Senior Staff
 
Scott E. McBride, Principal and President, joined the firm of HCM Marketing Research in 1990 and has been involved in a broad range of projects focused on marketing and strategic planning. He has extensive experience in study design, questionnaire development and insightful analysis that leads to strategic, action-oriented recommendations. He is an experienced focus group moderator and has led hundreds of groups. He is also skilled at presenting and interpreting research study findings and is a frequently requested speaker.

Prior to joining the firm, Scott spent 14 years in the financial services industry. He was Vice President and Director of Market Research and Commercial Projects for Equitable Bank in Baltimore, where he prepared strategic and tactical plans for top management based upon research findings to tap potential in consumer and commercial markets.

Scott is a CPA and holds two master degrees from Loyola College in Baltimore: Master of Science in Finance and Master of Professional Accountancy. He is a graduate of the Stonier Graduate School of Banking and holds a B.S. in political science from George Washington University. He was President of the American Marketing Association, Baltimore Chapter, in 1996-1997, a year the chapter won an award for overall excellence and served as President in the 2003-2004 year.
 

 
Betty Sherbs, Executive Vice President, joined the firm in 1990. She has designed and implemented a broad range of both quantitative and qualitative research projects, while managing client relationships in many diverse industries. She is a seasoned research consultant, with extensive experience in study design, questionnaire development, data analysis, presentation and focus group moderating. She excels at developing creative solutions to maximize clients’ return on their investment of time and money and is adept at keeping projects on time and on-budget.

Prior to 1990, Betty spent 11 years in various capacities at financial institutions. As a Marketing Research Project Manager at Equitable Bank, she utilized a wide variety of research techniques to provide information to make informed decisions. At Maryland National Bank, she served as Product Manager of Investment Products.

Betty graduated summa cum laude from the University of Baltimore with a B.S. degree in Business Administration with a concentration in marketing. She has taught marketing research at the University of Baltimore and College of Notre Dame. She was president of the Baltimore Chapter of the American Marketing Association in 1998-1999, a year the organization was recognized as one of the top five chapters in the country.

 
Patricia Linzey, Vice President, has been with the firm since 1976. During her tenure, she has overseen the data collection process for over 100,000 questionnaires, utilizing a full-range of methodologies. She is an unparalleled expert at overall project and data collection instrument design because of her insightful grasp of research topics and attention to detail. In addition to managing all HCM in-house data collection, she directs a majority of outsourcing efforts.

The widely varied scope of her 25 years plus research background in marketing, public issues and medical quantitative and qualitative studies provides the basis for her skills in research project design and fulfillment, questionnaire development, data collection methodologies, data analysis and presentation. She is a long-standing member of both the regional chapter and national Market Research Association.

 
Donna Kenly, Vice President, joined HCM in 2000, bringing a unique blend of knowledge and experience in both marketing and information systems. Donna excels at understanding client issues and is adept at designing custom solutions. Since joining HCM, she has managed both quantitative and qualitative research projects in many diverse industries. She is experienced in both data analysis and presentation. In addition to analyzing primary data, Donna has expertise in analyzing secondary data.

Prior to 2000, Donna was an Information Systems professional for sixteen years. The majority of her IT career was as a Senior Systems Analyst, responsible for the design and implementation of custom database solutions. She was also a Corporate Webmaster, responsible for the development and management of a corporate website. She has experience in a number of diverse industries, including financial services, healthcare and manufacturing.

Donna has an MBA from the University of Baltimore with a concentration in Marketing and a BA degree in Computer Science from the University of Delaware. She is an active member of the American Marketing Association and has served on the board of directors of the Baltimore Chapter.

 

Linda Bliss, Focus Group Director, joined the firm in 2003, bringing nearly two decades of experience in focus group and facility management. Linda has worked with clients from around the globe to ensure that the goals of both their qualitative and quantitative projects are achieved timely, accurately and within budget.

At HCM, she manages all aspects of qualitative projects, including assisting with screener design, ensuring accuracy in recruiting and providing all the resources necessary to make a client’s stay with us comfortable and successful. Linda is experienced in managing projects for medical, business-to-business and consumer research, including: focus groups, one-on-one interviews, phone surveys and product placements.

 
Terry O’Brien, Project Manager, has been with HCM since 1995. She manages studies for clients in a variety of industries and utilizes a broad range of data collection methodologies, including focus groups, telephone interviewing, mail surveys and intercept interviewing.

Terry is experienced in all phases of project management, including questionnaire development, analysis and reporting. Her personal approach and efficiency in monitoring projects keeps clients informed throughout all phases of their studies. Terry received her B.S. in Business Administration, with a concentration in Marketing, from Towson University.

 
Bonnie Kirkwood, Project Manager, joined the firm in 2004. She works on studies for clients in a broad variety of industries, using her depth of professional experience in strategic analysis and presentation. Prior to joining the firm, Bonnie spent more than 15 years in the financial services industry. She has extensive experience in competitive landscaping, business metrics and strategic planning processes. She was Vice President of Marketing for First Financial Federal Credit Union and Director of Marketing Communications and Research for Freedom Federal Credit Union. She has won numerous awards for campaign design and copywriting. She is a freelance writer and author of Marketing for Credit Unions, published by the Thomson Corporation.

Bonnie has an MBA with a concentration in Marketing from Loyola College in Baltimore and a BA degree in sociology and psychology from McDaniel College in Westminster, Maryland. She served as Vice President of Communications for the Baltimore Chapter of the American Marketing Association in 2004-2005 and is President of Driver Survivor, a nonprofit resource organization for parents of teen drivers.

 
Margot Purdum, Data Processing Manager, joined HCM in 1972. As manager of the data processing department, she trains and manages coders, data entry personnel and tabulation programmers. Margot’s depth of experience is evident in her ability to design computer outputs to meet client needs, which often involves analyzing data for large numbers of relevant population groups. Her input during the questionnaire development stage ensures the end data is understandable and usable.

Margot has been involved with a broad variety of projects in her more than thirty years with the firm, including studies of public preferences, attitudes and behavior, image, and customer satisfaction for both commercial and institutional clients.  She is a graduate of Towson University with a degree in psychology.

 
Ann Vinup, Call Center Manager, joined HCM in 1978. Her primary responsibility is to hire, train and manage the HCM field staff to ensure resources are appropriately allocated and data collection is completed within project timelines. Her decades of experience in data collection span a variety of methodologies, including telephone interviewing, recruiting, intercept interviewing, mystery shopping and executive interviewing.

Ann's vast experience, coupled with her attention to detail and strict adherence to marketing research ethics, ensure the data her staff collects is of the highest quality. Ann has received numerous awards for her efforts in hiring and training people with disabilities.

   
 
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