Lindsay Willis has over 30 years of marketing and market research experience, focused primarily in the business-to-business, health care, and services industries. For the past eighteen years, Lindsay has provided strategic qualitative research consulting to Fortune 1000 firms, on both internal and external issues. She has moderated hundreds of focus groups and executive interviews for clients throughout the United States. Prior to that, Lindsay worked at Custom Research Inc; the only research firm to win the Malcolm Baldrige National Quality Award for eleven and one-half years, leaving as a Senior Vice President of qualitative research. She has consulted with such diverse clients as U.S. Bank, Medtronic, United Healthcare, Pearson, Ally Financial, Petsmart, Academy Sports, Abbott Diagnostics, Banta Corporation, Starwood Hotels, Verizon, Coca-Cola, MasterCard, Thrivent, University of Minnesota, and Fiserv.