Mark Michelson has over 25 years experience as a qualitative research consultant/consumer anthropologist. Mark is an expert with ethnographic research including shop-along, dine-along and other in-situ data collection. In addition to his ethnographic experience, Mark is adept at moderating focus groups and conducting insightful in-depth interviews both face-to-face and using online technologies.

Mark has extensive experience conducting qualitative research around the world designing customer experiences, products and communications for some of the worlds' most respected brands including Coca-Cola, McDonald's, Walmart Stores, Sears, Target Stores, General Motors, Ford, Hewlett-Packard, Microsoft, GSK, Eli Lilly, Wrigley and more.

Upon graduating from the University of Georgia in 1984, Mark founded Michelson & Associates, Inc. based in Atlanta, Georgia to provide customized research services for companies whose business depends on understanding their customers and prospects. He sold this business in 2003 and has since focused on qualitative research and consulting. He recently served as a Vice President with Synovate Qualitative.

Mark is the co-founder and 1st President of the Mystery Shopping Providers Association and currently serves on the Global Board for MSPA. Mark is also former member of the board of The Qualitative Research Consultants Association, Marketing Research Association, and American Marketing Association. Mark is an active speaker at universities, trade shows and conferences across the world.