Primary Research Design & Fieldwork
Qualitative, quantitative, and mixed methods research designed around a specific strategic question. From research design to fieldwork to strategic recommendations.
Deliverables: research design, screener development, recruitment management, discussion guides, IDIs, focus groups, ethnographies, survey design and analysis.
Research-Driven Strategy Frameworks
Translating research into strategic direction your team can actually use. Not a 100-slide deck. A clear output that connects insights to decision
Deliverables: strategic frameworks, opportunity mapping, positioning recommendations, decision architecture, leadership-ready presentations.
$2M+ in investment decisions informed.
Multi-year embedded research partnership. Led mixed-method program including quantitative benchmarking (n=2,000) and phased qualitative segmentation research to define audience segments and emotional drivers versus AmEx, Chase, and Capital One. Research informed an estimated $2M+ in annual content and campaign investment decisions and fed the intelligence infrastructure during the period.
Audience & Cultural Intelligence Reports
Research that goes beyond demographics and personas to understand your audience, what drives them, and where the real opportunities are. Built for leadership teams making strategic decisions, not media plans
Deliverables: audience intelligence reports, cultural landscape analysis, behavioral segmentation, audience opportunity frameworks.
Competitive & Market Intelligence
Structured competitive and market intelligence that maps the landscape, identifies whitespace, and gives your team a grounded view of where you sit and where the opportunities are.
Deliverables: competitive landscape analysis, market intelligence reports, category audits, whitespace identification.
17M patients engaged through research-led launch.
Developed research-informed brand positioning and launch strategy for Walgreens Clinical Trials. Led competitive intelligence, qualitative interviews with biopharma prospects, and positioning framework development. Supported the successful June 2022 launch exceeding key benchmarks. Patient referrals are 20% more likely to enroll compared to other sources, with 44% of participants from historically underrepresented groups.
Discovery Sessions
Structured sessions that surface the real questions before the research begins. Define the strategic challenge, align on what needs to be learned, and scope the work that will actually move the decision forward.
Deliverables: strategic challenge definition, research scope and methodology, stakeholder alignment documentation.
Strategic Alignment Workshops
Half-day or full-day sessions for leadership teams that have the data but can't agree on what it means. Pressure-test assumptions, surface disagreements productively, and turn stalled decisions into clear next steps.
Deliverables: facilitated working sessions, decision frameworks, alignment documentation.
Moderated Research & Immersive Fieldwork
Qualitative research that puts leadership teams closer to their audiences. When appropriate, clients are brought into the research process so the learning is shared, not just reported.
Deliverables: moderated IDIs and focus groups, immersive fieldwork, client immersion sessions, real-time synthesis.
60+ documents. One strategy. Three weeks.
Used AI-enabled synthesis to extract themes and insights from 60+ existing research documents, compressing weeks of manual review into days. Led a full-day immersion session to validate findings and align stakeholders. Facilitated a strategy session translating insights into content themes, audience priorities, and editorial direction. Work aligned with TIAA's digital transformation driving enrollment starts up 80% and advice sessions up 94%.
Measurement Architecture & Dashboard Design
Measurement systems that connect to actual decisions, not just report activity. Defining what to measure and why, linking metrics to strategic questions, and ensuring dashboards drive action rather than just display data.
Deliverables: measurement framework design, KPI architecture, dashboard strategy, reporting cadence and governance.
AI-Enhanced Analysis & Signal Detection
AI tools applied to accelerate pattern recognition, surface cultural and behavioral signals, and make research faster and sharper. Not AI for the sake of AI. Focused application connected to decisions that matter.
Deliverables: AI-enhanced text and sentiment analysis, cultural signal detection, pattern identification, research acceleration, strategic signal reports.
Shorty Award-winning measurement framework
Built a global creator measurement framework integrating brand lift, qualitative signals, and platform analytics into a unified system that replaced fragmented reporting. Standardized evaluation of 1,000 creator partnerships. Drove 4.6M+ views on creator-led campaigns. Framework adopted enterprise-wide and recognized with a Shorty Award. More importantly, shifted internal conversations from debating metrics to making faster, more confident decisions.
Fractional / Embedded Advisory
Ongoing senior insights and strategy support without a full-time hire. Consistent strategic guidance, research leadership, and decision support on a retained basis. Scoped by monthly hours and cadence, flexing based on what the work requires.
Works well for: organizations building or rebuilding an insights function, leadership teams that need an ongoing senior research and strategy partner, companies in transition that need experienced judgment over an extended period.
Deliverables: ongoing strategic advisory, research oversight, leadership support and facilitation, insights function design, decision support across work streams.
Lead costs 39% below target across global B2B campaigns.
Embedded as global digital performance lead overseeing $1M+ in paid media across five markets. Led creative testing, A/B testing, brand lift studies, and incrementality testing while managing agency relationships. Brand lift studies showed an 80% increase in platform search among exposed audiences. Developed a lead evaluation framework that reframed how the organization assessed campaign quality, enabling more confident global investment decisions
Most organizations don't have a research problem. They have a decision problem. The data exists. The dashboards are built. But the connection between what the research says and what leadership does next is where things break down.
Insights-led strategy starts with a different question: what decision does this inform? From there, every study, every framework, and every recommendation is designed to close that gap. Qualitative-led research to develop directional clarity. Quantitative validation to size and confirm. And strategic synthesis that gives leadership a clear, shared basis for action.
This is research designed to inform action, not just fill a deck.
Too many organizations know their audience by demographics and personas. They know the segments, the behavioral data, the media consumption patterns. What they don't know is why their audience makes the choices they make, what they actually care about, and where the real opportunities are hiding.
Audience intelligence is the work of going deeper. Cultural context. Emotional drivers. Competitive perception. Language and framing. The signals that only surface through qualitative depth, immersive research, and experienced interpretation. This includes understanding the creator and influencer landscape, not as a channel to manage, but as a cultural signal to read and a strategic lever to deploy. This is the foundation for brand positioning, market entry, content strategy, and growth decisions that hold up under pressure.
Some of the most important decisions stall not because the insight is missing, but because leadership isn't aligned on what it means. Different people in the room are reading different signals, weighting different risks, and waiting for different thresholds of certainty.
Executive workshops and immersions are designed to close that gap. Discovery sessions that define the real question before the research begins. Strategic alignment workshops that surface disagreements productively and turn stalled decisions into clear next steps. Moderated research and immersive fieldwork that puts senior leaders closer to their audiences, so the learning is experienced firsthand, not just reported.
The goal is always the same: get from insights to decision, faster and with more confidence.
Most measurement systems are built to report. Very few are built to decide. Dashboards refresh constantly, but the conversations they're supposed to inform keep circling the same territory. The data is there. The connection to action is not.
Measurement and systems work starts with the question every dashboard should be able to answer: does this help leadership make a more confident decision, faster? From measurement architecture and KPI design to AI-enhanced signal detection and competitive monitoring, every system is built to drive action, not just display data. The standard is simple: if it doesn't help someone decide, it's adding noise.
Every engagement is scoped to fit the work, not the other way around. I work across three models depending on what the situation requires:
Project-based: Defined scope, timeline, and deliverables. Built for specific strategic questions or research needs.
Fractional advisory: Ongoing retained support, scoped by monthly hours. Built for organizations that need consistent senior guidance.
White-label: Embedded support for agencies and consultancies. Built for complex client engagements that need senior-level reinforcement. Your client relationship stays intact. The work gets done at the level it requires.
All engagements are led directly by me. When the work calls for additional expertise, I bring in experienced specialists from a trusted network. No layers, no handoffs.
decide with confidence