Dave Santee, President for True North Market Insights: Market research firm

Dave Santee


[email protected]

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.

Elizabeth Lowrey, Senior Vice President for True North Market Insights: Market research firm

Elizabeth Lowrey

Senior Vice President

[email protected]

Her 20+ years in market research ranges from ad agency to Fortune 500 firms; from consumer positioning to executive B2B studies. Consistent with True North’s philosophy, she has very strong client side experience. Her stints at American Century Investments and H&R Block give her an especially strong financial services skill set. She understands the difference between generating a research report and creating decision ready insights. She has a very strong background in designing and managing some of the most complex studies including large scale consumer segmentations, mystery shopping programs and loyalty studies.

Carol Hastings, Vice President for True North Market Insights: Market research firm

Carol Hastings

Vice President

[email protected]

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 companyan began her career at a full-service research company in New York. Her experience in financial services, fintech, and consumer goods is stellar. Carol recently moved from northern California to Boise, ID

Yara Alvarez, Operations Manager for True North Market Insights: Market research firm

Yara Alvarez

Operations Manager

Yara (and Ale) add a bit of Latin flare to True North.  She has accounting degrees from Cuba as well as from the US.  She manages our accounting, invoicing, billing, taxes, and many of those internal issues that have to get done – so the rest of us can focus on doing really good research.

Christine Coleman, Senior Research Manager for True North Market Insights: Market research firm

Christine Coleman

Senior Research Manager

[email protected]

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 for True North Market Insights: Market research firm

Alejandra Cortes

Senior Project Manager 

[email protected]

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.