Though he’s spent over 29 years in the market research business, Paul sees himself and his colleagues at KBP as problem-solvers, not researchers. And what he says of himself applies to the company’s overall approach: “Some people just cannot resist the challenge of fixing something that’s not working.” And so when clients come to KBP, his response — as a leader and a strategist — is to steer away from discussions about methodology. To assume that research alone is the solution is to sell the problem short. His focus, instead, is on defining the problem, on phrasing the larger question, and exploring how to address it. This drive — to deliver things of value, and not just reports, to clients — informs every engagement.