Meet the Experts: Our research experts have in-depth knowledge in numerous sectors, including utilities, financial services, health care, insurance, retail, restaurants and food service, non-profit organizations, education, transportation, and home building. This combination of industry experience and research expertise enables us to provide the insights you need to guide decision-making and solve your business challenges.

Glenn Iwata

President, Chief Research Officer

Respected for his work in “Customer Experience” and service quality research, Glenn specializes in consumer and business research for the public utility, health care and insurance industries. Glenn spent 10 years with Arizona Public Service Company and was managing their Market Research department before joining WestGroup.

In addition to managing his own projects, Glenn serves as President and Chief Research Officer at WestGroup, acting as a mentor to other analysts and managers, sharing his decades of experience and insights with peers and staff members.

Glenn’s clients value him as a consultant and thus his research relationships seldom end when the final presentation is made. He is often invited to be a part of special internal client teams to translate research findings into actions and to assist with implementation strategies.

Glenn is involved in several outside organizations, including the American Marketing Association, Japanese American Citizens League, and CASA (a non-profit violence prevention agency). Glenn is not only a part owner and member of WestGroup’s Board of Directors, but he also volunteers his time teaching music and playing piano/arranging music for various church and non-profit organizations.

Glenn earned a BS in Accountancy from the University of Illinois and an MBA from Arizona State University. In his spare time, Glenn is an avid long-distance runner and occasional golfer.

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Kathy DeBoer

Senior V.P., Chief Quality Officer

With more than 25 years of experience in Marketing Research, Kathy DeBoer has indirectly touched the lives of many Arizona residents, through research conducted on behalf of numerous government entities, ranging from the State of Arizona to individual school districts. Kathy is well known for her expertise in public policy and has helped guide countless decisions affecting the quality of life in Arizona.   Kathy also works with many private-sector clients, including advertising agencies, public relations firms, and WestGroup’s global clients. Kathy realized her passion and genuine enjoyment of the art and science of market research early on, and has dedicated her professional life to honing her craft.

Kathy is currently Vice Chair of About Care, a non-profit organization that provides transportation services to low income residents in the East Valley.  She is currently the co-chair of the Issues and Communications Committee and also sits on one of the regional boards for Arizona Forward, an association committed to improving the environment and livability in the state of Arizona.   She is also a member and past president of the Arizona Chapter of the American Marketing Association, and is a member of the Qualitative Research Consultants’ Association, a national trade group.

Ms. DeBoer is a part owner of WestGroup, serves on the company’s Board of Directors, and holds the critical job of serving as the Quality Control Officer for the firm. Kathy holds a BA from Calvin College, Grand Rapids, Michigan and an MA in Human Factors Psychology from Arizona State University.  Her more personal passions center around her family – Brad, her husband of 25+ years, her two daughters, and three dogs. As avid sports fans, the DeBoers enjoy cheering on their favorite Arizona teams together.

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Peter Apostol

Senior V.P., Chief Operating Officer

Incorporating 20 years of comprehensive experience in market research, Peter has truly learned the business from the ‘ground up’. His unique skill set and management abilities are essential to the successful operation of all of WestGroup’s quantitative research projects.

In addition to his duties as COO, Peter also serves as Project Director for a number of clients, capitalizing on his ability to leverage technology, manage and coordinate multiple vendors and resources, and to regularly “accomplish the impossible”. Peter specializes in large tracking studies and custom solutions to reporting data online, and has particular expertise in the “NPS” (Net Promoter Score) research philosophy

Peter is the embodiment of an ‘early adopter,’ always tracking new technologies, and using that expertise to keep WestGroup in the forefront of the latest research techniques and methodologies. And if a solution doesn’t exist, he will create one…Peter has designed a number of custom software applications to help WestGroup be more efficient and effective.

Peter is a member of the WestGroup Board of Directors, and is one of the company owners. Peter’s involvement in outside organizations has included the American Marketing Association, CMOR, and the Market Research Association.

