MaryEllen FitzGerald, President

MaryEllen FitzGerald is the President and founder of Critical Insights, Inc., which has become one of the largest and most respected market research firms in Northern New England since its inception in 1992. Before founding the company, Ms. FitzGerald was a partner and Senior Vice President of a local research firm where she conducted strategic market research in both consumer and industrial settings for five years. Prior to moving to Maine, Ms. FitzGerald conducted independent strategic research efforts for clients in the Baltimore-Washington area.

Her experience covers a broad range of corporate, advertising and public opinion research settings. She conducts professional marketing and research training workshops, and is well versed in behavioral analysis, and project design and evaluation techniques. Recognized as an expert in survey research efforts, Critical Insights is often retained to conduct forensic analysis of survey research efforts conducted by other organizations that have been submitted as evidence in courtroom trial efforts or have been cited as supporting specific municipal or public policy endeavors.

Ms. FitzGerald has developed a national reputation for her expertise in public opinion polling, attitude and awareness studies and consumer sentiment assessments, utilizing a battery of qualitative and quantitative measures. She is frequently a guest commentator on public opinion polling issues to the media (television, radio, internet and newspapers). The company's public opinion research efforts are frequently cited by local and national media outlets, including CNN, The Polling Report and the Associated Press.

Ms. FitzGerald has also a national reputation for her specific expertise in litigation support research efforts, conducting jury studies and witness preparation projects for clients throughout the country. Formerly a practicing psychologist, Ms. FitzGerald has extensive experience in utilizing a variety of projective techniques to assess the underlying motivations and determinants of consumer behavior and decision-making.

Ms. FitzGerald is also an experienced focus group moderator and is recognized for her ability to uncover and clarify significant determinants to behavior in a non-threatening group setting. She conducts, on average, 150-200 focus groups throughout the U.S. each year, and a number of jury studies and mock juries across the nation for law firms.

Ms. FitzGerald received a Bachelor's Degree in English and Education from Tufts University. She has been awarded Master's Degrees in School Psychology from Tufts, and in Administrative Science (with concentration in consumer behavior) from Johns Hopkins University.

She is a current member in good standing of the Qualitative Research Association, the American Association for Public Opinion Research (AAPOR) and the Marketing Research Association. In addition, Ms. FitzGerald has written numerous articles on market research and research techniques, and has been a guest commentator on polling and research issues on local radio, news and television programs.

Active in many community organizations, Ms. FitzGerald is currently a Director of Norway Savings Bank, a trustee of the Maine Public Broadcasting Company, a trustee of North Yarmouth Academy, a Director of the American Lung Association of Maine and a trustee of the Catholic Foundation of Maine. She is also a Corporator for Maine Medical Center, a member of the Greater Portland Chamber of Commerce, the Maine representative to the Legislative Review Committee of the Marketing Research Association and an Alumni Representative for Tufts University.

Ms. FitzGerald is a 1998 recipient of the Tribute to Women and Industry Award (TWIN) awarded by the Portland YWCA to women who have made significant contributions in business and in their communities.