Demand for Customer Centered Innovation Fuels Cheskin's Growth for 2006
27 Mar 2006|Added Value
Momentum Builds with Hewlett-Packard One Voice Excellence Award, Team Expansion and Upcoming Speaking Engagements
Redwood Shores, Calif. – March 27, 2006 – For Cheskin, an innovation consulting firm, 2006 is shaping up to be a bellwether year. Following on the success of significant engagements with Microsoft, Dreyer’s and the National Council of La Raza, the firm’s growth is being fueled by important new engagements with companies including Wal-Mart, Kao Brands and Sony. Additionally, Cheskin’s new book, Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences (New Riders Publishing ISBN 0-321-37409-6), was released to strong reviews in January. The firm’s focus on customer-centered innovation is resonating within the business community.
Hewlett-Packard One Voice Excellence Award
Global ethnographic work recently completed by Cheskin for the Boise group at Hewlett-Packard has resulted in the group garnering an HP One Voice Excellence Award. The award recognizes internal company efforts to achieve brand excellence.
“Cheskin’s awareness of and approach to emerging markets helped us to not only understand basic customer needs and how environmental and cultural factors shape behaviors, but also created a visual description of current and potential customers – making them come alive for HP employees around the world designing products and solutions for these markets,” said Susy Brooks, product marketing manager at HP.
Growth Continues in Technology Innovation, Experience Design and Hispanic Market Expertise
The firm continues to build and expand their East Coast presence:
- Jim Martin, executive vice president with Cheskin, excels at helping clients identify meaningful experience-based innovation opportunities to create competitive advantage. Martin was a co-founder of Smartworks, a non-traditional marketing think tank within Ammirati Puris Lintas. As a managing director at DVC Worldwide and a vice president at Young and Rubicam, Martin focused on new marketing. A graduate of Georgetown University’s School of Foreign Service, Martin holds a master’s in business administration from Thunderbird, the Garvin School of International Management.
- Miguel Gomez Winebrenner joins as senior consultant for Cheskin’s Cultural Insights Studio. Having worked across industries, including financial services, consumer products, telecommunications, entertainment and healthcare, Gomez secures competitive advantage for client companies through his expert understanding of US Latino and Latin American markets. Gomez was formerly with C&R Research in Chicago, where he established LatinoEyes. He is the co-author of the book Hispanic Marketing and Public Relations. Originally from Bogota, Colombia, Gomez graduated with honors in economics from the University of Iowa.
New West Coast team members include:
- J. Gabriel Rendón, research manager at Cheskin, specializes in Hispanic community and health. Previously with the Academy for Educational Development’s Center for Health Communication, Rendón coordinated Hispanic initiatives under a contract with the Centers for Disease Control and Prevention and provided communications, marketing and research support to federal, state and community health projects. Rendón has published numerous articles and has spoken widely. He holds a master’s degree in communication in contemporary society from Johns Hopkins University and a bachelor’s degree from Boston University.
- Keren Solomon, strategic director in Cheskin’s Experience Design Studio, adds to Cheskin’s growing ethnographic capabilities. Prior to joining Cheskin, Solomon provided qualitative research and consulting to companies such as Intuit, Adaptive Path, Perception Research and The Aaronson Group. She was formerly with Envirosell, a behavioral research company founded by Paco Underhill, and at Event Zero, an interactive agency in Boston and New York. She’s active in the Society for Applied Anthropology and the Association for Computing Machinery’s Special Interest Group on Computer-Human Interaction (ACM SIGCHI). Solomon has a bachelor’s degree in history from the University of Pennsylvania and a master’s in international relations from Yale University.
- Cheskin’s analytical capabilities are further enhanced with the addition of Danielle Wayne. Having honed her skills as an actuarial and merchandising analyst, Wayne will provide senior analytical talent to Cheskin’s Technology Innovation Studio. She holds a degree in math and Spanish from St. Mary’s College.
CEO Darrel Rhea To Discuss Branding, Innovation and Experience Design
Cheskin’s CEO Darrel Rhea continues to share insights on innovation, branding, and delivering meaningful customer experiences. Public speaking appearances in spring include:
- Building Innovation Around the Customer Experience, a conference produced by 2nd Road and Bain and Company. Sydney, Australia; March 27 and 28.
- “Design Research for Product and Brand Innovation,” a two-day Design Management Institute seminar. April 27 and 28 in New York; June 22 and 23 in Chicago; and November 2 and 3 in San Francisco.
- “Making Meaning: The Heart and Soul of Innovation,” sponsored by the IIT Institute of Design. April 20 in Chicago.
- “Should Ethnography Drive Design?,” at Business Insights from Consumer Culture: A Marketing Science Institute Conference. May 3 in Toronto, Ontario, Canada.
- The Business of Brand – Design – Experience: 18th DMI International Brand Design Conference. Keynote speaker, May 17 in Montréal, Québec, Canada.
- The Commonwealth Club. “Making Meaning for Business Success.” May 22 in San Francisco.