Yvonne Nomizu

CEO and Managing Director

Yvonne has a passion for merging market research data with customer experience strategies to dramatically improve business results. She has been the CEO and Managing Director of Pacific Consulting Group since 2014.

Prior to joining PCG, Yvonne spent more than 30 years in the service arena as a line manager in the service-intensive businesses of hotels/hospitality, consulting, financial services, and high tech. Using market research data, she led marketing and new product introductions at Johnson & Johnson, Holiday Inn, and several high-tech startups, as well as managed service operations at Goldman Sachs and Westin. Her customer service experience also includes five years in the hospitality industry, where she was trained in all facets of hotel operations, opened new hotels, conducted consumer research, planned guest services, and built brand value.

As a principal with leading process reengineering firm CSC Index, Yvonne reduced overhead by $35 million, managing a significant corporate staff reduction and retraining existing staff for a shared services model. At McNeil Consumer Products (Johnson & Johnson), she championed the acquisition of LACTAID nutritionals and led the brand to a 7.4 unit share gain in six months, winning the J&J Entrepreneurial Award.


  • Expert in improving the customer experience, developing new products and services, and attaining market share, revenue and customer retention goals
  • Ideates and develops service enhancements, launches new services, and reduces time and frustration from service processes
  • Builds and facilitates client teams to design innovative products and customer experiences that create competitive advantage
  • Analyzes customer data to assess satisfaction, understand attitudes and needs, and predict customer impact

Education and Affiliations

  • Stanford Graduate School of Business, MBA
  • Harvard, AB cum laude
  • Customer Experience Professionals Association (CXPA), CX Expert, 2013-2016
  • Leader, CXPA Northern California team, 2012-2016
  • Member, Stanford University Business School Alumni Consulting Team (ACT)
  • Leadership coach for Stanford Business students for over a decade

“Don’t just be ready for the future, design it.”

Tom Cooper

Director, Client Solutions

Tom has more than 35 years experience in the customer success industry, serving a wide range of public, private, and nonprofit organizations. He is deeply involved in innovation and improvement projects, turning customer information into actionable initiatives that ultimately boost revenues or improve customer service. He’s led over 100 projects to understand customer satisfaction drivers and develop solutions that improve both customer and business results. Tom co-developed the Net Impression® technique for identifying customer service improvements with highest leverage impact.

Tom specializes in identifying customer investments with the greatest return. He led multiple engagements during his 17-year relationship  with the Internal Revenue Service, all aimed at improving taxpayer satisfaction and business results. This includes overseeing data analysis and predictive projects across the agency, and developing transactional customer and partner satisfaction surveys for each IRS division. Other notable clients include Centers for Medicare & Medicaid Services, Veterans Administration, Department of Commerce, Export-Import Bank, and the U.S. Forest Service.


  • Founder and leader of Net Impression methodology
  • Expert in understanding customer satisfaction drivers and developing solutions to improve both customer and business results
  • Specializes in identifying customer investments with the greatest return
  • Has directed projects in the fields of health care, consumer services, computers and internet technology, education, financial services, telecommunications, utilities, professional services, transportation, and non-profit groups

Education and Affiliations

  • Stanford School of Business, MBA
  • Princeton, AB in Economics
  • Member, Stanford Business School Alumni Consulting Team (ACT)
  • 10-year tenure as Coach coach of Stanford Business School students
  • Former Service Marketing Instructor, Stanford Graduate School of Business
  • Board, Palo Alto YMCA

 “Asking ‘why not’ leads to great outcomes.”

Peter Webb

Senior Research Fellow

Pete has 35-plus years of experience in communications, social marketing, customer experience, marketing and survey research, and quantitative methods. He has applied his expertise to government, health and human services, education, financial services, housing, energy, telecommunications, and advertising. He has directed projects that measured and improved passenger satisfaction at Boston Logan International Airport, Massachusetts Port Authority, and the three major New York area airports, as well as for numerous airlines including American, United, Continental, and Southwest.

Pete co-developed PCG’s Net Impression® Leverage Analysis and Service Innovation processes, as well as the Net Optimizer-Communications model, an innovative communications concept testing program that prioritizes combinations of media and messages for achieving specific behavioral objectives. As an active member of the Innovations in Social Marketing group (ISM), Pete helped organize and conduct global social marketing conferences that brought together social marketing practitioners and academic experts. He’s taught marketing at the University of Illinois and at Stanford University’s Graduate School of Business.


