Anndel founded Opinions Unlimited, Inc. She has moderated over 5,000 focus groups and IDI sessions and has been associated with Burke Marketing Research since 1988 as a Qualitative Consultant. She served on the MRA Board of Directors for six years, and was elected President in 1994. She has served on more than twenty committees for the MRA and QRCA, including the MRA/QRCA Joint Committee (a group that investigates and addresses issues affecting qualitative research providers) since its inception in 1996. The MRA recognized her many contributions to the industry by selecting her for the 2000 MRA Distinguished Service Award.

Anndel is a frequent presenter at QRCA, MRA and AMA conferences; and has authored numerous articles and industry guidelines on qualitative research topics.

Anndel currently represents the interests of qualitative researchers as a member of CMOR Board of Directors.

After earning a Ph.D. in Developmental Psychology, specializing in research on learning and memory, ‘Captain’ Martin spent 4 years at the U.S. Army Aeromedical Research Lab where he began a love affair with ‘applied research’. Research to discover new things is good – research to discover new things and then apply the results to save lives is better! After leaving active duty, Andy took his love of applied research and coupled it with his training in learning and memory research at a Research and Training Center in Mental Retardation where he conducted research on training mentally retarded children and adults and on ‘training the trainers’ who work with the mentally retarded.

In 1983, Andy discovered marketing research, a calling that the academic environs had neglected mentioning. Here was the chance to conduct applied research for all kinds of people – and get paid for it! In 1988, Andy joined Anndel at Opinions Unlimited and two years later, LT. Colonel Martin took marketing research to war. Called to active duty for Desert Storm, Andy landed at the Presidio of San Francisco at Letterman Army Medical Center. Whatever else the Army had planned for LTC Martin took a backseat when they discovered his quantitative civilian occupation. The hospital, along with all of the Presidio, was being closed and the hospital commander had been given the job of surveying all of the active patients (350,000) in order to develop plans for alternate health care – they needed a market researcher. Andy stayed a year in San Francisco fighting the "sushi bar" war and accomplished the needed research with no budget and no staff, but lots of help from some really great people.

Opinions Unlimited prides itself on the fact that we are a family owned and operated business. Other family members of Opinions Unlimited include: Krista Browning, Jared McCarley, Jim McCarley, Susan McCarley, Ray Cadman, Janna Westerbeck and Vandi Hodges.