Providing research insights for fact-based decision making since 1975.

Contact Bill

Bill Godden, MBA has expertise in market research, consulting, and project management.

Bill would be glad to discuss your strategic panning needs or how a methodical approach to data collection over time can help ensure that your credentialing program remains relevant and viable. Please contact Bill to arrange a conversation today.



Strategic Planning: Bill has a proven track record of success helping businesses conduct and successfully implement results-oriented strategic plans. With more than four decades experience in a variety of business settings, Bill knows how to employ proven research-based approaches for quickly developing realistic and actionable strategic plans. His hands-on experience includes:

  • Strategic planning facilitation
  • SWOT analysis
  • Strategic assessments
  • Short- and long-range strategic plans
  • New product feasibility assessments
  • Business cases
  • Strategic forecasts
  • Action plans

Longitudinal Research: Bill designs longitudinal survey systems for grantors of professional credentials. Gaining insights on attitudes toward certifications or designations repeatedly over time from individuals who pursue or hold professional credentials is the aim of this type of research. The key benefit of measuring credential relevance and usefulness at every career stage is a rich body of knowledge for updating, positioning, and marketing professional credentials.


Bill is a market research and strategic planning professional with four decades experience creating and executing insights-producing research strategies. He recently retired from the Appraisal Institute, a professional credentialing association, after 11 years as Director of Research and Strategic Planning. Prior to the Appraisal Institute, Bill was a senior research and strategic planning consultant for more than 15 years. Before consulting, he headed research-based product development at several Fortune 100 financial institutions. Bill has extensive qualitative and quantitative research expertise including surveys, polls, focus groups, data/information collection, and statistical analysis of data for a variety of for-profit and not-for-profit businesses.

Certifications & Certificates

  • Professional Researcher Certification (PRC)
  • Certificate of Completion (graduate school level), Strategic Planning
  • Certificate of Completion, Fundamentals of Creating Certification Programs
  • Certificate of Completion, SAS Data Exploration


  • MBA degree with an emphasis on financial decision methods and marketing management
  • BA degree in Sociology with a concentration in quantitative and statistical methods

Professional Affiliations

  • American Association of Public Opinion Research (AAPOR)
  • Insights Association (formerly Marketing Research Association), grantor of PRC designation


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