Mark Michelson – Founder & President

Mark Michelson has over 28 years experience as a marketing researcher. Mark is an expert with all forms of qualitative research with extensive experience in designing and conducting studies that explore behavior, emotions and sentiment. With training based on classic anthropology, sociology and psychology, Mark is adept at observing people and getting them to share their stories and point of view whether in focus groups or in-depth interviews, in person or online.

Mark has extensive experience conducting qualitative research around the globe to help design customer experiences, products, packaging and communications for some of the worlds’ most respected brands including Coca-Cola, Walmart Stores, Sears, Target Stores, Publix, General Motors, Ford, Hewlett-Packard, Samsung, Microsoft, GSK, Eli Lilly, Wrigley and more.

In addition to being a renowned marketing consultant, Mark is the co-founder of two highly regarded industry trade associations including the Mystery Shopping Provider’s Association (MSPA) and the Mobile Marketing Research Association (MMRA). Mark also served on the board of directors of the Qualitative Research Consultant’s Association (QRCA). Mark is a frequent speaker at conferences, trade shows and universities around the globe.

Upon graduating from the University of Georgia in 1984, Mark founded Michelson & Associates, Inc. based in Atlanta, Georgia to provide customized research services for companies whose business depends on understanding their customers and prospects. He sold this business in 2003 and has since focused on qualitative research and consulting. After serving a short stint with Synovate Qualitative, Mark created Threads Qualitative Research with the intent to tie together his contacts and resources from MSPA and QRCA to create a truly global qualitative boutique.