B2B Meets
Peer-to-Peer
Insight Driven by Industry Expertise.
Exacting long-lasting insight from complex B2B research requires finding partners who know how to have meaningful conversations with highly specialized audience. That’s what we do. As former clinicians, technologists, and financial services professionals, we bring a high level of confidence and competence to those conversations. We leverage research to solve your most vexing business questions and confidently move forward.
Technology
We speak engineer.
Fluently.
In a constantly shifting technology world, the right research partner can help you find secure footing and a clear path forward. Rely on Thinkpiece to be that partner. With over 20 years’ experience as software engineers, systems analysts and cloud technologists, our tech-focused researchers understand the unpredictable landscape you’re tasked with navigating. What’s more, we’re prepared to dive head-first into it.
Collaborating with leading technology innovators on a wide range of high-level research projects, we’ve built our strengths in edge computing, machine learning, UX/UI, cloud computing, and more. We’re equally comfortable getting into the weeds with product teams as we are getting to what truly motivates your audience.
Rely on us to be the bridge between your technology gurus and key decision makers with nuanced insight your stakeholders can leverage to take action. We know the tech world moves fast. So do we — working nimbly to understand your goals, find your audience, ask the right questions, and deliver reports that are ready to use.
Meet your B2B Technology Team.
John Dibling
COO, Technology and Finance Lead
About John
Geeking out daily.
COO, Technology and Finance Lead
John still remembers his first computer fondly: a TRS-80 Model, circa 1978. He taught himself BASIC then TRS-80 Assembly Language programming, in the process learning about the inside workings of computers. Thus his fascination with technology was launched, and it’s never stopped growing.
Before joining Bonnie in building Thinkpiece, John built his technology and financial chops as a trading analytics programmer and software engineer. After running out of funds to finish his PhD in theoretical physics, John completed his bachelor’s in computer science with a (prescient, we might add) emphasis in AI. John worked for several financial services technology companies until his wife and collaborator Bonnie announced that she wanted to start her own market research firm. John stepped in as the technology lead who’s equally comfortable talking with software engineers and c-level executives.
Though he tends to downplay the title, John also serves as the company’s Chief Operating Officer. While helping clients extract maximum value from market research to move their products and services forward, John also helps with the day-to-day tactical running of Thinkpiece. And when the team has any computer issues, he still gets a kick out of solving them.
Fun fact: A man of many talents, John has worked as a professional chef and a semi-professional poker player. He also brews his own beer, and is happy to send you a sample.
“Our clients are smart, hard-working, passionate, and sometimes saddled with square pegs that they need to fit in to round holes. They deserve success. I want Thinkpiece to make a difference in our clients’ pursuit of that success.” — John Dibling
Chris Dethloff
Technology Moderator
Chris Dethloff
The art of research.
Technology Moderator
Technology is constantly and rapidly changing — and that’s exactly what Chris loves about it. From his early days as an application systems engineer, to his recent work moderating research projects for the likes of Intel and Verizon, Chris has always embraced the challenge of staying ahead of evolving tech. As Thinkpiece’s technology moderator, he helps clients find stable footing in this ever-shifting landscape.
For Chris, the most exciting part of qualitative research is finding those moments when the emotional and rational drivers come together. So while he’s fluent in CPUs, UX, AI, ML, and a slew of other abbreviations, he’s also become adept at exploring and revealing the human side of technology. Helping our clients understand those subtle human shadings informs better decisions about how best to position their products and services.
Ultimately, Chris’s goal is to help our clients become, in his words, wildly successful. He does this by arming them with all the answers they need to be rock stars for their internal stakeholders. The reports he creates serve as road maps, marking a clear path forward through the complexities. For Chris, there’s nothing cooler than seeing our clients taking the research and running with it.
Fun fact: When he’s not elbow-deep in research, you’ll find Chris waist-deep in a river (preferably somewhere in Idaho) fly-fishing.
“Don’t move until you see it.”
