BACKGROUND

Margaret Wright has more than 25 years of experience in marketing. She is a RIVA trained focus group moderator. She specializes in Brand positioning and building.

During the late 1980's she established Wright Marketing Blueprint® to help clients create and build businesses by more deeply understanding consumers' behavior rules and motivations. Based on many years of experience evaluating qualitative groups, she created the Structured Strategic Thinking® marketing process.

Prior to Wright Marketing Blueprint®, she worked for many packaged goods marketing companies in brand management and new products. She has worked for large corporations, such as Sara Lee Corporation, American Home Products and Foremost McKesson, Inc.

Much of Margaret's corporate packaged goods career had been spent in the very "psychological" snack food business. She worked for Sara Lee Corporation in the Popsicle Division where she was responsible for developing the division's new products program, including developing the mission charter, directing consumer research, identifying new product concepts and providing strategic direction for the division's established brands. One of her major achievements was the development and introduction of Oreo® Cookies N' Cream Ice Cream, one of the largest grocery new product entries in sales volume of $140 million.

During her marketing experience, she oversaw hundreds of consumer qualitative focus groups, including creation of the leader's guide, observation and analysis. She worked on many "cutting edge" areas with talented moderators, figuring out the strategic map of consumer categories. She started to moderate groups on her own, and then received her RIVA training in 2005.