Decision Analyst


Qualitative Research

Qualitative research is a search for deeper meaning, underlying reasons, hidden motives, and “unknown unknowns.” It seeks to understand and explain the web of logic and assumptions that underlie human perceptions, emotions, and behaviors.

Qualitative investigations entail exploring, observing, asking questions, probing, actively listening, and thinking very deeply about what it all means, symbolizes, and signifies.

Meet Our Moderators

The key to great qualitative research is to utilize talented, experienced, insightful moderators. Here is our Team:

Clay Dethloff


Clay Dethloff
(Dallas, TX)

As the head of qualitative research at Decision Analyst, Clay is responsible for identifying new, innovative qualitative research platforms and tools, recruiting and training the very best moderators, and maintaining Decision Analyst’s network of strategic qualitative partners.

Industry Focus: CPG, Consumer Services, Restaurants, B2B, Durable Goods
Techniques: Digital Qualitative, In-Person Qualitative, Innovation, Ethnography
Audience: Branding, Positioning, Innovation, NPD, Strategy Development


Roger Wallace

Roger Wallace
(Dallas, TX)

Industry Focus: Home Improvement, Healthcare, Technology, Automotive, Telecommunications
Techniques: Focus Groups, IDIs (In-person and Digital), Ethnography
Audience: Consumers, B2B Executives, Tradespeople


Gretchen Riskind

Gretchen Riskind
(Chicago, IL)

Industry Focus: CPG, Food & Beverage, Technology, Consumer Products
Techniques: Focus Groups and IDIs (In-Person and Digital), Shop-along depths, Ethnography, Ideation
Audience: Children, Teenagers, Families, B2B Executives


Marie Adams

Marie Adams
(Dallas, TX)

Industry Focus: CPG, Food & Beverage, OTC Medications, Apparel
Techniques: Digital Qualitative, Innovation, Project Management, Time-Extended Qualitative
Experience: U.S. Consumers, B2B Executives, Imaginators®


Bonnie Janzen

Bonnie Janzen
(Dallas, TX)

Industry Focus: CPG, Retail, Automotive
Techniques: Focus Groups, IDIs, Ethnographies
Experience: New Product Development, Product Line Extensions, Customer Experience


Felicia Rogers

Felicia Rogers
(Dallas, TX)

Industry Focus: CPG, Food & Beverages, HVAC, B2B Industries
Techniques: Focus Groups, IDIs (In-Person)
Experience: B2B, HVAC, Consumers In North America


Sara Sutton

Sara Sutton
(Dallas, TX)

Industry Focus: Medical, Pharmaceutical, and Healthcare Industries
Techniques: Focus Groups, IDIs (In-Person)
Experience: Medical Professionals, Providers, Patients/Consumers, Caregivers


Tom Allen

Tom Allen
(Dallas, TX)

Industry Focus: Financial Services, Home Improvement, Restaurant, Retail Industries
Techniques: IDIs, Online Qualitative
Experience: BConsumers, Contractors, B2B


Cheryl R. Halpern

Cheryl R. Halpern
(Dallas, TX)

Industry Focus: CPG, HBA, Direct Sales, Retail, Higher Education, Non-profit, Sports, Entertainment
Techniques: Full Range of Online and In-person Qualitative Methodologies
Experience: Consumers, Non-profit Donors


Gwenaëlle de Kerret, Ph.D.

Gwenaëlle de Kerret, Ph.D.
(Paris, France)

Industry Focus: FMCG, Services, Luxury Brands, Public Organizations
Techniques: Semiotics, Ethnography, Focus Groups, IDIs (In-person and Digital)
Experience: Branding, Innovation, Design Projects


Klaudia Marino

Klaudia Marino
(Austin, TX)

Industry Focus: Retail, Services, Healthcare, Public Safety Behavior Change
Techniques: Qualitative Research
Experience: Product Development, Concept Evaluation


Linda A. Anderson

Linda A. Anderson
(Phoenix, Arizona)

Industry Focus: Fintech, Healthcare, Technology, Consumer Electronics, Business Services
Techniques: Qualitative Research, Focus Groups, In-Depth Interviews
Experience: Concept Development


Marta Villanueva

Marta Villanueva
(Dallas, TX)

Industry Focus: CPG, Retail, Food/Beverage, Advertising, QSR, Hispanic Market Research
Techniques: Shop-alongs, IDIs, Bulletin Boards
Experience: Advertising, Cultural Strategy, Brand Evaluation


Rachel Romano

Rachel Romano
(Florida)

Industry Focus: Pharma, CPG, Entertainment and Media, Healthcare
Techniques: Focus groups, IDIs, Online Bulletin Boards, Ethnography
Experience: Branding, Consumer Journey, New Product Development


Ricky Xie

Ricky Xie
(China)

Industry Focus: FMCG, Home Appliance, Luxury Goods and Services, Hotels, IT, Healthcare
Techniques: Bulletin Boards, Webcams, Large-Scale Qualitative
Experience: Usage & Attitude Research, Brand Positioning

View Moderator Profiles

Decision Analyst's Qualitative Research Services
• Focus Groups (In-person and Digital)
• Depth Interviews (In-person and Digital)
Large Scale Qualitative
Time-Extended™ Forums
Time-Extended™ Depths
• Ethnography (In-person and Online)
• Projective Techniques
• Semiotics
Online Chat Groups
• Shop-along Depth Interviews

For more information visit: www.DecisionAnalyst.com,
email: Clay Dethloff, or call (817) 640-6166

Contact Us
604 Avenue H East
Arlington, Texas 76011
United States
817-640-6166
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