  • Specializes in service design, survey research, quantitative analysis, and marketing communications that encourage behavior changes
  • Founder and developer of proprietary analysis technique for prioritizing service improvements processes
  • Co-developer of Net Impression® leverage analysis and service innovation
  • Co-developer of the Net Optimizer-Communications for determining best message campaign

Education and Affiliations

  • Stanford, PhD, Marketing
  • University of Chicago, MBA
  • Yale, BA, Mathematics and Economics
  • Innovations in Social Marketing Group (ISM), Member
  • Steering Committee of Innovations in Social Marketing and Conference Group
  • Contributor to Social Marketing by Philip Kotler and Nancy Lee

“Analytics is actually a creative endeavor.. because when done well it reveals opportunities.”

Katherine Danilchenko

Data Analyst & Statistical Programmer

Katherine has years of experience in Consumer Credit Counseling fields mainly focused on post counseling process improvement. She analyzed post counseling information, monitored and evaluated compliance of counseling practices with company policies, creditor agreements, State and Federal Regulations, and developed manuals for the internal post counseling audit process.

Katherine has an academic background in understanding complex datasets and building trustworthy prediction models using traditional statistics and machine learning methods for more informative business decision-making.


  • Statistical Data Analysis with SAS, R
  • Data Visualization with SAS, R
  • Database Management with MySQL
  • Predictive Modelling with SAS, R

Education and Affiliations

  • B.S. in Language and Literature, S.Seyidi State University, Turkmenistan
  • M.S. in Data Science (Former MS in Predictive Analytics), Northwestern University, Illinois

“It is a capital mistake to theorize before one has data.”

Bin Gu

Senior Data Analyst

Bin has more than six years experience in the data analysis role, specializing  in applying programming and statistical analysis skills primarily in the insurance and healthcare sectors.  In his role, Bin collects and sorts sales data, as well as prepares weekly metrics and sales reports to management. He focuses on understanding the “how” as well as the “why” to interpret and analyze available data and information.

Among the CMS projects on which Bin has worked is PfP – Partnership for Patients (a project related to the Affordable Care Act).


  • Experienced analyst with Mortgage Insurance, Health Care & Life Insurance
  • SAS® Certified Advanced Programmer for SAS 9
  • SAS® Certified Base Programmer for SAS 9 (100%)
  • Microsoft Certified Solutions Associate: SQL 2012/2014
  • Microsoft Technology Associate Certified (90%)
  • Extensive experience with SAS, SQL 2012/2014, Excel, Python

Education and Affiliations

  • Boston University, MSc in Actuarial Science
  • University of Edinburgh, BSc in Mathematics

“Computers are getting smarter, but humans still have the problem-solving edge.”

Kareem Hyver

Marketing Research Assistant

Kareem is a recent graduate from the University of San Diego with a BA in marketing. He has spent two years interning in the fast paced wearable-tech industry. In that time he acquired expertise in implementing intuitive, convenient, and proactive customer experience measures to support customers through the self-help process. By implementing data driven directional text, images, and videos to different media outlets, he was able to decrease customer dependency on support call centers, as well as decrease the number of unsolved tickets by support staff.

Kareem currently aids PCG’s managers in the formation, distribution, and collection of surveys with the objective of receiving actionable data at a high response rate.


  • Online survey coordination
  • Qualitative research thematic analysis

Education and Affiliations

  • University of San Diego, BA Marketing

“New technologies and AI make marketing research a very exciting place to be.”

Kavita Jayaraman

Director, Customer Insights

Kavita is a user obsessed insights researcher and consultant, a story teller with proven track record of developing consumer driven ideas and getting them ready for market. Her goal is to use a visual narrative to inspire design and marketing to help stakeholders shape their products and services to resonate with end customers’ needs.

Prior to joining PCG, Kavita has over 12 years of experience in managing and delivering actionable user focused insights across industries, primarily in telecommunications, consumer technology and financial services. She strongly believes that all insights start with empathy. In a fast paced innovation, improvement, and delivery cycle, users often take a back seat to business goals and technology. With her work in user insights, Kavita has successfully managed to bring a customer focused approach to enable stakeholders to “walk in customers’ shoes” and understand how elevated emotional and functional customer experience matters in meeting long term business goals.