— Searching for Bobbie Fischer (Chris’s favorite movie)
Kristen Balisi
Senior Analyst
Kristen Balisi
Information juggler.
Senior Analyst
Don’t let her title fool you: Kristen may sound super left-brain on paper, but her creativity and insights into human behavior are what make her reports such a big hit with clients. Kristen’s research bootcamp started at the University of Chicago, where she earned her MA with a focus on narrative and autobiography, philosophical and religious thought, and served as a writing mentor. In the process, Kristen learned the importance of gathering, interpreting, and communicating evidence to make an effective argument.
Which is essentially what she does for Thinkpiece clients. As the Senior Analyst (and Thinkpiece’s first official employee way back in the day), Kristen works side-by-side with our moderators to craft the right questions; shape the research design; extract the maximum insight from respondents; gather, track, and think through the collected data; then weave the findings together in a comprehensible report that generates action instead of gathering dust.
For Kristen, one of the many rewarding aspects of her role at Thinkpiece is the process of clarifying the messy realities of the audiences our clients are trying to understand. She embraces this mess, enjoying the plethora of unique voices, experiences, and motivations respondents bring to each study. She thrives on piecing these different perspectives into a clear, accurate, and honest narrative that the client can trust and use to make better business decisions. For Kristen, the goal isn’t to water-down the complexity of the research, but rather to make it accessible and applicable.
Fun fact: Kristen has a creative side, which she expresses by signing, gardening (sometimes both at the same time), and cooking without recipes.
“Answers are often complex. Good research communicates that complexity without dumbing it down, skewing it inappropriately, or opening the door to misunderstanding.” — Kristen Balisi
Liz Ezell
Analyst
Liz Ezell
Reports with heart.
Analyst
For Liz, research is at its core about truth-telling. That includes providing clients with honest answers to research questions — even if those answers aren’t always the easiest to hear. At the same time, she strives to deliver insight that clients can grasp and use to make progress toward their business goals.
Liz’s love of tell-it-like-it-is research started in graduate school, while earning her master’s degree in sociology. While a grad student, Liz was trained in the scientific process, including both qualitative and quantitative research methods, which embraces the exploration of observations in the quest to answer questions. She honed both her analytical skills and insight into human nature working on grant-funded academic research projects investigating therapies for depression. This experience taught her the value of paying attention to details, as well as being objective and aware of any potential bias.
Liz took these lessons with her as she moved from the academic to the business research realm. As Thinkpiece’s analyst, Liz takes the lead on writing the final reports delivered to the client. That includes making sure every step of the research project puts the team on the right path to create a usable report. To that end, Liz works alongside the moderators while developing and designing the research plan, recruiting respondents, and collecting the data. She’s an integral part of the team, and helps keep us all honest.
Fun fact: Liz is a die-hard Duke basketball supporter, so don’t be surprised if you find blue face paint in her desk drawer.
“Measure twice — or three times — and cut once.” — Liz’s favorite quote
Cori Bussetti
Field Manager
Cori Bussetti
Expecting the unexpected.
Field Manager
Cori has connections, and they serve our clients well. Over her 20+ year career as a research assistant and field manager in market research, she’s built excellent relationships with recruitment partners who are more than happy to help her quickly find and recruit just the right respondents for our clients’ needs.
As Thinkpiece’s field manager, she juggles multiple responsibilities with skill, grace, and aplomb — including managing, monitoring, and communicating all field logistics, strengthening vendor partnerships, keeping everyone in the loop about project status, and making sure the recruitment process goes smoothly. Along with finding recruits, she excels at finding solutions.
Luckily for us, Cori is extraordinarily well organized and detail oriented. Seriously, you should check out her checklists. Her ability to find order in chaos may be the reason she thrives in fast-paced environments with lots going on. A great communicator, she’s also a wonderful collaborator with our vendors and clients alike.
Fun fact: Unable to resist a sugary or salty treat, Cori wanted to be a candy taster when she grew up. Which explains her sweet nature.
