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
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.