Karen Tibbals is a ninja-level market researcher and strategist with stints at Ogilvy, Ipsos, Novartis and Merck. She has been responsible for many pharmaceutical product launches.
She took a detour for a degree in Religion from Earlham School of Religion and multiple courses in ethics and teaching ethics. While there, she found a theory that changed her view of consumer behavior. She has founded a company, Ethical Frames, to help marketers make better decisions about social issues and has written a book about it. The book is Marketing Landmines and the company website is www.ethicalframes.com