Terrie Wendricks has over 30 years of experience in consumer and shopper insights. She leads our ShopperEyes® Division which leverages traditional and non-traditional methodologies to create solutions for both manufacturers and retailers to the challenges of today’s rapidly changing retail marketplace. Under her leadership, the Division provides a suite of flexible and customizable research approaches to address a range of business topics along the shopper journey.
Prior to joining C+R in 2014, Terrie worked for Hillshire Brands Co., Sara Lee, Kraft Foods, HJ Heinz and The BASES Group. Her passion is leveraging consumer, marketplace, and shopper understanding to build brand strategy and communication, innovation, shopper marketing, and category leadership programs.
Terrie is a recipient of two Advertising Research Foundation Ogilvy Awards and the Path to Purchase Institute's Who's Who in Shopper Insights. In addition, she was responsible for driving significant increases in category captaincy and Kantar PoweRankings on providing retailers most actionable shopper insights when at both Kraft and Sara Lee.
Terrie graduated from the University of Wisconsin-Green Bay with a B.S. in Human Development with a minor in Psychology.
How did you get into the market research industry?
It was really being unplanned. I was majoring in Human Development with a minor in psychology. I was going into my senior year and really didn’t want to go immediately to grad school. So, I went to my school’s placement office and asked them what types of jobs I could apply for. The counselor asked me what my interests were and then suggested market research along with some courses to round out by qualifications. I was fortunate.
What’s your favorite thing about Market Research? What do you enjoy about Market Research?
I love to solve problems and understand what drives people to do what they do. The insights field is the ultimate way to get to …the what, so what, and now what.
What’s the best piece of advice you ever received?
Listen to understand rather than listen to respond…this is the only way you can truly understand another’s perspective as well as develop empathy.
What’s the best part about working at C+R?
It probably sounds corny but it is the people and the culture, we all, care about doing market research and what is right and actionable for our clients. It isn’t about the revenue…not even for a CFO (okay, maybe for him, it is a little bit!)