Dr. Phil Hendrix is head of the Institute for Mobile Markets Research (immr), a research organization based in Atlanta that helps companies better understand and capitalize on opportunities presented by disruptive technologies. He combines a unique blend of research skills (qualitative and quantitative), industry knowledge, and experience to help clients devise, validate, and implement innovative, market-driven strategies.

Dr. Hendrix works with a distinguished group of clients and research partners to calibrate demand and accelerate the adoption of really new products. Over the course of 20 years, as both an academic and consultant, he has developed perspectives and research-based tools to help organizations:

• Reliably gauge customer interest in really new products
  
• Reveal hurdles slowing adoption
  
• Learn how to trigger interest, consideration, and trial
  
• Prioritize and discover the "tipping points" that trigger purchase
  
• Estimate demand for alternative offerings (devices/services)
  
• Calibrate willingness to pay, price elasticity

Dr. Hendrix has worked closely with leading clients in a number of industries, including telecommunications (Cingular, BellSouth, SBC, AT&T, Verizon), technology (Motorola), financial services (American Express), insurance (Allstate), parcel delivery (UPS), and others. Skilled in conducting marketing research, facilitating strategic dialogue, and working with organizations and their teams to design and execute initiatives, he has provided strategic guidance to clients on a wide range of issues, including market analysis, segmentation, and sizing, targeting, competitive positioning, and customer loyalty and retention.

Before founding immr, Dr. Hendrix was a partner with DiamondCluster (strategy consultancy with 1,000+ professionals), founder and head of IMS (Integrated Measurement Systems), and a principal in the marketing practice of Mercer Management Consulting. He has also served on the faculty of leading business schools, including the University of Michigan (where he also held a joint appointment in the Survey Research Center) and Emory University (Goizueta Business School), teaching courses in marketing research, buyer behavior, and marketing strategy. He received his PhD in Marketing from the University of Michigan and completed post-doctoral work in statistics and psychological measurement.

Dr. Hendrix has published numerous articles on measuring and understanding customer behavior, most recently a two-part article "From Hindsight to Foresight: How Companies Use Innovative Measurement Practices to Improve Visibility" in Marketing Management (Dec. 2002 and February 2003). He also published "Build It and They Will Come: Implications of the Internet for Marketing." Dr. Hendrix was also one of the principal investigators for Digital Strategies 2001, sponsored by DiamondCluster and the Wharton School, and published in Context Magazine. He is also a regular speaker at professional conferences, including the recent WWRF conferences in Paris, Jeju (Korea), Toronto, and Oslo.