Pam Loeb is a Principal and member of Edge Research’s senior management team. An expert in qualitative research and a seasoned, dynamic focus group moderator, Pam has designed, executed and analyzed custom market research studies for diverse organizations such as Sprint-Nextel, National Wildlife Federation, the California Dental Association, the Rockefeller Family Fund, and Intuit. She works with large and small corporations on branding, messaging, advertising, and new product development; but is also passionate about helping non-profits with their unique challenges – donor development and retention, public education, and advocacy efforts.
With more than 1,000 focus groups under her belt, Loeb is respected for her ability to moderate a wide range of audience groups, sometimes under difficult circumstances. “I’m not afraid to ask tough questions, sometimes in unusual ways, to get underneath the surface and learn how people really feel,” she says. She is skilled at relaxing participants, keeping the session on track, yet still maintaining a high energy level among the group.
Loeb believes that Edge’s dedication to deriving creative insights from research studies sets them apart from other research forms. “We don’t just report top line findings and cross-tabs like a lot of research companies. We provide insight and analysis that means something to our clients.” She asserts that while sometimes it’s not possible to find that “golden nugget” or “magical insight”, her team tries its hardest, as long as it’s based on the facts. “One thing we won’t do is make unsubstantiated claims. And sometimes what at first seems small or trivial, can really facilitate significant changes in an organization”.
Loeb says that one of the biggest market research pitfalls is not conducting research in context. “People are not always good at reporting their own behavior, so you need to ask a question in several different ways, ideally using more than one methodology to confirm findings. Too often, huge conclusions are drawn based on only one data point.” Loeb is proud of the long-term relationships she has built with clients, based on her responsiveness and dedication. In her mind, the ultimate compliment from a client is a future project or new referral.
Prior to joining Edge Research, Pam was Vice President and Executive Director of The Mellman Group, where she served as a Senior Analyst and managed the firm’s business operations. Pam’s clients included major non-profit organizations and corporations, including Bell Atlantic, the U.S. Department of State, American Hawaii Cruise Lines, Independent Sector and World Wildlife Fund. Pam began her market research career at Greenberg‑Lake: The Analysis Group, which provided research and strategy to the Clinton/Gore 1992 campaign, as well as other political candidates and non-profit organizations.
Pam graduated magna cum laude from Bowdoin College with dual degrees in History and Government. Her professional affiliations include membership in the Qualitative Research Consultants Association (QRCA), as well as course work at RIVA Market Research. Loeb feels strongly about her connection to these organizations, because it allows her to “mix with other professionals to see where the market research field is moving, what’s working and what’s not.”
Loeb’s role model is her mother, Sandy Hillman. “My mom was a successful working woman when it wasn’t in vogue. She’s a wonderful mom, grandmother and professional woman, and she manages it all with style and grace.” Loeb and her husband Eric live in Baltimore with their two children Eli and Olivia.
Pam also takes time for her hobbies, Middle Eastern dance, cross country and downhill skiing, and cooking. She volunteers her time with a variety of civic organizations in the Baltimore area, including the Enoch Pratt Free Library and Friends School, and she serves on the board of the Virginia Center for the Creative Arts.
