Carol Bernstein
Founder and president of CBA, Carol’s vision of qual as a proactive source of strategic input – not a reactive report card on decisions made – drives CBA’s creative, engaged, insight-pursuing approach to every project.
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It’s also the conceptual springboard for CBA’s inventive Qualitative Instruments and Crossroads Protocols.
Carol’s commitment to research that drives forward momentum and her deep experience in health aids, beauty and grooming, as well as pharmaceuticals and medical devices has made her a highly valued partner in the pursuit of innovation and clear, resonant communication.
Carol completed research stints at Ted Bates and Saatchi & Saatchi before launching CBA .
Judy Bernstein
For 15 years, Judy’s feel for what lies beneath has evoked ‘aha moments’ that help clients move brands forward. A 2nd generation qualie with a background in theater games, Judy routinely takes research from ‘asked & answered’ to innovative & inspiring.
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Whether talking to Moms about laundry or pulmonologists about infection, Judy’s passion lies in creating the optimal device for identifying what people find meaningful. Her involvement in the Advertising Research Foundation and Applied Improvisation Network extends her commitment to optimized research.
Before joining CBA in 2000, she worked as a Qualitative Consultant at Hall & Partners NY, and as part of Ammirati Puris Lintas’ Research & Strategic Services team.
Jennifer Destin
With CBA since 1997, Jennifer champions qual’s power to discover how the personal narrative intersects with the brand narrative. Using creative qualitative instruments, she provides insight into the values that connect, or might connect the target to the brand.
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Jennifer has brought her keen eye and engaged style to a wide array of projects in categories ranging from packaged goods to pharmaceuticals. With her approachable, yet focused style, she can push beyond the barriers to insight, be they the sensitivity of the subject or reluctance to admit misunderstanding or inconsistency. Her style has special value for ‘in-situ’ interviews, and in the use of on-line modalities to pursue the consumer’s true voice.
Jennifer is a member of QRCA and serves on the ARF’s Research Transformation Super Council and Shopper Insights Council.
