About Starfleet Research
Independent research grounded in industry practice
Starfleet Research is the IT market research division of Starfleet Media. For more than 14 years, we’ve studied how organizations choose and use technology, what they measure, and which practices are associated with stronger results. We publish what we learn so practitioners can make better decisions in their own organizations.
- 14+ yearsResearch and advisory
- 250+Research assets produced
- 45,000+Qualified survey responses
- 150,000+Research downloads
Leadership team
Who leads the work
Jeff Zabin, Marianna Rosen and Paulina Hubli lead Starfleet Research. Our team includes experienced analysts who design surveys and benchmark technology practices, and industry specialists who help interpret the results. Our editors, designers and production staff prepare reports for publication or private delivery to client partners. We bring in outside subject matter experts when a study calls for specialized knowledge.
Jeff Zabin
Research Director; CEO, Starfleet Media
Jeff sets Starfleet Research’s agenda. He was previously a vice president and research fellow at Aberdeen Research and led product marketing at FICO. He is a globally recognized speaker, writer and consultant on technology-enabled business improvement. His books, The Seven Steps to Nirvana and Precision Marketing, have been translated into more than a dozen languages. He also serves as managing editor of Hotel Technology News and Restaurant Technology News.
Marianna Rosen
Director, Research and Content Strategy
Marianna leads research and content strategy across Starfleet Research’s industry practices. She directs the analyst team and guides published and commissioned studies, from framing the research questions to reviewing the findings. She previously served as a senior research analyst in Citigroup’s corporate bond research division, where she published more than 100 reports and research notes on companies and industries.
Paulina Hubli
Head of Operations; COO, Starfleet Media
Paulina has helped lead Starfleet Media since its launch. She oversees operations for Starfleet Research and the company’s industry publications. She coordinates the people, schedules and resources that take research projects from study planning through publication or delivery to client partners. She also serves as group publisher of Hotel Technology News and Restaurant Technology News. Her earlier roles included managing client accounts at BBDO and directing marketing at Polygram Records.
Our history
How our research has evolved
Our early Smart Decision Guides helped readers evaluate systems that run hotels, restaurants, stores, and medical practices. As the technology changed, the questions grew: how should teams put new systems to work, and how can they tell whether the investment is paying off?
Today, we publish Smart Decision Guides, Benchmark Reports, and focused eBooks, and conduct confidential custom research. Our core industry coverage spans hotels, restaurants, retail, and healthcare, with selected studies in other markets.
Editorial independence
How we protect the independence of our findings
We gather evidence from people with firsthand experience and compare practices in the context of how organizations operate. Our methodology explains how we qualify respondents, design studies, and interpret comparisons.
When outside organizations underwrite published research, we disclose their support in the publication. Starfleet Research retains editorial control of the analysis and conclusions. Findings from confidential studies go directly to the organization that commissioned them.
Get to know our work
Browse the findings or see which research formats can help with the technology decisions you’re facing.