Ed Bovich, Ph.D.

Ed has over 20 years' experience in marketing and research. His broad perspective allows him to appreciate the bigger picture and to provide findings that are both highly insightful and precisely focused on real management issues. Ed can play a uniquely valuable role on interdisciplinary teams or in new market arenas, where there may be little market history for guiding decisions.

While Ed has done lots of work in consumer markets, he specializes in business-to-business, especially in technology. He has conducted research in 15 countries worldwide. He has special expertise in concept development and testing, positioning, branding, and market segmentation and targeting.

In addition to years of experience in qualitative research, Ed has held positions in:

Advertising: As a Planner at DDB Needham, on Clorox, General Mills, and Kraft accounts, among others
Marketing Consulting: At FL+A, focusing on new product development, channel marketing, segmentation
Academics: University of Michigan, Assistant Professor of Marketing, teaching graduate courses in Marketing and Marketing Research
Line Management: Director of Marketing at Hughes Network Systems (designing and launching the first digital cellular phones) and in Product Marketing and Management at a startup venture (developing "wireless thin client" products).

These positions have provided Ed with extensive experience in:

Business-to-Business markets (a variety of products, services, issues, including channel management)
High tech markets (software, hardware, internet and IT service-related sectors — from the general to the very technical)
Industrial markets (manufacturing equipment and technologies, MRO in a very wide range of industries)
Consumer markets (packaged goods, financial and other consumer services)
Internet sectors, from business concept development to website development/ testing to data-mining

Ed's client list includes:

DDB Worldwide, Doner, Draft FCB Group, Leo Burnett Technologies, Ogilvy & Mather Worldwide, AT&T Broadband, Blue Cross/Blue Shield Association, Coca-Cola, The Gatorade Company, State Farm, The Northern Trust Co., White Rodgers, LaSalle Bank, ABN AMRO, Chicago Mercantile Exchange, Inc., Gomez, Inc., Emerson, Hughes Network Systems, IBM, Lotus, Intel, iPass, Liebert Global Services, Novell, Owens Corning, Ridge Tool, Sears, Winston & Strawn, Hilton, Escada, Visa, The University of Michigan, Shell Oil, 3Com, and a variety of other technology, industrial, services, startup and consumer products companies.

Ed holds a Ph.D. in Marketing, an M.A. in Experimental Psychology, and a B.B.A., all from the University of Michigan. To round it out, Ed also completed two years in the Fine Arts School at the U of M. Ed is based in Chicago.