Pat Pellegrini is the President and Chief Executive Officer at Vividata, Canada’s premier source for insights on multi-media and consumer behavior. It is the leading provider of cross platform audience measurement for publishers with a syndicated study of over 40,000 individuals collected over 52 weeks and released quarterly. A tripartite, not-for-profit organization, Vividata is governed by a Board of Directors representing Canadian publishers, agencies and advertisers.
Prior to joining Vividata, Pat was President and Chief Research Officer at Simmons Research, a leading US consumer and media research company that measures consumer preferences, attitudes and media behaviors by overlaying survey and passive data collection using advanced measurement science. In 2017, Simmons Research was featured in the American Marketing Association’s annual Top 50 report recognizing the top research companies, globally, who are operating in the US.
Previously, Pat held senior leadership roles at GfK Custom Research North America, The Weather Network, and comScore, amongst others. Prior to leaving academic life in 1999, he enjoyed 3 years at The Ohio State University as Assistant Professor in the Geography and Atmospheric Science department where he taught multivariate statistics and quantitative methods courses.
Pat is a frequent speaker at research industry conferences around the world, and has presented renowned and award-winning papers, including studies on passive media measurement technology and the future of online measurement.
He earned his PhD in 1996 in Geography from the State University of New York at Buffalo, and a M.Sc. and Honours B.A. in Geography from McMaster University, Canada.