Tricia Batoha is a seasoned researcher with an exceptional record of success defining, innovating, and executing market research initiatives across diverse methodologies and industries.

Tricia is a trusted business partner with over 20 years experience. She excels at distilling large amounts of data into relevant and actionable insights that optimize executive decision making and strengthen brand, design and product initiatives.

Having been on both the client and supplier side, she understands firsthand the challenges organizations face and the pressures to deliver.  Most recently, Tricia served as VP of Insights at Stellantis where she was selected as Automotive News Rising Star and made positive impacts on numerous designs, features and services.  She also led Customer Experience initiatives at Blue Cross Blue Shield MI and was instrumental in improving JD Power ratings to #1.

Prior to her client-side experience, Tricia worked at Morpace International and Business Research Group, specializing in financial services, healthcare, entertainment and consumer goods.

Tricia serves on the advisory board and guest lectures at MSU Broad Master’s of Market Research program. She also loves to travel with her husband and kids and spend time outdoors, especially with her two dogs, Theo and Nala