The Team
Wen-Tsing Choi / FOUNDING PARTNER
Wen-Tsing started Prime Group together with Greg Schneiders in 2002. He oversees all primary research activities for the company, designing and executing research to provide actionable strategic counsel for clients. He also develops new cutting-edge research approaches such as Prime Group's M3 message-testing methodology. Wen-Tsing has extensive experience in quantitative and qualitative market research and consulting with a focus on advanced techniques such as MaxDiff and conjoint analysis. A few of the clients he has advised include the National Geographic Society, The Pew Charitable Trusts, The Association of Zoos and Aquariums, The Planetary Society, Georgia Aquarium, Southern California Edison, and UC Berkeley.
Prior to launching Prime Group, Wen-Tsing worked at Knowledge Networks, one of the first online, probability-based research panel companies. At KN, he managed online political polling including the "public pulse" projects (nationwide online dial tests) that featured prominently on the CBS Evening News throughout the 2000 general election. Wen-Tsing received his master's degree in public policy from Georgetown University, and his bachelor's degree in economics from the University of California at Davis.
A Northern California native who spent two decades in Washington DC, Wen-Tsing now lives in Los Angeles with his wife and three children. He is active in the community as a social services volunteer and board member with The Salvation Army, and a volunteer soccer coach and referee.
IN MEMORIAM
Greg Schneiders with Jimmy Carter on the campaign trail in 1976. (Family photo)
Greg Schneiders / FOUNDER
Greg passed away in 2024. Read more about his legacy here.
Greg Schneiders’ long career in research, strategic planning, and communications included serving as Director of Communications in the White House and for the Democratic leadership in the U.S. Senate. He also led the communications efforts for several presidential campaigns.
With Prime Group, Greg advised hundreds of political, corporate, and non-profit clients on research-based communications strategies.
Greg was a graduate of Georgetown University, and he taught political communications at Georgetown's School of Foreign Service and the University of Pennsylvania. He was a frequent speaker on politics and communications and has contributed commentary and columns to The Washington Post and The Wall Street Journal among other publications.
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