NorthWest MRA Board of Directors




Jens Erickson
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Jeff Spitzer
Immediate Past President
Jeff Spitzer, PRC

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About Jens

Jens is an Account Executive in Business Development for Survey Sampling International. Previously, he had been a Regional Sales Director for Critical Mix (Formerly Authentic Response), Jens has been able to meet a great number of people in the market research industry.

Prior to joining Authentic Response Jens worked for GMI Research. Before GMI he worked at a small data processing company where he worked with many market research firms and departments of fortune 500 companies.  His experience in market research stretches all the way back to high school where he held a job as a phone interviewer.

Jens loves to play golf but does not get the chance to now that he has a great family with 3 little ones. Jens holds a BS in accounting from California State University.

About Jeff

Jeff is a research industry veteran with over 15 years of supplier side marketing research experience. In his client service role, he is responsible for sales and business development, but more importantly, the overall client experience at ISA. PRC certified by the Marketing Research Association and has served on the NorthWest MRA Board of Directors since 2007, including a term as president in 2011-2012 and again as the current interim president for the 2014-2015 Board year.

Vice President

Shelly Rose
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About Shelly

Shelly Rose specializes in the area of innovation research. She has over 15 years of experience using qualitative and quantitative methodologies to study a diverse range of audiences around the globe. She is known for taking a creative approach to answering research objectives, offering insightful analysis, and delivering results and recommendations in a clear and visually appealing format. She works with companies Large and small to derive insights from data that enable marketers and product developers to make better decisions

Shelly honed her research skills with Ducker Worldwide, Research International, Ipsos, and Vision Critical before founding Creative Insight Services in 2013.  She studied marketing and art history at Texas Christian University and has spent all of her professional life in the San Francisco Bay area.


Secretary Betsy Roberts, PRC
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About Betsy

Betsy Roberts currently is a Senior Development Associate with Toluna USA, but she started her marketing research career as an analyst working on telecommunications studies. She has held positions from Analyst to Senior Account Manager. With her 17 years of experience with both full-service and qualitative data collection firms, Betsy has work on projects that encompass almost every aspect of the research process. This experience provides her with an extensive understanding of various research methodologies


Treasurer Celsa Garcia
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About Celsa

Celsa started her career in marketing research with Nichols Research, Inc. in 1996.  Over the past 17 years, she has worked in all aspects of data collection as a Recruiting Supervisor, Project Manager, and now as a Branch Manager of the Fresno, CA facility.  Dedicating her time between work and school, she graduated from San Jose State with a Bachelor of Science degree in Advertising in 2003.  Her passion for research and its importance in the marketplace started early and continues to grow as the research world evolves.  She proudly attributes her success and love of the industry to her mentors: Mimi Nichols, Jane Rosen and Lois Gianonni.  Celsa is an integral part of a highly experienced and kindred group of managers at Nichols Research.

While her experience is largely centered on qualitative work in California, she has consulted and managed multi-method projects including mail, online and quantitative projects, field managed multi-market projects, bi-lingual and remote projects and also enjoys assisting as a note-taker for moderators.  Celsa first became an MRA member in 2011 and has previously volunteered at several MRA Joint-Chapter Conferences and meetings.  She proudly served the 2012-2013 Northwest MRA Chapter Board as the Sponsorship Chair.  She is an active member of the Fresno Advertising Federation and also encourages Fresno State students to explore and learn about marketing research by way of a twice-yearly lecture on campus.


Ed Ledek
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About Ed

Ed Ledek has been in and around research, politics, polling and market research most of his life, including his first professional position with the U.S. Census Bureau in 1980.  After working on local political races, his life and educational goals took him to Utah. Once there, he immersed himself in the world of research. Since 1984, Ed has worked for full-service, data collection, sample and online research companies. Through those opportunities, Ed has developed an expertise in field training and implementation. He has trained researchers all over the world in “Applied Research Methods 101.” In addition, Ed has served within the PAPOR, AAPOR, MRA, SWMRA, CMOR and AAPC communities.   He has served on various committees and he has spoken, moderated or presented at conferences around the country. Currently Ed is the President/Founder of Key Research Solutions.  When not working or traveling– a passion that takes him hither and yon both domestically and internationally– Ed enjoys sports and athletics (participating, watching on TV or live) and reading across a variety of genres and subjects.

