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Established in 1990, Business Development Directives is a national research-driven marketing consulting firm that excels in unique assignments, guiding esteemed business leaders to unprecedented success. Specializing in both internal and external research, consulting, and facilitation; we bring extensive expertise to our clients.


Catering to a broad clientele, encompassing associations, Fortune 500 companies, renowned universities, and privately held enterprises, we have a strong presence in various industries such as Academia, Associations, Automotive, Construction, Computer, Engineering, Furniture, Healthcare, Human Resource, Manufacturing, Professional Services, Transportation, and Standards.

With a proven track record of conducting numerous focus groups and research studies, we assist clients in capturing employee perceptions, gaining crucial industry insights, benchmarking best practices, measuring customer or brand perceptions, and testing or developing new products. Our overarching goal is to position or reposition clients for the future while meticulously fine-tuning their growth strategies.


William Lowell, CMC
Founder & President

William Lowell, certified management consultant and founder of Business Development Directives, leads our Milwaukee, Wisconsin-based marketing research consulting firm. Renowned for his impactful research studies and expertise across diverse industries, Bill has personally facilitated 1,500 focus groups and overseen 1,000 research studies, including extensive benchmarking analyses. 

Beyond consulting, Bill is a prolific speaker with over 1,600 presentations and workshops nationwide, an author of 50+ articles and the book "Focus Groups Made Simple," and co-hosts The B2B Marketing Mindset podcast, showcasing his thought leadership in the marketing industry. He also contributes to education as a University of Wisconsin-Whitewater faculty member and a recipient of the Excellence Award for Instructional Academic Staff. An alumnus of the university, he holds Bachelor's and Master's degrees, and received the Outstanding Alumni Award.

Active in professional associations, Bill is a member of the Institute of Management Consultants USA, solidifying his influence in management consulting and research-driven marketing. 

Jan Lowell
Project & Operations Leader

Jan Lowell is recognized by our clients as the "friendly and attentive" customer service expert at Business Development Directives, known for her exceptional dedication and going above and beyond. Within the firm, Jan oversees day-to-day operations including project management, human resources, finances and office administration. In her client-facing role as project manager, she assigns staff workloads, provides client support and serves as a crucial liaison. 


Jan is also proficient in the firm's proprietary software, offering expertise in training, configuration for research clients, running banners and cross tabs and analyzing data. Her meticulous approach ensures the quality of reports through thorough data checks, proofreading and final editing.

Before joining Business Development Directives, Jan was a partner in a rapidly growing Construction Management firm, where she served as the lead project manager for notable projects like the Bradley Center in Milwaukee. She was also responsible for day-to-day operations and financial management.


Beyond her professional endeavors, Jan is an avid reader, enjoys bicycling and cherishes time spent with her chocolate lab.

Jeanette Juetten, MBA
Managing Director

Jeanette Juetten, the latest addition to the executive team at Business Development Directives, brings over two decades of extensive marketing experience to our organization with a diverse background that includes Fortune 500 companies such as Mattel (American Girl), Thomson Reuters and Ecolab, as well as mid-sized privately owned enterprises and small family-owned businesses. Jeanette's expertise is marked by a stellar track record in driving innovation, orchestrating digital transformations and conducting comprehensive market research. Her adept leadership is evident as she skillfully guides strategic initiatives, oversees intricate programs and effortlessly bridges the gap between visionary strategy and tangible execution. Jeanette's unwavering commitment to elevating customer experiences is highlighted through her exceptional facilitation, problem-solving skills, coaching finesse, effective communication and analytical prowess. Throughout her distinguished career, she has consistently demonstrated a passion for understanding customer pain points and crafting impactful, human-centered design solutions.

Jeanette holds a Bachelor's degree from the University of Wisconsin - Madison and a Master's degree from the University of Wisconsin - Milwaukee. In addition to her professional and educational pursuits, Jeanette finds joy in swimming, volunteering, traveling and spending quality time with her family and friends.

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