Sounding Weight Research was founded in 2011 by Stefan Hartmann who has over 15 years of market research and competitive intelligence experience working with consumer technology and automotive clients, many of them global organizations. Previously, Stefan worked for the technology and entertainment division of Ipsos, a top-five global market research firm, and for the technology research group at TNS. As Research Director, he successfully led large multi-country studies for major technology firms as well as many ad-hoc research projects for small to mid-size businesses. He has presented in front of executive audiences and many of his reports have directly influenced long-term strategic business decisions.
Stefan has the curiosity of a journalist combined with the analytical mind of a seasoned market researcher. He is fluent in English and German, and conversational in French. He holds a master’s degree from the Free University (FU) in Berlin/ Germany with a major in history and double minors in Political Science and Journalism. In his free time, he likes to sail, read, hike, and volunteer for various causes.
Download his professional bio here.
Stefan has the curiosity of a journalist combined with the analytical mind of a seasoned market researcher. He is fluent in English and German, and conversational in French. He holds a master’s degree from the Free University (FU) in Berlin/ Germany with a major in history and double minors in Political Science and Journalism. In his free time, he likes to sail, read, hike, and volunteer for various causes.
Download his professional bio here.
Building on decades of primary and secondary research and competitive intelligence experience on client and agency sides, Laurie Gelb has served as a marketing director, strategist, content developer and product manager.
Laurie has pioneered and published heuristic (decision- rather than product-centered) marketing and outcomes studies that address the limitations of traditional forced choice methods. She has worked across major B2C, B2B, and B2G verticals, including health care, banking, consumer goods, and mission-driven enterprises, including the public sector.
Laurie leverages a variety of data collection techniques to ensure that stimuli are framed in constituents' contexts, not simply researchers’. She has presented at research meetings, such as ARF, SAPOR, and PBIRG, as well as marketing and Web development conferences, with other work in clinical and user experience journals.
Laurie holds a BA in Philosophy and Business Administration from the University of Houston and a Master’s in Public Health from the University of Texas.
Laurie has pioneered and published heuristic (decision- rather than product-centered) marketing and outcomes studies that address the limitations of traditional forced choice methods. She has worked across major B2C, B2B, and B2G verticals, including health care, banking, consumer goods, and mission-driven enterprises, including the public sector.
Laurie leverages a variety of data collection techniques to ensure that stimuli are framed in constituents' contexts, not simply researchers’. She has presented at research meetings, such as ARF, SAPOR, and PBIRG, as well as marketing and Web development conferences, with other work in clinical and user experience journals.
Laurie holds a BA in Philosophy and Business Administration from the University of Houston and a Master’s in Public Health from the University of Texas.
Iva Naffziger brings over 10 years of quantitative and qualitative market research experience to her work with Sounding Weight Research. An alumna of Penn Schoen Berland, Microsoft and Ipsos Public Affairs, she has helped corporate and nonprofit clients address business challenges, ranging from company reputation and brand to communications architecture and public issues messaging. Iva has supported clients in a variety of industries, from consumer and healthcare technology to global development and health issues.
For several years, she led a large-scale worldwide image tracking study for a global technology firm, both on the client and on the agency side. She also worked on behalf of mission -oriented organizations, including World Vision and their efforts for World AIDS Day, and for the Bill & Melinda Gates Foundation, helping them increase the impact of their messaging.
Iva holds a BA in International Affairs from Amherst College and a Master of Arts in Law and Diplomacy from the Fletcher School of Law and Diplomacy at Tufts University where she focused on the role of private sector in global development. She is bilingual in English and Czech, with working proficiency in French and Spanish. Internationally oriented in her professional and private life, Iva enjoys traveling and hiking in the Pacific Northwest and overseas.
For several years, she led a large-scale worldwide image tracking study for a global technology firm, both on the client and on the agency side. She also worked on behalf of mission -oriented organizations, including World Vision and their efforts for World AIDS Day, and for the Bill & Melinda Gates Foundation, helping them increase the impact of their messaging.
Iva holds a BA in International Affairs from Amherst College and a Master of Arts in Law and Diplomacy from the Fletcher School of Law and Diplomacy at Tufts University where she focused on the role of private sector in global development. She is bilingual in English and Czech, with working proficiency in French and Spanish. Internationally oriented in her professional and private life, Iva enjoys traveling and hiking in the Pacific Northwest and overseas.
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