Our Team

The expertise of our partners compliments and overlaps-spanning ADVERTISING, MEDIA, BRANDING and METRICS. This broad base of experience keeps Sequent Partners agile and connected to a strong resource and partnership network.

Alice and Jim lead a dynamic team with diverse capabilities to serve our clients.

Jim Spaeth

Partner, Sequent Partners

Things that need demystifying

Jim co-founded Sequent Partners over 13 years ago. During that time, he has consulted on media and brand metrics for many of the country’s foremost media, associations and marketers. Jim also founded USA TouchPoints, the cross-platform, consumer journey measurement system developed by Sequent Partners.

Prior to co-founding Sequent Partners, Jim served as President of ARF, The Advertising Research Foundation, for seven years. Under Jim's leadership, ARF expanded its scope to incorporate all aspects of market research practice on a global basis, including marketing and media ROI, CRM, brand valuation, digital marketing and the transformation of the research function to a business discipline focused on value creation.

Prior to his leadership role at ARF, Jim spent over a decade developing new research tools to improve clients' business performance at PEAC ViewFacts, ScanAmerica and ASI. He has also led the media research and planning function at General Foods and Young & Rubicam.
Jim was inducted into the inducted into the Market Research Council (MRC) Hall of Fame in 2016. He was honored by the Advertising Research Foundation in 2017 when he received the Erwin Ephron Demystification Award. He is the co-author of Market Research Matters and numerous articles, as well as a frequent conference speaker. He has served on the boards of a number of industry associations. Jim holds a B.A. in Mathematics, an M.S. in Econometrics and a Ph.D. in Economics.



Spends his time: Trying to wrap up 100 projects at once, otherwise he's kayaking or playing bass.

Can't do without: New Your City and oxygen-everything else is optional.





Alice K. Sylvester

Partner, Sequent Partners

Alice has been a partner at Sequent Partners for over eight years. She has been involved in industry ROI initiatives, new media metrics development, and cross-media measurement through USA TouchPoints, the cross-platform, consumer journey measurement system developed by Sequent Partners. Prior to joining Sequent Partners in 2008, Alice held a variety of positions in research and planning at major advertising agencies. Most recently, she was Senior Vice President, Account Planning Director at DraftFCB. She has also worked at Young & Rubicam Inc., (Director of Brand Insights) Leo Burnett, (Director of Brand Economics) J. Walter Thompson (Media Research Director) and Tatham-Laird & Kudner (now Havas). Ms. Sylvester has a diverse interdisciplinary background in media research, brand research and account planning.

Alice is a past Chairman of the Board of the Advertising Research Foundation, and a member of the Editorial Review Board of the Journal of Advertising Research. She has chaired the "David Ogilvy Awards for Research Excellence" as well as the "Emotional Response to Advertising” initiative. Alice is co-author of Advertising and the Mind of the Consumer, published in 2000 by Allen & Unwin and Kogan Page. In her spare time, she is pianist and triathlete and raises money for recently returning veterans. She is the mother of two and a new grandmother (a fact she finds surprisingly awesome.) Alice lives in Arlington Heights Illinois with her husband Michael Stepanek, a commercial illustrator.