As the principal of Creative Waves Research, Mary Beth Keller is involved in all aspects of qualitative research -- from the design, fielding and moderating to the analyzing and presenting of results. Mary Beth has worked with an extensive range of clients in the packaged goods, service, retail and pharmaceutical categories. As a qualitative researcher, she takes pride in her ability to foster a comfortable environment for the respondents who participate in her research. Mary Beth has experience in dealing with sensitive and emotional topics and works tirelessly to insure respondent privacy and confidentiality. She also enjoys the challenges of children and teen work for which she has developed many fun and innovative ways to get young respondents to open up and share their thinking.
Given her involvement with so many clients, target audiences and different products, Mary Beth is able to help her clients see challenges from different angles. This philosophy has been particularly important to the success of the qualitative research and brainstorming sessions she conducts. And, through these group and individual interviews and the facilitating of successful brainstorming sessions, clients have accomplished new product generation, strategic positioning and creative development.
Prior to launching Creative Waves, Mary Beth gained valuable experience from various assignments at Manufacturers Hanover Bank and then as a full time qualitative reseacher at Saatchi & Saatchi Worldwide Advertising. At Manufacturers Hanover (a predecessor firm of JPMorgan Chase), Mary Beth achieved officer level, was a three-time recipient of the company's Productivity Award, worked on in-house marketing of the Global Operations facility and bank products, and conducted quality circles aimed at improving workflow. Throughout her tenure at Saatchi & Saatchi, Mary Beth was integral in the introduction of new qualitative and idea generation techniques. She continually builds on her already lengthy list of creative exercises, tasks, and probing techniques to help uncover consumer beliefs, attitudes, and benefits as well as create new products, promotions, positionings and strategies.
Mary Beth holds a B.A. in Psychology from the University of Rochester and has held many volunteer positions for both her university alma mater and her high school alma mater, The Bronx High School of Science. While serving on the Board of Directors for the Pleasantville Fund for Learning, she helped substantially increase donations to bring curriculum enhancements to her local school district. She has chaired various PTA committees and is annually entered into the Who's Who directory and was recognized by her peers as an “Outstanding Leader” in Girl Scouts.
Mary Beth Keller is CITI-certified. The Collaborative Institutional Training Initiative is a web based training program in human research subject protection. This certification is required by the U.S. Department of Defense and other governmental entities as a pre-condition for conducting qualitative research.
Mary Beth Keller, Creative Waves