Dr. Tait Martin is the Chief Research Officer and a Managing Partner of Taproot Creative, a national integrated marketing and advertising firm based on Tallahassee, Florida. As Chief Research Officer, Tait heads Taproot Creatives strategy division, The INSIGHT Cooperative. The Co-Op is an international network of researchers that helps clients focus their outreach messages, build stronger relationships and develop programs that better define the way they reach the people who matter to them. In addition, Tait is an Affiliate Professor of Social Marketing and Research in the Department of Family and Community Health at the University of South Florida and he is on faculty at the Florida Prevention Research Center. Currently, he serves on the Data Standards and Transparency Steering Committee of the Agency for Healthcare Administration for the State of Florida. A winner of some of the industrys most prestigious awards including the Emmy, Silver Anvil and Gold Addy, Taits two decades as