Creative Senior Qualitative researcher with over 10 years of experience with qualitative research and innovative methods including co-creation, ethnography, social media, digital research and traditional research methods. Proficient at collaborating with multiple stakeholders to determine audience interest and develop strategic go-to market ideas by synthesizing the voice of the consumer into actionable insights.
Launched holistic innovation program that helped increase customer base and RFP opportunities by 20%.
Instituted ethnography, co-creation and cutting edge digital research methods by cross functional training; business development, sales, researchers and analysts.
Published author on applied ethnography and social media data analytics.
Developed innovative product solutions grounded in clear understanding of customer needs. Mentored and developed a team of 5 qualitative researchers. Lead all research engagements from start to finish including sales development, RFPs, consulting with clients, research design, research execution, reporting insights and presentations both in-person and via teleconferencing. Grew the qualitative groups methodological toolkit by introducing and teaching new methods.
Served as one of the resident qualitative experts within the Qualitative & Ethnography group of Strategic Innovation (SI). SI encompasses an extensive scope of responsibilities in a fast-paced consulting environment, helping clients tackle complex business problems.
Lead moderator for the Q&E team as well as one of the senior moderators for the Strategic Innovation team. Key role in new business development for Q&E by designing and writing proposals as well as executing projects. Provided thought leadership in designing qualitative solutions and leading client engagements.
Active practitioner of moderating and analytics for a full suite of both traditional and cutting edge qualitative offerings (focus groups, mobile qual, IDIs, applied ethnography, digital qual, and social media) for new product innovation, consumer satisfaction, concept testing, brand positioning and line/brand management strategies for a variety of clients in both the B2B and consumer space including; CPG, technology, healthcare, restaurant, telecommunications, and others.
In charge of fostering new methods, innovation in research, innovations in ethnography and qualitative work and use of anthropological methods in the market research industry reporting directly to the company's CRO (Chief Research Officer)
Areas of expertise include social media monitoring, setting up and running communities, doing nethographic research and qualitative analysis that includes traditional QDA methods as well as large text mining textual analysis. Responsible for online qualitative methods and research as well as ethnographic work both online and offline.
Concentration in Japanese culture, popular culture (particular focus on video games), gender and consumer culture
Research Interests: Innovation in research methodology; particularly ethnographic methods pertaining to online communities and cultures as well as the use of social media for anthropological research - this includes new technologies and their applications to the research process.
Graduated Magna Cum Laude
Coursework in Anthropology, Psychology and History
Concentration in Japanese language and culture
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