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Joel Makower avatar

Jim Lyza

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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.

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.

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Safety concerns overshadow energy-slashing potential of smart homes featured image

Safety concerns overshadow energy-slashing potential of smart homes

May 31, 2017

By Jim Lyza
Until technology companies address hacking incidents and other security issues, it does little good to talk up the environmental benefits.
  • Smart Grid
ethics scale energy branding

The 'ethical' energy brand: A cautionary tale

September 15, 2016

By Jim Lyza
Staking your business on doing good requires serious commitment.
  • Marketing & Communication
  • Energy & Climate
  • Corporate Strategy
Case study Chipotle: Defending your sustainability reputation featured image

Case study Chipotle: Defending your sustainability reputation

October 23, 2015

By Jim Lyza
The restaurant chain showed grace under pressure when its credentials were questioned.
  • Food & Agriculture
  • Marketing & Communication
Toyota Prius

What the Prius teaches about brand maintenance

June 17, 2015

By Jim Lyza
Despite buy-in from "Prius Patriots," the hybrid is suffering from slow sales and even slurs including "un-American." What can Toyota do?
  • Marketing & Communication
  • Transportation & Mobility
What's a materiality assessment — and should you be doing one? featured image

What's a materiality assessment — and should you be doing one?

October 1, 2014

By Jim Lyza

Sustainability reports are being held to higher standards than before: They're being asked to relate sustainability to continued business. Are you in?

Image of report with magnifying glass by sergign via Shutterstock

What's a materiality assessment—and should you be doing one?

October 1, 2014

By Jim Lyza

In the broadest sense, material issues are simply those that have a great impact on a company's ability to do business. In essence, it's simply risk
assessment: A firm looks at all the issues that can affect it and identifies those that matter most and require attention.

What's a materiality assessment—and should you be doing one?

October 1, 2014

By Jim Lyza

In the broadest sense, material issues are simply those that have a great impact on a company's ability to do business. In essence, it's simply risk
assessment: A firm looks at all the issues that can affect it and identifies those that matter most and require attention.

What you should know about Greenpeace's Lego campaign featured image

What you should know about Greenpeace's Lego campaign

September 15, 2014

By Jim Lyza

The green group appears to have LEGO in its crosshairs, but Big Oil is the true target. Here's the lesson for your company.

  • Design & Packaging
  • Consumer Products
NASCAR and INDYCAR: PR or progress? featured image

NASCAR and INDYCAR: PR or progress?

August 1, 2014

By Jim Lyza

In the race to sustainability, here's who looks to be on the fast track.

How prepaying for energy could change consumer behavior featured image

How prepaying for energy could change consumer behavior

June 23, 2014

By Jim Lyza

Shelton Group research suggests a fresh (but hardly novel) approach to entice a particularly tricky market segment to cut back on power use.

  • Utilities
  • Consumer Trends
  • Load more

The News From Madrid

Patricia Espinosa, Executive Secretary for the United Nations Framework Convention on Climate Change, meeting with COP25 volunteers

5 takeaways from COP25's first week

ByDeonna Anderson
Close up of old vintage globe

What we know so far about countries' 2020 climate commitments

ByNoëmie Leprince...
COP25 President Carolina Schmidt and UN Climate Change Executive Secretary Patricia Espinosa

COP25: Diving into the first Blue COP

ByShana Rappaport
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