HOW I WORK:
Get to the heart of the problem. Sometimes symptoms are so loud, they look like the problem.
Find ways to go beyond messaging, whether it be a service, a cause to fight for, or something useful to improve people's lives.
Get to the insight quickly. This world moves faster than typical strategic and research timelines.
WHAT I REALLY ENJOY:
Exploratory qualitative: Both online and offline, I enjoy digging into the mindsets and motivations of audiences and cultures, seeing how people interact with products and services.
Mapping journeys: As a visual thinker, my mind is looks for connections and patterns. Whether it is an overall brand experience or a specific experience within an overall journey, I enjoy digging into existing data or conducting new exploratory to find interactions that matter.
Data digging: I can geek out, going through reams of data from disparate sources and making sense of it. I also find weird satisfaction, finding new data in places that wouldn’t have been considered previously. The world is full of patterns, and humans tend to do the same things over and over again, no matter the culture, category, or time.
Workshops: I find collaboration is the best way to get people to come to solutions quickly and with skin in the game. Conviction, not consensus, is the net outcome. Workshops are useful for journey mapping, brand belief and behavior strategy, integrated communication planning, new product development, and internal culture disruption. Depending on the problem to be solved, these can be as short as half days. Most are 1-2 days.
Culture and audience deep dives: This might be the academic in me, but I enjoy unpacking the meaning of things by looking through culture and history. Humans have been prolific at documenting their thoughts and worldviews for centuries, and by digging, you can find deep veins of human truth.
New product development: Whether its food, technology, or a new retail service platform, I love the creation of new things. I set the stage by bringing inspiration to people (or bringing people TO the inspiration), getting groups to work together to come up with story-based ideas (because products/services should always have a story) then prepping for research and refinement if needed.
Advertising & marketing strategies
Audience identification & deep dives
Brand belief & purpose development
Brand & product positioning
Customer journey development
Exploratory research (ethnographies, IDIs, generative), design, and moderation
Quantitative research design
Innovation & new product development
UX audits and strategic recommendations
Workshop design and facilitation
Fast Food Fans
Caregivers (Parents and elder care)
Natural, Organic, and Sustainable Solutions Seekers
DIYers (home improvement, investors, etc.)
Health and Wellness Seekers