Offering Research Solutions To The Marketing Equation

Principal Profiles

Herb Hupfer, PH.D

Herb Hupfer is one of the founders of Research Plus.  Dr. Hupfer has over 30 years of experience designing and supervising a wide variety of custom marketing research studies, both qualitative and quantitative.  He has conducted a large number of concept evaluations, new product sales forecasts, packaging tests, image studies, market segmentation studies, tracking studies and taste tests.

Markets investigated include building products, financial services, health care, consumer durables and non-durables, telecommunications and food products.  He also has been responsible for designing and implementing a number of studies commissioned by public utilities, including matters of public policy and the marketing of public service.

Dr. Hupfer received his PH.D in Marketing from the University of Illinois at Champaign-Urbana in 1973.  At that time, his academic interests centered around survey research methods using multivariate analysis, including perceptual mapping, multiple regression, conjoint measurement, factor analysis, discriminant analysis and cluster analysis.

Dr. Hupfer has been a member of the American Marketing Association for 35 years and has spoken at a number of conferences and seminars.  For years, he has given a three-day seminar at the University of Chicago on the subject of New Product Development.

He has served on the evening faculties of Loyola University and the Keller School of Management.  Courses taught include Marketing Management, New Product Development, Managerial Statistics and Marketing Research.

Dr. Hupfer has written a number of articles which have appeared in a variety of publications.  He also has written a chapter in The New Products Handbook on simulated test marketing.

Carolyn Heimbach

Carolyn Heimbach is also a co-founder of Research Plus.  She has over 25 years of custom marketing research experience, primarily in design and analysis.  She is particularly strong in the areas of project design, questionnaire development, data analysis and  report writing. 

Ms. Heimbach has conducted hundreds of studies including concept tests, taste tests, tracking studies, advertising claim substantiation studies, packaging tests, in-home use tests and customer satisfaction studies.  In addition, she has worked on a number of studies designed to aid in determining public policy.

Ms. Heimbach's experience has covered a variety of product categories including building products, health care, financial services, telecommunications, utilities, food and beverage products, packaging, hospitality, small and large appliances, transportation and automotive products.

Prior to the inception of Research Plus, Ms. Heimbach was an Account Director at Elrick and Lavidge for over 5 years and a Project Director at Nordhaus in Detroit.  At these firms, she was responsible for both qualitative and quantitative studies in consumer, business and industrial sectors.  She also was responsible for employee training at Nordhaus. 

Ms Heimbach received a Bachelor of Science degree in Marketing from Bradley University in Peoria and was a member of the Board of Directors of the Chicago Chapter of the American Marketing Association for six years.

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