Select Bios

Heather Nelson

President and Founder of Directive Analytics

Heather provides hands-on research design development, personalized consultation, high-level advanced statistical analysis, and interpretation to Directive Analytics’ clients.

Ms. Nelson has deep experience in market research and advanced multivariate statistical analysis.  She is also a RIVA trained moderator experienced in a variety of qualitative methodologies from traditional focus groups, IDIs to ethnographies. She has consulted to dozens of companies including: MasterCard, Charles Schwab, Hewlett Packard, Cisco, DirecTV, Cinemax, 20th Century Fox, HBO, Sprint, Polo Ralph Lauren, Logitech, Bausch & Lomb, and MCI.

Prior to founding Directive Analytics, Heather was the Director of Research at Markitecture and held senior research positions at Digital Idea, People’s Bank, Oxford Health Plans, and Millward Brown International. Heather’s research experience encompasses working on a broad spectrum of categories with many different market research methodologies. Ms. Nelson holds both a Master of Arts degree in Political Science, with a concentration in Survey Research, and a Bachelor of Arts degree in Psychology from the University of Connecticut.

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Ian Lander

Vice President, Client Service

Ian provides direction in global research design, administrative stewardship, and brought leadership initiatives to Directive Analytics’ diverse client base.

His experience includes design, execution, and analytical responsibilities for a wide cross-section of research types (e.g., Tracking, Brand Equity, Custom/Ad Hoc tests, Copy testing, International research) across a range of clients and categories. He previously served at Millward Brown for seven years where he held a variety of positions. During 1999/2000, Ian briefly left Millward Brown to work for the former custom research group at Greenfield Online. Mr. Lander holds a Bachelor of Science degree in Marketing from the University of Connecticut.

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Gary Garrelick

Vice President, Research & Analysis

Gary engages with clients on all aspects of a research effort, from honing research objectives to research design, implementation, reporting, and presentations. He has extensive experience in a wide range of quantitative methods, having managed research engagements involving segmentation, trade-off analyses, image/positioning, new product/concept testing, price elasticity, and advertising assessment across the automotive, technology, financial services, pharmaceutical, gaming, and consumer products industries. Gary is also a RIVA trained moderator with vast in-room experience.

Prior to joining Directive Analytics, Mr. Garrelick held senior positions at TNS, Millward Brown, and Goldfarb Consultants. Earlier, he served as a Research Supervisor for National Economic Research Associates (NERA), an economic consulting firm. Gary received his B.A. in Mathematics and Economics from Wesleyan University and his MBA from Carnegie Mellon University.

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Kristin Champagne

Associate Research Director

Kristin joined Directive Analytics during its first year of business as a Project Director. In this time she has led, or been a part of project teams for a majority of our client base. Kristin has had extensive experience leading projects for Bausch & Lomb, Endo Pharmaceuticals, General Mills, Dunkin’ Brands, DYMO, Logitech, and Coyne Public Relations.

Kristin has had worked on a variety of segmentation studies from traditional attitudinally based segmentations to occasion and needs-based segmentations. She has also led numerous projects using online qualitative methodologies, which include developing and moderating online bulletin board focus groups.

Kristin formerly served at The Center for Survey Research & Analysis, where she led various research projects in the public and private sector. Ms. Champagne holds a Bachelor of Arts degree in Communications with a concentration in Advertising from Marist College and a Master of Arts degree in Survey Research from the University of Connecticut. She has also attended advanced multivariate training through the Burke Institute.

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Melinda Gee

Creative Director

Melinda provides creative direction for Directive Analytics marketing materials, as well as for our clients' creative initiatives. Previously, Melinda has served as senior art director and web designer for the medical education industry, servicing blue-chip pharmaceutical companies for over 7 years. She brings her design experience to the development of Directive Analytics' custom client reports, reporting sites, blogs, and community pages for custom panels, among other things.

Melinda holds a BA in Visual Arts from Brown University and has advanced graphic art and web development training from RISD and The New School.

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