Decision Analyst

Contact Us: 1-817-640-6166

Executive Team

  • Jerry W. Thomas
    Jerry W. Thomas
    President and CEO
    Jerry W. Thomas is President/CEO of Decision Analyst, one of the top 20 research companies in North America. He founded the company in 1978. He leads the overall strategic planning for the firm, heads the executive committee, serves as a consultant to Client Service Teams within Decision Analyst, and plays a key role in the design of firm’s proprietary research services and related mathematical models.

He has served as a research and analytic consultant to many major companies over the years. He worked on the development and marketing of personal computers, word processors, printers, copiers, educational toys, electronic calculators, digital watches, microwave ovens, and many new Consumer Package Goods products. He began his career at Hallmark Cards, working in brand management, and then moved to Kraft Foods brand management, focused on new products. He next worked at a major national research company, before launching Decision Analyst.

He served on the Board of Directors of CASRO (Council of American Survey Research Organizations) for many years. He also helped launch the graduate program in marketing research at The University of Texas at Arlington and headed its Advisory Board for many years. He still serves on that Advisory Board, as well as the Advisory Board for the College of Business at UT Arlington. He holds an MBA from The University of Texas at Austin and studied graduate economics at SMU. He is a student of marketing strategy, new product creation, and mathematical modeling.

  • Stan Hazen
    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.
  • Bonnie Kenoly
    Bonnie Kenoly
    Executive Vice President
    Bonnie manages several account teams and key accounts. She has more than 25 years of marketing research and consulting experience.

    Bonnie focuses much of her energy on global strategy research for Fortune 500 companies, integrating qualitative methods and advanced analytics to provide creative solutions and actionable results. She has a depth of experience in research and consulting for strategic initiatives, including new business acquisitions, new business concepts, global expansion, and brand development and extension.

    She is experienced in a variety of industries including consumer packaged goods, retail, business to business, beauty/cosmetics, and media. She has moderated hundreds of focus groups and depth interviews, as well as analyzed hundreds of qualitative research projects. She believes that being an experienced moderator, as well as having a strong statistical knowledge, improves her ability to provide insights for businesses.

    Prior to joining Decision Analyst, Bonnie worked as a marketing research specialist for a management consulting firm in Dallas, Texas. Bonnie has a Bachelor of Science degree in Statistics from Oklahoma State University.
  • Felicia Rogers
    Felicia Rogers
    Executive Vice President

    As an Executive Vice President at Decision Analyst, Felicia manages a group of Client Service teams and is deeply involved with several of the company’s clients. She serves as the group director on all business with key accounts and works closely with the Account Management, Analytics, and Operational teams on a wide variety of projects.

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, and evaluate and refine brand strategy, positioning and advertising and promotional campaigns. 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
    Garry Upton
    Executive Vice President
    Garry manages several Client Service Teams, as well as the company’s Business Development group.

    Garry’s 35+ years of marketing and marketing research have included client and consultive research posts as a technician in the companies' management and C Suites. He has served on Boards and councils covering, statistical, marketing, and procedural issues for companies, educational institutions, and Associations.

Garry wrote “Survival Outside The Pack,” a tutorial for C Suite down-sized management, and he has enjoyed lecturing on college campuses and presenting at client companies, industry conventions, and trade shows.

Garry’s research experience includes significant work with industries as diverse as travel, packaged goods, publishing, not-for-profit groups, retail, HVAC/construction, public utilities, and oil and gas companies.

Prior to joining Decision Analyst, Garry’s work experience included: Lennox Industries (branch management, and director of marketing research), Dr Pepper (marketing research management and MIS management), and A.C. Nielsen (retail industries ops management and client service). He was one of four who opened the Dallas, Texas, office for Nielsen. Garry is a product of the University of Nebraska, with postgraduate work through a joint Northwestern University and A.C. Nielsen program.

Marketing Research Services

Decision Analyst is a leading international marketing research and analytical consulting firm. If you would like more information on our marketing research and analytical consulting services, please contact Jerry W. Thomas, President/CEO, by emailing him at, or by calling 1-800-ANALYSIS (262-5974) or 1-817-640-6166.


Contact Us

Toll Free: 1-800-ANALYSIS (262-5974)
International: +1-817-640-6166