Why “Crux”?

The term "crux" means a vital, decisive, pivotal point. "Crux" is also associated with the Southern constellation, used by navigators as a guide point. To us, this sums up the kind of insight we strive to provide. Our goal is to be a guide, giving you the information and insights you need to make the right decisions at the right time.

Crux was founded by John Geraci in 2005 with the goal of being a firm that would offer clients more senior-level attention on their projects and more focused, personalized service. Celebrating 10 years in market research and polling fields, collectively overseeing thousands of projects, Crux researchers bring a wealth of knowledge and experience to every project.

Committing ourselves to making you feel like you're our only client, we provide a personal touch allowing us to partner with you in your business decisions and providing the assistance required to make those decisions successful.

Our Philosophy

Research done right can lead to amazing insights. It can move people. Inspire new ideas. Spark action. And above all, it can fuel confident business decisions — decisions that lead to strategic and tangible results. Taking the time to understand you and your culture, we begin with a seemingly simple question: why are you conducting research in the first place? This critical starting point is what helps us truly support your goals. So you can truly achieve them. More than a supplier of research services, we are a true partner, focused on your business, your customers, and, of course, you.

Our Team

The Crux of Crux

John Geraci, President

John Geraci is the President and Founder of Crux Research. A seasoned researcher with a broad base of experience, John has earned a reputation as a go-to researcher for understanding today’s youth generation and for market research on topics in education. A veteran of one of the nation’s largest research firms (Harris Interactive), John has overseen nearly two million interviews. His clients have included public school districts, colleges/ universities, consumer packaged goods companies, advertising agencies, media, manufacturers, dot-com businesses, technology firms, foundations, and associations. He has directed more than 2,000 market research projects.

Among the research that John has instituted is a nationally syndicated study that has become the bible of what online youth are doing and what youth are doing online. He also created a syndicated market study of college students that is often sourced in the media. He has worked closely with Neil Howe and William Strauss, authors of Millennials Go to College, to help provide a data foundation for their theories of how college recruitment and marketing will need to change to accommodate today’s youth generation. He also conducted survey research that helped frame the book Grown Up Digital, by Don Tapscott, a leading business thinker and writer.

John is frequently quoted on youth marketing issues. He has been interviewed by CNN, NPR, The New York Times, The Washington Post, The Wall Street Journal, USA TODAY, and other media outlets such as Brand Week and Advertising Age. He has presented at more than 75 industry events and symposia.

John is a member of board of directors of Causewave Community Partners and Crux Research volunteers considerable pro bono resources to the organization. He holds a B.A. in Economics (cum laude) from the University of Rochester and an M.B.A. from the William E. Simon Graduate School of Business Administration at the University of Rochester.

Pat Cirillo

Pat Cirillo, Ph.D. is president and founder of Cypress Research Group in Cleveland, Ohio. Pat’s practice focuses on quantitative market research studies. As an analyst and statistician, her work has been in a broad spectrum of industries within the for-profit, not-for-profit, and government arenas.

Dr. Cirillo is a frequent speaker at national conferences, and has given invited testimony to over a dozen state legislatives and federal regulatory bodies (FDIC, FTC) and federal legislatives (U.S. Senate Financial Services Oversight Committee; U.S. House of Representatives Committee on Native Americans). Pat’s long-term research interests lay in the areas of consumer communication linkages with behavioral economics.

Pat earned a Ph.D. in Behavioral Neuroscience and an M.S. in Experimental Psychology from Syracuse University. After starting her career at Gordon S. Black Corporation (now Nielsen/Harris Interactive), Pat joined Triad Research Group in Cleveland. She started Cypress Research Group in 1997. Pat teaches statistics and research methodology on an adjunct basis at Cleveland State University College of Urban Affairs. She serves on several non-profit boards and advisory committees in her community.

Lisa Chen, Research Director

Lisa Chen, Ph.D., provides clients exceptional insights through qualitative research. For 20 years she has honed her skills and developed expertise in in-depth interviewing, focus group moderation, and online social community building. She has held a variety of senior management, academic, and consulting positions. Dr. Chen is known as an exceptional communicator, quick to build rapport with research participants from a wide range of backgrounds and who’s written and presentation skills are always well-received and highly rated.

Prior to working with Crux Research, Dr. Chen was Senior Director of Youth and Education Research at Harris Interactive. She has extensive knowledge in generational research, children’s and parenting issues stemming from her tenure at the Toronto-based think tank, Moxie Insight, Sesame Workshop, and as a consultant for Noggin and Scholastic. Dr. Chen earned her Ph.D. in Developmental Psychology from New York University and holds a B.S. from Cornell University.

Susan Geraci, Vice President

Susan Geraci leads project management, programming, and supplier management at Crux. In addition to assuring that projects get done on time and on budget, she is responsible for programming and analysis of survey data, database management, field coordination of qualitative projects, and office management.

Sue previously worked at the Gordon S. Black Corporation and Harris Interactive as a programming supervisor, and as an independent market research consultant. She holds a B.S. in Business from SUNY Geneseo.

Maureen Palmerini, Research Director

With 20+ years of strategic research experience, Maureen is involved in all aspects of qualitative and quantitative project management at Crux Research. In addition to report writing, she specializes in quantitative and statistical analysis, including the design and implementation of statistical techniques and models.  Additionally, she is involved in the programming of online surveys using our survey software platform.

Prior to joining Crux Research, Maureen spent 10 years managing the marketing research function at Wegmans Food Markets. There, she managed all corporate initiatives related to market share, market segmentation, customer satisfaction, loyalty/retention, brand equity, advertising and promotion evaluation, product positioning/pricing, trade area analysis, demographic analysis, new market and site evaluation, market potential analysis, secondary research and competitive performance benchmarking. Additionally, Maureen was involved in the conduct of data mining using the customer profile data and transaction behavior.

Maureen has also worked at the Gordon S. Black Corporation as a research analyst and programmer and has a great deal of experience in high level statistical analysis. Maureen holds a Bachelor of Science in Applied and Mathematical Statistics from Rochester Institute of Technology.

 

Careers

Are you a seasoned marketing professional looking for a new kind of challenge? We're always on the lookout for the best and brightest to join our research team. Interested? Send an introductory letter and resume to info@cruxresearch.com.

Our Philosophy

Research done right can lead to amazing insights. It can move people. Inspire new ideas. Spark action. And above all, it can fuel confident business decisions — decisions that lead to strategic and tangible results. Taking the time to understand you and your culture, we begin with a seemingly simple question: why are you conducting research in the first place? This critical starting point is what helps us truly support your goals. So you can truly achieve them. More than a supplier of research services, we are a true partner, focused on your business, your customers, and, of course, you.

Generational Market Research

We have found that thinking about consumers as generations sheds a greater light on trends and the future. Today's living generations (GI's, Silents, Boomer, Xers, and Millennials) have unique formative experiences and core traits, and taking a more historic perspective helps lend predictability to the future.

Youth Research

Youth research is a core expertise of our firm. We employ some of the most widely recognized experts in the youth research field that are often quoted in the national media on youth issues, present at youth industry events and are regarded as a trusted source of insights into the Millennial Generation. We have worked with some of the most well-respected organizations that serve youth, including product marketers, media, agencies, retailers and non-profit organizations. Crux brings more than data collection to youth research ‒ we bring a generational perspective strengthened by our alliance with LifeCourse Associates.