In Clear Focus: Cindy Casper is a seasoned consumer marketing researcher and the Principal of boutique consultancy, Casper Insights. Cindy discusses how her career in marketing research began with ad effectiveness testing and explains the role that secondary, syndicated data can play. We discuss Cindy's innovative approach to customer segmentation and the creation of authentic personas for collegiate clients. Cindy also shares her go-to tool for results analysis and data visualization.