Our Team

Beth is one of the founding partners of in2ition and has over twenty years of market research experience. Since founding in2ition twenty years ago, she has led more than five hundred projects to support decision making in corporate strategy and marketing. Projects included concept testing, conjoint, message testing, ad testing, market assessment, attitudes and usage studies, customer satisfaction, brand loyalty and corporate reputation.

Before founding in2ition, Beth spent five years working in the medical device industry. As a Senior Market Research Analyst at Boston Scientific (formerly Guidant), Beth managed research projects by selecting suppliers, designing study methodologies, and overseeing data collection and analysis to develop and guide customer strategy.

Beth holds a Market Research MBA from the University of Wisconsin Madison, which includes both the general MBA business curriculum and the AC Nielsen Center market research curriculum.

Andy brings more than twenty years of healthcare experience in strategy, marketing, and cross-functional leadership, with a career spanning global strategy and research, upstream and downstream product marketing, and large-scale business transformation. His work has influenced portfolio direction, commercialization pathways, and category-creation efforts across multiple therapeutic areas. Andy spent much of his med-tech career in leadership roles at Boston Scientific. He held key positions across Interventional Cardiology, Cardiac Rhythm Management, Electrophysiology, and WATCHMAN, where he most recently served as Marketing Director overseeing Upstream and International Strategy. In each of these roles, he partnered closely with regional and cross-functional teams—including R&D, Clinical, Regulatory, Sales, Health Economics, and Operations—to drive portfolio strategy, customer segmentation, clinical positioning, and long-range commercialization planning.

Before WATCHMAN, Andy led both upstream and downstream marketing as part of Cardiac Rhythm Management group. Earlier, he led the Rhythm Management Marketing Strategy & Services organization, where he oversaw strategic planning, VOC programs and market research, competitive intelligence, corporate alignment, and enterprise-level market analytics. His early career foundation in business intelligence equipped him with a uniquely data-driven approach to market strategy, enabling him to distill complex market dynamics into clear, actionable guidance for executive leadership. Throughout his career, Andy has delivered strategic recommendations that shaped franchise-level decisions, guided category-defining technology development, and unified complex global teams. Before transitioning into med tech, Andy led a global team of business intelligence analysts at Target Corporation, supporting the growth of Target’s healthcare business through performance analytics and strategic insights. During this time, he earned his MBA from Metropolitan State University.

Paul has been in the medical device industry for over 35 years and brings unparalleled versatility and clinical insight to in2ition. He has held executive level positions in Business Strategy, Upstream Marketing, Sales, Sales Operations, Market Research and Finance with large med tech companies in the U.S. and Europe. In addition, Paul was CEO and Founder of ClarVista Medical a VC funded ophthalmic device company that was sold to Alcon in 2017.

Before joining forces with in2ition Paul developed deep expertise in critical medical device markets including Cardiac Rhythm Management, Ophthalmology, Peripheral Interventions, Vascular Closure, Cardiology, Interventional Oncology and Electrophysiology

Paul holds an MBA from the University of Minnesota and Bachelor of Science in Electrical Engineering from Michigan State University.

Jennifer Fischer is an accomplished healthcare and medtech professional with more than 20 years of experience spanning quantitative and qualitative market research, strategic planning, marketing, and sales leadership. She brings deep expertise in using market insights to guide business strategies, identify growth opportunities, support product launches, and inform decision-making across the product lifecycle.

Before joining in2ition, Jennifer held multiple leadership roles within the Lead Management division of Philips Healthcare (formerly Spectranetics), including National Sales Director for the U.S. and Canada, Director of Strategy, and Midwest Regional Manager. She also held leadership positions in both sales and marketing at Boston Scientific in the Cardiac Rhythm Management business.

Throughout her career, Jennifer has applied market research and data-driven analysis to support strategic planning, uncover revenue opportunities, and assess employee and customer satisfaction. She developed a database-driven segmentation approach to identify key opportunities for increasing therapy adoption among fellows and academic centers. As a sales leader, she used market data to forecast revenue, allocate quotas, optimize territories, and manage organizational growth.

