I've spent 12 years listening to people very carefully. Turns out that's a competitive advantage.

AI Catalyst Course research & strategy

Qualitative research informing the structure and strategy of the AI Catalyst Course, a cohort-based AI fluency program for VP-plus insurance executives. Depth interviews with founding cohort participants to surface mental models, anxieties, and readiness signals, then a strategic action plan shaping curriculum design, participant experience, and commercial launch. The goal was to help insurance leaders adopt AI with intention rather than urgency.

• Qualitative
• Program design
• AI

Product, global marketing & UX research

A sustained mixed methods engagement spanning product usability, global marketing strategy, and UX research with immigrant communities who send money across borders to support their families. The work required holding both the intimacy of individual financial decisions and the complexity of global product scale at the same time.

• Measuring $20M of brand spend across three metros
• What a name gives you permission to sell
• A loyalty offer for the customers most likely to leave
• Where the category gets decided now
• People weren't deciding in the app store

• Mixed methods
• Brand & category
• Marketing strategy
• Global

Consumer insurance research

In-depth research into how nonstandard insurance customers make coverage decisions, including the emotional logic, trust signals, and friction points that define the category for this audience.

• Ethnographic
• Financial services
• Strategy

Mixed methods B2B & healthcare research

Research with DNA lab scientists, cancer surgeons, and genomics decision-makers, translating deep technical expertise into strategic positioning and commercial intelligence. Also designed and deployed national surveys with the nurse practitioner association on willingness to recommend NIPT, followed by depth interviews to understand the clinical reasoning and hesitations behind the numbers.

• Mixed methods
• Healthcare
• Expert interviews

Brand repositioning & rebrand research

Research underpinning a major consumer insurance rebrand, from perception audits to positioning validation. Connected brand architecture decisions back to the people actually buying the product.

• Brand strategy
• Consumer research
• Insurance

COVID-19 customer impact research

Mixed methods research with the customer base at the onset of the pandemic, to understand how COVID was affecting their spending, their budgeting, and their emotional lives. The findings were sobering: real financial strain layered on top of real mental and emotional health struggles, often tied to lost work. That research gave the business strategists the alignment they needed to extend payment flexibility and forgiveness further than the company ever had, at the moment customers needed it most.

• Mixed methods
• Survey research
• Crisis response

Automotive & healthcare contextual research

Ethnographic, in-person contextual inquiry across automotive consumer behavior and Kaiser Permanente member experience, bringing qualitative depth to organizations trying to understand how people actually live with the products and systems they use.

• Ethnographic
• Contextual inquiry
• Healthcare