  • UX: Evaluative and generative research approaches
  • CX: customer experience and journey mapping
  • GTM: Usage and behavior studies, positioning/channel research
  • Research methods: Contextual interviewing and modified in home/mobile ethnographies, Focus group moderating, Diary studies, IDIs, shop-alongs, Survey based research that involve different sampling and data weighting techniques


  • MA Mass Communication, University of Wisconsin-Milwaukee
  • Masters in Commerce and Economics, Mumbai University
  • Diploma in French, Alliance Française

Bharati Khanduja

Senior Marketing Research Analyst and Project Manager

Bharati has nearly a decade of experience in data analysis, reporting and project management for firms such as GFK, Kantar-TNS, and GE Money.

As Senior Analyst and Project Manager, she manages and serves as lead analyst for a number of qualitative and quantitative research projects in industries such as private schools, utility companies, commercial firms, and government agencies. Bharati programs and administers online surveys, manages data quality, creates qualitative interview guides and survey materials, performs data analysis, and creates PowerPoint presentations and reports. As a Researcher at Kantar-TNS and GE Money, she worked on a range of marketing research studies, including, usage and attitude studies, market segmentation studies, and concept and product tests.


  • Online survey programing and administration, data quality control
  • Data analysis using tools such as SPSS, SAS, and Sawtooth to provide insights, trends, and forecasts
  • Report writing and presentations, using effective and interesting data visualizations

Education and Affiliations

  • NMIMS Mumbai (India), MBA Marketing
  • Delhi University, BA in Commerce (Business Studies, Economics & Mathematics)

“Given the global economy, next generation methods will involve better cross-cultural insights.”

Regina Kuehn

Customer Insights Analyst

Regina has more than a decade of experience in providing research, analysis and customer insights for high-tech companies such as Amazon Lab 126, Apple, Inc., and Google, Inc. and a major university. She has worked on the marketing research supplier side supporting a variety of clients. She has been the lead analyst for several teams conducting primary qualitative and quantitative data collection and research, and has experience in survey design and implementation, data analysis and visualization, and report writing.

At PCG, Regina assists in the design of both quantitative and qualitative research studies, survey development and administration, development of focus group guides and survey materials, moderation of focus groups, synthesis of research data from multiple sources, development of reports and presentations, and validation of data and analyses.


  • Quantitative Survey Design, Sampling Strategy and Stratification
  • Research Analysis and Reporting
  • User Experience Research
  • Focus Group Design and Moderation

Education and Affiliations

  • RWTH Aachen University, Germany, MA

Creativity requires input, and that’s what research is. You’re gathering material with which to build.

Beruria Novich

Senior Manager, Customer Insights

Beruria has more than 13 years experience managing customer-focused research projects for numerous private independent schools, nonprofit organizations, commercial firms, and government agencies. Her research work at Princeton University under Nobel Prize winner Professor Daniel Kahneman led to an interest in customer research, focusing on the true opinions, behaviors, and motivations of individuals.

Beruria has worked in the educational area for the past 18 years, helping independent schools understand the experiences of their stakeholders and how to prioritize program improvements to increase satisfaction and word of mouth recommendations. Having served as both a parent ambassador and a board member at independent schools, she’s seen the educational experience from multiple perspectives.

In her work with Cal Water, Beruria led a three-phase project to improve customer satisfaction while reducing costs. This enabled the utility to develop easier online and IVR systems for customer interactions.

In working with various IRS divisions over nearly two decades, Beruria conducted over 80 national customer surveys by phone, mail, and online. She worked with IRS Applied Analytics and Statistics (RAAS) to transition the annual Comprehensive Taxpayer Attitude Survey from the IRS Oversight Board, maintaining continuity in survey administration for continued comparison over time, while providing focused reporting on key results.


