I'm a consumer ethnographer and founder/principal advisor at The Good People Research Company, a human-centered social research and advisory firm that helps clients see and develop their product market fit. For more than 25 years, I've helped organizations of all kinds understand and relate to the people who are important to them - customers, employees, partners, and the public. I've conducted research and published papers on how to build trust and value with diverse and complex audiences, using deeply grounded ethnographic approaches and a range of Web 2.0 and evolving 3.0 methods.My mission is to provide clients with clarity into why people think and behave as they do, and how to use that insight to deliver value to them, or create positive change with them, in a respectful and dignified way. Good social research should do more than collect data and predict outcomes; it should ensure that people feel seen, heard, and understood as it cements meaningful and lasting relationships between organizations and individuals, relationships that are transformational rather than transactional.I also share what I learn as a lecturer in Entrepreneurship at The University of Virginia's McIntire School of Commerce, as a mentor in the iLab startup incubator at UVA’s Darden School of Business, and as an advisor to several innovative companies and groups in the tech and financial sectors.