REED CUNDIFF

Chief Executive Officer, Sago

As CEO of Sago, Reed leads the company’s global strategy and business growth and is highly focused on digital transformation and customer-centric solutions.

Reed has served in the marketing research industry for over 25 years, most recently as CEO of Kantar Americas, where he was instrumental in reinventing their GTM approach and turning the business back to growth. For over a decade, he led Microsoft’s Customer and Market Research team, responsible for driving business impact and leading the digital transformation of customer and consumer insights.

Prior to joining Microsoft, Reed developed his deep research expertise in the technology sector as a market analyst and consultant at Gartner and the Yankee Group and as the founding executive of Compete.

Reed is an active member of the Insights Association and has served as Chair of the Program Committee of the ESOMAR World Congress. Reed serves as an independent director on the board of LatentView Analytics, a board member of the Insights Association, and on the advisory board of the University of Washington Center for Sales and Marketing Strategy.

Reed is a graduate of Wesleyan University with a Bachelor’s degree in Pre-Industrial European History. His numerous passions include innovation and technology, trail running, and cycling.  Based in Seattle, Washington, Reed is married with two college-age children