🎤 Employee Spotlight: Brian Lunde

Brian Lunde, Lifestyle

Helping Clients Tune In to What Customers Really Want

At CMI, we believe solving tough customer and market challenges is equal parts art and science—and Brian Lunde, our Senior Vice President of Client Engagement, has absolutely mastered both.

“The soul of CMI is partnering with clients to solve their most important market and customer challenges.” – Brian Lunde

With over 30 years in customer experience (CX) and market research, Brian is the kind of person who can make complex data sing—and help clients turn insights into action that really hits home.

🎯 A CX Pioneer with a Passion for Listening

Brian got into the game back when customer satisfaction measurement was just becoming a “thing”—and he’s been leading the charge ever since. He’s a go-to expert in understanding what makes customers tick and helping businesses grow loyalty that lasts.

Here’s a quick snapshot of what Brian brings to the table:

  • Customer satisfaction & loyalty programs
  • Segmentation & choice modeling
  • Usage & attitude (U&A) studies
  • Concept development & testing
  • Custom CX & market research strategies

He’s worked across professional services, manufacturing, public utilities, and is a total pro when it comes to financial services.

At CMI, Brian leads with curiosity, empathy, and a strategic mindset—always pushing teams to dig deeper and deliver results clients can actually use.

đź“š A Lifelong Learner, Leader & Listener

Before joining CMI in 2013, Brian led customer loyalty teams at top-tier research firms. He’s been published in the American Marketing Association’s Marketing Management Journal and stays active in the Customer Experience Professionals Association (CXPA).

Academic creds? Oh, he’s got those too:
🎓 MBA from UC Berkeley
🎓 BBA in Information Systems from the University of Wisconsin–Madison

Smart and humble? Yes, please.

🎶 Fun Facts About Brian

Work isn’t the only thing Brian’s passionate about. Let’s get into the good stuff:

🎬 Favorite movie: The Shawshank Redemption
Timeless. Emotional. A total classic.

🎷 Hidden talent:
Brian’s not just a data guy—he’s a jazz trombonist who plays in a band that performs at charity events. (Coolest fun fact ever? We think so.)

🎧 Podcast picks:
Brian’s into smart, insightful convos like those on National Review’s “The Editors”. He’s also a proud dad—his son co-hosts the gaming podcast “Pages of Play” (check it out if story-driven games are your thing!).

đź’ˇ Why Brian Is a Big Deal at CMI

Brian doesn’t just lead client engagements—he builds relationships based on trust, insight, and strategic action. Whether it’s creating a segmentation framework or revamping a CX strategy, Brian makes sure our clients aren’t just collecting data—they’re using it to drive meaningful change.

Looking to transform your customer experience strategy? You’ll want Brian (and the rest of the CMI team) in your corner.

👉 Let’s Talk

Reach out to CMI to see how Brian and our team can help you listen smarter, act faster, and grow stronger.