Dr. Morris S. Whitcup, President, has extensive hands-on experience in both marketing research and management consulting. During the course of his career, he estimates that he has conducted and consulted on over 4,000 studies, predominantly encompassing RX and OTC medications, healthcare delivery, medical devices and consumer packaged goods.

Since receiving his Ph.D. in Social Psychology from Columbia University, Dr. Whitcup has held senior executive positions with several research and consulting firms.

Dr. Whitcup is an acknowledged expert in consumer comprehension relating to labeling. Of note, he has contributed to the successful RX to OTC switches of Aleve®, Zantac® and Lamisil AT®, among others, and to successful OTC medical device approvals. His clients have included many major pharmaceutical, device and diagnostic companies.

He has appeared before the NAD and NARB as an expert witness in the fields of advertising communication and miscommunication.

Dr. Whitcup’s research has been published in market research industry journals and by agencies of the Federal government, and he has lectured at industry conferences.

Keith LaMattina, Director of Research Services, has 15 years of experience in primary custom market research with a specialization in pharmaceutical, device and healthcare research. Of note, he has particular expertise in complex multivariate and multi-country international studies.

Keith has worked on many diverse types of research including forecasting, copy and messaging tests, attitude and usage studies, concept/product tests, advertising tracking and comprehension studies and claims substantiation.

In addition to his experience in healthcare and pharmaceutical studies, Keith has conducted studies for a wide gamut of industries, including consumer packaged goods, financial and business services, and media and entertainment.

Keith has held senior research positions at several market research firms.

Bill Heiland has over 30-years’ experience in market research. He has worked on both the client side and at a noted market research firm where he was Sr. Vice President in charge of analytical services.

Bill has worked with a variety of clients and business fields including RX and OTC medications, delivery of healthcare, consumer packaged goods and finance. He has also taught statistics at the university level and at client seminars.

While most of his work is in the application of multivariate techniques to survey research, his contributions to projects also cover study and survey design, optimization of sampling and integration of sample data.