QIC Moderators

Stacey McNally

Stacey McNally has been with the Forbes Consulting Group since 1994 and has been a Principal in the firm for the past five years. She holds an M.A. in Developmental and Educational Psychology from Boston College.

Stacey's education and experience in consumer psychology allow her to establish an effortless rapport with respondents and skillfully uncover the key emotions, motivations and beliefs that result in optimal business decisions for clients. She has extensive experience working with clients who seek to extend their brands into new consumer groups, or build deeper relationships with existing target consumers.

She has conducted research with a breadth and depth of consumer segments in both traditional research venues as well as in-home and in-store locations. She has experience in the full spectrum of research objectives, including uncovering deep psychological insights, such as emotive drivers, segment deep dives as well as brand equity and extendibility. Her qualitative background also includes concept development, advertising creative exploration (print and tv), package design, , positioning and message testing.

Stacey has extensive experience in a range of categories, including pharmaceuticals, consumer packaged goods, and financial services. Her expertise extends to working with teens as well.

Stacey has conducted research with a wide array of disease conditions including Asthma, Allergy, COPD, Type II Diabetes as well as sensitive topics such as late stage Breast Cancer, Heart Disease, Stroke, and Major Depressive Disorder. She has experience with both patients and health care professionals including Physicians (PCPs and Specialists), RNs, Nurse Practitioners, Dentists, Orthodontists and Patient Educators. Her clients include Schering Plough, Johnson & Johnson, Astrazeneca, Springer Publications and Invisilign.

Stacey has particular expertise and training in ethnographic research - including developing and conducting creative observational and interviewing techniques in real life consumer settings to uncover deep consumer insights.

Stacey has conducted extensive research with a breadth and depth of consumers and professionals in an ethnographic setting.


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