Leadership

Kristen Edsall Field Director

Kristen manages the study coordination and data collection for all field methodologies including focus groups, on-site/intercept studies, in-depth interviews and mail studies. Her primary role is to ensure that projects are properly staffed and to monitor the flow of work so that resources can be appropriately allocated and projects finished in a timely manner and within the allotted budget.

Kristen has a wide range of management experience in different industries and with a variety of “non-traditional” research methods from intercept studies at airports, banks, and on buses to recruiting cardiologists, military officers and CEOs for focus groups. She works with clients such as the Metropolitan Washington Airports Authority (MWAA), Maryland Aviation Administration (MAA) and Thurgood Marshall-Baltimore Washington International Airport (BWI), Washington Metropolitan Area Transit Authority (WMATA), the Maryland Transit Administration (MTA), and the National Archives. Kristen hires, trains and directs a group of on-site interviewers, including vendors, adept at conducting all types of interviews with a variety of respondent groups. Kristen manages up to 100 studies per year.

Kristen graduated summa cum laude from Salisbury University with a bachelor’s degree in Communication Arts and Marketing. She has successfully completed the Principles of Marketing Research certification program offered by the University of Georgia and the Marketing Research Association. She is certified at the Expert level by the Professional Researcher Certification from the Marketing Research Association (MRA). Kristen joined WBA in 1996 and has been Field Director since 1998.

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