Principal Profile

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.