Pasquale (Pat) Pellegrini

President & Chief Executive Officer



In a career spanning two decades, Pat has established himself as a pioneer in audience measurement, cross-media research and consumer insights, and then successfully transitioned to senior leadership roles, from GM to President to CEO. Visionary product innovation, strategic investment, operational efficiencies, and thoughtful leadership are the key pillars driving the rapid and dramatic transformation of Vividata where he has been CEO since December 2017.

Pat pioneered the methodology and practice of passive measurement technology for TV, radio, print and digital audience measurement including the widely used hybrid digital measurement and census plus panel for TV set-top box measurement. In addition, his award-winning research has continually enhanced the state of the art in media audience measurement and consumer survey data integrations and fusions.

In consumer insights research, Pat explored the powerful role of consumer psychographics and mindset variables to predict and differentiate consumer preferences. He approaches consumer research from a “measurement science” perspective – that is, the intersection of measurement technology and methodology. Examples of product innovations from this approach include modular consumer survey design and the development of truthset or calibration panels to enhance and validate first and third-party data sources.

As a business leader, Pat has led successful strategic plans that built and strengthened leadership teams, grew revenue quickly with innovative product development, repositioned and rebranded companies, and created healthy, positive corporate culture. Pat is a seasoned leader with full P&L responsibility, Board and corporate governance experience, for private, public and not-for-profit companies improving top and bottom-line results.