Mark Michelson is President of Threads Qualitative Research, which specializes in qualitative CX insights using digital, mobile and traditional approaches. Mark has been actively involved with developing and managing specialty trade associations and conferences in the research industry for the past 20 years. In 1998, Mark created the Mystery Shopping Providers Association (MSPA). Mark currently serves as the Executive Director of CX Talks, the Customer Experience Insights Association (CXIA), and the Mobile Marketing Research Association (MMRA). Mark also was instrumental in developing the Social Media Research Association (SMRA) and served on the board of the Qualitative Research Consultants Association (QRCA). Mark’s experience as a market researcher includes 30+ years of developing and implementing strategic marketing research programs for many of the world’s leading brands in a variety of industries including technology, hospitality, automotive, food service, healthcare, retail and CPG. Mark is a passionate advocate for CX and has been actively creating and improving customer experiences since graduating from the University of Georgia in 1984.