In 2012, the Great Lakes Insights Association established the Amy Morris Spirit Award (named for April Morris’ sister) to honor Amy’s volunteerism and contributions to her local chapter. Focus Groups of Cleveland and GLCIA (Great Lakes Chapter of the Insights Association) are proud to both have Amy as a past president, and we encourage active researchers to submit worthy nominations who represent the enthusiastic and generous attitude toward our science and our dedication.

Eligibility – GLC member in good standing for at least one year. Not a current board member.

AMSW Criteria – Demonstrated outstanding commitment to GLC such as: Assisting GLC board or committee with event planning, registration or other activity. Recruiting new members to join GLC who join by August 1 of each year. Other outstanding service as determined by GLC board.

Nominating Process – Any GLC board member or other member in good standing can nominate another GLC member to be recognized. Submit nominations at GLC website

Award – One winning member will be selected by the GLC board out of all submissions given. Nominations will be accepted until August 15th each year. The winning member will be announced and awarded annually at GLC’s Fall conference. Award – Registration to a GLC event within the next 12 months. Other awards may be given as determined by the GLC board

These kind and thoughtful words were shared to describe Amy by GLC members– Friend, helpful, GLC achiever MRA , hilarious, Go getter, vivacious, smart, kind, positive, tough, cheerful, doer.

In 2012, the Great Lakes Chapter Board of Directors created the Amy Morris Spirit Award to honor the memory of Amy Morris (1972-2010). Each year since its inception, the award has been presented to a GLC member in good standing for at least one year who exemplifies the teamwork, effort – and personality – of Amy Morris. Other criteria include outstanding commitment to the marketing research industry and to the GLC, participation on the board of directors or service on one or more GLC committees, and/or attendance and involvement at various GLC events.

Professionally, Amy was a leader in our industry. Along with some of her family, Amy worked at Focus Groups of Cleveland, ultimately becoming president of that organization. She was very active in the GLC and served a term as GLC president. Regardless of her role, Amy made everyone around her feel welcome and comfortable. She always had a smile that would light up a room and she worked tirelessly to make her chapter – and her company – as successful as possible. Amy’s impact is still felt to this day.

Personally, Amy was a proud mother, sister, and daughter. Her own daughter, Alex, was the center of her universe. She enjoyed working with her family members and always strived for an optimal work-life balance. She loved sports, especially softball, and played all her life. She was selfless, caring, and possessed a giving heart. Her enthusiasm was infectious, and she had a true zest for living life to the fullest. Her vivacious personality was one of her greatest gifts, and it’s still an important reason why the Amy Morris Spirit Award remains such an honor to those who receive it. It’s our intent that Amy’s memory, and her legacy, will live on forever within the GLC.


2018 WINNER-Natalino Xuereb

Thank you also for sponsoring the award. It is a great honor to receive this award, knowing who the previous recipients were. When I received the award notification, I did not know who Amy Morris is. And soon I wanted to learn about her and what she means to the people around her, and especially to you. Unfortunately, I did not get the opportunity to meet Amy in person. From what I read she is (I refuse to speak of her in the past) an amazing person. It would have been great to work with and learn from her.

I’m sure she is a blessing. People like her make the world a better place. And she still does. You should be proud of your family. I’m touched.

Natalino Xuereb




2017 (TWO-TIME) WINNER – Lori Kolde


2016 WINNER-Kevin Scheppman



I was honored today as this years recipient of the Great Lakes Chapter of the Marketing Research Association Spirit Award. The recognition is in memory of Amy Morris, a past-president and long-time member who passed away far too young. Amy’s enthusiasm and personality was infectious and lit up a room. We worked hard (and played harder!) during her time with the GLC. I will continue to do my best to uphold her positive spirit. Cheers to Amy! Mega-thanks also to my fellow board members for their friendship and support! What a team!

Kevin Scheppman


2015 WINNER-Bob Graff


Shown above: April Morris (Focus Groups of Cleveland), Bob Graff (MarketVision), Karen Lindley (Gongos) and Lori Kolde (Lori Kolde Research Management LLC)

This really means a lot to me. I know I can’t match the energy and enthusiasm Amy gave to the chapter but I’m very honored by this award.

Bob Graff


2014 WINNER-Lori Kolde


Owner, Lori Kolde Research Management LLC


2013 WINNER-Karen Lindley