Management Science Associates, Inc. (MSA), which gathers and analyzes vending sales and other retail sales data, hired Armeen Gould as director, business development in the business analysis (BA) division. Gould brings over 20 years of experience to MSA, covering the full spectrum of marketing research. Most recently he focused on the burgeoning field of shopper research as vice president, retail and shopper at TNS, starting at Sorensen Associates Inc. in 2005 and transferring to TNS Retail and Shopper after the acquisition of Sorensen by TNS in 2007.
During that time Armeen was responsible for building strong relationships and delivering shopper insights built on in-store research to Fortune 100 CPG companies including Heinz, Hershey, Pepsi, Kraft and Unilever, and diverse retailers such as CVS, Walgreens, Target, Dollar General, Family Dollar and Circuit City. His shopper research helped clients understand in-store buying decisions, design better packaging and products, and better organize stores in ways that maximize profit and improve the shopping experience.
Earlier in his career, Armeen worked with brands such as Coca-Cola, Saab, Hershey, KitchenAid and Kenmore. He championed the cause of placing the owner, consumer and/or shopper in the center of the process – emphasizing the importance of developing products, packaging and advertising based on deep insights and knowledge of consumer needs.
At MSA, Armeen will be working with the business analysis division to extend and enhance their relationships with existing clients and expand the reach of the group to new clients in CPG, retail and elsewhere.
Gould is particularly excited about the opportunity to join forces with the strong business analysis team to develop metrics for new paradigms that tap into the exponential growth in data generated by on-line commerce and social media.
Gould has degrees in political science and marketing from American University in Washington, D.C., and international economics and economic development from The Johns Hopkins School of Advanced International Studies.