With a passion for uncovering what drives human decision-making, Mitzi Lorentzen has forged a career at the forefront of marketing research insights. As the founder and principal of Lorentzen Consulting LLC based in Chicago, Illinois, she brings a deep understanding of global markets, consumer behavior and strategic innovation to her firm. Her approach blends rigorous analytics with an instinct for translating data into clear, actionable strategies that help clients grow, adapt and thrive in competitive environments.
Ms. Lorentzen holds a Master of Business Administration in international business from the Driehaus College of Business and the Kellstadt Graduate School of Business at DePaul University. She also earned a Bachelor of Science in business administration and psychology from Indiana University Bloomington and completed coursework at the National University of Singapore. Her academic foundation has played a key role in shaping her ability to work across cultural boundaries and navigate the complexities of international markets. The combination of psychology and business administration provides her with a unique lens through which to interpret data and drive decision-making.
Before founding her consulting practice, Ms. Lorentzen was vice president of content growth and innovation at Kantar Group and Affiliates. There, she led the development of a global training program designed to elevate customer advisory skills and align teams around a shared framework for client engagement. The program’s success demonstrated her commitment to capacity building and her ability to scale insights across a multinational organization. She was known for connecting data to client objectives, helping brands take informed actions in both mature and emerging markets.
Earlier in her career, Ms. Lorentzen was vice president of client management at Kantar Millward Brown, leading strategic accounts and overseeing complex research programs. Her previous role as account group director further sharpened her capabilities in account leadership, as she managed cross-functional teams and implemented client-focused solutions. These roles positioned her as a trusted advisor, known for both strategic vision and attention to detail.
Ms. Lorentzen began her career with a series of roles that built her expertise from the ground up. She worked as an account executive at Kantar Millward Brown in Naperville, Illinois and Warwick, United Kingdom. Prior to that, she served as a senior research executive both at Kantar Millward Brown and CJ Research. Her first industry position was as an associate project director at Burke Marketing Research, where she developed the technical research skills that would underpin her later strategic work.
Ms. Lorentzen’s contributions have earned her multiple honors, including two Great Mind Awards from The Advertising Research Foundation for innovation in marketing research. She also received seven Kantar Marketing Forward Awards recognizing her impact on client business outcomes. During her academic years, she was named to the Dean’s List at Indiana University Bloomington, a reflection of her early commitment to academic and professional excellence.
Ms. Lorentzen is a member of The Advertising Research Foundation and Beta Gamma Sigma. She credits her success to collaboration, continuous learning and a network of colleagues and mentors who have inspired her throughout her journey. As she looks to the future, Ms. Lorentzen remains committed to helping organizations harness insights into better decision-making in a rapidly evolving market landscape.