Martin Eichholz, PhD
Chief Insights Officer
Martin is an expert in matching innovative research methodologies with the unique challenges Kelton’s clients are facing. A great storyteller and strategic thinker, Martin makes sure that clients activate insights throughout their organization and puts this important role to use as the senior lead for many of Kelton’s biggest accounts. Combining a quant nerd background with an outgoing personality and a strong believe in the growing importance of qualitative research, he has helped generate growth for clients like Amazon, Comcast, Google, Delta Dental, and UCLA.
Prior to Kelton, Martin served as Vice President of Research at Frank Magid & Associates. He received Master’s degrees in Public Relations from Syracuse University and in Media Studies from the University of Mainz in Germany. He also earned a Doctorate in Mass Communication from Syracuse University. Martin has been published in journals such as the Journal of Advertising Research and most recently (May 2018) in Journalism Studies. During his academic career, Martin was a Fulbright scholar and earned a number of awards. Today, he still enjoys giving frequent guest lectures at USC.
When not spending time with his wife and three kids, native German speaker Martin is a talented pianist, enthusiastic hiker, resolute AYSO referee, late-night video gamer, and avid runner who has completed the New York City marathon three times. He is known as a tough competitor in Kelton’s Office Olympics but is sadly still waiting for a big win.
Facing Reality When It Comes To Typing Segments
Segmentations remain one of the most popular types of quantitative research studies, and when done right, they have the potential to transform an organization’s marketing strategy, especially from a product or brand portfolio perspective.
Where Market Research & Literature Intersect – Big Data and Opting Out in Dave Eggers’ "The Circle"
Big Data was arguably the trendiest market research term in 2013, and it continues to remain popular – though thankfully treated with an increasingly healthy dose of realism about what it can actually achieve. However, despite this new realism market researchers and especially quanties like me tend to remain happy about getting our hands on massive amounts of data. And lots of these data are collected unobtrusively or overtly yet with rather well-hidden “opt out” features.