I find people fascinating. That’s why I’m drawn to qualitative research. I have an innate ability to connect with people, which enables me to easily uncover emotions and motivations that lie beneath the surface, and bring beliefs about brands and customer experience to light. Even after moderating thousands of focus groups, ethnographies and other in-person and online research methods, I still find every new encounter a fresh opportunity for insight.People that know me also wonder how I get so much done. With many moving parts, qualitative research can be difficult to manage. Over the course of 14 years at LRW, I designed, executed, and provided actionable insights for countless complex qualitative studies, and built a reputation for seamless project management. And now I’ve set up Uwins Research Group, with my passion for qualitative research at its heart.My experience spans a wide range of industries from retail, CPG and food service to entertainment, automotive and fashion. And since the deepest insights often come from combining methods, I've developed expertise across a variety of techniques including ethnography, shop-a-longs, blogs and mobile ethnography, as well as the more traditional focus groups and in-depth interviews. To supplement my experience, I've built a network of trusted partners both in the US and Internationally.My qualifications include a BA in psychology and communication from the University of Southern California and a MA in communication from California State University Northridge. I developed, championed and evangelized certain qualitative methodologies unique to LRW, and have been published in the Qualitative Research Consultants Association’s magazine. And to share my experience and expertise, I guest lecture on qualitative research at the University of Southern California. Specialties: Active Listening, Customer Insight, Ethnography, Focus Groups, IDIs, Project Management, Rapport Building, Research Design, Report Writing.
Listed skills include Focus Groups, Qualitative Research, Ethnography, Advertising Research, and 13 others.
