Alumni Profile: Karen Ahlgrim '73
Alumni & Friends, Summer/Fall 2005

Since graduating from UW-Whitewater in 1973, Karen Ahlgrim has built a successful career in brand development research and consulting. Helping clients launch better products and services is a profession she fi nds “satisfying and gratifying.”

Ahlgrim began her marketing research career as a bench chemist for The Quaker Oats Company, working in its quality assurance area. She also worked in its sensory evaluation area, assessing food products’ taste, texture and feel. Her work in sensory evaluation resulted in a four-year stint with Anderson Clayton Foods, where she ran its sensory evaluation group. Ahlgrim’s involvement with that team, which directly reported to the marketing research department, is what ultimately led her to the world of market research.

“I entered the marketing research profession through ‘the back door,’” said Ahlgrim. “My background in the hard sciences allowed me to help companies develop products that met the needs and desires of consumers.”

From Anderson Clayton, Ahlgrim moved on to S&A Restaurants headquartered in Dallas, where she worked as the company’s director of marketing research. A few years later, she took a similar position with Maritz in Dallas, where she worked for eight years. While working there Ahlgrim was recruited by her current employer, M/A/R/C Research, a brand development research and consulting fi rm for Fortune 500 companies.

As executive vice president and chief marketing offi cer, Ahlgrim wears many hats. She plays a key role in building the M/A/R/C brand, “making sure clients know who we are and what we do well.” A member of the senior management team, Ahlgrim also works with other executives on corporate strategy and operations, including positioning and product development. The role she loves the most, however, is working with clients.

“I just love the client interaction,” Ahlgrim said enthusiastically. “I’ve worked with some very interesting clients over the years, ranging from commercial aircraft maintenance companies to pharmaceutical companies, and they have always provided unique challenges and experiences. ”

According to Ahlgrim, the liberal arts education she received at UW-Whitewater has been instrumental in her professional success.

“The problem-solving skills I developed as an undergraduate in the biology program have been a great asset,” said Ahlgrim. “But learning how to turn research data into insight has been the most benefi cial. Helping clients understand what the data means and how they can use it to their advantage is at the heart of what I do and what has made me successful.” – Melissa DiMotto