About Us & Press/Media


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Martha Guidry, the principal at The Rite Concept, brings over 15 years of combined brand management, concept development, and research experience to each of her projects. The trade knows her as “The Concept Queen” due to her proven expertise in new concept development and positioning.  After completing her MBA at Harvard, Martha spent six years in consumer marketing for Procter & Gamble and Hasbro Toys. She has developed new product concepts for launch into the marketplace for nationally recognized companies such as Pfizer ®, Bush Beans®, Pizza Hut®, DuPont®, and Amway®. Clients perceive Martha as an unusually dynamic, creative and resourceful consultant and practitioner with the business know-how to drive your business to winning results.
How Martha Gives Back to Industry and Community



NRA speaking pictureMartha, the “Concept Queen,” knows positioning, concept development and branding and loves to share her knowledge. Recent engagements include being a featured speaker at four Qualitative Research Consultants Association National conferences and she continues to present her strategies for success through live and virtual training sessions for her colleagues at chapter meetings.   Martha also recently spoke at the National Restaurant Association, the Ben E. Keith Food Show, the Market Research Association of New England, and the Chicken Marketing Association National conferences and presented to small business owners at the Connecticut Business Expo.

Contact Us to book speaking


The Concept Queen signs a book for Tom Rich at the QRCA Conference in Vegas

The Concept Queen signs a book for Tom Rich at the QRCA Conference in Vegas



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  • Marketing Concepts That Win!  Save Time, Money and Work Crafting Concepts Right the First Time – Get more information 


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