Founder and Principal


Steven founded Yarnell Inc. in 1983 to provide marketing research services to information technology companies. Earlier in his career, he conducted advertising and marketing research for global advertising agencies such as McCann-Erickson. His expertise encompasses new product development and positioning research as well as branding and advertising research.

His first clients at Yarnell Inc. were Compaq Computer Corporation and Microsoft. Steve worked with both firms extensively, helping them develop much better understandings of their customers than their competitors, enabling both to become leaders in their field. He also aided in the establishment of their market research programs. As Yarnell Inc’s reputation for high-quality research and consulting spread, the list of clients grew to include other industry leaders such as Dell, HP, and IBM.

Steven holds a Ph.D. from Ohio State University, where he focused on decisionmaking, the mathematical modeling of individual-level decisions, and small sample quantitative techniques.

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We know how technology decisionmakers think.

For over 30 years we have focused on qualitative research for information technology companies, most of them global leaders in technology.

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