“I want to provide the best possible service to our clients, so they trust us to do our job and have a worry-free experience.” — Cori Bussetti
Technology Case Studies
Healthcare
We got our
start in
scrubs.
As organizations direct their focus on the patient experience, understanding the human component of healthcare is more critical than ever. At Thinkpiece, that’s what we specialize in.
Our healthcare-focused research team is comprised of former clinicians and healthcare professionals who started by the patients’ side. We know how to connect with patients as well as the providers who care for them. But more than that, we grasp the science behind the products that are improving people’s lives.
With decades of market research experience for leading healthcare innovators, we help our healthcare clients delve into expectations around the patient experience, as well as the impact of digital transformation on the healthcare world. Our in-depth research provides healthcare organizations the insights they need to understand segmented audiences across generations, as well as clinicians across departments and specialties.
By being agile and personalized in our approach to research, we help clients respond nimbly to rapid changes driven by patients who want more say in their healthcare. With the insight you need — when and how you need it — you’ll make better decisions that help create a stronger brand. And a healthier world.
Meet your Healthcare Team.
Bonnie Dibling
CEO, Lead Researcher
About Bonnie
Bonnie
believes in
qualitative
research.
CEO, Lead Researcher
Bonnie launched Thinkpiece in 2013 with $600 in seed money and a desire to show clients there’s a better way to do research. She’s been busy doing just that ever since. Before she hung out her shingle, Bonnie started working in healthcare at the age of 17 while attending college (inspired by the movie “Flatliners,” she admits). As a medical assistant, EMT, phlebotomist, lab assistant, and lab consultant liaising with medical offices, Bonnie learned how to find common language and human connection in a complex and clinical world.
This experience served her well as she shifted from the medical world to market research. Quickly realizing that researching paper towels and pudding cups was not her cup of tea, Bonnie leaned into her healthcare background to focus on moderating complicated, highly clinical studies and creating understandable reports. After launching her own research firm, Bonnie knew that she wanted Thinkpiece to continue focusing on the industry sectors that other researchers shy away from: namely, healthcare, technology, and finance.
To that end, Bonnie has surrounded herself with a team of multi-disciplinary experts who, in her words, are smarter than she is. Bonnie and her team excel in revealing and communicating the human stories behind their clients’ complex products and services. She’s made it her mission to help companies think about research differently — not just as raw data on a report but as living, breathing intelligence that provides guidance, clarity, and confidence.
Fun fact: When not digging deep into research, Bonnie gets her hands dirty uncovering dinosaur bones on paleontology digs.
“Out of intense complexities, intense simplicities emerge.” — Winston Churchill
Nancy Miller, RN, MBA
Healthcare Lead
Nancy Miller
Nurturer by nature.
Healthcare Lead
A former head nurse responsible for treating open-heart surgery patients in the ICU, Nancy pours her own heart into her work as Thinkpiece’s lead healthcare moderator and account director. Her previous nursing career spanned multiple specialties, including cardiac and neurosurgery intensive care and burn care. Along with leading clinical departments, training nurses, and building the UNC Burn Center, Nancy also managed to earn her MBA at UNC Chapel Hill. Bedside manner meets business acumen.
Nancy’s familiarity with the science and the humanity required in caring for others serves our healthcare clients well. Her skill at communicating and connecting with physicians, nurses, patients, families, and allied health personnel gives her the unique ability to ask all the right questions, and even better, understand the responses. She then makes sure our clients understand them as well, with C-suite-ready reports they can confidently act on.
Nancy was drawn to market research for many of the same reasons she was drawn to healthcare. She enjoys solving complex challenges, interfacing with individuals from all backgrounds, and finding ways to help people thrive. She also knows that connecting healthcare clients to better insight allows them to continue innovating the products that improve people’s health and wellbeing.
Fun fact: Nancy always choses the less-traveled road, including hiking trails in Morocco and Slovenia.
