Who We Are

MEET THE TEAM:

HILLARY SIDER

Insights Strategist

My experience:

I have been working in brand strategy and account planning since receiving my MBA from UCLA Anderson School of Management.

I have a voracious appetite for knowledge and a passion for translating consumer insights into innovative solutions that solve real business problems.

Categories I’ve worked in:

  • B2B
  • CPG
  • Hospitality
  • Industrial
  • Retail
  • Entertainment

My approach to marketing research:

Effective research begins with asking the right questions. By gaining a clear understanding of clients’ motivations for conducting research and how they intend to use the results, I am able to consistently design studies that deliver actionable insights.

The best insight I ever uncovered:

People are not rational. Don’t expect them to behave as if they are.

What I’ve learned about consumers:

We have no idea what we want, so asking us directly is a fruitless exercise.

When I’m not doing research, I’m…

Playing fetch or tug-of-war with my dogs Gordon and Tucker, doing yoga, baking something delicious or working on my DFS line-ups.