Linda McGivern, Vice President at C+R Research, is an innovation expert and seasoned qualitative researcher. She focuses on discovering deep insight around consumer desires and pain points which are foundational to the development of new products, services, and content.
She has developed techniques for brainstorming and optimizing ideas with kids, teens, and adults. This work, spanning thirty years, has helped shape and communicate hundreds of new ideas within the Consumer Packaged Goods, Healthcare, Financial Services, Publishing and Technology sectors.
Linda also has significant experience in developing and executing brand growth strategies. She spent several years as a brand director at Kraft Foods, and as an account planner at Leo Burnett and FCB advertising.
Linda holds a masters degree in Integrated Communications from Northwestern University.
What's your favorite thing about Market Research? What do you enjoy about Market Research?
I love trying to figure people out; their motivations and inconsistencies are often surprising. Yet, in the end, we all want a few key things like respect, love, excitement, and peace of mind. However, what fascinates me most, is figuring out how C+R Research's products and services fit into these archetypal themes.
What's the best part about working at C+R?
At C+R Research we have a very supportive culture. We all count on each other to integrate and deliver outstanding work, consisting of rich insights, based on multi-modal research. The best part is continually having a satisfied client.
What's the most rewarding thing about your job?
I am the 'helping' type. Making my client's life easier--even in the smallest ways--is gratifying. When I was on the client side, I truly valued that.
What advice do you have for others wanting to get into market research?