MBA 2020 | Marketing Analytics and Insights


Bryson Smith graduated from Brigham Young University – Idaho in 2013 with a Bachelors of Science degree in Communications with an emphasis in Advertising. He found his passion for marketing research during his undergraduate experience, working at a student-run ad agency as the department head of account planning. During this experience, he led a team of researchers and gathered customer insights through research for clients and the agency.

Following graduation he pursued his love of marketing research, which landed him a position as a researcher at KLAS Research, one of the world’s leading healthcare information technology research firms. In this role, he excelled at meeting research targets and building relationships with C-Suite executives at large hospital networks. He was quickly promoted to a report development role where he mastered data display and analysis techniques, creating charts and formatting industry reports, which was KLAS’ core product. After a year and a half on the report development team, Bryson transitioned to the marketing department where excelled at a wide variety of marketing activities. Eventually the opportunity presented itself to create a new role that combined his skills and experience with customer insights, data analysis, and marketing strategy. Bryson blazed a new path in the company as a customer insights manager, developing metrics to shed new light on company initiatives, while simultaneously conducting multiple primary research studies to better understand the KLAS core customer and their relationship with the company. Months of work and data from interviews, focus groups, surveys and analytics were combined and presented to the executive team, recommending several key areas for improvement. His lasting legacy was establishing a research framework, allowing the company to measure customer satisfaction and value of KLAS products and services, a first in the 20-year history of the organization.

Outside of work Bryson enjoys spending time with his family, camping, kayaking, travelling, watching college football, going to the movies and mastering the art of smoking meats. He is excited to pursue an MBA in Marketing Research at the University of Wisconsin-Madison to strengthen his skills as a customer insights professional and looks forward to representing the voice of the customer in his professional career to help create better products and experiences.