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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 20 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 twelve 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.
Elisa Humphrey, M.B.A.
Elisa Humphrey brings to SFI an extensive marketing and business strategy background with leading companies including PepsiCo, Frito-Lay, Microsoft, Amazon.com, and Precor. She is experienced in the development and execution of brand-driven strategies, customer experience design, new product development, channel management, and corporate strategic planning.
Most recently, Ms. Humphrey served as Senior Vice President of Marketing and Strategy for global fitness equipment company Precor, Inc. She was instrumental in developing and executing strategy that grew sales by 145% during her six-year tenure, and oversaw all branding and marketing for commercial and consumer markets. While at Precor, she also headed Consumer Division sales and engineering functions.
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.
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.
Joanne Bohannon, Art Director
Ms. Bohannon’s art-direction expertise combines her talents with 25 years of experience, ranging from developing advertising campaigns for print, television and radio, to her designs for packaging, corporate logos and trade show exhibits.
She has worked with many SFI clients, including Church & Dwight, PepsiCo, Mass Mutual, Panera Bread, Colgate-Palmolive and Citibank, to name a few. Ms. Bohannon has won awards in the New York One Show, the Seattle Design and Advertising Show, and the Northwest Addy Show. She is a graduate of the Art Institute of Jacksonville, Florida.
Susan Hesselgrave, Administrative Director
Ms. Hesselgrave brings to SFI over 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 1,500 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 and Helen Carey, bookkeeper.
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