Jim Spaeth, Ph.D., is Partner at Sequent Partners. Previously, Jim led the media research and planning function at General Foods (now part of Kraft) and Y&R. He is co-author of Market Research Matters as well as numerous articles, and is a frequent conference speaker. He has served on the boards of a number of industry associations and is a past President of The ARF. Jim has a B.A. in mathematics, an M.S. in econometrics, and a Ph.D. in economics.