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WHO WE ARE

Communications only matter when they make an impact.

They only make an impact when people care about them.

People only care when you're talking about what's important to them.

This seems simple, but it isn't. Human behavior is messy. People do things for reasons they sometimes can't even explain themselves. (Not us, of course—we're perfectly rational. It's everyone else that's hard to figure out.)

Most research doesn't untangle this messiness, so it misses what's really important. As a result, well-intentioned campaigns that did great in message testing and cost a fortune are ignored in the real world.

At Wiley Research Group, we know the difference between what people say, what they feel, and what they do. We blend qualitative and quantitative methods to get past surface-level answers and uncover what ultimately drives decisions.

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WE CAN DO THIS BECAUSE:

  • We combine a human-centered approach with data science to fuel compelling storytelling.

  • We merge the experience and capabilities of large firms with the passion and flexibility of a boutique.

  • We've spent years seeing through misleading patterns in traditional research, from creative concepts that test well because they're the least objectionable option but don't connect emotionally, to AI machine-learning models chasing spurious correlations.

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Our goal is simple: help you understand what's important to the people you need to reach so your communications make an impact where it matters most.

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WHAT IT’S LIKE TO WORK WITH US

We believe trust is built through openness, clear expectations, and real conversations.

The senior team of researchers and strategists you meet on day one is the same team driving the work forward - no handoffs, layers or confusion. And you have a direct line to them throughout your project. Our process is deliberately transparent. You’re always welcome to check in, ask questions, and help shape the direction as we go.

  • Matt Dernoga

    PRINCIPAL RESEARCHER

    Matthew is a market research professional specializing in communications research and media measurement. With a robust background in both qualitative and quantitative methodologies, he’s passionate about bringing the voice of the customer to life.

    Matthew’s expertise includes corporate reputation, thought leadership research, and optimizing communications strategies.

    He has honed his skills at leading firms such as Ketchum, Edelman, and Forrester.

  • Robert Bailey

    PRINCIPAL RESEARCHER

    Robert is a behavioral researcher with two decades of experience uncovering the drivers of decision-making and translating those insights into proven strategies and communications. With a background that spans economics, political polling, corporate branding, and public health behavior change, Robert combines scientific rigor with a marketing practitioners’ mindset.

    He specializes in blending diverse data sources and research methods to isolate the factors that truly influence behavior—fueling campaigns and interventions that make a measurable impact.

    Robert brings experience from leading firms including Ernst & Young, Harris, and Edelman to all his engagements. His work has been published in peer-reviewed journals and recognized by the Advertising Research Foundation.

  • Brandon Tunney

    FINANCE + OPERATIONS

    Brandon Tunney is a finance professional with over 15 years of experience in senior leadership. Most recently, he served as Finance Director at Community Legal Aid, where he oversaw all financial operations, including managing multi-million dollar budgets, leading audits, and reporting to boards of directors.

    He also has a strong background in developing new accounting policies, ensuring compliance with complex grant requirements, and managing finance teams. Brandon's hands-on experience ranges from bookkeeping to executive leadership.

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    Carolina Arias

    STRATEGIST

    Carolina Arias is an experienced branding strategist and web designer, specializing in creating brand identities and custom websites that merge storytelling, design thinking, and AI-driven insights.

    Known for an analytical approach that balances creativity with strategy, she delivers solutions that are visually compelling, data-driven, and aligned with SEO best practices. Every project is designed to inspire trust, attract high-value clients, and support agencies and businesses in scaling their impact through thoughtful, effective design.

  • strategist Cait in a green dress; Wiley Research Group

    Cait Fitzpatrick

    STRATEGIST

    Cait Fitzpatrick is a seasoned brand strategist who specializes in building purposeful, research-driven brand identities. She helps brands uncover actionable insights in order to translate them into growth strategies.

    Her background includes over a decade at a global communications agency serving clients in diverse industries. Cait’s approach integrates strategic rigor with creative thinking, ensuring brands not only stand out, but also build lasting trust and measurable impact.