SVP, Chief Research Officer
Ipsos Affluent Intelligence USA
Tony Incalcatera is the Chief Research Officer of Ipsos Affluent Intelligence USA, overseeing the syndicated studies for the group. With over 40 years of research experience, including executive management positions at leading media research, advertising agency, and publishing companies, including Kantar/WPP, Hachette-Filipacchi, and The Reader’s Digest, Incalcatera has long been an advocate of modernizing research methodologies and insight development to keep pace with today’s consumers.
He was the architect of the Affluent Survey USA migration from a paper questionnaire to an online survey after a great deal of testing to ensure that the transition would meet high quality research standards. The new format enabled the survey to capture cross-platform media measurement and resulted in the ability to report on the total brand connection that media brands have with consumers.
In addition, as the head of Millward Brown IntelliQuest, he oversaw the transition to online data collection of the first major syndicated media survey in the U.S.