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Jane Malbon
JKM Research
Jane Malbon has conducted public opinion research for more than 20 years
and has been instrumental in helping to develop successful strategies
for GSM projects such as the Regional Transportation Authority which
created Sound Transit, the Mariners' baseball stadium and the Seahawks'
football stadium. She has extensive experience researching issues in
transportation, education, healthcare, social services, technology,
environmental planning and economic development.
Research lies at the heart of many GSM efforts by establishing an
in-depth understanding of the basic values and dynamics of target
audiences, typically incorporating both qualitative insights and
quantitative measures of key attitudes. Qualitative research -
commonly in the form of focus groups - allows for a unique
exploration into the fundamental beliefs, emotions, concerns,
assumptions, expectations, perceptions and misperceptions regarding
any particular issue, candidate, company or business endeavor.
The critical insights provided by qualitative research can create the
foundation for effective communications. GSM clients like Boeing,
Weyerhaeuser and AT&T have utilized this type of research in developing
and maintaining successful community, employee and customer relations.
As a long-term contractor, Malbon works in close partnership with GSM
as well as on independent research projects which help to expand her
knowledge base and clarity on issues facing local and national clients.
Her background in advertising research and strategic planning, including
new product and brand development, continues to be applied
in research efforts to develop marketing strategy and advertising
communications.
Malbon is a graduate of Stanford University and has an MBA degree
from the U.S. International University in London.
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