Scott Worthge, Research Director, Quest Mindshare
Scott’s market research career includes more than 40 years as an insights practitioner, combined with part-time university-level teaching for more than 20 years, notably for UC Berkeley and Michigan State’s Masters in Market Research program. Much of his day-to-day work involves evaluating new technology and practices for data collection that potentially will deliver better data quality and results, especially for quantitative research projects. Recent areas of focus for his investigations and real-world tests have been synthetic data modeling, voice and video data collection effectiveness, multicultural trends in the U.S. and how they’re affecting “representativeness”, and an ongoing attitude and perception survey of “newer” researchers.