  • Questionnaire design and survey logic development
  • Project planning of multi-modal, national scale customer satisfaction studies
  • Experienced focus group moderator
  • Assessment and management of data collection vendors on fast paced projects
Education and Affiliations
  • Princeton, BA, summa cum laude
  • Won Princeton Psychology Department Thesis Prize in 1999
  • Senior thesis research cited in Professor Daniel Kahneman’s book, Thinking Fast and Slow
  • Board of Directors, Ma’ayan, increasing women’s learning opportunities.
  • Founding chair, New England Yoetzet Halacha initiative of Ma’ayan, hiring and supporting a female Jewish law advisor for women’s’ health for the greater Boston Jewish community
  • Independent school parent ambassador, supporting school recruiting and retention efforts

 “Organizations are always better off listening to what customers are really telling them, hard as it may sometimes be to hear.”

Jeffrey Siford

Data Analyst

Jeff has more than 20 years experience managing information systems and performing data analysis on complex datasets in research projects for both private-sector and government agencies. His experience includes system software support, server administration, computer troubleshooting, project management, and advanced data collection and analysis.


  • Developing financial and transactional data sets as reported from multiple parties
  • Review of financial information to support budget management and controls with gap analysis and other reviews
  • Analysis of data flow and data-related processes to identify and troubleshoot problems, create supporting documentation and archive data

Education and Affiliations

  • Multiple Information Technology Certifications, including Comp TIA A+, Comp TIA Network+, Comp TIA Security+, Lenel Security Solutions, SharePoint 2010 End User, ITIL V3 Foundation, Milestone XProtect Professional, and HID Global pivCLASS.

“Raw data isn’t useful until it’s cleaned, organized, accessible, and attached to a problem that needs solving .”

Susan Siford

Director, Healthcare

Susan has more than 25 years of experience in the healthcare industry. As a pharmacist, she has worked in a variety of settings, including inpatient, outpatient, and long-term care venues.   She has recently served in administrative and business support roles, and also has a strong clinical pharmacy background. Additionally, Susan has served in multiple healthcare roles, including patient safety officer, medication therapy management, operational performance improvement, emergency management and healthcare system accreditation. Her vast experience in a variety of healthcare and deep understanding of the industry allows her to provide clients a multi-faceted perspective.

Susan specializes in the integration of operational performance improvement in the quest for safer patient practices and medication management across the healthcare spectrum.


  • Aligning strong clinical values with business insights to provide meaningful and actionable goals in healthcare improvement
  • Leads PCG’s work with the Centers for Medicare & Medicaid Services, which analyzes Part D Prescription Drug Events and Payment Process
  • Oversees modeling and detailed research across Part D claims, financial transactions, and detailed savings analyses

Education and Affiliations

  • University of Maryland, MBA
  • University of Maryland School of Pharmacy, Doctor of Pharmacy

“Business and healthcare can be combined for the greater good.”

Vinayak Sudhapalli

Senior Data Analyst

Vinayak is a senior data analyst with a background in clinical pharmacy, primary and secondary research, literature synthesis, and evidence generation. He currently works within PCG’s healthcare team, on Medicare Part D, Prescription Drug Event reporting and analysis.


  • Statistical programming & data analysis
  • Health policy & health economics
  • Pharmaceutical market access, pricing and reimbursement strategy

Education and Affiliations

  • University of Southern California, M.S. in Healthcare Decision Analysis
  • Manipal University, India, PharmD

“Analyzing healthcare data should be focused on answering why something worked, not just what worked.”

Cesar Villanueva

Data Analyst and Data Security Compliance Manager

Cesar is responsible for safeguarding sensitive client information, as well as managing and implementing data security procedures within PCG’s information systems for projects involving sensitive customer data.  His other duties include working with auditors, ensuring regulatory compliance, and computer troubleshooting tasks.

As Research Analyst, Cesar has managed and performed analysis on complex datasets for research projects in industries such as private schools, nonprofit organizations, commercial firms, and government agencies for more than 12 years.  His experience includes handling survey administration, data collection in various professional fields, as well as responsibility for all of PCG’s Spanish translations. Cesar is also responsible for programming and administration for online surveys administered in-house by PCG.


  • Government standards for physical and cyber data security
  • Large scale online survey fielding and data validation
  • Spanish-language surveys and help desk support
  • Text coding and thematic analysis

Education and Affiliations

  • San Jose State University, BS Industrial Technology, Computer Electronics and Network Technology (CENT)
  • CompTIA Security+ certification from IT University

“Interestingly, years of customer data analysis reinforces the human element…that customers are people, and people have a lot of common needs.”