Jennifer has led major product launches and marketing initiatives across a range of product categories, including lead extraction catheters, capital equipment, wireless remote monitoring systems, pacemakers, ICDs, and atrial defibrillation devices. Her marketing experience spans the full product lifecycle, including concept development, design input, product naming, customer segmentation, targeting, launch strategy, implementation, brand development, market monitoring, and competitive intelligence.

Jennifer earned her Master of Business Administration from the Kellogg School of Management at Northwestern University, with concentrations in marketing and finance. She also holds a Bachelor of Arts in Biology, with minors in Chemistry and Business, from St. Mary’s University.

Becca brings over twenty-five years of experience in the medical industry through a combination of roles in marketing, market research, product design and development, and field work. Since partnering with in2ition in 2010, Becca has been closely involved in more than 400 projects, taking leading roles in leading projects, writing discussion guides and surveys, interviewing physicians, analyzing data, and synthesizing findings into actionable reports.

Before joining forces with in2ition Becca spent six years working in the medical device industry for Guidant Corporation. There she led efforts in all phases of the product life cycle including developing product concepts, testing product designs with customers, naming new products, organizing and facilitating physician and allied health professional advisory boards and focus groups, developing and testing messaging, segmenting and targeting customers, creating and implementing launch strategies, writing training materials for sales reps, developing marketing materials and sales aids, and measuring and tracking perceptions of products and brands post-launch. Many of these projects fell under her role as a senior product manager for the development of a $100 million new ICD and CRT-D platform. Becca also spent a year working in the field directly with physicians as part of the sales and clinical support team.

Becca holds a dual Masters of Business Administration/Masters of Management degree from the Kellogg School of Management at Northwestern University with a focus on the pharmaceutical, bio-tech, and medical device industries. She also earned a BA in Economics with high honors from Carleton College.

Em has led quantitative research for more than 8 years, bringing deep experience across a wide range of methodologies. Over the course of hundreds of projects, Em has managed studies spanning awareness, usage, and message testing, as well as more advanced techniques including conjoint analysis, MaxDiff, Van Westendorp pricing, attitude measurement, and brand and loyalty tracking.

Em oversees projects end to end and is particularly passionate about transforming data into compelling, story-driven insights and engaging presentations that resonate with stakeholders.

He also brings 4 years of in-depth, hands-on experience in medical device market research, working across a broad range of devices and clinical specialties. His experience includes executing studies and partnering closely with stakeholders throughout questionnaire development, programming, and fielding to ensure seamless execution and on-time delivery.

Prior to his current role, Em held positions at MarketCast, Material (formerly Kelton), and Breakthrough Research, a boutique firm where Em led a team of six. In that role, he partnered closely with clients as a strategic consultant, helping drive brand growth and solve complex business challenges through integrated qualitative and quantitative insights.

Em has led research across a diverse range of industries, including consumer packaged goods, major retailers, social media, streaming, technology, automotive, and appliances, as well as healthcare areas such as glucose monitoring for diabetes management and broader medical device applications.

Em holds a Bachelor of Arts in Journalism from the University of Wisconsin–Madison, where he studied strategic communications and French.

Utilizing her 20+ years of experience in the medical device industry, Melissa leads the design and execution of qualitative studies, coordinates projects and collaborates with analysts to deliver rigorous, insight-driven outputs to inform client strategy.

Melissa specializes in uncovering deep clinical and customer insights through physician and stakeholder interviews, as well as translating complex perspectives into actionable recommendations that inform strategy, positioning, and decision-making.

Prior to joining in2ition, Melissa held marketing roles at Guidant, Boston Scientific, and Medtronic. Notably, during her tenure at Boston Scientific, she spent five years on the WATCHMAN team supporting the U.S. launch of the therapy, leading development of clinical messaging and customer-facing materials. She was recognized with two Marketing Excellence Awards.

Melissa holds a B.S. in Business Administration from Winona State University.

