Marcia Schraa

Experience

• 

  Kimberly-Clark Corporation

  Oct 2000 - Apr 2010

  Provided consultation and support on study design, study implementation, questionnaire developmentand documentation to increase understanding of company's products and consumers within research community.Initiated and led multiple studies including product use, HUT’s, sensory, employee panels, ethnography, on-line surveys for Huggies®, Pull Ups®, Goodnites®, Cottonelle®, Scott® brands. Managed approximately $1 million in research spending annually with external vendors.Identified field study cost savings opportunities netting over $40,000+ savings annually.Led committee implementation on departmental report summary template to provide clearer data forbusiness decisions. Show less Managed and supervised multiple facets of consumer study logistics.Developed training and reference materials educating market research personnel and new employees on study placement protocol.Developed and implemented cost effective/time reduction study process saving company $600,000.Conducted training sessions with consumers at study placements.Trained agency personnel according to study objectives.Published written documentation of study methodologies and study results to share with research community. Show less

  • Consumer Study Manager III

    Apr 2005 - Apr 2010

  • Consumer Study Manager I

    Oct 2000 - Apr 2005
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  Northeast Wisconsin Technical College

  Sept 2007 - Dec 2007

  Adjunct Psychology Instructor

  Instructed on-line Developmental Psychology Course for undergraduate students.Developed class assignments, discussion board topics and exams.Initiated, facilitated, and moderated classroom discussions using Blackboard Software.Evaluated students' assignments, papers, exams and provide timely feedback.

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  University of Wisconsin Oshkosh

  Feb 2008 - Jun 2008

  Adjunct Psychology Instructor

  Prepared and delivered Social Psychology lectures to undergraduate students.Constructed course materials, syllabi, exams, course materials and handouts.Maintained regularly scheduled office hours to advise and assist students.

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  Georgia-Pacific LLC

  Feb 2015 - Jul 2020

  Consumer Research Scientist

  • Designed a Tactile Comfort Research methodology to better understand the tactile properties preferred by bath tissue consumers. Results map the ‘preferred tactile space’ guiding how to design the product moving forward to meet consumer expectations. • Identified a $1.3M cost-savings opportunity through understanding the desired consumer experience for Value Brand paper towel users and Lapsed Buyers. • Developed a Mental Model of Durability used to improve communication tools, in-store signage, and product packaging for hard surface flooring. Facilitated focus groups to gain a better understanding of consumer language and how consumers evaluate durability of hard surface flooring. • Investigated meaningful ways to communicate the benefits of Quilted Northern® bath tissue and gathered consumer language about benefits. Presented results to Marketing and shared with ad agency to help improve future product communications and to create effective advertising demos. • Increased intuitiveness for both the end-user and maintainer for the ActiveAire® Air Freshener Dispenser through usability study results. Show less

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  Kimberly-Clark

  Aug 2022 - now

  Consumer Study Manager