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 homebuilding. 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.

Ted Apostol

Chief Executive Officer

As WestGroup’s CEO and principal owner, Ted is passionately committed to the company and our standard of excellence in market research. With more than four decades of experience in market research, Ted has special expertise in the unique needs of the financial and healthcare industries, but has broad experience in business and consumer research.

Ted’s commitment to WestGroup runs long and deep, dating to his time as a client of the original company, MR West. He joined the company as an employee in 1974, was named President in 1986 and became the primary stakeholder in 1989. Under his tutelage, the company has grown from a small consultancy to our position today as the Southwest’s largest full-service market research firm.

Although he still works with a select group of clients, Ted’s primary focus is on managing the business and implementing best practices across our operation. Ted also holds onto his ‘first love’ at WestGroup and continues to personally direct WestTrack Market Monitor, the longest running omnibus study in the state.

Ted is a graduate of Arizona State University, and is very active in his church and leadership groups. In his spare time, Ted and his wife, Cari, are avid thespians, and can often be found acting, directing or singing…when not spending time with their ever-growing family.

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.

Contact Glenn at: glenn@westgroupresearch.com

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.

Contact Kathy at: kathy@westgroupresearch.com

Beth Smith

V.P., National Field Director

A 30 year veteran of market research, Beth is an invaluable resource to both our project directors and our national clients for insights and solutions related to all types of field data collection. Many of Beth’s clients do not meet her until focus group day or not at all, but they rest easy knowing Beth’s rigorous standards for focus group recruiting and field interviewing will result in successful projects with sound research practices behind them.

After more than three decades of being in the trenches, managing and directing focus group recruiting and coordination, intercepts, and mystery shopping, Beth has seen it all. You can trust her experience and keen instincts to know the best way to handle even the toughest of projects.

Beth joined WestGroup in 1994 with the merger of Ask Arizona operations into WestGroup Research. She was General Manager and Field Director of Ask Arizona for ten years. In this position, she was responsible for all phases of its operation. Before joining Ask Arizona in 1984, Beth worked for Behavior Research and Larkin Marketing and Research where she gained ‘ground up’ experience as an interviewer, coder, and recruiter.

Beth is a part owner of WestGroup and Secretary of the company’s Board of Directors. She has enjoyed many years of active participation with the Market Research Association (MRA) and proudly holds the title of past-president of the Southwest Chapter.

On weekends, Beth and her husband, Lloyd, enjoy spending time on their boat appreciating views of the beautiful Arizona desert and doing their best to catch fish. Although born in Chicago, Beth moved to Phoenix in 1946, granting her ’native’ status. She marvels at the changes she has witnessed in this one-time sleepy Southwest town.

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.

Contact Peter at: peter@westgroupresearch.com

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.

Contact Wendy at: wendy@westgroupresearch.com