New CFO for MFour

In the US, mobile survey and in-the-moment data collection firm MFour Mobile Research has appointed Edward Farias as Chief Financial Officer. He previously held the same position at firms including Lieberman Research and Kantar North America.

MFour is based in Irvine, California, and operates a proprietary mobile application alongside advanced location-based technologies. In November 2022 it launched a new unified home for all its SaaS products, under its existing MFour Studio brand. Last year it enhanced this with a solution called Journeys Marketplace, adding massive amounts of consumer behavior data for instant analysis; and later with new AI tools DANI and Survey Builder, allowing anyone to conduct, analyze and implement market research 'like an expert'.

Farias has 25 years' experience steering financial strategies, and joins from entertainment industry recruitment and staffing tech company Talent Systems where he spent five and a half years. Before that he spent two and a half years at Lieberman Research Worldwide - now pat of Material - and earlier nine years at Kantar's Added Value North America - all as CFO. He began his career in other finance roles at Burson Marsteller and dentsu. In his new role he will oversee MFour's financial strategy, including the development of new strategic forecasting models to drive business growth.

CEO Chris St. Hilaire comments: 'Edward's experience is the perfect fit for our validated survey and data value proposition as we continue to push the industry to eliminate fraud using validated, behavior driven data. His proven expertise in financial management and strategic forecasting will be critical as we advance our capabilities and continue to deliver unmatched insights in the market research arena'.

Web site: www.mfour.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.