Carol Borthwick

Carol Borthwick

Senior Research Director


As one of TBG’s strategic partners, I help clients answer their toughest business questions with qualitative and quantitative market research and strategic analysis. I fully subscribe to the saying that anything worth doing is worth doing well, and I truly believe that this provides superior outcomes for my clients.


From a young age, I watched my dad, the owner of a successful creative agency in Detroit, develop advertising concepts and turn them into something tangible, inspiring and useful. I’ve worked in new product development at an automotive manufacturer, was managing director of market research for a local direct marketing firm, served on the board of directors of a nonprofit, and founded a consulting practice. My education at the University of Michigan, in science and business, provided a foundation for my professional work in the fields of healthcare, medical devices, life sciences, B2B, B2C and related areas.

After hours:

High on the list are long walks with “Lucky”, our Treeing Walker coonhound-Labrador retriever mix (according to the DNA test); crime and mystery fiction (Grisham and Connelly are faves); and fall football (Broncos and Wolverines).

Fast facts:

Travels: Hawaii

TV Show: Person of Interest

Can’t live without: Dark chocolate

Hometown: Franklin, MI

Yeah, Carol is pretty cool, but let’s go see more of Team TBG!

Take me there!