Retention, Inc. has an experienced team of operating management and advisors, that have considerable breadth and depth of experience in market research and analytics at some of the top marketing companies in the country.

Managing Partner

Shailender Khitri, Founder & CEO

Shailender has 20 years experience in market research working with companies like The Pepsi-Cola Company, The New York Times, The Absolut Spirits Company, McCann Erickson (McDonald's Regional Accounts), UniWorld Group (Burger King National Account) and Westwood Pharmaceuticals (a subsidiary of Bristol-Myers Squibb).

His experience includes strategic planning, market research, account management and brand management. Shailender has significant experience with launch of successful new products, development and implementation of loyalty-based customer acquisition frameworks and marketing mix optimization in various categories.

Shailender holds MBA in Marketing from State University of New York at Buffalo and B.Tech from Indian Institute of Technology, India.

Senior Consultant

Al Mercado, Sr. Research Consultant

Al Mercado has significant background in market research and quality assurance in Life Sciences, Chemicals, Clinical Testing, and E-commerce sectors. He has worked in market research for companies developing Life Science tools such as quantitative PCR, a method of choice for nucleic acid (DNA, RNA) quantification in molecular biology.

He has also managed enterprise resource planning systems for Chemtec, a distributor of silicones, polyglycols and surfactants. He provided quality assurance services to EADS, a global aerospace company, for resources and components for development of laser ion mobility spectrometer. He has also worked on e-commerce data analytics, and currently building expertise in predictive analytics.

Al holds MS in Optics from University of Rochestor and an MS in Chemistry from Polytechnic University.

Senior Advisor

Dr. Michael Brian Bass, Ph.D, Advisor

Dr. Bass has over 25 years of experience in consumer and business-to-business market research and has held senior market research positions with the Pepsi-Cola Company, American Cyanamid, and Warner Lambert, conducting consumer and sensory research to support product optimization, package innovation, claims testing, promotional program evaluation, test market development, as well as brand image and sales tracking of competitive brands.

Dr. Bass has been a key contributor to ASTM committee E-18 task force on Advertising Claims Substantiation to develop industry standard guidelines for claims testing methodology. Dr. Bass received a B.S. degree in psychology from Brooklyn College and M.S. and Ph.D. degrees in psychology from Rutgers University.

Senior Advisor

Dr. Sanal Mazvancheryl, Ph.D., Advisor

Prof. Mazvancheryl is an Assistant Professor of Marketing at University of Pennsylvania's Wharton School of Business. His previous academic appointments were at Georgetown University, George Washington University and the State University of New York. Prior to that, he has several years of work experience in advertising, market research and brand management.

His primary work is in the area of Customer Satisfaction and Loyalty and its' impact on firm performance. He won the Best Paper Award in a competition sponsored by the Marketing Science Institute in 2002. His research has been presented and published in several journals and conferences including Journal of Marketing, Advances in Consumer Research and Marketing Science Conference.

Prof. Mazvancheryl holds a Ph.D. in Marketing from University of Michigan at Ann Arbor. He also received an MBA from Indian Institute of Management, and B. Tech from Institute of Technology, India.