Kirsten Zapiec

As a child, I was an avid TV watcher, as much as I am reluctant to admit it, commercials often mesmerized me! Little 30 second stories that could draw a person in and sell a product. It was inevitable I would find my way into the world of brand and advertising. Every brand has a story to tell, a story that will engage, inform, delight, and impact the audience. I facilitate brand storytelling that delivers results. I am the conduit between brand and consumer.

Over the last 25 years, I have been a pioneer and thought leader in brand and communications research. My career has spanned both the client and agency sides of the Market Research world; working with many premier brands, such as Intel, Coca-Cola, Visa, Bank of America, Sprint, and Pfizer. I have innovated and led large multi-million dollar businesses for the largest, global, market research agencies, including TNS and GfK.

My success is due to never becoming complacent – always embracing change. As digital technology led to a frenetic marketing environment I became a pioneer, leading the innovation of new and cutting edge research techniques that produced insights relevant to the current marketing environment. But the truth is, after many years with the big agencies I was a bit frustrated. You see, the Market Research industry just isn’t adapting fast enough to the world of modern marketing. The industry still clings to old mindsets and ways of thinking. So I decided it was time for a change – a big change. I decided to leave behind the traditional market research agencies to develop a better way to tell modern day brand stories.

In 2016 I co-founded bbb Mavens, a modern day market research consultancy. bbb stands for brand, buzz and behavior. And Maven, a Yiddish word for “someone who knows her stuff.” We work with brands to develop deep, emotional connections with consumers. We use both structured and unstructured data to tell brand stories.

Branching out and starting bbb Mavens, has been deeply rewarding. I would love to discuss the Mavens with you, reach out and give me a shout!