As a Senior Strategist and quantitative projects lead at Egg Strategy, I identify “white spaces” for brands to occupy or innovate against through measurement of consumer and shopper pathways, unmet need states, and occasion-based decision making. My team works across multiple company disciplines utilizing the latest quantitative research and consulting methods to develop rigorous data-driven strategies centered on consumer behaviors, especially shopping-driven ones.
Prior to joining Egg, I had the great fortune to learn from the brilliant and eclectic minds at Oxford University while reading for my MBA and later, applied these theories to client research projects as part of different agency-based consulting teams. Although quantitative analysis is my preferred modus operandi, I also love to write and have been published in Adweek, Wall Street Journal, and BusinessWeek. When not at work I can usually be found at a local café listening to Japanese punk rock, playing video games, watching bad ‘80s movies, or reading textbooks about Schrödinger's cat.
