Michael Schiessl - CEO & Founder, eye square

Michael Schiessl is a psychologist and media scholar, as well as the founder of eye square. His company combines science, technology, and art to create successful and sustainable businesses in the digital age, at the intersection of AI.  

Focusing on the human experience, he draws on the mental systems of perception, emotion, cognition and the behaviour examining their measurability and quality in relation to the reality of desire. 

These concepts encompass and expand upon the perspectives of user, shopper, and brand experience research.

Jeff Bander - President & Chief Growth Architect, eye square 

Based in New York, Jeff Ephraim Bander is the President of eye square Inc. for the USA. Jeff (MBA) has been a thought leader in the market research world since 2008 and has gained over 25 years of experience with various research companies. 

Before coming to eye square he held the position of award-winning, President of North America at Sticky, a provider of online eye tracking studies. Jeff has been featured in AdAge, MediaPost and AdExchanger and has presented along big names such as P&G, Unilever and Colgate.  

Betsy Fitzgibbons - Senior Shopper Insights Digital Lead, Mars Snacking 

Betsy Fitzgibbons is a Shopper Insights professional with 20+ years' global experience in CPG. Her focus is driving future-facing retail strategies and identifying new opportunity spaces based on unearthing actionable insights. She has spent years pioneering new methodologies and tools, including the creation of Mars Digital Store Labs and exploration into Voice AI and Commerce.  

Betsy is known for crafting compelling narratives that resonate with stakeholders and customers, supporting business objectives and driving growth.  

She presented twice at ESOMAR in recent years, and at several other conferences on research, AI and Digital Commerce. 

Tracy Adams PhD, Senior Director Research & Insights, The ARF 

Tracy Adams, PhD, is Senior Director of Research & Insights at the ARF, where she leads the organization’s research agenda and advances industry-wide initiatives in advertising and marketing.  

With a background in sociology and cultural studies, she brings a critical, interdisciplinary lens to research in advertising and marketing. 

Paul Donato - Chief Research Officer, The ARF 

Paul Donato is the Chief Research Officer at ARF. 

A media and advertising research leader, he has over 20 years' experience, having co-founded WPP's Media Research Business Unit, served as CEO of Kantar Media, and been Technical Director of IBOPE Latin America, and was EVP and CRO for The Nielsen Company, overseeing Nielsen's retail, consumer, mobile, and media measurement methodologies. 

He has also led business units at Simmons and Audits and Surveys Worldwide.  

As well as leading the research team, Paul also plays an active role in overall ARF leadership, helping to guide its future direction.

Kara Louis - Global Agency Research & Insights Manager, Snapchat 

Kara Louis is Head of Global Agency Research at Snap Inc., where she decodes consumer behavior to help the world’s top brands and agencies build smarter media strategies. With 16+ years of experience in market research and data storytelling. 

Kara specializes in turning complex audience insights into clear, actionable trends across youth culture, ad formats, and creator strategy.  

Prior to Snap, she spent eight years at Twitter leading research and measurement for Fortune 500 partners across Retail, Travel, and Financial Services. Kara holds a dual degree in Marketing and Psychology from The College of New Jersey.  

Heather O’Shea - Chief Research Officer, Alter Agents 

Heather O'Shea has nearly 20 years' experience in market research and consumer insights. She has worked at media agencies, publishers, tech platforms and research companies.  

Before joining Alter Agents, she was head of global ad research and insights at Snap, where she produced industry thought leadership.  

She has conducted market and media research for brands including Gatorade, Twitter, Netflix, Colgate-Palmolive, TikTok, and Google. She previously served on the board of the ARF Women in Analytics program. She has an M.B.A. in marketing from Baruch College. 

Pamela Mars - PhD, Managing Director Primary Research, Omnicom Media 

Pamela Marsh is Managing Director of Primary Research at Omnicom Media, NA where she leads primary research for clients and agency thought leadership. Her research explores the trends shaping, and being shaped by, consumer behavior and the evolving media marketplace. Known for strategic storytelling, Pam turns insights into actionable recommendations that guide strategy and investment decisions.  

She has co-authored dozens of OM’s future-focused thought leadership studies. Pam has 30 years of experience in consumer and market research. She earned a Ph.D. in Communication from the University at Buffalo. Since 2025, Pam has served on the ARF’s Board of Trustees.

Kevin Soh - Director Primary Research, Omnicom Media 

Kevin Soh is a Director of Primary Research at Omnicom Media, where he helps lead and bring the agency’s thought leadership to life. With more than 15 years of experience, Kevin has worked across the full consumer journey, beginning in CPG product testing alongside food scientists and sensory researchers to branding, media, and marketing.  

His versatility across categories and industries, combined with an admittedly unhealthy obsession with staying current on consumer behavior and culture, informs the wide range of thought leadership he helps produce at Omnicom Media.