Charles Young is founder and CEO of CY Research Inc., and inventor of the Ameritest® advertising research system which has been adopted by a number of Fortune 100 companies for use worldwide in improving their advertising development processes. He has an MBA and BA in mathematics from the University of Chicago. He is also a four–time winner of the ARF David Ogilvy Award for advertising research. His current interest is in developing TV and print testing methods that can be used on the internet for understanding how the semantic and esthetic components of advertising work together to build brands in the mind of the consumer.