About Us
Kenneth V. Athaide Vice President
Ken Athaide is a Vice President at National Analysts Worldwide, leading the Communications | Technology | Media (CTM) practice. His focus is on providing clients in these sectors with strategic research and consulting to address critical business issues in new product development, advertising and brand communications, business relationships and market segmentation.
Ken's experience and immersion in the convergence of technology, communications, and media allows him to provide clients with a multi-faceted approach to research studies and tracking programs. He has a broad and deep understanding of the underlying technologies and trends, the market structure, industry landscape and consumer and business-user preferences. He also has extensive experience in consumer packaged goods, travel & transportation (including restaurants) and business services.
Ken applies his consultative approach and research skills to a diverse set of qualitative and quantitative assignments that integrate innovative study design and rigorous analysis to provide clients with strategic, action-focused consulting and recommendations. Over his career, Ken has executed a diverse set of projects in the CTM marketplace, including:
- Global brand tracking programs monitoring brand health of major technology brands in 15 countries
- Consumer segmentation studies (attitudes and behaviors) across 13 established and emerging markets
- Product innovation studies for network infrastructure hardware and software for the b2b market
- Web-site and software usability and design research to create the optimal user-experience
- Advertising positioning and messaging studies in support of new product launches
- Customer satisfaction programs for communications services and technology service providers
Prior to joining National Analysts Worldwide, Ken managed the technology tracking team at Market Strategies International. He previously led the Information Technology segment at TNS, where he managed a team of 20 research professionals focused in the technology area. At TNS he also served as Global Account Director for three key clients and established a successful Restaurant practice. He also held leadership roles at Elrick & Lavidge (acquired by TNS), Thinkologies (an internet startup) and as an independent consultant.
Ken earned his Bachelor of Science in Economics with concentrations in Finance and Marketing from The University of Pennsylvania's Wharton School.
He is an active member of the American Marketing Association, serving as Chair of the 2011 AMA Market Research Conference.