Roberta Moore is president and founder of Qualitative Marketing®. She has 14 years experience in understanding the users' Technology Adoption Process and in building programs that address this process. Qualitative Marketing develops and implements successful end-user adoption programs through a strategy that helps technology companies identify, understand and reach qualified users not reached through traditional methods. This proven approach reduces technology companies' cost of reaching and serving their target customers and accelerates their customers' adoption of their products. Her skills include business planning, market analysis & segmentation, market planning & development, qualitative research, seminar development, alternate channels, and marketing through associations. She has helped companies of all sizes (market leaders, midsize and start-ups), identify and establish new high-priority market opportunities. She has accomplished these results by understanding customer requirements, as well as by developing strategic alliances and marketing programs, to create new channels for reaching these high-priority customers. Ms. Moore has provided leadership in helping technology companies recognize the importance of focusing on specific types of customer segments (vertical markets). She is recognized as a major force in establishing the requirements for effective "vertical marketing". Early clients included Microsoft Corporation, Novell Corporation, Intuit, and industry founders such as Dan Fylstra and Ann Winblad. Ms. Moore is published in leading industry and customer publications. Currently, she has a monthly column in DM Review, the number one industry magazine focusing on data warehousing and business intelligence. She is also invited to speak and moderate. Following are examples of her speaking/moderating activities: COMDEX, Berkeley HAAS School of Business, National Association of Realtors®, San Jose Development Center, Software Publishers Association, and for San Francisco Bay Area Channel 36. Ms. Moore is committed to accelerating customers' adoption of clients' technology. She has worked closely with professional trade associations including Associated General Contractors Computer Committee, the American Computer College for Lawyers, Society of Information Managers and International Telework Association & Council to further this objective. Prior to forming her own consulting company, Ms. Moore was Product Manager for a financial software product and Senior Account Executive for an integrated software solution. Prior to entering the PC industry, she spent 5 years in real estate investment and sales. She has a Bachelor of Science in Business Administration from a California State University.