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Senior Insights Strategist — Qualitative Market Research

My approach:

My father always said, “things are not always as they appear.” Listening and ab-sorbing, with all of your senses and observational skills, make the difference. This is my approach: pay attention to everything; never force or accept an ostensible “fit” that doesn’t pass the gut check or feel true to life; there is always a thread, a line…but it is rarely A to B. I am willing to meander with people. It is not a waste of time, and I am highly efficient about it. Respondents always sense this, respect it, and go with it. They give me more because of it, and in the end, everyone gets more.

The best insight:

Best insight was while working as part of the “Got Milk?” team. We were faced with people “talking out of both sides of their mouths”: health versus fat content. The milk context HAD to change from a primary one of “health”, to a secondary – but more compelling – role as an indispensable accompaniment to craved, and not necessarily healthful foods. Brands marketers often avoid consumer tension as they feel it is “not clear”. It is clear. The best brands actually accept and lever-age the inherent conflict.

Categories I’ve worked in: 

  • Financial Services & Insurance• Financial Services & Insurance
  • Technology
  • Retail
  • Apparel
  • Finance
  • Healthcare/Pharma/Public Health
  • Kids marketing – toys, confection, snacks, gaming, theme parks
  • Travel & Leisure
  • Food & Beverage/Packaged GoodsHomecare
  • Beer/Spirits/Wine
  • Automotive & aftermarket

What I’ve learned:

Sometimes people lie, but mostly they tell the truth. And sometimes, the most valuable truth is found in the lie – living as unrealized aspiration.

What a client can expect: 

Depth, intuitive nature, and richness of experience. I always strive to think of what clients often haven’t had the opportunity to think about. This has saved significant money, time, or “face” (not necessarily in that order), more than once, in my career. They can also expect a fun and creative experience!

When I’m not doing research: 

I smell the roses. I ride my horse. Talk cabbages and kings with my friends and two sons. I am a life-long traveler.