Melia Whiteside joins The Link Group’s partnership. 

Nearly 18 years ago, Melia started her career at The Link Group, straight out of UNC, without knowing what market research was. She just knew she wanted to work with data. What has followed is a career built through project work, recruiting, mentorship, and a deepening expertise in quantitative research. 

She’s been showing up as a partner for years. This makes it official.

“What made Melia the right fit is that she has always shown up as a partner long before the title. She leads our recruiting, mentors the next generation of Linkers, she builds business with our most important clients, and she is now charting a vision for how TLG becomes a recognized methodological authority in quantitative research. Elevating Melia to partner strengthens our team not just from a business perspective, but especially culturally. She embodies exactly what TLG is and where we are headed.”  — Laura Bayzle, Managing Partner  

Melia’s work sits almost entirely in quantitative research, healthcare and pharma customer insights with segmentation at the center. Over 18 years, she’s watched segmentation work move decisions and also watched it stall at the deliverable. The difference usually comes down to whether the research was designed around the decisions a client actually needs to make. She starts with the internal goals the segmentation needs to serve, before a single question gets written. 

Melia also leads TLG’s recruiting program, both on-campus hiring and experienced lead searches. She helps hire a new cohort of entry-level researchers each year. As part of TLG’s internal mentorship program, Melia serves as an Advocate, working alongside newer Linkers as they build confidence and learn to trust the instincts they’re developing.

“It reflects the trust the organization has placed in me to be a role model — especially for newer female researchers who may still be finding their voice.” 

— Melia Whiteside, Partner 

Her vision for TLG’s next five years is concrete: more structure, sharper focus in the areas where the firm already wins, and recognition as the industry’s leading quantitative segmentation practice. 

For someone whose career has been built on the decisions that happen before anyone sees the data, it makes sense. 

Please join us in welcoming Melia to the TLG partnership.