Edith Wiseman is President of FRANdata, a leading franchise market research firm based in Arlington, Virginia.  As a 24 year veteran at FRANdata, franchising is more than a passion for her.  The analyzing and understanding of all things franchising and equating insight into results is her calling.  Edith plays a pivotal leadership role in the strategic growth of FRANdata’s performance advisory, strategic marketing and franchise financing solutions.