Melinda Spaulding is the Co-owner and President of Practical Insights, Inc, a marketing research consulting firm and Co-founder of Practical Marketing Skills, LCC, a marketing education content company. Market research has been central to Melinda’s career beginning with her Masters in Market Research degree from the University of Georgia. She was Eli Lilly & Company’s first hire from this program as a market research consultant. Melinda shifted to the service side of market research which included running the analytics function and serving on the executive committee for G & S Research. In 2007, she and her husband established Practical Insights, Inc., allowing her to grow beyond primary market research projects. Today Melinda is sought after for her ability to synthesize data, connect insights to strategy and share the art of storytelling.  She currently lives in Cicero, Indiana. Mitch Tull is the Founder and Principal of Marketing Skill Partners LLC, a global consultancy that advises marketing capability leaders from leading pharmaceutical and healthcare companies on the marketing foundations required to deliver top-line business results. An experienced pharmaceutical executive with expertise in global and healthcare marketing, Tull held numerous marketing leadership positions during his thirty plus years with Eli Lilly and Company, including leading Lilly’s Marketing Institute. Mitch is also the co-founder of Practical Marketing Skills LLC, a marketing education content company, that provides educational and learning resources on topics related to insight discovery and strategic marketing. He received a Bachelor of Science degree in Pharmacy from the University of Arkansas and lives in Carmel, Indiana with his wife.