Strategy and Marketing
Tom Webster is Vice President, Strategy and Marketing of Edison Research with nearly 20 years of experience in media research, marketing strategy and product development. Webster’s duties at Edison also include strategic development and leading Edison’s new media research efforts. An expert in qualitative and quantitative research techniques, Webster has directed hundreds of studies in nearly every major U.S. market and worldwide.
Webster has developed several innovative new research products and applications, including a pioneering digital focus group methodology for testing and evaluating talent. Using these techniques, Webster has conducted research for some of America’s most popular media programs, including nationally syndicated shows such as All Things Considered, The Takeaway, and The Bob and Tom Show. Webster also has experience in consumer research and new product development, and has worked with leading companies in the pharmaceutical, high technology and financial services sectors to provide key competitive intelligence, customer requirements and marketing strategies.
His work has been widely published in both print and on-line media, and he is the author of several widely quoted studies, including “Twitter Usage In America” and “The Podcast Consumer Revealed,” and co-author of the Edison/Arbitron “Infinite Dial” research series.
In 2000, Webster served as partner and CIO for Puremix, an online music service backed by UK-based Chrysalis Group. While at Puremix, he designed and directed the largest study of music preference and lifestyle in UK history, which became the basis of 35 distinct music channels. Webster also spent seven years with Broadcast Architecture, most recently serving as Vice President. While there, he designed and managed music research projects for radio stations in almost every major US market, as well as stations throughout Europe and Japan.
Webster is a graduate of Tufts University in Medford, Massachusetts. He recently was awarded his MBA from the Bryan School of Business and Economics at the University of North Carolina, and serves as a member of Beta Gamma Sigma. He has spoken at numerous events and conferences, including the Advertising Research Foundation’s RE:Think conference, ad:tech, the National Association of Broadcasters (NAB) convention, New Media Expo and the Radio and Internet Summit.