Tom Webster has been promoted to Vice President, Strategy and Marketing for Edison Research, an industry leader in marketing and opinion research.
Webster has nearly 20 years of experience in the areas of media research, marketing strategy and product development, and is recognized as a pioneer in the areas of Internet radio, podcasting and music recommendation engines. His duties will include guiding the Internet strategies of new and existing clients, as well as directing Edison’s own online and marketing initiatives. Webster will also be working to drive visibility for the company’s Consumer Exit Polling efforts, leveraging both Edison’ experience as the sole provider of exit poll data for the National Election Pool and the firm’s national network of over 8,000 trained interviewers.
Edison Research president Larry Rosin says, “Tom Webster is an amazing resource who has been responsible for dramatically increasing Edison’s on-line presence and visibility, and we’re proud to make him available to Edison’s clients to help maximize their digital strategy.”
Webster says, “Being a part of the Edison brain trust has been enormously satisfying to me, both personally and professionally. I am gratified to work with a company that is a true thought leader in both new and traditional media, and I look forward to helping the company expand its strategic portfolio in the months ahead.”
Webster joined Edison as a Vice President in 2004, and has conducted qualitative and quantitative research projects in almost every major US market and throughout Europe, Asia and the Middle East. 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. His work has been widely published in both print and on-line media, and he is the author of the widely-quoted “Podcast Consumer Revealed” research series, the fourth iteration of which will premiere in early 2009.
Webster is a graduate of Tufts University in Medford, Massachusetts. He recently was awarded his MBA from the University of North Carolina, and is a member of Beta Gamma Sigma.