Illuminas, a leading insights consultancy that caters to the B2B and consumer technology markets worldwide, is pleased to announce the addition of a new member to its senior leadership team – VP of Qualitative Research, Dr. Tracy Tuten.
Dr. Tuten joins Illuminas with decades of experience as a research methodologist. Her research skills have been fine-tuned during two Fulbrights and demonstrated through leading publications, including numerous books in marketing, digital marketing, and social media marketing.
As a focus group moderator and in-depth interviewer, Tracy was an early adopter of virtual environments for moderation, and her approach and best practices were featured in a primer on conducting qualitative research. Her research experience focuses on B2B buyer behavior related to the adoption of technology products including applications for persona development, brand positioning, competitive intelligence, and product design. With a doctorate in marketing, Tracy complements research findings with insights into marketing strategy to ensure the results are relevant and actionable.
As the VP of Qualitative Research at Illuminas, Dr. Tuten will oversee the successful execution of qualitative research and serve as lead moderator. Tracy will also be focused on exploring and adopting new qualitative methodologies that will enhance our qualitative practice even further.
“I am very blessed to have the opportunity to join a company at the forefront of the insights industry,” Tracy says. “I look forward to helping Illuminas further expand its qualitative research capabilities and help continue to grow the business.”
“We’re extremely thrilled to bring Tracy on board to join our senior leadership team,” said Jay Shutter, Principal and CEO. “Her background in overseeing and executing qualitative research will allow us to grow our qualitative practice, and I couldn’t be happier to have another lead moderator join our roster of All-Stars. With Tracy’s leadership, we will continue to strengthen our offerings and further our mission of helping the largest technology-driven companies in the world make more informed business decisions.”
Illuminas is a full-service research consultancy in Austin, Texas that delivers strategic market intelligence across B2B and consumer markets worldwide. The company is focused specifically on the technology industry and any other industry that intersects with technology. The largest technology-driven companies in the world are able to make more informed business decisions because Illuminas generates the insights they need to drive action.
VP of Sales & Marketing, Illuminas