Jim Lyza is senior qualitative research analyst at Shelton Group. He designs and conducts one-on-one, business-to-business interviews for Shelton's clients. In addition, he is a secondary researcher, seeking out invaluable information for marketing planning and strategy. Burke-Institute-trained in focus group facilitation, Jim manages most of Shelton's focus group projects, from recruiting to final analysis and presentation development.

With 20 years of experience in market research, Jim spent 12 years involved in all aspects of research including secondary analysis, qualitative design and execution and quantitative analysis. While with the American Medical Association, he participated in two psychographic segmentation studies of physicians with regard to cancer and hypertension pharmaceutical therapies. Additionally, he conducted conjoint studies to determine the preferred attributes of a new electronic I.V. infusion device, as well as testing product packaging and advertising concepts. Jim has also conducted numerous focus groups and personal interviews with physicians and spearheaded the transfer of $50 million dollars of premium (40% of the agency’s business) from one carrier to another through an RFP process.