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Senior Staff
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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.
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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. |
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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. |
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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. |
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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. |
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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. |
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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. |
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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. |
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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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