mdg Expands Research and Data Capabilities

researching data on smartphone

WASHINGTON, D.C. — mdg, A Freeman Company, has launched a new agency division dedicated to research, data and insights as part of its ongoing commitment to helping association and event clients evolve from legacy-based to data-driven operating models. This newly-formed department consists of data strategists, scientists and analysts as well as experts specializing in the collection and evaluation of market research and intelligence. The mission of the team is to help clients capitalize on advances in technology to reach new audiences and create more personal and human customer journeys — from marketing campaigns to meaningful experiences and engagement opportunities.  

mdg President Kimberly Hardcastle commented, “Most professionals in our industry are excited about what data is making possible — the ability to achieve personalization at scale, accurately predict performance, lower acquisition costs, increase conversion rates, expand reach and more. Unfortunately, their enthusiasm is often dampened with the realization that their organizations are underequipped to fully seize the opportunities and maximize the power of personalization. That’s the gap this team will fill.” 

The new department will be led by organizational strategy expert Annie Malone and roll up under mdg Vice President Shauna Peters, who will work in close collaboration with Erin Lee, Vice President of Digital Strategy, and Ken Holsinger, Freeman’s Senior Vice President of Strategy. Industry veteran and former Exhibit Surveys, Inc. executive Ian Sequeira and his team of research and measurement experts will integrate into the new division, providing benchmarking data, quantitative knowledge and program-specific research and analytics expertise. They will also continue supporting the ongoing industry research backed by Freeman. 

“Prior to the pandemic, executives within our industry considered data-driven transformation as an aspirational goal. In this new business environment, there is a heightened sense of urgency to accelerate the pace of change and get serious about using data to increase revenue, engagement and profitability. I’m excited to serve in a role where I can help position our clients to win,” stated Peters. 

Peters also noted that the team has already developed a proven data gap analysis product and market share/sizing model that will serve as the foundation for customized audience development.

For more information about mdg and its services, visit

About mdg
mdg, A Freeman Company, is a strategy-driven agency with a 45-year track record of delivering results. Made up of marketing researchers and strategists, digital and interactive media experts, event and association management specialists, data analysts and a robust creative team, the 90-person agency offers complete marketing solutions to association, event and corporate clients.

About Freeman
Freeman is the world’s leading live event and brand experience company. We help our clients create and deliver immersive digital and live experiences for their most important audiences. Through comprehensive offerings including strategy, experience design, and digital as well as AV and event tech, Freeman helps increase audience engagement and drive business results. What makes us different is our collaborative culture, intuitive knowledge, global perspective, and personalized approach, which we’ve gained from more than 90 years as an industry leader. For more information, please visit