Jeff brings to his role as CEO at The Modellers a unique skill set and genuine passion for high-end market research to blend with a rich and diversified background in management experience, academic training and applied expertise, keen and tutored quantitative insight and university teaching experience. Over the past twenty years, he has held various high-level management positions at several national and international firms, has taught marketing at two Universities, and been extensively involved in researching new quantitative methods. While at the University of Sydney, Australia, Jeff developed relationships with several colleagues with whom he founded The Modellers. 

For many years, Dr. Brazell has been actively involved in designing and delivering foundational and applicable research projects to help clients with their most difficult challenges. Some of Jeff’s project/clients include General Motors, American Express, Intel, P&G, Citibank, Disney, Gateway Computers, GE, Kodak, eBay, IBM, Lucas Arts, Paramount, Purina, Schick, Toyota, and Verizon.

Jeff has been “blissfully“ married for over 25 years and has three children. His passion for reading fits well with the demands to “keep up” with a vibrant, ever changing industry. He enjoys down time for scuba diving, martial arts, travel, and eating truly delicious food. Jeff has lived in Argentina and Australia and speaks both Spanish and Australian languages fluently. Dr. Brazell received his PhD in Marketing Science from the University of Sydney, where he studied under Professor Jordan Louviere, one of the “fathers” of discrete choice modelling and current co-director of the Centre for the Study of Choice. 

Jeff has published papers in such academic journals as Marketing Science, the Journal of Marketing Research, and Marketing Letters. He enjoys helping to develop and present new methods and breakthroughs in methodologies and applications at top international conferences, including Marketing Science, the Advanced Research Techniques Forum (ART), and various IIR conferences. 

Dr. Brazell can be reached at the Salt Lake City company headquarters at 801-290-3800 or


Mark has over 25 years of marketing, advertising and research experience. Before joining The Modellers, Mark held a variety of consulting, marketing and management positions including, Wirthlin Consulting (Founder/President), Harris Interactive (SVP, Sr. Consultant), Wirthlin Worldwide (COO), Woodcraft (CMO), The Woodworkers Club (Founder/President) and Procter & Gamble and Kraft General Foods (brand management).

Mark has particular expertise in the areas of branding, reputation, positioning, strategic planning, communications, advertising and new product development and launch. He has helped guide the efforts of some of the world's leading companies, including Intel, Microsoft, Procter & Gamble, eBay, Yahoo!, Samsung, Kellogg's, Kraft General Foods, Monsanto, Boeing, and Fannie Mae.

Mark lives in the Salt Lake valley with his wife and four children. He has a great passion for all things outdoors, including camping, hiking, boating, horseback riding, fishing, hunting, skiing and snowmobiling. Mark has lived and worked in Japan, and speaks fluent Japanese. He holds a BA in Japanese from Brigham Young University, and an MBA with a concentration in Marketing from the Wharton School at the University of Pennsylvania. 

Mark can be reached at company headquarters in Salt Lake City at 801.290.3805


Royal has 18 years of experience in financial analysis, having received awards for providing daily, actionable data on division sales, leading indicators, and key business metrics.  He has done extensive work in budget preparation, forecasting, and monitoring actual performance.  He is responsible for profit and loss statements, balance sheet, capital investments, vendor contracts, and strategic financial decisions. He is project, detail, and deadline focused and trained.  Before coming to The Modellers, Royal worked financial magic at Franklin Covey and The Boston Company.


Matt Madden graduated from Brigham Young University with a B.S. in Statistics-Business and an M.S. in Statistics. While at the university he worked for the Center for Statistical Consulting and the Women's Research Institute. He also consulted with the World Health Organization on disease research in Africa. Matt joined the Modellers as a statistical analyst in 2000 and became part of the senior team in 2005 as director of the analytics department.

Providing advanced analytics output that is easy for managers to act on is Matt's goal for every project. He works with research directors and analysts to guarantee the best possible methods are applied to solve research questions, and he consults with software developers to give clients user-friendly tools that help them make the right decisions. Matt has the same philosophy about segmentation and other multivariate statistics—always finding ways to deliver results that are efficient, timely and insightful. He feels that advanced analytics can be leveraged in almost every study in a way that adds value to the research.

Through the years, Matt has worked with clients in every industry from food to pharmaceuticals. He especially enjoys tackling research on new technology and in the entertainment field. He brings an applied approach to solving difficult problems, and is constantly looking for creative ways to make modelling more useful. He loves working as a team (with clients or coworkers) to share knowledge and work through tough research issues.

