Who We Are

The Connections Research Staff

Jeff Lawson, Chief Instigator & President

Prior to founding Connections Research, Jeff Lawson served as director of Brand Planning at Red Ads in Boston positioning national brands like Fleet Bank, Reebok athletic shoes, The First Years baby products and Anheuser-Busch beers. While at Red Ads, Jeff learned invaluable lessons about how the creative development process really works – knowledge he now uses to better link insight gleaned from consumer research with more effective brand communications.

Previous to his Red Ads position, Jeff served first as Vice President of New Product Development and then Vice President of Worldwide Research and Brand Strategy for Anheuser-Busch. He excelled at properly positioning each brand in the portfolio and identifying the barriers to long term growth. Jeff authored the situation and communication strategy that led to the famous Budweiser “Frogs and Lizards” campaign and led the introduction of numerous tactical fighter and strategic new brands including Red Wolf, Hurricane malt liquor, Ziegenbock (Texas regional), Tequiza and Doc Otis.

Before AB, Jeff was the head of research efforts at Pizza Hut where he focused on defining what “Pizza Hut-ness” should be across the brands, three modes of product-service delivery and the optimization of menu to drive both satisfaction and store traffic. Jeff began his career at R. J. Reynolds Tobacco Company working in research on various brands.

Jeff earned his MBA from Ohio University where he minored in statistics.

Gerry Chiaro, Chief Energy Officer, Department of Fresh Energy Generation

Gerry Chiaro collaborates with Connections Research bringing fresh energy, strategic insight and new ideas to bear in solving tough marketing problems. Gerry’s specialty is working with customer-centric growth companies on marketing strategy, product strategy, brand strategy, positioning and advertising, direct and database marketing and lead management systems and business development.

In his prior career life, Gerry played key roles in building some of the world’s strongest brands. He has a track record for creating high impact, consumer-driven ideas that solve problems in complex, highly competitive and high growth markets.

He is passionate about customer focus and listening to learn about what customers need and want – then translating this information into coherent strategy and ideas that deliver results.

Gerry spent many productive years with PepsiCo’s Pizza Hut division where he contributed to their strong growth in the delivery segment, re-staged the brand in the tough west coast markets and led the development of highly effective, award winning advertising. He has also served as a department head responsible for brand strategy and menu marketing for McDonalds. His efforts helped McDonalds reverse an extended decline in their sales trend.

Gerry’s career began in the advertising industry working on blue chip accounts like Frito-Lay and Pepsi-Cola.

Gerry has a Bachelor’s Degree in business from Santa Clara University and earned a Master’s Degree from Northwestern University.

John Thorn, Chief Investigator

John’s thirty-year career as a professional psychologist is one of innovative program development and creative application of psychological principles. In addition to his collaborative work with Connections Research, John maintains a small clinical practice which he recently expanded to include Life Coaching where he help clients identify strengths and goals pertaining to career, relationships and life in general, and to develop realistic stepwise goals to live life more intentionally and successfully.

During John’s initial foray into market research, he discovered a passion for understanding “the human condition,” developed an expertise in communication analysis and brought his considerable interviewing skills to bear on helping a variety of corporate clients position their products and services relative to their consumers’ most deeply-held values whether in the process of introducing new brands or strengthening “brand loyalty.”

John served as the Executive and Clinical Director of a not-for-profit youth and family service in Jackson Hole and as Associate Director of Student Mental Health at Wesleyan University in Connecticut. John holds a BA in Psychology from BYU, an MA in Counseling Psychology from BYU and a Ph.D. in Counseling Psychology from the University of Minnesota.

Katie Jeske,
Analytical Listener / Consumer Sentiment Synthesizer

Katie attended Ball State University in Muncie, Indiana while studying Elementary Education and Educational Psychology. During her senior year, she was offered a third grade teaching position in Greensboro, NC. After teaching in Greensboro, Katie accepted another teaching position in Chapel Hill, NC; the top school district in the state. While in Chapel Hill, Katie attended the University of North Carolina in the pursuit of her Masters Degree where she taught in Chapel Hill-Carrboro City Schools.

Working with Connection Research allows Ms. Jeske the opportunity to gather and analyze consumers’ insightful views on products. She finds many of the consumers’ ideas fascinating; suggesting how to make products more convenient and practical. Ms. Jeske also likes knowing that consumers have a place where they can voice their opinions, ideas, and concerns. She is constantly impressed with how thoughtful many of the consumers are with their responses; which makes her job of reading them, that much more intriguing.