Research you can trust. Experiences you can measure.

Joe Ronalter

Brand & Experiential

Joe Ronalter, co-founder of Measured Experiential, brings nearly 20 years of experience in brand strategy, creative direction and experiential design. His work spans global brand launches, permanent exhibits and live activations across nine countries on four continents. He starts with the business result an experience needs to deliver and then builds the creative around it.

During more than a decade at Otis Elevator Company, most recently as Senior Global Brand Manager, Joe helped lead its global rebrand, from agency selection to the rollout of a new B2B2C positioning across 200+ countries and territories. Projects included brand environments at Tate Modern, a permanent exhibit at the Empire State Building, showrooms in Hong Kong and activations in Dubai. He earned the Otis CEO Award for Pace of Innovation.

For CIIE Shanghai, Joe delivered a 430 sq m, two-story exhibit with a working elevator, fully remotely during COVID. It drew 730+ press mentions and won World Exhibition Awards for Best Storytelling (Diamond) and Best Stand (Platinum). His research-informed "With Otis" campaign generated 27.1 million impressions across the US and Germany.

Before Otis, Joe held creative leadership roles at Labyrinth Creative Group, Goodway Technologies and the startup Classy Joints. In 2025, he began working independently, designing launches around business outcomes and building custom AI systems for creative development. At Measured Experiential, he leads the brand and experiential practice, connecting the idea behind a brand to what people experience and to what the client can measure.

Phillipe Santana

Research & Business Development

Phillipe Santana, co-founder of Measured Experiential, brings 13 years of experience in market research, spanning both the supply and agency sides of the industry. He has led hundreds of projects across North America, Europe, Latin America and APAC, and overseen data cleaning for thousands of studies totaling millions of responses. He works across every stage of a study, from survey design to delivering findings a client can act on with confidence.

He began at SSI (Survey Sampling International) in 2014, advising research firms on methodology and managing multi-country studies. In 2015, he moved to Mexico City and São Paulo to lead Latin American client services. He oversaw operations, sales and team training, and served as the local teams' liaison to headquarters in Shelton, Connecticut. A founding member of the São Paulo office, he helped more than triple the region's business, building it into a multimillion-dollar territory. He launched SSI's Azul Airlines panel partnership, expanding the Brazilian panels behind Nielsen's digital research and earning recognition from SSI's CEO.

In 2017, he relocated to Los Angeles to take on all new business development for SSI's West region, generating seven figures in new revenue in his first year. He finished as a top performer in North America and was named a top contributor by the CEO of Research Now SSI (now Dynata).

Phillipe joined b3intelligence in 2018, where he ran research in conjoint, pricing, brand tracking, loyalty and advertising measurement, and was named Director in 2023. A founding Sudaria team member, he led the go-to-market for the industry's first programmatic data-cleaning platform and worked to bring AI into survey research.

At Measured Experiential, Phillipe leads research, business development and data quality. Fluent in English, Portuguese and Spanish, he pairs methodological depth with commercial judgment on the decisions clients need to make.