With nearly 20 years experience, Fariba Zamaniyan is a seasoned advertising research expert, well known for her work and public speaking on the impact of prescription drug advertising on consumer response since its inception in the late 90s. Before joining TRA, Ms. Zamaniyan was the Senior Vice President within the IAG division of The Nielsen Company where she was hired to develop its healthcare practice. She led the team in product development, marketing, and client management for syndicated television ad performance measurement tools including program engagement. Her tenure with direct-to-consumer (DTC) advertising was instrumental to Nielsens significant growth within this sector, specifically, identifying synergies that exist between the creative and the selected TV media to enhance campaign ROI. She also expanded the breadth of Nielsens products and advertising and media services provided within the healthcare space, including measurement of alternative promotion channels such as Internet and mobile web on DTC advertising. Before joining Nielsen, Ms. Zamaniyan served as Vice President of Marketing and Business Development and resident consumer behavior expert at Ipsos Health (a division of Ipsos in North America), a practice dedicated to providing custom and syndicated research to prescription drug companies. There she specialized in monitoring consumer response to DTC advertising for prescription drugs. She was also the founder of Ipsos PharmTrends, a syndicated consumer tracking tool that measured consumer behavioral response to DTC initiatives across ailment categories, which first began tracking the pioneering efforts of the Claritin marketing team. Through her development and management of these various performance tracking tools, Ms. Zamaniyan is a recognized opinion leader and contributor to industry journals, conferences, and events. Prior to focusing on the pharmaceutical industry, she specialized in retail and consumer research for the consumer products industry, including consumer packaged goods, apparel, and athletic footwear, as well as primary research and tracking expertise within the music and entertainment sectors. Ms. Zamaniyan earned a Bachelor of Science degree in marketing and international business from Ithaca College.