Erin Adkins 
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About Erin

Erin Adkins has been in the primary research industry for five years and has a background in journalism. Her experience in market research includes both business development and project management; her career in the field began at a competitive MR firm in Portland where she designed, tested and implemented surveys for a diverse range of clients, including leaders in technology, energy, pharmaceuticals and telecommunications. She managed both quantitative and qualitative engagements (some spanning multiple countries and languages), and gained experience moderating focus groups. Her current role in business development has allowed her to sell new-to-market and time-tested brand strategy, customer insight and market growth solutions from the ground up; she has particular expertise in B2B panel strategy and survey implementation. In her spare time, Erin is an avid runner and Crossfitter.


Kristi Rose Barron 
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About Kristi

Kristi Rose Barron (or more commonly known as KRB) has worked in market research since 2007 when she joined MarketTools. After a short stint in project management, she transferred to panel services where she learned the ins and outs of feasibility, panel composition, panel management and sample pulling within MarketTools panel asset ZoomPanel. In 2009 KRB moved into sample management and in 20012 external sourcing operations with MetrixLab and hasn’t looked back. Areas of expertise include Large scale RFPs, managing sample plans and budgets for strategic accounts, managing strategic vendor relationships, and  mentoring. When KRB isn’t exploring the magical world of sample she enjoys spending time with her husband, family and friends, and spoiling her rotten dogs. A self-admitted reality TV junkie, KRB also loves to sing, read, cheer on SF sports teams, sit in the sun and take advantage of all her native and beloved Napa Valley has to offer.

Past Presidents Advisory Council

Brian Fowler

Brian Fowler
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About Brian

As Chief Operating Officer for CFMC , Brian manages the CFMC business, hosting and marketing operations.  He keeps the CFMC ship running smoothly and informs the market research community of CFMC survey services and software capabilities.

Brian joined CFMC in early 2004, leaving behind his successful consultancy, Data Driven Marketing (DDM), a provider of marketing research and business insights services for data-minded (and particularly Green-focused) clientèle.

His background includes 20 years of direct marketing, business analysis, and market research experience.  Prior to DDM, he served as insights and marketing manager for the largest business membership organization in the U.S., the National Federation of Independent Business (NFIB); Next Monet, a leading provider of limited edition artwork; and Socratic Technologies, the leader in proprietary online market research panels.

Brian has served on the boards of not-for-profit for over 19 consecutive years.  Serving in a variety of posts including President of the NorthWest Chapter of the MRA, President in the AMA chapters in San Francisco and Nashville AMA chapters, and director-at-large for the Pacific Chamber Symphony.

Brian holds a BBA and an MBA, both in Marketing, from Middle Tennessee State University.

 Chris Robson

Chris Robson, PRC
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About Chris

Chris Robson is Vice President, Senior Director of Analytics for ORC International. Prior to joining ORC he was Chief Scientist and co-founder at Parametric Marketing, a leader in quantitative market research and advanced analytics. He is an expert in research and analytic methods and advanced numerical techniques.

He is a seasoned executive with extensive experience in both marketing and technology. Previous roles include being Vice President of Engineering for WebCriteria, Inc. and a variety of senior management roles in R&D, Marketing, Business Development and Advanced Research at Hewlett Packard.

A legend in his own lunchtime, Chris is a master of underwater soot-juggling. He started his career as a mathematician building complex statistical models of radar systems. Chris is a native of England and holds an honours degree in Mathematics from Brunel University of West London

Rommell Montenegro

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About Rommell

Rommell has dedicated his career to custom technology market research.   As a Research Analyst at CBS Interactive (CBSi), Rommell currently conducts custom product development research, harnesses various syndicated online, consumer and tech industry research to track competitive industry trends and advise the editorial, advertising sales and product management of ZDNet, Tech Republic, Smart Planet, CNET, and CNET Downloads.

Before Rommell designed and managed custom research from concept to final analysis for leading software and hardware technology companies at Greenberg Brand Strategy, TNS Custom Research and Hall and Partners. He has completed the online certification in the Principles of Marketing Research at UGA and also has a B.A. in Political Economy of Industrial Societies from University of California, Berkeley.