as a Home Visitor for the Dallas Lighthouse for the Blind for nearly a decade.

Felicia supports both B2C- and B2B-focused clients across a wide array of verticals, and she is deeply involved with many of the company’s clients. She serves as the group director on all business activity with her teams’, and she works closely with internal partners in the company’s quantitative teams, qualitative practice, advanced analytics practice, and operational departments.

As part of her executive role, Felicia not only manages a group of Client Service teams, she also serves as a member of the Management Advisory Committee, the Executive Committee, and the Board of Directors. She is heavily involved in strategic initiatives to keep the company’s products, services, and consulting at the forefront of the industry. Felicia joined Decision Analyst in 1989. She holds a Bachelor of Business Administration, with a concentration in Marketing, from the University of North Texas.

Beth has provided expertise and high-end analytics for Decision Analyst for 25 years. She specializes in product and pricing optimization and market segmentation. Beth is consulted frequently by clients and internal account teams regarding best practices in research methodology.

Her analytic experience spans several industries, such as food and beverage, personal care, high tech, home improvement, appliances and other durables, pharmaceuticals, and travel/hospitality. She has published articles in marketing publications and refereed psychological and statistical journals.

Beth earned a Ph.D. and a Master of Science in Experimental Psychology with emphasis on psychological principles, research methods, and statistics from Texas Christian University, Fort Worth, TX.