GfK is strengthening its focus on in-store testing with the hiring of Thomas Schmidt, a consumer insights specialist with more than 20 years’ experience in shopper research.

Schmidt is now an SVP on GfK’s Sales Effectiveness team in North America, working out of the company’s Cincinnati office.

Most recently, Schmidt was EVP, Client Development & Marketing, at Integrated Research Associates (IRA), a custom, in-store research provider. While there, he grew the company’s client base to more than 40 of the top Fortune 500 consumer-packaged goods manufacturers and retailers. Schmidt focused on testing brand and category innovation and capturing customer insights utilizing a mix of qualitative and quantitative techniques.

Earlier, Schmidt served as Manager of Business Analytics at Bath & Body Works, where he directed the testing and analysis of strategic and tactical initiatives for more than 1,000 stores. Schmidt also spent 10 years at Market Decisions, a division of The Nielsen Company offering custom in-store testing research to major CPG manufacturers.

“Tom has truly made in-store testing his wheelhouse, developing a degree of expertise that assures clients that they will get the clear answers they need,” said Neal Heffernan, EVP of Sales Effectiveness at GfK. “He has worked across all major CPG categories and has a unique talent for developing and keeping client trust. We are thrilled to add such a smart, deeply experienced researcher to our team.”

To contact Schmidt directly, write to tom.schmidt@gfk.com.