I'm an insights-driven storyteller, using qualitative research to inspire smarter business decisions.As a seasoned consultant I help my clients get to know their customers and consumers deeply, using qualitative and ethnographic research methods. The 25 years I've been doing this work for brands, institutions, and agencies across various sectors and markets has helped me go deep into the "whys" behind what people say, think and do. And now that AI has entered the scene I'm using tools to provide insights faster, while keeping the human element front and center.My objective is to inspire action based on insights - my clients' objectives are the north star for every project. So I get to know what my clients really need, and then I use my innate curiosity, strong collaboration skills, and empathetic candor to provide answers to key questions (and often more!). Like all good quallies, I start with a foundation of asking, observing and listening well for in-person research, but I bring in online and mobile tools to keep research as real-world as possible. Addressing strategic issues such as product development, message communication, category exploration, customer segmentation, and retail experience evaluation is my forte. I work with the best in the business, both clients and collaborators, and I'm actively involved in the qualitative research community, as a member, leader, and volunteer of several professional associations, particularly QRCA and AQR.