Kevin Fay, Senior Vice President/Director of Research

Kevin Fay brings extensive experience in the areas of brand and product positioning, marketing platform development and advertising diagnostics and evaluation to his position with Critical Insights.

At Critical Insights, Mr. Fay is responsible for managing and overseeing all aspects of the research process, from working with clients on problem definition through instrument development, analysis and interpretation of results and development of strategic findings and implications. He also works closely with the company’s analytical and field staff on methodology, sampling protocols and analytical approaches.

Over the course of his career, Mr. Fay has moderated more than 1,000 focus groups, small group discussions and one-on-one interviews with audiences ranging from pre-schoolers to nursing home residents.

His research interests are grounded in his extensive work in the areas of audience definition, message and brand development and impact assessment, particularly in the field of health communications. Mr. Fay has spoken on these topics at state- and national-level meetings and symposiums and in 2003, he co-authored an article on the impact of paid public health marketing efforts for the Journal of Health Communication.

Mr. Fay joined Critical Insights in 2000 from the marketing communications firm of Arnold Worldwide in Boston, MA. He supervised and executed all research and strategic planning activities across a variety of account assignments, including the American Legacy Foundation’s “truth” national youth tobacco prevention campaign, the Massachusetts Tobacco Control Program media education campaign and Allied Signal/Honeywell automatic aftermarket products.

Prior to his tenure at Arnold, Mr. Fay served as Associate Research Director at Houston, Effler & Partners in Boston and has also held research-related positions in the areas of educational program development, television newscast evaluation, academic publishing and process consulting.

Mr. Fay served on the Board of Directors for Greater Portland Big Brothers Big Sisters, where he co-chaired the organization’s committee on marketing and community education.

He is a graduate of Stonehill College, where he holds a dual degree in Communication Studies and English.