Julia is President of B2B International USA, Inc., the global b2b market research firm in the Dentsu Aegis Network. She has led numerous research programs informing the business, brand and marketing strategies of over 100 large b2b companies spanning mainly finance, technology, manufacturing and construction sectors.
Julia’s areas of research expertise include branding, segmentation, product development, customer experience, and pricing. Having conducted research in over 30 countries, Julia also has a deep understanding of the cultural and geographic differences inherent in international research.
As an authority in new research techniques and frameworks, Julia has pioneered the following:
- The Net Value Score: a tool used for assessing the perceived value of brands;
- Brand Personality Archetyping: a framework for establishing stronger brand personalities;
- B2B Customer Experience Excellence Pillars: 6 steps to best-in-class customer experience;
- Emotional Engagement Pillars: 4 levels of emotional engagement and how brands can establish stronger emotional connections with their target audience.
In addition, Julia is coauthor of the latest edition of the authoritative text on market research, Marketing Research in Practice (3rd edition, Kogan Page), and is widely published on numerous marketing and market research topics.
Julia is a career researcher. Prior to joining B2B International, she conducted research in the media for major TV networks. She holds Bachelor’s and Master’s degrees in Modern Languages (French and German) from the University of Oxford, and a Master’s degree in Marketing from the University of Durham.