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Executive Team

Jerry W. Thomas
President and CEO

Jerry W. Thomas, President and Chief Executive Officer, is the founder of Decision Analyst. His principal responsibilities include strategic planning and general management of the firm. Jerry is deeply involved in the development of research techniques and study designs used throughout the company.

He is a widely published author of articles on marketing research and marketing strategy and is a frequent public speaker on these topics. He currently serves as Chairman of the Advisory Board for the Master of Science in Marketing Research (MSMR) program at the University of Texas at Arlington.

His focus is on marketing strategy and new products, including the volumetric forecasting of new product sales. His background is primarily consumer packaged goods, food service, and high tech.

He holds an MBA degree from the University of Texas at Austin, with additional postgraduate studies in Economics at Southern Methodist University.

Bonnie Kenoly
Executive Vice President

Bonnie Kenoly has more than 25 years of marketing research experience, and she has been with Decision Analyst for 24 years. She has a depth of experience in strategy research, advertising, branding, communication, and other strategic initiatives, as well as concept, product, and packaging research.

Currently, she manages several major account teams and works with key clients. The teams she manages include specialists in retail, consumer packaged goods, technology, and automotive. She works with multinational companies to improve strategies and competitive advantage in both consumer and business-to-business markets.

She has also moderated hundreds of focus groups and depth interviews. Her moderating and qualitative analytical skills have been applied in many areas, including communication, branding, and strategic positioning of companies and products. She has moderated groups of women, men, children, teens, seniors, and professionals in various industries. She believes that being an experienced moderator helps improve analytical capabilities for both qualitative research as well as quantitative research.

Bonnie has a Bachelor of Science degree in Statistics from Oklahoma State University. She worked as a management consultant before joining Decision Analyst.

Felicia Rogers
Executive Vice President

Felicia Rogers is an Executive Vice President at Decision Analyst. She manages a group of Client Service teams and is deeply involved with some of the company’s major clients. Felicia serves as the group director on all business with these major accounts and works closely with the Account Management, Analytics, and Operational teams on all initiatives.

Felicia joined Decision Analyst’s Client Service staff in 1989 and has since been instrumental in designing and implementing research programs to help clients develop and launch new products, evaluate and refine product positioning programs and advertising campaigns, as well as improve brand strategies. Felicia is experienced in both consumer and business-to-business research, and is a seasoned qualitative and quantitative researcher.

She serves as a member of Decision Analyst’s Management Advisory Committee and the Board of Directors and is heavily involved in strategic initiatives to keep the company’s products and services at the forefront of the marketing research and consulting industry. Felicia holds a Bachelor of Business Administration, with a concentration in Marketing, from the University of North Texas.

Garry Upton
Executive Vice President

Garry Upton is responsible for managing several client service groups within Decision Analyst as well as the company’s new business efforts.

Garry’s 35+ years of marketing and marketing research experience give him a keen sense of strategy and its importance in stimulating business growth. He is proficient at helping clients understand research requirements and the best methods for delivering timely decision-oriented information. He is an expert in combining secondary and primary research to enhance strategic analyses.

Garry’s research experience includes significant work with industries as diverse as travel, packaged goods, publishing, retail, HVAC/construction, religious programming, charitable giving, public utilities, and the oil and gas industries. His experience in B2B (channel of distribution) research is as extensive as his research with consumers.

Prior to joining Decision Analyst, Garry’s work experience included: Lennox Industries (director marketing research), Dr Pepper (marketing and MIS management), and A.C. Nielsen (store audit production and client service). Garry is a product of the University of Nebraska, with postgraduate work through a joint program with A.C. Nielsen and Northwestern University.

Stan Hazen
Executive Vice President

Stan Hazen, Executive Vice President—Client Service, is a member of the Board of Directors. He manages multiple Client Service teams. He has been with Decision Analyst since 1983.

Stan’s strengths are in complex study designs and in the analytical translation of research data into feasible marketing options. Product testing, concept testing, and strategy research are his areas of expertise. He is particularly skilled in composing clear, lucid reports that nonresearch people can easily understand.

Stan’s research experience includes packaged goods, computers, industrial electronics, healthcare, financial services, airlines, restaurants, and hotels.

Stan studied Mass Communication and Marketing at Oklahoma State University, where he received a B.A. in English and a Master’s degree in Mass Communication.

Marketing Research Services

Decision Analyst is a leading international marketing research analytical consulting firm. If you would like more information on our Marketing Research Services, please contact Jerry W. Thomas by emailing or calling 1-817-640-6166.

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