We provide custom market research and guidance to help businesses bring impactful products to market.

Who we are.

PIVITAS works with businesses to help them bring impactful products to market.

We work with clients to identify and validate market opportunities, test concepts, and successfully commercialize products.

What we help you do.


Evaluate a product’s market, customer base, and potential for impact.


Develop tactical rollout plans for vetted products that demonstrate clear potential.


Actively manage your product portfolio and scout market opportunities.



Food & beverage

We work with retail and foodservice manufacturers to help them conduct market research and develop product introduction strategies. Our work is supported by the PIVITAS Expert Network, a dense network of food & beverage experts that can be tapped for market research. To learn more, visit www.pivitas.expert.

Original equipment manufacturing

We help OEMs validate product-market fit and develop actionable introduction, route to market, and channel marketing strategies. Our experience spans retail, foodservice equipment, logistics, and industrials.

Digital & technology

When mature businesses launch digital products, it can be a substantial undertaking. We help companies ensure success through market research, demand and price testing, and the development of clear introduction roadmaps. Our experience includes insurance, healthcare, food & beverage, venture capital, and industrials.

Meet the Team.

Jonathan DeVito
Managing Principal

Jonathan DeVito is the Founder and Managing Principal of Pivitas.

Joanthan specializes in applying human-centered thinking to product and service development. Trained as an anthropologist, Jonathan has conducted voice of the customer (VoC) research with people based on every continent, excluding Antarctica, and has executed immersion-based product research across the the United States, Europe, and Latin America.

Jonathan’s work has been featured by the Booth School of Business at the University of Chicago, the University of Massachusetts Amherst, and Forbes. He is also a mentor at The Garage, Northwestern University’s center for student entrepreneurship, where he guides emerging leaders on how to apply early stage market research when launching new ventures.

Todd Ruddick

Todd Ruddick is the Managing Director of Andon Strategic, a consulting firm dedicated to assisting firms with launching new ventures. Todd’s experience spans early stage feasibility assessments for start-ups to studies in support of multi-million dollar business launches. Prior to founding Andon Strategic, Todd worked in leading roles at organizations such as United Airlines, Intel, and GE.

Todd holds an MBA from the Sloan School of Management at MIT, an MS in aeronautical engineering from MIT, and a BSE in aeronautical engineering from the University of Michigan.

Anand Christopher

Anand Christopher (AC) is the Managing Partner of Claremont Hudson. With over 15 years of experience leading growth strategy projects, he brings a results-oriented focus to all client engagements. He has led successful projects in areas including product & pricing strategy, new market entry, acquisition strategy / commercial due diligence, strategic planning and capital raising for clients ranging from middle market to Fortune 500 companies. He has delivered tangible value to clients in a broad range of industries including healthcare, private equity, food & beverage, technology, manufacturing, energy, and financial services. Recent engagements include acquisition roadmap development for a Fortune 20 healthcare company, pricing strategy for a leading engine manufacturer, acquisition commercial diligence for a private equity fund, and strategic plan development for an industrial client.

AC holds an MBA from The University of Chicago Booth School of Business and a BBA from The University of Michigan Ross School of Business. He currently serves as a board member for The University of Michigan Ross Club of Chicago.

Dan Palay

Dan Palay specializes in product marketing, segmentation strategy, defining product-market fit and business case creation for B2B organizations of all sizes, across multiple industries. Whether marketing new innovations, or fighting perceived commoditization, he helps clients define their products’ market positioning and articulate their value propositions.

In addition Dan is a venture capitalist with Tactics II and serves on the advisory board of AltusLearn, of Madison, WI. He is an active mentor with the gener8tor accelerator program and holds a BA from Tufts University and an MBA from the University of Southern California. Dan resides in Chicago with his wife and two children.

Work with us.

Jonathan DeVito, Managing Principal
1 North State Street, Floor 15
Chicago, IL 60602