Creative Group Taps IRF Leader to Launch Design & Insights Practice

In yet another sign that the incentive business is beginning to seriously focus on performance improvement, Appleton, WI-based Creative Group Inc. taps IRF research leader Melissa Van Dyke to lead a new design and insights practice.

Melissa Van Dyke is the new Vice President of the Creative Group Inc. Design & Insights practice, effective at the end of August. Creative Group, Inc. is a full-service meeting, incentive and recognition company.

According to a company statement, “The position will support the company's strategic vision of Thrivability^SM and will focus on combining data insights with experience design using Creative Group’s proprietary design methodology, i|xperience®. Van Dyke will draw from her decades of experience in consulting and research, most recently as President of the Incentive Research Foundation, to provide Creative Group's clients both behavioral insights on their programs and better strategies for unlocking engagement in their core audiences.”

Adds Van Dyke in the company statement, “One of the biggest gaps in meetings and incentives today isn't the production of data, but rather the harvesting of data insights back into program design. I'm excited to apply years of research and data expertise to produce business insights and better design for programs,” Van Dyke says. "If our goal is to ensure our client's employees, channel partners and customers thrive, then marrying data insights with behavioral design knowledge is critical for success," she concluded.

Van Dyke reports to Glenn Darlington, Senior Vice President, Business Development. "We see that our client's primary intent for hosting a meeting, event or incentive program hasn’t changed dramatically over the years, but the need and ability to measure, monitor and adapt the programs quickly has," says Darlington. "Combining Creative Group's strong in-house design and operations resources with Melissa's experience in research and data insights will ensure we enhance our client's incentive, loyalty or recognition programs at the pace required.”

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