Martin Eichholz, PhD
Chief Insights Officer, Los Angeles
As Chief Insights Officer, Martin is responsible for ensuring that Kelton continues to be best-in-class across all the methodologies in our toolbox. He brings 20 years of insights experience to this role, combined with a rigorous approach to research innovation and a never-ending supply of curiosity. Martin never accepts the status quo and guides Kelton’s brain trust of insights experts to new approaches based on technology, creativity, and the ever-evolving business needs of our clients. He specializes in developing multi-disciplinary research solutions that seamlessly lead to activation and strategy building.
Prior to Kelton, Martin served as Vice President of Research at Frank Magid & Associates. As a Fulbright scholar, he earned a Doctorate in Mass Communication from Syracuse University after receiving master’s degrees in Public Relations from Syracuse University and in Media Studies from the University of Mainz in Germany. Martin has been published in journals such as the Journal of Advertising Research and most recently (May 2018) in Journalism Studies. He maintains close ties to the academic world through frequent guest lectures across the country and mentoring students as a member of the Professional Advisory Council for the Master of Science in Applied Psychology program 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.
Market Research: Speed vs. Quality
Kelton's Martin Eichholz and Joey Doney give their take on whether speed should win out over quality when it comes to market research projects.
Segmentation Marketing: 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.