Peter Shafer

Managing Director / Research & Insights

Peter Shafer has two decades of media strategy experience, helping clients maximize their impact and spend across paid and earned media, including the use of AI in new research methodologies.

He has held many senior-level roles at leading The Gallup Poll, The Harris Poll, Toluna North America, and Brunswick Group. He served as CEO of KRC Research, a primary research firm embedded in advertising giant InterPublic Group for several years.

Peter has authored two books on measurement and benchmarking, is published in several national periodicals, and is a frequent speaker at conferences.

He spends part of his time as an on-field practice referee, game clock operator, and instant replay official with the National Football League (NFL). He is based in Washington, D.C.