Strategic Frameworking, Inc.

		ABOUT SFI
		PHILOSOPHY
		THE SFI TEAM

A Corps of Conceptual Architects

“SFI consultants are identity experts — psychologists specializing in brand marketing. We create strategic frameworks for business development based on significant insight regarding the evolving needs of consumers and customers.”

Consultants
Ethnographic Field Workers
Creative Services
Administration

Dwight Jewson, Ph.D., President
Dr. Jewson has guided Fortune 500 clients in strategic brand development for the past 25 years. With a doctorate in psychology, Dr. Jewson brings a decidedly cognitive bent to the field of research analysis that has led to successfully targeted brand building strategies and a growing list of clients that includes many of the best-known international organizations.

After two years with the New York office of Marketing and Research Counselors in the early seventies, Dr. Jewson became a founding director of Kennan Research and Consulting and he served as their executive vice president from 1977 to 1987. In 1987, he formed Strategic Frameworking, Inc. to provide end-to-end brand management from articulation of brand identity through comprehensive implementation strategies. As SFI’s founder and conceptual leader, Dr. Jewson provides strategic oversight on every SFI project.

Shira Nayman, Psy.D., Licensed Clinical Psychologist
Dr. Nayman has worked with SFI for the past 17 years performing all levels of qualitative research, from focus groups and interviews to ethnographic studies and historical analysis. She was instrumental in the design of SFI’s proprietary research model, “guided emotional mapping,” which we have successfully used in major brand development endeavors for many of our clients. This research technique explores the deep, underlying emotional and psychological domains that “map” onto consumers’ experience with specific products and services in the marketplace.

As a specialist in in-depth psychological research as well as children’s and women’s issues, Dr. Nayman provides SFI’s clients with significant insights into their consumers’ needs. Prior to joining the SFI team, Dr. Nayman worked for AT&T as an organizational psychologist, and she was a clinical practitioner for several mental hospitals. She has taught courses in psychology at both Rutgers and Columbia Universities and conducted professional development seminars for the federal government.

Andrew Zambelli, Ph.D.
Dr. Zambelli, with a doctorate in psychology, has over 20 years experience in qualitative and quantitative research methods. Working on the SFI team for over eight years, he serves as principal researcher for many SFI accounts, including General Motors, Ryder System, Inc., McNeil Consumer Health Care, Digital Equipment Corporation, Pillsbury and American Express.

Dr. Zambelli has experience teaching at both the undergraduate and graduate level. He currently serves as a consultant to Manhattanville College in Westchester County, New York, where he guides the research efforts of the college’s public education program on issues of public significance. Dr. Zambelli has extensive experience in public policy, having served as the director of communications (1990 - 1991) and chief of staff (1991 - 1994) to then Governor of New York State, Mario M. Cuomo.

Michael Hogan, M.B.A.
Mike Hogan joined SFI in 2000 and brings a wealth of corporate sales and marketing experience gained in his 18-year career, both in the U.S. and worldwide.

In Mr. Hogan’s 13-year career at Pepsico, he served in numerous executive roles in Marketing and Sales. In 1994, he launched a new business venture for the company: Taco Bell Supermarket Foods, for which he directed sales, marketing and operations. He managed the Lays, Ruffles, Cheetos, Fritos and Rold Gold brands as Vice-President, U.S. Marketing. While Vice-President, International Marketing, Mr. Hogan was responsible for Frito-Lay’s global potato chip business in forty countries.

In 1998, Mr. Hogan joined Suiza Foods, the largest dairy company in the U.S., as Senior Vice-President of Marketing and Development, where he built a consumer marketing function, led brand consolidation efforts and launched numerous value-added dairy products.

John Daines, Senior Ethnographer
Since joining SFI in 1994, Mr. Daines has worked extensively with key clients such as Frito-Lay, Kraft Foods, PepsiCo and McNeil Consumer Health Care, to name only a few. Mr. Daines specializes in in-depth ethnographic research, and he acts as producer of edited videotape summaries for these projects, distilling the key insights of the research into highly useable, visual reporting tools for clients.

Diane Fischer, Ph.D., Licensed Clinical Psychologist
Dr. Fischer joined the SFI ethnographic team in 1998. She brings to SFI an extensive background in private clinical practice and an expertise in child, adolescent and family psychology. In addition to 16 years’ experience in clinical psychology, Dr. Fischer has both academic research and teaching experience, including a postdoctoral psychology fellow position at The New York Hospital/Cornell Medical Center.

Margaret Heffelfinger, Creative Director
Ms. Heffelfinger has been a contributor to the creative scene in the advertising industry for more than 20 years. Her career as a copywriter and creative director includes work with agencies in Seattle, Minneapolis and Chicago, including Campbell Mithun, DDB, J Walter Thompson and McCann Erickson.

Ms. Heffelfinger’s creative direction shaped campaigns for General Mills, Wheaties, the Betty Crocker Snack Division, Pillsbury and IBC Bread. She was instrumental in the launch of Healthy Choice, a category of healthy foods that expanded to over 100 products in less than five years. She has also worked on Audi, McDonald’s, Discover Card, Kraft, Kelloggs, Frigidaire, H20+, Miller, American Cancer Society, The March of Dimes, American Girl Scouts and Disney Home Videos. Her work has been recognized by numerous creative, marketing and other industry awards.

Susan Hesselgrave, Administrative Director
Ms. Hesselgrave brings to SFI nearly 20 years of event planning and project management experience. Since joining SFI in 1996, Ms. Hesselgrave has worked directly with clients and consultants on over 1,000 projects. She is responsible for oversight of project implementation, from initial proposal through final presentation. Ms. Hesselgrave also assists SFI clients and consultants with background research and competitive intelligence.

Prior to joining SFI, Ms. Hesselgrave worked with the Washington Defender Association and the State of Washington Community Network Project.

Matthew Grunwald, Field Director
Joining SFI in 2001, Mr. Grunwald has worked with key clients such as Frito-Lay, M&M Mars, VoiceStream Wireless, PepsiCo and McNeil Consumer Health Care. Mr. Grunwald has over a decade of experience in client services, project management, direct and retail marketing. His role at SFI encompasses client support, coordination of research activities in the field, internal support and logistics. Prior to joining SFI, Mr. Grunwald worked with the C.C. Filson Company and FreeShop.com, an online direct marketing company.

Other administrative staff include Patrice Jewson, M.B.A, chief financial officer; Helen Carey, bookkeeper; and Jean MacKinnon, administrative assistant.

ABOUT SFI | PHILOSOPHY | THE SFI TEAM