Matt lives in the Salt Lake City area. He spends most of his free time with his wife and four children, sledding in the winter and swimming or four-wheeling in the summer. He is a sports enthusiast and a loyal fan of BYU football and his childhood basketball team the Phoenix Suns.

Matt can be reached at 801-290-3815 or


Kristy has conducted strategic public opinion and marketing research for nearly 30 years, beginning her career at Decision / Making / Information, which became Wirthlin Worldwide. Kristy was involved in all aspects of quantitative and qualitative research design, execution, and analysis. Subsequently, Kristy was a partner at POPULUS, a strategic marketing research and communications consulting firm.

At both firms, she participated in the development and implementation of computer-assisted telephone interviewing (CATI), computer-assisted personal interviewing (CAPI), and the qualitative technique of laddering. She has executed numerous surveys that included complex measurement tasks, such as choice (conjoint) experiments, perceptual mapping, and MaxDiff (best/worst) scaling. Kristy has conducted research for corporate image enhancement, brand development and extension, product development and positioning, advertising strategy and effectiveness, political campaign strategy and management, and best practices definition. Her clients have included multi-national corporations, federal and state government agencies, and industry associations. She holds a B.A. in Political Science from Brigham Young University.

Kristy and her husband, Mark, have two sons. She is an outdoor enthusiast who also greatly appreciates the arts. She is an avid reader, primarily of biography, history, and political philosophy. She has traveled extensively and lived in exciting places such as Hong Kong, Southern California, and Washington, D.C. She has studied multiple languages, including French and Chinese, and is currently working on German.

Kristy can be reached at 801-290-3800 or


David Guell is Sr. Vice President of Software Engineering at The Modellers. In this role, David oversees the development of the company’s unique Interactive Decision Tools (IDTs). He also leads the development of the company’s internal software development efforts.

Previously, David worked at U.S. Bank, where he spearheaded the innovative use of common automated software testing tools to ensure the timely, high quality conversion of legacy data from three different systems to a new web-based, commercial loan tracking system. David also led the adoption of best practices for automated builds and automated testing for that application.

As a software development manager with Worksoft Inc., a venture-backed startup in Dallas, Texas, David led the turnaround of an in-house team of six developers and drove the successful creation of two offshore teams totaling 25 developers. As a software architect, David was a key contributor to the success of the company’s rewrite of its core product.

Prior to joining Worksoft, David envisioned and developed AnswerMap, the first commercially available desktop application that extracts answers to questions by applying natural language search algorithms to the user’s documents and email. Before that, David was a software developer at i2 Technologies, where he developed major planning features and contributed to a significant rearchitecture of the company’s best-of-breed supply chain planning system. Prior to i2, David was a project leader at Los Alamos National Laboratory. There he funded and led a three year, $2M software development effort to simulate the flow of molten plastics during injection molding.

David holds Ph.D. and Master’s degrees in chemical engineering from the Massachusetts Institute of Technology and a B.S. in chemical engineering from Iowa State University. David is a lifelong fan of the Boston Red Sox and Pittsburgh Steelers and enjoys assistant coaching the athletic teams of his three children.

David can be reached at 801-290-3800 or


Rich co-leads the Modellers Healthcare practice. His consulting engagements focus on healthcare and pharmaceuticals, though he has extensive cross industry research experience in financial services and consumer packaged goods. Rich has many years of experience conducting pharmaceutical market research and public health research across most therapeutic areas. With qualitative research, Rich has overseen hundred’s of studies – both US-centric and global. He has moderated interviews and focus groups for many years with a broad range of constituents including physicians, patients (both adult and adolescent), payors, pharmacists, and hospital administrators.

In the quantitative arena, Rich also has extensive experience with both more complex modeling-based studies and tracking research. This includes a variety of segmentations, discrete choice / conjoint based studies, and research leveraging Structural Equation Modeling and other approaches for understanding behavioral drivers. Rich has co-designed a number of innovative qualitative and quantitative methodologies including approaches for more accurately assessing tradeoffs in a qualitative setting and for more effectively leveraging conjoint approaches in message bundle optimization.

Rich is the former President of Observant LLC, and has had tenures at Marketing and Planning Systems (MaPS), and public health research institutes including the New England Research Institutes, Research Triangle Institute, and Battelle Memorial Institute and worked in advertising for a number of years. Dartmouth College (B.A. in psychology); University of North Carolina (M.A., Ph.D. in cognitive psychology).

Rich can be reached at the company’s Boston office at 801-260-9133, or