Team - US

Jonathan H. Goldwater, Vice President of Research

Jonathan Goldwater is Vice President of Research, where he is responsible for providing actionable findings to clients' research needs.

Mr. Goldwater worked at the MeansEnd Laddering division of the Wirthlin Group where he was involved with research projects for Fortune 500 companies, including Coca-Cola, FedEx, Proctor and Gamble, Candidates for national legislative positions in the US and overseas, Mary Kay Cosmetics.In addition to MeansEnd Laddering, Mr. Goldwater is an expert in Narrative Research, a form of ethnographic analysis that involves studying products in their place of application and use. His clients include BP/Amoco Oil, Verizon Telephone, Intel...

Born and educated in London, Jonathan is familiar with European, US and additional markets. He was involved in work to re-introduce Coca-Cola to India and has examined and developed marketing strategies for the positioning of products for Oriental, European and American consumers.

He has got an extensive experience in establishing Best Practices in Call Center Management entailed visiting leading centers across the country. He conducted an analysis based on his discussions and research with Edison in California during the period of outages and high prices and recognized leaders in customer service such as the upscale department store, Nordstrom's, and the brokerage house, Fidelity Investments.

The findings were used to improve the quality of service and efficiency of commercial/industrial and residential phone centers. This analysis identified new products and services that could be provided as an added value in an existing industry. The result was a new way to market the client's existing products and the identification of brand extensions as well as innovative new product concepts.

Cultural interfacing is always a complex issue for both client and consumer. A complex cultural analysis was used to understand the needs of a caller center's customers and the results used to improve employee training and in the development of scripts for front line service reps.

Lectures/Conferences

• American Marketing Association, Advanced Research Techniques Conf., Monterrey, Ca - "MeansEnd Laddering"
• University of Texas at Dallas, School of Management - "Communications Theory and Practice" - Semester course for the MBA program.
• Conference on Organizational Teams, Dallas, TX - "Segmenting Organizational Units using Environmental Norms".

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