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Who We Are

Since 2004 First Insights has been providing a diverse set of research services designed to help companies meet their marketing, customer experience and communications objectives more effectively.  During every engagement we work closely with clients to understand their business objectives, advertising goals and IT requirements before selecting an appropriate research methodology.

Our team of specialists honed their skills at worldwide advertising leaders (Publicis, JWT, Ogilvy) when digital marketing was just starting to blossom. We believe that our unique points of differentiation can be found in our:

Combination of moderation skills, UX design savvy and marketing expertise

Range of vertical marketplace experience in banking, publishing, insurance, travel, pharmaceuticals, automotive, e-commerce and packaged goods

Depth of research methodologies as our team has covered almost all types of qualitative and quantitative assignments

Based on client recommendations and our passion for excellence, Forrester Research has included First Insights in several of their Usability Research, Persona Development and Interactive Design “select agencies” reports in 2007, 2011 and 2014.

We hope to demonstrate our passion, integrity and expertise on every project and strive to make certain that your needs are being met during each stage of an assignment.

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Cities we’ve worked in around the world
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One on one UX interviews in the past 12 years
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Languages used to interview participants
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Actionable summary reports delivered to clients

THE TEAM

Lon Taylor

Founder & Principal User Experience Researcher

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For the past fifteen years Lon Taylor has cultivated his user experience research, marketing and advertising skills by achieving measurable results for Fortune 500 firms and successful start-up’s.  Having filled a variety of roles as a qualitative moderator, senior project manager, director of marketing, and occasional UX design lead, he offers clients a straightforward approach to helping them meet their objectives.

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The experience of working across a variety of industries – banking, insurance, travel, pharmaceuticals, automotive, technology and packaged goods – gives Lon a unique perspective when new challenges arise.  The diverse nature of the projects Lon completed during his years at Blue Marble and Novo (part of Publicis Groupe, the world’s 3rd largest advertising and media firm) demonstrated his ability to lead multi-disciplined teams and think creatively.

Before the emergence of the Internet, Lon supervised the production of B2B catalogs, consumer direct marketing initiatives, CD-ROM’s and touch screen kiosks at Digital Interactive and Marketlog Inc.

An active participant in the digital marketing community, Lon was co-founder of the New York Research SIG and currently serves on the board of the Chicago IxDA. He’s presented at UXPA and SXSW events along with co-chairing conferences for the Institute for International Research and Global Executive Events.

Lon has published usability related articles in Quirk’s Market Research Magazine, The Journal of Intranet Strategy & Management, and MarketingProfs.com.

He holds a B.S. in Social Education from Boston University.

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Julie Rabin

Senior User Experience Research Specialist

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Julie has over fifteen years of qualitative and quantitative market research expertise. Before establishing a consultative role with First Insights, she was the Research Supervisor at Novo/Semaphore Partners, an interactive services firm and division of the Publicis Groupe. During her three years there Julie was responsible for conducting usability testing, heuristic analyses, online surveys, online focus groups, and on-site field studies. Her experience includes conducting multiple projects for Cadillac, General Mills, Orbitz, Phillip Morris, MetLife, Chase, Continental and GM Goodwrench.

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Prior to Semaphore Partners, Julie was Marketing Manger/Research Analyst at Conde Nast, Hearst and Wenner Media conducting market research for magazines publishers such as GQ, Redbook, Rolling Stone and Golf Digest.

Julie holds a B.S. in English from SUNY Oswego

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Cole McBride

Senior User Experience Research Specialist

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Cole has thirteen years of market research and moderation experience primarily in the pharmaceutical industry. She began her research career as a Market Research Manager at Novo Nordisk Pharmaceuticals. There she was responsible for qualitative and quantitative projects ranging from exploratory research to detail aid testing to building a market model. In 2006 she decided to focus solely on qualitative research in moderating, content analysis and report writing. Therapeutic areas studied are: Pain management, hypertension, chronic kidney disease, diabetes, smoking cessation, ADHD, rheumatoid arthritis, osteoarthritis, osteoporosis, multiple sclerosis, respiratory infections, hemophilia, urinary incontinence, hepatitis C, HIV, Ovarian Cancer, Brain Mets from Primary Breast/Liver cancer, Inflammatory Bowel Disease, Irritable Bowel Syndrome.

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Prior to joining Novo Nordisk, Cole published a research report titled “The Competitive Fitness of Global Firms” with the Financial Times while working at INSEAD Business School in France. Her marketing background stems from her account supervisory role at K2 Digital, a marketing communications consultancy, and Ogilvy & Mather advertising working on the IBM account.

She holds an MBA in Marketing from Rutgers Graduate School of Management and a BS in Engineering from Lafayette College. Relevant industry training includes: RIVA 201 Fundamentals of Moderating.

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Domenica de Fazio

Senior UX Strategist & Research Specialist

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Domenica is a consummate Internet professional with more than fourteen years of experience managing and participating on teams for countless web properties across a wide range of industries such as retail, finance, healthcare, telecom, and media.

She began her career in project management at an HMO where among other employee efficiency programs, she launched one of the first corporate Intranets. She took her passion for customer service and operations management and left to pursue an account management career working up to the level of Client Partner for the GE account while at (now defunct) iXL, Inc., where she oversaw the work of multiple web project teams in the US and Europe.

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Domenica, who took a particular interest in web strategy and usability, then became the Director of Project Management and Information Architecture at theknot.com where she led a team of project managers to implement content navigation and special feature projects for which she also devised the front-end architecture through her dual role.

Later while at Henry Schein Inc., a Fortune 500 global medical supply distribution company, she continued her work in Information Architecture and Business Analysis and then launched a customer experience practice group where she met with hundreds of employees and customers to understand their needs and translate them into strategic and tactical implementation plans for internal and external websites. Among the projects she managed was the development of a SharePoint based Intranet to serve the companies 12,000 worldwide employees.

Domenica has completed information architecture projects, usability testing and focus group research for firm such as Portolio.com, Nike, Verizon Wireless, Nickelodeon, HBO, and John Wiley and Sons to name a few.

Domenica was the Top Operations Management student of her class at the Boston University School of Management where she graduated Summa Cum Laude.

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