The way consumers choose products is messy, emotional and even counterintuitive to functional utility-based logic. That said, a deeper understanding of attitudes, beliefs and behaviors can unlock a clear and actionable picture of consumers' needs and desires. I feel lucky to be able to help companies piece together this puzzle alongside some of the smartest clients and colleagues in the business.
Recently I’ve been deep in smartphone ethnography-collected data sets translating thousands of in-the-moment consumer consumption occasions into focused strategy both for a global kids entertainment brand and a major player in the beverage world. I’ve also been working to illuminate an emerging subset of heavy business travelers and how they are changing the face of hotel selection.
When not on the job, I try to get out and enjoy the thriving Chicago food scene or sneak off to explore a new part of world.