Mike Pratzel

Associate Research and Insight Director

Mike has been directing strategic research and target market insight efforts at Hiebing since 1981.  Mike has a BBA in marketing and quantitative analysis and a master’s in marketing research from the University of Wisconsin–Madison.  He has developed quantitative approaches for evaluating new product development, customer satisfaction, naming, positioning, communications and segmentation analysis.  He’s also developed qualitative approaches to consumer insights and brand development for clients such as Famous Footwear, Nestlé, Culligan, AAA, Trane, Mercury Marine, AnchorBank, UW Colleges, UW-Madison, Coca-Cola, Kraft, Dean Health System and Wisconsin Coalition Against Sexual Assault.  Mike’s work has been critical in helping our clients achieve measurable, if not spectacular, results.  But his favorite research involves taste-testing the sticky buns that he and his wife prepare for their café and bakery customers.