Alan Renda is Principal/Consultant at Research Consortium.  His lens for research and client consultancy is influenced by three pillars of experience: Academia Upon the completion of his PhD studies in Management Sciences at Columbia University, he pursued a career in academic research and teaching at City College in New York and later at the Carroll School of Management at Boston College.  His research focused on modeling consumer behavior and he worked with the Advertising Research Foundation to develop model of consumer choice that also served as his dissertation thesis.  While at Boston College he received a National Science Foundation award to pursue his work in modeling choice behavior. Business Alan transitioned from academia to industry via Digital Equipment Corporation during that company’s rapid growth era.  He started as a management sciences consultant to executive management at DEC.  While there, he initiated DEC’s first market research function in the Customer Services Group.   Alan was the company’s first recipient of Digital Equipment Corporation’s Marketing Leadership Award and was the subject of worldwide internal training in marketing for the Customer Services Group. From DEC, Alan moved on to IRIS Graphics, a manufacturer of digital ink-jet printing/proofing technology for the graphic arts and publishing industry.  At IRIS, he had the unique experience of being Vice President of both Sales and Marketing and creating a synergy that allowed that company to grow at double digit rates during his four-year tenure.  This was truly marketing decision-making and activity accountable for “making the cash register ring”. Consulting Since 1997, Alan has established Research Consortium as a market researcher and business growth consultant. The firm’s core business is in B2B consulting, helping our clients to take a customer prospect from the indecision of product attributes and benefits to turning on the light bulbs of Felt Value – seeing and feeling the possibilities of a product to move them along a Progress Path to success. With Engagement Communications our clients are having two-way conversations with their customer prospects to understand where that customer is going and how their product or service can help them get there – to fit into that customer’s Progress Path by addressing their Jobs to be Done and reaching a new level of growth and innovation in their business. Contact Alan at alanrenda@comcast.net (781) 453-0229 or researchconsortium@comcast.net .