INSIGHT
In research, I prioritize deep listening and thorough analysis to get to eye-opening insights.
Consumer Insights
My experience as an academic lends itself to rigorous insight work. I’ve contributed to intense qualitative and quantitative insights projects for multiple Fortune 500 firms and a university, designed research, moderated interviews, spearheaded data analysis, and crafted high-level implications.
Months of consumer insight research for Thrivent Financial culminated in re-vamped psychographic customer personas and a day-long workshop with embedded video interviews. The insights changed how their marketing team thinks about prospects and their needs at various life stages.
Cultural Research
Diving into cultural currents to find unexpected insight always excites me. I enjoy digging into everything from think-piece journalism, internet forums, academic papers, governmental and NGO statistics, and many other sources in service of reaching a complete picture of a cultural landscape. My research chops have created value in various branding projects as well as extensive long-range planning projects.
My cultural research recently helped United Healthcare understand the pressures of Americans facing retirement and informed how the organization reaches out to those aging into Medicare.
The University of St. Thomas needed a strategic roadmap to guide their path through a tumultuous time in higher ed. I synthesized macro-trends in the future of education and the future of work to ensure the strategy was relevant and robust.
