Kimberly Ficarra

Summary

I have over 18 years of market research experience, the last dozen of which have been with what is now the GfK Media & Entertainment team (previously the Media practice of Knowledge Networks). I am currently responsible for client relationships as well as the design, management, and analysis of custom research projects. My experience includes both qualitative and quantitative projects. My focus on media over the past decade has specialized in studies around advertising effectiveness, audience profiling and segmentation, branding, cross-media measurement, media use by children, and the Latino audience. I have also been on the front edge of new research methods, being among the first within my research firm to field surveys on mobile devices and to field webcam-based interviews to research panelists. I have led research teams that have given clients much to talk about, including “Cross-Platform News Consumption 2012,” NY Times @ International News Media Association 2012 conference; “Back to the Future: A New-Fashioned Coincidental,” ABC-TV @ ARF Audience Measurement 2012 conference; and Martha Stewart’s editorial “Meet USA's New Entrepreneurs” in the Oct 15, 2013 edition of USA Today. Authored “Building Media Brands That Thrive Across Platforms”, published in Knowledge Networks’ AIR magazine, Fall 2011 edition. Prior to joining GfK (then Knowledge Networks), I developed my international research expertise at Research International, managing quantitative and qualitative multi-country studies. And, I began my research career at Statistical Research Inc., under Gale Metzger, where I acted as Project Coordinator on the S*M*A*R*T TV ratings laboratory, helping to develop innovative systems for measuring TV audiences.