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Meet Your Team

Dave Santee

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Dave has 25+ years experience in market research and additional assignments in key account management, product management , and new business development within Fortune 500 CPG and financial service firms. He has led research teams in Fortune 500 firms and has been responsible for P&L’s. David is well versed in a wide variety of research methodologies and analytical methods. As someone who has spent his career on the client side, he is adept at converting data into meaningful, “decision-ready” information. Dave also helps firms to integrate insights into work flows and he consults with research teams to improve their effectiveness. Dave works domestically and internationally with well-known, respected brands and organizations.

Carol Hastings

Vice President
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Carol has tremendous B2B and B2C experience on both the client and supplier sides of market research. Carol’s experience on the client side includes VP, Market Research at Wells Fargo, Director of Research at a GE insurance division; she has also worked at Intuit (QuickBooks and Quicken), E. & J. Gallo Winery and Weight Watchers International. Vendor side experience spans to include being the Executive Vice President of a large, full-service research company began her career at a full-service research company in New York. Her expertise in financial services, fintech, and consumer goods is stellar. Carol recently moved from northern California to Boise, ID.

Rachael Snider

Project Manager
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Rachael is our government go to with more than 10 years of experience on the design, administration, and analysis of several dozen community-wide satisfaction and needs assessment surveys. Her experience includes working with the United States Marine Corp (ooh raw) where she was able to help provide insights into needs, performance, and priorities across 23 installations during a single survey effort. She excels at research and statistical analysis and brings a whole new perspective with her to True North.

Christine Coleman

Senior Research Manager
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With over 20 years of experience in supplier-side market research, Christine brings her ability to get the project done to True North. Christine started with phone-room research moved up the ranks Director of Project Management. Being a part of the True North team was a natural step forward in her career. Her job at True North is to provide support at all levels, from project management and questionnaire design to analysis and reporting. Trying to get exactly what the client needs to move forward is always her goal.

Alejandra Cortes

Senior Project Manager
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Alejandra is a Market Research Professional with over 15 years of experience driving data-focused decisions through consumer feedback, qualitative and quantitative analytics. Leading the evaluation of consumer behavior to execute product development strategies, helping brands to differentiate themselves by understanding what really drives their customers’ loyalty. As a Project Manager at True North, Alejandra is responsible for development, implementation and ongoing support of clients’ projects. She works intimately with the project data and clients’ initiatives to provide performance-driven insights for U.S. and Latin-American clients. Alejandra excels in Hispanic research.

Ajith Menon

Manager, Research Technology
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Many new and innovative tools are now available to market researchers. We are determined to leverage the latest tools. That’s where Ajith comes in. Ajith has a Masters in both Micro Biology and Market Research (i.e., he’s really, really smart). His technical skills makes him the perfect person to make sure True North is never your father’s market research firm.