“I have great respect for providers and patients. Rather than following a script, I have conversations. I recognize when to speak and when to listen.” — Nancy Miller
Kristen Balisi
Senior Analyst
Kristen Balisi
Information juggler.
Senior Analyst
Don’t let her title fool you: Kristen may sound super left-brain on paper, but her creativity and insights into human behavior are what make her reports such a big hit with clients. Kristen’s research bootcamp started at the University of Chicago, where she earned her MA with a focus on narrative and autobiography, philosophical and religious thought, and served as a writing mentor. In the process, Kristen learned the importance of gathering, interpreting, and communicating evidence to make an effective argument.
Which is essentially what she does for Thinkpiece clients. As the Senior Analyst (and Thinkpiece’s first official employee way back in the day), Kristen works side-by-side with our moderators to craft the right questions; shape the research design; extract the maximum insight from respondents; gather, track, and think through the collected data; then weave the findings together in a comprehensible report that generates action instead of gathering dust.
For Kristen, one of the many rewarding aspects of her role at Thinkpiece is the process of clarifying the messy realities of the audiences our clients are trying to understand. She embraces this mess, enjoying the plethora of unique voices, experiences, and motivations respondents bring to each study. She thrives on piecing these different perspectives into a clear, accurate, and honest narrative that the client can trust and use to make better business decisions. For Kristen, the goal isn’t to water-down the complexity of the research, but rather to make it accessible and applicable.
Fun fact: Kristen has a creative side, which she expresses by signing, gardening (sometimes both at the same time), and cooking without recipes.
“Answers are often complex. Good research communicates that complexity without dumbing it down, skewing it inappropriately, or opening the door to misunderstanding.” — Kristen Balisi
Liz Ezell
Analyst
Liz Ezell
Reports with heart.
Analyst
For Liz, research is at its core about truth-telling. That includes providing clients with honest answers to research questions — even if those answers aren’t always the easiest to hear. At the same time, she strives to deliver insight that clients can grasp and use to make progress toward their business goals.
Liz’s love of tell-it-like-it-is research started in graduate school, while earning her master’s degree in sociology. While a grad student, Liz was trained in the scientific process, including both qualitative and quantitative research methods, which embraces the exploration of observations in the quest to answer questions. She honed both her analytical skills and insight into human nature working on grant-funded academic research projects investigating therapies for depression. This experience taught her the value of paying attention to details, as well as being objective and aware of any potential bias.
Liz took these lessons with her as she moved from the academic to the business research realm. As Thinkpiece’s analyst, Liz takes the lead on writing the final reports delivered to the client. That includes making sure every step of the research project puts the team on the right path to create a usable report. To that end, Liz works alongside the moderators while developing and designing the research plan, recruiting respondents, and collecting the data. She’s an integral part of the team, and helps keep us all honest.
Fun fact: Liz is a die-hard Duke basketball supporter, so don’t be surprised if you find blue face paint in her desk drawer.
“Measure twice — or three times — and cut once.” — Liz’s favorite quote
Cori Bussetti
Field Manager
Cori Bussetti
Expecting the unexpected.
Field Manager
Cori has connections, and they serve our clients well. Over her 20+ year career as a research assistant and field manager in market research, she’s built excellent relationships with recruitment partners who are more than happy to help her quickly find and recruit just the right respondents for our clients’ needs.
As Thinkpiece’s field manager, she juggles multiple responsibilities with skill, grace, and aplomb — including managing, monitoring, and communicating all field logistics, strengthening vendor partnerships, keeping everyone in the loop about project status, and making sure the recruitment process goes smoothly. Along with finding recruits, she excels at finding solutions.
Luckily for us, Cori is extraordinarily well organized and detail oriented. Seriously, you should check out her checklists. Her ability to find order in chaos may be the reason she thrives in fast-paced environments with lots going on. A great communicator, she’s also a wonderful collaborator with our vendors and clients alike.
Fun fact: Unable to resist a sugary or salty treat, Cori wanted to be a candy taster when she grew up. Which explains her sweet nature.
