Documenti di Didattica
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Turnersville, NJ 08012
www.linkedin.com/in/WilliamSerad
SUMMARY
Senior executive with extensive inter-disciplinary expertise. As a toolmaker and tool-user, a strong developer of
internal staff and supporting capabilities. Builds high level of trust internally and with clients in a collaborative
and consultative fashion, and recognized for innovative approaches to answering difficult problems with
outcomes both actionable and elegant. Possesses outstanding leadership skills with a solid reputation for building
highly effective organizations. Software developer. Methodologist for all types of research: qualitative,
quantitative, primary and secondary. Fully engaged in business development activities. Articulate and polished
presenter. Relishes a challenge and energized by adversity.
PROFESSIONAL EXPERIENCE
Consultant
2014 Present
Marketing, primary and secondary research, econometrics and forecasting, software and database design and
implementation, social media and Big Data analytics
Recent projects include:
Non-US retail pharma pricing projects
Designed formal model and analytical process for corporate reputation diagnostics from social media
sources, including implementation of method and software for deriving corporate reputation from equity
market data from multiple exchanges
Developed and coded novel method for identification of meaningful target sub-populations in Big Data
Psychophysical analysis of wine preferences from POS preference / purchase data
Novel temporal segmentation analysis of favorability / receptivity to messaging via web-based video
testing identifying both optimal segments and points of message strength / weakness
Analysis of small-sample data from augmented qualitative research to determine physician points-ofview on treatment paradigms
Consulting regarding research design with several companies
Development of Excel add-in pricing analysis tool for modeling and simulating own and competitive
price effects on product demand for large pharma client
WILLIAM SERAD
PAGE 2
2001 2005
Member of Executive Committee, which managed all general business activities, including M&A.
Responsibility for Quant and overall company sales, revenue and profitability goals.
Led efforts toward new business development and credentialing quantitative research offerings.
Speaker at various industry events, including PMRG Forecasting, IIR, PMSA and PBIRG.
Restructured workflow to optimize profitability through proper in-sourcing and outsourcing balance.
Formed and led Enterprise Forecasting Group for analysis and forecasting products using secondary and
primary data, including staffing for enterprise data warehouse project.
Head of Innovation Initiative; rounded out company quantitative offerings from early-stage development
through post-launch.
Member of TVG Technical Committee.
Developer and faculty for TVG Seminars for clients (Post-launch and Advanced Quantitative Methods).
Chaired TVG University for internal staff training and development.
Led Field Group and Operations Group.
WILLIAM SERAD
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1999 2001
Methodological consultant for all projects requiring advanced research designs, implementation or analytics.
Internal consultant on operational issues and training of research staff.
Directed Sampling Group, designing, acquiring, and processing samples for virtually all research projects.
Developed new sources for sample and testing quality.
Proposed new lines of business.
Member of United States Management Team.
1995 1999
Firm specializes in statistical, economic and marketing research in telecommunications and energy industries.
Vice President
TNS Telecomms, (formerly PNR and Associates, Inc.), Jenkintown, PA
As 4th member of start-up, contributed to successful double-digit growth each year for 4 consecutive years.
Built entire analytical staff capability through hiring and training.
Headed research and the formulation of new techniques in statistical modeling, market segmentation, and
allied software development.
Executed and managed business and residential research in consumption, product concepts, market
segmentation and switching behavior under competition.
Developed software for response modeling, clustering, and survey research.
Developed large-scale panel survey design, syndicated studies, custom research projects, business panel
creation and development.
Oversaw and estimated models and segmentation schemes for direct response use.
Directed all information and research activities for the Marketing Department with full budgetary control.
Performed or directed primary and secondary research, mail and television response models and various
statistical analyses (including forecasting of interest rates, lapsation risk and others).
Oversaw management of DR database of 48 million households.
Developed statistical and database tools to leverage resources to best advantage and achieve economies of
scale.
1992 1995
1988 1992
Co-founded software development and consulting firm specializing in market research, modeling and
forecasting systems and services for Fortune 2000 clients.
Primary consulting in automotive, package goods and measurement of quality in human services.
Led all management aspects of small business, as well as software design, implementation, statistical
analysis, modeling, and client and vendor management.
WILLIAM SERAD
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Vice President
Director
1983 1984
1976 1983
1981 1983
1979 1981
1978 1979
1976 1977
EDUCATION
MA, Comparative Government, University of Pennsylvania, Philadelphia, PA
Dual BA cum laude, Comparative and Developmental Politics and Spanish Literature, University of
Pennsylvania, Philadelphia, PA
BA, Central High School, Philadelphia, PA, 231st Class
PUBLICATIONS
Antis, C., William Serad and M. Heiney Assessing Changes in the Residential Telecommunications and Electric
Marketplace: Evaluating Purchases, Electric Power Research Institute CSG, Palo Alto, CA: 1998. TR-112125P1-3ES, Volumes 1 to 3
Austin, David and William Serad How to Identify the Many Attributes of Quality: The QA Project at
Community Foundation for Human Development R&E: Research and Evaluation in Group Care, Vol. 1, No. 2,
October 1991
Rappoport, P., L. D. Taylor, D. J. Kreidel and William Serad The Demand for Internet and On-line Access in
Bohlin, E. and S. L. Levin, eds., Telecommunications Transformation: Technology, Strategy and Policy (Burke,
VA: IOS Press, Inc, 1998), pp. 205-218
Serad, William The Small & Medium Business Market: An Investigation of Attitudes and Loyalty Toward
Electric Providers Electric Power Research Institute, 109144 4954-03, October 1997
WILLIAM SERAD
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Serad, William Residential Customers: Perceptions About Utility Providers and Electric Switching Intentions
Electric Power Research Institute, TR-108465 4846-02, July 1997
Speaking Engagements
2012-2013 Intra-mural webinars and presentations on new product forecasting methods, KOL mapping, and Big
Data
2009 PBIRG Pricing Workshop, New Jersey, How Much? Advanced Pricing Research Methods
2004 PMRG Forecasting Seminar, Brand Equity Analysis for Long-term Brand Performance
2004 IIR Pharmaceutical Conference, Philadelphia, Pennsylvania, Advisory Panels and Delphi Methods
2004 PMSA, San Francisco, California, Augmented Delphi Forecasting Methods for Early-phase Products
2004 PBIRG, San Diego, California, International Brand Equity Research for Pharmaceutical Products