Urban Wallace Associates
We discover why people buy.

About Us


About Us

Urban Wallace Associates is a marketing and management consulting firm. We help companies build new businesses and strengthen existing ones. We serve clients in the areas of new product and new service development, sales support, brand management, market segmentation, customer satisfaction and business strategy.

The results of our work are practical solutions that fit our client's unique situation. We design products and programs from an understanding of what drives the buying decisions of individual customers. We have developed proprietary methods for conducting marketing research that produce reliable insights for gaining competitive advantage and accurate estimates of business potential.

What sets us apart from other consultants is our line management orientation. We deliver recommendations for action that will increase revenue, market share and profits. What is consistent in all our assignments is a commitment to personalized service, efficient high quality work, and the success of our clients.

For 25 years we have served domestic and international companies in a variety of product and service businesses. We invite you to explore this Web site and contact Roger Urban (rogerurban@uwa.com) to learn more about how we can help you.


Roger Urban


Roger Urban


Roger is a specialist in marketing, new product development and strategic planning. He has served as an advisor to consumer products and services companies, industrial manufacturers, transportation companies and financial institutions. He is the founder of Urban Wallace Associates and has run this consulting firm for 25 years.

Before entering consulting, Mr. Urban was Brand Manager-New Products for The Clorox Company. He gained his initial marketing and sales management experience with the Maxwell House Division of General Foods Corporation.

A major portion of Roger’s consulting has been for large banks and financial services firms. He has directed many technology-based projects such as electronic banking, algorithmic trading, and the use of supply chain information to drive lower cost logistics. For Private Equity clients, Roger assesses the competitive strengths of target companies and determines how they can grow.

A graduate of Dartmouth College, Roger also earned an MBA in finance and marketing from Stanford University. Following business school, he taught mathematics and conducted research in international finance at the Management Development Institute (IMD) in Lausanne, Switzerland.



Dyan Porter


Dyan Urban


Dyan specializes in assessing new product opportunities and developing business strategies through marketing and financial analysis. She has performed consumer marketing work for ConAgra, General Foods and Nabisco Brands. Her clients have also included Citibank, Mellon Bank, Roadway and FedEx.

Dyan has extensive expertise in designing and conducting marketing research for customer satisfaction and customer retention programs. She has employed qualitative research in innovative ways to answer marketing questions. Also, Dyan is highly versed in traditional quantitative research techniques.

For packaged goods clients, Dyan has often served as an acting brand manager. In these assignments she managed advertising, directed package development and ran test markets. In addition, Dyan has worked with sales organizations and the retail trade in developing promotion, distribution and merchandising programs.

Dyan received a BA in public policy from the University of California, Berkeley and then worked as an economic analyst at the Congressional Health Policy Program in Washington, D.C. She went on to earn an MBA with an emphasis in marketing and finance from the Harvard Graduate School of Business Administration.