“I want to provide the best possible service to our clients, so they trust us to do our job and have a worry-free experience.” — Cori Bussetti
Healthcare Case Studies
Finance
We’ve Been Fintech Geeks Since Way Back When.
In the world of finance, data drives decisions. But we believe there’s more to data than numbers. As marketing researchers who got our start in the banking, fintech and insurance industries, we know the value of numbers. We also know that with the right research partner who brings a background in sociology, those numbers can tell a more meaningful story about what motivates your audiences and how best to connect with them.
Combining real-world finance experience with research-world expertise, our team delves into the data to reveal insight that directly impacts your business activities. By better understanding the behavioral and emotional drivers of audiences, we’ve helped finance clients change the way they communicate with customers from Gen Z to Boomers, determine which products to launch, and bolster their omnichannel strategies to keep more business within their walls.
We speak numbers, but we also speak human. Whether talking with enterprise CEOs, small business owners or millennials, we get audiences to open up and reveal more — allowing us to dig deeper. You’ll get reports with all the data you need, along with the insight to make strategic decisions that propel your success and build your brand.
Meet your B2B Finance Team.
John Dibling
COO, Technology and Finance Lead
About John
Geeking out daily.
COO, Technology and Finance Lead
John still remembers his first computer fondly: a TRS-80 Model, circa 1978. He taught himself BASIC then TRS-80 Assembly Language programming, in the process learning about the inside workings of computers. Thus his fascination with technology was launched, and it’s never stopped growing.
Before joining Bonnie in building Thinkpiece, John built his technology and financial chops as a trading analytics programmer and software engineer. After running out of funds to finish his PhD in theoretical physics, John completed his bachelor’s in computer science with a (prescient, we might add) emphasis in AI. John worked for several financial services technology companies until his wife and collaborator Bonnie announced that she wanted to start her own market research firm. John stepped in as the technology lead who’s equally comfortable talking with software engineers and c-level executives.
Though he tends to downplay the title, John also serves as the company’s Chief Operating Officer. While helping clients extract maximum value from market research to move their products and services forward, John also helps with the day-to-day tactical running of Thinkpiece. And when the team has any computer issues, he still gets a kick out of solving them.
Fun fact: A man of many talents, John has worked as a professional chef and a semi-professional poker player. He also brews his own beer, and is happy to send you a sample.
“Our clients are smart, hard-working, passionate, and sometimes saddled with square pegs that they need to fit in to round holes. They deserve success. I want Thinkpiece to make a difference in our clients’ pursuit of that success.” — John Dibling
Kip Brown
Brand and Advertising Lead
About Kip
Curiouser and curiouser.
Brand and Advertising Lead
Our resident branding expert, Kip started out as a sales guy who quickly learned the value of understanding customers’ needs before trying to sell them something. He carried this knowledge with him as he transitioned into the world of advertising, at a time when the concept of “branding” was just finding its footing.
As a marketing director for The Martin Agency, Kip worked on nationally recognized and Effie award-winning B2B brands built on insights gleaned from research. After 20 years on the agency side, Kip made the leap from creating campaigns to researching their audiences. To this day, he still gets excited about diving into the nitty-gritty of what makes brands — and people — work.
Over the course of his career, Kip has seen that great research coupled with a deep respect for the customer experience lead to breakthrough branding. After helping his colleague and friend Bonnie launch her research firm Thinkpiece in 2014, Kip officially joined the team as a moderator who brings a unique brand perspective and extensive B2B experience. He also brings a rare talent for asking the right questions, listening carefully to the answers, and ensuring clients hear those insights as well. If his work reveals opportunities and helps his clients act on them, Kip knows he’s done his job.
Fun fact: Along with his Effies, Kip has also won two best actor awards for theater roles he played as an 18-year-old and as a 65-year-old.
“I get energized by what I do. I love branding. I study it. I believe in it. And I want to continue to humanize it so that it is really understood by people everywhere.” — Kip Brown
Kristen Balisi
Senior Analyst
Kristen Balisi
Information juggler.
