Dona Vitale - Strategic Focus

Dona Vitale has been a qualitative research consultant since 1987, specializing in strategic research for consumer products companies and arts organizations. Previously, she held positions in research and management at Foote, Cone & Belding Advertising, responsible for design, implementation and analysis of creative development research, market segmentation studies, consumer trend analysis, evaluation of advertising executions, database analysis and advertising tracking.

During her career, Ms. Vitale has worked for major consumer products clients including S.C. Johnson, Sara Lee, Sears and Kraft Foods. She was responsible for research leading to the introduction of Sunkist Orange Soda, as well as numerous additions to the Raid line of insecticides, Sara Lee Croissants, muffins and Bagels, and Shout laundry stain remover. Strategic Focus projects have included new product development work for Freudenberg Household Products (Vileda, O'Cedar and Roll-O-Matic brands), The United States Postal Service, and Samsung Electronics. Ms. Vitale also conducts strategic research for arts organizations such as Chicago Shakespeare Theatre and the Gene Siskel Film Center, and exhibition-development research for the Chicago Historical Society and The Field Museum.

In addition to her work as a qualitative research consultant, Ms. Vitale teaches in the University of Chicago's Graham School of Continuing Studies Integrated Marketing Communications Certificate program. Her course in Consumer Insights emphasizes the use of consumer research to develop innovative and creative marketing and advertising programs.

Ms. Vitale holds a MBA degree (with honors) from the Northwestern University Kellogg Graduate School of Management, and is an honors graduate of Michigan State University College of Communication Arts.