Bio

With over two decades of experience in marketing communications, advertising, brand strategy and market research, I have used consumer insight to inspire portfolio strategy, brand/product positioning, advertising, shopper experience, product development and innovation. I am an experienced ideation and co-creation facilitator and qualitative moderator, having completed well over a thousand interviews with consumers ranging from kids and teens up to the elderly, and professionals such as doctors and nurses, builders, architects, and interior designers. My approach is to listen carefully to clients to understand the challenges they face, and go hard after learning that will reveal something new, and inspiring. My strengths as a moderator are to read respondents closely and adjust on the fly to overcome barriers that keep people from naturally revealing their needs and wants - and why. For optimizing concepts, whether product or messaging, I'm relentless with details that are necessary for actionability, without putting creative people in a box.