Senior Analyst
Don’t let her title fool you: Kristen may sound super left-brain on paper, but her creativity and insights into human behavior are what make her reports such a big hit with clients. Kristen’s research bootcamp started at the University of Chicago, where she earned her MA with a focus on narrative and autobiography, philosophical and religious thought, and served as a writing mentor. In the process, Kristen learned the importance of gathering, interpreting, and communicating evidence to make an effective argument.
Which is essentially what she does for Thinkpiece clients. As the Senior Analyst (and Thinkpiece’s first official employee way back in the day), Kristen works side-by-side with our moderators to craft the right questions; shape the research design; extract the maximum insight from respondents; gather, track, and think through the collected data; then weave the findings together in a comprehensible report that generates action instead of gathering dust.
For Kristen, one of the many rewarding aspects of her role at Thinkpiece is the process of clarifying the messy realities of the audiences our clients are trying to understand. She embraces this mess, enjoying the plethora of unique voices, experiences, and motivations respondents bring to each study. She thrives on piecing these different perspectives into a clear, accurate, and honest narrative that the client can trust and use to make better business decisions. For Kristen, the goal isn’t to water-down the complexity of the research, but rather to make it accessible and applicable.
Fun fact: Kristen has a creative side, which she expresses by signing, gardening (sometimes both at the same time), and cooking without recipes.
“Answers are often complex. Good research communicates that complexity without dumbing it down, skewing it inappropriately, or opening the door to misunderstanding.” — Kristen Balisi
Liz Ezell
Analyst
Liz Ezell
Reports with heart.
Analyst
For Liz, research is at its core about truth-telling. That includes providing clients with honest answers to research questions — even if those answers aren’t always the easiest to hear. At the same time, she strives to deliver insight that clients can grasp and use to make progress toward their business goals.
Liz’s love of tell-it-like-it-is research started in graduate school, while earning her master’s degree in sociology. While a grad student, Liz was trained in the scientific process, including both qualitative and quantitative research methods, which embraces the exploration of observations in the quest to answer questions. She honed both her analytical skills and insight into human nature working on grant-funded academic research projects investigating therapies for depression. This experience taught her the value of paying attention to details, as well as being objective and aware of any potential bias.
Liz took these lessons with her as she moved from the academic to the business research realm. As Thinkpiece’s analyst, Liz takes the lead on writing the final reports delivered to the client. That includes making sure every step of the research project puts the team on the right path to create a usable report. To that end, Liz works alongside the moderators while developing and designing the research plan, recruiting respondents, and collecting the data. She’s an integral part of the team, and helps keep us all honest.
Fun fact: Liz is a die-hard Duke basketball supporter, so don’t be surprised if you find blue face paint in her desk drawer.
“Measure twice — or three times — and cut once.” — Liz’s favorite quote
Cori Bussetti
Field Manager
Cori Bussetti
Expecting the unexpected.
Field Manager
Cori has connections, and they serve our clients well. Over her 20+ year career as a research assistant and field manager in market research, she’s built excellent relationships with recruitment partners who are more than happy to help her quickly find and recruit just the right respondents for our clients’ needs.
As Thinkpiece’s field manager, she juggles multiple responsibilities with skill, grace, and aplomb — including managing, monitoring, and communicating all field logistics, strengthening vendor partnerships, keeping everyone in the loop about project status, and making sure the recruitment process goes smoothly. Along with finding recruits, she excels at finding solutions.
Luckily for us, Cori is extraordinarily well organized and detail oriented. Seriously, you should check out her checklists. Her ability to find order in chaos may be the reason she thrives in fast-paced environments with lots going on. A great communicator, she’s also a wonderful collaborator with our vendors and clients alike.
Fun fact: Unable to resist a sugary or salty treat, Cori wanted to be a candy taster when she grew up. Which explains her sweet nature.
“I want to provide the best possible service to our clients, so they trust us to do our job and have a worry-free experience.” — Cori Bussetti
