We help leaders make confident decisions in markets where trust is hard-won.
rsEdge is a boutique research and strategy team built for high-stakes decisions: where credibility, stakeholder nuance, and real-world constraints determine what actually works.
The result is rsEdge: a boutique research and strategy team built for high-stakes decisions
We’re best known for helping education and education-adjacent organizations earn trust and traction—because we understand what districts and educators need, why stakeholders respond the way they do, and how to translate that reality into executive-level strategy.
That same approach supports leaders in other complex, high-scrutiny markets: when you need more than data, and you need clarity you can act on.
Most research firms deliver reports.
We deliver decision-ready guidance, grounded in rigorous research, real stakeholder perspectives, and clear strategic translation.
What we do:
- Deeply customized qualitative + quantitative research (designed around the decision—not a template)
- Stakeholder insight with credibility (especially K–12 educator and district perspectives)
- Strategy translation: positioning, messaging, pricing, go-to-market, and executive alignment
What we believe…
- Trust is earned through understanding, not assumptions.
- The best work happens through close collaboration and deep context—not off-the-shelf templates.
- Sometimes the most client-focused answer is “no.” If we can’t do the work to a high standard, we’ll say so.
- Our bottom line is great work and meaningful client outcomes, not a stock price.
Meet the Team
Meredith Hall, MBA
President
Meredith Hall, MBA
President
Meredith leads research and strategy engagements that help leadership teams make confident, defensible decisions. Meredith has led studies across industries and methodologies, with deep expertise in technology and education (particularly K-12). Meredith earned an MBA (Beta Gamma Sigma) from Michigan State University’s Eli Broad College of Business and a BA in Communications from the University of Michigan.
Jacob Peetoom
Senior Research Manager
Jacob Peetoom
Senior Research Manager
Jacob began his career in 2003 working with Cindy at Momentum Market Intelligence. Over the past two decades, he has led and supported a wide range of qualitative, quantitative, and hybrid research initiatives across consumer, financial services, and technology categories. In addition to his expertise conducting groups using the Perception AnalyzerTM dial methodology, Jacob is known for translating complex findings into clear strategic direction and for the proactive project leadership that has contributed significantly to rsEdge’s reputation for effective research execution and client partnership.
Jacob earned his Bachelor’s degree from Oregon State University.
Jeff Skelton
Research Director
Jeff Skelton
Research Director
Jeff brings experience across marketing and research roles, helping teams connect stakeholder insight to practical strategy and go-to-market decisions. Jeff has experience working across a wide range of research methodologies and has held roles at Momentum Market Intelligence, Zanthus, and Market Trends. Jeff earned a BS in Business Administration from Oregon State University, with a focus on research techniques and statistics
Cindy Dederick
Founder
Cindy Dederick
Founder
Cindy is the founder of rsEdge and brings 25+ years of market research experience, with deep strengths in new product development and communications research (positioning, brand, and advertising evaluation). Cindy is also a seasoned qualitative moderator, having led over a thousand focus groups. Before founding rsEdge, Cindy held senior roles at Momentum Market Intelligence and Market Strategies, where Cindy led the Information Technology Unit.