Peter earned a BS at Arizona State University and an MBA from the University of Phoenix. As a fan of soccer, Peter has served as a volunteer soccer coach for the City of Chandler for five years and looks forward to coaching his daughter when she is ready to join the team.

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Dave Maddox

V.P. Marketing, Project Director

What do you get when you cross a marketing director, advertising executive and seasoned market researcher? Dave Maddox, a talented and creative project director and senior analyst with 25 years of experience. Clients find his common sense approach and to-the-point reporting refreshing and useful.

Before joining WestGroup Research in 2002, Dave had held positions with home builder T.W. Lewis, advertising agency E.B. Lane, and Circle K Corporation.

In addition to his work with clients, Dave also serves on WestGroup’s Board, and as in-house marketing director. Dave holds a BA in Communication from Arizona State University and has also taught classes at ASU West. Dave has also presented at local and national research conferences, and you may have seen him on local news, dissecting each year’s crop of Super Bowl commercials.

Prior to entering the marketing field, Dave worked as an air traffic controller and as a PGA Golf Professional. His closest brush with fame came in 1993 when he played 18 holes of golf with Michael Jordan.

Wendy Godfrey

V.P. Strategy, Project Director

Wendy Godfrey is an accomplished researcher with 25 years of experience working with a variety of clients. With her wealth of experience in consumer and business issues for the financial industry, Wendy has special expertise in the areas of customer segmentation, customer retention and loyalty, customer profitability, brand research and strategic planning. Since joining WestGroup in 2000, Wendy’s personal interests have expanded to include a special focus in the non-profit, education and nutrition sectors.
One of the reasons Wendy was attracted to WestGroup was because of our philosophy of “one point of contact from proposal to presentation”. She is passionate about research and enjoys working with her clients through the entire process. Each of her clients enjoys the illusion that they are Wendy’s only client. Clients value her dedication, responsiveness and professionalism.

Prior to joining WestGroup, Wendy was an independent research consultant working with such companies as Bank One, First Hawaiian Bank, First National Bank & Trust, and Salt River Project. Before starting her own business, Wendy spent 17 years in banking, 13 of those with Bank One/Valley National Bank, where she held management positions in Marketing Research and Sales & Service Management.

Wendy holds a BS in Marketing from the University of Arizona. She is a member of the American Advertising Federation (AAF), the Center for Marketing and Opinion Research (CMOR), the Qualitative Research Consultants Association (QRCA), the American Bankers Association, and is an occasional contributor to Bank Marketing Magazine, as well as a frequent lecturer at the Thunderbird School of Global Management. Wendy also has a long history of community involvement, serving on the boards of the Rosson House, University of Arizona Phoenix Alumni group, and Touchstone Behavioral Health. Currently, she is involved with The Board of Visitors and Valley Leadership.

Wendy is a part owner of WestGroup and serves on the company’s Board of Directors. Wendy and her husband Bill are avid travelers and adventurers and, in recent years, have made trips to the Galapagos Islands, Costa Rica, London, Africa and Italy. Both at airports and on planes she thoroughly enjoys finding time to read every business book ever written.

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Stephanie Apostol

Senior Analyst/Project Manager

Wholeheartedly curious, naturally analytical, and wired for creative and collaborative problem solving, Stephanie Apostol is dedicated to the art and science of market research.  Since 1996, Stephanie has guided and supported local, national and international clients through the process of engaging their market with quantitative and qualitative methods.  Her favorite aspect of research is getting answers to the questions that keep you up at night.

Ms. Apostol enjoys the challenge of designing innovative yet practical approaches to data collection and reporting. Sometimes this means executing a simple web survey but other times it means implementing a complicated multi-modal data collection approach, creating custom project management software, or integrating data from several sources into a dynamic dashboard reporting tool.

Stephanie is thankful to be a part of a company where going the extra mile is business as usual because going above and beyond is a part of her DNA.

Ms. Apostol is a part owner of WestGroup and serves on the company’s Board of Directors.  She is a RIVA trained moderator and a past president of the Arizona Chapter of the American Marketing Association.  Stephanie earned a BS in Psychology from Penn State University and an MBA from the University of Phoenix.