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Senior Insights Strategist — Qualitative Market Research

My experience:

I started on the agency side, as a planner. I moved on to do research exclusively, because I find it the most inspiring aspect of marketing strategy. I’ve been moderating for about 25 years. I’ve worked with many Fortune 500 clients, talking to just about every type of consumer on just about every subject. (Which doesn’t make me old, just wise!)

Categories I’ve worked in: 

  • Food
  • Beverage
  • Homecare
  • Fashion
  • Finance
  • Health Insurance
  • Pharmaceutical

My approach to marketing research:

My journalist training made me a deep digger. My advertising background made me a creative thinker.  And at the risk of sounding like I’m running for Miss America…I love people! I find myself moderating dinner parties – can’t help myself. There are endless ways to get people to reveal themselves, and I enjoy finding the right one for every occasion.

The best insight I ever uncovered: 

Even engineers become poets when provided with beautiful information. (It’s a long story.)

What I’ve learned about consumers: 

They want to spill their guts, and rarely hold back when given the right opportunity and encouragement.

What a client can expect from me:

I am committed to more than the consumer perspective. I thrive on understanding the business challenges underlying every project because it makes me better at what I do. I always strive to provide strategic insight that can guide brands and companies both now and in the future. Sometimes it keeps me up at night.

When I’m not doing research, I’m…

Cooking or eating. I am a food fanatic and certified nutritionist, which makes my family love me and hate me at the exact same time. I enjoy reading about food, shopping for food, creating food, consuming food and sharing food. (I don’t really like cleaning it up…)