Michael A. McCrary

Michael A. McCrary is a Partner at The Martec Group, based in Chicago. He is a leading expert on customer analysis in B2B environments. Mr. McCrary has co-authored several articles and is a keynote speaker on the proper use of voice of the customer research in new product development processes. He has more than 16 years of external analysis consulting experience with specific emphasis on new product and concept testing, technology evaluation and commercial strategy development, market attractiveness evaluation and M&A due diligence.

Mr. McCrary has a broad background in B2B environments including building construction, healthcare, advanced technologies and transportation. He is one of six trained moderators on Martec’s U.S. consulting staff.

Mr. McCrary has an MBA from University of Notre Dame and a Bachelor of Science degree in Engineering Arts from Michigan State University. He is married with four children.