Disciullo - Researcher - Princeton Junction, New Jersey, USA

Mary Jo Disciullo

Princeton Junction, New Jersey, USA


I am a Research Strategist with 20+ years of qualitative research experience & a passion for delivering actionable consumer insights for Fortune 100 companies (J&J, Colgate–Palmolive, L’Oreal, Universum, Unilever, YUM Brands, Angstrom Fuel Cell Technology, Caterpillar, & AC Nielsen Int'l Research). I have extensive experience in global consumer product/package development, concept development, positioning assessment, & employer branding.

Led programs & qualitative research projects that drove measurable results & prompted multiple product platform ideas …

Achieved 8–year track record with J&J Consumer Products Strategic Research Program refining new product/package positioning/claim opportunities (Johnson’s Baby/Kids Personal Products/Toiletries, Aveeno, Neutrogena).

Launched groundbreaking J&J Children’s Insight program that ran 5 yrs and modeled for the Johnson’s Kids Franchise Worldwide. Designed & led research for the innovation & market launch of Johnson’s Kids Super Sudzer (e–z grip soap).

Researched winning strategy & positioning for Teen Anti–Smoking Campaign for the NJ Department of Health; identified target and gained access into rural, suburban, & urban NJ schools with students of diverse socio–economic & demographic backgrounds.

Hired by Universum to conduct US focus groups with graduate students (NYU, Wharton, Univ of Chicago, Stamford, & Harvard) and employees from Silicon Valley for leading consulting group’s hiring strategy resulting in a change of position as “best places to work.” Facilitated internal employee focus groups that churned out actionable results for the Credit Suisse & Schneider Electric employer brand.

Conceptualized & managed one–year project to expand johnsonsbaby.com visibility through bold ideas for website redesign (format & content); spurred a significant increase in hits & revenue.

My expertise helps companies deliver on the promise of new ideas and expansion of new products.



Work History

Strategic Research Consultant

MJD Qualitative Research

August 1999 - August 1999

* Pioneered custom Nielsen research study to deepen understanding of consumers’ attitude toward KelsenBisca’s Royal Dansk Danish Butter cookies; recommendations led to new package design.

* Researched consumer reactions to Anti–Dandruff Shampoo package designs as they related to the new anti–dandruff shampoo concept. Identified winning package and modifications to create product appeal; product launched in 2011.

* Initiated the right research providing actionable new insights for market leader baby & adult sunscreen, hair color and laundry products / packaging, group restaurant decison–making and eating dynamics, point of purchase effectiveness in driving sales for multi–brand restaurants.

* Developed key strategies after leading on–campus research (University of Arizona and Indiana University) to determine career expectations and how students prefer employer communication during the recruitment process.

* Met challenge of leading an HR organizational behavior effort that involved pinpointing and problem-solving J&J’s Leadership Development Program weaknesses to senior management. Benchmarked “Lessons Learned” vision for HR / senior management recommending mentorship program, recruiting criteria, and training that impacted six operating companies.

* Gathered feedback from focus groups, IDIs, self–application, and ethnography using innovative research and recruitment techniques; helped developed strategies for personal care, pet, fast food, oral care, and household products in response to business research objectives, and individual behaviors and feelings toward these categories.

* Swayed sales calls with key clients (Wal–Mart and Target) by providing actionable research that secured shelf space for existing Johnson & Johnson products on the verge of being removed.

Strategic Research Consultant

Johnson & Johnson Consumer Products

August 1999 - January 2007

Originated and deployed multiple strategic marketing / sales / leadership programs and research initiatives that positively impacted new product and new packaging opportunities, revamped existing products / packaging, and boosted market share and revenue opportunities. Efforts deeply rooted in researching product / package ideas for Consumer Products; identifying / correcting upgrades and replacements for existing products; and designing / developing new product introductions (e.g., baby gift sets, diaper rash products, kids soap), including packaging design / development (labels, caps, dispensing) and product reformulation for personal toiletries.

* Drove 50% reduction in research expenditures after creating the opportunity to conduct kids / teen research programs inside 10 elementary / high schools statewide.

* Innovated and implemented a second Children’s Insight Program “Kids Konnection” new product / package introduction for Johnson’s Kids Hand Foam / Harry Potter’s personal toiletries.

Qualitative Research Coordinator

Johnson & Johnson Consumer Products

December 1994 - August 1999

Organized diversity of new–product focused projects / programs from concept to implementation. Advanced Johnson’s Baby, Johnson’s Kids, Oral Care, Sanitary Protection, Clean & Clear presence, and assisted brand teams to exceed growth objectives by identifying strategic opportunities.

* Launched a TEEN program that provided direction for the redesign of key package presentation and product formulation for Clean & Clear.

* Prompted multiple product platform ideas (Soothing Vapor and bedtime line of products) after rolling out Mother’s Insight program for Johnson’s Baby Worldwide.

PREVIOUS MANAGEMENT-focused positions...
Bristol–Myers Squibb; Batten, Barton Durstine & Osborne; & Ted Bates Advertising (Saatchi & Saatchi)

* Interfaced with brand / executive management at Bristol–Myers Squibb, pioneering marketing-focused research programs, launching new children / adult vitamins, contributing to over–the–counter products (e.g., toothbrushes) and participating in Consumer Products Strategic Planning Task Force.

* Led consumer research studies for Unilever’s household and General Electric’s consumer electronics while at Batten, Barton Durstine & Osborne.

* Participated in consumer research for Borden, American Cyanamid, Warner Lambert, Coors Beer, Carter Wallace & Colgate, helping cinch new business at Ted Bates Advertising (currently Saatchi & Saatchi).

Qualifications & Certifications

Bachelor of Science in Business Administration

The George Washington University

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