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Samantha Stead

Samantha Stead

Senior Associate

Samantha Stead is Vice President & Partner of Think First Serve, Inc. A specialist in consumer insight and product development with over 17 years of international experience, she is also a qualified facilitator and trainer of Creative Problem Solving. Samantha has expertise in the design and implementation of multiple research methodologies including in-depth ethnography, archetypal branding, and innovative customer profiling; she also helps organizations to integrate that understanding into their business strategies, products, marketing and communications in ways that deliver significant business improvement. 

As former Vice President for Consumer Insight & Product Development at IMP Inc, a global continuity publisher and direct marketer, Samantha spearheaded cutting-edge research and facilitation approaches that enabled the organization to build a highly competitive understanding of their customers and make significant leaps in acquisition, retention and return on investment. Samantha also created and led a pioneering international idea development conference, new global product development processes, leadership development initiatives and a US strategy for portfolio development. She has spoken at numerous international conferences on the subjects of creativity, innovation, and the impact of ethnographic research on direct marketing, and is co-author of articles outlining the impact of Creative Problem Solving on global product development.  Samantha holds Bachelor of Arts and Master of Arts degrees in English Language & Literature from the University of Oxford, England.