About Us

InContext Solutions is the global leader in 3D simulation software & virtual market research methodologies for retail.

21st Century Merchandising

In 2009 we harnessed the power of 3D to change how merchandising is done and better understand shopper behavior. We’re on a mission to bring traditional merchandising into the digital age so brands and retailers can win faster than ever before.

Our Core Values

We blaze the trail.
Have courage. Be vocal.
We are unified.
Trust through transparency.
Change is constant and welcome.
Who we are

Change Makers

We are many things. Software developers, gamers, VR innovators, market researchers, client service fanatics – the list goes on. Together, we thoughtfully collaborate to achieve one common goal—to build the best virtual retail products in the industry and provide the maximum value to each and every client along the way.

Join our team
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Leadership Team

David Rich
David Rich

Executive Chairman of the Board and CEO

David was most recently named as CEO at InContext, after serving as Chairman of the board of directors since 2017. He also serves as Chairman and CEO of DBR & Associates, an independent consulting/advisory Firm, focusing on C-Suite Agenda topics such as Big Data Analytics, “Big Marketing,” and the associated transformation of the IT function.

Melissa Jurgens
Melissa Jurgens

Chief Operations Officer

Melissa has more than 20 years commercializing SaaS and research solutions for consumer goods and retail. She joined InContext 10 years ago, holding a variety of leadership roles in including sales, marketing, customer success, product, finance and HR.

Rich Scamehorn
Rich Scamehorn

Chief Research Officer, Board Member and Co-Founder

Rich pioneered efforts to bring virtual reality to retail store simulations as early as 2007. He co-founded InContext in 2009, and has over 20 years of market research experience, converting quantitative data to consumer insights for major research brands.

Lucas Blair
Lucas Blair

Chief Technology Officer

Lucas has over 15 years of experience as a leader within the design and technology sector, with previous roles as CTO of The Five Network and Director of Technology Innovation at RTI. He was also the founder and design principle at Little Bird Games. Blair has a PhD in Modeling and Simulation from University of Central Florida with a focus on Human Systems. He also has a Master’s degree in Instructional Technology and a Bachelor’s degree in Biology from Bloomsburg University of Pennsylvania.

Gretchen Alhstrom
Gretchen Alhstrom

GVP, Client Development

Gretchen joined InContext in 2016 and brings 17 years of CPG and consulting experience to the commercial team as the leader of the client development, client service, insights and operations teams. She’s focused on developing a deep understanding of client needs in order to optimize the application of InContext’s virtual reality-enabled solutions for strategic planning, insights gathering and collaboration.

Diana Sheehan
Diana Sheehan

GVP Insights & Commercial Strategy

Diana has nearly 20 years of diverse industry experience, serving in account leadership, category management, syndicated product and marketing strategy, and shopper and consumer insights roles at ConAgra Foods, General Mills, Mintel, and Kantar.

Ryan Werch
Ryan Werch

GVP Digital Content & Services

Ryan has over 13 years of professional experience leading client service teams and high-efficiency operational process and procedure. He is a former Division 1 basketball student-athlete at the University of Utah & University of Wisconsin at Green-Bay.

Neil Miller
Neil Miller

Managing Director - International

Neil has 35 years in customer and consumer management, analytics and enterprise sales. He led CRM practices at Accenture for 14 years, and was MD for Revolution Analytics International prior to the sale to Microsoft.

Don Rippert
Don Rippert

Board Member and Advisor

Don has 40 years of technology leadership experience as former CTO at Accenture, GM for Cloud Services at IBM, CEO of Basho Technologies, and Co-Founder/Board Member at SmartEdge.ai.