Mel has more than 40 years of strategic marketing and marketing research experience and is a founding principal of Rothstein-Tauber, Inc. (RTi). His marketing-focused approach to solving business problems has resulted in his company being counted among the top 50 market research providers in the U.S., as measured by Honomichl.
Prior to RTi, Mel’s experience included market research and strategic marketing positions with Alfred Politz, American Cyanamid, Foote Cone & Belding Advertising, as well as new product development and planning positions with Pfizer Inc., and the American Can Company.
Mel’s career prior to RTi combined both market research and brand management positions, which provided him with unique insight into unmet client needs. As group brand manager for several years, Mel was frustrated by research companies who failed to take an interest in his business categories and provide more than a deck of tabs, or a staid, statistical report as their end product. He saw an opportunity to re-define the role of a research company to one that provided both subject matter expertise and a business partner attitude. The value-added concept was to extend the power of his clients’ research team to provide timely and actionable insight to management.
Mel is a past chairman of the board of CASRO (the Council of American Survey Research Organizations) and still serves on its board of directors. Mel also is a member of the Market Research Council.