Who We Are

Eliot Roth, President


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Eliot Roth is the president of Sonar Strategies, where he works with marketing leaders on brand building, innovation and consumer understanding. Over the past 25 years, Eliot has developed a well-deserved reputation for thinking outside the box when designing research solutions for his clients. Eliot has extensive experience designing custom qualitative and quantitative research as well as being considered an industry expert in data analytics and predictive modeling. Eliot has spent most of his career on the client side, which gives him the experience and perspective our clients need. He has worked in a variety of categories, including CPG, financial services and travel, for companies such as Price-Waterhouse, USF&G, JNL, Ipsos and Del Monte (where he supported their pet food business).

Rebecca leads the Sonar Strategies insights team. She’s known for creative problem-solving approaches and ability to shed light on subtle nuances of consumer response. She has a special place in her heart for data visualization. Her 20 years’ experience spans all aspects of quant including product, package & concept testing, market structure & segmentation, and choice-based methods conducted on behalf of leading US brands. Rebecca is also a RIVA-trained qualitative moderator.

Norman Frendberg, Consumer Insights' Founder

Norman founded Consumer Insights (CI) in 1985. He has more than 35 years experience in a variety of market research positions, both in the corporate environment and the vendor/supplier sector. Norman earned his MBA from City College of New York in statistics, with concentrations in both multivariate analysis and statistical sampling. He is a past member of the Board of Advisors to the Master of Market Research program at the University of Georgia. When Norman isn’t traveling and making the world a better place, he loves to hear from past clients and colleagues.