Rachel Dreyfus, Founder and President

Insights architect, customer experience designer, tech/media trends-tracker, recognized thought leader in media, entertainment and telecommunications

Rachel Dreyfus is an Independent marketing strategy consultant providing consulting expertise, including strategic oversight, to help clients create marketing plans and guide business decisions with fact-based consumer insights. Rachel is a trusted business partner to executive teams across Product Management, Customer Care Operations, Sales Channels and Marketing. And she is a recognized thought leader in media, entertainment and telecommunications.

A graduate of Emory University Rachel started her career at Andersen Consulting in Boston, MA and Philadelphia, PA. She led Gemstar-TV Guide’s transition from on-screen guide and magazine to digital database platform and then, joined Time Warner Cable from 2005-2013 to build a world-class market research function for the NYC-based $20B company. She founded Dreyfus Advisors in 2013.

Dreyfus Advisors is
Celebrating a Decade of Entrepreneurial Growth!

Client Appreciation Poem

Selected Accomplishments:

Premium Video Streaming Service: Positioning, product development, campaign development, acquisition & retention for launch and growth

New Streaming Video App: Consumer ideation and new product development for competitive differentiation
Top MSO: created new tools to understand competitive draw of streaming TV, development of new video products and offers
Top Property Group: Designed and executed research roadmap to evaluate luxury malls' role in the retail ecosystem, improve shopper experience

Top Hospitality Co: Research synthesis for incoming C-level luxury brand managers; measured digital disruption in the category; redesigned loyalty study, adding competitive component and drivers of loyalty

Led Marketing Intelligence at Time Warner Cable at corporate headquarters in New York City, 2005 to 2013, guiding strategic initiatives such as re-branding, strategic segmentation in the midst of a category sea-change, developing groundbreaking digital products/features and leading cross-functional teams in capitalizing on business growth opportunities

SELECTED SPEAKING ENGAGEMENTS:

Led Client’s Global Leadership Retreat, “Brand Re-positioning Facilitation Session” Atlanta, GA
Advertising Research Foundation (ARF) Thought-Leaders Session "Consumer-led Product Design" NYC
Media Insights & Engagement Conference (IIR) "Segmentation, Linking Attitudes to Behavior," Miami, FL
Guest speaker, Columbia MBA program (Consumer Research class)
Greenbook Innovation & Insight Exchange (IiEX) Philadelphia, PA
Customer insights expert in partnership with Bos Advisors, Global Logistics Co. Customer Experience Design Work Session, Mobile, AL

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Recommended websites and books

before conducting market research, know what’s already known

Free research websites are abundant and if you choose a credible source, can add dimension and credibility to your custom market research insights. Before you publish your insights, can you find supporting and added dimension from experts in your topic?

Example: For our shopper research, we cited Pew Research Org on the proportion of “Breadwinner Moms” in America; those who are primary earners in their families, adding credibility to our insights about moms’ needs, which go beyond those of traditional families.

Pew Research Org tracks societal trends to measure public attitudes on key issues and document differences across demographic groups (including by generations). These trends can be used to support insights with a dimension of customer lifestyles and attitudes.

Pew Research Example

Favorite Customer experience book - review

Stewart and O’Connell practice what they preach in my favorite CX book that delighted me, “Woo, Wow and Win: Service Design, Strategy, and the Art of Customer Delight.” I learned about this book with the strange name in an AMA webinar and I have cited it numerous times for my clients.

The book describes a smart and useful way for service providers to classify your brand’s service and design a customer experience that is consistent, deliberate and designed to communicate the brand's value. Nine different service archetypes and examples of each bring the framework to life in clear and easy language. The examples include contrasting yet top-notch service models within categories like coffee house (Starbucks vs. Dunkin') and financial services (Schwab vs. Edward Jones) as evidence that great brands don’t succeed by copying others in their category, but fill a need and a niche for the right customer. My favorite of the five principles they outline is, “Don’t surprise and delight your customers, just delight them.”

I’ve used its five principles of great service design for facilitating marketing strategy and CX improvement work sessions. In combination with your existing market research insights, they make for provocative re-evaluations of current customer experiences and idea generation for the future.

Marketing executives and research managers in all companies from start-ups to well-established brands will benefit from understanding the service archetypes and five principles outlined in the book and keep them on your desk as reference.

Learn more

generations defined

It’s a point of confusion as to when the Millennials generation ends and Gen Z begin?