UX Researcher focused on Digital Asset Transfer experience

Pioneered strategic planning function and mentored a team of respected strategists that contributed to Edelman’s rapid growth in the Southern regions. Conducted 40 stakeholder interviews along with a gap analysis of 50 documents to lead the research and development of a new brand platform for St. David’s Foundation.Moderated 12 focus groups of college students (in-person and remote) to inform the redesign of the Dell Scholars website in the US and in South Africa. Specifically, I authored the screener, discussion guide, final report, and recommendations to the communications and UX teams. Developed quantitative study for Central Texas Regional Mobility Authority to assess the impact of traffic on Austin’s changing quality of life. I was the designated project lead and wrote the survey, sold the recommended approach to the client, translated the findings into actionable insight for communications; and authored and presented the final analysis to key stakeholders.Led a quick-turn quantitative survey for SXSW Interactive to gauge attitudes of the SXSW community about the intersection of politics and technology. It was an element of a broader communications plan around President Barack Obama’s visit to SXSW in 2016.Led dozens of brand narrative development projects in which I conducted dozens of stakeholder interviews and focus groups. If not getting my hands dirty planning, designing, and conducting the research myself, I partnered with our internal research group to consult on research design and execution to ensure alignment with business and communications goals.

Drove client growth and agency business across all media and clients by launching the strategic planning function and using it to illustrate how a single strategic idea can translate into a variety of channels including advertising, public relations and public affairs. Increased interest and adoption in WellAware’s remote oil and gas well monitoring solution by repositioning it as a way to drive efficiency and volume to overcome negative perceptions that it would only replace workers with iPads. Conducted stakeholder interviews and secondary research literature review to inform repositioning.

Led relationship between the USAA research team and agency to facilitate better knowledge exchange and to be the “voice of advertising/communications research" alongside client-side research partners.

Conducted approximately 200-300 focus groups, ethnographies, and user interviews in service of all clients, working with a variety of different users including elderly Medicare recipients, high school students considering military service, and media planners with unconscious biases. For each, I scoped the project, developed the screener and guide, conducted all of the fieldwork, reported findings, briefed agency teams to develop advertising, and assisted teams in selling the creative ideas to clients.Oversaw development and management of client quantitative tracking study and third-party brand research consultancy vendor, Hall & Partners.

Led 3 shopping ethnographies and 3 focus groups with teenagers for Journeys, a mall shoe store, to understand how they determined what was cool. Moderated 9 focus groups with young adults to explore thoughts on nutrition and beverages to inform the launch of a new Virgin-branded beverage in the US. I also co-authored an A&U study to assess the current landscape and help illuminate possible white space territories. Finally, I was one of the architects of an immersive briefing experience to bring our exploratory findings to life.Created an image sorting exercise to help mothers articulate their experiences and aspirations related to taking care of their families. It was to inform ad campaign development for a US grocer.