Executive Team

  • Jerry W. Thomas
    Jerry W. Thomas
    President and CEO
    Email: jthomas@decisionanalyst.com
    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.

 
  • Bonnie Janzen
    Bonnie Janzen
    Executive Vice President
    Email: bjanzen@decisionanalyst.com
    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.
 
  • Kathi McKenzie
    Kathi McKenzie
    Executive Vice President
    Email: kmckenz@decisionanalyst.com

    Kathi has a background including more than 25 years in marketing, marketing research, advertising, and consulting. She manages several teams of research professionals and also serves on the company’s Board of Directors and Strategy Team.
 

Kathi’s work spans a variety of industries: retail, sporting goods, alcoholic beverages, restaurants, tobacco products, financial service, telecommunications and consumer packaged goods. She enjoys challenges and providing customized results in a focused and efficient manner. She believes that her background as both a client and a vendor of marketing research improves her ability to focus on what is truly important.

Prior to joining Decision Analyst, Kathi worked as a marketing research manager for The Bloom advertising agency, as well as with a cellular telephone firm in Dallas, Texas. Kathi holds a Bachelor of Science degree in Psychology from Texas A&M University and a Master’s degree in Business Administration from Southern Methodist University.

 
  • Felicia Rogers
    Felicia Rogers
    Executive Vice President
    Email: frogers@decisionanalyst.com

    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.

 
  • Elizabeth Horn
    Elizabeth Horn
    Senior Vice President
    Advanced Analytics Group
    Email: ehorn@decisionanalyst.com

    Beth has provided expertise and high-end analytics for Decision Analyst for 20 years. She leads the Advanced Analytics Group and is responsible for design, analyses and insights derived from discrete choice models, MaxDiff analyses, volumetric forecasting and other advanced analytics. She specializes in product and pricing optimization and market segmentation. Beth is consulted frequently by clients and internal account teams regarding best practices in research methodology.
 

Her analytic experience spans several industries, such as food and beverage, personal care, high tech, home improvement, appliances and other durables, pharmaceuticals, and travel/hospitality. She has published articles in marketing publications and refereed psychological and statistical journals

Beth earned a Ph.D. and a Master of Science in Experimental Psychology with emphasis on psychological principles, research methods, and statistics from Texas Christian University, Fort Worth, TX.

 
  • Clay Dethloff
    Clay Dethloff
    Senior Vice President
    Insights & Innovation Group
    Email: cdethlo@decisionanalyst.com

    Clay is an experienced marketing research professional with 25 years of experience in both leading and delivering qualitative research in the industry. As the head of qualitative research efforts at Decision Analyst, Clay is responsible for maintaining and improving the quality of qualitative research, identifying new/innovative qualitative research tools, and overall management of the qualitative team.
 

Clay has conducted qualitative research projects using both traditional methods (focus groups, one–on-one interviews, and telephone interviews) and online qualitative methodologies (bulletin boards, online chat groups, among others). Clay often works with his clients in using research results to develop marketing and communications strategies and formulate tactical recommendations for implementing those strategies.

He brings to each study the ability to draw upon a wide range of experiences, having conducted research in over 20 different categories including products, retail/restaurants, services, organizations and employee relations. Much of Clay’s work has involved understanding the rational and emotional perceptions and connections that consumers have with products and services through a process called “laddering”. Clay has conducted and led over 200 laddering related studies around the world. He has trained over 300 interviewers and analysts globally in the laddering/values research methodology.

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 jthomas@decisionanalyst.com, or by calling 1-800-ANALYSIS (262-5974) or 1-817-640-6166.

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Contact Us

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