Kerry Nelson has dedicated 19 years to clinical research for medical devices with industry leaders such as Guidant, Boston Scientific, and NAMSA. During this time, she held positions as a Senior Clinical Data Manager and Senior Clinical Research Associate.

Kerry worked with clients on feasibility through surveillance studies and in therapeutic areas such as cardiovascular, peripheral vascular, neuromodulation, and hemostasis devices.

She is motivated by partnering with Clients, Research Coordinators and Investigators to ensure high quality data is obtained to support regulatory approvals, audits, and publications.

Kerry’s comprehensive background, attention to detail, and dedication to improving patient outcomes have made her a valued asset in the medical device industry.

Melissa has been with in2ition for more than eight years and has worked on numerous qualitative and quantitative market research projects across a wide range of healthcare segments. Her experience includes conducting physician interviews, analyzing complex data sets and synthesizing insights into actionable reports.

Prior to partnering with in2ition, Melissa held a variety of roles at Guidant and Boston Scientific within cardiac rhythm management. She led the launch and commercialization of Guidant’s first wireless cardiac resynchronization device and collaborated closely with engineering teams to identify product enhancements and finalize overall product design prior to launch. Her additional experience includes serving as a field clinical representative working directly with physicians and patients, as well as managing a team within LATITUDE Patient Management operations. Earlier in her career, Melissa worked as a consultant for Arthur D. Little and Kendall Strategies (healthcare) and also held a role in clinical trial management at Dana-Farber Cancer Institute.

Melissa holds a B.A. in Economics from Wellesley College and an MBA from Washington University in St. Louis.

Eva Fischer is a Senior Analyst at in2ition, where she applies her background in behavioral science and market research to help translate data into meaningful business and consumer understanding. She earned her Bachelor of Arts in Psychology and Neuroscience from Carleton College, where she gained research experience in neurodevelopmental and cognitive aging models through work in the Wolff Lab and Neiworth Primate Lab.

Eva first joined in2ition as a Market Research Intern in 2023 and later continued as a Research Assistant and Junior Analyst before advancing into her current role. Her interests include consumer behavior, data analysis, and applying research methodologies to uncover actionable market insights. Outside of work, Eva is also an accomplished ultimate frisbee player and continues to bring the same teamwork, focus, and competitive drive to her research career.

Eva also plans to pursue a master’s degree to further expand her expertise in research and analytics.

Sarah Tunks brings 31 years of teaching experience to her role as Director of Learning and Development, where she applies a strong instructional background, a careful eye for detail, and a commitment to clear communication. Her career in education has shaped her ability to review complex information thoughtfully, identify opportunities for improvement, and help others understand and apply new concepts with confidence.

At in2ition, Sarah supports the development of high-quality survey materials through proofreading and editing to help the team ensure that each survey and presentation is polished, accurate, and easy to understand. She also guides the development and enhancement of the company’s training curriculum, making sure the learning programs are aligned with business goals and support growth of employees and teams. She brings a unique perspective that combines decades of experience in teaching and mentoring with a strong commitment to innovation, collaboration, and continuous improvement. She is passionate about creating organized systems, supporting professional growth, and helping teams develop the knowledge and confidence they need to succeed.

Sarah holds a Master of Science in Education degree, specializing in Reading and Curriculum Development, from the University of Wisconsin – La Crosse.

Alison is a Senior Analyst at in2ition and has been with the company since 2022.

Prior to joining in2ition, she worked at Optum for 5 years as a Data Engineer within their Growth Office. She focused on leading and supporting internal data cleanup and data quality projects.

Alison brings experience working with large databases and multidisciplinary technical teams using agile methodology to ensure data accuracy. Her experience with healthcare data and attention to detail ensures high data quality and the reliability of client-facing survey results.

Alison graduated Magna Cum Laude from Iowa State University Ivy College of Business with bachelor’s degrees in Supply Chain Management and Management Information Systems. Outside of work, she enjoys gardening, baking, and running around with her husband and two kids.