Irene Gustaitis has dedicated her career to market research with a primary focus on entertainment marketing and programming content research for the television industry.  She’s currently the SVP of Media and Entertainment for NeuroFocus, a company that applies neuroscience research techniques to better understand neurological response to marketing, messaging, and branding at the subconscious level.   In addition, she has extensive experience in the traditional custom research field through her previous employment at Nielsen Entertainment and ASI Entertainment where she led high performance research teams and managed both quantitative and qualitative custom studies for broadcast and cable clients. Irene works directly with TV networks on all phases of market research studies from design through strategic application of results. She completed her undergraduate studies at UCLA and graduate work at Pepperdine University’s Graziadio School of Business. Professional memberships include MRA, AMA, CTAM, National Association of Women MBAs.