Meet Our Moderator: Clay Dethloff

Clay is a seasoned qualitative research professional with more than 25 years of experience.

He led the qualitative research practice at three major U.S. research firms before joining Decision Analyst in 2015. As the head of qualitative research at Decision Analyst, Clay is responsible for identifying new, innovative qualitative research platforms and tools, recruiting and training the very best moderators, and maintaining Decision Analyst’s network of strategic qualitative partners.

Clay emphasizes nondirective interviewing techniques, and he employs an array of projective techniques in his qualitative work. Clay is great at building trust and rapport with respondents so that they feel safe and secure in opening up to him. Clay is trained in the classical qualitative techniques (in-person focus groups and depths). He is a leader in using various online platforms (bulletin boards, online chat groups, webcams, large-scale qualitative, etc.), and he utilizes these techniques to enhance the qualitative learning.

Much of Clay’s work involves understanding the rational and emotional perceptions and connections 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.

Clay focuses on the U.S., the U.K., Canada, and Australia, where his Southern U.S. English can be partially understood.

Clay works across many industries and categories, but he tends to focus on five main categories: consumer packaged goods, including foods and beverages; consumer services; food service and restaurants; B2B; and durable goods.

Clay really enjoys branding and positioning work, innovation and new product development, and strategy development and optimization.

Clay is a hobby sailor, a chicken rancher, and a vegetable gardener. He’s also an avid fly fisherman.

Qualitative Research Services

If you would like more information on Qualitative Research, please contact Clay Dethloff by emailing or calling 1-817-640-6166.

Persona Development

Meet Our Moderators