Peter Shapiro

Position title: Vice President, Advanced Analytics & Consulting


Peter Shapiro received his PhD in Social Psychology from UW-Madison in 1986 (MA in 1984). His minors were in Cognitive Psychology and Statistics/Methodology. Prior to that, Peter received a BA in Psychology at Rutgers College/Rutgers University, with a minor in Philosophy. Peter started his career in Primary Research at Arbor, Inc., in Philadelphia, where he learned Attitudinal Segmentation, Attitude-Tracking-Usage, Buyer Motivation, Corporate Image, Advertising and Evaluation Research and Customer Satisfaction research. He then embarked on a 30-year career at the Nielsen Company, focusing on Consumer Package Goods. He has held several positions in Advanced Analytical Consulting, spanning multiple capabilities: Marketing Mix, Strategic and Tactical Price & Promotion Analytics, Purchase Segmentation, Market Structure, Category Management/Shopper/Sales Analytics, Brand Strategy, Assortment Analytics and New Product Analytics.