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Sentient Services Tom Hughes
Director of Research Services
Sentient Services


Sentient Services

Tom has over 30 years experience in leading the market research industry and heading up some of its most prestigious, innovative and largest firms. Tom was President of Wirthlin Worldwide taking it from $3 million to $16 million in just 5 years, VP of Burke Marketing Research, Director of Corporate Marketing Services for Marriott and National President of the Marketing Research Association.

Some of Tom's numerous accomplishments throughout his research and branding career include over 2,000 focus groups and research in 30 countries and serving as the President of the Marketing Research Association. Some highlights include Coca Cola classic re-branding after New Coke, connecting employee and customer motivational needs at McDonalds Corporation, employee insights and market research to drive a turnaround at International Truck and Engine, and leading one of the largest qualitative research projects ever with CitiBank to identify their global brand and values.