Michael Hesser has over 25 years of experience on the front lines of primary research, and is a nationally recognized leader in the fields of consumer insight, directory exchange, wireless technology, and local commerce. Possessing highly refined expertise in the spheres of new product development, customer loyalty, and brand identity, he is both, a sought-after, respected speaker at market research industry conferences, and a well-regarded contributor to major trade journals. Michael founded the market research company Praxi in 2003 which provides customized research projects using both quantitative and qualitative methodologies across an array of industries. He has also moderated over a thousand focus groups during the last decade, in subjects ranging from consumer psychology and behavior to branding and advertising. In addition to Praxi, Michael founded Verabis in 2015 in order to provide market research tailored to the emerging demands of the rising cannabis industry.