MAi's leadership team has an average of 25 years experience. Our industry expertise ranges from CPG to Financial Services, Health Care to Retail, and more. Our staff stays current on the issues and trends relevant to contemporary business, whether consumer-focused or B2B.
MAi was founded nearly 30 years ago and has enjoyed a steady pattern of sustained growth - and we don't intend to slow down. Our team has completed over 2,300 studies in over 35 countries over the last 10 years alone! Our commitment to finding the right answers has driven us to expand our capabilities as the market has changed. We have always stayed ahead of the curve and our long list of clients testifies to our success.
Richard Serrins, President
Firm President Richard Serrins has worn multiple hats since he joined MAi in 1986, including Partner and Managing Director. Rich's experience has focused on research design and analysis, as well as segmentation and tracking, advertising copy testing, and new product development.
Rich oversees the strategic direction of MAi in addition to providing vision and focus to research initiatives. His client experience includes AT&T, Coca-Cola, Bank of America, IBM, Northwestern Mutual, Owens-Corning, and EuroRSCG.
Kelly Weber, Partner
Kelly Weber has 20 years of expertise in market research and marketing strategy to share with her MAi clients.
Kelly has a strong background in retail research, CPG, and durable-goods categories, working with such clients as Kmart, Lowe's, Rubbermaid, Revlon, Owens Corning, Campbell Soup, Kraft/Nabisco, SentrySafe, Turner, Nestle, and Bank of America. She provides expertise with complex strategic design, large-scale tracking and segmentation studies, and all stages of concept and product/sensory testing.
Paula Nyfield, Partner
Paula Nyfield has over 25 years of research experience encompassing all sides of the business: supplier, agency and manufacturer. Since 1989, Paula has used her broad research background for the benefit of MAi clients, particularly in CPG and retail.
Key business issues Paula focuses on include gaining a greater understanding of the shopper at the "moment of truth" as well as more preliminary research to identify and develop strong ideas, optimize concept/product elements and manage her clients' businesses more effectively. Paula has conducted client projects in over 25 countries.
Rip Roach, Partner
Rip Roach joined MAi in 1989. Rip's extensive research background in Consumer Packaged Goods as well as Pharmaceuticals provides MAi with deep expertise across a wide base of clients.
At MAi, Rip focuses on providing clients with unsurpassed service. Rip ensures that all analytic output offers genuine marketing insights - and compelling analysis of associated implications.
