Managing Partners

Kim Buchanan, Managing Partner

Kim has nearly twenty years of experience in high technology market research, specializing in pricing, new product research, segmentation and buyer behavior studies for companies including Symantec, IBM and Xerox Corporation. Kim also worked almost exclusively with Intel Corporation for approximately 6 years where she moderated literally hundreds of focus groups covering a wide range of subjects, including positioning, strategy development, and advertising evaluation. Other clients she has had the opportunity to work with in the area of information technology include Gateway, Iomega, Netscape, Sybase, and Autodesk. Before forming Research Edge, Kim was a founding partner with Momentum Market Intelligence and served as a Senior Vice President at Market Strategies, running that company's high technology business unit. She was also Director of Global Research and Strategy for PacifiCorp for four years, adding a client and strategic perspective to market research. Kim holds her BA and Masters degree from University of California, Berkeley.

Cindy Dederick, Managing Partner

Cindy Dederick has over 18 years of market research experience, with most devoted to designing research for Fortune 500 high technology partners. Cindy has a highly versatile background conducting both qualitative and quantitative research in a variety of IT-related fields - including IT products and services, applications rollouts, IT security and infrastructure strategy. Cindy specializes in product & service offer development and optimization, wants and needs exploration, market assessment and communications assessment research -- including positioning, brand imaging, and advertising evaluation. Prior to starting Research Edge, Cindy worked as a Senior Partner at Momentum Market Intelligence managing large IT accounts, was Vice President of the IT Unit at Market Strategies (10 years) and a research analyst at Gordon S. Black Corporation in Rochester, New York.