Our Staff

Barbara Gassaway

President/CEO, Moderator

A 2017 Maryland’s Top 100 Women by The Daily Record, Capitol Region (2017) & State of Maryland (2015) Top 100 MBE, & 2nd Chair, Board of Directors. Y of Central Maryland, Barbara is the principal of The Research Group. As a seasoned research consultant and RIVA faculty, she has earned the respect of both clients and peers. Considered one of the nation’s market research industry leaders, Barbara is an active lecturer on the topics of market research best practices, human behavior, physician access, & brand strategy.


Over 15 years of creative market research experience in the healthcare industry. A differentiator appreciated by clients and colleagues is Barbara’s comprehensive understanding of strategic marketing principles along with current trends and practices in qualitative behavioral science. She is expert in managing client teams, project priorities, and creatively implementing methodologies to discover intimate, underlying feelings from respondents.


Molly (McNerney) Petro

Vice President, Operations

As Vice President of Operations, Molly oversees the day-to-day operations of Observation Baltimore. Molly is an experienced Manager with a demonstrated history of working in the market research industry. She is skilled in Project Management, Market Research recruiting, Topline and in-depth report writing, and Database Management. She earned her BA in Mass Communications from Towson University, where she double majored in Advertising and Public Relations.


Molly has 10 years of Management experience and joined the Observation Baltimore team in 2013. With a keen eye for details, Molly ensures a seamless project from start to finish.


Karen Hernandez

Recruiting Supervisor-Senior Recruiter/Healthcare/Liaison

Karen is a seasoned researcher with over 20 years of market research experience. Her experience in staff training, client relations, and project management provide valuable leadership for our recruitment and interviewing teams. Karen has shared her expertise with Observation Baltimore for over a decade.


Along with an in-depth understanding of recruitment quotas and algorithm methods, Karen’s exemplary interpersonal skills allow her to work successfully with internal and external stakeholders to attain project objectives and quality recruits.



Nina Ross

Project Manager

Nina comes to Observation Baltimore with a BS in Management and Marketing and an MBA from Salisbury University.  Attention to detail is Nina’s forte!  She is a proactive communicator and works diligently to make sure that every aspect of the research process runs smoothly. Nina’s priority is to successfully recruit projects with accurate respondents and ensures each client is well-supported while visiting Observation Baltimore when conducting research.


Pete Denman

Client Services Assistant Manager

As a graduate of Salisbury University with a bachelor’s degree in Marketing, Pete is the gatekeeper for Observation Baltimore’s clients.  Pete is congenial and smart, and works closely with the Project Manager to ensure every clients’ needs are accommodated.  Feasibility, availability and project scope is his forte.   Pete is well-equipped to provide facility readiness and project coordination with the support of the recruiting, front line and hospitality teams.


Brittany Wight

Consumer Relationship Specialist

As the Consumer Relationship Specialist, Brittany builds relationships and successfully grows Observation Baltimore’s database with respondents who have desirable attributes and demographics.


Brittany has been working with Observation Baltimore for 4 years and has a deep understanding of the Market Research industry.


Gisella Frisone

Hospitality Coordinator

As Observation Baltimore’s in-house Chef, Gisella brings over 25 years of hospitality and restaurant experience to her position. As famous as her Italian-born hospitable personality, Gisella creates fabulous and festive menus that satiate the most sophisticated palates. Although she is best known for her scrumptious desserts, her skill in anticipating a client’s need is unparalleled.


Gisella’s team is responsible for facility preparation, food and catering, and ensuring all in-house client requests are accommodated. She and her hospitality team’s priority is moderator care, and with great pleasure are proactively attentive to every client’s comfort.