Greg Spaulding, Principal Consultant: Senior Qualitative Moderator & Qualitative Research Consultant

The Specialist: Qualitative Market Research & Brand Strategy

Greg Spaulding, the owner and principal of Turnkey Advisory, is a distinguished qualitative research consultant and expert moderator. Bringing over two decades of extensive experience in high-stakes strategic qualitative market research, analysis, development, and expert moderation to his clientele. He excels at bridging deep human insights with actionable brand and business strategy, providing the clarity needed for high-stakes decisions.

Experience at the Fortune 500 Level

Greg has a proven track record as a senior qualitative moderator, having personally moderated research initiatives for a roster of Fortune 500 companies. Key project experience spans across Technology/Telecom (Microsoft, Dell), Financial Services (Capital One, IShares, Wells Fargo), Insurance (State Farm, Progressive Insurance), and major consumer sectors (McDonald's, Nike, P&G, Honda). This work has consistently informed multi-million-dollar decisions.

AI-Powered Scalability & Precision

Recognizing the shift toward AI in market research, Greg utilizes a "Human-in-the-Loop" approach. He uses AI to pressure-test hypotheses, analyze vast datasets for hidden sentiment, and even simulate persona-based "pre-research." This allows him to scale qualitative depth across larger sample sizes while ensuring that every final insight is filtered through his 20+ years of human intuition and rhetorical analysis.