Providing research insights for fact-based decision making since 1982.

Contact Bill

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

Credentialing Associations: Bill would be glad to discuss how his opinion research and strategic planning expertise could benefit your business. He works on 3-month, 6-month, or 12-month retainers so that clients receive ongoing support for accomplishing long-term research and strategic objectives.

Management Consultants: If your firm needs strategic planning or opinion research expertise on your next consulting assignment, Bill would be glad to discuss per project or retainer relationships.


About Bill Godden

Bill is a survey and opinion research, and strategic planning, professional with more than three 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 15 years. Before consulting, he headed research-based product development at several Fortune 100 financial institutions. Bill has broad qualitative and quantitative research expertise including surveys, polls, in-person and virtual focus groups, roundtable discussions, and analysis and modeling of big data for a variety of for-profit and not-for-profit businesses.

Focused Expertise

Strategic Planning: Bill has a strong track record of success helping businesses conduct and successfully implement results-oriented strategic plans. With more than three 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

Credentialing Research: Bill has practical experience designing longitudinal survey systems for grantors of professional credentials. Systematically collecting insights on attitudes toward certifications or designations repeatedly over time from individuals who pursue or hold professional credentials generates a rich body of knowledge. This type of research helps ensure the continued relevance and longevity of credentialing programs.

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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