NEWS14 January 2013

HCD Research appoints Messina as director of marketing sciences

North America People

US — HCD Research has appointed former Perception Research Services director Joe Messina to the newly created role of director of marketing sciences, where he will lead the firm’s communication sciences research group.

Messina served as research director with Perception Research Services for eight years and was responsible for designing research solutions using eye-tracking technology, biometric measurements and classic survey methods to guide packaging development, evaluate brand equity, concepts and print advertising across multiple brands for CPG clients. At HCD, he will help to advance similar technologies.

Previously, he served as international client services manager, qualitative research with Synovate, where he managed and coordinated multi-country qualitative research projects and designed moderator discussion guides. Messina began his career with Schlesinger Associates where he served as a recruiting supervisor, and later as a senior project manager for national qualitative research projects.

Glenn Kessler, president and CEO at HCD Research (pictured), said: “Joe’s knowledge of eye-tracking and biometric research techniques will enable us to better serve our clients and strengthen our reputation as an innovative research partner. His approach for developing creative solutions that combine biometric and traditional research methods for clients in the CPG segment is in line with our strategy to increase our presence within vertical markets.”