Research for Sound Business Decisions

About Our Founder


Will Gordon, Ph.D., Founder and Principal

Founded in 2012, Sound Market Research was designed to deliver Big Supplier services, with boutique client service.  Leveraging our Founder's 30+ years of diverse research experience, we cover virtually every category, every country and every research methodology available.

“Will has the rare combination of management consulting, market research design along with strong methodological and analytical skills.  His skills are those that every client wants on a research assignment: strong advice based on experience and empirical evidence.”

Will is a marketing research expert and career-long practitioner, unique in his training as a management consultant and his deep understanding of brand strategy. He is equally adept at B2B and B2C research and has substantial international research experience, leading projects in Europe, India, Australia, Japan and Latin America.

A seasoned moderator and executive interviewer, Will is also an expert in the application of advanced analytic tools to the customer-level decision processes impacting both targeting and account management programs (acquisition, cross-sell/up-sell and churn reduction).

Will is an outstanding writer, speaker and storyteller, comfortable and confident with clients at all levels.  Specialties: 

  • Ability to translate complex brand and marketing problems into effective, cost and time efficient research designs.  
  • Brand positioning, brand equity measurement
  • Brand driver analysis
  • Customer segmentation
  • New product development
  • Message development and testing
  • Pricing
  • Customer satisfaction measurement

For a free, no obligation quote, contact me at


Phone:  +1 203.939.4947 (mobile)