A Glimpse of My Past Work
A Glimpse of My Past Work
Portfolio of recent case studies available upon request!
Background: A hardware/software brand needed a framework for understanding its target consumer and identifying growth opportunities for its product and marketing teams to tackle.
Approach:
Worked with analytics team to identify key questions about priority user segments coming out of quant segmentation.
Designed and conducted in-home ethnographies with electronics users in the US, UK, and Japan to uncover the qualitative nuance driving global segmentation.
Created multimedia persona profiles for acquisition and retention targets to humanize target customers and map strategic product and marketing opportunities.
Impact: This work created a common language for a large, cross-functional team to empathize with its target user. Insights underpin the brand's website design, featured content type, and messaging, as well as latest product onboarding features.
Background: A CPG company wanted to prove to retailers that investing in the redesign of PDPs would result in a significant lift in category sales.
Approach:
Designed consumer co-creation sessions to explore needs and pain points for PDPs.
Partnered with the design team to translate insights into implications for PDP wireframe design and testing.
Conducted A/B and heat map testing to land on the most effective PDP design and prove its positive impact on purchase intent.
Impact: This work created a compelling case for investing in redesigning PDPs and provided tactical recommendations for doing so.
Editor, Luminaries Column, QRCA VIEWS Magazine, 2021-Present.
Co-author, "An Ethnographic Study of Teaching in a High-Tech, High-Touch World," Houghton Mifflin Harcourt, 2018.
Co-author, "Global Research Guidebook," Kelton Global, 2020.
Author, “How to Conduct Global Consumer Research with Impact, Part 1: Design Like a Social Scientist,” Kelton Global, 2020.
Author, “5 Ways to Deliver Global Research Like a Journalist,” Kelton Global, 2020.
Co-author, "Communications Strategy: 5 Best Practices for Writing White Papers," Kelton Global, 2019.
Young Professional Grant, Qualitative Research Consultants Association, 2020
TMRE Agile Research Certified, 2021
Analytics 1-2-3 Course Completion, University of Georgia, 2021
Princeton University
A.B., Anthropology
Cum Laude
Gamma Kappa Alpha National Italian Honor Society
Thesis: Roma, Reframed: Examining the Disparate Views of the Roma Rights Movement Through the Lens of the Law